Ms Ponnoraliza says that Marrybrown is Malaysian home-grown restaurant chain. Founded in 1981, they have more than 350 outlets serving fried chicken, burgers, finger food, desserts and drinks. Marrybrown has extended the menu that includes seafood, rice based tproducts, noodles and porridge and they also offer a famous local Malaysian dish: Nasi Lemak (offered as “Nasi Marrybrown”). The restaurant’s one of the biggest advantage is offering halal food, to dominate halal based countries, and preventing weak direct competition with some larger fast food chains.
In the 1980s Marrybrown became the first fast food chain to franchise in Malaysia (Marry Brown). Marrybrown is the largest home-grown quick service restaurant chain with a global reach of over 400 outlets in Asia, Middle East, and Africa. Marrybrown is a global food service organization and a worldwide brand. Currently, Marrybrown is in different countries such as Dubai, India, China, Indonesia, Sri Lanka, Saudi Arabia, Kuwait, Kingdom of Bahrain, Syria, Republic of Tanzania, Qatar, Azerbaijan, Malaysia and Maldives (Marry Brown, 2012).
According to Marrybrown’s official website Marrybrown is a winner of numerous awards, Malaysian International Home-grown Franchise of The Year, Malaysia Franchise of The Year, First Malaysian fast food franchise, Most Promising Franchise of The Year, pioneer member of the Malaysia franchise association and The Brandlaureate SMEs best brands Award 1007- Food and Beverage, fast food. As Marrybrown does provide franchise, the numbers of franchisees has currently increased upto 82. Marrybrown has great opportunities for both domestic and international markets. The concept of Marrybrown is to be business of the future, fast growing market, wider reach to the customers, high brand recall, cash business, lower investment and better returns and serve the food to the customers at petrol pumps, highways, and large railway stations.
CURRENT MARKET SITUATION
Marrybrown is a well-known as fast food restaurant internationally where they draw in clients by staying on the objectives like enhancing their position in the home-developed market and building their brand and in the meantime concentrate on the high quality of food serving by customers well. Marrybrown’s main target is to improve their reputation amongst Malaysian’s customers, and to be recognized on what the restaurant is offering to attract more customers’ attention. On the other side, Marrybrown’s missions (2007) are to achieve a better standard in customer services, and increase sales and profits of the company. According to the official website of Marrybrown, their success is based on the high quality of foods, fast service and great value for money. Their products are prepared based on Malaysia’s Halal requirements. According to Ms Ponnorlize (2014) they provide fresh food in order to satisfy customers’ needs and make them enjoy with Marrybrown’s products.
Furthermore, the restaurant likewise gives a brilliant, stylish and fresh look that supplements the lifestyle of today’s customers. This system attracts the attention of a certain group of customers such as kids and teenagers. Marrybrown is an example of overcoming adversity based on extraordinary tasting formulas that are unique and truly Malaysian. They work on approaches to make food, services, and establishment operations better to convey the highest standards of value. Secured in 1981, they have over 400 outlets internationally. Marrybrown has expanded the menu that offers exotic local delights such as seafood, noodles, rice based products and porridge.
Nasi Lemak is one of the famous local Malay rice dish, based on the menu it is called as Nasi Marrybrown. Nowadays, Marrybrown offers a wide choice of unique, innovative products that focused on fast-food loving customers. Still, chicken presents the basic of the menu, including the signature Lucky Plate, Chicken Porridge, Nasi Marrybrown. Moreover, Marrybrown Sdn Bhd has turned into the first international company that opens an outlet in Myanmar. In three years Marrybrown has also targeted to set up 15 outlets in Southern Thailand, while this year from June until December it aims to open 15 new outlets in Malaysia. For now, there are more than 400 Marrybrown outlets in Malaysia, China, Indonesia, India, Sri Lanka, Maldives, Tanzania, the United Arab Emirates, Kuw
ABOUT THE COMPANY
Malaysian based fast food chain started back in 1980s, Marrybrown is the nation’s largest fast food chain with 400 outlets in 11. Half of its outlets are in Malaysia and others in abroad. It is the only fast food chain that satisfies halal food customers (Marrybrown.com.my, 2012). Marrybrown serves the food at affordable price and is the first Malaysian fast food franchise in the country. Marrybrown’s core values are high quality food, fast service, clean environment and great value for money. Marrybrown is expanding internationally to become a global fast food industry. Soon it will open in Syria, Azerbaijan and Iran. Marrybrown has been awarded Malaysia International Home grown Franchise of The Year in the years of 1998, 1999, 2000, 2001 and promising franchiser award in India.
