FACULTY OF CREATIVE MULTIMEDIA

MMI3313 - MEDIA INNOVATION DESIGN PROJECT 1

DELTA 1 2013/2014

SITUATION ANALYSIS

PRODUCT/BRAND: MARRYBROWN
SUBMISSION DATE: 16 JULY 2013

ROSE NISA MADIHAH BINTI AZIZAN

1102701231
 TABLE OF CONTENTS

CHAPTER 1: PROJECT OVERVIEW 1

Introduction 2
Problem Statement and Issues 3
Objective and Aims 3

CHAPTER 2: PROJECT PROFILE 4

Product Name 5
Product Classification 5
Product Characteristics 5
Product Range 8
Distribution 11
Product Life Cycle 12
The Brand 12
Brand and Implication 13
Strength and Weakness 13
Advantages and Disadvantages 14
Unique Selling Preposition 14
Promotional History and Advertising Schedule 15
Positioning Statement 15

CHAPTER 3: THE COMPANY 16

Company Overview 17
Business Description 17
Company History 18
Key People 19
Location and Subsidiaries 20
Brands, Major Products and Services 22
Corporate Vision 23
Corporate Mission 23
 Company’s Current Promotional Strategy 23
Product Sale’s History 24
Current Marketing Objective 25
Media Expenditure 25

CHAPTER 4: CONSUMERS AND SKATEHOLDERS 26

Current Consumer’s Characteristics 27
Demographic
Psychographics
Stakeholders Characteristics 28
Primary
Secondary

CHAPTER 5: INDUSTRY AND MARKETPLACE 29

The Industry 30
Definition of the Industry 30
Shape of the Industry 31
Development of the Industry 32
The Marketplace 33
Current Condition of the Marketplace
Changes in Marketplace

CHAPTER 6: COMPETITIVE SITUATION 34

Direct Competitors 35
Kentucky Fried Chicken 35
McDonalds 36
The Chicken Rice Shop 37
Indirect Competitors 38
Secret Recipe 38
Subway 39

CHAPTER 7: SWOT ANALYSIS 40

 Strength 41
Weakness 41
Opportunity 41
Threads 41

CHAPTER 8: STRATEGIC TARGET AUDIENCE 42

8.1 Proposed Primary Target Audience 43

CHAPTER 9: RESEARCH DEVELOPMENT 44

Marketplace Research 45
Market Observation 47
Online Survey 48
Interview 55

CHAPTER 10: PRECEDENT STUDIES 56

Advertising Strategy 57
Precedent Studies 61

CHAPTER 11: REFERENCES 64

CHAPTER 12: APPENDICES 68

 Chapter 1
Project Overview
Chapter 1: Project Overview

Introduction

Marrybrown is a success story built on great tasting recipes that are original and
truly Malaysian. Always work on ways to make food, services, and franchise operation
better to deliver the highest standard of quality across all levels of the business.
Established in 1981, they now have over 400 outlets serving fried chicken, burgers, finger
food, desserts and beverages. Marrybrown has extended the menu that offers exotic local
delights, which has Seafood, Rice Base Products, Noodles and Porridge. A famous local
Malay rice dish, Nasi Lemak is introduced to the menu as Nasi Marrybrown.

Today, Marrybrown offers a broad selection of distinctive, innovative products

targeted at the fast-food consumer. Chicken represents the core of the menu, including
the signature Lucky Plate, Chicken Porridge, Nasi Marrybrown the 100% Black Pepper
Chicken-A-Licious. And, because value is important to fast-food customers, the company
also offers value-priced products on “All-Time snacks,” including muffins, burgers.

Malaysian home-grown halal quick service restaurant operator Marrybrown Sdn

Bhd has become the first international company to open an outlet in Myanmar.
Marrybrown also planned to set up 15 outlets in Southern Thailand in three years. It
intends to open 15 new outlets in Malaysia from June until December this year. At
present, more than 400 Marrybrown outlets in Malaysia, China, Indonesia, India, Sri
Lanka, Maldives, Tanzania, the United Arab Emirates, Kuwait, Qatar, Bahrain, Iran,
Syria, Saudi Arabia and Azerbaijan.
Problem Statement and Issues

Marrybrown is known as a local fast food restaurant by surrounded international

fast food restaurant such as Kentucky Fried Chicken, McDonald, and Carl’ Jr.

In Addition, the issues are Marrybrown produce local fast food delight and the
items on the menu are very limited than the international fast food restaurant.
Marrybrown also do not give any promotional impact towards existing consumers in
Malaysia. Besides that, these brand less promoting their product either in print media or
mass media. This makes the consumer does not know of the existence of their new
product release.

Objective and Aims

Objective

 To create awareness and introduce to consumers that Marrybrown restaurant is a

local restaurant delight and the products are authentic, fresh and delicious than the
international fast food restaurant.

Aims

 To change the perception of consumers in a more positive towards of

Marrybrown.
 To attract and introduces to customers about the local delight.
 To find out the best characteristic of Marrybrown for improvement
competitiveness of new media product; TV commercial, promotional booth.
 To earn trust every consumer that Marrybrown is a brand that produces the
original product from Malaysia.
 Chapter 2
Project Name
Chapter 2: Project Name

Product Name

Local Fast Food Delight

Product Classification

Marrybrown restaurant is a Malaysia based fast food chain. Introduce a local

delight fast food and is a favorite among locals, serves its own recipe of fried chicken
enjoyed with rice and other side dishes.

