UNIVERSITY KUALA LUMPUR
BUSINESS SCHOOL
ECB20403
E-MARKETING
FINAL PROJECT:
DESSERT BOX
GROUP 7
PREPARE BY:
MINHALINA FATNIN BINTI OSMAN (62216119478)
NURSUFINA BINTI ABU HISHAM (62215119501)
NURUL IZZAH BT ABD SAMAD JAMALUDDIN (62216119698)
NUR AISYAH BINTI MOHAMAD FATLILAH (62216119491)
NUR HAZIMAH BINTI HATA (62216119681)
SITI MASTURAH BINTI MAZLAN (62216119196)
PREPARE FOR:
SIR ARMAN BIN AHMAD
SUBMIT BY:
25 MAY 2021
TABLE OF CONTENT
1. Introduction To The Company And Marketing Plan Objectives 2
1.2 Marketing Plan Objectives 3
Market Analysis 5
E-product Plan 9
E-pricing Plan 13
E-promotion 15
E-Distribution Plan 23
E-Budget Plan 27
E-Crm Plan 29
Implementation Plan 31
Evaluation Plan 34
Conclusion 40
1.Introduction To The Company And Marketing Plan Objectives
Figure 1: Logo of BakeMeHappy
Figure 2: Product of Dessert Box
Bake Me Happy MY is a bakery company that sells perishable comfort food – sweet
and delectable treats that cater to a wide target market established in 2020. Before
this, we bake to satisfy ourselves and make a limited order as small-scale in
neighbourhood. But since Lotus Biscoff became trendy, many people are interested
in our baking. We started to sell our cake to the market. We do not want to only just
sell the cheesecake. So we added the premium Chocolate brownies with additional
topping or flavour of Lotus Biscoff. So the Dessert Box was born to satisfy whoever
Lotus Biscoff cravings.
As mentioned earlier, Bake Me Happy MY focuses on two main best seller
products for the Dessert box menu: Lotus Biscoff Cheesecake and Chocolate
brownies. In future, Bake Me Happy My will try to make a new product so that we
cannot just rely on trendy flavour or else the customer will get bored. But we do not
want to remove this menu because we want to make the Dessert Box the signature
menu.
The company is based in Cheras and entirely operates virtually using a social
media platform. For example, Instagram. Bake Me Happy MY vision to establish a
bakery and pastry shop that is the finest in the country and mission to offer an
amazing product to all of our customers.
1.2 Marketing Plan Objectives
Marketing goals are established goals of a company. It clarifies the marketing
team’s intentions, provides team members specific guidance to pursue them and
provides executives with information to review and help them.
Expand Your Digital Presence
Before Bake Me Happy starts to sell, we bake to eat by ourselves. At that time, the
Lotus Biscoff Cheesecake demand started to be high, since back in 2020, the cake was
trending, and we grabbed the chance to bake and sell it to the local market. We added
the other dessert as mentioned above which is brownies. The brownies are also in high
demand with the Biscoff flavour. Hence, we created an Instagram account and
grabbed the opportunity to make a paid Instagram advertising so that potential
customers know that our cake is on the market. We also consider expanding Bake Me
Happy to the social media platform and investing in video content creation such as
Tiktok.
Retain Existing Customers
Our customer feedback loop needs to be implemented. To begin retaining
customers, we need to establish a process for collecting customer feedback and
sharing it with the rest of our organization. This is where a feedback loop with the
consumer comes into play. It enables the collection, analysis, and distribution of
customer feedback and surveys. Brand feedback should be circulated to correct
shortcomings in our high-quality bakes, such as Dessert Box. Through collecting and
sharing customer feedback, our company will respond to criticism and enhance the
customer experience efficiently. Bake Me Happy also wants to build customers’ trust,
maintaining or improving the quality of our baking.
Target new customers
In a small business like Bake Me Happy, we can segment customers based on their
age and gender. Aged 18 to 24 consuming dessert at least once a week, and nearly half
of those aged 25 to 34 eating dessert at least once a week, Millennials were the group
most to do so. Businesses normally know what age groups and sexes they want to
target in their product growth. They may have created products to meet a specific age
group requirement.
Promote New Products
Small businesses such as ourselves often need to sell new goods or expand existing
ones, but sometimes do not know how to do this in a structurally efficient way that
reduces risks for existing companies. To start to promote a new product, we can start
to offer it to our loyal customers, since they are more likely to not only purchase it but
also advertise it to their networks. In addition, we can use special introductory offers.
We should not only announce our new product as part of an exclusive introductory
package. If we were doing a promotion, we have to emphasize that it won’t last
forever. Customers whose purchase power is limited, either by time or inventory, will
feel a more pressing sense of urgency to buy our Dessert Box.
2. Market Analysis
Market analysis can help to identify how to be in a better position in business to be
competitive and serve customers. Market investigation is a thorough evaluation of a
market inside a specific industry. In this analysis, we will study the dynamics of our
market such as volume and value, potential customer segments, buying patterns,
competition, and other important factors. A thorough marketing analysis should answer
the following questions:
• Who are our potential customers?
• What are our customers’ buying habits?
• How large is our target market?
• How much customers are willing to pay for our product?
• Who are our main competitors?
• What are our competitors’ strengths and weaknesses?
There are many benefits of conducting a market analysis such as reducing risk for our
business and better informing our business decisions, identifying emerging trends, and
helping project revenue. We can use a marketing analysis at several stages of business,
and it can even be beneficial to conduct one every year to keep up to date with any major
changes in the market. These are some a few benefits of conducting a market analysis:
Risk Reduction: Knowing our market can reduce risks in the business, since we have
an understanding of major market trends, the main players in our industry and what it
takes to be successful, all of which will inform our business decisions.
Targeted Products or Services: We are in a much better position to serve our customers
when we have a firm grasp on what they are looking for from us. When we know who
our customers are, we can use that information to tailor our business’s offerings to our
customers’ needs.
Emerging Trends: Remaining ahead in business is regularly about being quick to detect
another chance or trend and using a marketing analysis to keep on top of industry trends
is a great way to position us to take advantage of this information.
Revenue Projections: A market forecast is the key component of the most marketing
analyses as it projects the future numbers, characteristics and trends in our target market.
This gives us a thought of the benefits we can expect, permitting us to change our
business plan and financial plan in a similar manner.
Evaluation Benchmarks: It can be difficult to gauge our business’s success outside of
pure numbers. A market analysis provides benchmarks against which we can judge our
product and how well we are doing compared to others in industry.
Context For Past Mistakes: Marketing analytics can explain our business’s past
mistakes or industry anomalies such as, in-depth analytics can clarify what affected the
offer of a particular product or why a specific measurement performed the way it did.
This can help us to avoid making those mistakes again or experiencing similar anomalies
because it will be able to analyze and describe what went wrong and why.
Marketing Optimization: This is where an annual marketing analysis comes in handy–
regular analysis can inform us of ongoing marketing efforts and show which aspects of
marketing need work and which are performing well in comparison to the other product
in industry.
Conducting a marketing analysis does take a lot of dedicated research. It will be prepared
to devote significant time to the process. These are the few steps of conducting a market
analysis:
i. Industry Overview
In this step, we will describe the industry and discuss the direction that it is headed. Our
customers know, we strive to create products that set us apart in both look and taste.
Utilising inspiration and recipes from around Malaysia, we offer a diverse selection of
dessert such as brownies and biscoff. We are committed to service excellence, delivering
our goods on time and in pristine conditions. We demand and expect great quality
because we believe good pastry makes people happy.