a) High quality food
b) Halal food
c) Unique fast food concept-Marrybrown carries a unique concept which brings about a fun and exciting eat-out experience.
d) Adaptability to the market.
a) Niche target market
b) Intense competition
c) Competitors quality of products and services
a) Growing market
b) Improve the infrastructure for the society around it.
c) Job opportunities for more.
b) Consumers looking for better deal.
To make a successful marketing plan, firstly have to plan the objectives of marketing plan. Followings are the objectives of Marrybrown’s marketing plan on the new product Nasi MarryBrown (Nasi Lemak). To make the traditional recipe as well-known and penetrate into international market. To increase sales by 50% in upcoming 6 months.
To increase brand awareness among targeting customers.
To cover the whole target market.
To increase the number of new customers.
To increase the visibility and memorability of brand identity.
To create value and make a difference
Planning the marketing strategies is the most important for a company in introducing the new products. To penetrate the new product into market, it is vital to plan the marketing strategies. There are 4 types of marketing tools in a marketing plan; which is called 4 Ps. In order to introduce Marry Brown’s new product Nasi MarryBrown (Nasi Lemak), the company decide to apply 4 Ps to contribute into a marketing mix.
Pricing strategy is the chase of classifying the ideal price for a product. Pricing strategy in marketing combines with other principles which are known as product strategy, place strategy and promotion strategy so that a new set of product can penetrate into market in a short period of time and build customers’ satisfaction. Marrybrown decided to use three types of pricing strategy to introduce our new product: Nasi MarryBrown (Nasi Lemak). We decided to apply discount pricing, skim pricing and market penetrating pricing systems. Marrybrown applies discount pricing in order to increase traffic and attracting new customers.
This discounted pricing magnets attention to the product and can be used as a catch to bring in customers who will possibly obtaining other items. We use the skim pricing system to find the ideal price point for our product, which is unique item with unknown consumer demand. Our goal is to maximize potential profits layer by layer until the ideal price is reached. The appliance of market penetrating plan is to gain market share early for Marry Brown. The introduction of Nasi MarryBrown to the market is provided at low end prices in hopes to gain the attention, loyalty, and market share of the customer base.
The product offering, the heart of an organization’s marketing program, is usually the starting point in creating a marketing mix. As a fast food restaurant Marrybrown offers variety of fast foods and other type of food which are uncommon for fast food restaurants. The products are not much different from its competitors like McDonald’s and KFC in Malaysia, especially products are much similar to KFC. The products offered are burgers, desserts, soft drinks, rice, chicken and sea food based menu. As it is mentioned above that Marrybrown operates its restaurants chains in mostly Asia, therefore Marrybrown’s new Nasi Marrybrown is segmented more for Asian customers. This is one of the reasons what makes Marrybrown stand out from its competitors. Especially, following its slogan: “Something different” which offers offers our new introduced product, despite that Marrybrown fast food restaurants, also offers different menu which are not common for fast food restaurants.
The “Something different” menu are rice and noodle products, and specifically include the new introduced dish: Nasi MarryBrown. The reason for offering Nasi Marrybrown is because it is one of the local favourites and attracts Asians since the restaurants chain mainly operate in Asia. (Yuvaraj S, 2011). Zazali M. (2012) reports that Chan, the restaurant chain owner, says they had to be different, so instead of offering only fried chicken and burgers they also offer locals’ main diches such as Nasi Goreng, Nasi Lemak (Nasi MarryBrown) and Chicken and Satay. She continued claiming that their competitors from US started copying their business module. Moreover, Marry Brown’s the advantages on its products over its competitors offering only halal food in Muslim countries would help the newly introducing product to become marketable as they are halal food.
