Table of content

Introduction 2
Contents
Task A 38
Task B 9
12
Task C . 13 17
Conclusion .. 18
References .. 19
Appendices .
20

Introduction
Fresh Sdn Bhd, a well known Bumiputera-owned manufacturer in Malaysia which the
company wants to market Green Coconut Water. Greenz is a kind of soft drinks that
provide consumers with processed green coconut water in bottles. The Greenz will
be launched in different line which is 250 ml, 500 ml, and 1 litre bottle. The
company has targeted a huge market segment for the product locally and
internationally with the company has set the reasonable range of prices. The Greenz
will be marketed in Malaysia and exported to the Bangladesh.
I as a marketing executive for the fresh company has been assume to provide a
report. On the report I need to plan marketing mix in two different segments in
consumer market. Besides, I also need to differentiated marketing products and
services to the business and consumer according to the marketing mix. Finally, on
the report I need to provide a reason about why international market is differs from
domestic markets in term of marketing mix.

TASK A
According to (the economic times, 2015) definition of marketing mix is refer to
the sets of actions, or tactics that a company uses to promote its brand or product
in the market. The 4Ps make up a typical marketing mix Price, Product, Promotion
and Place
Based on what I have learned, marketing mix is the combination of marketing
activities that an organization engages in so that it will meet to the needs of its
target market. In short marketing mix is a tool to help what the product or services
can offer. Marketing mix can be break down into four which is place, price,
promotion and product. Place is refer to the place where the customer can
obtain the product, buy the product and how the product reaches to that places. To
make it simple place also known as a distribution. There are various ways that the
product can reach to the consumer. For example through an Internet, wholesaler
and retailers. Next is about the price. Price is the amount of money charged for a
product or services, prices is important because it is the only element in the
marketing mix that produces revenue. Because of that price is the one of the most
flexible elements in the marketing mix. It can be change quickly. For example prices
can be comprised such as discounts and offers. Futhermore is promotion.
Promotion is about the ways to communicate the customers of what the company
has to offer. For example the company may communicate about the benefits of the
products rather than just talking about the features. Finally is product, product is
anything that can be offered to a market for attention or attraction of customer. It
usually come in tangibles where the customer can see the products. For example
like Television. Product also can may appear into intangible which is service that
provide from the company. Services are also form of products that consists of
activities, benefits or satisfactions to the consumer, but it do not result in the
ownership of anything. For example like services that provide from hotel and
airlines.

For the segmentation in consumer markets I have choose a demographic

segmentation. This segment is dividing the market into groups and it based on
variable such as age, gender, family size and income. Now lets take a look on age
and gender of people in Malaysia. Nowadays many company market their product
through age of the customer. For example products like cloths. The company may
make a product which their target for children, and they also can make a product
that target for teenager and adult. It shows that age is another important thing that
the company needs to take a look.
Firstly I will focus on the product. Based on the Fresh Sdn Bhd which is well known
Bumiputera manufacturer in Malaysia that want to market Green Coconut Water.
The company want to market a soft drink product which name as Greenz, and it has
been processed through green coconut water in the bottles. These products will be
launched in different type which is 250 ml, 500 ml, and 1 litre bottle. In Malaysia
there have many people which has different ages. Since this company is established
in Malaysia and try to market their product, they need to focus on age of the people.
For example, children today like to drink a soft age such as Coco cola, Pepsi and
Soda. It can be seen on research by (woolston, 2015) he state that Soda addiction
has long been a problem in our nation schools, every day for years, many kids have
lined up at the vending machines to buy their 20-ounce bottles of sugar and
carbonated water before they go off to study. Based on this statement it clearly
shows that children love to take a soft drink. Because of that, if the company wants
to market their product, the company need to know to design an attractive product
for each their target market and it need to be different from the other company who
serve the same kind of drink. Through this way, customer which consist of children,
teenagers and adults will keep in their mind about their product.

