Power Root

Topics: Marketing, Supply and demand, Malaysia Pages: 2 (262 words) Published: October 20, 2010
Promotional Objectives:

Corporate objectives

Develop and promote herbal energy drinks fortified with two main rainforest herbs "Tongkat Ali" and "Kacip Fatimah"

Corporate Motto

Think Of Tongkat Ali, Think Of Power Root.

Corporate Mission

Quality, Innovation, Sharing

Marketing Objective

Established a strong and aggressive marketing network in Malaysia and target the market with different products.

To cater for the strong market demand locally, business development opportunities abroad and new formulations development.

Marketing Communication Objectives

1. To increase overall profit of Power Root by 9 %( RM878million) within 1 year after the promotion conducted. This level of performance for sales is justified on the basis of increasing fast-paced lifestyles of Malaysian consumers on premixed coffee market is set to grow at a compound annual rate growth of 8.7% and shifting demand for healthy coffee have lead to the growth of the local instant premixed coffee market.

9% base on sales from previous year =RM9759million*9%=RM878million

2009 profit after taxation: RM9759million.

2. To increase the Power Root Market Share in the instant premix coffee market. This can be justified by Power Root ‘s strong brand position and with the established total supremacy over its rival with the well accepted instant coffee containing Tongkat Ali and Kacip Fatimah which offer strong aroma and health benefits that beat suit consumers’ demand for healthier lifestyle.

Brand position: Premium pricing and good quality

3. To enhance market awareness of Power Root among the emerging market of 18-75 years-old males and females especially Malay and Chinese community over the 12 months after the promotion conducted.
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