Brownies Letopss

BROWNIES
LETOPSS

BPMM1013

PRINCIPLES OF MARKETING

GROUP MEMBER :

NUR IDZIATUL AISYAH BINTI SHAFIE

293378

NURUL ASYIQIN BINTI ALIAS

293500

NUR SYAZLIYANA BINTI JAMAL

293697

MUHAMMAD FARHAN BINTI MUHAMAD YUSOF

296090

NURAQILAH BINTI ABDUL RASHID

296250

PREPARED BY: PREPARED FOR:

GROUP 12 DR NORMALISA BINTI MD ISA

QUESTION 1

In an era of development like today's Buyers just need to make a buyer online
society, there are many who have utilized and brownies will be delivered to the
technology in their daily activities. In buyer's home.
various sectors, it utilizes technology to
assist its activities. An example of Next, the social media company Brownies
technology that is growing today is the Letopss will post pictures and videos that
smartphone. Everyone has a smartphone, will increase the customer's interest in
regardless of age or race. Through the knowing more about our company. We will
internet we will get fast information such make a how-to video of brownies. Social
as news, announcements or advertising media users will see us making brownies
products. with a clean environment and equipment
that should be used. In fact, post attractive
Our company, Brownie Letopss , decided pictures with appropriate colours so that
to spend RM 1000 per month for FB Ads all ages are interested in our brownies.
and IG Ads to get more visibility for With that, we can reach individuals who
customer Facebook and IG content and care about clean manufacturing methods
boost traffic to customer core website by just looking at the taste. So, we can
content . Because in today's internet very create a new market and increase the
fast smartphone there is 5g that has just number of our customers. Finally, as the
come out. In fact, buyers can make number of our customers increases, sales
purchases online after viewing an ad on revenue can also increase.
social media. This can increase sales by
saving buyer's time compared to going to BROWNIES LETOPSS
the business premises to buy brownies.

QUESTION 2

We want to use psychographic segmentation
to classify our Letopss Brownies market
based on facts. Psychographic segmentation
is a market diversification strategy that
examines the personality, lifestyle, social
status, activities, interests, opinions and
attitudes of customers who want to buy our
brownies. According to the quote, seasonal
responses have the highest percentage
(35%), followed by (15%) who keep animals
and (7%) who are gluten-free. The
percentage of people into groups based on
their lifestyle and motivations is (57%). This
shows that we have the highest percentage
when using psychographic segmentation
and will impact our brownie sales.

According to the data, our customers have
a distinct lifestyle and motivation for
purchasing Letopss brownies. Consumers
buy brownies every year at festivals,
weddings, birthdays, and school reunions.
For example, data collected during Hari
Raya Aidilfitri, Deepavali, Christmas, and
our birthday celebrations revealed that
people of all ages and races consume our
brownies. This demonstrates that our
brownies are not tied to any customer
specifics and will save us time when
marketing brownies to consumers who do
not need to consider age and race but
instead focus on what the customer is
interested in. For example, producing
various flavours and decorations based on
the festive season using psychographic
information.

BROWNIES LETOPSS

CONS QUESTION 2

Finally, based on psychographic segmentation with market segmentation to
others, psychographics gives us a more accurate whole picture of the group
who will buy our brownies and not look at the specifics of the individual. This
psychographic segmentation can help us advertise our brownies according to
user needs. Brownies Letopss may use user data to offer the various brownies
flavour to multiple individuals needs plus can save their money by utilizing
psychographic segmentation. Even the purchase of brownies will be easier
because it has followed the customers' thoughts, feelings, and instincts and
don’t need to buy it if the brownies didn’t satisfy according to their needs.

BROWNIES LETOPSS

QUESTION 3

As a dedicated company, we intend
to target family and social events as
our primary segmentation of the
market for Brownies Letopss. In this
modern era, brownies are one of the
most popular desserts among the
community especially youngsters.
Market research is very important for
a company since it helps in
understanding how viable their
product or service would be before
entering the market. That is why
Brownies Letopss conducted a
market research to ensure our target
customers will bring more profit to the
company.

Brownies cookies is a fudgy, crunchy and chocolate-rich type of biscuits that will surely
meet customers' satisfaction. We all know that every generation enjoys the taste of
chocolate, particularly kids and teenagers. Since there are many families in the community,
it will be a high demand for Brownies Letopss. Apart from that, social events are also a
primary target in marketing our product. Why are we making this choice? This is because
most people will purchase brownies more for events than on a regular day. Social events
such as weddings, birthday parties, Christmas celebration, thanksgiving ceremony and
various types of celebration that will gather individuals in the same place and at the same
time. Brownies cookies are an excellent dessert choice for social event organizers since it is
everyone’s favourite. Considering the various types of social events that will be held
throughout the year, the demand for brownies cookies is endless. In addition, there will be no
off-season for brownies cookies production because it is one of the most loved chocolate
treats of all time.

