1. COMPANY’S BACKGROUND
Malaysia Milk Sendirian Berhad
Malaysia Milk Sendirian Berhad was incorporated in 1969. Our main task then was to
distribute a range of quality products manufactured by our Singaporean counterpart, Malaysia
Dairy Industries Pte Ltd. In 1977, we began our own manufacturing operations on prime
industrial land in Petaling Jaya.
VITAGEN was the first in our range of innovative products to be manufactured. Since then
the Company has grown from strength to strength adding on a number of successful products
such as MARIGOLD HL Milk, MARIGOLD Milk, MARIGOLD PEEL FRESH Juice,
MARIGOLD Cup Yogurt, MARIGOLD Yogurt Drink, MARIGOLD Jelly, MARIGOLD
UHT Asian Drink, MARIGOLD UHT Milk, MARIGOLD UHT Fruit Drink, MARIGOLD
100% Juice, MARIGOLD Sweetened Condensed Filled Milk, MARIGOLD Sweetened
Creamer and MARIGOLD Evaporated Milk.
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2. VISION
To be a global leader in enriching lives through nature’s own ingredients as food and nutrition
for mankind.
MISSION
Marigold enriching the daily experience of our customers, our community and ourselves
through the life-nourishing qualities of fruits and vegetables.
OBJECTIVES
- Exceed consumer expectations.
- Provide superior value and quality products to our customers and consumers.
- Continuous development and investment in its human and technical resources Our
Vision.
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3. COMPANY LOGO
GREEN COLOUR
Green stands for the powerful energies of nature, growth, desire to expand or
increase. Balance and a sense of order are found in the color green. Change and is
necessary for growth, and so this ability to sustain changes is also a part of the
energy of green.
PEEL FRESH
This means that we just want our consumers to experience the fresh feeling when drinking it
like it was just peeled from the fruit itself.
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4. TARGET MARKET
Target market is defined as the group of customer that has need and wants that can be
satisfied by the business through the supply of goods and services. Business need to focus
their marketing activities toward certain group of customer chosen based on the business
ability to satisfy the needs and wants. It focuses on all level of ages. As our concern, we
determine the target market based on several segmentations.
The main target segment of MARIGOLD Peel Fresh is consumers who are more
health conscious and are looking for a convenient alternative to fresh fruits, ranging from ages
17 to 60 years and above. However, for the proposed print advertisement, the target audience
will mainly be the consumer segments that Juice Bars are targeting, which is the younger
segments of working adults aged 24 to 40 and students aged 16 to 23, who are either more
health conscious or just prefer drinking juice. These consumers value convenience and are
generally more receptive towards advertisements that are more creative and interesting.
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5. PRODUCT
Branding
We used Peel Fresh as our brand because firstly, we would want to allow marketers to
distinguish our products from others. By using Peel Fresh, we could introduce and
acknowledge people about the product we’re selling which is juices. This method aids of
branding in defining the brand image that the product is very fresh and of high quality, which
is important as MARIGOLD Peel Fresh has to strengthen this perception in order to compete
with Juice Bars who offer fresh juices. Also, it is less direct and straightforward with more
creativity and requires consumers to make some inference of their own. So there is also the
effect of portraying the brand as more novel and interesting instead of a very traditional or
even boring brand.
Trademark
Using slogans The bottom portion of the advertisement is the MARIGOLD Peel Fresh slogan:
“Any Fresher, You’ll Have to Peel it Yourself.”. The use of slogans attempts to link the brand
name to something memorable and the inherent properties of the slogan provides a retrieval
cue for the brand name. In this case, the slogan is closely linked to both the brand name and
the desired qualities of the product and will be an effective tool to promote strong brand
recall. This method is important to ensure that consumers will recall the brand name of
MARIGOLD Peel Fresh first before other competitors when they think of juice drinks. If
consumers remember the brand name and can easily recall it, they are more likely to purchase
its products. With the long-standing presence in the local market, the slogan is quite well
established and can become a strong asset to the brand. This can be one of the advantages that
MARIGOLD Peel Fresh has over other brands.
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6. Labeling
For our latest product, our company choose informational labelling. It helps our consumer to
make proper selections. Consumer will buy our products without any doubtness. We state all
kind of important informations in our packaging such as the HALAL logo, nutrition
informations, customer service, advantages, and the expire date. This type of labelling also
lowers the cognitive dissonance among consumer.
