2.

MARKETING PLAN
ORANJE is a brand new name in the market and our marketing
objective is to introduce and make the consumer aware of our product in
the market. Here at ORANJE we are selling t-shirt, jersey, corporate shirt
and our specialty service is providing a service of printing and embroidery.
On this early stage in the industry of clothing we have set certain
objective in order to introduce our product which are we want the
customer to feel the existence of our product in the market because by
increasing the awareness of the product among the customer can lead us
to achieve our target of awareness among the customer.
Other than that, we also have set to serve our customer a t-shirt
that available for those who want to be different and unique. Everyone
wants to be unique and different that is why we want to produce clothes
that can make each of our customers feels like there are no other clothes
in the world like what they were wearing.
Lastly, in order to see the potential of our business we have set to
achieve a break even within 12 months. This is to make sure that on this
early stage of the business we have grab the customer attention and our
product has been known in the market. It is also to measure our product
acceptance within this industry of printing clothes and embroidery.

2.1.

Marketing Objective
Oranjes is still in the new phase of business and as a new born

business we has set certain marketing objective as a guidance for us to

always move forward. In this introduction stage we would like to
introduce our product and services that we provide on our store.
Oranje is a business that runs by doing printing and embroidery shirts.
Oranjes marketing objectives are as listed below;
Make the consumer awareness of all Oranje product and
service increase by 35% in one year.
Informing our target customer about all of our product and
services, overall want to increase our sales in one year by
15%.

2.2.

Product Description
At Oranje Store, we offer our customers high quality of T-shirt that

have our own and also their design. The T-shirt can be bought at lower
price compare with other store which is our competitor. This can be the
reason why customers can choose Oranje as the right place to have their
own design T-shirt.
For the services, we are offering our customer printing and
embroidery for the T-shirt that has been chose. For these services, we use
the latest printing and embroidery machine that can give the best quality
in producing the T-shirt design. These also can be the best reason why
customer can choose Oranje as the T-shirt printing services because by
using this machine we can finish our product faster compare to the
normal time needed that our competitor need.
Giving discount for 10% to the customers who order above 30 unit
of T-shirt also can be an attractive marketing strategy to attract them to
use us as the right for T-shirt printing services.

2.5. Target Market.

We choose to open our store at Shah Alam, Selangor because there
are many institutions and company that suit our target market. We are
targeting the education institution, schools and corporate group.
TYPE

OF

MARKET

SHARED GROUP CHARACTERISTICS

SEGMENT
Geographic

Shah Alam, Selangor, Malaysia. It is an

Demographic

urban area.
Age :
12 17 years old: Focus more on contract
with schools and also our design are
suitable for their age.
18 years old and above: Students from
universities, colleges and corporate group
from companies which is the design are
followed with current trend.
Gender: Male and female.
Occupation: Education institutions, schools

Psychographic

and corporate group.

Social lifestyle: Adult

and

teenagers

because our design is more suitable for

them. Plus they are most likely and the

most potential target to buy our products.

*our target market

Malaysia
*
Selangor
educati

on
Shah
Alam
on
instituti
instituti
on,
schools,
schools,
corpora
te
group.
group.

2.6. Market Size.

Overall the population in Selangor is around 6,150,000 in 2014 and

there are 650,000 people in Shah Alam. As the centre of Selangor, Shah
Alam has more than 20 schools, 30 universities and college and also lots
of corporate institution. All of these sectors will be our target market for
our product.
There are around 20,000 people are potential to become our customer.
All these people are selected because of their working in corporate and
student from nearby education institution such as university and school.
Oranje offer variety of types of t-shirt and design. Due to that reasons,
price for per unit T-shirt that we produce depend on design, types and
other cost needed to produce one T-shirt. But from overall, the average
for one corporate shirt and t-shirt is about RM 33 per unit.
Target market

= 20,000 pax

Average price per unit =

(corporate + t-shirt) / 2
=

(RM 45 + RM

20) / 2
= RM 32.5 @ RM
33

Market Size

= 20,000 pax RM 33
= RM 660, 000

2.7. Market share.

Company
Sweet Wear
Golden Company
Clothes
Clothiazon
Sweet Wear
TOTAL
Golden Clothes
Clothiazon
Oranje
TOTAL

Sales(RM)
1,045,990
989, 450
Sales(RM)
791,
560
777,400
2,747,
827,000
500
642, 100
660,000
2, 827, 000

Percentage (%)
37
35
Percentage
(%)
28
27.5
100
26.44
22.71
23.35
100

2.8. Assessing Competitor.

SWEET WEARS
INTERNAL FACTOR
Strengths

Weaknesses

Has long heritage and high brand

value
Has many workforce of 100
employees
Has good advertisements

Not more to fashion forward

The products sometimes may be
expensive
Different quality of product

GOLDEN CLOTHES
INTERNAL FACTOR
Strengths
Has delivery services
Attractive store
Easy to reach
CLOTHIAZON

Weaknesses
Poor quality services
Unattractive packaging
Less attractive design

INTERNAL FACTOR
Strengths

Weaknesses

Reasonable price

Does not have many employees

Easy to reach

Low quality of material

Has good advertisements

Customer service

ORANJES
INTERNAL FACTOR
EXTERNAL
FACTOR Weaknesses
Strengths
Opportunity
Enormous catalog
of graphic
High bank loanThreats
Consumer
preference
Online
market
place
High quality of sublimation offered
No delivery
service
Large
market
Strong
competition
withcustomers
Innovative
production methods
Poor reputation
among
concentrated market share
provides the potential for new
Consumer
demands for fashion
Reducing the price too much may
design
goods
creates
a demand for
the
product
lessmany
desirable
Reasonable
price
Does
not have
employees
innovative product
Affordable to all people
Spent more time to complete the
finished products due to the small
number of employees

