Report Marketing

Entrepreneurial Marketing StrategyBB30903

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GoHealthy Enterprise Sdn

Bhd

Marketing Plan

‘Your Health Is Our Expertise’

Prepared By Submit To

Kelvin Yong and Group Member Madam Sorayah Nasip


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Table of Content

1.0 Products briefing

1.1 Introduction (nicole)

1.2 Product Description and Product Line (pei ling)

2.0 Marketing Objective

2.1 Marketing Objective ( pei ling)

3.0 Situation Analysis

3.1 Industry analysis (Nicole)

3.2 Competitor analysis (pei ling)

3.3 Customer analysis ( Nicole)

4.0 Marketing Strategy

4.1 Target market (heng)

4.2 Market Positioning ( jane)

5.0 Marketing Program

5.1 Marketing Mix (mook)

5.2 Other marketing program (heng)

6.0 Advertising Program

6.1 Advertising Program ( Kelvin)

7.0 Implementations of Plan

7.1 Product Setting( Kelvin)

7.2 Distribution channel ( mook)

8.0 Evaluation performance

8.1 Sales Forecasting (jane)

9.0 Reference


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1.0 Products briefing

1.1 Introduction

The product that we want to introduce is Misai Kucing or Java Tea. We are

selling this product under the name of Gohealthy Enterprise with the motto ‘your

health is your asset’. This beverage has become well known all around the world

because of it benefit. It has been use to traditional medicine in South East Asia. For

it scientific name, it is call ‘Orthosiphon stamineus’. It is a medical herb trusted for

many centuries from ancestors to grandchildren. Now this modern day, the

consumption of this herbal drink bases products are getting a wide spread

accepting among the consumers because of the numerous benefit of the Java Tea

that give the human body and help it to sustain a healthy life and conditions .This is

where the products is introduce to the public and supported by scientific research

and finding from local to overseas, telling the benefit drinking the Java tea is good

for the consumers health. The benefit of this product Misai Kucing or Java Tea, it is

believed it can cure;

1. Failure of kidneys function 8. Anti-inflammatory

2. Diabetes 9. Anti –allergic

3. Slimming Diet 10. Anti- hepatitis B

4. Gout or uric acid

5. Reduce cholesterol level

6. Reduce blood pressure


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7. Remedy for arteriosclerosis

1.2 Product Description and Product Line

Our product is Misai Kucing or Java Tea. It is medicinal herb trusted for many

centuries for treating all kind of sickness. For the scientific name it called

Orthosiphon stamineus. In our company, Gohealthy Enterprise has three products

Line;

1.2.1 Bottle

The Misai Kucing is boils for 2 hours and then it is pour into a new bottle according

standard quality control. The sizes of the bottle contain 600 ML without using any

chemical or coloring foods. This drink can last for 3 month.

1.2.2 Packages

The Packages content of dried leaf of the Misai kuching with a total weight of 200

gram per bag. It is easy to use; only pour hot water for 5 minute and ready to drink.


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Launching our new product of Misai Kucing is our priority as we try to

promote these products to customers. That is why our Gohealthy Enterprise has set

up our several main objectives and hoping that this objective can be achieved.

1. To become the most successful healthy product in the region.

2. To be able to compete with other competitor that sales healthy products.

3. Capture the brand image to customer perspective.

4. Increase sales 20 percent increase every month sales

5. Giving awareness to customer the benefit to be healthy by using this product.

6. Get more potential customers to be aware of our products.


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3.0 Situation Analysis

3.1 Industry Analysis

When our GoHealthy Enterprise thinks to start Misai Kucing business in

Malaysia market, we must understand the local market and social trend is vital.

Therefore, analyzing the market is important step in deciding whether or not to

start a new business of selling Misai Kucing. The most common ways is to evaluate

how many people who having health problem in Malaysia such as high blood

pressure, guts and other diseases. According to one article regarding the childhood

obesity, Obesity is main factor to associated risk of heart attack, high blood, stroke

and high blood pressure. In additionally, Obesity can being increased risk for some

types of cancer including endometrial, colon, gall bladder, prostate, kidney, and

post-menopausal breast cancer.

