9.

MARKETING STRATEGIES

In order to achieve those objectives as mentioned beforehand, Al Mizan SDN. BHD will be
implementing a few marketing strategies based on a particular target market and marketing
mix.

 9.1 Target Market

In order to implement marketing strategies, it is often helpful and useful to first focus on
the type of market that we targeted to approach. Therefore, for our JannatuRidhwan edition,
our target market is concentrated approach under the market segmentation approach type.
Market segmentation is the process of dividing a market of potential customers into groups,
or segments based on different characteristics. In this segment, customers will respond
similarly to marketing strategies and who share traits such as similar interests, needs or
locations.

Our target market is the concentrated market segmentation approach because first of all,
our main target customers are those who are working, either single or married, males or
females and have no time and no space to bring praying mat with them everytime they want
to perform prayer as they are too busy with their jobs and it is a burdensome thing bring
praying mat everywhere because it needs some space in our bag. Especially for working a
people who do not have ample time and sufficient space to bring a praying mat to their
workplace in order to perform daily prayer.

Not only that, we aimed to target on working people and nonworking people because we
serve the price are reasonable and not beyond the expectation even though we use high-
quality material in order to produce this JannatuRidhwan praying mat edition to the people
out there in order to give solve the problem of sufficient space and having no ample time
to fold and bring praying mat with them everywhere. We believe that this JannatuRidhwan
praying mat edition can serve Muslims with a better product that concern about their
prayer’s quality in every single time they perform it.

9.2 Marketing Mix

1) Product
- JannatulRidhwan praying mat edition is a multifunction praying mat and the bag is
designed to solve the insufficient space problem in a very short time. The
components are made from imported high-quality materials and tested by our
experts. JannatuRidhwan praying mat will be beneficial and helpful for those who
are busy with their jobs and need a hand in order to solve the insufficient space
problem in a blink of an eye.
- It is called multifunction praying mat because it only acts as a normal bag when it
is folded. Otherwise, it will act as a praying mat when it is unfolded.
- Measurements of JannatuRidhwan Praying Mat:
 Width : 0.76 m
 Depth: 1.22 m
 Height: 1.8 m
 Outer material: Finely woven from Chenille and twine cotton
 Inner material: Anti-slip Mat
- Characteristics and features of JannatuRidhwan Praying Mat :
 Made up of high-quality finely woven from Chenille and twine cotton. This
type of fabric is used because they are beautiful in colour and the design is
very mesmerizing with the Islamic design, the smooth and very comfortable
in using this when performing the prayer, and this material is easy to handle
as it is very light rather than other product that serves praying mat with
heavy materials.
 JannatuRidhwan Praying Mat is completed with a multifunction design that
comes with two strips and can act like a normal bag. People can easily
handle this praying mat without any insufficient space problem anymore.
They can bring praying mat at anywhere just unfolded it from a form of a
bag into a magical praying mat. This praying mat comes with instruction in
it, in order to help customer easy to handle it for the first time using it.
 There are 2 colours available that are red and brown, which make it looks
elegant, classic and exclusive. It will definitely capture everyone eyes and
amaze them with their smart functions. In addition, JannatuRidhwan
Praying Mat comes with beautiful Islamic design.
- JannatuRidhwan Praying Mat is a unique product and listed as our best edition and
innovation throughout the season since this is our first product that has simple
 technology imply to it that comes to help people especially Muslims to well perform
their prayer.

List of materials:

 Finely woven from Chenille and twine cotton($20.00/4,000 pcs) ( 1.22m x 0.76m x
1.8m ) *customized*

Thickness: 0.76m Thickness: 0.10 m

 Hidden Zip ( $0.99/ 4,000 pcs) (0.1x25 pcs)

Does not damage the particle board

 8-35mm High-grade Metal Snap Button ($1.18/per pcs) (0.35 x 8 pcs)

Highly durable and anti-rust

 Nylon wire 100D*2 high-elastic ($2.84 /per pcs)

 To complete and give a perfect sewing effect to the praying mat.

 Anti-slip Mat ($ 10.00/4,000 pcs) ( 1.22m x 0.76m x 1.8m ) *customized*

To avoid slipperily.
2) Price
- Pricing method :
 The pricing method that was implemented by our company in determining the
selling price is cost-based pricing. From the production cost of a
JannatulRidhwan praying mat which is RM 36.00, the company will add
another 40% profit, 15% for factory fees and another 5% for additional expenses
(markup) such as furniture expo’s rent and additional staff payment. Therefore,
the selling price per unit will be RM 57.60.

