MKT243- Fundamentals of Marketing presentation

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