Product Characteristics

Type: Classics Food, Burgers, Crispy Chicken

CLASSIC FOOD

Nasi Marrybrown Nasi Ayam Marrybrown

 Chicken Porridge Chick-O-Rice

Mi Kari Ayam Goreng

BURGERS

Fish Fillet Burger Chicken Burger

Hotuch Burger Tower Burger
CRISPY CHICKEN

Lucky Plate Chick-A-Licious

Chicken Fillet Chicken Nuggets

 Packaging: Paper Box, Paper Cup

Pricing range: Price Per Unit

Burgers RM 4.10 – RM 8.90

Special Food RM 6.40 – RM 11.90

Classics Food RM 4.20 – RM 7.90

Crispy Chicken RM 3.20 – RM 45.95

Side order RM 0.55 – RM 10.35

Ice Cream RM 1.40 – RM 3.40

Beverage RM 1.70 – RM 3.80

Product range:

Product Pricing
Single Combo
Burgers
Chicken Burger RM 4.10 RM 7.60
Hotouch Burger RM 6.80 RM 9.50
Tower Burger RM 8.90 RM 12.50
Fish Fillet Burger RM 6.20 RM 9.30
Specials
Lucky Plate RM 8.30 RM 10.10
Chick-A-Licious RM 10.90 RM 12.90
Crispy Chicken RM 6.40 RM 9.80
Fish ‘ n’ Chips RM 11.90 RM 13.90
Classics
Nasi Marrybrown RM 7.30 RM 8.90
Nasi Ayam MB RM 7.90 RM 9.20
Mi Kari Ayam Goreng RM 6.90 RM 8.90
Chicken Porridge RM 4.20 RM 5.80
 Product Pricing
Crispy Chicken “Original & Hotouch”
1 pc RM 3.20
2 pcs RM 6.40
5 pcs RM 15.75
9 pcs RM 28.20
15 pcs RM 45.95
Variety Combo; Crispy Chicken, Prawn RM 46.80
Fingers, Chicken Fillet, Fish Nuggets,
Vegetable Salad, Mashed Potato and Pepsi
Happy Combo; Crispy Chicken, French RM 44.50
Fries, Vegetable Salad and Pepsi

Product Pricing
MB Kiddy Meals “Comes with a Gift”
A – Chicken Burger, Fries & Iced Milo
B – Crispy Chicken, Fries & Iced Milo RM 8.10
C – Chicken Nuggets, Fries & Iced Milo

Product Pricing
Side Order
A – Chicken Nuggets RM 5.70 ( 6 pcs)
B – Fish Nuggets RM 10.35 ( 12 pcs)
C – Prawn Nuggets
D – Mashed Potato RM 2.00 (R)
E – Hawaiian Coleslaw RM 4.65 (L)
F – Vegetable Salad
French Fries RM 2.90 (R)
RM 3.50 (L)
Mambo Fries RM 4.20
G – Fragrant Rice RM 2.00 (each)
H – Sambal Rice
I – Bun RM 0.55 (each)
Cheese RM 1.00 (each)

Product Pricing
Cold Hot
Drinks
Pepsi RM 2.55 (R)
Revive RM 2.95 (L)
Mirinda Strawbery
Root Beer Frost
Mountain Dew
7 Up
Orange Juice RM 3.60 -
Lemon Tea
Milo RM 2.90 (R)
RM 3.80 (L)
Float; RM 3.40
7 Up, Mirinda Strawberry &
Root Beer Frost
Mineral water RM 1.70
Nescafe;
- Coffee RM 2.60
- White Coffee RM 2.90
Nestea; -
- Tea RM 2.60
- The tarik RM 2.90
Milo RM 2.80
 Ice Cream
1 scoop RM 1.40
2 scoops RM 2.70 -
Jelly Ice cream RM 2.40
Sundae Cup RM 3.00

Distribution

Distribution Channel: Direct

The company used a direct distribution channel such as to advertise and market
directly towards consumer via variety of print and electronic mediums. Direct marketing
campaigns focus on the consumer, statistical data generated of the marketer.

Marrybrown has done some direct distribution channels to get in touch with their
consumers. The company used social media such as facebook and website to promote the
product to consumers. In addition, Marrybrown also do a television commercial for
markups their product. After that, consumers will be interested and make them want to
buy the product at Marrybrown restaurant that located throughout Malaysia.
Life Cycle

The Brand

According to Zazali Musa (20 May 2002, The Star), The husband and wife team
of Lawrence Liew and Nancy Chan are the names to watch in the local and international
fast food franchising fraternity. Like every other Malaysian, both of them love fried
chickens and this has paid off for them through their company Marrybrown Sdn Bhd.

The restaurants have fresh concepts and clean interior design and leaving a trail of
fiery blaze throughout Malaysia. Marrybrown logo is a trademark of Marrybrown Sdn.
Bhd. and fully owned by the mentioned company. The logo MB stands for Marrybrown
and also Malaysia Boleh! Marrybrown has grown to be a popular quality brand that
upholds its ‘Good Choice Good Taste" motto. In addition, the company also has their
own Mascot like "Chipmunk".

To date, the company has gained its name in the Malaysia Book of Records as the
first homegrown fast food company to go international via the franchising system. Liew
is the executive chairman and chief executive officer while Chan is the managing
director, and both of them hold similar capacities in Marrybrown International Fast Food.
 The latter is responsible for the setting up of Marrybrown Fried Chicken outlets outside
Malaysia through appointed master franchisees in the respective countries.

Brand Image and implication

Marrybrown is the largest homegrown fast food chain with a global reach of over
400 outlets in Malaysia, China, India, Sri Lanka, Tanzania, UAE, kingdom of Saudi
Arabia, Kuwait, Qatar, kingdom of Bahrain. A winner of numerous awards, Marrybrown
is fast expanding internationally ensuring that Marrybrown becomes a global food service
organization and a worldwide brand. Marrybrown has the infrastructure, manpower,
experience and expertise of international standards. Marrybrown is listed in the Malaysia
Book of Records as the First Malaysia Fast Food Franchise and listed with the Franchise
Development programmed under the Ministry of Entrepreneur Development Malaysia.
We are pioneer member of the Malaysia Franchise Association and also a member of the
Malaysian Retailer Chains Association.

Strength and Weakness

Strength:

 1st Malaysia Fast Food Franchise

 Located at Shopping Malls, Hypermarkets, Theme Parks, Airports, Hospitals,
Petrol Stations, Free Zones and commercial areas.
 Attract consumer with local food.
 Highest quality foods that fullfill halal standards
 Affordable price
 Weakness:

 Bad customer service

 Limited menu
 Lack of promotion
 Local brand

Advantages and Disadvantages

Advantages:

 Malaysian F&B franchises are encouraged to emulate Marrybrown's successful

footsteps to take advantage of the market share
 Marrybrown is a company that proudly owned and managed by one of the
Malaysian.
 The brand has always emphasized on halal products serving millions of guests
world-wide.

