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Marketing Plan for Healthy Ice Cream Industry

Article in Marketing Research · November 2021

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INTRODUCTION TO MARKETING

NOR SHAKINAH BINTI MOHD SHIRIN

SUKD2000030

MARKETING PLAN

1
C O N T E N T S

MARKETING ENVIRONMENT .................................................................................................................. 3

MARKETING STRATEGY ......................................................................................................................... 6
MARKETING SEGMENTATION ................................................ 6
TARGET MARKET ......................................................... 8
DIFFERENTIATION AND POSITIONING STRATEGY .............................. 9
MARKETING MIX .................................................................................................................................. 11
PRODUCT .............................................................. 11
PRICING .............................................................. 15
PLACE ................................................................ 16
PROMOTION ............................................................ 17
FUTURE PLAN ...................................................................................................................................... 19
REFERENCES......................................................................................................................................... 20

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MARKETING ENVIRONMENT

A situation analysis is also known by the acronym SWOT, which stands for strengths,
weaknesses, opportunities and threats. The SWOT analysis framework is conducted as a part
of strategic planning, to determine an entity’s competitive position as well as evaluating the
risks and potentials that surrounds it (Kenton, 2021).

STRENGTHS
Strengths is defined as inner abilities that are usually controllable and may assist a company to
meet its goals (Abu & Kamarulzaman, 2009). First, the Coronavirus outbreak has globally
made vegan diet more appealing, indirectly increasing the global demand for healthy ice cream
(Anon., 2020). John Vrancken, manager of Nielsen’s Innovation Practice notes that there is
growing health awareness in Southeast Asian consumers and prefers natural and healthy
ingredients (Nielsen, 2015).
Secondly, the healthy ice cream industry in Malaysia is blessed with endless flavors to try,
ranging from local fruits such as durian and rambutan, to local delicacies such as kuih lapis.
Thirdly, health-wary consumers prefers the presence of natural preservatives and sweeteners,
hence tipping the balance to the healthy ice cream, over regular ice creams. Apart from that,
there is global rise in consumer spending on healthy ingredients, which will propel the growth
of healthy ice cream industry (Anon., 2019).
Fourthly, in 2006, it was estimated that the general ice cream industry in Malaysia is worth
around RM500 million with a five percent annual growth (Ling, 2006). With increasing
consumer spending, taste and preferences, and technological advancements, it is safe to assume
the numbers have increased. The healthy ice cream market can ride along this trend. Currently,
there are not many Malaysian-made healthy ice-creams producers in Malaysia, and this makes
healthy ice-cream industry a blue ocean market.
Fifth, the healthy ice cream industry can take one of the weaknesses of regular ice cream
industry – frequency of consumption – and turn it as advantage. Consumer consumption
frequency is a problem for the other side because consumers are aware of the health risks
associated with indulging in too much ice cream with high sugar and fat content. However,
healthy ice creams industry offers healthier indulgence, and hence encouraging higher
frequency of consumption amongst consumers (Ling, 2006).
WEAKNESSES
Weaknesses is defined as inner obstacles that are usually controllable and may impede with a
company’s ability to achieve its goals (Abu & Kamarulzaman, 2009). Healthy ice creams tends
to lean on the expensive side of price. This is because healthy ice creams use healthy natural
ingredients that can be steep in price, for example xanthan gum and guar gum to substitute for
artificial stabilizers (Anon., n.d.), therefore the processing is also different compared to

