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Company That Change The World Marketing Essay

Today, the companys well worth exceeds RM200 hundreds of thousands, with a turnover of around US1. 6 billion and utilized more than 1500 staffs. Karangkrafs business was started out by posting their first newspaper publication, Mingguan Kanak-Kanak in a little shop lot in Petaling Jaya, Selangor, Malaysia. They sold more than 150, 000 copies every week during that time. That is when people noticed that Karangkraf is a posting house that was different. With frequent demand of printed reading materials from visitors in Malaysia, during year 1990, the company started to enter in commercial printing business with the opening of Ultimate Print Sdn Bhd and Dasar Cetak Sdn Bhd to provide printing services for Karangkraf's products. By then, with the own printing divisions, Karangkraf started to publish literature and novels under its Alaf 21 and Karya Bestari imprints. In 12 months 2006, Karangkraf take a big step by posting own daily paper called Sinar Harian. However, Sinar Harian isn't the first daily publish by Karangkraf. Through the 80s, Karangkraf distribute a daily tabloid on entertainment and politics called Ekslusif. But the tabloid had to shut down as government refused to renew the publishing permit. With prolonged and bravery shown by Dato' Hussamuddin, finally Karangkraf received permit to publish a regular newspaper that known to be unconventional, clear and prepared to distribute what others will averted. This motto is the reason Sinar Harian becoming the main local magazine in Malaysia. As years transferring by, Kumpulan Karangkraf becomes larger and bigger in terms of size and volume. Then the company takes part of year 2010, with incorporation of Kumpulan Marketing Karangkraf as the parent or guardian company to displace Kumpulan Karangkraf to monitor the four central business divisions: periodicals, newspaper, books, stamping and digital each been able by its team of management.

1. 2 The Divisions

Grup Majalah Karangkraf (Magazine Business) presently is submitting 29 game titles of magazines throughout Malaysia that cover different genres for different age group and gender. In conditions of market share, Karangkraf has bought out about 50% of total mag market in Malaysia. The journal division accounts for 30% to 40% of Karangkraf earnings.

Grup Buku Karangkraf (Publication Division) has posted more than a thousand books over the past 10 years. This division currently publishes average of twenty titles monthly to meet up with the demand of Malaysian readers. The book section contributes about 10% of Karangkraf turnover.

Grup Sinar Karangkraf (Magazine Section) publishes daily local nationwide papers, Sinar Harian in the Peninsular of Malaysia. Sinar Harian has eight different editions to provide local reports to different areas in the country. The section contributes about 10% to 15% of group revenue.

Grup Percetakan Ultimate (Printing Division) is division that contributes almost 40% of Karangkraf revenue, also is the largest commercial printers in Malaysia. Ultimate Print out Sdn Bhd does not only invest in print Karangkraf's magazines but also offers a big reputation in printing business for having most of major clients such as Sony and Panasonic.

Grup Digital Karangkraf (Digital Department) is the latest group in the business. This division was created to activate in digital business also to provide digital reading materials.

1. 3 Geographic Market

Forty years ago, when Karangkraf has only started out, the founder was target to generate business within Malaysia as during that time, reading materials were lifeless and uninspiring. With continuous determination to motivate Malaysian to learn more also to uphold Malay vocabulary, now Karangkraf is one of the biggest publishing categories in Malaysia and it is the most significant Malay vocabulary publisher. Kumpulan Press Karangkraf Sdn Bhd creates their head quarter in Shah Alam, Selangor, Malaysia which is the head office to all or any the divisions aside from printing division. This head office held almost all of the staffs such as editors, graphic artists, reporters, and photography enthusiasts as well as the place where literature, magazines and magazines been posted. Most photography shoots for their magazines are placed in here. Creators of books and novels will send their work to editors here for editing and enhancing before send to printing department for printing process. For Ultimate Print out Sdn Bhd, they have their own office and printing manufacturing plant nearby and also in Shah Alam. With skills employees and advance machines, Ultimate Print capable to printing 2 million copies monthly. As for publication division, this group also offers sub offices in several areas; Perak, Kelantan, Terengganu, Johor, Pahang, Pulau Pinang, Kedah, Melaka and Negeri Sembilan, according to the condition of the Sinar Harian model. These sub offices are for the editors and reporters to prepare and offer local reports faster to the city in the region.

