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0 INTRODUCTION
2.0 MARKETING MIX ELEMENTS
Perodua's marketing strategy examines the brand using marketing mix elements that include
the 4 Ps (Product, Price, Place, Promotion) (Accut, 2020). Following that, the marketing
strategies implemented in the 2022 Perodua Myvi Facelift – CVT will be examined in this
research.

2.1 Product
A product is anything that is sold to a market for purchase, usage, or consumption in order to
fulfill a want or need (Accut, 2020). Perodua is categorised as a consumer product because
its models are designed for the end user, and they create specialty products by producing
each car model with distinct features, qualities, style, design, and brand identity for which a
group of potential buyers is likely to make an extra effort to purchase (Corporate Finance
Institute, 2022).

2.1.1 Product Features and Benefits

The 2022 Perodua Myvi Facelift includes five auto-transmitted variants: Myvi 1.5L AV – CVT
(PSDA), Myvi 1.5L H – CVT (PSDA), Myvi 1.5L X (PSDA), Myvi 1.3L G –CVT (PSDA), and
Myvi 1.3L G –CVT (PSDA) (Without PSDA). The new Myvi facelift is more feature-packed,
with a more youthful and sporty style. In terms of safety, the new Myvi is more secure and
efficient for its users. Perodua Smart Driver Assist (PSDA) is included in the new Myvi
through Level 2 semi-autonomous driving. PSDA's new features include Advanced Safety
Assist (ASA), Driving Assist, Parking Assist, and Headlamp Assist. For example, the
adaptive cruise control (ACC) is a driver-assistance system for road cars that automatically
change vehicle speed to guarantee a stable distance from vehicles ahead. Additionally, the
gearbox has been upgraded from a four-speed automatic to a D-CVT transmission.
According to Perodua, the D-CVT has increased Myvi's fuel efficiency by 5% to 22.2km/l (1.3
engine) and 21.1km/l (1.5L engine). Moreover, the new Myvi is 20% faster in terms of
performance, with a record of 11.5 seconds for the 1.3L engine and 10.2 seconds for the
1.5L engine (PERODUA, 2021).

2.1.2 Product and Service Decision

In producing each variant of the 2022 Perodua Myvi Facelift (CVT), Perodua's main
decisions in the creation and marketing of each product and service include describing the
benefits via product features and branding. product line decision refers to all five Perodua
Myvi Facelifts -CVT for 2022.  All variants are in the B-segment, perform similarly, are

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marketed to the same consumer group, and are promoted through the same channels
(Indeed Editorial Team, 2021). Depending on the cost range of the Myvi variant, Perodua
may expand its line in both directions to suit the upper and lower market. Product mix, on the
other hand, refers to the collection of the product line (Indeed Editorial Team, 2021). Various
key product lines, for example, A-segment cars (Avia, Viva, Kancil); B-segment cars (Myvi,
Iriz); and SUV-segment (Aruz, Ativa).

2.1.3 Branding strategy

A powerful brand has a high level of customer brand awareness and loyalty. Perodua
regularly promotes new and existing automobile models using billboards, TV advertising,
websites, and social media outlets to increase brand recognition. According to Kimbarovsky,
(2021), price is rarely an issue for such clients in terms of brand loyalty, but rather the
customer's perspective and view on the product's attributes in comparison to others,
especially with the debut of the 2022 Perodua Myvi Facelift. Myvi is recognised as the "king
of the street" among Malaysians due to its superb road performance.

2.2 Price
Price is defined as the amount of money charged for products that buyers forego to gain the
benefit of having the product or service (Accut, 2020). Perodua often employs value-added
pricing, Perodua attaches value-added products and services to differentiate its offer. For
example, the Myvi 1.3L G - CVT without PSDA starts at RM45700, whereas the Myvi 1.3L G
with PSDA costs RM2,000 higher (PERODUA, 2021). However, with the top model 1.5L AV,
Perodua employs new pricing tactics known as market-skimming pricing. The top variant
begins at RM58,800. Despite the large price differences, the top variant of the Perodua Myvi
1.5 L AV - CVT is Malaysia's first car to provide Autonomous Level 2 technology for less
than RM 60,000. At this time, Perodua's marketing strategy has shown buyers that the value
of the 2022 Perodua Myvi at that price justifies their purchase.

