Basic Situation Analysis

Finding out about the product a. Product name: Paratha b. Product classification i. Consumer ii. Durable - it can last to 12 month with the condition of frosted and unopened package. iii. Convenience goods c. Product characteristic i. Packaging In a plastic packaging ii. Price Rm3.00 to Rm5.00 iii. Unit of sale 4 to 6 pieces of parathas per pack d. Distribution i. Indirect manufacturers > distributors > shop (mini market/ supermarket/export to international shops) > consumers ii. Intensive distribution Available in supermarkets (Jusco, Giant, Tesco and Carrefour) and Convenience Store (7-elevent). e. Product life cycle

Understanding the industry and the marketplace a. The industry i. Definition of the industry Frozen food Industry includes a broad range of food items including prepared meals, pizza, vegetables, desserts, novelties and snacks. This business constitutes a significant segment of the global food retail industry. It preserves food from the time it is prepared to the time it is eaten. Most of them are cooked in a microwave oven; manufacturers have developed packaging that can go straight from freezer to microwave. ii. Shape of the industry The global frozen foods market was estimated to be $218.41 billion in 2010 and is expected to grow to $261.50 billion in 2015 at an estimated CAGR

iii.

of 3.7% for the same period. Frozen ready meals accounted for the largest market share in 2010 due to their wide product range, which includes frozen pizza, entres, desserts, snacks, etc. Frozen potato products are expected to witness the highest CAGR from 2010 to 2015. The frozen ready meals segment is expected to show major growth in the U.S. market at 4.1% CAGR. Development of the industry Most of the urban residents have a busy life. They dont like time consuming cooking progress. Some people are lack of cooking skill People will consider for frozen because it is easy to prepare.

b. The marketplace i. Current condition of the marketplace Frozen meal Recognizing the competitive situation Competitors Price (RM) Flavor Features Positioning Current and pass advertising campaign MIHAS 2008

Karts

4.90

- Original - Onion - Fish Curry

- Halal - Layers upon layers - Light paper thin pastry

- Specializing in authentic Malaysian ethnic food and finger snack.

SK Kitchen

4.00

Kawan

4.00

- Original - Onion - Onion & Garlic - Wholemeal - Mix vegetable - Tomato & Onion - Aloha Spinach - Cream - Plain - Wholemeal - Flakey - Plain Square - Heat & Eat - Garlic & chili

- Halal - Comes with many different flavors.

- Leading quality manufactures of Paratha, Chapati, Samosa and Spring Rolls from Malaysia.

- MIHAS 2008 - MIHAS 2007 - Singapore Food Show 2007 - World Food Show London 2007

- Halal - Made to genuine tradition recipes with finest ingredient & carefully

- Constantly N/A innovate to bring new & healthiest choice. - Best in west Asian flatbreads.

- Onion - Aloo - Dhall

Jusco Selection

3.40

- Original

Figo

3.60

- Plain - Onion

blended spices. - Without preservation. - Provide the best freshly home-cooked food. - Convinient - No added MSG - No added preservation - No added sugar - No added colour - Cholesterol free - Anti bacteria function - Halal - High quality product. - Trained in hygienic work practices.

- Well-known supermarket in Malaysia. - A lot of branches. - Trusted brand.

- Jusco road show

- Strict quality control - Competitive prices - Efficient service contribute

N/A

SWOT Analysis STRENGHT Reasonable price Easy to prepare Fast ready Make sure they feel full after meal Have different fusion side dish OPPORTUNITIES People are busy in their life Not everyone have cooking skill People willing to try new things

WEAKNESS New to the public Lack of commercial advertisement It have to keep in fridge Need to use oven to prepare it THREATS The ingredients lose some of their nutritional value will eventually lead to unhealthy diet. People usually think that frozen food involve in the usage of MSG There are no review shared by product consumers because it still new to the public.

Strategic Target Audience Demographics i. ii. iii. iv. v. vi. vii. Age 20-35 Gender Male and female Education Secondary and above Occupation Working adult, white collar, and blue collar Income range Rm2000 and above Race and ethnicity All races in Malaysia Geographic location Urban residents

Psychographics i. Perception Passionate to their life Busy people Learning Commercial media Working industry Friends and colleague Socializing with the urbanites Motivation and needs Motivate from friends, family and colleagues Average satisfactory level Keep themselves updated Attitude Modern and open minded Dare to try new things Personality Less patient Hot temper Active Willing to learn Hardworking Enthusiastic Lack of cooking skill Lifestyle Passion for their work Self-earning Highly expose to internet

ii.

iii.

iv.

v.

vi.

Brand Positioning Finding out about the product a. Product name: The Paratha Roll b. Product classification i. Consumer Product ii. Durable - it can last to 12 month with the condition of frosted and unopened package. iii. Convenience goods c. Product characteristic i. Packaging In a meal box which covered by a layer of aluminium foil ii. Price Rm10.90 iii. Unit of sale 2 roll of parathas and a pack of sauce per box d. Distribution i. Indirect manufacturers > distributors > shop (mini market/ supermarket/export to international shops) > consumers ii. Intensive distribution Available in supermarkets (Jusco, Giant, Tesco and Carrefour) and Convenience Store (7-elevent). e. Product life cycle

X f. Brand image and distinctive feature New brand to the public. Lack of trust from consumers People do not get enough exposure of the product Not many advertisements available g. Distinctive features Easy to prepare Time saving Make sure you are full after having a box of paratha for meal. h. Unique selling proposition (USP) Skinless chicken Less oil Feel full after having a box of paratha Taste the vary fusions of paratha

References: http://en.wikipedia.org/wiki/Frozen_food http://researchwikis.com/Frozen_Food_Marketing_Research http://www.reuters.com/article/2011/02/14/idUS149630+14-Feb-2011+BW20110214