Tutorial 1: An overview of contemporary marketing

Reconsider pricing. Despite being a high-quality product, Dutch Lady's price may discourage
some consumers from purchasing it. To address this, Dutch Lady could explore reducing the
price slightly or offering promotions and discounts to encourage more consumers to try their
product. For example, they could bundle their products with other items or offer discounts for
bulk purchases. They could also collaborate with retailers to offer exclusive discounts or loyalty
programs for repeat customers.
重新考虑定价。尽管 Dutch Lady 是一款优质产品，但其价格可能会让一些消费者望而却
步。为了解决这个问题，Dutch Lady 可以考虑略微降低价格，或提供促销和折扣，以鼓励
更多的消费者尝试他们的产品。例如，她们可以将产品与其他商品捆绑销售，或为批量购
买提供折扣。她们还可以与零售商合作，为回头客提供独家折扣或忠诚度计划。

Improve ingredient transparency. While Dutch Lady's main ingredient is milk solids, consumers
may be concerned about the addition of stabilizers and emulsifiers. To improve transparency and
cater to consumers with food sensitivities, Dutch Lady could consider labelling the source of
these additives and their purpose in the product. For instance,if the stabilizer is derived from a
natural source such as seaweed, it could be labeled as such. If the emulsifier is added to improve
the texture and consistency of the milk, this could also be indicated on the label. This would
allow consumers to make more informed choices based on their dietary needs or preferences.
提高配料透明度。虽然 Dutch Lady 的主要成分是乳固体，但消费者可能会担心其中添加
了稳定剂和乳化剂。为了提高透明度并迎合对食品敏感的消费者，Dutch Lady 可以考虑标
明这些添加剂的来源及其在产品中的作用。例如，如果稳定剂来自天然来源，如海藻，则
可以标注为天然来源。如果添加乳化剂是为了改善牛奶的质地和稠度，也可以在标签上注
明。这将使消费者能够根据自己的饮食需求或偏好做出更明智的选择。

Provide detailed nutritional information. Dutch Lady's nutritional information could be more
comprehensive. To address this, Dutch Lady could consider providing more detailed information
on the amount of essential minerals and vitamins in their product. This would allow consumers
to make more informed decisions about the nutritional content of the product. For example,
Dutch Lady could provide information about any potential allergens in their product, such as
lactose, soy, or gluten. This would be especially helpful for consumers with dietary restrictions
or sensitivities.
提供详细的营养信息。Dutch Lady 的营养信息可以更加全面。为了解决这个问题， Dutch
Lady 可以考虑提供更详细的信息，说明产品中必需矿物质和维生素的含量。这将使消费
者对产品的营养成分做出更明智的决定。例如，Dutch Lady 可以提供产品中任何潜在过敏
原的信息，如乳糖、大豆或麸质。这对有饮食限制或对饮食敏感的消费者尤其有帮助。

Improve sustainability. While Dutch Lady is FSC certified, they could consider incorporating
more sustainable practices into their operations. For example, they could explore using more
environmentally friendly packaging or sourcing ingredients from sustainable sources. They could
also reduce their water consumption by implementing more efficient water treatment and reuse
systems. Build consumer engagement. To build a stronger relationship with their consumers,
Dutch Lady could consider engaging with them through social media and other platforms. For
instance, they could conduct surveys, focus groups, or social media listening to gather insights
from their customers. Based on the feedback received, they could adjust their product
formulations or packaging to better meet their customers' needs and preferences.
提高可持续性。虽然 Dutch Lady 通过了 FSC 认证，但他们可以考虑在运营中采用更多可
持续发展的做法。例如，他们可以探索使用更环保的包装或从可持续来源采购配料。他们
还可以通过实施更高效的水处理和再利用系统来减少用水量。与消费者建立联系。为了与
消费者建立更牢固的关系，Dutch Lady 可以考虑通过社交媒体和其他平台与消费者互动。
例如，他们可以开展调查、焦点小组或社交媒体聆听，以收集消费者的意见。根据收到的
反馈，他们可以调整产品配方或包装，以更好地满足客户的需求和偏好。

Brand equity describes the value of having a famous brand name other than a less
famous brand name . In that case , the owner of the well - known brand name could
collect more fund for the company to develop than the one having a less well - known
brand name . And also could set a higher price tag for their products . Because as we all
know , people tend to believe in famous brand rather than other small brands , because of
their high product quality , guaranteed cleanliness , best customer services and so on .

Firstly , Dutch Lady should pay more attention on creating new healthy dairy products .
For instance , with the global aging population tremendously increasing , Dutch Lady
company 's scientists should focus on studying milk dairy nutrition especially offering to
the elderly . This could expand the coverage and diversity of the milk products and the
customers . This could match the main purpose of Dutch Lady mission ' focus on people
' . Besides , Dutch Lady company could hold an event relating to Milk Day every year for
the Malaysian or international to participate . So that people could have this valuable
opportunity to gain the knowledge of dairy products and recognize the advantages of
taking milk products . This is a good chance for Dutch Lady to gain reputation
internationally in order to enhance the Dutch Lady brand name .

