Belacan Madu Enterprise JULY 202 3 | P R E PAR ED BY : GROUP 4 PREPARED FOR : PROF. MADYA DR. NORZIEIRIANI BINTI AHMAD
GROUP MEMBERS: NURUL AINA BINTI ABDULLAH (277852) SITI NURJIHA BINTI ROSLI (279355) NOR AMIRAH BINTI IBRAHIM (279389) NURUL AFIQAH BINTI ZAILANI (279679) MUHAMMAD AMMAR BIN MOHD ROSLI (281274)
STAGE 1 TABLE OF CONTENTS A Brand Background 01 Brand Inventory 02 Consumer Analysis 04 Current Marketing Mix 05 Competitor Analysis 06 STAGE 2 Issues / Problems 07 SWOT Analysis 08 STAGE 3 Developing New Brand Elements & IMC Plan New Promotional Strategies 17 14 Conclusion 20
Belacan Madu Enterprise is a small and mediumsized enterprises (SMEs) located in Kampung Sungai Berembang, Kuala Perlis. Belacan Madu Enterprise was founded by Che Saaodah Binti Hamzah. Che Saaodah Binti Hamzah started operating this business about 22 years ago, which is started in 2001. The Belacan Madu is a recipe handed down from her family and it is using hereditary recipes tradition by her late father. In addition, Che Saaodah stated that the company got started their business with only RM 500 capital as a start in 2001. At first, Che Saaodah and her late father only produced Belacan Madu in their residential area only and the quantity of Belacan Madu that can produce on that time is only 70 to 80 kilogram per day only. However, now, there are numbers of people that knew about the existence of Belacan Madu and the quantity of Belacan Madu produced per day is increasing to over 400 kilograms per day. Thus, the business of Belacan Madu started to grow a bit and known by numbers of people compared from the past few years. In addition, Che Saaodah has followed various courses organized by government organizations and through the knowledge learned, she has developed her Belacan Madu business until now. In addition, Che Saaodah stated that the Manager and Assistant Manager of Internet Center 1 Malaysia Padang Besar Selatan also played a role by helping Che Saaodah to use social media as a marketing medium, for instance, Che Saaodah learned to use Facebook as a platform to promote Belacan Madu so that it can be recognized by a lot of people. Therefore, it further increases the sale of Belacan Madu. Finally, Che Saaodah declared that the name of Belacan Madu is not due to the presence of honey in the belacan, but rather, it is just a name to describe the belacan as sweet and delicious. Belacan Madu Enterprise has a total of 14 employees and all of them have the same vision together with Che Saaodah to further develop the business in the future as well as refurbish the Belacan Madu manufacturing premises to make it more spacious and comfortable. JU NE 2023 | ST A GE 1 01 Sharing session about Belacan Madu by Che Saaodah. Photo was taken of group members with Che Saaodah in front of Belacan Madu Enterprise. Employees of Belacan Madu. BELACAN MADU ENTERPRISE
Brand elements are an important and unique aspect that must be present for every brand. Among the examples of brand elements are names, logos, color schemes used, icons, slogans, and so forth that can make a brand easily recognizable by the public and make the brand unique and attractive. In addition, brand elements are also important to differentiate and make our brand stand out from the competitors. Therefore, Belacan Madu has several brand elements that distinguish Belacan Madu from other competitors. Let's beginwith their name, BELACANMADU. The name element. Belacan Madu was created by Che Saaodah and her late father himself because they wanted to distinguish their name from other belacans who mostly use their own names as their brand names. Therefore, Che Saaodah chose Belacan Madu to look unique and different from others, even though the ingredients of belacan is not mixed with honey, and it is just a name to describe the belacan as sweet and delicious only. However, Belacan Madu does not have slogan. The logo element. The font used on the logo is simple and bold with the text in red and the outer line is white. This is to make it easier for people to read. The color used is red because red is eye-catching and makes it easy for Belacan Madu to be seen by customers. The shape of the logo is a circular logo where it is usually used, and it shows that the logo is simple and easy to recognize. The icon used is a shrimp which symbolizes that this belacan is made from shrimp and a picture of the Belacan Madu packaging is also includes and it looks a little bit crowded with details showing the place of production of Belacan Madu Enterprise, phone number and also the ingredients used. BRAND INVENTORY (CURRENT BRAND ELEMENTS) Current logo element of Belacan Madu JU NE 2023 | ST A GE 1 02
