Situation Analysis

FYP Proposal

FCM Media Innovation: Final Year Project Proposal 1

Name: Leong Chee Kai

Student ID: 1101108873

Brand: Espressoup

Product Category: Food and Beverages

Information

·         Espressoup serves new traditional soup in signature farmer bread

·         for people who love light meal, enjoy nutrition food, always on the move whom believe less is more when more is no good

·         Vision to start small, aim high, move fast

Market situation

·         Espressoup has about more than 5 outlets in Malaysia and Singapore

·         Espressoup is co-branding with MPH Bookstore with their new concept namely MPH Chic Bookstore.

·         It is targeted on young people as they are the only one with this brand new concept to serve soup with bread as their bowl.

Issue and Problems

·         They able to catch attention but failed to keep their customers permanently because their soups had no different from others. Do not have a signature soup to represent their brand.

·         Lack of awareness. Bunting can only be seen on their kiosk. No promotions. Facebook page had closed down, last update for their blog is on May 2011(1 & a half years ago), and Twitter updates were 172days ago from 13th June 2012.

·         Lack of choices on their menu and not suitable to serve customer during lunch and dinner. Can only be categorized as snacks.

·         Cannot compete with café and restaurants that serves proper lunch or dinner sets.

·         Left only few outlets so far since most of it had closed down.

Ideas/Concepts

·         Re-branding Espressoup to create brand awareness- 4C (clarity, creativity, consistency, cohesiveness), find an effective and relevant co-branding.

·         Find a better way to promote and create a new menu if necessary

Citations/References:

Espressoup’s website - http://espressoup.com.my/main.html

Espressoup’s blog - http://www.espressoup.blogspot.com/

FCM Media Innovation: Final Year Project Proposal 2

Name: Leong Chee Kai

Student ID: 1101108873

Brand: Wendy’s Malaysia

Product Category: Food and Beverages

Information

·         Each burger in Wendy’s® is only made once the customer places their order to ensures that each burger is fresh off the grill, but also allows the customer to customize their burger.

·          The first local Wendy’s restaurant opened on 5 April 2008 at Sunway Pyramid.

·         Important phrase on their logo ‘Quality is our recipe’

·         Wendy’s was the world’s third largest hamburger fast food chain

Market situation

·         Wendy’s has 6650 restaurant worldwide including 8 outlets in Malaysia.

·         It is targeted on young generation between 18-26 years old. Female between ages 18-24 had granted their market according to a statistic reports.

·         Most Americans drive thru chains offer a dollar menu, as does Wendy's. But, they try to make a niche market through presenting their product in better quality

Issue and Problems

·         Lack of awareness in Malaysia since they are only came here 4 years ago with limited outlets compare to the competitors.

·         Their market positioning in Malaysia is not strong. Wendy’s trying to present better quality products than others but do not actually gain attention.

·         Lack of promotion and marketing strategy to compete with competitors. Do not have valuable lunch or dinner sets with cheaper price to attract consumers.

Ideas/Concepts

·         Re-position Wendy’s in the local market.

·         Create awareness to convince targeted audience about their quality food.

Citations/References:

Wendy’s website - http://www.aboutwendys.com/

Wendy’s Malaysia Facebook page - https://www.facebook.com/Wendys.Malaysia

Quantcast US Wendy’s report June 2012 - http://www.quantcast.com/wendys.com

FCM Media Innovation: Final Year Project Proposal 3

Name: Leong Chee Kai

Student ID: 1101108873

Brand: Marrybrown

Product Category: Food and Beverages

Information

·         Founded in 1981, with its success is due to the company’s basic value: High QUALITY food, fast SERVICE in a friendly and CLEAN environment and great VALUE for money.

·         HALAL as their main priority and deliver best quality foods to customers.

Market Situation

·         Marrybrown is the largest homegrown fast food chain with a global reach over 250 outlets.

·         Its target audience is mainly on family in which their menu comes with variety of local foods and with different portion to serves the kids, youngster, older generation and family.

Issue and Problems

·         Do not tend to attract customers locally. Never improve their promotional strategies to attract customers.

·         Although their price is compatible with other fast food restaurants but Marrybrown is lack of promotions.

·         Inconvenience place of their outlets.

Ideas/Concepts

·         Improving the image of Marrybrown amongst Malaysians. Re-branding and re-position the company

·         Use PR as a tactics to survey and media to advertise. Improve their promotion strategies in Malaysia.

Citations/References:

Marrybrown’s website - http://www.marrybrown.com.my/

Content Desire’s blog - http://www.contentdesire.info/2011/12/pr-campaign-for-marry-brown.html