FACULTY OF BUSINESS AND MANAGEMENT
BACHELOR OF BUSINESS ADMINISTRATION (HONS) HUMAN RESOURCE
MANAGEMENT
MKT420
MARKETING MIX 4P'S
PREPARED BY:
Table Of Content
No. Content Page
1 1.0 Introduction
1.1 Background Company
2-3
1.2 Mission and Vision
2 2.0 Online Marketing Mix
2.1 Product/Service
2.2 Price
4-9
2.3 Place
2.4 Promotion
3 3.0 Conclusion 10
4 4.0 References 11
1
1.0 Introduction
1.1 Background Company
Ramly Moknin invented the Ramly Burger, sometimes referred to as the Burger Ramly, a
Malaysian burger that is well-liked in both Malaysia and Singapore. Although any of the
hamburgers offered at a Ramly Burger stall may be referred to as "Ramly Burgers," the Ramly
Burger Special is the one that is most frequently mentioned. A Ramly Burger often has a beef or
chicken patty, margarine, onions, an egg, cabbage, mayonnaise, Worcestershire sauce, and
Maggi Seasoning, though the quantity and kind of ingredients greatly varies depending on
where you are. In 1979, a tiny family business called Burger Ramly was founded in Kuala
Lumpur and operated out of a portable booth on Lorong Haji Hussin. The family dish quickly
gained popularity among Malaysians.
The Ramly Burger stands apart from the majority of other hamburgers because of the unusual
way the components are presented. Instead of stacking the ingredients inside the bun as is
customary, the Ramly Burger's patties is first topped with the specified toppings before being
wrapped in a thin layer of egg. The finished product has a packet-like appearance, improves the
texture of the burger, and lessens condiment mess. This version of the Ramly Burger is referred
to as Ramly Burger Special.
Owners Dato' Haji Ramly Bin Mokni and Datin Hajjah Shala Siah Binti Abdul Manap began the
business in 1984 out of a sincere desire to create halal, hygienic, and high-quality goods.
The company is the owner of a processing facility in SME Industrial Park. Muhammad Batu Jobs
in administration, production, product marketing, and distribution are available in Kuala Lumpur.
In Malaysia and other regions, RAMLY is currently a well-known brand.
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1.2 Mission and Vision
Vision : To produce Halal, clean and quality product
Mission : Achieve excellent on the business target
“I am steadfast with the principle that if anyone can do it, definitely I can do the same. In
business there would be so many challenges and barriers. Furthermore there will be no
short cut to success. When we started our business people are quite skeptical because
Malaysians usually do not eat burgers. But today we have proven them wrong. With
continuous effort and perseverance, nothing is impossible”
– Dato Dr. Hj. Ramly Mokni
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2.0 Online Marketing Mix
2.1 Product/Service
A product is an item that satisfies a need or a desire. This may be a physical item, a service or
a virtual offering. It is produced at a cost and is eventually made available to the proper target
on the target market at a price. Whatever the nature of the product, it's going to follow a lifecycle
and through reasonable predictions of this lifecycle, a company can grow its competitive edge.
A brand may be made over or re-released to stay relevant in a changing marketplace or at the
end of its lifecycle. (LUENENDONK, 2020)
Ramly is a fast and easy meal to prepare as it is a frozen meal product. Not just that Ramly
product also can be considered a healthy product at the same time, now no longer like any
other frozen meals products Ramly product also can be nearly similar to how a normal meal will
do. This is because Ramly products now have almost all of the normal not just they have
nugget, burger petty, hotdog and minced meat but now they also have chicken drumet which
we can easily cook and eat.
Ramly products need to standardize their recipe and production strategies in order to retain an
authentic Malaysian taste. The product will also be halal certified as it's far one in every of
Ramly’s company objectives.However, a few adaptations need to be done to fit the taste of the
locals. One of the ways to fit the taste of the locals is maybe Ramly can upgrade the size of their
burger petty to a bigger one. Other than that Ramly also can try to add more products to make
this brand become one of the complete brands that has all products such as they can add their
own french fries since consumers tend to eat nuggets with french fries.
