The document proposes merging existing herbal supplement products and developing a new combined product. It discusses merging Pil Binari Puteri and Pil Manjakani to create a product for general women's health, and merging Pil Binari and Pil Wanita Manjakani Serapat to create a post-natal care product. The new products would have updated ingredients including Labisia pumila, Glycyrrhiza glabra, and Piper longum to provide benefits such as cancer prevention. Market analysis suggests demand for herbal supplements is growing due to health concerns, and the new products could target women aged 18-60 in Malaysia, Asia and globally.

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Manjakani Traditional Health Supplement
Concept Overview
Prepared by: Muhammad Hidzir b Ismail
1.1 BACKGROUND
Customers are currently looking for a product which caters to their health objectives:
1. General Health
2. Post Natal care
Currently Pil Binari and Pil Binari Puteri cater for 2 separate usage and target groups. Pil Manjakani
and Pil Wanita Manjakani Serapat also cater for 2 separate usage and intended use. Pil Binari Puteri
and Pil Manjakani need to be merged to cater for general health of women, while Pil Binari and Pil
Wanita Manjakani Serapat need to be merged to cater for post natal care after childbirth.
1.2 VISION
Newly formulated product of manjakani-based traditional health supplement (jamu) needs to
be introduced into the market.
1.3 MARKET
No Items
1 Target group for Pil Binari Puteri and Pil Manjakani :
 Teenage girls to adult women
 Age 18 to 60
2 Target group for Pil Binari and Pil Wanita Manjakani Serapat:
 Teenage girls to adult women
 Age 18 to 60
 Had recently experienced childbirth (Post natal)
3 The target market will be interested in maintaining their general health as women
and in need of traditional health supplements. According to Hasan, S.S et al. (2010) in
The Journal of Alternative and Complementary Medicine, proliferation of

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complementary and alternative health supplement is because that the perception of
that they have fewer harmful side effects on the body.
4 The global herbal industry
 Had become increasingly important worldwide
 US$ 80 billion in 2000
 Projected to increase to US$ 200 billion
 Global trade projected to triple by 2020
 Herbal medicine market expected to grow by 10 and 20 percent
5 Asian market
 Brought in $2.4 billion sales (2003)
 $5.8 billion (2004)
 $6 billion (2005)
 Estimated to be worth about $6.4 billion
 Japan market is worth over $2.6 billion
6 Malaysia
 Herbal remedies market is estimated to be around RM 2 billion
 30% of the market is Traditional Malay remedy
 Estimated to grow at the rate of 15 percent per annum
 Market value rising from 7 billion ringgit in 2010 to 29 billion ringgit in 2020
7 According to Paul et al. (2013), Small and Medium Enterprise:
 Malaysia’s herbal small and medium enterprise industry total value was
estimated at RM4.55 billion in 1999.
 The herbal small and medium enterprise industry in 2005 has been identified
as a new and future industry group with as a new and future industry group
with an estimated market value of RM7.97 billion.
Key driving force for growth in Herbal SME :
 Changes in life style
 Growing emphasis on health
 Growing cost of the synthetic medicines
According to Nordin, N. et al. (2008):
Key markets for Malaysian SME :
 China
Future Markets for Malaysian SME:
 Brunei

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.
 Hong Kong
 India
 Indonesia
 Philippines
 SEA countries
 Thailand
 China
 Europe
 Singapore
 USA
8 Traditional products is in the form of
 Tablets
 Capsules
 Powder
 Granules
 Pills
 Syrup
9 Traditional products currently manufactured
 Traditional Chinese medicine
 Medicated oils
 Marine extracts
 Local herbal extracts; i.e. Tongkat Ali, Pegaga, Mengkudu, Kacip Fatimah, etc
 Herbal/health supplements
10 Existing competitors
 Adilla Beauty
 Atika Beauty
 Beauty Garden (Jamu Ratu
Dara)
 Cosry Skin Therapy
 D’Herbs
 De’Zara Beauty
 Dnars
 Dnavechee
 Eskayvie
 Healthy Zahra
 Jamu Mak Dara
 Jamu Jelita
 Megah Perawan
 Mustika Ratu
 Nona Roguy
 Nouvelles Visages
 Nurbeautyline
 Sendayu Tinggi
 Vasia
 Yusmira Herbs

