Perfect food was founded in 1981 which positioned in Alor Gajah, Melaka. Initially, the companys biscuits were promoted by wholesalers prior to the Sai Ah Sai and Sai Chin Hock became the major shareholders of the business in early 1984. Six years later, the business was extended up to 8 branches throughout the peninsular Malaysia. In 1987, Perfect food use "Julie's" as there biscuit's brand name. Julie's received the first supermarket accessibility at Parkson Grand, Johor Bahru when Peanut Butter Sandwiches became popular in 1988. Julie's Love Characters was introduced to market for the following year.
1. 1 Vision
Be the best quality biscuit manufacturer. They are comfortable that the grade of Julie's biscuits can be much better than other well-known international brands. They conceive "Julie's" become one of the leading brands in the international market in future.
1. 2 Mission
Constantly upgrade baking technology and increase the quality of products so that can always continue to be ahead of all the rivals. To give satisfaction in goods or services to customers, Julie invests in contemporary high-speed equipment, changing the packaging and improved ovens with new technology.
1. 3 Objectives
1. 3. 1 Quality
Julie's is synonymous with quality.
1. 3. 2 Sanitation and Hygienic
We have confidence in being the first taster of our own products.
1. 3. 3 Integrity
We carry out business in a dependable and ethical manner.
1. 3. 4 Innovation
Continue to produce new products to satisfy the needs of the day.
1. 3. 5 Long-term Relationship
Julie's biscuits are here to stay
1. 4 Character of business
Julie's company produce variety of crackers, cream sandwiches, wafer rolls, waffles, wafer and cookies. The most well-known products are Peanut Butter Sandwiches and Love Words. Both products now become market innovator as almost all of the consumers love this product very much.
1. 5 Marketplace of the brand
Target market of Julie's biscuit is children, people and elder. The prospective market for Peanut Butter Sandwiches is more to people whereas the Love Words is focus on to children. Oat or hi-fibre biscuits are goal to youngster and eldest who concern their health.
2. 1 Product
The company concern about building long-term trust and self confidence of the customers somewhat than producing variety of products. Therefore, the business set an objective- "baked better biscuits" give attention to the quality, safeness and hygiene of the food during production. So, the elements they used are natural although it is costly. The types of products that are on the market are Sandwich, Love Notice, Wafer Rolls, Assorted Biscuits and Crackers. The product packaging for the merchandise is easy to carry because they jam-packed in tins, containers and Tupperware and small packaging. The colour of presentation is identical to the other brands, the only difference is the look of packaging and the brand. Besides, a signature trademark of eight biscuit holes at Peanut Butter Sandwiches is used as it could differentiate the original from the pirated ones.
Sandwich and Love Letter will be the most popular products in the market. For Sandwich category, it well known for Peanut Butter sandwich as its preference better compared to other brand. The original flavour of the peanut butter acquired successfully enticed many customers. For Love Letter, they have many flavours such as, delicious chocolate, strawberry and coconut with vanilla. Consumers choose Julie's Fan Letter during festival since it is scrumptious and many flavours compare to the normal home made love letter which is original.
Besides that, Julie's also created line extensions which have different flavour and presentation. They may have cheese, lemon, mango, chocolate, orange and vanilla flavours of biscuits. The next preferable of consumer is the cheese crackers because only Julie has this flavour at this moment. All of the the products gives customer more choices to fulfil their needs. Set alongside the products above, products like assorted biscuits and wafer move have a low demand on the market but they never quit. Julie will also make an effort to work out for many solutions to contend in the market with competitors such as Munchy, Kraft and Jacob.
2. 2 Distribution
As the quality of life increase, the demand for better quality biscuits is on go up. Julie's products are well received by Malaysians as well as international consumers. Julie's has become a household name in the relatively short period. Nowadays, the lifestyle of folks has change. Most of their times are spend on work especially those who reside in town area with fast pace of life. Therefore, Julie's biscuit are generally allocated through all major hypermarkets chains including Giant, Jusco, Tesco and Carrefour as hypermarket provides convenient to them to purchase all the things they want. Besides, Julie's biscuits also allocated through mini marketplaces and small grocery store such as 7 Eleven and 99 Speed mart which are mostly situated near the residential area. Therefore, people can simply find Julie's biscuit at the shop that they visit frequently. Furthermore, Julie's biscuit also found in grocery store shop in rural area. Julie's biscuit sent out their product through different route from urban to rural area so the products can be sold just about everywhere possible and all sector of community can simply find Julie's biscuit when they want it.
