Product category:
Food and beverages
Brand:
Gatorade
Target audience:
Physically active males or females from age group 18-34 years old
Information:
Gatorade was born in the lab of
Market situation:
Gatorade is competing against a growing array of teas, juices and enhanced waters, including 100 plus and Pepsi's own Sobe Lifewater and Propel.
Issues or problem:
-Consumers believe in 100 plus more than Gatorade, because Gatorade is not well known in
-Price of Gatorade is much more expensive then other isotonic beverage.
-Consumer always mistaken and misunderstand isotonic drinks should be in plane and without taste. But Gatorade been introducing with orange, lemon, and grape.
Ideas or concepts:
-Introduce the Gatorade is better than other isotonic drink, so the price is more expensive is worth for it.
-Let consumer to know the of Gatorade history and how it been produce.
-In the Re-branding of the Gatorade we understand that the ingredients and taste of the product can’t change, but we going to let the consumer to understand the color and taste will not affect the drink
References:
http://www.gatorade.com/default.aspx#home
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Product category:
Food and beverages
Brand:
A1 BAK KU TEH Spices
Target audience:
18-35, Chinese and people who love herbal spices ,people who don’t know how to cook.
Information:
A1 BAK KUT TEH parent company is A. K. KOH ENTERPRISE has been in the business for over 23 years since 1986. At present, the factory is located in Johor, Senai Industrial Area 3. A. K. KOH ENTERPRISE has established a reputation for its efficient distribution and quality product.
Furthermore, the company is also awarded HACCP & ISO recognition. In order to continue meeting their customer's expectation developed a new range of product from Tongkat Ali to tempt the palate of non-Chinese as well.
A. K. KOH
NO. 81, Jalan Cyber 5,
Kawasan Perindustrian Senai lll,
81400 Senai,
Market situation:
A1 Bak kut Teh is hot in the market when it 1st intro to the market. Consumer also can get to purchase in major retail outlets, supermarkets and hypermarkets nationwide. Competitors of it such as Adabi and other spices brand.
Issues or problem:
-Consumers purchasing attitude, because people willing to eat outside shop ready made bak kut teh rather then self cook in home.
-Although A1 Bak Kut Teh have JAKIN logo which mean this product is halal, but still cant escape from cultural and religion issue. Muslim consumers are not convinced the food or spiced product that manufactured by non-muslim. The ingredient might not produce in the halal way. The spices have halal logo and certified by JAKIM but muslim consumers still will try to avoid it.
Ideas or concepts:
-Promote having diner in home is more healthy and economic.
-Promote A1 bak kut teh brand is 100% halal, redesign the packaging and reintroduce to Malays market.
References:
http://www.akkoh.com/eng-index.html
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Product category:
Computer and Electronic Devices
Brand:
Haier
Target audience:
18-35, consumer have income RM2000-Rm3000 monthly and own a house.
Information:
Haier is the world’s 4th largest white goods manufacturer and one of
HAIER ELECTRICAL APPLIANCES (
Headquarter and Showroom:
No. 1, Jalan Industrial PBP 3,
Perindustrian Pusat
Market situation:
Haier main competitors are Panasonic, Samsung and
Issues or problem:
-Consumers purchasing attitude about Malaysia, just because Haier is a China company product consumer automatic will refuse tobuy.
- The price is much cheaper than other brand and has the same quality as other brands. But still fail to win customers heart even though the price is cheaper.
Ideas or concepts:
-Promote the price cheaper but have the same quality as other. Promote with road show or exhibition.
-Redesign the packaging to look more convincing product.
References:
http://www.haier.com/abouthaier/corporateprofile/
