The Story Of How Melilea Been Activated Marketing Essay

An aspiring youth, Datuk Alan Wong, the founder of MELILEA who yearns for a quality lifestyle and holds in high esteem a healthy organic living, decides to establish a new platform that allows like-minded partners to embark on their quest for healthy, beautiful, happiness and successful life.

Datuk Alan has receiving great support and encouragement from his life companion who is his wife Datin Stella Chin, so he sets out to realise his aspirations, turning ideals into remarkable achievements. Their visions and concerted efforts established a great brand and through unbounded affection and selfless devation, anabled the budding brand to blossom.

They are willing to share their secrets of success with everyone. Through hard work, diligence and inspring guidance, they have transformed countless lives.

1.2 How MELILEA Company Started

In year 2002, MELILEA’s Founder-Group Chairman Datuk Alan Wong and Executive President, Datin Stella Chin, led the team with great belief-living with an organic way of life, through the promotion of caring for the earth and attaining a friendly enviromental for the internal body, enabled everyone to transfom a brand new successful life.

MELILEA developed and grew rapidly and become the first corporation in the world to combine network marketing, franchising and distribution channels. Through customer relationship marketing and management, MELILEA strived to promote the health philosophy of organic lifestyle and inter-external comprehensive health concept that sets off a new force of transformation worldwide.

As a young 7-year old multinational corporation, MELILEA INTERNATIONAL has grown to be a corporation with strong foundation and enabling many people to maintain a leading position in the health and organic industries worlwide. MELILEA has the highest quality products, a unique and complete operation, management and educational and training system and a marketing plan with fair reward system. All these are the foundations that enabled MELILEA to strive towards the goal of building a perpetual business.

1.3 Vision

The corporate vision is to transform the distributors’ health, beauty, success and happiness through Melilea Organic Lifestyle. The Slogan of the product is “THE REAL BEAUTY”, which means that MELILEA costumer can have a real beauty with inter-external health and also pretty without using make up base.

1.4 Corporate Achivement

In Year 2004 to 2008, MELILEA had won as Asia Pacific Excellence Master Award-Grand Master

In Year 2006, MELILEA had won as “Superbrands Business’ and ‘Superbrand Consumer Choice’ Awards

In year 2004 to 2006, MELILEA had won as Asia Pacific International Entrepreneur Excellence Awards- Leadership, Brand and Service Quality Excellence

In year 2004. MELILEA won as a Super Durability Brand Award- Slimming and Beauty Category from Asia Biggest Magazine ‘Global Business’ and ‘New Health 100’ magazine.

In year 2003 to 2005, MELILEA had won as the ‘Asia Pasific International Keris Award- Enterprise Honesty from Enterpreneur Development Association of Malaysia.

1.5 Founder and President

As a aspring Founder-Group Chairman of MELILEA, Datuk Dr. Alan Wong has more than 20 years of experience in corparate management with entrepreneurial success in financial auditing and network marketing and management. For many years, he has led MELILEA INTERNATIONAL to great heights and produced astonishing result.

As a renowned educator for success businessman and newly emerged entrepreneurs, he has single-handedly created and trained more than 300 entrepreneurial millionaires. He has dubbedd as the “Millionaires Suoer Menator”, he has mentored countless entrepreneurs and enable them to transform their life.

1.6 Executive President

Datin Dr. Stella Chin is a renowned International Entrepreneur Educator and Charitable Entrepreneur. She has over 20 years of experiences in multinasional marketing and business management, human resource and operation management that have lead to entrepreneurial success. She is a rewowned outstanding leader for women and emerged as the youngest winner of The World’s Ten Most Outstanding Chinese Women Hua Kuang Award.

She is also a highly recognised by the media industry as an idol and successful model of modern women. Apart from achieving outstanding career success, Datin Dr Stella K.Y. Chin also cares for women and the socially less fortunate, making tremendous efforts and contributions for charitable causes.

To raise self-awareness amongst women, she initiated the highly acclaimed Star Ladies Women’s 360′ Happiness Seminar Series in 2009. She has been dubbed as the Initiator for Transforming Lives’ in the Asia Pacific Region.

1.7 Traning System

MELILEA have provided excellent educational system and effective training courses successfully passes on the gene for success to everyone who seeks life transformation. The correct concepts and marketing methodology assist in every business partner at MELILEA to achieve unprecedented success.

