QSA 0294: BUSINESS STUDIES

Marketing Plan of Hydaway Bottle

Names:

No

GROUP MEMBERS

MATRIC NO.

1.

NIK MOHAMED SYAKIR B. M. JALALLUDIN

161754

2.

MUHAMMAD AFFAN B. ABU BAKAR

161205

3.

MOHAMAD AMIRU HANAN BIN ISMAIL

160976

4.

MUHAMMAD ZUHAIDI B. RAZALI

161078

5.

MUHAMMAD ALIF ADHAM B. MOHD SAHET

161252

PREPARED TO: KHAIRUNNISA BINTI MOHD KARDRY

SECTION NO: 824
DATE OF SUBMISSION: 19/9/2016
SEM 1, 2016/2017

TABLE OF CONTENT
NO.

Title

Page

1.

Introduction

1.1 Business Profile

1.2 Business Owner
1.3 Company Background
1.4 Product Background
2.

Executive Summary

3.

Environmental Analysis

3.1 Economic Forces

3.2 Political Forces
3.3 Competitive Forces
3.4 Legal and Regulatory Forces
3.5 Sosial Cultural Forces
4.

SWOT Analysis

4.1 Strength
4.2 Weaknesses
4.3 Opportunities
4.4 Threats
5.

Marketing Objectives

11

6.

Marketing Strategies

12

6.1 Target Market

6.2 Marketing Mix

7.

Product

Price

Physical Distribution/Marketing Channels

Promotion

Marketing Implementation

15

7.1 Organization Chart

7.2 Implementation Table
8.

Cash Budget

17

9.

Conclusion

18

10.

Appendix

19

11.

References

22

1.0 INTRODUCTION
1.1 Business Profile

Company Name: Al-Malik Sdn. Bhd

Address: No 1.3, Blok Trung Trac Street, Jln Tun Abdul Razak 86000 Kluang,
Johor
Contact Person: Tan Sri Nik Syakir b. Hj. Jalalludin Owner
Tel. No: 03-6196 4000
Fax No: 03-6197 5000
Email Address: sayasukakpop@yahoo.com
Website: www.Al-MalikBusiness.com
Type of Ownership: Sole Proprietorship
Business Registration No: 05030000800 DATE 01/09/2006
Produce Product: Bottle

1.2 Business Owner

Tan Sri Nik Syakir b. Hj. Jalalludin is among the youngest Muslim and Malay millionaire
in Malaysia. Achieve to have title Tan Sri at 32 years old, his portfolio is very impressive. Born
on March 28, 1987 at Bandar Sungai Buaya, Rawang, Selangor, he was raised by his
grandmother. His early education was at S.K Bandar Sg. Buaya, Selangor, secondary school at
SMK Bandar Sungai Buaya, Selangor. His passion towards business starts young. He has master
in Business Administration. Even at school, he will sell candy and snack to his friends. Today,
his hard work paid off with his products is known not only in Malaysia but also neighbor
country.

1.3 Company Background

Al-Malik Sdn. Bhd was established on September 2006 where they operated in shop lot
with only one worker and four main product including kitchenware. Now, hes one step ahead
with almost 90 new products to bring out the best for the customer. With his tagline Grab Your
Bottle, hes opening new dimension to bottle product where this field was dominated by
athletes. To help customer to become healthier, service after sales, giving guideline to customer
on how to stay hydrate is among the mission this company have.

1.4 Introduction of Product

More than an inventor, Tan Sri Nik Syakir b. Hj. Jalalludin is a product guy and lives
for designing, developing, building, and launching new products into the world. Nik came up
with the Hydaway concept while traveling as a freelance product developer. Trying to stay
hydrated in different countries, climates, and elevations, while spending time both in business
meetings and in the mountains inspired this water bottle concept. I was looking for a durable,
stable, fully-functioning water bottle that collapsed enough to fit in my back pocket. I was really
surprised I couldnt find anything like the Hydaway bottle out there.
Niks expertise stems from almost twenty years in design, development, and management
of consumer products in multiple industries. His background in business has prepared him to
problem solve at all stages of the product launch process. On most days you can find Tan Sri Nik
in and around the high of mount Kinabalu at Malaysia, testing gear, brainstorming ideas, and
taking his family beyond their comfort level.
Have a look at our recent Kickstarter campaign for even more information about Tan Sri
Niks and the Hydaway Bottle adventure.

