Content1.0 Executive summary..................................................................................................2 2.0 SITUATION ANALYSIS..............................................................................................4 2.1 Company Analysis.....................................................................................................4 2.2 PEST Analysis............................................................................................................5 2.3 Market Analysi...........................................................................................................6 2.4 Competitor Analysis...................................................................................................8 2.5 SWOT Analysis........................................................................................................10 3.0 Market Targeting and Positioning................................................................................12 3.1 Target market............................................................................................................12 3.2 Product positioning..................................................................................................14 4.0 Marketing Strategy......................................................................................................16 4.1 Product.....................................................................................................................16 4.2 Price.........................................................................................................................19 4.3 Distribution (Place)..................................................................................................21 4.4 Promotion.................................................................................................................23 5.0 Financial......................................................................................................................26 5.1 Marketing budget.....................................................................................................26 5.2 Sales forecasting......................................................................................................27 6.0 Control.........................................................................................................................28 References..........................................................................................................................31 0 1.0 Executive summary Building a company brand is such a crucial part of building a business and a clearly marketing plan should be created. A marketing plan helps a company develops product or services that meet the need of the target market and helps the consumer to easily clearly understand why the product is better and different with others competitor. A well marketing plan can also help a business to reach the target consumer and increase the consumer base. Identify your competitors and what the target customers think about the others competitors' strengths and weaknesses. If position the brand, products and services so that the target market sees their business as better than, or different from, the competition. It needed a SWOT analysis to further narrow the options for the marketing plan by identifying strengths, weaknesses, opportunities and threats as seen from the customer's point of view. The objectives or goals section is where the list that used for specific plans. The Marigold Peel Fresh packed with vitamins and juicy goodness, and it continues to refresh Malaysians today with great tasting juices. The scope of the product line of Marigold Peel Fresh as two product-mix width that are Marigold Peel Fresh and Marigold Peel Fresh No Sugar Added. But not every product line have the similar volume, some of the products do not have 1.89 liter and 2 liter, the product strategy was we suggest that Marigold standardize their product size which is 250ml and 1liter. Moreover, changing or redesign the packaging during the festival and bring the freshness to the market. In addition, promotion is also the necessities for getting Marigold brand in the public and attracting new consumers. Marigold Peel Fresh apply the celebrity endorsement by hired Lisa Surihani as its brand ambassador and the face of Marigold Peel Fresh. Social networks connect with a world of potential customers that can view your company from a different perspective so Marigold shall create a Facebook page that is in touch with people on a more personal level. Marigold organized some road show event to promoting their product with some interesting content to build the customer relationship with the brand. In addition to, Marigold had three types of channels which are sales channel, delivery channel, and service channel. To evaluating their distributors, Marigold can summary the sales of all the location, and maybe they can give an extra 1 discount to the particular store to attract their interest and continue corporate with them. For the logistic, Marigold will used their own deliver truck to make sure the freshness of the product will arrived for distribute in time and also prevent for the third parties logistic. The price strategy that will implement by Marigold was the price of the product will be adjusting depending on the needs and behaviors of customers in the market. Marigold Peel Fresh also use odd pricing strategy which the company fix a price whose last digits are odd figure. 2 3 . 