Course Title / code :

PRINCIPLE OF MARKETING

Title:

MARKETING PLAN REPORT

Lecture :

MADAM NUUR HALIMATUS SA'ADIAH MASRUKHIN

Name Of Students :

NAME OF STUDENTS MATRIX NO

RIZQ AMIRUL AQMAR BIN ROZAIDI UDA220042

YASMIN BINTI ABDUL RAHMAN UDA220079

MUHAMAD SHAHRUL FAHMIEY BIN MUHAMMAD ZULKAFLI UDA220066

NAZMIE AIMAN BIN MUHAMAD SHAMSURI UDA220048

MOHAMAD NOAH LIM BIN ARIS @ ARIF UDA220065

ABU DANIAL BIN AZHARI UDA220085

 ACKNOWLEDGEMENT

First of all we would like to thank our lovely lecturer, Madam Nuur Halimatus Sa’adiah
Masrukhin for her continuous support and guidance in assisting us to complete this
assignment effectively and efficiently. We are also grateful to have Madam Nuur Halimatus
Sa’adiah Masrukhin to teach us the effective skills of this subject to enlighten our knowledge
on the right skills needed to finish this assignment.

We are grateful to be able to complete this assignment within the time given by
Madam Nuur Halimatus Sa’adiah Masrukhin. This assignment cannot be completed without
the effort and co-operation from our group members as well. We would also like to express
our sincere thanks to all of our friends and every other person for support and willingness to
spend some time with us in our journey to complete the assignment successfully

Furthermore, this assignment could not have been completed without the effort and
cooperation of our teammates. Without each and every member's cooperation, we would
have faced multiple obstacles while finishing this assignment. We hope that the time and
effort we put into our group project will pay off, and that we will receive a positive outcome.
Without a doubt, an honorable mention goes to all our family and friends who supported us
and assisted in the process.
1.0 EXECUTIVE SUMMARY

PRIME Sdn. Bhd. is a vitamin industry that seeks to capture a significant market share in
Malaysia by offering high-quality and affordable products to its target market. The company's
marketing strategy is based on market segmentation, market targeting, differentiation, and
positioning.

In terms of market segmentation, PRIME Sdn. Bhd. will target customers based on their age,
gender, income level, and lifestyle. The company will then focus on the segments that have
the highest potential for growth and profitability.

To achieve its marketing objectives, PRIME Sdn. Bhd. will implement specific action
programs over a six-month timeline. These programs will involve product development,
pricing strategies, distribution channels, and promotional activities.

In terms of the marketing mix, PRIME Sdn. Bhd. will offer a range of vitamin products that
cater to different segments of the market. The products will be priced competitively, and the
company will explore different distribution channels to reach its target customers.

Overall, PRIME Sdn. Bhd.'s marketing strategy is designed to create customer value and
build long-term relationships with its target market. The company is confident that it can
achieve its marketing objectives and become a leading player in the vitamin industry in
Malaysia.
2.0 TABLE OF CONTENTS

CONTENTS OF REPORT

ACKNOWLEDGEMENT

1.0 EXECUTIVE SUMMARY

2.0 TABLE OF CONTENTS

3.0 CURRENT MARKETING SITUATION

4.0 SWOT ANALYSIS

5.0 OBJECTIVES AND ISSUES

6.0 MARKETING STRATEGY

7.0 MARKETING MIX

8.0 ACTION PROGRAMS

9.0 BUDGETS

10.0 REFERENCES

11.0 APPENDICES
3.0 CURRENT MARKETING SITUATION

PRIME Sdn. Bhd. is a company that operates in the vitamin industry and provides a range of
dietary supplements, functional foods, and fortified beverages to its customers. The
company focuses on providing high-quality products that are derived from natural sources,
and it markets its products as being free from artificial colors, flavors, and preservatives.

In terms of marketing, PRIME Sdn. Bhd. uses a variety of strategies to promote its products,
including advertising campaigns, social media marketing, and influencer marketing. The
company also works with healthcare professionals to promote its products, and it provides
educational materials to help consumers make informed choices about their health and
nutrition.

One of the unique selling points of PRIME Sdn. Bhd. is its focus on research and
development. The company invests heavily in research to develop new products and
improve existing ones, and it works closely with leading experts in the field of nutrition and
health.

