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To increase the sales of organic chicken product of Kee Song (M) Sdn Bhd by using strategic innovative marketing approach

Kee Song (M) Sdn Bhd is a company that was established back in 1987. Their main products consist of frozen and fresh chicken products. The whole pandemic situation has instigated the company’s sales forecast on the organic chicken product. The sales are expected to follow the projected exponential f...

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Main Author: Samsul Kamal, Muhammad Syahmi Shahiman
Format: Thesis
Language:English
Published: 2022
Subjects:
H Social Sciences (General)
Online Access:http://eprints.utm.my/id/eprint/102327/1/MuhammadSyahmiShahimanMAHIBS2022.pdf
http://eprints.utm.my/id/eprint/102327/
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spelling my.utm.1023272023-08-17T01:13:57Z http://eprints.utm.my/id/eprint/102327/ To increase the sales of organic chicken product of Kee Song (M) Sdn Bhd by using strategic innovative marketing approach Samsul Kamal, Muhammad Syahmi Shahiman H Social Sciences (General) Kee Song (M) Sdn Bhd is a company that was established back in 1987. Their main products consist of frozen and fresh chicken products. The whole pandemic situation has instigated the company’s sales forecast on the organic chicken product. The sales are expected to follow the projected exponential forecast, but it is currently not. To add to that, most of the companies did a transition from doing conventional marketing into e-commerce, but Kee Song has been behind in following this trend. The whole paper is oriented toward exploring the suitable marketing strategies for Kee Song Sdn Bhd to adopt to gain competitiveness in Malaysia’s digital market. The primary objective of this study is to identify the effective channel to increase brand awareness toward the lactobacillus chicken among the customers. The second specific objective is to identify the strategies that can be used to increase engagement and sales towards the company’s offerings during the digital era. The exploration process was divided into two-phase, cycle one and cycle two. During cycle one of the interventions, the researcher has been conducting Facebook marketing and a live cooking show program. Meanwhile, during cycle two of interventions, the researcher has engaged in influencer marketing and house brand collaboration with Aeon Co. Both cycles of interventions were successfully conducted aligned with the AIDA model along with the push and pull theory. Previous and contemporary studies were also examined to work as guideline and reference for the researcher. All the data obtained are displayed along with the constructive and conclusive review. 2022 Thesis NonPeerReviewed application/pdf en http://eprints.utm.my/id/eprint/102327/1/MuhammadSyahmiShahimanMAHIBS2022.pdf Samsul Kamal, Muhammad Syahmi Shahiman (2022) To increase the sales of organic chicken product of Kee Song (M) Sdn Bhd by using strategic innovative marketing approach. Masters thesis, Universiti Teknologi Malaysia, Azman Hashim International Business School. http://dms.library.utm.my:8080/vital/access/manager/Repository/vital:147764
institution Universiti Teknologi Malaysia
building UTM Library
collection Institutional Repository
continent Asia
country Malaysia
content_provider Universiti Teknologi Malaysia
content_source UTM Institutional Repository
url_provider http://eprints.utm.my/
language English
topic H Social Sciences (General)
spellingShingle H Social Sciences (General)
Samsul Kamal, Muhammad Syahmi Shahiman
To increase the sales of organic chicken product of Kee Song (M) Sdn Bhd by using strategic innovative marketing approach
description Kee Song (M) Sdn Bhd is a company that was established back in 1987. Their main products consist of frozen and fresh chicken products. The whole pandemic situation has instigated the company’s sales forecast on the organic chicken product. The sales are expected to follow the projected exponential forecast, but it is currently not. To add to that, most of the companies did a transition from doing conventional marketing into e-commerce, but Kee Song has been behind in following this trend. The whole paper is oriented toward exploring the suitable marketing strategies for Kee Song Sdn Bhd to adopt to gain competitiveness in Malaysia’s digital market. The primary objective of this study is to identify the effective channel to increase brand awareness toward the lactobacillus chicken among the customers. The second specific objective is to identify the strategies that can be used to increase engagement and sales towards the company’s offerings during the digital era. The exploration process was divided into two-phase, cycle one and cycle two. During cycle one of the interventions, the researcher has been conducting Facebook marketing and a live cooking show program. Meanwhile, during cycle two of interventions, the researcher has engaged in influencer marketing and house brand collaboration with Aeon Co. Both cycles of interventions were successfully conducted aligned with the AIDA model along with the push and pull theory. Previous and contemporary studies were also examined to work as guideline and reference for the researcher. All the data obtained are displayed along with the constructive and conclusive review.
format Thesis
author Samsul Kamal, Muhammad Syahmi Shahiman
author_facet Samsul Kamal, Muhammad Syahmi Shahiman
author_sort Samsul Kamal, Muhammad Syahmi Shahiman
title To increase the sales of organic chicken product of Kee Song (M) Sdn Bhd by using strategic innovative marketing approach
title_short To increase the sales of organic chicken product of Kee Song (M) Sdn Bhd by using strategic innovative marketing approach
title_full To increase the sales of organic chicken product of Kee Song (M) Sdn Bhd by using strategic innovative marketing approach
title_fullStr To increase the sales of organic chicken product of Kee Song (M) Sdn Bhd by using strategic innovative marketing approach
title_full_unstemmed To increase the sales of organic chicken product of Kee Song (M) Sdn Bhd by using strategic innovative marketing approach
title_sort to increase the sales of organic chicken product of kee song (m) sdn bhd by using strategic innovative marketing approach
publishDate 2022
url http://eprints.utm.my/id/eprint/102327/1/MuhammadSyahmiShahimanMAHIBS2022.pdf
http://eprints.utm.my/id/eprint/102327/
http://dms.library.utm.my:8080/vital/access/manager/Repository/vital:147764
_version_ 1775621970880102400
score 13.211869

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