MKT 6173 MARKETING MANAGEMENT

Lecturer: Dr Shaheen Mansori

What a Smi e Tastes Li!e

A Strate"ic Mar!etin" # an $or Su%er Instant &o$$ee

Presented by : Low Shee Kian (SCM-025818) Lim Chan Seong (SCM-02 2!2) "an #$nn Ch%$an (SCM-025&88) Koay 'ei Chin (SCM-02111&) "hee Ko( Ch$an (SCM-021)88)

#RESENTATI'N '(TLINE:
1) INTR'D(&TI'N *) #ESTEL Ana +sis 3) IND(STR, Ana +sis -) SW'T Ana +sis .) Mar!et Research an/ Ana +sis 6) RE&'MMENDATI'N a) Mar!etin" Mi0 1 - #2s 3) 4ran/in" c) E0%ansion # an 7) &'N&L(SI'N

INTR'D(&TI'N
S(#ER GR'(# LTD)

Its #ro/ucts: Do5n oa/ $rom Su%er Grou% We3site htt%:66555)su%er"rou% t/)com6our13ran/s1o7er7ie56 # ease /o5n oa/ 7arious %ro/uct ran"e8 t5o s i/es shou / 3e enou"h)

Its 9inancia #er$ormance S$**ess+$, in a*hie-ing hea,thy .ro+its in re*ent years/ 0n the +inan*ia, year ended 1e*ember )12 20122 S$.er 3ro$. Ltd/ a*hie-ed a re*ord re-en$e and .ro+it tota, re-en$e o+ S31451! mi,,ion 5et .ro+it o+ S31482 mi,,ion(S$.er 3ro$.6s 2012 7nn$a, 8e.ort)2 7n in*rease o+ more than 189 +rom the .re-io$s year/

S$.er Grou% Lt/)2s *:1* Annua Re%ort

S$.er 3ro$. Ltd2 +ormer,y (nown as S$.er Co++eemi: Man$+a*t$ring Ltd/2 was +o$nded in 1!8; and is head<$artered in Singa.ore/ 0t is a *om.any ,isted in the Singa.ore Sto*( =:*hange with a mar(et *a.ita,i%ation o+ more than S3142 bi,,ion/ "hey were the .ioneers o+ )-in-1 instant *o++ee in Singa.ore ba*( in 1!8;/ 5ow they ha-e more than )00 di++erent ty.es o+ +ood and be-erages whi*h are distrib$ted to o-er 50 *o$ntries2 it is engaged in the man$+a*t$ring and distrib$tion o+ +ood and be-erage .rod$*ts/ "he >randed Cons$mer segment man$+a*t$res and distrib$tes instant *o++ee mi:es2 so,$b,e *o++ee .owders2 instant soymi,(2 instant tea-mi:es2 *erea, +,a(es2 instant *$. nood,es2 and non-dairy *reamers/ Prod$*t brand names in*,$de: S$.er2 ?w,2 S$.er Power2 Ca+@ 5o-a2 Co++ee King2 3o,d =ag,e2 =ag,e King2 5egres*o2 Liang >ao2 and S$.er(ids/ (Show .i*t$re o+ .rod$*ts) "he Aood 0ngredients segment man$+a*t$res +ood ingredients +or +ood and be-erage mar(ets2 whi*h in*,$de s.ray-dried *o++ee2 +ree%e-dried *o++ee2 and non-dairy *reamer .rod$*ts/

"he *om.any *$rrent,y o.erates +i-e .,ants in Ma,aysia2 three in Singa.ore2 three in China and one in "hai,and and one in Myanmar/ Aor the ,ong term hori%on2 the management as.ires to be*ome the ,eading *ons$mer brand in 7sia and a .remier +ood ingredients s.e*ia,ist(S$.er 3ro$. Ltd/6s 7nn$a, 8e.ort 2012)/

7**ording to =$ro Monitor 0nternationa,6s +ig$res +or instant *o++ee sa,es in 20122 S$.er 0nstant Co++ee6s sa,es in Ma,aysia was on,y medio*re with on,y )/)9 mar(et share whi*h ran(ed n$mber +o$r among the 7sian brands/ 0t was $n*hara*teristi* o+ S$.er 3ro$. Ltd/ be*a$se the *om.any had been .er+orming we,, among 7sian brands in the other .arts o+ So$th =ast 7sia/ Aor instan*e in Singa.ore2 S$.er 0nstant Co++ee6s sa,es was ran(ed n$mber one among 7sian brands2 it managed to *a.t$re a tota, mar(et share o+ 1292 on,y ,agging behind the mar(et ,eader 5est,e6s 5es*a+e2 a g,oba,,y re*ogni%ed brand/ A$rthermore2 S$.er 0nstant Co++ee a,so ran(ed n$mber one among 7sian brands in "hai,and and Myanmar (7..endi: 1)/ "here+ore in Ma,aysia2 S$.er 3ro$. Ltd/ has a ,ot o+ room +or im.ro-ement/

#ESTEL ANAL,SIS 7 P=S"=L ana,ysis is a +ramewor( $sed by mar(eters to ana,y%e the e:terna, mar(eting en-ironment +a*tors that ha-e an im.a*t on the *om.any/ "he res$,t o+ whi*h is $sed to identi+y threats and wea(nesses in a S'?" ana,ysis/ P=S"=L stands +or .o,iti*a,2 e*onomi*2 so*ia,2 te*hno,ogi*a,2 en-ironmenta, and ,ega,/ 3)1 #o itica 9actor Ana +sis Po,iti*a, *,imate in Ma,aysia is stab,e/ "he *o$ntry a,so has a stab,e and *onsistent +oreign trade .o,i*y2 ta: .o,i*y and en-ironmenta, ,aw2 whi*h are +a-orab,e to +oreign m$,tinationa,s(M5Cs) to in-est in this *o$ntry/ Economic 9actor Ana +sis Ma,aysia6s 31P growth in 2012 was 5/1 .er*ent2 it is a +air,y hea,thy and growing e*onomy/ 1$e to in+,ation2 the rea, .$r*hasing .ower o+ ho$seho,d in*ome has a*t$a,,y de*reased/ "he e*onomy ahead wi,, be -ery *ha,,enging +or b$sinesses/ Ma,aysia is an $..er-midd,e in*ome e*onomy with an a-erage gross nationa, in*ome o+ BS1 82;;0 .er *a.ita ("he 'or,d >an(2 2011)/ 0t has an o.en e*onomy .o,i*y with e:.orts dominating o-er 100 .er*ent o+ 31P/ 0t is a,so a ,eading e:.orter o+ .a,m oi,2 and nat$ra, gas2 e,e*tri*a, a..,ian*es and .arts/ Ma,aysia is a,so -ery *om.etiti-e internationa,,y2 ran(ing 12th (o$t o+ 1)5 e*onomies) in the 'or,d >an( 201) - 1oing >$siness s$r-ey/