Overall, PRIME Sdn. Bhd. operates in a highly competitive market, and the company is
constantly looking for new ways to differentiate itself from its competitors. By focusing on
high-quality, natural products and investing in research and development, the company has
established itself as a leader in the vitamin industry.
4.0 SWOT ANALYSIS

Strengths: Weaknesses:

● High-quality products: PRIME Sdn ● Limited product range: PRIME

Bhd is known for providing Sdn Bhd has a limited range of
high-quality products that are products compared to some of its
derived from natural sources and competitors in the market.
are free from artificial colors, flavors,
and preservatives. ● High pricing: The company's focus
on high-quality products results in a
● Research and development: The premium price point that may not be
company invests heavily in research accessible to all consumers.
and development to develop new
products and improve existing ones, ● Limited geographical reach: The
which gives them a competitive company's distribution network is
edge in the market. limited to certain areas, which may
limit its ability to reach a wider
● Strong brand image: PRIME Sdn customer base.
Bhd has built a strong brand image
and reputation for providing quality
products and being committed to
health and wellness.

Opportunities: Threats:

● Growing health and wellness ● Intense competition: The vitamin

trends: With an increasing focus on industry is highly competitive, with
health and wellness, there is a many established players and new
growing demand for natural and entrants constantly entering the
organic products, which PRIME Sdn market.
Bhd can capitalize on.
● Regulatory challenges: The
● Expansion into new markets: The vitamin industry is subject to strict
company has the opportunity to regulations and compliance
expand its distribution network and requirements, which can be a
enter new markets to reach a wider challenge for companies like PRIME
customer base. Sdn Bhd.

● Innovation in product ● Economic factors: Economic

development: PRIME Sdn Bhd can conditions can affect consumer
explore new product categories and spending patterns and impact the
develop innovative products to meet demand for products, which can be
the changing needs of consumers. a threat to the company's revenue
growth.
5.0 OBJECTIVES AND ISSUES

PRIME Sdn. Bhd. has set several quantitative marketing objectives for the first year of
operation. The company aims to achieve a 10% increase in sales revenue compared to the
previous year, increase its market share by 5%, and launch two new products with sales
revenue targets of RM500,000 each.

To attain these objectives, PRIME Sdn. Bhd. needs to overcome several key issues or
barriers. One of the main barriers is intense competition in the vitamin industry. The market
is saturated with established players, making it challenging for new entrants like PRIME Sdn.
Bhd. to gain a foothold. To overcome this challenge, the company needs to develop a strong
brand image, invest in marketing campaigns, and offer high-quality products at competitive
prices.

Another significant barrier is regulatory challenges. The vitamin industry is heavily regulated,
and companies need to comply with strict regulations and guidelines to ensure product
safety and quality. PRIME Sdn. Bhd. must comply with all relevant regulations and obtain the
necessary certifications to launch and sell its products in the market.

Geographical reach is another issue that PRIME Sdn. Bhd. needs to address to achieve its
marketing objectives. The company needs to expand its distribution network to reach a wider
customer base and increase sales revenue. This requires investing in logistics and
partnering with retailers and distributors to increase the availability of its products.

In conclusion, PRIME Sdn. Bhd. has set quantitative marketing objectives to achieve in its
first year of operation. However, attaining these objectives will require the company to
address key issues such as intense competition, regulatory challenges, and limited
geographical reach. The company must adopt effective marketing strategies, such as
investing in branding, compliance, and logistics, to overcome these barriers and achieve its
objectives successfully.
6.0 MARKETING STRATEGY

6.1 MARKET SEGMENTATION

The following table is Marketing Segmentation Variables used in PRIME Sdn.

Bhd:

Geographic ● Cities : Petaling Jaya

Segmentation ● States : Selangor

Demographic ● Age : 3 year above

Segmentation ● Income : Medium income levels
● Gender : Both
● Religion : All of religion

