CERTIFICATE OF ESTATE AGENT(CEA)

SEMESTER 2 (2017/2018)

GROUP ASSIGNMENT
PRINCIPLE AND PRACTICE OF MARKETING

GROUP 3
SHOPPING COMPLEX
ABDULLAH B JUNOH 981221-03-5751
NORWADIANA BT OSMAN 991210-08-5904
NARJUA FARHANA BT MOHD SABERI 990203-08-5282
WAN NURSHAMEEN SHAFIQA BT WAN ROSLAN 991129-0305280

DATE OF SUBMISSION : 14 AUGUST 2018

LECTURER : PN. NOR ZAILA BT ABDUL RASHID
CONTENT
INTRODUCTION

Figure 1.0

KIP MALL KOTA WARISAN, SEPANG

KiP Mall Kota Warisan is part of the 37-acre KIP Sentral development in the Kota
Warisan township in Sepang, Selangor. The 1-and-a-half-storey mall is an expansion of
the developer’s popular KiP Mart concept of a community-centric retail centre that
combines a wet market with modern retail elements such as a supermarket, food and
beverage outlets, and other services under one roof.

KiP Mall Kota Warisan have a gross built-up of almost 300,000 sq ft and a net lettable
area of 200,000 sq ft. About 20% of the be a fresh market while the remaining will be
retail spaces. There will be approximately 700 outdoor parking bays.

AMENITIES
- KLIA
- Inti College
- Nilai University
- University Sains Islam Malaysia
- McDonald
- Shell Petrol Pump

WHAT IS MARKETING ?

Marketing is a social process by which individuals and group obtain what they need
and want through creating and exchanging products and value with others. Marketing is
a process of identifying, anticipating and satisfying consumers at a profit.

The role of marketing is the business function that identifies current unfulfilled needs and
wants, defines the measures their magnitudes, determines which target markets the
organization can best serve, decides on appropriate products, services and programs to
serve these market.

WHAT IS TARGET MARKET ?

FIGURE 1.1

A target market is the

market a company
wants to sell its
products and services
to, and it includes a
targeted set of
customers for whom it directs its marketing efforts. Identifying the target market is an
essential step in the development of a marketing plan.

A target market analysis is a systematic and comprehensive assessment that allows

you to identify important characteristics of your target market and group them into
categories based on those characteristics. Segmenting the market in this way not only
identifies the customers who are most likely to buy your product, it also identifies the
best way to reach them. This knowledge lets an organization focus their resources
where they're mostly likely to get the largest return on their investment.

Market target analysis divide by :-

a) Demographic

The demographic of your target market describes its characteristics by observable and
quantifiable factors that might include age, gender. geographical location, marital status.
educational attainment, occupation status, household income, race and religion.

b) Geographic

Sell products and servies, depending on where customers live. Its based on location,
state, country and religion.

c) Psychographic

psychographic analysis delves into the motivational aspects of buying behaviour to

provide insight into why people buy a particular product or service. It classefies target
markets by psychology factors such as lifestyles, interest, beliefs, oponions, attitudes
and behaviour,

d) Behaviour
Behaviour segmentation relates to customers knowledge, attitudes use of product and purchase
occasion such as special one-off pr regular loyal buying. Identifying what customers want form
products and the benefits they seek are important to behavioural segmentation to allow
marketers to better design and select products that satisfy these needs. Many marketers believe
that behavioural variables are the starting point for market segmentation.

WHAT IS MARKETING MIX ?

FIGURE
1.2

The

marketing mix definition is about putting the right product or a combination thereof in
the place, at the right time, and at the right price. Marketing mix have four elements
which is:-

i) Product
-anything that can be offered to a market for attention, acquisition, use or consumption
that might satisfy a need or want. It is includes goods, services, people, places, and
ideas.

ii) Price
-price is the amount of money charged for a product or service, or the sum of all the
values that customers give in order to gain benefits of having or using a product or
service.

iii) Place
-place includes company activities that make the product available to target consumers.

iv) Promotion
-promotion includes all of the activities marketers undertake to inform consumers about
their products and to encourage potential customers to buy these products.
1.0 PRODUCT

A product is an
item that is
built or
produced to
satisfy the
needs of a
certain group
of people. The
product can
be intangible or tangible as it can be in the form of services or goods.

We must ensure to have the right type of product that is in demand for your market. So during
the product development phase, the marketer must do an extensive research on the life cycle of
the product that they are creating.

A product has a certain life cycle that includes the growth phase, the maturity phase, and the
sales decline phase. It is important for marketers to reinvent their products to stimulate more
demand once it reaches the sales decline phase.