3)*

3)3 -

Socia 9actor Ana +sis 0n Ma,aysia2 more than & 9 o+ the .o.$,ation is $nder the age o+ 25 years o,d (0nde: M$ndi2 201))2 S$.er 3ro$. Ltd/ needs to .ay e:tra attention to this mar(et segment and try to *reate brand awareness among the yo$ths/ More than ;9 o+ the .o.$,ation *onsists o+ Ma,ay and indigeno$s .eo.,e2 re+erred to as >$mi.$tera/ "here is h$ge .otentia, in this mar(et segment/ Ma,aysian are more hea,th *ons*io$s nowadays2 S$.er 3ro$. Ltd/ needs to ta(e this +a*tor into *onsiderations when it de-e,o.s new .rod$*ts/ Cea,th bene+it is a maDor se,,ing .oint in .romoting a .rod$*t/ Techno o"ica 9actor Ana +sis 'ith new te*hno,ogi*a, brea(thro$ghs2 the man$+a*t$ring .ro*ess *an be im.ro-ed to +$rther in*rease the s.eed o+ .rod$*tion whi,e ,ower the *ost2 whi*h res$,ts in higher .ro+itabi,ity/

3)-

7nother te*hno,ogi*a, *hange is the in*reased .o.$,arity o+ so*ia, media mar(eting and mobi,e networ( mar(eting/ "here is an o..ort$nity +or S$.er Co++ee to *omm$ni*ate with the *ons$mer dire*t,y at a new dimension whi*h is di++erent +rom the traditiona, .rint media/ "his *an be a*hie-ed by reg$,ar,y $.dating the S$.er 3ro$.6s Aa*eboo( .age with re,e-ant in+ormation abo$t the new and $.*oming .rod$*ts o+ the *om.any2 or D$st share a Do(e with the +ans e-eryday to in*rease the tra++i* +,ow to the +an .age/ "his is a,so in ,ine with the *om.any new s,ogan: S$.er Co++ee is E'hat a smi,e tastes ,i(eF +or the *ons$mers/ >y *are+$,,y monitoring the *omm$ni*ations between +ans2 S$.er 3ro$. Ltd/ *an *omm$ni*ate dire*t,y and e++e*ti-e,y with the a*t$a, *$stomers and +ind o$t what is their .re+eren*e2 their dis,i(es and their a..ro-a, o+ the .rod$*ts2 S$.er 3ro$. Ltd/ *an then re-ise their .rod$*ts or b$siness strategies a**ording,y/ "he so*ia, media is an in-a,$ab,e too, +or Edata miningF2 i+ $sed .ro.er,y2 the *om.any *an read the .$,se o+ *ons$mer beha-ior and .$r*hasing habits/

3).

En7ironmenta 9actor Ana +sis

0n re*ent years2 .eo.,e are in*reasing,y aware o+ the im.ortan*e o+ .rote*tion o+ the en-ironment/ S$.er 3ro$. Ltd/ *an *ond$*t a st$dy on the *om.any6s *arbon +oot.rints and wor( to im.ro-e the man$+a*t$ring a*ti-ities with the obDe*ti-e to red$*e the negati-e im.a*t on the en-ironment/ "his e++ort m$st be .$b,i*i%ed re,ent,ess,y in the so*ia, media and traditiona, .rint media2 in order to raise .$b,i* awareness o+ S$.er 3ro$. Ltd/2 whi*h is great +or *or.orate image/ S$.er 3ro$. Ltd/ sho$,d a,so in-est some time and money on *or.orate so*ia, res.onsibi,ity (CS8) initiati-es and start *aring and .aying ba*( to the so*iety/ 7gain2 a,, these e++orts m$st be .$b,i*i%e thro$gh the .ro.er *hanne,s and media/

3)6

Le"a 9actor Ana +sis

'ith the re*ent introd$*tion o+ minim$m wage ,abor .o,i*y in Ma,aysia2 the *ost o+ ,abor wi,, de+inite,y in*rease2 hen*e it wi,, in*rease the *ost o+ .rod$*tion and red$*e the .ro+itabi,ity o+ the *om.any/ "he a*$te shortage o+ ,abor a,so dire*ts man$+a*t$ring *om.anies to hire +oreign wor(ers to wor( in their .rod$*tion ,ines/ S$.er 3ro$. Ltd/ m$st *are+$,,y monitor the *om.any6s ,abor .ra*ti*e in order to a-oid r$bbing the immigration or ,abor ,aws in the wrong way/ "hey m$st ens$re a,, wor(ers ha-e ,egitimate wor(ing .ermits2 es.e*ia,,y the *ontra*t wor(ers/

IND(STR, ANAL,SIS #'RTER2s 9i7e 9orces In/ustr+ Ana +sis 1) Threat o$ ne5 entrant is ,ow2 be*a$se o+ the ,oya,ty to e:isting brands es.e*ia,,y to 5est,e6s 5es*a+e and ?,d "own 'hite Co++ee is strong2 the barrier to entry is high/ *) The %o5er o$ the su%% iers: S$.er 3ro$. Ltd/ has its own man$+a*t$ring .,ants2 it *an .rod$*e its own .rod$*ts2 so the .ower o+ the s$..,iers is ,ow/ 3) #o5er o$ 3u+ers: "he b$yers *an *hoose +rom many brands2 th$s the .ower o+ b$yers is high -) The threat o$ a7ai a3i it+ o$ su3stitutes is high/ .) &om%etiti7e Ri7a r+ is high2 +rom o$r mar(et s$r-ey2 the *om.etitors s$*h as 5est,e6s 5es*a+e and ?,d "own 'hite Co++ee ha-e a stronger brand image as *om.ared to S$.er 0nstant Co++ee2 th$s the *om.etiti-e ri-a,ry is high/

In/ustr+ Ana +sis 1 Instant &o$$ee in Ma a+sia "he Ma,aysian *o++ee mar(et.,a*e is high,y *om.etiti-e2 with many brand names s$*h as 5est,e6s 5es*a+e2 ?,d "own 'hite Co++ee2 7,i*a+e Co++ee2 Power 8oot Co++ee2 S$.er Co++ee2 7i( Cheong Co++ee and 7h C$at 'hite Co++ee D$st to name a +ew/ 5est,@ is sti,, the $ndis.$tab,e mar(et ,eader in *o++ee in 2012/ =s.e*ia,,y its brand 5es*a+@ whi*h bene+its +rom its +irst mo-er ad-antage2 5es*a+@ is the .ioneer in introd$*ing instant *o++ee to Ma,aysia and it has been dominating the mar(et +or the .ast +ew de*ades/ 7,so2 5est,e is -ery .roa*ti-e in .rod$*t inno-ation and e-ery year they wi,, introd$*e new .rod$*ts to the mar(et/ Aor e:am.,e2 it ,a$n*hed se-era, new +,a-ors in 20122 +or e:am.,e three new instant white *o++ees2 s$*h as 5es*a+@ Men$ 0.oh 'hite Co++ee origina,2 ha%e,n$t and brown s$gar2 5es*a+@ )-in-1 >rown and Creamy with >rown S$gar/ 0n addition2 the *om.any is -ery aggressi-e in its .ri*e .romotions strategy2 with the intention to +$rther strengthen its mar(et ,eader .osition in the *o++ee mar(et (=$ro Monitor 0nternationa,6s Co++ee 2012)/ *)1 Ma a+sian &o$$ee &onsum%tion 4eha7ior

