Strategy and Implementation Summary

MDY SDN. BHD. will penetrate the commuter and captive consumer markets by deploying Drive-
thru facilities and Mobile Cafes in the most logical and accessible locations. The Drive-thrus are
designed to handle two-sided traffic and dispense customer-designed, specially ordered cups of
specialty beverages in less time than required for a visit to the locally owned cafe or one of the
national chains.

MDY SDN BHD has identified its market as busy, mobile people whose time is already at a premium,
but desire a refreshing, high quality beverage or baked item while commuting to or from work or
school.

Strategy Pyramid

MDY's strategy is to show people have an excellent product, convenient accessibility, and with a
community benefit. To execute on this strategy, MDY is placing the Drive-thru and Mobile Cafes at
easily accessible locations throughout the metropolitan area. MDY is pricing its product competitively
and training the production staff to be among the best Baristas in the country. Then, through coupons
and display ads at the locations, MDY will involve the customers in community support efforts by
explaining that a portion of their purchase price will be donated to a charity of their choosing.

In so doing, MDY has:

1. Provided a customer with a quality product at a competitive price.

2. Provided the customer with a more convenient method for obtaining their desired product.

3. Demonstrated how MDY appreciates their loyalty and patronage by donating money to their
personal cause.

Value Proposition

The Drive-thru facilities provide a substantial value proposition in that the customer does not have to
find a parking place, exit the vehicle, stand in line to order, wait for the beverages ahead of him to be
produced, pay a premium price for average product, find a place to sit, clean up the previous patron's
mess, then enjoy their coffee ... assuming they have sufficient time to linger over the cup.

MDY company concept is that the customer drives up, places the order, receives a high quality
product at a competitive price, and drives away, having wasted little time in the process.
5.3 Competitive Edge

MDY company's competitive edge is simple. It provides a high quality product at a competitive price
in a Drive-thru environment that saves time.

Competition

1. Mc Donald SDN. BHD: as you know the mc Donald Company has many branches. This
company have a good serving and products and I think our company must always make improvement
and get better product and environment.

2. Starbuck Cafe: The Company has more experience in their production in coffee and have
many branches also. In every drive thru in our company, we perform in delivery time and customer
satisfaction.

3. Coffee and Cake Sdn Bhd.: This is a small company and provide in drive thru business. This
company has a good acceptance in our market size. As you know, the good machine in use, we can
get a good product and satisfied. In this competitor, we conclude that we must have a good machine
and good service in our business.
Promotions / Marketing

First and foremost, MDY will be placing the drive-through facilities in a location of very high
visibility and great ease of access. They will be located on high traffic commuter routes and
close to shopping facilities in order to catch customers going to or from work, or while they
are out for lunch, or on a shopping expedition. The drive-through is very unique and eye-
catching, which will be a branding feature of its own.

The finest reputation - mouth-to-mouth advertising, promotion of our community mission of

charitable giving. The long-range goal is to gain enough visibility to leverage the product line
into other regions and generate inquiries from potential inventors.

Public relations services at RM1, 000 per month for the next year are required to generate awareness
of public to MDY. It is anticipated that the school fundraising program will generate a fair amount of
publicity on its own and will, perhaps, minimize or even eliminate the need for a publicist.

Advertising concentrating on drive time radio. Minum Dulu Yob SDN BHD will experiment with
different stations, keeping careful track of results. As with the school fundraising program, MDY
expects the facilities and signage to be a substantial portion of our advertising. However, in the start-
up phase, MDY needs to let people know where to look for the facilities.

In addition to providing a quality product and an extensive menu of delicious items, to ensure
customer awareness and loyalty, as well as positive public and media support, MDY could be
donating up to 5% of revenue from each cup sold in individual drive-thru to the charities of the
customers' choice.

Minum Dulu Yob will be implementing a low cost advertising/promotion campaign which could
involve drive-time radio, but not much more.

