MEDIA BRIEF
Product/Brand:
MatKool
Business Issues/ opportunities:
Generally, childhood obesity and diabetes are growing at an alarming rate and as
such, parents and gatekeepers have become more health conscious and are making
wiser choices in providing consumable products to the kids. MoE & MoH have even
gone to the extent of prohibiting canteen operator from selling snacks (ie. ice cream,
chips, candies, etc) to pupils. This has directly impacted ice cream consumption
penetration and frequency
MAT KOOL, the leader in the kids segment, has been growing at a strong double digit
growth for the past 2 years, dominating more than 50% market share in the segment.
However, recent market study shows that MAT KOOL is falling behind the segment
growth pace. Other competitors such as Paddle Pop is gaining market share with
strong regional I&R and media support, whilst GOTCHA is catching up with their
range of affordable offerings. Hence, MAT KOOL is pressured to sustain continuous
year-on-year progress.
With the launch of MAT KOOL Butterfly in 2015 with its refreshing taste and sharing
element has proven that with the right product attributes and strong media support
(ATL & BTL), a product can recruit new user within target consumer and at the same
time tap on a wider consumer base (i.e. teenagers and young adults). The concept of
being a first of its kind, sharing ice cream in an attractive shape and colours have
garnered the attentions of consumers, and the product is being mentioned in Earned
Media such as newspaper, blogs, Facebook, Instagram & YouTube.
Marketing Objective:
Communication Objective:
2
Target Audience:
- Target Audience Media and Target Audience Marketing
Previous Budget:
RM1.5m