MELILEA also have offer an equal and fair entrepreneur platform to everyone regardless of background and educational training courses to master the knowledge and techniques of marketing and sales, learn about customer services and objective planning.

1.8 High Quality Products

1.8.1 MELILEA Greenfield Organic Nutrition and Revitalize

This is the main product in MELILEA. Greenfield Organic is MELILEA’s exclusive range of functional organic products that is made from naturally pure and clean vegetables, fruits, grains and herbs. They are grown in a zero – pollution fertile soil environment and the entire process of cultivation, harvesting, transportation, storage, processing and packaging are in line with the requirements and standards of zero – pollution.

The selection of seeds and grains, varieties, environment, soil, water and air quality, latitude, temperature and sunlight undergo stringent and rigorous review and selection by our experts. All crops are cultivated on soil and in an environment according to their specific types, habitudes and properties.

Such as, all cultivated crops are zero – polluted and rich in natural nutrients with natural therapeutic and health properties. Through the Organic Father, Dr. Henry Chang’s professional research, these zero – polluted crops are developed into functional organic foods that are health – benefiting and of superior qualities that are recognised worldwide.

This product is manufactured in USA Corporation, Union City. Its qualification registers from Department of Health Services, Food and Drug Branch, state From California.

It has been certified 5 star organic by OUNFA and it is a HALAL product that certified by IFANCA (Islamic Food and Nutrition council Of America). Besides that, it has been awarded as a Super brand Malaysia Consumer Choice on year 2006.

Organic Soya Drink

MELILEA organic soya drink is made from organic soya beans grown exclusively in the fertile black soils of the Hei Long Jiang region in northeastern China. Besides that, it has been awarded as a Super brand Malaysia Consumer Choice on year 2006.

Due to unique preparation using advanced food technology, the nutritional value of the soya beans is retained for a smooth, naturally delicious taste and it also a HALAL food. Therefore, it is suitable for vegetarians and this organic food can improve your health.

This organic soya drink contains organic soya bean, sucrose and maltose. This product is a healthy product because it is high in protein and it is cholesterol free. It tastes delicious and contains naturally occurring lecithin, iso flavones and saponins.

1.9 Introduction of MELILEA Kuching Branch

MELILEA branch in Kuching is located at NO.101 & 103, Sublot 4&5, Lot 11871 & 11872, Block 16, KCLD, Jalan Tun Jugah, 93350 Kuching, Sarawak. This branch started function in January 2009. The operation hour is from Monday to Saturday, 10am to 6pm. The branch is off at Sunday. The contact number of this branch is 082-451575.

It is a MELILEA East Malaysia’s headquarter. The MELILEA Company branch in Kuching have 4 level. The lower ground floor is a warehouse, ground floor is use to sell MELILEA Company’s products. Whereas, first floor is for the distributors to have meetings and attend for company’s traning system which is Global Netplus System. The second floor is MELILEA’s St.Ella Spa which provide the latest medical beauty Spa for the customers. This branch is manage by a manager name Miss. Joanne Wong.

1.10 Web Applications in MELILEA Kuching branch

Intranet

According to Miss Joanne Wong, MELILEA Kuching branch uses intranet to communicate with their employees in the company. She said that it is convenient for them to communicate with their employees because by using the intranet, they can save the time to contact and find each other for business purpose . Intranet is use within the MELILEA Kuching branch and it is a network that is built by using internet and World Wide Web standards (WWW) and technologies. For the employees who want to use the intranet, they must have their own ID and password to access to the intranet. Therefore, it is safe for the employees to share any of the company’s information by using intranet.

1.11 Business Processes In MELILEA Kuching Branch

MELILEA use their unique ways to coordinate and organize their business activities, information, and knowledge to produce MELILEA’s product. MELILEA’s business process is closely related to information system which can be classified by the specific organizational function such as Sales and Marketing system, Finance and Accounting system and Human Resourse system.

