Ajinomoto Malaysia Half-Year Review (2024) PDF

AJINOMOTO MALAYSIA Half-year Review (2024)  Table of Content 1 Media Performance 4 E-Comm Performance 2 SEO Performance 5 CRM Performance 3 Website Performance 6 SWOT analysis & Key Takeaway  Overall Review flow Traffi Conversi R...

AJINOMOTO MALAYSIA Half-year Review (2024)  Table of Content 1 Media Performance 4 E-Comm Performance 2 SEO Performance 5 CRM Performance 3 Website Performance 6 SWOT analysis & Key Takeaway  Overall Review flow Traffi Conversi Retargetin c on g Media Website CRM SEO Ecom  Media Performance FBP Media - Reach Campaign Reach Campaign Finding & Insights: 1. According to past performance, average cost per reach is at RM0.00150. 2. Looking at the past six months performance, Apr’24 & May’24 have gotten a lower than average cost per reach, it could be mainly affected by the holiday season in these two months (Apr’24: Raya, May: Labour & Wesak) which users have more time for social media browsing. 3. Meanwhile, Jun’24 and Jul’24 have gotten the highest cost per reach among the six months could be due to the visual featuring mid year sale where competitiveness is also higher during mid year as it’s considered a peak season for ecomm. KPI: Actual Result: 600,000 Reach 1,273,358 Reach (RM0.003) (RM0.0014) FBP Media - Landing Page View Campaign LPV Campaign 1. Finding & Insights: In the past 6 months, Jun’24 has obtained the highest cost per LPV could be due to the visual featuring product in bulk, which only able to attract a more niche group of food business audience to click on the ads and land on the page to learn more about the promotion. In future, we could also have similar visual for more insights. 2. May’24 has obtained the lowest cost per LPV is mainly contributed by the Exclusive Monday Deals promotion. Though Exclusive Monday Deals is a repeated promotion every month, May’24 promotion might be more appealing as the visual feature month long promotion period in second scene onwards, which might trigger user’s curiosity and act as a click bait to intrigue them to click and land on website to learn more. Also, it could also be driven by the different GWP across the months that attracts people to click and land on page to browse around. 3. Aside from that, Sep’24 has also gotten lowest cost per LPV, it could be contributed by contributed by the change in targeting implementing from Aug’24 onwards, where the changes made from solely focusing on LAL targeting only, and removed interest targeting. Aside from that, the KPI: Actual Result: Buy & Win being mentioned in the caption could also act 5,250 LPV (RM0.80) 7,677 LPV (RM0.61) as a click bait and further attract people to land on the website to learn more as no further details is being mentioned in either caption or visual. FBP Media - Add to Cart Campaign ATC Campaign Finding & Insights: 1. Across the six months, Aug’24 has gotten the highest cost per add to cart mainly due to agency has changed the targeting solely focusing from custom audience only, as according to past campaign, usually majority of the performance would come from the custom audience. However, with the very small audience poolsize, the overall cost per result has spiked up. Thus, upon monitoring the performance, agency has changed back the targeting as per usual practice by including interest targeting and lookalike. 2. Jul’24 has obtained the lowest cost per add to cart could be due to the change in promotion KPI: Actual Result: mechanic where this is the first month that 330 ATC 800 ATC brand started running multi-tier vouchers. (RM40) (RM16.50) Also, the multi-tier voucher in this month is based on promo code, thus it might catch people’s attention to actually add item into cart to see how much they could accumulate the amount.  FBP Media - Add to Cart Campaign ATC Campaign 1. Finding & Insights: Generally, from what is shown in graph, we can see that the conversion rate would often drop down after a spike in past months could be mainly affected by the buying behaviour from food business partner. 2. Looking at the conversion from LPV to ATC, averagely the 4 3 percentage would range from 15% - 18%. Jun’24 has obtained the highest conversion from LPV to ATC could be due to the visual features product in bulk which attracted user to land on website for browsing and add item into cart 2 so they can compare around before making a purchase. 