A premium taste from the desert to the table: a marketing case study on Ilhamtaufiq Group Sdn Bhd

Subhani, Saleem and Suib, Fatin Husna and Tuhin, Mohammad Imrul Kayes and Mohd Kamaludin, Muhammad Haykal Fahim and Safiai, Muhammad Hanis and Murkan, Yogadevan and Shamil, Muhammed and Ishak, Muhammad Taufiq Firdaus (2025) A premium taste from the desert to the table: a marketing case study on Ilhamtaufiq Group Sdn Bhd. IIUM Journal of Case Studies in Management, 16 (2). pp. 137-146. ISSN 2810-2327 E-ISSN 2710-7175

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Abstract

Ilhamtaufiq Group Sdn Bhd is a Malaysian food importer and reseller founded during the COVID-19 pandemic 2019. Led by founder Muhammad Taufiq Firdaus Bin Ishak, the company built a niche in frozen fresh dates (Kurma Sejok), later expanding to products like Bilis Bersih (pre-cleaned anchovies), Turkish cherries, and seasonal mangoes. Its marketing strategy hinges on digital platforms such as TikTok, Instagram, and Facebook, supported by influencer partnerships, consistent paid advertising, and a vast agent network. Despite strong brand recall, the company faces challenges like competition from Arab traders, limited product availability due to seasonality, and reliance on high digital ad spend. This case study reviews existing goals, implementation tactics, and evaluation methods, while offering improvements in agent training, AI-based targeting, content personalization, and expanded year-round product lines. Ilhamtaufiq Group demonstrates how small businesses can carve out competitive space by combining cultural relevance, strategic digital execution, and emotional storytelling.

Item Type:	Article (Journal)
Uncontrolled Keywords:	Frozen Dates, Digital Marketing, Agent-Based Distribution, Seasonal Product Strategy, Influencer Marketing, Malaysian Food Industry
Subjects:	H Social Sciences > HF Commerce > HF5475.I74 Halal business, entrepreneur, marketing, management, and administration
Kulliyyahs/Centres/Divisions/Institutes (Can select more than one option. Press CONTROL button):	Kulliyyah of Economics and Management Sciences > Department of Business Administration Kulliyyah of Economics and Management Sciences
Depositing User:	Dr Fatin Husna Suib
Date Deposited:	07 Jan 2026 12:26
Last Modified:	07 Jan 2026 12:26
Queue Number:	2025-12-Q1498
URI:	http://irep.iium.edu.my/id/eprint/126663

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