The circulation of Julie's biscuits in the neighborhood market is carried out by their subsidiary company, Julie's Marketing Sdn Bhd. Julie's Marketing has 6 branches situated near commercial establishments throughout peninsular Malaysia to pay the complete country, both cities as well as rural areas. It may save a great deal of money by featuring its own distribution division as they do not need to pay higher cost that outside seller charge. However, Julie's biscuits are written by TLS Marketing Sdn Bhd for Sabah and Sarawak because of the distance.
In order to be one of the leading brands in the international arena, Julie's expand the opportunity by widening its brand existence in European market segments and Wal-Mart stores. Since 2005, Julie's biscuits have been exported to more than 50 countries, including Asian, the Middle East, Japan, Taiwan, China, Mongolia, Bhutan, Nepal, Bangladesh, India, France, Spain, Portugal, Pacific islands, Indian Ocean islands, South Korea, Africa, the united states, Canada, New Zealand and Australia.
2. 3 Price
Julie's biscuit is considered as an "odd-even prices". Price is differing in type, flavour, weight, presentation and location/place. For instance, the price tag on Julie's biscuit is somewhat expensive in east Malaysia compare to Peninsula Malaysia. It is because the manufacturing company of Julie's biscuit is situated at Melaka. The products that deliver to East Malaysia like Sabah and Sarawak needs a sole distributor to do something as a realtor. It has truly gone through quite a distance and involved some transportation payment before arriving to the end-user. Thus, small quarter of charges will be added on the product. Consumers in East Malaysia able experience a high-quality product although the purchase price is just a bit expensive.
Julie's biscuit is using success approach as the pricing strategy. This is obtained by establish a price that mainly cover the variable costs and set costs used in the production and procedure of the company while bringing huge gains. However, the costing of the products are still reasonable and valued for the client.
As Julie's biscuit is positioned at the natural competitive market, competitive price strategy is applied in the costs. This strategy is to lessen the focus on price competition by coordinating other companies' prices like munchy's and krafts also to stay competitive on the market. They have slightly different in price between the competitors but still within a little range. Despite the fact that Julie's biscuit is using competitive price strategy, the marketers still have to make certain the price setting up is profitable to the company.
The rates strategy of Julie's biscuit is directly controlled and marketers have evaluated and adjust the purchase price consistently to accommodate changes in the competition market and economical status.
2. 4 Promotion
Promotion is essential for marketers to promote their products and persuade customers to buy. Julie's biscuit acquired done many promotions in several ways.
First of all, Julie's has transmit advertisements through mass media and social media such as television set, radio, Facebook, etc. These procedures of promotion are priciest but also most reliable. Mass media will be the fastest and easiest way to convey information to focus on customers. Normally, Julie's can do advertisement in television set through the specific festivals like Chinese New Time, Hari Raya, and Deepavali. For instance, in Chinese New Year of this year, Julie's acquired broadcasted an advertising campaign about three housewives with different races which is Malay, Chinese language, and Indian and they were doing one kind of Chinese pastry jointly.
Besides that, Julie's used some part time promoters during they present new product. When Julie's introduce a new product, they'll promote it in hypermarket and supermarket with offering sample carrier or taste exams to customers. Julie's can get reviews from the clients by taste testing whether customers like the merchandise and the ability of the merchandise to develop in market place. In addition, it can inform customers the life of new product.
Julie's had founded a "Talk about The Love" corporate social responsibility campaign which can show the good feeling they have on the company with the general public and raise the reputation of Julie's. With this campaign, Julie's had distributed one million packs of 'love' which is Oat 25 with the city throughout Malaysia in the one-day 'Show The Love' event in Kuching. Julie's also had donated biscuits to victims of natural disasters. For example, Julie's possessed donated 1846 cartons of Julie's biscuit to the flood victims in Thailand, Myanmar, Pakistan, and China and tsunami in Indonesia. Get started on a long time ago, Julie's also started out donating to charitable organizations such as orphanages, Old Individuals homes, and universities.
