CHAPTER :

PRU)ECT UVERVIEW

1.1 - Introduction

Spritzer +Fibre is one of the beverage products in the market bearing nutritional benefits and it has
been approved by the Ministry of Health. This beverage acts as a dietary fibre, with prebiotic effect, and also
aids in increasing bone density and calcium absorption.
Spritzer +Fibre contain a unique mixture of inulin and oligofructose which is a soluble dietary fibre with
prebiotic properties. A prebiotic is a non-digestible food ingredient that affects the host beneficially by
selectively stimulating the growth and activity of good bacteria in the colon and inhibits the development of a
number of harmful bacteria. The results of these studies for this unique mixture of inulin and oligofructose have
been confirmed in numerous clinical human studies.
Spritzer +Fibre also aids in increasing calcium absorption and bone density for our body. All the
calcium we need for a healthy bone structure originates from within our diet. However, only one third of
ingested calcium is actually absorbed, the rest is excreted. Lack of calcium will eventually lead to the decline in
condition of our bones and teeth and also osteoporosis. According to 'Arthritis Foundation Malaysia', it is
estimated that over 1 million people in Malaysia are at risk from Osteoporosis, out of which 20% are men.
Therefore it's vital for us to put a stop to this and start healthy with Spritzer +Fibre, the functional drink
endorsed by the Ministry of Health (MOH). Only the most top quality ingredients and nutrients make it into each
bottle of Spritzer +Fibre. t's an ideal drink to have along during leisure time or work just the thing for vitalising
refreshment in between and a healthy lifestyle.

1.2 - ProbIem Statement and Issues

Even though Spritzer is an established brand in Malaysia, its sub-brand which is Spritzer +Fibre, didn't
manage to receive a noticeable stand in the market nor a positive reaction from the consumers ever since it
was launched in the marker last year. t is because Spritzer is only known as a mineral water brand therefore
consumers didn't bother to pay much attention to what they offer compared to other brands like Coca Cola,
because they always came out with new campaigns that increases their sales and brand recognition worldwide.
Furthermore the concept of healthy beverage is relatively new in the local market unlike other
countries where they have various brands offering all types of healthy beverages. Bottled fibre drink is new in
the market. Some consumers' also have a misconception on fibre because fibre is associated with texture so
how could it be present in a drinking water? The other issue is Spritzer +Fibre didn't really highlight that this
drink is a passion fruit flavoured drink, not just a plain mineral water.

1.3 - Objectives and Aims

1.3.1 Objectives

O To study the market place of the product.
O To identify the level of brand awareness through surveys and market observation.
O To build the brand image of the product.
O To educate consumers on good drinking regime.

1.3.2 Aims

O To increase the popularity of the product.
O To change consumers' perception on Spritzer.
O To create more effective advertising strategies.