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1.4 BUSINESS OPPORTUNITY
No Items
1 Demand for alternative bases derived mainly from medicinal plants is growing.
Demand is increasing because of:
 Population growth
 Greater affluence
 Changing life style
 Rising awareness on ‘green’
 Halal principles
2 Continued to be favored by many consumers thanks to the perception that it have
fewer harmful side effects on the body compared to non-herbal/traditional products
3 The concept fits Putri Binari’s mission to be the leader in herbal and traditional
supplements and to be the front leader in traditional healthcare for women.
1.5 REVENUE MODEL
 Prices depend upon the efficacy, sources and marketing methods. Many are sold through direct
marketing and in view of the commission payable along the line, prices tend to be higher.
 Many packaged herbal products are sold over the counter and they are relatively lower in price.
Some products are provided with consultancy services and they tend to be higher.
 Pricing strategy, cost structure, profit structure and packaging will be handled by Production
Planning and Product Development
1.6 SALES AND MARKETING
 The common distribution chain for pharmaceuticals, OTCs health and herbal supplements is as
follows: Manufacturer  importer/distributor  wholesaler  retailer  customer.
 The products currently are being marketed to distributors, wholesalers, and retailers.
 List of Distributors:
 Benway
 Golden CKS
 Natureen
 Perniagaan Herba
 Perniagaan Wong Maju
 PT Widuri
 TLK
 Toko Jamu Kemaman
 YS Marketing

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 List of Wholesalers:
 Benebi Jaya
 Binary Herb Shop
 Cahaya Kemilau
 Citra Melati
 Harapan Bunda
 Herbarina
 Jaya Pratama
 Mydin
 Pelangi Kosmetik
 Perniagaan Sri Neubina
 Tesco
 Salespersons and promoters need to be educated first on the product.
1.7 PRODUCT DEVELOPMENT
1. Pil Binari and Pil Wanita Manjakani Serapat
Aspect Items
Trend 1. Customers wants one product that meets all their needs
2. Competitors namely Jamu Rahsia Bidan Kampung, Beauty Garden Jamu Ratu
Dara and Jamu Mak Dara Gold have one product for all types of women
3. Ingredients need to be moved away from traditional Indonesian image to
traditional Malaysian image (modern), as to cater for market needs.
4. Pil Binari and Pil Wanita Manjakani Serapat need to be updated with current
times and properties
5. Intended use for women who experienced childbirth (post natal)
6. Both have same ingredients

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Technical Current ingredients include:
Quercus infectoria gallae (Manjakani)
 Treat inflamed or ulcerated tissues. They also contribute to most of the
astringent property of manjakani and are therefore great for vaginal tightening.
 Used to treat skin infections, gastrointestinal disorders and vaginal infections.
Uncaria gambier (Gambir)
 Used as herbal medicine, and occasionally as a food additive
Jatrophae curcas folium (Jarak pagar)
 Used as a contraceptive in South Sudan.
Ingredients New ingredients to include are:
Labisia pumila (Kacip Fatimah)
 The traditional uses of the plant include easing of childbirth, as a post-partum
medication to contract the birth channel, regulation of the menstrual cycle, and
alleviation of menstrual symptoms.
Glycyrrhiza glabra (Licorice)
 Has antiviral, antimicrobial, anti-inflammatory, hepatoprotective, and blood
pressure-increasing effects
 Effective in treating hyperlipidaemia (a high amount of fats in the blood)
 Useful in preventing neurodegenerative disorders (Alzheimer’s disease,
dementia) which women appear to be at an increased risk. Although women
have longer life spans may contribute to this differential risk. Specifically, the
loss of hormones at menopause has emerged as a significant risk factor.
Piper longum (Long Pepper – fruit)
 Has piperlongumine. Piperlongumine may have anti-cancer properties. One
study showed that piperlongumine inhibits the growth of malignant breast
tumors.
Coriandum sativum (Coriander – seed)
 Coriander is considered an aid to the digestive system. It is an appetite
stimulant and aids in the secretion of gastric juices.
 The seeds are used as a traditional drug for the treatment of diabetes.
Coriander seeds are considered to have cholesterol-lowering properties.
 Coriander has pain-relieving properties and is useful for headaches, muscle
pain, stiffness and arthritis. It is helpful on the digestive tract, and is good for
increasing appetite, and relieving nausea, diarrhea, flatulence and indigestion.
It is reputed to enhance circulation and relieve fluid retention.

