Download - Report Marketing
Entrepreneurial Marketing StrategyBB30903
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GoHealthy Enterprise Sdn
Bhd
Marketing Plan
‘Your Health Is Our Expertise’
Prepared By Submit To
Kelvin Yong and Group Member Madam Sorayah Nasip
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Table of Content
1.0 Products briefing
1.1 Introduction (nicole)
1.2 Product Description and Product Line (pei ling)
2.0 Marketing Objective
2.1 Marketing Objective ( pei ling)
3.0 Situation Analysis
3.1 Industry analysis (Nicole)
3.2 Competitor analysis (pei ling)
3.3 Customer analysis ( Nicole)
4.0 Marketing Strategy
4.1 Target market (heng)
4.2 Market Positioning ( jane)
5.0 Marketing Program
5.1 Marketing Mix (mook)
5.2 Other marketing program (heng)
6.0 Advertising Program
6.1 Advertising Program ( Kelvin)
7.0 Implementations of Plan
7.1 Product Setting( Kelvin)
7.2 Distribution channel ( mook)
8.0 Evaluation performance
8.1 Sales Forecasting (jane)
9.0 Reference
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1.0 Products briefing
1.1 Introduction
The product that we want to introduce is Misai Kucing or Java Tea. We are
selling this product under the name of Gohealthy Enterprise with the motto ‘your
health is your asset’. This beverage has become well known all around the world
because of it benefit. It has been use to traditional medicine in South East Asia. For
it scientific name, it is call ‘Orthosiphon stamineus’. It is a medical herb trusted for
many centuries from ancestors to grandchildren. Now this modern day, the
consumption of this herbal drink bases products are getting a wide spread
accepting among the consumers because of the numerous benefit of the Java Tea
that give the human body and help it to sustain a healthy life and conditions .This is
where the products is introduce to the public and supported by scientific research
and finding from local to overseas, telling the benefit drinking the Java tea is good
for the consumers health. The benefit of this product Misai Kucing or Java Tea, it is
believed it can cure;
1. Failure of kidneys function 8. Anti-inflammatory
2. Diabetes 9. Anti –allergic
3. Slimming Diet 10. Anti- hepatitis B
4. Gout or uric acid
5. Reduce cholesterol level
6. Reduce blood pressure
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7. Remedy for arteriosclerosis
1.2 Product Description and Product Line
Our product is Misai Kucing or Java Tea. It is medicinal herb trusted for many
centuries for treating all kind of sickness. For the scientific name it called
Orthosiphon stamineus. In our company, Gohealthy Enterprise has three products
Line;
1.2.1 Bottle
The Misai Kucing is boils for 2 hours and then it is pour into a new bottle according
standard quality control. The sizes of the bottle contain 600 ML without using any
chemical or coloring foods. This drink can last for 3 month.
1.2.2 Packages
The Packages content of dried leaf of the Misai kuching with a total weight of 200
gram per bag. It is easy to use; only pour hot water for 5 minute and ready to drink.
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2.0 Marketing Objective
2.1 Marketing Objective
Launching our new product of Misai Kucing is our priority as we try to
promote these products to customers. That is why our Gohealthy Enterprise has set
up our several main objectives and hoping that this objective can be achieved.
1. To become the most successful healthy product in the region.
2. To be able to compete with other competitor that sales healthy products.
3. Capture the brand image to customer perspective.
4. Increase sales 20 percent increase every month sales
5. Giving awareness to customer the benefit to be healthy by using this product.
6. Get more potential customers to be aware of our products.
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3.0 Situation Analysis
3.1 Industry Analysis
When our GoHealthy Enterprise thinks to start Misai Kucing business in
Malaysia market, we must understand the local market and social trend is vital.
