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Ramly Food Processing Sdn Bhd is a Malaysian food manufacturer founded in 1984 that produces meat-based products like beef, chicken, and seafood. It aims to provide jobs and become a household name in Malaysia and internationally. Ramly is now a major player in the frozen food industry in Malaysia and exports products to Singapore, Indonesia, and Thailand. It faces competition from companies like Ayamas but has maintained strong market dominance.
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- 1. LOGO EIB11303- PRINCIPLE OFMARKETING Marketing Plan For Ramly Food Processing Sdn Bhd Prepared by: Dayangku Siti Zulaiha Binti Awang Marbawi (62289113984) Nurita Binti Haruman (62289313260) Nur Fatini Zahra Binti Roslan (62289113740) Prepared for: En. Mohd Hisham Bin Hashim Date: 8 April 2013
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- 3. EXECUTIVE SUMMARY RAMLY FOODPROCESSING SDN BHD is a well-known Bumiputra-owned food-based manufacturer dealing in meat- based products such as beef, chicken and seafood. The company was founded in 1984 from a pure desire by owners, Dato' Haji Ramly Bin Mokni and Datin Hajjah Shala Siah Binti Abdul Manap to produce halal, clean and quality products. The company owns a processing plant located in SME Industrial Park, Mukim Batu, Kuala Lumpur offering job opportunies in management, production to product marketing and distribution. RAMLY is now a household name in Malaysia and international markets.
- 4. EXECUTIVE SUMMARY Malaysianburger created by Dato' Haji RAMLI MOKNI and his wife Puan Hajah Shala bt Abd Manaf Started in 1984 as small family business Operated from mobile kiosk at Lorong Haji Hussin in KL Ideas comes from his observation when work as meat cutter at the supermarket and wishes to produces halal, clean and quality products
- 5. COMPANY GOAL Provide andoffering job opportunities in management, production to product marketing and distribution and become household name in Malaysia and international markets and plan export Ramly food products worldwide.
- 6. STRATEGIC OBJECTIVE MISSION: Achieve excellent in thebusiness target. MISSION AND VISION VISION: To produce halal, clean and quality product.
- 7. BUSSINESS SUMARY Ramly Burgerhave evolve quite nicely from only burger stall to a product manufacturer and getting stronger day by day. Their dedication in providing a good, quality and also halal meat to the consumer can be seen throughout their journey and their development of idea to create a better business opportunity.
- 8. INDUSTRY ANALYSIS Malaysia's frozenfood industry is a diverse as the multiculture of Malaysia with a wide range of processed frozen food with Asian taste. The food processing industry is predominantly Malaysian-owned. It is estimated that the global retail sales in frozen food products is expected to grow annually and will be reaching a high record as the frozen food products became more and more consumed as it is an easy and fast way to enjoy food.
- 9. MARKET SIZE Reached RM1billion sales and have opened two processing plants in Cheras and Mukim Batu which produces 150,000 tonnes products daily.
- 10. MARKET GROWTH Apart fromMalaysia Ramly products also available in Singapore, Indoneisa and Thailand which has contributed 30% of the company’s revenue.
- 11. COMPETITIVE ADVANTAGE RAMLY BURGER •RamlyBurger has indeed a strong domination in Malaysia’s market. reached RM1 billion sales and have opened two processing plants in Cheras and Mukim Batu which produces 150,000 tonnes products daily •Product: Frozen Chicken Burger & Beef Burger, Chicken Burger Classic Oblong, Beef Burger Classic Oblong & Lamb Burger Classic Oblong, Fish Burger & Prawn Burger, French Fries, Hotdog, Sausage, Chilli Sauce, Tomato sauce •2012 sees they‟re taking their advertising campaign to a cooking show „Enak Memasak Bersama Ramly Daripada Chef Liza‟ on TV3 providing an audience to learn 26 recipe by Chef Liza. Took part in 2008 Malaysia International Food & Beverage (MIFB) AYAMAS • Ayamas currently has 36% overall market share in frozen and freezer-to fryer products in the country and expand its dine-in restaurant Rasamas up to 40 outlet for now. • Product: Frozen products such as Burger, Sausage, Nugget, Meatball, Chicken Meatload, Bone-In. • The promotion campaign includes in store marketing materials, neighbourhood leaflet drops and online social media for a wider reach to customers. They also launching a Facebook game • Promoting their product by creating new recipes to be demonstrated by our own famous local celebrity chef, Chef Wan. • It is a roadshow campaign held at selected supermarkets and hypermarkets where there‟s a cooking contest for the audience to take part. It give the opportunities for the shoppers to meet Chef Wan
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