Marketers must also create the right product mix. It may be wise to expand your current product
mix by diversifying and increasing the depth of your product line.

All in all, marketers must ask themselves the question “what can I do to offer a better product to
this group of people than my competitors”.

In developing the right product, we have to answer the following questions:

 What does the client want from the service or product?

  How will the customer use it?

 Where will the client use it?

 What features must the product have to meet the client’s needs?

 Are there any necessary features that you missed out?

 Are you creating features that are not needed by the client?

 What’s the name of the product?

 Does it have a catchy name?

 what does the product look like?

 How is the product different from the products of your competitors?

Kipmall Kota Warisan is a local one-stop shopping mall that houses combinations of
F&B outlets, departmental store, fresh markets, groceries, household, fashion, accessories
and many more catering to the lifestyle and daily needs of the residential communities.

It is a convenient shopping mall with facilities such as ample free parking bays,
complimentary trolley service, clean and organised environment, 24 hours security ad
A&P support.
Variety of vendors ranging from products, food and services such as fresh food to
kitchen utensils, food court, fashion, electrical appliances, digital gadgets, home products,
services and many more.

The are a few anchor tenants in Kipmall Kota Warisan that are really helpful in terms of
drawing people’s attention and interest in coming to the mall. The anchor tenants there
are Econsave, KFC, Secret Recipe, Boat Noodles, Watson and many others amazing
vendors that offer high-quality services. Kipmall Kota Warisan would be a very great
place to invest in because there is no nearby mall for the people that lives in Kota
Warisan, Sepang goes to. The future clients/customers there varies from middle incomer
and high incomer so we are assured that they want top notch services from us and we are
strongly confident with outr capability to deliver the best services.
Our big established tenant, Econsave and KFC and others really put Kipmall in the
limelight and are helpful in drawing attention from the people that lives nearby and there
are at least 30,000 people that lives in Kota Warisan or nearby. This big number of
population really helps in making Kipmall Kota Warisan a good project with a consistent
rate of return annually.

Kipmall Kota Warisan also has a modern minimal design that has a sense of luxurious
feeling too. The architecture of this mall has been the talk of the town and since Kota
Warisan is only 20 minutes away from Kuala Lumpur International Airport (KLIA), it has
been one of the stop centers for foreigners that have chosen the accommodation in Kota
Warisan.

1.1 PRICE

The price of the product

is basically the amount
that a customer pays for
to enjoy it. Price is a very
important component of
the marketing mix
definition.

It is also a very important component of a marketing plan as it determines your firm’s profit and
survival. Adjusting the price of the product has a big impact on the entire marketing strategy as
well as greatly affecting the sales and demand of the product.

This is inherently a touchy area though. If a company is new to the market and has not made a
name for themselves yet, it is unlikely that your target market will be willing to pay a high price.
Although they may be willing in the future to hand over large sums of money, it is inevitably
harder to get them to do so during the birth of a business.

Pricing always help shape the perception of your product in consumers eyes. Always remember
that a low price usually means an inferior good in the consumers eyes as they compare your
good to a competitor.

Consequently, prices too high will make the costs outweigh the benefits in customers eyes, and
they will therefore value their money over your product. Be sure to examine competitors pricing
and price accordingly.

When setting the product price, marketers should consider the perceived value that the product
offers. There are three major pricing strategies, and these are:

 Market penetration pricing

 Market skimming pricing
 Neutral pricing

Here are some of the important questions that one should ask yourself when they are setting the
product price:

 How much did it cost you to produce the product?

 What is the customers’ perceived product value?
 Do you think that the slight price decrease could significantly increase your market
share?
 Can the current price of the product keep up with the price of the product’s
competitors?

1.2 PLACE

Placement or distribution is a very important part of the product mix definition. You have to
position and distribute the product in a place that is accessible to potential buyers.

This comes with a deep understanding of your target market. Understand them inside out and
you will discover the most efficient positioning and distribution channels that directly speak with
your market.
There are many distribution strategies, including:

 Intensive distribution

 Exclusive distribution

 Selective distribution

 Franchising

Kip Mall Kota Warisan Sepang is located in the growing township where residents can
have all they need and want. KIP Sentral is approximately 10 minutes away from KLIA
and is near to all the renowned universities such as Xiamen University, Inti Colleges,
Nilai University and University Sains Islam Malaysia. The existing Mcdonalds and Shell
Station are always filled with people. Therefore, having our large scale mixed
development would be great. This will be the up and coming entertainment lifestyle place
as there are no similar development within the area.

