DELIVAGO

MYDIN WHOLESALE HYPERMARKET TAMPIN (PULAU

SEBANG), 78000 ALOR GAJAH, MELAKA.

BUSINESS OWNERS :

1. NUR SYAZWANI BINTI ZAKUAN

55104316011
2. SARAH AIDA BINTI SHARIL
55104316009
3. NUR RABIATUL ADAWIYAH BINTI AMRAN
551043160
4. NUR FATIN SYAHIRAH BINTI MOHD RAMDZI
55104316038
5. ZHARIFAH BARI’AH BINTI BASA’AH
55104316037

DATE OF SUBMISSION :
TABLE OF CONTENT

NUMBER CONTENT PAGE

1. EXECUTIVE SUMMARY 2
2. BUSINESS DESCRIPTION 3
3. BUSINESS LOCATION 4
4. CORPORATIVE STRUCTURE 5
5. MARKETING PLAN 6-7
 Target Market
 Market Size
 Competitors
6. MARKET SHARE 7
7. MARKETING MIX 7–8
 Product
 Price
 Place
 Promotion
8. OPERATIONAL PLAN 9
9. MATERIAL REQUIREMENTS 10
10. LAYOUT PLAN 11
 EXECUTIVE SUMMARY
There are a lot of product has come out bringing various type of food serving for
the society. Without wasting the opportunity, we decided to produce and selling our
own product which is Delivago with 20 different flavored of pudding powder. The
vision of the company was to become national company with values and guiding
principles employees that can be proud of, while the mission is to supply nutritious
foods to every people and make sure they will continuously consuming healthy foods.
Our product is believes in serving the best product possible goals under the highest
standard of quality ethical sourcing practices. Besides, our product can also make up as
souvenirs or snack during travelling.
This product has their very own uniqueness where it was served with 20 different
fibers (fruits) such as durian, banana, guava, jack fruit, papaya and rambutan. The
concept of the product is to encourage people to eat fruits because nowadays many
people does not care about their health therefore they only eat fast food and junk food
which can lead to harmful diseases. With our Delivago that rich of vitamin, people will
cut down consuming junk food in their daily routines then slowly change into healthy
lifestyle. Meanwhile, our Delivago can attract children to try as our Delivagois good
for them to learn eating fruits.
Based on the corporate structure, Nur Syazwani Bt Zakuan as a CEO of this
management. As the CEO of this business, she have a great personality and play her
role actively and handle greatest responsibility in this management. The duties and
responsibilities as a CEO of a company need a person who can acts as a direct liaison
between the Board and management of the company and communicates to the Board
on behalf of management. Her skills meets the characteristic of a CEO as she can
communicates and convincing the choice of most of customers. Because of that our
business can attract more people and give benefits to our flavoured DELIVAGO sales.
COO, Chief Operating Officer position is held by Sarah Aida Bt Sharil. The COO is
responsible for the daily operation of the company and routinely reports to the highest
ranking executive. The COO usually the second in command at the firm. This position
is corresponding with Sarah Aida Bt Sharil as she is a responsible person and a very
thorough person who can manage the reports with preferably.
Third is CFO, Chief Financial Officer which held by Nur Rabiyatul Adawiyah Bt
Amran. Rabiyatul Adawiyah was a degree graduated in accounting field which is the
CFO position suitable for her. The duties and responsibilities for CFO is to corporate
officer primarily responsible for managing the financial risk of the corporation. This
position also responsible for financial planning and record-keeping as well as financial
reporting to higher management. Her experience and skills in accounting field are
