UNIVERSITI TEKNOLOGI MARA

INDIVIDUAL ASSIGNMENT 2
MKT 558

PREPARED BY:
NURUL IZWANI BINTI JALALUDIN
2018410362

FACULTY OF BUSINESS AND MANAGEMENT

BA250 4A
A. PROCESS OF MARKETING PRODUCT THROUGH FACEBOOK

 Setting up a business page on Facebook

1. The first step is to sign up or log in your Facebook account in order to create a
business page.

2. Then, clicked the option ‘create a page’ to start a business page. We can set our page
name and business category, as for my products, it falls under the category foods and
beverages.
3. This is my business page that I have created to market my product. Any additional
information or changes can still be added even after the page have been created.

 Buyer’s profile
Name: Ain Najihah binti Jamal
Address: Taman Impian Ehsan, Cheras, Selangor

 Items sold to the buyer and feedback

Original price and selling price are same which is RM5 per pack since I directly sell it
to the customer without any intermediaries.
B. REASONS FOR SELECTING FACEBOOK TO MARKET PRODUCT

There are several reasons why I decided to choose Facebook as a platform to market
my product. As a seller, choosing the right platform for marketing our business is really
important. In my opinion, Facebook is a good platform to market a business as there are
numerous advantages associated with it. First of all, it is definitely a low-cost marketing
strategy because any business can just easily sign up on Facebook for free and built their page
for a small start-up for their business. I find this very useful for businesses especially the
small ones that cannot afford to have their own website or physical store yet. Besides being
free, Facebook can also provide access to millions of target audience which can be converted
into potential customer. Based on recent statistic, it was stated that Facebook has 2.6 billion
active users in a month and it has also indicated as the most popular social media platform
today. This shows that Facebook is widely used around the world and having a Facebook
page for your business is a good way of business exposure.

Other than that, Facebook is a good platform to share information relating to business.
As mentioned earlier, I can easily create a business page on Facebook and put useful
information regarding my business on my page. Those information can be helpful for
customers to know anything about my business such as my product or location. Through
Facebook, sharing photos and videos of my business becomes very simple compared to
having your own website where you have to personalize them. Facebook also allows business
to communicate easily with their customers since they can directly contact the business on the
Facebook page instead of using email which takes time. They can either write a comment on
the business post or directly message through Messenger. Therefore, the business can respond
to any queries and solve any problems quickly with this feature. This will also help in
increasing customer satisfaction as well as promote brand loyalty.
C. MARKETING MIX (4PS)

i. Product

Core product refers to the main product purchased by the consumers to fulfil their
needs and as for our business, the core product is cookies. There are three flavours of
cookies which is chocolate chip cookies, dark chocolate cookies and chocolate chip
with almond. By using the best ingredients, such as chocolate chunk and flavourful
nuts which make these homemade cookies taste amazing and different from other
cookies out there. Unlike the typical chocolate chip cookies, we use chocolate chunks
instead of chocolate chip to have a richer taste of the chocolate. A mixed of brown
sugar and slightly melted butter makes our cookies have a unique texture where they
are crisp around the edges and softer in the center. Cookies are readily packed in
various size of packaging, which is from a big and medium sized jar to a small zip
lock paper bag. The packaging size differ the pieces of cookies contained in it, so the
customers would have options to choose from.

ii. Price

Price is the amount of money charged for product or services. In other words, price is
the sum of all the values that consumers give up in order to gain benefits of using the
product. There are two ways of setting the price which is cost-based pricing and
value-based pricing. Monshter Cookies is using cost-based pricing since the price that
we set is based on the cost of producing and selling the product. The price of the
cookies is affordable and reasonable with its quality. The price charged is based on
different size of packaging and all kind of flavours are charged at the same price. For
example, a big jar of 50 pieces cookies is RM30.00. Medium size jar of 20 pieces
cookies is RM13.00 and the last one is 8 pieces cookies in a zip lock paper bag is
RM5.00. Since our business is still quite new, we also use penetration pricing
strategies in order to compete with our competitors. We charged at lower price
compared to our competitors to attract and draw the audiences’ attention towards our
business. However, some of our competitors might have lower or higher price
compared to us but we can ensure the customer that the price we choose for the
cookies really fits with its quality and ingredients used.
iii. Place