Disadvantages:

 The foods consumer purchased do not taste same in each franchise and the
ingredients are not so good.
 Marketing division is very slow. Not take the opportunity to promote their brand
to consumer.
 The services provided are not satisfied the customers which need a better
satisfaction services.

Unique Selling Preposition

Marrybrown is a local fast food restaurant that served with local delight food made by
order.
Promotional history and advertising

 Marrybrown Great Malaysian Chicken

 MyMemory TVC
 Contest “M.M.M... Makan. Menang. Main”
 Marrybrown Branding TVC
 Contest Car ‘n’ Cash
 Marrybrown Bling Bling Cups give away
 Marrybrown TVC Oleraya
 Contest Marrybrown Eat for Cash

Positioning statement

Marrybrown is an all-time favorite fast-food chain to develop and expand the

concept of “Something Different” experiences. Marrybrown has always emphasized on
halal products serving millions of guests world-wide and targeting families within age
range 7 to 50 years old.
 Chapter 3
The Company
Chapter 3: The Company

Company Overview

Marrybrown Sdn Bhd was established in 1981. We are Malaysian owned and
today Marrybrown is growing internationally with over 400 restaurants throughout
Malaysia, Indonesia, China, India, Sri Lanka, Tanzania, UAE, Saudi Arabia, Bahrain,
Qatar, Kuwait, Azerbaijan, Syria and Iran. The popularity of the brand and the products
has contributed in making it the country's largest homegrown fast food chain.
Marrybrown has the infrastructure, manpower, experience and expertise of international
standards. Marrybrown is listed in the Malaysia Book of Records as the First Malaysia
Fast Food Franchise and listed with the Franchise Development programme under the
Ministry of Entrepreneur Development Malaysia. We are pioneer member of the
Malaysia Franchise Association and also a member of the Malaysian Retailer Chains
Association.

Business Description

Marrybrown is proud to be Malaysian owned and operated. Founded in 1981,

Marrybrown is the largest home-grown Quick Service Restaurant chain with a global
reach of over 400 outlets in Asia, Middle East, and Africa. Marrybrown has a unique
position in the QSR market that makes us an exciting opportunity for the right potential
franchisees: A winner of numerous awards, Marrybrown is fast expanding internationally
ensuring that Marrybrown become a global food service organization and a worldwide
brand. Currently Marrybrown in Dubai, India, China, Indonesia, Sri Lanka, Saudi Arabia,
Kuwait, Kingdom of Bahrain, Syria, Republic of Iran, Tanzania, Qatar, Azerbaijan ,
Malaysia and Maldives.

Marrybrown is currently 82% franchised, and yet offering exceptional acquisition

and development opportunities, including entire areas of the Malaysian and international
markets. If looking for the right franchise opportunity, Marrybrown have great
 opportunities for both domestic and international markets. Take a look at what areas are
currently available.

Company History

Year Decsription
1981 First fast food brand local restaurant opened in Johor Bahru, Johor,
Malaysia.
1986 Launch franchise system itself. Now Marrybrown restaurant chain onwed
local subsidiary in Malaysia.
1989 Introducing marrybrown rice anda fast food restaurant featuring local
first flavor in Malaysia.
1992 Marrybrown opens first international; branch in China.
1994 Chipmunk mascot introduced.
1995 Starting a community service project with Kiwanis Malaysia.
1996 First in Malaysia restaurant with interior design; introduced with Swing
Seats.
1997 Being the first local franchise was awarded the international franchise
Malaysia, followed by other awards in the subsequent year.
1998 Recorded in the Malaysia Book Of Record at the first local fast food
franchise
1999  Introduced spicy crisp chicken hotouch
 Penetrated the India market
 Opening the highest branch in Genting Highlands, located
about 6000 feet above sea level.
2000 Penetrated the Middle East market.
2001 Introducing satay dish.
2002 Opens first marrybrown restaurant in hospital; Johor Specialist Hospital,
Johor Bahru
2003 Introducing the latest local taste; chicken porridge.
 2006 First Marrybrown restaurant at the airport; Senai Johor.
2008 Penetrating the African continent.
2009 Introducing the latest local taste; Curry chicken noodle & Satay burger.
2010 Prime Minister Datuk Seri Najib Tun Razak officiates the 10th
anniversary of Marrybrown, UAE.
Opened the first marrybrown restaurant at petrol station; Esso Sendayan,
Negeri Sembilan.
2011 Celebrating 30 years of full-flavor & fun; towards excellence.
2012 Penetrated The Golden Land, Myanmar.
2013 Celebrating the 500th restaurant open in Coimbatore, India; Marrybrown
Race Course Road.

Key People

Founder: Lawrence Liew and Nancy Liew

Name Title
Lawrence Liew Chairman
Nancy Liew Group Managing Director
Liew Hup What Director/Manager
Ong Siew Chong Director
Teoh Su Wann Secretary
Joshua Liew Business Development Manager
Lawrence Lau Senior Operative Manager
Location and Subsidiaries

Location

Head Office:
No.3 & 5, Jalan Dewani 3
Kawasan Perindustrian Dewani
81100 Johor Bahru
Johor, Malaysia.
Phone: +607 331 6590
Fax: +607 333 7899
Email: qsr@marrybrown.com

Kuala Lumpur
Office: Unit No.20-3,
3rd Floor 3 1/2 Mile
Square
151 Jalan Kelang Lama, Batu 3 ½
58100 Kuala Lumpur, Malaysia
Phone: +603 7982 4890
Fax: +603 7982 4904
Email: qsr@marrybrown.com

