7.

Marketing Plan

7.1

Market Analysis

Our target market is students of Universiti Tun Hussein Onn Malaysia (UTHM) and
also the staffs. In UTHM, there are approximately 13,000 students, including the
diploma and postgraduate students; and about 2200 staffs. If we take only 20% of
students and staffs are going to the carnival, so the total students and staffs who will
be going to the carnival is approximately 3040 students. If out of those who will be
going to the carnival, we expect 2% will be buying from us, so that will amount to
approximately 60 customers.
As for the market size, if 20% of all students and staffs spend at most RM 2.00 during
the carnival, we have a market size of RM 6,080. According to estimation, if 2% of
the customers are going to buy from us, we have a market share of approximately
RM 121.
As our products are drinks, so we should expect competition from many stalls as
drinks is a popular sales product. However, we are still different from our competitors
as we are selling fruit juices. So our competitors might be advantageous at selling
different varieties of drinks or have a more strategic stall location. Whereas their
weaknesses might be their products are too normal among drink sellers, such as
sirap, etc.
7.2

Sales Forecasts

Our sales forecasts will be set at RM 100 over three days, putting us at a profit
margin of RM 40.
7.3

Marketing Strategy

As for our marketing strategy, we will focus on all 4P strategy: pricing, product,
promotion and place.
7.3.1

Product

As for the product, we will be having real fruit juices as our main product. Most of the
competitors will sell more common drinks such as sirap.
7.3.2

Pricing

Our pricing strategy will be low profit but will encourage customers to come, so we
will control our costing below RM 0.60 and sell it to customers at RM 1 per cup.

7.3.3

Place

The location of premise will be at Dewan Penyu, Dewan Tunku Mahkota Ismail
(DTMI). This is one of the most concentrated place in UTHM other than Lecture Hall
Complex (G3) and respective faculties. So we can expect a lot of customers unless
there is rain in that duration.
7.3.4

Promotion

In this project, we will be doing promotional offers also. Since we are not only selling
fruit juices but also sliced fruits, we will offer 3 items for RM 2.00. Customers can
take any combination of 3 items for RM 2.00. So this strategy is actually lowering
price to increase sales, and in turn to increase profits.
We will use social media to promote our stall as well as mouth-to-mouth
7.4

Marketing Cost

The marketing cost is just for the signboard and its decorations, as we will be
focusing on using social media advertising and promoting mouth-to-mouth. This is to
drive down the marketing cost. The total cost is RM5.10, as shown in table below:Item
Chalk
Sugar Cardboard
Ribbons

Quantity Used
4
1
3
Total

Cost
RM0.60
RM2.50
RM2.00
RM5.10