Psychographic ● Personality
Segmentation ● Values
● Interest

Behavioural ● Usage rate

Segmentation ● Feedback from user
● Occasions of use
6.2 MARKET TARGETING

Based on the market segmentation criteria discussed earlier, PRIME Sdn. Bhd. are targeted
at several market segments to create customer value and build customer relationships.
Some examples of market targeting for PRIME Sdn. Bhd. could include pregnant women.
PRIME Sdn. Bhd. are targeting pregnant women who are looking for vitamins to support a
healthy pregnancy. The company can offer prenatal vitamins that contain folic acid, iron, and
other essential nutrients that are important for the development of the fetus. Other than that,
elderly individuals. PRIME Sdn. Bhd. are targeting elderly individuals who are looking for
vitamins to support healthy aging. The company can offer vitamins that support bone health,
joint health, and cognitive function. Moreover, Fitness Enthusiasts. PRIME Sdn. Bhd. are
targeting individuals who are interested in fitness and nutrition. The company can offer
vitamins and supplements that support muscle growth, energy, and recovery. Furthermore,
Environmentalists. PRIME Sdn. Bhd. are targeting individuals who are environmentally
conscious and prefer eco-friendly products. The company can offer vitamins and
supplements that are made with sustainable and natural ingredients. Last but not least,
Customers with Specific Needs. PRIME Sdn. Bhd. are also targeting customers with specific
needs such as vegans or individuals with food allergies. The company can offer vitamins and
supplements that are free from animal products or common allergens. To target these
segments, PRIME Sdn. Bhd. can use various marketing strategies such as social media
advertising, email marketing, and influencer marketing. The company can also collaborate
with healthcare professionals, gyms, or nutritionists to promote their products to specific
segments. By targeting specific segments, PRIME Sdn. Bhd. can improve their marketing
efficiency and effectiveness, as well as build long-term customer relationships.
6.3 DIFFERENTIATION

Differentiation is the process of distinguishing a company, product, or service from others in

the market. Prime Sdn Bhd Vitamin can differentiate itself from other companies in various
ways, such as Unique Formulations. Prime Sdn Bhd Vitamin offers unique vitamin
formulations that are not available from other companies. This could include specialized
blends of vitamins, minerals, and other nutrients that are tailored to specific health needs or
conditions. First of all, Quality Assurance. Prime Sdn Bhd Vitamin differentiates itself by
ensuring high-quality manufacturing processes, using premium ingredients, and adhering to
strict quality control standards. This could include third-party testing, certifications, and
quality assurance protocols to ensure the safety and efficacy of their vitamin products. Other
than that, Brand Image. Prime Sdn Bhd Vitamin established a unique brand image that sets
it apart from other companies. This could include branding elements such as logo,
packaging, messaging, and marketing strategies that convey a distinct identity, values, and
positioning in the market. Moreover, Innovation. Prime Sdn Bhd Vitamin differentiates itself
by introducing innovative vitamin products or delivery methods that are not commonly
offered by other companies. This could include novel formulations, unique product formats
(e.g., gummies, effervescent tablets), or cutting-edge technologies (e.g., liposomal
encapsulation) that offer enhanced bioavailability or convenience to consumers.
Furthermore, Target Market. Prime Sdn Bhd Vitamin differentiates itself by targeting a
specific market segment or niche. For example, they may focus on providing vitamins for a
particular age group, gender, health condition, or lifestyle (e.g., prenatal vitamins, vegan
vitamins) that caters to the specific needs of that market segment. Last but not least,
Customer Service. Prime Sdn Bhd Vitamin differentiates itself by providing exceptional
customer service, such as personalized consultations, expert advice, and responsive
support. This could create a positive customer experience and build customer loyalty.
6.4 POSITIONING

Positioning refers to the process of creating a unique image and perception of a company,
product, or service in the minds of consumers. Prime Sdn Bhd can position itself in various
ways, such as health and wellness. Prime Sdn Bhd can position itself as a provider of
high-quality vitamins and supplements that promote overall health and wellness. This can
include emphasizing the benefits of their products in supporting immune function, boosting
energy levels, improving cognitive function, and reducing the risk of chronic diseases. Other
than that, expertise and authority. Prime Sdn Bhd can position itself as an expert and
authority. After that, in the field of vitamins and supplements. This can be achieved by
providing accurate and reliable information on their website and social media channels,
collaborating with healthcare professionals, and conducting research and development to
improve the effectiveness of their products. Furthermore, natural and organic. Prime Sdn
Bhd can position itself as a provider of natural and organic vitamins and supplements that
are free from artificial ingredients and additives. This can appeal to consumers who prioritize
natural and organic products and are concerned about the potential side effects of synthetic
ingredients. Moreover, Convenience. Prime Sdn Bhd can position itself as a provider of
convenient and easy-to-use vitamin products that fit into busy lifestyles. This can include
offering products in various formats, such as gummies, powders, and capsules, and
providing personalized recommendations based on individual health needs and preferences.
Lastly, Sustainability. Prime Sdn Bhd can position itself as a socially responsible and
environmentally conscious company that prioritizes sustainability in its operations and
products. This can include using eco-friendly packaging, sourcing ingredients from
sustainable and ethical sources, and supporting initiatives that promote environmental
protection and social responsibility.
Illustration of the Position of PRIME Sdn Bhd
7.0 MARKETING MIX

The marketing mix, also known as the 4Ps of marketing, refers to the combination of
product, price, place, and promotion strategies that a company uses to effectively market its
products or services. Here's how Prime Sdn Bhd Vitamin may implement the marketing mix.