1.11.1 Sales and Marketing System

In MELILEA, the sales and marketing department have sale and marketing information system which is use to help MELILEA Company to identify the customers needs towards MELILEA Company’s products. Beside this, this information system help MELILEA Company to meet the customer’s needs by producing the products that the customer’s demand. For example, MELILEA Company’s sale and marketing department will organise a road show to promote MELILEA Company’s products. Through this road show, the consumers will know what MELILEA Company is selling such as the new products. Beside this, for the customers who are interested to become a member of MELILEA Company will get a special discount of 10% for certain products that they purchase. This can attract more consumers to become the member of MELILEA Company. Furthermore, MELILEA Company will give their customers bonus such as cash rebate after they have reach the minimum member points which is 80 point. This can provide ongoing customer support, where it encourage the customers to buy more.

1.11.2 Finance and Accounting System

In MELILEA, their finance and accounting department is supported by finance and accounting information system. This system help MELILEA Company to manage their financial assets and the fund flows. MELILEA company function will help MELILEA Company to menage the cash and stocks to maximize the return on these financial assets. Moreover, accounting function in MELILEA Company is responsible to keep and manage the financial records such as promotion expenses, payroll and depreciation on fixed assets. This system can help MELILEA Company to solve their financial problems.

1.11.3 Human Resources System

On the other hand, human resources department in MELILEA Company is supported by human resourse information system. This sytem is use to keep the employees and distributors records. Furthermore, this system also help to monitor the distribution of the employees and distributors wages, salaries, elaun, and benefits. Beside this, this system also help to train the employees and distributors with MELILEA Company training system. For instance, MELILEA Company can train their distributors and employees by giving them seminars such as technique of using information system to communicate with the company and the customers. Based on Miss Joanne Wong, the manager of the MELILEA Kuching branch said that they have provide many training programmes for the employees as well as for their distributors. These training programmes had successfully help the distributors to communicate and contact the customers through electronic mail whereas this training programme help the employees to use internet, intranet and extranet wisely.

1.12 Information System Used in MELILEA Kuching Branch

1.12.1 Transaction Processing System (TPS)

MELILEA Kuching branch uses many different types of systems, according to the Manager of the MELILEA Company, Miss Joanne Wong. She said that one of the systems that is using is the Transaction Processing System (TPS). For example for sales and marketing department, the employees can use Transaction Processing System to see branch’s sales and stock record. Beside this, they will know the customer purchases records and the payroll to the employees. Furthermore, with Transaction Processing System, MELILEA Kuching branch also will know the number of people who registered as new member in daily, weekly, monthly and yearly. The branch will also can know the date they join as MELILEA’s distributor and their member’s information.

1.12.2 Management Information System (MIS)

Beside this, MELILEA Company also uses Management Information System (MIS) to support their management level. Management Information System will get the information or data from Transaction Processing System. Miss Joanne Wong said that as a middle manager, she need to summarize the data that had receive such as sales in mathematical methods and report to the Senior Business Development Managers, Mr.Ian Tan Tze Giam whose at MELILEA headquarter. For their business operations, she will use Management Information system monthly and not day to day activity. Beside this, bonuses and rewards to the distributors will also be summarized by using this system.

ORGANIZATION ANALYSIS

2.1 SWOT Analysis

Our team analyze Melilea Company with SWOT analysis which is Strength, Weakness, Opportunity and Threat.

2.1.1 Strength

According to the Melilea Kuching branch’s Manager, Miss Joanne Wong, she said that Melilea Company have a great Transaction Processing System (TPS) where it is a computerized system that performs and records the daily routine in Melilea Company such as keeping the record of the distributors’ profile, purchases record, and the number of the products that had sold and payroll of the branch. Miss Joanne also said that it is useful to have transaction processing system in Melilea Company to keep the customer’s purchases record, because it’s help Melilea Company to know the demand of the customer toward certain products and the company can order the right amount of the products that they are going to order in time.

Beside this, MELILEA branch in Kuching also use Management Information System (MIS) where it support the management level in MELILEA. The data from Transaction Processing System will be transfer to Management Information System such as the information of the distributors and the employees. Based on Miss Joanne Wong, the Management Information System can help the her by providing the report for her to see and she can online access to the MELILEA Company historical records and look at the current performance where she can know whether the MELILEA branch in Kuching is making profit or loss. From this, she can know where the problem occur and try to analyse the problem.

