Professional Documents
Culture Documents
Current environment
Users
They care about the hygiene of production.
They care about the ingredients of the product
They care about the price
Provider
It is a competitive market as there are some big brand in the market
It is difficult to attract customers among the competitors
Market Analysis
Users
According to the report from The Star, Malaysians have been going chocolate-crazy during the
pandemic. In fact, findings by Nielsen indicated that the chocolate category in Malaysia grew by
8% from July 2020 to June 2021.
Chocolate Jar Providers
There are uncountable of chocolate jar providers in Malaysia such as Nims Choco Tub, Rawr
Mellow and McBie.
Competitive Research
Nims Choco Tub, a famous local brand which offer chocolate jars in different flavors of
chocolate and cookies. They offered 11 types of products which included choco crunch, choco
krisp, choco ball, choco rice and choco cluster in 270g per bottles. The products cost from RM
9.40 to RM 20.00. The seller stated that all the products are ready to deliver, free postage if buy
more than RM 15, and the parcel will be drop off before 11-pm order.
What the ingredients are used in making chocolate jar? Is the products store in room
temperature?
Phase2: Define-Mission
Mission
To achieve sales target 500 bottles at the end of the year 2022
Chocohouse, is brand new in Shopee, and we set our target sales is to reach out 500 bottles,
which is RM 5000 at the end of the year.
Vision
We are planning to become the biggest distributor of chocolate jar which well-known with our
premium quality chocolate products in Malaysia. Furthermore, we want our brand could become
worldwide and enter the neighboring countries’ markets such as Singapore, Indonesia through
Shopee platform.
Core Values
1. Product quality
We guarantee with customer to provide products with premium quality ingredients, hygiene
working environment, clean and safe packaging as well as affordable price.
2. Great client service
We will provide 24-hour chat box and direct messages box for customer in order to solve their
problems and questions.
3. Fast shipping
We promise to ship the orders which ordered before 3pm every day.
a. How to make difference between our chocolate jar and other competitor’s
chocolate jar?
b. How to prove the production environment is hygiene and safe?
c. How to gain trust and maintain relationship with customer?
Solution
a. We sell various flavors of chocolate jar, not only dark chocolate but also
white chocolate and rainbow flavor.
b. We promote our products with showing the making progress.
c. We promise customer with adorable price and always tend to improve with
their feedbacks.
Business Model
We set up an online store and upload products on Shopee platform, and social media platforms
such as Facebook and Instagram. These platforms provide us a 24-hour complimentary store for
us, and customers can put their order and leave their reviews after saw the product information
we provided.
Monetization model
The Shopee platform will charge a tiny commission of 2% of the order each time it is processed.
Phase 4: Protype
Business model
Pain points and Solutions
Pain point Solution
Customers can only contact us through We will set up more social media pages
Shopee such as Facebook and Instagram.
The customer always worried about the We'll package our products very carefully to
chocolate would be destroyed during the make sure that the customers receive our
arrival product in good condition
People worry about the expired date of the Chocolate has a longer shelf life
product
Phase 5: Test
We launched our first products on Shopee on 25th February 2022.
Business Idea
MAIN IDEA
Choco Jar is our product that will fulfill customers' needs, it will also be mixed with other
flavours. Other than that, Choco jar can also be gifted as presents to loved ones and friends. It is
a safe food because these Choco jar are put inside an air-tight jar, so these cereals do not become
soggy. We are selling our choco jar directly to our customers by pre-order through Shopee. As
we know, people, especially students and workers, always skip their meals because they are busy
with their daily work. So, we find an alternative to solve their problems by introducing our
product which is a choco jar. This product is good because it can be taken anytime and
anywhere. They can eat our choco jar before starting the class. Normally, people have cereal
only in the morning, but with choco jar they can have cereal any time they want. These
scrumptious cereals with delicious chocolate layers will be packaged air-tight jars and can be
carried everywhere, especially at workplaces. Our product is the best and quality product for
customers especially students who will enjoy this Choco Jar.
TARGET MARKET
Age 10-40
We are targeting males and females aged 10-40, who are in lower-income levels RM 500 and
above. Those usually are students, office workers and housewives and all of them mostly like to
snack and always purchase chocolate products.
