Getting StartedMARKETING PLAN PROPOSAL GROUP 12
TEAM MEMBERSIFFAH NURDINI BINTI NORZAIMIE (299796)FHAREEZAD BIN BAHARUDDIN (297923)LUQMAN HAKIM BIN SAMSUDIN (297982)MUHAMMAD AZRIL ABDUL RAHIM (300148)MUHAMAD FARIS BIN ABDUL RAHIM (300243)
Now: Active in Kampung Tradisi BACKGROUNDBACKGROUNDBACKGROUNDBACKGROUND Business Name: Cik Timah Tradisi Location: 152, Jalan Ketapang, Kampung Tradisi Lembah Keriang, 06010 Changlun, Kedah Types of Business: Food and beverages (F&B) that provides traditional Thai-style dishes and affordable meals for customers Founder: Fatima Abdullah 2017: Development 2019-2020 UUM AuthenticAuthenticAuthentic flavorsflavorsflavors Authentic flavors TraditionalTraditionalTraditional StylesStylesStyles Traditional Styles StudentStudentStudent AffordableAffordableAffordable Student Affordable KampungKampungKampung ConnectionConnectionConnection Kampung Connection
01 Cik Timah Tradisi carries immense value as an authentic local brand. It is distinguishes itself with its own unique identity, offering exceptional , traditional Thai-style flavors with high cultural appeal Brand Potential & IdentityBrand Potential & IdentityBrand Potential & Identity 02 Despite providing top-tier, authentic food flavors, the restaurant struggles to capture wider market visibility. Key local demographics, especially incoming UUM students, remain entirely unaware of its existence. Brand Awareness GapBrand Awareness GapBrand Awareness Gap 03 This challenge provides an ideal blueprint to build a highly structured awareness campaign, utilizing sensory-driven tactics to improve visual identity, attract new clients, and build a lasting brand legacy. Marketing Growth OpportunityMarketing Growth OpportunityMarketing Growth Opportunity Why Cik Timah Tradisi?Why Cik Timah Tradisi?Why Cik Timah Tradisi?Why Cik Timah Tradisi?
Leverage rich, visual storytelling and viral trends to capture younger foodies. 2.Limited Social Media ExposureConnect the massive student body direct with targeted outreach. 1.Low Brand AwarenessDeliver the ‘busget-friendly & memorable’ dining experience students constantly seek. 3.Growing Student DemandMarket Opportunities & GapsMarket Opportunities & GapsMarket Opportunities & Gaps Strategic Path for Cik Timah Tradisi:Strategic Path for Cik Timah Tradisi: From hidden Gem to Campus FavoriteFrom hidden Gem to Campus Favorite Strategic Path for Cik Timah Tradisi: From hidden Gem to Campus Favorite
Cik Timah Tradisi is a family restaurant that offers hot Thai-style dishesIkan Siakap 3 Rasa “Authentic local flavors, forgotten tastes of traditional” Rm 1-20 High perceived quality with a 4.8-star Google rating Main Product/ Service Price Product Features Nasi goreng Pattaya Banjir Nasi goreng Sotong TepungMENUMain ProductCustomer ReviewPRICE
Unique Selling Proposition (USP)Authentic TasteAffordable PriceStrategic Location Cik Timah keep the originalty of the food by maintaining the ingredients, taste and chef By targeting majority of the UUM student and resident of Kg Tradisi Cik Timah lower the price to attract more customer Cik Timah Tradisi located in the middle of residential, so it easy to reach and have good environment
MARKETING OBJECTIVE Increase foot traffic To increase the total customer traffic by 30%. by generating virality using "For Your Page (FYP)" visual storytelling. Increase visibility/discoverability To increase restaurant's discoverability, from being "known only to locals," through the use of Google Maps Optimization and visual storytelling Increase engagement To encourage customers to share the "Jejak Rasa" experience on TikTok using the hashtag #JejakRasaCikTimah Increase trust/social proof By leveraging local food reviewers and Student influence for digital word-of-mouth through storytelling.
01 Undergraduate and postgraduate students of Universiti Utara Malaysia (Sintok & TM Campus). Focus Group: 02 Aged 18–26, with low-to-medium disposable income (dependent on PTPTN loans, scholarships, or parental allowances). Demographic Profile: 03 Local students seeking comforting, traditional "home-cooked" flavors, and international students eager to experience local cuisine. Background Cik Timah Tradisi Target Customer Profile & Analysis (UUM Students)
01 Highly budget-conscious; heavily favors student-friendly combo sets (food + drink) that offer the best value for money. High Price Sensitivity 02 High transaction volumes during lunch breaks (between lectures) and dinner hours (after tutorials or co-curricular activities). Peak Hours 03 Prone to becoming repeat customers if the service is fast, reliable, and features the warm hospitality associated with "Cik Timah." Retention & Loyalty 01 Prioritizes authentic traditional dishes that are filling, consistently flavorful, and served quickly. Taste & Value 02 Prefers dining spots near campus (Sintok/Changlun area) or those offering direct delivery to student residential colleges (DPP). Location & Convenience 03 Looks for a casual, welcoming environment suitable for unwinding with course mates after lectures or group project sessions. Ambiance Cik Timah Tradisi Customer Preferences Purchasing Behavior
Cik Timah Tradisi Customer Persona 1. Desires & Needs (What he wants) Authentic Taste: Craves traditional, "home- cooked" Malaysian food. Cheap & Filling: Meals that cost under RM10 but keep him full. Fast Service: Quick meals so he won't be late for his next lecture. 2. Pain Points (His problems) Tight Budget: Runs low on cash toward the end of the month. No Transport: Hard to buy food outside campus without a car or motorcycle. 3. Buying Behavior (How he spends) Peak Times: Buys lunch between classes and dinner after evening activities. Loyalty: Becomes a regular customer if the food is good and the owner is friendly. "Amir, the Budget-Conscious Student" Who is he? 2nd-year UUM student living on campus. His Situation: Has a busy class schedule and a limited monthly budget.