3
everyday ice creams, hence the cost of production can be high which will directly impact the
retail price (Demarest, 2018).
The second weakness is that there is not enough awareness amongst Malaysians regarding keto,
vegan and gluten-free diet. Most Malaysians still prefer to indulge in ice creams with high fat
and sugar content.
The third weakness is the rate of melting. Healthy ice creams are commonly with plant-based
milk (e.g.; almond milk), which makes it melt faster because of the high water and low fat
content (Neimark, 2017). Combined with global warming and Malaysia’s natural heat, the
healthy ice creams will need special care and storing. Furthermore, ice cream is not like other
sweets or snacks. The supply chain requires an efficient cold storage to prevent spoilage (Ling,
2006).
OPPORTUNITIES
Opportunities is defined as extrinsic factors that are usually uncontrollable and the company
may take advantage upon (Abu & Kamarulzaman, 2009). Generally, the ice cream industry in
Malaysia has been experiencing massive growth, hinting at Malaysians’ growing preference
for ice creams, especially Malaysian-made. Furthermore, appreciation and support for local
brands and flavors has been rising (Huzaifah, 2019). To add to this, there is rising health-
consciousness and healthy diet amongst Malaysian that will positively affect the healthy ice
cream market (Durai, Food trends in Malaysia show Malaysians are more health-conscious,
2019).
Moreover, as of 2020, there are 3.9 million Malaysians with diabetes (LifeCare Diagnostics,
2020). As this medical condition requires them to maintain low-sugar diet, healthy ice creams
that are low in sugar and carbohydrates can tap into this particular market and provide them
with ice creams that will satisfy their cravings without jeopardizing their health.
It is an added benefit that Malaysians has an appetite for trying out new things. According to a
study by Nielsen Insights (2015), sixty-three percent of Malaysians would purchase new
products by brands they are familiar with, and they enjoy more options, while a third of
Malaysians would purchase new product innovation.
THREATS
Threats is an external factor in the SWOT analysis and defined as current and emerging
extrinsic factors that may jeopardize the company’s performance (Abu & Kamarulzaman,
2009). One of the most glaring threat of the health ice cream industry is that healthy delicacies
are synonymous as being expensive and not delicious (Haws, Sample, & Reczek, 2017). This
misconception is inadequately addressed and most of the time, consumers need to educate
themselves which can be a problem in an increasingly competitive world.
Secondly, the weak economy affects consumer’s spending and purchasing power. According
to Bank Negara Malaysia’s annual report, there was a 4.3% drop in private consumption in
2020 (Ikram, 2021), and consumers are expectedly to continue cautionary spending during this
tumultuous financial time while choosing to focus on necessities (Anonymous, 2019). To add
to this, prolonged political squabbles has also affected the business environment in Malaysia,
causing investors to pull out of Malaysia (Teoh, 2021).

4
Thirdly, maintaining quality supply of organic, natural and healthy ingredients is also a threat
to the healthy ice-cream industry, because most healthy ingredients are imported, and the
pandemic has greatly affected global transportation as well as imports and exports logistics
(Mazareanu, 2021).
Lastly, there is always the threat of competitors with stronger brand names and brand awareness
penetrating the Malaysian market. For example; founded in 2012, Halo Top, a leading healthy
ice cream in America, exceeded the sales of longer-standing brands such as Haagen-Dazs and
Ben & Jerry’s (Clifford, 2018). Malaysian healthy ice cream producers will surely compete in
a more stiff market if international brands decides to expand to Malaysia.

5
MARKETING STRATEGY

MARKETING SEGMENTATION

S
egmentation is used to divide a market into sub-units, each with their own distinct needs,
features, or behavior that might need specific marketing strategies or mixes (Abu &
Kamarulzaman, 2009). In 2021, Malaysia’s population reached 32.7 million
(Worldometer, 2021), eight million of which is accumulated in Kuala Lumpur (MacroTrends,
2021) and in 2020, six in Selangor (Hirschmann, Population numbers Malaysia Q1 2020, by
state, 2021). Ideally, we would like for every pro healthy ice cream individual in every city in
Malaysia to purchase Ofilia, but our product falls within the premium category with a strong
emphasis on health. Therefore, at Ofilia, we segment our consumers geographically,
demographically, psychographically and behaviorally.

