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.

Marketing

Marketing on how to promote and increase the value of 5 items or brand or product or service.

1. Slippers

I will create a new brand of slippers.

Target Audience: Old Forks

Price: will not be too expensive

Selling Place: Shopping Mall or Shops or Order Online

Unique Selling Points:

- can custom make for every old forks

- water-proof so that old forks will not fall down if the floor is slippery

- it is not easily to get dirty

- soft and comfortable

- simply and classic design - can even choose what kind or type of slippers you want.

2. Fashion Magazine

I will create a New brand of Fashion Magazine.

Target Audience: Female and Trends Male

Price: About RM 15 per Magazine

Selling Place: Shopping Mall or Order Online

Time: A month A Magazine

Unique Selling Points:

- All the design are on trends

- New style release according to season every magazine

- All the design are from top designers all over the world

- There will be included Accessories and Make-Up

- Collection of 10 magazine can exchange a free Fashion Magazine

3. T-shirt

I will create a Typography T-shirt which do not have any image or photo just typo.

Target Audience: Teenagers

Price: About RM 30 - RM 50 per T-shirt 

Selling Place: Shopping Mall, Shops or Order Online

Time: Every Week will come out with New Typo T-shirt

Unique Selling points:

- All the design are unique

- Customer can create the typo T-shirt as they wish just no bad words 

- Custom make for size and length

- Limited 50 clothes per design all over the world

- Only Max 3 colors per clothes

- Can even write their name on the clothes

- Every of the typo T-shirt bring message weather it is stupid, funny, meaningful messages

4. Theme Cups

I will create a New brand for selling this cups.

Target Audience: Couple, Family, Otaku

Price: About Rm 20 - 50 per set

Selling Place: Cutlery Shops, Shopping Mall or Order Online

Unique Selling Points:

- It will be a set weither it is for couple (2) or family (3-5)

- Unique design for the every cups

- Kids cups able to bear heat but will not break

- Couple and Parent Cups are made of glass.

- Some educational message on kids cups

- Kids Cup will be colourful and attarctive

- Sweet and Romantic message on Couple and Parent Cups

- Nice and pretty packaging

5. Child Care Muffin Room

I will create a Muffin Room for parents to drop their child here.

Target Audience: Parent and Kids

Price: Selling Muffin, Juice, Service 

Selling Place: Shops

Time: 11am until 8pm

Unique Selling Points:

- Can drop kids here for fun and enjoyment.

- Divide into 3 floors and one garden - 1 floors for kids to play 1 floors for parent and 1 for exercise.

- healthy environment for kids

- relax time for parent

- playground and toys

- massage and nails service

- Gym and exercise place

- cool and nature environment

-wifi-5 / newspaper/ books

In the end, I choose Child Care Muffin Room to be my subject Matter. 

I will elaborate more information in this field or maybe change another subject matter.

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Marketing Research - "4 Ps"

The marketing mix is what most marketing people call the "4Ps": Product, Price, Place, Promotion.

So, what do these things mean?

• Product

A product is the need-satisfying offering of a firm, including physical goods or services (e.g., new car). The product also includes the features, benefits, quality level, accessories, installation, instruction, warranty, product line extensions, packaging and branding of the product. All aspects of the product area (e.g., benefits, quality, service dimensions) must match customer needs. Demographic dimensions of the target market determine where customers are located. Where customers shop helps to define channel alternatives. If and how customers search for information helps to define the promotion blend.

• Price

The price is the amount of money charged for the product or service (i.e., a thing of value). In determining price, a firm must consider factors such as cost to produce the product, return oon investment, competitive pressures, discounts and allowances.

•  Place

The place is the making of goods and services available in the right quantities at the right locations. In determining the place, a firm must consider such factors as objectives, channel type, distribution, kinds/location of stores, transportation, storage and managing/coordinating sales channels.

• Promotion

Promotion is the communication of information between seller and potential buyer. It involver objectives, promotional blend, salespeople, advertising and publicity.


Individual decisions made for each of the 4Ps are guided by the need to develop logical and coherent strategies, plans and programs. Each P describes a separate function that requires managerial decision-making. However, those decisions are not made in isolation: They affect and are affected by the decisions made for every other P. For example, a can of soda might cost one amount in a vending machine at a local business, but may cost double that amount in a vending machine on a college campus As the place changes, the price of the can of soda might also change.

The 4 Ps must be creatively blended because marketing planning is more than making decisions about each area of the marketing mix and then assembling the parts. The job of integrating the 4 Ps belongs to the marketing manager.

