Luscious Layers / Raihana Syakirin Razuam and Nurul Syafiqah Zakaria

• Main Authors: Razuam, Raihana Syakirin, Zakaria, Nurul Syafiqah
• Format: Entrepreneurship Project
• Language: English
• Published: 2022
• Subjects: Entrepreneurship. Risk and uncertainty; Social aspects. Social marketing; Cakes. Cupcakes
• Online Access: https://ir.uitm.edu.my/id/eprint/62208/1/62208.pdf; https://ir.uitm.edu.my/id/eprint/62208/
• Institution: Universiti Teknologi Mara

Luscious Layers is an online partnership business founded in November 2021 through Facebook’s social media platform. It is a business that focuses on selling and promoting food products. Luscious Layers is a dropship under Kek Lapis by Wai HQ that offers a variety of layer cake flavors such as blueberry, strawberry, red velvet, and apple flavors. Layer cake, known as "kek lapis" originates from the state of Sarawak and is usually served on special occasions such as Hari Raya Aidilfitri, Christmas, birthdays, and weddings ceremony. The main idea of this business is to sell "kek lapis" which are cakes that are hard to find in peninsular Malaysia. So, Luscious Layers open opportunities for Malaysians in the Peninsula to taste this Sarawak-style "kek lapis" which is added to its uniqueness that there is ice cream in it. The target market for Luscious Layers is comprised of women and men covering all age categories. This is because Luscious Layers sells food products that are safe to eat for all ages from children to adults. After all, the product is made from safe and premium ingredients. It also offers delivery services to the surrounding area if there is a request from its customers. Luscious Layers not only sells and delivers “kek lapis”, but we also use Facebook to publish interesting facts about “kek lapis” to provide knowledge and enlightenment of information to the public related to “kek lapis”. For everyone's knowledge, Luscious Layers runs a Facebook account to expand its business platform to attract more customers. This is because Facebook is one of the best social media platforms that can help sellers communicate with customers better and will indirectly attract new customers to buy our products. So, Luscious Layers made a strategy by doing start-up teasers, soft sales, and hard sales to continue to attract our customers on Facebook. Using this social media platform, Luscious Layers created a marketing strategy by posting 7 teasers, 16 posts for soft sales, and 16 posts for hard sales. We use various ways to meet AIDCA and TISCta, namely by writing captions and using pictures that can attract the attention of customers on each post. All broadcast materials are created and edited by us using the themes and designs found within the Canva app. In addition, we also provide schedules to ensure that the time to publish the materials is in order and in line with market developments. A more in-depth explanation of our business processes will be described in this paper.