INTRODUCTION TO MARKETING (MKT410)

MARKETING PLAN OF SBM HQ COMPANY

TYPE OF BUSINESS

COMPANY

PREPARED BY:

MUHAMMAD FAHMY IZZALMAN BIN FAUZI (2020852808)

EIZAZ FAKHRULLAH BIN ABD RAZAK (2020885252)
NUR ATIQ SYAWALNAINA BINTI ANERI (2020495436)
NUR HASANAH BINTI OTHMAN (2020827884)

PREPARED FOR:
ZALINAWATI BINTI ABDULLAH

SUBMISSION DATE

26/5/2021
 TABLE OF CONTENT

CONTENT PAGES
EXECUTIVE SUMMARY i
1.0 BACKGROUND OF COMPANY 1-3
1.1 Table of Operation
1.2 Logo Description
1.3 Tagline Product
2.0 TARGET MARKET 4-5
3.0 SWOT ANALYSIS SBM HQ COMPANY’S 6-7
4.0 PRODUCT 8-9
5.0 PRICE 10
6.0 PLACE 11
7.0 PROMOTION 12-15
7.1 Promotion Method
8.0 CONCLUSION 16
REFERENCES 17
EXECUTIVE SUMMARY

We first began our Sambal Bilis business plan as a way to profit from our passion and
provide others in a marketing way mostly through online shopping like many in the market
nowadays. Our Sambal Bilis which is under company SBM HQ was registered in 2020. As the
owner of the company is Muhammad Fahmy. Sambal Bilis sales started the business by
selling directly to the nearest customer and with further a dew making a profit from the
business he started to ask one of his staff to market the product through Online Shopping such
as Shoppe, Instagram, Facebook, and another market in the online center. In addition, there
are many trademark and headline that we use to gain customer trust and addiction to this
product as it will increase the margins of the profit every week or in the month. We are proud
of the Sambal Bilis Mengamuk under SBM HQ which we have created, and we look forward
to its continuing growth in the future. We feel that the lessons we have learned from the
Sambal Bilis business will serve us well as we go forward. The product of Sambal Bilis
Mengamuk features a great deal of opportunity but some unique challenges as well. We feel
for our company is uniquely positioned to profit from changes in the industry and we feel that
our company can continue to leverage the expertise we have gained into higher levels of profit
and customer satisfaction. That's is all for our summary, lets us pray and don't give to succeed
in life and make a world a better place for all of us either different country or not. Thank you
for your time.

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1.0 BACKGROUND OF COMPANY

SBM HQ is a company that provides food additives, namely Sambal Bilis. This
company was registered under the Registration Businesses Act 1956 since 2020. Muhammad
Fahmy is the owner of SBM HQ Company and he has managed it after he graduated from his
university decided to get involved in this area of business because he knows he will gain more
profits much better than others types of businesses. This type of business is had fewer
competitors and has a high demand. Encik Fahmy started his business with cash RM200,000
as beginning capital and the business is located at 1038A Kampung Rawai Alor Limbat 21400
Marang Terengganu. The owner started the business by selling directly to the nearest
customer. After making a profit from the business, the owner expanded his business by
supplying Sambal Bilis to suppliers, agents, and dropship. The business operates daily from
9.00 am to 5 pm and will close on special days such as festival days. Costs are calculated by
dividing into three parts namely capital, wages, and profits. Fahmy has 3 business
partnerships. Namely, Erzaz, Nur Atiq, Hasanah, and 5 staff is Wafi, as the company's
accountant while Siti, Noreen, Badrul. And Rizal who will process Sambal Bilis products.

ViSSION MISSION
- To be the leading leader in the healthy - To provide healthy and quality ready-to-eat
eating industry in Malaysia. food to the community.

1.1 Table of Operation

DAY OPERATION HOUR TIME

Sunday 9.00 am – 5.00 pm
Monday 9.00 am – 5.00 pm
Tuesday 9.00 am – 5.00 pm
Wednesday 9.00 am – 5.00 pm
Thursday 9.00 am – 5.00 pm
Friday 9.00 am – 5.00 pm
Saturday 9.00 am – 5.00 pm

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1.2 Logo Description:

Based on the two logos issued by SBM HQ, it can be interpreted that there are changes
in the first and second logos.