GEOGRAPHIC
We will be focusing on consumers in affluent areas within Selangor, Federal Territory of
Putrajaya and the Federal Territory of Kuala Lumpur, as these are areas where Ofilia consumers
are likely to be located, as well as due to its easy access to shopping centers and resorts.
The areas are Kuala Lumpur, Setia Alam, Petaling Jaya, Hartamas, Subang Jaya, Putrajaya,
Ampang, Bangsar, Mont Kiara, Bukit Tunku, et cetera. These areas are blossoming with
healthy shops (Rosa, 2018) such as Nourish, a gluten-free bakery (Durai, 2019), a positive sign
that consumers in these areas are increasingly health-conscious. Furthermore, ice cream
consumption in the Klang Valley is also greater than other areas in Malaysia (Ling, 2006).
DEMOGRAPHIC
At Ofilia, we make no distinction between the genders and sexes. Our ice cream is for all.
However, we do segment our consumers based on age and income. Ofilia is suitable for all
ages’ consumption because of our pro-health ingredients, but we direct more focus on the age
group of 25 - 45 years old, as consumers around these age has the most purchasing power
(Anon., n.d.) as well as health consciousness (Gail, 2020).
We welcome consumers from all strata to try Ofilia. However, due to our premium price, we
will focus more on the M40 and T20 group, whose income range from RM4850-RM10959,
and from RM10960 – RM15039 or higher respectively (CompareHero, 2020), because
consumers from these income bracket have higher amount of disposable income, therefore can
afford healthy lifestyles more consistently instead of as a one-off purchase.
PSYCHOGRAPHIC
Lifestyle is a crucial factor in Ofilia’s consumer segmentation. People who are living a healthy,
organic and active lifestyle are more likely to consume and purchase Ofilia regularly. This
includes those on specific diets such ketogenic, vegan and gluten-free diet. In 2018, Malaysian

6
consumers in the organic and healthy food market agreed that lack of variety was a problem to
maintain their diet (Hirschmann, 2019). It is only recently as Malaysians are becoming more
health cognizant (Durai, 2019) that there is a surge in healthy edible products in the market.
BEHAVIORAL
Since Ofilia is ketogenic, vegan and gluten-free diet, we segment consumers that seeks the
benefits of going on such diets. For example, people with genetic coronary artery disease who
are recommend by their cardiologists to take up ketogenic diet (Joy, 2019); people with
concerns of animal cruelty or a practicing Buddhist or Hindu may seek vegan options for
delicacies; people with celiac disease or gluten intolerance who requires needs a gluten-free
diet (Raman, 2017).

7
TARGET MARKET

Target market consists of a group of purchasers who share common needs or traits that the
company decides to cater to (Abu & Kamarulzaman, 2009). Company also directs its
marketing efforts towards this set of buyers. Usually, they represent a portion of the total
market for the particular goods/services the company offers (Kenton, 2021).
As newcomers in the industry, we employ concentrated marketing, where we focus our
marketing efforts and resources on catering to the health conscious segment of the ice cream
market who are 25 – 45 years old. This group comprises of people with sweet tooth, who seeks
healthier indulgence, and are innovative, health conscious and brand conscious. They prefer
desserts that are organic and made with natural, gluten free, vegan and ketogenic ingredients
that also lowers their consumption of calories and fat intake, which is important for muscle
building or keeping a constant weight. They live an active lifestyle, artistic, tech-savvy, enjoy
sports and practice healthy eating, while valuing features more than cost.

