Entrepreneurial Marketing Strategy 1 BB30903

GoHealthy Enterprise Sdn Bhd

Marketing Plan
Your Health Is Our Expertise

Prepared By
Kelvin Yong and Group Member

Submit To
Madam Sorayah Nasip

Entrepreneurial Marketing Strategy 2 BB30903

Table of Content
1.0 Products briefing 1.1 1.2 2.0 Introduction (nicole) Product Description and Product Line (pei ling)

Marketing Objective 2.1 Marketing Objective ( pei ling)

3.0

Situation Analysis 3.1 3.2 3.3 Industry analysis (Nicole) Competitor analysis (pei ling) Customer analysis ( Nicole)

4.0

Marketing Strategy 4.1 4.2 Target market (heng) Market Positioning ( jane)

5.0

Marketing Program 5.1 5.2 Marketing Mix (mook) Other marketing program (heng)

6.0

Advertising Program 6.1 Advertising Program ( Kelvin)

7.0

Implementations of Plan 7.1 7.2 Product Setting( Kelvin) Distribution channel ( mook)

8.0

Evaluation performance 8.1 Sales Forecasting (jane)

9.0

Reference

Entrepreneurial Marketing Strategy 3 BB30903 1.0 1.1 Products briefing Introduction The product that we want to introduce is Misai Kucing or Java Tea. We are selling this product under the name of Gohealthy Enterprise with the motto your health is your asset. This beverage has become well known all around the world because of it benefit. It has been use to traditional medicine in South East Asia. For it scientific name, it is call Orthosiphon stamineus. It is a medical herb trusted for many centuries from ancestors to grandchildren. Now this modern day, the consumption of this herbal drink bases products are getting a wide spread accepting among the consumers because of the numerous benefit of the Java Tea that give the human body and help it to sustain a healthy life and conditions .This is where the products is introduce to the public and supported by scientific research and finding from local to overseas, telling the benefit drinking the Java tea is good for the consumers health. The benefit of this product Misai Kucing or Java Tea, it is believed it can cure; 1. Failure of kidneys function 2. Diabetes 3. Slimming Diet 4. Gout or uric acid 5. Reduce cholesterol level 6. Reduce blood pressure 7. Remedy for arteriosclerosis 8. Anti-inflammatory 9. Anti allergic 10. Anti- hepatitis B

Entrepreneurial Marketing Strategy 4 BB30903 1.2 Product Description and Product Line Our product is Misai Kucing or Java Tea. It is medicinal herb trusted for many centuries for treating all kind of sickness. For the scientific name it called Orthosiphon stamineus. In our company, Gohealthy Enterprise has three products Line; 1.2.1 Bottle The Misai Kucing is boils for 2 hours and then it is pour into a new bottle according standard quality control. The sizes of the bottle contain 600 ML without using any chemical or coloring foods. This drink can last for 3 month. 1.2.2 Packages The Packages content of dried leaf of the Misai kuching with a total weight of 200 gram per bag. It is easy to use; only pour hot water for 5 minute and ready to drink.

Entrepreneurial Marketing Strategy 5 BB30903 2.0 2.1 Marketing Objective Marketing Objective Launching our new product of Misai Kucing is our priority as we try to promote these products to customers. That is why our Gohealthy Enterprise has set up our several main objectives and hoping that this objective can be achieved. 1. To become the most successful healthy product in the region. 2. To be able to compete with other competitor that sales healthy products. 3. Capture the brand image to customer perspective. 4. Increase sales 20 percent increase every month sales 5. Giving awareness to customer the benefit to be healthy by using this product. 6. Get more potential customers to be aware of our products.

