The study of development on marketing strategy to promote new food product at AgroMas (M) Sdn. Bhd: the case study in Johor Bahru

This research attempts to analyze the development of marketing strategy to promote new food product in AgroMas Sdn. Bhd. The study is implemented based on marketing mix and promotion mix to increase customer awareness and identify the level acceptance of product. Questionnaires were distributed during the Johore Food Carnival - SMI on 3rd March at Plaza Angsana, Johor Bahru. 100 respondents were chosen by simple random whereby they gave feedback to show consumer responds about the product. The researcher appreciated their cooperation by giving them AgroMas product as souvenir. The issue that the researcher would like to highlight in this study is introducing the AgroMas product, using the local raw materials. AgroMas that stand for Agriculture of Malaysia is produced by FAMA Co. subsidiary of FAMA. In the beginning, it is difficult to sell the product because of promotional weakness. They concentrate on product development through Research and Design (R&D) and trying to create a food product that can be accepted by the people in this country. The good marketing strategy, which included marketing mix (product, price, place, and promotion) and supported by promotion mix can maintain the product survive in the competitive market. In this new era, the high competition will make the company struggle to compete with each other. AgroMas chose to promote their product through a variety types of promotion tools. Trade exhibition, carnival, sponsorship, and sales promotion can attract the consumer knowing more deeply about the product. The product features could influence consumer in making decision to choose the AgroMas food product. Based on the research, majority of the respondents agreed that the product has a good prospect in the future. It is because AgroMas product could fulfill the local consumer’s needs. It shows that the consumer could accept the product and buy it through good marketing and promotion strategy. It can be concluded that the AgroMas weakness was on the promotion strategy. Majority of the respondents said that they are not familiar on the brand name. It makes them not aware of the product in the market. The researcher recommended that AgroMas must use mass media such as newspaper, television, radio, and internet to promote their product. They could provide rack to display, which allocate the entire AgroMas product. So that it is easy the consumer to locate the entire product.