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Mamee Double Decker M Berhad Increase Profit Marketing Essay
1.1 INTRODUCTION
Mamee-Double Decker ( M ) Berhad or known with abbreviation of MDD is one of the leading company in Food and Beverages ( F&B ) industry in Malaysia. It has been incorporated since 1971 and have wide range of product lines which are snacks, confectionaries, beverages and instant noodles as well. Snacks being the most profitable contributor to the company’s profit margin with percentage of 59.2% [1] . In this commentary I will investigate what is the marketing mix used by the company and how does it helps the company to gain profit. From the survey I conducted, I’m going to thoroughly investigate the effectiveness of each of the strategies used by the company and how it relates to the contribution of an increase in profit of MDD. In this commentary, apart from using survey it will also be based on several newspapers reports and articles as well as from the company. Different sources of documents will give me different views in examining this issue.
1.2 Marketing Mix Analysis
According to The American Marketing Association marketing is “the process of planning and executing the conception, pricing, promotion, and distribution of ideas, goods, and services to create exchanges that satisfy individual and organizational goals” [2] . In this analysis, I am going to analyse the marketing mix used by the company which the responds from the consumers from a survey that I conducted are also included. From the MDD Quarterly Financial Report for 2010 it is found out that the gross profit of MDD roses from 32.6 million to 42.6 million. The increase is closely related to the marketing mix used by the company.
Price plays the most important role as F&B industry are already concentrated with intense competitions. MDD use competition-based pricing as in the industry MMD have many competitors. MDD is the price setter for the industry as they holds 31.1% [3] of the market share as recorded in February
1.1 INTRODUCTION
Mamee-Double Decker ( M ) Berhad or known with abbreviation of MDD is one of the leading company in Food and Beverages ( F&B ) industry in Malaysia. It has been incorporated since 1971 and have wide range of product lines which are snacks, confectionaries, beverages and instant noodles as well. Snacks being the most profitable contributor to the company’s profit margin with percentage of 59.2% [1] . In this commentary I will investigate what is the marketing mix used by the company and how does it helps the company to gain profit. From the survey I conducted, I’m going to thoroughly investigate the effectiveness of each of the strategies used by the company and how it relates to the contribution of an increase in profit of MDD. In this commentary, apart from using survey it will also be based on several newspapers reports and articles as well as from the company. Different sources of documents will give me different views in examining this issue.
1.2 Marketing Mix Analysis
According to The American Marketing Association marketing is “the process of planning and executing the conception, pricing, promotion, and distribution of ideas, goods, and services to create exchanges that satisfy individual and organizational goals” [2] . In this analysis, I am going to analyse the marketing mix used by the company which the responds from the consumers from a survey that I conducted are also included. From the MDD Quarterly Financial Report for 2010 it is found out that the gross profit of MDD roses from 32.6 million to 42.6 million. The increase is closely related to the marketing mix used by the company.
Price plays the most important role as F&B industry are already concentrated with intense competitions. MDD use competition-based pricing as in the industry MMD have many competitors. MDD is the price setter for the industry as they holds 31.1% [3] of the market share as recorded in February