Family and social event segmentation is a wise choice for Brownies Letopss. The most
unique aspect of this segmentation is that it will help us focus our efforts on the people who
are looking to socialize, while helping us maintain our relevance as we reach out to various
demographics.

BROWNIES LETOPSS

QUESTION 4

Food lovers among youth will be the segment that Brownies Letopss will focus on. As we all

know, each age group will influence in purchasing process of a product. So, in this case,

brownies is a food that will attract youth the most. That is the reason why Brownies Letop focus

on food lovers among youth. The relationship between sweet preference and growth makes

intuitive sense because when growth is rapid, caloric demands increase. Teenagers are

programmed to like sweet taste because it fills a biological need by pushing them towards

energy sources. So, teenagers are often high in total calories, sugar, salt, and fat, and low in

nutrients. Besides that, youth are not really taking good care of their health but in fact, they are

more attract to the physical look of the product and also what is going viral, not the nutritious

ingredient that contained in the brownies or the organic goods. Nowadays, youth know better

about the current market compare to the elderly. Other than that, youth are also more

knowledgeable about the ins and out of the internet shopping than the elderly. As Brownies

Letopss decide to promote our brownies in social media which is in Instagram and also

Facebook, this will help the company to increase average purchases. So, by choosing youth as

the target market for Brownies Letopss is the best idea. Youth are also an important

demographic market since they are potential customers. They have an influence on parental

and household purchasing, shaping the adult market of the future. In conclusion, Brownies

Letopss are the best choice for food lovers among youth. BROWNIES LETOPSS

QUESTION 5

In my view, discounts and rebates are In the meanwhile, a rebate is an incentive to
the best strategies that should be used to customers for buying something. It is also has
increase monthly average for our the same meaning as refund. According to a
business, Brownies Letopss. When study by Leger (2018), 55% of shopper actively
customers are attracted by discount, search for a rebate when shopping. According
they tend to share them via word-of- to research by the Promotion Marketing
mouth to influence their family and Association, about 75.4% of shoppers are
friends. It is because discounts can more likely to purchase when offered a rebate.
motivate customers by save their costs For instance, Brownies Letopss would come
on products or items with relatively up with a 10% discount on brownies cookies
affordable prices. This can prove that on specific day and provided special discounts
discounts is an effective way to boost for all students. At the same time, we are also
sales and income. offering an RM3 refund to every shopper who
purchased a minimal amount of our brownies
Based on research, discounts can have cookies. This strategies would probably make
a significant influence on customers customers often buying our brownies cookies
acquisition, brand perception, and brand until they become regular customers. As a
loyalty among customers, especially result, discounts and rebates is the most
among teenagers. This is because efficient way to increase our business,
brownies are more popular among young Brownies Letopss monthly sales and hence
people because they like to eat revenue.
something sweet. Consumers usually
would stick around with some products BROWNIES LETOPSS
when that products has affordable prices
that suits with their cost of living. So, this
is why offering discounts can reach new
customers while keeping customers
acquisition costs in check.

QUESTION 6

Based on our experience, the ideal option for repositioning
Brownies Letopss are be memorable cookies at an affordable
price. As there are many competitors in the market, the
repositioning will help Brownies Letopss to improve customer
perception of the product and create a better impression.
Besides that, nowadays a lot of people like sweet food and
they are sugar addicted especially among youth.

Brownies Letopss’s business intent was to produce delicious
brownies cookies in a variety of flavors for the market. So, the
most attractive ways are making more memorable
characteristics of the cookies such as the soft texture,
beautiful colour, sweet taste as rich of chocolate, scent and et
cetera. This will give us the opportunity to meet the needs of
consumer and also might attract consumer to purchase it
again and again.

In addition, every people can get the cookies at an affordable
price. Affordable price as value method will also be included in
our choices of compelling and unique selling proposition for
Brownies Letopss. With the aim of fully distributing our
Brownies Letopss product to all levels of consumer in the
market, we will always strive to keep our brownies cookies in
reasonable and affordable. We firmly believe that a good price
will increase long term profit.

BROWNIES LETOPSS