On the first logo, we can see that the founder wanted to show customers a picture of
the Sambal by using some rather unappealing icons. The use of a background characterized
by exploding fire can highlight the spicy flavor of the sambal, but this feature is still unclear to
the customers. The illustrations of anchovies look like they were hand-drawn and the selection
of fonts and colors of the brand are less than satisfactory and do not stand out, making
customers less attracted to Sambal. The prominent feature of this first logo is simply the
owner's phone number for customers to place an order.

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 Whereas, on the second logo, we can see that all the features are highlighted more
clearly and attractively. On the second logo, the founders use bright colors such as red,
orange, and yellow. These vibrant colors are said to stimulate the appetite of anyone who sees
them and is commonly used in food advertisements and logos. The font selection on the
second logo is larger and more prominent than on the first logo. The illustration of the
anchovies on the second logo is also clearer and can provide a good description to customers
about the SBM brand. The fire explosion as the background on this logo is also more
prominent and can send a message to customers about how spicy and delicious sambal
tastes. The description of the phone number on this logo is clearer to customers than the
previous logo.

1.3 Tagline Product

A tagline is defined as "a catchphrase or slogan, especially as used in advertising, or

the punchline of a joke. When it comes to marketing, a tagline is a business “mantra” it tells
people who you are and what you stand for in a few succinct words. The purpose of a tagline
is to create a positive, memorable phrase that sticks in the customer's head and helps identify
the product brand and marketing message. After discussion with the board of directors, the
founder agrees to create a slogan for SBM HQ that "PERFECTS YOUR FOODS". This word
is concise but can give a good explanation to the reader and clearly describe the perfection of
the crunchy, delicious, and spicy Sambal Bilis Mengamuk dish.

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2.0 TARGET MARKET

Marketing is a business activity that involves the process of research and analysis on
consumer behavior, marketing environment, channels of promotion and distribution of
products as well as pricing of goods and services that can be satisfactory (Philip Kotler, P. T,
2017). Production of Sambal Bilis Mengamuk is to satisfying customer needs, wants,
demands, engage customers, build profitable, relationships, and create customer delight.
SBM HQ Company used a marketing mix that is a product, promotion, distribution, and price.
SBM HQ Company has identified market segmentation of consumer market to several groups
of consumers in terms of geographic, demographic, psychographic, and behavioral. SBM HQ
Company has set marketing targeting for those who offer the best opportunities for the sale of
this Sambal Bilis Mengamuk product.

The type of market segmentation emphasized by SBM HQ Company is geographic.

Geographic involves the division of a market by location such as area, housing, city, state
district, state, or country. Therefore, SBM HQ Company has identified that different
geographical areas have different needs and wants such as people on the West Coast and
East Coast. East Coast people prefer anchovy-based food products such as Sambal Bilis
Mengamuk compared to the West Coast. The east coast state which supplies anchovies to
buyers facilitates the production of Sambal Bilis to continue to be sold to the customers. The
demographic is age, gender, income, household or family type, occupation, religion, and
ethnicity. This product can meet the needs of the household and each individual because the
Sambal Bilis Mengamuk product is very popular with various ages. After all, it is an instant
product that can be eaten directly without cooking. Sambal Bilis Mengamuk products are
favored by all age groups from the age of 13 and above. Both men and women are very fond
of Sambal Bilis Mengamuk products. SBM HQ Company has determined that this product
Sambal Bilis Mengamuk is favored by many nations, namely Malay, Chinese and Indian.

Low income can also afford to buy Sambal Bilis Mengamuk products because of their
cheap and affordable prices. Psychographic involves the division or mapping of the market
based on the personality, lifestyle, tastes, and social class of the consumer. For
psychographic, SBM HQ Company has identified that this Sambal Bilis Mengamuk product is
favored by various levels of society as well as individuals who have a luxurious lifestyle.
Sambal Bilis Mengamuk is food for all social classes of society. Behavioral involves mapping
the market according to consumer responses to the use of a product such as preferences, the
number of products purchased at a particular time, frequency of use, and repetition of the use
of a product. Sambal Bilis Mengamuk products that are tasty, delicious, and also use quality
ingredients influence the repetition of consumers to buy Sambal Bilis Mengamuk products.