2.0 EXECUTIVE SUMMARY

This is a comprehensive product marketing plan which is aimed at launching

compressed bottle getting it to the traveler and sportsman. The brand name is Hydaway Bottle
under the bigger umbrella of Al-Malik group of companies within which Hydaway Bottle will be
officially launched and marketed in the Malaysia. This country has been selected as the target
market because Al-Malik Group is a very successful company within the Malaysia with huge
popularity of the brand. The Al-Malik brand is one that is viewed with lots of excitement and
many of its products are often most acceptable and successful within the Malaysia country.
Firstly, we start the plan with the environmental analysis. It is consisting of economic
forces, political forces, competitive forces, legal and regulatory forces, and social cultural forces.
Next, business plan also form SWOT analysis as the assessment on product strength,
weaknesses, opportunity, and threat. Moreover, this report also include marketing objective
based on improve brand awareness, increase sales and profits, reduce costs, and increase
customer order. Also, this marketing plan further makes an environmental audit of the selected
market with much emphasis on the level of competition within the market. This will then be
followed up with an analysis of the marketing strategy for Hydaway Bottle as well include in the
structure sensor, that is the relevant monitoring and control measures that will help facilitate and
achieve the objectives outlined. This marketing plan also includes a concise discourse of
financial requirements that will be needed for an effective marketing of Hydaway Bottle. In
addition, organization table and implementation table of 1 year planning has been done for the
marketing implementation. Lastly, the element is on cash budget where a quarterly for all
revenue and expanse planning has been prepared. For more detail about our Hydaway Bottle, we
has explained clearly in the appendix.
The conclusion will include valuable recommendations which will involve the need for a
10% contingency fund of the total budget that is meant to be invested into the implementation of
the marketing plan in order to facilitate and enhance the future penetration of this product into
new markets.

3.0 ENVIRONMENTAL ANALYSIS

3.1 Economic Forces

This factor helps to determine in which our firm operates. These factors determine an
enterprises volume of demand of our product and affect our marketing strategies and
activities. Our product might struggle at the first release.

3.2 Political Forces

There are many external environmental factors that can affect our business. The
political factors affecting business are often given a lot of importance. The political
environment can impact business organizations in many ways. It could add a risk
factor and lead to a major loss. Increase or decrease in tax could be an example of a
politic element such as GST (Government Service Tax). The political environment is
perhaps among the least predictable elements in the business environment.

3.3 Competitive Forces

This is factor that influences the competitive position of a company in an industry or
market. Competitive forces include bargaining power of the buyers and suppliers,
threat of new entrants and rivalry among existing companies.

3.4 Legal and Regulatory Forces

Every business operates within a strictly controlled legal environment. Identify and be
aware of the impact of all legislation relating to our business. These might include
regulatory obligations, import and export limitation, basic health and safety laws.

3.5 Social Cultural Force

The way society changes and adapts over time and the differences in communities
across the country and the world, are all important considerations when planning our
business. Aspects to consider and explore include religion, lifestyle expectations,
housing standards and population demographics such as age, gender and ethnic origin.
8

4.0 SWOT ANALYSIS

4.1 Strengths:

First of all our product is the first bottle that can be purify the any type of water
and compress the bottle into smallest state. It is very light to carry since it not
made with heavy material and water from river can be purifying to clean water.

It is made up of fully plastic. It is easy to keep since it can be compressed into a

smaller state than ordinary bottle in the market. For example, we can keep it in
our bag pack when we go anywhere.

Since it is flexible, we can easily carry the bottle.

In addition, Hydaway Bottle is able to save our environment because we can

reuse it many times.

