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Content

1.0

Executive summary..................................................................................................2

2.0 SITUATION ANALYSIS..............................................................................................4


2.1 Company Analysis.....................................................................................................4
2.2 PEST Analysis............................................................................................................5
2.3 Market Analysi...........................................................................................................6
2.4 Competitor Analysis...................................................................................................8
2.5 SWOT Analysis........................................................................................................10
3.0 Market Targeting and Positioning................................................................................12
3.1 Target market............................................................................................................12
3.2 Product positioning..................................................................................................14
4.0 Marketing Strategy......................................................................................................16
4.1 Product.....................................................................................................................16
4.2 Price.........................................................................................................................19
4.3 Distribution (Place)..................................................................................................21
4.4 Promotion.................................................................................................................23
5.0 Financial......................................................................................................................26
5.1 Marketing budget.....................................................................................................26
5.2 Sales forecasting......................................................................................................27
6.0 Control.........................................................................................................................28
References..........................................................................................................................31

1.0

Executive summary

Building a company brand is such a crucial part of building a business and a clearly
marketing plan should be created. A marketing plan helps a company develops product or
services that meet the need of the target market and helps the consumer to easily clearly
understand why the product is better and different with others competitor. A well
marketing plan can also help a business to reach the target consumer and increase the
consumer base. Identify your competitors and what the target customers think about the
others competitors' strengths and weaknesses. If position the brand, products and services
so that the target market sees their business as better than, or different from, the
competition. It needed a SWOT analysis to further narrow the options for the marketing
plan by identifying strengths, weaknesses, opportunities and threats as seen from the
customer's point of view. The objectives or goals section is where the list that used for
specific plans.
The Marigold Peel Fresh packed with vitamins and juicy goodness, and it continues to
refresh Malaysians today with great tasting juices. The scope of the product line of
Marigold Peel Fresh as two product-mix width that are Marigold Peel Fresh and
Marigold Peel Fresh No Sugar Added. But not every product line have the similar
volume, some of the products do not have 1.89 liter and 2 liter, the product strategy was
we suggest that Marigold standardize their product size which is 250ml and 1liter.
Moreover, changing or redesign the packaging during the festival and bring the freshness
to the market. In addition, promotion is also the necessities for getting Marigold brand in
the public and attracting new consumers. Marigold Peel Fresh apply the celebrity
endorsement by hired Lisa Surihani as its brand ambassador and the face of Marigold
Peel Fresh. Social networks connect with a world of potential customers that can view
your company from a different perspective so Marigold shall create a Facebook page that
is in touch with people on a more personal level. Marigold organized some road show
event to promoting their product with some interesting content to build the customer
relationship with the brand. In addition to, Marigold had three types of channels which
are sales channel, delivery channel, and service channel. To evaluating their distributors,
Marigold can summary the sales of all the location, and maybe they can give an extra
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discount to the particular store to attract their interest and continue corporate with them.
For the logistic, Marigold will used their own deliver truck to make sure the freshness of
the product will arrived for distribute in time and also prevent for the third parties
logistic. The price strategy that will implement by Marigold was the price of the product
will be adjusting depending on the needs and behaviors of customers in the market.
Marigold Peel Fresh also use odd pricing strategy which the company fix a price whose
last digits are odd figure.