2.9. Forecasting Sales

ORANJE Sales forecast for year of 2014
Month
Sales collection (RM)
January
57, 500
February
56, 950
March
55, 000
April
53, 550
May
54, 050
June
56, 900
July
55, 250
August
53, 950
September
52, 000
October
53, 300
November
55, 050
December
56, 500
TOTAL
660,000
Explanation based on table above.
It is shown that in the months of January, February,

November and

December the sales was in average of RM54, 500 it is because the schools
were about to start and most of student parents will buy their child a new
sports wear. Oranje will supply a sports wear to the schools because we will
have a contract with the schools to make them their schools sports wear. We
also will do an order for the corporate sector and with the education
institution because during those months most of them will have an event
especially for the corporate secto r.
In the months of April until July, it shows an approximately sales was
around RM38, 000 that is because we just doing our regular order with the
education institution and with the
corporate sector.

2.10.

Marketing Strategy.

Every entrepreneur will use the marketing mix strategy to

achieve their objective and there is no difference with us. We are using
the marketing mix in order to assist our business and achieve our
objective.
Product.
Items For Product
Product Attributes

Description
Product Design: Because we sell variety of
T-Shirt and the price is depending on the
design. This made our design as the selling
point for our company.
Product Quality: We offer all customers
the high quality of T-shirt but at the lowest
price.
Product Features: Other than offering our
own design, customers can have their own
design for their T-shirt, this will make them
different from other people and only wear

Brand

they own design T-shirt.

Customers who interested our design will

Packaging

wear our own brand which is ORANJE

We only do simple packaging because we
dont have delivery service plus normally

Labeling
After
Services

customer will order for large quantity.

For labeling we use Oranjes Logo as the
tag.
Sales If customer have problem related to the
product such as damages, they can return
the product in 3 days and we will replace it
with the new one.

We will introduce 5 to 6 design for the first half year which means
that Oranje will release around 11 to 12 designs for the first year of
production. All of this will be design by our designer and each of the
design is come from their own idea and inspiration.

Price.
Value Based Pricing.
For pricing, we decided to use Value Based Pricing due to certain
reasons. It is because price for our product are depending on the
design of the T-shirt. We offer high quality of T-shirt at the lowest price
compare with our competitors, and this will make customers wanted to
have their T-shirt design in our store.
The prices also different because some products that are
designed by our designer and there are some design that requested by
our customer. Use of colour and steps needed to be done in process of
printing also influence the cost of the T-shirt.

Price Adjustment Strategies.

Strategy
Discount Pricing

Description
10% discount for customer who

Promotion Pricing

order up to 30 T-shirt.
20% discount during festival.

 Place.
Oranje Store is located at SACC Mall, Lot GF 30 & 31 First Floor, Jalan
Perbadanan 14/9, Pusat Bandar Shah Alam, 40000 Shah Alam, Selangor Darul Ehsan. This
place very strategic because this place is a well known mall and all people in Shah Alam are
knows this place. These make us easy to be reach by our customer.
Because of we offer printing services and T-shirt design, we can attract our target
markets which are students and corporate group because this place can be categorize as a
centre in Shah Alam. Many education institutions are nearby with our location.
We also easy to deal with our supplier because around this place many other
businesses such as T-shirt supplier, printing tools and other raw material needed to complete
our product can be reach.

 Promotion.
Here at Oranje we have taken several ideas to make sure that our
ringgit will be wisely spent for advertising and promotion.
Types of
tools
Internet

Examples
Social media ( Facebook,
Webpage.

- Easy to get to customer.

- Easy to monitor
- Lowest cost
- Help to get feedback from

Banner, buttons

people.
- Cheap compare to using

Instagram ), Blogs and

Publicity

Description

mass media.
- Easy to attract all people

that see the

advertisement.
- Buttons can be free gift to

attract youth.

2.11.

Marketing Personnel.

Position
Marketing Manager
Marketing asisstant

Number of employees
1
1

In running this business Oranje has hired five man powers for the
production. We have calculated the exact amount of worker that we need in
this early stages of production and all of these worker are well trained to do
the job effectively and efficiently. The five man power that we were hiring are
about to do this kind of production segment.
In doing the designation and negative, two workers are needed. Both
will be doing the creation and designation for the clothes. They also will
recommend and advice the customer what is the best for the customer and
accept the customer idea in producing the customers clothes.
Next is the tailor for guiding the embroidery machines. Two man
powers are being used for this section. Both of them will do the embroidery
in clothes and handle the embroidery machines. They are experience worker
and hiring them will make the production for embroidery and designer easier.
Only one person is needed in handling the process of packaging for the
finish product. Oranje are very particular about the product. We do not want
our finish product looks like simple clothes that will be sold in plain plastic
bag. We pack our finish goods in a soft and light
Here at Oranje we did not provide a service to deliver the finish goods
ordered by the customer. The customer itself will come to our store and pick
their order.

2.12. Marketing Budget.

Marketing budget.
N
O
1
2
3
4

ITEMS
Sign board
Salary/EPF/SOCSO
Stationary
Other
expenses
*launching
TOTAL

FIXED ASSET

WORKING

OTHERS

(RM)
2,000

CAPITAL (RM)

EXPENSES

3,754
132
850
2,000
3,754
982
TOTAL MARKETING BUDGET = RM 6,736