Julie\'s Company Distribution and Promotion Strategy PDF

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MARKETING ASSIGNMENT (DISTRIBUTION & PROMOTION) Distribution Strategy Distribution strategy is designed or planned by a company to ensure products and services can be attained through the supply chain to the target customer. A well-developed distribution strategy assists a company in maximizing revenue and sales, while an unplanned distribution strategy makes a loss for the company and lets company competitors take advantage of the market that has been created (“Distribution Strategy,” 2020). Julie's company has a well-designed distribution strategy. To begin with, Julie's company allocates their goods through the hybrid distribution system. The hybrid distribution system is one in which a company establishes two or more marketing channels in order to reach a larger number of customers. It helps firm to increase revenue and market reportage, getting opportunities to modify the offered products and services according to consumer requirements. The manufacturer (Julie company) distributes their products to many resellers such as hypermarkets, mini markets and grocery shops, and then resellers will sell to the final users for their own consumption. Julie’s biscuit is broadly merchandizing to supermarkets such as Giant, Tesco, Carrefour, where consumers can purchase desired items in a conducive way. Not only supermarkets, but Julie's company also allocates their biscuits to mini markets, namely 7-Eleven and 99 Speed Mart that located near to the residential area. Julie’s biscuit can also be found at grocer stores in rustic areas. Julie's company uses various distribution channels to allot their products from cities to rural areas (“History And Background,” 2018). Another word, Julie company is using the intensive distribution method where it maximizes company revenue by maximizing the numbers of stocks available as much as possible in the market as Julie’s company wishes each community level that demands Julie biscuit can easily get or purchase it despite the location they are in. Currently, Julie’s Marketing Sdn Bhd, the ancillary company of Julie Company, is organizing and arranging the distribution lines of Julie’s biscuit in the local market. There are 6 branches of Julie’s Marketing Sdn Bhd that were situated in West Malaysia, cover inclusively both urban areas and rural areas. However, due to the geographic factor, the distribution lines of Julie’s biscuits in Sabah and Sarawak are under the management of TLS Marketing Sdn Bhd (“History And Background,” 2018).

Moreover, Julie's company is taking chances to widen its brand name into Western markets in order to be recognized as a well-known international brand. Since 2005, Julie's company had exported its products to more than 50 countries such as Japan, Taiwan, South Korea, France, New Zealand, the US and many more countries. Adilla (2020) mentioned that Joseph Lim, the general manager of Julie’s company, is planning to expand Julie's overseas market from current 82 countries to 100 countries, emphasizing on Africa and the Middle East region. In China, Julie's company is now ranked 5th in the China market, indicating Julie’s achievement in pertaining its market position in China.

Promotion Strategy Promotion strategy is a way that a company utilizes for the purposes of marketing, promoting or selling their products or services to real or potential customers. Promotion strategy is an essential element to acknowledge customers about the new products or services and aid in differentiating and identifying one brand compared to other competitors (“Promotional Strategy,” 2021). For Julie company, it applies many methods in promoting their products, including advertising, personal selling and public relations. Based on the essay “History And Background” (2018), Julie's company applies broadcast advertising that conveys product information to specific-targeted customers via electronic media such as television, radio and social platform such as Facebook, Instagram and others. Although mass media is costly, but it is able to inform customers with relevant information in the most effective and quick way. Julie’s company advertises through television, especially when the arrival of special festivals such as Chinese New Year or Hari Raya. For example, Julie created an advertisement who Malay, Chinese and Indian housewives making Chinese desserts together during Chinese New Year. In addition, Julie's company carries out a personal selling approach when it comes to new product offerings. Julie's company will hire part-time promoters to promote new biscuits in supermarkets or hypermarkets by offering free samples or taste tests. In this way, customers are aware of the new-released Julie’s biscuits, feedback can also be collected from customers on whether products are acceptable, or any improvements need to be made to suit customer tastes (“History And Background,” 2018). Apart from that, Julie's company also makes intensive efforts in building up a good corporate image and creating good customer relationships via the public relation. Since many years ago, Julie had started donating to old folks’ homes, orphanages and also schools. Likewise, Julie also lent a hand to victims suffered from the natural disaster. Julie had donated an amount of 1846 boxes of Julie’s biscuits to flood and tsunami victims of overseas countries. Julie's company also held a social responsibility campaign “Shared The Love” in Kuching. One million packs of “Oat 25” biscuits that symbolize “love” were distributed to the public (“History And Background,” 2018). Furthermore, Julie's company did sponsorships in “A Date with Bloggers at Melaka 2012” events. At this event, a demonstration of Julie’s biscuit making process was shown to

bloggers, letting them have a better understanding of Julie’s biscuit. As stated by Adilla (2020), Julie's company also held a promotional roadshow in IOI Mall, Puchong to express gratefulness to their customers that support Julie’s company throughout the journey. The exertions contrived by Julie not only enhance the corporate image, but also helping it to head off bad rumors, as Julie’s already gained trust from the public.

REFERENCES LISTS Adilla, F. (2020). Julie's targets up to 20pct sales growth in 2020. New Straits Times. Retrieved from https://www.nst.com.my/business/2020/01/553216/julies-targets-20pct-salesgrowth-2020 MBA Skool Team. (2020). Distribution strategy. Retrieved from https://www.mbaskool.com/business-concepts/marketing-and-strategy-terms/7048distribution-strategy.html MBA Skool Team. (2021). Promotional strategy. Retrieved from https://www.mbaskool.com/business-concepts/marketing-and-strategy-terms/12823promotional-strategy.html UK Essays. (2018). History and background of Julies biscuit marketing essay. Retrieved from https://www.ukessays.com/essays/marketing/history-and-background-of-julies-biscuitmarketing-essay.php?vref=1...