Packaging
We did a packaging with an attitude that maximizes our brand. Our packages are much
appreciated by consumers for its functionality; it is easy to open, re-close and pour from
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7. MARKET SEGMENTATION
After so many research that we have done and after so many considerations that we
have put in, we have agreed to select demographic segmentation, psychographic segmentation
and geographic segmentation as our market segmentation.
Demographic segmentation, it includes age, occupation, gender, education, income,
social class, and religion. We are looking and stress more on kids and teenagers group as our
potential buyer. As everyone knows, MARIGOLD Peel Fresh Cempedak is categorized as
one of the pastry product which almost entire food in pastry product loves by kids and
teenagers.
Psychographic segmentation, it includes personal taste, status, preferences, ego,
hobbies, political attitude, sensitivity and loyal value to product. We choose to be more
emphasis on individual taste. MARIGOLD Peel Fresh Cempedak is mostly loved by all kinds
of ages. It tastes so good that people just cannot resist of its temptation.
Geographic segmentation is done based on geographic factor that can influence the
society’s lifestyles such as climate, nations, states, countries and neighbourhood. As for our
company, we distribute our product to wholesalers and retailers. South region is our prime
aim for starts. In addition, MARIGOLD Peel Fresh Cempedak in south region received quite
a decent feedback which attracts us to start our business there.
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8. PLACES
For Marigold Peel Fresh Cempedak, we can use retailer as the middle man to sell our
product. Retailer is a channel intermediary that sells many mainly to customer.
We can sell the product at Tesco, Giant, Village Mall, Jusco, Econsave, and etc. They
are among the best retailers in Malaysia. So if we sell our product there, it will make our
product popular and easy to get because they have a lot of branches which is at each state.
The channel structures used are internet, radio, television, catalog and many more
alternatives. All of this is to ensure that everybody will know about our new product.
The levels of distributions intensity are intensive, selective and exclusive. Intensive is
a form of distributions aimed at having a product available in every outlet. The objective is to
achieve mass market selling and it is more to convenience goods. Selective is a form of
distributions achieved by screening dealers to eliminate all but a few in any single area. The
objective is to work with selected intermediaries and it is more to shopping and specialty
goods. Exclusive is a form of distributions that established one or a few dealers within a given
areas and the objective is to work with single intermediary. It is more on specialty goods and
industrial equipment.
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9. PROMOTION STRATEGY
For Marigold Peel Fresh Cempedak, the prefect ways to promote this new product is
advertising and public relations.
Advertising is impersonal, one-way mass communication about a product or
organization that is paid for by a marketer. Advertising is the effective ways to attract more
customer and to let them know about our new product. The promotional media is going to use
is electronic advertising media. The example of electronic advertising media are internet,
electronic and interactive video.
With internet, we can use the most popular social network such as facebook, twitter,
and etc. Suitable with out target market, most of the teenager nowadays have their own page
so we can spread the information about our new product fast.
For electronic mail, we can send e-mail directly to everybody. As we know, most of
people have e-mail and yahoo messager so we can add and send a message to them. Like
interactive video, we can put a small television in front of the place that sell the product and
shows the commercial clips repeatedly.
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10. Public relations is the marketing functions that evaluates public attitudes, identifies
areas within the organizations that the public may be interested in, and executes a program of
action to earn public understanding and acceptance.
Evaluates public attitudes is we see the behavior of customer first before we launch
our product. Next we identifies areas of public interest. For example, we sell our product at
shopping mall that many people always go such as Tesco, Giant and etc.. We can also sell our
product at retail stores. Lastly, we executes programs to “win” public. It like we organize a
program in front of the shopping mall such as open a booth and give them free trying a cup of
Marigold Peel Fresh Cempedak.
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11. PRICING STRATEGY
For Marigold Cempedak Fruit, the suitable pricing strategy that can be used in selling
this new product to the market is status quo pricing. Status quo pricing is the price is about the
same as the competitor’s. It was divided to two sub point , maintain existing prices and meet
competition's prices.
Maintain existing prices is that we use the same price as the product existed. For
example, Marigold already produce many tastes like Grape, Manggo and etc. The prices
offered for that tastes is RM 5.70. So we maintain that price for this new product to attract
customer. Marigold already produce many taste so this is suitable for pricing because
customer can buy it in the same price. If we offered higher or lower price, it can cause failure
in alluring consumer to purchase this new product.
As for meeting competition’s prices, we put the same price as our competitor’s. For
example, we do a survey first before we launch the product. After that, we will know our
competitor’s price for their product. From that, we can put the price as about the same or more
or less like their’s. It will help our product to be compatitive and successful in the market.
So, we set our product price RM 5.70 based on status quo pricing as the safest route to
long-term survival for this new taste of product.