Listing Restaurant
MB Batang Kali
MB KLIA
MB GM Plaza Klang
MB Berjaya Times Square
Selangor
MB Kepong MB South City Plaza,
Serdang
MB Sunway Lagoon, MB KidZania Activity
Petaling Jaya Establishment
MB Giant USJ, Subang
Kuala Lumpur
MB Hang Kasturi, MB Kepong Brem Mall
Bangunan Mariamman
MB Pudu Sentral MB NSK, MB Kenanga Wholesale
Jalan Kuchai Lama City
MB TAR College
Johor
MB HQ, Kawasan MB Angsana, JB MB Bandar Tenggara,
Perindustrian Dewani, JB Kota Tinggi
MB Batu Pahat MB Bukit Gambir, Muar MB City Square, JB
MB Econsave Kluang MB IOI Mall, Kulai MB Café@JSH, KPJ JB
MB Johor Jaya, JB MB Kelapa Sawit, Kulai MB Kip Mart Tampoi, JB
MB Kip Mart Masai, MB Kip Mart Kota Tinggi MB Kota Masai,
Pasir Gudang Pasir Gudang
MB Kulai MB Kulai Utama MB Pontian
MB Segamat MB Senai Airport MB Simpang Renggam
MB Southern City
MB The Store (Pandan), JB MB Todays Market, Masai MB The Zon JB
MB Bandar Penawar MB Tangkak MB Plaza Tasek
MB Esso Kluang MB Kluang BCB MB Pelangi, JB
MB Air Biru, Pasir Gudang MB Mersing MP Pekan Nenas, Pontian
MB Pekan Francais, Pulai MB Pengerang MB Ayer Hitam, JB
Kedah
MB Kompleks Bas Shahab MB Souq Al-Bukhary MB Langkawi Airport
Perdana, Alor Star Commercial Centre, Alor
Star
MB Langkawi Parade MB Changlun MB Amanjaya Mall, Sg
Petani
Kelantan
MB Kota Bahru MB Gua Musang MB Kuala Krai
Melaka
MB Giant Melaka Cheng MB Melaka Mall MB Atfamosa Melaka
MB Mydin Mall Jasin
Negeri Sembilan
MB Bahau MB Centre Point, Seremban MB Nilai 3
MB Sendayan, Seremban MB Terminal 2 MB LCCT Airport
MB Kipmart Senawang MB Kuala Pilah
Pahang
MB Cameron Highlands MB First World Plaza MB Jerantut
MB Theme Park, MB Bandar Pusat Jengka MB Triang Pahang
Genting Highlands
MB Raub MB Temerloh
Penang
MB Bukit Jambul MB Ivory Time Square MB Carrefour Bukit
Minyak,
Seberang Perai
Perak
MB Bagan Serai MB Batu Gajah MB Giant Tambun
MB Greentown, Ipoh MB Ipoh Parade MB Sungai Siput
MB Teluk Intan Perak MB Ipoh Mydin Meru
Sabah
MB 1 Borneo, KK MB Bandaran Berjaya, KK MB KKIA Airside, KK
MB Megalong Mall, KK MB Labuan
Sarawak
MB Batu Niah, Miri MB Bau, Kuching MB Bintulu
MB Kuching, Airport MB Miri, Bintang Megamall MB Miri Airport
MB Mors Jaya, Miri MB Mukah MB Satok, Kuching

Brands, Major Products and Services

Marrybrown is a success story built on great tasting recipes that original and truly
Malaysian. They are always working on ways to make our food, services, and franchise
operations better to deliver the highest standard of quality across all levels of the
business.

Products – Fast Food

 Burgers
 Cold & Hot Beverages
 Dessert
 Fried Chicken
 Kiddy Meals

Services

 Fast food services

 School of QSR
 Franchise

Brands

 Marrybrown Sdn. Bhd

Corporate Vision

To be a national restaurant company of most admired brand – through the power of our
people and our culture

Corporate Mission

 Passion for our brand

 Food Quality and Safety
 Continuous Improvement and Innovation
 Care & Respect and Personal Accountability
 Excellence in Customer Service
 High Standards in Personnel Growth and Development through Consistent Training
 Excellence through High Q.S.C.V

Company’s current Promotional Strategy

2012

 Franchise International Malaysia Exhibition 2012

 Marrybrown and the Rotary Club charity Run
 Marrybrown All-Star Competition 2012
 Contest “M.M.M... Makan. Menang. Main”

2011

 Contest Marrybrown Eat for Cash

 Contest Car ‘n’ Cash
Product Sale’s History

Financial Year End 31/12/2011 31/12/2010

Unqualified Reports (Y/N) Y Y
Consolidated Accounts (Y/N) N N
Date of Tabling 30/06/2012 20/06/2011
BALANCE SHEET ITEMS
Non-Current Assets 5, 239, 798.00 3, 189, 044.00
Current Assets 17, 082, 904.00 14, 885, 977.00
Non-Current Liabilities 3, 381,087.00 2, 098, 584.00
Current Liabilities 10, 768, 900.00 10, 591, 230.00
Share Capital 1, 725, 000.00 1, 725, 000.00
Reserves 6, 447, 715.00 3, 660, 207.00
Minority Interests 0.00 0.00
INCOME STATEMENT ITEMS
Revenue 29, 531, 112.00 23, 264, 603.00
Profit/ (Loss) before Tax 1, 430, 537.00 451, 906.00
Profit/ (Loss) after Tax 1, 231, 965.00 257, 103.00
Net dividend -100, 000.00 0.00
Minority Interests 0.00 0.00
 Current Marketing Objective

Long term

 To become one of the most well known local fast food delight restaurant in
the future and to beat the existing competitors.
 Becoming the first Malaysian quick service restaurant to set up an outlet at
foreign country.
 To expand the brand and product outside the country.
 Planned to set up other outlets in Southern Thailand in three years and 16
outlets in Myanmar in five years.

Short term

 To expand outlets business in Malaysia

 To improve the product quality for each outlets.
 To maintain produce four products in a year.
 To build profitable businesses.
 To get in touch with consumers for the purpose of promoting.

