AGR 313

AGRICULTURAL PRODUCTS
MARKETING
Assignment title:

SWOT ANALYSIS AND REDESIGN PACKAGING OF

PRINCE COOKING OIL

Name of student: Matrix no.:

1. NURISMAHWANI BINTI ISMAIL 2021605204

2. MUHAMMAD ADIB NAJMI BIN SHOKRI 2021848248

3. AHMAD BASYIRUDDIN BIN BULIAM 2021819708

4. MUHAMMAD AMNI BIN MOHAMMAD ZAHIR 2021872914

5. SHAHAMIR BIN SUHAIME 2021811678

Class/Group: AT1105B
Name of lecturer: MADAM FAZIDAH ROSLI
Submission date: 15th December 2023

Diploma In Planting Industry Management

OCTOBER 2023 – FEBRUARY 2024
 1) INTRODUCTION OF PRODUCT

Cooking oil is a plant or animal liquid fat used in every type of cooking which are frying,

baking, and others. Added oil while cooking allows higher cooking temperatures than water,

making cooking food faster and more flavorful, while likewise distributing heat, reducing

burning and uneven cooking. It sometimes imparts its own flavor. Cooking oil is also used in

food preparation and flavoring not involving heat, such as salad dressings and bread dips.

There are a wide variety of cooking oils from plant sources such as olive oil, palm oil,

soybean oil, canola oil (rapeseed oil), corn oil, peanut oil, and other vegetable oils, as well as

animal-based oils like butter and lard. One of the most viral cooking oil brands is “Prince

Cooking Oil”. In addition, Prince products have many others, which not only offer cooking

oil but also offer many other products such as margarine. The benefits of this cooking oil are

that it has a Muslim product that is believed to be halal. Also, it can provide a variety of

benefits depending on the ingredients. Some of the potential benefits of it are lower in fat

because we used natural ingredients such as palm oil fruits in making this oil able to cook a

variety of foods. Moreover, this product can be found on online websites such as Shopee,

Instagram, and WhatsApp. Besides, the manufacturing place of this product at Jalan Bunga,

Bandar Jengka, 26400 Bandar Tun Abdul Razak, Pahang Malaysia.

 2) SWOT ANALYSIS ON SELECTED PRODUCT

2.1) INTERNAL FACTOR

Strengths

● Quality Standards - Maintaining high-quality ingredients and production processes.

● Muslim product - This product is produced by Muslims, where in Islam we must
only consumed a halal food. The product made by Muslims will be more trusted
rather than any other non-muslim produced product.
● Brand Reputation - Established trust and positive consumer perception of the
cooking oil.
● Distribution Network - An efficient and widespread distribution system.
● Comes in various sizes - Cooking oil is typically available in various sizes, including
small bottles (250ml, 500ml), medium-sized containers (1 liter, 2 liters), and larger
options (5 liters, 10 liters, etc.), catering to different cooking needs and preferences.

Weaknesses

● Not widely known - Product are not really known by others, compared to another
well-known brands.
● Promotion only in small range - Only Facebook, Shoppee, and Instagram will
display the promotion. Nowadays, people of all ages watch TikTok apps more
frequently. To further promote this brand, we can recruit an ambassador and make the
video content more appealing, such as a regional artist or influencer.
● Supply Chain Dependence - Vulnerability due to reliance on specific suppliers for
key ingredients.
● Production Efficiency - Challenges related to cost-effective and streamlined
production processes.
● Technology can’t make large production - The technology here maybe cannot
supply a large amount of production. We suggesting in upgrading the factory and also
the machine used in production.
2.2) EXTERNAL FACTOR

Opportunities

● Make it to bigger market place- this product must be marketed to bigger market
place such as Lotus. This way this brand will earn more acknowledgement and profit.
● Branch throughout country- by using the name Prince open lot of branch in every
state. The branch must be carrying the Prince brand and eventually be well known in
local consumer.
● Well known local brand – as a cooking oil brand that produced locally in Malaysia
this brand must be known by every people.
● Be known internationally- as when this brand already well known in our country we
might want this product to be promoted abroad near Malaysia such as Indonesia and
Thailand.
● Open restaurant under Prince- as now Prince only produces cooking oil. In the
future, in opening restaurant in promoting and also as an income for Prince.
Collaboration with famous fast food restaurant such as KFC or Marrybrown.

Threats

● Have perfect competition market- for a cooking oil the market is perfect
competition where there are a lot of other brands that already make it through the
market. Which make local product may have difficulty in penetrating the market
● Raw material supply- the raw materials of this brand such as oil palm may be not
widely produced and the crops may be affected in the farms by pest or disease. Other
than that, due to unpredictable weather the raw material will be increase or decrease
seasonally.
● Income and wealth- due to income and wealth in this country targeted segment may
choose other brands that fit their income.
● Technology – the technology must be always update to keep up the larger production
where cause more investment in technology.
● Popularity- there are a lot of substitutes cooking oil brands that more popular and
there are segmented customer that may be loyal to only one brand. Such as Buruh and
Saji.
3) RE-DESIGNING NEW PACKAGING
NEW PROPOSED PACKAGING DESIGN

CURRENT PACKAGING NEW PROPOSED PACKAGING

● The current packaging used square ● Meanwhile the new proposed

plastic bottle and normal plastic packaging used cylinder plastic

bottle cap. bottle and pump head bottle

cap/cover.

REASONS how our new proposed packaging design will help the producers to boost
their sales.

1) More organized - by using new packaging, the sauce will not spill easily because the

user does not have to bother opening the bottle cap.