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12. COMPETITORS
Every business has different types of challenges that need to be endured to reach the goals
that have designated. One of them is competition, competition is essential to improve the
performance of a business with the competition, we will strive to reach the target market
itself. Competition also led to a business is increasing or decreasing because of the advantages
and disadvantages of dropping and raising the business.
The competitors for marigold is yeo’s, nestle and dutchlady.The strength and weakness are
shown below:
Yeo’s
Strength:
Yeos have many strengthness such as a protein powerhouse as it has one of the highest
protein contents among plants, more cheaply and easily produced than animal proteins.Yeos
also rich in calcium, iron, zinc, lecithin, many B vitamins and fiber. It also contains an anti
carcinogen called is flavones.
Weakness:
Each product has their own disadvantages Some of them that can be identified are non-
durable and do not have the materials identified that customer would feel skeptical to drink it.
Other than that, the prices of yeo’s are also not fixed.
Nestle
Strength:
Nestle is a once of popular product, nestle provides a facilities to customer and customer
could understand about that product easier. Nestle alo give us many type of vitamin that can
make us become fresh and healthier.
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13. Weakness:
As usual, each of product will have a weakness.Weakness for nestle is too expensive and also
product of nestle have many materials that we don’t know much. So, as a customer we would
feel unsafe to drink it. Lastly it is dificult to find this product, customers need go to giant
supermarket to buy it.
Dutchlady
Strength:
Dutchlady is a big competitor to Marigold, ductlady has many type of products .Customers
like ductlady’s products because they are different than others. For example, the basis of
ducthlady’s products are milk.The strength of their milk are low fat, less sugar and the target
market is to all.
Weakness:
Additionally, although dutchlady have many advantages, dutchlady also have weakness.
From we could see, most of the products are too expensive, not all consumers can purchase
the products. Since Dutchlady used almost 90% milk basis as their ingridient, therefore it is
not that efficient since milk has short durability of life.
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14. CONCLUSION
Marigold Peel Fresh Cempedak has a lot of benefits; Flesh of fruit is usually eaten in a
fresh condition. The fruit is delicious when ripe. Cempedak also helps to heal the eye, given
the amount of vitamin A was quite high, namely about 200 SI per 100 grams. Vitamin A plays
a role in keeping the cornea to keep it healthy. Contains vitamin C which is higher than a
jackfruit, and contain dietary fiber (dietry fiber) high enough to help maintain digestive tract
health and reduce the number of cholesterol in the blood. Cempedak bark apparently also
contains components that can help prevent tumors and malaria. And the main compound
heteriflavon C that can eliminate the cause of malaria parasites to 100 percent. This is why
we used Cempedak as our new product line as it gave more benefits the other products created
before.
Recognizing the threat from other competitors will be important as there is a
possibility of this trend growing in the future and gaining greater popularity among
consumers. The proposed advertisement will enable MARIGOLD Peel Fresh to compete with
other competitiors by emphasizing the quality and freshness of our juice drinks. To further
maintain our competiveness, the advertisement attempts to shift the current advertising
approach from a more direct one to one that is more creative, giving the brand image a
stronger appeal.
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15. RECOMMENDATION
Our product is MariGold Peel Fresh Cempedak, this product has many advantages over
others products. Customer would feel different after taking the product of marigold. To
challenge ourselves while making new strategies, we’ve created a new product, which is
marigold cempedak since it had never been done by any other production yet. Before this,
Marigold have many types of produts such as Manggo, Grapes, Apple, Lychee and etc. So we
believed that our new product could bring a lot of advantages to our beloved consumers since
the Cempedak itself has a lot of benefits to be gain from. Marigold Peel Fresh Cempedak is
also easy to handle as people could just bring it anywhere and anytime they want.
REFERENCES
1. Malaysia Dairy Industries. Available at: http://www.mdi.com.sg/index.html
2. Marigold Singapore. Available at: http://www.marigold.com.sg/peel_fresh.html#
3. Fraser and Neave Foods. Available at:
http://www.fnnfoods.com/ab_fnn_corp_overview.php
4. Fraser and Neave, Limited. Available at:
http://www.fraserandneave.com/FN_aboutus.asp
5. Sunkist Singapore. Available at: http://sg.sunkist.com/
6. Florida’s Natural. Available at: http://www.floridasnatural.com/co-op/history
7. Dictionary.com. Available at: http://dictionary.reference.com/browse/marigol+peel+
8. www.marigold.com.my
9. www.facebook.com/marigoldmalaysia
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