FACULTY OF APPLIED COMMUNICATION BACHELOR OF COMMUNICATION (STRATEGIC COMMUNICATION) MARKETING COMMUNICATION STRATEGIES (KMC6203) - 2410 TRIMESTER 2, 2023/2024 LECTURER: NURAFIQ INANI BINTI MAN ASSIGNMENT 1 (40%) SELECTED COMPANY: KHAIRULAMING BRAND GROUP 8 STUDENTS’ DETAILS: ID NAME 1211102044 IRDINA BINTI MOHD NAZRI 1211103252 NURIN SYAHIRAH BINTI MOHD AFRIZAL 1211103670 DAFINAH BINTI KHAIRUL ANUAR 1221303313 MUHAMMAD AMMAR WAFIY BIN ZULKIFLI
1. Introduction Khairul Amin, who is also known as Khairulaming is a successful entrepreneur. He owns Khairulaming Brand and RASAPOP (M) SDN. BHD., which is a leading food manufacturing company that has been in operation since 6 January 2021 (Ahmad Fadhilat Fitri Ismail, 2021). They released two products in the course of three years, Sambal Nyet Berapi and the most recent product is called Dendeng Nyet Berapi. The company is guided by a set of core values that underpin its culture, decision-making, and interactions with stakeholders. These core values include integrity, customer-centricity, and teamwork. The brand has high integrity as it upholds a high standard of honesty and has gained much trust from customers. Moreover, they are also very transparent in every aspect of their company and service. The main platform that has been used by Khairulaming to promote and update customers on their products is TikTok. TikTok is a social media platform that lets creators post short form videos. The platform provides lots of opportunities for brands to promote themselves in a fun and engaging way. Influencers can authentically integrate products into their content, reaching a wider audience and driving engagement through their followers' trust and influence. TikTok as a platform allows Khairulaming as a brand to grow even further. 2. Company Marketing Strategy 2.1. Live streams: Khairulaming has utilised TikTok’s platform multiple times to conduct live sessions where he promotes the product, notifies followers about product restocks, and engages in conversations directly with viewers. This interaction creates a more personal and authentic connection, allowing the brand to convey its values and personality. During the launch of his product, “Dendeng Nyet Berapi”, Khairulaming was live streaming from the moment his product launched until the product went out of stock. 2.2. Product announcements: Product announcements on social media allow your brand to connect with a vast audience of existing and potential customers.
Khairulaming famously launched his new product, “Dendeng Nyet Berapi” via TikTok before any other platforms. 2.3. Behind-the-Scenes: Khairulaming frequently shows sneak peeks into the production process, sourcing of ingredients, and the brand's commitment to quality. This content fosters transparency and builds trust with the audience. 2.4. Restock Reminders: As Khairulaming’s products are often sold out at rapid speed, Khairulaming would create TikTok videos to remind his customers of restocks specifying the times the products would be restocked. This ensures that the customers are aware of when the products can be purchased. 2.5. User-Generated Content: Khairulaming often reposts his customers' content showcasing their favourite way to use his products, encouraging customers to share their recipes, photos, and experiences using the hashtag #SambalNyetBerapi and #DendengNyetBerapi. This not only creates a sense of community but also provides a continuous stream of authentic content. 3. Marketing Mix of the Brand According to Kotler, Armstrong, Wong, & Saunders (2008), the marketing mix comprises controllable tools that companies use to evoke specific responses from their target market, including product offerings, pricing strategies, distribution channels, and promotional activities. With a clear understanding of the fundamental components of the marketing mix, we can now delve into an analysis of Rasapop’s marketing mix. 1.1. Product Rasapop specialises in offering authentic Malaysian flavours through its range of ready-made condiments. Two products in its lineup are the Sambal Nyet Berapi and the latest addition, Dendeng Nyet Berapi. Sambal Nyet Berapi stands out for its bold and intense flavours, delivering a kick that appeals to spice enthusiasts. Building on the success of Sambal Nyet Berapi, the company recently introduced Dendeng Nyet Berapi, a condiment made from marinated thinly sliced beef that is dried and fried to perfection, to its product lineup.