According to Dr Mohamed Rafiq Ibrahim a consultant expert from Kuala

Lumpur Heart Care (KLHC) explain the awareness of among Malaysian citizens in

preventing these diseases can be improved to give them awareness and remind

them the important of living with a healthy lifestyle. Most of patients come to see

him for medical treatment when the outcomes of their diseases are chronic. The

number one killer diseases in Malaysia are still the heart failure due to unhealthy

lifestyle such smoking and drinking alcohol. As a result, they need to take a dozen

of pill to reduce these diseases. The factors of growing the quantity of diseases

among our society can jeopardize the Malaysian citizen health if they do not take

care of their life. We are using this social trend or problem as our opportunity to

promote our products. The product that we produce is the alternative medicine


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ways to reduce their health problems because most people are tired eating the

medicine pills and also quite expensive.

3.2 Competitor Analysis

When we want to launch the product, we have to analyze the other

competitor. We found that they are some competitor in same industries selling

health product that are same products such as ours. They are two companies that

are selling the Misai Kucing which is Balung Tea processing plantation and HPA

group of companies. This is the direct competitor that offering similar products such

as our selling Misai Kuching. The only the different is other product is value price

than the competitor. In case of the strategy to promote the products is totally

different than them.

Why are we handling the other competitor in competitive advantages?

1. The product that we sell is low value prices

2. We have two products line that customers can choose either in bottle or

packages.

3. Our product is totally have HALAL certificate

4. We manage our products according to standard operation procedures and

quality control of the ingredients.

5. The product that we sells are safe and without using any additives, no

preservatives flavor and no colorants.


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3.3 Customer Analysis

A key driving force is growing knowledge of consumers about traditional

herbal. Many consumers have come to realize that Misai Kucing is results of many

years of herbal healing observation and study. Due to knowledge growing by

consumers, Customers will have differences in needs and wants based on six buying

needs.

3.3.1 Safety

Misai Kucing is proven to be safe and effective readily incorporated into the

medical system. Misai Kucing is used in many contain organic formulations of

products such as phenolics, antioxidant enzymes, terpenoids, polyphenol and

sterols which the chemical components are safely used to contributes the

therapeutic benefits. Misai Kucing product is 100% natural pure and caffeine free,

no artificial preservatives, coloring or additives. The Misai Kucing tea is processed

from freshly and selectively picked tea-leaves under a stringent hygiene control in

conforming to the Good Manufacturing Practice (GMP) standard. Besides, Misai

Kucing is vegetarian, proven by JAKIM for the tea Halal Certificate in 2010 and

treated with irradiation process, suitable for all Malaysian citizens. However, women

pregnancy or children are not encouraged to consume this product.


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3.3.2 Performance

Misai Kucing started to interest researchers as early as beginning of the 20th

century when this plant was introduced to Europe where it became a famous herbal

tea. A customer from United Kingdom said that he noticed the result of gout has

slowly treat gout after take the tea in two weeks. Besides, the group from the

School of Pharmaceutical Sciences and headed by lecturer, Dr. Amin Malik Shah

Abdul Majid, found that Misai Kucing has high anti-oxidant content that could

prevent and control the growth of cancer cells.

3.3.3 Appearance.

Misai Kucing is typically packaging in sachet for easier using. Some of these

products come from Misai Kucing packaging in bottle for economical using. It was

show that Misai Kucing is a unique product and packaged in green and eco-friendly

in order to give a message to customers that the beverages is renowned for its

therapeutic value for general health. The package also listed the materials and

features about the beneficial in the treatment of several disease and aliments.

3.3.4 Comfort


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Misai Kucing comes in sachets packed commercially with catch phrase “taste

the freshness” which efforts in exploiting the therapeutic value and customer

satisfaction. The tea is hygienically packed in convenient tea bags for easy

consumption. Customer just follows a simple step; take a sip of the Misai Kucing

tea, dip a sachet in hot water for five to ten minutes and it will be ready. This is

easy and comfortable, suitable for employees or business people who are busying in

office all along time. Therefore, it is gentle to our stomach, hence can be taken

anytime of the day.