1 Company Analysis Malaysia Milk Sendirian Berhad (MMSB) was incorporated in 1969 and began its own manufacturing operations in Petaling Jaya in 1977. complemented by a deep understanding of consumers’ needs and requirements enables the company to deliver and provide products which not only taste good but also with superior nutritional value to consumers and their family members. starting out with only four fresh flavours.2. MAROGOLD PEEL FRESH and MARIGOLD HL MILK. MARIGOLD PEEL FRESH’s new educational road show which is called “My Family’s Health. MARIGOLD PEEL FRESH has established itself as a household name for more than 25 years. MARIGOLD’s flagship brands. hold the honours of being the No 1 Pasteurised Fruit Juice and the No. This.1 Pasteurised Milk brands in Malaysia respectively. Now. Cotra Enterprises Sdn Bhd. This is in line with MARIGOLD PEEL FRESH’s passion to provide wholesome nourishment to their consumers and their families. MARIGOLD PEEL FRESH has an array of 15 delicious healthy flavours which provide consumers with a choice of Regular and No Sugar-Added variants to suit the tastes and requirements of all Malaysians. The company markets and distributes MARIGOLD under its Trading Arm Company. VISION To be a global leader in enriching lives through nature’s own ingredients as food and nutrition for mankind.0 SITUATION ANALYSIS 2. MISSION Marigold enriching the daily experience of customer and community through the lifenourishing qualities of fruits and vegetables. My Happiness” Road show is indeed reflective of MARIGOLD PEEL FRESH’s commitment to provide consumers with the highest standard of quality. GOALS 4 . This is because of education and awareness that spread to them everywhere.2 PEST Analysis Political and legal environment The political factors are the arena in which organizations competitive for attention. Social and cultural environment Malaysia has a multiple-cultural society so it has different type of consumer with respect to their religion and eating habits. and regulations guiding the interactions among nations. The effects of global influence governmental policies on a firm’s competitive position increase the importance of forming an effective political strategy. But nowadays consumers are more conscious about their health. Economic environment The economic environment refers to the nature and direction of the economy in which a firm competes or may compete. Change in gross domestic product (GDP) and consumer price index (CPI) also effect on demand on the product of Marigold. But now government has been changed recently. 2. In order to remain competitive. When real income of consumer getting lesser their purchasing power also going down and while the price of goods increase. Consumers demand for foods. their ability to purchase the same amount of goods will be affected. Unconsciously the demand toward product of marigold and sales will go down. manufacturers exporting abroad will need to make efficiency gains and innovate so that they can offset the unfavourable exchange rate with a reduction in price or increase in quantity.Marigold Peel Fresh hope to exceed customer expectations by provide superior value and quality products to customer and consumer and continuous development and investment in its human and technical resources in the vision. Political also forces to concern about people’s health. resources. fruits and juices which are more nutritive and provide 5 . It has passed an act which is has clearly defined it terms and conditions which are more focused on health and nutrition. It may make some changes in act but the changes definitely are concern about consumer’s health. By looking at the segmentation. The consumers need juices that are high in nutritional value and variety of beverage choice because they have fast paced lives and do not have time to make healthy meals every day. the marketing message can be better deliver to Marigold peel Fresh the needs and wants of consumer. gender. these groups of consumer will be grouped by criteria such as age. The reason of using market segmentation is because its help Marigold Peel Fresh to understand better the needs and wants of consumers and better communication with them. and materials. And it also help Marigold Peel fresh in identify the way to enhance customer loyalty either existing consumer or new consumer. The main target segment of Marigold Peel Fresh is consumers who are more health conscious and are looking for convenient alternatives to fresh fruits. religion and so on. So Marigold peel fresh is setting their positioning in helps 6 . Therefore. So there are lot choices of fruit drink in the market for consumer to consume to maximum consumer satisfaction. processes. Due to the advancement in technology.3 Market Analysis Market segmentation is a strategy whereby marketers use to divide a wide target market into subset of market that have common needs and wants for certain products and services. 2. Executives must verify that their firm is continuously scanning the external environment to identify potential substitutes for technology current use and spot newly technology which could derive competitive advantages to Marigold Peel Fresh. healthy and nutritious juice can be extracted from different fruits and create a new attractive packaging and labelling which are also play a vital role in product promotion. ranging from ages 6 to 65 years old and above. Technological environment Technology is changing days by day and the technological factor includes the institutions and activities involved with creating new knowledge and translating that knowledge into new outputs. This also enforces Marigold Peel Fresh to develop and create fruit drink that satisfies the need and want of consumer.health benefits are increasing days by days. products. to maintain good healthy when time is short and create a value in consumer mind about this product and motivate rheumy to buy frequently. Sales school. The price sensitivity of a product within its target market is often used by a business when determine its optimal pricing and marketing strategy for the product. rising inflation is one of the reasons why Malaysian has high price sensitivity and would tend to choose costconscious lines of food and other household goods. And seek to fulfil the benefit such as a wide choice of different fruit juice with the flexibility to change crops midseason.college and university students aldults children old aged people Price sensitivity is the amount when the prices of a product increase or decrease it will eventually affect the consumers demand for the particular product. Market Needs Marigold Peel Fresh provides individuals and retailer with high –quality peel juice. all products will be priced competitive to true substitutes and the intermediary will be impressed with the level of attention that they receive to their consumer by hoping can create a product that fulfil the needs and wants of the consumer. However. 