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MMI 3313 PROJECT DESIGN 1 SITUATION ANALYSIS DARABIF

CHE MUHAMMAD AFFAN BIN CHE ABDULLAH 1101110533 Media Innovation

TABLE OF CONTENT
CHAPTER 1- PROJECT OVERVIEW 1.1 INTRODUCTION 1.2 PROBLEM STATEMENT AND ISSUES 1.3 OBJECTIVES AND AIMS CHAPTER 2 PROJECT PROFILE 2.1 PRODUCT NAME 2.2 PRODUCT CLASSIFICATION 2.3 PRODUCT CHARACTERISTIC 2.4 PRODUCT RANGE 2.5 DISTRIBUTION 2.6 PRODUCT LIFE CYCLE 2.7 THE BRAND 2.8 BRAND IMAGE AND IMPLICATION 2.9 STRENGTH AND WEAKNESS 2.10 ADVANTAGES AND DISADVANTAGES 2.11 UNIQUE SELLING PROPOSITION (USP) 2.12 PROMOTIONAL HISTORY AND ADVERTISING SCHEDULE 2.13 POSITIONING STATEMENT CHAPTER 3 THE COMPANY 3.1 COMPANY OVERVIEW 3.2 BUSINESS DESCRIPTION 3.3 COMPANY HISTORY 3.4 KEY PEOPLE Page 4

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3.5 LOCATION AND SUBSIDIARIES 3.6 BRANDS, MAJOR PRODUCTS AND SERVICES 3.7 CORPORATE VISION 3.8 CORPORATE MISSION 3.9 COMPANYS CURRENT PROMOTIONAL STRATEGY 3.10 PRODUCT SALES HISTORY 3.11 CURRENT MARKETING OBJECTIVE 3.12 MEDIA EXPENDITURE CHAPTER 4 CONSUMERS AND STAKEHOLDERS 4.1 CCURRENT CONSUMERS CHARACTERISTICS 4.1.1 DEMOGRAPHICS 4.1.2 PSYCHOGRAPHICS 4.2 STAKEHOLDERSS CHARACTERISTICS CHAPTER 5 INDUSTRY AND MARKETPLACE 5.1 THE INDUSTRY 5.1.1 DEFINITION OF THE INDUSTRY 5.1.2 SHAPE OF THE INDUSTRY 5.1.3 DEVELOPMENT OF THE INDUSTRY 5.2 THE MARKETPLACE 5.2.1 CURRENT CONDITION OF THE MARKET PLACE 5.2.2 CHANGES IN MARKETPLACE CHAPTER 6 COMPETITIVE SITUATION 6.1 DIRECT COMPETITORS 6.2 INDIRECT COMPETITORS

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CHAPTER 7 SWOT ANALYSIS 7.1 STRENGTH 7.2 WEAKNESS 7.3 OPPORTUNITY 7.4 THREATS CHAPTER 8 STRATEGIC TARGET AUDIENCE 8.1 PROPOSED PRIMARY TARGET AUDIENCE CHAPTER 9 RESEARCH DEVELOPMENT 9.1 MARKETPLACE RESEARCH 9.2 MARKET OBSERVATION 9.3 ONLINE SURVEY 9.4 INTERVIEW 9.5 OTHERS CHAPTER 10 PRECEDENT STUDIES 10.1 ADVERTISING STRATEGY 10.2 PRECEDENT STUDIES CHAPTER 11 REFERENCES

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CHAPTER 12 APPENDICES

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Chapter 1 : Project Overview


1.1 Introduction Darabif is one of rapidly growing brand involved in the production of beef, lamb and mutton products. Established in 2004, theyre also distributor of meat product at supermarkets and hypermarkets throughout Malaysia such as Tesco, Giant, Cold Storage, Carrefour, Jusco, Mydin, Isetan, Hero, Mercato and Village Grocer. They started as a distributor of local beef to supermarkets around Klang Valley area.

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1.2

Problem Statement

Darabif faced tough competition from well established, local and international burger patty manufacturer such as Ramly, Saudi Gold, Marina, Ayamas, Ayam Dindings, Farm Best and etc. Its common for consumer when theyre thinking about buying a burger patty, Ramly brand came across their mind because it has been established long-time and consumer get used to Ramly brand. As a results consumer also doubt the taste of other burger patty brand. The brand itself still not widely known as it lacks of advertising on different media channels like television commercial, radio commercial, billboard advertising and etc.

