MITRA Report Paper

8/7/2019 MITRA Report Paper

1/16

CONTENTS

1 INTRODUCTION

2 SITUATIONAL ANALYSIS

3

ADVERTISING PURPOSE, APPEAL AND MESSAGESTRATEGIES

Advertising ProblemAdvertising Opportunities

3 KEY PLANNING DECISIONS

4 IMPLEMENTATION

5 EVALUATION

6 BUDGET

7 THE CREATIVE STRATEGY

8 THE MEDIA STRATEGY

9 OTHER COMMUNICATION TOOLS

10 CONCLUSION

INTRODUCTION:

1


2/16

MITRA was created on 2010 by MITRA Food Beverages. Under the slogan direct from

the farm to the pot, MITRA Food & Beverages Sdn Bhd wanted to make Goat milk a

popular and approachable drink for everyone - with a high quality but reasonably priced

product.

Over the course of a year, MITRA Food & Beverages Sdn Bhd has become one of the

good brand in markets. The brand is well-represented in Malaysia.

Compared to other Goat milk brand, MITRA Food & Beverages Sdn Bhd has always had

a strong focus on innovation, given its continuous launch of both Goat milk and ready-to-

drink (RTD) products. Products target the mass market and are generally positioned in

the middle of the price spectrum for goat milk. Due to its size, MITRA Food & Beverages

Sdn Bhd is also a dominant player in goat milk expertise in Malaysia. The company

employs professionals in goat farm, tasting, buying, and blending as well as Research &

Development teams.

Like most branded goat milk, MITRA goat milk are a milk that selected from 2 different

goat, from well-known Barbados and Saline. High milk producing make can increase

production in order to attract customer.

2
http://en.wikipedia.org/wiki/Thomas_Liptonhttp://en.wikipedia.org/wiki/Thomas_Liptonhttp://en.wikipedia.org/wiki/Thomas_Liptonhttp://en.wikipedia.org/wiki/Thomas_Liptonhttp://en.wikipedia.org/wiki/Thomas_Liptonhttp://en.wikipedia.org/wiki/Thomas_Liptonhttp://en.wikipedia.org/wiki/Thomas_Liptonhttp://en.wikipedia.org/wiki/Thomas_Liptonhttp://en.wikipedia.org/wiki/Thomas_Liptonhttp://en.wikipedia.org/wiki/Thomas_Liptonhttp://en.wikipedia.org/wiki/Thomas_Liptonhttp://en.wikipedia.org/wiki/Thomas_Lipton


3/16

SITUATIONAL ANALYSIS:

The main objective of this advertisement plan is that MITRA Food & Beverages Sdn Bhd

is introducing a new product in its brand name and is targeted at people who like strong

milk taste. Our new marketing focus, made explicit in this plan, renews our vision and

strategic focus on adding value to our target market segments, the upper class and

upper middle class.

MITRA Goat milk focuses on providing its target audience a differentiated brand keeping

in mind the tastes and preferences of the market segment. Our marketing challenge is to

position our product and service offerings as the high-quality. To pull buyers to a store or

to push the distribution channel to stock and sell, there are five general categories of

promotion :

Advertising

Personal selling

Sales promotion

Public relation and publicity

Direct selling

MITRA Food & Beverages Sdn Bhd have decided to use Advertising and Personal

Selling as primary tool to introduce MITRA Goat Milk to the market.

3
http://en.wikipedia.org/wiki/Thomas_Liptonhttp://en.wikipedia.org/wiki/Thomas_Liptonhttp://en.wikipedia.org/wiki/Thomas_Liptonhttp://en.wikipedia.org/wiki/Thomas_Liptonhttp://en.wikipedia.org/wiki/Thomas_Liptonhttp://en.wikipedia.org/wiki/Thomas_Lipton


4/16

ADVERTISING PURPOSE, APPEAL AND MESSAGE STRATEGIES

MITRA Food & Beverages Sdn Bhd create ads with a variety of objectives from getting

people to sample a product or to persuading them to buy the product. MITRA Food

& Beverages Sdn Bhd have listed the purpose for its ads.

To prompt action

Direct action advertising is designed to motivate people to act. It involves ads

that try to persuade people to make a purchase, and includes many of the

common ads consumers see in the advertising.

To encourage information search

In some cases, it is unreasonable to assume that a consumer is ready to make

an immediate purchase based solely on advertising. In these cases, consumers

need more information such product demonstration before making up their minds

To relate products to needs

A less direct form of advertising, this category includes those ads that draw a link

in the consumer minds between the product and their needs as a consumer.

