mkt243- fundamentals of marketing presentation
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FACULTY OF HOTEL AND TOURISM MANAGEMENTDIPLOMA IN TOURISM MANAGEMENT
(HM1113A1)FUNDAMENTALS OF MARKETING (MKT 243)
ADZIE CAKE AND INGREDIENT SDN. BHD.
Group Members,ANSON MAURICE SABULINGSITI ZULAIKA BINTI ROMLYNORAZRINA BINTI KAMIN
NURUL AFIFAH BINTI JANIS
Marketing is the activity, set of institutions, and processes for creating, communicating,
delivering, and exchanging offering that have value for customers, clients, partners, and
society at large .(Introduction into marketing, 2011)
Adzie Cake and Ingredients Sdn. Bhd.
Introduction
Company’s profile
Production Concept
Pricing
Channel Structure
Promotion
Market Segmentation
Adzie Cake and
Ingredients Sdn. Bhd.
Company’s Background
Adzie Cake and Ingredients Sdn. Bhd.
Located at Lot 12, Block B, Lorong Permai, Plaza 1,Alamesra, Jalan UMS, 88450, Kota Kinabalu, Sabah.
First opened in 1991 at Sandakan is a Restaurant then it develop to bakery.
First Branch for Bakery product.(Alamesra)
Just opened 4-6 months ago. (left side have a Restaurant and Bakery in right side)
The name of the owner of this company is Siti Marianne Alipudin.
Family business.
Company‘s Profile
Cont…Company’s competitors
Multibake, Big apple, and Secret Recipe.
WHY ? The competitors promote and sell the same product such as cakes and breads.
Cont…Types of Consumer Buying Decision and Consumer Involvement
Limited decision making for the consumers.
The Consumers will make a decision based on trust from the good images of the company.
Marketing Management Philosophies
Market orientation
The company more on to customer satisfaction needs and wants.
Company’s Corporate Social Responsibilities (CSR)
Demonstration in Bakery on “ How to bake a Cake?” (UMS)
Invited to make a Cupcakes (UMS LOGO) collaborate with UMS students for UMS anniversary.
Cont…
Product Concept
Company’s product› Cakes› Biscuits› Cupcakes› Breads› Ingredient : flours,
colorant
Cont… Product Life Cycle (PLC)
RM
Time
Introductory stage
Growth Stage
Maturity Stage
Decline Stage
Adzie Cake and Ingredients Sdn.Bhd.
Cont… Perceptual Mapping
High Quality
Low Quality
HighPrice
LowPrice
Adzie Cake and Ingredients Sdn.Bhd.
Cont…. Type of consumer product
› Specialty Product -sell cakes Product items, product line and product mix of
Adzie Cake and Ingredients Sdn.Bhd.
Width of The Product Mix
Depth of the
Product LInes
Cake Cupcake Biscuit Ingredients
-Chocolate flavor
-Vanilla flavor
-Cheese cake
-Black forest cake
-Fondant Cake
-Sponge Cake
-Custard Cake
-Chocolate flavor
-Vanilla flavor
-Raisin
-Biscuit Raya
-Breads
-Cookies
-Flours
-Colorant
-Butter
Pricing
Status Quo
Pricing Objectiv
e
Status quo pricing seeks to maintain existing prices
Set the price close to competitor’s or competition’s prices
Pricing Objective
Pricing StrategiesMarketer sets price identical or close to the
competitor’s price.
Adzie Cake and
Ingredient Sdn. Bhd
Multibakery
Secret Recipe
Big Apple
Pricing Tactics
Quantity Discounts Cash Discount
• Lowering the prices for buying in
multiple units of above a specified amount.For example:
Birthday events
• Cash discounts offered for
prompt payment of a
bill
For example:Cash
payment
Channel Structure
Direct Channel Structure
DirectChannel
Consumers
Producer
(Adzie Cake and Ingredient Sdn.Bhd )
Retailer Channel Structure
Producer(Bake With Me Factory)
Retailer(Adzie Cake and Ingredient Sdn.Bhd)
Consumers
Promotion
Promotional Strategies
Advertising (Institutional advertising)
- Build good image
-To show their specialty and uniqueness to their competitors
- Internet website
Public Relations - To influence more effectively to their consumers - To build a positive public image (a)Product Placement - activities that the company does outside their usual environment - Example: Demonstration on “How to bake a Cake?” in UMS. (b) Internet website - post news that related to their company or promotes their new product in Facebook (Famous tools to promoting nowadays).
Cont…
Market Segmentation
choose 2 bases for segmenting their consumer, which are › Demographic bases› Geographic bases
Use concentrated strategy to attract their consumer
Positioning bases on› Price and quality › emotion
ConclusionAdzie Cake and ingredients
Sdn.Bhd apply all the elements of marketing.
They need to increase the promotion activities through the intrenet
because in Introductory stage, the promotion should be aggressive.
THANK YOU