1.3

Objectives & Aims

To enhance better advertising by putting more outdoor advertising media such as billboard, bus stand and on public transport like bus. To increase Darabif brand image and popularity. To convince consumer by placing tasting booth at malls, supermarkets and hypermarkets. To gain trust among consumer of how good taste and healthy the product is.

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Chapter 2 : Project Profile


2.1 Product Name Darabif Beef Burger

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2.2

Product Classification

Darabif Beef Burger patty is an easy to cook and eat frozen groceries product, which fall under Food category.

2.3

Product Characteristics

Packaging

In a square/ rectangle box, sealed with see through plastic cover. Proper size and convenient.

Price Unit of Sale

About RM9 Sold 4 patty per unit(box). (100g/patty x 4 = 400g)

2.4

Product Range

Darabif Chicken Burger 400gm

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Darabif Lamb Burger 400gm

Darabif Junior Beef Burger 320gm

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Darabif Junior Chic Burger 320gm

Darabif Junior Frozen Lamb Burger 320gm

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2.5

Distribution

Darabif frozen burger range are distributed straight away from manufacturing factory to the leading supermarkets and hypermarkets such as Tesco, Giant, Cold Storage, Carrefour, Jusco, Mydin, Isetan, Hero, Mercato and Village Grocer throughout peninsular Malaysia and also Sabah and Sarawak. Only then later itll be bought by consumer that came to the mention supermarkets and hypermarkets. The company didnt sell their product straight to the consumer and therefore Darabif is using indirect distribution channel.

2.6

Product Life Cycle


Sales

Intro

Growth

Peak

Decline

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2.7

The Brand

The brand name is Darabif. It carries a range of products under it such as Darabif Beef Burger, Darabif Chicken Burger, Darabif Lamb Burger, Darabif Junior Beef Burger, Darabif Junior Chicken Burger and Darabif Junior Lamb Burger all of which is a frozen burger patty. The brand it trying to create is a fresh, natural and healthy food brand with a taste of joy eating the healthy burger patty with more meat and less fat. The brand Darabif which bif is actually from the word beef but simplify and make it a little funky to suits the concept it trying to convey.

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2.8

Brand Image and Implication

Darabif soft green background color of the logo showing how green and fresh the brand is to attract much attention from a person who love to practice healthy lifestyle. Its a fast food as it is easy to prepare and eat but also healthy because it contain more meat and less fat.

Market share among the competitors :

Competitor

Market Share Ayamas currently has 36% overall market share in frozen and

Ayamas

freezer-to-fryer products in the country. Ayamas has expand its dine-in restaurant Rasamas of up to 40 outlets as for now. Ramly Burger has indeed a strong domination in Malaysias market. reached RM1 billion sales and have opened two processing plants in Cheras andMukim Batu which produces 150,000 tonnes products daily. Apart from Malaysia Ramly products also available in Singapore, Indoneisa and Thailand which has contributed 30% of the companys revenue. United States leading manufacturer and marketer of more than 150 varieties of premium quality frozen prepared foods. Thalia, one of Malaysia's very own Halal quality frozen food manufacturer.

Ramly

Stouffer's Thalia

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2.9

Strength and Weakness Strength Contained more lean meat than any other brand product. Contained less fat. Promotes healthy food. Nicely designed packaging label. Easy to prepare. Premium quality meat. Weakness Expensive price.

2.10 Advantages and Disadvantages Advantages Making consumer aware of healthy but easy to prepare food is worth the money. Producing more advertisements. Product campaign improvement. Disadvantages Miss interpretation of the awareness campaign. More money to be spend and consumer might ignore the increasing of the advertisement.

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2.11 Unique Selling Proposition (USP)

Theyre approached of showing how fresh and natural their meat product is so enjoying at the same time give a lots of benefit to the consumer themselves. It gives a simple perspective where when our body is healthy it is easier for us to enjoy do what we want to do.