Therefore, analyzing the market is important step in deciding whether or not to
start a new business of selling Misai Kucing. The most common ways is to evaluate
how many people who having health problem in Malaysia such as high blood
pressure, guts and other diseases. According to one article regarding the childhood
obesity, Obesity is main factor to associated risk of heart attack, high blood, stroke
and high blood pressure. In additionally, Obesity can being increased risk for some
types of cancer including endometrial, colon, gall bladder, prostate, kidney, and
post-menopausal breast cancer.
According to Dr Mohamed Rafiq Ibrahim a consultant expert from Kuala
Lumpur Heart Care (KLHC) explain the awareness of among Malaysian citizens in
preventing these diseases can be improved to give them awareness and remind
them the important of living with a healthy lifestyle. Most of patients come to see
him for medical treatment when the outcomes of their diseases are chronic. The
number one killer diseases in Malaysia are still the heart failure due to unhealthy
lifestyle such smoking and drinking alcohol. As a result, they need to take a dozen
of pill to reduce these diseases. The factors of growing the quantity of diseases
among our society can jeopardize the Malaysian citizen health if they do not take
care of their life. We are using this social trend or problem as our opportunity to
promote our products. The product that we produce is the alternative medicine
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ways to reduce their health problems because most people are tired eating the
medicine pills and also quite expensive.
3.2 Competitor Analysis
When we want to launch the product, we have to analyze the other
competitor. We found that they are some competitor in same industries selling
health product that are same products such as ours. They are two companies that
are selling the Misai Kucing which is Balung Tea processing plantation and HPA
group of companies. This is the direct competitor that offering similar products such
as our selling Misai Kuching. The only the different is other product is value price
than the competitor. In case of the strategy to promote the products is totally
different than them.
Why are we handling the other competitor in competitive advantages?
1. The product that we sell is low value prices
2. We have two products line that customers can choose either in bottle or
packages.
3. Our product is totally have HALAL certificate
4. We manage our products according to standard operation procedures and
quality control of the ingredients.
5. The product that we sells are safe and without using any additives, no
preservatives flavor and no colorants.
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3.3 Customer Analysis
A key driving force is growing knowledge of consumers about traditional
herbal. Many consumers have come to realize that Misai Kucing is results of many
years of herbal healing observation and study. Due to knowledge growing by
consumers, Customers will have differences in needs and wants based on six buying
needs.
3.3.1 Safety
Misai Kucing is proven to be safe and effective readily incorporated into the
medical system. Misai Kucing is used in many contain organic formulations of
products such as phenolics, antioxidant enzymes, terpenoids, polyphenol and
sterols which the chemical components are safely used to contributes the
therapeutic benefits. Misai Kucing product is 100% natural pure and caffeine free,
no artificial preservatives, coloring or additives. The Misai Kucing tea is processed
from freshly and selectively picked tea-leaves under a stringent hygiene control in
conforming to the Good Manufacturing Practice (GMP) standard. Besides, Misai
Kucing is vegetarian, proven by JAKIM for the tea Halal Certificate in 2010 and
treated with irradiation process, suitable for all Malaysian citizens. However, women
pregnancy or children are not encouraged to consume this product.
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3.3.2 Performance
Misai Kucing started to interest researchers as early as beginning of the 20th
century when this plant was introduced to Europe where it became a famous herbal
tea. A customer from United Kingdom said that he noticed the result of gout has
slowly treat gout after take the tea in two weeks. Besides, the group from the
School of Pharmaceutical Sciences and headed by lecturer, Dr. Amin Malik Shah
Abdul Majid, found that Misai Kucing has high anti-oxidant content that could
prevent and control the growth of cancer cells.
3.3.3 Appearance.
Misai Kucing is typically packaging in sachet for easier using. Some of these
products come from Misai Kucing packaging in bottle for economical using. It was
show that Misai Kucing is a unique product and packaged in green and eco-friendly
in order to give a message to customers that the beverages is renowned for its
therapeutic value for general health. The package also listed the materials and
features about the beneficial in the treatment of several disease and aliments.
