COMMERCE DEPARTMENT 
 
 
DPM10013: PRINCIPLES OF MARKETING 
SESSION:    I:2022/2023 
 
 
 
 
TUTORIAL EXERCISE 1 
 
CHAPTER 3: CONSUMER AND BUSINESS MARKET 
CHAPTER 4: MARKET SEGMENTATION, TARGETING AND POSITIONING 
 

INFORMATION SOURCE LINK: https://forms.gle/vMMUTb22P7e8fr9E8 

 
PREPARED BY:
 
NAME  MATRIC NO. 
DIVYESH A/L SURESH 10DLS22F1004
AINA SYAMIMI BINTI MOHD ZUL 10DLS22F1026
NUR YASMIN BINTI MOHAMAD NASIM 10DLS22F1034
NUR ALYA MAISARAH BINTI RIJALUDDIN 10DLS22F1077

CLASS: DLS1A
LECTURER: PN. SARIMAH BINTI ALUAI @ ALWI 
 
DATE OF SUBMISSION: 10 OCTOBER 2022
BACKGROUND OF COMPANY

Ramly Food Processing Sdn Bhd was founded by Dato’ Dr. Haji Ramly Mokni and
his wife Datin Hajjah Shala Siah Abdul Manap and established on 1984 (Ramly,2021). The
name of the company was known before as Perusahaan Burger Ramly Mokni Sdn Bhd. The
history of the company was beginning on 1979, when Dato’ Dr. Haji Ramly was first started
the business by selling burgers at the street food stalls with his wife.At that time, he was only
a butcher in a market and it makes him more curious regarding the original sources of the
meats and whether it was halal or not. The situation makes him determine to produce halal
and certified meat source for all Muslims in the country and led him to come with the idea of
establishing larger and trusted company.

With all the determination and hard work, Ramly Food Processing Sdn Bhd has
now own the processing plant which is located in SME Industrial Park, Mukim Batu in Kuala
Lumpur which also has 10 subsidiary companies operating in the group such as Ramly Food
Industries, processing, marketing, services and logistic. On top of that, with their corporate
philosophy, our belief remains the same, consistency is the key and we strive for success,the
company has their own aim in the business. They are using the concept of ‘Halalan
Thoyyiban’ which means the food is clean and safe and also following the Syariah law. It
means that the foods were being processed according to the Islamic regulations and are not
harmful for a human being. The process of their frozen food was also made in a clean way
and very careful in order to comply with the Syariah law and to be certified by Jabatan
Kemajuan Islam Malaysia (JAKIM).

Furthermore, in 2015 the company has expanded their business widely

by establishing new factory that was worth for RM274 million which fully
equipped with automated machines, located at Taman Perindustrian Halal Hub on
Pulau Indah. It is to ensure that the quantity of the product can be increased while
maintaining the quality. In due to that, they have successfully produced more products and
are also able to expand the business by exporting its product around Southeast
Asian countries such as to Singapore, Thailand, Myanmar, Indonesia and many more. They
are also looking forward to enter the middle east market to expand their business larger.

Aside from producing burger meat and other frozen foods, the company is also
known for its street stalls, which have sold the Ramly Burger in every state in Malaysia since
1979. and are considered a local favourite, especially by city dwellers. It is estimated that
there are over 25,000 Ramly Burger stalls nationwide as of 2015, with the monthly average
income of about RM 5,000.
THE COMPANY LOGO AND TAGLINE

RAMLY PRODUCTS

\
 QUESTION 1 :
ASCERTAIN TYPES OF MARKET THE COMPANIES INVOLVE AND FIVE (5)
CHARACTHERISTIC ABOUT THOSE MARKET.

 Burger ramly is a business market is defined as the selling of burgers and services to
other businesses to be resold or used to make other items or services for sales

 Burger ramly company are generally made up of businesses which buy some product
such as : bread , sos , mayonise , salads and etc and their create own raw burger patties
for their own operation

CHARACTERISTIC BUSINESS
MARKET
Number of customer Few branchers but large buyers

Location Using a lot of effort to succeed in a particular thing

Relationship Ramly group (ramly) is digitally adapting and

Transformingits business with hong leong islamic bank

Demand On 1979 burger ramly mostly in demand on market

Because of tastyness

Type of decision and decision process More people , complex and formalized
QUESTION 2
DISCUSS THE BASE OF SEGMENTATION THAT APPLY BY THE COMPANY .

In order to make maximum sales with high profit, it is important for Ramly Group have a
target market segment that are important for the fast food and frozen product to be sold.
Geographic,demographic, and behavioural are important segmentation that are used in Ramly
Group.

• Demographic Segmentation
Demographic segmentation divides market into different segments such as age, life-cycle,
gender, income, occupation, religion, ethnicity and generation.
Ramly Group divides its market segment by religious segment as most Malaysian are Muslim
and require halal meat.Besides, Ramly Group always choose a resident with higher rate of
Muslim because Halal and high quality product sold by them will surely more attracting for
the Muslims. Other than that, Ramly products are less expensive and affordable thus, it will
be favoured by the lower income citizen in Malaysia for example the B40 and M40.

•Geographic Segmentation
Geographic segmentation divides market into different geographical units such as
nations,regions,states,countries and cities.
Based on research,Ramly Group had chose to make their business in rural, suburban and
urban places because all these places showed the opportunities for them.Ramly Group's brick
and mortar store are the burger stall, Halal mart Ramly Kiosk and Ramly Café.Their targeted
places are mostly in residence area and apartment.The stalls are mostly located at Kuala
Lumpur and Selangor as these two states are consider as urban areas because of high
population density and modern infrastructure. Besides, the market has sold their products in
many populated Muslim country such as Malaysia, Vietnam, Thailand, China, Indonesia,
Philippines and Myanmar. Also, Ramly burger meat and chicken in Malaysia received quite a
decent feedback which attracts buyers to start the business in Malaysia and other countries.

