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Consumer Behavior
Secret Recipe
.
Consumer Behavior
1. Nor Nabilah Natasha Bt Mohamad Rafiene
238996
2. Nor Hazliza Bt Moh...
The most popular product in the
Secret Recipe
Dato’ Steven Sim
• Dato’ Steven Sim who is the founder of Secret Recipe
and also the CEO of Secret Recipe , a local F&B gr...
Background Of Secret Recipe
• Secret Recipe Cakes and Café have founded in 1997.
• Established their brand name in Malaysi...
The way they advertise their product.
• The Secret Recipe always do a promotion for
celebration.
• The brand of our product is Brand value and culture
• We choose this product because majority of Malaysia’s
citizen love...
Marketing mix consist 4P’s which is product,
place, price and promotion :
• Product
Secret Recipe is well known in Malaysi...
Marketing mix consist 4P’s which is
product, place, price and promotion :
• Price
Secret Recipe’s mark-up of 250% to arriv...
Key issues when consumer want to
purchase product
 Halal and cleanliness
 Availability (Franchise)
 Price
 Quality
 S...
Halal and cleanliness
• Mostly consumers in Malaysia consists of
Muslim
• Jakim Halal requirement (before this the Halal
l...
Avaibility (Franchise)
• Almost available in everywhere
due to their franchise
• However difficult to find in rural
areas
...
Price & Quality
• Affordable
• Delicious
• High quality
Service
• Varies based on the franchise
• Some places offer excellent services
• Some provides bad services for consumers
...
Health ( Added values)
o Nowadays many disease
o If consume too many sweet and fat food
o Secret Recipes comes out with he...
.
.
BEST POSSIBLE
MANNER OF
RESPONSE BY
CONSUMER TO
PURCHASE / USE
AND DISPOSE
THE PRODUCT
STIMULUS
● situation where
the ...
Conclusion
• Secret Recipe had established well in their unique market. The
operation conducted resulting steady growth an...
Slide cb (secret recipe)
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Slide cb (secret recipe)

  1. 1. Consumer Behavior Secret Recipe . Consumer Behavior 1. Nor Nabilah Natasha Bt Mohamad Rafiene 238996 2. Nor Hazliza Bt Mohd Hazim 238584 3. Wan Nur Anis Bt Wan Samsudin 237944 4. Siti Aisyah Atasha Abd Jabar 237581 5. Nur Izzyana Bt Ramly 238668 6. Siti NoorSyafikah Bt Ya’kob 237504 Dr. Jamal Mohammed Esmail Alekam
  2. 2. The most popular product in the Secret Recipe
  3. 3. Dato’ Steven Sim • Dato’ Steven Sim who is the founder of Secret Recipe and also the CEO of Secret Recipe , a local F&B group with an international brand presence • He began his career after realizing that the cafe culture was slowly making waves in major Asian countries.
  4. 4. Background Of Secret Recipe • Secret Recipe Cakes and Café have founded in 1997. • Established their brand name in Malaysia, Indonesia, Singapore, Thailand, China and Brunei. • Competitors such as Old Town White Café, Starbucks and other else provide the food and beverage service. • Secret Recipe Cakes and Café has over 180 outlets throughout Malaysia and Asia. • The current trend in Malaysia is the customer prefer dining outside from their home these days. Resulting in an explosion growth in café business. • Consumers are more concerned the quality of food and services.
  5. 5. The way they advertise their product. • The Secret Recipe always do a promotion for celebration.
  6. 6. • The brand of our product is Brand value and culture • We choose this product because majority of Malaysia’s citizen love to eat cakes. • The targeted consumer for this product is the individuals and young families in the age range of 20 – 40 years old. • Secret Recipe already set their goals in the company which is to be Malaysia first choice on cakes and pastries, giving the best satisfaction to consumers, increase in revenue and gain market share, new innovation to cakes, and achieve good feedbacks from our cakes takeaway service.
  7. 7. Marketing mix consist 4P’s which is product, place, price and promotion : • Product Secret Recipe is well known in Malaysia for its fine quality cakes, fusion food and distinctive service. Their well- guarded homemade recipes have become favourites for both old and young. They are serving a wide selection of more than 40 types of gourmet quality cake and other baked desserts. They offer more than 40 types of different cheesecake, chocolate cake, and brownies. • Place As the leading and largest café chain in Malaysia, Secret Recipe grew rapidly and currently operates more than 440 outlets, across the region, including Malaysia, Singapore, Indonesia, Thailand, China, Brunei, Myanmar and Maldives.
  8. 8. Marketing mix consist 4P’s which is product, place, price and promotion : • Price Secret Recipe’s mark-up of 250% to arrive at menu price is at the industry average level range. This is to cover up the overheads generated to operate the business. Retail prices will be competitive at about $15 for the average meal which is about 30% above their competitor’s prices. However customers are simply willing to pay more for healthier, tasty food served in a clean, comfortable and pleasant environment. • Promotion Secret Recipe has used difference channels to promote them such as online website, brochures, catalogues, flyers, newspaper and television advertisement and many others. Secret recipe will always identify, research, and develop new products with speed, high quality, and reasonable cost.
  9. 9. Key issues when consumer want to purchase product  Halal and cleanliness  Availability (Franchise)  Price  Quality  Services  Health (added value)
  10. 10. Halal and cleanliness • Mostly consumers in Malaysia consists of Muslim • Jakim Halal requirement (before this the Halal license was suspended due to cleanliness issues • Cleanliness issues is important to ensure the safety of food
  11. 11. Avaibility (Franchise) • Almost available in everywhere due to their franchise • However difficult to find in rural areas • Difficult for consumers in rural areas to purchase • Mainly open in urban areas • Provide delivery services but exclusive to certain areas only
  12. 12. Price & Quality • Affordable • Delicious • High quality
  13. 13. Service • Varies based on the franchise • Some places offer excellent services • Some provides bad services for consumers • Lead to various complaint from customers • Secret Recipes need to invest more money to develop their staff
  14. 14. Health ( Added values) o Nowadays many disease o If consume too many sweet and fat food o Secret Recipes comes out with healthy cakes
  15. 15. . . BEST POSSIBLE MANNER OF RESPONSE BY CONSUMER TO PURCHASE / USE AND DISPOSE THE PRODUCT STIMULUS ● situation where the circumstances are motivating consumers to make decisions EXISTENCE OF PROBLEMS / NEEDS ● may be interpreted as a set of psychological influenced by the Internal and External Input FIND INFORMATION ● users will find information on what is required by comparing the products sold at Secret Recipe with other franchise companies ALTERNATIVE VALUATION ● how consumers process information in order to achieve the preferred brand ACT OF PURCHASE ● users make the act of buying, consumers themselves will make the rating a brand and purchase intention form BEHAVIOR AFTER PURCHASE ● After making a purchase, consumers will reach a certain level of satisfaction or do not achieve anticipated levels of satisfaction directly
  16. 16. Conclusion • Secret Recipe had established well in their unique market. The operation conducted resulting steady growth and promises profits. Thus market research conducted before opening new outlet. This avoids them from doing any mistake when expending. At the same time, they also do not open multiple outlets if the demand not sufficient in those areas and avoids opening near any existing outlet as they do not encourage competition among their franchisees. On the other hand, the business runs pilot operation when entering new country like China. They collect the weakness then find and implement the appropriate solutions as well as being flexible to cater the menu to suit the local taste and demand. The only start franchising out in that particular country after the pilot operation success. Secret Recipe is a well growing franchise business both locally and globally.

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