Media Expenditure

In term of advertising and promotion, Marrybrown usually carry messages and

influence to consumers by referring to are websites, newspapers, magazines and social media
such as Facebook and Twitter. In this way, consumers will be more quickly and faster to get any
information from the company.
 Chapter 4
Consumers and
Stakeholders
Chapter 4: Consumer and Stakeholders

Current consumers’ characteristic

Demographic

Age : 4 - 35

Gender : Male and Female

Education : Kindergarten, Primary school and above

Occupation : Student, Working Adults

Income Range : RM 500 – RM 5000

Race and Ethnicity : Malay, Chinese

Geographic Location : Urban and Sub-urban area

Psychographic

Perception : Consumer who enjoying local delight food

Learning : Printed and mass media

Motivation and needs : Authentic, fresh and delicious meal

Attitude and personality : Loyal to the local delight taste

Lifestyle : Families and love local food.

Stakeholders Characteristics

Primary

 Chairman
- The highest officer of Marrybrown such as a board committee, or deliberative
assembly. The person holding the office is typically elected or appointed by
the members of the group.
 Board of Directors
- A person appointed to serve on the board of an organization, such as an
institution or business. To ensuring the availability of adequate financial
resources, approving annual budgets and an accounting to the stakeholders for
the organization's performance.
 Employees
- To retain a surrounding where its staffs come first; holding its staffs up-to-
date on restaurant industry trends, hospitality principles and Marrybrown
promotional activities, as well as marketing and PR efforts.

Secondary

 Media
- Carry messages and influence to consumers.
- To maximize overall awareness, the advertising must reach the maximum
number of the target consumers.
 Consumers
- The group of consumers those are most vital to Marrybrown. The study of
conducted has concluded that the common age group spending the maximum
on eating out.
 Chapter 5
Industry and
Marketplace
Chapter 5: Industry and Marketplace

The Industry

Food & Beverage

Restaurant Fast Food
Local delight

Marrybrown

Definition of the industry

The food & beverage industry is usually defined by it output of products, to

satisfy the various demands of food & drinks of people. But it doesn’t include the
manufacturing of food & drink and its retailing. In today’s world, the food & beverage
service industry has expanded a lot and nowadays, it is serving more than 100 million
meals per day. The basic function of this industry is to serve food & drink to people, to
satisfy their various types of needs. The main aim is to achieve customers at is faction.
These various needs play a major role in deciding the factors responsible for defining the
different type of service methods in food & beverage service industry. According to
Michael Liew (Business Director), fast food, originated to cater to people with a fast-
paced lifestyle. It is defined as pre-prepared food offered by quick-service restaurants.
From the moment you join the queue, it usually takes less than five minutes for you to get
your meal.
Shape of the industry

Malaysia’s food and beverage sector is increasingly sophisticated and influenced

by health and convenience trends. Consumer awareness in nutrition value and food
fortification for healthcare has created the demand for functional, minimally processed
fresh, organic and natural foods. Consumers are also brand conscious and demand
convenience and variety, including where they source the items. According to Retail
Group Malaysia, 60 per cent of retail food sales are made through the traditional grocery
and specialty stores. The retail food and beverage sector is worth US$15.69 billion and
will grow to US$21.17 billion by 2015.

Malaysia’s multicultural ethnic mix (Muslim, Chinese, Indian and Malay) enjoys
a wide variety of food and food ingredients from across the world. With 60.4% of the
population of Islamic faith, Malaysia is a market for Halal food as well as being a hub for
re-export to other Muslim countries. The concept of Halal is associated with food
products which are of high quality in terms of cleanliness, sanitation and compliance with
religious requirements. Malaysia is working with the Organisation of Islamic Conference
(OIC) countries to promote the Malaysian Halal Standard. The estimated value of the
Halal food industry globally is between US$600 billion and US$2.1 trillion.

Fast food has always been notorious for being detrimental to our health. When
asked how Marrybrown addresses this issue, Michael Liew (Business Director)
responded that they have a nutrition chart that details the ingredients of the food
presented in all Marrybrown outlets. This helps the consumer to make an informed
decision about what to eat. He also reassured us that Marrybrown strictly follows the
specifications set by the government, noting that they declare everything honestly and are
a certified Halal food chain. The homegrown fast food chain is currently the world’s
largest Halal Quick Service Restaurant (QSR) brand originating from Asia. Marrybrown
has a strong international presence with outlets operating in Malaysia, China, Indonesia,
India, Sri Lanka, Maldives, Africa, the Middle East and Myanmar. The halal menu
features a wide variety of tasty meals including Crispy Chicken, Delicious Satay Burger,
Nasi Marrybrown, Speciality Wrap, Fish ‘n’ Chips, Mi Kari, Chicken Porridge, finger
foods, salads, fun fries and a range of hot and cold beverages and desserts.
Development of the industry

Malaysia, with a population of around 27 million, is one of the most developed

nations in Southeast Asia. About 61% of its population falls into the middle to upper
income group of consumers; with Gross Domestic Product (GDP) per capita income of
over US$6,000. Its economy has a firm foundation that includes strong manufacturing,
service and agricultural sectors. GDP for 2009 was estimated at -3.6% due to the effects
of global economic downturn but 2.5% GDP growth is expected in 2010.

The Malaysian food and beverage market is becoming increasingly sophisticated

and is supplied by both local and imported products. The strong economic growth in the
late 80's and early 90's contributed to major changes in consumer purchases and
consumption patterns. Malaysians living in urban areas are relatively brand conscious,
and they prefer to shop in stores, which offer them convenience and good product
selections.

Despite all of the potential, there remain distinct challenges for U.S. exporters of
consumer food products. Though consumers are demanding greater variety and quality
in their foods, they are generally price sensitive towards such purchases. Accordingly,
retailers often purchase food items that are more affordable to the majority of the
consumers. Countries that are closer to Malaysia have a faster delivery time and lower
freight cost to Malaysia compared to U.S. exports. Importers and distributors supplying
mid to high-end establishments will often purchase at the lowest price from any exporter
or country, more like commodities.

With a Muslim population of 60%, the demand for halal foods by Malaysian
consumers has increased over the years. The expectation of halal standard in food
products have extended from meat and meat products to non meat-based products such
snacks, confectionery, dairy, bakery, etc. Halal is fast becoming recognized as a new
benchmark for quality, hygiene and safety. Food products and ingredients that have halal
certificates have added marketing value in Malaysia. Hence, most retailers, foodservice
operators and food manufacturers are inclined to ask for halal certificates for non-meat
based food products and ingredients.
The Marketplace

Current condition of the marketplace

Malaysia has a sizeable and rapidly growing food service market today. Sources
from the trade estimate the food service market today is valued between US$ 4.9 billion
to US$ 5.5 billion today. The food service market has been growing at a rapid average
rate of around 6.5% per annum over the past five years. They indicated that this market
is likely to grow at between 7%-10% per annum over the next three to five years.