- Pricing strategy :
 Penetration pricing strategy where our company, Al Mizan SDN BHD will set a
low initial price for JannatulRidhwan Praying Mat. The goal is to quickly attract
new customers based on the low cost. The strategy is most effective for
increasing market share and sales volume while discouraging competition. Since
Al Mizan SDN BHD is a newly established company, and JannatulRidhwan
praying mat is a new product itself, it is important to make sure that our company
and brand can penetrate into the local market and compete with other brands such
as IKEA and Lorenzo. In fact, there will be a risk that JannatulRidhwan Praying
Mat might be imitated by other brands in the future. In order to achieve high sales
and overcome imitation risk, we need to start by offering a high-quality product
but with affordable price so that we can attract customers’ attention and
awareness towards our brand.
 Despite the market price that has been set by us, there will be discounts offered
to those who purchased the JannatulRidhwan Praying Mat. For example, during
our launching ceremony that will be held on 13 April 2019, as much as 20%
discount will be given to the first 30 customers during that day.
 Discount up to 40% for people who registered as our members.

3) Place/Distribution
- Channel for consumer product
Producer to consumer (direct distribution). Customers can walk in and get Al Mizan
SDN BHD (). At there, customers can put our product on the test and consult with
 our staffs regarding the correct way to use and maintenance of the praying mat.
They might also get a discount from their purchase at our store.
- Level of market coverage
Selective distribution. Instead of walk-in at our outlet in (), customers can also get
the JannatulRidhwan Praying Mat from several furniture expos as we will be joining
some of the furniture expos held certain parts in Malaysia. This is to ensure that
customers who did not manage to go to our outlet, will have opportunity to buy
JannatulRidhwan Praying Mat because there are some people who dislike buying
products through online due to trust issues.
- Online distribution
Al Mizan SDN. BHD provides an online platform for customers who are interested to
purchase our product, but they have difficulty to go to our outlet or any furniture expos
due to the transport problem and insufficient time. Since we are living in a technology
world, customers can purchase DD Smart Shoe Cabinet through our website that is
https://almizanexcluisve.com.my/. There, customers are welcomed to drop off any
comments and feedback regarding our products and services. Customers may interact
and ask any inquiries from our staffs too.
4) Promotion
- Sales promotion :
 Frequent-user incentives. For example, discount up to 40% for customers who
registered as members and those who shop with Al Mizan for more than 2 times.
 A Special premium for lucky customers. The customers will receive special gifts
such as a compass to determine the kiblat or a digital tasbih for them.
 Trade shows held at least once in a month in high demand locations to create
awareness about our company and to introduce JannatulRidhwan Praying Mat to
new customers.
 Free delivery services all over Malaysia, except for Sabah and Sarawak (minimum
additional charges only)
 For every purchase, customers will receive a RM 20 discount coupon for their next
purchase.
- Advertising Strategy
(i) Type of advertising:
 Al Mizan SDN. BHD uses selective-demand advertising strategy by setting up
booths at mall, LRT stations or any events and our staffs will distribute flyers and
 show a demonstration on how the DD Smart Shoe Cabinet functions, in front of the
people in order to attract their attention.

(ii) Advertising media:

 Al Mizan SDN. BHD uses social media as one of our advertising media. For example,
Using Twitter and Facebook to share discounts, specials, content, news, and more (use a
‘#’ on Twitter to reach a wider audience). Besides that, our marketing staffs will keep on
updating photos of our product on Instagram, engaging users on social media by tagging
on Facebook and Twitter and creating entertaining yet informative videos on YouTube to
drive website traffic. Feedbacks from our customers will also be shared through our social
media account.
 Besides that, our company will also implement radio and television advertising by
hiring a speaker or artist to promote our product on radio such as Hot.fm and television
channels such as CJ Wow Shop and GoShop. The best way to promote our product through
radio will be by creating a slogan that will be remembered by the listeners. For example,
‘Smart Muslim, Smart Praying Mat’.
 Internet advertising. For example, creating banner and button adds of JannatulRidhwan
Praying Mat in a few famous websites to engage customers on visiting our website and at
the same time get immediate response from the customer. Use of internet as advertising
strategy is important as Internet has a wide coverage of market and can even spread
globally.
 Advertise product by using email newsletters marketing. Not everyone has their own
social media account, but it’s a sure bet that someone has an email address. This is what
makes email marketing so effective. The most effective means of utilizing email marketing
is to create a regular email newsletter that will go out to subscribers. Customers and
subscribers will get further information regarding our sales, free gifts and discounts
through this email.
 Al Mizan SDN. BHD also hires a top celebrity which is Mira Filzah, to become
JannatuRidhwan’s praying mat ambassador to advertise and market the product based on
evangelism marketing. This is to attract people’s attention as Mira Filzah is a well-known
celebrity in Malaysia and in fact, she is also a businesswoman. Therefore, people will
become more interested and have strong believe and faith in our product.