FACULTY OF HOTEL AND TOURISM MANAGEMENT

UNIVERSITI TEKNOLOGI MARA

PULAU PINANG

FUNDAMENTALS OF MARKETING
MKT243

MARKETING PORTFOLIO REPORT

PREPARED BY :

NAME STUDENT ID GROUP

NUR IZLYANA IZLIN BINTI MOHD SIS 2021841304 PHM112 3 D1
NUR NAJWA NADHIRAH BINTI NASARUDIN 2021208764 PHM112 3 D1
NUR FITRAH AYU BINTI ZAHIR 2021833676 PHM112 3 D1
NUR IRDINA BATRISYIA BINTI SUHAIMI 2021837732 PHM112 3 D1

PREPARED FOR :
MADAM SITI NUR FATHINI MUHSAIN

SUBMISSION DATE :
16 JANUARY 2023

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 TABLE OF CONTENT

CONTENT PAGE
TABLE OF CONTENT 2

ACKNOWLEDGEMENT 3

INTRODUCTION 4

1.0 BUSINESS PROFILE 5-6

1.1 Name of business
1.2 Location
1.3 Introduction to business

2.0 SEGMENTATION 7

3.0 PRODUCT 8

4.0 PLACE 9

5.0 PROMOTION 10-13

5.1 Type of promotion tools apply
5.2 Tagline
5.3 Sample of any promotional

6.0 PRICING 14-15

6.1 Pricing objective
6.2 Price of the product / service
6.3 Tactic of setting the price

7.0 CONCLUSION AND RECOMMENDATION 16-17

7.1 Limitation
7.2 Learning experiences
7.3 Expected growth of the product in future

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 ACKNOWLEDGEMENT

In the name of Allah, the Most Gracious,The Most Merciful Praise be to Allah,Lord of the
universe, who gives the blessing and strength to complete this project paper for our group
assignment. Peace and prayers be upon His Final Prophet and messenger Muhammad, the ideal
role model for human beings. We would like to take this oppurtunity to thank to our beloved
lecturer of Fundamental of Marketing (MKT243), Madam Siti Nur Fathini Muhsain for her
support and advice in completing this group assignment. We very appreciate what have she
done to explain and coordinate about the assignment all the time we make this group project.
This project paper tested our abilities mentally and physically. Besides that,we would like
to extend our deepest gratitude and special thanks to all who have directly and indirectly guided
us in the writing this project paper. We express our deepest appreciation to our beloved parents,
families, friends and colleagues for their continuos encouragement and helps are greatly
appreciated.
Lastly, we are very grateful because we managed to complete this MKT243 assignment
within the time given by Madam Siti Nur Fathini. We sincerely hope that our lecturer will
accept this report. We had used our effort and acknowledgment to look for information and
ideas. Hoped our effort was worth it.

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 INTRODUCTION

NAME: NUR IRDINA BATRISYIA BINTI SUHAIMI

MATRIX NO: 2021837732

NAME: NUR FITRAH AYU BINTI ZAHIR

MATRIX NO: 2021833676

NAME: NUR NAJWA NADHIRAH BINTI NASARUDIN

MATRIX NO: 2021208764

NAME: NUR IZLYANA IZLIN BINTI MOHD SIS

MATRIX NO: 2021841304

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1.0 BUSINESS PROFILE

1.1 Name of the businees

The name of the company is Nurraysa Global Sdn Bhd. Nurraysa Global Sdn Bhd's largest
factory is located at Lot 22, Jalan IM 3/9, Kawasan Perindustrian LTAT, Bandar Indera
Mahkota, 25200 Kuantan, Pahang. The company operated by Nurraysa is a cosmetic brand that
offers beauty products made from Halal collagen. The company was founded by Mrs. Hajjah
Nur Aini Binti Zolkepeli who started this business for halal beauty products for women.

Mrs. Nur Aini Zolkepeli is the founder and chief executive officer (CEO) of Nurraysa
Global Sdn Bhd, hailing from Dungun, Terengganu, and made it to millionaire at the age of 23.
Mrs. Nur is a hard-working woman and is very diligent in business. At the age of 19, she started
a business selling seaweed through Facebook but unfortunately, her business did not end well.
Then Mrs. Nur decided to produce her product at the factory.

Ms. Nur began to find the best way to solve her business problems by seeking mentors and
participating in the entrepreneurship program. To this day, Mrs. Nur has become a millionaire.
She is a graduate of Durian Guling Religious High School in Marang, Terengganu, and holds
a diploma in nursing from Asia Metropolitan University (AMU) in Kuala Lumpur.