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New proposed ingredient (400mg) for 60 capsules
Name Amount
Quercus infectoria gallae 100mg
Coriandum sativum 100mg
Glycyrrhyza glabra 100mg
Labisia pumila 50mg
Piper longum 50mg
Usage /
Purpose
1. General health and wellbeing after childbirth
2. Strengthen body muscle after childbirth
3. Improve health of womb after childbirth
4. Relief of vaginal discharge
5. Improve menstrual flow
6. Relief of menstrual pain
7. Relief of vaginal discharge
8. Relief of flatulence
Packaging Packaging strategy
 Packaging needs to be attractive and moving away from traditional Indonesian
herbal supplement into a more modern traditional Malaysian herbal
supplement
 Packaging needs to be able to stand the test of time, heat, and light so that it
does not fade.
 Packaging must convey information and so that customers understand the
product name and intended use
 Packaging does not include outer carton as to keep with current trends of bare
bottles without outer carton and insert
Advertising
and
Promotion
The main objective of advertising and promoting is to attract the attention of
customers and subsequently persuade them to purchase.
Cost-effective advertising solutions include:
 Displaying promotional material at point of purchase
 Radio, television and print advertisements
 Internet and social media advertisements

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 Free samples and coupons upon getting and using testimonials
 Booths at events, tradeshows and expos
Proposed location for promotion:
 Mydin Bukit Jambul
 Mydin Meru Raya Ipoh
 Mydin Bertam
 Mydin Taman Saga Alor Star
 Mydin Mall Kuala Terengganu
 Mydin Gong Badak
 Mydin Subang Jaya
 Mydin Shah Alam
 Mydin USJ
Sales Product strategy
 The product offers wide range of benefits for women’s general health. An
improved formulation caters for women to strengthen their womb and body
muscles after experiencing childbirth.
 The product now offers numerous benefits for the price of one, which saves the
customer time and money.
 Higher dosage of tablets eliminates the need for consuming two tablets per
serving (400mg)
 Future strategy would be including the product in a spinoff product of post
natal care set
Location strategy
 Exact niche for the product is women aged 18 to 60 who experienced childbirth
 Located in urban and suburban, near the location of traditional health kiosk or
wholesaler with HBA section.
 The product may be similar to other products, yet more affordable for a specific
demographic.
Pricing strategy
 Our pricing structure starts from RM 70 to RM 100 for 60 capsules.
 Our competition starts at RM 70 for 30 capsules to RM 140 for 90 capsules.

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2. Pil Binari Puteri and Pil Manjakani
Aspect Items
Trend 1. Customers wants one product that meets all their needs
2. Competitors namely Jamu Rahsia Bidan Kampung, Beauty Garden Jamu Ratu
Dara and Jamu Mak Dara Gold have one product for all types of women
3. Ingredients need to be moved away from traditional Indonesian image to
traditional Malaysian image (modern), as to cater for market needs.
4. Pil Binari and Pil Manjakani need to be updated with current times and
properties including anti-cancer and hepatoprotective effects
5. This is because of very low sales in Pil Manjakani
6. Products for teen girls and women will be combined
Technical Current ingredients include:
Quercus infectoria gallae (Manjakani)
 Treat inflamed or ulcerated tissues. They also contribute to most of the
astringent property of manjakani and are therefore great for vaginal tightening.
 Used to treat skin infections, gastrointestinal disorders and vaginal infections.
Uncaria gambier (Gambir)
 Used as herbal medicine, and occasionally as a food additive
Jatrophae curcas folium (Jarak pagar)
 Used as a contraceptive in South Sudan.
Arecae semen (Biji Pinang)
 Effective in treating hyperlipidaemia (a high amount of fats in the blood)
 Expels intestinal parasites, treats indigestion and constipation, and have diuretic
effect (treats edema)
Sappan lignum (Kayu secang)
 This herb can dissolve blood stasis, resolve mass, dredge menstruation and
alleviate pain indicated for amenorrhea due to stasis, dysmenorrhea,
postpartum abdominal stagnant pain, heart and abdomen pain.
Curcuma domestica rhizome (Turmeric)
 Used traditionally as a remedy for stomach and liver ailments
 Active compound curcumin is believed to have anti-inflammatory, antioxidant,
antitumour, antibacterial and antiviral activities