7.1 Product Strategy

PRIME Sdn. Bhd.'s product strategy focuses on offering high-quality, affordable and
innovative vitamin supplements to meet the needs of a diverse customer base. The
company aims to differentiate its products from competitors by offering a wide range of
vitamins that cater to specific customer needs.

To achieve this goal, PRIME Sdn. Bhd. invests heavily in research and development to
identify new and emerging trends in the vitamin market. The company also works closely
with nutritionists and healthcare professionals to ensure that its products are safe, effective
and meet the specific needs of its customers.

In addition, PRIME Sdn. Bhd. places a strong emphasis on the quality of its products. The
company uses only the finest quality ingredients in its supplements and adheres to strict
manufacturing standards to ensure that its products are safe, pure, and effective.

To further differentiate its products from competitors, PRIME Sdn. Bhd. offers a variety of
product forms such as capsules, tablets, gummies, and liquids, to cater to the diverse
preferences of its customers. The company also offers customizable packaging and labeling
options to meet the specific needs of retailers and distributors.

Overall, PRIME Sdn. Bhd.'s product strategy is geared towards offering high-quality,
innovative, and diverse vitamin supplements that meet the specific needs of its customers,
while maintaining a strong focus on quality and safety.
7.2 Pricing

The pricing strategy of PRIME Sdn. Bhd. is to use a premium pricing strategy, which
positions its products as high-end and of high quality. The company believes that its
products are superior to those of its competitors and thus, justifies the higher price point.

To determine its pricing strategy, PRIME Sdn. Bhd. considers the cost of production,
marketing, and distribution, as well as the profit margin it desires. Company also considers
market research to determine the price sensitivity of its target market and competitors'
pricing strategies.

Additionally, PRIME Sdn. Bhd. employs a value-based pricing approach, which takes into
account the perceived value of its products by customers. By offering products that meet
customers' needs and provide value, the company is able to justify its higher price points.

Overall, PRIME Sdn. Bhd. believes that its pricing strategy aligns with its brand positioning
and target market. The company aims to provide high-quality products and excellent
customer service at a premium price point.
7.3 Distribution Strategy

The distribution strategy of PRIME Sdn. Bhd. be focused on ensuring that their products are
widely available to their target customers. One of the key elements of their distribution
strategy would be to establish partnerships with reputable health stores and pharmacies, as
these are likely to be the primary sources of vitamins and supplements for many of their
customers.

In addition to establishing these partnerships, PRIME Sdn. Bhd. also need to focus on
building their own distribution channels. This could involve setting up an online store that
allows customers to purchase their products directly, as well as investing in their own
delivery infrastructure to ensure that orders are delivered quickly and efficiently.

Another important element of our distribution strategy would be to ensure that their products
are available in a range of different formats and sizes, to meet the diverse needs of their
customers. For example, we may choose to offer both capsules and tablets, or to provide
their products in different dosages.

Overall, the key goal of PRIME Sdn. Bhd.'s distribution strategy would be to make their
products as widely available and accessible as possible, in order to build a strong customer
base and drive sales growth. By focusing on building partnerships, establishing their own
distribution channels, and offering a range of products in different formats, they would be
well positioned to achieve this goal.
7.4 Marketing Communication Strategy

Marketing communication strategy is an important aspect of promoting a product and

reaching out to the target market. For PRIME Sdn. Bhd.'s vitamin product, the marketing
communication strategy would be designed to increase brand awareness, create demand
and promote the benefits of the product to potential customers.

To start, PRIME Sdn. Bhd. are using advertising to reach a wider audience. This could
include television, radio, and print ads that highlight the health benefits of our vitamin
product. The advertisements could feature before-and-after scenarios to show how the
vitamin product can improve overall health and well-being.

Social media can also be an effective tool to create brand awareness and engage with
potential customers. PRIME Sdn. Bhd. could use platforms like Facebook and Instagram to
share informative and educational content related to the benefits of their vitamin product.
They also use influencers in the health and wellness industry to promote their product and
reach a wider audience.

Additionally, PRIME Sdn. Bhd. are leverage public relations to increase brand credibility and
reputation. We could collaborate with health professionals and organizations to endorse their
vitamin product and create more awareness. This could include press releases and media
coverage highlighting the benefits of our vitamin product and the company's commitment to
providing high-quality health supplements.