7 readers .o,, *ond$*ted by 0/M/ Maga%ine in 2012 +o$nd that a great maDority o+ 81/2 .er*ent o+ Ma,aysians are *o++ee drin(ers/ 7..ro:imate,y && .er*ent drin( 2 to ) *$.s .er day2 25 .er*ent drin( 1 *$. .er day2 near,y 1! .er*ent *ons$me ,ess than 1 *$. .er day b$t more than 1 *$. .er wee(2 and /) .er*ent si. ,ess than 1 *$. .er wee(/ 7,tho$gh instant standard *o++ee remained the most .o.$,ar ty.e o+ *o++ee thro$gh retai, *hanne,s in 20122 -ario$s *ons$mers ha-e swit*hed to +resh *o++ee as they ha-e a *o++ee ma*hine at home/ (=$ro Monitor 0nternationa,6s Co++ee in Ma,aysia 2012)/

SW'T ANAL,SIS

-)1

The Stren"ths o$ Su%er Grou% Lt/

Airst,y2 ,et6s st$dy what S$.er 3ro$. Ltd/ is doing e:*e.tiona,,y we,,/ "he *om.any owns 15 man$+a*t$ring .,ants in a +ew *o$ntries in 7sia2 in*,$ding Singa.ore2 Ma,aysia2 China2 0ndonesia2 Myanmar and "hai,and/ 0n +a*t2 the +a*tory in Gohor Ma,aysia has a ,and area o+ more than 1 mi,,ion s<$are +eet2 whi*h is the ,argest instant *o++ee man$+a*t$ring .,ant in Ma,aysia/ "he *om.any a,so owns +ood ingredients di-ision that is growing ra.id,y/ "he ad-antage o+ ha-ing its own +ood ingredient di-ision is that it *an enDoy ,ower materia, *ost and higher e*onomies o+ s*a,e in .rod$*tion o+ its .rod$*ts/ A$rthermore2 the *om.any is *ash ri*h with no borrowings/ S$.er 3ro$. Ltd/ is in the .osition to e:.and its b$siness thro$gh strategi* a*<$isition in de-e,o.ing e*onomies es.e*ia,,y in China and 0ndonesia/ Se*ond,y2 the S$.er 0nstant Co++ee brand has been .resent in the Ma,aysian mar(et sin*e 1!8;2 ear,ier than any other ,o*a, brands2 the age o+ the brand is an asset to the *om.any/ 0t *arries *ertain amo$nt o+ *redibi,ity in the mind o+ the *ons$mers/ -)* The Wea!nesses o$ Su%er Grou% Lt/)

"he *om.any does not ha-e a *,ear set o+ *or.orate so*ia, res.onsibi,ity (CS8) initiati-es2 to the so*ia,,y *ons*io$s and the ed$*ated gro$. o+ *ons$mers2 the *om.any may a..ear to be .ro+it *entri* and $n*aring to the so*iety2 this *an be detrimenta, to the *or.orate image o+ S$.er 3ro$. Ltd// 7+ter -iewing S$.er 3ro$. Ltd/6s Aa*eboo( +an .age2 it was +o$nd to be $ne-ent+$, and boring2 this re+,e*ts .oor,y on the *om.any6s management/ "his is a re+,e*tion o+ the attit$des o+ the management towards the new media/ 0t is high,y .ossib,e that S$.er 3ro$. Ltd/ may ,ose to$*h with the 3=5-# or the yo$nger generation/ 'hi,e *ond$*ting o$r mar(et s$r-ey2 we got the im.ression that S$.er 0nstant Co++ee has wea( .resen*e in the Ma,ay mar(et be*a$se there is no s.e*i+i* .rod$*t ,ine that *aters to the Ma,ay M$s,im mar(et/ 7nother re*$rring *omment we got +rom the .$b,i* is that the taste o+ S$.er 0nstant Co++ee is not as good as 5es*a+e and ?,d "own 'hite Co++ee/ S$.er 3ro$. Ltd/ needs to ,oo( into this matter immediate,y and ta(e .ro.er a*tion to re*ti+y this .rob,em/

-)3

Ne5 '%%ortunities in the Mar!et% ace

'ith the in*reased dis.osab,e in*ome o+ the $rban .o.$,ation2 there is a new b$siness o..ort$nity to mar(et .remi$m <$a,ity 1009 nat$ra, organi* *o++ee/ "here is not m$*h *om.etition in this mar(et segment2 .art,y d$e to its ,imited mar(et si%e2 b$t witho$t do$bt this mar(et segment wi,, *ontin$e to grow be*a$se o+ the in*reased demand +or hea,thy and organi* .rod$*ts/ "his is a .otentia,,y big b$siness o..ort$nity2 in both ,o*a, and internationa, mar(ets/ S$.er 3ro$. *an a,so *onsider de-e,o.ing a .rod$*t ,ine that ser-es a s.e*i+i* .$r.ose2 so *a,,ed +$n*tiona, *o++ee2 +or e:am.,e *o++ee that *an red$*e heartH*ardia* .rob,em or *o++ee that *an he,. .eo.,e to ,ose weight/ A$n*tiona, *o++ee *an *ommand a higher .ri*e be*a$se o+ its added bene+its/ 0n 2015 when 7A"7(7sean Aree "rade 7rea) 7greement *ome into e++e*t2 S$.er 3ro$. Ltd/ wi,, ha-e greater +,e:ibi,ity and mobi,ity in in-esting in the 7sean *o$ntries and hen*e gaining a**ess to a bigger mar(et.,a*e/ "here is a,so an o..ort$nity to .romote the instant *o++ee .rod$*t to the Ma,ay *omm$nity/ S$.er 3ro$. Ltd/ *an *onsider *reating a brand new .rod$*t ,ine that *aters s.e*i+i*a,,y to the Ma,ay *omm$nity/ Sin*e S$.er 3ro$. Ltd/ is a Singa.ore Chinese owned *om.any2 they sho$,d serio$s,y *onsider engaging a Ma,ay mar(eting *om.any to mar(et this new ,ine o+ .rod$*ts2 or hire a Ma,ay mar(eting *ons$,ting *om.any to he,. design the mar(et .enetration strategy/

-)-

#otentia Threats to Su%er Grou% Lt/)

1$e to in*reased g,oba,i%ation and the im.,ementation o+ 7A"7 7greement2 there is a,ways new in*oming *om.etitors in the mar(et/ "he ris( o+ ha-ing a new *om.etitor entering the mar(et with a $ni<$e and *om.etiti-e .rod$*t .ro.osition to the *ons$mers is ine-itab,e/ S$.er 3ro$. m$st a,ways be .roa*ti-e in .rod$*t inno-ations and mar(et .enetrations2 they m$st be aware that they are either b$sy growing or they ris( Es,ow,y dyingF/ 7nother threat is that there is a gro$. o+ *ons$mers who be,ie-e that instant *o++ee is not rea, *o++ee2 it is a*t$a,,y *hemi*a,,y .rod$*ed *o++ee +,a-or that might be harm+$, to o$r hea,th/ S$.er 3ro$. Ltd/ needs to reass$re the *ons$mers that S$.er 0nstant Co++ee is made +rom 100 .er*ent nat$ra, *o++ee bean and not +rom arti+i*ia, *o++ee +,a-ors/