2.12 Promotional History and Advertising Schedule

Darabif imvolve in a small advertising campaign with not so much big one and that why still a lot of people didnt know about the product/ brand.

2.13 Positioning Statement

Darabif produces a good grade premium quality frozen burger patty with so much goodness in it where freshness and natural meat is enjoyable to eat that target on the 35 and under demographic.

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Chapter 3 : The Company


3.1 Company Overview

Darabif Meat Company Sdn. Bhd. (DMSB) is the parent company of Darabif, formerly known as Darabif Marketing Sdn. Bhd. Under DMSB theres two subcompany Darabif Burger Company Sdn. Bhd. and Darabif Meat Processing Sdn Bhd. Darabif Burger Company Sdn. Bhd. is a company that manages all it Fast Food chain name Darabif Burger Restaurant. The target of Darabif Burger is to provide an enjoying place to hang around like a normal fast food concept but with a much more healthier burger and more nutritions in it to be eat. Darabif Meat Processing Sdn. Bhd. is the company that manages the factory that manufacture the burger patty, process incoming livetock and prepare meat for distribution to selected supermarkets and hypermarkets.

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3.2

Business Description

Darabif have evolve quite nicely from only a meat distributar to a product manufacturer and getting stronger day by day. Their dedication in providing a good, quality and also halal meat to the consumer can be seen throughout their journey and their development of idea to create a better business opportunity have been exemplary. Their passion with meat can clearly be seen on their brand slogan itself which is Lets Meat!. It sends a message to the consumer that this is the brand to choose when it came to meat product.

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3.3

Company History

The company was established in year 2004 only as a distributor of beef from local livestock to supermarkets across Klang Valley area. After a few years operating it has since expanded its business to include, import and distribution of halal beef to the food service industry from various countries such as Australia, Argentina and China. They later venture into a burger manufacturing division which is currently one of the leading retail premium burger brands in the country, competing with other burger patty product brand in the local market. Darabif burger patties can be found at all leading retailers in the country either a small supermarkets or a big hypermarkets.

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3.4

Key People Job Title Alt Director Director Director Director Director Secretary Secretary Secretary Name Tee Kim Tee @ Tee Ching Tee Hanifah Bee Binti Md. Ariff Tee Cheng Hua Tee Lip Hian Wan Hazreek Putra Hussain Yusuf Paul Ignatius Stanislaus Lim Kui Shuang Lim King Hua

3.5

Location and Subsidiaries

Headquarters

Unit B-08-01, Menara Bata, PJ Trade Center, Jalan PJU 8/8A, Damansara Perdana, 47820 Petaling Jaya, Selangor. Unit 37.02, 37th Floor, Menara Multi-Purpose, Capital Square, No. 8, Jalan Munshi Abdullah, 50100 Wilayah Persekutuan, Kuala Lumpur

Subsidiaries

3.6

Brands, Major Products and Services

The company hold one big brand which is Darabif. They produce and distribute meat product across Malaysia and even other countries. They produces raw meat like .. Beef Chicken Lamb throughout local supermarkets and hypermarkets.
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They also produces prepared frozen premium burger patty that is also healthy to eat. The product is .. Darabif Chicken Burger Darabif Lamb Burger Darabif Junior Beef Burger Darabif Junior Chic Burger Darabif Junior Frozen Lamb Burger. The latest is a Quick Service Burger Restaurant (QSR) concept like other fast food chain like McDonalds, Burger King, Wendys and etc. Theyre using their own Darabif burger patty in their menu set will include .. Darabif burger Fries Drinks.

3.7

Corporate Vision To achieve better understanding between consumer needs and brand development. Open a new way for local premium burger patty range.

3.8

Corporate Mission To be the leading meat brand in Malaysia. Expend brand awareness in Malaysia.

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3.9

Companys Current Promotional Strategy

Previously Darabif have approach a few but not so many promotional strategy. One of it is buy venturing in burger manufacturing in which they manage to add more brand popularity plus increase sales. Theyve also start theyre own Fast Food Restaurant called Darabif Burger Restaurant which at the same time promote their own burger meal and also frozen burger patty which can be bought at supermarkets and hypermarkets. With that they deploy a Burger Truck to improve sales and brand awareness among consumers. In hope that people will know the brand better and trusted it in the near future.