What Needs to ImproveCik Timah Tradisi Weak Digital Presence: Lack of active, optimized social media channels (TikTok), missing out on reaching new student intakes. Limited Delivery Logistics: Lack of structured delivery options or pre- order systems for students stranded in residential colleges (DPP) without transport. Underutilized Visual Marketing: Absence of digital menus or aesthetically pleasing food visuals that students can easily share on their personal social media feeds (e.g., Instagram Stories).
01 Focus on people who are most likely to order food Target students and working adults nearby 02 Increase awareness and attract more people Promote on social media (TikTok) 03 Show what makes Cik Timah unique Highlight “makanan kampung” concept Cik Timah Tradisi Marketing strategy
Product StrategyEnsure customers are satisfied every timeMaintain consistent taste and qualityMaintain consistent taste and qualityServe food hot and freshEnsure customers are satisfied every timeImprove customer experience
Pricing StrategyMake it easier for customers to buySet affordable, student-friendly pricesCompare prices with competitorsSet add-on pricingStay competitive in the marketIncrease total order value easily
Promotion StrategyEncourage customers to buy moreCreate bundle promotionsOffer free items (drink)Encourage reviews and ratingsMake the deal more attractiveBuild trust with new customers
1Deliver faster and reduce costUse student delivery runners2Keep customers satisfiedReduce delivery time3Provide more ordering optionsAccept orders via WhatsAppKeep food in good condition Ensure proper packagingCik Timah Tradisi Distribution Strategy
Marketing helps more people find Cik Timah through food apps and social media, so the business becomes more noticeable to potential customers1.Low visibilityPromotions and attractive pricing encourage customers to try and order more frequently, which increases overall sales2.Low sales3.Customer dissatisfactionCik Timah Tradisi How Strategies Solve Business ProblemsPromotions and attractive pricing encourage customers to try and order more frequently, which increases overall sales
CAMPAIGN NAME : Jejak Rasa Cik Timah OBJECTIVE : Increase brand awareness and sales of Cik Timah Tradisi among UUM students TARGET MARKET : UUM Students CAMPAIGN MESSAGE : Enjoy the tradition, create memories CREATIVE CAMPAIGN CONCEPT
02 03 01 01 02 03 Directly reaches our primary segment of UUM students. TikTok’s algorithm pushes content to nearby users (Sintok/Changlun), maximizing local reach for small businesses. Short-form video is the perfect format to showcase the visual and mouth-watering appeal of traditional food. WHY TIKTOK? MARKETING CHANNEL : TIKTOK "Visual Craving" (ASMR & Food Aesthetics) Heritage Storytelling (Behind-the-Scenes) UUM Student Micro-Influencers TIKTOK CONTENT STRATEGY
IMPLEMENTATION PLAN Bridging Digital Buzz to Campus Sales Phase 1 (Pre-Launch) : Content creation, setting up the TikTok channel, and securing UUM micro-influencer partnerships. Phase 2 (Launch & Viral Push) : Deploying TikTok pillars and dropping the flash promotion codes. Phase 3 (Physical On-Campus Event) : The final group presentation and sales execution at school.
INDICATOR CURRENT AFTER CAMPAIGN Weekend customers 80 customers 110 customers Average spending RM15.00 RM15.00 Estimated weekly revenue RM1200.00 RM1650.00 EXPECTED SALES IMPACT
011-16686152Kampung Tradisi @CikTimahTradisi ConclusionConclusion Cik Timah Tradisi serves high-quality, authentic, and affordable traditional food, but it currently suffers from low visibility—especially among its main potential customer base, UUM students. To solve this, the "Jejak Rasa Cik Timah" marketing campaign will transform the restaurant from a hidden gem into a student favorite by focusing on viral TikTok marketing (using short-form food videos and student influencers), budget-friendly combo deals, and better delivery logistics using student runners to bring food directly to campus dorms. Ultimately, by executing this digital and on-campus plan, the restaurant aims to overcome its transport and awareness barriers, successfully increasing customer foot traffic by 30% and boosting its weekly revenue from RM1,200 to RM1,650. Cik Timah Tradisi serves high-quality, authentic, and affordable traditional food, but it currently suffers from low visibility—especially among its main potential customer base, UUM students. To solve this, the "Jejak Rasa Cik Timah" marketing campaign will transform the restaurant from a hidden gem into a student favorite by focusing on viral TikTok marketing (using short-form food videos and student influencers), budget-friendly combo deals, and better delivery logistics using student runners to bring food directly to campus dorms. Ultimately, by executing this digital and on-campus plan, the restaurant aims to overcome its transport and awareness barriers, successfully increasing customer foot traffic by 30% and boosting its weekly revenue from RM1,200 to RM1,650.