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FACULTY OF BUSINESS AND LAW

1. ADMINISTRATIVE DETAILS

STUDENT NAME: 1. Westley Kristianto Wibowo

1. 4630276
2. Yew Kar Yin 2. 4625848

UNIT OF STUDY: BHO1171 – INTRODUCTION TO MARKETING

TITLE OF ASSESSMENT: ASSESSMENT 3 PART 2: SET MARKETING OBJECTIVES AND STRATEGY FORMULATION

DATE DUE: 6 MAY 2020 DATE SUBMITTED: 5 MAY 2020

LECTURER’S NAME (HIGHER EDUCATION ONLY): Mr. Alvin Fong

TEACHER/TUTORS NAME: Mrs. Haslinda Mohd Yunus TUTORIAL GROUP: 1

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1
Tables of Contents  
Introduction..............................................................................................................................................3
2. The Marketing Objectives...................................................................................................................4 
3. 4P’s of Teenagers and Young
Adults...................................................................................................4 
   3.1
Product............................................................................................................................................4 
   3.2
Pricing.............................................................................................................................................4 
   3.3 Place...............................................................................................................................................4 
   3.4 Promotion.......................................................................................................................................5 
4. 4P’s of Parents with
children...............................................................................................................5 
   4.1
Product............................................................................................................................................5 
   4.2
Pricing.............................................................................................................................................5 
   4.3 Place...............................................................................................................................................5 
   4.4 Promotion.......................................................................................................................................6 
Conclusion...............................................................................................................................................7
Reference List.........................................................................................................................................8 

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Introduction
The purpose of this report is to identify the 4P’s of the selected target audiences of this report,
Teenagers and Young Adults, and Parents with Children. According to Ernest-Jones (2019), the
marketing mix is a tool for understanding the various elements of the promotion of the brand and its
goods. The marketing mix consisting of four main categories known as the 4 P's (Product, Price,
Place and Promotion). It lays the foundation for marketers to identify the audience of the product and
to develop the right marketing strategy. Firstly, product refers to a good or a service provided by a
business to its audience (Twin 2019). Secondly, price is how much customers pay for a good or
service (Conrad &  Bonanno 2019). Thirdly, place decisions determine where a business sells a
product and how the product is distributed to the consumer (Twin 2019). Ultimately, promotion is the
case that you use ads, PR, and other marketing platforms to make for your products and services
(Conrad &  Bonanno 2019). 
(155 words) 

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2. The Marketing Objectives  
To have at least of 35% of Subang Jaya Citizen to be aware of our brand and increase at least 30% of
company sales within 2020 to 2022. 
 
3. 4P’s of Teenagers and Young Adults 
3.1 Product  
There are two versions of wooden toys for teenager and younger adult consumers, a wooden
horse and a wooden carriage (UGEARS: self-propelled mechanical wooden models n.d.). One of the
most interesting features is that, because all parts are detachable, customers are therefore able to
create their own design, although it is limited. In addition, they could watch the parts to make sure
they were squeaky clean. The main product is a wooden horse and a wooden carriage named U-
Horse and U-Carriage for the latter. The reason it has the initial U is because it represents the actual
name of the company. Furthermore, each product consists of two same accessories, one of the
accessories here is the stickers to customize customer’s product. The sticker comes in different
variations, so people should wisely choose which sticker they want to apply to their product. There
will be pictures on the cover showing the kind of sticker in the box. The After Sales
Services provides a coupon discount to new members who have purchased the product and a video
tutorial explaining how to assemble the product step-by-step. The warranty policy applied to this
product is a 3-months warranty from the original purchase date, under normal use and service, against
defective workmanship and materials. Ultimately, packaging has recently become a strong marketing
mix factor because poor packaging can ruin sales (Pentago 2019; Bhasin 2018). Marketers planned to
use the carton as packaging because it is cheap, recyclable, and it is easy to design the carton cover.
The box cover shows what kind of sticker the customer will get in the
box. In addition, the label contains information on the product, such as the material used, the place of
manufacture and many more. 

