MARKETING ANALYSIS AND COMPETITION

Target Market

A mixture of cultural ingredients that sure will attract anyone who taste it. Our Cendol are fully
homemade from the scratch. Our target market consists of four distinct demographic profiles:
children, teen, adult, and elderly.

Geographic Segmentation

For the business, we decided to choose Jalan Utama 2/4, Segamat District. Our location choice is
based on the market competitiveness and our target market. It has come to our acknowledgement
that this location is strategic as it is one of the main roads for passers. The competitiveness of market
also suitable for a startup company like us.

Demographic segmentation

As for demographic segmentation, our target is based on ages range. Divided into four categories, it
consists of children (1 years old to 12 years old), teenagers (13 years old to 17 years old), adult (18
years old to 64 years old) and lastly elderly (65 years old and older). Our product does not limit to
certain amount of income nor gender. This might help boosts our sales as it is an affordable product
that can consume in our multiracial country.

Psychographic Segmentation

Based on our study on our product and consumers, we noticed that most of consumers are students
from primary, secondary, and tertiary. Moreover, people who prefer to have lunches outside of their
working environment which are office workers and travelers.

Behavioral Segmentation

As we are currently based in Segamat, we acknowledge that the current humid is quite on the hotter
side. Consumers tend to create a new habit of getting something cold and refreshing during the day.
This be beneficial for us as our product contains refreshing and cold ingredients that sure will satisfy
their needs.
Product Description

Product Description
Q-commerce As we are in a rural urban area, we understand the busy life of our
consumers. Consumers may acquire our product through Q-
commerce platform such as Food Panda and Grab Food. We will be
available only on our business time which is 10am to 6pm.

Physical Store We are located at Jalan Utama 2/4, 85000 Segamat, Johor. It is a
strategic location where it is nearby supermarket and in the main
town in Segamat. It is also nearby the main road that connects
places that residents and travellers always travel on. We will be
selling our product direct to consumer through our small moveable
stall.

Benefits 1. Homemade ingredients that for sure kept healthy and

fresh.
2. Reasonable price for any income range
3. A healthier choice of refreshments for a hot and tiring day
4. Beneficial for deliverer of Q-commerce as we help increase
the number of orders.
 Through our delicious cendol creations, we at Cendolicious provide consumers a taste of
Southeast Asia as it really is. With every spoonful, Cendolicious provides consumers with the highest
quality cendol that will take you on a cultural adventure.

Our famous cendol starts with a base of thick, creamy coconut milk that has been perfumed
with pandan leaves. We meticulously make our own green jelly noodles to ensure the ideal harmony
of flavor and texture. We top our cendol with delectable gula Melaka, a syrup made from the finest
ingredients, to give it a hint of sweetness.

But we go further than that. At Cendolicious, we priorities giving consumers a unique cendol
experience. A variety of delectable toppings are available, such as silky creamed corn, juicy maize,
chewy glutinous rice, and soft red beans. Consumers may choose their favorite ingredients to create
their own masterpiece or try one of our carefully crafted cendol concoctions for a flavorful explosion.

We take pleasure in only using the most recent ingredients and upholding the strictest
hygienic guidelines. Each cendol dish is carefully and meticulously produced by our committed crew.
Cendolicious is here to satiate consumers demands, whether they are looking for a cool dessert on a
hot day or a lovely treat to satisfy their sweet taste.

Our cheerful and welcoming shop located at Jalan Utama 2/4, 85000, Segamat, where
consumers may savor the cendol's addictive flavor. Additionally, we provide practical takeaway and
delivery services that bring our mouthwatering cendol masterpieces right to consumers door. With
our delectable desserts, we bring joy to individuals, parties, and special occasions.
Market Size

Market Segment Population Target Market (%) Target Market

Children (1-12 Years Old) 70,500 15% 10,575

Teenage (13-17 Years Old) 54,650 30% 16,395

Adult (18-64 Years Old) 145,050 30% 43,515

Elderly (65 Years Old and older) 28,360 10% 2,836

Market Segment Target Market Average Potential Total Purchases (Yearly) (RM)

Purchases (RM)