Next is in term of price. Pricing is another element of marketing mix that can
attract the consumer to buy. Since the fresh company wants to market new product
it mean their product is still new. Because of that there are many ways that the
company can sets the prices for the products. There have two strategies that the
company may use for the introductory of a new product which is market skimming
and market penetration pricing. Since the raw materials are very much in Malaysia
so it assume the cost to make the soft drink will tend low, because if that skimming
pricing is not appropriate if the company to apply. The company should implement
market penetration pricing for their product, so that the company can set a low
price for a new product in order to attract a large number of buyer. The company
can set the price based on the quantity of the drink, for example soft drink for the
250 ml is amount of RM 1.50, for 500 ml is RM 2.50 and for 1 litre bottle is RM 4.50.
To relate the price with the age of customer, the company can set the low quantity
of drink and the prices to the children. It will suitable to set that prices for the
children this is because since they still do not have fixed income so they can
affordable to buy the products. next for 500 ml the company may focus on children,
teenagers and adults. This is because the price is not to high and low while the
quantity also are in the between, so the company may assume the customer will
afford to buy the product. Lastly for 1 litre bottle the company may sells on the
adults. The prices may look high but it is appropriate with the quantity of the drink
itself. Since, mostly of adults have their fixed income so they will affordable to buy
the products.
After that is place. Place is also one of the elements in marketing mix that the Fresh
company need to highlight in order to market their product. As I had mention
before, place is refer to where the customer can obtain the product, buy the product
and how the product reaches to that places. To make it short place know as
5

distribution. To make the fresh company easy to sell their products, the fresh
company may use channel intermediaries such as retailers. Retailer refers to the
people or person who has a stronger personal relationship with the customer. The
retailer is also important this is because they can sell the product to the final
customer. For example like wall mart. For fresh company they may put their product
at shop or any restaurant. Fresh company may put their product at shop like seven
eleven so that any of ages of customer can come to buy. Besides they also can put
their products at any restaurant such as food court at the mall, so that they will
target for people who are work and people who like to hang out with their friends
who is adults and the teenagers.

Last one is promotion. Based on what I have understand, promotion is about the
way we communicate with other people to buy the products. There are many ways
that can

help the fresh company to sell their products. For example through

advertising, personal selling and sales promotion. The fresh company may promote
their product by use a sales promotion and advertising. Sales promotion refer to
(friesner, 2014) he said that any initiatives that undertaken by an organization to
promote an increase in sales. Example of sales promotion includes free gift,
discount prices and free samples. The company may provide a free gift to the
customer who buy their products and it is especially for children. This is because
children are the people who will happy if the company provide any of gift like sticker
beside the soft drinks itself. And for the advertising the company will focus on the
teenagers and adults. Advertising is about the medium that can the business
promote their product such as through media. Adults and teenagers are the people
who are matured and they like to spent their time on television and they also tend
to know news that the media provide. So if the fresh company using these way,
indirectly they can promote their products.

For the next segmentation, I had choose a psychographic segmentation. This

segment is about dividing a market into different groups based on the social class,
lifestyle and personality characteristics. As we know people consist of different
styles and wants. For example people who are high class people are tend to high
demand where they like to buy an expensive thing. And people who are low class
only spent their money on affordable things. For example like necessary things such
as food. Nowadays many companies categorized their products based on social
class of their customer. It can be seen won the products like gold, not many people
can afford to buy gold this is because of their price which is so expensive. But for
those people who are high class and like to collect gold they can afford to buy.
Firstly lets take a look on the product. Since fresh company want to market their
soft drink product and categorized their product in different line which is 250 ml,
500 ml and 1 litre bottle so the company need to take a look on the social class of
their customer. For example to those people who are in a high class, the company
should decorate or design the product more attractive so that those customers will
satisfy to buy the products. for example the fresh company can put a slice of fruit
like watermelon fruit at their soft drink so that the customer will enjoy in having a
drinks.
Next is about the price. For the price the fresh company may uses a general pricing
approaches. There have three factors in this approach which is cost based
approached, buyer based approaches and competition based approaches. Since the
7

company want to focus on the social class of their customer, the company may use
buyer based approach. This approach is set based on the buyer perception of value
rather than on the sellers costs. For example if the business since those customers
are a high class style, so the company may set the prices high but if the customer is
lower class, the company will set low prices.
After that is promotion. For the promotion the company may use sales promotion.
As I had mention earlier examples of sales promotion include free gift, coupons and
money off. By doing these ways it will make the people who buy the product satisfy.
For example to those customer in lower class where they can get free gift after they
buy the product. Meanwhile the company also may use advertising as another ways
of promotion. The company may advertise their products through media. This is
because by having an advertising people will know about the product and it does
not matter if the customers are low class, middle class and high class. Everyone will
know about their products.