To modify attitudes

One of the more challenging objectives facing MITRA Food & Beverages Sdn

Bhd is to modify attitudes toward goat milk. This is often appropriate when a

firms product has received a bad reputation for one reason or another or if a

firms is attempting to recapture customers that lost to a competitor.

To reinforce attitudes

Is to seek reinforce attitudes that customers already have towards a product.

This alternative often used to maintain their market share and volume.

4


5/16

Advertisement work because they make an effective appeal to some need or desire in

the people who view, read or listen to them. The advertising appeal is an attempt

to draw a connection between the product and the audience. There are two main

types of appeals; logical and emotional. Logical appeals aim for the buyers head,

while emotional appeals aim for the buyers heart. Appeals can be either positive

or negative. The most common appeals are based on price or value; quality; star

identification; ego; fear and/or anger; the five sense sex, love and social

acceptance and novelty.

Testimonials; In the MITRAs testimonial ad, a typical user of the product presents the

message. Since ordinary people are used (as opposed to models or patient) the

message is usually perceived as being believable.

Product demonstration; The use of a product demonstration is quite common in

advertising and centers on products performance. Several executional formats are

available including the before and after, which is often appropriate for diet related

products, or a simple demonstration of the product at work which is regularly used

for many household products.

Product comparison; a final stage strategy compares one products against another in

the same category. To be successful, the attribute singled out must be important to

consumers. Some of the comparison campaign are legal in law.

THE ADVERTISEMENT PROBLEM

SWOT analysis includes studying the Strengths, Weaknesses, Opportunities and

Threats that are being faced by the company in promoting the product in the

market. Let us look into the following in detail:

Weaknesses

The main weakness that appears to be is the communication problem that might act as

the barrier because the cow milk is absorbed so much in the mind of the

consumers that they will not be interested in the new product MITRA Goat Milk by

MITRA Food & Beverages Sdn Bhd. Most of the loyal customers of Cow Milk will

5
http://en.wikipedia.org/wiki/Thomas_Liptonhttp://en.wikipedia.org/wiki/Thomas_Lipton


6/16

still prefer using the Cow milk because it has a sense of trust and commitment in

terms of taste.

Threats

The Goat Milk business flourishes a lot in the world, thus there are so many competitorsof MITRA in the market such as HI Goat, HPA and many more in the list. Sporting

the products leads to capturing the same idea by its competitors and then

advertising the concept to the people that leads to the division of the advantage in

the market.

ADVERTISING OPPORTUNITIES

Strengths

MITRA itself is a strong brand that promotes the product. Since the name is on the top of

the list, it has a strong dominance in the market and gains the maximum share holding

overall. The brand name plays an important role in attracting and promoting the product

and places a sense of commitment and trust on which the consumers rely upon. MITRA

also has gained great amount of money and profits throughout its run and still continues

to grab. So, it does not need to worry about the income stability and revenues from the

sales.

Opportunities

Targeting all level of people allows MITRA to increase its market share by more than

35% as compared to the current 39%. It has opportunities such as capturing the people

of country side who are addicted to drinking Goat Milk. Having specialized staff and

technical expertise grooms the opportunities to be explored in the field of goat milk

business.

6


7/16

KEY PLANNING DECISIONS

Advertising Objectives

The guidelines and clear objectives will effectively improve the sales of the new product.

The main aim of launching this new product is to gain greater market share than all the

current competitors present to the MITRA Food & Beverages Sdn Bhd. The MITRA Goat

Milk redefines the image ofMITRA Food & Beverages Sdn Bhd along with its traditional

taste, but the new transformation of the product gives a kick-of-fantasy to the

consumers.

The AIDA model is the basis of developing the advertising objective, but in this case

when we are launching the new product, the HIERARCHY OF EFFECTS model suits

the best in the advertising plan.

The target audience is the main object to be captured for promoting the MITRA Goat

Milk. It may range from low class people to one of the elite class. Then next matter is

creating the awareness of the product. Launching the Goat Milk in the name of MITRA

Food & Beverages Sdn Bhd is itself a backing because it attracts the current as well as

the potential customers towards the name. Advertising the product is to develop the

interest in the audience so that they feel a sense of attraction to the product. It may

depend upon the perception of each consumer and may be leading on the need.

