SECTION 4.

0: THE MARKETING PLAN

MARKET SIZE

The definition saying that market size is the figure of individuals in a certain market
which has been determined as potential buyers. It is also known as one of the key factors
which leads in identifying an audience in order to identify the target of our products or
services. Information regarding the market size is necessary to ensure the particular market
the business about to enter is safe.
Essentially, Malaysia is known as a highly developed country with various
infrastructures comes with numerous types of services provided. Besides, the hustles and
bustles that most Malaysian been facing throughout the day makes a complication for them in
preparing their own meal. The total population of Malaysia is 32,385,113. In determining the
market size, our company focusing on community which live around 20 km from Taboh
Naning, Melaka. It is estimated about 21,267 persons. We narrowed our focus only on
teenagers and adults with social class of middle and high group of income.

MARKET SHARE

Market share is a subcomponent of market or sales which indicates different

companies with same type of product activities. It will be considered by the number of
competitors, experience, strength and weaknesses.

COMPETITORS MARKET SHARE SALES PER YEAR

Rajsudha Enterprises 60% RM 230,000.00
(Tanawade’s Smart Food)
Jass Agri Products Pvt. Ltd. 20% RM75,000.00
(JanakPuri, New Delhi)
Aachi (Daily Dhal Masala) 20% RM75,000.00
Total 100% RM380,000.00

MARKETING STRATERGY
 This is a product as it provides the end user with instant way of preparing dhal. The
main reason of the product is to supply user with a quick way to prepare dhal sauce without
compromising the overall taste of the dhal. The product mainly targets end user such as
traveler, student or event family. For example, traveler might need some savory sauce for dip
during their travel. They can use this product instantly by adding certain amount of hot water
and it is ready.
The price labelled was counted by the total amount of raw materials and packaging. A
pack of instant dhal cost RM 8 per pack. Each pack have 250g net weight. The price is
affordable for all type of users. It is also suitable for students as they might consume it easily
as the dhal can be eat by various type of food such as bread, rice and any Indian cuisines.

Promotion is the activity to communicate and disseminate the merits to its target
market. The product mainly will be advertised on social media such as Facebook and
Instagram. As promotion, we can approach our target market as social media is one of the
most powerful platforms for marketing. It is because there is various type of users with
various ages, genders and religions. For example, Facebook can approach our customers
easily as it provides assorted type of functions such as direct message with the customer and
presenting images and videos to customer.

INTRODUCTION TO THE PRODUCT

One of the uniqueness of the Instant Dhal is the product provide instant access for
consumers who is craving for Indian cuisine. There is only one step for them to prepare the
dhal by pouring hot water onto the powder according to the amount instructed. Furthermore,
the macronutrients for the product is well balanced. It also provides high fiber and protein
content.

The product basically made of Australian Dhal bean, Dried Chilli, Curry Powder,
garlic, salt, sugar and cooking oil. The packaging of the product meets the standard industry
requirement, cost effective, maintains food safety and environmentally green. The main goal
of this product is to provide consumers with instant dhal with excellent flavor without
compromising the food safety. The product packaging is made of Aluminium packaging
which makes it waterproof, durable, light to carry and low cost. The packaging also easy to
seal.
Instant Dhal Packaging