3.10 Product Sales History

100% 90% 80% 70% 60% 50% 40% 30% 20% 10% 0% 2004 2005 2006 2007 2008 2009 2010 03 2011 03 2012 2013 03 03 20 | D a r a b i f

3.11 Current Marketing Objective

Short-Term Objectives Fulfill consumer needs. Improve advertising strategies, hiring new marketing management & accounting team. Long-Term Objectives Distribute to all small mart and mini market around Malaysia. Expand to Sabah and Sarawak. 3.12 Media Expenditure Darabif current advertising strategy Is too weak. They need to realize that they need to try advertise on other channel.

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Chapter 4 : Consumers and Stakeholders


4.1 Current Consumers Characteristic 4.1.1 Demographics

Age Gender Education Occupation Income range Race and ethnicity Geographical location

10 - 35 Male and female School, College and University Students and white collar worker RM1800 RM5000 All races and ethnics Urban area

4.1.2 Psychographics

Perception

Learning Motivations & needs Attitude and personality Lifestyle

A young teenage and executive who are too busy with assignments and work and only got little time for food yet still keeping up with healthy lifestyle and eat good food and even enjoy it at the same time. From internet most of the time and friend. They prefer a healthy food and delicious at the same time. Fast food lover, hardworking, discipline and care about health. Hectic life, studying hard student life and healthy life.

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4.2

Stakeholders Charcteristics 4.2.1 Primary

Chairman / President Set the agenda, style and tone of board discussion to promote contructive debate and effective decision-making. Chief Executive Officer To implement the strategic goal and objective of the organization. Board of Director Directing the employees of the company to achieve organization goal. Shareholders Develop and maintain business model by investing money to the company in interest of share on its profit. Committees Providing direction and leadership, dealing with compliance issues. Employees Improving professional skills through specialized training and specifically guided experience.
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4.2.2 Secondary

Market Place Products availability for sale in the marketplace. Distributors Aids the distribution of the goods produced while earning from the service provided. Media Help spread the news of the brand regarding new promotion, latest news and more.

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Chapter 5 : Industry and Marketplace


5.1 The Industry 5.1.1 Definition of The Industry

Frozen Food Industry The key word to be use here is preserve. This process started from the time it is prepared up until the time when its ready to be eaten. Its a technique that have been used long time ago by the farmers, fishermen and trappers to keep their goods produce in unheated buildings during the winter season. Frozen food is going to need a lot more time before it decomposition itself as the bacteria growth is blocked as the residual moisture is turn into ice. Individually Quick Frozen or IQF is the term used in food commodity industries.

5.1.2 Shape of The Industry

Malaysias frozen food industry is a diverse as the multicultures of Malaysia with a wide range of processed frozen food with Asian taste. The food processing industry is predominantly Malaysian-owned. It is estimated that the global retail sales in frozen food products is expected to grow annually and will be reaching a high record as the frozen food products became more and more consumed as it is an easy and fast way to enjoy food.

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Ayamas Food Corp Sdn Bhd beat competition to gain the lead in frozen processed food retail sales in 2012, grabbing a 19% value share. Its Ayamas brand rides on the expertise of its parent company, which manages the hugely popular KFC fascia. Ayamas spreads an expansive range and it won awards in 2011, raising the brands image, including the MIFT Product Innovation Platinum Award 2011 earned by its newer product, Ayamas Chicken Satay.

5.1.3 Development of The Industry

Frozen processed food is expected to post a negative 1% constant value Compound Annual Growth Rate (CAGR) over the forecast period. The retail volume of frozen processed food will maintain minimal positive growth of 1% over the forecast period. Both overweight and obese populations which are expected to grow in total from 37% of the total population in 2012 to 41% in 2017, will see Malaysian consumers becoming increasingly careful regarding their eating habits.

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5.2

The Marketplace 5.2.1 Current Condition of The Marketplace

Fast Food

Frozen Food

Paultry & Meat

Nowadays most of the people are moving fast an always on-the-go. They do everything at lightning speed. Everything needed to be done as soon as possible. So with a fast and easy to prepare frozen food products yet healthy at the same time not like any other frozen food products itll take care of them almost the same as how normal meal will do. They dont have to cook complicated dishes anymore.