Hydaway Bottle is made up of high quality plastic, so that, it is not easy to leak.
This bottle is also made up of plastic that is BPA free which is safe to use if the
bottle expose to heat.

4.2 Weakness:

Unfortunately, this product has some weaknesses. One of them is it cannot adapt
with the temperature above 95C. Even the bottle can fill up to 1L but we can
only fill the water to 850ml (maximum).

The water filters for this bottle have to change if it use many times.

4.3 Opportunity:

Since this bottle can be use in any situation, the government interested with our
product. For example, the government can distribute the Hydaway Bottle to the
disaster victims.

As a result, the government support our product and help us to produce Hydaway
Bottle by given us the cooperation in term of financial. We can make our product
in large scale since we have the cooperation from the government.

4.4 Threat:

Hydaway Bottle has a high potential to be copy by other company such as

Tupperware, AppleLady, and Elianware. The reason is, the structure of this
product is not very complex and our concept is very easy to duplicate.

10

5.0 MARKETING OBJECTIVES

In order to reach the usage goals, the Project believes the following marketing objectives must be
achieved:
Improve brand awareness

Increase the number buyers to our product from

900 to 7000 by 5 months of Hydaway Bottle
products release.

Increase sales and profits

Increase sales every quarter of the year by 50%

and reaching annual profit of at least RM 250,000
For the first 12 months.

Reduce costs

Reduce all the possible costs by 13.5% at least 3

month.

Increase customer order

Increase the order from customers for special

events to 34.7% each month. Online order also
should be increased by 50% in every quarter of
the year.

Hydaway Bottle is available for any hypermarket with more than a 10% global market share in
every year.
Hydaway Bottle must be available in every state used by more than 10% of athletes and
traveler users.
Hydaway Bottle must be available to 60% of athletes and traveler users for less than one hour's
local average wages.
Hydaway Bottle must be a component of every general purpose Al-Malik Sdn. Bhd distribution
In terms of the product acceptance curve, Hydaway Bottle users currently fall between the
innovators and early adopters.
By 2016, Hydaway Bottle must have broken through into the majority users in order to meet its
overall sales targets.
11

6.0MARKETING STRATEGIES
6.1 Target Market
1. We use demographic as our marketing segmentation. We are focusing on the places
where there are many athletes gather such as sport center and sport shop.
2. We also use personality attributes as we focusing on all level of society without exception
which means everyone can afford and buy our product.

6.2 Marketing Mix

Marketing mix consist of 4 Ps which are consist of product, price, physical distribution and
promotion. Below are the elements of marketing mix.

Product
1. Brand values: develop brand values. Hydaway Bottle has a very high quality
plastic that newest substance which is BPA free. It is also has newest technology
which is the bottle can be compressed and into smallest state. Inside the bottle has
filter tube when the bottle compress it will purify the water and it is safe to drinks.
2. Friendly: Hydaway Bottle is free from chemical reaction that the bottle can be use
many times. To support care about our lovely environment, we produce this
product based on eco-friendly material.
3. Quality: Hydaway Bottle consists of fully plastic-made that easy to carry, keep,
lift and lighter than other plastic brand.
4. Support: We support all the charity work that organizes by government and nongovernment organization.
5. Packaging: As mention before, about our product can be compressed so that we
only using a small box to pack our product.
6. Warranty: We give warranty to every product that we produce. One product has 1
year warranty if any damage that detected at our product. We also exchange the
broken product from customer to new product that they purchased.

12

Price
1. Hydaway Bottle based price is RM 70 included water filter.
2. As our Hydaway Bottle has collaborated with government agencies, we sell our
product 30% lower than original price. It will attract more customers to buy
product.
3. Our company is to dominate about 45% market share in Malaysia. This main
objective to compete with other bottles companies.
4. For pricing method we use demand-based pricing. When demand is high, we
increase our products price about 7% bases on the based price. When demand is
weak, we decrease our product price about 5% bases on the based price.
5. We use periodic discounting as our pricing strategy. Before the monsoon season,
we sell our product at only 80% from original price. It will get attention from
customer that in east coast to buy our product to prepare from any disaster that
will come. In addition, during national sports day, we also reduce price about
30%.

