Marketing Plan Outline

1.      Introduction

There will be a theme muffin room build in Damasara, Petalling Jaya. The outlook of the building is a muffin shape. In the muffin room, it will be divided into 4 spaces which is the entrance where order and payment take place. The second place is the child playground where parents can drop their children here for them to have fun themselves. The third space is backyard of the muffin room is season theme environment which change according to season. The fourth place is the second floor of the muffin room will be a rotate restaurant which customer can enjoy the night view thought the glass.

Segment 1 target audience is middle class parents. They are more care about their children and make sure their children have healthy lifestyle. Consumers hope that they can have their own time enjoy themselves, relax and release stress. Segment 2 is about Young children and kids. They are here bought by their parents to enjoy and play in the child playground. Consumers hope that they can play alone or mix with others kids to play with. They will like to play different things that they cannot play in home. Segment 3 is target audience is teenagers and young adulthood. They are more stick to indoor. They will most like to go online so internet connection is very important. They hopes that they can have a place relax and chit-chat or gathering with friends after school in a nice environment.

Muffin room will always provide the best to all the customers so that the customers will share out their feed to other and other will come. The price will be quite expensive because muffin room sells organic foods and drink, include service and environment, provides all the best for the customers.

Muffin room competitive is McDonald’s which located at Damansara, Petaling Jaya which middle-class parents are mostly live here. There spend more time working on weekday and always eat fast foods to decrease the time using.

Muffin room hopes to have 5000 membership application in the first year. Earn RM250, 000 profits in one year. Muffin room will add more facilities such as massage room, k-box room, cooking room and such in the coming second year. Open up second muffin room in different cities to promote and attract more customers.

Muffin room provided 100% organic foods and drink that middle- class parents will consider buy for their child to achieve healthy lifestyle. The best environment provided to ensure every customer feel comfortable and enjoy the every moment in muffin room. The staffs are also trained to serve the customers better in attitude and patient.

2.      Situation Analysis

a.       Market description

There will be a theme muffin room build in Damasara, Petalling Jaya. The outlook of the building is a muffin shape that make of glass. There will be Led light over the top of the building and the cheek, so it will glow at night. It will locate beside road so that it will give huge impact to passengers. There will be glowing floor tile on the floor door until the road, when customer steps on it, it will glow so everyone will be having fun from the start until the end.

After the customers enter the muffin room, this is where the counter of order and payment make. The theme and the mood will be fairy tale story, so the customer can feel the legend again. Fairy tale story such as Snow white, Cinderella, Sleeping beauty, Rapunzel, The Frog Prince, Little red riding hood, Beauty and the beast and such. The staff will change uniform according to the fairy tale story. There will be wooden chair and table to match the theme.

There is a “time machine” in the middle of the building which can lead you to another space. There are divides into three spaces which is kids playground, backyard, and upstairs.

The back of the building is a child playground which parents can drop their children in there and relax at another space. The wall of kid playground will be surrounded with soft sponge so that the kids can bounce around and would not get hurt. There will have balloon playground and toys for the kids too. 

The backyard of the muffin room is season theme environment which change according to season. The four seasons which is spring, summer, autumn and winter. The backyard will be covered with transparent cover to avoid direct sunlight and hotness. Customer can enjoy and relax here. There will be hanging bed for customer to take nap. Glass made table and chair according to season.

The second floor will be a rotate restaurant which customer can enjoy the night view thought the glass. There will be hanging line with light to show the beauty of night view. There will also be junk music box for customers to choose music according to their likes. Every one hour the system will release different kind of perfume for enjoyment.

·   Segment 1

1.      Description

Segment 1 target audience is middle class parents. They are more care about their children and make sure their children have healthy lifestyle. They hope their children get the best in their life, so they will pay everything and anything for their children.

2.      What consumers want

Consumers hope that they can have their own time enjoy themselves, relax and release stress. They can chit-chat with others parents to increase social interaction. Most of the wives prefer to spend the time outside rather than in home.

3.      How the consumers will use the product

The middle class parents will first bring their child to this fun room, order organics foods and drinks for good health, after that drop down their children in the child playground for them to play around. They will them go to either backyard or upstairs to relax and enjoy themselves. They can chit-chat with others parents to increase social communication skills, or go on to internet to do their own things. We also provide newspaper and magazine for parents to learn more.

·   Segment 2

1.      Description

Segment 2 is about Young children and kids. They are here bought by their parents to enjoy and play in the child playground so that their can leave their parents for a while. Their parents hope that they can have healthy life as to take in organic foods.  

2.      What consumers want

Consumers hope that they can play alone or mix with others kids to play with. They will like to play different things that they cannot play in home. They will want to have tasty and sweet things to eat such as chocolate. They love to run around for fun.

3.      How the consumers will use the product

The young children will play with everything in the child playground such as balls, balloon playground, sponge wall, toys and etc. They will eat healthy based on organics foods and drinks. They will increase their social communication skills unconsciously when play around and chat with others children.

·   Segment 3

1.      Description

Segment 3 is target audience is teenagers and young adulthood. They are more stick to indoor. They will most like to go online so internet connection is very important. Some of them would like to come here to have gathering and meet with each other. They will chit-chat and listen to music and enjoy the environment.

2.      What consumers want

Consumers hope that they can have a place relax and chit-chat or gathering with friends after school in a nice environment. Most of them prefer to go a place that can connect them to the internet world, so they can Facebook or play online games.

3.      How the consumers will use the product

Teenagers and young adulthood can enjoy the environment provided. They can have fun chit-chatting with friends and eat organics foods and drinks. This can help to increase communication skills among each other and enhance the relationship between each other. They can use internet connection to online for Facebook, Twitter, online games and etc.

