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2.0.

Introduction Our company name is Xtra Ordinary Company. It is an industry of foods which is produce many types of foods product. In this marketing plan, our company will market Durian Dodol product with it trademark Love Found Me. Durian Dodol is an Malaysian traditional dishes food. It is made by using ingredients such as coconut flower juice, coconut milk, palm sugar, glutinous durian, rice flour and sugar (gula Melaka). It is sticky, thick and sweet .In a traditional way, to make it , normally takes up to 89 hours to cook Durian Dodol. From the start till the end of the cooking process, it must be constantly stirred in a big wok. Pausing in between would cause it to burn and that will spoil the taste and aroma. The Durian Dodol is completely cooked is when it is firm, and it also doesn't stick to fingers when you touch it. But to make it more efficient to produce it, our company will use the technology such as food machine. The reason why our product use Love Found Me as trademark because it known as our company branding strategy. In our company opinion base on the observation, this trademark mean this product will express good feelings. The customer might feel joyful and cheerful. The target market for sell this product is at the emerging market which is at shanghai ,China. Shanghai is the eighth largest city of the world is also the largest city in China. Shanghai is located on the east tip of Yangtze River Delta and halfway along China's eastern coastline. Due to its advantageous geographical location, Shanghai also has become a large and prosperous port city.

3.0. The product 3.1. The evaluation of the product as an innovation 3.1.1. Relative advantage Durian Dodol is good for health. While ,this product is made from 100% of durian fruit ,it contain many types of nutrient. It can be seen in appendix A.1. Second, it also have a nice description about it personality. Durian Dodol suitable to eat and serve wherever you need it. For examples in either watching television and as a dessert in lunch or dinner time. it might also can serve in many type of event such as weeding day and birthday party. For a couple, they can make this product as present to give Page 1 of 11

their lover one. Here, we can see that this product can be one of the variety of brand to give present to someone beside giving rose flower or chocolate. Third, Durian Dodol ,can be an dishes or as a junk food. Eventhought, it is one of the popular dishes in Malaysia, but our company has make an innovation on it, so it also suitable to become a junk food. For example, Durian Dodol product in the tin packaging can be eaten while you watching television or walking, same like you are eating potato chip while watching.Durian Dodol is also easy to chew and not sticky eventhought ,it elastic. Fourth, eventhought durian has a strong odour, but Durian Dodol product which

produce by our company has a least of durian adour. It is smell good and delicious. Beside that, it also have less sugar and not so sweet. This is because, our company is concern about customer health. A very sweet food product might cause diseases such as high blood. Regarding the packaging, our company make two type of packaging. That is Durian Dodol in tin which have cylinder shape and in the box. Durian Dodol also cutted into four types shape to make it look interesting which is love , crescent , triangle and round shapes. The illustration of packaging can be seen in appendix A.2. Furthermore, Durian Dodol which has a different shape also coloured with different of colour. Our company choose four type of colour that is green, egg yellow , red and blue. The food colouring that has used are free from chemical materials. It doesnt harm the customer health. Lastly, this product also suitable for all types of ages. Especially age from seven and above. 3.1.2. Compatibility Durian Dodol is suitable for the target market. That is because, in china, their society also eats durian. But the different is the brand product of durian they eat. It was not a Durian Dodol brand but It was another types of product foods made up by durian, for examples the Vaccum dried durian , VF crispy durian and durian pancake. This we can look as one of the opportunities to market Durian Dodol product. If they already know what is durian ,they may not too surprising and doubted to test the Durian Dodol product.