7 . 2. It can be seen that Tropicana Twister juices is the leader in the industry and can be say that it is the main competitor to Marigold Peel Fresh. Market Growth The market for the juice will offer is growing rapidly because the demand towards healthy food and drink of Malaysian citizen. Giant. with an estimated 42% of market share.Market Trends Nowadays. This demand can be seen by the increase of juice offerings by the retailer such as Tesco. F&N Fruit Tree (13%) and Fruit Tree Fresh (7%) of the market share. The trends of the juice market trends innovate Marigold Peel Fresh in increasing theirs R&D department to create more choice of juice for their consumer. 8 . Sunkist (11%). 7-Eleven and other retailer.4 Competitor Analysis Market Share Tropicana Twister Marigold Peel Fresh Fruit Tree Fruit Tree Fresh Sunkist 7% 13% 42% 11% 27% In non-carbonated beverage industry. Other brand inside the segment include Marigold Peel Fresh (27%). Malaysian have become more health conscious and fruit juice have supported this trends as juice are inherently healthy and the increase of the supply reinforced demand of consumer to product of Marigold Peel Fresh. brand of juice that currently in the chilled juice segment of the market through it is Tropicana Twister juices. *F&N Fruit Tree and Fruit Tree Fresh 9 . Sunkist is contending with heavy advertising. Tropicana is a leading producer of juice and there are plenty choices of juice. Juice of Tropicana is giving refreshing taste from being refrigerated. Strength - The Sunkist brand is known for its high quality and its customer service. offering all the refreshing and revitalizing goodness of real fruit.*Tropicana Twister juices Tropicana Twister is a range of refreshing and delicious fruit drinks and the fruit juices are made with real fruit juice that come close to the real fruit experience. Strength - Tropicana have stylish design in the non-refrigerated and chilled bottle juice to - make product more appealing. Weakness - Tropicana are some brand have High Fructose Corn Syrup and is bad for teeth. grapefruit and seasonal specialties. The company offers its product through various brands such as Sunkist and Fun Fruit. Sunkist is available in many flavors. lemons. Weakness - Consumer lack brand loyalty to Sunkist. Sunkist provides promotional service and strong marketing to other fruit producer. Feminine image does not appear to men. *Sunkist Sunkist is among the most recognized and respects in the world and it undertakes the sale of fresh oranges. It distributes products on more than 600 products in over forty-five countries. It also carries out sale of citrus juice and peel products. Certain product of Tropicana is too costly. and services relates property development and sale. over which it has much less control. thus consumer do not know what kind of feature it really provide. Strengths and weaknesses refer to the organization’s internal environment over which the firm has control. and others. Made with real juice and tasty like aloe vera and nata de coco. Opportunities and threats refer to the organization’s external environment. Fruit Tree. quality and service 10 . while weaknesses are areas where the organization may be at a comparative advantage. F&N. The company produces isotonic drinks and other related soft drinks under the brand names Seasons.5 SWOT Analysis SWOT analysis refers to strength. Reasonable price for consumer. 2. Unclear information given on the packaging.Fraser & Neave Holdings Bhd (F&N) is specialized in the production. They are healthy and refreshing juices with no preservatives that are full of natural goodness of fruits to excite the senses. weakness. Weakness - People don’t really recognize the product. opportunities and threats. dairy products. 100 Plus. SWOT may appear in both the general and the competitive environment. These two products are packed with wholesome natural goodness of fruits. Strengths are areas where the organization excels in comparison with its competitors. Strength -High quality product offering that exceed competitor’s offerings of price. sale and marketing of soft drinks. F&N Fruit Tree juice drink and Fruit Tree Fresh are one of the most recognize product that produce by F&N. Strength - The only brand in the market that offer exotic flavor. -Higher than industry margins due to production efficiencies -Reasonable price and affordable for every consumer -Rich in Vitamin A.Consumer lack brand loyalty to Marigold Peel Fresh -A limited marketing budget to develop brand awareness Opportunities -The ability to develop long-term commercial contracts which would lower costs associated with production -Due to health care living style of people nowadays there are opportunity in increasing demand to marigold peel fresh’ products Threats -Overshadowed by other competitor such as Tropicana Twister -Direct competitors and their continuing growth for completing in market share -encountered numerous inevitable and volatile natural and economic threats eg: cost of raw materials and living 11 . C and E without artificial preservatives Weakness . 3. 