Malaysia has a large and growing food retail market that is supplied by local and
imported products. The current total retail sales of food and beverages are estimated at
US$11 billion. The forecast for this sector is likely to grow by around 10% per annum
over the next three to five years. Malaysian households spend an average 24% of their
household income on retail purchase of foods. Due to rising affluence and higher
education level, Malaysian consumers have become more sophisticated and demand
higher quality for the goods that they purchased.

Changes in Marketplace

Positive

 Food and beverage in Malaysia has their own attraction to grab many people
to come at to their restaurant. They provide a complete meal and facilitate
consumers to enjoy the food in their daily life. It is also very easy to found a
in Malaysia.

Negative

 Consumers in Malaysia believe that fast food is not only synonymous with the
American lifestyle, but also had its origins in the United States, and that it is a
modern phenomenon.
 Chapter 6
Competitive Situation
Chapter 6: Competitive Situation

Direct Competitor

KFC

KFC began with Colonel Harland Sanders. He discovered his penchant for
cooking when he was only 9 years old. Through the years he grew up to become a
personage the world knows as Colonel Sanders, founder of KFC. He reached celebrity
status in 1952, when he decided to franchise his famous Kentucky Fried Chicken recipe
blends of 11 herbs and spices to the rest of America. By the early 70's, that special recipe
reached Malaysia.

Today, KFC Malaysia continues to serve finger lickin' good, succulent pieces of
chicken. The flavorful blends of 11 herbs and spices give KFC's delicious aroma. With
the chicken's natural juices sealed-in, leaving a special mouth watering taste that cannot
be replaced. KFC prides itself as a fast-food restaurant that give customers great tasting
chicken with a selection of home-styled side dishes and desserts to make a wholesome,
complete and satisfying meal.

Special Features - Kick-start your day with the new KFC a.m. Zinger Porridge served
with our signature Zinger fillet and crunchy tortilla chips.
Price ranges - RM 4.20 - RM 71.75
Advertisement - Cinema Classifications (Malaysia), KFC 40th Anniversary Promotion
That's Why KFC Tastes Sogood, KFC Mexicano Fiesta Dance - JJ and Ean (Hitz.fm)
 McDonald

McDonald's first made its way to our shores in December 1980 when McDonald's
Corporation, USA gave GOLDEN ARCHES RESTAURANTS SDN BHD the license to
operate McDonald's restaurants in Malaysia. We in Malaysia got our first taste of
McDonald's when McDonald's Malaysia opened its first restaurant at Jalan Bukit
Bintang, Kuala Lumpur on 29 April 1982.

To date, McDonald's Malaysia has more than 200 restaurants located nationwide
and is currently expanding at about 20-25 restaurants annually. McDonald's Malaysia
employs more than 12,000 local people. The company was named as AON-Hewitt Best
Employers in Malaysia in 2009 and 2011, as well as AON-Hewitt Best Employers in
Asia Pacific in 2011.

Special Features - Something Prosperous is coming your way this 7th December 2010
Products - Burgers, Chicken, French Fries, Beverages and Desserts.
Price ranges - RM 5.95 - RM 24.90
Advertisements - McDonald’s July Special Promotion, Story of Sofiah & Nasir, Ronald
McDonald House Charities, Good Employer
 The chicken rice shop

"The Chicken Rice Shop" (TCRS) is a chain of HALAL family restaurants

operated by TCRS Restaurants Sdn Bhd, a company incorporated in Malaysia. TCRS is a
quick service restaurant that provides the customer a comfortably cozy environment to
dine in as well as convenient take away services for those on the go. We pride ourselves
in providing friendly quick service for all our customers. The Chicken Rice Shop also
provides catering services for special occasions. With grandmother's traditional secret
Hainanese chicken rice recipe brought down from generations and maternal
grandmother's treasured recipe from Penang, the best of both grandmothers' recipes were
perfected and introduced into the menu.

As our name suggests, "The Chicken Rice Shop" serves traditionally prepared
steamed, roasted, honey barbecued or braised chicken as its signature products. These
signature dishes are served with fluffy chicken flavored rice cooked to perfection from a
recipe passed down through the generations, originating from Hainan Island.

Special Features - Now you can order food from The Chicken Rice Shop online at
www.foodpanda.com.my!
Food Styles - Local dishes; Hainan chicken rice, dessert
Price Ranges - RM13.99 – RM94.99
Advertisement - The Chicken Rice Shop TV Commercial 2013
Indirect Competitors

Secret Recipe

Founded in 1997, Secret Recipe made its mark, renowned for its extensive range
of fine quality gourmet cakes. It has since evolved to become one of the fastest growing
lifestyle cakes and café chain in the region with over 280 café outlets to date. Secret
Recipe Cakes & Café's concept can be found in prime urban locations and shopping
malls in major cities in the region including Singapore, Kuala Lumpur, Jakarta, Bangkok,
Manila, Brunei, Shanghai and Melbourne.

Secret Recipe promises a value lifestyle proposition of great variety and quality
food at affordable prices. The uncompromising quality of food and desserts using quality
ingredients, coupled with moderate pricing, has created a new lifestyle cult,
compromising of a loyal base of food and cake lovers. Secret Recipe Cakes & Café offers
a friendly and personalized full-service dining experience for customers and incorporates
a modern contemporary and vibrant interior concept with comfort ambience, and great
food.

