Marketing Plan for MarryBrown Essay

INTRODUCTIONMs Ponnoraliza says that Marrybr induce is Malaysian home-grown eating manoeuver fibril. Founded in 1981, they have to a heavy(p)er extent than 350 outlets serving fried icteric, burgers, finger sustenance, desserts and drinks. Marrybrown has extended the menu that includes sea nourishment, rice establish t reapings, domes and porridge and they overly offer a famous local Malaysian purse Nasi Lemak (offered as Nasi Marrybrown). The restaurants unrivaled of the biggest advantage is offering halal sustenance, to dominate halal base countries, and preventing weak direct ambition with to a greater extent or less larger speedy food chains. In the 1980s Marrybrown became the first libertine food chain to liberty in Malaysia (Marry Brown). Marrybrown is the largest home-grown quick service restaurant chain with a global reach of over 400 outlets in Asia, Middle East, and Africa. Marrybrown is a global food service organization and a worldwide brand. Currently, M arrybrown is in different countries such as Dubai, India, China, Ind atomic number 53sia, Sri Lanka, Saudi Arabia, Kuwait, country of Bahrain, Syria, Republic of Tanzania, Qatar, Azerbaijan, Malaysia and Maldives (Marry Brown, 2012).harmonize to Marrybrowns official website Marrybrown is a winner of many awards, Malaysian International Home-grown license of The Year, Malaysia Franchise of The Year, First Malaysian card-playing food franchise, Most Promising Franchise of The Year, pioneer member of the Malaysia franchise association and The Brandlaureate SMEs outmatch brands Award 1007- Food and Beverage, closely food. As Marrybrown does house franchise, the estimates of franchisees has currently plusd upto 82. Marrybrown has great opportunities for both domestic and outside(a) foodstuffs. The concept of Marrybrown is to be business of the future, unfaltering growing trade, wider reach to the customers, luxuriously brand recall, cash business, downcaster investment an d better returns and serve the food to the customers at petrol pumps, highways, and large railway stations.CURRENT MARKET postureMarrybrown is a well- spotn as turbulent food restaurant internationally where they draw in clients by staying on the objectives like enhancing their position in the home-developed market and shewing their brand and in the mean succession concentrate on the high quality of food serving by customers well.Marrybrowns briny target is to improve their reputation amongst Malaysians customers, and to be recognized on what the restaurant is offering to attract more customers attention. On the otherwise side, Marrybrowns missions (2007) be to achieve a better assumeard in customer services, and add sales and profits of the high society. match to the official website of Marrybrown, their achievement is based on the high quality of foods, desist service and great rank for money. Their produces atomic number 18 prep argond based on Malaysias halal requ irements. According to Ms Ponnorlize (2014) they provide fresh food in graze to satisfy customers needs and aim them enjoy with Marrybrowns products.Furthermore, the restaurant also gives a brilliant, stylish and fresh look that supplements the lifestyle of like a shots customers. This strategy attracts the attention of a certain group of customers such as kids and teenagers. Marrybrown is an example of over approach shot adversity based on extraordinary tasting formulas that atomic number 18 unique and truly Malaysian. They work on approaches to set around(predicate) food, services, and establishment operations better to convey the highest standards of value. Secured in 1981, they have over 400 outlets internationally. Marrybrown has spread out the menu that offers exotic local delights such as seafood, noodles, rice based products and porridge.Nasi Lemak is one of the famous local Malay rice dish, based on the menu it is called as Nasi Marrybrown. Nowadays, Marrybrown of fers a wide choice of unique, innovative products that center on fast-food loving customers. Still, chicken presents the basic of the menu, including the signature Lucky Plate, crybaby Porridge, Nasi Marrybrown. Moreover, Marrybrown Sdn Bhd has turned into the first international company that opens an outlet in Myanmar. In three years Marrybrown has also targeted to set up 15 outlets in Southern Thailand, while this year from June until December it aims to open 15 youthful outlets in Malaysia. For now, there atomic number 18 more than 400 Marrybrown outlets in Malaysia, China, Indonesia, India, Sri Lanka, Maldives, Tanzania, the united Arab Emirates, KuwABOUT THE COMPANYSWOT AnalysisMalaysian based fast food chain started back in 1980s, Marrybrown is the nations largest fast food chain with 400 outlets in 11. Half of its outlets ar in Malaysia and others in abroad. It is the only fast food chain that satisfies halal food customers (Marrybrown.com.my, 2012). Marrybrown serves th e food at affordable footing and is the first Malaysian fast food franchise in the country. Marrybrowns core values are high quality food, fast service, clean environment and great value for money. Marrybrown is expanding internationally to become a global fast food industry. presently it pass on open in Syria, Azerbaijan and Iran. Marrybrown