3.3.4 Comfort
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Misai Kucing comes in sachets packed commercially with catch phrase “taste
the freshness” which efforts in exploiting the therapeutic value and customer
satisfaction. The tea is hygienically packed in convenient tea bags for easy
consumption. Customer just follows a simple step; take a sip of the Misai Kucing
tea, dip a sachet in hot water for five to ten minutes and it will be ready. This is
easy and comfortable, suitable for employees or business people who are busying in
office all along time. Therefore, it is gentle to our stomach, hence can be taken
anytime of the day.
3.3.5 Economy
This product is low price and easy to find in anywhere. Therefore, consumers
who often use this product will save more budget compare to the cost of using
therapeutically treatment such talking medicine pills from pharmacy or hospital.
3.3.6 Durability
Misai Kucing is a herbaceous shrub, the plant is believed to have
antihypertensive, anti-inflammatory, and diuretic properties. It is durability product
which product is 100% natural pure and caffeine free, no artificial preservatives,
coloring or additives. The most important part is Misai Kucing treated with
irradiation process. It exhibits considerable antibacterial activity which included
process of eliminating microorganisms, bacteria and viruses. This is to assure Misai
Kucing to own the best quality herbal tea.
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4.0 Marketing Strategy
4.1 Target market
4.1.1 Market Segmentation
There is no single way to segment Misai Kucing market. The best way to
segment the product is using different segmentation variables. There are four major
variables that will be used in segmenting the customer market such as
demographic, psychographic and behavioral variables. Misai Kucing also known as
Java Tea is going to sell in different countries and cities. Before opening the new
market in certain place, we will firstly do the survey in that place because we are
localizing the Misai Kucing products, advertising, promotion and sales efforts to fit
the needs of the customers.
4.1.2 Demographic segmentation,
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It has been divided the market into groups based on variables such as age,
gender, income, religion, race and so on. The target of our product is for the people
who care their health especially who are aged are among 18-45. Age from 18-24
years old, this group are the people who having Java Tea is to take caution about
their health problem because they want to prevent themselves from getting illness.
From the age from 25-35, this group of people are the people who consider has pre-
echo of the kidney problems. So this group of people is encouraged to have Java
Tea or Misai Kucing to cure or to prevent from getting serious kidney illness. From
the age from 35-45, this group of people is normally had high-blood pressure and
diabetes and so on because when they are young, they busy with their works and
no time to take care of their health. So when they reach golden age, all the illness
comes to them.
Besides that, Misai Kucing (Java Tea) target market not only target certain
age, but also target the people who face the kidney problems. Our product, Misai
Kucing is used by both genders and different races because the product is not only
target to certain gender and certain races. For example, in Malaysia all different
races like Malay, Chinese, Indian and so on can have Misai Kucing Tea because
Misai Kucing is used in many of the formulations of products where safe diuretic
action such as detoxification, water retention, hypertension or blood pressure,
weight loss and for kidney stones. Furthermore, Misai Kucing (Java Tea) is affordable
by everyone because the product is cheap and easy to get it.
Range of Age Reason the group having Misai
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Kucing
18-24 Take caution
25-35 Have pre-echo (symptoms)
35-45 Cure or treat the illness
4.1.3 Psychographic segmentation,
It divides the customers into different social class, lifestyle and personality
characteristics. Misai Kucing Tea (Java Tea) is not only target to the upper class
income people but also target to all social class even though it is lower income class
and working class because Misai Kucing Tea is affordable by everyone. Moreover,
Misai Kucing Tea can be used by working class because the working class normally
does not have enough time to exercise and care their health.
In addition, we target people who are having extreme lifestyle, especially
young people who lifestyle is drinking beer and do not care what they eaten
because they want to follow up the modern lifestyle nowadays. This young people
normally will go clubbing with their friends till very late in the night. This lifestyle is
not good for one health because after drink the alcohol, this young people will direct
sleep and this may cause them get the illness from high-blood pressure and the
diabetes. So they can use our products to reduce the diseases because our
products are very useful to treat diabetes and reduce the high pressure.
