TABLE OF CONTENT

1. Introduction

2. Product Description

3. Price Strategies

4. Distribution Strategies

5. Promotion Strategies

6. Competitor Analysis

7. Problems And Solutions

8. Conclusion

References

Appendices
A. INTRODUCTION

The Ramly Burger, also known as the Burger Ramly, is a Malaysian burger created
by Ramly Moknin popular in Malaysia and Singapore. Though the term "Ramly Burger"
may refer to any of the hamburgers sold in a Ramly Burger stall, it most commonly refers to
the Ramly Burger Special. While the amount and type of ingredients vary greatly depending
on location, a typical Ramly Burger consists of a beef or chicken patty, margarine, onions, an
egg, cabbage, mayonnaise, Worcestershire sauce and Maggi Seasoning.

Burger Ramly started out in 1979 as a small family business operated from a mobile
kiosk on Lorong Haji Hussin in Kuala Lumpur. The family recipe soon became a hit among
Malaysians.

The Ramly Burger is distinctive from most other hamburgers due to the unique way
in which the ingredients are served. Rather than the usual method of stacking the ingredients
within the bun, the patty in the Ramly Burger is first covered with the desired condiments,
then wrapped in a thin layer of egg. The end result is packet-like and enhances the texture of
the burger while simultaneously reducing mess from the condiments. The Ramly Burger
served in this way is known as Ramly Burger Special.

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.
B. PRODUCT DESCRIPTION

Burger Ramly is Ramly bin Mokni’s bumiputera product which has become one of
the fastest food in Malaysia. Ramly Food Processsing is a well-known bumiputera industry
in Ramly branded beef, chicken and marine products based on the manufacturing industry.
Burger is one of the most popular products. Burger Ramly was founded in 1979 by Tuan
Haji Ramly b. Mokni and Mrs. Hajjah Shala Siah Bt. Abdul Manap out of the idea and pure
desire to produce halal, clean and quality products. Currently, the company has two
processing factories at Bandar Tun Razak Industrial Estate, Cheras and IKS Industrial Park,
Mukim Batu, Kuala Lumpur by offering job opportunities in the field of management,
production up to product marketing. Ramly branded products are now superior in the
Malaysian market and will be international.

The establishment of Microbiology Labotary conducted by Ramly is to control the

quality of the product. The purpose of the lab is to ensure that the product is pure (from raw
material selection to finished product) and safe to eat. In addition, this lab serves as a
research and product development site. Ramly’s Microbiology Laboratory is complete with
high-tech equipment. A research and product research study is conducted by Ramly to
ensure the freshness, taste and quality of its products. Interesting packaging methods are also
studied to ensure that products look attractive and enjoyable. The implementation of
technology expertise by Ramly is to ensure the production of meat and marine products to
meet the taste of Ramly consumers and fans. The technology expertise used also ensures
productivity.

In addition, burger meat is the company’s main product. The Chicken Burger
ingredient is chicken meat, soy protein, spices and salt. The Beef Burger ingredient is beef,
soy protein, spices and salt. Both of these ingredients contain permissible food and
conditioner foods. How to Keep it is to keep it frozen at 18 ° C. The size of this product pack
is 420g, 360g and 300g. To cook Ramly’s burger meat is not so difficult. All you need is a
skillet or a flat plate, a burger of meat, a kitchen, a cooking gourd, a burger and a burger. For
cakes or ingredients, the cereals and cabbage are needed. For its taste, it is commonly used is
Worcester sauce (wu-ches-ter) or also called burger ketchup among Malaysians. As an extra
sauce, it can be used mayonnaise, tomato sauce, chilli sauce or barbecue sauce.

Furthermore, this product also has its own strengths and weaknesses. Among the
strengths of this product is the well-known Brand, a strong product-creation concept and the
use of middlemen to market the product. In addition to its strength it also has its own
disadvantages namely lack of product outlet and unhealthy product environment. In addition,
this product also has its own unique opportunity and acne. Among the opportunities it has
are new products, large market targets and a broad product distribution scope. In addition to
having the opportunity it also has a threat in managing its products which is a strong
competition for the community’s awareness of healthcare and local law enforcement.
C. PRICE STRATEGIES

For Ramly Food Processing Sdn Bhd, the market prices of each pack of Ramly
chicken burger for the size of 420g, 360g and 300g are RM5.85, RM5.25 and RM4.75
respectively. While for each pack of Ramly beef burger for the size of 420g, 360g and 300g,
the market prices are more expensive compared to chicken burger, which are RM6.15,
RM5.50 and RM4.90 respectively. There are 6 patties in each pack of Ramly burger
including chicken burger as well as beef burger.