The website. Belacan Madu Enterprise uses Facebook as a website to promote their products. On Facebook, they usually update the availability of Belacan Madu and they will share the location, time, price, and phone number so that it might be easier for customers to contact them. Belacan Madu's official Facebook and they will update any information of their business via Facebook. The packaging. The packaging used to wrap belacan is simple, by only using white wrapping paper pasted with the Belacan Madu logo on it. Packaging of Belacan Madu. JU NE 2023 | ST A GE 1 03
Belacan Madu target markets focus on all communities regardless of whether they are lower, middle, or higher-income employees. This is because, belacan is a food that many people like and usually belacan is an ingredient that is usually used by many people to include in their cooking. Belacan Madu Demographic Segmentation: Belacan Madu customer demographics are usually aged 22 to 60 years old and both genders ie male and female. Meanwhile, it is not limited to housewives or chefs only, but it also includes professionals, employees, students, who like to add on belacan in their cooking. Belacan Madu Geographic Segmentation: Geographic segmentation of Belacan Madu is in urban and rural areas. At first it was only in the area around Perlis, but as it grew, states such as Kedah, Penang, Kelantan, Kuala Lumpur, and Johor also ordered Belacan Madu through online and it was sent by post. Belacan Madu Behavioral Segmentation: Behavioral segmentation of Belacan Madu is in terms of customers who being loyal to the brand. This is because Belacan Madu customers are very loyal and always repeat their purchases and stick with Belacan Madu even though there are many other brands of belacan sold in Perlis. CONSUMER ANALYSIS BELACAN MADU (CURRENT TARGET MARKET AND SEGMENTATION) According to Kotler (2016) Market targeting is the process of assessing the interests of each market segment and choosing one or more to target. Meanwhile, according to Armstrong and Kotler (2006) Market segmentation is the practice of breaking a market into discrete groups of consumers with various traits, demands, and behaviors' that call for unique marketing initiatives or products. JU NE 2023 | ST A GE 1 04
Marketing mix is made up of 4Ps, namely products, pricing, places, and promotions it uses to differentiate the brand from the competitors. These 4Ps are an important element in product or service marketing. Marketing mix is also one of the tools that can be used by business owners as marketing planning. These are the marketing mix of Belacan Madu: PRODUCT: Belacan Madu has only one product, which is belacan made from fresh shrimp to produce the best belacan. Nevertheless, Che Saaodah has plans to produce belacan powder soon. PROMOTION: As for promotion, Belacan Madu does promotion in stores only, which is personal selling by providing product information such as stating the deliciousness and uniqueness of Belacan Madu to potential customers in the aim of convincing potential customers to make a purchase. In addition, Belacan Madu also promotes their brand via online platform such as promoting through Facebook and Shopee managed by Belacan Madu’s agent. PRICE: Belacan Madu is sold at a price of RM 1 for 100 grams, RM 2 for 200 grams, RM 5 for 500 grams, and RM 10 for 1 kilogram. PLACE: This involves the selection of appropriate places through which Belacan Madu distributes its products. Belacan Madu is sold at its own shop in Perlis. In addition, Belacan Madu is also distributed to agents who sell it through Shopee. Belacan Madu Enterprise JU NE 2023 | ST A GE 1 05
JU NE 2023 | ST A GE 1 06 P.O.P & P.O.D COMPETITOR ANALYSIS
Seasonal variation in material availability Belacan production depends on the availability of fresh shrimp or small fish. Weather conditions, such as monsoons or changes in water temperature, can affect the availability and catch of these seafood items. Belacan entrepreneurs are worried if bad weather occurs because it can cause a decrease in supply or an increase in the price of raw materials needed, thus affecting the production and profits of the belacan business. Control of temperature and humidity during the fermentation and drying stages is essential to achieve the desired quality and taste. Marketing and Branding Building brand recognition and attracting customers can be difficult for small business owners Belacan Madu Enterprise. Investing in an effective marketing strategy, branding and product differentiation is essential to stand out in a competitive market and increase sales. These small-scale belacan businesses often have limited marketing budgets and resources to invest in the market. This limited financial capacity can constrain a company's ability to reach a wider audience, conduct market research or implement a comprehensive marketing strategy. ISSUE JU NE 2023 | ST A GE 2 07
