Page 7 - Getting the Secret Recipe Right
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5.0 MARKETING
Secret Recipe is an award-winning company (for company above RM25 million), which have won
Platinum award for Best in Marketing and Best Brand in a row for the year 2018 and 2019 in Star
Outstanding Business Award (SOBA). Secret Recipe has also won the Malaysian Business of the
Year for 2019.
A) BRAND POSITIONING B) LIMITED TIME-VALUE SET
In order to be the best brand, its Director said Secret Recipe also has introduced limited-
that “The majority of our marketing activities time value set to attract more lower income
are predominantly communicated through customer for dining or experienced their
digital and social media channels in order to products. The offers are seasonal i.e. Mother’s
match the changing digital trends”. Day, Father’s Day, Cake Mania, Merdeka
Promotion and Secret Recipe anniversary.
Secret Recipe has remained at the forefront
of consumers' minds throughout company For instance, their Merdeka promotion is
changes by paying special attention to the according to the year itself. In 2019, Secret
consumption and media habits of its Recipe given 62% discount for the second
audience, as well as technological and food slice of cake, in order to celebrate the 62nd
trend influences.
Merdeka celebration. Meanwhile in 2017 for
60th Merdeka celebration, they offer RM6.00
Affirms Dato’ Steven, “However, for some of our
specific brands we will work within the target per slice for cream, cheese and square cake
segments to strengthen our brand proposition, and RM60 per whole square cake. This kind
engaging the customers at all times.”9 offers were so limited and had made a very
long queue of customer in every Secret
Recipe outlet. How about in the future 2038? I
guess there will be free cake give away.
On last year 2017, they celebrate 20th
anniversary and launches 3 slices of cake for
RM20 and they also offer 3 slices of cake for
RM21 in 2018 for celebrating their 21st
anniversary.
Geting the Secret Recipe right 06
