To increase the sales of organic chicken product of Kee Song (M) Sdn Bhd by using strategic innovative marketing approach

Kee Song (M) Sdn Bhd is a company that was established back in 1987. Their main products consist of frozen and fresh chicken products. The whole pandemic situation has instigated the company’s sales forecast on the organic chicken product. The sales are expected to follow the projected exponential f...

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Main Author:	Samsul Kamal, Muhammad Syahmi Shahiman
Format:	Thesis
Language:	English
Published:	2022
Subjects:	H Social Sciences (General)
Online Access:	http://eprints.utm.my/id/eprint/102327/1/MuhammadSyahmiShahimanMAHIBS2022.pdf
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id	my-utm-ep.102327
record_format	uketd_dc
spelling	my-utm-ep.1023272023-08-17T01:13:57Z To increase the sales of organic chicken product of Kee Song (M) Sdn Bhd by using strategic innovative marketing approach 2022 Samsul Kamal, Muhammad Syahmi Shahiman H Social Sciences (General) Kee Song (M) Sdn Bhd is a company that was established back in 1987. Their main products consist of frozen and fresh chicken products. The whole pandemic situation has instigated the company’s sales forecast on the organic chicken product. The sales are expected to follow the projected exponential forecast, but it is currently not. To add to that, most of the companies did a transition from doing conventional marketing into e-commerce, but Kee Song has been behind in following this trend. The whole paper is oriented toward exploring the suitable marketing strategies for Kee Song Sdn Bhd to adopt to gain competitiveness in Malaysia’s digital market. The primary objective of this study is to identify the effective channel to increase brand awareness toward the lactobacillus chicken among the customers. The second specific objective is to identify the strategies that can be used to increase engagement and sales towards the company’s offerings during the digital era. The exploration process was divided into two-phase, cycle one and cycle two. During cycle one of the interventions, the researcher has been conducting Facebook marketing and a live cooking show program. Meanwhile, during cycle two of interventions, the researcher has engaged in influencer marketing and house brand collaboration with Aeon Co. Both cycles of interventions were successfully conducted aligned with the AIDA model along with the push and pull theory. Previous and contemporary studies were also examined to work as guideline and reference for the researcher. All the data obtained are displayed along with the constructive and conclusive review. 2022 Thesis http://eprints.utm.my/id/eprint/102327/ http://eprints.utm.my/id/eprint/102327/1/MuhammadSyahmiShahimanMAHIBS2022.pdf application/pdf en public http://dms.library.utm.my:8080/vital/access/manager/Repository/vital:147764 masters Universiti Teknologi Malaysia, Azman Hashim International Business School Azman Hashim International Business School
institution	Universiti Teknologi Malaysia
collection	UTM Institutional Repository
language	English
topic	H Social Sciences (General)
spellingShingle	H Social Sciences (General) Samsul Kamal, Muhammad Syahmi Shahiman To increase the sales of organic chicken product of Kee Song (M) Sdn Bhd by using strategic innovative marketing approach
description	Kee Song (M) Sdn Bhd is a company that was established back in 1987. Their main products consist of frozen and fresh chicken products. The whole pandemic situation has instigated the company’s sales forecast on the organic chicken product. The sales are expected to follow the projected exponential forecast, but it is currently not. To add to that, most of the companies did a transition from doing conventional marketing into e-commerce, but Kee Song has been behind in following this trend. The whole paper is oriented toward exploring the suitable marketing strategies for Kee Song Sdn Bhd to adopt to gain competitiveness in Malaysia’s digital market. The primary objective of this study is to identify the effective channel to increase brand awareness toward the lactobacillus chicken among the customers. The second specific objective is to identify the strategies that can be used to increase engagement and sales towards the company’s offerings during the digital era. The exploration process was divided into two-phase, cycle one and cycle two. During cycle one of the interventions, the researcher has been conducting Facebook marketing and a live cooking show program. Meanwhile, during cycle two of interventions, the researcher has engaged in influencer marketing and house brand collaboration with Aeon Co. Both cycles of interventions were successfully conducted aligned with the AIDA model along with the push and pull theory. Previous and contemporary studies were also examined to work as guideline and reference for the researcher. All the data obtained are displayed along with the constructive and conclusive review.
format	Thesis
qualification_level	Master's degree
author	Samsul Kamal, Muhammad Syahmi Shahiman
author_facet	Samsul Kamal, Muhammad Syahmi Shahiman
author_sort	Samsul Kamal, Muhammad Syahmi Shahiman
title	To increase the sales of organic chicken product of Kee Song (M) Sdn Bhd by using strategic innovative marketing approach
title_short	To increase the sales of organic chicken product of Kee Song (M) Sdn Bhd by using strategic innovative marketing approach
title_full	To increase the sales of organic chicken product of Kee Song (M) Sdn Bhd by using strategic innovative marketing approach
title_fullStr	To increase the sales of organic chicken product of Kee Song (M) Sdn Bhd by using strategic innovative marketing approach
title_full_unstemmed	To increase the sales of organic chicken product of Kee Song (M) Sdn Bhd by using strategic innovative marketing approach
title_sort	to increase the sales of organic chicken product of kee song (m) sdn bhd by using strategic innovative marketing approach
granting_institution	Universiti Teknologi Malaysia, Azman Hashim International Business School
granting_department	Azman Hashim International Business School
publishDate	2022
url	http://eprints.utm.my/id/eprint/102327/1/MuhammadSyahmiShahimanMAHIBS2022.pdf
_version_	1776100896937082880

To increase the sales of organic chicken product of Kee Song (M) Sdn Bhd by using strategic innovative marketing approach

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