MARKET RESEAR&; AND ANAL,SIS . .)1 Mar!et Research Re%ort6 Ana +sis < 1:: Sam% es Statistics &o ecte/ $rom the =uestionnaire Sur7e+

?$r mar(et s$r-ey: EI$estionnaire: "he Aa*tors 0n+,$en*ing 0nstant Co++ee P$r*hase and Cons$m.tion and +or Ma,aysian Mar(etF (7..endi: &) is based on 25 <$estions and we managed to s$r-ey 100 .eo.,e/ "his s$r-ey is not a tr$e re+,e*tion o+ the Ma,aysian instant *o++ee .$r*hase and *ons$m.tion habits be*a$se the sam.,es *o,,e*ted were main,y Chinese (;09)2 Ma,ay(2 9) and 0ndian(&9)2 with )8 ma,es and 2 +ema,es as ,isted in the "ab,e 1 and "ab,e 2 ,isted be,ow/

Ta3 e 1 The Detai s o$ Sur7e+ Su3>ects

Ocupation &ender Maritial Status *ge

Professional/Manager : 13 (13%) Self employed : 33 (33%) Employee : 4 (4 %)Student : ! (!%) "ouse#ife/$etired : % (%%) &o'ernment Ser'ant : 1 (1%) ( : ! (! %) M : 3) (3)%) M : %) (%)%) S : 4 (4 %) 1)+ 3 : ) ()%), 4+ ) : 14 (14%), -+33 : 4 ( 4%), 34+3) :1) (1)%), 3-+43 : 13 (13%), 44+%. : ) ()%) */o'e %. : 0 (0%)

Education le'el 2ncome per mont3 $ace $eligion

SPM : 44 (44%) 1iploma : ! ( !%) 1egree : 3 ( 3%) Master : 0 (0%) 4elo# $M ... : ( %), ..1+4... : %4 (%4%), 4..1+!... : 1 (1 %), !..1+ )... : 0 (0%), )..1+1.... : ( %), 1...1+1 ... : 1 (1%), */o'e 1 ... : ( %)5 63inese : 0. (0.%) Malay : ! ( !%) 2ndia : 4 (4%) 2slam : 0 ( 0%) "indu : 4 (4%) 4udd3ist : !1 (!1%) 63ristian : ! (!%) Ot3er : ( %)

Ta3 e *

The Resu t o$ =uestionnaire Sur7e+

Answer Question a 1 11 1% 3 4 % ! 0 ) 1. 11 1 13 14 1% 1! 10 1) 1. 1 3 %) !0 3 1! ) 1. 40 ) %% ! 34 3 ! ! %% 30 ! 3! 1! b %% ) 33 4 1) %4 30 30 0 33 % 13 3. 30 4% 1 4. 11 0 1) !4 c 11 1) ! 14 ! 31) 11 1 3 13 %% 0 1% 1 31 % ! 1 30 )1 4. 3% %. 3 ) 1 14 0 1. ) 11 ) . d 3 3%% 3 . ! 3 1e TOTAL 100 100 100 102 126 106 108 112 100 101 113 102 108 105 101 100 100 105 102 102 101 100 100

4 %

4) )

3%0

1) 1

% 14

113 100

.)*

Ana +sis o$ the In$ormation &o ecte/

Key S$r-ey +indings:

1/

7-erage .$r*hase +or instant *o++ee is on*e a month/ 7-erage .$r*hase amo$nt is 8M25/ P$r*hase time is $s$a,,y in the morning/ P$r*hasing day is in*on*,$si-e "aste and +,a-or is the main de*iding +a*tor in instant *o++ee .$r*hase2 .a*(aging ran(s se*ond/ >randing re<$irement: Most s$bDe*ts .re+er internationa, brands/ P$r*hase main,y +or se,+-*ons$m.tion and +or +ami,y *ons$m.tion/ Main P$r*hase ,o*ation: Sho..ing *enter and mini mar(et Pre+erred .romotion: >$y 1 Aree 1 and road show with .romoters are most e++e*ti-e/ 5ew .rod$*ts with great .otentia,: Cea,thy *o++ee and s,imming *o++ee/ Pre+erred media +or brand *omm$ni*ation: Aa*eboo( or "witter =:isting mar(et segment: .eo.,e at the age o+ 20- years o,d/ 1)/ Potentia, mar(et segment: #o$ng .eo.,e between the age o+ 10-20 years o,d/