relevant to our business and can be responsible for the duties such as handle the
financial correctly for the business profit.
The Marketing position held by Nur Fatin Syahirah Bt Mohd Ramdzi. Duties of
Marketing Manager consists of manage all marketing for the company and activities
within the marketing department. Also develop the marketing strategy for the company
in line with company objectives and responsible for marketing campaigns with sales
activities. She was graduated in business field which ever involved in business and
marketing. Marketing position have to make sure the marketing strategy goes well and
have to find ideas on how to improve and attract more customer using the creative
campaigns with sales activities.
Based on what had been observed, this product get a very good response from the
community as this product is suitable for all ages. Moreover, this product can be
consumed by male and female. In the future prospect of our product is anticipated that
10 additional pudding flavor will be added such as mango, lychee, blueberry, lemonade
and so on. From this high opportunity, this product can be expand to be international
product as it production are to encourage people to consume healthy food. With various
flavor and additional flavor that will be added soon, we strongly believed that our
Delivago will get along as par as big brand food serving in the industry. In the same
time, this product is rarely found in the industry as most of the company will produce
something that already made in the industry which mean our product will be the first
one entering the market.
We also decided to accept booking orders, targeting people that organizing any
big event such as wedding ceremony, birthday party and university convocation. With
this chance, we can introduce our product to people with different status and can make
side profit with this type of business.
BUSINESS DESCRIPTION
The vision was to become national company with values and guiding principles
that employees could be proud of. The mission of our company will produce and sell
Dadih with 20 different flavoured of pudding powder. Retail customers will be in the
low to mid income bracket and will range in age from children to adult.
Delivago is believes in serving the best Delivago possible goals to grow our Dadih
under the highest standard of quality ethical sourcing practices. Our Delivago buyers
personally travel around the world to find the highest quality of curd pudding powder.
Our product can also use as souvenirs.
Delivago unlike other pudding of the same kind, our Delivago contains unique
ingredients that the other pudding don’t have. Our Delivago contains nutrition which is
fibre (Fruits) that help our customers to be ready to their daily living. Our Delivago has
different fruits which is we have 20 types of fruits that is popular among Malaysian
people. For example is durian, banana, rambutan, cempedak, guava and papaya. It has
vitamins that helps the body in everyday life. Our Delivago also is good for children
for those who did not eat fruits.
The future prospect of our product is anticipated that 10 additional pudding flavour
will be added such as tutti fruitti, coffee, blueberry, lemonade and so on. Also, future
product to be sold in international level and around Malaysia.
Our product is different from others because our quality product last long almost 3
weeks. This is because of the way preparation of Delivago. In addition, our employees
went to training to learn how to serve customers in a good way. Furthermore, the
features of our Delivago is different because we put fresh fruits cube in our Delivago.
BUSINESS LOCATION