Beside this, according to the Manager Miss Joanne Wong that the product that is demand by most of the customers are Greenfield Organic Nutrition and Revitalex Five Star Zero Pollution Organic Health Food. This is one of the five star functional organic foods in the world which are made from more than twenty types of zero pollution ingredients such as organic vegetables, organic fruits, organic herbs and Et cetera and it is formulated by Organic Father, Dr, Henry Chang in USA. Moreover, this food can provide balanced organic nutrients, activates our body cells and cleanse regimen for the body. It has beed transform many distributors’ health through this functional organic product.

Furthermore, based on the Melilea distributer booklet, it mention that Melilea organic soya drink is better than milk. Melilea organic soya drink has no cholesterol and it help to control the level of the cholesterol in the body where the field that sow soya bean is surrounded by mountains and there are no factories around the field. Therefore, the environment around the field that the soya bean are sow is fresh and not polluted. Beside this, this food also can protect our heart, increase memory retention, reduce blood pressure and promote metabolism. Hence, Melilea organic soya drink is suitable for any age of people from infant to adult.

2.1.2 Weakness

On the other hand, we find that the weaknesses in MELILEA Kuching branch is that they do not have a barcode scanner to scan their products. The customers need to wait for a few minutes for the cashier to key in the barcode of the product through internet. This can leave a bad impression for the customers who visit Melilea Company for the first time. Moreover, the cashier need to rekey the barcode of the product if they key wrongly in the first time and this will waste the customer’s time for waiting for their goods.

Besides this, the customers or non customers must know about MELILEA Company’s latest news only with accessing internet to MELILEA Company’s website. This is not convenient for those who are not good in using online system or do not have the online service. The online system provide advantages only to those who know how to use online system and have the online service. This led to those who are not good in using online system or do not have the online service in their surrounding will miss the important promotion, new products, latest event or information about MELILEA.

Furthermore, eventhough nowadays many people are well-known in using online system, but not all of the customers will access to MELILEA’s website frequently. Moreover, MELILEA Company did not sent any information or latest news to the customers through electronic mail, letters or the others. This will cause the customers will not know the latest news of MELILEA Company too.

2.1.3 Opportunity

Beside this, Melilea Kuching branch have a big opportunity to expand their business to Bau, Samarahan, Serian and Sri Aman. Based on the Manager Miss Joanne Wong, the customers and distributors form Bau, Samarahan, Serian and Sri Aman have sent request to them to have a branch in those places. It is because there are no Melilea branch in Bau, Samarahan, Serian and Sri Aman, therefore this have provide a great opportunity for Melilea Kuching branch to expand their business those places. When the Melilea Kuching branch had expand their business to Bau, Samarahan, Serian and Sri Aman, the information system such as internet can help the distributors to share their information with each other through electronic mail (e-mail).

Furthermore, MELILEA Kuching branch have a strategic location where it is located in the middle of the city. Moreover, there are many people who will pass by this location because it is surrounded by the main shopping complex such as The Spring, Jalan Song, Three Miles and the main way to airport. Therefore, MELILEA Company’s is well known.

2.1.4 Threat

Moreover, the Manager Miss Joanne Wong said that the threat that Melilea branch in Kuching facing was the other organic company’s product such as AmWay and Cosway branches in Kuching. For instance, AmWay product such as Nutrilite was made from alfalfa, watercress, and parsley which is almost the same like Greenfield Organic Nutrition and Revitalex Five Star Zero Pollution Organic Health Food. (http://www.nutrilite.com/en-us/Nature/WhyNutrilite/our-history.aspx).

Last but not least, their competitor which is AmWay and Cosway branch in Kuching are using the information system such as electronic mail or online to order their products from the suppliers which is the same as MELILEA Kuching branch.

2.2 Supply Chain Management Systems in MELIELA Kuching Branch

Diagram 1

Send product

Place order

Suppliers

MELILEA Head Quarter

MELILEA branch in Kuching

Send Order

Distribute

Distributors

Sell the Products

Customers

According to MELILEA Kuching branch manager, Miss Joanne Wong, she said that the company is using the Supply Chain Management Systems to help the company to manage the relationship with their supplier in overseas. Through this supply chain management system, they can optimize the planning, sourcing and delivery of products and goods through the distributors.