2/ )/ &/ 5/ / ;/ 8/ !/ 10/ 11/ 12/

RE&'MMENDATI'N a) Mar!etin" Mi0 - #2s 6)1a #R'D(&T DE?EL'#MENT

"he instant *o++ee mar(et.,a*e is high,y *om.etiti-e2 there+ore additiona, mar(eting e++orts needed to enhan*e S$.er 0nstant Co++ee6s .er*ei-ed <$a,ity and bene+its/ 0n the .ri*e sensiti-e +ast mo-ing *ons$mer .rod$*t6s (AMCP) mar(et2 a *,ear .rod$*t6s .er*ei-ed bene+its *an .rod$*e +a-orab,e *ons$mer res.onse to its .rod$*ts/ Arom the resear*h2 st$dies s$ggest that the mar(eters sho$,d .romote more .er*ei-ed bene+it and .er*ei-ed image attrib$tes o+ the .rod$*t or brand when *omm$ni*ating with *ons$mers/ "here+ore2 S$.er Co++ee .rod$*t de-e,o.ment teams sho$,d wor( together with the mar(eting team to *reate a strong .er*ei-ed <$a,ity and hea,th bene+it o+ S$.er Co++ee/ "he obDe*ti-e is to *on-in*e the *ons$mers by drin(ing more S$.er 0nstant Co++ee whi*h wi,, im.ro-e their hea,th/ 0+ S$.er 0nstant Co++ee *an im.ro-e its .er*ei-ed <$a,ity in the mind o+ the *ons$mers2 it be*omes a symbo, o+ stat$s +or the *ons$mers to .$r*hase S$.er 0nstant Co++ee/ "he ,o*a,i%ation o+ .rod$*ts strategy sho$,d be im.ro-ed to s$it the *$,t$re and ethni*ity *om.osition o+ Ma,aysian .o.$,ation/ 7**ording to the Ma,aysia 2010 Po.$,ation and Co$sing Cens$s2 ;/!9 o+ the tota, .o.$,ation is Ma,ays and indigeno$s .eo.,e2 whi*h *onsist o+ 18/ mi,,ion in the .o.$,ations/ 0t is high,y re*ommended +or S$.er 0nstant Co++ee to *reate a brand new .rod$*t ,ine to *ater to this mar(et segment/ 0t sho$,d re.a*(age and redesign its instant *o++ee whi*h wi,, satis+y the needs and wants o+ this mar(et segment2 based on their *$,t$ra, and taste .re+eren*e2 S$.er 0nstant Co++ee *an then in*rease the *a.t$red mar(et share/ "he Ma,ays and indigeno$s .eo.,e .re+er their drin(s to be sweeter and +oods with stronger +,a-or and taste/ 'hereas the Chinese .o.$,ation *onsists o+ / mi,,ion .eo.,e2 with higher dis.osab,e in*ome and stronger s.ending .ower2 .re+er to *ons$me hea,thier and .remi$m <$a,ity *o++ee/ 0+ S$.er 0nstant Co++ee is ab,e to *on-in*e the hea,th *ons*io$s Chinese the .er*ei-ed hea,th bene+its o+ S$.er 0nstant Co++ee .rod$*ts2 it wi,, be ab,e to im.ro-e their instant *o++ee mar(et share/ "here+ore2 S$.er 0nstant Co++ee sho$,d di-ersi+y the .rod$*t ,ine in Ma,aysia mar(et to +$,+i,, the di++erent needs and wants o+ this m$,ti-ethni*ity and m$,ti-*$,t$ra, mar(et/ ?$r s$r-ey shows that S$.er 0nstant Co++ee has a,ready .rod$*ed a .rod$*t that *aters to the Ma,ay mar(et2 +or e:am.,e S$.er Power Ka*i. Aatimah and Co,,agen2 a *o++ee with Ma,ay traditiona, herb to im.ro-e women6s hea,th2 in order to attra*t the hea,th *ons*io$s Ma,ay +ema,e *ons$mers/ "hey a,so ha-e a .rod$*t *a,,ed S$.er 0nstant Co++ee with "ong(at 7,i to target the Ma,ay ma,e mar(et segment/ S$.er 3ro$. is on the right tra*( and sho$,d *ontin$e with the .rod$*t inno-ations with a brand new .rod$*t ,ine that *aters to this mar(et segment/ Ma,aysian are more hea,th *ons*io$s and S$.er 3ro$. sho$,d ta(e this +a*tor into *onsideration when it *omes to .rod$*t de-e,o.ment/ Sin*e brown s$gar is .er*ei-ed to be hea,thier than the white s$gar2 S$.er 0nstant Co++ee sho$,d s$bstit$te it with brown s$gar and em.hasi%e this *hange on the .a*(aging/ Aor the hea,th *ons*io$s *ons$mers2 this di++erentiation *an trigger their .$r*hasing desire/ 0n the +ast mo-ing *ons$mer goods6 (AMC3) mar(et2 any added bene+it o+ the .rod$*t *an in*rease the .er*ei-ed -a,$e o+ the .rod$*t and th$s in*rease sa,es/

'hen it *omes to de-e,o.ing a new .rod$*t2 the .rod$*er needs to gi-e eno$gh reasons +or the *ons$mers to ,i(e and .$r*hase its .rod$*ts2 the more -a,$ab,e a .rod$*t is2 the better *han*e to a*hie-e a sa,e/ 7t .resent2 *ons$mers are s.oi,t with *hoi*es2 and the best way to attra*t and to (ee. a *$stomer is to satis+y his needs and wants in the best .ossib,e way and beyond/ 'e need to go the e:tra mi,es and in*,$de additiona, bene+its s$*h as added -itamins or hea,thy herbs to gi-e the *ons$mers e:tra .rod$*t satis+a*tions2 th$s *reating additiona, .er*ei-ed -a,$es +or the .rod$*t/ "his wi,, strengthen *$stomer ,oya,ty towards the .rod$*t/ 6)13 #ro/uct #ac!a"in"

>ased on o$r +indings2 S$.er Co++ee6s .a*(aging shows so.histi*ation and modern2 whi*h is a..ea,ing to the modern and wor(ing *,ass yo$nger generation/

Cowe-er2 it seemed to be ,ess a..ea,ing to the o,der generations2 as it does not *ontain any *,assi*a, e,ements/ S$.er Co++ee sho$,d *ome o$t with a new range o+ .rod$*t ,ine to target the o,der generation mar(et segment em$,ating what 5es*a+e is doing with the 5es*a+e C,assi* range o+ *o++ee/ 0n o$r mar(et s$r-ey2 it is +o$nd that attra*ti-e .a*(aging is a de*iding +a*tor in the *ons$mers6 .$r*hase de*ision and the +a-orite *o,or +or *o++ee .rod$*t .a*(aging are brown and go,d *o,ors/

6)1c

#ro/uct Di7ersi$ication)

S$.er 3ro$. sho$,d a,so di-ersi+y their .rod$*ts/ 0nstead o+ *o++ee2 they sho$,d *reate a new range o+ .rod$*t2 most notab,y2 the hot *ho*o,ate drin( whi*h is dominated by their main ri-a, 5est,e6s Mi,o/ "o the yo$nger generations2 they ,o-e the ri*h and satis+ying taste o+ hot *ho*o,ate/ 7nother e*onomi* trend we dis*o-ered is the in*reased a-erage in*ome o+ Ma,aysian2 es.e*ia,,y in the $rban area/ "his segment o+ *ons$mers ha-e stronger s.ending .ower and th$s *an a++ord to b$y .remi$m grade *o++ee/ 'ith the in*reased .o.$,arity o+ Starb$*(s and Co++ee >ean and "ea Lea+ Com.any2 *ons$mers are beginning to a**e.t the .ri*e o+ aro$nd 8M10 +or a *$. o+ good <$a,ity *o++ee/ "his *hange o+ trend in ,i+esty,e means there is a new o..ort$nity +or S$.er 3ro$. Ltd/ to de-e,o. a new .rod$*t ,ine o+ .remi$m grade *o++ee to *ater to this mar(et segment/ 0t *an a,so he,. to enhan*e brand image o+ S$.er 0nstant Co++ee/

6)1/

#ro/uct =ua it+)

7**ording to o$r s$r-ey2 the taste o+ S$.er Co++ee is ,ess .re+erred among the instant *o++ee drin(ers o+ Ma,aysia/ B.on testing its .rod$*t2 the taste o+ *o++ee is not as ri*h *om.ared to 5es*a+e and ?,d "own 'hite Co++ee/ Cen*e S$.er 0nstant Co++ee sho$,d im.ro-e the taste o+ its *o++ee2 or it *an *onsider de-e,o.ing a who,e new .rod$*t ,ine o+ .remi$m <$a,ity *o++ee to *ater to the more we,,-o++ $rban .o.$,ation/