Karangkraf currently only publishes their magazines in Malay terminology. Malay language is national dialect in Malaysia, Brunei, and Indonesia and one of recognized languages in Singapore. Thus, for the past years, their focus on customers are just limited by these areas. However, with the fast and upfront technology of internet and gadgets nowadays, they have started out their digital group department to make their mags and newspaper available online. Karangkraf already have started to provide purchase services via online to simplify customer to buy and sign up to Karangkraf publications. With the establish brand, Karangkraf likewise have explored the need to translate their catalogs and mags into different dialects to complete demand from international visitors.


2. 1 Introduction of Malay Words Novel Publication in Karangkraf

The Karangkraf's publication section is the collaboration of three publication subsidiaries called Alaf 21, Buku Prima and Karya Bestari. On April 1997, Alaf 21 was created which is the beginning point of literature business under Karangkraf's wings. Alaf 21 now is called an establish publisher of Malay vocabulary fiction books. Biofoto Raihan is the first publication under Alaf 21 and started from that, Alaf 21 continue producing quality reading materials for readers. Alaf 21 also produces motivational, formula and art work books. With an increase of than three hundred supplier agents around Malaysia, the market for their catalogs also protects Singapore, Brunei and individuals surrounding the world.

2. 2 Type of Good

Novels are labeled into monopolistic competitive market where there have been many firms in the market however the products are differentiated products. Because each novel is unique therefore the publishers are rather price makers alternatively than price takers. The cost to reprint additional backup is actually significantly less than the price tag on the book itself. Example, price of a novel by Alaf21 is RM19. 90, but the cost to reprint another copy is not RM19. 90, it really is much less than RM4 per backup for normal size paperback book. Thus, the purchase price is greater than marginal cost which fulfils monopolistic competition circumstance.

Other than that, Karangkraf's novels can be specified as a "normal good" as it is positively related to income because when income increases, volume demanded followed increases and vice versa. This affirmation is corresponding to mini review that happened by our group to loyal novels readers. From 23 respondents, 21 of respondents said that if the purchase price was increased, they will still buy but with volume significantly less than before. They will limit to novels that received good reviews or certain freelance writers only and not simply any books from the shelf. But if the price is unchanged and their income increased because of bonus products or increments, most of them agreed that they will spend more on novels. As amount demand and income move in same route, Karangkraf books have positive income elasticities (elasticity > 0).

At some times, web publishers will lowered price of some novel when customer pre-order the novel before it strikes the store. The sales income of this particular novel increase resulting from increasing of amount demanded by customers. Thus, the product agrees with Regulation of Demand. That is an example for novel entitled Adam dan Hawa. After the drama series modified from the book screened on television, Karangkraf reprinted the book and gives cheap of RM16. 92 each for visitors whom pre-order via online rather than normal price RM19. 90 each in the stores. This discounted price got encouraging responses from readers and also the television series lovers and has increased the sales of this novel.

2. 3 Demand of the Product

The make of Karangkraf and Alaf 21 are popular to Malay vocabulary novels lovers. The quality of the novels shared has been set up and respected with over forty years of activities in publication. With new technology and today more substitutes reading materials available in the internet or online, worldwide publication companies experienced decreasing in number demanded of printed reading materials. However, Karangkraf still experienced increasing in revenue in their printed magazines. Many factors could be the reason of this event such as increasing of income, the respected Karangkraf's brand or Karangkraf's good online marketing strategy. This also shown that the demand of Karangkraf's products did not afflicted by the substitutes or rivals.

Recently, the play of Adam dan Hawa was screened on tv is adapted from the book by Alaf 21. The acceptance of the dilemma series has creating the same titled novel has upsurge in the amount of sales and the demand for the novel also increasing tremendously. Even though this book was released on 2005 but the impact of the play make the number demanded for the book raises. Although there still no exact body of profits Karangkraf received with this phenomena as the play still in working on television. Get back kind of special attentions received to a novel, Alaf 21 has reprinted the novel to fulfil the demand and the price tag on the novel in bookstore continues to be the same with other title.

Another factor that make a difference the increasing demand is 1Malaysia e book voucher worthy of RM250 which were given to students. By getting this voucher the students whom mainly are teenagers tend to spend it for novels than textbooks. It is because one of the major populations who read book is teens or students. Besides education reserve, book will be aside as their reading materials in a free time and then for entertainment goal.