3. Based on the ups and downs for conversion from ATC to initiate checkout (IC), Aug’24 has garnered highest conversion rate could be due to the multi-tier voucher application together with a higher discount percentage, which attracted people to actually try to checkout. However, the sales garnered in the end is not as high as compared to Jul’24 indicating people actually drop off after trying to initiate checkout. It could be due to after initiating checkout, user will have to log in to their FBP account, some user Remark: might drop off from here as they do not have the account. 1. LPV: Landing pageview 2. ATC: Add to cart 4. Jul’24 has gotten the highest conversion rate from IC to PUR 3. IC: Initiate checkout could be due to the first month of kickstarting the multi-tier 4. PUR: Purchase voucher application, once user accumulate to the minimum spend amount, the intention of them to directly checkout might be higher. SEO Performance FBP SEO Performance comparison Data Source Apr - Jun 2024 Jul - Sep 2024 Comparison Item Before Synergy After Synergy Total Clicks 3,120 2,910 - 6.7% Total Impression 815k 850k + 4.3% Google Search Console Average CTR 0.3% 0.4% + 0.1% Average Position 5.1 5.6 - 0.5 Organic Search (Active Users) 4,600 4,755 + 3.4% Google Analytic Organic Search (New Users) 4,489 4,592 + 2.3% Findings & Insights Positive Growth in Visibility: Broadened the site's visibility and is driving a greater organic presence. Challenges in Conversion: Previously heavy rely on “Ramadan” related keywords, might need refinement to better attract clicks. FBP SEO Performance comparison Oct’24 Apr’24 May’24 June’24 July’24 Aug’24 Sep’24 (up to 20 Oct) Total Clicks 1,310 949 855 894 998 1,020 806 Total Impression 264k 260k 291k 292k 258k 300k 243k Average CTR 0.5% 0.4% 0.3% 0.3% 0.4% 0.3% 0.3% Average Position 5.9 5.6 5.4 5.1 5.2 5 5 Organic Search 1,759 1,508 1,404 1,459 1,713 1,702 1,181 (Active Users) Organic Search 1,691 1,453 1,345 1,358 1,617 1,617 1,095 (New Users) Oct’24 Apr’24 May’24 June’24 July’24 Aug’24 Sep’24 (up to 20 Oct) - Preparation of - Blog articles content - The metrics for April are due to the increased keywords. preparation & upload. volume of relevant content generated since - Onpage enhancement - Monitor the Findings & Work Done March, specifically targeting this ramadan (meta tags, image alt performance. festive season. text optimization) on - Ramadan festivities ends, the clicks drop. shop pages & main domain. FBP SEO Performance Hall of Fame! Attached are the results of the SEO blogs we published by 15 October. These articles have been successfully indexed and are beginning to rank in ideal positions (1st page) - aligns with our commitment to ensuring at least 30 keywords rank on the Potential first pageto Challenges ofConsider search results. (FYI): Indexing Time: Immediate to a Few Days After publishing, it can take anywhere from a few hours to a few days for search engines to crawl and index the new content. Ranking Time: Weeks to Several Months Achieving a good ranking for your blog post can take weeks to several months. It typically takes about 3 to 6 months to see substantial organic traffic and rankings, depending on the competition & also the content. FBP SEO Performance Ranking Time (Sample): https://www.ajinomotofoodbizpartner. com.my/biztalks/top-20-bazaar-ramad an-menus-to-help-start-your-business/ https://www.ajinomotofoodbizpartner. com.my/recipe_biz/penang-white-curr y-mee/ After we publish an article, Google need to find and understand it. They do this by "crawling" the internet, which can take some time. There are many articles on similar topics. If there are already popular articles, our new content has to compete with them to get noticed. This means it might take longer to Source: Aji FBP Google Search Console climb up the rankings. FBP SEO Performance Increase in impressions after SEO enhancements by Synergy Ranking Time (Sample - Continued): Our SEO responsibility is to provide the best and most relevant content to users. Also, provide a comprehensive article that able to answer unsers’ questions. Source: Aji FBP Google Search Console FBP SEO Performance Insights Increase in Visibility 👏We’re seeing more impressions, which means the site is getting more exposure to a wider audience Focus Area We’re focusing on optimizing meta titles, descriptions, and SEO blog content to help turn those impressions into more clicks. Source: Aji FBP Google Search Console FBP SEO Performance