2.

Marketing Mix Strategy

2.3.1

Product Strategy

UDI Sdn Bhd has taken several approaches in context of product strategy in order to
selling Kuat Harimau into the market.
The differences of Kuat Harimau from others
i.

Product quality

Product quality is one of the factors that contribute to product strategy that has been
adopted by the UDI Sdn Bhd which is important for the development of the UDI Sdn
Bhd production. UDI Sdn Bhd emphasizes quality in every product manufactured to
ensure the satisfaction of the users, especially the consumers that use detergent
frequently. Therefore, the UDI Sdn Bhd ensures the cleaning products which is ' Kuat
Harimau meets all the standards to ensure that the product reaches a high level of
product quality.

In addition, the quality and the quality of the raw material from the supplier also
constantly monitored by the UDI Sdn Bhd . Monitoring is done to ensure that washing
raw materials are in good condition and does not endanger the user. Quality control of
suppliers is to prevent any damage, harmful or imperfection found in the raw materials.
This can also facilitate the process of making detergent because UDI Sdn Bhd wants to
produce the detergents for the exclusive purpose of maintaining the resulting detergent.
The quality of Kuat Harimau made by UDI Sdn Bhd can be seen by in term of the
material used when making the detergents.

ii.

Content in the detergents (Kuat Harimau)

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Content detergents of Kuat Harimau' consisting of extracts of fruits and plants,

citronella oil, sodium chloride, sodium phosphate, CMC (carboxymethyl cellulose), and
STTP ( tripoly sodium phosphate ).UDI Sdn Bhd minimize the use of chemicals in the
production of detergents and maximize the use of non- chemical based ingredients to
make products 'Kuat Harimau' as an environmentally friendly product and safe to use.
Plant extracts used are citronella oil. Citronella oil used as materials in the production of
detergents because citronella oil is able to balance the chemicals present in the liquid
detergent. Furthermore, citronella oil is good for skin health and is recognized
internationally as a natural aromatherapy. In addition, UDI Sdn Bhd also does not use
animal fat content in the detergent.
Sodium chloride is also used as an ingredient for thickening liquid detergent so that it is
not too liquid. Sodium phosphate is used as deterrent dirt on the surface and also as a
material for improving the effectiveness of detergents. CMC also serves as a foaming
material and bacteria absorbing materials on all types of surfaces that need washing. In
addition, UDI Sdn Bhd also uses STTP to provide multiple cleaning powers and is able
to eliminate almost 100 % of bacteria that exist on the surface you want to clean.

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iii.

The shape of the bottle

There are many product line that UDI Sdn Bhd produced. One of the product that
produced is using the very good shape of plastic bottle. Plastic bottles used has a
futuristic design and is able to attract consumers to buy detergents with a view to the
bottle design only. This shows that the characteristics and design of the bottle is also
important in order to gain customers attention. The plastic bottle designs resulting from
discussions conducted among the members of the group. In accordance with the
requirements of the UDI Sdn Bhd management who want plastic bottles with innovative
features, they manage to create a plastic bottle designs with innovativeness and
creativeness. Used plastic bottles are recyclable and durable and can be used repeatedly.
Plastic bottles are also available from suppliers of plastic material with experience in
producing high quality plastic material and has the characteristics of strong resistance.

Figure 1.1 : Kuat Harimau Bottle design

The Uniqueness of the products (Kuat Harimau)
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The combination of environmentally friendly cleaning materials and innovative plastic

bottle can produce beneficial not only to consumers but also to the environment. It is
also in line with the recommendations and encouragement from the government, which
wants all producers regardless of any industry to produce environmentally friendly
products and green technologies.
The' Kuat Harimau' detergents has two unique characteristics which is environmentally
friendly products and the most important is the uniqueness of this cleaning products is
capable of providing the maximum savings to the user due to the use of cleaning
products because it is equal to three times the use of a competitor's product. Therefore,
UDI Sdn Bhd combine this uniqueness both as an advantage for these products to
penetrate and gain big market share among the multi-purpose cleaning products market.
The designing of the is also able to attract consumers to buy. In the production of Kuat
Harimau detergents, UDI Sdn Bhd has adopted the principle of ' Good Manufacturing
Practice ' (GMP). This principle is the good manufacturing practices are always
available and adhered to by the UDI Sdn Bhd. In addition, the GMP system also acts as
a medium for UDI Sdn Bhd produces quality cleaning products and safe to use. It also
makes production easier and can be done consistently.

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Labeling
Labeling plays an important role in providing brand identification products to UDI Sdn
Bhd. It affects the release of a product and also acts as a guarantee to consumers who
purchase detergent from the UDI Sdn Bhd. Apart from functioning as provide
information, at the same time, labeling also can help producers, marketers and
consumers in the market to identify products produced by the UDI Sdn Bhd.
Therefore, UDI Sdn Bhd has issued special labeling for detergent products 'Kuat
Harimau' so that it is easily identifiable by consumers and differentiates with other
competing products. In addition, the labeling is also very important to gain the trust of
consumers in convincing them that the products of this company are very high quality
products.

i.

Labeling information

In compliance with the legislation of packaging a product, there are several criteria that
must be met by the UDI Sdn Bhd to determine the appropriate packaging with their
products. Hence, there are some important things to have in the labeling of detergents
Kuat Harimau such as the companys name, companys address, logo of the product,
how to use the product, product weight, warnings and a ban on the product and the
product expiry date.