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3.1.3. Trial-ability Regarding to trial-ability, this product can be tested and tried by the customer in the target market. The company will open a durian dodol stall in the Shanghai, China in their popular mall or bazaar. The place that have been chosen to do it is at Parkson and Shanghai No. 1 Department Store (). The stall will provide the durian dodol product that can be tested and tries in free of charge. In the meantime, the stall also sell the product if the customer want to buy it and tries at home and tested by their family or friends. During the testing stall is open, the worker also will do an observation on the customer behaviour toward the product. 3.2. Major problems and resistance to product to be acceptance 3.2.1. There is already exist many types of dishes in Shanghai, China In shanghai, variety of popular foods is they own tradition foods. For example, moon cake, dim sum, Which is nowadays, has been innovate to be more suitable with the need toward consumer behaviour. Furthermore, there is also many foods product from other country to sell their product in shanghai, china. These situation can threaten the stability of Durian Dodol product in the market. 3.2.2. Requires high costs

To market product from one country to another country requires us to learn and do many variety of transaction ,so we can send and sell our product to the customer. During ,transaction need to be done, there also many types of rule or term and condition we need to follow. Here, when we do the transaction we need to care and aware about the tax charge, transportation bill, labour wages and so on. Beside that, to produce Durian Dodol in a big quantity need a high cost to buy it input or ingredient. 4.0. The market 4.1. distribution of the market which the product to be sold 4.1.1. Geographical region Geographical region or location that we choose is Shanghai, China. Shanghai is the eighth largest city of the world is also the largest city in China. Shanghai is located on the east tip of Yangtze River Delta and halfway along China's eastern coastline. It Page 3 of 11

borders the estuary of Yangtze River to the north, Jiangsu and Zhejiang Provinces to the west and Hangzhou Bay to the south. Due to its advantageous geographical location, Shanghai has become a large and prosperous port city. Shanghai has the four seasons. There are a few hills and small mountains in the southwest Qingpu and Songjiang Districts, including Tianma Mountain, Fenghuang Mountain, Hengshan Mountain and Xiaokunshan Mountain. In additional, Shanghai has some offshore islands, such as Dajinshan Island, Xiaojinshan Island and Fushan Island. 4.1.2 Transportation and communication available in the region There are many form of transportation in Shanghai. Some of them are airport, train transport, coach or bus transport, and waterway and cargo. It means you can easily travel to Shanghai with many several of transportations. For our company to deliver the Durian Dodol product, use cargo with using FedEx Express service to Shanghai, China.it is because FedEx offer more all-cargo flight to China. FedEx also provide many kind of the delivery speed such as fastest and might just need a few of days or week to do transaction. Our company want to use the fastest delivery speed which the product can deliver within hours between major cities worldwide, based on flight availability. Shanghai also has many type of communication that people use in their daily life like telecommunications services and technology services. People in Shanghai also can communicate in English with foreigner that come from others country. The language barrier now is not a problem at all for those that wish to come to China. 4.1.3. Consumer Buying Habit Product- Use Patterns The habits of product-use pattern in shanghai people is they are more thriftiness in some particular product either they have high income or not because they have spend their half income for their own healthcare, education and retirement. Because of a lack of refrigerator in some particular household they keeping a potential meal alive as long as possible until they want to cooks.

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Product Features Preferences Shanghai people towards product features preference is they very concern with product in high quality but with affordable price. The uniqueness of the product also their focus in purchasing some particular product because they like something new product in their habits shopping. Furthermore, wonderful colouring and elegant pattern of the product also their interest in purchasing rather than the pattern or shaped of the product. Shopping Habits The most apparent shopping habits in Shanghai, China is they very concern about information label on the product and often shop at several different places but they wasnt much to buy. They only buy in small quantities at each shop and putting what they buy into a different plastics bag at each place and customers sometimes ask shop keeper to provide a bag for each thing they buy. Sometimes, when they shopped for buy clothes or in online, and see a blouse that they really like and it comes in three colours and cant decide they make a decision to buy all of them because in their minds they will earn money again.