Owner’s Nurraysa Global Business Nurraysa Global

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 Nurraysa Global Factory

1.2 Location of the business

1.3 Introduction to Business Nurraysa Global Sdn Bhd Cosmetics

Nurraysa Global Sdn Bhd was founded on October 23, 2015, and has since become the
market leader in Wudhu Friendly Cosmetics in Malaysia. Nurraysa ran the business as Nur
Aini Beauty Collagen for four years before converting it to a private limited company.
Nurraysa's business is very concerned with the source of halal and natural ingredients in each
of their products so that the products do not have any negative side effects on their valued
customers. Nurraysa's company has sparked an evolution in Malaysia by ensuring that
its beauty and health products are halal and safe to use, particularly for Muslim citizens. Aside
from that, the founder of Nurraysa is the first to launch Wuduk-friendly cosmetics in the niqab,
with a business model based on Shariah compliance. It employs nearly 100 people, operates
11 branches in Malaysia, Singapore, and Brunei, and has over 200,000 distributors in Malaysia,
Singapore, Brunei, and Thailand. They are also expected to grow in line with the company's
plans and preparations for Nurraysa Global 2027.

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2.0 SEGMENTATION

The target business market for Nurraysa makeup, skincare, body care, and supplement is
for everyone no matter how old or young especially Muslims. Nurraysa has a variety of makeup
that is famous for its friendly ablution, skincare, and body care which is a shower gel that is
suitable for all ages and gender, body care, and lastly supplement, the vitamin c that kids age
5 can also eat it too. They used quality ingredients and the company of Nurraysa Global Sdn
Bhd is responsible for marketing the products in the market and must ensure that it is meet the
quality and are safe to consume and use.

Other than that, the business uses accessibility and substantiality as its basic segmentation
criteria. The business that can fully reach the goal of a unique marketing mix is accessibility.
For example, the company's product line is highly appreciated since it reflects societal
preferences at the time. For substantiality is significant enough to justify creating and
maintaining a unique marketing mix.

Lastly, the target market geographic segmentation is focused on targeting globally such as
Singapore, Brunei, and Thailand, also in local marketing. The marketing that they have also
been able to successfully achieve the target because of the advantages and strategy in
advertising their products making many people especially Muslims attracted to their makeup,
skincare, body care, and supplements. The uniqueness of the product that is friendly ablution
has won the hearts of the customer.

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3.0 PRODUCT

Nurraysa was founded to ensure that women Muslims may choose a wudhuk friendly
option and to enhance user experience when praying. In addition, by offering the world's largest
corporate networking platform, it also seeks to transform a family. In the event that Nurraysa
decides to upgrade a product's quality in the future, these products, while being a sort of
convenience product, will become speciality products.

There are numerous product specifications. For instance, every product has a separate style,
label, price, and range of colours, which makes it simple for clients to decide on their selections
without difficulty. Nurraysa are designed to appeal to women's sense of attractiveness. So, there
were numerous deals to pick from. In order to make several improvements to design and
production, certain visual changes have also been made. It is clear from this that Nurraysa
emphasised every component, including the finer nuances, and that her emphasis could be
applied to all generations as well as women.

As is common knowledge, the product is unquestionably created for aesthetic and medical
purposes. There are numerous product types, such as skincare, cosmetics, body care, and
supplements, for each Nurraysa product. This is appropriate for everyone because those who
have skin problems can purchase skincare products with specific purposes, and cosmetics offer
a wide range of colours and inventive designs to draw customers, particularly ladies. The brand
name Nurraysa is printed in pink on the label of the products, while green leaves and a long,
curved design are placed next to it and below it, respectively. Each of their products bears this
label. There is a distinct pricing for each label. Customers may find it simple to make a decision
depending on their capabilities.

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4.0 PLACE
Nurraysa is using a direct channel and agent as types of marketing channels for the locations.
For instance, telemarketing and catalogue shopping, including mobile shopping, are examples
of direct marketing practises. For individuals who prefer to purchase items directly from the
headquarters, Nurraysa has a shopping website. In the meanwhile, the agents are tasked with
using social media to advertise their items. Those who are interested in buying our products
can do so by placing an order on either our Facebook or Instagram page. As technology
improves daily, it has never been easier for us to advertise our products. Many others will learn
how to purchase the item from that, rather than the official website, as a result. Nurraysa's
intensity distribution levels are unique.

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5.0 PROMOTION
5.1 Types of promotion tools apply.
There are many types of promotion. For Nurraysa cosmetic, the types of promotion is
adversiting, sales promotion, public relations and personal or direct selling.