3.2 Pricing 
Marketers would like to set the price for U-Horse and U-Carriage at RM180.  The reason why
it’s set at RM180 is because the average price of toys in Malaysia are ranging from RM90 to RM 300
(The cost of raising a child in Malaysia 2018). Moreover, marketers think that it’s affordable for both
the target audience. A teenager's source of income is the pocket money they receive from their parents
or guardians, and pocket money is usually a small amount of money (Mukhtar
& Javaid 2018; Vhalery, Aimon & Yulhendri 2018). As a result, setting the price at that level will
allow teenagers to afford the product. On the other hand, the price of the good for young adults will
be the same as that for teenagers as Adamczyk (2019) said: "Pew also reported that 45% of adults
between the ages of 18 and 29 say they receive financial assistance from their parents, while 59%
claim they aid their adult children”. Therefore, it is a reasonable price to set at. 

3.3 Place  
Marketers focus on both online shopping and physical shopping. More than 26 million
Malaysians are using the internet today, and data from “Global Web Index” indicates that 80% of
users aged 16 to 64 are shopping online already (Kemp & Moey 2019). Marketers have chosen
Lazada for online shopping, as Lazada's monthly traffic estimate is 20,000,000 (Top 10 e-commerce
sites in Malaysia 2019 2019). The reason that the marketers have chosen Lazada's other platform is
due to the refunds. Lazada has more secure refund system, therefore marketers have decided to go to
safety security prioritized customer’s safety (Skazar 2019). On the other hand, marketers would also
like to open two or three mini stalls in every mall near Subang Jaya High Schools and Universities
such as Sunway Pyramid as it’s a cheaper option than opening outlets. This allows marketers to have
a higher chance of targeting their audiences in different locations. Ultimately, the next goal would be
to have “Wooden Toys” available in stores and retail stores across Malaysia.  

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3.4 Promotion 
In order to promote U-Horse and U-Carriage to our target market for adolescents and young
adults, marketers want to focus on promotions in high schools and university campuses. The very act
of providing a discount will make your audience happier and more likely to buy your items, thus
improving the customer experience overall (Spectrio 2019). Therefore, marketers would like to
give students discount offers to spend their money on U-Horse and U-Carriage. Pew Research Center
(2018) stated that totally 95% of teens have access to a smartphone, and 45% say they're online
'almost constantly'. In addition, by offering discount deals, marketers would like students to promote
U-Horse and U-Carriage through their social media. According to Newberry (2019), Instagram is
a social media influencer platform to choose from. 89% of advertisers rate it as one of the most
relevant platforms for influencer marketing. Therefore, marketers would like to pay for influencers
that are famous among teenagers and young adults to promote their products.  
(650 words) 

4. 4P’s of Parents with children 

4.1 Product 
The Roadster VM-01 (car) and the Trimaran Merihobus (yacht) versions of wooden toys are
chosen as the main products for purchase by the parents (UGEARS: self-propelled mechanical
wooden models n.d.). Next, the products will be renamed 'Car with PHYSICS' and 'Yatch with
PHYSICS' as they sound like educational toys, as one of the aspects of toys that parents choose for
their children is that they hope the toys will help their children learn new skills (Barween 2017). One
of the features of the model will be no sharp edges, as parents believe that the safety of a toy is the
most important factor in the choice of toys (Barween 2017). Then, the accessory is a colorful booklet
with pictures that shows how to assemble the product while at the same time teaching the user about
the Physics of the self-moving products. Next, the after-sales service will be a website that provide
customer tutorials. And the customer also can report the website’s forums if they have problems
assembling the products. After that, the products have a 2-year warranty to prove the quality of the
products, since the durability of the toys is an extremely important element in the parents' choice of
toys (Barween 2017). In addition, the packaging of the products will be made of 100% recycled
carton, as Malaysian millennials (the generation that the target market is in) care about the
environment (Gan & Seo 2018). Lastly, the labeling of the products includes the contents of the box,
the packaging material and more.
 