We will rely on building relationships with schools, charities and corporations to provide significant
free publicity because of its community support program. By giving charitable contributions to these
institutions, we will get promotions among them. Mouth to mouth has always proven to be the
greatest advertising program a company can in still.
 - Below are our marketing programs:

a) Creative Logo
b) Attractive Building
c) The Fund-raising and Catering Trailer
d) Advertising and Promotion

a) Creative Logo – We try the best to construct a most unique and attractive logos for our
company. The criteria we stated are unique, creative, cheerful, catchy and memorable. This is
because the logos are very important to accompany. The logos represent the company to the
public. Once the customers remember our logo, automatically they will keep their awareness
of our business. By recognizing the logos, the customers will be able to recognize our future
branch / franchise.

b) Attractive Buildings – Minum Dulu Yob is using diner/modern style buildings for the
facilities. Tip Top Kiosk has worked closely with the manufacturer to make the building
distinctive, so that it is easy to recognize, and functional. The style of our building will be
able to let the customers know what we are in business even for a first time look to our
premises.

c) The Fund-raising and Catering Trailer - The ‘mobile cafe’ will be a key marketing tool.
Minum Dulu Yob will negotiate visits with the mobile units at petronas station. All people
would promote its presence to their constituency and encourage them to frequent the drive-
through establishments so that their charitable cause is nurtured. This will give them an
opportunity to taste the products and become a regular customer of the drive-thru facilities.
Marketing Strategy

Market Trends

Nearly twenty years ago, a trend towards more unique coffees began to develop in the U.S.
There had always been specialty coffee stores, such as Gloria Jeans and others, but people
began to buy espresso machines for their homes and offices, and people began to have coffee.
Then espresso bars began to appear and, inevitably, along came Starbucks, the quintessential
bastion of the upwardly mobile professional who wanted to take control over how their
beverage would taste and smell.

Those same consumers who helped push Starbucks to $2.2 billion in global sales are now
rushing kids to soccer and basketball games, running to the grocery and trying to get to work
on time and back home in time for dinner or to get to the next soccer game. Yet, they still
have the desire for that refreshing, specially blended coffee each morning.

Lately, we've seen the introduction of beverage dispensers at convenience stores that spit out
overly-sweet, poorly blended cappuccinos in flavors such as french vanilla or mocha, and
consumers are paying for these sub-standard beverages.

The market is primed for the introduction of a company that offers a superior quality,
specially blended product in a convenient, drive-through environment at a price that is
competitive to the national coffee houses.
Under MDY SDN BHD marketing strategies planning, we already recognized four scope of
marketing segment that we want to focus on. After a surveying and studies from the customer’s
opinions, we establish these strategies to ensure our business will operate in the expected manners.
The five scope of marketing are:

1. Product and Services

2. Pricing
3. Place or Distribution
4. Promotion / Marketing
5. Sales

Product and Service

Provided the customers with the freshest coffee beans, cleanest equipment, premium
serving containers and in a consistent flavor. The employees are well-trained to serve the customers
with the friendliest servers, cheerful, skilled, professional, and articulate.

MDY offers the finest hot and cold beverages, specializing in specialty coffees and custom blended
teas for those who want to take a tea time or hang out. MDY also offer soft drinks, Italian sodas,
fresh-baked pastries, and other confections for those who want to queer their thirsty and to take a
break. In the future time, MDY will add beverages such as hot apple cider, hot chocolate, frozen
coffees, and more.

MDY provides its customers, whether at a drive-thru facility or indoor cafes at the petronas mesra.
The customers will have a full ability to custom order a coffee beverage that will be blended to their
exact specifications. Each of MDY's employees will be trained in the fine art of brewing, blending,
and serving the highest quality hot and cold beverages, with exceptional attention to detail.

Besides coffees, MDY will offer teas, domestic and Italian sodas, frozen coffee beverages, seasonal
specialty drinks, pastries, and other baked goods.

We also displaying our ‘HALAL’ certificate to convince the Islamic consumers to come to our
premise.
MDY will penetrate the commuter and captive consumer markets by deploying drive-thrufacilities
and mobile cafes in the most logical and accessible locations. The drive-through are designed to
handle two-sided traffic and depends on the location on petronas station.

The drive-thru facilities provide a substantial value proposition in that the customer does not have to
find a parking place, exit the vehicle, stand in line to order, wait for the beverages ahead of him to be
produced, pay a premium price for average product, find a place to sit, clean up the previous patron's
mess, then enjoy their coffee, assuming they have sufficient time to linger over the cup.

Minum Dulu Yob concept is that the customer drives up, places the order, receives a high quality
product at a competitive price, and drives away, having wasted little time in the process.