From the diagram 1, MELILEA supplier that is from United State of America Corporation, Union City will send the list of the products such as Greenfield Organic Nutrition & Revitalize and Organic Soya Drink to the Asia Pacific Head quarter at MELILEA Tower, Jalan Kerinchi, Kuala Lumpur, Malaysia through extranet. When the MELILEA head quarter had receive the list of orders, they will confirm with the supplier that they will take the product from them by replying them through extranet. The supplier will send the products to MELILEA head quarter after they have received the confirmation from MELILEA head quarter.

After MELILEA head quarter have receive all the products that is send by the supplier in United State of America, the employee who are in charge will inform the MELILEA branches in different places to place their orders via internet such as electronic mail (e-mail) and intranet. Once MELILEA Kuching branch have receive the information about the products that is in head quarter, then they will place their orders through electronic mail or through the intranet.

Next, when MELILEA Kuching branch had order the products that they want, MELILEA headquarter will send the order to MELILEA branch in Kuching. After MELILEA Kuching branch had receive the products that is send by MELILEA head quarter, then the branch will distribute the products to their distributors. MELILEA’s distributors will buy the products straightly from the Kuching branch.

Lastly, after MELILEA distributors have buy the products from the branch, they will sell the products to their customers with the profit within 10% to 30 %, said Miss Joanne Wong.

According to Miss Joanne, with this supply chain management system, it is useful for MELILEA branch in Kuching, It is because this system has help MELILEA branch in Kuching to get the right amount of the products from their supplier and satisfied the demand of the customers in Kuching in time.

RECOMMENDATION

3.1 Barcode Scanner (Barcode Reader)

We find that it is a waste of time for Melilea Company cashier to key in the product’s barcode into the computer. It will cause the customer to wait for a couple of minutes for their goods to be key into the computer by Melilea’s cashier. Thus, we suggest that Melilea Company can install the barcode scanner or barcode reader to scan their product’s barcode. A barcode scanner is also known as barcode reader. Barcode scanner is use to read the printed barcode on the products. Additionally, barcode scanner uses photosensor to convert the barcode into an electrical signal as it moves across a barcode. After that, barcode scanner will measures the relative widths of the bars and spaces and translate the different patterns back into regular characters, and sends them on to a computer (http://www.barcode-scanner.com.my/barcode-introduction.html).

Futhermore, Barcode scanner can scan through the product’s barcode into the computer correctly without any mistake compare to the manual way where the cashier need to key in the product’s barcode into the computer. For instance, the cashier can also make mistake in keying the wrong product’s barcode instead of the right product’s barcode. Moreover, the products that are sold can scan into the computer correctly and this can help the storekeeper to save their time in checking their stocks by knowing it through the data that is recorded in the database. Beside this, MELILEA manager will know the exact amount of the stock that had sold and can know the balance amount of Melilea’s product that is still in the store. The data that is recorded in the company’s file, can help MELILEA employees to estimate the amount of products that they need to order for the business. Hence, barcode scanner can improve the MELILEA company’s business operation.

Booklet, Magazines or Leaflet

We find that the online system that is used by MELILEA Company to post their latest news is not really suitable for everyone. Hence, we suggest that MELILEA Kuching branch can sent MELILEA’s booklet, magazines, or leaftlet every month to the distributors. This can inform them about the company’s latest news, promotion, event and new products. Through these services, the customers will be more convenient to know about the company’s latest news and the other information. The booklet, magazines or leaflet also can share with others people after reading it. It will led to more non-customer to know the information about MELILEA. Hence, these services can gain the profit of MELILEA Kuching branch when there are more customers to be well-known about the events or promotion which organize by the MELILEA Kuching branch.

3.3 Online System: Electronic Mail (e-mail)

We find that eventhough nowadays many people know how to access to internet, but not all the MELILEA customer will access to MELILEA Company’s website frequently. Perhaps some of the customer will only access to the website once a year or even less then this. This will cause the customer to miss some of the important events or promotions that organized by the MELILEA. Therefore, we recommend MELILEA Kuching branch to provide the service to the customers by sending the latest news and promotion in Kuching branch via eletronic mail (e-mail) to the customers in time. It is because nowadays many people always access to their mail boxes for rutine activities. Through sending mail, the customers whose always access the internet will not miss any of the events or promotion that is organized by MELILEA Kuching branch.