MARKETING PLAN
Presented By
E-COMMERCE
KIMBALL
E-COMMERCE MEMBERS~ CHIN CHEE HUA (Group Leader) ~ 23300 KONG EE CHIAT ~ 23776 RAJIS ~ GOH LIP CHENG ~ 23545 WONG SHOUK PING ~ JONG KANG WEE ~ 23684 EVANI ~ NOR ~ SITI ~ TANIAH ~
Situation Analysis
Internal Environme
nt
External Environme
nt
SWOT Analysis
KIMBALL
ObjectiveAvailable in existing marketBoost sales by 20% in 3 years timeCreate awareness
Internal Environment
Existing customer
Resold to Customer
s
Food chain
s Discounters
Merchandisers
Club storesConvenien
ce stores
Drug stores and other
retail
Commercial
Non-commercial
Internal Environment
External Environment
CompetitionExperiences worldwide competition
Principals Area of
Competition
Brand recogniti
on Quality
Price
AdvertisingPromoti
on
Service
Convenience
External Environment
RegulationManufacture and marketing is highly
regulatedRegulation by various government
agenciesRegulated by agencies outside and
voluntary organizationAll products are HalalLabelling must include ingredient and
nutrition information
SWOT Analysis
StrenghtProducing high quality, great tasting saucesStrict production guidelinesInternational standards(ISO 9000)Cheaper than other brands
SWOT Analysis
WeaknessesLack of advertisementsSlow growth and low market shareMany product lineFacing a decline stage
SWOT Analysis
TreatsIncrease of crude oil price, rising production costFinancial resources competitors invest more in promotion and advertisingEconomic downturn or inflation
Kimball Current Market Share
Life Maggie Kimball Nyonya Others0
5
10
15
20
25
30
35
40
45
Souces' Brand
Percentage (%)
Marketing Strategies
Select Target Market @ Positioning
Product Strategies
Pricing Strategies
Promotional Strategies
Supply Chain Strategies
Select Target Markets @ Positioning
Target Market : ~ Demographics ~ Media habit ~ Organizational markets Positioning The Product : ~ Offer variety and quality of
sauce ~ Developed its 4P :
Product Strategies
Existing Product ( Chili )
Bottle ( 340g , 500g , 785g )
Cachet (9g)
Pouch ( 1kg )
Box ( 1.8kg )
Can ( 3.3kg )
New Product ( Chili )
Kimball Appearance : Gorgeous @ Dignity. Attract consumer in modern lifestyle.RM1.99 for 325g
New Kimball Squeeze. Convenience. Both top @ bottom flat surface, easy put. RM5.69 for 800g
Promotion Strategies
Advertise and sales promotion to promote
Kimball. The method as follow : ~ Television and Radio. ~ Sponsorship. ~ Billboards. ~ Bus advertisements. ~ Contest and voucher coupons. ~ Sampling. ~ Premium. ~ Promotion pack.
…………continue
Kimball sauce supply chain :
KIMBALL SAUCE SUPPLY CHAIN
Hypermarket
Supermarket Grocery store
Cold storageFast-food restaurant