1-12 Years Old 10,575 10.00 105,750

13-17 Years Old 16,395 10.00 163,950

18-64 Years Old 43,515 10.00 435,150

65 Years Old and older 2,836 10.00 28,360

Total 733,210

Market Size Per Year = RM 733,210

Market Share Before Cendolicious

Competitor Market Share (%) Market Share (RM)

Cendol Hantu 20 146,642
Cendol Ori Segamat 15 109,981.5
Cendol Segar Amat 40 293,284
Cendol Ori Santan Kelapa Sawit 10 73,321
Cendol Sawit Warisan Bonda 15 109,981.5
Total 100 733,210

Market Share After Cendolicious

Competitor Market Share (%) Market Share (RM)

Cendol Hantu 19 139,309.9
Cendol Ori Segamat 14 102,649.4
Cendol Segar Amat 39 285,951.9
Cendol Ori Santan Kelapa Sawit 9 65,988.9
Cendol Sawit Warisan Bonda 14 102,649.4
Cendolicious 5 36,660.5
Total 100 733,210

Cendolicious Market Share Growth Forecast

Product’s Market Share

Year
Market Share 5% (first Year) 8% (second year) 15% (third year)
Total Sales in Unit 3,666.05 5,865.68 10,998.15
Total Sales in RM 36,660.50 58,656.8 109,981.5
 Market trends can certainly have an impact on our cendol businesses. Here are a few ways in
which market trends can affect the cendol industry. Firstly, health and wellness. Consumers now
place more of an emphasis on their health and wellness than in previous years. The desire for
healthier dessert options has surged because of this trend. By gradually introducing new and
healthier cendol varieties, such as using alternate sweeteners, providing vegan or gluten-free
options, or including fresh fruits and natural ingredients, we will be able to capitalize on this trend.

Next, ethnic, and cultural diversity. There is a growing appreciation for various foods and
cultural experiences. People are more willing to experiment with different flavours and try foods
from other countries. Given that cendol is a common Southeast Asian delicacy, it may draw clients
who are curious to sample the distinctive flavours and cultural traditions connected to it. We will
differentiate ourselves from the competition by highlighting the authenticity and traditional
preparation techniques of cendol.

Moreover, sustainable, and eco-friendly practices. Concerns over sustainability and the
environment are growing among consumers. They favour companies that put an emphasis on
environmentally friendly procedures and employ sustainable ingredients. When it comes to
Cendolicious, we'll concentrate on using organic and locally sourced foods, eco-friendly packaging,
and waste reduction and recycling techniques. This can help your firm stand out from rivals and draw
in environmentally aware customers.

Not forget to mention, social media and visual appeal. The food and beverage business has
been significantly impacted by social media sites like Instagram. Food that is pleasant to the eye
attracts people, and they are more likely to share their experiences online. For Cendolicious, we'll be
spending money on appealing presentation, distinctive toppings, and eye-catching images that will
help spread the word on social media and draw clients who are seeking for Instagram-worthy sweets.

Lastly, convenience and delivery services. With the growth of online food delivery platforms,
there has been a huge increase in demand for convenience and delivery services. To reach a larger
consumer base and satisfy those who want to enjoy desserts in the comfort of their homes, we will
be introducing delivery alternatives.

We think we can match the changing demands and tastes of customers and secure the long-
term success of Cendolicious by remaining updated about current market trends and adjusting our
business accordingly.
Competition and Competitive Edges
Competitors Strengths Weaknesses
Cendol Hantu - Well known
- Selling other products
- Located on the main
road
Cendol Ori Segamat - Not so many cendol
competitor around
- Well known
Cendol Segar Amat - 2 franchise in Segamat
- Well known
- Selling other products
- Well located nearby a
busy road
Cendol Ori Santan Kelapa - Well decorated stall
Sawit - Good packaging
- Well priced
Cendol Sawit Warisan Bonda - Having good customer
relationship
- Based there for awhile
- Not much competition
around
Cendolicious - Newly introduced
product variation
- Intense marketing
development
- Q-commerce involved
- Lack of parking
- Main road can be busy
at certain time
- Far from main town
- Road will be empty at
certain time
- A lot of competitor for
substitute product
around
- Not actively doing
marketing
- Unnoticeable when
the road is too busy
- Nearby Masjid, might
affect non-Muslim
customers
- Far from main rown
- A lot of substitute
product around
- Unstrategic location
- Not possible to reach
wider range of
customer
- Not active socially
- New to the market
- Certain variation of
products might be abit
expensive
Marketing Strategy

Product

As far as we claimed, our product is homemade product with only natural coloring. We will assure
the quality, flavor, and presentation of our cendol. Every factor such as the texture of jelly noodles
used, freshness of coconut milk and the range of toppings. We will gradually introduce flavored jelly
noodles by seasonal variations to keep our product interesting and varieties.

