#Group 1 Food Magazine

BROWNIES LETOPSS GROUP 1

BPMM 1013 PRINCIPLES OF MARKETING FIRST SEMESTER SESSION 2021/2022 (A211) POM (E) GROUP 1: BROWNIES LETOPSS PREPARED FOR: Dr.Safwan Marwin Bin Abdul Murad PREPARED BY: 1. NG LEE CHIN (263403) 2. LEE SENG MAY (261315) 3. TIEW JING NA (261396) 4. GAN TEK HUA (262231) 5. HO JING YI (262527) 6. WONG ROU (262750) SUBMISSION DATE: 26th November 2021

TABLE  OF CONTENTS ANSWER 1:CONDUCT SOME RESEARCH AROUND 01 SEGMENTATION AND TARGETING ANSWER 2: PSYCHOGRAPHIC : SEGMENT BY 01-02 CUSTOMER MOTIVES AND LIFESTYLE ANSWER 3: FAMILY AND SOCIAL EVENTS 03 ANSWER 4: FOOD LOVER AMONG YOUTH 03 ANSWER 5: OFFER DISCOUNT AND REBATE 04 04 ANSWER 6:MEMORABLE COOKIES, 05 AFFODARBLE PRICE REFERENCE

CONDUCTING PSYCHOGRAPHIC : RESEARCH: SEGMENT BY SEGMENTATION & CUSTOMER MOTIVES TARGETING AND LIFESTYLE In my opinion, I would suggest Based on the information provided, By: conducting some research around we will define a particular method to segmentation and targeting as it is understand customer profile in the the most important part when segmentation process. In response, launching a product. Besides, market we use psychographic to segment the research is an action of collecting market which helps us better identify consumer’s response or feedback customer commonalities as well as which helps identifying potential differences between segments. In customers for their needs and wants other words, it is able to figure out during making marketing decisions. who might want our product and the Hence, segmentation helps the firm purpose to afford brownies cookies. to identify the best segment to reach As we know, psychographic the company's goal and allows segmentation can be defined as the marketers to capture the best target process of identifying the most likely group to develop a product in the purchasers according to their primary stage which ensures the psychological characteristics which increase of monthly revenue in the include interests, personality, future. Besides, targeting is important activities, and lifestyle preferences in classifying the customers after the (Walker, 2021). segmentation process as it breaks down the larger segment to smaller Jeanne & Kelly parts. This enables the marketers to be more focused in allocating the market resources and efforts. Therefore, conducting research is a must and start for a company to increase their sales. BROWNIES LETOPSS |GROUP 1

PSYCHOGRAPHIC : SEGMENT BY CUSTOMER MOTIVES AND LIFESTYLE According to the research, we know that Moreover, we are able to target our the motivation of Brownies Letopss customers better when we acquire the customers is clear to buy our products for unique personal factors in determining seasonal celebration since 35% of the how the customers think and the type customers were recorded. It implies that of lifestyle they desire (Chipeta, 2020). our customers have a strong need to Then, we can design the brownies brownies cookies for some family and cookies to cater every lifestyle with social events such as birthdays, similar choices, likes and dislikes. anniversaries, weddings, and school Psychographic is more helpful than reunion celebrations. Therefore, demographics since it allows us to psychographic is significant because it is recognize target categories as well as able to provide us a far more focused and their underlying motives. In short, it narrow perspective of the customers, helps us to change product features which then brings us closer to the right after revealing the characteristics of the customers. most likely purchasers for brownies cookies. By: Kelly BROWNIES LETOPSS |GROUP 1

