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Proposal 3

Proposal 3

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Published by Aisyah Adam

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Published by: Aisyah Adam on May 05, 2011
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06/23/2014

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PROPOSAL    3                                                                                                    

 

                             

Topic       :   Guiltless  Indulgence  for  A  Healthy  Lifestyle   Brand       :   Kindori  Japanese  Ice-­‐cream     Product  Category   :   Food  and  Beverage   Target  Audience   :   Children  and  adults  (5-­‐30  years  old)     Competitors               :                          Walls,  Baskin-­‐Robbins,  Tutti  Frutti     Information:     • Established  in  Taiwan  in  2003.  Cutting-­‐edge  ice  cream-­‐making  technology  developed  in  Japan   • Opened  its  first  Malaysian  outlet  in  2007,  still  relatively  new   • Specializes  in  unique  blast-­‐frozen  ice-­‐cream,  using  all-­‐natural  ingredients  with  fresh  milk  base   • Over  20  types  of  fruit  to  choose  from  –  custom  made  flavors   • Fruits  are  picked  ripe  and  quickly  frozen  to  preserve  all  the  good  stuff-­‐vitamins,  enzymes,  and   nutrients   • A  healthier  option  for  health-­‐conscious  people  to  indulge  in  sweet,  natural  desserts                                       Market  Situation   • People  are  looking  into  healthier  foods  for  indulgence,  especially  those  who  are  health-­‐conscious   and  wants  to  watch  out  on  their  sugar-­‐intake   • Not  many  people  are  aware  of  the  benefits  of  Kindori  ice-­‐cream  or  the  brand  itself,  unlike  other   popular  brands  such  as  Baskin-­‐Robbins,  Haagen  Daaz,  Walls     Issues/Problems   • Overshadowed  by  other  ice-­‐cream  brands  as  Kindori’s  brand  advertising,  promotional  strategies   only  circles  within  the  outlets   • Current  branding  is  not  as  ‘colourful’  and  exciting  as  others   • Dessert  lovers  are  used  to  other  popular  ice-­‐cream  brands  to  try  new  ones  like  Kindori   • Misconceptions  that  healthy  ice-­‐creams  do  not  taste  as  good  as  normal  ones     Ideas/Strategies   • Re-­‐branding  of  Kindori  –  transforming  the  brand  into  what  ice-­‐cream  parlors  should  look  and  feel   like  ;  exciting,  vibrant  and  tasteful   • Use  of  interactive  interface  on  the  website  that  lets  consumers  mix  and  match  flavors  themselves   •  Re-­‐packaging  Kindori  ice-­‐cream  cups  and  paper  bags  by  using  eco-­‐friendly  materials   •  Free  tasting,  ‘buy  more  pay  less’  promotions,  collect  points  with  every  purchase  to  redeem  free   ice-­‐creams  –  everybody  loves  free  items   • Mobile  ice-­‐cream  van  designated  at  strategic  hot  spots     Citations/References   • http://www.kindori.com.my (official  website)   •  http://www.klue.com.my/venues/1011-­‐Kindori-­‐Ice-­‐Cream  (review)   • http://foodstreet.com.my/food-­‐street/opage.s?outlet=Kindori+Ice+Cream     • http://www.facebook.com/pages/Kindori/31624646911          

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