SELLING PLATFORM
Shopee link: https://shopee.com.my/afliyana__?smtt=0.0.9
Facebook is also a very good tool for advertising because many people only surf the internet to
find information. Instagram is also popular media social for smartphone users and almost all
business people use Instagram as their online medium to make business. It is also free and to
advertise on the internet our company doesn’t have to pay any charges. We advertise our product
using Facebook and Instagram. All the details regarding our product are being displayed on our
Facebook and Instagram. Below is our social media:
Instagram link: https://www.instagram.com/choco_house.my/?hl=en
Facebook link: https://www.facebook.com/103762542277089/posts/104233552229988/?d=n
SELLING PRICE
Setting a price is very important before we market our product. Usually, if the price is not
reasonable, no one will buy our product and this will lead to complications in competing with the
competitors. The price that our company set is affordable and anyone can buy it. The pricing
strategy that is used in setting the price is penetration pricing. Penetration pricing includes setting
the price low with the goal of attracting customers and gaining market share. The price will be
raised later once this market share is gained. The price that we sell is RM 10.00 for all kinds of
flavors.
EXTERNAL PARTIES
Transportation: Ninja Van, Shopee Express and City Link
Supplier: Muhammad Arief is our supplier.
Canvas Model
Canva Model
7. Key Partners 6.Key Activities 2.Value 4.Customer 1.Customer
Courier Managing Proposition Relationships Segments
Companies: order and Need Facebook,
Ninja Van, delivery -Affordable Instagram Age 10-40
J&T Advertising price Shopee Student,
Supplier: and Marketing -Understand Review office
Muhammad Ensure the the making system worker and
Arief packaging Live Chat housewife
progress
Manage Box, Chocolate
-Different Direct lover
online
transactions flavors of Message Lover
Feedback chocolate Box income, RM
solving 500 and
5. Key Resources 3.Channel above
Transportation
Supplier Virtual
Channel:
Shopee,
Instagram,
Facebook
Physical
Channel:
Driver,
Rider and
physical
store at
Malacca
9. Cost Structure 8. Revenue System
Bubble wrap packaging Commission from product
Customer Segmentation
Demographic
Age 10-40
Our target customers are aged 10- to 40-year-old as our product is made of rich chocolate, sugar,
cocoa powder which suitable for sweet teeth, and we are thinking that the younger people will
interested in buying the product.
We are targeting the lower income level, which is from RM500 and above. Our selling price for
a chocolate jar is RM10, which is really an affordable price, and we think that there is more
customer will purchase especially the people who is having limited budget
We targeted students, office workers and housewives as our customers, as our product is easy to
store and it is light to take anywhere.
Psychographic
Loves snack
Loves exercise
Geographic
Malaysian
Chocolate lover
We guarantee that we are using premium dark chocolate and cocoa powder by doing the product,
the moderate sweetness definitely can satisfy the chocolate lover.
There are more consumer loves purchase online instead of buying from physical store, as there is
more discount, offer and more convenient with online shopping.
Affordable price
The value proposition of consumer is need. A smart consumer always researches the market
price of same variety products before purchase, and he will select the most suitable price and
products. Therefore, we set our selling price within a reasonable and acceptable range to the
public in order to attract the customer.
As consumer, they definitely want their products are produced in hygiene and clean
environment, and concern about the ingredients put into their chocolate jar. Although we are not
taking part in the production, but we observed and realized all the making progress before sell it,
from purchasing ingredients, and making progress as well as packaging progress.
There are countless competitors in the market, what is making us to differ with others brand is
we are providing special flavor, which is rainbow. The colorful and crunchy bites with coasted
rich white chocolate is one of the popular flavors. Besides, the consumer always wants
something creative and various choices to purchase, therefore we come out a series flavors of
chocolate jar.
1.2.3 Channel
We decided to sell our products on Shopee, which is the biggest Asia e-commerce market, it
offers a wide selection and user-friendly platform. Besides, in order to promote our brand and
increase our engagement with consumers, we promoted on Instagram and also Facebook. We
also update our product details on both social media platforms to increase the popularity of our
brand via posts, tiktok videos and 24-hour stories, and the visitors can easily purchase the
product by entering the Shopee link.
We are selling our product on previous online platforms, therefore we do need the drivers and
riders from Ninja Van, and J&T, these distribution companies to deliver the goods to customers’
door.
Instagram&Facebook
Recently, people been easier to get social connections and information on social media, such as
Facebook and Instagram. These two platforms provided a great opportunity for businesses, we
can connect to our audience 24-hour by using stories updates, posts, and also short videos.
Shopee provided us an excellent feedback rating system, the buyer will be given 5 coins after
they shared the products’ review with showing some photos or videos, and it allows customer to
leave any comments about our products. Hence, we not only can improve our service and
products in time, but also maintain relationships with customers.
