Task 1
Concept of Brands
The brand I choose is Marigold company. Marigold is the leading of beverage company and produce different type of products such as VITAGEN, MARIGOLD HL LOW FAT MILK and MARIGOLD PEEL FRESH (Marigold 2017). Marigold company produce the daily healthy drinks for people to maintain their health.
Target market
The target markets of Marigold Peel Fresh product are focus on the consumer that are required the fresh fruit and want to live with the health conscious with the age between 17 to 60 years and above (Marigold 2017). For the products of juice bar, the target market will be working adults such as 25 to 40 years old and the students age between 17 to 23 years old (Marigold 2017). The consumer wants the high nutrition value in their life every day. Marigold company has produced the package that are easily to take and drink at everywhere to let consumer can drink the juice that has a high nutrition every day.
Theory
Product life cycle
There are 4 stages in product life cycle which is introduction stages, growth stages, maturity stages and decline stages. Firstly, introduction stages. Introduction stages is the company produce their products but it is expensive (Product life cycle stages 2019). Marigold company first operations of company starts in prime industrial land in Petaling Jaya. Marigold company using the cost to create a new product or improving their products. In that time, the company will earn less profit.
Secondly, growth stages. Growth stages is the product in the market has been started to become bigger. Marigold company has been put many efforts to do marketing to promote their product such as newspaper, advertising, social media and more. The company has use not less than RM10mil in 2009. (The Star 2013). The company keep promote their product and let the product to get more people know their product to get the new customers.
After that, maturity growth. In this stage, Marigold company will be stable at this stage. In this stage, they need to facing many of competitors. (Product life cycle stages 2019) The company may earn less profit. Marigold company may reduce the price or doing the promotion help to increase the sales. Marigold company produce the new product which is Marigold HL Low Fat milk and MARIGOLD PEEL FRESH to reach different target of consumer.
Lastly, decline stage. In this stage, the company of the product will drop the sales. The consumer may change their taste or behavior. Marigold company will produce the product by lower cost and sale the product at the cheaper market such as 99speedmart, 7-eleven (The Star 2013).
Maslow’s Hierarchy of Needs
There are five level of human needs in Maslow’s Hierarchy of needs. In the lower level is physiological needs. Physiological needs are the human primary needs which is food, water, drink air, clothing, shelter and more (Leon &Joseph 2015) Marigold product the product which is can fulfill people needs. Marigold company helps people to having the highest nutrition every day to maintain the health.
Secondly, Safety needs is protection from elements, security, law, rules (Leon &Joseph 2015) This is not only physical safety but also stability and control it. Marigold company has been doing all the serious inspection of the product and approve by the government then only the company will sell their products in the markets. There are also has been label out the ingredients on the drink products to let the customer know and let the customers safety to drink their product (Marigold 2017)
Thirdly, social needs. Social needs are involves feeling of belongings (Leon &Joseph 2015). Marigold company need to get the customer trust to let the customer drink safety. There are needed to let the customer to believe their product so that the customer can come back to purchase their product again.
After that, egoistic needs. In this level is esteem for themselves and desire the respect for others. (Leon &Joseph 2015) Marigold company keep improving their products and keep challenges the new product. There are achieve the highest quality awarded in past few years (Marigold 2017).
Lastly, self -actualization. Self-actualization is desire to fulfill their potential. This is to increase the growth and peak experience. For example, Marigold company has been brave to use different type of fruits from other country to make the fruits juice more taste and let customer has more choice and healthier.