12 . The consumers need juices that are high in nutritional value and variety of beverage choice because they have fast paced lives and do not have time to make healthy meals every day. So Marigold Peel Fresh is setting their positioning in helps to maintain good healthy when time is short and create a value in consumer mind about this product and motivate rheumy to buy frequently. family size. This is because almost everyone take dairy products. income and so on depending on the specific characteristics of the product.0 Market Targeting and Positioning 3. Consumers which are health conscious would buy Marigold Peel Fresh for themselves and also their family for a healthy lifestyle. We also focus on people who are care about building healthier body image. a wide range from kids to elderly. On the other hand. gender.1 Target market Market targeting is the process of evaluating each market segment’s attractiveness and selecting one or more segments to enter. psychographic segmentation and geographic segmentation as market segmentation. Besides that. The reason of using market segmentation is to help Marigold Peel Fresh to understand better the needs and wants of consumers. location. The main target segment of Marigold Peel Fresh is consumers who are more health conscious and are looking for convenient alternative to fresh fruits. target market consists of a set of buyer who share common needs or characteristics that the company decides to serve. Marigold Peel Fresh select demographic segmentation. market segmentation is the process that companies use to divide large heterogeneous markets into small markets that can be reached more efficiently and effectively with products and services that match their unique needs. These subsets of consumers may be grouped by criteria such as age. By looking at ways in which potential consumer groups are different from each other. the marketing message can be better targeted to the needs and wants of those consumers. market segmentation can also help Marigold Peel Fresh in identifying ways to enhance consumer loyalty either existing consumers or new consumers. ranging from ages 6 to 65 years old and above. Demographic segmentation divides the market into groups based on variables such as age. income. gender. In other words. Marigold Peel Fresh in south region received quite a decent feedback which attracts us to start our business there. Marigold Peel Fresh need to know whether focusing on this consumer group is feasible. education. we distribute our product to wholesalers and retailers. attitudes and interests. it is better to have a larger potential market when possible. values. As for our company. In addition.occupation. Psychographic segmentation divides buyers into different groups based on social class. To reduce the risk of losing money when entering a new market. Secondly. or cities. not shrinking. Geographic segmentation divides the market into different geographical units such as nations. personality traits. Segments with good long-term growth prospects are. opinions. segment growth. race and religion. A segment’s profitability is important in making a 13 . Marigold Peel Fresh has various flavors and mostly loved by all kinds of ages. advertisers can generate business without having to pull in as high of a percentage of the market segment. While the largest segments do not always offer the best potential. Firstly. lifestyle. one of the most attractive features of a market segment is its size. As everyone knows. Thirdly. in terms of number of units of your product that can be sold or number of customers served. is important in making a segment attractive. It must be big enough to be worth targeting. by definition. With larger market segments. An attractive market segment is one that offers solid current or long-term profit potential for Marigold Peel Fresh. Marigold Peel Fresh select those segmentation because of the segment attractiveness which are segment size. Marigold Peel Fresh is loves by kids and teenagers. We are looking and stress more on kids and teenagers group as our potential buyer. segment growth and segment profitability. Long-term sales volume and profitability are both higher with large markets. the most attractive. The sales potential of the segment. South region is our prime aim for starts. find one that’s growing. It tastes so good that people just cannot resist of its temptation. We choose to be more emphasis on individual taste. states counties. Marigold Peel Fresh grow in their chosen market segments by increasing the range of specialized products they offer to existing customers in the segment or customizing their products further to meet the specific needs of new prospects in the same segment. regions. segment profitability. Marigold Peel Fresh also goes through a stringent pasteurization process. value proposition is a set of benefits or value a company promises to deliver to customers to satisfy their needs and wants. Moreover. point-of parity of Marigold Peel Fresh is it is not only taste good but also with superior nutritional value to consumers and their family members. If a market is too small or its buying power is insignificant. The chosen segment are capable of delivering profits of the right value. being in the forefront of continuous research and development. Marigold Peel Fresh is reigning as Malaysia's favorite Chilled Juice Drink and Gold Award winner of the Readers Digest Trusted Brand Award for many consecutive years. You must focus your assessment on the potential profitability of each segment.segment attractive. It goes on to stress that with all the vitamins and natural goodness Marigold Peel Fresh has to offer. Value proposition is the full mix of benefits versus cost upon which a brand is differentiated and positioned. 