8
DIFFERENTIATION AND POSITIONING STRATEGY

DIFFERENTIATION
Differentiation is what sets a company apart from its competitors (Abu & Kamarulzaman,
2009). Ofilia differentiates itself via product and service, and has stark difference compared to
its few competitors in Malaysia, making us stand out amongst our competitors. Product-wise,
Ofilia is the first in Malaysia to produce gluten-free, vegan and ketogenic ice cream in a tub,
at the same time. We use only the crème de la crème of high quality and healthy ingredients,
such as the Tahitian vanilla. On top of that, we also differentiate ourselves by engaging and
giving strong support to our local community. For example, we source our products only from
Malaysian farms whenever possible, such as our almonds and cocoa. We also guarantee our
consumers that, in the case they receive a defect product, the refund process will be easy and
hassle-free.
We also offer same day delivery to customers within 20 kilometre of our nearest kiosk. Apart
from that, art is a value that Ofilia holds dear. Our tubs are creatively designed, and there will
be limited artisanal collection by graphic designers, mural artists, or seasonal designs such as
Merdeka, Women’s Day, Christmas, et cetera. This is also a way we support our artistic
community. When our consumers have finished consuming Ofilia, they are likely to keep the
tub to store their items because of its aesthetic value. Our consumers can also request for
individual design, where we will write their name/s on the tub, although they have to pay
slightly higher. Futhermore, we can also collaborate with other brands with this method and
this will boost our brand awareness and revenue.
Service-wise, Ofilia keeps a fun and interactive brand identity and voice, so we can connect
with our consumers on a personal level. We aim to be constantly available online. They can
reach out to us via Instagram, Twitter, Facebook and Tik Tok, and get instant replies from our
customer care team who take shifts around the clock, instead of conventional emails within
office hours. With this, our consumers will be our ambassadors by their own will.
POSITIONING
Positioning refers to the way a company wants their products to be in consumer’s minds (Abu
& Kamarulzaman, 2009). We employ more for more value proposition, where high quality
good is provided at high price.
To develop Ofilia’s positioning strategy, we must look at our competitors too. Our main
competitor is Calli who positions themselves as low-cal ice cream, with quirky flavor names
but plain design and the brand identity is poorly developed.
Ofilia emphasizes strongly on brand image, identity and voice as a way to embed ourselves in
our consumers’ mind. Ofilia positions itself as artistic, with artistic design of the tub, with a
witty sense of humor as brand voice that mirrors or echoes the voices of our major consumers.
We want our consumers not to think of us as a company, but more as an old friend that enjoys
bantering on social media, jumping on arbitrary conversations online about anything vegan,
ketogenic or gluten-free ice cream, and using trending ‘memes’, ‘gif’, emoji to reply to
questions or ‘tweets’. This encourages our consumers to engage with us more often.
Interestingly, this method augurs well with the majority of Ofilia consumers, and will also
garner us more attention, hence increasing brand awareness.

9
Apart from that, we strengthen our positioning by donating a certain percent of our profits to
needy Malaysian communities or events such as the orphanage, the homeless, et cetera. We
will also be absolutely transparent with the donations, and our consumers can check where and
how much we donated on our website.

10
MARKETING MIX

PRODUCT

NAME
The name Ofilia® is an homage to the character Ofelia in the movie Pan’s Labyrinth, which
happens to be our founder, Shakinah Shirin’s favorite movie growing up. She admires Ofelia’s
courage in the face of uncertainty and hopes to spread the same value to the community around
her.

SLOGAN
Ofilia’s slogan is ‘BE DARING’. We want to encourage our consumers to face the challenges
hurdled their way with all the bravery in their fiber, and to transcend their problems and realize
life has much more to offer. All you must be is daring. This also augurs well with our athletic
or highly-active consumers, and suitable to sponsor Malaysian team in sports events such as
bike racing, football, swimming competition, polo, badminton, et cetera.

BRAND
Below are the colors of our brand, and the variations of it that will
be presented on social media. The first deep brown shade stands for
a classic look, red stands for courage and passion, green speaks for
a connection to nature, teal represents activity and tranquility,
purple advocates for creativity and yellow calls for happiness and
optimism; all the qualities we want to convey to Ofilia consumers.

PACKAGING
There is much thought that goes into Ofilia’s packaging, as it plays a key role in our
differentiation. The front packaging and lid is emblazoned with our brand name and flavor,
with illustrations pertinent to the flavor, which helps our consumers to know what flavor they
are holding at a glance. To catch the attention of our target consumers, we wrapped the sides
of the lid with the term ‘KETO’. On the back, we have JAKIM Halal certification, which is
important to Malay or Muslim consumers, as well as expiry date, nutritional information,
ingredient list, instructions, allergy warning, barcode, flavor description and our social media
icons. We use the bright shades with unique design to attract consumers. Furthermore, the
packaging emphasizes our benefits (such as the ‘keto’ stamps on the lid) to strengthen
consumer’s buying decision. Our packaging is made to stand out amongst others.