Entrepreneurial Marketing Strategy 6 BB30903 3.0 3.1 Situation Analysis Industry Analysis When our GoHealthy Enterprise thinks to start Misai Kucing business in Malaysia market, we must understand the local market and social trend is vital. Therefore, analyzing the market is important step in deciding whether or not to start a new business of selling Misai Kucing. The most common ways is to evaluate how many people who having health problem in Malaysia such as high blood pressure, guts and other diseases. According to one article regarding the childhood obesity, Obesity is main factor to associated risk of heart attack, high blood, stroke and high blood pressure. In additionally, Obesity can being increased risk for some types of cancer including endometrial, colon, gall bladder, prostate, kidney, and post-menopausal breast cancer. According to Dr Mohamed Rafiq Ibrahim a consultant expert from Kuala Lumpur Heart Care (KLHC) explain the awareness of among Malaysian citizens in preventing these diseases can be improved to give them awareness and remind them the important of living with a healthy lifestyle. Most of patients come to see him for medical treatment when the outcomes of their diseases are chronic. The number one killer diseases in Malaysia are still the heart failure due to unhealthy lifestyle such smoking and drinking alcohol. As a result, they need to take a dozen of pill to reduce these diseases. The factors of growing the quantity of diseases among our society can jeopardize the Malaysian citizen health if they do not take care of their life. We are using this social trend or problem as our opportunity to promote our products. The product that we produce is the alternative medicine ways to reduce their health problems because most people are tired eating the medicine pills and also quite expensive.

Entrepreneurial Marketing Strategy 7 BB30903 3.2 Competitor Analysis When we want to launch the product, we have to analyze the other competitor. We found that they are some competitor in same industries selling health product that are same products such as ours. They are two companies that are selling the Misai Kucing which is Balung Tea processing plantation and HPA group of companies. This is the direct competitor that offering similar products such as our selling Misai Kuching. The only the different is other product is value price than the competitor. In case of the strategy to promote the products is totally different than them. Why are we handling the other competitor in competitive advantages? 1. 2. 3. 4. The product that we sell is low value prices We have two products line that customers can choose either in bottle or packages. Our product is totally have HALAL certificate We manage our products according to standard operation procedures and quality control of the ingredients. 5. The product that we sells are safe and without using any additives, no preservatives flavor and no colorants.

Entrepreneurial Marketing Strategy 8 BB30903 3.3 Customer Analysis A key driving force is growing knowledge of consumers about traditional herbal. Many consumers have come to realize that Misai Kucing is results of many years of herbal healing observation and study. Due to knowledge growing by consumers, Customers will have differences in needs and wants based on six buying needs. 3.3.1 Safety Misai Kucing is proven to be safe and effective readily incorporated into the medical system. Misai Kucing is used in many contain organic formulations of products such as phenolics, antioxidant enzymes, terpenoids, polyphenol and sterols which the chemical components are safely used to contributes the therapeutic benefits. Misai Kucing product is 100% natural pure and caffeine free, no artificial preservatives, coloring or additives. The Misai Kucing tea is processed from freshly and selectively picked tea-leaves under a stringent hygiene control in conforming to the Good Manufacturing Practice (GMP) standard. Besides, Misai Kucing is vegetarian, proven by JAKIM for the tea Halal Certificate in 2010 and treated with irradiation process, suitable for all Malaysian citizens. However, women pregnancy or children are not encouraged to consume this product.

Entrepreneurial Marketing Strategy 9 BB30903 3.3.2 Performance Misai Kucing started to interest researchers as early as beginning of the 20th century when this plant was introduced to Europe where it became a famous herbal tea. A customer from United Kingdom said that he noticed the result of gout has slowly treat gout after take the tea in two weeks. Besides, the group from the School of Pharmaceutical Sciences and headed by lecturer, Dr. Amin Malik Shah Abdul Majid, found that Misai Kucing has high anti-oxidant content that could prevent and control the growth of cancer cells. 3.3.3 Appearance. Misai Kucing is typically packaging in sachet for easier using. Some of these products come from Misai Kucing packaging in bottle for economical using. It was show that Misai Kucing is a unique product and packaged in green and eco-friendly in order to give a message to customers that the beverages is renowned for its therapeutic value for general health. The package also listed the materials and features about the beneficial in the treatment of several disease and aliments. 3.3.4 Comfort Misai Kucing comes in sachets packed commercially with catch phrase taste the freshness which efforts in exploiting the therapeutic value and customer satisfaction. The tea is hygienically packed in convenient tea bags for easy consumption. Customer just follows a simple step; take a sip of the Misai Kucing tea, dip a sachet in hot water for five to ten minutes and it will be ready. This is easy and comfortable, suitable for employees or business people who are busying in office all along time. Therefore, it is gentle to our stomach, hence can be taken anytime of the day.