Sambal Nyet Berapi and Dendeng Nyet Berapi On TikTok, both of the products are presented in a visually appealing and informative manner to attract and engage customers. Rasapop showcases vibrant images of its products, highlighting the rich colours of the products. In addition to that, each product listing on Rasapop's online shop on TikTok provides essential details to assist customers in their purchasing decisions. ● Sambal Nyet Berapi: Customers can find information about the restocking day and time, allowing them to plan their purchases accordingly. The listing also includes a comprehensive list of ingredients, preparation steps, and recommended storage methods. ● Dendeng Nyet Berapi: The product description highlights serving suggestions to inspire customers on how to enjoy the beef dendeng. Additionally, customers can access detailed information about the ingredients, nutrition facts, and recommended storage methods. 1.2. Price Rasapop Sdn Bhd adopts a competitive pricing strategy for its products. Both Sambal Nyet Berapi and Dendeng Nyet Berapi are priced affordably which makes them accessible to a wide range of customers in the Malaysian market. Rasapop Sdn Bhd focuses on product differentiation to justify its pricing strategy for Sambal Nyet Berapi and Dendeng Nyet Berapi. Despite being competitively priced at RM13.99 and RM14.99 respectively, these products
are positioned as premium-quality ready-made condiments. Moreover, customers regard these prices as reasonable considering the quality and convenience offered. 1.3. Place The brand taps into the immense potential of TikTok as a distribution platform as the platform offers ample opportunities for the brand to expand their reach and boost sales. TikTok Shop facilitates direct product sales within the platform, leveraging features such as in-feed videos, live streams, and the Showcase tab. These tools allow sellers to showcase their products, offer detailed information, and make the entire purchasing process smooth and seamless right within the application. 1.4. Promotion Rasapop Sdn Bhd leverages TikTok as a distribution platform to reach a wide audience of potential customers. Rasapop Sdn Bhd creates engaging content such as short cooking tutorial videos and recipe ideas to showcase their products. These videos serve not only to showcase the versatility and usage of their products but also to provide valuable content to their followers. In several instances, they cleverly incorporate their condiments into these cooking tutorials which demonstrate innovative ways to incorporate their products into everyday meals. User-generated content (UGC) originates from everyday individuals who willingly provide data, information, or media, usually online, that is subsequently shared with others in either a helpful or enjoyable manner (Krumm, Davies, & Narayanaswami, 2008). On platforms like TikTok, UGC takes the form of reviews and testimonials. When customers share their positive experiences with the condiments, it not only boosts brand visibility but also fosters a sense of community and trust among potential customers. Moreover, UCG on TikTok has the potential to go viral which will amplify the brand’s message organically and reach a broader audience.
4. Marketing Communication Strategies via Situational Analysis Strengths: Khairulaming's success is mainly due to its engaging social media presence. The founder, Khairulaming, has spent more than a decade cultivating his reputation as a content creator, laying a solid basis for his business. His captivating style and personable demeanour have helped him establish a strong personal connection with his audience, enabling him to smoothly transition from creating content to brand growth. Another key feature of the company is its proficient grasp of social media. Khairulaming is active across numerous platforms, including TikTok, Instagram, and YouTube. Each platform targets distinct groups of the population, giving the brand a greater reach and higher interaction. Khairul Aming's usage of several channels allows him to communicate with his audience in a variety of ways, increasing the brand's visibility and appeal. Khairulaming's method emphasises direct engagement with the audience. Khairulaming routinely hosts TikTok LIVE sessions, which
allow for real-time communication with viewers. This strategy allows him to respond to queries, collect comments, and present things in a more personal and participatory manner. Such direct participation promotes a feeling of community and increases client loyalty. Khairulaming distinguishes himself with consistent and compelling content. Khairulaming routinely posts fresh material on his social media accounts, keeping his audience engaged and building anticipation for impending product releases. His posts frequently feature interactive elements, allowing others to join and share their own experiences. Finally, Khairulaming Brand succeeds in maintaining strong consumer engagement. The brand fosters a dynamic and supportive community around its goods using several channels such as Q&A sessions, comments, live streaming, and user-generated content. This high degree of consumer contact not only builds the brand's relationship with its target audience but also provides vital input and ideas for future product development. In summary, Khairulaming Brand's success is due to its strong social media presence, effective use across multiple platforms, consistent and compelling content, and high consumer involvement. These strengths have enabled the