Comparison COMPARING 3 MONTHS BEFORE SYNERGY & AFTER SYNERGY: FBP SEO Performance FBP SEO Performance In addition to focusing on the selected keywords, our optimization efforts have been applied to ALL EXISTING PAGES. Our goal is to increase overall exposure and traffic across the site. While the results haven’t spiked as quickly as anticipated, we are making steady progress in gaining more impressions from all potential sources of optimization. FBP SEO KPI KPI Performance Update KPI Summary - Highly niche industry, unlike broader markets where search volumes are higher - B2B seasoning products has a smaller search audience - Although overall traffic growth is slower, but we’re seeing significant growth in impressions, meaning Website Traffic Growth that more people are discovering the site through various search intents (minimum increase of 1000 - As more users find us through diverse search queries, we expect this momentum to lead to higher CTR monthly website visitors) over time - Impressions are a crucial early signal, they pave the way for increased traffic as users become more familiar with our content and products - SEO strategy to rank on the first page of search results is working as planned Pages Rank on Page 1 - With continued efforts, these rankings will help attract more relevant traffic over time (minimum of 30 keywords - Will optimizing and creating high-quality content, we can expect gradual traffic growth over time, driven rank on the first page) by our strong rankings FBP SEO Action Plan - In addition to focusing on the topics identified during our keyword research, we will also incorporate new, relevant topics that align with upcoming festive seasons and current trends - We will conduct this review on a quarterly basis to effectively monitor our strategy and make any necessary adjustments - Items highlighted in YELLOW are newly added, but yet to finalize  Website Performance FBP Website Optimization Result Aji FBP Website Optimization Result (Desktop) FBP Website Optimization Result Aji FBP Website Optimization Result (Mobile) FBP Website Maintenance Plan Ajinomoto FBP WordPress Maintenance Plan No Items Unit Price (RM) Qty Amount (RM) Health Check on weekly basis Regular security Speed test / review Plugin/theme updates Clear website cache Clean junk data Removing inactive user accounts Issue encountered & Costing involved (Nov 2023 - Oct 2024) FBP Website Plugin Fixes: Slider Revolution RM 1000 Reviewing/removing any unwanted code FBP Website Risks Without Regular Maintenance on WordPress Issue Description Websites that aren’t regularly updated are like leaving the doors unlocked. Hackers can easily find ways in, Security Risks potentially stealing customer data or spreading viruses. Slow and Unreliable Over time, the site can become slow, stop working properly, or even crash. This frustrates visitors, causing Website them to leave, which could mean losing potential sales or clients. Plugins and features may stop working if they're not kept up to date. This could lead to issues like broken Broken Features contact forms, missing images, or entire pages not loading properly, hurting the customer experience. Google and other search engines prefer websites that are fast, secure, and well-maintained. Without Lower Search Rankings updates, the site may drop in rankings, leading to fewer visitors and reduced business. If visitors see a broken or unsafe website, they’re less likely to trust the business and may turn to Losing Customer Trust competitors instead. Without regular upkeep, small issues can grow into big, expensive problems. Fixing a major issue later will Higher Repair Costs cost far more than maintaining the site regularly.  E-Com Performance 1 Sales Performance 4 Customers Registration 2 Customers Top contributors 5 Affiliate Performance 3 Product Performance 6 Product Price Comparison FBP Sales Performance - YoY comparison YoY comparison (APR-SEP) YoY comparison (FY24 vs FY25: APR-SEP24) Unit Sold Sales Unit Sold Sales FY25 (APR24-SEP24) 521 29,255.20 FY25 (APR-SEP24) 521 29,255.20 FY24 (APR23-SEP23) 155 5,593.28 FY24 (APR23-MAR24) 299 21,212.11 Growth(%) +236.1% +423.0% Growth(%) +74.2% +37.9% Remark: - Data above may have discrepancy with seller dashboard data due to different methods of calculations. Data Source: Order Export - Actual sales number on EasyStore dashboard may show higher sales. FBP Sales Performance - Sales Contribution