Entrepreneurial Marketing Strategy 10 BB30903 3.3.5 Economy This product is low price and easy to find in anywhere. Therefore, consumers who often use this product will save more budget compare to the cost of using therapeutically treatment such talking medicine pills from pharmacy or hospital. 3.3.6 Durability Misai Kucing is a herbaceous shrub, the plant is believed to have antihypertensive, antiinflammatory, and diuretic properties. It is durability product which product is 100% natural pure and caffeine free, no artificial preservatives, coloring or additives. The most important part is Misai Kucing treated with irradiation process. It exhibits considerable antibacterial activity which included process of eliminating microorganisms, bacteria and viruses. This is to assure Misai Kucing to own the best quality herbal tea.

Entrepreneurial Marketing Strategy 11 BB30903 4.0 4.1 Marketing Strategy Target market

4.1.1 Market Segmentation There is no single way to segment Misai Kucing market. The best way to segment the product is using different segmentation variables. There are four major variables that will be used in segmenting the customer market such as demographic, psychographic and behavioral variables. Misai Kucing also known as Java Tea is going to sell in different countries and cities. Before opening the new market in certain place, we will firstly do the survey in that place because we are localizing the Misai Kucing products, advertising, promotion and sales efforts to fit the needs of the customers. 4.1.2 Demographic segmentation, It has been divided the market into groups based on variables such as age, gender, income, religion, race and so on. The target of our product is for the people who care their health especially who are aged are among 18-45. Age from 18-24 years old, this group are the people who having Java Tea is to take caution about their health problem because they want to prevent themselves from getting illness. From the age from 25-35, this group of people are the people who consider has pre-echo of the kidney problems. So this group of people is encouraged to have Java Tea or Misai Kucing to cure or to prevent from getting serious kidney illness. From the age from 35-45, this group of people is normally had high-blood pressure and diabetes and so on because when they are young, they busy with their works and no time to take care of their health. So when they reach golden age, all the illness comes to them.

Entrepreneurial Marketing Strategy 12 BB30903 Besides that, Misai Kucing (Java Tea) target market not only target certain age, but also target the people who face the kidney problems. Our product, Misai Kucing is used by both genders and different races because the product is not only target to certain gender and certain races. For example, in Malaysia all different races like Malay, Chinese, Indian and so on can have Misai Kucing Tea because Misai Kucing is used in many of the formulations of products where safe diuretic action such as detoxification, water retention, hypertension or blood pressure, weight loss and for kidney stones. Furthermore, Misai Kucing (Java Tea) is affordable by everyone because the product is cheap and easy to get it. Range of Age 18-24 25-35 35-45 Reason the group having Misai Kucing Take caution Have pre-echo (symptoms) Cure or treat the illness

4.1.3 Psychographic segmentation, It divides the customers into different social class, lifestyle and personality characteristics. Misai Kucing Tea (Java Tea) is not only target to the upper class income people but also target to all social class even though it is lower income class and working class because Misai Kucing Tea is affordable by everyone. Moreover, Misai Kucing Tea can be used by working class because the working class normally does not have enough time to exercise and care their health. In addition, we target people who are having extreme lifestyle, especially young people who lifestyle is drinking beer and do not care what they eaten because they want to follow up the modern lifestyle nowadays. This young people normally will go clubbing with their friends till

Entrepreneurial Marketing Strategy 13 BB30903 very late in the night. This lifestyle is not good for one health because after drink the alcohol, this young people will direct sleep and this may cause them get the illness from high-blood pressure and the diabetes. So they can use our products to reduce the diseases because our products are very useful to treat diabetes and reduce the high pressure. For personality characteristics, we are targeting people who have personal health problem like ailment of kidney, high-blood pressure, diabetes and so on. These people can use our product to heal themselves by drinking Misai Kucing Tea without any medical drug from the hospital or even though need go to hospital every month to treat their health problems. This will causing them do not have time to do their own activities because the hospital treatment will normally take half day to go. By this way, they can drink Misai Kucing Tea to treat their illness so they not need go to hospital every month. Besides that, Misai Kucing is going to target the market at the customers who care about their health because Misai Kucing has capabilities that prevents or reduces cancer, involved with growth and tissue repair, anti-HIV, anti-malarial, antistress, antiulcer, and anti-acne which can attract the customers to use the products. 4.1.4 Behavioral segmentation It divides our customers into groups based on their knowledge about Misai Kucing, responses of the products and so on. As we know that, Misai Kucing is useful in treating ailments of the kidney and bladder stone and other illness such as diabetes high-blood pressure and so on. In the customers knowledge and experience they know how good the product and benefit of the Misai Kucing or Java Tea. Besides that, benefit sought is important in behavioral segmentation because different people look for different things, even in the same product category. For example, some people buy Misai Kucing or Java Tea because they need to buy