6)*

#R'M'TI'N STRATEG,

7**ording to o$r <$a,itati-e mar(et resear*h2 the +o,,owing s$ggestions are best s$ited +or S$.er 0nstant Co++ee .rod$*ts: 1/ S.e*ia, .romotion and dis*o$nt at .oint o+ sa,e (P?S)2 +or e:am.,e2 at hy.ermar(et and s$.ermar(et to boost sa,es and attra*t new *$stomers2 P?S .romotion with .ri*e dis*o$nt and +ree *o++ee sam.,e tasting wi,, be -ery e++e*ti-e in a*hie-ing higher sa,es/ 2/ 7d-ertise in the radio media d$ring morning r$sh ho$rs when .eo.,e are on their way to wor( wi,, attra*t the attention o+ wor(ing .eo.,e/ )/ 7d-ertise S$.er 0nstant-Co++ee on bi,,boards a,ong the highways where the tra++i* is hea-y/ &/ Ser-e +ree S$.er 0nstant-*o++ee at s.e*ia, e-ents s$*h as the 5ationa, day *e,ebration2 this wi,, *reate .ositi-e brand image +or S$.er 3ro$. Ltd/ as a .atrioti* *om.any/ 5/ Ser-e +ree *o++ee in $ni-ersities and *o,,eges d$ring re*ess times2 this wi,, *reate brand awareness among yo$ng ad$,ts/ / 7..oint a >rand 7mbassador2 a .o.$,ar singer or mo-ie star to be the s.o(e .erson +or the S$.er 0nstant Co++ee6s brand/ ;/ Promote S$.er 0nstant Co++ee thro$gh so*ia, media mar(eting2 s$*h as Aa*eboo( or #o$t$be/ "his method is more s$ited to the yo$nger generations/ "his way the *om.any *an intera*t with *ons$mers thro$gh new te*hno,ogies s$*h as so*ia, networ(ing2 e-mai,2 websites2 b,ogs2 *e,, .hones2 and -ideo sharing/ 8/ Peo.,e ,o-e to .arti*i.ate in *om.etition where they *an win .ri%es/ S$.er 3ro$. Ltd/ *an organi%e a *om.etition to *reate a new s,ogan +or S$.er 0nstant Co++ee or a "J *ommer*ia, s*ri.t writing *om.etition that *an be .rod$*ed into a short -ideo that *an be $sed in the "J *ommer*ia, ad-ertising or $.,oaded into so*ia, media s$*h as #o$t$be or Aa*eboo(/ S$.er 3ro$. Ltd/ *an a,so *onsider shooting a short mo-ie and .,ay on "JH internet d$ring +esti-a,s s$*h as Chinese 5ew #ear2 Cari 8aya2 Christmas and 1ee.a-a,i/ "he *ontent *an be the stories abo$t S$.er 0nstant Co++ee/

!/ S$.er 3ro$. Ltd/ *an be the s.onsor o+ maDor entertainment e-ent2 +or e:am.,e "he Ma,aysian 0do, whi*h is -ery .o.$,ar among yo$ng Ma,aysians/ "his wi,, de+inite,y enhan*e the *or.orate image o+ S$.er 3ro$. Ltd/ and branding o+ S$.er 0nstant Co++ee/

10/ S$.er *an ad-ertise in .$b,i* *rowded .,a*es s$*h as *o,,ege e-ents2 marathon or s.ort e-ents2 and .$b,i* ma,,s where their ri-a, Mi,o $ti,i%es most/ "heir Mi,o -an or tr$*( is most notab,e in most s.orts and marathon e-ent2 s*hoo,s and *o,,eges2 and sho..ing ma,,s2 S$.er Co++ee sho$,d +o,,ow the trend by doing this .romotion whi*h targets more ad$,ts and *o,,ege ,e-e, st$dents/ "his .romotion method *an enhan*e *$stomer re,ationshi. by ser-ing +ree drin(s/

6)3 #RI&ING STRATEG, Ma,aysian ,o-e to +ee, ,i(e a winner2 they enDoy getting sa,es .romotion dis*o$nts (Mansori2 201)) regard,ess o+ the .ri*e/ 0n order to attra*t new *$stomers2 S$.er *an *onsider the .romotiona, *am.aign based on .ri*e to enti*e new *$stomers2 es.e*ia,,y at the .oint o+ .$r*hase (P?P) where +ree *o++ee tasting and .ri*e .romotion s$*h as b$y 1 +ree 1 method *an be -ery e++e*ti-e in ,$ring new *$stomers/ 0+ the taste o+ S$.er 0nstant Co++ee is a..ea,ing to the new *$stomers2 the *han*e +or re.eat .$r*hase wi,, be high/ 1i++erent instant *o++ee .rod$*ts are so,d at di++erent .ri*e range2 +or e:am.,e it is *hea.er +or 2in1 b,a*( *o++ee2 se,,ing at be,ow 8M102 whereas2 0.oh 'hite Co++ee .rod$*t ,ine is so,d at aro$nd 8M12-15 .ri*e range +or 00grams/ 0nstant *o++ee with hea,th bene+its s$*h as "ong(at 7,i Co++ee is so,d at a higher .ri*e2 at the range o+ 8M1) to 8M1 / "he .ri*e range +or instant *o++ee o+ 00grams .a*(aging/ Aor instan*e2 the ,owest .ri*e +or aro$nd 00 grams instant *o++ee .a*(age *an be aro$nd 8M8 whi,e the .remi$m grade instant *o++ee *an be .ri*ed at more than 8M15 (Priceme, 2013) 1$e to the *om.etiti-e nat$re o+ the mar(et2 S$.er 3ro$. needs to re+er to *om.etitors6 .ri*ing strategies and o++erings be+ore setting the .ri*e/ 0t wi,, need to *reate a .rod$*t ,ine with $ni<$e se,,ing .oints s$*h as hea,th bene+it or .remi$m grade *o++ee to D$sti+y *harging higher .ri*es/

(Priceme, 2013)

6)-

#LA&E @L'&ATI'NA STRATEG,

'e ha-e *ond$*ted o$r own resear*h and +o$nd that the intensi-e distrib$tion *hanne,s o+