Last one is place. To make the people easily to get the products. The company may
use channel intermediaries such as retailers and internet. Both of these are the
example of place that the company can use. Place is knows an distribution is about
how the customer can obtain the products. Retailer is important because they can
sell the products to the final buyer. For example the company may put their product
at shop such as seven eleven so that it will easy to the customer to get the
products, especially for those customers at the lower and middle class. While
internet is also one the way that customer can obtain the products. For example the
customer may order through online. The company can use this way and focus on
the high class people. As we know high class people are more spent their time on
gadget like phone and laptop in surfing an internet. So it will easy for those
customers to get the products without have to waste their time to go to buy the
products.

TASK B
According to (business dictionary, 2015) definition of consumer market is
markets dominated by products and services designed for the general consumer.
Based on what I have understand consumer markets is allows us to purchase
products, goods or services. All these items can be used for personal use. In a
consumer markets the individuals make the decision on their own on how much
money that the individual need to spent. If the more people spent their money on
the products, the more active the consumer market.
While the business markets according to (business dictionary, 2015) is a
marketplaces where organization purchase raw materials, natural resources and
components of other products for their resale or for use in manufacturing another
product. Based on my reading business markets is directed to the organization who
act on behalf of the needs of the organization, it includes all activities involved in
communicating the value of a business products and services to another business.
There are different between the consumer market and business market in
term of services and products. This is because the people in the business markets
tend to work hard to streamline the buying process in order to save time and
9

money. While for consumer markets is about the way of individuals to buy the
product. In the consumer market mostly the way they buy the product are based
more on their emotion. Below I will explain on the different between in the
marketing products and services for business markets and consumer market in term
of marketing mix.
There may also have several advantages and disadvantages between the
consumer market and also business market. for the business markets is the
target market that you are dealing. It mean when run the business market the
business tend to deal with the target market which this target market will stays in
need of products or services in order to keep the business moving. For the
disadvantages of business market is limited market. business to business face a
much smaller buying pool than business selling to consumer. This is because the
total number of prospective buyers may not much as consumer.

While for the advantages of consumer market is the the selling that the business
are targeting. Since they only need to focus for the people so it will tend to varied
market. so it will benefit for the business to specialize them into a niche group. For
the disadvantages of consumer markets is the business need to face on large
segmented. Because of that, the business need to determine the need and wants
that may attract their customer.
Marketing mix
Product

Business markets
Consumers markets
Larger quantity
Small quantity
In boxes
No boxes
Price
Negotiate price
Fixed price
Place
Wholesaler
Retailer
Promotion
Sales promotion
Advertising
Diagram 1: Marketing mix between business markets and consumer markets

Refer to diagram 1, it shows the differences between business market and

consumer markets and it can be classify in a marketing mix which is product, price,
place and promotion. Firstly lets take a look on product for the business
market. In the business markets, usually the organization will buy in the larger
10

quantity of goods for the purpose to sell to the consumer. Since the company is big
so it will suitable for them to buy in bulk this is because they want to sell it to the
consumer. It will not logic if the business only buys a few of product and then sells it
to the customer. It only just wastes their energy and time. This is because if the
goods have been sold out they need to buy the goods again. Next is the products
must be sell put in boxes. Since the company buys the goods in bulk so the goods
need to be put in the boxes. By using this way it will easy for the business to carry
out the goods compared in they need to carry one by one goods which it will waste
the time.
Now lets take a look on product for consumer markets. In the consumer
markets, usually the consumer will buy in the smaller quantity of goods. This is
because consumer only buys goods for their personal use and because of that they
will tend to buy in a small quantity. For example if the individuals want to buy a
mineral water, the individual itself only need to buy one mineral water not in a bulk,
this is because the individuals is the only person that want to drink the mineral
water. At the same time the products also must need to be put freely which mean it
does not need to put in the boxes. Through this way it will easily for the consumer
to see the productS.
Now we go to another marketing mix which is price. For the price in the business
markets, the fresh company may set the negotiate price. Negotiate price is about
the communication between people in order to get a low price. Since the business
market tend to buy a products in a bulk so it will suitable for the fresh company to
set this way. Through this way it will give more benefit to the fresh company, for
example fresh company will tend to have a stronger relationship with the other
business who buy the goods at their company, this is because the other business
may enjoy to buy the goods where they can negotiate on the price of goods.
While for the prices in the consumer markets, the fresh company may sets a
fixed price to the consumer. Fixed price means the price that has been set cannot
be change. Through this way it wills benefits to the fresh company where they can
enjoy in collecting the profit of the goods. The company needs to implement this
ways because customer consists of many behaviors. They will act in many ways, for
example they will need the business to give a discount for the goods, and it actually
will give problem to the fresh company itself. For example if many people act in the
11