Entrepreneurial Marketing Strategy 14 BB30903 the products for own benefits and so on. Other people may buy the products for their parents or friends to cure their illness. In addition, purchase behavior is also included in the behavior segmentation. This could be related to time of purchase, place of purchase, quantities bought on each occasion, degree of willingness to buy innovative products, and so forth. For example, Java Tea may be bought in the market, supermarket, and convenience shop or even internet. Each type of purchase behavior may be concerned by the customers. For example, someone who enjoys bargain hunting in a market but it doesnt means that he or she is poorer than someone who buy the Misai kucing or Java Tea from the internet. Furthermore, the term of usage also an important point in the behavior segmentation. Consumers may be heavy users of the product category. For example, the medium users of the Misai Kucing or Java Tea are the people who are getting ailment kidney problems so they will frequently buy the products to treat the ailment. For example the people who are getting ailment kidney or high pressure, they can purchase the products to treat the ailment kidney. For the light users, they are the people who are normally taking caution about the illness or prevent them from getting illness. So they will sometimes buy the products to use it. Lastly, the light-users and medium-users can be encouraged to use more of the Misai Kucing or Java Tea because Misai Kucing provide a lot of benefits to one such as detoxification, water retention, hypertension or blood pressure, weight loss and for kidney stones.

Entrepreneurial Marketing Strategy 15 BB30903 4.2 Market Positioning Our group would like to discuss about brand positioning, represents the what is key feature, benefit, or image that can be catch our audience to pay attention in our product, Misai Kucing or Java Tea. There are some brand benefits of Misai Kucing in fulfill the basic consumer need. Such as, when people asking about us what the brand benefit of Misai Kucing is, we like to explain main benefit of positioning based on functional needs, refer as provide solution of health problem to consumers. For instance, we position to the market that consumers care about their health from young to old. Besides that, we ready to provide consumers for higher-quality product (Misai Kucing) and better service. As a good marketer, we have to complete our consumers need for convenience, safety, good health, cleanliness, and so on. For example, we hope our Go Healthy brand appeal to consumers desire for good for health, safety to drink, and quality Java tea. We would like to implement positioning for more understand and know the consumers to our products as well as we can. Our objective to implement positioning is to encourage consumers to choose our Misai Kucing rather than a competitive offering. Therefore, to accomplish this goal, we as marketing communicators designed promotion such as advertising in website, nice packages, build strong brand name in Malaysia and provide good quality and services to our consumers.

Entrepreneurial Marketing Strategy 16 BB30903 After that, we would discuss and focus exclusively on the first two of stages in Consumer Processing Model (CPM) is being exposed to information and pay attention. We as marketing communicator focus on how to deliver or sent messages to consumers and let them understand the brand positioning. In simply word, exposure means that consumers accept get in touch with the marketers message. For example, when we advertise our product in a magazine or internet banner, consumers can easy refer to our message and interest to Misai Kucing. In addition, in advance exposure is necessary to target high percentage of audience to expose for our brands message. Secondly, we want our consumers to pay attention or attract them in our product Misai Kucing, meaning that consumers really listening and thinking the brand benefit. For example, nowadays, there are a lot of health problems such as high blood pressure, obesity, diabetes, cancer and much more., that why we like to provide some prevention and reducing the risk of consumers having this kind of problems.

Entrepreneurial Marketing Strategy 17 BB30903 5.0 5.1 Marketing Program Marketing mix Our company develops marketing mix which is combination product, place, promotion and place or distribution of marketing tools that are used to attain satisfy customers and company objectives. 5.1.1 Product Marketing is about identifying, anticipating and satisfying customer needs. Our company producing the misai kucing product to meets the customer needs. Our companies strength of character in mass producing the misai kucing products enter the markets, thus can satisfy the demand of the markets. Besides thats, the packaging is main important for develops images or brand Misai kucing product, the packaging should be simple and easier recognize by customers. Therefore, the unique misai kucing product enables to competitiveness in the market, which means the misai kucing product differentiation is required and is single of the strategies to differentiate a product from external competitors. In addition, the product also being certified as a Halal beverage drink, this is because most people afraid either our products is safe to drink or not, regarding of the consumer personal perception about the hygiene of the products. Our company also practices the quality control using new caps bottle to refill the Misai Kucing or Java tea liquid in the new seal bottle and not using recycle bottle. Our Misai kucing bottle drink product also come in a case, it means one cases contained 24 bottles of Misai Kucing bottle drinks.