3.3.5 Economy

This product is low price and easy to find in anywhere. Therefore, consumers

who often use this product will save more budget compare to the cost of using

therapeutically treatment such talking medicine pills from pharmacy or hospital.

3.3.6 Durability

Misai Kucing is a herbaceous shrub, the plant is believed to have

antihypertensive, anti-inflammatory, and diuretic properties. It is durability product

which product is 100% natural pure and caffeine free, no artificial preservatives,

coloring or additives. The most important part is Misai Kucing treated with

irradiation process. It exhibits considerable antibacterial activity which included

process of eliminating microorganisms, bacteria and viruses. This is to assure Misai

Kucing to own the best quality herbal tea.


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4.0 Marketing Strategy

4.1 Target market

4.1.1 Market Segmentation

There is no single way to segment Misai Kucing market. The best way to

segment the product is using different segmentation variables. There are four major

variables that will be used in segmenting the customer market such as

demographic, psychographic and behavioral variables. Misai Kucing also known as

Java Tea is going to sell in different countries and cities. Before opening the new

market in certain place, we will firstly do the survey in that place because we are

localizing the Misai Kucing products, advertising, promotion and sales efforts to fit

the needs of the customers.

4.1.2 Demographic segmentation,


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It has been divided the market into groups based on variables such as age,

gender, income, religion, race and so on. The target of our product is for the people

who care their health especially who are aged are among 18-45. Age from 18-24

years old, this group are the people who having Java Tea is to take caution about

their health problem because they want to prevent themselves from getting illness.

From the age from 25-35, this group of people are the people who consider has pre-

echo of the kidney problems. So this group of people is encouraged to have Java

Tea or Misai Kucing to cure or to prevent from getting serious kidney illness. From

the age from 35-45, this group of people is normally had high-blood pressure and

diabetes and so on because when they are young, they busy with their works and

no time to take care of their health. So when they reach golden age, all the illness

comes to them.

Besides that, Misai Kucing (Java Tea) target market not only target certain

age, but also target the people who face the kidney problems. Our product, Misai

Kucing is used by both genders and different races because the product is not only

target to certain gender and certain races. For example, in Malaysia all different

races like Malay, Chinese, Indian and so on can have Misai Kucing Tea because

Misai Kucing is used in many of the formulations of products where safe diuretic

action such as detoxification, water retention, hypertension or blood pressure,

weight loss and for kidney stones. Furthermore, Misai Kucing (Java Tea) is affordable

by everyone because the product is cheap and easy to get it.

Range of Age Reason the group having Misai


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Kucing

18-24 Take caution

25-35 Have pre-echo (symptoms)

35-45 Cure or treat the illness

4.1.3 Psychographic segmentation,

It divides the customers into different social class, lifestyle and personality

characteristics. Misai Kucing Tea (Java Tea) is not only target to the upper class

income people but also target to all social class even though it is lower income class

and working class because Misai Kucing Tea is affordable by everyone. Moreover,

Misai Kucing Tea can be used by working class because the working class normally

does not have enough time to exercise and care their health.

In addition, we target people who are having extreme lifestyle, especially

young people who lifestyle is drinking beer and do not care what they eaten

because they want to follow up the modern lifestyle nowadays. This young people

normally will go clubbing with their friends till very late in the night. This lifestyle is

not good for one health because after drink the alcohol, this young people will direct

sleep and this may cause them get the illness from high-blood pressure and the

diabetes. So they can use our products to reduce the diseases because our

products are very useful to treat diabetes and reduce the high pressure.

For personality characteristics, we are targeting people who have personal

health problem like ailment of kidney, high-blood pressure, diabetes and so on.