same ways which want to get discount for the goods that they buy, the fresh
company will tend to bankrupt.
Next in the marketing mix is place. For the places in the business markets and
consumer markets the company may put their soft drinks at the wholesaler and
retailer like Mydin. The company may deals with the owner Mydin so that they can
sell the soft drink. Since Mydin is the wholesaler and retailer market so they will
have two ways or methods in their business and definitely it will be different. For
example Mydin will put the soft drink in two places in the markets which is for
business market and consumer markets. And may at the business markets area
Mydin will puts the soft drinks in bulk and it will unorganized while for consumer
markets area Mydin will arrange the products neat and orderly so that it will attract
the consumer to buy Through this way it will easy for the people between both
market to buy the soft drinks. In the end it will gives benefits to the fresh company
itself where they can collect their profit through their channel intermediaries like
Mydin, at the same time also people will tend to memorize about their product.

Lastly is promotion. For the promotion in the business markets, the fresh
company may use a sales promotion. Sales promotion is about promotion that the
company may give the business buy the goods, it include coupons, sweepstakes,
contest and free samples. For example if the business markets wants to buy the soft
drinks in bulk the business may get a money off form the prices that they have buy.
It means that, they can get lower prices from the actual prices. Therefore the
business will enjoys buying the goods from the fresh company and will tend to deals
frequently. Sales promotion is one of the way that the fresh company can apply. This
is because it is the easiest way for the fresh company to stimulate quick increase in
their sales
While for the promotion in consumers markets. The fresh company may use
advertising. Advertising is also on of promotion that can be used to promote the
products. The company may advertise their product through media such as
newspaper or television. Since people are love to know about the current issue that
occurs through media or newspaper. So they will watch it at television or by reading
12

the newspaper. So by advertising the product through media, indirectly the people
will know about the soft drink for the fresh company. It shows that by using this way
it will give more advantages to the fresh company where they can promote their
product all over the state in Malaysia.

TASK C
According to (Mbaskool, 2008) definition of domestic market is a market within a
country own

borders and trading is aimed at single market. Based on my

knowledge domestic market is refer to as an internal market or domestic trading in

the single country. Domestic markets also known as internal market it usually to
reduce the competition between the other countries. Some of the companies
choose to focus on doing business domestically, while the others may expand to
external market, this is because they want to capture more markets sectors and
access additional trading opportunities.
While international market according to (salman, 2011) he said that is an
exchange of goods and services between different national markets involving
buyers and sellers. Based on my reading international market can be simply as
international trading between two or more countries. In short international
13

marketing is recognizing that people all over the world which have different needs.
For example products that are recognized all over the world is coca cola.
There are several advantages of domestic marketing. First, it will easy for the
business to communicate between their workers. By having a domestic
marketing the business can communicate between their workers without any
problem this is because they have a same language to communicate. For example if
the company from Malaysia wants to expand their business in their country so it will
easy for them to communicate, this is because in the Malaysia country Malay
language is the main language. Because of that it will easy for the both companies
to interact. Next is it will have low taxes to be paid. If the companies want to
expand their business to the other countries there may some taxes that they need
to be paid. For example if the company want to export their products to the other
countries the companies may need to pay duty tax and the tax will be definitely
high if to compared on trading in domestic markets.
There also have advantages on international marketing. First, it will expand
their market. By having international markets the company may expand their
business and their product will be commercial and at the same time the company
can get a large customer base which is benefit to the company itself where
indirectly the company can tend to get greater profit. Next is brand reputation.
International marketing can have unique advantages of helping to boost the brand
reputation. If the company able to expand their business around the world, the
people will perceive the product as have a high quality. So that people will trust to
buy it.
Marketing mix

