Documenti di Didattica
Documenti di Professioni
Documenti di Cultura
PRESENTATION
PRESANTH RAO J17023217
TA M E E M D A R A H J 1 7 0 2 3 4 0 3
Low High
Price Price
Low Quality
PESTLE ANALYSIS
Political Government intervention
Democratic political influence
Economic High degree of concern to the economic
choices
High economic growth and development
Social Consumer preference, lifestyle and interest
Health consciousness
PESTLE ANALYSIS
Product development, advertising, and promotion
Technology Quality control ( Manufacturing)
Adopt digital media to promote products, create
strong brand name and gain greater market share
OPPORTUNITIES THREATS
1) Growth stage in PLC 1) Market competitiveness is high
2) Increase popularity of dark chocolates 2) Increasing health concerns
3) Increasing luxury seekers 3) Supply chain management is costly
4) Many festive seasons 4) Volatile cocoa prices
5) Increasing usage of social media
6) Emergence of E-Commerce
THE MARKET
OBJECTIVES|DEMOGRAPHIC|PSYCOGRAPHIC |
BEHAVIOURAL||TARGET AUDIENCE
DIGITAL MARKETING OBJECTIVES
Winning customer confidence and
building long-term loyalty
OBJECTIVE #1
Both genders
Chocolate lovers
Affordable prices
children
Chocolate
and
lovers
families
Malaysian
People
and
having
Internation
special
al
occasions
customers
SOCIAL MEDIA FACTS
SOCIAL MEDIA COVERAGE IN
MALAYSIA
Source : http://sme.org.my/2016/04/20/how-many-instagram-users-in-malaysia/
WHY SOCIAL MEDIA ?
Malaysian Digital Economy Corporation
reported that there are approximately
19 million Malaysians
who are online (Ee Ann Nee
2017)
Source : http://sme.org.my/2016/04/20/how-many-instagram-users-in-malaysia
/
ACTIVE SOCIAL MEDIA PLATFORMS
Source : http://sme.org.my/2016/04/20/how-many-instagram-users-in-malaysia/
SURVEY ON FACEBOOK
Based on a survey conducted by the Society for Human Resource
Management, Facebook has been reported to be the most
popular visited website for external
communications (Linchi Kwok and Bei Yu 2012)
__________________________________________________________
The results from a survey from the Monash University Malaysia and
University of Malaya (UM), Facebook is one of the top three most
used social media platforms among students in
private and public universities (Sani 2017)
GLOBAL SOCIAL MEDIA STATS
Source : http://sme.org.my/2016/04/20/how-many-instagram-users-in-malaysia/
STRATEGY
FACEBOOK|INSTAGRAM|CAMPAIGN
BERYLS FACEBOOK PAGE
FACEBOOK STRATEGY
headlines information
colors
pictures
demonstrations
videos to motivate more
fans to like it!
FACEBOOK STRATEGY
Collaboration with Dessert Bloggers
To integrate Beryls chocolates in deserts and to blog
FACEBOOK AD STRATEGY
INSTAGRAM AD STRATEGY
Creating attractive account on Instagram
Place affiliates
Sam, K. M., Li, H. L. & Chatwin, C., 201. UNDERSTANDING THE ADOPTION OF ONLINE LANGUAGE LEARNING BASED ON E-MARKETING
MIX MODEL. Journal of Information Technology Management, 28(2), pp. 65-81.
MARKETING COMMUNICATION MIX
Kotler, P. & Keller, K., 2011. Marketing Management. 14th Edition ed. London: Prentice Hall.
CONTACT STRATEGY
Mindshare
Run a special occasion
promotion event in every outlet MediaCom
GroupM
Maxus
ACTION
Internal resources and skills
Finance team - to ensure all of event expense is minimize
Employee Training
Facebook
Insights
Twitter
Insights
Source: Facebook Insights (Facebook 2016)
Source: Twitter Insights (Local Surge Media 2013)
BUDGET
Expense List Cost of Expense Total Expense
Celebrities Endorsement - RM 1000 RM 1000 X 12 = RM12 000
Facebook & Instagram
Facebook Ads (weekly) RM 4 per post RM 4 X 2500 post =
RM10000
Photo Campaign ( cash price RM 1000 RM 1000 X 12 = RM 12000
& chocolate gift )
Blogger RM 200 per RM 200 X 10 X 12 = 24 000
blogger
Total RM 58 000
THANK YOU
Q&A
REFERENCES
Richter, v. (2016) 3 Fresh Social Media Marketing Strategies - Welance [online] available from
<https://welance.de/journal/social-media-marketing-strategy-berlin/> [18 June 2017]
Sharma, V. and Bharathi, V. (2013) "Social Media For Start-Ups - An Effective Marketing Tool". SSRN
Electronic Journal [online] available from
<http://digitalcommons.uri.edu/cgi/viewcontent.cgi?article=1001&context=tmd_major_papers> [18
June 2017]
Singapore, R. (2017) In Southeast Asia, Facebook And Instagram Are Where People Shop [online]
available from <https://www.wsj.com/articles/where-facebook-and-instagram-are-about-shopping-
1481023577> [18 June 2017]
Wally, E. and Koshy, S. (2014) The Use Of Instagram As A Marketing Tool By Emirati Female
Entrepreneurs: An Exploratory Study. [online] available from
<http://ro.uow.edu.au/cgi/viewcontent.cgi?article=1669&context=dubaipapers> [18 June 2017]
REFERENCES
Whats a contact strategy and how do you build one?
Spyer, S., 2014. Business: Conduit. [Online]
Available at: http://www.conduithub.com/blog/whats-a-contact-strategy-and-why-do-you-need-one
[Accessed 2 June 2017].
Sam, K. M., Li, H. L. & Chatwin, C., 201. UNDERSTANDING THE ADOPTION OF ONLINE LANGUAGE
LEARNING BASED ON E-MARKETING MIX MODEL. Journal of Information Technology Management,
28(2), pp. 65-81.
Kotler, P. & Keller, K., 2011. Marketing Management. 14th Edition ed. London: Prentice Hall.
Islamic Tourism Centre of Malaysia (2017) Beryls Chocolate Wonderland [online] available from
<http://www.itc.gov.my/poi/beryls-chocolate-wonderland/ > [14 June 2017]
Beryls Chocolate and Confectionery Sdn Bhd (2016) About Beryls [online] available from
<http://www.berylschocolate.com.my/our-company/ > [14 June 2017]