Ramly Food Processing Sdn Bhd planned to make the profit of 40% from a pack of
Ramly burger. Therefore, the cost of each pack of Ramly chicken burger for the size of 420g,
360g and 300g are RM3.50, RM3.15 and RM2.85 respectively. Ramly Food Processing Sdn
Bhd can make profit of RM2.35, RM2.10 and RM1.90 for the size of 420g, 360g and 300g
respectively when the company sell the Ramly chicken burger. While for each pack of
Ramly beef burger for the size of 420g, 360g and 300g, the cost are RM3.70, RM3.30 and
RM2.95 respectively. The company can earn RM2.45, RM2.20 and RM1.95 for the size of
420g, 360g and 300g respectively when the company sell the Ramly beef burger.

For the first competitor of Ramly Food Processing Sdn Bhd, which is Ayamas Food
Corporation Sdn Bhd, the market price of each pack of Ayamas chicken burger for the size
of 700g is RM11.15. Each pack of Ayamas burger contain 10 patties in it. Therefore,
compared to Ayamas Food Corporation Sdn Bhd, Ramly chicken burger is slightly cheaper
because the average price for a chicken patty in Ramly chicken burger is almost RM1 while
the average price for a chicken patty in Ayamas is around RM1.10.

Tesco is another competitor of Ramly Food Processing Sdn Bhd. The market price of
each pack of both Tesco chicken burger and beef burger for the size of 420g are RM6. There
are 6 patties in each pack of both Tesco chicken burger and beef burger. Ramly chicken
burger is slightly cheaper than Tesco chicken burger because the price of a pack of Ramly
chicken burger for 420g is RM5.85 while the price of a pack of Tesco chicken burger is
RM6. However, Ramly beef burger is slightly expensive compared to Tesco beef burger
which the price difference is 15sen for each pack.

One of the strategies that carried out by Ramly Food Processing Sdn Bhd is
customers can get discount for purchase of ramly products when they get the membership
card for free. Moreover, customers will get discount in specific time at specific venue. For
example, customers can buy a pack of Ramly beef burger for the size of 420g at the price of
RM5.20 which is cheaper for almost RM1 compared to normal price during the promotion
week at Aeon Big.

The specific pricing strategy utilized by the Ramly Food Processing Sdn Bhd is status
quo pricing which means the price is about the same as competitors’. The two objectives are
maintaining the existing price and also meet the competitors’ price. For instance, the price of
Ramly chicken burger for the size of 420g is almost the same with Tesco chicken burger.
This will help the products of Ramly Food Processing Sdn Bhd to be competitive and
successful in the market because customers will have more choices to buy the products at the
same price or even at a lower price.
D. DISTRIBUTION STRATEGIES

Objective of distribution strategy

Ramly Company has used the best distribution strategy to ensure the product continues to the
user. Ramly Sdn.Bhd has set up an efficient transport system so that the goods product will
be reach the potential users exact time, place and amount required and the system used must
be at the minimum cost level.

Importance of Distribution

1. Ramly Sdn. Bhd complete the product that customers needs.

2. Enables marketing activities to be efficient and effective
3. Able to fulfill the utility, place, time, form and ownership to the customers.

Distribution Channel Functions

i. Information

Ramly Sdn. Bhd collect and distribute marketing research information and
marketing intelligence on factors and pressures within the marketing environment
needed for the purpose of exchange of planning and assistance. The subsidiary is
known as Ramly Supermarket Sendirian Berhad and it operates 24 hours

ii. Promotion

Form and disseminate effective communication in relation to an offer using the

right and proper channels

iii. Braided

Ramly food also find and communicate with prospective buyers.

iv. Matching
 Forming and adjusting bids according to buyer needs include activities such as:
-Production
-Graduates
-Installation
-Packing

v. Negotiation

Ramly Sdn. Bhd reach an agreement on the price and other terms of an offer for
ownership to be transferred.

vi. Physical Distribution

Carrying and storing items.

vii. Financing

Earn and use funds to reduce the cost of distribution but increase the profits of that
company.

viii. Risk

Take risks in performing channel work.