11
Front (tub):

Rear look (tub):

12
From atop (lid):

INGREDIENT
INGREDIENTS: Cream, water, whey powder, non-GMO soluble corn fiber, erythritol,
allulose, coconut oil, almond oil, almond flour, vegetable glycerin, 70% dark cocoa, Tahitian
vanilla, almond milk, olive butter, tara gum, guar gum, unsweetened almond butter,
unsweetened chocolate chips, salt, cocoa butter, monk fruit extract, carob bean gum, xanthan
gum, sunflower lecithin, stevia extract.
We use a non-GMO (genetically modified organisms) soluble corn fiber because it is
ketogenic, and most importantly, toxin-free. Most corns are genetically modified organisms
which has a potential to be carcinogenic due to the presence of the glyphosate compound
(Stanton, 2020).
As gluten-free and vegan product, we substituted eggs for protein-packed whey powder, they
also help to increase shelf life (Staff, 2015). We also omit sugar from our ingredients, and use
all-natural sweeteners, such as the monk fruit and erythritol. The former fruit is sweeter than
sugar, while the latter is derived from fruits, and both does not affect the glycemic index, which
means no spike in blood sugar (Kruchten, n.d.).
Furthermore, we also used plant-based thickeners and stabilizers such as Tara gum, Guar gum
(Anon., n.d.) and Carob bean gum (Shoemaker, 2019). Moreover, we use plant-based oils,
butter and flour.
All of our ingredients are vegan, ketogenic and gluten-free. Due to our product’s high content
of protein and fiber, it serves a good pre or post workout snack.

13
LABELLING
We use a combination of persuasive and informational labelling. The front end and the lid is
persuasive, while the rear end is informational. Our consumers can find sufficient information
about the product on the back, and if that is not sufficient, they can scan the QR code where
they will be directed to our website for a more comprehensive information and be assisted by
our virtual assistant.

PRODUCT
Ofilia features vanilla of the finest quality mixed with chunky textures of brownie dough,
cookie dough, chocolate chips and lavish swirls of almond butter, in accordance to today’s
demand of ice creams (Anon., 2020).

14
PRICING

Ofilia can be bought at the price of RM43 for a one-pint tub based on cost-plus pricing, as it is
suitable for a premium product. Cost-plus pricing marks up the cost of a product to a certain
desired amount (Abu & Kamarulzaman, 2009). Through this strategy, we have more control
on our cash flow, margin division and profits or losses.

FIXED COST(/mo) (RM) VARIABLE COST(/tub) (RM)

Governmental Tax 1000.00 Tahitian vanilla 1.30
beans
Salary 15000.00 Almond milk 1.00
Machine 6000.00 Olive oil 0.60
Business Insurance 2000.00 Almond butter 0.85
Vehicle Rental 300.00 Whey powder 0.70
Shared Office Rental 400.00 Other ingredients 3.00
Kiosk rental 3000.00 Packaging 1.40
Loan Payment 900.00
Easystore e-commerce 1100.00
subscriptions
Marketing expense 1700.00
TOTAL (RM) 49700.00 TOTAL (RM) 8.85
The table above shows Ofilia’s monthly fixed costs and the variable costs to produce a tub of
A.B. Cookie and Brownie Dough.
We aim to sell 30,000 units of Ofilia per month.
Total cost = Variable cost + (Fixed cost/unit sales)
Total cost = RM8.85 + (RM49700/30000)
= RM8.85 + (RM1.6566)
= RM10.55
The total cost to make a tub of Ofilia is RM10.55.
We want to have a 75% return on sales on mark-up price that we sold Ofilia, to fuel a faster
growth.
Markup price = Unit cost / (1- desired return on sales)
Markup price = RM10.55 / (1 – 0.75)
= RM10.55 / 0.25
= RM43.00
Breakeven volume = Fixed cost / (Price – Variable Cost)
= 49700.00 / (43-8.85)
= 49700.00 / 34.15
= 1456 units
Therefore, a tub of Ofilia costs RM8.85. The markup price is RM43. Based on the calculation,
Ofilia will need to sell 1456 units to achieve profitability in sales.