These people can use our product to heal themselves by drinking Misai Kucing Tea

without any medical drug from the hospital or even though need go to hospital


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every month to treat their health problems. This will causing them do not have time

to do their own activities because the hospital treatment will normally take half day

to go. By this way, they can drink Misai Kucing Tea to treat their illness so they not

need go to hospital every month. Besides that, Misai Kucing is going to target the

market at the customers who care about their health because Misai Kucing has

capabilities that prevents or reduces cancer, involved with growth and tissue repair,

anti-HIV, anti-malarial, anti-stress, antiulcer, and anti-acne which can attract the

customers to use the products.

4.1.4 Behavioral segmentation

It divides our customers into groups based on their knowledge about Misai

Kucing, responses of the products and so on. As we know that, Misai Kucing is

useful in treating ailments of the kidney and bladder stone and other illness such as

diabetes high-blood pressure and so on. In the customers knowledge and

experience they know how good the product and benefit of the Misai Kucing or Java

Tea. Besides that, benefit sought is important in behavioral segmentation because

different people look for different things, even in the same product category. For

example, some people buy Misai Kucing or Java Tea because they need to buy the

products for own benefits and so on. Other people may buy the products for their

parents or friends to cure their illness.

In addition, purchase behavior is also included in the behavior segmentation.

This could be related to time of purchase, place of purchase, quantities bought on

each occasion, degree of willingness to buy innovative products, and so forth. For

example, Java Tea may be bought in the market, supermarket, and convenience

shop or even internet. Each type of purchase behavior may be concerned by the


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customers. For example, someone who enjoys bargain hunting in a market but it

doesn’t means that he or she is poorer than someone who buy the Misai kucing or

Java Tea from the internet.

Furthermore, the term of usage also an important point in the behavior

segmentation. Consumers may be heavy users of the product category. For

example, the medium users of the Misai Kucing or Java Tea are the people who are

getting ailment kidney problems so they will frequently buy the products to treat

the ailment. For example the people who are getting ailment kidney or high

pressure, they can purchase the products to treat the ailment kidney. For the light

users, they are the people who are normally taking caution about the illness or

prevent them from getting illness. So they will sometimes buy the products to use

it. Lastly, the light-users and medium-users can be encouraged to use more of the

Misai Kucing or Java Tea because Misai Kucing provide a lot of benefits to one such

as detoxification, water retention, hypertension or blood pressure, weight loss and

for kidney stones.

4.2 Market Positioning

Our group would like to discuss about brand positioning, represents the what

is key feature, benefit, or image that can be catch our audience to pay attention in

our product, Misai Kucing or Java Tea. There are some brand benefits of Misai

Kucing in fulfill the basic consumer need. Such as, when people asking about us


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what the brand benefit of Misai Kucing is, we like to explain main benefit of

positioning based on functional needs, refer as provide solution of health problem to

consumers. For instance, we position to the market that consumers care about their

health from young to old.

Besides that, we ready to provide consumers for higher-quality product (Misai

Kucing) and better service. As a good marketer, we have to complete our

consumers need for convenience, safety, good health, cleanliness, and so on. For

example, we hope our Go Healthy brand appeal to consumers’ desire for good for

health, safety to drink, and quality Java tea.

We would like to implement positioning for more understand and know the

consumers to our products as well as we can. Our objective to implement

positioning is to encourage consumers to choose our Misai Kucing rather than a

competitive offering. Therefore, to accomplish this goal, we as marketing

communicators designed promotion such as advertising in website, nice packages,

build strong brand name in Malaysia and provide good quality and services to our

consumers.

After that, we would discuss and focus exclusively on the first two of stages in

Consumer Processing Model (CPM) is being exposed to information and pay

attention. We as marketing communicator focus on how to deliver or sent messages


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to consumers and let them understand the brand positioning. In simply word,

exposure means that consumers accept get in touch with the marketer’s message.