STRENGTHS OPPORTUNITIES WEAKNESSES THREATS SWOT ANALYSIS IS AN ANALYSIS METHOD USED TO EVALUATE THE ‘STRENGTHS’, ‘WEAKNESSES’, ‘OPPORTUNITIES’, AND ‘THREATS’ INVOLVED IN AN ORGANIZATION, A PLAN, A PROJECT, A PERSON, OR A BUSINESS ACTIVITY. S O W T ANA L YSIS SWOT strategic location high demand product competitors increasing in raw material prices consumer appetite change lack of technology lack of workers brand differentiation customer satisfactions JU NE 2023 | ST A GE 2 08
STRENGTH Brand Differentiation The unique name of the Belacan Madu business helps the business stand out from the competition. In a crowded market, a different name can attract attention and create an unforgettable impression on customers. It differentiates a business and creates a unique identity that can be associated with its products and services. According to Belacan Madu entrepreneur, Mrs. Saaodah, most of her competitors use their own names for their belacan brands. When customers find the name unique and come across the name repeatedly, it becomes familiar to them, making it easier to remember and associate with the business. This can contribute to word of mouth marketing and customer referrals. Customer Satisfactions Most Belacan Madu customers are satisfied with the belacan products sold and will be repeat customers. When customers are satisfied with their Belacan purchase with the overall shopping experience, they are more likely to come back for more. This generates repeat sales and creates a loyal customer base, contributing to the long-term success of Belacan Madu's business. Retaining existing customers is important for sustainable growth, as it reduces the need to constantly acquire new customers. Customer satisfaction also provides valuable feedback for Belacan Madu's business. By actively seeking and listening to customer feedback, Belacan Madu Enterprise can identify areas for improvement, refine their products or processes and better meet customer expectations JU NE 2023 | ST A GE 2 09
WEAKNESS Lack of technology Belacan Madu Enterprises is reportedly particularly vulnerable to the impact of new technologies because of its inability to capture them. It is clear that their offices and stores are outdated and lack modern equipment. The Belacan Madu company has been using a single machine to produce belacan for decades, and that is the only one available to them. Since only one device is used to make belacan, producing the product takes a long time. Also, they weigh their products with manual scales rather than a computerized scale because it is more convenient for them. Lack of workers The second problem of the Belacan Madu company is the lack of labor. Due to the small size of their industrial activities, they have relatively few personnel. Consequently, they cannot expand their workforce. Since this labor is scarce, production is limited, which in turn puts pressure on current employees, forcing them to work longer hours and possibly reducing the quality of their work. Solving this problem by expanding production or outsourcing may be critical to the continued development and success of Belacan Madu. JU NE 2023 | ST A GE 2 10
OPPORTUNITY Strategic location Belacan Madu Enterprise is strategically located in Kuala Perlis with quick access to surrounding suppliers and consumers due to its central location, giving the company a market advantage. Furthermore, the company prides itself on using only the highest quality ingredients and traditional techniques to produce its renowned belacan products. High demand products Belacan Madu is one of the highest-demand products during the Hari Raya or school holiday as there are wedding ceremonies during that time. Not only that this Belacan Madu also has been known among the ASEAN countries, especially Thailand. But because of Covid-19 appear the demand for belacan from other countries decrease. Although the demand to export belacan decreased the demand in Malaysia increased as the belacan is a long-lasting product. Furthermore, the locals use it as a base ingredient in almost all their dishes, especially in Malay cuisine, making it an essential pantry item. The popularity of this pungent and flavourful condiment has also led to the creation of many variations, making it a staple ingredient in Southeast Asian cooking. JU NE 2023 | ST A GE 2 11