brand to quickly create a loyal following and accomplish significant sales milestones, putting it in a strong position for future growth and success. Weaknesses: Khairulaming Brand is generally recognised as a high-potential, fast-developing business, but its marketing communications plan contains important shortcomings that might jeopardise its long-term success. One big issue is its reliance on Khairul Aming's personal brand. The company's success is intrinsically linked to his charisma and personal appeal, creating a danger if he decides to withdraw from public life or encounters any scandal. Such a reliance might result in a single point of failure, making it difficult to maintain brand momentum without his direct engagement. Another possible problem is content fatigue, which can result from the ongoing push to produce high volumes of material. Given the quick pace at which social media functions, Khairul Aming must constantly provide compelling material to keep his audience's attention. This strain can lead to burnout, which can have a long-term impact on content quality and consistency. If content quality deteriorates, the brand's solid connection with its audience may suffer, as would its marketing influence. Resource constraints pose an additional hurdle for Khairulaming Brand. As a startup, the firm may have a smaller workforce and a lower budget, limiting its capacity to grow or diversify marketing initiatives. These constraints may impede the brand's growth and flexibility, especially if it strives to enter new markets or launch new goods. Resource limits might also limit the brand's ability to adapt quickly to developing trends or competitive
challenges, reducing its overall competitiveness. To summarise, while Khairulaming Brand has achieved remarkable progress and has enormous development potential, resolving these flaws in its marketing communications approach is critical for long-term success and sustainability. By proactively reducing these risks, the brand may continue to develop while maintaining a strong relationship with its audience. Opportunities: Khairulaming Brand sees several potential chances for expansion, notably in the field of marketing communications. Collaborations and partnerships emerge as critical components of an effective marketing communication strategy. Collaboration with other influencers or complementary companies allows Khairulaming Brand to broaden its reach and develop new marketing chances. Such agreements increase the brand's visibility and reputation by linking it to well-known entities. For example, collaborating with a recognised brand like Nestle might greatly increase Khairulaming's visibility, allowing it to reach a larger client base. Partnering with influencers or thought leaders in certain sectors provides another opportunity to broaden the reach and acquire a reputation. Influencers have a loyal following that frequently places considerable faith in their suggestions. This collaboration can help Khairulaming's brand reputation and broaden its client base. Collaborations may also result in co-branded marketing efforts, which allow for the pooling of audiences and resources for mutual benefit. A modern commercial communication plan must also incorporate technological innovation. It has a tremendous impact on data analytics and personalisation, allowing marketers to collect, analyse, and use consumer data to build personalised marketing campaigns. This technique results in more focused communication, which often leads to more engagement and a better customer experience. The capacity to personalise messaging to particular parts of the audience makes marketing efforts more successful and relevant. Technological improvements also make marketing procedures more automated and efficient. Automation solutions may manage repeated processes like email marketing, social media posting, and customer relationship management. By automating these operations, marketing teams can concentrate on strategic planning, creativity, and innovation, ultimately improving the overall quality of marketing communications. Global growth is another exciting possibility for Khairulaming Brand. To do this, the organisation needs to perform extensive market research and seek client feedback. Understanding client demands and preferences across geographies is critical to a successful global marketing strategy. This study enables Khairulaming Brand to discover market gaps and emerging trends, therefore offering useful suggestions for product diversification and marketing communication. A well-planned global
strategy may assist the brand in entering new markets, meeting varied client demands, and establishing a stronger worldwide presence. Finally, the potential for Khairulaming Brand is excellent and diversified. Collaborations and partnerships provide new opportunities for development and brand awareness, while technical advancements provide the means to improve efficiency and personalisation. Through conducting extensive market research and considering worldwide development, Khairulaming Brand may continue to evolve and adapt, assuring long-term success and growth in the competitive field. Threats: Khairulaming Brand, despite experiencing great success, faces potential threats to its growth and marketing communications approach. One of the greatest threats is competition, which can lead to market saturation. In a highly competitive market, many brands may use identical marketing communication tactics to target the same consumer. This can lead to market