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Halal Logo

Halal logo recognition is important and subject to the rules of the 'Guidelines for
Production of Food, Beverage, Consumer Goods' for Muslims and Malaysian Halal
Certification Procedure'. Recognition of halal logo on product labeling is important
because as a guarantee to consumers especially to Muslim consumers as a proof that
Kuat Harimau product is free from any form of unlawful use of animal fat and free of
alcohol.
To obtain this Halal certification, UDI Sdn Bhd practice good manufacturing based on '
Good Manufacturing Practice ' ( GMP ). This is a procedure that should be followed and
specified by the Department of Islamic Development Malaysia (JAKIM) in obtaining
halal certification and halal logo. JAKIM also responsible for issuing halal certification
and halal logo to operators of food products, beverages, food premises, use of non-food
products and slaughterhouse located throughout the country. In addition, JAKIM will
make inspection visits to the mill production at any time without setting a time to ensure
the factory premises in accordance with the procedures established by JAKIM.

Figure 1.2 : HALAL logo

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2.3.2

Price Strategy

The price of a product is crucial to ensure the sale of the product can be carried out
smoothly. Therefore, pricing strategy plays a major role in the formation of marketing.
This is also one of the tools of marketing mix used by UDI Sdn Bhd to achieve the
objectives of product marketing. UDI Sdn Bhd has made a decision on pricing for
cleaning products ' Strong tiger ' is adjusted according to its product design , product
content, product distribution and promotion of products to form the company's
marketing program is consistent and effective.

i.

Cost-based Pricing

UDI Sdn Bhd has put a price on Kuat Harimau to cover the costs of production,
distribution, promotion and sale of products. Affordable price placed by all levels of
users because it is a price that value for money. In addition, UDI Sdn Bhd will see the
costs involved in the production of cleaning products more carefully before making
pricing for this product to ensure UDI Sdn Bhd sales targets are achieved.
ii.

Competitors based pricing

UDI Sdn Bhd is also making decision on pricing based on competitors pricing. In
pricing strategy, UDI Sdn Bhd has decided to put a price not much different from the
price of the company's main competitors. In addition, UDI Sdn Bhd has also set a
pricing method based on the price of environmentally friendly cleaning products that
have been produced by a competitor. It aims to ensure that the price of the product ' Kuat
Harimau ' is competitive among its competitors. The price offered by the UDI Sdn Bhd
is a price affordable by all Kuat Harimau users. This also gives maximum savings to
consumers.

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2.3.3

Promotion Strategy

In marketing Kuat Harimau cleaning products, promotion strategy is one of the key
elements of marketing mix used by the UDI Sdn Bhd aims to inform, introduce and
convince users and potential buyers to make purchases of products from UDI Sdn Bhd.
The company has developed an effective program to promote Kuat Harimau cleaner
products is well received among consumers as well as help ensures the success of
government efforts to diversify the local market environmentally friendly products.
Effective and efficient promotion will resulting good return to UDI Sdn Bhd . Therefore,
UDI Sdn Bhd have followed the campaign program that has been designed to achieve
the objectives of the company and also at the same time it is able to provide awareness
to consumers about the importance of using eco-friendly cleaning products in their daily
lives . There are a number of promotion used by the UDI Sdn Bhd , which is;
:

i.

Billboard

Billboard is used to attract people to detergent Kuat Harimau products produced by

UDI Sdn Bhd. Billboard is placed beside roads or major highways such as the PLUS
Highway, Federal Highway and Kesas Highway. The billboards can provide information
to consumers about the cleaning products produced by UDI Sdn Bhd and can attract
users with large scale when they saw a billboard that was installed along the main road.

ii.

Television

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Television is used as a medium for introducing and give awareness of cleaning

products which is Kuat Harimau to consumers because nowadays , all households
have at least one television at home. Television is watched by all levels of society
and this makes television as one of the most popular advertising medium used by
producers, especially producers of a product that has a great brand name and a strong
financial position. This is because the cost of television advertising is costly where
only large companies that have strong financial resources is capable of making
advertising through television.

Figure 1.2 : Advertising through television

iii.

Online Promotion

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Today's technological development is helpful to UDI Sdn Bhd to expand advertising

through internet system. Widespread use of internet by consumers allows the promotion
of cleaning products which is Kuat Harimau delivered directly to potential users to
make purchases. Promotion through social media on the internet like facebook, twitter,
and blogs accelerate the delivery of information about these cleaning products to
consumers. Delivery of information via the Internet more efficient and easy and does not
require high costs.
Internet advertising can create viral among Internet users that better known as viral
marketing which is can be beneficial and advantageous to the Kuat Harimau product
made by UDI Sdn Bhd . Online advertising is most efficiently used by the UDI Sdn Bhd
to promote Kuat Harimau cleaner products is website as it is in line with current
technological developments. UDI Sdn Bhd has created a special website for Kuat
Harimau cleaning products to maintain their exclusive right of cleaning products. The
web page is shown as below;

Figure 1.36 : UDI SDN BHD (Kuat Harimau) website

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2.3.4

Place Strategy

Distribution of Kuat Harimau cleaning products distributed by a major retailer selected

by the UDI Sdn Bhd as Giant, Tesco, Jusco, Aeon Big, Econsave and Mydin as the
product marketing place. These retailers have a strong brand in Malaysia and also is
believed by consumers. The place position of large-scale retailers located in the area of
many customers easy to come and buy things is also one of the selection factors of
retailers as distributors for UDI Sdn Bhd.

Figure 1.39 : Product Place

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