Kimball Presentation Slide

MARKETING PLAN

Presented By

E-COMMERCE

KIMBALL

E-COMMERCE MEMBERS~ CHIN CHEE HUA (Group Leader) ~ 23300 KONG EE CHIAT ~ 23776 RAJIS ~ GOH LIP CHENG ~ 23545 WONG SHOUK PING ~ JONG KANG WEE ~ 23684 EVANI ~ NOR ~ SITI ~ TANIAH ~

Situation Analysis

Internal Environme

nt

External Environme

nt

SWOT Analysis

KIMBALL

Mission Win in marketplace and workplaceExtraordinary food company

Internal Environment

ObjectiveAvailable in existing marketBoost sales by 20% in 3 years timeCreate awareness

Internal Environment

Existing customer

Resold to Customer

s

Food chain

s Discounters

Merchandisers

Club storesConvenien

ce stores

Drug stores and other

retail

Commercial

Non-commercial

Internal Environment

External Environment

CompetitionExperiences worldwide competition

Principals Area of

Competition

Brand recogniti

on Quality

Price

AdvertisingPromoti

on

Service

Convenience

External Environment

SeasonalityDemand is seasonalHighest sales volume – soup and sauce product

External Environment

RegulationManufacture and marketing is highly

regulatedRegulation by various government

agenciesRegulated by agencies outside and

voluntary organizationAll products are HalalLabelling must include ingredient and

nutrition information

External Environment

Social Cultural Environment

Sauces are favourable among Malaysians

SWOT Analysis

StrenghtProducing high quality, great tasting saucesStrict production guidelinesInternational standards(ISO 9000)Cheaper than other brands

SWOT Analysis

WeaknessesLack of advertisementsSlow growth and low market shareMany product lineFacing a decline stage

SWOT Analysis

Opportunitiespeople likes to eat food with sauce

SWOT Analysis

TreatsIncrease of crude oil price, rising production costFinancial resources competitors invest more in promotion and advertisingEconomic downturn or inflation

MARKETING OBJECTIVES

Increase Market Share – up to 20%

Create awareness toward Kimball

Kimball Current Market Share

Life Maggie Kimball Nyonya Others0

5

10

15

20

25

30

35

40

45

Souces' Brand

Percentage (%)

Marketing Strategies

Select Target Market @ Positioning

Product Strategies

Pricing Strategies

Promotional Strategies

Supply Chain Strategies

Select Target Markets @ Positioning

Target Market : ~ Demographics ~ Media habit ~ Organizational markets Positioning The Product : ~ Offer variety and quality of

sauce ~ Developed its 4P :

Product Strategies

Existing Product ( Chili )

Bottle ( 340g , 500g , 785g )

Cachet (9g)

Pouch ( 1kg )

Box ( 1.8kg )

Can ( 3.3kg )

New Product ( Chili )

Kimball Appearance : Gorgeous @ Dignity. Attract consumer in modern lifestyle.RM1.99 for 325g

New Kimball Squeeze. Convenience. Both top @ bottom flat surface, easy put. RM5.69 for 800g

Pricing Strategies

Existing Products :

MAINTAIN

New Products:

Kimball – RM1.99 ( 325g)

New Kimball squeeze – RM5.95 ( 800g )

Promotion Strategies

Advertise and sales promotion to promote

Kimball. The method as follow : ~ Television and Radio. ~ Sponsorship. ~ Billboards. ~ Bus advertisements. ~ Contest and voucher coupons. ~ Sampling. ~ Premium. ~ Promotion pack.

Example of Billboard for Kimball

Example of Guerilla Marketing (bus ads.)

Supply Chain Strategies

Flow of Kimball sauces:

ProducerWholesaler /distributor

Retailer Consumer

…………continue

Kimball sauce supply chain :

KIMBALL SAUCE SUPPLY CHAIN

Hypermarket

Supermarket Grocery store

Cold storageFast-food restaurant

GET READY…BEWARE OF IT…

Conclution Overall,

THANK

YOU

Q & A SECTION