Distribution channel level

1. Retail Distribution
Ramly Sdn. Bhd uses retailers as intermediaries and consumers. For example,
Ramly foods supplies products to all retail stores and supermarkets

2. Distribution of Wholesalers
 More than 120 wholesalers register as a subsidiary to distribute Ramly products. All
of these registered wholesalers are under the marketing of Ramly Mokni Sendirian
Berhad. The marketing company is headquartered in Tun Razak Village, Cheras,
Kuala Lumpur.

Distribution Method

1. Vehicles
In order to ensure the distribution and delivery of products are guaranteed quality
and freshness, Ramly Sdn.Bhd refrigerated container vehicles are used.

2. Internet
Ramly Sdn. Bhd. Using advertising channels on television, magazines, newspapers
and the internet like facebook to distribute products
E. PROMOTION STRATEGY

Promotion is a form of communication to inform, introduce and persuade users about

a product being produced or sold by an organization. When a company want to promote their
product, they will use a promotion such as advertising, sales promotion and public relation.
So, Ramly product will use all these item to ensure that their product will be recognized by
all the customer not only in Malaysia but abroad too.

The first promotion that Ramly company has use is advertising. Advertising is one
way mass communication about a product or an organization that is paid for by marketers.
This advertising is use to tell the customers about a new product that has been release,
suggest about a new product, correct false impressions, build company image and many
more. In a Ramly company, the advertising medium used were magazines, newspaper and
television. Promotion through media also has been use in this company such as facebook,
twitter and many more. Ramly company use all the networks either electronic or social
media to ensure that their product will be known because in this era, technology is growing
rapidly.

Sales promotion also is a one way to attract the customer buy the product. We can
say that a sales promotion is a motivating strategy for buyers buying product sold by
business organizations. This method gives consumers the opportunity to try their products,
increase their recognition and increase their purchases. Ramly company uses sales
promotions conducted through its branch company, ramly Halal Mart Sdn Bhd which is
located in any place or states. By using this method, the customers can enjoy a cheap and
affordable price if participating in membership that can give discount if they buy it. This
causes a high demand for ramly product that are now getting a place in the customer's heart.

Public relation is the marketing functions that evaluate public attitudes, identifies
areas within the organization that the public may be interested in and executes a program or
action to earn public understanding and acceptance. Evaluates public relations is where
Ramly product see the behavior of customer first before launch their product. After
evaluating, Ramly product will identify public interest either they like it or not. For example,
Ramly company will sell their product at shopping mall that many people always go such as
Pantai Timur, Giant and many more. Ramly company also sell their product at retail store to
make sure all the customers can get and buy everywhere. To attract customer's taste, Ramly
product also open their own booth, give them free trying of Ramly product and organize a
program in front of shopping mall to expand their business.

By using all this method, Ramly product will be known easily by all the customers.
This promotion strategy will help strengthen the position of Ramly company which has
become a popular brand today.
F. COMPETITORS ANALYSIS

The major competition in Ramly Processing Sdn.Bhd is Ayamas Food Corperation.

Ramly Processing Sdn.Bhd Ayamas Food Corperation

Product Chicken burger, beef burger, Chicken burger, beef burger,
Category Chicken nuggets, Beef nuggets, Crispy chicken nuggets, Tempura
Competition Fish nuggets, Tempura-coated Nuggets, Finggers nuggets, Power
chicken nuggets nuggets (BBQ)

Budget Ramly use banner and poster to Ayamas introduces the brand by
Competition make the stall viral and to introduce setting up a restaurant. It also uses
Ramly’s brand to people. various ways to attract many
customers. For example, they use
coupon vouncher from other brand
to make more customer attract to
ayamas than another brand.
Generic Compete with another brand Ayamas also compete with another
Competition because of customer feel bored and brand because of changing
want to change menu such as customer tastes such as they more
karipap, frozen pau and so on. prefer in frozen pau, fries and so
on.
Product Ramly and Ayamas compete Ramly and Ayamas also compete
Form because of they produce similar because of they use same operating
Competition product that is frozen food. This system and almost same in weight
causes them to also get the similar of their product.
customers from their stall or
restaurant.
.
G. PROBLEMS AND SOLUTIONS

Since 1980, Ramly Food Processing Sdn. Bhd. is a company which is well-known as
a manufacturer of halal burger products that only for Muslims which is they can eat this
product without any doubt. So, they as a famous brand in Malaysia also have a problems that
is caused by their competitors.