Physical Distribution
1. Distributions through intermediaries In about 3 year we are aiming to achieve
commercialize our product wider by being a supplier to wholesaler and retailer.
Hydaway Bottle will be available in your everyday department store. To achieve
this, we are going to build a factory of Hydaway Bottle large enough to supply
1000 unit per day.
2. Direct selling from our place to customer In other word, customer can buy our
product directly from the company or through online order direct is very effective
because we can communicate and consult with our customer directly. In early
level, we need customer feedback so that we know which part exactly that we can
satisfy them more. In this level, the improvement of our product can be done in a
much more efficient ways as we do not have to wait the feedback from retailer
and wholesaler.

13

Promotion
1. Online Advertisement The product will be promoted through the media like our
own website, Facebook page and Instagram Business. We also received order
from this online advertisement. The information exchange will be more sufficient
with this type of advertisement compare to the television and radio. We believe
that our customer can get in touch with us easier.
2. Advertising Media We also intend to use newspaper to advertise this Hydaway
Bottle. Newspaper one of the excellent tools because it is for one, inexpensive and
easily to get. Even, newspaper has a short life-span, it can reach all layer of
society which is accordance with our target group especially athlete and traveler.
Newspapers also leave a psychological impact no less than television.
3. Public Relation To introduce our Hydaway Bottle to people. We would like to
sponsor our product on any event that related to sport. Moreover,

during the

natural disaster in Malaysia, we donate our product to the victim.

4. Sales Promotion we also intend to use coupon as sales promotion. The customer
can collect the coupon every item they purchased Al-Maliks products, so they
can redeem a free gift that our company offer.

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7.0 MARKETING IMPLEMENTATION

7.1 Marketing Organization

Tan Sri Nik Syakir bin

Hj. Jalalludin
(Owner)

Vice President
Muhammad Affan B.
Abu Bakar
(Human Resources)

Vice President
Mohamad Amiru
Hanan Bin
Ismail
(Public Relation)

15

Vice President
Muhammad Alif
Adham B. Mohd
Sahet
(Finance)

Vice President
Muhammad
Zuhaidi B. Razali
(Sales Manager)

7.2 1 YEAR PERIOD OF PLANNING

QUARTER DATE
3 January 2016
5 January 2016
10 January 2016
1
1 February 2016
1 March 2016
1 April 2016
1 May 2016

15 May 2016
1 June 2016
20 June 2016

3
4
5
6

1 July 2016 15 August 2016

17 August 2016 17 September 2016
17 October 2016
18 October 2016 30 November 2016
1 December 2016

ACTION
Apply for bank loan
File patents and filling documents
process
Register business as sole
proprietorship and organize the
structure process
Prepare the information about the
suppliers and open the account
Order the starting supplies and
equipment for the company
Installation of the equipment and
other preparation to the company
Preparation of advertisement,
brochures, and flyers about the
product
Launch official websites and online
accounts
Order the starting material to
produce Hydaway Bottle
Officially launches the product and
organize opening ceremony
Operate the business

PERSON IN CHARGE
Tan Sri Nik Syakir
Tan Sri Nik Syakir

Preparation for opening new

factory for the Hydaway Bottle
Launching the new factory
Operate the business

Muhammad Affan

Carry on Year End Sale as

promotion

16

Tan Sri Nik Syakir

Muhammad Affan
Muhammad Alif
Adham
Muhammad Zuhaidi
Muhammad Amiru
Hanan
Muhammad Affan
Muhammad Alif
Adham
Tan Sri Nik Syakir
Muhammad Zuhaidi

