OBJECTIVE OF THE PRODUCT

Objective plays an important role in an organization, as guideline and refrence to develop the
company to be well organized an achieve the targets. The objectives of our organization are as
following:
i.

To sustained over the long term in this industry for shareholders, employees, consumers

ii.
iii.

and business partners.

To open more job opportunity in frozen food industry.
To attract more consumer try this product, by providing with good flavor, then make sure

iv.
v.
vi.
vii.
viii.

customer enjoy it.

To target our product to all races.
To provide HALAL food and compliance with religious requirement.
To commercialize the traditional food by giving additional touched.
To make JELEEGHOO FROZEN as a destination spot for traditional food lover.
To expand our market to others country, not only in Malaysia. But also in Thailand,
Brunei, Singapore, and Indonesia.

NEW PRODUCT DEVELOPMENT PROCESS

New product strategy

Idea generation

Idea screening

Business analysis

Development

Test marketing

Commercialization

OVERVIEW OF THE PRODUCT

New Products

INTRODUCTION TO NEW PRODUCT

Our company comes up with a new product or a modification of an existing product
because it will give them an edge over their competitor. This is not an easy task because it will
require the company to study the changes tastes, style and preferences of customer and
potential customer. Many effort have been taken to fulfill the need and want of the indigenous
group in malaysia. Our main product is to innovate cekmek molek that is made from sweet
potato, flour, sugar, and salts with variety of fillings such as blueberry, strawberry, and chocolate.

In local market, they called it cekmek molek. Our product is a convenience product that is
relatively reasonable items. The price is lower because we have lower production costs in
orders to target our customer market. Now, we comes out with a new idea in producing new
product that is cekmek modern with variety of fillings. The speciality of the new product is the
special ingredient and has unique taste. In addition, it is delicious and creamy when we eat it.
The specific name for our products:
i.
ii.
iii.

Cekmek modern blueberry charm (sweet and sour blueberry fruity)

Cekmek modern chocolate chips (sweet creamer choc)
Cekmek modern strawberry bite (sweety fruity)

PRODUCT DESCRIPTION
Our firm is completely different from other competitors. We always use a fresh ingredients like
sweet potato that is can be obtain directly from supplier that is near to our company. We are
came with variety of fillings such as chocolate, strawberry and blueberry with special secret
filling recipe. We focus on hygiene which provide each employees with hand gloves and has
daily cleaness. We make sure the process to do our products is supervise carefully. In produce
our new products ,we have make a research. This process is doing by the experts. The

research was done to avoid any wrong method and ingredients in produce it. So,we can
guarantee that our products is free from any poisonous or side effects. In additon, our product
was permitted as Halal product from JAKIM.
We also put the affordable costs which not burden the consumer and meet the competition
price. Our products can be eat of the all people which in different age. It is low in calories and
sugar. Surely it does not affect healthy like fast foods .

MARKET SEGMENTATION

Geographic: The target markets are people who live in Kelantan.

Demographics: all people can buy our product due to reasonable price, in addition our
products are suitable for students and career people who have hectic lifestyle because
they want something quick and easy to prepare.

HOW TO ATTRACT CONSUMER

Our firm make a agressive promotion to attract the consumer such as open a booth at the
carnival such as FAMA carnival, Jom Heboh and Small and Medium Enterprise (SME) carnival.
The booth is open to introduce the products to the consumer by give opportunity to consumer
to taste our products by themselves. We also ask for consumer comment, make questionire and
take it as the something that we need to fix or to improve our product.

PROMOTION STRATEGY
We need an aggressive promotion to introduce our products and services to all.We need to
increase sales and this is one of the steps to improve our sales. Futhermore, it is because we
are a new company and it is vital for us to expose. From this, it is the best way to let people
know what is new from us and the quality of our products. Below is some of the promotional tool
that we used:

1.
2.
3.
4.
5.

Name of company
Office telephone number
Fax numbers
Address company
Logo of company

Business Card
Objectives of business card is to make many people know about the existing of sweet apple.

Business signboard
The business signboard for our company is situated in front of our plans location. These helps
customers to easily identify our

type of business and business site. With an attractive

signboard, it might attract people to buy our products.