4.      Support requirements

First, all the machine and system need to maintain regularly to ensure safety and secure of everyone. Staffs with good attitude are very important to ensure the customers feel very comfortable and satisfied with the service. Muffin room will supply fresh organics food and fruits to ensure the best for customer every day. The best internet connection are provided to ensure all the customers can go online whenever and wherever they want within the muffin room area. Gardener are hired to ensure the backyard are always in clean and tidy statue, while cleaner are hired to make sure the environment is clean and tidy.

5.      How to reach them

Muffin room will always provide the best to all the customers so that the customers will share out their feed to other and other will come.

6.      Price Sensitivity

The price will be quite expensive because muffin room sells organic foods and drink, include service and environment, provides all the best for the customers.

b.      Competitive review including discussion of market position, strengths, weakness, market share.

Muffin room competitive is McDonald’s which located at Damansara, Petaling Jaya which middle-class parents are mostly live here. There spend more time working on weekday and always eat fast foods to decrease the time using. McDonald’s is a very successful business which they remained many customers and good reputation because it is cheap and fast serve. Muffin room and McDonald are totally different in any market share since muffin room provide healthy foods and drinks while McDonald’s only provide fast foods which are not healthy and fat. But McDonald’s serve faster and even cheaper than muffin room.

3.      Strengths, Weakness, Opportunities and Threat Analysis

a.       Strengths

·         Superior customer service

·         Organic foods and drinks

·         Own muffin recipe

·         Providing the best environment for customers

·         The ideas and concept different from the other industry

·         Continue to develop and upgrade from time to time

b.      Weakness

·         Price will be expensive due to organic foods

·         Spend a lot of money in maintenance, systems and machine

·         The waiting time for own make muffin will be a bit long

·         There might be less customers when just started

·         The marketing budget might not be enough since all the system running cost a lot

c.       Opportunities

·         The theme will be changing every 3 months to make sure freshness

·         Setting new muffin room in every cities in the future

·         Develop more new facilities in the future

·         Launch different type of new tasty muffin every month

·         Trying to sell to bakery to earn more market value

·         Take away service in the future

d.      Threat

·         Economic downturn

·         Material shortage – organic foods supply might be shortage

·         Staff might fickle – change randomly

·         Machine breakdown suddenly

·         Some other people might copied the same ideas and concept

·         Price for changing theme might be very expensive

·         Location will be a big threat if not chosen carefully

4.      Objectives and Issues

a.       First year objectives

Muffin room hopes to have 5000 membership application in the first year. Earn RM250, 000 profits in one year. Upgrade all the old facilities into new according to trend. Improve all the weakness according to 3 months review charts so that to keep improving the market value of muffin room. Expand the shops larger so to make it more comfortable and more new facilities coming soon.

b.      Second year objectives

Muffin room will add more facilities such as massage room, k-box room, cooking room and such in the coming second year. Open up second muffin room in different cities to promote and attract more customers. Think and research more interesting ideas and concepts to add into muffin room in the future. Sell own make muffin to bakery to promote own brand.

c.       Issues

·         Economic downturn

·         Organic foods are limited when forecast are not good so there might be a materials shortage in certain time

·         Competitor copy the same ideas and concepts and build another muffin room

·         Not enough budget to maintain the system

·         Launch the event or campaign on wrong way or time

·         Trends are faster than own development

5.      Product Strategy

a.       Positioning

1.      By attribute or benefits- For muffin room, selling fresh organic foods and drinks are good for health and maintain healthy lifestyle.

2.      By use or application- Customers can own custom make muffin and even choose the muffin that company make.

3.      By user- Muffin room target audience is mostly middle-class parents that care mostly about their children health in the future.

4.      By product or service class- Muffin room provide the best service by staff which go thought a lot of test as to work as a staff. They are all good attitude and patient towards every customer. Muffin room also provide clean and tidy environment for customers even changing theme every certain months to keep the freshness. Organics foods and drinks are provided to ensure all customers eat healthy.

5.      By competitor- Muffin room and McDonald’s can compare with each other because McDonald’s provides fast foods and drink which is not healthy while muffin room provide totally 100% organic foods and drinks.

6.      By price and quality- The price might be expensive but muffin room ensure providing the best to all the customers including foods and drinks, environment and even service.

b.      Product Strategy

1.      Customer Needs

Muffin room provided 100% organic foods and drink that middle- class parents will consider buy for their child to achieve healthy lifestyle. The best environment provided to ensure every customer feel comfortable and enjoy the every moment in muffin room. The staffs are also trained to serve the customers better in attitude and patient.

2.      Brand Extension

Muffin room will first release new own made muffin every month so that customers can have more choose. Then, will consider making own organic bread and cake in the future. Own make muffin recipe book will sell in the market to earn more money.

3.      Technology

Muffin room will follow new trends and upgrade from time to time so that to give the best to all the customers. Muffin room will offer also more new facilities in the future such as massage room, K-box room and such in the future.

c.       Pricing Strategy

Muffin room is selling 100% organic foods and drink so the price will be quite expensive but affordable. There will be student promotion and also happy hour promotion for certain times. Special offer are also available when public holidays.

6.      Marketing Strategy

a.       Marketing Communications

The target audience is mostly middle class parents that care more about their children. They will pay anything for their child health. So to communicate with them is through television since house wife always watch television when free time. Radio advertising also can be one of the communicate way. Print advertising such as magazine and newspaper can help too. But spreading one to many though communicate is still the best way since the customers share out what they had in our muffin room. Muffin room provides organic foods and drinks to ensure healthy life to all customers. Others than that, all the customers can enjoy the environment and service given which is the best of the best.

b.      Advertising

c.       Promotions

Muffin room will supply membership and discount to member who come often and to those who help to promote the shop. Package for hours will also release as to let customers come more often and spent.