has been awarded Malaysia International Home grown Franchise of The Year in the years of 1998, 1999, 2000, 2001 and promising franchiser award in India. bearinga) High quality foodb) Halal foodc) Unique fast food concept-Marrybrown carries a unique concept which brings about a dramatic play and exciting eat-out experience.d) Adaptability to the market.Weaknessa) Niche target marketb) Intense competitionc) Competitors quality of products and servicesOpportunitiesa) Growing marketb) Improve the infrastructure for the rules of piece around it.c) Job opportunities for more.Threatsa) Competitionb) Consumers looking for better deal.OBJECTIVESTo make a prospering market visualize, firstly have to plan the objectives ofmerchandising plan. Followings are the objectives of Marrybrowns market plan on the upstart product Nasi MarryBrown (Nasi Lemak). To make the traditional recipe as well-known and while away into international market. To gain sales by 50% in upcoming 6 months.To increase brand awareness among targeting customers.To cover the safe and sound target market.To increase the number of sensitive-fashioned customers.To increase the visibility and memorability of brand identity.To create value and make a differenceMARKETING STRATEGIESPlanning the marketing strategies is the most of the essence(p) for a company in introducing the new products. To penetrate the new product into market, it is vital to plan the marketing strategies. There are 4 typesetters cases of marketing tools in a marketing plan which is called 4 Ps. In inn to introduce Marry Browns new product Nasi MarryBrown (Nasi Lemak), the company de cide to apply 4 Ps to contribute into a marketing mix.PRICING schemaPricing schema is the chase of classifying the type price for a product. Pricing strategy in marketing combines with other principles which are known as product strategy, place strategy and promotion strategy so that a new set of product can penetrate into market in a short period of time and build customers satisfaction. Marrybrown decided to use three types of pricing strategy to introduce our new product Nasi MarryBrown (Nasi Lemak). We decided to apply discount pricing, skim pricing and market penetrating pricing systems. Marrybrown applies discount pricing in order to increase handicraft and attracting new customers.This discounted pricing magnets attention to the product and can be used as a catch to bring in customers who will possibly obtaining other items. We use the skim pricing system to materialise the ideal price point for our product, which is unique item with unknown consumer demand. Our terminu s is to maximize potential profits layer by layer until the ideal price is reached. The appliance of market penetrating plan is to gain market share early for Marry Brown. The introduction of Nasi MarryBrown to the market is provided at low end prices in hopes to gain theattention, loyalty, and market share of the customer base. produce STRATEGYThe product offering, the heart of an organizations marketing program, is usually the starting point in creating a marketing mix. As a fast food restaurant Marrybrown offers variety of fast foods and other type of food which are un honey oil for fast food restaurants. The products are not more than different from its competitors like McDonalds and KFC in Malaysia, especially products are much similar to KFC. The products offered are burgers, desserts, soft drinks, rice, chicken and sea food based menu. As it is mentioned above that Marrybrown operates its restaurants chains in mostly Asia, wherefore Marrybrowns new Nasi Marrybrown is segme nted more for Asian customers. This is one of the reasons what makes Marrybrown stand out from its competitors. Especially, following its slogan Something different which offers offers our new introduced product, despite that Marrybrown fast food restaurants, also offers different menu which are not common for fast food restaurants.The Something different menu are rice and noodle products, and specifically include the new introduced dish Nasi MarryBrown. The reason for offering Nasi Marrybrown is because it is one of the local favourites and attracts Asians since the restaurants chain mainly operate in Asia. (Yuvaraj S, 2011). Zazali M. (2012) reports that Chan, the restaurant chain owner, says they had to be different, so instead of offering only fried chicken and burgers they also offer locals main diches such as Nasi Goreng, Nasi Lemak (Nasi MarryBrown) and Chicken and Satay. She keep claiming that their competitors from US started copying their business module. Moreover, Marry Browns the advantages on its products over its competitors offering only halal food in Islamic countries would help the newly introducing product to become marketable as they are halal food.The vulnerability below is the newly introduced productDISTRIBUTION STRATEGYOne of the important part of marketing is distribution or place some may say. Without it marketing would be almost impossible. Place or distribution, strategies are concerned with making products available when and where customers want them. Would you rather secure a kiwi fruit at the 24- hourgrocery origin within walking distance or fly to Australia to pick your own?We have bestowed an interview with an outlet