3. which retains the nutritional value and maintains the freshness of their juices. quality and service. C and E without artificial preservatives. It give people more nutritious goodness in every drop. Marigold Peel Fresh juices are fortified with Vitamin A. Marigold Peel Fresh highlights its many product innovations in the juice drink industry. it won’t generate sufficient profits or be able to support marketing mix activities. It is also in a reasonable price and affordable for every consumer. Besides that. assuming it can be marketed to effectively. Knowing how profitable is profitable is subject only to your company’s requirements. such as being the first to produce pasteurized orange juice with sacs and to introduce “Superfruits” flavors that are exceptionally rich in antioxidants to promise a standard of quality. Marigold Peel Fresh is also higher than industry margins due to production efficiencies. In other words. The required “return on investment” will be a key factor in determining whether a business invests in the segment. both current and future. In addition.2 Product positioning Marigold Peel Fresh’s point-of-difference is we offer products that are high quality and exceed competitor’s offerings of price. it is indeed a healthier option for all Malaysians. 14 . Marigold Peel Fresh commit to provide consumers with the highest standard of quality. complemented by a deep understanding of consumers’ needs and requirements enables the company to deliver and provide products which not only taste good but also with superior nutritional value to consumers and their family members. This. This is in line with Marigold Peel Fresh’s passion to provide wholesome nourishment to their consumers and their families. 15 . Apple. There are nine flavors in Marigold Peel Fresh fruit juices are Orange.1 Product The brand name MARIGOLD PEEL FRESH has been a familiar and long-standing homegrown brand. The scope of the product line of Marigold Peel Freshhas two product-mix width that are Marigold Peel Fresh and Marigold Peel Fresh No Sugar Added. and Guava. Marigold Peel Fresh juices are fortified with Vitamins A. This products delighting Malaysians of all ages for over 20 years. MARIGOLD PEEL FRESH range of fruit juices is a refreshing and healthy drink to complement your meal or on its own. Mixed Fruits Mangosteen. Whitegrape. Reigning as Malaysia's favorite Chilled Juice Drink and Gold Award winner of the Readers Digest Trusted Brand Award for many consecutive years. Carrot. The Marigold Peel Fresh packed with vitamins and juicy goodness. and it continues to refresh Malaysians today with great tasting juices. Powerberries. C and E that give people more nutritious goodness in every drop. Product Brand Name Marigold Peel Fresh Fruit Juices Product-Mix Width Marigold Peel Fresh Marigold Peel Fresh No Sugar Product Line Length Added 1 2 3 4 5 6 7 Orange Apple Apple Aloe Vera Pink Guava Tropical Mango Whitegrape Blackcurrant & Cranberry 16 1 2 3 4 5 6 Orange Powerberries Apple Mixed Fruits Mangosteen Powerveggies & Fruits Cloudy Apple .4. Powerveggies & Fruits. Apple. The picture table shows the product-mix width and product-length for Marigold Peel Fresh. In addition to. Blackcurrant & Cranberry. Apple Aloe Vera. Tropical Mango.0 Marketing Strategy 4. and Cloudy Apple. the flavors for the Marigold Peel Fresh No Sugar Added included Orange. Pink Guava. 8 9 Carrot Guava Both type of Marigold Peel Fresh products available in difference volume which are 250milliliter (ml).89 liter and 2 liter. 1. some of the products do not have 1. 1 liter (l). And maybe sometimes will make consumer confuse is it the 2 liter fresh juices is under Marigold product line or not. and 2 liter (l) in the existing market. it will show their product line is not standardize. But not every product line have the similar volume. since only the looks of 2 liter is totally difference design compare to the other three volume.89 liter (l). we decided to standardize the volume of the Marigold Peel Fresh juices which only available in 250 ml and 1 liter in the market. 17 . So. Although reduce and standardize the volume of Marigold Peel Fresh juices. when Chinese New Year. This product redesign strategy can help Marigold attract more customers and bring freshness to market. but we can focus in our products features. For example. 4. Marigold Peel Fresh can design some suitable packaging to promote their peel fresh juices. they will choose this special design drinks to treat or give the people. When some of the people want to buy healthy product to festive.2 Price 18 . The picture below shows that the idea of new packaging. Marigold Peel Fresh also use odd pricing strategy which the company fix a price whose last digits are odd figure. F&N costs RM4. It can be seen from the 2 liters regular range fruit juices which the price set as RM8. So as to achieve competitive advantages. This pricing strategy can be noticed in most supermarkets and it is common policy that using in economies. Marigold Peel Fresh had use market-oriented pricing which they set the price in parity to make their product affordable by every customer. Marigold Peel Fresh had use competition pricing strategy to create brand awareness. It available in both regular and no sugar added range to fulfil different customer need. They setting a price based upon analysis and research compiled from the target market. For example of 1 liter Marigold Peel Fresh fruit juice costs RM4. to increase market share within a market or to enter a new market. Businesses may benefit from lowering or raising prices.90. 19 . Some firms offer a price matching service to match what their competitors are offering. This means that marketers will set prices depending on the results from the research. F&N and Fruit Tree is one of the distinguish way. Besides. So as to make their target market able to purchase their product.9 and Fruit Tree costs RM5. The price can be set to maximize profitability for each unit sold or from the market overall. Marigold Peel Fresh will set the prices that conform by target market. Marigold Peel Fresh fruit juices is a refreshing and healthy drink to complement customer meal or on its own. Consumers tend to react very positively to these pricing techniques.A business can use a variety of pricing strategies when selling a product or service.99.49. price the same or price higher. depending on the needs and behaviours of customers in the market. Odd prices appear to represent bargains or savings and therefore encourage buying. A firm has three options and these are to price lower. Their target market are broad due to Marigold Peel Fresh is a healthy drink which is suitable to household. This is done to give the customers no gap for bargaining and also takes the advantage of human psychology. It can be used to defend an existing market from new entrants. Sunkist costs RM4. Setting a price in comparison with their competitors like Sunkist. In order to increase product sales and achieve win-win strategy. The price for new packaging will remain as same with original packaging to make customer feel that was worth it.Customers always have been attracting by discount and promotion program. 