For personality characteristics, we are targeting people who have personal
health problem like ailment of kidney, high-blood pressure, diabetes and so on.
These people can use our product to heal themselves by drinking Misai Kucing Tea
without any medical drug from the hospital or even though need go to hospital
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every month to treat their health problems. This will causing them do not have time
to do their own activities because the hospital treatment will normally take half day
to go. By this way, they can drink Misai Kucing Tea to treat their illness so they not
need go to hospital every month. Besides that, Misai Kucing is going to target the
market at the customers who care about their health because Misai Kucing has
capabilities that prevents or reduces cancer, involved with growth and tissue repair,
anti-HIV, anti-malarial, anti-stress, antiulcer, and anti-acne which can attract the
customers to use the products.
4.1.4 Behavioral segmentation
It divides our customers into groups based on their knowledge about Misai
Kucing, responses of the products and so on. As we know that, Misai Kucing is
useful in treating ailments of the kidney and bladder stone and other illness such as
diabetes high-blood pressure and so on. In the customers knowledge and
experience they know how good the product and benefit of the Misai Kucing or Java
Tea. Besides that, benefit sought is important in behavioral segmentation because
different people look for different things, even in the same product category. For
example, some people buy Misai Kucing or Java Tea because they need to buy the
products for own benefits and so on. Other people may buy the products for their
parents or friends to cure their illness.
In addition, purchase behavior is also included in the behavior segmentation.
This could be related to time of purchase, place of purchase, quantities bought on
each occasion, degree of willingness to buy innovative products, and so forth. For
example, Java Tea may be bought in the market, supermarket, and convenience
shop or even internet. Each type of purchase behavior may be concerned by the
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customers. For example, someone who enjoys bargain hunting in a market but it
doesn’t means that he or she is poorer than someone who buy the Misai kucing or
Java Tea from the internet.
Furthermore, the term of usage also an important point in the behavior
segmentation. Consumers may be heavy users of the product category. For
example, the medium users of the Misai Kucing or Java Tea are the people who are
getting ailment kidney problems so they will frequently buy the products to treat
the ailment. For example the people who are getting ailment kidney or high
pressure, they can purchase the products to treat the ailment kidney. For the light
users, they are the people who are normally taking caution about the illness or
prevent them from getting illness. So they will sometimes buy the products to use
it. Lastly, the light-users and medium-users can be encouraged to use more of the
Misai Kucing or Java Tea because Misai Kucing provide a lot of benefits to one such
as detoxification, water retention, hypertension or blood pressure, weight loss and
for kidney stones.
4.2 Market Positioning
Our group would like to discuss about brand positioning, represents the what
is key feature, benefit, or image that can be catch our audience to pay attention in
our product, Misai Kucing or Java Tea. There are some brand benefits of Misai
Kucing in fulfill the basic consumer need. Such as, when people asking about us
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what the brand benefit of Misai Kucing is, we like to explain main benefit of
positioning based on functional needs, refer as provide solution of health problem to
consumers. For instance, we position to the market that consumers care about their
health from young to old.
Besides that, we ready to provide consumers for higher-quality product (Misai
Kucing) and better service. As a good marketer, we have to complete our
consumers need for convenience, safety, good health, cleanliness, and so on. For
example, we hope our Go Healthy brand appeal to consumers’ desire for good for
health, safety to drink, and quality Java tea.
We would like to implement positioning for more understand and know the
consumers to our products as well as we can. Our objective to implement
positioning is to encourage consumers to choose our Misai Kucing rather than a
competitive offering. Therefore, to accomplish this goal, we as marketing
communicators designed promotion such as advertising in website, nice packages,
build strong brand name in Malaysia and provide good quality and services to our
consumers.
After that, we would discuss and focus exclusively on the first two of stages in
Consumer Processing Model (CPM) is being exposed to information and pay
attention. We as marketing communicator focus on how to deliver or sent messages
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to consumers and let them understand the brand positioning. In simply word,
exposure means that consumers accept get in touch with the marketer’s message.