operator of Marrybrown namely Ms Ponnorliza (2014). According to her, Marrybrown has tough time with distribution. Its outlets are not placed in much places needed, which means not many customers are accessible to Marrybrown restaurants. As she mentioned that one of its competitors, McDonalds, is placed almost every 5 kilometres while Marrybrown is hard to find.The picture above also proves that Marrybrown is not popular in many split of Malaysia compared to its close competitors which are easily accessible. However, making Marrybrown more popular would comprise time and more money. Therefore, we came out with the idea that Marrybrown should offer home delivery. Marrybrown does not offer home delivery service now, this is its one of downsides of it. Home delivery to near locations is good choice to customers who find inconvenient to go to nighest Marrybrown restaurants.Usually, restaurants accept orders via receiving calls from customers for delivery services. While Marrybrown should offer online sale which can be used by customers who have a little more time. Online order is more convenient than ordering by calling, because customers can easily admit which product to offer from online menu and they will have unlimited time to choose as well.PROMOTION STRATEGIESAs we most of us know that promotion includes advertising, public relations, sales promotion, and personal selling. Promotions grapheme in the marketing mix is to bring about mutually unanimous exchanges with target markets by informing, educating, persuading, and reminding them of the benefits of an organization or a product. Ms Ponnorliza (2014) says in the interview that Marrybrown does not do much about advertising on TVs or any other places. However, advertising new product (Nasi Marrybrown) severely can help to draw attention to them.Since many deal trance TVs, commercials on TV would be one of the best choices. Marrybrown should place more commercials on TV about NasiMarrybrown in order to attract more customers. Commercial timing is also important, therefore Marrybrown should consider it too. Placing its commercial about the new product before every meal time is the best choice, since people are feeling peckish and they need to eat. In todays day, as it is information century people use in ternet, it is also a good opportunity to place web advertisement of the new product on most used websites, especially, social networks like Facebook, YouTube, Tweeter, Instagram and so on. This order helps Nasi Marrybrown to become more noticed.Road banners are also an hard-hitting way of advertising. Marrybrown should not forget about this too, placing its banners on the roads where traffic jam is more frequent is a good choice. Because when people are stuck in traffic jams there is more chance that they are compensable attention to the advertisements. Especially, traffic jam where occur when people are coming back from their word, due to the fact that most people are hungry when they are coming back from work. Moreover, Ms Ponnorliza (2014) said that they visit and conduct different activities in different places in order to promote their products. This method is also useful and efficient in promotion strategy. Additionally, telling about your about the product door to door is also one of effective ways of promoting. It can be done by mailing peoples mailboxes, mails which may include menus of the restaurant and pictures of the new promoted product.CONCLUSIONAccording to our new marketing plan for Marrybrown product, we are planning to make it successful our plan within six months following by our objective. In our marketing plan, we are planning to apply our 4Ps marketing strategies properly so that our product can be selling well and increasing sales 50% in upcoming 6 months. Nowadays Marrybrown is using franchise system and open branches in other countries. So that we hope our marketing plan is going well not only in local market but also penetrating the international market. In conclusion, we hope our new product Nasi Marrybrown to be a best-selling product of Marrybrown in whole Malaysia and even internationally with suitable price.ReferencesAcademia.edu (2014). Marketing research for Marrybrown. Online on hand(predicate) at https//www.academia.edu /4918251/MARKETING_RESEARCH_FOR_MARRYBROWN Accessed 18 July 2014 All Free Papers (2012). Missions, goals and values of Marrybrown. Online Available at http//www.allfreepapers.com/English/Missions-Goals-Values-Marry-Brown/26848.html Accessed 18 July 2014 MARRYBROWN. Awards. Online Available from http//marrybrown.com.my/company/awards/. Accessed 29th July, 2014. MARRYBROWN. Company History. Online Available from http//marrybrown.com.my/company-history/. Accessed 29th July, 2014. MARRYBROWN. Introduction. Online Available from http//marrybrown.com.my/company/introduction/. Accessed 29th July, 2014. PONNORLIZA. (2014) About Marrybrown. Interview. twenty-third July 2014. YUVARAJ S. (2011). Marry Brown. Online Available from http//www.scribd.com/doc/ 62773399/Marry-Brown. Accessed 24th July, 2014.ZAZALI M. (2012) Marrybrown chain prospering by and by many trials and tribulations. The Star. Online Available fromhttp//www.thestar.com.my/Story/?file=%2F2012%2F3%2F28%2 Fmetrobiz%2F10997466. Accessed 24th July, 2014.