UNIVERSITI TEKNOLOGI MARA, KAMPUS ARAU

BACHELOR OF BUSINESS ADMINISTRATION

(HONS.) MARKETING

MKT 558 : DIGITAL MARKETING

GROUP ASSIGNMENT

PREPARED BY :

NAME STUDENT ID

SYAHIRAH YUMNI BINTI MOHAMAD 2021865182

YUSOFF

NUR SYAHIDATUL NISHA BINTI 2021461282

SHAHARUDDIN

NOR AYUNI IDAYU BINTI HALIM 2021865168

NUR ATHIRAH BINTI JUNAIDI 2021619514

NUR ATIKAH BINTI NORZAINI 2021898712

PREPARED FOR :

MADAM NURUL FARIHIN BINTI MHD NASIR

SUBMISSION DATE :
1.0 INTRODUCTION
A website promotes your brand to potential clients and aids in brand awareness creation. By
introducing yourself and your message to the audience, you help to build your image.
Customers can get trustworthy information on a website, which helps to differentiate your
company from rivals.

Social media is crucial to marketing because customers frequently utilize these platforms to
research brands and browse their offerings. Any marketing strategy may guarantee that all
communications are distributed to all locations where the target audiences are present by
utilizing social media methods.

1.1 Company Background

Puff.Co was established in the year 2022. The company was established for the purpose of
giving customers a new choice of premium dessert which is gourmet marshmallow or we call
it”gourmellow”. Due to their craving, excitement, and desire for desserts, the number of
customers who love sweets is growing every day. In actuality, there are just as many dessert
lovers as there are overall. As a result, there is a tremendous market need for sweets that are
visually appealing, tasty, and unique.

Company Name Puff.Co

Telephone Number 017-4944698

Email [email protected]

Website

Social Media

Main Activity Food (Dessert)

Date of Commencement 6 March 2022

Date of Registration 5 February 2022

Name of Bank Maybank Berhad

Bank Account Number 157102672017

Table 1 : Company Information
1.2 Target Market
As a founder of the Puff.co firm, we created Gourmellow, a marshmallow made with
high-quality ingredients and balanced nutrition. This product is created with the
intention of guaranteeing that our clients can enjoy the pleasure of oral sweetness
without worrying about the cost or their health. As a result, our target market is
customers who want to fulfil their sweet tooth, particularly youngsters and teenagers.

1.21 Geographic Segmentation

Our manufacturing facility is in Shah Alam, Selangor. We selected to construct a
factory in the area since there are numerous raw material suppliers in the Shah Alam
area. As a result, it may be easier for us to obtain raw materials instantly if stock is
running low without having to wait too long for the stock to arrive at the factory.
Good infrastructure in the surrounding area also aids our company's production and
production processes.

1.2.2 Demographic Segmentation

Puff.co's target clients are those between the ages of 5 and 50 who enjoy sweet foods.
Our products are not restricted to a select group of customers. Because our
marshmallows are created from safe and high-quality ingredients, they are ideal for
anybody to consume. As a result, Gourmellow is a product that is ideal for anyone
who wants to satisfy their craving for sweets.

1.2.3 Psychographic Segmentation

According to our research, marshmallows are a popular sweetener that is popular
among many people, particularly children and teenagers. However, their interest in
marshmallows is dwindling because the majority of companies that offer
marshmallows only sell plain marshmallows with few popular flavours. As a result,
Puff.co created Gourmellow, a more premium marshmallow with more exquisite
flavours such as Biscoff, Chocolate, Vanilla, and Mango for clients to satiate their
sweet need. Furthermore, we are the market's first company to offer high-profile
marshmallows. Our goal is to provide customers with the distinct flavour and texture
of real marshmallows.

5.0 Justification on the other platforms used by the company to support the designed
main platform (social media platforms)

Puff.Co offers users access to additional social media networks such as Facebook,
Instagram, and Tiktok. The platform's goal is to help businesses engage with their existing
and future customers, build their brand, and increase sales. Many people use Instagram these
days to discover new products and services. In fact, 80% of Instagram users follow at least
one business, according to data. (Linked In, 2023). This illustrates how using Instagram for
business can help companies attract customers from a range of places and
backgrounds.Creating a Puff.Co account and posting interesting content about gourmellows
will help the brand expand its audience and cultivate connections with both current and
prospective customers. Because it is accessible on this platform, Puff.co also chose to employ
Instagram's shopping feature for media support. As a result, Puff.co may promote its items
widely. We can use this technology to tag products in your posts and give clients a direct link
to your website so they can make a purchase. All things considered, Instagram is a great
business platform with lots of opportunities to grow your following, generate leads, and close
deals. Businesses using Puff.Co can improve their chances of success by utilising the
platform appropriately. Puff.Co uses Instagram to foster relationships with customers by
hosting contests and promotions. By hosting this activity, Puff.Co may express its gratitude to
its followers and raise brand recognition.

