Every company or firm that establish in this world have to market their services or products that they provide in order to gain profits. Marketing is a process by which the companies create value for customers and build strong customer relationships to capture value from customers in return. Each company has to understand the marketing strategies, marketing environment, consumer market and consumer buyer behavior that involve in the marketing process before doing the market segment. Market segment are typically divided into four categories which is geographic (segmentation based on location), demographic (market segment based on variables such as age, gender, religion), psychographic (which divides buyers into groups based on social class or lifestyles) and behavioral (segment the buyers into groups which is according to knowledge, attitudes, uses, or responses to a product). In order to create value for target customers, the company has to make target marketing. Target market consists of a set of buyers who share common needs or characteristics that the company decides to serve. Target marketing strategies can be divided into four main section which is undifferentiated, differentiated, concentrated (niche) and micromarketing. Target marketing can be a main factor for a company to succeed because the company can narrow down the target market from mass marketing to individual marketing. Lastly, the company has to decide the product positioning that should be taken for each of their products. Product position is the way the product is defined by consumers on important attributes. In simple words, it is the consumer perceptions of the products. From here, we can see the effort take by the company to position and differentiate their products compared to other companies’ products in order to gain profits or prevent losses. 2.0 FOOD AND BEVERAGES INDUSTRY: MUNCHY’S
2.1 COMPANY BACKGROUND
Munchy’s, which was born in 1991 with the clear vision to be in the leading position in every country that we compete in. As the time passed by, the name Munchy’s start gaining popularity amongst biscuit lovers. In order to make people stick with their products, Munchy’s produce variety of products such as wafer, cookies and crackers. Munchy’s is owned by Munchy’s Food Industry Sdn.Bhd (its manufacturing arm) in Batu Pahat, Johor. Munchy’s products can be found at approx 20,000 outlets in East and West Malaysia including major international hypermarket, supermarket chains, and local provision stores. Internationally, Munchy’s is present in approximately 60 countries worldwide, with plans for expansion to the rule of world. 2.2 MISSIONS
* Munchy’s main objective is to provide fun, cheeky, yummylicious, and affordable biscuits and snacks for everybody around the world. 2.3 MARKETING OBJECTIVE
* To provide people with food products that suitable for all stage of ages, easy to get and bring, delicious and worth to buy. * To fulfill people needs by producing variety of products.
2.4 MARKET SEGMENTATION
* Countries: Asian region such as Shanghai at China, Singapore, Thailand, Indonesia, Vietnam and Malaysia. * States: Mostly all states in Malaysia.
Munchy’s products are present approximately in 60 countries worldwide especially in Asian region such as China and Singapore and also in over 20,000 retailers in West and East Malaysia. Munchy’s Food Industry decides to distribute the products at hypermarket, supermarkets and provision stores because they know that this is the right way to market their products and this places have high potential to attract people to buy their products. 2.4.2 DEMOGRAPHIC
* Gender: Male and Female.
* Age: 7 to 40
* Family life cycle: Young
* Income: Low income consumers
Munchy’s products are suitable for both young males and females. Basically, these products are appeal for kids and teenagers. For example, Munchy’s also...