Group Assignment

1. Consumer Behavior
Secret Recipe
.
Consumer Behavior
1. Nor Nabilah Natasha Bt Mohamad Rafiene
238996
2. Nor Hazliza Bt Mohd Hazim
238584
3. Wan Nur Anis Bt Wan Samsudin
237944
4. Siti Aisyah Atasha Abd Jabar
237581
5. Nur Izzyana Bt Ramly
238668
6. Siti NoorSyafikah Bt Ya’kob
237504
Dr. Jamal Mohammed Esmail Alekam

3. The most popular product in the
Secret Recipe

4. Dato’ Steven Sim
• Dato’ Steven Sim who is the founder of Secret Recipe
and also the CEO of Secret Recipe , a local F&B group
with an international brand presence
• He began his career after realizing that the cafe
culture was slowly making waves in major Asian
countries.

5. Background Of Secret Recipe
• Secret Recipe Cakes and Café have founded in 1997.
• Established their brand name in Malaysia, Indonesia, Singapore, Thailand, China
and Brunei.
• Competitors such as Old Town White Café, Starbucks and other else provide
the food and beverage service.
• Secret Recipe Cakes and Café has over 180 outlets throughout Malaysia and
Asia.
• The current trend in Malaysia is the customer prefer dining outside from their
home these days. Resulting in an explosion growth in café business.
• Consumers are more concerned the quality of food and services.

6. The way they advertise their product.
• The Secret Recipe always do a promotion for
celebration.

7. • The brand of our product is Brand value and culture
• We choose this product because majority of Malaysia’s
citizen love to eat cakes.
• The targeted consumer for this product is the
individuals and young families in the age range of 20 –
40 years old.
• Secret Recipe already set their goals in the company
which is to be Malaysia first choice on cakes and
pastries, giving the best satisfaction to consumers,
increase in revenue and gain market share, new
innovation to cakes, and achieve good feedbacks from
our cakes takeaway service.

8. Marketing mix consist 4P’s which is product,
place, price and promotion :
• Product
Secret Recipe is well known in Malaysia for its fine quality
cakes, fusion food and distinctive service. Their well-
guarded homemade recipes have become favourites for
both old and young. They are serving a wide selection of
more than 40 types of gourmet quality cake and other
baked desserts. They offer more than 40 types of different
cheesecake, chocolate cake, and brownies.
• Place
As the leading and largest café chain in Malaysia, Secret
Recipe grew rapidly and currently operates more than 440
outlets, across the region, including Malaysia, Singapore,
Indonesia, Thailand, China, Brunei, Myanmar and Maldives.

9. Marketing mix consist 4P’s which is
product, place, price and promotion :
• Price
Secret Recipe’s mark-up of 250% to arrive at menu price is at the
industry average level range. This is to cover up the overheads
generated to operate the business. Retail prices will be competitive
at about $15 for the average meal which is about 30% above their
competitor’s prices. However customers are simply willing to pay
more for healthier, tasty food served in a clean, comfortable and
pleasant environment.
• Promotion
Secret Recipe has used difference channels to promote them such
as online website, brochures, catalogues, flyers, newspaper and
television advertisement and many others. Secret recipe will always
identify, research, and develop new products with speed, high
quality, and reasonable cost.

10. Key issues when consumer want to
purchase product
 Halal and cleanliness
 Availability (Franchise)
 Price
 Quality
 Services
 Health (added value)

11. Halal and cleanliness
• Mostly consumers in Malaysia consists of
Muslim
• Jakim Halal requirement (before this the Halal
license was suspended due to cleanliness
issues
• Cleanliness issues is important to ensure the
safety of food

12. Avaibility (Franchise)
• Almost available in everywhere
due to their franchise
• However difficult to find in rural
areas
• Difficult for consumers in rural
areas to purchase
• Mainly open in urban areas
• Provide delivery services but
exclusive to certain areas only

13. Price & Quality
• Affordable
• Delicious
• High quality

14. Service
• Varies based on the franchise
• Some places offer excellent services
• Some provides bad services for consumers
• Lead to various complaint from customers
• Secret Recipes need to invest more money to
develop their staff

15. Health ( Added values)
o Nowadays many disease
o If consume too many sweet and fat food
o Secret Recipes comes out with healthy cakes

16. .
.
BEST POSSIBLE
MANNER OF
RESPONSE BY
CONSUMER TO
PURCHASE / USE
AND DISPOSE
THE PRODUCT
STIMULUS
● situation where
the circumstances
are motivating
consumers to make
decisions
EXISTENCE OF
PROBLEMS / NEEDS
● may be interpreted as a
set of psychological
influenced by the Internal
and External Input
FIND INFORMATION
● users will find
information on what is
required by comparing
the products sold at
Secret Recipe with other
franchise companies
ALTERNATIVE
VALUATION
● how consumers
process information
in order to achieve
the preferred brand
ACT OF PURCHASE
● users make the act of
buying, consumers
themselves will make
the rating a brand and
purchase intention form
BEHAVIOR AFTER
PURCHASE
● After making a
purchase, consumers will
reach a certain level of
satisfaction or do not
achieve anticipated levels
of satisfaction directly

17. Conclusion
• Secret Recipe had established well in their unique market. The
operation conducted resulting steady growth and promises profits.
Thus market research conducted before opening new outlet. This
avoids them from doing any mistake when expending. At the same
time, they also do not open multiple outlets if the demand not
sufficient in those areas and avoids opening near any existing outlet
as they do not encourage competition among their franchisees. On
the other hand, the business runs pilot operation when entering
new country like China. They collect the weakness then find and
implement the appropriate solutions as well as being flexible to
cater the menu to suit the local taste and demand. The only start
franchising out in that particular country after the pilot operation
success. Secret Recipe is a well growing franchise business both
locally and globally.