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5.2.2 Changes In Marketplace

Positive Frozen food is actually prepared food, no need to put anything just ready to cook and eat which can save time. It is an extra to this product as it is a healthy food. Negative Money wasting issue

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Chapter 6 : Competitive Situation


6.1 Direct Competitors 6.1.1 Ayamas Food Corporation Sdn. Bhd.

Market Share

Product Features

Ayamas currently has 36% overall market share in frozen and freezer-tofryer products in the country. Ayamas has expand its dine-in restaurant Rasamas of up to 40 outlets as for now. Frozen products such as Burger, Sausage, Nugget, Meatball, Chicken Meatload, Bone-In. Ayamas Kids Choice Meal (ReadyTo-Eat Bolognese) Current: Ayamas offers Thai flavor which also presenting the latest promotion from Kedai Ayamas is the Spicy Siam Roaster, which is being promoted with the tagline An Exquisite Taste of Thai. The promotion campaign for this new Spicy Siam Roaster includes instore marketing materials, neighbourhood leaflet drops and online
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New Products Current and Past Advertising Campaign

social media for a wider reach to customers. They also launching a Facebook game with prizes that include an iPad 4, Samsung Galaxy Grand and Samsung S3 Mini to be won. Past : Ayamas is promoting their product by creating new recipes to be demonstrated by our own famous local celebrity chef, Chef Wan. It is a roadshow campaign held at selected supermarkets and hypermarkets where theres a cooking contest for the audience to take part. It give the opportunities for the shoppers to meet Chef Wan.

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6.1.2 Ramly Food Processing Sdn. Bhd.

Market Share

Product Features

New Products Current and Past Advertising Campaign

Ramly Burger has indeed a strong domination in Malaysias market. reached RM1 billion sales and have opened two processing plants in Cheras andMukim Batu which produces 150,000 tonnes products daily. Frozen Chicken Burger & Beef Burger, Chicken Burger Classic Oblong, Beef Burger Classic Oblong & Lamb Burger Classic Oblong, Fish Burger & Prawn Burger, French Fries, Hotdog, Sausage, Chilli Sauce, Tomato sauce. Frozen Chicken Burger Grill Flavour & Beef Burger Grill Flavour. Current : 2012 sees theyre taking their advertising campaign to a cooking show Enak Memasak Bersama Ramly Daripada Chef Liza on TV3 providing an audience to learn 26 recipe by Chef Liza. Past : Took part in 2008 Malaysia International Food & Beverage (MIFB)
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Exhibition at PWTC.

6.2

Indirect Competitors 6.2.1 Stouffer's

Market Share

Product Features

United States leading manufacturer and marketer of more than 150 varieties of premium quality frozen prepared foods. Baked Chicken Breast, Lasagna, Macaroni & Cheese, French Bread Pizza Grilled Vegetables Pizza, Fettucini Alfredo, Spaghetti with Meatballs and etc.

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6.2.2 Thalia

Market Share

Product Features New Products

Currently, the company has extended the manufacturing to other food products and the distribution to hypermarkets, export and contract manufacturing for food franchises etc Frozen Lasagna, Bolognese, Carbonara, Pie, Pizza and Sauces. Lamb Lasagna, Pasta Carbonara.

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Chapter 7 : SWAT Analysis


7.1 Strength Contained more lean meat than any other brand product. Contained less fat. Promotes healthy food. Nicely designed packaging label. Easy to prepare. Premium quality meat.

7.2

Weakness Expensive price.

7.3

Opportunity Making consumer aware of healthy but easy to prepare food is worth the money. Producing more advertisements. Product campaign improvement.

7.4

Threats Miss interpretation of the awareness campaign. More money to be spend and consumer might ignore the increasing of the advertisement.

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Chapter 8 : Strategic Target Audience


8.1 Proposed Primary Target Audience

Demographic Age Gender Education Occupation Income Range Race & Ethnicity Geographic Location 24 35 Male & Female College / University White collar worker RM1800 RM5000 All races and ethnics Urban area

Perception

Learning Motivation & Needs Attitude & Personality Lifestyle

Psycographic A young teenage and executive who are too busy with assignments and work and only got little time for food yet still keeping up with healthy lifestyle and eat good food and even enjoy it at the same time. From internet most of the time and friend. They prefer a healthy food and delicious at the same time. Fast food lover, hardworking, discipline and care about health. Hectic life, studying hard student life and healthy life.