When interest is created, then the next step in the model is develop the kind of

preference liking amongst different brands and products available in the market. Most of

the consumers glue themselves to the same brand and product since start because of its

already performance and exotic taste that they will always find. After the preference, trial

has to be implemented in order to give a try to the new launched product. And finally

after the trial, there will be some of the loyal customers that will stay on with the tried

product because in short they were moved by its taste and were satisfied along

positively.

7


8/16

Targeting the Audience

Targeting the audience includes the study of demographics, personality descriptors, and

lifestyle traits. The target audience for the advertisement is the Goat Milk lovers who

consume goat milk in reasonable amount and like to try different in milk. So with the

introduction ofMITRA Goat Milk, it has to be targeted towards these people who will like

to give it a try. In general terms, the target audiences are all family members especially

the upper class to be specific.

Product Competitive Advantage

The feature analysis helps the marketer analyze its product to its competitors product.

Creating the list of MITRA Goat Milk to other products of competitors will help in

comparing its features in terms of price, quality; style, availability and etc. price is a bit

higher than its competitors because of its unique blend of taste, quality is genuine with

an added style for value and will be available at larger scale.

Brand Personality and Positioning

MITRA Food & Beverages Sdn Bhd has created a brand personality for MITRA Goat

Milk as the finest goat milk collected from the farm of Peninsular Malaysia and has the

quality no other goat milk has. The place Peninsular Malaysia sports the uniqueness of

the brand.

The positioning of the product is also very much in contrast. When one hears the name

MITRA Goat Milk, it will remind them of freshness and purity. The milk melts downsmoothly in the mouth that it takes you in the indulgence theme and makes you feel very

much airy.

8
http://en.wikipedia.org/wiki/Thomas_Liptonhttp://en.wikipedia.org/wiki/Thomas_Liptonhttp://en.wikipedia.org/wiki/Thomas_Liptonhttp://en.wikipedia.org/wiki/Thomas_Liptonhttp://en.wikipedia.org/wiki/Thomas_Liptonhttp://en.wikipedia.org/wiki/Thomas_Liptonhttp://en.wikipedia.org/wiki/Thomas_Liptonhttp://en.wikipedia.org/wiki/Thomas_Liptonhttp://en.wikipedia.org/wiki/Thomas_Liptonhttp://en.wikipedia.org/wiki/Thomas_Liptonhttp://en.wikipedia.org/wiki/Thomas_Lipton


9/16

IMPLEMENTATION

Here, the tactics and strategies are identified and the persons responsible for carrying

out these responsibilities and implementing tactics. All the above strategies and tactics

are revised and the best suitable option is selected and used for implementation.

Here, the MITRA Food & Beverages Sdn Bhd has to be real cautious because even a

slight mistake will scrap the whole campaign. Everything has to be up to the mark and

full concentration is focused on how to implement the campaign successfully. Hundreds

and thousands of decisions need to be taken by the board of directors before the

implementation eventually takes place.

The key decisions that were taken in the implementation of MITRA Goat Milk

advertisement were outstanding and technical. The advertising budget, target vehicle,

locations and boundaries, geographical boundaries and etc. the entire decision laid the

foundation of its success or failure in the market.

EVALUATION

The basic aim of Evaluation is to see that has advertisement achieved its objective or

not? There are variety of researches and techniques available to evaluate the

effectiveness. This can be before, during and after the execution of the advertising plan.

First with the use of Survey Research, we were able to find out that the sale of MITRA

Goat Milk has grown gradually within a month. It means that the product has been liked

by most of the people who gave it a try and were impressed by it. Questionnaires were

filled by the respondents in order to attract their views and thoughts.

Pantry checks were also done. This check provides much of the information as the diary

method but requires little from the consumer. We sent researchers to homes and asked

the families of the goat milk brand they use. It was to amaze that almost 60% of the

homes were using MITRA Goat Milk brand.

9
http://en.wikipedia.org/wiki/Thomas_Liptonhttp://en.wikipedia.org/wiki/Thomas_Liptonhttp://en.wikipedia.org/wiki/Thomas_Liptonhttp://en.wikipedia.org/wiki/Thomas_Liptonhttp://en.wikipedia.org/wiki/Thomas_Liptonhttp://en.wikipedia.org/wiki/Thomas_Liptonhttp://en.wikipedia.org/wiki/Thomas_Liptonhttp://en.wikipedia.org/wiki/Thomas_Lipton


10/16

BUDGET

Determining the total appropriation allocated to advertising is not neither an easy task,

nor it is done in the end of an advertising plan. The amount could be arbitrary bases on

the market.