Furthermore, Puff.Co leverages the Tiktok platform to make it a business-friendly

social media. TikTok's appealing user base and quick growth make it a strong platform to
promote your business's website. Puff.Co selected Tiktok because of its features, which
include the ability to run TikTok ads. This aids Puff.Co in producing branded impressions,
branded hashtag challenges, and in-feed advertisements. Puff.Co publishes TikTok
advertisements that have the potential to raise brand awareness and improve website traffic.
Because the submitted advertising is seen by users, this may enhance the company's return on
investment. Puff.Co can reach a limitless number of customers on tiktok as well. This is a
result of TikTok being one of the most popular social media sites worldwide. In 141
countries, there are 1 billion active users each month. high levels of engagement due to
widespread and active user interaction with TikTok content. The average user of this app
spends 858 minutes a month, and yearly usage has grown significantly. (BND, 2023) This,
along with the distribution of product-focused content from Puff.Co on Tiktok, may enable
the business to enjoy significant levels of brand engagement. Increased usage of the app
increases the possibility that users will see one of Puff.Co's sponsored advertisements.
Because of this, companies looking to market to a broad audience find the Tiktok platform to
be an appealing option.
 Facebook was also selected by Puff.Co as a social media resource. This is due to the
fact that Facebook is the platform that users utilise to find and interact with Puff.co's
business. The reason behind using Facebook is its ease of use and cost-effectiveness.
Additionally, its compatibility across desktop and mobile platforms allows us to engage with
clients on any platform. Both sides will find it simpler to complete the purchasing and selling
procedure as a result. Puff.co can handle every part of your business through Facebook,
including publishing and promoting content, connecting customers with gourmellow items,
and providing perfect customer support. Additionally, Facebook is possibly the only digital
network that can effectively cater to users' demands at every point in their engagement
journey. Facebook's targeting possibilities, ad formats, and measurement tools, for instance,
complement any marketing approach, regardless of the user's stage in the metaphorical upper
funnel—whether they are casually browsing and just starting their research, or in the
transaction mindset. (NIBUSSINESINFO, n.d.)
2.0 7P’s
Product
Our company makes products based on marshmallows, and our main objective is to
launch a new range of improved desserts. The ingredients in our products guarantee that they
are suitable for vegetarians. As a result, for those who want dessert but keep clear of dairy
products, our product may be their top option.

A delicious treat created by Puff. co. is essentially a gourmet marshmallow with a

change. Customers of all ages acknowledge our company for making desserts that are
visually beautiful, intriguing, and special. Topped with quality ingredients like biscoff and
pretzels, our delicious gourmet marshmallows are truly yummy. We make five different
varieties of gourmellows which are chocolate, coffee, biscoff, vanilla, and mango. Our
gourmet marshmallow is unlike other products available on the market today. We offer a
large variety of lovely flavour options and a premium product to our customers, making them
happy to purchase our marshmallows.

Price
Puff.co offered customers fair prices that were reasonable with the size and amount of
the goods. It is reasonably priced for customers of all ages. We choose to use containers that
cost RM10. Given its advantages, we think it is both affordable and worthwhile for
individuals to buy it. In addition, we offered premium ingredients to our customers, such as
biscoff and pretzels, both of which are excellent. Because of this, our products are reasonably
priced and readily available enabling customers to buy them and take advantage of the perks.

Place
Another important factor that will affect the marketing plan is the company's place.
The significance of picking a place for your business cannot be understated. A number of
factors can be greatly impacted, including staff happiness, financial considerations, marketing
strategies, brand image, visibility, along with accessibility. The marketer needs to pick a
strategic location for their business. As part of our business, our company decided to market
our products through supermarkets, hypermarkets, and mini markets. Our facility is located in
Terengganu, and we currently produce our products in Terengganu, Kedah, Pahang, and
Selangor. Our primary manufacturing facility is located in Shah Alam, Selangor. We chose to
establish a business in Shah Alam due to the abundance of raw material suppliers in the area.
Promotion
The company we run promotes on social media sites like Facebook, Instagram, and
TikTok. We promote our gourmet marshmallow on social media, and customers may
purchase it from our team using email or deliberately WhatsApp, or they can purchase it at
mini markets, supermarkets, and hypermarkets in Terengganu, Kedah, Pahang, and Selangor.
We also expand our business by employing salesmen, agents, and content producers to attract
customers to our offerings. Content creators use social media platforms like Instagram,
WhatsApp, and TikTok because they are the most effective, simple, and quick ways to
communicate with their audience.

Physical Evidence
We have made the decision to use identical branding throughout all of our
communications as tangible evidence of our company. This has to do with convincing our
dessert-loving customers. For instance, we would create an attractive and beneficial website.
A company's website that is both visually beautiful and noteworthy. Moreover, we have
pretty product packaging as our physical evidence.

Process
Our company handles both internal and external process difficulties to provide the
finest possible customer value and positive experience. In order to assist customers in
purchasing our gourmet marshmallow product, we have implemented employees and e-chat
using a digital platform.

People
We have a team of people working on marketing activities as the final component of
the marketing mix, people. In addition, we will have individual interactions with customers,
which will foster excellent teamwork within our company. Everyone will use their unique
talents to further the development of the business.

3.0
4.0
5.0

6.0 Conclusion
 To sum up, in this day of ever-improving technology, digital platforms play a critical
role in the ecommerce industry's trend. A business should take the application of digital
platforms seriously if it is to stay competitive and innovative. A company must enhance its
performance in light of the current changes by creating a digital platform that is user-friendly,
visually appealing, and easily accessible in order to positively impact customers' perceptions
of the company. In addition, in order to help customers collect information, the company's
digital platform needs to assist in managing the customer's buying process with thorough
product details. Subsequently, the company must exercise creativity and intelligence in
developing ongoing digital promotions to draw customers in regardless of their location. Last
but not least, put differently, digital marketing holds significant importance in the activities of
a company. This is so that the company may establish a more reputable brand and reach a
larger audience through digital customer connections (Rukhaiyar, 2022). Digital marketing
allows companies to reach customers anywhere in the world (Rukhaiyar, 2022). All a
company has to do is establish a presence in areas where their target audience visits, like a
certain social media network (Rukhaiyar, 2022).