2.0 SITUATION ANALYSIS


2.1 Company Analysis
Malaysia Milk Sendirian Berhad (MMSB) was incorporated in 1969 and began its own
manufacturing operations in Petaling Jaya in 1977. The company markets and distributes
MARIGOLD under its Trading Arm Company, Cotra Enterprises Sdn Bhd.
MARIGOLDs flagship brands, MAROGOLD PEEL FRESH and MARIGOLD HL
MILK, hold the honours of being the No 1 Pasteurised Fruit Juice and the No.1
Pasteurised Milk brands in Malaysia respectively.
MARIGOLD PEEL FRESHs new educational road show which is called My Familys
Health, My Happiness Road show is indeed reflective of MARIGOLD PEEL FRESHs
commitment to provide consumers with the highest standard of quality. This,
complemented by a deep understanding of consumers needs and requirements enables
the company to deliver and provide products which not only taste good but also with
superior nutritional value to consumers and their family members. This is in line with
MARIGOLD PEEL FRESHs passion to provide wholesome nourishment to their
consumers and their families.
MARIGOLD PEEL FRESH has established itself as a household name for more than 25
years, starting out with only four fresh flavours. Now, MARIGOLD PEEL FRESH has an
array of 15 delicious healthy flavours which provide consumers with a choice of Regular
and No Sugar-Added variants to suit the tastes and requirements of all Malaysians.
VISION
To be a global leader in enriching lives through natures own ingredients as food and
nutrition for mankind.
MISSION
Marigold enriching the daily experience of customer and community through the lifenourishing qualities of fruits and vegetables.
GOALS
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Marigold Peel Fresh hope to exceed customer expectations by provide superior value and
quality products to customer and consumer and continuous development and investment
in its human and technical resources in the vision.
2.2 PEST Analysis
Political and legal environment
The political factors are the arena in which organizations competitive for attention,
resources, and regulations guiding the interactions among nations. The effects of global
influence governmental policies on a firms competitive position increase the importance
of forming an effective political strategy. Political also forces to concern about peoples
health. It has passed an act which is has clearly defined it terms and conditions which are
more focused on health and nutrition. But now government has been changed recently. It
may make some changes in act but the changes definitely are concern about consumers
health.
Economic environment
The economic environment refers to the nature and direction of the economy in which a
firm competes or may compete. In order to remain competitive, manufacturers exporting
abroad will need to make efficiency gains and innovate so that they can offset the
unfavourable exchange rate with a reduction in price or increase in quantity. Change in
gross domestic product (GDP) and consumer price index (CPI) also effect on demand on
the product of Marigold. When real income of consumer getting lesser their purchasing
power also going down and while the price of goods increase, their ability to purchase the
same amount of goods will be affected. Unconsciously the demand toward product of
marigold and sales will go down.
Social and cultural environment
Malaysia has a multiple-cultural society so it has different type of consumer with respect
to their religion and eating habits. But nowadays consumers are more conscious about
their health. This is because of education and awareness that spread to them everywhere.
Consumers demand for foods, fruits and juices which are more nutritive and provide
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health benefits are increasing days by days. So there are lot choices of fruit drink in the
market for consumer to consume to maximum consumer satisfaction. This also enforces
Marigold Peel Fresh to develop and create fruit drink that satisfies the need and want of
consumer.
Technological environment
Technology is changing days by day and the technological factor includes the institutions
and activities involved with creating new knowledge and translating that knowledge into
new outputs, products, processes, and materials. Due to the advancement in technology,
healthy and nutritious juice can be extracted from different fruits and create a new
attractive packaging and labelling which are also play a vital role in product promotion.
Executives must verify that their firm is continuously scanning the external environment
to identify potential substitutes for technology current use and spot newly technology
which could derive competitive advantages to Marigold Peel Fresh.
2.3 Market Analysis
Market segmentation is a strategy whereby marketers use to divide a wide target market
into subset of market that have common needs and wants for certain products and
services. Therefore, these groups of consumer will be grouped by criteria such as age,
gender, religion and so on. The reason of using market segmentation is because its help
Marigold Peel Fresh to understand better the needs and wants of consumers and better
communication with them. By looking at the segmentation, the marketing message can be
better deliver to Marigold peel Fresh the needs and wants of consumer. And it also help
Marigold Peel fresh in identify the way to enhance customer loyalty either existing
consumer or new consumer.
The main target segment of Marigold Peel Fresh is consumers who are more health
conscious and are looking for convenient alternatives to fresh fruits, ranging from ages 6
to 65 years old and above. The consumers need juices that are high in nutritional value
and variety of beverage choice because they have fast paced lives and do not have time to
make healthy meals every day. So Marigold peel fresh is setting their positioning in helps

to maintain good healthy when time is short and create a value in consumer mind about
this product and motivate rheumy to buy frequently.

Sales

school,college and
university students
aldults
children
old aged people

Price sensitivity is the amount when the prices of a product increase or decrease it will
eventually affect the consumers demand for the particular product. The price sensitivity
of a product within its target market is often used by a business when determine its
optimal pricing and marketing strategy for the product. However, rising inflation is one of
the reasons why Malaysian has high price sensitivity and would tend to choose costconscious lines of food and other household goods.
Market Needs
Marigold Peel Fresh provides individuals and retailer with high quality peel juice. And
seek to fulfil the benefit such as a wide choice of different fruit juice with the flexibility
to change crops midseason, all products will be priced competitive to true substitutes and
the intermediary will be impressed with the level of attention that they receive to their
consumer by hoping can create a product that fulfil the needs and wants of the consumer.