Mydin Wholesale Hypermarket Tampin (Pulau Sebang)

Hypermarket
Address: 78000 Alor Gajah, Malacca, Malaysia
Hours: 8:30AM–11PM

The proposed business location for the out Dadih will be in Mydin Hypermarket
Tampin (Pulau Sebang). Mydin near to KTM Station and downtown so people always
come and by to Mydin for buy groceries.
Each will need approximately 500-700 square feet. This area will include freezer
space for on-site storage of frozen product. The operating space will consist of an
oven, counter and serving area, pie warmers and ambient display cases, cold beverage
display, an eating area and a restroom.
The stores will be located besides coolblog and close to shopping facilities in order to
catch customers going to or from work, while they are out for lunch, or on a shopping
expedition. The business will operate from Monday through Sunday. Hours of
operation will depend entirely on the area and final location of each store.
 CORPORATE STRUCTURE

CEO

NUR SYAZWANI BINTI ZAKUAN

EO

SA
COO

SARAH AIDA BINTI SHARIL

CFO

NUR RABIATUL ADAWIYAH BINTI

AMRAN

MARKETING DESIGNING

ZHARIFAH BA’RIAH BINTI BASA’AH

NUR FATIN SYAHIRAH BINTI MOHD RAMDZI
MARKETING PLAN
Target Market
Income is another variable that companies use to target customers. Discount retailers
usually target middle and lower income consumers. Conversely, an upper class Dadih
may target customers with higher incomes annually. Similarly, fancy coffee drinks
focus their marketing efforts on people with higher incomes. People with lower or
average salaries are more likely to purchase our Dadih with the price range.The age
target of this product is for young kid. Moreover, our Dadih is good for digestive system,
so that it is suitable for any range age.
Market Size
Our strategy is based on serving our market well. We will start our first batch as “market
tester” that could become a model of the expanding number of product in the future.
Concentration will be on maintaining quality and establishing a strong identity in the
local market.
A combination of local media and local store marketing programme will be utilized at
each location. Local store marketing is most affective, followed by print ad. As soon as
a concentration of store is established in a market, then broader media will be explored.
We believe, however that the best form of advertising is still “buzz”. By providing a
fun and energetic environment, with unbeatable quality at an acceptable price in a clean
and friendly outlet.
Competitors
Our main competitor in this segment are any food outlets within the 300 meter radius
along the Pulau sebang, Tampin. In our location, they are Cool blog, Tea live and Secret
Recipe.
Cool Blog
Cool Blog is international owned franchise who is sell dessert beverage brand.
Established on 2008 at Johor Bharu. Cool Blog innovates on finding the best of local
ang global flavours using ice blended and smoothies based creation. They first started
out in Malaysia and Singapore by introducing over 25 flavours of beverage in desserts
with over 300 product variants.
Tea Live
Tea has been around for hundreds of years much love by many different cultures but
they like to do something a little bit different with it. Henry Wang Yao-Hui from
Taiwan liked eat brewed with the freshest ingredients packet full of flavours and serve
over ice. In 2005, Henry founded the very first Tea live in Cha Time (Tea Live) Taiwan.
Secret Recipe
Founded in 1997, Secret Recipe made its mark, renowned for its extensive range of fine
quality gourmet cake. It has since evolved to become one of the fastest growing lifestyle
cakes and café chain in the region with over 440 cafes outlets to date.