Sales Contribution (APR-SEP24) Sales Contribution (FY24: APR23-MAR24) Day Orders Sales Avg. Order Value Sales Contribution Day Orders Sales Avg. Order Value Sales Contribution MON 82 RM 8,764.26 RM 106.88 30% WED 43 RM 4,601.00 RM 107.00 25.5% SUN 86 RM 7,080.20 RM 82.33 24% SUN 51 RM 4,561.80 RM 89.45 25.3% TUE 68 RM 5,523.76 RM 81.23 19% FRI 45 RM 3,262.92 RM 72.51 18.1% FRI 28 RM 2,703.56 RM 96.56 9% SAT 39 RM 2,366.39 RM 60.68 13.1% THU 28 RM 2,420.39 RM 86.44 8% TUE 20 RM 1,531.90 RM 76.60 8.5% WED 39 RM 1,980.60 RM 50.78 7% THU 20 RM 1,459.70 RM 72.99 8.1% SAT 9 RM 782.43 RM 86.94 3% MON 18 RM 268.36 RM 14.91 1.5% Remark: - Data above may have discrepancy with seller dashboard data due to different methods of calculations. Data Source: Order Export - Actual sales number on EasyStore dashboard may show higher sales. FBP Sales Performance - Sales vs KPI APR-SEP24 Sales KPI 100,000 Avg. Month performance: Avg. Sales: RM4,875.87 Avg. Order: 57 Sales (APR-SEP24) 29,255 Avg. Unit Sold: 87 Avg. Order Value: RM87.04 Completion Rate(%) 29.3% Remaining: RM70,745 (RM11,791/month) Remark: - Data above may have discrepancy with seller dashboard data due to different methods of calculations. Data Source: Order Export - Actual sales number on EasyStore dashboard may show higher sales. FBP - Top 10 sales contributor Data range: APR23-MAR24 Rank Customer Unit Sold Sales Sales Avg. Order Contribution(%) Value 1 Pearl Food 71 RM 9,399.44 44.3% 234.99 2 WILLIAM 62 RM 6,722.42 31.7% 120.04 3 Sam Yun 10 RM 816.96 3.9% 204.24 4 Beyond Better 9 RM 514.08 2.4% 64.26 5 YEOH 10 RM 429.00 2.0% 47.67 6 Tan 39 RM 376.84 1.8% 13.46 7 Cass 4 RM 348.15 1.6% 87.04 8 Asraf 2 RM 287.84 1.4% 287.84 9 Chi Ying 9 RM 287.00 1.4% 143.50 10 Chai 2 RM 152.78 0.7% 76.39 Others 247 RM 1,877.60 8.9% 11.24 Remark: - Data above may have discrepancy with seller dashboard data due to different methods of calculations. Data Source: Order Export - Actual sales number on EasyStore dashboard may show higher sales. FBP - Top 10 sales contributor Data range: APR-SEP24 Rank Customer Unit Sold Sales Sales Avg. Order Contribution(%) Value 1 David 88 RM 9,022.66 30.8% 601.51 2 Pearl Food 75 RM 7,307.44 25.0% 182.69 3 WILLIAM 19 RM 1,824.95 6.2% 96.05 4 Mygooi 15 RM 1,509.6 5.2% 215.66 5 Sam Yun 10 RM 1,348.21 4.6% 449.40 6 Li Pin 13 RM 1,312.74 4.5% 145.86 7 Beyond Better 30 RM 955.62 3.3% 28.11 8 KHAIRUL 3 RM 460.35 1.6% 153.45 9 Catherine 4 RM 362.51 1.2% 90.63 10 Mandy 6 RM 355.84 1.2% 39.54 Others 258 RM 4,795.28 16.4% 24.34 Remark: - Data above may have discrepancy with seller dashboard data due to different methods of calculations. Data Source: Order Export - Actual sales number on EasyStore dashboard may show higher sales. FBP Product Performance Product Performance (APR23-MAR24) Rank Product Name Unit Sold Sales Sales Contribution 1 AJI-MIX™ (1kg): Garlic & Onion Seasoning 1kg X 10 packet 69 10963.63 37.5% 2 AJI-MIX™ (1kg): Garlic & Onion Seasoning 1kg X 5 packet 76 5605.92 19.2% 3 TUMIX® Chicken (1kg): Chicken Stock Powder 1kg X 10 packet 29 3766.46 12.9% 4 AJI-NO-MOTO® PLUS (1kg): Premium Flavour Enhancer 1kg X 10 packet 9 1544.1 5.3% 5 AJI-NO-MOTO® MSG (1kg) 1kg X 20 packet 5 1444.76 4.9% 6 AJI-SHIO® Flavoured Pepper (80g) 80g x 1 bag x 10 packet 7 788.33 2.7% 7 TUMIX® Chicken (1kg): Chicken Stock Powder 1kg X 1 packet 58 622.48 2.1% 8 AJI-NO-MOTO® PLUS (1kg): Premium Flavour Enhancer 1kg X 5 packet 6 604.23 2.1% 9 AJI-NO-MOTO® MSG (1kg) 1kg X 5 packet 6 503 1.7% 10 AJI-SHIO® Flavoured Black Pepper​(80g Packet) 80g X 10 box X 10 packet 1 460.35 1.6% Others (Excluding GWP) 30 165.04 0% Remark: - Data above may have discrepancy with seller dashboard data due to different methods of calculations. Data Source: Order Export - Actual sales number on EasyStore dashboard may show higher sales. FBP Product Performance Product Performance (APR24-SEP24) Rank Product Name Unit Sold Sales Sales Contribution 1 AJI-MIX™ (1kg): Garlic & Onion Seasoning 1kg X 10 packet 58 9399.44 47.2% 2 AJI-NO-MOTO® PLUS (1kg): Premium Flavour Enhancer 1kg X 10 packet 40 6968.45 35.0% 3 TUMIX® Chicken (1kg): Chicken Stock Powder X 6 packet 13 1146.04 5.8% 4 AJI-NO-MOTO® PLUS (1kg): Premium Flavour Enhancer 1kg X 5 packet 8 674.76 3.4% 5 SERI-AJI® Kampung Fried Rice Seasoning (72g) 72g X 6 box X 8 packet 2 351.52 1.8% 6 SERI-AJI® Yong Chow Fried Rice Seasoning (72g) 72g X 6 box X 8 packet 2 289.74 1.5% 7 AJI-NO-MOTO® MSG (1kg) 1kg X 5 packet 12 