Market Trends
Nowadays, Malaysian have become more health conscious and fruit juice have supported
this trends as juice are inherently healthy and the increase of the supply reinforced
demand of consumer to product of Marigold Peel Fresh. The trends of the juice market
trends innovate Marigold Peel Fresh in increasing theirs R&D department to create more
choice of juice for their consumer.
Market Growth
The market for the juice will offer is growing rapidly because the demand towards
healthy food and drink of Malaysian citizen. This demand can be seen by the increase of
juice offerings by the retailer such as Tesco, Giant, 7-Eleven and other retailer.
2.4 Competitor Analysis

Market Share
Tropicana Twister

Marigold Peel Fresh

Fruit Tree

Fruit Tree Fresh

Sunkist

7%
13%
42%

11%
27%

In non-carbonated beverage industry, brand of juice that currently in the chilled juice
segment of the market through it is Tropicana Twister juices, with an estimated 42% of
market share. Other brand inside the segment include Marigold Peel Fresh (27%), Sunkist
(11%), F&N Fruit Tree (13%) and Fruit Tree Fresh (7%) of the market share. It can be
seen that Tropicana Twister juices is the leader in the industry and can be say that it is the
main competitor to Marigold Peel Fresh.
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*Tropicana Twister juices


Tropicana Twister is a range of refreshing and delicious fruit drinks and the fruit juices
are made with real fruit juice that come close to the real fruit experience, offering all the
refreshing and revitalizing goodness of real fruit.
Strength
-

Tropicana have stylish design in the non-refrigerated and chilled bottle juice to

make product more appealing.


Tropicana is a leading producer of juice and there are plenty choices of juice.
Juice of Tropicana is giving refreshing taste from being refrigerated.

Weakness
-

Tropicana are some brand have High Fructose Corn Syrup and is bad for teeth.
Feminine image does not appear to men.
Certain product of Tropicana is too costly.

*Sunkist
Sunkist is among the most recognized and respects in the world and it undertakes the sale
of fresh oranges, lemons, grapefruit and seasonal specialties. It also carries out sale of
citrus juice and peel products. The company offers its product through various brands
such as Sunkist and Fun Fruit. It distributes products on more than 600 products in over
forty-five countries.
Strength
-

The Sunkist brand is known for its high quality and its customer service.
Sunkist provides promotional service and strong marketing to other fruit producer.
Sunkist is available in many flavors.

Weakness
-

Consumer lack brand loyalty to Sunkist.


Sunkist is contending with heavy advertising.

*F&N Fruit Tree and Fruit Tree Fresh

Fraser & Neave Holdings Bhd (F&N) is specialized in the production, sale and marketing
of soft drinks, dairy products, and services relates property development and sale. The
company produces isotonic drinks and other related soft drinks under the brand names
Seasons, 100 Plus, F&N, Fruit Tree, and others. F&N Fruit Tree juice drink and Fruit
Tree Fresh are one of the most recognize product that produce by F&N. These two
products are packed with wholesome natural goodness of fruits. They are healthy and
refreshing juices with no preservatives that are full of natural goodness of fruits to excite
the senses.
Strength
-

The only brand in the market that offer exotic flavor.


Made with real juice and tasty like aloe vera and nata de coco.
Reasonable price for consumer.

Weakness
-

People dont really recognize the product.


Unclear information given on the packaging, thus consumer do not know what
kind of feature it really provide.

2.5 SWOT Analysis


SWOT analysis refers to strength, weakness, opportunities and threats. Strengths and
weaknesses refer to the organizations internal environment over which the firm has
control. Strengths are areas where the organization excels in comparison with its
competitors, while weaknesses are areas where the organization may be at a comparative
advantage. Opportunities and threats refer to the organizations external environment,
over which it has much less control. SWOT may appear in both the general and the
competitive environment.

Strength
-High quality product offering that exceed competitors offerings of price, quality and
service
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-Higher than industry margins due to production efficiencies


-Reasonable price and affordable for every consumer
-Rich in Vitamin A, C and E without artificial preservatives
Weakness
- Consumer lack brand loyalty to Marigold Peel Fresh
-A limited marketing budget to develop brand awareness
Opportunities
-The ability to develop long-term commercial contracts which would lower costs
associated with production
-Due to health care living style of people nowadays there are opportunity in
increasing demand to marigold peel fresh products
Threats
-Overshadowed by other competitor such as Tropicana Twister
-Direct competitors and their continuing growth for completing in market share
-encountered numerous inevitable and volatile natural and economic threats eg: cost
of raw materials and living

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3.0 Market Targeting and Positioning


