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.

1. LOGO
EIB11303- PRINCIPLE OF MARKETING
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 FOOD PROCESSING 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
 Malaysian burger 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 and offering 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
the business
target.
MISSION AND
VISION
VISION:
To produce
halal, clean
and quality
product.

7. BUSSINESS SUMARY
Ramly Burger have 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 frozen food 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 RM1 billion sales and have opened two
processing plants in Cheras and Mukim Batu
which produces 150,000 tonnes products daily.

10. MARKET GROWTH
Apart from Malaysia Ramly products also
available in Singapore, Indoneisa and Thailand
which has contributed 30% of the company’s
revenue.

11. COMPETITIVE ADVANTAGE
RAMLY BURGER
•Ramly Burger 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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