5.0 Strategy and Implementation


5.1 Positioning Statements
‘Ayam Kampung.com lead to a better life’ is the best positioning statement to describe our company. Since our company supply high quality ayam kampong and eggs, it is a good way to tell the people about our product by using this word. Our main focus is to be a good supplier of chicken products with high quality and healthy aspect is our focus hundred percent. We want to create a world where people concerned about their healthy life. People will remember us as a better company than other company. Besides that we want to be No 1 Company in our sector area. We also want to make people realize about our products very well. Our products are designed for people from different ages and races because most of Malaysian likes to eat chicken. We also provide with some good services for our products. The products we produce such as frozen chicken is one of our product strategies.
   Our company also uses method that was approved by JAKIM in the processing of the chicken. There is no worry to use our product. Besides that, we also consider the importance of halal product in the market because majority of customers in Malaysia are Muslims. Non Muslims also can choose our product.


5.2 Pricing Strategy
 Pricing strategy is about the effective way of pricing our product to ensure our business can gain profit not gain deficit. For our company, firstly we will compare the price of our competitors to get the complete view of the standard price that has been used in the current market. Then, we will compare the quality of the product that our competitors sell to compare our product quality with theirs, so that we can determine the proper price for our product.
For the strategy of pricing our product, we will start our price at RM 10 per chicken as our starting price just RM 2 more than the ordinary chicken that are in market nowadays that is RM 8 per chicken. Besides that from the research that we have done, the market price for Ayam Kampung is in the range of RM 9.50 to RM 11 per chicken. Nevertheless, we have our reasons for let the price more for RM 2. Plus, we will give a discount up to 10 percent for our customers that have a contract with us to provide supply for them. This is to ensure they are still doing business with us in future and to show our appreciation for doing business with us. Moreover, we also have any charges regarding to transportation for our customer who stay within 10 km radius from our husbandry site.
Plus, we also include a package of with every purchase of more than three chickens; our customer will get five of our Omega 3 eggs for free as a promotion. Furthermore, for customer who comes directly to our husbandry site to buy our product, they will get a special price that is RM 9.50 per chicken. This is because, we does not have to spend on transportation expenses if the customers come directly to our husbandry sites. For us, the most important element in our pricing strategy is to gain loyalty from our customers while gain some profit from our business. It is not proper if we put a very high price for our product but the customers don’t become a regular one.

5.3 Promotion Strategy
At Ayam Kampung.com, we use the best and advanced link of media to develop business and expand our products. There are four types of media that we use to attract the customer.
  • Internet.
  • Television.
  • Radio.
  • Newspaper.
5.3.1 Internet
Along with rapid technological age, we realize more intelligent users save time by shopping on the Internet. In connection with this, we provide the service of our product sales on the Internet to facilitate the buyer to purchase our products.
As the result, we now have more than 1000 customer and visitor who buy our product on the internet every month. Through the internet as well, we have to demand from overseas and our products are becoming more recognizable and popular. With the use of this website is cheerful and friendly, and the best service, expected to be more and more consumers will choose our products.
We are also beginning to lunch a system called ‘Mr. Ayam’. This system makes life of our customer easier because they can buy or booking our product through our website. They can chose and buy above 10 of our product and we will deliver to them (only for Klang Valley area). We are also launched a contest on the internet where customers are required to answer simple questions to win a RM100 voucher for all our products.

5.3.2 Television
Accordingly to that, we also have been promoting our product to viewers and the goodness of using our products. We have lunched advertisement at TV3, NTV7, TV9 and TV2. We are also launched a contest on the television where customers are required to answer simple questions to win a RM100 voucher for all our products.
In TV2, there is a there was a TV show sponsored by our company to introduce our products to the public with the theme of cooking shows hosted by Chef Wan, chef number 1 in Malaysia. In that program, he use and introduce new dishes using our product to attach customer. Amazingly, according to the rating on that program, the result is very satisfactory and we hope many consumers will buy our products in the market.

5.3.3 Radio
Accordingly to that, we also have been promoting our product to viewers and the goodness of using our products. We have lunched advertisement at ERA FM, Suria Fm and Sinar FM. We are also launched a contest on the radio where customers are required to answer simple questions to win a RM100 voucher for all our products.

5.3.4 Newspaper
We also published our advertisement on the newspapers to attract customer to buy our product. Newspaper is probably the most efficient medium that we use to introduce our product. In collaboration with the leading newspaper such as News Straits Times and Berita Harian, perhaps we can attract more and more people to buy our product.
We are also offering better prices to consumers and the special price for those who have our club card perhaps organic chicken will be introduced to the public, especially for those who could not afford the high price. Organic chickens are reared by the Ayam Kampung.com is warranted to be free from the vaccine because it uses herbs such as food tainted leaves, turmeric and Tongkat Ali and without the enzyme's growth, with no vaccine and slaughtered according to Islamic procedures.
We are also launched a contest on the newspaper where customers are required to answer simple questions to win a RM100 voucher for all our products.

Examples of Advertisement on Newspapers


5.6 Strategic Alliances
Strategic alliance is a relationship between two or more parties to pursue a set of agreed upon goals or to meet a critical business need while remaining independent organization. The alliance is a cooperation or collaboration which aims for a synergy where each partner hopes that the benefits from the alliance will be greater than those from individual efforts. The alliance often involves technology transfer (excess to knowledge and expertise), economic specialization, shared expenses and shared risk.
Therefore, we have chosen one of the popular market brand in Malaysia; Tesco as our strategic alliance. Tesco is very popular among Malaysian because of the way they treat customer and their items’ price, customer is attracted. This is our first step in this way order to strengthen our company’s in the eyes of consumers. Maybe next time we will get Mydin or Giant as our strategic alliances.
As this is the first time we do it, we will focus on distributing our chicken first. It is to make our customer know our product also can be in a big name of company as we are one of the Bumiputera company that produce chicken.