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8.2

Proposed Secondary Target Audience

Demographic Age Gender Education Occupation Income Range Race & Ethnicity Geographic Location 35 - 50 Male & Female School, College / University White collar worker RM2000 RM5000 All races and ethnics Urban area

Perception

Learning Motivation & Needs Attitude & Personality Lifestyle

Psycographic A young teenage and executive who are too busy with assignments and work and only got little time for food yet still keeping up with healthy lifestyle and eat good food and even enjoy it at the same time. From internet most of the time and friend. They prefer a healthy food and delicious at the same time. Fast food lover, hardworking, discipline and care about health. Hectic life, studying hard student life and healthy life.

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Chapter 9 : Research Development


9.1 Marketplace Research

I start my first visit to Giant located at Seri Kembangan which is not so far from Cyberjaya. It is a new hypermarket shopping mall at Seri Kembangan. The signage can be seen clearly from the main road and even from nearby highway.

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This is the inside of the hypermarket where frozen food is all place in one section. All the product can be seen placed and organized by type, flavour, size and etc. Everything does look organized, clean and healthy suits where food needed to be placed either its frozen or not. Bottom line is all products under the category of Frozen Food is well organized and easily can be found by customer.

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The product can be seen nicely packed and arranged inside its own partition ready to be bought. It was placed almost at the back part of the groceries area but can easily be reached.

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Just nearby the Darabif frozen products, frozen products from competitive brand can be seen most of them have a lot more variety in terms of product type. But some of are not that good packaging compare to Darabif products. Some are good. Competitive brand like Ayamas, Ramly, Kraft is quite strong in the market. Lots of people buying their product because most of them knew the product and brand quite well.

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9.2

Market Observation

During my observation at Giant Seri Kembangan. I easily found that Darabif product is easily overshadowed by other products because they dont have many ranges of frozen product unlike other earlier established brand like Ramly for example. But the packaging is fine and already nicely done, eye catching and easy to understand by the shoppers. Only one to two out of 10 person that goes at the Darabif frozen burger section is stopping and checking out the product. Others just walk by it like its not there.

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9.3

Online Survey

Online survey was conducted from 11th July 2013 until 15th July 2013 with a total of 35 participants answering and filling all the required answer on the online survey form. The main purpose of conducting this online survey is to identify either consumer know and how well they know the existence of Darabif Frozen Food and how would they react to it. Majority still didnt know about the brand Darabif with only 14% out of all answering the survey know Darabif and 69% know it from family and friends, 3% from social media site such as facebook and twitter 1% from both print ads and website / blogs. No records on television and radio. Most of the participants didnt know that Darabif is a local brand, sells Halal local and imported meat and healthy but many still would consider buying Darabif Frozen Products. That shows they need to have a better and wider coverage advertising campaign.

Online Survey Questions and Result Details :

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Chapter 10 : Precedent Studies


10.1 Advertising Strategy Darabif currently lack of advertising and promotional activities. They only use a few advertising channel and its really not efficient. Promotional Banner This promotion banner can only be seen at the Darabif Burger Restaurant. Its a good way to attract people to feel the deliciousness of Darabif burger patty so its also should be outside of the Restaurant to attract more and more people.

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Fast Food Truck This way of advertising is an interesting and fun way of approaching a customer. Itll make them feel different as they got to buy and taste Darabif product just about everywhere. Not only this promotes the Darabif Burger Restaurant, itll also help advertise their frozen burger range as it uses the same patty.

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Website The website is one efficient way of advertising for darabif but currently they only have a website for their Quick Serving Burger (QSR) Restaurant which is still not everything functioning well. They need to have their parent company website only for Darabif brand and from there other sub-company can be linked.

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10.2 Precedent Studies

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Chapter 11 : References
Darabif Burger - http://www.darabif.com.my Ramly - http://www.ramly.com.my Stouffers - http://www.stouffers.com/ Thalia - http://www.thalia.my

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Chapter 12 : Appendices

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