Entrepreneurial Marketing Strategy 18 BB30903 5.1.2 Price The pricing is refers financially expressed value of the product to customers in market. Pricing is main components customers to decide products before make final purchasing. Our company set a differentiation pricing based type misai kucing products. For the pricing price, our company had produced two product lines such as bottle and bags packages and also includes cases. Our price is value pricing that other competitor. The price of this product is; Products Line Bottle Bags Packages Case (24 bottle) Cost (RM) Rm2.00 RM5.00 RM 45.00

Our company use product line pricing which that we develop different products based on different pricing. Therefore, our company produces three main type Misai kucing products, Misai kucing product can be categories in packet box Misai kucing products, bottle drinking Misai kucing product and also tablet packages Misai kucing product. Each type of the product has different pricing to offering in markets. Our company take into account cost different between the products in the line, customer will evaluation of our misai kucing product and the pricing will compare by competitor. For the pricing promotion, we uses quantity based price discount, which means when consumer purchase the cases and take more than five cases get 15 % discounts.

Entrepreneurial Marketing Strategy 19 BB30903 3.0 Promotion Promotion is being a symbol of the communications that a marketer may exploit opportunity in the marketplace. In additionally, promotion has four diverse elements which including advertising, public relations, personal selling and sales promotion to develops our main product which are misai kucing product in to market place. Therefore, personally selling can be defined as word of mouth which informal communication is concerning the product by ordinary individuals, satisfied customers requirements to buying the products. Otherwise, the sales promotion is reduce the pricing of the product to attraction more customer buying more quantity product. For our product, when the distributor purchases the cases more than seven case, their get one free case. 4.0 Place or distribution Place means of distribution which that our company select the misai kucing product depending on the type of product into promote in market place. Place is a way of getting the product to the consumer.Our company will develop three main elements put the misai kucing products into marketplace. Firstly, our company will sell the wholesalers who will to retail outlets to selling the misai kucing product to the consumers. Such as the misai kucing promote the product through by distribution to local supermarkets. Besides thats, our company will personal to directly selling the products to customers. Such as our company uses multiple levels marketing is used personal word of mouth to promoting the benefits misai kucing to customers and encourage customer to purchasing the products. Otherwise, our company will uses the online marketing approaches to expand more specific customers, through by internet customer can be searching information of the misai kucing products and customer can directly ordering the products from the our company websites.

Entrepreneurial Marketing Strategy 20 BB30903 5.2 Other Marketing Program

5.2.1 Catalog Catalog is most effective way to explain and easily customer identifies the benefit of the Misai Kucing products. Catalog enables to provide several of information about company profile and the benefits for users on Misai Kucing product. In global markets, our company producing the electronic catalog or known as E-catalog. Our company build own websites enables globally consumer accessed in internet and capable to directly searching the relevant information and types of products to promote in the markets. In additional, E-catalogs are basically digital web pages that exhibit the specific details of the product along with the relevant images. Thus, our company develops E-catalog which is showing the colorful graphic or images together by short description and benefits about the Misai Kucing product. So thats, customer may understands the purpose our company reason to promote the products based on Misai Kucing products has several benefits healthy for customers. In the related points, using E-catalog to promote Misai Kucing product may easier to generates lots of potential customers. In additional, our company may reduce the cost because using E-catalog not spent the money to prints out and saving time to find and give on hand customers. Besides thats, customers can be anytime and anywhere search and download Ecatalog to read and more understand about Misai Kucing products before make decision purchasing the products.