S$.er6s .rod$*t are not as aggressi-e *om.ared to the mar(et ,eader 5est,e6s 5es*a+e/ S$.er 3ro$. Ltd/6s .rod$*ts are a-ai,ab,e in a,, the maDor hy.ermar(ets ,i(e "es*o2 3iant and 7eon >03 and in mini-mar(et s$*h as !! S.eed Mart/ Cowe-er they did not +o*$s on distrib$ting to other intermediaries s$*h as ;H11 2&-ho$r Con-enien*e Store2 .etro, (ios(s *on-enien*e stores and s$ndry sho.s/ S$.er 3ro$. Ltd/ sho$,d a,so *onsider .,a*ing their .rod$*ts in 2& ho$r *on-enien*e stores and .etro, (ios( *on-enien*e stores ,i(e Kedai Mesra o+ Petronas and She,, Se,e*t o+ She,, +or e:am.,e2 as this a,so *o$,d boost their mar(et share/ "he n$mber o+ .eo.,e b$ying *on-enien*e .rod$*ts2 es.e*ia,,y +ood and be-erage are high2 es.e*ia,,y on those stores ,o*ated at b$sy e:.ressways/ 0n the hy.ermar(ets2 they did not get the best .,a*ement o+ .rod$*t on the she,-es o+ their a..ointed intermediaries/ Aor e:am.,e2 at 7=?5 >03 near S$bang Parade in S$bang Gaya2 Se,angor Ma,aysia2 it was +o$nd that 5est,e6s 5es*a+e .rod$*ts too( $. a +$,, she,+ in the hy.ermar(et with great -ariety o+ instant *o++ee .rod$*ts s$*h as 5es*a+e C,assi*2 5es*a+e )in1 with >rown S$gar2 5es*a+e 3o,d Co++ee2 5es*a+e 0.oh 'hite Co++ee and et*/2 the .rod$*ts were *,ear,y -isib,e be*a$se they were .,a*ed at *ons$mers6 eye ,e-e,2 whi*h was *,ear,y ad-antageo$s *om.ared to S$.er Co++ee 0nstant Co++ee .rod$*ts whi*h were .,a*ed at the Kbe,ow eye-,e-e,6 bottom o+ the she,+2 whi*h made S$.er 0nstant Co++ee ,ess noti*eab,e/ "his disad-antage wo$,d *a$se S$.er 0nstant Co++ee to ,ose sa,es/ 7**ording to o$r obser-ation2 D$dging +rom the +resh and new ,oo( o+ the .a*(aging o+ the 5est,e6s 5es*a+e .rod$*ts2 it was ob-io$s that 5es*a+e6s .rod$*ts were se,,ing +aster than other brands/ S$.er 3ro$. Ltd/ sho$,d .ay more attentions to the .,a*ement o+ its .rod$*ts2 it has to gi-e the distrib$tion intermediaries e:tra in*enti-es to dis.,ay its .rod$*ts in the best she,+ .osition/ >esides that2 S$.er 3ro$. Ltd/ *an try to be more eye-*at*hing by de*orating the she,+ with its ad-ertisements2 *at*h.hrases2 sti*(ers2 or e-en *onsider hiring a *e,ebrity s.o(es.erson +or its .rod$*t at the .oster/

3) 4ran/in" $or Su%er Instant &o$$ee "he Jirgin 3ro$.6s 8i*hard >ranson on*e said that the most im.ortant thing +or Jirgin 3ro$. is the brand2 nothing e,se/ "his is a,so tr$e +or other b$sinesses2 S$.er 3ro$. Ltd/ needs to *reate a brand image that is re,e-ant and a..ea,ing to the Ma,aysian *o++ee drin(ers/ 'hi,e *ond$*ting resear*h on the Ma,aysian *o++ee mar(et2 it is dis*o-ered that ?,d "own 'hite Co++ee has a*hie-ed something $ni<$e in the mar(et +or +oreign to$rists/ 0t was +o$nd that some Main,and Chinese to$rist and Cong Kong to$rists wi,, .$r*hase ?,d "own 'hite Co++ee as a gi+t or so$-enir +or +riends and re,ati-es be+ore going ba*( to their home *o$ntries/ "his is main,y d$e to the o-er 200 strong bran*hes o+ ?,d "own 'hite Co++ee Ca+es ,o*ated in maDor sho..ing *enters thro$gho$t Ma,aysia2 whi*h are high,y -isib,e +or the to$rists/ "he .roDe*ted brand image is that the .rod$*t is o+ high <$a,ity and .rod$*ed by a re.$tab,e *om.any/ A$rthermore2 ?,d "own 'hite Co++ee6s .a*(aging has a *,assi*a, ,oo( that *on-eys the im.ression that this *o++ee has a ,ong history and there is a nosta,gi* and .re-inde.enden*e *o,onia, +ee, to it2 this is es.e*ia,,y a..ea,ing to the to$rists2 it is as i+ b$ying a .ie*e o+ the Ma,aya6s Straights Chinese history/ Learning +rom ?,d "own 'hite Co++ee6s e:.erien*e2 S$.er 3ro$. Ltd/ *an *onsider wor(ing together with a +ran*hised +ast +ood *hain s$*h as M*dona,d or KAC to ser-e its *o++ee in their men$2 +or e:am.,e EM*1 S$.er Co++eeF2 S$.er Co++ee *an instant,y gain e:.os$res to tho$sands i+ not mi,,ions o+ their *$stomers/ 7,tho$gh *or.orate *$stomers e:.e*t b$,( dis*o$nts +rom the s$..,iers and the .ro+it margin *an be ,ow2 b$t the bene+its o+ the brand image enhan*ement is we,, worth the e++ort2 the *om.any *an re*o$. its .ro+it +rom the sa,es o+ .rod$*ts e,sewhere/ Partnershi. with big .,ayer brings instant *redibi,ity and .restige in the mind o+ the *ons$mers2 whi*h is great +or .rod$*t branding/ Many g,oba, b$siness *or.orations ha-e their own *or.orate so*ia, res.onsibi,ity (CS8) initiati-es to gi-e ba*( to the so*iety2 the mar(et ,eader 5est,e a,so has its own CS8 initiati-e *a,,ed 5est,e6s Cea,thy Kids(7..endi: 5)/ S$.er 3ro$. Ltd/ sho$,d +o,,ow the +ootste. o+ the big .,ayers2 it *an *onsider setting $. the S$.er 3ro$. Ao$ndation to s$..ort so*ia, and *haritab,e *a$ses2 this wi,, im.ro-e *or.orate image immense,y/ 0t wi,, .ro-e to the *ons$mers S$.er 3ro$. Ltd/ is a res.onsib,e *or.orate *iti%en who *ares abo$t the *ons$mers2 not D$st abo$t .ro+it ma(ing/ "he good *or.orate image *omes with many ad-antages2 +or e:am.,e the *om.any wi,, be ab,e to attra*t more <$a,i+ied .eo.,e who want to wor( +or the *om.any/ "he good *or.orate image wi,, a,so attra*t ethi*a, and so*ia,,y res.onsib,e ,i(e-minded s$..,iers to be interested in b$i,ding a b$siness re,ationshi. with S$.er 3ro$. Ltd/ "his may trans,ate into in*reasing .ro+itabi,ity +or the *om.any as a res$,t o+ .ositi-e o.inion towards the *om.any/ "he *harity +o$ndation *an be inter.reted as a .$b,i* re,ation6s strategy to *reate a .ositi-e image o+ the *om.any/ 0t is ,imit,ess as to what the +o$ndation *an do/ 0n +a*t2 *ertain .er*entage o+ the +$nd *o$,d be reser-ed +or the bene+its o+ em.,oyees +or either medi*a, *are +$nd or ed$*ationa, +$nd +or +$rther st$dies/ "he im.ro-ed re,ationshi. between the management and the em.,oyees wi,, bear +r$its +or the *om.any in the ,ong r$n/ Mit*he,, (2002) s$ggests that +or the *om.any to b$i,d $. the strength o+ its brand2 it m$st +irst re-am. the interna, branding .ro*ess to a,ign em.,oyees6 beha-io$r to be*ome *oherent with the *om.any brand6s image2 b$t it is a re<$ired that the *om.any m$st +irst ta(e better *are o+ its em.,oyees2