Domestic marketing

Product
Price

(Malaysia)
Labelling
Currency

Place

Retailers

International marketing

(Bangladesh)
Labelling
Currency
Penetration pricing
Agent
Internet
advertisement

Advertisement
Sales promotion
Diagram 1.2: Different between international market and domestic market
Promotion

14

Refer to diagram 1.2 it shows the differences between domestic market and
international markets and it can be classify in a marketing mix which is product,
price, place and promotion. To make a differences between both ways are according
to PEST which it stand for politics, environmental, social and technological. firstly
lets take a look on the product in the domestic marketing and international
markets. The fresh company need to concern on how to labeling their soft drinks.
This is because since both of countries are muslim countries, so fresh company
need to find out the appropriate sign to make a labeling. For example, the fresh
company should make a logo halal for their product. this is because as a muslim,
the first things that the people are going to see before they eat or drink is the
halal sign. This is because as a muslim they are compulsory to take a halal food
same goes with the drink.
Next in the marketing mix is the price. For the prices on the domestic markets
and international markets, the fresh company needs to take a look on the
currency between the countries. For the Malaysia the currency that has been used is
Ringgit Malaysia while in the Bangladesh the currencies are call as Bangladeshi
Taka. It can be proof by (xe, 1995) the Bangladeshi taka is the currency of
Bangladesh. Our currency rankings show that the most popular Bangladesh Taka
exchange rate is the BDT to USD rate. The currency code for Taka is BDT, and the
currency symbol is Tk. The fresh company should take this issue seriously this is
because if they are overlooked it will impact to their product. for example if they put
the prices without study on the currency of the Bangladesh countries they will may
tend to loss. This is because RM 1.00 in Malaysia is equals to 21.63 Bangladeshi
taka. It shows that the currency of Malaysia in increase than Bangladesh.

After that is for the price in international market, the fresh company may put a
penetration pricing. Penetration pricing is about setting low prices for new products
in order to attract a large number of buyers and large market share. Since their
product is still new, if they want to market their product at Bangladesh so they
should implement penetration pricing. By using this strategy, it may attract
customer to buy because the price that have been set is low and definitely the
people in the Bangladesh can able to buy. But by using these strategies it may take
15

a time for the company to get a large number of buyers this is because the
customers may take time to know the product.
After that on the marketing mix is the place. For the place on the domestic
market the company may use channel intermediaries such as retailers. Retailer is a
people who have a stronger relationship with the consumer and they also will give
the final selling prices to the product. It shows that retailer is important element
that can help the fresh company in making sales for their product. For example the
company may put their products at the seven Eleven so that it will help the
company to sell the product to the consumer. Indirectly it will easy for the fresh
company to gain profit since they only need to reward the owner of the retailer
while the retailer need to sells their products. If many customers like to buy their
product, the company may enjoy in collecting the profit.
While for the places in international market, the company may use an agent.
Agent is the effective ways of channels for selling where they can help the company
to sells the products to the consumers. By using these ways it give immediate
access for the company to get a target market without need to waste the energy to
make sales. Since, international market involve two countries so by having an agent
is the best ways to markets their products. Next is about through an internet.
Internet has a geographically disperse market and it will benefits for the company to
gets the customer around the world. Through this ways customer will capable to get
the product which is through online. Since nowadays many people around the world
are mostly spent their time through gadget likes laptop and hand phone so
definitely they are having an internet. So I think this internet is the best places for
fresh company to markets their products.
Finally is about the promotion. For the promotion on the domestics markets, the
company may use advertising. Advertising is a paid for communication where it
used to develop awareness in order to gain a response from the target market. For
example fresh company can advertise their product through media such as through
television or newspaper. As I discuss earlier, nowadays as we can see people in
Malaysia are notice about the news through the main source which is media and
newspaper. So if the company using this type of promotion, it will give more
benefits to the company itself to promote their products. next the company also
may use another type of promotion which is sales promotion. This promotion is
16