For example, when we advertise our product in a magazine or internet

banner, consumers can easy refer to our message and interest to Misai Kucing. In

addition, in advance exposure is necessary to target high percentage of audience to

expose for our brand’s message. Secondly, we want our consumers to pay attention

or attract them in our product Misai Kucing, meaning that consumers really listening

and thinking the brand benefit. For example, nowadays, there are a lot of health

problems such as high blood pressure, obesity, diabetes, cancer and much more.,

that why we like to provide some prevention and reducing the risk of consumers

having this kind of problems.

5.0 Marketing Program

5.1 Marketing mix


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Our company develops marketing mix which is combination product, place,

promotion and place or distribution of marketing tools that are used to attain satisfy

customers and company objectives.

5.1.1 Product

Marketing is about identifying, anticipating and satisfying customer needs.

Our company producing the misai kucing product to meets the customer needs. Our

companies strength of character in mass producing the misai kucing products enter

the markets, thus can satisfy the demand of the markets. Besides that’s, the

packaging is main important for develops images or brand Misai kucing product, the

packaging should be simple and easier recognize by customers. Therefore, the

unique misai kucing product enables to competitiveness in the market, which

means the misai kucing product differentiation is required and is single of the

strategies to differentiate a product from external competitors.

In addition, the product also being certified as a ‘Halal’ beverage drink, this is

because most people afraid either our products is safe to drink or not, regarding of

the consumer personal perception about the hygiene of the products. Our company

also practices the quality control using new caps bottle to refill the Misai Kucing or

Java tea liquid in the new seal bottle and not using recycle bottle.

Our Misai kucing bottle drink product also come in a case, it means one cases

contained 24 bottles of Misai Kucing bottle drinks.

5.1.2 Price

http://en.wikipedia.org/wiki/Product_differentiation


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The pricing is refers financially expressed value of the product to customers

in market. Pricing is main components customers to decide products before make

final purchasing. Our company set a differentiation pricing based type misai kucing

products. For the pricing price, our company had produced two product lines such

as bottle and bags packages and also includes cases. Our price is value pricing that

other competitor.

The price of this product is;

Products Line Cost (RM)

Bottle Rm2.00

Bags Packages RM5.00

Case (24 bottle) RM 45.00

Our company use product line pricing which that we develop different

products based on different pricing. Therefore, our company produces three main

type Misai kucing products, Misai kucing product can be categories in packet box

Misai kucing products, bottle drinking Misai kucing product and also tablet packages

Misai kucing product. Each type of the product has different pricing to offering in

markets. Our company take into account cost different between the products in the

line, customer will evaluation of our misai kucing product and the pricing will

compare by competitor.

For the pricing promotion, we uses quantity based price discount, which

means when consumer purchase the cases and take more than five cases get 15 %

discounts.


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3.0 Promotion

Promotion is being a symbol of the communications that a marketer may

exploit opportunity in the marketplace. In additionally, promotion has four diverse

elements which including advertising, public relations, personal selling and sales

promotion to develops our main product which are misai kucing product in to

market place. Therefore, personally selling can be defined as word of mouth which

informal communication is concerning the product by ordinary individuals, satisfied

customers requirements to buying the products. Otherwise, the sales promotion is

reduce the pricing of the product to attraction more customer buying more quantity

product. For our product, when the distributor purchases the cases more than seven

case, their get one free case.

4.0 Place or distribution

Place means of distribution which that our company select the misai kucing

product depending on the type of product into promote in market place. Place is a

way of getting the product to the consumer.Our company will develop three main

elements put the misai kucing products into marketplace. Firstly, our company will

sell the wholesalers who will to retail outlets to selling the misai kucing product to

the consumers. Such as the misai kucing promote the product through by

distribution to local supermarkets. Besides that’s, our company will personal to

directly selling the products to customers. Such as our company uses multiple levels

marketing is used personal word of mouth to promoting the benefits misai kucing to

customers and encourage customer to purchasing the products. Otherwise, our

company will uses the online marketing approaches to expand more specific

http://en.wikipedia.org/wiki/Sales_promotion

http://en.wikipedia.org/wiki/Sales_promotion

http://en.wikipedia.org/wiki/Personal_selling

http://en.wikipedia.org/wiki/Public_relations

http://en.wikipedia.org/wiki/Advertising


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customers, through by internet customer can be searching information of the misai

kucing products and customer can directly ordering the products from the our

company websites.