3.1 Target market
Market targeting is the process of evaluating each market segments attractiveness and
selecting one or more segments to enter. In other words, target market consists of a set of
buyer who share common needs or characteristics that the company decides to serve.
The main target segment of Marigold Peel Fresh is consumers who are more health
conscious and are looking for convenient alternative to fresh fruits, a wide range from
kids to elderly, ranging from ages 6 to 65 years old and above. This is because almost
everyone take dairy products. The consumers need juices that are high in nutritional value
and variety of beverage choice because they have fast paced lives and do not have time to
make healthy meals every day. We also focus on people who are care about building
healthier body image. Consumers which are health conscious would buy Marigold Peel
Fresh for themselves and also their family for a healthy lifestyle. So Marigold Peel Fresh
is setting their positioning in helps to maintain good healthy when time is short and create
a value in consumer mind about this product and motivate rheumy to buy frequently.
On the other hand, market segmentation is the process that companies use to divide large
heterogeneous markets into small markets that can be reached more efficiently and
effectively with products and services that match their unique needs. These subsets of
consumers may be grouped by criteria such as age, gender, location, income and so on
depending on the specific characteristics of the product. The reason of using market
segmentation is to help Marigold Peel Fresh to understand better the needs and wants of
consumers. By looking at ways in which potential consumer groups are different from
each other, the marketing message can be better targeted to the needs and wants of those
consumers. Besides that, market segmentation can also help Marigold Peel Fresh in
identifying ways to enhance consumer loyalty either existing consumers or new
consumers.
Marigold Peel Fresh select demographic segmentation, psychographic segmentation and
geographic segmentation as market segmentation. Demographic segmentation divides the
market into groups based on variables such as age, gender, family size, income,
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occupation, education, race and religion. We are looking and stress more on kids and
teenagers group as our potential buyer. As everyone knows, Marigold Peel Fresh is loves
by kids and teenagers. Psychographic segmentation divides buyers into different groups
based on social class, lifestyle, personality traits, values, opinions, attitudes and interests.
We choose to be more emphasis on individual taste. Marigold Peel Fresh has various
flavors and mostly loved by all kinds of ages. It tastes so good that people just cannot
resist of its temptation. Geographic segmentation divides the market into different
geographical units such as nations, regions, states counties, or cities. 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 in south region received quite a decent feedback
which attracts us to start our business there.
An attractive market segment is one that offers solid current or long-term profit potential
for Marigold Peel Fresh. Marigold Peel Fresh select those segmentation because of the
segment attractiveness which are segment size, segment growth and segment profitability.
Firstly, one of the most attractive features of a market segment is its size. It must be big
enough to be worth targeting. While the largest segments do not always offer the best
potential, it is better to have a larger potential market when possible. The sales potential
of the segment, in terms of number of units of your product that can be sold or number of
customers served, is important in making a segment attractive. With larger market
segments, advertisers can generate business without having to pull in as high of a
percentage of the market segment. Long-term sales volume and profitability are both
higher with large markets.
Secondly, segment growth. Segments with good long-term growth prospects are, by
definition, the most attractive. To reduce the risk of losing money when entering a new
market, find one thats growing, not shrinking. Marigold Peel Fresh grow in their chosen
market segments by increasing the range of specialized products they offer to existing
customers in the segment or customizing their products further to meet the specific needs
of new prospects in the same segment.
Thirdly, segment profitability. Marigold Peel Fresh need to know whether focusing on
this consumer group is feasible. A segments profitability is important in making a
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segment attractive. Knowing how profitable is profitable is subject only to your


companys requirements. If a market is too small or its buying power is insignificant, it
wont generate sufficient profits or be able to support marketing mix activities. You must
focus your assessment on the potential profitability of each segment, both current and
future. The chosen segment are capable of delivering profits of the right value, assuming
it can be marketed to effectively. The required return on investment will be a key factor
in determining whether a business invests in the segment.
3.2 Product positioning
Marigold Peel Freshs point-of-difference is we offer products that are high quality and
exceed competitors offerings of price, quality and service. Marigold Peel Fresh is also
higher than industry margins due to production efficiencies. Moreover, being in the
forefront of continuous research and development, Marigold Peel Fresh highlights its
many product innovations in the juice drink industry, such as being the first to produce
pasteurized orange juice with sacs and to introduce Superfruits flavors that are
exceptionally rich in antioxidants to promise a standard of quality. Marigold Peel Fresh is
reigning as Malaysia's favorite Chilled Juice Drink and Gold Award winner of the
Readers Digest Trusted Brand Award for many consecutive years. It goes on to stress that
with all the vitamins and natural goodness Marigold Peel Fresh has to offer, it is indeed a
healthier option for all Malaysians.
Besides that, point-of parity of Marigold Peel Fresh is it is not only taste good but also
with superior nutritional value to consumers and their family members. Marigold Peel
Fresh juices are fortified with Vitamin A, C and E without artificial preservatives. It give
people more nutritious goodness in every drop. In addition, Marigold Peel Fresh also
goes through a stringent pasteurization process, which retains the nutritional value and
maintains the freshness of their juices. It is also in a reasonable price and affordable for
every consumer.
Value proposition is the full mix of benefits versus cost upon which a brand is
differentiated and positioned. In other words, value proposition is a set of benefits or
value a company promises to deliver to customers to satisfy their needs and wants.
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Marigold Peel Fresh commit to provide consumers with the highest standard of quality.
This, complemented by a deep understanding of consumers needs and requirements
enables the company to deliver and provide products which not only taste good but also
with superior nutritional value to consumers and their family members. This is in line
with Marigold Peel Freshs passion to provide wholesome nourishment to their
consumers and their families.