Price

As for pricing, we determine our selling price based on certain factors that influences our pricing
strategy. The factors include, the cost of ingredients, overhead expenses, competitor pricing, and
target market affordability. We take all this as consideration as it is important to have balance
between profitability while still able to compete our price in the market.

a) Price Skimming
- As we will be introducing new variations of flavored cendol, we are able to push the
price higher as there is no competition. As the time passes by, we will slowly lower the
price. By doing this, it will help by covering up the development cost.
b) Competitive Pricing
- Cendol business in Segamat is highly competitive as there are few businesses actively
running. By using the competitive pricing, it might help us to stay ahead of the other
competitors.

Place

We will be based our first stall at Jalan Utama 2/4, 85000, Segamat, Johor. Based on our
observations, this location is a strategic as there are hig volume of traffics. However, it has come to
our attention that possible consumers prefer online purchase through Q-commerce. This is part our
plan to reach out to wider consumers around Segamat that prefers convenience.

Place/Distribution Channel Location/Platform

a) Physical Store Jalan Utama 2/4, 85000, Segamat, Johor.

b) Online (Q-commerce) Food Panda, Grab Food

Promotion

In order to create awareness, marketing and promotional are highly involved in generating interest in
our business. Firstly, we will be utilizing social media platforms such as Instagram and TikTok.
However, we will still put our work on traditional advertising, collaborations with influencers or food
bloggers, and participating in food-related events. Graphical promotions are important as it gives
possible customers a good first impression. Next, seasonal promotion, discounts and loyalty program
will be planned accordingly.
The marketing philosophy and strategy of a cendol business should align with its value chain and
channel of distribution in the target market. Let's break it down:

1. Marketing Philosophy:

According to our perspective, Cendolicious' philosophy should center on providing value to

customers. This entails being aware of the tastes and wants of our target market and continually
aiming to exceed their standards. It entails forging solid connections with customers, putting an
emphasis on quality, and continuously enhancing our solutions in response to client input and
market changes. To distinguish our brand and build a good brand image, emphasize the distinctive
flavors, authenticity, and cultural experience connected with cendol.

2. Marketing Strategy:

Our marketing plan will include several factors that are important to the success of our cendol
business. Here are several crucial areas:

a. Target Market: Based on our observations, we have identified our target market by considering
demographics, psychographics, and consumer behavior. For the first year, we will concentrate on
attracting residents, visitors, and UiTM Segamat students.

b. Value Proposition: What distinguishes our cendol from rival products? We are emphasizing the
high caliber of the ingredients, authenticity, customized experience, and a few more elements that
distinguish our cendol. To be recognizable, we will continually promote this value proposition
through our branding and marketing materials.

c. Distribution Channel: A distribution channel must match our target audience, therefore choosing
one is a crucial first step. We selected the physical store since it is at Jalan Utama 2/4, 85000,
Segamat, and for online shopping (Q-commerce), we went with Food Panda and Grab Food. Our
product distribution will expand and gain recognition thanks to Q-commerce.

d. Branding and Communication: Social media will receive more of our attention because it is a lot
more affordable and efficient means of communication. TikTok and Instagram, for example, are far
more user-friendly and manageable platforms. Through social media, we will share our brand's
beliefs and distinctive selling propositions.

We can successfully position our cendol business and ensure its success in the market by fusing our
marketing philosophy and strategy with the value chain and channel of distribution in our target
market.
MARKETING BUDGET

Items Fixed Assets (RM) Working Capital (RM) Other Expenses (RM)
Posters (Physical) 100
Banner 100
Media Marketing 200
Influencer 1500
Collaboration
Grand Opening 700
Total 400 1500 700