5.

0 Marketing mix (4Ps)

Marketing mix (4P) is a group of tactical marketing tools that can be handled. (4P) consists of
products, prices, venues, and promotions mixed by firms to produce the desired response in
the target market.

5.1 Product

Products are goods, services or ideas offered by traders and purchased by customers in order
to meet the needs and wants of consumers. F&N products is one of the consumer products
that is easy to buy, which is an intuitive product. Their products are categorized as an
intuitive product because it is a product purchased by consumers without minimal effort and
search. 100Plus is popular in both Malaysia and Singapore. It has been consistently voted the
number one isotonic drink brand in Malaysia in various surveys since its introduction in
1983. Four flavors are available – original, Tangy Tangerine, Lemon Lime, Berries and
Active. In 2011, a non-carbonated version called 100Plus Edge was introduced before
another one in 2017 called 100Plus Active. 100Plus loaded with glucose and minerals, it
keeps your body properly hydrated for optimum bodily function and speedy recovery. With
that extra advantage, your body is even better equipped to keep up with your thirst for
success.

5.2 Promotion

Promotion refers to activities that inform, attract and influence consumers about the benefits
of the product and try to persuade the target user to buy. F&N company hold promotions
using coupons, hold contests, give discounts, make trade shows and so on. F&N conducts
many contests to encourage consumers to make minimum purchases just to qualify them to
enter contests that offer lucrative prizes. A variety of lucrative prizes are available to the
successful. The winners will receive cash or products from F&N Company and others
according to the category of winners.
F&N company also make promotions through advertising. Advertising is a form of indirect
communication paid by the manufacturer to introduce product sales to consumers through
mass media such as newspapers, magazines, television, radio, and the internet. Advertising is
a form of presentation that is planned and specially made to introduce their products. F&N
company often advertise their products on television, signage, radio, and the internet. For
example, F&N cordial advertising is usually broadcast during the festive season such as
Aidilfitri to attract customers to enjoy the beverage with their loved ones on Eid.

5.3 Place

Place in marketing means the area of distribution of goods to branches that need it. F&N
companies use horizontal distribution channels which are intensive distributions to ensure
that consumers obtain F&N products easily and quickly. the distribution of F&N products is
wide and there are many in retailers because the products distributed are consumer products
used in daily life. The company selects product distribution channel members based on profit
and growth records, reputation, and level of business cooperation. The company motivates
channel members through the provision of commissions, exhibition, and advertising to
improve efficiency in the distribution process. both parties met The Company will also
evaluate the performance of the distribution channel over a period based on the evaluation
criteria set such as inventory level and delivery time

F&N company also uses a vertical distribution channel that is indirect payroll to distribute
different products based on the needs and wants of market users Marketers use one or more
middlemen to distribute a product. The company’s products are more suitable for using
indirect distribution channels that involve large-scale retailers to distribute to customers.
5.4 Price

Price is part of product information and price is the most important strategy to drive sales. A
business also needs to set a price for a product and price is a strategy to streamline sales for
an entrepreneur. An entrepreneur should set a price for a product based on certain goals such
as increasing profits, increasing shares market, spend sales stock and enhance company
image.

The pricing of F&N products is through a monopoly market. In this market, F&N company
compete with similar firms for their products by setting high prices to reap profits.
Meanwhile, the government has set the price of its products at a low price to protect the
welfare of the people. Therefore, the price of each F&N product is the same as the
competitor's product because the product produced has close features and uses same. For
example, F&N beverage prices are approximately with Dutch Lady beverage prices around
RM3 to RM5