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 SBM HQ Company has chosen a market targeting strategy which is micromarketing,
which involves two aspects that is local and individual marketing. Micromarketing is a
marketing practice that adapts a product to the tastes of a particular consumer or according
to a particular location or place. SBM HQ Company focuses on local marketing. Local
marketing involves brand customization and promotion to meet the needs and wants of local
consumer groups such as in stores, residential areas, cities, states, and countries. SBM HQ
Company identifies Sambal Bilis Mengamuk products to suit the tastes of the people in
Malaysia.

To further increase sales of Sambal Bilis Mengamuk products, SBM HQ Company has
opened up opportunities for stockists, agents, dan dropships to sell Sambal Bilis Mengamuk
products. At the same time, it can open job opportunities and add value for the customers if
they want to increase income and join with SBM HQ Company. SBM HQ Company has
communicated the marketing of Sambal Bilis Mengamuk products through advertising, sales
promotion, and face-to-face sales to make consumers aware of the existence of Sambal Bilis
Mengamuk products. Therefore, SBM HQ Company also has done marketing through
electronic media which is Facebook, Shopee, Instagram, and WhatsApp. Through social
media, consumers will be more recognition of the existence of Sambal Bilis Mengamuk
products. The product features of high quality and tasty anchovy sauce can maintain a good
product image in the minds of consumers compared to other competing products.

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3.0 SWOT ANALYSIS SBM HQ COMPANY’S

Strengths

The strength of this Sambal Bilis Mengamuk product can be seen from the aspect of
product quality, that is, the ingredients or materials used for the production of the product are
from natural materials without artificial coloring. This product received testimonials or good
responses from customers. The average customer gave very good feedback on the product
in terms of reasonable price, Sambal Bilis Mengamuk which is delicious and can be eaten with
various dishes. This type of business is fewer competitors and has a high demand. Sambal
Bilis Mengamuk product has a high demand from customers because it is a portion of fast
food and tastes good and delicious. The production management of Sambal Bilis Mengamuk
products is efficient.

Weaknesses

SBM HQ Company has weaknesses in terms of inefficient management or logistical

factors, limited technology, the less strategic location of the premises to know and influence
customers to buy Sambal Bilis Mengamuk products. Not many employees affect the
production of Sambal Bilis Mengamuk products. The brand of Sambal Bilis Mengamuk
products is still unknown.

Opportunities

Competition for Sambal Bilis Mengamuk products is low because not many companies
produce Sambal Bilis Mengamuk products such as SBM HQ Company. So, it opens up an
opportunity for SBM HQ Company to market Sambal Bilis Mengamuk products in the market
without fierce competition. The market for food products today is very strong. Therefore, SBM
HQ Company has taken this opportunity to market Sambal Bilis Mengamuk products. In the
future, SBM HQ Company will produce and add new product lines to build company
reputations in its other lines.

Threats

SBM HQ Company has a problem in terms of the main source of raw material supply,
which is anchovies. The supply of this anchovy source is not always available. Changes in
raw material prices for anchovies are also volatile. SBM HQ Company has difficulty in
consistently flavoring Sambal Ikan Bilis. The supply of anchovies is very limited and SBM HQ
Company has to find many raw supply suppliers to get the supply of anchovies to produce
Sambal Bilis Mengamuk products. It can affect the production of Sambal Bilis Mengamuk

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products. Although SBM HQ Company has less competition from other companies it also
manufactures the same products. SBM HQ Company competition in terms of price also.

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4.0 PRODUCT

The product defines as are goods, services, or ideas offered by merchants and
purchased by customers to fulfill the purpose of meeting the needs and wants of consumers
(Philip Kotler, P. T, 2017). SBM HQ Company has produced a physical product, namely
Sambal Bilis Mengamuk. This product is bought by consumers because it is tasty, reasonably
priced, and uncooked. The product component of the Sambal Bilis Mengamuk product is a
significant product that is the characteristics found in the Sambal Bilis Mengamuk brand which
is already known for its product quality. Product attributes, namely Sambal Bilis Mengamuk
product, have tangible features such as color, price, and intangible features such as consumer
satisfaction. Product attributes that can be seen in terms of product quality Sambal Bilis
Mengamuk can be stored for 2 to 3 months to eat.

The classification for Sambal Bilis Mengamuk products is consumer products.