2. 4 Aim for Market

Novel is a fictional narrative to signify some personas and usually a storyline in different styles such as romances, actions, thrillers or mysteries. Different types of genres draw in different group of people. Karangkraf is a publisher that seeks all sorts of decades and genders. This statement can be supported by the types of book that Karangkraf publishes; love, teenager love, family love, thriller, Islamic and nostalgia. Concentrating on Alaf 21 magazines, they have more inclination towards submitting romances fictions or chic-lit. So their concentrate on market segments are women above 20 years old. Karangkraf has stated that romance books which dominate the Malay book market are mainly read by women above 35 years of age. For Buku Prima, they may be more concentrating on publishing lighter content novel and present moral principles towards reader. So their focus on markets are young adults below twenty years old and also children. Karya Bestari is a publisher for religious beliefs or Islamic catalogs and their marketplace are Muslims of most ages.

2. 5 Special Characteristics

There are a whole lot of novels publicized by Alaf 21 become phenomenal to novel enthusiasts such as Ombak rindu, Adam dan Hawa, Bicara Hati and Kasih Yang Suci. All of this books are either was modified into a movie or into a crisis series shown by tv set; hence it increases the commercial value of the books. This is really a online marketing strategy that now makes Alaf 21 and also Karangkraf, the trustworthy brands in creative fiction. The impact would be that the readers will usually looking forward to new published book as they already have confident with the product quality and satisfaction in reading of Alaf 21 books.

2. 6 Challengers and Substitutes

There are few competition of publishers in Malay terminology novel in Malaysia such as Karyaseni Business and Kaki Novel Sdn Bhd. Karyaseni was started their business on 2006 from online homepage called Penulisan2u. my by collecting brief story and novel posted by creators around the country. They understood the demand and important of printed novels thus Karyaseni as a publication company was born on 2011. Kaki Novel started their publishing Malay language novel on 2005. Both these publishers are considered very new in this industry while Karangkraf is the pioneer without peers throughout their first began.

Novel can be said as an entertainment source for reader by giving enthusiasm and fun and sometimes valuable information and moral worth to the reader. Reading novel can be type of a hobby for some people. On the market, there are a great number of substitutes for novel such as comics, newspapers, internet, television set and other source that can give entertainment to people. Karangkraf will need to have a good online marketing strategy to tell apart from other competition and substitutes to keep on survive, gain demand and profits.

Karangkraf also achieve a competitive edge as their business position better within the business environment. They have got an advantage in operational success as Karangkraf have their own printing company. Also with Karangkraf own printing company, book by Karangkraf is cheap on the market as they already slice cost in that department. This might try to increase quality, production, and employees and customer's satisfaction with the company.

2. 7 Marketing Strategy

Karangkraf always involve their freelance writers and authors during launch ceremony of their masterpieces and turning their creators into celebrity. E book putting your signature on activity is the usual agenda during the introduction of the book to introduce the author and keep a good romance between the creators and viewers. By that, authors will have dedicated fans that will usually waiting for new book by their most liked author.

Karangkraf keep on exposing the nice and creative creation of their authors for version by directors that will convert the novel into motion pictures. This positive relationship between Development Company and Karangkraf had shown the quality of products by Karangkraf. The novels of Karangkraf that turn into videos and dramas always received high ratings or become a box office movie. The freelance writers will receive royalty and this is an excellent encouragement towards other freelance writers to keep on giving a creative product and various from others.

Karangkraf need to do a whole lot of promotions to market their products as well as their freelance writers. Karangkraf take action by always execute their own booklet carnivals, Pesta Buku Karangkraf to introduce all of their products in a single place. During the events, discounts were given to get more potential buyers.

Karangkraf likewise have considered more of their products to be accessible online to entice more young audience and also the needs of translation into different languages to market their products outside Malay terms regions.

Karangkraf also founded an online called karangkraf shopping mall whereas a customers may purchase karangkraf product online. The web is very user friendly and makes the process of purchasing better to the customer. This is an advancement strategy that provides them a competitive benefit.

Karangkraf always give great attention and hard work to create their cover web page regardless of the idiom "Usually do not judge the e book by its cover", but with attractive design on the cover will catch the buyer's sight from many literature in the market.


With over forty years of experience in publication, Karangkraf continue producing a quality product that may be trusted. As market innovator, Karangkraf have their speciality and power to targets what the customer would like from company as well as how to provide that. In addition they have the ability to provide products that will vary and offer cool features than the competitors. With cost operational advantage they will perform the business enterprise activities better and improve the revenue.

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