Special Features - Tea time promotion is only valid at selected outlets in Peninsular
Malaysia.
Type - Fusion

Products - Food, Desserts

Price Range - RM 5.90 - RM 78.75
Advertisement - Secret Recipe Malaysia on Channel 8tv (2010)
 Subway

Subway offers foot long and 6-inch sandwiches, made on freshly baked bread and
prepared just as you want it, right before your eyes with a wide assortment of meats,
cheeses, vegetables and toppings. We also offer wraps, delis and salads, potato chips,
freshly baked cookies and choice of drinks to make every visit a fresh one. With more
than 39,000 locations in 102 countries, the Subway brand is the world’s largest
submarine sandwich franchise, and has become a leader in the international development
of the quick service restaurant industry.

Subway restaurants first ventured outside North America when the first location
opened in the small Middle Eastern island nation of Bahrain in December of 1984. Since
then, the Subway concept has gone around the world, with restaurants opening from
Argentina to Zambia. Wherever Subway restaurants are located, the core menu stays
relatively the same - with the exception of some cultural and religious variations. World
travelers can expect the same high quality of ingredients regardless of what nation they
are visiting. You can enjoy a foot long Turkey Breast Sub, with your choice of a variety
of vegetables and condiments served on bread baked right in the restaurant in Jamaica,
then travel to New Zealand and get the same foot long Turkey Breast Sub!

Special Features - Subway Fresh Combos Promo

Products - Freshly baked bread, foot long
Price Range - RM 7.50 and above

Advertisement - Subway Chicken Tandoori Radio Ad (English & Chinese)

 Chapter 7
SWOT Analysis
Chapter 7: SWOT Analysis
7.1 Strength
 1st Malaysia Fast Food Franchise
 Located at Shopping Malls,
Hypermarkets, Theme Parks,
Airports, Hospitals, Petrol
Stations, Free Zones and
commercial areas.
 Attract consumer with local food.
 Highest quality foods that
fulfill halal standards.
 Affordable price.
7.3 Opportunity
 Will offering exceptional
acquisition, including entire areas of
the Malaysian and international
markets.
 Malaysia’s homegrown fast food
franchise with a global outlook.
 Marrybrown will track record of
success and growth potential.
 Offer different option and menus of
fast food.
7.2 Weakness
 Bad customer service
 Limited menu
 Local brand and local food delight.
 Lack of promotion.
 Low employee’s turnover.
7.4 Threads
 More competitors from international
fast food restaurant.
 Health problems concerning the
fast food chain.
 Additional restaurants that are
growing their food offering and
decreasing the rate of food
offering.
 Chapter 8
Strategic Target
Audience
Chapter 8: Strategic Target Audience

8.1 Proposed Primary Target Audience

Demographic

Age : 25 - 45

Gender : Male and Female

Education : Higher and lower level academic

Occupation : Blue and White Collar worker

Income Range : RM 500 and above

Race and Ethnicity : Malay, Chinese,

India

Geographic Location : Urban and Sub-urban area

Psychographic

Perception : Consumers that interested with local delight

food.

Learning : Influence by social media and friends.

Motivation and needs : Independent people; know how to make

their own decisions.

Attitude and personality : Expect positive outcome, social

Lifestyle : Traditional and modern lifestyle, follow the

latest trend, enjoying their life.
 Chapter 9
Research Development
Chapter 9: Research Development

Marketplace Research

MB Giant Hypermarket, Subang Jaya.

B South City Plaza, Persiaran Serdang Perdana.
Market Observation

I made the observation in two different places. The first location is in Giant
Hypermarket Subang Jaya. Mission to locate this restaurant is very easy because it is
exactly located in the Giant and next to a parking garage. The second location is at MB
South City Plaza, Persiaran Serdang Perdana. The restaurant is a little difficult to find as
it is located in the lower ground floor. Restaurant has less consumer's attention due to
non-strategic location and hidden.

Giant Hypermarket Subang Jaya South City Plaza, P’siaran Serdang

 Restaurant opened on 31st January
2013
 There are 2 section likes indoor and
outdoor section.
 The modern look and comfortable
environment. Have a large space and
can accommodate many consumer.
 Customer mostly comes with family,
parents and young children.
 Most of them ordered Nasi
Marrybrown as known as Nasi
Lemak and Chicken Porridge.
 The restaurant peak hours only on
lunch/dinner hour and weekend only.
Perdana
 Restaurant opened on 15th January
2005
 Only 1 section; indoor.
 Have a small space and looks like
being in era 60s restaurant.
 For this restaurant, customer comes
eat with their family and friends.
 Most of them ordered Lucky Plate;
Crispy Chicken with mashed potato,
mixed vegetable and fries.
 The restaurant peak hours in the
evening only.
Online Survey

1) My gender is

Male 27 44%
Female 35 56%

2) My range age is

20 and under 11 18%

21-29 47 76%
30-39 2 3%
40 and over 2 3%
3) Do you eat fast food?

Yes 62 100%
No 0 0%

This question is to investigate consumer’s frequency of eating fast food or not.

The result show:
 Most of the consumers do eat fast food, with the highest percentage of 100%.

4) How many times do you eat fast food in one week?

0 3 6%
1 33 61%
2 14 26%
3 3 6%
More than 3 1 2%

This question is to investigate total consumption on consumer of fast food intake in a

week.
 Most of them just take a fast food meal once a week, with the highest percentage 61
per cent.
 And only 2 per cent take fast food meal more than 3 days.

5) Do you know Marrybrown?

Yes 60 97%
No 2 3%

The question is to investigate brand awareness of Marrybrown in the market. The result
shows:

 Mostly, 97 per cent of consumer knows the existence of Marrybrown restaurant.

 Only 3 per cent do not know Marrybrown.

6) From where do you know Marrybrown?

 Magazine/Newspaper 10 16%

Radio/TV Commercial 11 18%

Social Media 6 10%

Friends or Family 19 31%

Never 1 2%

Other 15 24%

This question to investigate where consumer know about Marrybrown. The result shows:

 Most consumers can know the existence of Marrybrown from their friends and
family.

7) Do you know where to find Marrybrown restaurant?

Yes 35 56%

No 27 44%

This question to investigate whether consumer knows where to find Marrybrown

restaurant, the result shows:

 The higher percentage is 56%, majority they knows where to find Marrybrown
restaurant and only 27% do not know where the restaurant.
8) What do you usually order in Marrybrown?