Website
Internet is the most effective marketing medium where is easily access.So, to take advantages
of the effectiveness of the internet,we have created our own Blog to promote our company to
the customers. We try to promote our product throgh Blog because, nowadays people are more
attract in blogger world,the reason is the blog are more attractive with a beautiful gadgets.

Yellow pages
Our phone number and address will be started here. Therefore, the interested customers can
contact us easily in case they want to buy our product.

MARKETING STRATEGY
1. Test Marketing
Test marketing is the limited introduction of a product and a marketing program to
determine the reactions of potential customers in

market situation. We use test

marketing to know the response of the consumer towards our product. So, we test our
products in small market in Bachok town.
2. Production Planning

Production strategies are made to ensure that cekmek modern will get more profit and
i.
ii.

attract more customers besides provides efficient workers. The strategies are as follow:
Ensure the relationship between employers and employees are goods.
Ensure workers know and understand their responsibilities or job tasks to make sure that

iii.
iv.

jobs will be done accurately.

Always ensure the quality of product is goods.
Location for operation is strategic because it is near to the target areas and SME

v.

industrial.
Get nearest supplier which has good reputation to supply raw materials to make

vi.

beverages on transportation cost.

Make an inspection on products before selling them to the customer.

PRODUCT STRATEGY
1. Branding
We commercially use CEKMEK MODERN for new products as we have given new
taste to the product. We believe that this product will attract new customers. It will
enhance our company prestige because it is easy to pronounce and to memorize.
2. Packaging
Packaging is very important because it contains and protects, promote, facilitate storage,
use and convenience and facilitate recycling. So, we package our product with free
chemical plastics to protects our product .We make sure the package material is a green
products that will not harm the environment.

PRICES STRATEGY
Price skimming strategy is derived to many segments of the market that customer are able to
buy the product. The cost of production 1 packet of cekmek modern is RM 1.50. We sell its at
prices RM 3.50 for each packets that containt 10 pieces of cekmek modern.

PLACE STRATEGY
The target market we choose a concentrated market, it is because this target market can
concentration of resources .This strategy used to select one segment of a market for targeting
marketing efforts.For example for our company just produce a product which sweet potatoes
and the fillings as a main ingredients.The advantages to use this target market is small firms
can compete and strong positioning in market.
Our target market is divided into two group of people:
i.

School canteen caterer and college cafeteria.

We target school canteens in Kelantan to sell our products because our product is
suitable to the student that is not a heavy food and contain the vitamin c in the fillings.
ii.

So, our products will help the learning process.

Groceries, hypermarkets and supermarkets.
We target at groceries, hypermarkets and supermarkets areas because it has great
opportunity to produce our products to the housewife which is the majority consumer in
market. So, we also have dealers to distribute our product in the markets. Our target
housing area in short term at Bachok, Kota Bharu, Kubang Kerian and Pengkalan

iii.

Chepa.
Areas university.
We also target university students because they are in a huge quantity and they usually
provide themselves with fast food and frozen food. So, we already open a shop in area

iv.

which known as kiosk.

International market.
Our main target market is to the tourists. We want to introduce traditional frozen food
that has amazing taste to be known outside and inside the country. It is very important to
serve this food to the tourists as a way to reach outside market.

COMPETITORS PRODUCT
Since, we are the first mover to introduce that kind of product so we do not have any
competitors yet. But, other products that almost same is cekmek with sugar filling:
1. SAMJ Frozen Food.
2. Diwanish Enterprise.
3. Wawasan Asiana
4. HAZ 8 Enterprise
5. Ruyung Pecah

CONCLUSION
From the analysis that has been done frozen food business is a business that can easily
achieve its profits from time to time. Our products, cekmek modern can manage to achieve a
suitable profit to maintain our business, JELEEGHOO FROZEN.
The profitability of this business is also increased,with all its elements such as the gross and not
profit margin as well as the return on asset. Cekmek modern manages to maintain its liquidity
where the current and quick ratios are above one time of the liabilities. This ratio analysis makes
it able to meet short-term obligations.
Therefore, we think that this cekmek modern business is variable and we do hope that
various financial instituations will help us in maintaining this business and gaining its profits as
well as meeting its short and long-term obligations.