Although the appropriation and budgeting process relies on numerical information, the

process is more art than science. It is often based on educated guesses, tradition, or the

financial condition of the company.

The following advertising budget comes to a total of approximately RM150,000. This

budget requirement is necessary as hoardings would be set up at locations costing up to

approximately RM100,000 . We believe that MITRA Food & Beverages Sdn Bhd would

need to advertise heavily on this new product if it is to create awareness about its new

brand in the minds of the target audience.

We used the OBJECTIVE TASK METHOD for creation of the budget. Objectives of

each activity were studied, and this determined the cost of accomplishing each objective.

The results are only as good as the stated objectives and the amount assigned to eachobjective.

Summary Report

Parameter:

Advertisement Budget 2008-11 RM 150,000.00

S.no Description per Amount

1 Brochures 25% RM 22,500

2 Outdoor Media 10% RM 35,000

3 Mobile Ads 10% RM 15,000

4 Internet Marketing 15% RM 15,000

5 Sales Promotion 20% RM 22,500

6 Personal Selling 15% RM 30,000

7 Point of Purchase 5% RM 10,000

TOTAL RM 150,000.00

10
http://en.wikipedia.org/wiki/Thomas_Liptonhttp://en.wikipedia.org/wiki/Thomas_Lipton


11/16


12/16

THE MEDIA STRATEGY

We have numerous options to give substantial awareness about our brand

Brochures

Outdoor, such as billboards

Outdoor advertising could be done in malls, plaza-pillar branding, and walls of major

shopping galleries, Bus branding, billboards, streamers, greenbelts of the city.

12


13/16

Mobile/Vehicle branding

Internet Marketing

Internet marketing also referred to as online marketing or e-marketing. Its uses

the internet as a medium. The interactive nature of internet media, both in terms

of instant response and in eliciting response at all, are both unique qualities of

internet marketing.

Internet marketing ties together creative and technical aspects of the internet,

including design, development, advertising and sales. Internet marketing

methods include search engine marketing, display advertising, email marketing,

affiliate marketing, interactive advertising, blog marketing and viral marketing.

13


14/16

TIMINGS USED

Timing is an important aspect when placing advertising. So we place our ad in the

morning in between 7:00 A.M to 9:00 A.M and in the first half of evening in between 4:30

P.M to 6:00 P.M, because these are the time when people are having or preparing cup

of milk. If we place an ad too late, people may already have plans or purchased another

product. This is one of the most critical decisions to be made by the expertise.

Continuous schedule - Advertising of this product will run throughout the year, when

demand and seasonal factors are unimportant.

The reach and frequency are needed to be determined carefully. Reaching large

audience through the advertisement is very important as it covers much of your time and

budget. If the frequency rate if the advertisement is good, then more and more people

are interacted to the ad, thus creating a place in their mind.

14


15/16

OTHER COMMUNICATION TOOLS

SALES PROMOTION

MITRA uses a range of sales promotion activities to promote the company and its

products to its distributors. As the new product is being launched, so in order to capture

more people, sales promotions need to be done. Places such as Tesco supermarket,

Carrefour and MIHAS fairs / Exhibition can be used as the locations where sales

promotions can take place. Using such ; Buy one pack, get another one free.

PERSONAL SELLING

Promoting MITRA directly at family marts and shopping places provides personal selling

advantage. Personal Seller come in contact with the customer and interaction takes

place right on. Company also gives incentives for personal selling as shown in below

figure.

Type of Seller Margin of Profit

Distributor 50%

Retail 35% 40%

Personal 30%

15


16/16

POINT-OF-PURCHASE

Placing your new product on the point-of-purchase counter helps in greater frequency of

the time the customers will have a look at this new product and would entice them for it.It is one of the major attracting powers of this strategy.

CONCLUSION

Looking at the overall plan, one thing is clear that no matter what it takes, the audience

need to be targeted very smartly and in a way that make them feel that the product has

something in it that others do not. This acts as a competitive advantage for the company.

Capturing the maximum share in the market leads to more and more identifications of

opportunities and these profitable opportunities need to be grasped eventually at all

levels of competition.

The firm may operate with an annual advertising plan and the campaign must be so

strong that it delivers the message straight forwardly and hitting the aperture at the right

place with maximum media share.

16

Documents

MITRA Report Paper