Place variables of marketing mix refers to how the product is being distributed to
customers. As for online business, products and services are distributed through
navigating from one site to another. As for Monshter Cookies, we are using direct
marketing channels since there are no intermediaries between our business and
customers. The cookies are directly provided by ourselves to the customers in order to
achieve highest value of the customers. Since our business is online-based, customers
can easily find and purchase our cookies through Facebook by placing their order
through Messenger. After the order and payment have been made, the cookies can be
quickly posted or delivered on the day after. The delivery of the product is done either
through postage for west Malaysia or cash on delivery for certain areas around
Selangor. This is very convenient since people would not need to go to a physical
store to purchase the product. In other words, it is cost-savings and time-savings to
purchase online.

iv. Promotion

Promotion refers to the activities the firm takes to communicate the specialty of its
product to its target market. Promotion is done in order to persuade people to buy the
products. There are two types of promotion that we use for our business which is sales
promotion and social-media marketing. As for sales promotion, we did an opening
promotion for the first week of operating Monshter Cookies where we offered 20%
discount for any product. This promotion was made in order to gain audiences’
attention and attract them to buy our cookies. Besides that, we also did promotion for
festive season or special day such as Mother’s Day. We usually did a limited time
offer in a form of discount or special gift. Other than that, we use social media
marketing to drive traffic and gain more followers. We mainly use Facebook as our
platform for promoting by publishing eye-catching pictures and videos of our
products on the business page. We believe that most people will be attracted to
visually pleasing content which is why we use this marketing trick to attract more
audiences.
D. PAYMENT INFORMATION
Payment for the product can be made either through online banking or cash on delivery. We
accept both method since different customers might have different preferences on method of
payment. First of all, we will give our business account number to the customer for them to
make a payment after order have been confirmed. Once the payment has been made, the
customers need to screenshot and send the payment receipt as an evidence to us. After
everything have been completed, we will post or deliver the product the day after the
payment was made. Show in the picture below is an example of online banking payment
receipt:
E. TARGET MARKET
Since we are selling freshly baked chocolate chip cookies, our target audience are mainly
the cookies and chocolate lovers. Geographically, we focus on Cheras, Selangor resident
and its nearby areas, where Monshter Cookies is based. However, we would also provide
throughout west Malaysia. Demographically, we are targeting kids, young adults and
adults because they are more likely to eat desserts or sweet food such as cookies. We also
target on customers who are looking for a dessert for any occasion. Other than that, price
wise, all customers with either lower, middle or upper income can have our products as it
is very affordable to all.

F. COMPETITORS
There are many competitors in bakery industry specifically baked cookies seller on
Facebook. Out of all the business, we have chosen Cookeedis as our closest competitor.
Since we are located quite close to each other, we might have the same target market and
supplier for our resources. Cookeedis have an advantage over our business for its
experience in business as they have start operating much earlier than us. Also, in terms of
packaging, theirs are a lot more attractive. However, we do have advantage over
Cookeedis in terms of variety of flavours and price. Nevertheless, Monshter Cookies will
stay competitive by continuing to produce more variety of products and attractive
packaging designs to strengthen our competitive positions.
G. EXPERIENCE ON MARKETING PRODUCT ON FACEBOOK
Based on my experience, using Facebook as a business platform has been very useful and
easy for me. There are a lot of marketing method that can be done on Facebook. First of
all, I can search up any public business groups or resident associations on Facebook that
match my target market that I could join. By joining this kind of groups, I could promote
my business to more specific audiences instead of only publishing post on my business
page. Facebook also has a feature where people can share post from another user. Once
people share your post, you will increase your audience and this will help boost your post
engagement. Other than that, I also find it very easy to communicate with customers since
we can easily interact through Messenger and I also can respond to several customers at
one time. Some customers can be very sensitive to late respond from the business.
Therefore, by using Facebook, I can solve any enquiries or problems of my customers
quickly.

CONCLUSION
To conclude this assignment, I would say that I do prefer digital marketing more than
traditional way of marketing. This is because, digital marketing offers a higher level of
engagement and interaction to our target audience or customers. By using online platform, I
can easily gain audience since people are most likely to be on the Internet. Having a wide
audience that can be turned into potential customer will helps drive traffic and increase sales
for the business. Besides being a low-cost marketing tactics, there are also various and
creative way of marketing product through online platform. For me, digital marketing is the
most cost-effective and easiest way to market a business.