4.2 Pricing  
The average price or reference price of a toy in Malaysia ranges from RM90 to RM300 (The
Cost of Raising A Child In Malaysia 2018; Sharp 2017). Marketers therefore suggest that the products
should be sold at RM219.99. The demand for the product would be higher if the price ended with the
digit '9' too (Anderson & Simester cited in Alvin 2020). The average household income in Malaysia in
2016 is RM6958 per month (Khazanah Research Institute 2018). Marketers can therefore assume that
Malaysian parents can afford the products.
 
4.3 Place 
Marketers are planning to sell the wooden toys online, because two-thirds of Malaysian
parents prefer to shop online nowadays (Lim et al. 2015). Marketers are planning to sell the products
at Shopee, as it is the top one e-commerce websites that Malaysians use and have more than 20
million monthly traffic estimates (Top 10 e-commerce sites in Malaysia 2019 2019). Marketers plan
to sell the wooden toys at Shopee by setting up a seller account in the Shopee app
(Chinabrands 2018). Consecutively, marketers consider selling the wooden toys in
the Toy”R”Us retail store across Subang Jaya to parents who like to shop offline. Marketers are
planning to sell the products at Toy'R'Us by contacting and persuading them to allow the products to
be sold in their retail store across Subang Jaya (Retail MBA n.d.).

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4.4 Promotion 
Marketers are planning to advertise to Malaysian parents on Facebook. It's because Facebook
is Malaysian's most widely used social media (Social Media Stats Malaysia n.d.). Marketers are
planning to raise awareness, communicate and persuade parents living in Subang Jaya about the
wooden toys by using Facebook's 'ad targeting' option (Ad targeting n.d.). Marketers consider the use
of soft-sell advertising in advertising campaigns (HARD-SELL/SOFT-SELL ADVERTISING 2003).
Marketers consider creating an advertisement video with actors playing wooden toys happily with
their children on Facebook. This advertisement will make wooden toys related to a happy family that
every parent or family wanted.
(538 words) 

6
Conclusion
Marketing strategy chosen for assessment 3 is a targeting strategy. And the importance of a
targeting strategy includes identifying the most lucrative segments of consumers and enabling
businesses to create products or services that are appropriate to the preferences of those particular
segments. Next, it is important to find the right marketing objective, because if not, marketers will
have a high chance of going down the wrong path. Consecutively, it is important to find the right 4
P’s, because if not, marketers will develop a product or service that does not meet the needs or wants
of their target audiences. Ultimately, marketers have decided that wooden toys designed for
adolescents and young adults are affordable, trendy and aesthetic, while wooden toys designed for
parents are safe, durable and educational based on the 4 P’s analysis. 
(135 words) 

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Reference List 
Adamczyk, A 2019, Most Americans think young adults should be financially independent by 22—
but only 24% are, viewed 1 May 2020, <https://www.cnbc.com/2019/10/26/only-24percent-of-young-
adults-are-financially-independent-by-22-per-pew.html>. 
 
Ad targeting n.d., FACEBOOK for Business, viewed 5
May 2020,<https://www.facebook.com/business/ads/ad-targeting>. 
 
Alvin, F 2020, Pricing and Discounting, Introduction To Marketing BHO1171, Victoria University,
delivered 27 March 2020. 
 
Barween, AK 2017, ‘Investigating the Factors Influencing Parent Toy Purchase Decisions: Reasoning
and Consequences’, International Business Research, vol. 10, no. 4. 
 
Bhasin, H 2018, Role of packaging in marketing and sales of a product, viewed 5 May 2020.
<https://www.marketing91.com/role-of-packaging/>. 
 
Conrad, A 7 Bonanno, S 2019, Understanding the marketing mix: The 4’ps of marketing, viewed 4
May 2020, <https://blog.capterra.com/understanding-the-marketing-mix-the-4-ps-of-marketing/>. 
 
Chinabrands 2018, Free Guide to Be Shopee Seller Like a Pro [Malaysia/ Indonesia/
Philippines], Chinabrands, viewed 3 May 2020, <https://www.chinabrands.com/dropshipping/article-
how-to-sell-on-shopee-become-a-shopee-seller-in-philippines-indonesia-malaysia-
14663.html#section-5>. 
 