then the em.,oyees *an wor( who,e hearted,y witho$t any hesitation/ 0n brand management2 *onsisten*y in em.,oyees6 beha-io$rs and brand image is *riti*a,,y im.ortant (1e Chernatony and Ja,,aster2 2005)/ "here+ore2 the em.,oyer branding *an *ontrib$te to the o-era,, *om.any branding/ 0n addition2 the *om.any sho$,d *ond$*t an en-ironmenta, +oot.rint assessment2 this wi,, he,. in .,anning b$siness strategy to minimi%e the negati-e im.a*t on the en-ironment/ "he *om.any *an then design a s$stainab,e de-e,o.ment .,an that is good +or the en-ironment/ 7,, these e++orts m$st be .$b,i*i%e re,ent,ess,y in the traditiona, .rint media and the on,ine so*ia, media to boost S$.er 3ro$. Ltd/6s *or.orate image/ "he .$r.ose is to estab,ish a +ootho,d in the mind o+ the *ons$mers2 so that when they see S$.er 0nstant Co++ee .rod$*ts2 they wi,, -iew the .rod$*ts in a .ositi-e way th$s in*rease the *han*e o+ sa,es/

EB#ANSI'N #LAN
7+ter *are+$, *onsiderations2 the +o,,owing s$ggestions are re*ommended +or S$.er 3ro$. Ltd/: 1/ S$.er 3ro$. Ltd/ needs to .enetrate the yo$nger *ons$mers6 mar(et segment with more *reati-e mar(eting strategies/ 0t needs to in*rease mar(et a**e.tan*e among yo$nger age gro$.s2 es.e*ia,,y between the age o+ 10 to 20 years o,d/ Create a brand new .rod$*t ,ine that *aters to the Ma,ay M$s,im Ca,a, mar(et/ =ngage a Ma,ay mar(eting *ons$,tant or a..oint a re.$tab,e Ma,ay distrib$tor to distrib$te the .rod$*ts in the Ma,ay Mar(et/ =:.,oit the o..ort$nities .resented when 7A"7 7greement *ome into e++e*t in 2015/ A$rther e:.and into other .arts o+ 7sean *o$ntries/ A$,,y e:.,ore the o..ort$nities .resented with the in*reasing,y hea,th *ons*io$s and higher in*ome *ons$mers/ S$.er *an de-e,o. a .rod$*t ,ine with +$n*tiona, *o++ees that *an +et*h a higher .ri*e/ 0t *an a,so *onsider de-e,o.ing a ,ine o+ .remi$m grade *o++ee2 not on,y to ta*(,e the higher end mar(et2 b$t a,so ha-e the added bene+it o+ brand image enhan*ement/ S$.er 3ro$. Ltd/ sho$,d *onsider +orming strategi* .artnershi. with g,oba, *or.orations s$*h as M*1ona,d to .romote its .rod$*ts/ "he bene+its on its *or.orate image wi,, be immense/ S$.er 3ro$. Ltd/ sho$,d aim to *om.ete with the g,oba, *ong,omerate s$*h as 5est,e2 it m$st thin( big in order to be*ome big/ 0t *an ,earn +rom 5est,e as a mode, +or its +$t$re e:.ansion/ S$.er 3ro$. Ltd/ to hire the best *ons$,tants in man$+a*t$ring .ro*ess design2 and im.ro-e the .rod$*tion .ro*ess +,ow/ S$.er 3ro$. Ltd/ *an ,earn +rom the best man$+a*t$ring .ra*ti*es in China2 Korea2 Ga.an and 3ermany/

2/

)/ &/

5/

;/

&'N&L(SI'N

"he S$.er 3ro$. Ltd/ is -ery strong in its man$+a*t$ring *a.abi,ities2 the *om.any has 15 man$+a*t$ring .,ants thro$gho$t 7sia and its .rod$*ts *an be +o$nd in 50 *o$ntries a,, o-er the wor,d/ 0n Singa.ore2 S$.er 0nstant Co++ee is ran(ed n$mber one among 7sian brands2 it is a,so n$mber one in "hai,and and Myanmar among 7sian brands/ Cowe-er2 it ran(ed n$mber & in Ma,aysia among 7sian brands in 2012/ S$.er 3ro$. Ltd/ needs to im.ro-e its mar(et .enetration o+ the Ma,ay M$s,im mar(et segment and the indigeno$s .eo.,e segment whi*h *om.rise o+ more than ;/!9 o+ the tota, .o.$,ation2 by introd$*ing a new .rod$*t ,ine that *aters s.e*i+i*a,,y to this mar(et segment/ 7s a Singa.orean Chinese *om.any2 it sho$,d engage a Ma,ay mar(eting +irm or hire a Ma,ay mar(eting g$r$ as *ons$,tant to ta*(,e the Ma,ay M$s,im mar(et/ 0t was dis*o-ered that the Ma,aysian *o++ee drin(ers shared a -iew that S$.er 0nstant Co++ee does not taste as good as 5es*a+e and ?,d "own 'hite Co++ee/ S$.er 0nstant Co++ee needs to ,oo( into .rob,em with $rgen*y/ >esides that2 5est,e6s 5es*a+e and ?,d "own 'hite Co++ee ha-e a stronger brand image as *om.ared to S$.er 0nstant Co++ee2 o$r re*ommended so,$tion is +or S$.er 3ro$. Ltd/ to .$t more e++ort into its CS8 initiati-es and .$b,i* re,ations to im.ro-e the *or.orate image o+ S$.er 3ro$. Ltd2 and hen*e the brand image o+ its .rod$*ts/ 0t is be,ie-ed that .ositi-e .$b,i*ity *an enhan*e .rod$*t re*a,, and re*ognition in the mind o+ the *ons$mers/ 0n this new digita, age2 S$.er 3ro$. Ltd/ needs to e:.,oit the so*ia, media mar(eting too,s to *reate a *om.etiti-e ad-antage in the mar(et.,a*e/ o ?n,ine so*ia, media are *,ose,y re,ated to o$r dai,y ,i-es2 *o$nt,ess mar(eting o..ort$nities *an be *a.t$red $sing so*ia, media/ o 0t is the new trend o+ +ree-ad-ertising and it has the .otentia, to rea*h g,oba, a$dien*e/ o S$.er gro$. Ltd *an set $. a .,at+orm where *ons$mers *an e:.ress their +eedba*(s and e:.erien*e on its brand2 these *omm$ni*ations are *reated on the *om.any-*reated so*ia, media site to enhan*e the brand image/

S$.er 3ro$. Ltd/ needs to ,oo( into the abo-e s$ggestions *are+$,,y and ta(e swi+t and de*isi-e a*tions2 the e++orts wi,, .ay o++ handsome,y in b$i,ding a *om.etiti-e ad-antage +or the *om.any in the ,ong r$n2 S$.er 3ro$. Ltd *an +$rther strengthen its .osition as one o+ the instant *o++ee mar(et ,eaders in Ma,aysia/