90 80 70 60 Original 50 New 40 30 20 10 0 Daily Festival According to the bar chart above. After the study the current market of Marigold Peel Fresh. Customer might purchase this new packaging of Marigold Peel Fresh as a gift for their friend and family due to the new features are nice 20 . Bundled pricing is a marketing method used by retailers to sell products in high supply. Marigold peel fresh have offer a bundling pricing strategy. This new features will not increase their cost due to the production cost is cover from call of produce the 2 litre and 1. New packaging of Marigold Peel Fresh will only be selling on the festival month and the number of original packaging will produce only small amount. The package usually includes two regular sizes of fruit juice packages and sometimes come up with at least one complementary good. we suggest standardizing the volume of fruit juices to 1 litre and 250 ml with new packaging during Festival periods for example Chinese New Year. we expected the sales volume of new packaging will be 90% higher during festival periods.89 litres of fruit juices. This idea will help the company to boost their sales during the festival periods. They place same flavor of fruit juice together in a single package and selling for a lower price than would be charged if the items were sold separately. 21 Giant. The graph below shows that the marketing channel of Marigold Peel Fresh. Manufacturer Retailer (Marigold) Aeon. This is because a right distribution strategy can fuel the business growth and increase their market share. When the Marigold choose the one-level channel marketing to distribute their products. they can easily introduce and expand their products in whole Malaysia retail shop.and suit with the festival. minimarket. 4. retail. The location that we sent included the big four most familiar retailer in Malaysia. It is very convenience to the consumers who are like to have a healthy juices. Tesco. the retail shop also included the 7-11 store. This strategy is slightly same with the KFC and McDonald which come up with a package of big combo that suit for big family during festival. Last but not least.3 Distribution (Place) Distribution strategy is important to every business. we choose the one-level channel which under the consumer marketing channel to reach our target markets. So Marigold can make sure they have enough products to distribute to all location and make their loyalty customer can get their products easily. 7Econsave. so the consumers can easily get their Marigold Peel Fresh anytime and anywhere. distributors or intermediates is an excellent way to expand the products into whole market and reach the products to the final consumers in term of increase the sales and profit. They are three types of channels which are sales channel. Marigold Peel Fresh had been a household brand because of their valuable price and tasty fruit juices. they have a lot of customers visit them by day. and Econsave. One-level channel contains one selling intermediaries that is retailer. Besides that. Giant. and supermarket. there are Aeon. Working with the distribution channels such as direct. Tesco. convenience shop. finding the right pricing strategy is an important element in running a successful business. However in normal day. and service channel. Consume . delivery channel. the original packages will sales higher compare with new features because customers feel that is not necessary to purchase the new features for own use. For the Marigold Peel Fresh juices. and maybe they can give an extra discount to the particular store to attract their interest and continue corporate with them. this is because the distance to send to all place will not be a large time different and also can guarantee their Marigold Peel Fresh juices is always fresh. Marigold can increase their sales and make sure their products is not expired and always fresh to their customers. This is because Marigold can immediately sent their products to the distribution on time. they can also help themselves to promote their Marigold Peel Fresh. Marigold can summary the sales of all the location. When the retail shop can get a best and lower retail price.To evaluating their distributors. About their warehousing. when they use their own transport as their logistic. they can increase their profit. 22 . at the same time. Marigold can use their own transport and prevent use the thirdparty logistic. Picture below shows that the flow of distribution from manufacture to final customer. Marigold also can generate a sales and a large profit when their retailer sold a large amount of their products. In addition to. Reduce the delay of restock. this is because the sticker on the lorry will attract the awareness of public and the description and image will easily persuade people buy and try it. Marigold can build up a middle point of all the distribution place. In term of their logistic. This can be seen from the buzz marketing that majority comes from Y-generation via social media.4 Promotion Product promotion is one of the necessities for getting your brand in front of the public and attracting new customers. As we know Marigold has been the leading provider of wholesome and nutritious products for almost 50 years. by which firms attempt to inform. Marigold Peel Fresh unveils local actress Lisa Surihani as its brand ambassador and the face of Marigold Peel Fresh.4. buzz marketing is a viral 23 . Because of the