For example, when we advertise our product in a magazine or internet
banner, consumers can easy refer to our message and interest to Misai Kucing. In
addition, in advance exposure is necessary to target high percentage of audience to
expose for our brand’s message. Secondly, we want our consumers to pay attention
or attract them in our product Misai Kucing, meaning that consumers really listening
and thinking the brand benefit. For example, nowadays, there are a lot of health
problems such as high blood pressure, obesity, diabetes, cancer and much more.,
that why we like to provide some prevention and reducing the risk of consumers
having this kind of problems.
5.0 Marketing Program
5.1 Marketing mix
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Our company develops marketing mix which is combination product, place,
promotion and place or distribution of marketing tools that are used to attain satisfy
customers and company objectives.
5.1.1 Product
Marketing is about identifying, anticipating and satisfying customer needs.
Our company producing the misai kucing product to meets the customer needs. Our
companies strength of character in mass producing the misai kucing products enter
the markets, thus can satisfy the demand of the markets. Besides that’s, the
packaging is main important for develops images or brand Misai kucing product, the
packaging should be simple and easier recognize by customers. Therefore, the
unique misai kucing product enables to competitiveness in the market, which
means the misai kucing product differentiation is required and is single of the
strategies to differentiate a product from external competitors.
In addition, the product also being certified as a ‘Halal’ beverage drink, this is
because most people afraid either our products is safe to drink or not, regarding of
the consumer personal perception about the hygiene of the products. Our company
also practices the quality control using new caps bottle to refill the Misai Kucing or
Java tea liquid in the new seal bottle and not using recycle bottle.
Our Misai kucing bottle drink product also come in a case, it means one cases
contained 24 bottles of Misai Kucing bottle drinks.
5.1.2 Price
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The pricing is refers financially expressed value of the product to customers
in market. Pricing is main components customers to decide products before make
final purchasing. Our company set a differentiation pricing based type misai kucing
products. For the pricing price, our company had produced two product lines such
as bottle and bags packages and also includes cases. Our price is value pricing that
other competitor.
The price of this product is;
Products Line Cost (RM)
Bottle Rm2.00
Bags Packages RM5.00
Case (24 bottle) RM 45.00
Our company use product line pricing which that we develop different
products based on different pricing. Therefore, our company produces three main
type Misai kucing products, Misai kucing product can be categories in packet box
Misai kucing products, bottle drinking Misai kucing product and also tablet packages
Misai kucing product. Each type of the product has different pricing to offering in
markets. Our company take into account cost different between the products in the
line, customer will evaluation of our misai kucing product and the pricing will
compare by competitor.
For the pricing promotion, we uses quantity based price discount, which
means when consumer purchase the cases and take more than five cases get 15 %
discounts.
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3.0 Promotion
Promotion is being a symbol of the communications that a marketer may
exploit opportunity in the marketplace. In additionally, promotion has four diverse
elements which including advertising, public relations, personal selling and sales
promotion to develops our main product which are misai kucing product in to
market place. Therefore, personally selling can be defined as word of mouth which
informal communication is concerning the product by ordinary individuals, satisfied
customers requirements to buying the products. Otherwise, the sales promotion is
reduce the pricing of the product to attraction more customer buying more quantity
product. For our product, when the distributor purchases the cases more than seven
case, their get one free case.
4.0 Place or distribution
Place means of distribution which that our company select the misai kucing
product depending on the type of product into promote in market place. Place is a
way of getting the product to the consumer.Our company will develop three main
elements put the misai kucing products into marketplace. Firstly, our company will
sell the wholesalers who will to retail outlets to selling the misai kucing product to
the consumers. Such as the misai kucing promote the product through by
distribution to local supermarkets. Besides that’s, our company will personal to
directly selling the products to customers. Such as our company uses multiple levels
marketing is used personal word of mouth to promoting the benefits misai kucing to
customers and encourage customer to purchasing the products. Otherwise, our
company will uses the online marketing approaches to expand more specific
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customers, through by internet customer can be searching information of the misai
kucing products and customer can directly ordering the products from the our
company websites.
