To increase the sales of organic chicken product of Kee Song (M) Sdn Bhd by using strategic innovative marketing approach

Abstract

Kee Song (M) Sdn Bhd is a company that was established back in 1987. Their main products consist of frozen and fresh chicken products. The whole pandemic situation has instigated the company’s sales forecast on the organic chicken product. The sales are expected to follow the projected exponential forecast, but it is currently not. To add to that, most of the companies did a transition from doing conventional marketing into e-commerce, but Kee Song has been behind in following this trend. The whole paper is oriented toward exploring the suitable marketing strategies for Kee Song Sdn Bhd to adopt to gain competitiveness in Malaysia’s digital market. The primary objective of this study is to identify the effective channel to increase brand awareness toward the lactobacillus chicken among the customers. The second specific objective is to identify the strategies that can be used to increase engagement and sales towards the company’s offerings during the digital era. The exploration process was divided into two-phase, cycle one and cycle two. During cycle one of the interventions, the researcher has been conducting Facebook marketing and a live cooking show program. Meanwhile, during cycle two of interventions, the researcher has engaged in influencer marketing and house brand collaboration with Aeon Co. Both cycles of interventions were successfully conducted aligned with the AIDA model along with the push and pull theory. Previous and contemporary studies were also examined to work as guideline and reference for the researcher. All the data obtained are displayed along with the constructive and conclusive review.