288.75 1.4% 8 SERI-AJI® Black Pepper Seasoning (38g) 38g X 4 bag X 12 packet 2 287.84 1.4% 9 AJI-NO-MOTO® MSG (1kg) 1kg X 20 packet 9 287 1.4% 10 AJI-MIX™ (1kg): Garlic & Onion Seasoning 1kg X 5 packet 1 70.76 0.4% Others (Excluding GWP) 144 2951.94 10.1% Remark: - Data above may have discrepancy with seller dashboard data due to different methods of calculations. Data Source: Order Export - Actual sales number on EasyStore dashboard may show higher sales. FBP Customer Registrations AUG-24 Registration (520): Valid Customers: 509 (98%) Duplicate customers: 13 (3%) Invalid customers: 11 (2%) Usable customers: 485 (93%) Type of customers Food Business: 142 (28%) Non-Food Business: 93 (18%) 228 Unknown: 274 (54%) SEP-24 Registration (422): Valid Customers: 417 (99%) Duplicate customers: 6 (1%) Invalid customers: 5 (1%) Usable customers: 411 (97%) Type of customers: Food Business: 54 (13%) 2024 Non-Food Business: 39 (9%) Unknown: 329 (78%) Month APR MAY JUN JUL AUG SEP 164 registrations are manually New Customers 10 4 12 16 9 15 created by Ecom from FB Ads Sales 3,834 789 2,894 2,646 641 884 affiliate acquisition. FBP Affiliates AUG - OCT24: RM5 commission, min spend RM50 NOV24 onwards: 5% commission, min spend RM50 Platform commission comparison: Affiliate program: Lazada: avg. 5% (up to 20%) Start date: 26 AUG 2024 Shopee: avg. 5% (up to 10%) Referral sales: - FBP: RM5 min spend RM50 Referrals: 565 total (source: Easystore) FBP Sales Performance - #1 Product Price Comparison (AJI-MIX™ (1kg) x 10 packet) AJI-MIX™ (1kg) x 10 packet Lazada Shopee FBP RM125.97 RM144.02 RM163.30 Remark: - Data above may have discrepancy with seller dashboard data due to different methods of calculations. - Actual sales number on EasyStore dashboard may show higher sales. FBP Sales Performance - #2 Product Price Comparison (AJI-NO-MOTO® PLUS (1kg) x 10 packet) AJI-NO-MOTO® PLUS (1kg) x 10 packet Lazada Shopee FBP RM151.59 RM131.78 RM181.95 Remark: - Data above may have discrepancy with seller dashboard data due to different methods of calculations. - Actual sales number on EasyStore dashboard may show higher sales. FBP Sales Performance - #3 Product Price Comparison (TUMIX® Chicken 1kg X 10 packet) TUMIX® Chicken 1kg X 10 packet Lazada Shopee FBP RM131.24 RM124.78 RM151.29 Remark: - Data above may have discrepancy with seller dashboard data due to different methods of calculations. - Actual sales number on EasyStore dashboard may show higher sales. FBP Sales Performance - Product Price Comparison (AJI-NO-MOTO (1kg) x 10 packet) AJI-NO-MOTO® (1kg) x 10 packet Lazada Shopee FBP RM122.22 RM144.02 RM146.02 Remark: - Data above may have discrepancy with seller dashboard data due to different methods of calculations. - Actual sales number on EasyStore dashboard may show higher sales. FBP Sales Performance - Product Price Comparison (AJI-NO-MOTO (1kg) x 20 packet) AJI-NO-MOTO® (1kg) x 20 packet Lazada Shopee FBP RM219.60 RM287.26 RM289.06 Remark: - Data above may have discrepancy with seller dashboard data due to different methods of calculations. - Actual sales number on EasyStore dashboard may show higher sales. FBP Ecom Summary Challenges Findings Solution WABA automation target to increase on conversion from Lack of more frequent buyers Est. 55% sales are contributed by top 2 buyers 0.25% to 0.5% No referral conversion Likely due to the unattractive commission RM5 > 5% commission, starting on NOV Unable to acquire crucial information such as promotion spent, export of EasyStore backend function limitations daily data metrics to further analysis, and also stacking of promotional Consider upgrading/ changing website service provider mechanics (eg. voucher/product discounts) Possibility of: High registrations but lack conversion 1. Uncompetitive product pricing 1. Improvement on pricing competitiveness of our listings to 2. that acquired leads are not quality/ targeted audience. acquire new customers & retain loyal customers. 