health conscious of the celebrity that tend to get attention and useful for creating brand awareness and positioning in their customers mind. Currently. Some companies use more than one method. we suggest also invite a group of Y-generation that bring out image of healthy and lively to be their brand ambassador. Their commitment is to provide consumers with healthy products to enhance their quality of life which has reflected in the corporate slogan 'For Health. A strong set of promotional strategies can help position your company in a favorable light with not only current customers but new ones as well. There are numerous ways to promote a product or service. while others may use different methods for different marketing purposes. So as to effectively annotate their slogan to customers mind. By the way. Marigold Peel Fresh has to integrate marketing communications to build their brand equity. Even now Marigold Peel Fresh is a households brand but they are still facing competition in building their brand equity. Other than this. persuade and remind consumers about the brands they sell. Marketing communications means. As the Y-generation given a biggest influences in current market. For Life'. Despite Marigold Peel Fresh have pay more effort to implement promotion activities in current markets however there is still not reached facilitating a stronger consumer-brand connection and brand resonance. Marigold Company intended feedback to exchange from their and gets customers directly. However. customer may post picture with a comment has tag (#peel fresh) after having Marigold Peel Fresh fruit juices order to stimulate the Marigold Peel Fresh market trend.marketing technique that attempts to make each encounter with a consumer appears to be a unique. Ipoh and Selangor to promote and to educate their customers in choosing fresh fruit juices. which in turn presents a more appealing and familiar image of the company. the traditional advertising media seem to be losing their grip. Media environment has changed dramatically in recent years. For example. and deals with any one or two way communication that takes place with the consumer via social media nowadays. roadshows are lack of entertaining and exciting games and might give less attractiveness compare to contest. spontaneous personal exchange of information. Digital revolution has changed the way consumers learn and talk about brands such as Facebook and Instagram offer companies a way to promote products and services in a more relaxed environment. Promotion is one of the key elements of the marketing mix. This can help lessen the divide between the company and the buyer. We suggest the company to conduct an entertaining and exciting contest to public for example video contest and vote contest. there is a trend in building healthy lifestyle and Marigold Peel Fresh can match this suggestion start with promoting their naturally fresh fruit juices. the social network can see a company that is in touch with people on a more personal level. Social networks connect with a world of potential customers that can view your company from a different perspective. Rather than seeing your company as "trying to sell" something. Marigold Peel Fresh had organized roadshow at Kuantan. Nowadays. Contests are a frequently used promotional 24 . For example like charitable event and world juice conferences. the company able to increasing brand awareness. Marigold Peel Fresh had not been a sponsorship to any events heretofore. which helps to generate consumer preference and to foster brand loyalty. The idea is to promote your brand and put your logo and name in front of the public rather than make money through a hard-sell campaign. We suggest Marigold Company can conduct some sponsorship program that related in promotes healthy and active living. Sponsoring contests can bring attention to their product without company overtness and able to build stronger consumer-brand connection and brand resonance. According to this sponsorship events. 25 .strategy at present and most of contests not require a purchase. Moreover. Due to that Marigold product line is not having all in the similar volume. Next. the Marigold Company will invest more on the celebrity endorsement. Due to marketing budget plan affect most of the area of a business.1 Marketing budget Sales Celebrity Endorsement Roadshow Promoting R&D Logistic Figure 1 Marketing budget plan is an estimated projection of costs required to promote a business' products or services. Marigold had hired Lisa Surihani as its brand ambassador. Because of the health conscious of the celebrity it can helps to get attention and useful for creating brand awareness and positioning in their customers mind. Marigold using their own truck to deliver all the product to the distribution on time and to prevent 26 . Second thing that Marigold have to invest in was research and development (R&D). a budget plan must cover the many areas of planning.5. As we can see from the pie chart above. Marigold can design some brand new packaging during the festival seasons such as Chinese New Year. Others than advertising and promotions. it was the logistic or distribution channel. so a marketing budget plan is a crucial things to determine the company’ success. pricing and distributing the product or service to keep a company stay competitive and maximize the company’s profits. so Marigold have to spend more money in order to standardize the volume of the Marigold Peel Fresh juices which only available in 250 ml and 1 liter in the market.0 Financial 5. Marigold using the odd pricing strategy so it estimate the sales forecasting in 2014 will be RM150.the third parties. it is obviously show that the sales of Marigold will be increase from RM150. Road show event will be the fourth thing that have to invest more. 000 in year 2014 to RM300. 