Saturday, October 2, 2010
Friday, October 1, 2010
FYP Proposals
Proposal: 1
Name: Aw Hwee Yaan, Tan Sook Hiang
ID: 1061111554, 1061106624
Brand: Elianto
Product category: Beauty, cosmetics, toiletries
Target audience: female aged 16-30 years old
Information: Elianto is a brand synonymous with gentle skincare products, enriched with nourishing and soothing botanical extracts, complemented with a vibrant range of colour cosmetics which brings out the best of sparkling eyes, rosy cheeks and adorable lips.
Market situation:
- Elianto is a brand with low price product.
- The quality of the product is average ratings
Issue and problem:
-As image of being cheap, people will assume that is product of no quality.
-People have the perceptions of good quality products would automatically have high price
Idea / concepts:
Create a new brand image to let people know although the price is cheap but the product is good.
Citation / references: http://www.elianto.biz
Proposal 2
Name: Aw Hwee Yaan, Tan Sook Hiang
ID: 1061111554, 1061106624
Brand: SK II Product Category: Beauty, Cosmetics, And Toiletries
Target Audience: Woman aged between 30-55
Info: The main USP of SK-II product is an element known as Pitera. The website of SK-II states that this product was discovered by accident in Japan. Japanese working in a particular Sake factory had unblemished hands which were noticed by a scientist working there. This product is then combined with vitamins, amino acids, organic acids and minerals. This concoction is claimed to help in renewing the outer layer of the skin.
Market Situation: SK-II is a well known beauty product with Pitera. The function of Pitera is to allow skin’s natural surface rejuvenation process to function at its prime, enhancing the renewal of the skin’s outer layer. Thus not all ladies are suitable with such ingredients and bad side effects appeared on their skin. Their biggest competitor will be Biotherm, a product that suits the same target audience with lesser rumors.
Issue / Problems:
- The image was ruined by bad rumors about having bad side effect on the skin
- Rumors about movie star being sued for cheating customers on false advertising.
Ideas / Concept:
- Making people realize that this issue has already passed since 2006 which is quite long ago there are improvements on the products.
- Emphasize the good effects on skin and ingredients that will do good on the skin.
Citation/Reference:
http://www.sk-ii.com/
http://www.theperformanceleader.com/sk-ii-review/ (got usp)
http://www.cosmeticsdesign.com/Products-Markets/P-G-ceases-sales-of-SK-II-in-China (rumors)
http://www.cosmeticsdesign.com/Products-Markets/Procter-and-Gamble-to-resume-sale-of-SK-II-cosmetics-in-China
http://www.erim.eur.nl/ERIM/Research/Centres/China_Business/Research/Case_Studies/Case_Detail?p_item_id=5052298&p_pg_id=93&p_page_id=
http://www.chinadaily.com.cn/china/2006-10/06/content_702191.htm
http://www.chinadaily.com.cn/business/2006-10/11/content_705765.htm
Proposal 3
Name: Aw Hwee Yaan, Tan Sook Hiang
ID: 1061111554, 1061106624
Brand: Baby Abuse Product Category: Public Service Campaign
Sponsor: Cotton On
Target Audience: All range of people
Info: People are loosing humanity nowadays where they even torture babies now besides children. There are several ways of torturing other than just physically abuse. Babies are sexually abuse too. Moreover, most of the babies did not survive from such torturing act; they also suffered from several side effects after being abused.
Market Situation:
- People nowadays don’t take human life seriously
- Babies are the future generation whom will be our future leaders, yet people are doing such inhumane acts which they not just violated human rights and destroys our future hope.
Issue / Problems:
- Babies are suffering from several abuse from inhumane adults
- There are a lot of cases where babies are dying from being abused, and few side effects such as shaken baby syndrome.