The picture below is the newly introduced product
One of the important part of marketing is distribution or place some may say. Without it marketing would be almost impossible. Place or distribution, strategies are concerned with making products available when and where customers want them. Would you rather buy a kiwi fruit at the 24- hour grocery store within walking distance or fly to Australia to pick your own?
We have conducted an interview with an outlet operator of Marrybrown namely Ms Ponnorliza (2014). According to her, Marrybrown has tough time with distribution. Its outlets are not placed in much places needed, which means not many customers are accessible to Marrybrown restaurants. As she mentioned that one of its competitors, McDonalds, is placed almost every 5 kilometres while Marrybrown is hard to find.
The picture above also proves that Marrybrown is not popular in many parts of Malaysia compared to its close competitors which are easily accessible. However, making Marrybrown more popular would cost time and more money. Therefore, we came out with the idea that Marrybrown should offer home delivery. Marrybrown does not offer home delivery service now, this is its one of downsides of it. Home delivery to near locations is good choice to customers who find inconvenient to go to nearest Marrybrown restaurants.
Usually, restaurants accept orders via receiving calls from customers for delivery services. While Marrybrown should offer online sale which can be used by customers who have a little more time. Online order is more convenient than ordering by calling, because customers can easily choose which product to offer from online menu and they will have unlimited time to choose as well.
As we most of us know that promotion includes advertising, public relations, sales promotion, and personal selling. Promotion’s role in the marketing mix is to bring about mutually satisfying exchanges with target markets by informing, educating, persuading, and reminding them of the benefits of an organization or a product. Ms Ponnorliza (2014) says in the interview that Marrybrown does not do much about advertising on TVs or any other places. However, advertising new product (Nasi Marrybrown) heavily can help to draw attention to them.
Since many people watch TVs, commercials on TV would be one of the best choices. Marrybrown should place more commercials on TV about Nasi Marrybrown in order to attract more customers. Commercial timing is also important, therefore Marrybrown should consider it too. Placing its commercial about the new product before every meal time is the best choice, since people are feeling hungry and they need to eat. In today’s day, as it is information century people use internet, it is also a good opportunity to place web advertisement of the new product on most used websites, especially, social networks like Facebook, YouTube, Tweeter, Instagram and so on. This method helps Nasi Marrybrown to become more noticed.
Road banners are also an effective way of advertising. Marrybrown should not forget about this too, placing its banners on the roads where traffic jam is more frequent is a good choice. Because when people are stuck in traffic jams there is more chance that they are paying attention to the advertisements. Especially, traffic jam where occur when people are coming back from their word, due to the fact that most people are hungry when they are coming back from work. Moreover, Ms Ponnorliza (2014) said that they visit and conduct different activities in different places in order to promote their products. This method is also useful and effective in promotion strategy. Additionally, telling about your about the product door to door is also one of effective ways of promoting. It can be done by mailing people’s mailboxes, mails which may include menus of the restaurant and pictures of the new promoted product.
According to our new marketing plan for Marrybrown product, we are planning to make it successful our plan within six months following by our objective. In our marketing plan, we are planning to apply our 4Ps marketing strategies properly so that our product can be selling well and increasing sales 50% in upcoming 6 months. Nowadays Marrybrown is using franchise system and open branches in other countries. So that we hope our marketing plan is going well not only in local market but also penetrating the international market. In conclusion, we hope our new product Nasi Marrybrown to be a best-selling product of Marrybrown in whole Malaysia and even internationally with suitable price.
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ZAZALI M. (2012) Marrybrown chain prospering after many trials and tribulations. The Star. [Online] Available from:http://www.thestar.com.my/Story/?file=%2F2012%2F3%2F28%2 Fmetrobiz%2F10997466. [Accessed: 24th July, 2014].