5. Break-even is to determine the point at which revenue received equals the costs associated with receiving 27 . From the graph as shown.99 for 2 liter and 1 liter at RM4. Marigold will having a booth during the event to promote and teach their customers in choosing fresh fruit juices.2 Sales forecasting 3500000 3000000 2500000 2000000 1500000 1000000 500000 0 Year 2014 2015 2016 2017 Figure 2 The figure 2 above is shown that the forecasting sales of the Marigold peel fresh in the 4 years time which from 2014 to 2017.49. 000 which price set as RM8. 120000 100000 80000 60000 Fixed cost 40000 Variable cost 20000 0 2014 2015 2016 2017 Figure 3 The line chart above shown the break-even analysis of the company. 000 in year 2017. The similar price will make the consumers to compare and choose which products they want to buy. F&N costs RM4. we strongly recommended Marigold use the odd pricing strategy which the company fix a price whose last digits are odd figure (Example: RM 8. 1. During the festival season.0 Control Product control Marigold peel fresh juice is a well-known juice and their product line consist of Marigold Peel fresh and Marigold Peel fresh no sugar added.99).49. The selling price must have no big different with their main competitor’s price which are Tropicana. Besides. Consumers tend to react very positively to these pricing techniques. For example of 1 liter Marigold Peel Fresh fruit juice costs RM4. 300 for the fixed cost in this 4 years and RM 30. except than standardize the product and reduce the package size. It can catch consumer attention in a crowded retail space during the festival and also differentiates a product from its competitors and private labels. Nevertheless. and F&N. Marigold launched the product in difference size of package based on the flavor which is 250 milliliter (ml). and 2 liter (l) in the existing market.90. Sunkist costs RM4. Odd prices appear to represent bargains or savings and therefore encourage buying. 28 . It estimate that Marigold will have RM 28. 6. we suggest Marigold should more focus on and put more effort on the product feature which redesign the packaging. Because of the psychological effect. 000 for the variable cost. Marigold Peel Fresh must maintain their market-oriented pricing in order to make their product affordable by every customer.00. 1 liter (l). Price control Marigold Peel Fresh must control its selling price to maintain their existing market and new market. So we recommend Marigold standardize all their product in all flavor in 250ml and 1liter in the market. Standardization is important to Marigold because it helps consumer easily to differentiate the different about the product compare to our competitor. Sunkist. Marigold can come out some new and fresh design packaging related to the festival to attract consumer to purchase it.the revenue.90 and Fruit Tree costs RM5.89 liter (l). Promotion control Slogan of Marigold Peel Fresh “Any fresher. Giant. it will make our product popular and easy to get because they have a lot of branches which is at each state. Marigold can build up a middle point of all the distribution place. Furthermore. Marigold can increase their sales and make sure their products is not expired and always fresh to their customers. convenience shop. Tesco. So if we sell our product there. We decide to focus 29 . but it is the first milestone that must be completed. Place control We suggest that Marigold must have a good relationship with their retailers which are Aeon. This is because Marigold can immediately sent their products to the distribution on time. this is because the distance to send to all place will not be a large time different and also can guarantee their Marigold Peel Fresh is always fresh. They place same flavor of fruit juice together in a single package and selling for a lower price than would be charged if the items were sold separately. About their warehousing. this position has not yet been filled. However. Marigold peel fresh have offer a bundling pricing strategy. So the retail shop also included the 7-11 store. Marigold Peel Fresh can make sure they have enough products to distribute to all location and make their loyalty customer get their products easily. Marigold can use their own transport and prevent use the third-party logistic. Bundled pricing is a marketing method used by retailers to sell products in high supply. you will have to peel it yourself” will play a large role in implementing the different marketing programs. and supermarket. They are among the best retailers in Malaysia. and Econsave. The package usually includes two regular sizes of fruit juice packages and sometimes come up with at least one complementary good. minimarket. They can also help themselves to promote their Marigold Peel Fresh due to the sticker on the lorry will attract the awareness of public and the description and image will easily persuade people buy and try it. discount and promotion program will always attract customers. In order to increase product sales and achieve win-win strategy. people are seeking for convenience.Last. Nowadays. In addition to. 30 . Marigold Peel Fresh can promote their fruit juices via sponsorship program to create brand awareness.on improve in the performance of any promotion activities like entertaining and exciting contest to public for example video contest and vote contest. Both of the parties can achieve win-win situation according to this sponsorship program. This is an adding on activities to the roadshow program which has conduct by Marigold currently and as to matching the slogan. According to this program. we will promote the new packaging of Marigold Peel Fresh mostly to the festival events in order to catch attention of customers and to over a new leaf. boundless.marketingteacher.com.com/marketing/textbooks/boundless-marketing-textbook/pricing8/specific-pricing-strategies-63/psychological-pricing-316-7599/ http://www.References http://www.my/ http://www.thestar.my/News/Community/2013/07/06/Lisas-the-new-face-of-juicebrand-Actress-to-help-educate-consumers-on-nutritional-value-of-their-l/ 31 .com.com/marketing-controls/ https://www.marigold.