Marketing Plan for MarryBrown Essay

INTRODUCTIONMs Ponnoraliza says that Marrybrown is Malaysian home-grown eating place drawstring. Founded in 1981, they have more than 350 outlets serving fried red jungle fowl, burgers, finger food, desserts and drinks. Marrybrown has extended the carte that includes seafood, rice ground t crossings, noodles and porridge and they likewise exsert a famous topical anesthetic Malaysian dish Nasi Lemak ( tined as Nasi Marrybrown). The restaurants adept of the biggest advantage is religious offering halal food, to dominate halal based countries, and preventing weak direct competition with some larger closely food chains. In the 1980s Marrybrown became the first profligate food chain to franchise in Malaysia (Marry Brown). Marrybrown is the largest home-grown quick service restaurant chain with a global reach of over 400 outlets in Asia, fondness East, and Africa. Marrybrown is a global food service organization and a worldwide brand. Currently, Marrybrown is in different cou ntries such as Dubai, India, China, Indonesia, Sri Lanka, Saudi Arabia, Kuwait, Kingdom of Bahrain, Syria, Republic of Tanzania, Qatar, Azerbaijan, Malaysia and Maldives (Marry Brown, 2012). tally to Marrybrowns official bladesite Marrybrown is a winner of numerous awards, Malaysian International Home-grown Franchise of The Year, Malaysia Franchise of The Year, First Malaysian fast food franchise, Most promising Franchise of The Year, pioneer member of the Malaysia franchise association and The Brandlaureate SMEs best brands Award 1007- Food and Beverage, fast food. As Marrybrown does provide franchise, the numbers of franchisees has currently make upd upto 82. Marrybrown has smashing opportunities for both domestic and international markets. The concept of Marrybrown is to be business of the future, fast growing market, wider reach to the customers, high brand recall, cash business, lower investment and unwrap returns and serve the food to the customers at petrol pumps, highwa ys, and large railway stations.CURRENT MARKET SITUATIONMarrybrown is a well-known as fast food restaurant internationally where they draw in clients by staying on the objectives like enhancing their position in the home-developed market and building their brand and in the meantime concentrate on the high quality of food serving by customers well.Marrybrowns main 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 other side, Marrybrowns missions (2007) ar to achieve a better standard in customer services, and increase gross sales and profits of the partnership. accord to the official website of Marrybrown, their success is based on the high quality of foods, fast service and great look upon for money. Their crossways atomic number 18 lively based on Malaysias Halal requirements. According to Ms Ponnorlize (2014) they provide fresh food in order to satisfy custo mers needs and make them approve with Marrybrowns harvestings.Furthermore, the restaurant likewise gives a brilliant, stylish and fresh look that supplements the lifestyle of todays customers. This system attracts the attention of a certain chemical group of customers such as kids and teenagers. Marrybrown is an example of overcoming adversity based on extraordinary tasting formulas that atomic number 18 unique and truly Malaysian. They work on approaches to make food, services, and asylum operations better to convey the highest standards of value. Secured in 1981, they have over 400 outlets internationally. Marrybrown has expanded 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 offers a wide choice of unique, innovative products that focused on fast-food loving customers. Still, chicken presents the basic of the menu, including the signature Lucky Plate, Chicken Porridge, Nasi Marrybrown. Moreover, Marrybrown Sdn Bhd has turned into the first international company that opens an outlet in Myanmar. In three days Marrybrown has as well targeted to set up 15 outlets in Southern Thailand, while this year from June until December it aims to open 15 new outlets in Malaysia. For now, there are 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 natural covering in 1980s, Marrybrown is the nations largest fast food chain with 400 outlets in 11. Half of its outletsare in Malaysia and others in abroad. It is the hardly fast food chain that satisfies halal food customers (Marrybrown.com.my, 2012). Marrybrown serves the food at affordable charge and is the first Malaysian fast food franchise in the country. Marrybrowns core determine are high quality food, fast service, clean environment and great value for money. Marrybrown is expanding internationally to become a global fast food industry. curtly it will 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.Strengtha) lofty quality foodb) Halal foodc) Unique fast food concept-Marrybrown carries a unique concept which brings about a fun and exciting eat-out experience.d) Adaptability to the market. failinga) Niche target marketb) Intense competitionc) Competitors quality of products and servicesOpportunitiesa) Growing marketb) Improve the infrastructure for the society around it.c) Job opportunities for more.Threatsa) argumentb) Consumers looking for better deal.OBJECTIVESTo make a successful marketing broadcast, firstly have to plan the objectives ofmarketing plan. Followings are the objectives of Marrybrowns marketin g plan on the new product Nasi MarryBrown (Nasi Lemak). To make the traditional recipe as well-known and penetrate into international market. To increase sales by 50% in future 6 months.To increase brand awareness among targeting customers.To cover the whole target market.To increase the number of new customers.To increase the visibility and memorability of brand identity.To create value and make a differenceMARKETING STRATEGIESPlanning the marketing strategies is the most important 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 types of marketing tools in a marketing plan which is called 4 Ps. In order to portray Marry Browns new product Nasi MarryBrown (Nasi Lemak), the company decide to apply 4 Ps to contribute into a marketing mix.PRICING schemePricing strategy is the chase of classifying the ideal price for a product. Pricing strategy in marketing combines with other principle s which are known as product strategy, place strategy and promotion strategy so that a new set of product give the axe penetrate into market in a pithy 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, read pricing and market penetrating pricing systems. Marrybrown applies discount pricing in order to increase traffic and attracting new customers.This discounted pricing magnets attention to the product and tail assembly be used as a catch to bring in customers who will possibly obtaining other items. We use the skim pricing system to point out the ideal price point for our product, which is unique item with unknown consumer demand. Our goal 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.PRODUCT 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 greenness for fast food restaurants. The products are not much 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, therefore Marrybrowns new Nasi Marrybrown is segmented 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 introdu ced 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 continued 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 Muslim countries would help the saucily introducing product to become marketable as they are halal food.The p icture 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 just about impossible. Place or distribution, strategies are concerned with making products available when and where customers want them. Would you rather buy a kiwi fruit at the 24- hour marketplace store within walking distance or fly to Australia to pick your own?We have conducted 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 rigid 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 parts of Malaysia compared to its close competitors which are easily accessib le. However, making Marrybrown more popular would cost time and more money. Therefore, we came out with the idea that Marrybrown should offer home actors line. 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 nearest 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 choose 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 role in the marketing mix is to bring about mutually conform to 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) heavily can help to draw attention to them.Since many people watch 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 starved and they need to eat. In todays day, as it is information century people use internet, 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 method helps Nas i Marrybrown to become more noticed.Road banners are also an effective 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 paying 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 effective in promotion strategy. Additionally, telling about your about the product adit 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 pla n 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 Available at https//www.academia.edu/4918251/MARKETING_RESEARCH_FOR_MARRYBROWN Accessed 18 July 2014 either 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. 23rd 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 after many trials and tribulations. The Star. Online Available fromhttp//www.thestar.com.my/Story/? archive=%2F2012%2F3%2F28%2 Fmetrobiz%2F10997466. Accessed 24th July, 2014.