2.3 Place
The placement process comprises selecting where goods will be sold and how the client will
obtain the product (Accut, 2020). Perodua has over 200 locations in Malaysia that cater to
the individual needs and desires of the valued consumer. Perodua employs a 'push-pull
demand' strategy, in which automobiles are sought and then manufactured rather than
keeping surplus stock. According to the Hire Purchase Act (1967), the buyer must submit a
booking fee of RM300 or less than 1% of the car's On the Road (OTR) price, and the waiting
period varies based on variant/model (PERODUA, 2022c). The sales personnel will assist
the buyer until the delivery procedure is completed.

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2.4 Promotion
Promotion is a communication strategy used to persuade the public to purchase our goods
and services (Accut, 2020). The government offers the automotive industry a sales
exemption tax.  As of today, the buyer is still enjoying sales tax exemption until the deadline
ends on June 30, 2022 (PERODUA, 2022b). Furthermore, Perodua's public relations help to
develop a favorable corporate image. Perodua, for example, visits Selayang Hospital's
pediatric ward to provide equipment and distribute goodies to patients and employees, as
well as to rebuild the children's play area (PERODUA, 2022a). Perodua also educates its
Sales Personnel as Perodua sales representatives to equip them with the product, sales,
and expertise through practical sessions for them to be competent and certified experts to
deal with client wants and inquiries.

3.0 Recommendations and Conclusion

In the 2022 Perodua Myvi Facelift CVT, Perodua can enhance the firm and rough ride and
expand the colour options for Cranberry Red to other variations. In addition, in response to
rising fuel costs, Perodua may design and implement energy-saving, rechargeable batteries,
and hybrid cars. Perodua can also implement market-skimming pricing. Other rivals may find
it difficult to duplicate the value offered, and if they do so at the same or lower price, they
may struggle to compete; if they charge a higher price, they may fail to compete. Aside from
that, Perodua Malaysia must create a more systematic and straightforward method for
delivering Perodua vehicles, particularly in rural locations, to shorten the waiting list.  Last
but not least, Perodua could have additional contests. Contests are an excellent way to
increase your fan base. Whether you start with 100 or 100,000 likes on your Facebook page,
contests are indeed a simple yet efficient approach to increasing that number. In conclusion,
Perodua's marketing mix elements demonstrate that the 2022 Perodua Myvi's value at that
price justifies their purchase. Perodua automobiles are known for being both economical and
efficient, as well as reasonably priced, making them popular among families and individuals
looking for a supercar at an affordable price.

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 References

Accut, M. (2020, November 24). The 4Ps of Marketing. The Marketing Mix. Retrieved June

7, 2022, from https://marketingmix.co.uk/4ps-marketing/

Corporate Finance Institute. (2022, May 7). Consumer Products. Retrieved June 6, 2022,

from https://corporatefinanceinstitute.com/resources/knowledge/economics/

consumer-products/

Indeed Editorial Team. (2021, June 10). Product Line vs. Product Mix: Key Differences.

Indeed Career Guide. Retrieved June 6, 2022, from https://www.indeed.com/career-

advice/career-development/product-line-vs-product-mix

Kimbarovsky, R. (2021, July 23). Brand Strategy 101: How to Create an Effective Branding

Strategy [GUIDE]. Crowdspring. Retrieved June 6, 2022, from

https://www.crowdspring.com/blog/brand-strategy/

PERODUA. (2022a). Enriching The Society, Preserving the Environment. Retrieved June 6,

2022, from https://www.perodua.com.my/corporate-branding/csr.html

PERODUA. (2022b). Sales. Retrieved June 6, 2022, from

https://www.perodua.com.my/faq.html

PERODUA. (2022c). Latest Press Release. Retrieved June 6, 2022, from

https://www.perodua.com.my/corporate-branding/press-release.html

PERODUA. (2021). The New Myvi The Next Standard. Perodua.Com.My. Retrieved June 6,

2022, from https://www.perodua.com.my/our-models/myvi.html

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