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MASSIMO COMPANY

MARKETING

PLAN

  • Gardenia located at Selangor
  • The product is

SEGMENTATION

  • Divided the total market into smaller group and enable the market to tailor marketing mix to meet the needs more specific segment

TARGETING

  • Consists of a set if buyers who share common needs or characteristics that the company decides to serve. Targeting strategy used by Massimo is differentiated marketing or mass marketing.
  • The firm might decides to target several market segments and designs separate offers for each.
  • Massimo targets its consumer market by offering variety of bread and offering

-High 5 formerly known as Silver Bird Group Berhad. Start up of Madeleme Cafe Sdn. Bhd as bakery cafe and operator of bakery cafes on a take away basic in 1996.

-In 2004 Consolidated Berhad successfully transferred it to the main Board of the MSEB and officially opening on 26 oct 2004 of High 5 Bread. The location at Selangor.

POSITIONING

  • The place and product occupies in consumers minds relative to competing product.
  • By listening the song people will think of the convenience of Massimo bread can be consume directly without any side dishes.
  • Massimo has a healthy, fresh and high quality product in consumers minds.

PSYCHOGRAPHIC FACTOR

  • Demand of customer want a fresh and convenience bread so the Massimo had very best to provide daily baked bread to their customers and have more delivery channel (supermarket, grocery shop and other)

Place

  • small town
  • 7e
  • grocery stores, supermarket, hypermarket

Promotion

  • broadcast media indoor
  • internet
  • print media

DEMOGRAPHIC FACTOR

  • Massimo bread suitable for all factor for the example is age, gender, income, and ethic background

TECHNOLOGY FORCE

  • Brings to mind scientific advances example information technology in the internet, phone and many more.
  • To improve the producing speed and bigger market, Massimo forced to upgrade the technology in the factory.

MARKETING

MIX

SOCIOCULTURAL FORCES

  • For bigger, market and more profit, Massimo forced to produce a HALAL certified product to Malay and Muslim customer because their culture cannot eat pork.

PRODUCT

MARKET ENVIRONMENT

  • Forces outsiders marketing that affect marketing decisions.
  • Marketer need to be highly sensitive about these factors which will affect the plans and make them more competitive.

COMPETITIVE FACTOR

  • In Malaysia has 3 main bakeries so the consumer will choose according to the quality they perceive(Gardenia and High 5)

POLITICAL AND LEGAL FACTORS

  • Economic factors that affect consumer purchasing power and spending patterns.
  • Consumers with different occupations will have different income levels and different spending patters.

COMPETITOR

OF MASSIMO

In Amerika 1969, Horatio Sye Slocumm, was sent by International Executive Service Corparation (IESC) to start a bakery. Mr, Slocumm brought with him 35 years of baking experience and Gardenia was born. Gardenia Bakeries rolled the first loaf of bread. Today Gardenia Ba is owned by Syed Mokhtar.

Al- Bukhary.

  • Massimo bread is baked combining the traditions of Italian baking passion with modern day techniques.

  • Wholly owned subsidiary of FFM Berhad the company's passion in producing good tasting bread is measured from its Rm 120 million. Investment of the state of the art machinery in one single factory. Massimo bread was first launch in 2011

ADVANTAGES

SWOT ANALYSIS

  • Bread has affordable price and it is tasty.
  • Cheaper price than competitor
  • The taste is chewier, less sweet and a slightly harder crust. The bread is slightly darker than competitor and slightly dryer too.

DISADVANTAGES

1. STRENGTHS

  • Produce superior quality bread filled with wholesome goodness.
  • Produce bread filled with luxury and prestige, synthesizing,

and also keep the traditional style with modern design.

  • Affordable price.

2. WEAKNESS

  • The new bread marketed to market.
  • The lack of brand awareness.
  • Limited availability.

  • There is the bread is too chewy and not soft enough to eat
  • Massimo bread is only can find in the major supermarket.

ADVANTAGES AND DISADVANTAGES AND SUGGESTION

SUGGESTION

COMPANY

BACKGROUND

PRINCIPEL OF MARKETING

MADAM ZAHARAH RAISHAN MOHD YASSIN

  • Massimo company is invest or supply to a company that using bread for their main attraction such as Subway.
  • Make more advertisement.
  • Must also do a trademark for the company.
  • Create some new product that other bread’s company never done yet such as Massimo’s flour.
  • Massimo bread company is put Massimo product in every supermarket either it small or big supermarket to make the customer easy to know the product.
  • Produced by the Italian Baker Sdn. Bhd.
  • Massimo is owned by Robert Kuok.
  • The Italian Baker Sdn Bhd, PT 45125, Batu 15 Sungai Pelong, 47000 Sungai Buloh, Selangor, Malaysia.

website-www.theitalianbaker.com.my

THANKS YOU

FOR YOUR ATTENTION

PLACE

  • Cities or place with high capacity if residency to sale
  • 7E
  • Supermarket
  • Hypermarket

PROMOTION

  • Internet
  • Facebook
  • Website
  • Indoor/ Outdoor
  • Jom Heboh
  • Media
  • Television
  • Radio
  • Promote it in a certain supermarket company free Massimo Bread for the first 500 customers per tore with any purchase of Rm 100 and above in a single receipt at AEON Store Supermarket in 2013

PRICE

GROUP MEMBERS

  • Sandwich loaf Rm2.40
  • Sandwich loaf with wheat germ Rm 2.65
  • Whole wheat loaf 100% Rm 3.50
  • Cream roll duetto Rm 0.85
  • Cake chiffon Rm 1.05

3.OPPORTUNITY

  • Improve the economy of the country.
  • Increase the use of lower class and middle.
  • Diversifying selection.
  • Improvement on market coverage and distribution.
  • Create employment opportunities for the public.

4. THREAT

  • Convergence of competitors.
  • Bargaining power of retailers.
  • Global economic crisis.
  • Bread price competition.

MOHAMMAD AKIFF BIN AMIR

57212115301

NUR EMRAN BIN ZAKI

57212115225

MOHAMMAD KAFIE BIN NAJERI

57212115281

NUR SHUHAIZAA BINTI MOHD RADZI 57212115054

NOOR AFIZA BINTI BOKRI

57212115045

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