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 C.domestica extracts are as effective as ibuprofen for the treatment of knee
osteoarthritis
Ingredients Ingredient to exclude are:
Sappan lignum (Kayu secang)
 This herb can dissolve blood stasis, resolve mass, dredge menstruation and
alleviate pain indicated for amenorrhea due to stasis, dysmenorrhea,
postpartum abdominal stagnant pain, heart and abdomen pain.
Arecae semen (Biji Pinang)
 Effective in treating hyperlipidaemia (a high amount of fats in the blood)
 Expels intestinal parasites, treats indigestion and constipation, and have diuretic
effect (treats edema)
New ingredients to include are:
Labisia pumila (Kacip Fatimah)
 The traditional uses of the plant include easing of childbirth, as a post-partum
medication to contract the birth channel, regulation of the menstrual cycle, and
alleviation of menstrual symptoms.
Glycyrrhiza glabra (Licorice)
 Has antiviral, antimicrobial, anti-inflammatory, hepatoprotective, and blood
pressure-increasing effects
 Effective in treating hyperlipidaemia (a high amount of fats in the blood)
 Useful in preventing neurodegenerative disorders (Alzheimer’s disease,
dementia) which women appear to be at an increased risk. Although women
have longer life spans may contribute to this differential risk. Specifically, the
loss of hormones at menopause has emerged as a significant risk factor.
Piper longum (Long Pepper – fruit)
 Has piperlongumine. Piperlongumine may have anti-cancer properties. One
study showed that piperlongumine inhibits the growth of malignant breast
tumors.
Coriandum sativum (Coriander – seed)
 Coriander is considered an aid to the digestive system. It is an appetite stimulant
and aids in the secretion of gastric juices.
 The seeds are used as a traditional drug for the treatment of diabetes. Coriander
seeds are considered to have cholesterol-lowering properties.
 Coriander has pain-relieving properties and is useful for headaches, muscle pain,

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stiffness and arthritis. It is helpful on the digestive tract, and is good for
increasing appetite, and relieving nausea, diarrhea, flatulence and indigestion. It
is reputed to enhance circulation and relieve fluid retention.
New proposed ingredient (450mg) at 60 capsules
Name Amount
Quercus infectoria gallae 100mg
Labisia pumila 100mg
Coriandum sativum 100mg
Piper longum 50mg
Glycyrrhyza glabra 50mg
Curcuma domestica 50mg
Usage /
Purpose
1. General health and wellbeing
2. Balance hormones
3. Improve menstrual flow and regulate menstrual cycle
4. Relief of vaginal discharge
5. Reduce white discharge
6. Relief of stomach ache and back pain
7. Enhance health and digestion
Packaging Packaging strategy
 Packaging needs to be attractive and moving away from traditional Indonesian
herbal supplement into a more modern traditional Malaysian herbal supplement
 Packaging needs to be able to stand the test of time, heat, and light so that it
does not fade.
 Packaging must convey information and so that customers understand the
product name and intended use
 Packaging does not include outer carton as to keep with current trends of bare
bottles without outer carton and insert
Advertising
and
Promotion
The main objective of advertising and promoting is to attract the attention of
customers and subsequently persuade them to purchase.
Cost-effective advertising solutions include:
 Displaying promotional material at point of purchase

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 Radio, television and print advertisements
 Internet and social media advertisements
 Free samples and coupons upon getting and using testimonials
 Booths at events, tradeshows and expos
Proposed location for promotion:
 Mydin Bukit Jambul
 Mydin Meru Raya Ipoh
 Mydin Bertam
 Mydin Taman Saga Alor Star
 Mydin Mall Kuala Terengganu
 Mydin Gong Badak
 Mydin Subang Jaya
 Mydin Shah Alam
 Mydin USJ
Sales Product strategy
 The product offers wide range of benefits for women’s general health.
 The product now offers numerous benefits for the price of one, which saves the
customer time and money.
 Higher dosage of tablets eliminates the need for consuming two tablets per
serving (450mg)
Location strategy
 Exact niche for the product is women aged 18 to 60
 Located in urban and suburban, near the location of traditional health kiosk or
wholesaler with HBA section.
 The product may be similar to other products, yet more affordable for a specific
demographic.
Pricing strategy
 Our pricing structure starts from RM 30 to RM 70 for 60 capsules.
 Our competition starts at RM 30 for 60 capsules to RM 140 for 90 capsules.