Finally, in-store promotions and discounts could be offered to encourage potential customers
to try their vitamin product. PRIME Sdn. Bhd. are partnered with health stores, pharmacies,
and supermarkets to offer special deals and promotions for their vitamin product. This could
help increase sales and promote their product to a wider audience.
8.0 ACTION PROGRAMS

Action programs are specific plans or initiatives that a company, such as Prime Sdn Bhd
Vitamin, can implement to achieve its marketing and business objectives. A potential action
program that Prime Sdn Bhd Vitamin could consider is a new product launch. Prime Sdn
Bhd Vitamin could develop and launch new vitamin and supplement products that cater to
the needs of its target market. This can involve conducting market research, identifying gaps
in the market, and creating unique formulations or product formats that offer added value to
customers. The action program can include product development, testing, packaging design,
and marketing campaigns to create awareness and generate interest in the new products.
Other than that, digital marketing campaigns. Prime Sdn Bhd Vitamin can implement a
comprehensive digital marketing campaign to increase brand visibility and attract customers
online. This can involve strategies such as search engine optimization (SEO), social media
advertising, content marketing, and email marketing. The action program can include
developing digital marketing plans, creating content, implementing advertising campaigns,
and monitoring and analyzing results to optimize marketing efforts. Moreover, influencer
collaborations. Prime Sdn Bhd Vitamin can collaborate with influencers or healthcare
professionals who have a strong online presence and a relevant audience to promote its
products. This can involve identifying and engaging with influencers or healthcare
professionals who align with the company's brand values and target market, and developing
collaborations or partnerships that involve product reviews, endorsements, or sponsored
content. Furthermore, a loyalty program. Prime Sdn Bhd Vitamin can implement a loyalty
program to reward and retain its loyal customers. This can involve creating a loyalty program
that offers exclusive discounts, rewards, or personalized offers to customers who make
repeat purchases or refer others to the company. The action program can include developing
a loyalty program structure, implementing a loyalty program software, and promoting the
loyalty program to customers.

In conclusion, by implementing these specific action programs, PRIME Sdn. Bhd. can
achieve its marketing objectives and reach its target audience effectively. These programs
will help the company increase brand awareness, drive sales, and create a strong brand
presence. By investing in marketing initiatives that resonate with their target market, PRIME
Sdn. Bhd. can establish itself as a trusted brand in the vitamin industry and create lasting
relationships with its customers.
9.0 BUDGETS

PRIME Sdn Bhd vitamin aims to not only serve customers with high-quality products
at reasonable prices. As a result, PRIME Sdn Bhd now has an appropriate budget. There
are two (2) types of marketing budgets:

● Operational cost
● Cost of product

9.1 Operational cost

PRIME Sdn Bhd can be done as follows.Total fixed costs = RM 250,000 Variable cost
per unit = RM 20 Selling price per unit = RM 40 Contribution margin per unit = Selling price
per unit - Variable cost per unit Contribution margin per unit = RM 40 - RM 20 Contribution
margin per unit = RM 20 Break-even point (in units) = Total fixed costs / Contribution margin
per unit Break-even point (in units) = RM 250,000 / RM 20 Break-even point (in units) =
12,500. Therefore, PRIME Sdn Bhd needs to sell 12,500 units of its product to break even in
its first year. Since the company has projected sales of 39,000 units in the first year, it is
expected to achieve profitability during the year. However, the company needs to carefully
manage its operational costs to ensure that it remains profitable and achieves its financial
objectives.

9.2 Cost of product

PRIME Sdn Bhd has set a first-year retail sales of RM 1.75 million. Our company
sells our containers with an average retail price of RM 45 per unit for a total of
39,000units sold. With an average wholesale price of RM 40 per unit, this provides
revenues of just RM 1 million. PRIME Sdn Bhd expects to break even during this
final period of the first year. Break-even analysis assumes per-unit wholesale
revenue of RM 40 per unit, a variable cost per unit of RM 20, and estimated first-year
fixed costs of RM 250,000. Based on these assumptions, the break-even calculation
is :
10.0 REFERENCES

● Kotler, P., & Keller, K. L. (2016). Marketing management. Pearson.

● Kotler, P., & Armstrong, G. (2022). Principles of marketing. Pearson.
● B, M. (2019, May 25). Advantages and Disadvantages of Advertising. Economic
Discussion.
● Department of Employment, Economic Development and Innovation. (2020, June).
Benefits of direct marketing. Queensland Government Business and Industry Portal.
● Marrero, N. (2021, April 21). Benefits of market segmentation: How it makes your
business more effective. Alexa Blog.
● Chaffey, D. (2020, August 18). How to use targeting to develop marketing strategies.
Smart Insights.
11.0 APPENDICES

LOGO :

PRODUCT :