4.2. Distribution of the product 4.2.1. Typical retail outlet Shanghai Xinzhuang Parkson It is a large and very popular department stores and supermarket. It is provide many types of product. Parkson also a perfect option for those looking to purchase both foreign and Chinese product in one location. While ,this supermarket are familiar to most customer in shanghai, china, our company has choose this place to sell the Durian Dodol product. Shanghai No. 1 Department Store () Shanghai's most famous department store, opened in 1934, has been thoroughly updated with the incorporation of a 22-story East Tower, the first 11 floors of which are devoted to retailing. No 1 Department Store is located near the People's park, on Nanjing Road that is one of the main shopping streets in Shanghai. The store consists of two buildings; western and eastern. While ,it was the most famous department Page 5 of 11

store in shanghai, our company choose this place because not just the customer from shanghai, china like to shopping there, but also the foreign tourist. This place can be use to introduce the Durian Dodol product to foreign people and the shanghai society. 4.2.1. Product sales by other middleman 4.2.1.1. Merchant middleman It consist of wholesaler and retailers which is actually purchase the product and resell it. A wholesaler , sometimes also called a distributer, is an important stop in the supply chain that gets products from manufacturers to customers. For our company , to sell this Durian Dodol product, need to contribute 5 or 6 people to become a wholesaler. They will sell the product direct to the supermarket or department store that has chosen. The wholesaler also can sell the product to retailer before the product sold to the customer. Retailer, is one who sells goods or commodities directly to customers. These item are purchase from manufacturer or from the wholesaler and sold to the end user at a market up price. The place of our company choose to sell the Durian Dodol product can be the retailer. They well got and buy the product from us or from the wholesaler.

5.0. ADVERTISING AND PROMOTION 5.1. Advertising 5.1.1. Newspaper Our company will use newspaper advertising which is shanghai Daily because it also include English and Chinese language. We choose this newspaper because we want the customer understand the language because not all the society in Shanghai understand English language. This newspaper is the best choice because this newspaper is distributes around the Shanghai ,because it is the common newspapers in Shanghai and it is easy for consumers to get this newspaper. To market this product this product, our company contribute the Durian Dodol product first before expand it around the China.

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5.1.2.Television Our company also will advertise our product via television advertising. As we discovered, the best choice is CCTV which is refers to the national TV Station in China. All people in China can watch this TV station because it is not only provided around the city in China but also provided in rural areas in China. The advertising pricing in this TV station is about EUR9,600 in 10 seconds. Our company will advertise our product via this TV station for 10 seconds advertising within 8p.m to 9p.m. We choose this particular time because at this particular time, consumers will spend their time at home and watching TV programs. We can attract consumers to buy our product via this TV advertising. 5.1.3.Website Us we can see, internet is one of globalization technology, Xtra Ordinary Company can use this medium with create a website of our company information about the Durian Dodol product. This make the customer easy to search about this product and they also might contact our company to make an transaction of buying.

5.2. Promotion 5.2.1. Coupon Coupon are sales promotions that usually offer a discounted price to the customer, which encourages trial. They are often viewed as a key element of an integrated marketing plan. This coupon can be distributed in a newspapers, as free standing inserts. For our company, might deal with the shanghai daily newspaper, so can contribute coupon in the newspaper. The customer which buy the newspaper can collect and get the coupon and claim the Durian Dodol product at the selected supermarket. 5.2.2. Samples Sampling is an offering the product free or at a greatly reduced price. Often used for a new products, sampling put the product in the customers hands. A trial size is generally offered that is smaller than the regular package size. A samples can be done by our company with put a sample at the selected supermarket and department store

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with open an stall. If the customer like the sample , it is hoped they will remember and buy the product. 6.0. PRICING STRATEGY 6.1. customary markup In making the pricing strategy our company choose the penetration pricing. Penetration pricing setting a low initial price of new product to appeal immediately to the mass market. There is a conditions favouring penetration pricing. First is, many segments of the market are price sensitive. Furthermore, our company also need to estimate and change the price of Malaysia to china price. Which is from Ringgit Malaysia (MYR) to Chinese Yuan Ren Mimbi (RMB). Dodol durian price according to their weight (gram).
Gram / kg (tin packaging) 200 gram 300 gram kg 1 kg Ringgit Malaysia (MYR) 7.00 10.00 16.00 28.00 Chinese Yuan Ren Mimbi (RMB) 14.02 20.02 32.04 56.06

while, this product has four different of price, our company make it packaging size according to the weight (gram). 6.2. Types Of Discounts Available 6.2.1. seasonal discounts Seasonal discounts are appropriate to reward customers who purchase during off-peak times. They often serve to increase sales at the beginning of peak seasons. This types of discount has selected because shanghai has some kind of festival, such as Christmas day, Chinese new day and moon cake. Every festival, our company might give different of discount offer with markdown the price or if the customer buy in big quantity, they can got free gift. 6.2.2. Promotional discounts Promotional discounts are short-term, to drive sales. Using promotional discounts too often trains consumers to wait for the sale and may damage the overall profitability of the product. Page 8 of 11