Entrepreneurial Marketing Strategy 21 BB30903 5.2.2 Multiple Level Marketing(MLM) Our company using Multiple Level Marketing as regularly known as MLM, the MLM approaches is one of the develops the promotion in Misai Kucing products. MLM not only involve in personally selling but creating a down line of distributors and a hierarchy of multiple levels of compensation. Besides thats, the MLM involve in a large group of agent promoters or sellers to handwork to promote the Misai Kucing products. Thus, the MLM return the commission or profits based on points of total sales or sales volume products. If the distributor can sell it for more than five cases of Java tea, they get 10 % commission for that sales. If the recruit new member they will received additional RM10 as a referral. Therefore, our company can be expanding total selling though MLM promotion the Misai kucing products and also can be building up brand awareness from customers. By the reason , the promoters will directly face to face to consumers and enables implemented word of mouth marketing to promote the benefits for customers about Misai Kucing products and build up brand equity about our company to producing the Misai Kucing products. Our company develops Multiple Level Marketing need more training to recruitment the promoters, so the promoters may know more specific information, marketing skill to pursue customers purchasing the products and procedure to direct selling to customers. Thus, our company has a formal marketing to exploit supplementary target markets, increase the target sales of products and build up the brand equity around the business markets environments.

Entrepreneurial Marketing Strategy 22 BB30903 6.0 6.1 Advertising Program Advertising Program There other method that we use to promote our products, not just using the marketing mix, but we also use advertising program. This is because through, the customer will know our products are exists in the market. It is the ways we communicate and giving information about our products to public awareness and move people to purchases it. It also positioning our brand and it can help in informing people about the product benefit. For advertising program that we choose is print advertising, active media, outdoor advertising, and internet advertising. 6.1.1 Printing advertising For print advertising, it covers the newspaper, magazines, and directory. The reason that we use this method is because people always read newspaper in the morning for them to update daily what is happening in the society. When they read the newspaper, they will see our product in the promotion part. They local newspaper that we use is the Utusan Malaysia, New Strait Times and Berita Harian. This because a lot people reading this newspaper and there are the top three most reading newspaper in Malaysia. For the magazine we choose the Intrend and Majalah Wanita. These magazines also provide the Health Section keeping them updated what is the new products for healthy product for women.

Entrepreneurial Marketing Strategy 23 BB30903 6.1.2 Active Media Active media include radio, Television and cinema. Radio, TV and cinema are the most powerful media because they are active. They actually do something that always attracts the customers. TV and radio probably the most passive media in most country. We choosing the TV, because most people will watch TV while eating, doing homework, relaxing, finding information or even while entertaining friend. Through TV, it shows the voice, vision, music, printed word, and demonstration of the products. For the radio selecting, we choose HitFM because they are the most listening radio in Malaysia. A lot of people listen to this radio broadcast. By giving information of our products, customer will know the existing our products benefit. By listening to the radio, customer will listen and captive the audience. In addition, it is cheap and portable. Radio advertising can be targeted to a small geographical area. For many year cinema was the only visual advertising medium. Most of us are watching cinema every one time in our daily life. The reason we choose this medium is extremely flexible with a cheap packages are available for local firms, using stock film to display our product to captive audience. In this case, Golden Screen Cinema is the best cinema that we choose to advertise our products.

Entrepreneurial Marketing Strategy 24 BB30903 6.1.3 Outdoor Advertising For outdoor advertising, it consists of billboard or poster and transport advertising. The Outdoor display is the oldest form of advertising, and it has been in use for many years. The reason that we choose billboard is simply it can appear in the sides buildings, beside major roads, beside railways line, and even in tower through the street. The advantages using this method are low cost because billboard poster is relatively cheap to design and print and the important thing is the site rentals are also low. The approved for display the billboard advertising can be applies to any district office for example the Dewan Bandar Kuala Lumpur. Other than that, It can be targeted geographically are, in our case, we are targeting the area of full of traffic and the density of the area. For transport advertising, we choose the most use transportation of that area which is the City Bus and the LRT train. This is the most people usually use to go to work and sightseeing. We print the poster of the product and place it beside the City Bus that everyone who passing through can see our product.

Entrepreneurial Marketing Strategy 25 BB30903 6.1.4 Internet advertising We also promote our products through internet marketing, which means we established a website to sale the product to customers. It is the most effective ways to get the people attention and awareness of our products. This is because to develop a website is very low price which only cost RM35.00 per year. Customers can view the information of our products. Other than that, they can purchase the products online via online bank. The delivery channel will be use through Pos Malaysia. There are many ways that we can promote the products; one of the strategies is using banner advertising. These are small advertisements placed on host websites. Which this banner will be display in the website to get people attention. Banner advertising usually carries a hyperlink to take the surfer to advertiser which is us.