Ideas / Concept:
- Create awareness of how serious it is about the issue of baby abuse
- Trigger the sympathy moral value towards people
Citation/Reference:
http://www.keepkidshealthy.com/welcome/commonproblems/child_abuse.html
http://malaysiacrimewatch.lokety.com/baby-girl-sexually-abused-by-babysitters-son/
http://malaysiacrimewatch.lokety.com/newborn-baby-in-coma-after-alleged-abuse/
http://www.webinknow.com/2009/09/social-media-and-the-cotton-on-baby-tshirt-crisis-.html (Cotton On)
Final Proposal
Name: Aw Hwee Yaan, Tan Sook Hiang
ID: 1061111554, 1061106624
Brand: POPEYES Product Category: Food and Beverage
Target Audience: fast food lover
Info: Popeyes is a chain of fried chicken fast food restaurants. Popeyes serves chicken products in mild and spicy flavors and offers sides such as Cajun fries, mashed potatoes with Cajun-style gravy, and Cajun rice. All combo meals come with a biscuit.
Market Situation:
-More than 1800 Popeyes restaurants in more than 40 states.
-There are 7 Popeyes restaurant in Malaysia
- Popeyes was first releaseed at the year of 2009 located in Taman Tun Dr Ismail
Issue / Problems: Less propaganda in Malaysia.
Ideas / Concept: Create brand awareness
Citation/Reference:
http://www.popeyes.com/
http://money.cnn.com/2008/03/28/smbusiness/popeyes.fsb/index.htm?postversion=2008032800
http://answers.yahoo.com/question/index?qid=20070703205121AAiLlEq
http://www.theedgemalaysia.com/index.php?option=com_content&task=view&id=15617&Itemid=79
Name: Aw Hwee Yaan, Tan Sook Hiang
ID: 1061111554, 1061106624
Brand: Elianto
Product category: Beauty, cosmetics, toiletries
Target audience: female aged 16-30 years old
Information: Elianto is a brand synonymous with gentle skincare products, enriched with nourishing and soothing botanical extracts, complemented with a vibrant range of colour cosmetics which brings out the best of sparkling eyes, rosy cheeks and adorable lips.
Market situation:
- Elianto is a brand with low price product.
- The quality of the product is average ratings
Issue and problem:
-As image of being cheap, people will assume that is product of no quality.
-People have the perceptions of good quality products would automatically have high price
Idea / concepts:
Create a new brand image to let people know although the price is cheap but the product is good.
Citation / references: http://www.elianto.biz
Proposal 2
Name: Aw Hwee Yaan, Tan Sook Hiang
ID: 1061111554, 1061106624
Brand: SK II Product Category: Beauty, Cosmetics, And Toiletries
Target Audience: Woman aged between 30-55
Info: The main USP of SK-II product is an element known as Pitera. The website of SK-II states that this product was discovered by accident in Japan. Japanese working in a particular Sake factory had unblemished hands which were noticed by a scientist working there. This product is then combined with vitamins, amino acids, organic acids and minerals. This concoction is claimed to help in renewing the outer layer of the skin.
Market Situation: SK-II is a well known beauty product with Pitera. The function of Pitera is to allow skin’s natural surface rejuvenation process to function at its prime, enhancing the renewal of the skin’s outer layer. Thus not all ladies are suitable with such ingredients and bad side effects appeared on their skin. Their biggest competitor will be Biotherm, a product that suits the same target audience with lesser rumors.
Issue / Problems:
- The image was ruined by bad rumors about having bad side effect on the skin
- Rumors about movie star being sued for cheating customers on false advertising.
Ideas / Concept:
- Making people realize that this issue has already passed since 2006 which is quite long ago there are improvements on the products.
- Emphasize the good effects on skin and ingredients that will do good on the skin.