5.2 Other Marketing Program

5.2.1 Catalog

Catalog is most effective way to explain and easily customer identifies the

benefit of the Misai Kucing products. Catalog enables to provide several of

information about company profile and the benefits for users on Misai Kucing

product.

In global markets, our company producing the electronic catalog or known as

E-catalog. Our company build own websites enables globally consumer accessed in

internet and capable to directly searching the relevant information and types of

products to promote in the markets. In additional, E-catalogs are basically digital

web pages that exhibit the specific details of the product along with the relevant

images. Thus, our company develops E-catalog which is showing the colorful

graphic or images together by short description and benefits about the Misai Kucing

product. So that’s, customer may understands the purpose our company reason to

promote the products based on Misai Kucing products has several benefits healthy

for customers.

In the related points, using E-catalog to promote Misai Kucing product may

easier to generates lots of potential customers. In additional, our company may

reduce the cost because using E-catalog not spent the money to prints out and

saving time to find and give on hand customers. Besides that’s, customers can be

anytime and anywhere search and download E-catalog to read and more


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understand about Misai Kucing products before make decision purchasing the

products.

5.2.2 Multiple Level Marketing(MLM)

Our company using Multiple Level Marketing as regularly known as MLM, the

MLM approaches is one of the develops the promotion in Misai Kucing products.

MLM not only involve in personally selling but creating a down line of distributors

and a hierarchy of multiple levels of compensation. Besides that’s, the MLM involve

in a large group of agent promoters or sellers to handwork to promote the Misai

Kucing products. Thus, the MLM return the commission or profits based on points of

total sales or sales volume products. If the distributor can sell it for more than five

cases of Java tea, they get 10 % commission for that sales. If the recruit new

member they will received additional RM10 as a referral.

Therefore, our company can be expanding total selling though MLM promotion

the Misai kucing products and also can be building up brand awareness from

customers. By the reason , the promoters will directly face to face to consumers and

enables implemented word of mouth marketing to promote the benefits for

customers about Misai Kucing products and build up brand equity about our

company to producing the Misai Kucing products.

Our company develops Multiple Level Marketing need more training to

recruitment the promoters, so the promoters may know more specific information,

marketing skill to pursue customers purchasing the products and procedure to


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direct selling to customers. Thus, our company has a formal marketing to exploit

supplementary target markets, increase the target sales of products and build up

the brand equity around the business markets environments.



There other method that we use to promote our products, not just using the

marketing mix, but we also use advertising program. This is because through, the

customer will know our products are exists in the market. It is the ways we

communicate and giving information about our products to public awareness and

move people to purchases it. It also positioning our brand and it can help in

informing people about the product benefit. For advertising program that we choose

is print advertising, active media, outdoor advertising, and internet advertising.

6.1.1 Printing advertising

For print advertising, it covers the newspaper, magazines, and directory. The

reason that we use this method is because people always read newspaper in the

morning for them to update daily what is happening in the society. When they read

the newspaper, they will see our product in the promotion part. They local

newspaper that we use is the Utusan Malaysia, New Strait Times and Berita Harian.


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This because a lot people reading this newspaper and there are the top three most

reading newspaper in Malaysia.

For the magazine we choose the Intrend and Majalah Wanita. These

magazines also provide the Health Section keeping them updated what is the new

products for healthy product for women.

6.1.2 Active Media

Active media include radio, Television and cinema. Radio, TV and cinema are

the most powerful media because they are active. They actually do something that

always attracts the customers. TV and radio probably the most passive media in

most country. We choosing the TV, because most people will watch TV while eating,

doing homework, relaxing, finding information or even while entertaining friend.

Through TV, it shows the voice, vision, music, printed word, and demonstration of

the products.