5.2 Other Marketing Program
5.2.1 Catalog
Catalog is most effective way to explain and easily customer identifies the
benefit of the Misai Kucing products. Catalog enables to provide several of
information about company profile and the benefits for users on Misai Kucing
product.
In global markets, our company producing the electronic catalog or known as
E-catalog. Our company build own websites enables globally consumer accessed in
internet and capable to directly searching the relevant information and types of
products to promote in the markets. In additional, E-catalogs are basically digital
web pages that exhibit the specific details of the product along with the relevant
images. Thus, our company develops E-catalog which is showing the colorful
graphic or images together by short description and benefits about the Misai Kucing
product. So that’s, customer may understands the purpose our company reason to
promote the products based on Misai Kucing products has several benefits healthy
for customers.
In the related points, using E-catalog to promote Misai Kucing product may
easier to generates lots of potential customers. In additional, our company may
reduce the cost because using E-catalog not spent the money to prints out and
saving time to find and give on hand customers. Besides that’s, customers can be
anytime and anywhere search and download E-catalog to read and more
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understand about Misai Kucing products before make decision purchasing the
products.
5.2.2 Multiple Level Marketing(MLM)
Our company using Multiple Level Marketing as regularly known as MLM, the
MLM approaches is one of the develops the promotion in Misai Kucing products.
MLM not only involve in personally selling but creating a down line of distributors
and a hierarchy of multiple levels of compensation. Besides that’s, the MLM involve
in a large group of agent promoters or sellers to handwork to promote the Misai
Kucing products. Thus, the MLM return the commission or profits based on points of
total sales or sales volume products. If the distributor can sell it for more than five
cases of Java tea, they get 10 % commission for that sales. If the recruit new
member they will received additional RM10 as a referral.
Therefore, our company can be expanding total selling though MLM promotion
the Misai kucing products and also can be building up brand awareness from
customers. By the reason , the promoters will directly face to face to consumers and
enables implemented word of mouth marketing to promote the benefits for
customers about Misai Kucing products and build up brand equity about our
company to producing the Misai Kucing products.
Our company develops Multiple Level Marketing need more training to
recruitment the promoters, so the promoters may know more specific information,
marketing skill to pursue customers purchasing the products and procedure to
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direct selling to customers. Thus, our company has a formal marketing to exploit
supplementary target markets, increase the target sales of products and build up
the brand equity around the business markets environments.
6.0 Advertising Program
6.1 Advertising Program
There other method that we use to promote our products, not just using the
marketing mix, but we also use advertising program. This is because through, the
customer will know our products are exists in the market. It is the ways we
communicate and giving information about our products to public awareness and
move people to purchases it. It also positioning our brand and it can help in
informing people about the product benefit. For advertising program that we choose
is print advertising, active media, outdoor advertising, and internet advertising.
6.1.1 Printing advertising
For print advertising, it covers the newspaper, magazines, and directory. The
reason that we use this method is because people always read newspaper in the
morning for them to update daily what is happening in the society. When they read
the newspaper, they will see our product in the promotion part. They local
newspaper that we use is the Utusan Malaysia, New Strait Times and Berita Harian.
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This because a lot people reading this newspaper and there are the top three most
reading newspaper in Malaysia.
For the magazine we choose the Intrend and Majalah Wanita. These
magazines also provide the Health Section keeping them updated what is the new
products for healthy product for women.
6.1.2 Active Media
Active media include radio, Television and cinema. Radio, TV and cinema are
the most powerful media because they are active. They actually do something that
always attracts the customers. TV and radio probably the most passive media in
most country. We choosing the TV, because most people will watch TV while eating,
doing homework, relaxing, finding information or even while entertaining friend.