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1.8 SOURCE
The product will be available after outsourcing with traditional supplements factory. Suggested
potential factories:
1. Sari Tani Desa Sdn Bhd
 Sari Tani Desa is a company and bumiputera manufacturer with GMP status for herbal
products, manjakani and habbatus sauda.
 Address: 21, Jalan Apollo U5/188, Subang 2, 40150 Shah Alam, Selangor, Malaysia
 Sari Tani is currently our repacker for Kzanah Manjakani Sarapat Plus
2. FA Herbs Sdn Bhd
 GMP standard factory nestled among 6 acres of private land. Located in the town of Kuala
Selangor, Selangor.
 Involved in the production of consumables herbal supplement in the form of pills, capsules and
sachets.
 Apart from the manufacturing, they also take in contracts for packaging such as capsule and tea
bag fillings, bottle labeling and boxing.
 Address: Lot 571, Jalan Bukit Belimbing, Kuala Selangor, Selangor.
Suggested potential packaging suppliers:
1. Ean Label Industry Sdn Bhd - 10 & 12, Jalan Tago 7, Togo Industrial Park, 52200 Kuala Lumpur
 Label supplier – has been with us for past 2 year
 Specialist in sticker label with various material
2. Sin Tong Hwa Trading Sdn Bhd – Lot 55 Jalan E ½, Kaw Perindustrian Taman Ehsan, Kepong, Kuala
Lumpur.
 All in one company for Die-cut carton service, Glue Lamination, offset printing, corrugated
carton, packaging, point of sales material. (POSM)
3. Glass & Plastic Packaging Sdn Bhd - 3A OMNI Kota Damansara, Lorong Teknologi C (Off Jalan
Teknologi) Taman Sains Selangor 1, PJU 5, Kota Damansara, 47810 Petaling Jaya.
 Supplier for various glass and HDPE and PET plastic bottle.
 Supply in small quantity as well as large quantity.
4. Mayplas Packaging Sdn Bhd - No. 3, Jalan Sejahtera 25/124, Taman Perindustrian Axis, Seksyen 25
Shah Alam.
 Supplier and manufacture for HDPE and PET bottle.

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1.9 MARKET ANALYSIS
 Product Development and Sales Manager will do market analysis
 Market analysis will include market survey
 Market survey will be done by handing out questionnaire to Binary Herb Shop, and faxed to
merchandisers. Merchandisers each will need to find 10 - 20 women to answer questions.
Personal details are not necessary. Promoters and salespersons will send back survey to HQ
for analysis (see Appendix)
 Survey will include demographics of
o Women
o Age 18 to 60
 Questions to solicit will assess the following:
o Assessing knowledge of safety and regulation of herbal products
o Assessing attitudes toward herbal products
o Assessing current health status
o Assessing awareness of herbal products
o Assessing use of herbal products
1.10 ASSUMPTIONS
PRELIMINARY RESOURCE ESTIMATES
TYPE RESOURCE
Production Planning Mr Ahmad Azian Mohamad
Product Development Mr Muhammad Hidzir b Ismail
Sales & Marketing Manager Mr Mudzakir Sabil Kamarudin
Key assumptions supporting these estimates:
 Product Development will do market analysis assisted by Sales & Marketing Manager
 Product Development will research best possible outcome for a product
 Product Development will add in new ingredients
 Production Planning and Product Development will source materials, traditional outsource factory,
packaging materials and labeling material
 Production Planning will do pricing strategy, cost structure, profit structure and packaging.

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1.11 RESOURCE REQUIREMENTS
 Market research and time required
 R&D resource for product design, potentially causing a delay in current project delivery
 Finance & Ops support
 Time requirements of Product Development to master skill
 Time requirements for forging strategic alliance with traditional factory
1.12 QUESTIONS
 What product is needed in the market?
 What are the ingredients?
 What sort of packaging would attract customers?