Consumer products are products purchased by end-users for personal, household, or family
use. Consumer product classification for Sambal Bilis Mengamuk products is a convenience
product. This Sambal Bilis Mengamuk product is bought by consumers regularly, immediately
and there is no need to make many comparisons. The affordable and available Sambal Bilis
Mengamuk products make it easy for consumers to obtain them.

A product line is a line of products that are more or less the same type or related to
each other sold by a business (Philip Kotler, P. T, 2017). A product mix or product portfolio
consists of all the product lines and items that a particular seller offers for sale (Philip Kotler,
P. T, 2017). The product mix includes width, length, depth, and consistency. SBM HQ
Company only produces one product line, which is only Sambal Bilis Mengamuk products
called consistency product mix.

Branding is the use of a product's name, term, symbol, mark, or design to form the
identity of a business and the product being produced. Brands represent all the products that
are needed by consumers. SBM HQ Company has chosen Sambal Bilis Mengamuk as the
name for their product. The choice of the product name can attract consumer's perceptions
and feelings to buy this product. The product brand is the main view of consumers to the
Sambal Bilis Mengamuk product. A positive brand for Sambal Bilis Mengamuk products will
get more reaction from consumers. The product branding of Sambal Bilis Mengamuk can
maintain in the market for a long time.

The Sambal Bilis Mengamuk product brand that is no stranger will make consumers
stay with this product. The branding and logo of the SBM HQ Company Sambal Bilis
Mengamuk product for this product can differentiate the Sambal Bilis Mengamuk product from

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competitors' products. The packaging used by SBM HQ Company is plastic containers. Plastic
containers are suitable for food storage such as Sambal Bilis Mengamuk. It also can serve to
protect the product from damage before it is sold to customers. Next is labeling. Important
information labels such as the brand of Sambal Ikan Bilis Mengamuk product, name, and
address of the manufacturer, production date, expiry date, product content are affixed to the
packaging of Sambal Bilis Mengamuk product.

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5.0 PRICE

For the price of Sambal Bilis the price for one bottle is RM 12.90 and for the purchase
of three bottles the price offered is RM36. The price for 100 containers is RM7.50 per container
(RM750). While for the price for agent 20 containers RM9 (RM180). Pricing strategies of SBM
HQ which is Cost-plus pricing. Cost-plus pricing is the most basic method of measuring price,
and it encapsulates the fundamental principle of doing business. You create something and
then sell it for a higher price than what you paid for it (because you added value by making it).
Many businesses use cost-plus pricing as their primary pricing strategy when releasing new
products including Sambal Bilis Mengamuk. Many companies determine their desired profit
margin by inventing a number, then add the two numbers together and slap it on a few
thousand widgets. It is as easy as that. This strategy omits market research and fails to
comprehend consumer expectations or competitor tactics.

There are some benefits of cost-plus pricing. It only requires a small sum of money.
Cost-plus pricing does not necessitate a thorough examination of the industry. Most
businesses are aware of their production costs and they add up invoices, labor costs, and
other expenses. Businesses will then apply a margin to the total costs depending on how much
demand they believe will be absorbed. It is easy, which is why it is a popular strategy among
small businesses and companies that must prioritize other aspects of the output. It protects
us from having insufficient information. When we do not know how much a consumer is willing
to pay and there are not any direct rivals in the market, cost-plus pricing is particularly useful.
Essentially, the only data SBM HQ must direct our pricing decision is a cost figure or estimate,
which helps our project at least a starting price to work with as the market and consumer
evolve.

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6.0 PLACE

Channel arrangement for SBM HQ which is online advertisements. The most cost-
effective way to capture customers who are only entering the market. In traditional marketing,
we use a spray-and-pray approach in the hopes of attracting the attention of people who are
interested in our product. but with online advertising methods, it is easier to get customers.
The online advertising, we used is Facebook, Instagram, WhatsApp, and Shopee to promote
the goods we sell. It is convenient because nowadays most buyers prefer to use online sales
services rather than going to the store or walk-in. Because it saves more time and energy also
easy to filter your targeting by intent.