Tan Sri Nik Syakir

Muhammad Amiru
Hanan
Muhammad Alif
Adham

8.0 CASH BUDGET

19,500

Third
Quarter
(RM)
14,800

Fourth
Quarter
(RM)
10,700

45,000

10,000

11,000

12,000

12,500

45,500

30,000
-

25,000

30,000
25,000

40,000

30,500

26,800

48,200

145,500

15,000
4,000

10,000
4,000

10,000
4,000

10,000
4,000

45,000
16,000

1,200
300

300
1,200
200

700
1,200
200

700
1,200
400

1,700
4,800
1,100

Total

20,500

15,700

16,100

16,300

68,600

Cash gain / loss

19,500

14,800

10,700

31,900

76,900

Beginning cash
balance
Cash and Sales
Collection
Loan from bank
Funds from
government
Total
Less payments:
Purchases
Wages &
Salaries
Maintenance
Rent
Other expenses

First
Quarter
(RM)
-

Second
Quarter (RM)

Total
(RM)

For the first quarter, owner of this company bring in capital RM 10,000 to start the
business. The owner also applies for bank loan RM 30,000 from Bank Islam. On the first three
months, the company purchased materials for making the bottles. Since this company has 4
workers and everyone paid RM1000 per month, so the company needs to pay RM 4000 every
month. Our company also rent a house shop RM 1,200 per month. Our company also pays for
the expenses such as printing, and others.
For the second quarter, we bring our capital from the first quarter. We manage to get
sales collection RM 11,000. On this quarter, we spend RM 10,000 on purchases the materials to
make the products.
Next, for the fourth quarter, our company got some funds from government RM 25,000.
Thus, this is our first year cash budget.
17

9.0 CONCLUSION

Nowadays, the fact that there are a lot of job opportunities undermined a several
Muslims about business is one of the Sunnah. It has been mentioned in Quran:
those who rehear the book of Allah, establish regular Prayer, and spend out of what we
have provided for them, secretly and openly, hope for a commerce that will never fail
(35:29)
O ye who believe! Shall i lead you to a bargain that will save you from a gracious
Penalty? That ye believe in Allah and His messenger, and that ye strive in the cause of
Allah with your property and your person: that will be best for you, if ye but
knew!(61:10-11)
Al Malik was started by a young Muslim with four staffs where they followed all of the
shariah compliances. From the management perspective, the business is applying ukhuwah
concept among the employees since it is required by Islam. In addition, during office hours,
when it come for prayers time the owner will stop business for a while and it compulsory for all
the workers to attend congregational prayers. This positive value can help to ensure the stability
of the business from the interior as well.
Al Malik produced a product with a good quality and halal which means it can be
consumed by Muslims without any hesitation. The product was made from the materials that
were guaranteed for its halal. As we Muslim are prohibited to use a bottle that contained any
Haram elements in it either physically or not. So, it is important for us to know the Halal Status
for the things that we use daily. The product also, has its own strength which is, can be
compressed that other brands does not have it and make it preferable for Muslims to buy the
product in the market.

18

10.0 APPENDIX
There are some examples our Hydaway Bottle.

19

Example this bottle can keep in many ways.

20

The newest technology that we invented to traveler and athlete to stay hydrated. This filtration
technology when the bottle compress, the filter will compress too, then purify the water from
contaminated water to clean water that can be drinks by customer.

We use this basic filtration concept as our references to make our Hydaway Bottle more
attractive.

21

Reference

Pride, W.M.,Hughes, R.J.,& Kapoor, J.R. (2014). Using Management and Accounting
Information. Business, 12th Edition (pp. 487-496). South-Western/Cengage Learning.
Williams, C. (2012). Management, 7th Edition. South-Western/Cengage Learning.
Pride, W.M.,Hughes, R.J.,& Kapoor, J.R. (2014). Building Customer Relationship
Through Effective Marketing. Business, 12th Edition (pp. 331-343). SouthWestern/Cengage Learning.
Pride, W.M.,Hughes, R.J.,& Kapoor, J.R. (2014). Creating and Pricing Products that
Satisfy Customers. In Introduction of Business, 11th Edition (pp. 425-461) SouthWestern/Cengage Learning.
https://www.edrawsoft.com/functional-organizational-chart.php
http://www.ahrq.gov/research/findings/final-reports/ptflow/appendix-c.html

22