THE ART OF SUSHI MAKING family and FOOD LOVER social events AMONG YOUTH by Lawrence Hoover Based on the psychographic segment, we New products launched by competitors intend to target family and social events will affect the sales of Brownies Letopss. as the primary segmentation of Brownies To combat this issue, we think that Letopss. We have chosen this group based targeting food lovers among youth would on the survey which describes 35 percent be the best choice for Brownies Letopss. of customers who purchases from The information stated that almost half of Brownies Letopss are for family and social the customers purchased it for events. event purposes. Coincidentally, 35 The participants of the events at which percent of customers are found to be included food lovers have demand for seasonal celebration people. In brownies cookies. Next, the variety of comparison to other groups, we believe brownies cookies can suit the taste buds this target segment will bring the of food lovers especially chocolate lovers. company the most value. We think that producing brownies cookies We perceive that most of our customers based on the youth's preference with participate in social gatherings and meet- appealing packaging boxes will attract ups with family members, which involves whether new or existing customers' gift-giving. To further attract customers, attention amongst others. Furthermore, we can design our marketing strategy to a food lovers love to explore delicious party or seasonal themed campaign. By foods, we think that distributing the focusing on a narrowed down group, it cookies to the sales representatives at will define our target consumers and dessert and coffee shops would boost the allow us to better create more sales as there are the main gathering personalized and focused offerings to place for food lovers (Slater, J., 2017). them. We can channel all of our marketing efforts towards this defined segment of By: the population, with the aim of owning this particular group over our competitors Ashley & May (Langford, 2019). 04 BROWNIES LETOPSS| GROUP 1

OFFER DISCOUNT MEMORABLE AND REBATE COOKIES, AFFORDABLE PRICE First reason is target new consumer As there are many competitions in the By: group. We provide a 10% sunrise market, repositioning will help Brownies discount of the day towards food Letopss to improve and develop better Rou & Hua lover among youth on their first visit. impression on customer perception towards According to a new study, flavanol its product. The most compelling, unique component in chocolate benefits selling proposition for Brownies Letopss using consumers' health in the morning. salient attributes method will be memorable Then, we reward a free gift to cookies. When it comes down to snack or referrals (food lover among youth) dessert such as cookies, the memorable after they recommended to a friend characteristic of its such as taste, scent, or family member. Friend or family texture, colour etc. are the real reason that member purchases brownies for the why consumer keep coming back for it. first time receives a 10% discount available for 5 days only from 15th to As Brownies Letopss business intention was to 19th of November at 6 a.m. to 9 a.m. make delicious brownies cookies with various flavors for the market, we will always strive to Next reason is to value loyal develop and produce memorable brownies customers. Our beloved members cookies that rich in sweet taste, softly crunchy and will receive a free pack of appealing bright textures. These unique customized brownies as their rebate characteristic of our brownies cookies will bring after spending RM 40 and delivered favor not only towards the youth but also family to them without charges. Members from all level of society. of Brownies Letopss could get early access to the latest brownies Besides that, affordable price as value method will products before we promote in our also be included in our choices of compelling and official social media account. Those unique selling proposition for Brownies Letopss. members might provide comments With the goal of wanting to distribute our Brownies on our most recent product foster a Letopss product to all levels of consumer in the unique atmosphere of creative market without any limitation, we will always collaboration. strive for as well as ensured that the price of our brownies cookies are reasonable and affordable. In short, offer discount and rebate We strongly believe that a good price tag will boost encourage consumers purchasing in bulk long run profit. may raise our monthly average. BROWNIES LETOPSS |GROUP 1

REFERENCE Chipeta, C. (2020). Psychographic Segmentation: Advantages and Limitations. Conjointly. Retrieved from. https://conjointly.com/blog/psychographic-segmentation-advantages-limitations/ Hernández‐González, T., González‐Barrio, R., Escobar, C., Madrid, J. A., Periago, M. J., Collado, M. C., A.J.L. Scheer, F. Garaulet, M. (2021). Timing of chocolate intake affects hunger, substrate oxidation, and microbiota: A randomized controlled trial. The FASEB Journal, 35(7). https://doi.org/10.1096/fj.202002770rr Langford, S. (2019). Market Targeting: Why it Pays to Differentiate. Hurree. Retrieved from. https://blog.hurree.co/blog/market-targeting 9 Discount Strategies You Can Use Today (Without Hurting Sales). (2021). Sleeknote. Retrieved from. https://sleeknote.com/blog/discount-strategy Palanchuk, K. (2019). Marketing strategy for a bakery business: How to increase bakery sales. Joinposter. Retrieved from. https://joinposter.com/en/post/how-to-increase-bakery-sales Slater, J. (2017). Marketing Plans - A Simple Approach. The Marketing Sage. Retrieved from. http://www.themarketingsage.com/marketing-plans-a-simple-approach/ Walker, B. (2021). HBR: The Importance of Psychographic Segmentation. Patientbond. Retrieved from. https://www.patientbond.com/blog/importance_of_psychographic_segmentation BROWNIES LETOPSS |GROUP 1

BROWNIES LETOPSS GROUP 1