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E) Product support servicesMarrybrown provides several product support services which are home deliveryservice by calling their hotline (044-46218777), or through online ordering service. Withcalling centre, customers would be able to make order with just a dial to the nationwidehotline number from anywhere of Malaysia. It brings a lot of benefits to their customersto enjoy the convenience and efficient service. This can help to enhance customers’satisfaction and yield profitable growth for Marrybrown.2.1.3 Major brand strategic decisionBrand PositioningMarrybrown position their brand in the category of product attributes. In the sets ofnasi Marrybrown,it contain one piece of chicken, rice, crunchy peanut, “acar” and adrink. The foods sell in Marrybrown are all halal and it is appropriate to Malaysians’lifestyle. For example, they offer local favourites such as satay, nasi goreng, nasi lemakand rice porridge which is popular among customers especially at its overseas outlets.Page | 4
Brand Name SelectionThe brand name of Marrybrown is simple to pronounce, recognize and easy toremember by everyone and has an international appeal. Besides, it is also can be easilytranslate into foreign language. For example, the name of “Marrybrown” after translatedto madarine is “玛玛玛” in China which is sounded almost the same as the original languageof pronunciation. Brand sponsorshipMarrybrown is classified as manufacturer’s brand and it is also called as nationalbrand, because they are selling their product under its own manufacturer’s brand names.The name of “Marrybrown” is created, used and owned by the founder of Marrybrownwhom named Nancy Liew. Besides, their sponsorship on product advertisement,development and distribution is completely done by the sole company.Brand DevelopmentMarrybrown is using brand extension strategy by introducing additional food andbeverages in a fast food category under the same brand name. A team of foodtechnologist are constantly designing some local food with new flavours and creativeconcept to provide more choices and healthy option for the customers. Marrybrown offersa variety of rice and burgers such as spicy chicken rice, “nasi delight”,burger withdifferent sauces. In addition, it is also sells different set meals for breakfast, lunch anddinner and a wide variety of combo meals for different seasons, such as “Fortune Burger”during Chinese New Year. (refer to Image 3)Page | 5
2.2 Pricing Strategy2.2.1 Factors Affecting Pricing DecisionsThere are four types of markets in pricing which are pure competition market,monopolistic competition market, oligopolistic competition market and pure monopolymarket. Nasi Marrybrown categorized in a monopolistic competition market because it isa market structure which has a large number of sellers that sell close substitute goods. Forexample, the biggest competitor of Marrybrown is McDonald as McDonald is selling