Nasi Marrybrown (Nasi Lemak) 5 8%

Nasi Ayam MB 9 15%

Chicken Porridge 4 6%

Crispy Chicken 15 24%

Burger 15 24%

Never 14 23%

This question to investigate what are consumer usually order in Marrybrown. The result
shows:

 The famous delights at Marrybrown restaurant are Crispy Chicken and Burger. Nasi
Marrybrown and Chicken Porridge get the lowest interested form consumers.

9) What other menus do you prefer to have at Marrybrown restaurant?

 Pizza 10 16%

Hot Dog 17 27%

Dessert (Smoothies, sundae) 24 39%

Salad 11 18%

This question is to investigate what other menus do consumers prefer to have at

Marrybrown restaurant. The result shows that:

 Consumers more prefer smoothies and variety of sundae than pizza hot dog and salad.

10) In your opinion, what does Marrybrown need to improve?

More menu 17 27%

Radio/TV Commercial 18 29%

Printed Media 3 5%

Promotion 20 32%
 Other 4 6%

This question is to investigate think that Marrybrown need to improve. The result shows
that:

 Most of the consumers suggest that Marrybrown should do a promotion because

without promotion, Marrybrown will not go anywhere in this industry. After that,
Marrybrown has to improve on their radio and television commercial.

Interview
 I personally met the Manager MB Giant USJ, En Mohammad to asked for the
information about Marrybrown. Although he was busy with his work, I asked him a few
questions such as the existence of the company, who create and develop Marrybrown, the
history, sales history and many more. Some of the information is private & confidential
but after all, he still anticipated answering my questions. Besides that, I was allowed to sit
and make the observation at the Marrybrown.
 Chapter 10
Precedent Studies
Chapter 10: Precedent Studies

Advertising Strategy

The media is the most powerful device in the PR scene and Marrybrown as a
restaurant. This PR campaign will only be effective through the comprehensive use of
numerous publications and media organizations. Social Media Profiles Establishment:
endure to develop information and content for the Marrybrown’s Facebook fan page and
official website.
Hari Raya Promotion

Contests
Flyers

Banner/Cover Photo
TV Commercial – This is Marrybrown TVC. The TVC is promoting Crispy Chicken.
Precedent Studies
Kentucky Fried Chicken (KFC)

Contest Promotion

Breakfast Threats
McDonalds

Contest

McDelivery
The Chicken Rice Shop

Special Menu

Food Online at foodpanda.com.my

Chapter 11
References
Chapter 11: References

 Suruhanjaya Syarikat Malaysia (SSM), Products of SSM e-Info Services -

http://www.ssm.com.my/en/e-Info-Mainpage, (n.d.)

 Bursa Community, Marrybrown scores a first in Myanmar -

http://www.bursacommunity.com/t14383-marrybrown-scores-a-first-in-myanmar,
July 1, 2013

 Content Desire, PR Campaign for Marry-brown -

http://zohaibsunesra.blogspot.com/2011/12/pr-campaign-for-marry-
brown.html#.UeQbYdJmh8E, 2011

 Halal Exporter, Listing - http://www.halalexporter.com/listing/marrybrown-fried-

chicken-sdn-bhd.html, (n.d.)

 Malaysia food beverage, Company http://www.malaysia-food-

beverage.com/food_list/Company/m/Marrybrown/index.htm,
(n.d.)

 Bursa Malaysia, Announcement - http://announcements.bursamalaysia.com/EDMS

%5CAnnweb.nsf/LsvAllByID/4825 68AD00295D074825755B0033BAA5?
OpenDocument, 2009

 Malaysia Airport Niaga, Malaysia Airports Niaga Opens First Marrybrown in KLIA -
http://www.airportshopping.com.my/index.php/news/48-malaysia-airports-niaga-
opens-first-marrybrown-in-klia.html, February 16, 2012

 Isaac Tan, Marrybrown Restaurant Genting Highlands -

http://www.isaactan.net/2011/07/marrybrown-restaurant-genting-highlands.html,
2011

 Zoom Info, Co-Founder and Managing Director -

http://www.zoominfo.com/p/Nancy-Liew/463678154, (n.d.)
 New Straits Times, It's time to enjoy a Fortune Burger -
http://www.nst.com.my/streets/johor/it-s-time-to-enjoy-a-fortune-burger-1.207141,
January 25, 2013

 The Star by Zazali Musa, First homegrown fast food firm to go global, May 20, 2002

 Malaysia Franchise Association, Food and Beverage -

http://www.mfa.org.my/?franchise:marrybrown, (n.d.)

 New Sabah Times, Marrybrown opens new outlets! -

http://www.newsabahtimes.com.my/nstweb/fullstory/46399, February 20, 2011

 iSearch.com.my, Company Details -

http://www.isearch.com.my/company.php?company_id=118, (n.d.)

 Business Times by Cheryl Yvonne Achu, Marrybrown to spread its wings -

http://www.btimes.com.my/Current_News/BTIMES/articles/20120805233647/Articl
e/, August 6, 2012

 New Straits Times, Homegrown fast food chain -

http://www.nst.com.my/channels/niexter/homegrown-fast-food-chain-1.181778,
December 5, 2012

 Haveeru.com.my, Picture Gallery: Marrybrown opening -

http://www.haveeru.com.mv/pictures/3298, September 24, 2011

 Marrybrown Sdn Bhd Website - http://marrybrown.com.my/

 Marrybrown Sdn Bhd Facebook - www.facebook.com/MarrybrownMalaysia

 KFC Website - http://www.kfc.com.my/

 KFC Facebook - https://www.facebook.com/KFCMalaysia

 McDonalds Website - www.mcdonalds.com.my

 McDonalds Facebook - https://www.facebook.com/My.McDonalds

 The Chicken Rice Shop Website - www.thechickenriceshop.com

 The Chicken Rice Shop Facebook - https://www.facebook.com/thechickenriceshop

 Subway Website - mys.subway.com

 Subway Facebook - https://www.facebook.com/SubwayMalaysia

 Secret Recipe Website - www.secretrecipe.com.my

 Secret Recipe Facebook - https://www.facebook.com/SecretRecipeMsia

Chapter 12
Appendices