Firstly, they have to face a big problems which is their company has been accused to
sell a Ramly burger product that is contain a pork DNA. This issues is a big problems
because of their first aim is to produce a halal burger product. So this issues has been
humiliated by Haji Ramly who is also the Managing Director of Ramly Group of
Companies. So, in an open letter dated December 1, 2011, he claimed that this problems was
a lie to sabotage his company that 100% owned by his Muslim family with nearly 1,000
employees, which are they also Muslims.

The second issue that they must face is a problems that cause by Ninja Joe Kelvin
Tan which is that company have used almost a same brand name with their company product
named Ramly but Ninja Joe was added P alphabet in front of Ramly. So it became P. Ramly
as their non-halal burger product. P. Ramly is stand for “Pork Ramly”. The founder of
Ramly do not know why the owner of Ninja Joe Kelvin Tan want to pay homage to Ramly
Burger when they launched their burger on Hari Merdeka. So, Datuk Haji Ramly Mokni as
the founder of Ramly company think that the users and customers will misunderstanding and
doubt about their halal logo which is also produce the non-halal product.

So, the solutions is Datuk Haji Ramly is consulting his lawyers after a Muslim
consumer group highlighted the issue. So, he will leave it to his lawyers to advise on what
should him does. Personally, he think that legal suits are not always the best way, but he will
seek their advice for a better dicision because it will give impact to their whole company.

Next is Haji Ramly always adheres to the principle of honesty, and emphasizes the
quality of the products produced. In addition, he has never taken light of every customer's
view of his company's products. Any complaints and dissatisfaction of the customer will be
best served by him, but he will improve the quality of the product by meeting the customer
immediately to find out the problem. The action he describes is that he is not a quick-tailed
man in trivial matters but addresses problems arising effectively and efficiently. He always
thinks how to satisfy every customer with the halal product.
H. CONCLUSION

In conclusion, burger ramly is very good for all because burger ramly is good quality
burger. It is not only good in terms of quality but also has the recognition of halal
certificates. So, people who are Muslims and other religions can eat ramly without
hesitation. Not only that, the price offered is also reasonable compared to other burger prices.
This makes everyone able to buy a burger ramly at a cheap price. Therefore, I strongly
advise all of you to offer ramly products as it is guaranteed to be clean, kosher and safe to eat
and not forgetting the price is also very reasonable. In addition, you can also get a burger
ramly easily, because of the booth that sells ramly products.

For your knowledge, burger ramly is recognized for its cleanliness because the
manufacturing process and the ingredients used are very good and good for health. If you
want to compare with other gourmet products, burger ramly is the most good and admitted
products if we want to compare to other products. I hardly recommend to all burger hunger
to buy ramly products as an option. At the same time, by buying this malaysia product, we
can help the industry of our country and it also can help to improve the country's economy.
By supporting the domestic industry it is great for our country's economic development to
compete with other countries.
REFERENCE

1. https://www.ramly.com.my/Ramly%20Web(Home%20C%20P.html

2. https://www.ramly.com.my/Ramly%20Web(Product%20B1.html

3. http://www.ramly.com.my/membership.html

4. https://www.mydin.com.my/products?catPath=%5CCat00001376%5CCat00001883
&orderby=&size=&no=2

5. https://prezi.com/j3sl-ho0e8-n/fundamentals-of-marketing/

6. https://eshop.tesco.com.my/groceries/en-GB/shop/chilled-and-frozen/frozen-
food/burgers-and-frankfurters

7. https://www.scribd.com/doc/9058204/Bab-15-an-015-Pengedaran

8. https://www.ramly.com.my/Ramly%20Web(Product%20B1.

9. https://www.usahawan.com/tokoh-perniagaan/kisah-benar-jutawan-burger.html/

10. https://www.malaymail.com/news/malaysia/2016/10/25/ramly-burger-boss-pans-
pork-burger-tribute-says-seeking-legal-advice/1235879

11. https://prezi.com/wudtyhaev4sy/ramly-burger/
APPENDICES
 UNIVERSITI UTARA MALAYSIA

SECOND SEMESTER SESSION 2018/2019

A182 BPMM1013

PRINCIPLES OF MARKETING

GROUP ASSIGNMENT

TITLE: RAMLY FOOD PROCESSING SDN BHD

LECTURER: DR. HASNIZAM BIN HASAN