A DVA N C E D M A N A G E M E N T A C C O U N TA N C Y 1

( B AC 3 0 9 4 )

Franco Teoh 0200171

Ang Zi Kai 0200963
Lew Pei Yin 0200008
Ong Yee Thong 0197368
INTRODUCTION OF THE COMPANY
• Engage in plant plantation, investment
holdings, and property investment in Malaysia.
• Manufacturer of rubber-based product,
oleochemicals, and esters
• Producer of oil palm clones by plant tissue
culture technology
• Distributor of tropical fruits.
• Agrofood business includes cattle-rearing and
pineapple planting.

Present by: Franco Teoh

BUSINESS IN PINEAPPLE INDUSTRY
• Involved in pineapple industry since 1994.
• MD2 pineapple farms production run by Kulim
Pineapple Farm (KPF) which located at Johor.

OBJECTIVES
• To be cost leader
• Main producer of MD2 Pineapple
• Promoting Melita as premium yet affordable brand.

Present by: Franco Teoh

ISSUE FACE BY COMPANY
• Low demand on Pineapple product in current market
• Hard to meet the perspective of consumers in market.

Present by: Franco Teoh

BRANDING STRATEGIES
Combine all the pineapple products into one package box, in order to make the
products as a gift during any festival and sourvenir represented Malaysia.

Brand positioning
Brand Quality and repositioning

Multibranding

Present by: Ang Zi Kai

BRANDING STRATEGIES
BRAND QUALITY
• Choose a quality → support brand’s position in the target market.
• Some market are more quality conscious than other.
• But within same market, some consumers prefer premium brands.
• High priced, high quality.
• Others will choose economy brands.
• For example, the pineapple product is sour or sweeter?

Present by: Ang Zi Kai

BRANDING STRATEGIES
BRAND POSITIONING AND REPOSITIONING
• Position of product → multidimensional in nature.
• For example, Kulim (Malaysia) Berhad could: -
• Develop a pineapple yogurt or milk-based drink which is fortified with vitamin.
• The product could be positioned in one or several markets, could be
promoted as an infant food, a health food or sporty food.
• Whichever market is selected → price of the product can set at top, middle or
bottom end of the market,

Present by: Ang Zi Kai

BRANDING STRATEGIES
MULTIBRANDING
• The producer develops two or more brands in the same product category.
• Useful in market segments → good deal of brand switching among consumers.
• Creates healthy competition between brand managers in organization
• Each brand can be developed to present different attributes and appeals to the
market place.
• Kulim (Malaysia) Berhad could produce difference types of pineapples biscuits
to meet the marketization and customer demand.

Present by: Ang Zi Kai

PRICING STRATEGIES

Product Bundling Online Sales

Pricing discount

Present by: Lew Pei Yin

PRICING STRATEGIES
PRODUCT BUNDLING
• Combination of multiple products.
• For example, one package including all the pineapple products.
• Become gift during any festivals. Any tourist can buy the package as a souvenir
back to their country.
• Product mix pricing → push more product in the market with lower price
point.
• Margin is lesser but cash movement is faster → liquidity to the brand.
• As overcome the issue, the product with less demand could lead enter to the
market.

Present by: Lew Pei Yin

PRICING STRATEGIES
ONLINE SALES
• Use their website → conduct their Argo food business by online, selling pineapple
product.
• Whenever anyone who interested to buy the pineapple product, they can access to
customer comment on the product.
• Benefits: -
Cost saving
Improved the flexibility of client service
Fast delivery of product
Access to the worldwide

Present by: Lew Pei Yin

PRICING STRATEGIES
PRICING DISCOUNTS
Cash / Trade
Quantity Pricing
discount

Pricing as per
Promotional Pricing Geographic
Location
Present by: Lew Pei Yin
 • quantity discount can be offered to customers who purchase in
Quantity Pricing large quantities

• extended to customers who pay their bill before a specified

Cash / Trade date.
discount • small retailer who may not purchase in quantity but nonetheless
performs the important retail function

• Common Application
Promotional Pricing • often the subject of controversy

Pricing as per • When pineapple are not available in a country, Kulim Berhad
Geographic would exported to the country
• scarce this increases their value in the country
Location
Present by: Lew Pei Yin
 COSTING METHOD
(BEFORE & AFTER)
BEFORE
• Development and Research of
Pineapple become Multi-product
• Using the Advanced technology such
as AI to reduce the labour cost
• Runs a solar-powered irrigation
systems (SPIS)
AFTER
• Fertilizer and Pesticide
• Water Management
• Miscellaneous charges (levy and
charge)
Present by: Ong Yee Thong
COMPETITIVE ADVANTAGES AMONG
THIS STRATEGIES
• Focus on the Healthiness on the pineapple product → Create a market
opportunity
• Bring a impact on the healthiness among the fruits-product market.
• Could change the consumer’s perspective.
• Online sales → Promote the product worldwide, increase the
competitiveness among industry.
• Pricing strategies → focus on the lower-income consumer that the
strategies able them to consume.

Present by: Franco Teoh

CONCLUSION
• The strategies suggested could lead the business going to more
competitive within food industry.
• Whole strategies → change the internal business process.

Present by: Franco Teoh

 THE END
T H A N K YO U