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4.0 Marketing Strategy


4.1 Product
The brand name MARIGOLD PEEL FRESH has been a
familiar and long-standing homegrown brand. This products
delighting Malaysians of all ages for over 20 years. The
Marigold Peel Fresh packed with vitamins and juicy
goodness, and it continues to refresh Malaysians today with
great tasting juices. Reigning as Malaysia's favorite Chilled
Juice Drink and Gold Award winner of the Readers Digest Trusted Brand Award for many
consecutive years, MARIGOLD PEEL FRESH range of fruit juices is a refreshing and
healthy drink to complement your meal or on its own.
Marigold Peel Fresh juices are fortified with Vitamins A, C and E that give people more
nutritious goodness in every drop. The scope of the product line of Marigold Peel
Freshhas two product-mix width that are Marigold Peel Fresh and Marigold Peel Fresh
No Sugar Added. There are nine flavors in Marigold Peel Fresh fruit juices are Orange,
Apple, Apple Aloe Vera, Pink Guava, Tropical Mango, Whitegrape, Blackcurrant &
Cranberry, Carrot, and Guava. In addition to, the flavors for the Marigold Peel Fresh No
Sugar Added included Orange, Powerberries, Apple, Mixed Fruits Mangosteen,
Powerveggies & Fruits, and Cloudy Apple. The picture table shows the product-mix
width and product-length for Marigold Peel Fresh.
Product Brand Name Marigold Peel Fresh Fruit Juices
Product-Mix Width
Marigold Peel Fresh
Marigold Peel Fresh No Sugar
Product Line Length

Added
1
2
3
4
5
6
7

Orange
Apple
Apple Aloe Vera
Pink Guava
Tropical Mango
Whitegrape
Blackcurrant &
Cranberry
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1
2
3
4
5
6

Orange
Powerberries
Apple
Mixed Fruits Mangosteen
Powerveggies & Fruits
Cloudy Apple

8
9

Carrot
Guava

Both type of Marigold Peel Fresh products available in difference volume which are
250milliliter (ml), 1 liter (l), 1.89 liter (l), and 2 liter (l)

in

the existing market. But not every product line have the
similar volume, some of the products do not have 1.89
liter and 2 liter, it will show their product line is not
standardize.

And

maybe

sometimes

will

make

consumer confuse is it the 2 liter fresh juices is under


Marigold product line or not, since only the looks of 2 liter is totally difference design
compare to the other three volume. So, we decided to standardize the volume of the
Marigold Peel Fresh juices which only available in 250 ml and 1 liter in the market.

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Although reduce and standardize the volume of Marigold Peel Fresh juices, but we can
focus in our products features. For example, when Chinese New Year, Marigold Peel
Fresh can design some suitable packaging to promote their peel fresh juices. This product
redesign strategy can help Marigold attract more customers and bring freshness to
market. When some of the people want to buy healthy product to festive, they will choose
this special design drinks to treat or give the people. The picture below shows that the
idea of new packaging.

4.2 Price

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A business can use a variety of pricing strategies when selling a product or service. The
price can be set to maximize profitability for each unit sold or from the market overall. It
can be used to defend an existing market from new entrants, to increase market share
within a market or to enter a new market. Businesses may benefit from lowering or
raising prices, depending on the needs and behaviours of customers in the market.
Marigold Peel Fresh fruit juices is a refreshing and healthy drink to complement
customer meal or on its own. It available in both regular and no sugar added range to
fulfil different customer need.
Marigold Peel Fresh had use market-oriented pricing which they set the price in parity to
make their product affordable by every customer. They setting a price based upon
analysis and research compiled from the target market. This means that marketers will set
prices depending on the results from the research. Their target market are broad due to
Marigold Peel Fresh is a healthy drink which is suitable to household. So as to make their
target market able to purchase their product, Marigold Peel Fresh will set the prices that
conform by target market.
Besides, Marigold Peel Fresh also use odd pricing strategy which the company fix a price
whose last digits are odd figure. This is done to give the customers no gap for bargaining
and also takes the advantage of human psychology. It can be seen from the 2 liters regular
range fruit juices which the price set as RM8.99. This pricing strategy can be noticed in
most supermarkets and it is common policy that using in economies. Odd prices appear to
represent bargains or savings and therefore encourage buying. Consumers tend to react
very positively to these pricing techniques.
Setting a price in comparison with their competitors like Sunkist, F&N and Fruit Tree is
one of the distinguish way. So as to achieve competitive advantages, Marigold Peel Fresh
had use competition pricing strategy to create brand awareness. A firm has three options
and these are to price lower, price the same or price higher. Some firms offer a price
matching service to match what their competitors are offering. For example of 1 liter
Marigold Peel Fresh fruit juice costs RM4.49, F&N costs RM4.90, Sunkist costs RM4.9
and Fruit Tree costs RM5.

