Advanced Seminar in Strategic Management

0 Buddy & Pets Time Marketing Plan (5ps)

6.1 Product

The core product of Ezfit is healthy food. But Ezfit provides customer not only food and also a service to our customer. We provided a personalized food menu to fulfill our customer needs and want. According to a study by UK medical journal Lancet, approximately 45% of male and 50% of female in Malaysia are over weighted or obese (Jegethesan, 2014). Therefore, Ezfit are taking high concerns on nutrition and healthy food in the menu.

Our food menu emphasized on health conscious, we want the food that we serve to customer is nutritious, healthful and all ingredients are fresh, without MSG, artificial addictive and not even use microwave oven.

6.2 Price

        In order to create customer loyalty, our cafe offers fair and reasonable price for the food and beverage.The pricing strategy used is product line pricing which value a distinctive products with the same product extend at a different value.

Ezfit adopt market penetration pricing strategy in our food menu. This strategy help to attract new customers in a short period of time and effective in increasing sales volume and market share. Thus, our product price from RM3 – RM13.90.

6.3 Place

        For our cafe’s location is located at lebuh presgrave and it just next road to the 1st avenue shopping mall, therefore, there has a good traffic flow of people in the area. We choose to locate our shop there because it is a heritage area with high potential distribution, it help to draw attention to local customers and foreign customers. The location can help in enhancing the performance of operation and business.  

        Furthermore, we provide online service to promote our café and reply to customer’s inquiry through our channels within half an hour. Customers can also preorder our food and make payment through our online website.

        6.4 Promotion

EzFit will adapts variety of strategy to promote our café using multiple social networking, newsletter, food blogger and banner advertising. By using different type of promotion methods, in order to attract large number of customers and create awareness and encourage them to come and try our new menu.      

For the sales promotion, EzFit will always offering new variety of new food menu and promotional activities in a certain period to remain old customer and attract new customer in the same time. Besides that, we will offering loyalty program to create competitive advantage among the market, such as birthday month get additional 15% discount and offer a piece of birthday cake to our customer to create goodwill. We also offering member card to our customer to collect points for food redemption such free set meal and free drink.