7.0. Compare and contrast your product and competitors products as below : 7.1.
Company

Identify your competitors products


Xtra Ordinary Company Wenchang Chunguang Foodstuff Co.Ltd (competitor in Shanghai,China) Trafi food industry (local competitor)

Brand Name Features

Durian Dodol Love Found Me. Soft Easy To Chew Delicious Less Sugar Have Different Of Shape And Colour Contains Variety Of Nutrient And Goods For Healthy Not Have A Strong Smell Of Durian Suitable All Types Of Ages (7 And Above) 100% Made From Durian Fruit Can Be A Dessert Or Junk Foods Halal Tin

Chunguang Durian Pancake Delicious 12 Month Shelf Life Yellow Colour Contain Nutrients Original Flavour Formed By 100% Pure Celery, Without Any Additives. Dessert Halal

Dou Dou Variable flavour Healthy Low fat Less sugar Convenience

Packages Price

Box

Box (with decorate) Regular flavour RM15 per-box Other flavour RM18 per-box Television Website Newspaper Magazine Radio Magazine coupon Wal mart Carrefour Online shopping

According To The Product Weight (Gram)

150 Gram 4.80 MYR

Promotion And Advertising

Television Website Newspaper Coupon Sampling

Television Website Newspaper Magazine Sampling Discount

Distribution Channel

Parkson Shanghai No 1 Department Store

Parkson Shanghai No 1 Department Store Huaihai Road

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8.0. market size 8.1. Estimate industry sales for the planning year (1-3 year planning). The food industry sales in China was estimated to growth with annual growth 7 percent from 2009 - 2011. With the annual growth, food industry sales 2009 was worth US $111.30 billion. During the period 2010 and 2011 it was increase again at US $119.09 billion and US $127.43 billion. It is very likely that China will be the worlds largest packaged foods industry sale market in near future, with Chinas healthy economic growth, huge population and growing middle class. 8.2. Estimated sales for your company for the planning year Figure 1: Companys Sales Durian Dodol Product (2011 2014)

Company Sales Estimation


70

sales ( RMB billion)

60 50 40 30 20 10 0 2011* 2012* 2013* 2014* sales

year

The bar graph above shows that our company estimates sales will increase for three years and drop down in the last year. In 2011 our sales value is RMB 22.46 billion and tend to increases from RMB 42.16 billion and RMB 66.54 billion in 2012 and 2013. In 2014 our company estimates sales was dropping to RMB 51.44 because of the new emerge product in market lead the shanghai people move to the new product.

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9.0. Government participation in the market place Malaysia and China are the countries that involve in some agencies that can protect their business activities. A country will facing some difficulties in their business activities especially when it is involve the other country. Although there are many challenges to market our product to China, it is still have some opportunities because Malaysia and China are the members of the same some of the agencies which is World Trade Organization (WTO). WTO is a place where member governments try to sort out the trade problems they face with each other. It is easier for us to market our product to China because we can solve any problem that will be emerge in the future via WTO. In addition, Malaysia and China are also the members of Association of Southeast Asian Nations (ASEAN). One of the purpose of ASEAN is to promote active collaboration and mutual assistance on matters of common interest in the economic. This agency will help us to coorperate with China in term of business. It is also helps us to enter Chinas market easily because it was already contained in the ASEAN agreement that all members must work together. Moreover, both countries are also the members of the Asean Free Trade Area (AFTA). This is opportunity for us to market our product with reasonable price because AFTA was reduce the tariff of the product. It is easier for us to attract the customers because our products price is reasonable.

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