Online - promoting strategy is considered as one of the recommendations . As we all

aware , the world today is heavily rely on network . People love doing online shopping ,
because it is less time - consuming and customers could easily access all kinds of brands
in different countries . Therefor , online promoting strategy is undoubted . With the help
of online services , the company could connect the customers anytime and anywhere ,
without face - to - face communication . And all the product details are shown in the
website for customers to look through it , if get any questions , could contact the
customer service . Recommendations

By taking a close look at these dairy products– Marigold Full Cream Milk and the manufacturing
process, the benefits of the product will become evident. Examine how the product is made,
whether it is milk, butter, cheese, or any other dairy product. This is something the company
should support if the cows are fed just a natural, hormone-free diet. Highlight in the advertising
if the owners and operators are third-generation dairy farmers or an extension of a business with
deep roots and vast experience. Understanding the product, business, and process will aid in the
development of the overall marketing plan.
Furthermore, take attention of the competitors, whether they are small-scale local dairy farmers
or large-scale national dairy competitors. Once the product and process study has established the
dairy market niche, the company can begin to determine where the company belongs. Also
examine the competitors' marketing for flaws and opportunities. For example, if the products
contain no additional chemicals or artificial ingredients while theirs do not, it might be
highlighted in the marketing plan.

Thirdly, determine who is marketing to and what portion of the market is most likely to buy
these dairy products. If the dairy products are produced by hormone-free cows who are allowed
to graze and are given a healthy lifestyle, it must evaluate who these facts will resonate with and
who might be willing to pay a little more for these attributes. Families with middle-to-upper-
income levels are likely to be your best customers. Those who are concerned about the
ingredients in the foods and beverages their children ingest and are willing and able to pay a little
more for natural and chemical-free items are likely a suitable fit.

In addition, create dairy products at a cheaper cost. It is critical to raise the price in order to
improve sales. Alternatively, the company might sell their dairy products at a lesser price. This
allows competitors to attack its dairy product. People who are hesitant to acquire its dairy
product will be able to do so because of the lower price point.The goal should be to persuade
retailers that the company made sound decisions so that they will do the same. Marigold can
color the sales data as well as the success of their dairy goods by convincing the store that they
are aware of them and confident in them.The dairy product will not sell unless the company use
proper advertising. The sales totals of the dairy product will be determined by the advertising
that the company uses. But the company also needs to make sure they are advertising properly
for your dairy product. In order to create additional business for your dairy products, you will
need aggressive marketing strategies. To utilize effective marketing strategies for promotion you
need to understand the target market as well as the customers that your dairy products attract.
You should have a well-rounded plan for marketing the dairy products by using the most
successful methods to appeal to the customers in your target market.
Lastly,create an advertisement that clearly communicates the things you wish to emphasize about
the products in large, prominent types. Investigate the locations and outlets most likely to
connect with the target market. Setting up a booth and signs at a local farmers market, for
instance, can assist to develop a loyal customer base. To build a following, approach local
grocery stores about having the product placed in their "local" or "natural" foods sections. Place
advertisements on television stations, websites, and publications that are likely to be viewed by
the middle to high class families you are attempting to reach.It is not necessary to sell the entire
dairy product line all at once. If the dairy products are already developed, the company does not
need to build them all at once. Instead, it can construct them gradually over time. It should create
their dairy goods one at a time so that they are visible in the grocery store. You don't have to
build them all at once. So they will just have to sell them one at a time so that Marigold can
associate with one another and sell their dairy goods to one another.

Coursework Briefing

SECTION A: Discussion Questions

1) What is marketing? How did you define the term before you read this chapter? *(2016
September Examination & 2017 September Examination) Kah Lok

Marketing is the process by which companies create value for customers and build strong
customer relationships in order to capture value from customers in return. In my opinion, I
define marketing as a technique to promote the products in order to increase the sales of
the products.

2) What is marketing myopia and how can it be avoided? Ken

Marketing myopia which refers to the mistake of paying more attention to the specific
products a company offers than to the benefits and experiences produced by these
products. Companies neglect to satisfy customer needs and build customer relationships.

In order to avoid marketing myopia, a company should adopt the marketing concept where
this concept holds that achieving organizational goals depends on knowing the needs and
wants of target markets and delivering the desired satisfaction better than competitors do.

3) What are the four variables of the marketing mix? Are the four variables equal
important? Kathlynn

The four variables of the marketing mix are product,place,price and promotion.The
four variables are equally important because marketers need to combine and balance
four elements when determining how to satisfy customers’ needs for a product.

https://www.uniqlo.com/my/en/products/E422992-000?
colorCode=COL35&sizeCode=SMA003

● product
● place
● price
● promotion

4) Relate customer satisfaction to customer expectation. *(2015 August/September

Examination) Ru Yee

Customer satisfaction – The extent to which a product’s perceived performance

matches a buyer’s expectations

● Performance < expectation, dissatisfied

● Performance = expectations, satisfied
● Performance > expectations, highly satisfied or delighted

For example,
Huawei mate 50 Pro, performance do not meet expectation, customer dissatisfied
OPPO F11, performance meet expectation, customer is satisfied
Apple (iphone Xs Max), performance exceed expectation, customer highly satisfied
or delighted

5) Examine the types of marketing management orientation. *(2018 January Examination)

kai feng

1. The Production Concept

 This concept holds that consumers will favor products that are available and highly
affordable.

2. The Product Concept

This concept holds that consumers will favor products that offer the most in quality,
performance and innovative features.

3. The Selling Concept

This concept holds that consumers will not buy enough of the firm’s products unless
it undertakes a large-scale selling and promotion effort.

4. The Marketing Concept

This concept holds that achieving organizational goals depends on knowing the
needs and wants of target markets and delivering the desired satisfaction better
than competitors do.

5. The Societal Marketing Concept

This concept holds that a company’s marketing decisions should consider

consumers’ wants, the company’s requirements, consumers’ long-run interests and
society’s long-run interests.
 For example, Maybank Kim Eng joins the project “ASCO Fight Against Covid-19 in Year
2020”.

https://www.maybank-ke.co.th/en/about-us/corporate-social-responsibility/