Marketing Strategy.

An organization's strategy that combines all of its marketing goals into

one comprehensive plan. A good marketing strategy should be drawn from market research and
focus on the right product mix in order to achieve the maximum profit potential and sustain
the business. The marketing strategy is the foundation of a marketing plan. The basic marketing
strategy of the Delicia was to develop brands for each their product instead of focusing on
making brand value for the entire company, thus never allowing cannibalization of products and
gaining multiple brand value for the entire company.
Marketing strategy consists of four,and generally concerned with marketing mix. Also
known as 4Ps of marketing.
The 4Ps strategy are :
1.
2.
3.
4.

Product Strategy
Price Strategy
Place Strategy
Promotion Strategy

Product Strategy.
Delicia has one of the biggest and finest product range in food and nutrition in Malaysia.
The prepared food market has been rising in Malaysia which was correctly and elegantly
captured by the Delicia . So I recommend this sauce to continue its dominance in the prepared
food market and produce new products in prepared foods area which can be assumed as healthy
food. If company goes for improvement or creating differentiation the product may or may not
change. It will depend upon the differentiation created by the company in the particular product.
Quality of our product is the best ever because our company aim for the highest quality
for customer. Quality for product is the important thing because customer always look for the
best product. So our company use the good quality of ingredient for customer. By using good
quality of ingredient,so we can attract customer to buy our saucet and how their satisfaction to
our sauce. We also used effectiveness alternative by using machine to produce sauce instead of
hiring a lot of worker.
Then,packaging also plays an important roles for attract customer to buy the product.
So,our company has decide how we package our sauce. As we know,our company are produce a
sauce so we choose put the sauce into a plastic bottle as the packager. So it is easier for our
customer to bring a sauce to anywhere they go and safe for children too. For the packaging,we
also have our own logo or sticker that contains address,name of company,email and so on.
As we know,that our company is to produce food so we need to put expired date as a
guideline to our customer from eating a damage food that would be food poisoning to customer.
In addition,we also put ingredients and content label at the package to make sure that customer
know about the healtiest of the sauce. The important thing is the halal logo that certificate from
JAKIM which can convince the consumer to purchase our sauce.

Price Strategy.
Price is an important competitive weapon and is very important to the organization
because price multiplied by the number of unit sold equals total revenue for the firm. Price is
what a buyer must give up to obtain a product. The price of our sauce is as low as RM9.90 up to
RM15.00. The way we decide to put a price is to attract people when they looking at an
affordable pricing. The changing of products price based on the market value and also demand
supply currency.
Price range offered by the Delicia on its products has a huge variety from being very low
to very high. The packaging of lower to higher priced products helps Delicia to capture all
sectors of customers with any age and any buying preferences in bulk of a small price. The
market is very intense competitive in pricing and Delicia is never behind in it.

The price is all affordable and the sauces price is slightly compare to the other
competitors because of quality and quantity of the ingredient. For our product,to those who
purchase above RM30,discount will be given to them. For our pricing strategy,our company used
the value based pricing. Customer are interested in obtaining a reasonable price. Its means
perceived reasonable value at the time of transaction. The price paid based on the satisfaction
and value customer expect to receive from a product and not a necessarily the satisfaction they
actually receive.

Place Strategy.
For our product Delicia,they can use retailer or wholesaler as the middle man to sell the
product. Retailer is a channel intermediary sells many mainly to customer. Demand is created
diverse target market and promotional tactics,satisfying costumers wants and needs through a
lean supply chain.
The channel structures used for the product are internet,radio,television,catalog and a lot
of alternatives way to attract customer. All of this to ensure that every customer will know our
product and try something new for their lifestyle. The product is increasingly accepted by
consumer from across the country following a request received increasing from day to day.
The buyer or customer look the product in a store. They can get the product at the
hypermarket around Malaysia. As we know,nowadays many manufacturer prefer to sell their
product to the wholesaler because of the profit that has been earned. Our sauce will cover
Peninsular Malaysia,Sabah and Sarawak. In fact,a growing number of distributors,Delicia has
also opened a company at Dungun where the company is dedicated to the food manufacturer.
Every business faces competition in the market,company must aware of its competitors
and their strategies in order to stay ahead in competition. Through,it there is a lot of
competitor,we must find the strategic place for our product.

Promotion Strategy.
1. Advertising
Delicia are able to communicate to a large number of people at one time by advertising.
In the promotion,for product we can advertise our product by using tradisional media such as
television,radio,newspaper and magazine which are the most commonly used to transmit
advertisement to customer. Advertising is a form of a non personal promotion. Then through the
internet or social network,people are more alert with the internet social network. Just fill the
information in the website about the product.
2. Sales Promotion
Besides that,through the sales promotion it is used to stimulate purchasing and sales. The
objectives are to increase sales,inform the potential customer about the new product and create a
positive business and corporate image. It is generally a short run tool used to stimulate
immediately increase in demand. For example,brought 3 bottle of sauce,you will get promotion
price RM35 instead of actual price RM45.

Market Share.
The percentage of an industry or market's total sales that is earned by a particular
company over a specified time period. Market share is calculated by taking the company's sales
over the period and dividing it by the total sales of the industry over the same period. This metric
is used to give a general idea of the size of a company to its market and its competitors. Market
share increases can allow a company to achieve greater scale in its operations and improve
profitability.

Table below show the market share before entering the market and after entering the market
Name and address of

Before entering the market

competitors
Kimball
Prego
Life
Delicia
Total

After entering the market

(yr/mth)
%
28
20
44
-

(yr/mth)
RM
432 990
211 800
504 387
-

%
19
25
46
10

RM
231 567