2. Increase the promotion on specific period to maximise Compared to marketplace, many of our products on FBP is less competitive our potential sales. Products price not competitive in terms of pricing especially our hero SKUs. CRM Performance FBP Whatsapp Marketing Month Content Topic Total Message blast Total Link Click Findings: 1. There is a huge increment in the total number of Exclusive Monday Deal 745 messages blasted over the months, with the April 2024 53 highest in September 2024 message 2, which Riang Riah Raya Combo 750 blasted to 1,135 recipients. This is due to the Buy & Win contest submission helped us to widen our contact database. Pre- Raya Sale 771 May 2024 30 2. The link clicks generally vary, showing some Exclusive Monday Deal 778 inconsistency. For example, the highest number of link clicks in this period occurred in June 2024 Exclusive Monday Deal 795 40 September 2024 with 87 clicks, while the lowest was in August 2024 during the Exclusive Monday Deal 819 "Celebrate Rasa Merdeka" campaign with 22 clicks. July 2024 53 July Deals 829 3. It can be seen that there is an increment of engagement towards the second message in Exclusive Monday Deal 859 27 September's "Celebrate Rasa Merdeka" Aug 2024 campaign, which stood out in terms of link Celebrate Rasa Merdeka 897 22 clicks. This could be attributed to participants of the Buy & Win contest actively looking for Exclusive Monday Deal 969 44 updates, making them more likely to engage Sept 2024 with the links. Celebrate Rasa Merdeka 1135 87 FBP Customers Inquiry Overview Findings & Insights 1. August has a sharp spike in inquiries due to greetings or simple interactions likely driven by a campaign, product launch, or event. 2. Contest inquiries increased in September, showing successful customer engagement during “Beli & Menang” contest campaign. 3. Few complaints were made over 6 months; reasons were either website or voucher issues FBP Customers Order Inquiry Findings and Insights Membership Account 1. Majority of the inquiries regarding Order (13.3%) Status were customers asking on when their order will she shipped/delivered. This could Order Status indicate that after-sales customers find it (40%) difficult to navigate the FBP website as many Voucher (26.7%) do not know how to check their order status. 2. 50% of those in the Voucher category were inquiring about receiving voucher codes when purchasing bulk. Customers are Change Address perhaps in need of vouchers more when they (3.3%) Placing an Order buy in larger quantities. (13.3%) Payment Method Suggestions: (3.3%) - Bulk Purchase: Provide incentives for those buying in large quantities FBP Customers Product Inquiry Stock/Availability AJI-NO-MOTO® (13.6%) (18.2%) Catalogue (4.5%) Findings and Insights Usage 1. AJI-NO-MOTO® seasoning would be the Recommendation (4.5%) most inquired product with most Expiry Date inquiring in large quantities. AJINOMOTO Gyoza (4.5%) (18.2%) 2. Inquiries regarding Ajinomoto Gyoza Rasa increased closer to its launch date. Sifu®(4.5%) 3. Customers still inquire about Rasa Sifu AJI-SHIO® (9.1%) due to the Ajinomoto brand’s presence TUMIX® Chicken Stock on the packaging. (9%) SERI-AJI® AJI-MIX™ (9.1%) (4.5%) FBP Customers Complaints Findings and Insights Point 1. Majority of complaints are feedback for the Accumulation Website Issue FBP website. Customers aren’t able to place (22.2%) (33.3%) order during the times the website is down. 2. Vouchers are often causing issue upon check out as they can’t be used, perhaps due to unclear T&Cs. Damaged Item Check-Out (22.2%) (22.2%) 3. Customers have been complaining about their membership points not reflecting correctly according to the promotion. FBP CRM Summary Challenges Solution Frequent inquiries regarding the order status WABA Automation: Providing customers an answer to their FAQs. Many request vouchers or more information on the ongoing promotions ❖ Instruct customers on how to check their order status on their FBP account ❖ Information on respective month’s promotions and T&C for contest is frequently asking during the contest period voucher offers ❖ Automation to answer all their contest-related inquiries which will be amended according to the respective contest Majority of customers who asks “Hi, I would like to know about ❖ Provide options for customers to explore after triggering Ajinomoto Food Biz Partner” , do not come back to inquire. the automation FBP Review Summary Media SEO Proposed Keywords (Improvement (%) Findings Ajinomoto Brand related: (Clicks: +44%) , (Impression: +30%) , (Position: In April and May 2024, the cost per reach was +3%) Reach lower than average, likely influenced by the campaign(APR- Gyoza related: (Clicks: +95%) , (Impression: +6%) , (Position: -24%) holiday season during these months (Raya in April SEP24) Chicken stock related: (Clicks: -15%) , (Impression: +4%) , (Position: -2%) and Labour & Wesak in May), when users