Ernest-Jones, S 2019, What is marketing mix and how can you use it?, viewed 5 May 2020,
<https://blog.globalwebindex.com/marketing/marketing-mix/>. 
 
Gan, JE & Seo, N 2018, ‘Millennials’ environmental awareness, price sensitivity and willingness to
pay for Green Hotels’, Journal of Tourism, Hospitality & Culinary Arts, vol. 10, no. 2, pp. 47-62. 
 
Kemp, S & Moey, S 2019, Digital 2019 spotlight: Ecommerce in Malaysia, viewed 3 May 2020,
<https://datareportal.com/reports/digital-2019-ecommerce-in-malaysia>. 
 
Khazanah Research Institute 2018, THE STATE OF HOUSEHOLDS 2018: Different Realities,
Khazanah Research Institute, viewed 3 May 2020,
<http://www.krinstitute.org/assets/contentMS/img/template/editor/FullReport_KRI_SOH_2018.pdf>. 

Lim, YJ, Osman, A, Rahim, AR & Yusuf, H-O 2015, ‘Attitude towards Online Shopping Activities in
Malaysia Public University’, Mediterranean Journal of Social Sciences, vol. 6, no. 2, pp. 456-462.  
 
Mukhtar, I, Javaid, A 2018, ‘Factor identification and usage of pocket money among students: A case
study’, International Journal of Research and Innovation in Social Science, vol. 2, no. 9, pp. 36-39. 
 
Newberry, C 2019, Influencer marketing guide: How to work with social media influencers, viewed 3
May 2020, <https://blog.hootsuite.com/influencer-marketing/>. 
 
Pentago, C 2019, Packaging can make or break your marketing stratefy, viewed 5 May 2020,
<https://www.business2community.com/marketing/packaging-can-make-or-break-your-marketing-
strategy-02226690>. 

8
 
Retail MBA n.d., Toys R Us Vendor – How to Sell a Product to Toys R Us and Become a Toys R Us
Vendor, viewed 3 May 2020, <https://www.retailmba.com/toys-r-us-vendor/>. 
 
Sharp, B 2017, Marketing: theory, evidence, practice, 2nd edn, Oxford University Press, Victoria,
Australia. 
 
Skazar, D 2019, Lazada vs Shopee; Easiest, fastest & cheapest, viewed 5 May 2020,
<https://loanstreet.com.my/learning-centre/lazada-versus-shopee-malaysia>. 
 
Social Media Stats Malaysia n.d., Statcounter, viewed 5 May 2020,
<https://gs.statcounter.com/social-media-stats/all/malaysia>. 
 
Spectrio, 2019, Use discount marketing to get customers to spend more, viewed 4 May 2020,
<https://blogs.spectrio.com/use-discount-marketing-to-get-customers-to-spend-more>. 
 
Teens, Social Media & Technology 2018, Pew Research Center, viewed 3 May 2020,
<https://www.pewresearch.org/internet/2018/05/31/teens-social-media-technology-2018/>. 
 
The Cost of Raising A Child In Malaysia 2018, CompareHero.my, viewed 3 May
2020, <https://www.comparehero.my/parenting/articles/the-cost-of-raising-a-child-in-malaysia>. 
 
TOYS'R'US (MALAYSIA) SDN. BHD. (MALAYSIA) 2018, EMIS, viewed 3 May 2020,
<https://www.emis.com/php/company-profile/MY/Toys_R_Us__Malaysia__Sdn_Bhd_en_4184929.h
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Twin, A 2019, The 4 P’s, viewed 4 May 2020, <https://www.investopedia.com/terms/f/four-ps.asp>. 
 
Top 10 e-commerce sites in Malaysia 2019, Asean Up, viewed 3 May
2020, <https://aseanup.com/top-e-commerce-sites-malaysia/>. 
 
Vhalery, R, Aimon, H & Yulhendri, 2018, ‘The management of student’s pocket
money’, International Journal of Scientific and Research Publications, vol. 8, no. 1, pp. 10-15.