THREATS Competitors Among the threats to Belacan Madu Enterprise is a large number of competitors. There are also several vendors selling Belacan in Kuala Perlis. On the way to the Belacan Madu store, customers pass by several Belacan companies, including HM Belacan, AA Bayu Enterprise, Belacan Azmi KT and others. Thus, the buyer has a variety of options on where to buy the Belacan. In Kuala Perlis, competition among Belacan dealers is high as each seller strives to provide the best quality Belacan to customers. The Belacan Madu store is well known in Kuala Perlis for its high quality belacan and friendly service. Increase in raw material price An increase in raw material prices poses a threat to the Belacan Madu company. When commodity prices increase, they reduce Belacan's weight. They will not adjust the prices because they are fixed and have been in use for a long time. As a result, customer satisfaction may suffer due to the weight fluctuation. To compensate for this, the company is looking for alternative suppliers who can offer lower prices without sacrificing quality. This will not only increase customer satisfaction but also save the company money in the long run. The company can remain competitive and evolve by being open to change and adapting to market changes. JU NE 2023 | ST A GE 2 12
Consumer appetite change The other problem faced by Belacan Madu Enterprise is a change in customer appetite. Traditional food like belacan is no longer eaten by younger generations in modern society. This situation leads to a decrease in the belacan demand, which is a concern for the future of the company. To counteract this, Belacan Madu Enterprise must focus on diversifying its products and marketing strategies to appeal to a wider, younger audience. The company needs to adapt to changing trends and consumer preferences to remain competitive in the market. THREATS JU NE 2023 | ST A GE 2 13
DEVELOPING NEW BRAND ELEMENTS & IMC PLAN As one of your brand's most easily recognisable elements, your logo is essential to branding. This is essentially a new logo suggestion for the Belacan Madu Enterprise. We redesigned the logo based on the original in terms of colors, characters, and a slogan. The logo "Made in Malaysia" is a recognition of the determination that the product produced is made (manufactured) in Malaysia (Country of Origin), the owner is a Malaysian citizen, and raw material sources are more than 51% from suppliers in Malaysia. In addition, we still maintain information such as the address of the Belacan Madu factory and the telephone Process making Belacan Madu JU NE 2023 | ST A GE 3 14 number. This will make it easier for consumers to reach Belacan Madu. On the following page, all of the details are explained. SUGGESTION NEW BRAND ELEMENTS FOR BELACAN MADU ENTERPRISE
Colour Red is still used, but yellow has been added to make it appear more attractive. The red colour represents belacan itself, whereas the yellow colour represents honey. Ahmad Aslan (2022) claims that these two hues represent happiness and fulfilment. Belacan Madu must therefore use these two colour combinations to get customers more excited. Additionally, the food business makes extensive use of the colours red and yellow. McDonald's, Burger King, KFC, Marrybrown, Pizzahut, and many more are a few examples. Symbol Using symbolism in your logo design can assist your target audience in quickly and efficiently understanding certain aspects of your business. We propose that the letters B and M for Belacan Madu be bolded in the symbol. This is due to the fact that customers can pronounce and remember it with ease. Additionally, customers are also able to identify the product right away when they see it due to the letters BM on the belacan package. New Logo Previous Logo Character Shrimp continues to be considered Belacan Madu characters. However, this time the prawn is a cartoon, making it more intriguing. The main component of belacan itself is described by the prawn character. Since the product is called Belacan Madu even though the belacan ingredient doesn't contain honey, we also created a honeycomb as a logo background. JU NE 2023 | ST A GE 3 15
We propose slogan above since it delivers more, and an unmatched taste compared to other belacans as this Belacan Madu previously did not have a slogan. This can be proven by the owner, who claimed in an interview that customers are particularly loyal to her product when she advises them to purchase other belacan brands instead of hers when the Belacan Madu is out of stock, but the customers refuse to do so. New Packaging As you can see the first picture (left), the staff is wrapping the belacan using paper. What can we see is Belacan Madu Enterprise's product packaging is excessively delicate. The wrapping is easily rippable. The belacan's quality could be impacted if it was exposed to the environment. This problem makes the buyer uneasy since they must handle the product cautiously because the packaging is easily torn apart. Therefore, we recommend that Belacan Madu add food containers to shield food goods from physical damages that may be brought on by shocks during transit or distribution. Che Saaodah The staff is wrapping the belacan Food container (suggestion for new packaging) JU NE 2023 | ST A GE 3 16 KESEDAPAN TIADA TANDINGAN New Slogan