For the radio selecting, we choose HitFM because they are the most listening

radio in Malaysia. A lot of people listen to this radio broadcast. By giving information

of our products, customer will know the existing our products benefit. By listening to

the radio, customer will listen and captive the audience. In addition, it is cheap and

portable. Radio advertising can be targeted to a small geographical area.


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For many year cinema was the only visual advertising medium. Most of us are

watching cinema every one time in our daily life. The reason we choose this

medium is extremely flexible with a cheap packages are available for local firms,

using stock film to display our product to captive audience. In this case, Golden

Screen Cinema is the best cinema that we choose to advertise our products.

6.1.3 Outdoor Advertising

For outdoor advertising, it consists of billboard or poster and transport

advertising. The Outdoor display is the oldest form of advertising, and it has been in

use for many years. The reason that we choose billboard is simply it can appear in

the sides buildings, beside major roads, beside railways line, and even in tower

through the street.

The advantages using this method are low cost because billboard poster is

relatively cheap to design and print and the important thing is the site rentals are

also low. The approved for display the billboard advertising can be applies to any

district office for example the Dewan Bandar Kuala Lumpur. Other than that, It can

be targeted geographically are, in our case, we are targeting the area of full of

traffic and the density of the area.


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For transport advertising, we choose the most use transportation of that area

which is the City Bus and the LRT train. This is the most people usually use to go to

work and sightseeing. We print the poster of the product and place it beside the

City Bus that everyone who passing through can see our product.

6.1.4 Internet advertising

We also promote our products through internet marketing, which means we

established a website to sale the product to customers. It is the most effective ways

to get the people attention and awareness of our products. This is because to

develop a website is very low price which only cost RM35.00 per year. Customers

can view the information of our products. Other than that, they can purchase the

products online via online bank. The delivery channel will be use through Pos

Malaysia. There are many ways that we can promote the products; one of the

strategies is using banner advertising. These are small advertisements placed on

host websites. Which this banner will be display in the website to get people

attention. Banner advertising usually carries a hyperlink to take the surfer to

advertiser which is us.


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7.0 Implementations of Plan

7.1 Products Setting

The raw material of the product is Misai kucing which we purchase it from

local farmers that planted the Misai Kucing. We buy it from farmer because we need

to save cost rather than rent a land, pay wages to direct labor and maintaining the

cost. We usually purchase the Misai kucing, for one kilogram it cost only about RM

3.00. We usually buy it 300 kilograms for our business operation. The bottle that we

purchase only cost us RM30 the contained 100 bottle inside it. Therefore, the cost

per unit of our bottle product is RM1.30 which sells for RM 2.00 per bottle that gives

us gross profit margin of RM0.70. For the bags packages, we weight all the bags at


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200 grams and sales it for RM5.00. This means one kilogram sold, our company gets

RM22.00 gross profit.

Costing

Description Unit Cost per unit

(RM)

Bottle RM30/100 0.30

Utilities 0.50

Labor cost 0.50

Total 1.30

Profit

Description RM

Sales 2.00

Cost Of Goods Sold 1.30

Gross Profit Margin 0.70

7.2 Distribution Channel

Our company using direct and indirect distribution channel as main elements

of marketing strategy, distribution channel facilitate to deliver the products to local

distribution supermarkets as a middle channel to deliver the misai kucing product to

final customers. Therefore, our company rented shelf in local supermarket as a

position to promote the misai kucing product to increase volume of sale.

Our company will decide indirect distribution to local supermarkets such giant

supermarkets, Servay supermarkets, Milimewa supermarkets and CKS

supermarkets. The four target local supermarkets to offering the Misai Kucing


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products to customers because have a lot of customers rather going supermarkets

to convenience place to purchasing all type products in the same time. Therefore,

our company will build the short term promotion to begin enter the Misai Products in

the local supermarkets. Additionally, the our company will develops early

promotion such as offering mini samples and catalog based on uniqueness Misai

Kucing products to customers, and the promoters will encourages to customers

about Misai Kucing being a lots of positive healthy to customers. So, Misai Kucing

products can be more attractive to young age category (20-40 ages) customers,

increase brand resonance and generate more markets shares in local markets.