saturation, making it difficult to identify between brands. In such an environment, Khairulaming Brand must devise fresh methods to remain current and make the distinction. Keeping up with the newest trends and innovations in marketing communication is critical for keeping a competitive advantage. To do this, the brand must constantly innovate and create new methods to engage its target audience.Another key concern is reputation risk, which can hinder the efficacy of marketing messages and have long-term negative consequences for corporate performance. Reputation is a valuable asset for any brand, when it is harmed, consumers, stakeholders, and the general public may lose faith in the company. When trust is damaged, marketing communications are less successful because individuals are less inclined to accept the brand's words or promises. To minimise such threats, Khairulaming Brand must maintain a favourable reputation. Any damage to its reputation might have serious consequences, not just for the brand but also for the people and companies who rely on its success. Maintaining a good reputation necessitates constant communication, ethical business practices, and a quick response to any challenges that threaten the brand's image. Economic volatility is another key threat to Khairulaming Brand's marketing communications approach. Economic downturns can cause a shift in consumer behaviour, with people being more cautious about their buying. This can reduce demand for specific items or services, making it more difficult for marketing messages to promote sales and conversions. Economic uncertainty might also result in cost-cutting measures, layoffs, or worse staff morale. This can have an impact on internal communications and the overall implementation of marketing strategies. To summarise, while Khairulaming Brand has seen
great success, it must stay attentive in addressing possible risks. Competition and market saturation necessitate ongoing innovation and a clear value offer. To sustain trust and credibility in the face of reputation threats, take a proactive strategy. Economic uncertainty requires flexibility and agility in marketing communications. Addressing these challenges will allow Khairulaming Brand to continue to thrive and expand. 5. Major Competitors In this competitive era, there are definitely competitors for Khairulaming Brand. However, a wise move for Khairulaming Brand would be to actively learn from these well-known companies in order to improve its marketing tactics and guarantee steady growth in a competitive marketplace. Khairulaming Brand can gain important insights into digital marketing, brand positioning, and customer interaction by studying these significant competitors’ operations. It is imperative that Khairulaming keeps up with developments in the market, recognises effective strategies, and customises them to fit its distinct brand identity. These perceptions can help the brand stay ahead of the competition and build a close relationship with its target market. Listed below are major competitors of Khairulaming Brand. 1. Adabi The well-known Malaysian culinary brand Adabi sells a variety of goods,such as pastes,sauces, and condiments. Khairulaming Brand, which specialises in condiments and ready-to-eat meals, is well-known for brands like Sambal Nyet and Dendeng Nyet. It operates in a comparable market category. There is competition because of this overlap in product offerings because both businesses are trying to attract customers who are interested in spices and traditional Malaysian flavours.Customers looking for Malaysian flavours and cooking supplies that fit into their culinary habits are the target market for both Adabi and Khairulaming Brand. Customers who enjoy real Malaysian food, whether for casual dining or home cooking, are drawn to both brands. They are direct rivals in the Malaysian market because of their shared target market. Adabi uses both traditional and digital media as part of a holistic marketing plan. It is well-known on social media sites like Facebook and Instagram,
where it often posts recipe ideas and cooking demonstrations. Even though it is smaller in scope, Khairulaming Brand connects with consumers through social media engagement and Khairul Aming’s personal brand. Both companies compete in the field of digital marketing since they interact with their communities on social media. Due to its extensive history in the Malaysian market, Adabi enjoys a high level of consumer loyalty and brand recognition. Despite being relatively new, Khairul Aming’s inventive goods and captivating personality have helped Khairulaming Brand swiftly garner a devoted following. In and effort to become the preferred option for Malaysian sauces and condiments, both companies fight forconsumer recognition and loyalty. In conclusion, there is competition between Adabi and Khairulaming Brand in terms of product offerings,market strategies, customer loyalty, and brand recognition. Both brands are direct competitors in the Malaysian food market because they use digital marketing to reach and engage their fans, despite their differences in scale. 