NEW PROMOTIONAL STRATEGIES SOSIAL MEDIA MARKETING Leverage popular social media platforms like Facebook, Instagram, and Twitter to create engaging content. Share high-quality images, videos, and recipes featuring Belacan Madu's products. Engage with your audience by responding to comments, running contests, and collaborating with influencers in the food industry. INFLUENCER MARKETING Partner with food influencers, bloggers, and content creators who align with Belacan Madu's brand image. Encourage them to create authentic content by using your product, sharing recipes, and providing honest reviews. This can help reach a wider audience and build credibility. JU NE 2023 | ST A GE 3 17
CONTENT MARKETING Develop a blog or a website where you can share informative articles, cooking tips, and recipes using Belacan Madu's products. Optimize your content for search engines to increase organic traffic. This will position your brand as an authority in the industry and attract potential customers. SAMPLING AND PRODUCT DEMONSTRATIONS Arrange sampling events or product demonstrations at supermarkets, grocery stores, or local food fairs. Offer free samples of Belacan Madu's products and educate consumers about its unique qualities and taste. This will give them firsthand experience and increase the likelihood of purchasing the product. JU NE 2023 | ST A GE 3 18
L O C A L P A R T N E R S H I P S E s t a blis h p a r t n e r s hip s wit h lo c al f o o d r e t aile r s , r e s t a u r a n t s , o r c a f e s t o f e a t u r e B ela c a n M a d u's p r o d u c t o n t h eir m e n u s o r s h elv e s. Offer prom o tio n al discounts or exclu siv e d e als t o t h eir c u s t o m e r s t o d riv e p r o d u c t a d o p tio n. CUSTOMER T E S T I M O N I A L S A N D R E V I E W S E n c o u r a g e s a tis fie d c u s t o m e r s t o p r o vid e t e s tim o nials a n d r e vie w s a b o u t B ela c a n M a d u's p r o d u c t s. Display these on y o u r w e b sit e , s o cial m e dia p a g e s , a n d o t h e r m a r k e tin g m a t e rials. Positive reviews act a s s o cial p r o o f a n d b uild t r u s t a m o n g p o t e n tial customers. JUNE 2023 | STAGE 3 19
C O N C L U S I O N In conclusion, Belacan Madu Enterprise is an SMEs company that has greater potential to advance in their business if Belacan Madu Enterprise further improves their brand to be known to the public. As now, the Belacan Madu element logo can be changed to be more attractive and can distinguish the Belacan Madu brand from other brands. Therefore, we have proposed a new logo along with a new slogan to make Belacan Madu more attractive and look different from other brands. For the packaging, we have also suggested using a food container where there is less risk for the belacan to be damaged. In addition, to further improve the Belacan Madu brand, we suggest that Belacan Madu make new promotional strategies such as influencer marketing and social media marketing by creating interesting content and engaging with customers more. In addition, sampling and product demonstration is also very important because it can increase the likelihood of purchasing the product. As before, Belacan Madu only uses Facebook to market their products, therefore, we suggest to do content marketing by developing a blog or a website to share informative articles about Belacan Madu. In addition, local partnerships and also customer testimonials are also suggested to further increase the Belacan Madu brand because this can indirectly build trust and attract more potential customers. Therefore, through this project, it is hoped that Belacan Madu will be able to thrive and be able to improve their brand to be recognized by the public and thus become a well-known company. JU NE 2023 | CO NCLUSIO N 20
A P P E N D I C E S Belacan Madu Enterprise. All of the group members was interviewing Che Saaodah. The worker is putting the mixture into the container. The worker was carrying belacan to be dried. AA Bayu is one of the Belacan Madu's competitors.
Packaging of Belacan Madu, HM Belacan, and AA Bayu Utara Enterprise
belacan madu enterprise "Kesedapan Tiada Tandingan " FOUR GR OU P