As for the advertisement, people started to recognize this products since they listen to the
products in radio and in other platforms. This method shows that the often people heard about
our product, it will create a strong memory between them and our products. Luckily, there are
some of local popular celebrity that has already reviewing and promoting this product. For
example, Eyra Hazali, Alya Iman and Mia Sara Nasuha.

Promotion inside the company is important. This is so that it can increase product sales.
Marketing has been relevant since before the internet. The distinction is that it takes time for a
product to generate publicity. With the advancement of technology, commercial businesses can
achieve popularity very quickly. This is because a variety of applications, like Instagram,
TikTok, Facebook, and others, are used to sell the products.

A short-term incentive that encourages a purchase is a part of sales promotion, which

includes marketing communication efforts, other advertising, personal selling, and public
relations. Sales will rise if we run a sales promotion. This is because it can draw customers to
stores where they can purchase goods at a lower cost.

Additionally, offering a discount on a product may boost sales. However, the price
reductions are just temporary. The role of public relations in marketing is to assess public
perceptions, pin point organisational areas where the public may be interested, and carry out a
plan of action to win over the public's understanding and acceptance. The reputation and image
of a corporation must be up held.

If the business makes a mistake, issues will arise. Supporters who once trusted the
organisation may do so and depart. Keeping a company's reputation and image positive is
important. This is due to the fact that any improper conduct by the company will have an impact
on it. The theft of product designs from competing brands is one instance. The company's
reputation and brand will suffer as a result. Businesses should inspire respect and appreciation
for their products.

Personal or direct selling is planned presentation to one or more prospective buyers for the
purpose of making a sale. It is face to face selling. Personal selling have advantage where

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customers can see, taste and buy by face to face. It can give satisfaction to the buyer. This is
because, customers can try the testing product and make them feel satisfaction. People can
choose the cosmetic that are nice, suitable, the right colour and more.

Photos of Eyra Hazali and Mia Sara making video review with Nurraysa products

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5.2 Tagline

Most companies have a tagline for their own company. Tagline for Nurraysa’s company is
“ Kosmetik mesra wuduk”. Another tagline that everyone will know is “Apa sa? Nurraysa..”.

The tagline used has a reason. It is to attract the interest of consumers. If you just mention
the tagline, users already know which company’s product. This tagline was taken in conjunction
to the ablution-friendly that refers to products that are simple to wash and take off as contrast
to those that do not require washing prior to ablution. Remove all traces of mascara, eyeliner,
eyeshadow, eyeliner, blusher, foundation, powder, and lipstick. Wash as thoroughly as you can
until the makeup is removed.

5.3 Sample of any promotional activities done by the bussines

➢ Advertisment
• https://youtu.be/jK8go4CVVh8

➢ Banner

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➢ Billboard

➢ Flyers

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6.0 PRICING

6.1 Pricing Objective

Nurraysa's pricing strategy is Status quo. The status quo is to set a price that is close to or
similar to competitors' pricing by conducting a price survey of competitors' prices. It operates
effectively in maintaining current prices and competing prices.

6.2 Price of the Product/Service

Estimating demand, cost, and profits are methods we use to set product prices. To follow
the marketing, we need to see demand. It is used to calculate the total revenue at various prices.
This is because it is critical for the manager to understand the related costs for each price that
is put on a product. We must estimate the profit to determine which products are popular and
which are not popular in comparison to other products in the same company. This is because
the corporation needs to make a profit.

There are three price strategies available for Nurraysa. Status quo pricing is the best fit for
Nurraysa. Status quo pricing charges a price that is close to that offered by the rival. It has both
advantages and disadvantages. The biggest benefit is simplicity. It is easy because it only
consults with established competitors. The second advantage is that it is the most secure path
to long-term survival for business owners. It is a safe path since the risk is reduced than in
Market-skimming and Market-penetration prices. However, one problem with this method is
that it may disregard demand or expense. It implies that, given market or demand excesses, this
technique may be unimportant or insignificant.

There are numerous competitors in the business sector. As a result, Nurraysa uses status
quo pricing in areas where competition exists. A business owner must be aware of the
competition. Furthermore, the price of the product to be offered must be comparable to the
competition, where the price can be cheaper or higher.

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6.3 Tactic of Setting the Price

The first price-setting tactic that suits Nurraysa is to give discounts. It has the potential to
pique the curiosity of potential customers. This is due to the fact that the price before the
discount is higher than the price after the discount. Nurraysa makes use of quantity discounts.
They provide pricing wherever there is an event. Holidays, Ramadan, and Raya Haji Sales, for
example. Furthermore, trade discounts are available. This is due to the fact that those
whom dropship will receive a lower price.