•Psychographic Segmentation
Psychographic segmentation divides buyers into different segments such as lifestyle or
personality characteristics.
Lifestyle-based psychology is used by Ramly's burger in producing products. The company
has researches that Malaysians need easy-to-cook and easy-to-prepare food products.
Therefore, the idea to produce frozen products that could meet the needs and wants of the
customers. Indirectly, buyers can save their time because they do not need to prepare culinary
ingredients but just need to fry in a short time and can be bought at a cheap and affordable
price.

• Behaviourial Segmentation
Behaviourial segmentation divides buyers into segmenta based on their knowledge, attitudes,
users or responses to a product.
Ramly Company chose behaviour as the basis for market segmentation. Ramly's company
uses market segmentation based on the customer's sought-after customer base which requires
a halal source of guaranteed fresh meat without any doubt on the quality of Ramly's product.
Ramly Company come out with healthy and quality frozen products for their customers
where all its products use safe from chemical-free materials. Ramly also cares about the
quality of its products to maintain and at the same time to increase the number of loyal buyers
of Ramly's products.
QUESTION 3
DESCRIBE THE STRATEGIES UNDER SELECTING TARGET MARKET CHOOSE BY
THE COMPANY

Market targetting means the process of assesing the attractiveness of an identified

market segment and selecting one ore more segments to include. There are four marketing
strategies for marketing that is undifferentiated marketing, differentiated marketing,
concerntrated marketing and micromarketing .

The first market strategy is Undifferentiated Marketing .Using this strategy a firm might
decide to ignore market segment differences and target the whole market with one offer .This
mass marketing strategy focuses on what is common in the needs of consumers rather than on
what is different.The advantages of mass marketing are greather sales volume,lower
production costs and greather profitability.Next is Differentiated Marketing which is also
known as segmented marketing.It entails targeting two or more distinct market segments with
different marketing mixes and design offered for each.This strategy allows a compny to
achieve wider market coverage.By offering product and marketing variation of
segments,companies hope for higher sales anda a stronger position that will creates more total
sale.This differentiated marketing also increases the cost of doing business.

After that Concentrated Marketing. It is also known as niches marketing. Niches

are smaller and may attract only one or few competitors. Niching offers smaller companies an
opportunity to compete by focusing their limited resources on serving niches that may be
unimportant or overlooked by larger competitors. Many companies start off as market nichers
to get a foothold against larger more resourceful competitors and then grow into broader
competitors. Lastly is Micromarketing. It target specific customers within a niche market.It is
a more personalized and customized marketing approach.it is the practice of tailoring
products and marketing programmes to suit the tastes of specific individuals and location.
Instead of seeing a customer in every individual, micromarketers see the individuals in every
customer.

Ramly company is a company that produced product based on Undifferentiated

Marketing. The price of all of ramly product is the same for every each group where the
priced charge has no difference either for adult consumers or children. All of ramly products
which are nuggets,meatballs, buns and sauce like chilli and mayonnaise and more can be
enjoy by all groups and not focus on just one segment. Distribution strategies are also not
differentiated by age because they can buy this product in the same store. Furthermore, ramly
products are suitable for family members to enjoy regardless of age.
QUESTION 4
WRITE THE DIFFERENTIATION POSITIONING STRATEGY USED BY THE
COMPANY.

POSITIONING
Market positioning is defined as an effort to put a good and clear product
image and be
different in the consumer's mind compared to competing products. This
market positioning
plays a role in defining the product to the consumer and helping the user to
remember the
product. The company places products like burger meat for consumers and
helps consumers
remembers the product.
Ramly companies have successfully placed their product images on the user's
behalf and
have resulted in competing products losing their identity. For example, Ramly
burger meat
products have been known and used by most burger dealers using Ramly
burger products,
featuring the Ramly brand on the menu and outside of the burger packaging.
Today, over
25,000 small street stalls sell burgers using Ramly's name and product alone.
This proves that
Ramly's products have successfully positioned the product in the minds of
consumers and
made the product a trusted product for the public. As a result of its success in
positioning
meat and burger products, Ramly's products are well known to many
consumers and further
enhance the company's profitability.

 To give a clear and desirable level compared to competing products in mind of target
consumers

 Positions itself in the Malaysia's market as

- “Pastikan Ramly Baru Beli”
 By using the concept of Halalan Thoyiba Muslim don't have to argue about the
product
-Made their brand been choosing as a primary choice for Muslim consumers

 Ramly has to embrace the fast changes in current trends

 Business that enter this platform have to provide high quality service

 Have these positive principles (diligence,hard work and help each other)

 Determination leads to the door of success

Link of sources for our research :

https://www.scribd.com/document/460499368/Ramly-Burger-mkt

https://www.studocu.com/my/document/universiti-teknologi-mara/principles-of-
entrepreneurship/introduction-case-study-ramly/15150806

https://en.m.wikipedia.org/wiki/Ramly_Group

https://www.behance.net/gallery/119114457/Fun-Project-Ramly-Food-Rebranding?
tracking_source=search_projects%7CRamly

https://www.ramly.com.my/

https://www.studocu.com/my/document/international-islamic-university-malaysia/landscape-
resource-planning/ramly-marketing-plan-updated/14606066

https://pdfcoffee.com/marketing-ramlydocx-pdf-free.html