MKT 10007 Fundamentals Of Marketing Assignment 1: "What is marketing?" Name: Karen Ngu Serng Zhen (101222494) Tutorial Class: 07 1. Introduction The aim of this report is to understand the definition of marketing clearly and discuss how the 4Ps affect purchase decisions. This report is being written about the product category, brand positioning and the 4Ps which included product, place, price and promotion. 2. The product category The product which I have chosen for this report is Munchy's Oat Krunch cookie. It has many flavour, such as nutty chocolate, chunky hazelnut, dark chocolate and strawberry and blackcurrant. Munchy's Oat Krunch cookie is under food category. In addition, the sub- categories of food category including cookies, snacks and oat. 3. The 4Ps a. Product Munchy's Oat Krunch cookie is round shaped. Each flavour has its different appearance. For example, Munchy's Oat Krunch cookie with nutty chocolate flavour has hazelnut and chocolate chips on the surface of the cookie. Consumers will buy this product as it is a healthy snack which is high in wholegrain and is trans-fat free. Buyers can consume Munchy's Oat Krunch cookie with a cup of milk for their breakfast or take it as a snack. There is a special and new way to eat Munchy's Oat Krunch cookie. The way is mixed it with yogurt. Each three Munchy's Oat Krunch cookies is packed in a small and convenient packet. Furthermore, each big packet contains 8 or 16 small packets. Consumer will buy this product due to its convenient packaging, so that they can take it anywhere easily. The uniqueness and the convenient of the product packaging always attract consumer to buy, so packaging might influence consumers' purchase decisions.
b. Place Munchy's Oat Krunch cookie is available in most of the supermarkets, convenient stores and groceries. Hence, I would say it is easy to find because supermarkets, convenient stores and groceries can be found in everywhere. I bought Munchy's Oat Krunch cookie in Boulevard Hypermarket. The product display is normally put the products on the shelves and arrange them with same category together. For example, various brands but same type of the snacks are arranged together on the shelves. As a result of this kind of product display, consumers will easier to compare products. Thus, consumers can choose the product that they think is better than others and more willing to buy. It cannot be denied that the product display might affect consumers' purchase decisions. c. Price Munchy's Oat Krunch cookie in 8 packets costs 5.50 ringgit and cookie in 16 packets costs 10.40 ringgit in Boulevard Hypermarket. I collected this pricing information on 15th March. There is another brand also provides oat cookie, it named Julie's. The price of Julie's Oat 25 cookie in 8 packets is 5.35 ringgit. With the same amount of cookie per pack, the price between these two brands are quite near, but Julie's Oat 25 cookie has a lower price compared to Munchy's Oat Krunch cookie. Most consumer will compare different brands