Nutrition Labeling
In each of the food product, the company must to include the nutrition label information in the food or drink packaging. The information needs to include nutrition information, daily values. There is need to include important information such as fats, sodium, fiber, sugar and more (Sing et al .2017). Nutrition labeling need to include is because people may want to know the product is using what kind of ingredients. Marigold company has been labeling the nutrition information in the packaging of the product. The first of the important things need to label is serving size. There are needed to label the number of servings in the package. The size of serving size will influences the calories. (E-Siong Tee 2017). Next, calories are providing a measure of how much the energy you will get from a serving of the food or drink. (E-Siong Tee 2017). This is to help to maintain the weight. Then, there are also label the limit nutrition such as cholesterol, sodium to let people maintain the health. After that, get enough nutrition such as protein, sugar, vitamin A, vitamin C, Calcium and Iron. Nutrition labeling can helps all of the people to make the health choices for self and their family. The information has been explaining more details the healthy choice they are easy to choices. (E-Siong Tee 2017)
Task 2
- Dutch Lady company -Issues (Nutrition labelling)
Dutch lady company has been happening the response to a health complaint by the consumer. In this case, Dutch lady product has been incredulity the milk product that are cause a children fell ill from drinking the milk. The company has been sending the milk product of the baby formula to the laboratory to do investigate of the product (Malay mail 2013). After the results of investigate, the company has been clarifying that the milk product are safety and the consumer can be safety to drink the milk product. The company has been listing out the nutrition labeling in the packaging of the milk product. The important nutrition such as calcium are been label out in the packaging. The expired date is also labeling the date clearly to let the consumer know the information. And also, there are also got company using their brans to produce the product that are not produce by the Dutch Lady company. Dutch lady has been mentions that their products are been showing the Friesland Campina logo in the product (Malay mail 2013)
2. MC DONALD -PEST Analysis (Maslow Hierarchy needs)
Mc Donald company has using the PEST analysis which is political, economic, social and technological in their business .MC Donald company has been using one of the PEST analyses which is social. Social is the company refer to the society of needs and try their best to contribution to the society. Mc Donald has participated the corporate social responsibilities according to the Maslow theory. According to the Maslow’s Hierarchy of needs, MC Donald has participated of the charity activity. Mc Donald company refer to the needs of physiological needs. Physiological needs include the basic needs which is food, water, air, shelter (Edyta Gheribi 2017) The company has creating the House of parents of children that who has serious diseases to watch over the kids has the shelter. The company has built 345 houses around the world. (Edyta Gheribi 2017).
3. KFC- Viral marketing (Product life cycle)
KFC company using the viral marketing to say apologize to the consumer in UK. KFC company has been out of stock of the chicken in one week (Robin De Peyer 2018). The company has done the viral marketing in the newspaper and include some advert featuring of the imaginative. They reordering the name ‘FCK’ and say that “It has been a hell of week, but we are making progress and everyday more and more fresh chicken sent to the restaurants. Thank you for bearing with us (Robin De Peyer 2018). According to the product life cycle, in the introduction stages, KFC company has been using the high costs and low sales (Jeremi &Elaine 2016). The company just starting operations the company. Next, growth stages. In this stage, KFC company has done many of marketing by social media to let more people know their products. The company has increasing the sales. Then, maturity stages. KFC company has done the viral marketing by using the humor methods to say sorry which is reordering the name and it has been influence the company reduce sales. Lastly, decline stages. KFC company has reducing the sales and profit (Jeremi &Elaine 2016). The company has been closed some if the branches. In the article, an exclusive distribution strategy and the premium price positioning during the growth process may be more relaxed to drive demand in the maturity stages and decline stages.
References
- Edyta Gheribi 2017, ‘Corporate Social Responsibility in Foodservice Business in Poland On Selected Example’, 2017, pp16-17.
- E-Siong Tee 2017, ‘Nutrition Labeling in Malaysia’ 2017, pp214-215.
- Jeremi &Elaine 2016, ‘The Use of Social Media Tools in the Product Life Cycle Phase: A Systematic Literature Review’ 2016, pp4.
- Marigold 2017, ‘About Us’ 2017 available http://www.marigold.com.my/our-company/about-us.html
- Malaymail 2018, After vomiting baby, Dutch lady issues with milk batch, accessed 8//5/2019,
available from:https://www.malaymail.com/news/malaysia/2018/02/13/after-vomiting-baby-dutch-lady-says-no-issues-with-milk-batch/1576965
6. Product Life Cycle Stages 2019, ‘Product Life Cycle Stages’ accessed 8/5/2019,
available from: http://productlifecyclestages.com/
7. Robin De Peyer 2018, ‘KFC apologies for chicken shortages with witty’FCK, we’re sorry’ advert 23/2/2018
available from: https://www.standard.co.uk/news/uk/kfc-apologises-for-chicken-shortage-with-witty-fck-were-sorry-advert-a3774321.html
8. Sing Chuan, Kok Che Wan, Jasimah, Mohamed Radzi, (2017),” Accuracy of nutrition labels of pre-packaged foods in Malaysia”, British Food Journal, Vol. 119, Issue 2, pp1-3
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