Besides that’s, our company also using direct distribution channel to promote the

misai kucing products. Our company will rent a stall through by “Pasar Tani Fama”

to raise market segmentation of customers and not just target customers in Sabah

only. Otherwise, promote misai products through by “Pasar Tani Fama” can being

the misai kucing products to commercialize peninsular Malaysia community share

the benefit of misai kucing product to customers and increase the power buyer in

markets.

8.0 Evaluation performance

8.1 Sales Forecasting

GoHealthy Enterprise is planning to sell Misai Kucing as a local Sabah product

to the market in Malaysia. Therefore, we are going to make sale forecasting for our

small business. These are big ongoing challenge to Go Health Company because we

do not have past sales projections as our starting point. Thus, we just only can used

“best guess” become our company’s estimate. Besides that, making sales forecast


30

a practical tool for business planning is to ensure sale forecast are reasonable and

realistic. Go Health Company make an accurate sale forecast affect all aspects of

the business. Therefore, when our company produces Misai Kucing may establishes

production quantities, scheduled production times and focus on keeping inventory

cost minimal. Other than that, Go Health Company may determining the amount to

purchase from supplier will save company money when negotiate prices.

There are some key stages for Go Health Company to develop sale forecast.

Firstly, Go Health Company would like to determine industry potential. We will

consider geographic target market such as Malaysian and investigate its potential

size in the Malaysia market. Therefore, we can easy to estimate the market size

based on geographic or demographic characteristics than lifestyles or buying

decisions. Our company would like to use this kind of information as our starting

point. Secondly, Go Health Company may determine our company’s sales potential.

This is means that what is the maximum limit that Go Health Company can produce

or provide in term of sales. For example, how many workers is operation, they can

estimate how maximum number of hours to produce Misai Kucing, deliver and sell

the service direct to customers.

Therefore, our products predict below are sales projection for the current

month, we also target the increase of 20% the following month.

Sales Projection

Product Sales per month (unit) Increase 20%

following month


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Bottle 150 180

Bags packages 100 120

Cases 250 300

9.0 Reference

Barringer B.R and Ireland R.D. (2010) Entrepreneurship, Successfully Launching

New Ventures,

3 Edition, New Jersey: Pearson Hall

Gilmore A, (2011) “Entrepreneurial and SME marketing”, Journal of research in

marketing and


32

Entrepreneurship, Volume 13, No. 2, Page 137-145

Kotler.P, Armstrong.G, Sween H.A, Siew M.L, Chin T.T and David K.T, (2005)

Principle

Marketing an Asian Perspective, Singapore; Prentice Hall

Longenecker J.G, Moore C.W, Petty J.W and Palich L.E. (2006) Small Business

Management: An

Entrepreneurial Emphasis, International Edition: South –Western

Morrish S.C ,(2011) “Entrepreneurial marketing a strategy for the twenty-first

century”,

Journal of research in marketing and entrepreneurship, Volume 13, No. 2,

Page 110-119

Miles M.P, Crispin S, and Kasouf C.J. (2011) “Entrepreneurship relevance to

marketing”,

Journal of research in marketing and entrepreneurship, Volume 13, No.2,

Page 126-136

Nurul A.K, (2009) Periksa dan rawat Segera ,Utusan Malaysia , Retrieved from

http://www.utusan.com.my/utusan/info.asp?

y=2009&dt=0517&pub=Utusan_Malaysia&sec=Kesihatan&pg=kn_01.htm

Peter Rix; 2007; Marketing A Practical Approach , 6th edition, Australia; Mc Graw-Hil

http://www.utusan.com.my/utusan/info.asp?y=2009&dt=0517&pub=Utusan_Malaysia&sec=Kesihatan&pg=kn_01.htm

http://www.utusan.com.my/utusan/info.asp?y=2009&dt=0517&pub=Utusan_Malaysia&sec=Kesihatan&pg=kn_01.htm

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