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Customers always have been attracting by discount and promotion program. In order to
increase product sales and achieve win-win strategy, Marigold peel fresh have offer a
bundling pricing strategy. They place same flavor of fruit juice together in a single
package and selling for a lower price than would be charged if the items were sold
separately. The package usually includes two regular sizes of fruit juice packages and
sometimes come up with at least one complementary good. Bundled pricing is a
marketing method used by retailers to sell products in high supply.
After the study the current market of Marigold Peel Fresh, we suggest standardizing the
volume of fruit juices to 1 litre and 250 ml with new packaging during Festival periods
for example Chinese New Year. The price for new packaging will remain as same with
original packaging to make customer feel that was worth it. This new features will not
increase their cost due to the production cost is cover from call of produce the 2 litre and
1.89 litres of fruit juices. New packaging of Marigold Peel Fresh will only be selling on
the festival month and the number of original packaging will produce only small amount.
This idea will help the company to boost their sales during the festival periods.

90
80
70
60
Original

50

New

40
30
20
10
0
Daily

Festival

According to the bar chart above, we expected the sales volume of new packaging will be
90% higher during festival periods. Customer might purchase this new packaging of
Marigold Peel Fresh as a gift for their friend and family due to the new features are nice
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and suit with the festival. However in normal day, the original packages will sales higher
compare with new features because customers feel that is not necessary to purchase the
new features for own use. This strategy is slightly same with the KFC and McDonald
which come up with a package of big combo that suit for big family during festival.
Last but not least, finding the right pricing strategy is an important element in running a
successful business. Marigold Peel Fresh had been a household brand because of their
valuable price and tasty fruit juices.
4.3 Distribution (Place)
Distribution strategy is important to every business. This is because a right distribution
strategy can fuel the business growth and increase their market share. Working with the
distribution channels such as direct, retail, distributors or intermediates is an excellent
way to expand the products into whole market and reach the products to the final
consumers in term of increase the sales and profit. They are three types of channels which
are sales channel, delivery channel, and service channel.
For the Marigold Peel Fresh juices, we choose the one-level channel which under the
consumer marketing channel to reach our target markets. One-level channel contains one
selling intermediaries that is retailer. When the Marigold choose the one-level channel
marketing to distribute their products, they can easily introduce and expand their products
in whole Malaysia retail shop. The location that we sent included the big four most
familiar retailer in Malaysia, there are Aeon, Tesco, Giant, and Econsave, they have a lot
of customers visit them by day, so the consumers can easily get their Marigold Peel Fresh
anytime and anywhere. It is very convenience to the consumers who are like to have a
healthy juices. Besides that, the retail shop also included the 7-11 store, convenience
shop, minimarket, and supermarket. So Marigold can make sure they have enough
products to distribute to all location and make their loyalty customer can get their
products easily. The graph below shows that the marketing channel of Marigold Peel
Fresh.
Manufacturer

Retailer

(Marigold)

Aeon, Tesco,
21 Giant, 7Econsave,

Consume

To evaluating their distributors, Marigold can summary the sales of all the location, and
maybe they can give an extra discount to the particular store to attract their interest and
continue corporate with them. When the retail shop can get a best and lower retail price,
they can increase their profit; at the same time, Marigold also can generate a sales and a
large profit when their retailer sold a large amount of their products.
In term of their logistic, Marigold can use their own transport and prevent use the thirdparty logistic. This is because Marigold can immediately sent their products to the
distribution on time. Reduce the delay of restock, Marigold can increase their sales and
make sure their products is not expired and always fresh to their customers. In addition
to, when they use their own transport as their logistic, they can also help themselves to
promote their Marigold Peel Fresh, this is because the sticker on the lorry will attract the
awareness of public and the description and image will easily persuade people buy and
try it. About their warehousing, Marigold can build up a middle point of all the
distribution place, this is because the distance to send to all place will not be a large time
different and also can guarantee their Marigold Peel Fresh juices is always fresh. Picture
below shows that the flow of distribution from manufacture to final customer.

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4.4 Promotion
Product promotion is one of the necessities for getting your brand in front of the public
and attracting new customers. There are numerous ways to promote a product or service.
Some companies use more than one method, while others may use different methods for
different marketing purposes. A strong set of promotional strategies can help position
your company in a favorable light with not only current customers but new ones as well.
Even now Marigold Peel Fresh is a households brand but they are still facing competition
in building their brand equity.
As we know Marigold has been the leading
provider of wholesome and nutritious
products

for

almost

50

years.

