MKT243- Fundamentals of Marketing presentation

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Information about MKT243- Fundamentals of Marketing presentation
Marketing

Published on October 1, 2014

Author: beba0103

Source: slideshare.net

FACULTY OF HOTEL AND TOURISM MANAGEMENT DIPLOMA IN TOURISM MANAGEMENT (HM1113A1) FUNDAMENTALS OF MARKETING (MKT 243) ADZIE CAKE AND INGREDIENT SDN. BHD. Group Members, ANSON MAURICE SABULING SITI ZULAIKA BINTI ROMLY NORAZRINA 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.

Company’s profile Production Concept Pricing Channel Structure Market Segmentation Promotion Adzie Cake and Ingredients Sdn. Bhd. View slide

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. View slide

Company’s competitors  Multibake, Big apple, and Secret Recipe.  WHY ? The competitors promote and sell the same product such as cakes and breads.

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.

 Company’s product › Cakes › Biscuits › Cupcakes › Breads › Ingredient : flours, colorant

 Product Life Cycle (PLC) RM Time Introductory stage Growth Stage Maturity Stage Decline Stage Adzie Cake and Ingredients Sdn.Bhd.

 Perceptual Mapping High Quality Low Quality High Price Low Price Adzie Cake and Ingredients Sdn.Bhd.

 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 Objective Status Quo Pricing Objective Status quo pricing seeks to maintain existing prices Set the price close to competitor’s or competition’s prices

Pricing Strategies Marketer sets price identical or close to the competitor’s price. Multibakery Adzie Cake and Ingredient Sdn. Bhd 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

Direct Channel Structure Producer (Adzie Cake and Ingredient Sdn.Bhd ) Consumers

Retailer Channel Structure Producer (Bake With Me Factory) Retailer (Adzie Cake and Ingredient Sdn.Bhd) Consumers

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).

 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

Adzie 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.

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