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2.2 Price
The market prices for each pack of Ramly chicken burgers in the sizes of 420g, 360g, and 300g
are RM5.85, RM5.25, and RM4.75 for Ramly Food Processing Sdn Bhd. The market prices for
each pack of Ramly beef burgers, which come in sizes of 420g, 360g, and 300g, are more than
those for chicken burgers, which are priced at RM6.15, RM5.50, and RM4.90, respectively.
Each Ramly burger pack has 6 patties, including beef and chicken patties.
A pack of Ramly burgers was expected to generate a profit of 40% for Ramly Food Processing
Sdn Bhd. Ramly chicken burgers are therefore priced at RM3.50, RM3.15 and RM2.85 per box,
respectively, with sizes of 420g, 360g, and 300g. When the Ramly chicken burger is sold, Ramly
Food Processing Sdn Bhd can make a profit of RM2.35, RM2.10, and RM1.90 for sizes of 420g,
360g, and 300g, respectively. While the price for each pack of 420g, 360g, and 300g Ramly
beef burgers is RM3.70, RM3.30, and RM2.95 correspondingly. When the Ramly beef burger is
sold, the company can make RM2.45, RM2.20, and RM1.95 for portions of 420g, 360g, and
300g, respectively.
The market price of each pack of Ayamas chicken burgers for the weight of 700g is RM11.15,
making it the first rival of Ramly Food Processing Sdn Bhd. Ten patties make up each Ayamas
burger pack. The average cost of a chicken patty in a Ramly chicken burger is about RM1, while
the average cost of a chicken patty in Ayamas is roughly RM1.10. As a result, Ramly chicken
burgers are marginally less expensive than Ayamas Food Corporation Sdn Bh.
Another rival of Ramly Food Processing Sdn Bhd is Tesco. Tesco beef and chicken burgers
come in packs weighing 420g and are available for RM6 each on the open market. Both the
beef and chicken patties from Tesco come in packs of six. Ramly chicken burgers cost RM5.85
for a pack of 420g, whilst Tesco chicken burgers cost RM6. As a result, Ramly chicken burgers
are marginally more affordable than Tesco chicken burgers. The Ramly beef burger costs 15
sen more per pack than the Tesco beef burger, making the Ramly beef burger somewhat more
expensive.
Customers might receive a discount when they receive the membership card for free, which is
one of the techniques used by Ramly Food Processing Sdn Bh. Additionally, clients will receive
discounts at particular times and locations. For instance, during the special week at Aeon Big,
consumers can purchase a pack of 420g Ramly beef burgers for RM5.20, which is about RM1
less than the regular price.
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Ramly Food Processing Sdn Bhd uses status quo pricing, which indicates that its prices are
roughly comparable to those of its rivals. Maintaining the current pricing and matching the
competition's price are the two goals. For example, a 420g Ramly chicken burger costs almost
the same as a 420g Tesco chicken burger. Customers will have more options to purchase the
items at the same price or even at a reduced price as a result, which will help Ramly Food
Processing Sdn Bhd's products be successful and competitive in the market.
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2.3 Place
The geographical area in which the company sells its goods and renders its services is referred
to as place in the marketing mix. One of the most crucial elements of any marketing strategy is
location. Because of this, a savvy customer will first look into opportunities that are available to
them locally before making a purchase. It matters where you offer your goods because that's
where your ideal customers will be. Selling goods to consumers who have no interest in your
goods or services is pointless. Therefore, a company should distribute and put its goods at a
location that is simple for potential customers to access.
Place also relates to the location of the goods, including its availability online and in physical
stores, as well as how it will be exhibited. This entails placing a product only at selected retailers
and ensuring that it is attractively displayed. The term placement also refers to advertising the
product in the right media to get the attention of consumers (Twin, 2022).
In order to align the store location with the target market that consists of students, workers and
people living nearby places such as university campus areas, parks and central business
districts are chosen as the location where Ramly burger will operate. The physical location and
the environment will help the transaction process easier and smoother. Which is why the
location of Ramly burger will be updated through social media to provide customers prior
information about where the food trucks are located and the location chosen will also be easy
access. In the end, Ramly Burger has established itself as a roadside landmark for burgers. It
demonstrates the significance of place in marketing plans does help Ramly burger to be well
known among the society.