2) Easy to use - the user only needs to push the head pump bottle cap and the sauce will

come out. It will save more time.

3) Easy to hold - new packaging makes it easier to hold because of the cylinder’s round

shape. Its have a better grip than the square bottle.

4) Look more luxurious and aesthetic - new packaging looks more luxurious because

the colour is aesthetic and consumers can get it at a cheaper price.

 4) HIGHLIGHT THE ELEMENT OF 4P’S

1) Product

● The concept of these products for use in cooking. Cooking is used to enhance the

flavor of the dish. Other than that, cooking oil is also add wonderful taste. For

example, the texture of the food that cooked with cooking oil are different than food

that had been cooked by air fryer or steamed. Our product has more demand for

housewives and food sellers such as restaurants.

● For the new design, we change the bottle cover to be more reasonable to buy and

easier to handle. We choose the bottle cover that functions like a pump so it will avoid

leaking after we pour the bottle. Other than that, it is designed to make it easier to

dispense to control the amount of oil without need to squeeze. It also helps to prevent

contamination of the remaining liquid in the bottle and allows for easy and hygienic

dispensing. From the new design it will more attract the consumer to buy because it is

more convenient and easier from the old design.

2) Price

Product Name Market price (RM) Size (g) Market price (RM) Size (g)
before the redesign after the redesign

PRINCE 5.00 500g 5.50 500g

COOKING
OIL

● We all decided to sell the product at RM 5.50. This is because it is affordable and it

also following today's market price due to an upgrade in the packaging, we agree that

this price is the most suitable price.

3) Place

Marketing place Reasons

Choosing Shopee as a marketing place can offer advantages such as a

1. Shoppe wide user base, diverse product categories, and a user-friendly

platform. Shopee often provides promotional tools, secure payment

options, and a supportive ecosystem for sellers, making it an

attractive choice for businesses looking to expand their online

presence. Additionally, its presence in various countries across

Southeast Asia provides access to a large and growing market.

Instagram is a popular choice for marketing due to its visual nature

2. Instagram and large user base. The platform's emphasis on visuals allows

businesses to showcase products creatively through images and

videos. Instagram's engagement features, like likes and comments,

enable direct interaction with the audience. Ultimately, the choice of

Instagram depends on your target audience, the nature of your

products or services, and your marketing goals.

Advertising is a powerful tool, its effectiveness depends on factors

3. Advertisement such as target audience, messaging, and the chosen advertising

on website
channels. It's essential to carefully plan and execute advertising

campaigns to maximize their impact on your overall marketing

strategy.
 4) Promotion

Promotion strategies Marketing platform Reasons

1. Poster Platform social media: 1. Group Messaging: Group chats enable

Whatsapp businesses to create communities or
exclusive groups for targeted marketing,
fostering a sense of belonging among
customers.

2. Direct Communication: WhatsApp

allows businesses to communicate with
customers directly, enabling personalized
interactions and facilitating customer
engagement.

2. Video promotion Platform: TikTok 1. Trend Participation: Brands can

participate in or create trends, leveraging
popular challenges or hashtags to connect
with the TikTok community and stay
relevant.

2. Global Reach: TikTok's global reach

allows businesses to connect with
audiences worldwide, expanding their
market beyond geographical boundaries.

3. Product samples Platform: Hypermarket 1. We chose this platform because we can

give customers to try the oil at home.
We’ve provided a small pocket sample.

2. This platform can get more customers

because people daily come to the
hypermarket to buy their needs.
 5) CONCLUSION

A symbol of quality, reliability, and innovation, "Prince Cooking Oil" stands out in the

ever-evolving world of culinary delights. With its halal certification and careful upkeep of

superior standards, this cooking oil brand is unmatched by its competitors. With its elegant

cylindrical shape and convenient pump tip, the suggested packaging revolution guarantees a

spill-free cooking experience while also advancing the product into a premium and

convenient category.

Setting out on a marketing expedition, the brand deftly maneuvers among the expansive

domains of Shopee, Instagram, and its own digital platform. With its large user base and

marketing skills, Shopee has turned into a vibrant marketplace where the culinary magic

happens. Instagram, the visual tapestry of contemporary marketing, makes a brand a visual

feast for the eyes and draws viewers in with its captivating aesthetics. Concurrently, the

brand's skill at advertising on its own website transforms into a symphony of control,

personalization, and perceptive analytics.

In this culinary journey, "Prince Cooking Oil" creates an experience rather than only a

product. It's more than just a purchase; it's a gourmet adventure driven by excellence,

creativity, and quality. A crescendo of the brand's halal distinction, excellent packaging, and

well-planned marketing channels captures the hearts, palates, and kitchens of discriminating

consumers as it boldly enters the spotlight. "Prince Cooking Oil" is more than simply a

product; it's a culinary marvel with an unmatched fusion of heritage and modernity that

sizzles, flavors, and rules the epicurean realm. Get ready to go on a taste adventure where

every drop of "Prince Cooking Oil" not only cooks but also rules the kingdom of flavours.
 6) REFERENCES

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businesses to startups and large corporations. Capterra.

https://www.capterra.com/resources/s-w-o-t-analysis-examples-for-beginners/

Peterdy, K. (2023, May 24). SWOT analysis. Corporate Finance Institute.

https://corporatefinanceinstitute.com/resources/management/swot-analysis/

Will Kenton. (2005, February 17). SWOT analysis: How to with table and example.

Investopedia. https://www.investopedia.com/terms/s/swot.asp