MARKET SHARE

Sales
yogurt ice cream shop Dadih tea live

15%
20%

35%
30%

MARKETING MIX
Product
Our Delivago includes not just the liquid inside but also the packaging. On the product-
service, we provides little service apart from the convenience. Our Delivago satisfy the
need of kids who thirst fruity drinks. However, people are always different, some want
more and other want less. Therefore, Delivago has made allowances for that by
providing two type of packaging size which is regular and large. We also have particular
tastes and provided several flavor options. So, although thirst is what is need to be
satisfied and that is the core benefit, we are receiving other benefits in the taste and size.
Delivago very rich with a unique flavour, packaging, features and promotion. Our main
flavour are banana and strawberry that most customers used to buy. Customers always
use our product as a dessert in tea time or parties. Besides, the packaging are easy to
use and eco-green. Moreover, the appearance of the product is eye catching with the
bright and combination with pastel colour that based on type of flavour. It has a
uniquely designed cup shape hat fits in your hand better and creates a nicer and more
futuristic look. The quality of the drink is needed to be regularly high. The plastic sealed
caps and given straw ensure that our customer can drink it easily on anytime. The cups
are light with flexible packaging so they would not crack or leak and are not too heavy
to casually walk around with.
Price
Due to the availability of wide range products the pricing is done according to the
market and geographic segment. The pricing strategy is based on the competitors
pricing. Tea Live is the direct competitor to Delivago. Beverage market is said to be an
oligopoly market which is few sellers and large buyers, hence our form into cartel
contract to ensure a mutual balance in pricing between the sellers. Like any company
who has successfully endured a century of existence, Delivago has had to remain
tremendously fluent with their pricing strategy. We have had the privilege of a worthy
competitor constantly driving us to be smarter, faster, and better.The range price of our
product is RM 2 to RM 6. This price is based on types of fruits.Moreover, we also did
discounts to our promotion when it comes school holiday. Our payment period will be
at the end of the month. Our payment can pay through debit card, credit card and cash.
Place
Delivago is most favorite brand among citizen in Pulau Sebang. The effective
distribution network of Delivago has almost eroded the small and middle level players
in the market. Delivago is also have captured the rural market. The concept of “place”
has been generally replaced by distribution in the marketing mix system. Distribution
means getting products to customers in a strategic way. Delivago distribution process
is a key element of its offering. The company’s products are available in cups in
supermarkets and other retail store. Delivago has managed the company’s marketing
and sales strategy within channels. Have you ever considered the significance of the
Delivago vending machine to the success and profitability of the Delivago company ?
this channel is direct to consumer and vending machines often have little to no
competition and no trade or price promotions. The Delivago company operates three
primary delivery system for its business channel which is bulk delivery for the large
supermarket, mass merchandiser and rural stores. Delivago does advanced sale delivery
for convenience store, and supermarket. Additionally, Delivago provides supplies for
fountain drinks in many restaurants. The ease and convenience of getting to the product
is important to customer loyalty. The fact that you can dinf the Delivago everywhere
can affect you behaviour towards what drink to take, this helped us much to get
customers buy our product.
Promotion
Delivago adopts various advertising and promotional strategies to create an increased
demand in the market by associating with life style and behavior and mainly targeting
value based advertising. Delibago invest billion Ringgit a year in advertising and
promotion to maintain our position of industry leadership. Delivago spends a good
portion of its ad budget on television advertising. It has used squirrel characters and a
message of nostalgia and tradition as part of its branding over time. Magazine ads,
online anf social media have also been used as media fro Delivago marketing. Sales
promotion at the store are used to drive revenue during slow periods. Both below the
line and above, the line promotion will be used for the launch of the Ciku flavour,
however it will mostly be below the line. The Durian season comes out every year,
therefore people are already aware of the product so not as much promotion is need for
them. Below the line promotion, will be sell shelf edge labels promoting RM 2 hazelnut
coco and berries flavour advertising through the local paper. Above the line promotion,
would be a TV advertising produced by Cadbury for the new product with support from
TV advertising for Delivago products.

OPERATION PLAN
Process flow chart

In a pot, combine & boil water & milk with agar-agar powder

Add in salt & sugar & continue cooking until the sugar has dissolved. (Do not overcook or the
dessert will become hard.)

Add in flavouring & colouring

1.Add in cornflour mixture & stir until well blended. Turn off fire & set aside.

1.cooling at -1⁰C

then,strain mixture & pour into cups

packaging

storage at 0 to -4⁰C

This flowchart showed the step of making Dadih. First of most, in a pot, we boiled the
water 4 hour long to make our Dadih long lasting. Then, we combine the milk and agar-
agar powder with the boiling water. Next, we added salt and sugar until both of it
dissolved but do not over cooked because the pudding will become hard. After that, add
the flavouring and colouring, then, add the cornflour and stirred until well blended.
Then, let it cool in a minute and strain the Dadih and poured into cups. Last but not
least, the cups are set on the packaging machine, then cool it on storage with -1⁰C to -
4⁰C to make the Dadih long lasting.

MATERIAL REQUIREMENT
Item Quantity required Price per unit Total purchase

Agar-agar powder 20packs RM 3.49 RM 69.80

Water 500 litre RM 12.09 RM 6045.00

Fresh full cream milk 1 gallon RM 6.99 RM 13.98

Sugar 440 packs RM 5.90 RM 2596.00

Salt 5packs RM0.40 RM 2.00

Cornflour 5packs RM 3.19 RM 15.95

Flavouring 1bottle Rm 3.00 RM 3.00

Colouring 1bottle RM 2.69 RM 2.69

LAYOUT PLAN
 Plan in mydin supermarket

Plan for Dadih manufacture

Tool/machinery/ equipment Quantity

stove 3
refrigerator 2
Pot 3
ladle 3
bowl 3
Food weight scale 2
tray 10
Trolley 5