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2.4 Promotion
Definition of promotions refer to the entire set of activities, which communicate the product,
brand or service to the user. The idea is to make people aware, attract and induce them to buy
the product, in preference over others (Time, 2022).
Promotion is a method of communication used to enlighten, acquaint, and persuade customers
about a good that a company is making or selling. A corporation will utilise promotions including
advertising, informing, sales promotion, and public relations when it wants to promote its goods.
All of these components will be used by the Ramly product to guarantee that it will be
recognisable by all customers, not just in Malaysia but also internationally.
Advertising was the Ramly Company's first promotion strategy. One form of mass
communication about a company or product that is funded by marketers is advertising. This
advertising is intended to inform customers about newly launched products, recommend new
products, dispel misconceptions, enhance brand recognition, and many other purposes.
Magazines, newspapers, and television were used as advertising mediums at a Ramly
company. This business has used media platforms including Facebook, Twitter, Instagram, and
many more for promotion. Because technology is developing so quickly in this day and age,
many businesses use electronic and social media networks to spread the word about their
products.
Sales promotion also is a one way to attract the customer to buy the product. We can say that a
sales promotion is a motivating strategy for buyers to buy products sold by business
organizations. This method gives consumers the opportunity to try their product, increase their
purchase. Ramly company uses sales promotion conducted through its branch company Halal
Mart Sdn. Bhd. which is located in any place or state. By using this method, the customers can
enjoy a cheap and affordable price if participating in membership that can give a discount if they
buy it. This caused a high demand for Ramly products that are now getting a place in the
customer’s heart.
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Public relations is the marketing function that assesses public views, pinpoints organizational
areas where the public might be interested, and implements a plan or action to win over the
public's acceptance and comprehension. Before releasing their goods, Ramly Products
evaluates public relations to observe consumer behavior. Whether users like it or not, Ramly
items will determine public interest after evaluation. For instance, Ramly enterprises will offer
their goods at shopping centers like AEON, Giant, LOTUS, and many others where many
people frequently shop. To ensure that all clients may access and purchase their products
everywhere, ramly businesses also sell their goods through retail establishments. To attract
customer's taste, Ramly products also open their own booth, give them free samples of Ramly
products and organize a program in front of the shopping mall to expand their business. This is
an example that adults and children know about the Ramly brand. By using all this method,
Ramly products will be known easily by all the customers.
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3.0 Conclusion
In conclusion, burger Ramly is excellent for everyone because it is a high-quality burger. It is not
only high-quality but also recognised for having halal certificates. Muslims and followers of other
faiths can consume ramen without hesitating. Additionally, the pricing is fair when compared to
other burger costs. This enables everyone to get a burger for a reasonable price. As a result, I
firmly suggest everyone to sell Ramly products because they are guaranteed to be hygienic,
kosher, and secure for consumption. Not to mention, the cost is also quite affordable.
Additionally, thanks to the stand that offers ramly things, you can also obtain a burger quickly.
We should be aware that Burger Ramly is known for its cleanliness because both the production
process and the ingredients utilized are high-quality and healthy. Burger Ramly is the best and
most well acknowledged product when compared to other gourmet goods, as is the case with all
other goods. rarely advise anyone with a burger hanker to buy cheap things as a choice.
Additionally, by purchasing this Malaysian product, we can support local businesses and
contribute to the growth of the national economy. It is fantastic for our nation's economic
development to be able to compete with other nations by supporting the domestic sector.
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4.0 References
LUENENDONK, M. (2020, JULY 28). Marketing Mix | Product in Four P’s. CLEVERISM.
https://www.cleverism.com/product-four-ps-marketing-mix/
Time, T. E. (2022, June 11). THE ECONOMIC TIME.
https://economictimes.indiatimes.com/definition/promotions
Twin, A. (2022, June 24). The 4 Ps Marketing. investopedia.
https://www.investopedia.com/terms/f/four-ps.asp
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