The reasons why we chose online advertising methods such as arrangement because
the possibilities for reaching out to more people are limitless. Since the internet is open to
anyone, our product which is Sambal Bilis Mengamuk can reach out to a local, national, and
even global audience. Our ads have a much better chance of being viewed by a larger number
of people. Sambal Bilis Mengamuk will be in front of potential buyers 24 hours a day, giving
the SBM HQ a lot of attention. If customers are online, SBM HQ should be as well. It also
affordability, one of the most significant advantages of online ads is their low cost. You do not
need to spend millions of dollars to sell your goods and services, unlike other traditional
approaches. It is cheap and easy for advertisers to promote their businesses online.

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7.0 PROMOTION

7.1 Promotion Method

Online Method as nowadays the internet is everywhere that people is easy and can
choose from what they are required for.

-Facebook

a) Ads Pay Monthly

b) Through Page-Page Facebook either contribute or customer
c) Through Messenger
d) Profile Facebook

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Shopee

a) Mega Sale on Shoppe

b) Free Shipping
c) Preferred Seller
d) Ads Pay Monthly

-Instagram
a) Ads Pay monthly
b) Profile Instagram Account
c) Through # trending
d) Direct message

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-WhatsApp

a) Ads in WhatsApp
b) Group Chat
c) Chat Ads

• The theme of our choices by producing our advertisement

-Humorous

-Funny

-Happy

-Fantasy

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Reason for choosing these promotion methods

- As we all know it nowadays the internet is not only in computer but in the
smartphone, game gadget, also in car in other ways, it is everywhere you can surf
the internet, not like the old days when you have to manually go to a cyber cafe
just to use the internet.
- Furthermore, this pandemic that gives us the biggest impact on many of the
countries in the whole world leads to travel come to an end because to prevent the
virus Covid-19 from spreading so it is hard for people to go out and buy some
valuable and other stuff.

- However, with this pandemic, the delivery expresses such as Pos Laju, J&T, DHL,
and other services working well and fine because people are started to shopping
online and surf online even kids! In online shopping, you don't need to exercise
your like going to the mall from the first floor until the last to make your satisfaction
but online you only just needed to scroll until you feel tired with your bare hand.

- In addition, in online shopping also you can get a free voucher and good offer such
as depending on the sale as it stated in Shopee 12.12 or something else, so by
that particular day or date people will be mood on standby to shopping lots more
with achieving the free shipping voucher that many people like the most.

- Then, with these ads pay monthly, profile Facebook or Instagram, # Trending with
the hashtag, page-page Facebook and others will surely with this new Era the sale
and marketing of our product will increase specifically margin sale and gross profit
as from what I have research from because good strategy leads to good marketing
which comes to conclusion profit of the sale of the product.

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8.0 CONCLUSION

SBM HQ Company is a company that manufactures and sells Sambal Bilis Mengamuk
products to consumers. Sambal Bilis Mengamuk raging products that have a high product
quality in terms of delicious taste can captivate customers. Various sections of society are
fond of sambal Bilis products because there is still a lack of sambal bilis production. To get
this raging Sambal Bilis Mengamuk product, customers can buy it on Shopee, Instagram,
Whatsapp, and Facebook. The price for Sambal Bilis Mengamuk product is very affordable
and can be bought by all walks of life. It is very easy to find this product. In the future, SBM
HQ Company will produce various types of product lines to further strengthen the SBM HQ
Company market.

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REFERENCES

Cody Bernard (2020). Product Marketing: The Complete Guide., Drift. Retrieved from
https://www.drift.com/blog/what-is-product-marketing

Jpi media local,. (n.d). 5 Reasons Why You Should be Advertising Online. Retrieved from:
https://www.jpimedialocal.co.uk/articles/step-4-generate-sales/five-reasons-why-you-
should-be-advertising-online/

Kristen McCormick (2021). The 30 Best Ways to Promote Your Business in 2021—With or
Without Money., Word Stream. Retrieved From:
https://www.wordstream.com/blog/ws/2020/11/02/promote-your-business

Philip Kotler, P. T. (2017). Principles of Marketing (17 ed.). Pearson Higher Education.

Philip Kotler. (n.d) (C-8). Using Marketing Channels to Create Value for Customers. Marketing
Principles (v.1.0). Retrieved from: https://2012books.lardbucket.org/books/marketing-
principles-v1.0/s11-using-marketing-channels-to-cr.html

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