15
PLACE

Ofilia will be distributed around our target locations (Kuala Lumpur, Putrajaya and Selangor)
via food distributors, and kiosks.
Firstly, our high price provides sufficient margin for wholesalers and distributors. The
wholesalers will purchase Ofilia at a price designated for them, then they will resell it to
retailers at a designated price for retailers, where they will make a good margin. Furthermore,
wholesalers will handle transportation, logistics, inventory and delivery to retailers, with a
representative from Ofilia’s operations team to oversee the process and make sure everything
complies with the company’s standards of operation. We will also be selective with the
wholesalers and they shall need to check all of Ofilia’s ideal distributor criteria. We want Ofilia
to be distributed only at medium to high-end grocery stores as well as specialty stores that
caters to vegan or health-conscious consumers such as Jaya Grocer, Vegan District, Tesco,
Mercato, Big Ben’s Independent Grocer, Village Grocer, Cold Storage, et cetera. People who
shops in these stores tend to fit our potential prospect criteria.
Secondly, we will sell directly to consumers via kiosk in malls. Ofilia’s kiosk is order-and-go
system, and does not offer seating tables. Due to our small square-feet space consumption, the
rent, electricity and water bills we have to pay is not as expensive as compared to operating in
a shop lot, and should not eat into the sales we make. This is a cost-saving method to expand
our business. Customers can also place their order on our website or food ordering apps, and
pick-up at the kiosk. Each kiosk will be available on Foodpanda and Grabfood. We can be
found at shopping centers in Kuala Lumpur, Putrajaya and Selangor, such as the Waterfront @
Park City, Publika, Suria KLCC, The Curve, SohoKL, Pavilion, et cetera. The first five years
of our operation will be dedicated to increasing brand awareness and expanding our locations
aggressively.
The low-cost of the kiosk is beneficial. Apart from shopping centers, we will also be available
at high-end locations such as resorts, for example SkyAvenue at Genting Highlands and
Sunway Resorts and Hotel; and high-traffic, selected petrol station convenience stores such as
Petronas Lingkaran Karak.

16
PROMOTION

As a new brand, conducting promotions links the gap between Ofilia and our potential
consumers.
WEEKLY FREE 100 CUPS AT SELECTED KIOSK
Freebies attract people the most, and it also cuts out the risk of buyer’s remorse for them. So
Ofilia will conduct a weekly promotion that gives out 100 free mini-sized cups at selected
kiosk, for a certain intermittent amount of time. This will create a mass gathering around our
kiosk that will pique the curiosity of other by-passers, increasing our brand awareness and
sales. Some might even take pictures of the long queue and post on social media, which will
further increase our brand awareness. When our free cups have finished, consumers might feel
compelled to purchase our smallest size ice cream (5ml) because first, they are already there,
and second, they are in the curious stage of buyer’s decision.
FREE FIRST TASTE
Ofilia offers consumers a free taste of the flavor/s. We will emphasize about this on our social
media. Consumers are free to have a taste (maximum two small spoon per person) for each
flavor.
SOCIAL MEDIA
We aim for Ofilia to have a large following across all its social media platforms (Twitter,
TikTok, Facebook, and Instagram). Our content and creative graphics are artistic and witty, in
line with the brand’s identity and voice. This makes connecting with our consumers easier.
With our social media, we can make various contents that will drive Ofilia’s sales such as how
to make vegan shake with Ofilia ice cream.
CHARITY DONATION
For a limited period of time every month, Ofilia will select a charity house to donate a percent
of our pre-tax profits to, such as the orphanage house, the homeless, rural schools, zoos, the
eldery house, et cetera. Ofilia believes in ‘giving back’ to the society.
ADVERTISEMENT
 Buy 1 free 1 with Moola Drive

Moola Drive is an interesting way of garnering brand awareness. We

will employ a strategy with Moola Drive for a limited amount of
time. The cars will be wrapped with Ofilia stickers, and there will be
a number from 1 to 5 on the cars. Each week, we will choose one
number. Say this week, we chose number 4. During that week, if our
consumers find a ‘Moola’ car with our stickers and the number 4 on
it, they will get a free mini tub of Ofilia when they buy one (buy 1
free 1) at our nearest kiosk, provided that they take a picture of the
car with a clear view of the number.