Through TV, it shows the voice, vision, music, printed word, and demonstration of
the products.
For the radio selecting, we choose HitFM because they are the most listening
radio in Malaysia. A lot of people listen to this radio broadcast. By giving information
of our products, customer will know the existing our products benefit. By listening to
the radio, customer will listen and captive the audience. In addition, it is cheap and
portable. Radio advertising can be targeted to a small geographical area.
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For many year cinema was the only visual advertising medium. Most of us are
watching cinema every one time in our daily life. The reason we choose this
medium is extremely flexible with a cheap packages are available for local firms,
using stock film to display our product to captive audience. In this case, Golden
Screen Cinema is the best cinema that we choose to advertise our products.
6.1.3 Outdoor Advertising
For outdoor advertising, it consists of billboard or poster and transport
advertising. The Outdoor display is the oldest form of advertising, and it has been in
use for many years. The reason that we choose billboard is simply it can appear in
the sides buildings, beside major roads, beside railways line, and even in tower
through the street.
The advantages using this method are low cost because billboard poster is
relatively cheap to design and print and the important thing is the site rentals are
also low. The approved for display the billboard advertising can be applies to any
district office for example the Dewan Bandar Kuala Lumpur. Other than that, It can
be targeted geographically are, in our case, we are targeting the area of full of
traffic and the density of the area.
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For transport advertising, we choose the most use transportation of that area
which is the City Bus and the LRT train. This is the most people usually use to go to
work and sightseeing. We print the poster of the product and place it beside the
City Bus that everyone who passing through can see our product.
6.1.4 Internet advertising
We also promote our products through internet marketing, which means we
established a website to sale the product to customers. It is the most effective ways
to get the people attention and awareness of our products. This is because to
develop a website is very low price which only cost RM35.00 per year. Customers
can view the information of our products. Other than that, they can purchase the
products online via online bank. The delivery channel will be use through Pos
Malaysia. There are many ways that we can promote the products; one of the
strategies is using banner advertising. These are small advertisements placed on
host websites. Which this banner will be display in the website to get people
attention. Banner advertising usually carries a hyperlink to take the surfer to
advertiser which is us.
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7.0 Implementations of Plan
7.1 Products Setting
The raw material of the product is Misai kucing which we purchase it from
local farmers that planted the Misai Kucing. We buy it from farmer because we need
to save cost rather than rent a land, pay wages to direct labor and maintaining the
cost. We usually purchase the Misai kucing, for one kilogram it cost only about RM
3.00. We usually buy it 300 kilograms for our business operation. The bottle that we
purchase only cost us RM30 the contained 100 bottle inside it. Therefore, the cost
per unit of our bottle product is RM1.30 which sells for RM 2.00 per bottle that gives
us gross profit margin of RM0.70. For the bags packages, we weight all the bags at
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200 grams and sales it for RM5.00. This means one kilogram sold, our company gets
RM22.00 gross profit.
Costing
Description Unit Cost per unit
(RM)
Bottle RM30/100 0.30
Utilities 0.50
Labor cost 0.50
Total 1.30
Profit
Description RM
Sales 2.00
Cost Of Goods Sold 1.30
Gross Profit Margin 0.70
7.2 Distribution Channel
Our company using direct and indirect distribution channel as main elements
of marketing strategy, distribution channel facilitate to deliver the products to local
distribution supermarkets as a middle channel to deliver the misai kucing product to
final customers. Therefore, our company rented shelf in local supermarket as a
position to promote the misai kucing product to increase volume of sale.
Our company will decide indirect distribution to local supermarkets such giant
supermarkets, Servay supermarkets, Milimewa supermarkets and CKS
supermarkets. The four target local supermarkets to offering the Misai Kucing
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products to customers because have a lot of customers rather going supermarkets
to convenience place to purchasing all type products in the same time. Therefore,
our company will build the short term promotion to begin enter the Misai Products in
the local supermarkets. Additionally, the our company will develops early
promotion such as offering mini samples and catalog based on uniqueness Misai
Kucing products to customers, and the promoters will encourages to customers
about Misai Kucing being a lots of positive healthy to customers. So, Misai Kucing
products can be more attractive to young age category (20-40 ages) customers,
increase brand resonance and generate more markets shares in local markets.
