Marketing Assingment 1 ( Group K )

COOKIES LETOPSS!

Group K





1. NURUL ZAWIN NAJAH BINTI
AHMAD DAUD (279449)
2. NUR AININ SOFEA BINTI NOOR
AFFIZAN (280884)
3. NUR ALYA AQMAR BINTI ZAMRI
(280878)
4. NUR SYAHIRAH NATASYA BINTI
SUHAIZE (280882)
5.MUHAMMAD ZULFIKHRI BIN
ABDUL RAHMAN (293021)
6. SITI ZULAIKHA BINTI ZAKARIA
(280309)
7. MUHAMMAD AFIQ BIN
MOHAMMAD (293188)

Luxury....rich....delicious....affordable

Scenario

Our group own a cookies business
where we make delicious brownies
cookies with various flavors. The
brand name of the brownies
cookies is Brownies Letopss. We got
a pretty good base of regular,
local customers. With no formal
marketing, our Brownies Letopss
made an average RM27000 in
revenue a month, which pay
RM2700 to the owners. But, we
want to bring new customers and
expand the market segment of
Brownies Letopss. Our goal is to
get the new customer of Brownies
Letopss. We aim to increase
average monthly revenues by
more than 20%.

What would you like to do to increase the average monthly
revenues by more than 20%? Justify your choice.
I would invest RM 1000 per month to subscribe to FB Ads and IG Ads to enhance
traffic to our corporate social media and personal social media and see what occurs
in order to raise the average monthly income by more than 20%. It's because social
media platforms have allowed businesses to communicate with consumers online
since the early 2000s, and social media is a powerful tool. Since everyone is familiar
with the internet and social media in this day and age, our company will use
Facebook and Instagram as a communications channel for marketing messaging
even if we only spent RM 1000 on business marketing.
Our company will utilise the microenvironment as its marketing environment as there
has never been any official marketing before, and the players we use are marketing
intermediates. Companies that assist a company in marketing, selling, and
distributing its products to consumers are known as marketing intermediates.
Because the companies can assist in doing research and promoting items to the
appropriate target market, marketing services agencies would be used to promote
our business. New technologies are produced by forces in the technological
environment, opening up new markets and product prospects. Nowadays, any
company will utilise an advertising agency since it gives the seller the chance to
effortlessly promote their goods and draw in new customers. Therefore, it is not odd
to use social media to market items to consumers, and it has been encouraged by
sellers.

Understand who might want your brownies cookies and have the means to
buy them. Based on the information provided, how do you want to segment

the market? Choose the response and explain it.
Market segmentation is the division of the total market into smaller, relatively homogeneous
groups. Segmentation will work efficiently when the segment is profitable and consistent with
our business marketing capabilities. Our business chose option B where we focus on the
segmentation by age, family status, and income of our customer. Age is the most fundamental
factor, but it's also the most crucial because consumer tastes fluctuate with age. Almost all
marketing initiatives target clients based on their age. In our case, kids are more significantly in
favoring brownies than adults, and statistics shows that 5% of the population are kids and about
18% of the total population are married men with at least one kid. A certain age group differs in
their buying habits, so a family with kids or the kids itself might buy brownies for their
satisfaction. They are bound to buy brownies more than the other population such as a married
couple without kids.
Next, segmentation by family status. Family status can be instrumental in segmentation because
a family's requirements and preferences frequently alter as a result of changes in its dynamic.
This significantly influences both our sales process and their purchasing patterns. For example, a
married couple will buy brownies to celebrate such events such as weddings, their birthday and
their kids’ birthdays, anniversaries, and school reunion celebrations. Meanwhile, single people
typically prioritize themselves because they have less commitments and responsibilities. Single
people will probably buy on a few events only such as their birthday celebration. Therefore, we
are focusing more on married couples than single people.
Lastly, we are dividing our customer’s purchasing power by using income targeting where we
focus on people with different levels of household income. Based on the statistics, average
household income is RM 48,000 and more than 16% of household income has an income of RM
96,000. We can analyze how people spend money on both the higher and lower end of the
spectrum when we know the income range of our customer. Based on that, we can offer
different income-level-based ingredients of our brownies. For example, we can use high quality
ingredients with expensive cost to make brownies for high income clients and use a low quality
ingredient with low cost for low income clients. With this, we will satisfy every client with various
levels of income.

Based on the segmentation selected in the previous question, which group of
customers does you intend to target as the primary segmentation of Brownies

Letopss? Choose the response and explain it.



Group of customers that i intend to target as the primary segmentation of
Brownies Letopss are family with kids. A family with is a group of two or more
persons related by birth,marriage or adoption who lives together,all such
related persons are considered as members of the family. Usually,families with
children are the biggest contributors in various sectors,more so in the food
sector
Segmentation based on ages also be effective and can be easily employed.
Different ages and generations typically have different income levels and
consumer preferences. For examples around 35% of ours customer buy the
products for family and social events like birthday and anniversaries. In the
same time, kids nowadays also like our brownies too and contribute to our
business by recording previous results of 5% of the total.