17
  Social media advertising

We will also advertise on social media platforms such as Facebook, Instagram, Google
AdWords, YouTube and TikTok. They will be directed to our website to place their orders. We
will hire an advertising agency to manage and create our social ads. Advertising for direct
purchase can generate passive revenue for us, where we can keep good ads running and make
sales from it. A study shows that brands that are actively engaged which uses advertising hit
their quarterly or annual sales quota easier than those that did not utilize advertising (Pedotto,
n.d.).
INFLUENCER MARKETING
 Micro-influencers

Ofilia will also employ influencer marketing, focusing more on micro-influencers because they
cost less. The creatives (images and videos) that are produced by them will be used in Ofilia’s
advertising. These influencers don’t have to fit our target prospect criteria. Our social media
team will scout for influencers that has amassed sizable following. Indirectly, they will also be
models for Ofilia. Consumers feel more compelled to try products that showcases humans
using them (Waytz, 2019) which is why influencer marketing is crucial for new brands. We
also welcome people or new influencers to take a picture/video with our product, tag us and in
exchange, we will repost the picture or video on our social media page. This is a win-win
situation, because they are exposed to our audience meanwhile Ofilia gets to use the creatives
posted for free.
 Opinion leaders

Apart from micro-influencers, Ofilia will also utilize opinion leaders to promote our product.
This rapidly boost our brand awareness and trust. These opinion leaders must fit our target
prospect criteria. Because Ofilia is a healthy ice cream, we will use notable names in Malaysia’s
sports industry such as Hafizh Syahrin, Pandalela Rinong, Datuk Lee Chong Wei, Nicol Ann
David, Farah Ann Abdul Hadi, and celebrities that are known to be health-conscious.
Below are examples of Ofilia’s printed ads.

18
FUTURE PLAN
MARKET PENETRATION
Market penetration is a growth strategy utilized to increase sales to current market segments
without changing the product (Abu & Kamarulzaman, 2009). Ofilia plans to improve and scale
up on our advertisement strategy to achieve more sales in the future. We will bring in
professional photography, graphic design and video editing teams to create better graphics. We
also want to open up more kiosks in Malaysia. Our goal is to have 300 kiosks all over west
Malaysia by the year 2025. We will achieve this by allowing the franchising of Ofilia.
Furthermore, we also plan to open a ‘brick-and-mortar’ Ofilia shops that offers ‘drive-thru’.
Consumers can also dine-in and take away, and throw a birthday party at our store. The store
will be attached to petrol stations. As people are becoming more busy, drive-thru is an excellent
implementation, especially during this pandemic (Tucker, 2021). Although we are the first ice
cream shop in Malaysia to implement this, it will be beneficial when expand our offerings in
the future. Moreover, we also offer catering services where we will set up ice cream bar at
events.
MARKET DEVELOPMENT
Market development is a growth strategy that identifies and develops new market segments for
current products (Abu & Kamarulzaman, 2009). In the future, we want to tap into the target
market of children. We will create a product line catering to children, where we offer toys along
with the product.
PRODUCT DEVELOPMENT
Product development is a growth strategy that offers new or modified products to existing
market segments (Abu & Kamarulzaman, 2009). Ofilia has a lot more to offer, including
flavors with lots of toppings choices. We want to add a myriad of flavors in the future.
Furthermore, we also want to make vegan, gluten-free and sugar-free ice cream cones.
Moreover, we also want to offer beverages.
DIVERSIFICATION
Diversification is a growth strategy through starting up or acquiring businesses outside the
company’s current products and markets (Abu & Kamarulzaman, 2009). In the future, we want
to be a master franchisee for various international food and beverages product, such as boba
teas, bakeries, et cetera. This is a great way to diversify our profits and gain knowledge by
learning from these franchisors so we can apply the same knowledge when we want to penetrate
international markets.

19
REFERENCES

References

Abu, N., & Kamarulzaman, Y. (2009). Principles of Marketing. Oxford

University Press.

Anon. (18 June , 2019). Top Trends Impacting Organic Ice Cream Market
Growth. Retrieved from Pastry Arts:
https://pastryartsmag.com/news/top-trends-impacting-organic-ice-
cream-market-growth/
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