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The project this week is to do a marketing research on a product. I choose Iphone 5 as my product.below is my research.

1. Product : 
Iphone 5 Designs

- the thinnest, lightest, fastest phone ever
- made from anodised aluminuim
- bevelled edges are diamond 

- 7.6 millimeters thin

- weight 112 grams

- nano - sim card, 44% smaller then a micro - Sim

Iphone 5 Features
- Brilliant 4 - inch Retina display

- 1136 - by - 640 resolution

- 8 mp iSight camera

- Colour saturation that's 44% greater (games and images see- vivid and lifelike)

- New A6 chip - faster

- Battery power last throughout the day

- Siri more knowledgeable - fluent in more languages

- Ultra - fast Wireless
- New lightning connector - smaller, smarter, durable, revesible
- Map designed by apple
- Icloud 

• Itunes 
• Photo stream 
• Documents 
• Safari 
• Calender, contact and mail 
• Apps
• Ibooks 
• Backup and restore
• Find my Iphone
• Find my Friends
• Storage
• Privacy and Security

Gift
- all new design headphone design to sound great and comfortable
- warranty - one year of hardware repairs and 90 days of telephone support

2. Price

It is between RM 2199 - 2799 depends on its GB ( memory ram) and where is the market.

Iphone 5 16gb = RM2199

Iphone 5 32gb = RM2499

Iphone 5 64gb = RM2799

For examples: 

- The memory ram of the phone is higher than the price will also be more expensive.

- If the warranty of the phone longer then the price will also be expensive.

- Iphone 5 will sell cheaper in KL city area because the competitive is more, but if sell in rural area then the price will be expensive because of no competitive.

- But another strategies is if the price is selling expensive in rural area, it may incur losses to the shops because people living in rural area might not able to pay for it and the function is not really suitable for them.

3. Place

Iphone 5 is selling viral in KL city area because they need it in daily life or to show off maybe? Now day, everyone is using smartphone as daily lifestyle especially in KL area, everyone is holding their phone even when walking on street, so selling Iphone 5 in KL would not incur losses because they have the capability to pay for it.

4. Promotion

When the Iphone 5 just launch, all the company will promote this phone.

The price of the phone might be cheaper or sell the phone and give free gifts to promote the company.

Or another examples try usage on Iphone 5 and create a Iphone 5 advertising for audience.

List out information and features of Iphone5 to user.

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1. Product : 
Samsung Galaxy S3 Designs
- Platinum organic - nature feel
- 4.8 HD Super Amoled
- 136.6h x 70.6w x 8.6mm
- 133 grams
- 720 x 1280 HD

Samsung Galaxy S3 Features
- 8 megapixels Camera Resolution

- Android 4.0

- S-beam
- S-Voice

-warranty 1 year of hardware repair

2. Price

It is between RM 1599 - RM 2099 depends on its GB ( memory ram) and where is the market.

Samsung Galaxy S3 16gb = RM1599

Samsung Galaxy S3 32gb = RM1799

Samsung Galaxy S3 64gb = RM2099

For examples: 
- The memory ram of the phone is higher than the price will also be more expensive.

- If the warranty of the phone longer than the price will also be more expensive.

- Samsung galaxy s3 will sell cheaper in KL city area because the competitive is more, but if sell in rural area then the price will be expensive because of no competitive.

- But another strategies is if the price is selling expensive in rural area, it may incur losses to the shops because people living in rural area might not able to pay for it and the function is not really suitable for them.

3. Place

Samsung galaxy s3 is selling viral in KL city area because they need it in daily life or to show off maybe? Now day, everyone is using smartphone as daily lifestyle especially in KL area, everyone is holding their phone even when walking on street, so selling Iphone 5 in KL would not incur losses because they have the capability to pay for it.

4. Promotion

When the Samsung galaxy s3 just launch, all the company will promote this phone.

The price of the phone might be cheaper or sell the phone and give free gifts to promote the company.

Or another examples try usage on Samsung galaxy s3 and create a Samsung galaxy s3 advertising for audience.

List out information and features of Samsung galaxy s3 to user.

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Comparison of Iphone 5 and Samsung Galaxy S3

Android is good but not as good compared to Iphone.

So the price of Iphone will not drop very much even a new Iphone is out on market, because Iphone have his own market. 

More people prefer to buy Iphone 5 but it is too expensive so they can only afford to buy Samsung Galaxy S3. The user of Samsung Galaxy S3 says that the screen is not sensitive enough, and it will stop all the activity suddenly. But Iphone do not have this kind of problems.