A research on measuring the effectiveness of marketing strategies of pepper product implemented by peppermarketing board,at Kota Samarahan/ Benjamin Kudang

The Pepper Marketing Board (PMB), an agency entrusted with the development of Malaysian pepper industry, has increase its effort particularly on the pepper product development and promotion programs with the dual objective to expand market demand locally and internationally. The study that has been carried out by the researcher is focusing on the effectiveness of the Marketing Strategies used by PMB on the marketing and selling of pepper and pepper-based product. The study emphasized on how the PMB formulate and structure the marketing strategies based on the concepts of marketing mix that involved the process of analyzing 4P’s product, place, pricing and promotion in order to achieve the organization objectives.