Citation/Reference:
http://www.sk-ii.com/
http://www.theperformanceleader.com/sk-ii-review/ (got usp)
http://www.cosmeticsdesign.com/Products-Markets/P-G-ceases-sales-of-SK-II-in-China (rumors)
http://www.cosmeticsdesign.com/Products-Markets/Procter-and-Gamble-to-resume-sale-of-SK-II-cosmetics-in-China
http://www.erim.eur.nl/ERIM/Research/Centres/China_Business/Research/Case_Studies/Case_Detail?p_item_id=5052298&p_pg_id=93&p_page_id=
http://www.chinadaily.com.cn/china/2006-10/06/content_702191.htm
http://www.chinadaily.com.cn/business/2006-10/11/content_705765.htm
Proposal 3
Name: Aw Hwee Yaan, Tan Sook Hiang
ID: 1061111554, 1061106624
Brand: Baby Abuse Product Category: Public Service Campaign
Sponsor: Cotton On
Target Audience: All range of people
Info: People are loosing humanity nowadays where they even torture babies now besides children. There are several ways of torturing other than just physically abuse. Babies are sexually abuse too. Moreover, most of the babies did not survive from such torturing act; they also suffered from several side effects after being abused.
Market Situation:
- People nowadays don’t take human life seriously
- Babies are the future generation whom will be our future leaders, yet people are doing such inhumane acts which they not just violated human rights and destroys our future hope.
Issue / Problems:
- Babies are suffering from several abuse from inhumane adults
- There are a lot of cases where babies are dying from being abused, and few side effects such as shaken baby syndrome.
Ideas / Concept:
- Create awareness of how serious it is about the issue of baby abuse
- Trigger the sympathy moral value towards people
Citation/Reference:
http://www.keepkidshealthy.com/welcome/commonproblems/child_abuse.html
http://malaysiacrimewatch.lokety.com/baby-girl-sexually-abused-by-babysitters-son/
http://malaysiacrimewatch.lokety.com/newborn-baby-in-coma-after-alleged-abuse/
http://www.webinknow.com/2009/09/social-media-and-the-cotton-on-baby-tshirt-crisis-.html (Cotton On)
Final Proposal
Name: Aw Hwee Yaan, Tan Sook Hiang
ID: 1061111554, 1061106624
Brand: POPEYES Product Category: Food and Beverage
Target Audience: fast food lover
Info: Popeyes is a chain of fried chicken fast food restaurants. Popeyes serves chicken products in mild and spicy flavors and offers sides such as Cajun fries, mashed potatoes with Cajun-style gravy, and Cajun rice. All combo meals come with a biscuit.
Market Situation:
-More than 1800 Popeyes restaurants in more than 40 states.
-There are 7 Popeyes restaurant in Malaysia
- Popeyes was first releaseed at the year of 2009 located in Taman Tun Dr Ismail
Issue / Problems: Less propaganda in Malaysia.
Ideas / Concept: Create brand awareness
Citation/Reference:
http://www.popeyes.com/
http://money.cnn.com/2008/03/28/smbusiness/popeyes.fsb/index.htm?postversion=2008032800
http://answers.yahoo.com/question/index?qid=20070703205121AAiLlEq
http://www.theedgemalaysia.com/index.php?option=com_content&task=view&id=15617&Itemid=79
Tuesday, September 28, 2010
1.0 Problem statement
Fast food has played a very important role since decades ago in the food and beverages industries where everyone has now treated fast foods as part of their lives. As we all know, there are many fast foods in the whole world such as the very famous McDonald’s, KFC, A&W, Wendy’s, Marrybrown so on and so forth. They have been playing their part very well in serving fast foods with good quality with fine services. But what is the most important point that makes them work so well until now is their commercials, promotions, brand images, points that related to advertising. That is the upmost feature that makes them so successful.
Brand image is the key towards getting famous and make people come and eat their food. McDonald’s and KFC have been working very hard in doing all kinds of propaganda, promotions, and commercials to convince people to come and eat their food. That is the main reason they are so famous not just providing good food in a reasonable price. Some other fast food restaurants’ also provide good food in good price such as Popeyes Louisiana Kitchen but they are not as famous as McDonald’s and KFC. Why is it so? It’s because of not doing enough propaganda, promotions, and creating a good brand image.
Popeyes Lousiana Kitchen had existed since 1972 in
1.1 Issue
- Without any propaganda over the year since starting off in Malaysia at the year of 2009.
- There’s no good brand image over the years comparing to McDonald’s and KFC
- The outlet location is all focus in one area which is in the Petaling Jaya, Damansara area.
