MARKETING PLAN

6.2 Description of the product

Table 6.2.1 Product Description

Product Description
Features  Eat to satisfy customers
 Can be kept for quite a long time like for 3 months
Raw Material  Strawberry extract
 Blueberry extract
 Malt extract cereal
 Sugar
Benefit  It is nutritious and perfectly seasoned
 Can be consumed by everyone regardless of age
 Can reduce oxidative stress
 Improve blood sugar and insulin levels

Table 6.2.2 Product Illustration

6.3 Target Market

Target market is a crucial task in marketing plan as it ensures that products will be
sold to correct customers with high potential for sales growth, and solve customers’
needs and wants efficiently.

The target market alternative that Berrytum choose is Segmented Marketing by

using Niche Marketing method that is targeting a large share of one or a few
segments or niches. We segment our market into two common bases only that are
demographic, and psychographic segmentation.

 Demographic segmentation

By analyzing the demographic factor, our product’s focus is targeting the

families. This is due to in family, there will be family members from various age
range from children, parents also the elders which everyone can consume our
product. Since the product is under the category of snacks, everyone can enjoy it
relaxing or watching television and can be consumed as midnight snacks.

Next, the target is focused on students because students tend to take

interest in trying new type and flavour of snacks. They can consume our product
while doing their assignments or sharing with friends during study group. Our
product also might help students from losing focus while studying as it is a
healthy snack that has both good nutritious and delicious flavours from berries
extraction that are not too sweet and too bland which is good to keep one from
being sleepy.

Third is online customers and retailers. Online sales would contribute the
most to our sales growth as our product can reach to everyone in any location in
Malaysia through delivery. Online retailers like agent, dropshipper and stockist
are also our target market as they would stock repeatedly from us which will
boost our sales at the same time, they can generate income by selling our
product.

The last one according to demographic factor is those wholesalers like

convenience store. Our product fits perfectly to be sold in convenience store as it
is an everyday product which is snack that can be consumed easily. The reason
for targeting them is because they will be doing mass stocking or in bulk which
can give a huge rise in sales growth.
 Psychographic Segmentation

We also analyze the target market for our product using the psychographic
segmentation by targeting those food hunters who has certain interest in snacks
or cookies. Since our product is unique and new, it can attract those food hunters
who like to try something new.
6.7 Sales Forecast

Table 6.7 Sale Forecasting

Month Sales Forecast Reason

(RM)
January 7,500 First launch of sales
February 12,000 Increasement due to product start to
gain customers’ trust
March 15,000 Increasement due to product start to get
demand from many wholesalers
April 9,000 A huge fall due to Ramadhan
May 25,500 A huge rise due to Eid al-Fitr
June 24,000 A slight decrease due to leftover stocks
in supermarkets
July 24,000 Stable number of sales due to product
reach its maturity stage
August 21,000 Decrease due to
September 21,000 Number of sales are stable due to
October 19,500 A slight decrease to
November 21,000 Sales increase due to school holidays
December 22,500 Increase due to Christmas eve
Year 1 199,500 -
Year 2 219,450 -
Year 3 252,368 -

6.8 Marketing Strategy (Marketing Mix)

6.8.1 Product

1) Product Attributes
 To satisfy customers’ needs and wants, we are making sure to produce the
best quality of product that delivers certain value to customers. First, our product
is proven can be kept for quite a long time for 3 months as the product is made
from mixture of malt extract cereal and berries extract that are not quick to spoil.
Our product is also a healthy snack as the ingredients used are berries which has
been proven in study that berries contains good nutrients such as low in calories,
contain several vitamins and minerals, high in fiber that can reduce hunger and
antioxidants which may help reduce oxidative stress.

2) Packaging

Product packaging is very important to protect the product from being

damaged and exposed especially during shipment. Therefore, our product’s
packaging is using a high-quality jar that is not easy to get crushed during
shipment and is sealed tightly to prevent the product from being spoiled or
exposed. The size of the jar used is also not too big or small which is around
15cm for its diameter and its tall, thus customers can bring it anywhere to eat.

6.8.2 Price

We set the price of our product using one of the common pricing methods
which is based on cost such as fixed cost, variable cost and other expenses used.
There are also few factors to be considered when setting price which the first one is
according to our marketing objectives. We want to provide a good quality product at
a low price so that everyone can afford to buy our product. Next, according to
demand and supply, we must set the price that alliances with the amount of demand
and supply so that we will not be getting any loss. The last factor is according to the
competitors’ price where we must consider that our price is much cheaper and
affordable with suitable quantity to be compared to our competitors.

Therefore, after considering all these factors, we came to conclusion that the
price of our product, Berrytum will be at RM15 for one unit.
6.8.3 Place

Our company and factory are in one building that are located in Kuala
Lumpur, which is the center of Malaysia. It is the strategic place as we can received
our raw material suppliers quickly as the suppliers are in the same area of our
factory since it is the place where most of business entities are located in.

As we are just starting, we are focusing on distributing our product to

selected place like to wholesaler in many shopping mall, convenience store and
supermarket. This is a great strategy because there a lot of shopping malls like
AEON, IOI, and other wholesaler near our company as it is in the center of Malaysia.
Therefore, it is easier for us to market our product.

We also market our product through online platforms so that our product can
reach many people in different location in Malaysia.

6.8.3 Promotion

We promote our product using the three of promotion strategy which are
advertising, and publicity.

1) Advertising

There are a lot of different channel of advertising that can be used. First, we
will buy signboard to be used to promote our product. The reason for choosing
signboard is because of the big size of signboard with interesting word-playing
could attract potential customers to buy our product.

Second, the uses of business cards are important in order to expand our
business relationship with other business companies and customers. Business
card could make others to remember our brand and later interested in our
product.

Next, social media are widely used in today’s era. Therefore, we have our
own social media platform to promote our product which is through Instagram
and Facebook. We will update about our grand opening, product details and
promotions or sales through this platform as it is a free platform and does not
cost us anything. To be added, we also use shopping application like Shopee that
 are loved by many people to promote our product so that it can reach our
targeted markets.

2) Publicity

In order to gain customers’ trust and meet their satisfaction, we will provide a
24-hour product quality hotline where customers can give their compliments or
complains about our product. We are open to accept any negative feedbacks
from our customers so that we can make improve on our product and fulfill our
customers needs and wants as to achieve our objective which is to be the best
company that make the best snacks in town.

6.13 Marketing Budget

Table 6.13.1 Marketing Budget

 Item Fixed Assets Monthly Expenses Other Expenses
(RM) (RM) (RM)
Fixed Asset
 Signboard 2,000
Working Capital - - -
Other Expenses
 Influencer 800
 Social media 400
advertising
 Business cards 100

 Grand opening 3000

TOTAL 2,000 400 3,900