typically Reach: +112% Pepper powder related: (Clicks: +14%) , (Impression: +45%) , (Position: spend more time browsing social media. Cost: -53% +10%) Garlic & Onion powder related: (Clicks: +100%) , (Impression: +667%) , Findings (Position: -14%) September 2024 saw the lowest cost per LPV, likely due to changes in targeting since August Pages under "Shop" LPV 2024, which shifted from interest targeting to Powder & Flour: (Clicks: +200%) , (Impression: +76%) , (Position: -24%) campaign(APR- focusing solely on LAL. Additionally, mentioning SEP24) Menu seasoning: (Clicks: +100%) , (Impression: +86%) , (Position: -46%) the Buy & Win promotion in the caption may Umami seasoning: (Clicks: +17%) , (Impression: +32%) , (Position: +8%) Page view: +46% have acted as clickbait, drawing more visitors to Cost: -24% the website for details. Proposed Keywords(Existing page) Nasi Lemak recipe: (Clicks: +0%) , (Impression: -42%) , (Position: +33%) Findings Chicken rice recipe: (Clicks: +10%) , (Impression: +1%) , (Position: -2%) In July 2024, the cost per add to cart was the Buttermilk chicken recipe: (Clicks: -5%) , (Impression: +46%) , (Position: -8%) ATC Kimchi Fried rice recipe: (Clicks: -100%) , (Impression: +19%) , (Position: - campaign(APR- lowest, likely due to the introduction of multi-tier vouchers and promo codes, which encouraged 22%) SEP24) customers to add items to their carts to see Chicken burger recipe: (Clicks: +50%) , (Impression: -16%) , (Position: -33%) ATC: +142% Cost: -59% potential savings. Beef burger recipe: (Clicks: +100%) , (Impression: -20%) , (Position: -5%)  FBP Review Summary Website Ecom Optimization Improvements(%) YoY Comparison(APR-SEP) YoY Comparison(FY24 vs FY25:APR-SEP24) Desktop: +63% Qty Sold: +236.1% Qty Sold: +74.3% Mobile: +136% Sales: +423% Sales: +37.9% Website Issue Sales Completion vs KPI: 29.3% Security Risks: Websites that aren't updated regularly are akin to leaving doors wide open. Findings (Purchasing behavior) Hackers can easily exploit these vulnerabilities, risking the theft of In comparing sales contributions from FY24 and FY25 (April to September 2024), we've observed that 73% of customer data or the spread of viruses. sales are generated on Mondays, Sundays, and Tuesdays. Slow and Unreliable Website: While it's expected that Monday shows a higher sales contribution due to our stronger strategies being focused on As time goes on, the site may become slow, malfunction, or even crash. that day, the fact that Sunday and Tuesday account for 43% of sales suggests a potential opportunity to This can frustrate visitors and lead them to leave, resulting in potential lost engage with business owners, possibly indicating a new trend in their days off. sales or clients. Top customer sales contribution(FY25: APR-SEP24): Broken Features 55.8% of sales are contributed by David & Pearl Food, while the other top 3 contributors only contributed sales of Neglecting to update plugins and features can result in malfunctions, such 16%. as broken contact forms, missing images, or pages that won’t load, which detracts from the customer experience. Product sales contribution(FY25: APR-SEP24): AJI-MIX - 1KG x 10packet: 47.2% (RM9,399.44) Lower Search Rankings Ajinomoto PLUS - 1KG x 10packet: 35% (RM6,968.45) Search engines like Google prioritize fast, secure, and well-maintained websites. Failing to update can cause a drop in rankings, leading to fewer New Buyer Conversion rate(FY25: APR-SEP24): 7.6% (New registration: 868, New buyers: 66) visitors and lost business. Threats: Product Price comparison(FBP vs MP): If our product price is unable to Losing Customer Trust compete with Marketplace prices, Ajimix - 1KG x 10packets : FBP price is est. 30% higher than Marketplace price A broken or insecure website diminishes visitor trust, prompting them to beside unable Ajinomoto Plus - 1KG x 10packets : FBP price is est. 38% higher than Marketplace priceto convert new turn to competitors. customers,price it will pose a threat to Tumix Chicken - 1KG x 10packets : FBP price is est. 21% higher than Marketplace Ajinomoto - 1KG x 10packets : potentiallyprice FBP price is est. 19% higher than Marketplace lose our big Higher Repair Costs contributors. Ajinomoto - 1KG x 20packets : FBP price is est. 32% higher than Marketplace price Without regular maintenance, minor issues can escalate into costly problems, making repairs much more expensive than routine upkeep. FBP