A competitor launched a new brownies cookies flavor targeting health-
conscious customers. The decision impact you significantly, reducing your
average monthly revenue by more than 15%. Based on your experience, on
which segments do you want to fo
cus on combating this? Justify your
choice.

Since other competitors introduced a new cookie flavor with health-conscious consumers as
their target market, it has had a substantial impact on our business. In order to stop this issue
from growing worse, we try to focus deeper on our target. Based on my partner and I, we
noticed that compared to targeting family, party people, and organic supporters it will be wiser
if we focus on food lovers among youth.
The purchasing power of youth, the food-loving consumer will have a big impact on our sales.
Considering that our product fits within the category of dessert and sweet. Since today's youth
love sweet things, I can assure you that they will be more willing to purchase our cookies than
earlier generations. Next, the cost can be described as reasonable, enabling a first-time
customer to give it a try. A food enthusiast will undoubtedly like and enjoy it given the class of
our cookies and the uniqueness of our brownies.
Since our target audience includes food lovers, they will encourage their followers about our
brownies. As food addicts, they surely have tasted a variety of brownies and are eager to
creatively share their opinions on social media platforms like TikTok, Twitter, and Instagram.
Their feedback will serve as an inspiration for others to try our brownies. In the end, that
contributes to spreading the word about our business, which might help us to increase our
revenue.

Based on the selected target in the previous question,
your monthly revenue moderately increase to +8.5%.
What would you like to do to

The target is young people who love food is the best option to increase
the monthly average of our company which is Letopss Brownies compared
to other target groups such as families, party people, organic supporters
or by giving discounts and rebates. This is because research has found
that almost all teenagers in Malaysia, including children, are very fond of
snacks. For them, these snacks are very easy to prepare and continue to
eat without having to bother to prepare them and can save their time. In
fact, these snacks are not focused on crackers, instant noodles, burgers
and the like, they also include sweets such as chocolate, candies, choco
jars and even cakes. Therefore, we as a group have agreed and agreed
to make the young people as our main target market because with the
purchases made by them it is the one that can drive more profits for our
company in addition to increasing the monthly average that we want.
There are many reasons why we chose this group of young people over
others. One of the reasons is that snacks are something interesting for
them. Returning to the brownie product we released, there are many
types of flavours that can be found by them such as dark chocolate,
chocolate chip, red velvet, mocha, vanilla and many more. Of course they
will be easily attracted by the various flavours of brownies that are
offered. They just have to choose the flavour they want. Not only that,
these snacks like brownies are also very suitable to be sold by making the
young people the target group because it is in line with the flow of
modern times nowadays. Unlike in the past where children were only
exposed and could only enjoy snacks such as ‘’dodol’’ or local cakes.
Next, be able to maintain these young people as regular customers in the
future. As it is known, these young people are very easily attracted to
snacks, so with the release of brownie products that consist of different
types of flavours, this can make them loyal to our company's products. This
is because, there is still no other company that produces brownies of
various flavours. Therefore, our company's sales will be able to increase
day by day because they will loyally buy our products without changing
their taste to other products. They can buy according to their own taste
preferences in a certain period of time.
Lastly, these brownies are easy to get. As an effort to increase the
monthly average, we will do our best to market and place our products in
various places other than in our own company. For example, in school
canteens or university cafeterias throughout Malaysia. With the existence
of such an initiative, it will be easy for young people to buy brownie
products at a reasonable price without having to travel far to the store.
Brands can use downtime to buy them. They can get these brownies in
those areas very easily without having to spend a lot of energy. So, the
total profit of the Letopss Brownies Company will jump up because these
brownies can be found in any area.
In conclusion, snacks such as brownies are a product that matches the
culture of young people's lives today. By making this community of young
people the target group, it is able to help Letopss Brownies Company to
increase more than 8.5% monthly revenue in the future so that the monthly
average that it wants to achieve is successfully obtained.

Your business partner suggests repositioning the Brownies Letopss by creating a
unique selling proposition. Based on your experience, which positioning is a
compelling, unique selling proposition? Justify your answer.







The unique selling proposition (USP) in marketing refers to the marketing tactic of explaining
to buyers, how one's own brand or product is better than that of others. It is usually used for
differing your good or service from the other competition. It is what differentiates your
company from competitors and offers customers value. There are several benefits to having
a USP, but the main one is that it helps buyers identify you from companies in the same
industry. Potential clients make up their minds quickly on whether or not they want you. Your
USP should be built on what makes your brand or product, especially useful to your target
market and play to your strengths.
Based on my experience, “Memorable Cookies, Affordable Price” are compelling, unique
selling proposition. “Memorable Cookies” describe about the taste of the cookies. Taste is
the most crucial element when consumers are deciding whether or not they will like a
product. Taste is the most major reason why consumer repurchase for food and beverage.
Customers will only repurchase a product if they enjoy the flavour. Meanwhile, “Affordable
Price” describe about the low prices, but consumers still get to enjoy the delicious cookies. It
also gives consumers an opportunity to try out the products and some may wish to do this
before considering to repurchase in a huge quantity. A low-cost product is more likely to be
purchased on the right way than a high-cost one. In conclusion, the combination of these
two factors will attract in more customers and increase cookies sales as well as influence
over others.