1.3 PROMOTION

Promotion is a very important component of marketing as it can boost brand recognition and
sales. Promotion is comprised of various elements like:

 Sales Organization
 Public Relations
 Advertising
 Sales Promotion
Advertising typically covers communication methods that are paid for like television
advertisements, radio commercials, print media, and internet advertisements. In contemporary
times, there seems to be a shift in focus offline to the online world.

Public relations, on the other hand, are communications that are typically not paid for. This
includes press releases, exhibitions, sponsorship deals, seminars, conferences, and events.
Word of mouth is also a type of product promotion. Word of mouth is an informal
communication about the benefits of the product by satisfied customers and ordinary
individuals. The sales staff plays a very important role in public relations and word of mouth.

It is important to not take this literally. Word of mouth can also circulate on the internet.
Harnessed effectively and it has the potential to be one of the most valuable assets you have in
boosting your profits online. An extremely good example of this is online social media and
managing a firm’s online social media presence.

In creating an effective product promotion strategy, you need to answer the following questions:

 How can you send marketing messages to your potential buyers?

 When is the best time to promote your product?
 Will you reach your potential audience and buyers through television ads?
 Is it best to use the social media in promoting the product?
 What is the promotion strategy of your competitors?

We have been using various mediums to market our project be it online and offline. For online,
internet portals, whatsapp or telegram blasting, facebook and etc. Booths in other shopping
malls (Mitsui Outlet), flyers and billboards. We are not using television or radio as our marketing
tools because of the high costs and we believe that it wont help us that much in reaching
potential buyers/tenants.
Effect of Strategies in the Current Market

The Kip Mall which has been developed in Sepang Heritage City has been the focus of the
residents. The strategies used will affect the current market. Among the consequences are: -

i) Able to increase the market price around

This strategy is able to increase the market price around. This is because the facilities provided at
Kip Mall are able to increase the population of the population around Sepang

Ii) Be a place of entertainment

Kip Mall will be a place for people to find a holiday to spend time with family by spending time
because at Kip Mall there are cinemas, bowling, karaoke centers and others.

Iii) Shopping facilities

At the Kip Mall residents will be more easily able to get the items they want like clothes, daily
necessities and kitchen items.

iv) Miscellaneous facilities

Examples like speed post, ATM machine and so on. With this facility it will make it easier for the
people without moving away.The demographic of your target market describes its
characteristics by observable and quantifiable factors that might include age, gender.
geographical location, marital status. educational attainment, occupation status,
household income, race and religion.
New Market Strategy

Marketing strategy explain on how the marketing function fits in with the overall strategy for a
business.

Example of new marketing strategies could be:

Business Strategy Example of marketing Strategies

1) Grow Sale - Lunch new products

- Expand distribution (e.g. Open more shop)

2) Increase Profit - Increase selling prices

- Reduce the amount spent on television

advertising

3) Build customer awareness - Implement a public program

- Invest more on advertising

SWOT Analysis is a strategic planning technique used to help a person or organization identify
the Strengths, Weaknesses, Opportunities, and Threats related to business competition or
project planning. It is intended to specify the objectives of the business venture or project and
identify the internal and external factors that are favorable and unfavorable to achieving those
objectives. Users of a SWOT analysis often ask and answer questions to generate meaningful
information for each category to make the tool useful and identify their competitive advantage.

Strengths and Weakness are frequently internally-related, while Opportunities and Threats
commonly focus on environmental placement.
S (Strengths ) W (Weaknesses) O (Opportunities) T (Threats)

- Good infrastructure -Price -Growing population -Change in

competitiveness government policies
-Available all sort of -Government support
goods -Increased levels of -Competitions
-Provide a discount
competition
-Strategic location card -Changing market
-Lack of parking taste

Strengths

-This organization has good infrastructure in the basic physical and organizational structures and
facilities like buildings,power supplies and others. It is available all sort of goods will make easier
for customer to buy desired item. This is location strategic because many amenities like KLIA, Inti
College, Nilai University, McDonald and others.

Weaknesses

- The weaknesses is many price competitiveness in term of the same goods but the prices are
different and also increased levels of competition in terms of attractiveness and the bigger place
will be the focus of the crowd. In that place lack of parking because it does not provide more
parking.

Opportunities

-In that place there are many aminities nearby and can growing population . The government
also provide support in term of providing public facilities such as buses. The shopping complex
provide a discount card for the customer.

Threats
-Changes in the government policies directly affect this organization and will affects for the
marketing strategies. In the area there is also nearest shopping complex such as KLIA mall and
this is a competitions. It is also changing market taste.