Second, allowance. Who can receive a financial or material allowance as a drop

shipper. They can encourage people to buy more by offering a lower price if they become drop
shippers. Drop shippers can be profitable and they do not consider it a loss.

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7.0 CONCLUSION AND RECOMMENDATION

In conclusion, Malaysian citizens, particularly Muslims, should have chosen Nurraysa

products because they are truly designed to help Muslims in their daily lives. Aside from that,
the products are guaranteed Halal by Jakim, indicating that they are safe to use and that there
is no need to be skeptical of the products themselves. Furthermore, customers or women should
not be concerned about their faces after wearing makeup because the company only uses
natural ingredients and only halal sources in the product. Women also don't have to worry about
performing their prayers outside the home, such as at the mall, because the cosmetic is easy to
remove and allows them to be comfortable. Moreover, the price of their product is very
reasonable because we don't have to wonder whether it is safe to use or halal and it is very clear
that the company’s purpose is to make a product that customers will find easier to use. After
all, the founder has always prioritized Islamic concepts in business and is always committed to
doing it in a great way. In this case, we strongly recommend this type of product, particularly
to women who have never tried or want to try make-up, and to those looking for better makeup
to try Nurraysa products and see if the vibe is worth it. Finally, it is highly recommended
because the product is designed to make every Muslim feel at ease and comfortable while
performing worship in our daily lives.

7.1 Limitation

As for the limitations, there are a few limits that Nurraysa Global have to face which is the
concept of ablution-friendly products often confuses many people, especially women who are
used to wearing make-up but at the same time need to fulfill their prayer obligations. This
matter dragged on until many people think that when the product is written ablution-friendly,
then it allows them to not have to wash off their make-up before ablution. While they still need
to wash their face thoroughly before performing their prayers. This is said because based on
research and observation, the definition of ablution-friendly cosmetic products can be
formulated as make-up that uses cosmetics that are easy to wash so as not to prevent ablution
water from reaching the skin. Even so, products recognized as ablution-friendly do not
guarantee the permeability of ablution water to reach the skin.

Apart from that, there are still a lot of people that are not aware of the product of Nurraysa
as there is still a lack of promotion of their brands on social media and there are many other
cosmetics brands that overshadow the company. Hence, Nurraysa Global can work harder on
the promotion to compete with other competitors that are already well-known in the market.

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7.2 Learning Experiences

We learned from Nurraysa Global that they not only run a cosmetic business, but they also
care about those in need. This is because they established a program called "Jalinan Kasih
Bersama Nurraysa" to assist the poor, madrasahs, tahfiz, orphanages, and welfare centers that
require assistance in terms of money or daily necessities. Furthermore, Nurraysa assists 182,00
entrepreneurs affected by the Covid-19 outbreak. The company employs a 'drop ship' system
to assist all entrepreneurs, particularly housewives, in generating income only from home and
for free so as not to burden them. Furthermore, the business model penetrates the market not
only in Malaysia but also in Singapore, Indonesia, and Brunei. This demonstrates that Nurraysa
Global not only focuses on its business but also fulfills its responsibility to assist those in need,
which is why Nurraysa Global has always advanced in its business and is well-liked by many
users.

We can also learn from Nurraysa Global that a Muslim who wears a niqab can succeed in
business. Here, we can learn that the founder always prioritized Islamic concepts in the
business and followed all Syariah to avoid Allah S.W.T wrath. Furthermore, we can learn from
Nurraysa Global that they always believe that the more they contribute to other people and
society, the more people will love them and come to buy their products.

7.3 Expected Growth of the Product in the Future

Nurraysa Global needs to increase its sales and attract more women to buy those branded
products from the company in the future because they are very high in quality and guaranteed
safe to use. Furthermore, the comfort level and quality of the products are very satisfactory,
and women can be seen to be happier while using them. Ongoing promotion will aid in
changing the public's perception of purchasing high-quality cosmetics. Nurraysa Global can
produce more collections in line with the latest type of cosmetics world trends to ensure
consumers choose the brand.

However, because Shariah compliance is a core principle of Nurraysa Global's products,

we fully comply with Shariah standards. We believed that Nurraysa's products would become
more well-known around the world because they now have 32 billboards with their brand name
accompanying road users along the highway from North to South with the tagline 'Wuduk
Friendly Cosmetics'.

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