Pricing

MDY pricing will be comparable to the competition, but with the value-added feature of immediate,
drive-thru service and convenience.

We also offer a package of meal in order for the customers to saving their money. The
package will be taken into considerations of the customers need. There are variable packages
offered in an affordable price.

How ever, they still can added-on other their package and they will be charged based on the
ordinary pricing.

We decided to use the “small profit but from the large amount of product sales”

Our pricing will be precisely calculated after a study to the economic factors of the area.

The price we decided are already taken into considerations of the employees salary, cost of
our product, employees well-fare cost, overhead cost, location cost and etc.

During a special occasions or events, probably we will give special discounts to attract the
customers.
Place or Distribution

The criteria in selecting a perfect business location is a in petronas station. This is cooperation among
MDY SDN BHD and PETRONAS SDN BHD. We have indoor and outdoor drive thru and we must
choose the correct place and thinking about safety in petronas.
Market Share

Minum Dulu Yob already establishing its target of share in the market. The percentages of
our targets are made based on our strategic studies on the market control. As information
obtain from our research (before MDY is establish), we conclude that the other MC Donald
Drive thru and shop house have already hold as much as 30% of the market shares. While,
the Starbuck Café and Coffee and Cake Sdn Bhd stall already holds almost 36%. They
obviously hold the largest share of the market. For other drive thru shop and kiosk, they hold
the market share of 34% due to their location is far from our markets are.
After our establishing in the same market area, we target to take over about 10% of the
market share. For the first year of operations, we already managed to obtain 5.6% of the
shares. It will leave the balance of the market share to our competitors. For the Mc Donald
SDN BHD, they will hold 27% of share after our establishing. The Starbuck Café and Coffee
and Cake Sdn Bhd stall will hold a 33% of the market shares. The others will be holding a
30% shares. The study on market share must be made frequently to ensure we keep up with
our targets of 10% of shares.
Sales Forecast

In the first year, MDY anticipates having thirteen Drive-thru locations in operation at
petronas station. The first location as a main start up already opened in the third month of this
plan and be fully operational beginning on the 1st day of April. We plan to establish twelve
of Tip Top Kiosk branches/ franchise. All of them are located in the other strategic locations
at every strategic petronas station and also equipped with the drive-thru facilities. At this
stage, we calculated in one branches about 200% of sales increase from the second year sales
earned.

Total first year unit sales of the cashier in the premises for one branches reached
approximately RM465, 012. The second year will see unit sales increase to RM512, 841. The
third year, we will see unit sales increase to RM1, 025,682.

Minum Dulu Yob is also showing revenue from our website, where it will sell "Minum Dulu
Yob” t-shirts, sweatshirts, coffee mugs, pre-packaged coffee beans, and other items. MDY is
not expecting this to be a profit center, but it is a part of the marketing plan as a function of
developing our brand and building product name. MDY expects revenues from this portion,
to begin in the second year, to reach RM 5000, and RM10, 000 in the third year. In the third
year of operations, with a franchise and promotions, the sales should be continually increase
due to the MDY brands became well known by the public.

1st Year 2nd Year 3rd Year

SALES
RM465,012 RM512,841 RM1,025,682
Sales Programs

There will be several sales strategies put into place, including posting specials on high-profit items at
the drive-up window. The employees will also hand out free drink coupons to those who have
purchased a certain number of cups or something similar. We will also develop window sales
techniques such as the employees asking if the customer would like a fresh-baked item with their
coffee.

Corporate Tasting Events – Minum Dulu Yob plans to host tasting events for customers on a quarterly
basis. MDY will be adjusting its menu to reflect the changes in the flavors served.

Drink Coupons - At fundraising events for schools and corporate events, we will be giving away drink
coupons as door prizes or awards. This encourages the person to come in for their free beverage and
bring a friend or buy a baked item or a package of our premium coffee. The drive-through units will
also be distributing coupons for special menu items or new product introductions.

Professional Memberships - Because of the need to sell the ‘mobile cafe’ services, MDY will be an
active participant in the Regional Chamber, Foodservice Associations, Specialty Beverage
Associations and other related associations. The exposure and education that these organizations
provide is outstanding, but equally important are the contacts and opportunities made available for
deploy