INTRODUCTION TO MARKETING (MKT410)

THE MARKETING MANAGEMENT ORIENTATION

ASSIGNMENT TITLE:
DUTCH LADY MILK INDUSTRIES BERHAD
DAIRY COMPANY

PREPARED BY :
NADHIRAH BINTI NOR AZMAN
(2023103131)

PREPARED FOR :
MADAM NOR AZIERAH BINTI MALIK

SUBMISSION DATE:
2 MAY 2023

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 Table of Contents

1.0 INTRODUCTION..............................................................................................................3
2.0 PRODUCT SERVICE.......................................................................................................4
3.0 MARKETING MANAGEMENT ORIENTATION.......................................................5
3.1 Production Concept..........................................................................................................5
3.2 Product Concept...............................................................................................................5
3.3 Selling Concept................................................................................................................5
3.4 Marketing Concept...........................................................................................................6
4.0 CONCLUSION...................................................................................................................6
5.0 REFERENCES...................................................................................................................7

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1.0 INTRODUCTION

Dutch Lady Milk Industries Berhad, also known as Dutch Lady, is a division of
Royal FrieslandCampina, one of the biggest companies in the dairy industry worldwide.
Dutch Lady Industries Berhad was established in Petaling Jaya, Selangor, in 1963. In
Malaysia, Dutch Lady was referred to as Pacific Milk Industries in 1968, and it was the first
business to list on the stock markets in Singapore and Kuala Lumpur. In order to develop
Dutch Baby Modified Baby Food in the same year, Dutch continued to rebrand as Dutch
Baby Milk Industries. The business finally changed its name to Dutch Lady Milk Industries
in 2000. This is done in order to show the intention of the organization to provide products
for all stages of life with commitment “Goodness for life” . Today, Dutch Lady Milk
Industries, one of 600 companies, provides a wide variety of high-quality and delectable
milk-based dairy products. Their product line includes everything, from fresh milk and UHT
to formulated milk powder and yoghurt drink. Dutch Lady offers a variety of dairy products
with the goal of giving every Malaysian the power and capacity to nourish themselves with
milk's nutritional goodness. Dutch Lady developed the Farmer To Farmer program in 2017
(F2F) to improve the quality and quantity of the dairy product.

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2.0 PRODUCT SERVICE
Based on information that provide from Dutch Lady website, Dutch Lady is a very
well-know as dairy firm in Malaysia that produce milk product and eating and drinking
yoghurt. Dutch Lady produces more than ten distinct milk varieties, which are then separated
into other categories include Ultra High Temperature (UHT) Milk, UHT Fresh Milk,
Yoghurt, Yoghurt Drink and Sterilized Milk. Dutch Lady offer varieties of dairy product to
their consumer for all ages starting from age one to elder consumer. In 2018 Dutch Lady has
a new achievement in the formula milk powder category for children with the highest DHA
content in each glass of Dutch Lady 123 milk. Besides that’s Dutch Lady also produce
Professional Full-Cream Milk that designed for professional use in cooking, baking and
making beverage and special about this product, its suitable to drink it as it is. We can simply
say that Dutch Lady has expand their dairy product to Food and Beverage (F&B) Industries.

Varieties of Dutch Lady Product

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3.0 MARKETING MANAGEMENT ORIENTATION
3.1 Production Concept
Dutch Lady using huge production concept because their product is fast moving
consumer goods (FMCG). Dutch Lady suppliers their milk product all around Malaysia from
supermarkets like Lotus to convenience store like 7-Eleven.

3.2 Product Concept

Dutch Lady have variety of milk product. They have milk with a lot of flavor such as
Banana Milk, Strawberry Milk, Chocolate Milk, Date Milk and Coffee flavored milk. In 2022
they have added new flavored milk which is Chocolate Hazelnut Milk. Dutch Lady most high
demand product is Full Cream Milk, Low Fat Milk and UHT Fresh Milk. Dutch Lady also
produces powdered milk products namely Dutch Lady 1,2,3, Dutch Lady 4,5,6 and Dutch
Lady 6+ for children's growth, in addition Dutch Lady also produces flavored milk powder
for their older consumers such as Chocolate, Full Cream, Instant plain and Instant Honey
powder milk. Won’t forget the Dutch Lady once produced a combination of milk and juice
and was named Dutch Lady Juicy Milk with 0% fat content and containing vitamins A, C and
E which are very good for health.

3.3 Selling Concept

Dutch Lady sells their goods by using the wholesale method to supermarkets such as
Lotus, Giant and also convenience stores such as 7- Eleven. This is because Dutch Lady
didn’t have physical store to sell their goods. Retailers like Lotus will be supplied with milk
products by the Dutch lady in large quantities and usually they get the products directly from
Dutch lady. Dutch Lady also gives discount prices to their retailers, with this supermarket
like Lotus was able to give lower price to their customer especially Dutch Lady consumers.
This can further increase the Dutch lady's sales revenue. Retail really helps Dutch Lady
generate higher profits. Dutch Lady also distributes their goods online in this age of
globalization. Customers can buy Dutch lady milk more easily online at their official website.
Online sales use by Dutch Lady are consistent with the latest trends.

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3.4 Marketing Concept
Dutch Lady Dairy Milk Industries has employed mix marketing techniques to
promote their goods. Dutch lady employs psychological pricing and discount approach in her
pricing plan. The tagline "Strong Me, Stronger Us" was established by Dutch Lady as part of
their marketing plan because they believed it would be freely remembered by consumers.
They using campaigns to promote their goods, such as "Berkat Ramadan dan susu" in
ramadan month in order to draw in more customers. A campaign using social media sites like
YouTube and television commercials was launched by Dutch Lady to promoting their goods
to their consumers. For the purpose of promoting their milk products, Dutch Lady has
employs Lara Alana and Scha Al-yahya as their ambassadors.

4.0 CONCLUSION
In conclusion, Dutch Lady Milk Industries is a well-known dairy company among
consumers in Malaysia. Dutch Lady has earned a place in the hearts of their consumers.
Although Dutch Lady has big competitors like Marigold and Farm Fresh, Dutch Lady is still
in high demand from consumers. This is because the proper marketing strategy they do and
also the quality of their own products. I believe in the next four to five years Dutch Lady will
be able to gain more trust from consumers because they are always consistently improving
and renewing their milk products. In addition, Dutch Lady is also moving forward by
producing products that are suitable for use in the food and beverage industry, such as the
professional milk they produce. As a company belonging to one of the world's largest milk
companies, Dutch Lady is always looking for opportunities to improve their milk products
and ensure that their milk products contain a good source of protein for their consumers,
especially Malaysians.

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5.0 REFERENCES
1.https://www.dutchlady.com.my/our-company/about-us/

2.Dutch Lady Industries: COMPANY BACKGROUND (jiwasister.blogspot.com)

3.https://www.academia.edu/33968423/
STRATEGI_CAMPURAN_PEMASARAN_DUTCH_LADY_MILK_INDUSTRIES_MAL
AYSIA_docx

4. DUTCH LADY TAWAR SUSU RUMUSAN DHA TERTINGGI (femagonline.com)