Entrepreneurial Marketing Strategy 26 BB30903 7.0 7.1 Implementations of Plan Products Setting The raw material of the product is Misai kucing which we purchase it from local farmers that planted the Misai Kucing. We buy it from farmer because we need to save cost rather than rent a land, pay wages to direct labor and maintaining the cost. We usually purchase the Misai kucing, for one kilogram it cost only about RM 3.00. We usually buy it 300 kilograms for our business operation. The bottle that we purchase only cost us RM30 the contained 100 bottle inside it. Therefore, the cost per unit of our bottle product is RM1.30 which sells for RM 2.00 per bottle that gives us gross profit margin of RM0.70. For the bags packages, we weight all the bags at 200 grams and sales it for RM5.00. This means one kilogram sold, our company gets RM22.00 gross profit. Costing Description Bottle Utilities Labor cost Total Unit RM30/100 Cost per unit (RM) 0.30 0.50 0.50 1.30

Profit Description Sales Cost Of Goods Sold Gross Profit Margin RM 2.00 1.30 0.70

Entrepreneurial Marketing Strategy 27 BB30903 7.2 Distribution Channel Our company using direct and indirect distribution channel as main elements of marketing strategy, distribution channel facilitate to deliver the products to local distribution supermarkets as a middle channel to deliver the misai kucing product to final customers. Therefore, our company rented shelf in local supermarket as a position to promote the misai kucing product to increase volume of sale. Our company will decide indirect distribution to local supermarkets such giant supermarkets, Servay supermarkets, Milimewa supermarkets and CKS supermarkets. The four target local supermarkets to offering the Misai Kucing products to customers because have a lot of customers rather going supermarkets to convenience place to purchasing all type products in the same time. Therefore, our company will build the short term promotion to begin enter the Misai Products in the local supermarkets. Additionally, the our company will develops early promotion such as offering mini samples and catalog based on uniqueness Misai Kucing products to customers, and the promoters will encourages to customers about Misai Kucing being a lots of positive healthy to customers. So, Misai Kucing products can be more attractive to young age category (20-40 ages) customers, increase brand resonance and generate more markets shares in local markets. Besides thats, our company also using direct distribution channel to promote the misai kucing products. Our company will rent a stall through by Pasar Tani Fama to raise market segmentation of customers and not just target customers in Sabah only. Otherwise, promote misai products through by Pasar Tani Fama can being the misai kucing products to commercialize peninsular Malaysia community share the benefit of misai kucing product to customers and increase the power buyer in markets.

Entrepreneurial Marketing Strategy 28 BB30903 8.0 8.1 Evaluation performance Sales Forecasting GoHealthy Enterprise is planning to sell Misai Kucing as a local Sabah product to the market in Malaysia. Therefore, we are going to make sale forecasting for our small business. These are big ongoing challenge to Go Health Company because we do not have past sales projections as our starting point. Thus, we just only can used best guess become our companys estimate. Besides that, making sales forecast a practical tool for business planning is to ensure sale forecast are reasonable and realistic. Go Health Company make an accurate sale forecast affect all aspects of the business. Therefore, when our company produces Misai Kucing may establishes production quantities, scheduled production times and focus on keeping inventory cost minimal. Other than that, Go Health Company may determining the amount to purchase from supplier will save company money when negotiate prices. There are some key stages for Go Health Company to develop sale forecast. Firstly, Go Health Company would like to determine industry potential. We will consider geographic target market such as Malaysian and investigate its potential size in the Malaysia market. Therefore, we can easy to estimate the market size based on geographic or demographic characteristics than lifestyles or buying decisions. Our company would like to use this kind of information as our starting point. Secondly, Go Health Company may determine our companys sales potential. This is means that what is the maximum limit that Go Health Company can produce or provide in term of sales. For example, how many workers is operation, they can estimate how maximum number of hours to produce Misai Kucing, deliver and sell the service direct to customers.

Entrepreneurial Marketing Strategy 29 BB30903 Therefore, our products predict below are sales projection for the current month, we also target the increase of 20% the following month. Sales Projection Product Sales per month (unit) Increase 20% following month Bottle Bags packages Cases 150 100 250 180 120 300

Entrepreneurial Marketing Strategy 30 BB30903 9.0 Reference

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