about an activity or a material that offers consumer a direct incentive to buy a good
or services it include free gift, free samples and rebates. For example the company
can provide a free gift like key chain it can be refer on diagram 1.6, for those
customers who buy more than three soft drinks. So that, the customer will feel
happy on what they get and tend to buy frequently.
While for the promotion on international markets, the company may use an
advertisement. Advertisement is the best way that cans the fresh company may
take to promote their product. Since international trade involves a different
countries so it will not easy to markets the products. But by using advertising it will
be easy, this is because advertise can be in many ways such through newspaper,
magazines, television and journals. The company can use one of these medium to
markets the product. For example the company may advertise their product through
television. Since nowadays media is the main source that can spread the news to all
people in the world so if the company advertises their product with this ways it will
give more advantages to the company where they may get a large number of
buyers.

To make a strong judgments, tables below shows the different between international
marketing and domestic marketing:

Barriers

International marketing
International trade is

Domestic marketing
Domestics marketing has

characteristics by tariff

no restrictions
17

Currencies

and non-tariff barriers

It has exchange in the

It involves exchange in the

Government

different currencies
Exchange takes place

basis of same currencies

Government interferences

interferences

under government rules

is minimum only in case of

Risk

and regulations
High risk because of

essential commodities.
Also tend to have risk but

factors political, foreign

not as high as

exchange risk and bad

international marketing.

debt risk

In other hand, there are several types of product that had been sell into
Bangladesh. What I had found is product that name like Gippy Malaysia and
Rasajus. Gippy Malaysia is a Malaysia product that has been export to Bangladesh.
It is a jelly and Puding that have variety type of colour and taste like strawberry and
peanut it can be refer on diagram 1.3 and 1.4 . It had been sell to people which it is
suitable to all level of society. The products also has the fruit flavour on it, and it
was been packaging into the bottle. Next product is Rasajus. Rasajus is a beverage
product that was made in the plastic bottle and it is very suitable to serve in all
ages of people it can be refer on diagram 1.5. Rasajus was made by the real fruit
taste and have sour and sweet flavour. The product name is according to the
company that produces the product itself which name was Rasajus and it was
located at the Kuala Lumpur.

Conclusion

For the conclusion, segmentation is important tools in order to market the products.
this is because segmentation can be simply as markets that consists buyer and
buyer differ in one or more ways. In simple segmentation is how the business
figured out their target market. Through this way, it will easy for the business to
18

focus on the small group. The business also can market the product according the
marketing mix which is stand for place, product, price and promotion.
Next, the company needs to know there have differences between business market
and consumer market. and to see the different, it may be related with the marketing
mix which is price, product, place and also promotion.
Lastly, the company also should know the differences between domestic market and
the international market. To see the different between both of it, the company may
look on the PEST factor which is stand for political, environmental, social and
technological and the company also may look also on the marketing mix.

References
References
xe. (1995). Retrieved from currency of bangladesh: http://www.xe.com/currency/bdtbangladeshi-takahttp://www.xe.com/currency/bdt-bangladeshi-taka
Mbaskool. (2008). Retrieved from what is domestic marketing:
http://www.mbaskool.com/business-concepts/marketing-and-strategyterms/7283-domestic-market.html
19

business dictionary. (2015). Retrieved from what is consumer markets:

http://www.businessdictionary.com/definition/consumer-markets.html
the economic times. (2015). Retrieved from what is marketing mix:
http://economictimes.indiatimes.com/definition/marketing-mix
friesner, t. (2014). marketing teacher. Retrieved from what is sales promotion:
http://www.marketingteacher.com/sales-promotion/
salman, m. (2011). Notes for mba. Retrieved from what is international marketing:
http://thembanotesforyou.blogspot.com/2011/06/definition-of-internationalmarketing.html
woolston, c. (2015). Health day. Retrieved from children like to love soft drink in
malaysia: http://consumer.healthday.com/encyclopedia/food-and-nutrition21/food-and-nutrition-news-316/kids-soda-and-obesity-644731.html

Appendices

20

21

Diagram 1.3

Diagram 1.5

Diagram 1.4

Diagram 1.6