Their

commitment is to provide consumers with


healthy products to enhance their quality of
life which has reflected in the corporate
slogan 'For Health. For Life'. Despite
Marigold Peel Fresh have pay more effort to implement promotion activities in current
markets however there is still not reached facilitating a stronger consumer-brand
connection and brand resonance.
So as to effectively annotate their slogan to customers mind, Marigold Peel Fresh has to
integrate

marketing

communications

to

build

their

brand equity. Marketing

communications means, by which firms attempt to inform, persuade and remind


consumers about the brands they sell. Currently, Marigold Peel Fresh unveils local actress
Lisa Surihani as its brand ambassador and the face of Marigold Peel Fresh. Because of
the health conscious of the celebrity that tend to get attention and useful for creating
brand awareness and positioning in their customers mind.
Other than this, we suggest also invite a group of Y-generation that bring out image of
healthy and lively to be their brand ambassador. As the Y-generation given a biggest
influences in current market. This can be seen from the buzz marketing that majority
comes from Y-generation via social media. By the way, buzz marketing is a viral
23

marketing technique that attempts to make each encounter with a consumer appears to be
a unique, spontaneous personal exchange of information. Nowadays, there is a trend in
building healthy lifestyle and Marigold Peel Fresh can match this suggestion start with
promoting their naturally fresh fruit juices.
Promotion is one of the key elements of the marketing mix, and deals with any one or
two way communication that takes place with the consumer via social media nowadays.
Media environment has changed dramatically in recent years; the traditional advertising
media seem to be losing their grip. Digital revolution has changed the way consumers
learn and talk about brands such as Facebook and Instagram offer companies a way to
promote products and services in a more relaxed environment. Marigold Company
intended
feedback

to

exchange

from

their

and

gets

customers

directly.
Social networks connect with a world
of potential customers that can view
your company from a different
perspective. Rather than seeing your
company

as

"trying

to

sell"

something, the social network can see


a company that is in touch with
people on a more personal level. This
can help lessen the divide between the company and the buyer, which in turn presents a
more appealing and familiar image of the company. For example, customer may post
picture with a comment has tag (#peel fresh) after having Marigold Peel Fresh fruit juices
order to stimulate the Marigold Peel Fresh market trend.
Marigold Peel Fresh had organized roadshow at Kuantan, Ipoh and Selangor to promote
and to educate their customers in choosing fresh fruit juices. However, roadshows are
lack of entertaining and exciting games and might give less attractiveness compare to
contest. We suggest the company to conduct an entertaining and exciting contest to public
for example video contest and vote contest. Contests are a frequently used promotional
24

strategy at present and most of contests not require a purchase. The idea is to promote
your brand and put your logo and name in front of the public rather than make money
through a hard-sell campaign.
Marigold Peel Fresh had not been a sponsorship to any events heretofore. Sponsoring
contests can bring attention to their product without company overtness and able to build
stronger consumer-brand connection and brand resonance. We suggest Marigold
Company can conduct some sponsorship program that related in promotes healthy and
active living. For example like charitable event and world juice conferences. According
to this sponsorship events, the company able to increasing brand awareness, which helps
to generate consumer preference and to foster brand loyalty.

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5.0 Financial
5.1 Marketing budget

Sales
Celebrity Endorsement
Roadshow Promoting
R&D
Logistic

Figure 1
Marketing budget plan is an estimated projection of costs required to promote a business'
products or services. Due to marketing budget plan affect most of the area of a business,
so a marketing budget plan is a crucial things to determine the company success. Others
than advertising and promotions, a budget plan must cover the many areas of planning,
pricing and distributing the product or service to keep a company stay competitive and
maximize the companys profits. As we can see from the pie chart above, the Marigold
Company will invest more on the celebrity endorsement. Marigold had hired Lisa
Surihani as its brand ambassador. Because of the health conscious of the celebrity it can
helps to get attention and useful for creating brand awareness and positioning in their
customers mind. Second thing that Marigold have to invest in was research and
development (R&D). Due to that Marigold product line is not having all in the similar
volume, so Marigold have to spend more money in order to standardize the volume of the
Marigold Peel Fresh juices which only available in 250 ml and 1 liter in the market.
Moreover, Marigold can design some brand new packaging during the festival seasons
such as Chinese New Year. Next, it was the logistic or distribution channel. Marigold
using their own truck to deliver all the product to the distribution on time and to prevent
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the third parties. Road show event will be the fourth thing that have to invest more.
Marigold will having a booth during the event to promote and teach their customers in
choosing fresh fruit juices.
5.2 Sales forecasting
3500000
3000000
2500000
2000000
1500000
1000000
500000
0

Year

2014

2015

2016

2017

Figure 2
The figure 2 above is shown that the forecasting sales of the Marigold peel fresh in the 4
years time which from 2014 to 2017. Marigold using the odd pricing strategy so it
estimate the sales forecasting in 2014 will be RM150, 000 which price set as RM8.99 for
2 liter and 1 liter at RM4.49. From the graph as shown, it is obviously show that the sales
of Marigold will be increase from RM150, 000 in year 2014 to RM300, 000 in year 2017.
120000
100000
80000
60000