Lastly, Julie's experienced sponsor many activities and street shows such as 988 road shows at Penang and "A Date with Bloggers at Melaka 2012" occasions. During "A Date with Bloggers at Melaka 2012" events, Julie's was general population the process of earning Julie's biscuits to bloggers. It could let them to comprehend deeply about Julie's biscuits. Julie's also sponsor Starwalk for earlier nine years with donated 15, 000 packets of Oat 25 Strawberry Biscuits and 15, 000 packets of Oat 25 Ten Grain Biscuits. These activities can cause the interest of public to Julie's and make Julie's become well known.
3. 0 Market opportunities
3. 1 Julie's Baby Mum-mum Biscuit
Government has called the resident of Malaysia to raise the human population of Malaysia up to 700, 000 people by Year 2020. This has created a potential market for the company and marketer as the number of new-born baby is increasing enormously throughout the years. We also notice that the new-born baby nowadays is very skinny, maybe this is because their body is lack of certain nutrient or caused by other external factors.
Julie's company can in fact come out a new product which is abundant with nutritional and easy used by the infant. Julie can add new product particularly Julie's baby mum-mum biscuit that concentrate on to new-born baby and child. Julie must ensure that they baking the crackers with reduced use of sugars and excessive fat and without the use of artificial colors or preservatives to be able to create healthy biscuits. Julie also offers to be sure that they add the merchandise that suitable for those who have allergen sensitivities.
In addition, Julie will come out with different flavours such as strawberry and caramel, apple Cinnamon and white Cheddar that attract child to take them. Besides, Julie can also introduce spinach or carrot biscuit which contain essential vitamins to kids as nowadays kids did not prefer to eat vegetables. Besides, Julie's baby mum-mum biscuit is a solid food that will dissolve easily in the baby's mouth and somehow it can be made into biscuit porridge with the addition of hot water. So, the baby can easily consume it to prevent choking. This may make sure that small children are safe when taking this biscuit.
The price of Julie's baby mum-mum biscuits need to be competitive prices so everyone manage to buy it. As we realize, most of the consumers will judge a product based on its price. If good deal, consumers will believe that it is poor product, so Julie has to come out with reasonable price to be able to contend in this market. Julie can be sold these products at hypermarket, supermarket, and food shop such as seven-eleven. To promote the product, Julie can organise test market and get responses from the parents who purchase this products to their children.
3. 2 Julie's Body fat Free Oriental Rice Crackers
Due to the dramatic increase of the recognition and desire for healthy, wholesome biscuits, the general public has made life styles changes in the last few years' reference to introduce and even more concern a health mindful lifestyle. That is good for Julie as they are a healthy alternative to various other biscuits which have unacceptable flavours and elements. Therefore, Julie needs to adopt push marketing and advertising approach to ensure the prospective woman era 18 to 45 are aware of Julie's nutritional value and their good flavor.
Julie can create an entirely new target market with the new product, Julie's Extra fat Free Oriental Grain Crackers. Julie's marketing and sales communications will be generally directed toward women age range 18-45 that are health conscious. The prospective market lives in the metropolitan part of metropolis and resides in the middle to upper middle income range. The psychographics of market are the desire to be healthy and fit, yet have a design for low self-control or self-discipline in regards to what foods they ingest. The target market will choose the new product for themselves and possibly their spouses.
Julie's Excess fat Free Oriental Rice Cracker is more to healthy product which is simple to consume all over the place they need as a breakfast time in morning rather than consume unhealthy foods. Consumers who wish to eat snacks but concern about their health, they can consume Julie's new product which is unwanted fat free with 0 g of total fats per serving and less sugar. Alongside the increase of Internet surfers, Julie may offer promotions to women era 18-45 to increase sales and opportunities. For example, customers generally visit products website if indeed they need guidelines about the in depth nutrition information and have events therefore the customers know the place, location and so forth.
To reach the prospective audience, which contains health mindful women age ranges 18-45, Julie can run advertising in journals and Television with limited budget in order to prevent reduction. They are able to also supplement the marketing campaign with consumer campaigns. Julie's crackers main approach to syndication is through large hypermarket chains including jusco, Giant, and Carrefour; these supermarkets such as 7 Eleven, 99 Velocity mart, K&K, and small food shops are located in nearly every town in populated Malaysia covering a wide range of locations.