2. Maggi Maggi is a well-known brand throughout the world that is most recognised for its instant noodles but also for its flavourings, sauces, and condiments. Even though it is smaller and more specialised, Khairulaming Brand is very focused on sauces and condiments, along with ready-to-eat items like Dendeng Nyet and Sambal Nyet. They are rivals in the sauce and condiment industry because of this overlap in product categories. Both companies aim to attract comparable customers, who are mostly drawn to tasty, quick, and culturally relevant food items. Maggi, is a well-known household brand, caters to a wide audience, whereas Khairulaming Brand has a devoted fan base among people who enjoy distinctive and strong Malaysian flavours. They fight for the same market share and consumer attention because of this similar ground. Maggi is a well-known and expansive company that uses a wide range of marketing techniques, such as influencer partnerships, social media campaigns, and traditional advertising. As an independent player, Khairulaming Brand concentrates on digital marketing, social media, and direct interaction with followers while utilising Khairul Aming’s personal brand. Both employ digital platforms to reach and interact with their audiences, despite scale differences,indicating competitiveness in the online marketing arena. In some markets, especially the one for sauces and condiments, Maggi and Khairulaming Brand are rivals. Both of them employ digital marketing to interact with clients, target
comparable markets, and consistently improve their product lines. Khairulaming Brand can effectively compete with Maggi despite operating on a bigger scale thanks to its personalised approach and excellent participation,especially within its speciality. 3. Brahim’s Malaysian food brand Brahim’s is well-known for a variety of products,such as ready-to-eat meals, cooking sauces, and culinary items that are easy to prepare. Khairulaming Brand, which sells well-known goods like Dendeng Nyet and Sambal Nyet,competes in a similar market by providing ready-to-eat meals and sauces that enhance the flavour of different food. As both brands seek to satisfy comparable customer wants, this product overlap fosters competition. Digital marketing techniques are used by both Khairulaming Brand and Brahim’s to engage their audiences. Brahim’s is active on social media, sharing content that highlights the usefulness and convenience of its products on sites like Facebook and Instagram. Through the powerful personal brand of its founder, Khairul Aming, Khairulaming Brand uses social media sites like Instagram and TikTok to engage its audience and facilitate direct communication. Their emphasis on digital marketing puts them squarely against one other for online presence and client interaction. Due to its long history in the Malaysian market, Brahim’s has a certain level of consumer loyalty and brand recognition. Despite being more recent, Khairulming Brand has quickly developed a devoted fan base thanks to its distinctive goods and Khairul Aming’s active social media presence. In addition to competing for consumers’ attention when searching for Malaysian food goods, both brands hope to become household names. In the Malaysian food market,competitors Brahim’s and Khairulaming Brand cater to customers with tasty and convenient Malaysian food. Their marketing strategies are similar in they prioritise social media interaction and digital marketing. While Brahim’s enjoys the benefit of a well-known brand, Khairulaming Brand can effectively compete in the same market sector thanks to its quick growth and cutting edge products. 6. Effectiveness of Marketing Communication Strategy The marketing communication strategies deployed by Khairulaming Brand have been proven a huge success. Following his second product release
announcement, Dendeng Nyet Berapi on the 29th of January 2024 his TikTok account has experienced an astronomical increase in likes and followers. Monthly Follower Growth Graph for ‘Khairulaming’ via Social Blade In February, which is the month where his Dendeng Nyet Berapi dropped. Khairulaming’s TikTok account gained up to 200,000 followers. His follower increase count peaked in March when he gained 500,000 followers that month. Monthly Likes Growth Graph for ‘Khairulaming’ via Social Blade Khairulaming acquired 2.5 million likes on all his videos released in the month of his product launch. He gained the most likes in March with 14.2 million likes. After the sales of his first stock of Dendeng Nyet Berapi, Khairulaming took to Instagram to share the news claiming that in only three minutes and 39 seconds, up to 80,000 packets of his dendeng beef were sold out (News Straits Times, 2024).
7. Conclusion In conclusion, Khairulaming Brand's marketing communication strategy has contributed to the company's rapid growth and success in Malaysia's competitive food market. The company's adept utilisation of social media platforms, particularly TikTok, has allowed it to engage with its audience in innovative and effective ways. Analysing the marketing mix, Khairulaming Brand has positioned its products competitively in terms of pricing, while leveraging TikTok as a distribution platform has expanded its reach and facilitated seamless transactions. In assessing the effectiveness of the marketing communication strategy, the substantial increase in TikTok followers and likes, coupled with the rapid sales of Dendeng Nyet Berapi, serve as tangible evidence of its success. Khairulaming Brand's ability to leverage social media to drive engagement, build a loyal customer base, and achieve significant sales milestones underscores the effectiveness of its marketing communication strategy. Moving forward, addressing weaknesses and capitalising on opportunities will be key to sustaining this success and ensuring long-term growth in the competitive marketplace.
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