Fixed cost

40000

Variable cost

20000
0
2014 2015 2016 2017

Figure 3
The line chart above shown the break-even analysis of the company. Break-even is to
determine the point at which revenue received equals the costs associated with receiving

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the revenue. It estimate that Marigold will have RM 28, 300 for the fixed cost in this 4
years and RM 30, 000 for the variable cost.
6.0 Control
Product control
Marigold peel fresh juice is a well-known juice and their product line consist of Marigold
Peel fresh and Marigold Peel fresh no sugar added. Marigold launched the product in
difference size of package based on the flavor which is 250 milliliter (ml), 1 liter (l), 1.89
liter (l), and 2 liter (l) in the existing market. So we recommend Marigold standardize all
their product in all flavor in 250ml and 1liter in the market. Standardization is important
to Marigold because it helps consumer easily to differentiate the different about the
product compare to our competitor. Nevertheless, except than standardize the product and
reduce the package size, we suggest Marigold should more focus on and put more effort
on the product feature which redesign the packaging.

During the festival season,

Marigold can come out some new and fresh design packaging related to the festival to
attract consumer to purchase it. It can catch consumer attention in a crowded retail space
during the festival and also differentiates a product from its competitors and private
labels.
Price control
Marigold Peel Fresh must control its selling price to maintain their existing market and
new market. The selling price must have no big different with their main competitors
price which are Tropicana, Sunkist, and F&N. For example of 1 liter Marigold Peel Fresh
fruit juice costs RM4.49, F&N costs RM4.90, Sunkist costs RM4.90 and Fruit Tree costs
RM5.00. The similar price will make the consumers to compare and choose which
products they want to buy. Because of the psychological effect, we strongly
recommended Marigold use the odd pricing strategy which the company fix a price
whose last digits are odd figure (Example: RM 8.99). Odd prices appear to represent
bargains or savings and therefore encourage buying. Consumers tend to react very
positively to these pricing techniques. Besides, Marigold Peel Fresh must maintain their
market-oriented pricing in order to make their product affordable by every customer.
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Last, discount and promotion program will always attract customers. In order to increase
product sales and achieve win-win strategy, Marigold peel fresh have offer a bundling
pricing strategy. They place same flavor of fruit juice together in a single package and
selling for a lower price than would be charged if the items were sold separately. The
package usually includes two regular sizes of fruit juice packages and sometimes come
up with at least one complementary good. Bundled pricing is a marketing method used by
retailers to sell products in high supply.
Place control
We suggest that Marigold must have a good relationship with their retailers which are
Aeon, Tesco, Giant, and Econsave. 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. Nowadays, people are seeking for
convenience. So the retail shop also included the 7-11 store, convenience shop,
minimarket, and supermarket. Marigold Peel Fresh can make sure they have enough
products to distribute to all location and make their loyalty customer get their products
easily.
Furthermore, Marigold can use their own transport and prevent use the third-party
logistic. This is because Marigold can immediately sent their products to the distribution
on time. Marigold can increase their sales and make sure their products is not expired and
always fresh to their customers. They can also help themselves to promote their Marigold
Peel Fresh due to the sticker on the lorry will attract the awareness of public and the
description and image will easily persuade people buy and try it. About their
warehousing, Marigold can build up a middle point of all the distribution place, this is
because the distance to send to all place will not be a large time different and also can
guarantee their Marigold Peel Fresh is always fresh.
Promotion control
Slogan of Marigold Peel Fresh Any fresher, you will have to peel it yourself will play a
large role in implementing the different marketing programs. However, this position has
not yet been filled, but it is the first milestone that must be completed. We decide to focus
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on improve in the performance of any promotion activities like entertaining and exciting
contest to public for example video contest and vote contest. This is an adding on
activities to the roadshow program which has conduct by Marigold currently and as to
matching the slogan. In addition to, Marigold Peel Fresh can promote their fruit juices via
sponsorship program to create brand awareness. Both of the parties can achieve win-win
situation according to this sponsorship program. According to this program, we will
promote the new packaging of Marigold Peel Fresh mostly to the festival events in order
to catch attention of customers and to over a new leaf.

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References
http://www.marigold.com.my/
http://www.marketingteacher.com/marketing-controls/
https://www.boundless.com/marketing/textbooks/boundless-marketing-textbook/pricing8/specific-pricing-strategies-63/psychological-pricing-316-7599/
http://www.thestar.com.my/News/Community/2013/07/06/Lisas-the-new-face-of-juicebrand-Actress-to-help-educate-consumers-on-nutritional-value-of-their-l/

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