Review Summary CRM Findings: Whatsapp performance There has been a significant increase in the total number of messages sent, peaking Avg. Message blast: 850/month in September 2024 with 1,135 recipients for message 2, largely due to the Avg. Link Clicks: 45/month expanded contact database from the Buy & Win contest submissions. Avg. Click Rate: 3.4% Link clicks showed considerable variation; September 2024 had the highest SEP performance engagement with 87 clicks, while August 2024 saw the lowest with 22 clicks during Message2: Celebrate Rasa the "Celebrate Rasa Merdeka" campaign. Merdeka Message blast: 1135 Link Clicks: 87 Additionally, there was notable engagement with the second message of Click Rate: 7.7% September’s "Celebrate Rasa Merdeka" campaign, likely driven by Buy & Win contest participants actively seeking updates. Customer enquiry overview: Customer product overview: Customer order overview: Customer Complaints: 1. August has a sharp spike in 1. AJI-NO-MOTO® seasoning is the 1. Most inquiries about Order 1. Most complaints are related to the inquiries due to greetings or most frequently inquired product, Status were from customers FBP website, with customers unable to simple interactions likely driven particularly in large quantities. asking when their orders would place orders when the site is down. by a campaign, product launch, be shipped or delivered. This or event. 2. Inquiries for Ajinomoto Gyoza suggests that after-sales 2. Voucher issues frequently arise at rose as the launch date customers may struggle to checkout, likely due to unclear terms 2. Contest inquiries increased in approached. navigate the FBP website and and conditions. September, showing successful check their order status. customer engagement during 3. Customers continue to inquire 3. Customers are also reporting “Beli & Menang” contest about Rasa Sifu, likely due to the 2. Half of the inquiries in the problems with membership points not campaign. prominent Ajinomoto branding on Voucher category were related to reflecting accurately in line with the packaging. receiving voucher codes for bulk promotions. purchases, indicating that customers may be more interested in vouchers when buying larger quantities. FBP SWOT analysis & Key Takeaway Strengths Weaknesses 1. Media Ads 1. Current CRM limitations - Unable to accurately group of customers to optimize our customers to retarget Overall avg. Reach, LPV, ATC campaigns increased in overall and reduce unnecessary cost of retargeting. metric while having avg. lower cost. - Unable simplify customer journey in terms of enquiries 2. Website 2. EasyStore backend limitations - Unable to acquire promotional spent, which result in unable to calculate the ROI Overall website performance for desktop and mobile have of mechanics. significant improvement in terms of performance: - Unable to acquire/export daily data metrics for further analysis purposes. Desktop: +63% Mobile: +136% 3. Product Pricing competitiveness - We’re unable to compete with marketplace final checkout price (Marketplace are providing platform vouchers/ other mechanics to maximise conversion of customers.) Opportunities Threats 1. Ecom 1. Product Pricing competitiveness - Increase promotional focus on SUN & TUE as we’re able to see purchasing Based on our current product prices, if we’re not doing further actions to maintain demand during these specific days other than MON. competitiveness, we are unable to increase our new customer acquisition and - Increase of pricing competitiveness of our Listings to maximise conversion rate very likely to lose out on our loyal customers in the near future. & new customers acquisition. 2. Website reliability / customers experience 2. SEO Without regular maintenance on wordpress: - Gradual optimizations to maximise our website appearance, relevant product - Potential risk of data leakage to hackers and customer reach. - Slow & unreliable website that might potentially crash and go offline - Broken features: Plugin & Features, landing page or product page may not work 3. CRM (New WABA) properly Enables customers grouping which will may simplify customer journey in terms of - Lower search ranking: leading to lower visitors enquiries which may result in increasing of our customers conversion and possibly - Higher repair cost: Which may be caused by accumulation of many small issues lower our media cost of retargeting. that grow into bigger issues.