Besides that’s, our company also using direct distribution channel to promote the
misai kucing products. Our company will rent a stall through by “Pasar Tani Fama”
to raise market segmentation of customers and not just target customers in Sabah
only. Otherwise, promote misai products through by “Pasar Tani Fama” can being
the misai kucing products to commercialize peninsular Malaysia community share
the benefit of misai kucing product to customers and increase the power buyer in
markets.
8.0 Evaluation performance
8.1 Sales Forecasting
GoHealthy Enterprise is planning to sell Misai Kucing as a local Sabah product
to the market in Malaysia. Therefore, we are going to make sale forecasting for our
small business. These are big ongoing challenge to Go Health Company because we
do not have past sales projections as our starting point. Thus, we just only can used
“best guess” become our company’s estimate. Besides that, making sales forecast
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a practical tool for business planning is to ensure sale forecast are reasonable and
realistic. Go Health Company make an accurate sale forecast affect all aspects of
the business. Therefore, when our company produces Misai Kucing may establishes
production quantities, scheduled production times and focus on keeping inventory
cost minimal. Other than that, Go Health Company may determining the amount to
purchase from supplier will save company money when negotiate prices.
There are some key stages for Go Health Company to develop sale forecast.
Firstly, Go Health Company would like to determine industry potential. We will
consider geographic target market such as Malaysian and investigate its potential
size in the Malaysia market. Therefore, we can easy to estimate the market size
based on geographic or demographic characteristics than lifestyles or buying
decisions. Our company would like to use this kind of information as our starting
point. Secondly, Go Health Company may determine our company’s sales potential.
This is means that what is the maximum limit that Go Health Company can produce
or provide in term of sales. For example, how many workers is operation, they can
estimate how maximum number of hours to produce Misai Kucing, deliver and sell
the service direct to customers.
Therefore, our products predict below are sales projection for the current
month, we also target the increase of 20% the following month.
Sales Projection
Product Sales per month (unit) Increase 20%
following month
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Bottle 150 180
Bags packages 100 120
Cases 250 300
9.0 Reference
Barringer B.R and Ireland R.D. (2010) Entrepreneurship, Successfully Launching
New Ventures,
3 Edition, New Jersey: Pearson Hall
Gilmore A, (2011) “Entrepreneurial and SME marketing”, Journal of research in
marketing and
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32
Entrepreneurship, Volume 13, No. 2, Page 137-145
Kotler.P, Armstrong.G, Sween H.A, Siew M.L, Chin T.T and David K.T, (2005)
Principle
Marketing an Asian Perspective, Singapore; Prentice Hall
Longenecker J.G, Moore C.W, Petty J.W and Palich L.E. (2006) Small Business
Management: An
Entrepreneurial Emphasis, International Edition: South –Western
Morrish S.C ,(2011) “Entrepreneurial marketing a strategy for the twenty-first
century”,
Journal of research in marketing and entrepreneurship, Volume 13, No. 2,
Page 110-119
Miles M.P, Crispin S, and Kasouf C.J. (2011) “Entrepreneurship relevance to
marketing”,
Journal of research in marketing and entrepreneurship, Volume 13, No.2,
Page 126-136
Nurul A.K, (2009) Periksa dan rawat Segera ,Utusan Malaysia , Retrieved from
http://www.utusan.com.my/utusan/info.asp?
y=2009&dt=0517&pub=Utusan_Malaysia&sec=Kesihatan&pg=kn_01.htm
Peter Rix; 2007; Marketing A Practical Approach , 6th edition, Australia; Mc Graw-Hil