- There are only seven franchises in Malaysia which they did not target on people in other states.
- Not many promotions on food menu are being introduced throughout the year.
- Brand Image is not strong enough compare to the other competitors
2.0 Product profile
2.1 Product name
POPEYE
2.2 Product classification
i. Consumer
It is a fast food restaurant where people can walk in and eat it anytime.
ii. Non durable
It is a fast food restaurant selling chicken and so on where it couldn’t last forever.
iii. Convenience goods
food
2.3 Product characteristics
| Family Meals | Price |
| 8 pc Chicken & 4 Biscuits | RM26.95 |
| 12 pc Chicken & 6 Biscuits | RM34.95 |
| 16 pc Chicken & 8 Biscuits | RM45.95 |
| Kids Meals (include 1 Biscuit & 1 Ice | |
| 1 pc Chicken | RM6.95 |
| 2 pc Chicken Tenders | RM6.95 |
Chicken Combo REAL MEALS
Chicken Tenders
Seafood Combo |
| Include 2 REG Sides, 1 Biscuit, & 1 REG Drink | A La Carte Price | Price |
| 5. 2 pc Fish | RM7.40 | RM10.95 |
| 6. Shrimps | RM9.90 | RM13.95 |
| 7. Fish & Shrimps | RM9.90 | RM14.95 |
Sandwiches & Bowls BIG EASYS
| Include 1 REG Drink | A La Carte Price | Price |
| 8. Chicken | RM5.90 | RM7.60 |
| 9. Fish | RM6.30 | RM8.00 |
| 10. Shrimp | RM6.90 | RM8.60 |
| 11. Chicken Rice Bowl | RM6.95 | RM8.65 |
| 12. Fish Rice Bowl | RM7.95 | RM9.65 |
| 13. Shrimp Rice Bowl | RM8.95 | RM10.65 |
Signature Sides
| | Regular | Large | ||
| Mashed Potato | RM1.99 | RM4.99 | ||
| Cajun Fries | RM2.90 | RM5.90 | ||
| Coleslaw | RM1.99 | RM4.99 | ||
| Biscuits | 1pc RM1.30 | 6pc RM6.90 | 12pc RM12.90 | |
Desserts
| | Price |
| Tiramisu | RM3.95 |
| Strawberry Cheesecake | RM3.95 |
| Chocolate Surprise | RM3.95 |
Drinks
| Fountain Drinks Coca-Cola, Sprite, Sarsi, F&N Grape, Seasons Ice Lemon Tea | Regular RM2.20 | Large RM2.50 |
| Orange Juice | RM3.20 | |
| Ice | RM3.30 | |
| Hot | RM2.50 | |
| Hot Coffee | RM2.50 | |
| Hot Tea | RM2.10 | |
| Mineral Water | RM2.00 | |
| | Price | What’s inside |
| Popeyes Maxi Meal 2 | RM10.90 | · 1 pc Fish Fillet · 1 pc Bonafide Chicken · 1 pc Chicken Tender · 1 Reg Mashed Potato · 1 Reg Soft Drink |
| Get the Extra Kick Add on 1 Reg Soft Drink | RM5.99 RM1.00 | 3 pcs Bonafide Wings Fountain Drink |
| NEW Crazy.Wicked.Twisted (Add on to any Combo Meal) | RM3.99 (ala carte) RM2.99 | |
i. Indirect
Manufacture/Factory à Distributor (Grand Companion Sdn Bhd) à Franchises
ii. Exclusive distribution
Popeyes Louisiana Kitchen is a fast food restaurant having 7 franchises around
2.5 Product life cycle-
2.6 Brand image and implications
People perceive Popeyes Louisiana Kitchen as fast food restaurant selling fast food which the menu is similar to KFC’s. It has extra features that make it unique and people like it.
2.7 Distinctive features
Red Beans & Rice, Mashed Potatoes with Cajun Gravy, Cole Slaw, Cajun Battered Fries, Cajun Rice, Biscuits.
2.8 Unique selling proposition (USP)
Cajun recipe from
2.9 Promotional history
non
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