Direct Message box
Apart from Shopee, we also create Instagram, and Facebook, it can boost popularity of our brand
and post the advertisement on these platforms. The platforms are providing us direct message
box, for example, customer can reply the stories we posted on Instagram about the price directly.
Transportation
Supplier
E-Poster 3 : Making process of the Choco Reefs Chocolate
Summarized Poster
Depend upon summed up banner 1, that show a progression of summarized poster of Choco
Reefs Chocolate. In the summrized up banners, had state out and feature the feelings of
consumer. To let consumer not stressed, and feature the selling point and highlights, and lead
them comprehend that our Choco Reefs Chocolate is pure and made by natural ingredients, such
as halal chopped chocolates, organic made cereals as coco crunches in the products to make it,
and persuade them to buy it.
Advertising Bait
Facebook
https://www.facebook.com/Chocohouse-103762542277089/
https://www.instagram.com/choco_house.my/?hl=en
Videos
Karen Ng
Background:
Challenges:
Last semester Form 6 student
Have 2 siblings Want to maintain the weight
Demographic:
Female Biggest Fears:
20 years old Receive the wrong products
No income Bad cholesterol in food
Background: Challenges:
Demographic:
Biggest Fears:
Female
Over sweetness
20 years old
Poor quality ingredients
No income
Background: Challenges:
Demographic:
Biggest Fears:
Female
20 years old Poor packaging
Part time Shopee owner Heavy weight to take
anywhere
Hobbies& Interest:
Goals: Common Objections:
Loves café hopping
Find the best chocolate snack High shipping fee
Loves chocolate drinks
Eejoy Lim
Background: Challenges:
Studying in University of Study stress
Michigan Tons of tests and
Lives in Sungai Abong, Muar assignments
Demographic:
Biggest Fears:
Female
The product does not look
20 years old
exactly like the picture
Got straight A+ in SPM
Background: Challenges:
Full-time housewife Busy with cleaning routine
Has 3 children Have to cook twice a day
Background: Challenges:
Demographic:
Biggest Fears:
24 years old
RM 1,400-2,000 Expensive price
Male Not delicious as expected
Background: Challenges:
Demographic:
Biggest Fears:
20 years old
RM 1,500-2,000 Poor packaging
Male High price
Hobbies& Interest:
Goals: Common Objections:
Hang out with friends
Become senior marketing Heavy weight
Taking picture
manager Little flavor choices
Watching movie
Able to buy a house before 30
years old
Irsyadismail
Background:
Challenges:
Student
Lives in Shah Alam Hungry after playing futsal
Single
Hobbies& Interest:
Common Objections:
Travelling Goals:
Go gym Difficult to consume
Having a fit body Short shelf-time
Loves outdoor activities
Able to finish diploma course
Maya Azira
Background:
Student Challenges:
Lives in Malacca Hungry after exercises
Single
Demographic:
Biggest Fears:
22 years old
RM 1,500-2,200 Poor packaging
Female High price
Hobbies& Interest:
Common Objections:
Dancing Goals:
Singing Afraid of big difference
Become an independent woman between product and picture
Swimming
Owns a car
Ng Mei Yi
Background:
Challenges:
INTI Student
Lives in Seremban Hungry after playing futsal
Single
Demographic:
Biggest Fears:
20 years old
No income Leaking packaging
Female Slow delivery
Common Objections:
Hobbies& Interest: Goals:
Lack of product info
Playing Futsal Having clearer career path Lack of reviews from
Having work-life balance in previous customer
future
Nur Haziq
Challenges:
Background:
Not regular time to have
INTI Student meal as online classes
Lives in Seremban Getting hungry between
Single classes
Demographic:
Biggest Fears:
18 years old
No income Expensive product
Male Unknown brand
Background: Challenges:
INTI Student Getting hungry while
Lives in Johor traveling
Single
Demographic:
Biggest Fears:
20 years old
Part-time barista Missing parcel
Male Expired product
Background: Challenges:
Demographic:
Biggest Fears:
22 years old
RM2,000-2,200 Received wrong parcel
Male Cannot refund
Hobbies& Interest:
Goals: Common Objections:
Playing Futsal
Playing Rugby Getting higher income Bad reviews
To have a stable job Bad customer service
Sheila binti Ahmand
Backgrounds: Challenges:
Student Assignments
Single Final Exams
Johore Handling business
Hobbies& Interest:
Goals: Common Objections:
Creating new products
Buy a car Received wrong order
Swimming
Launch new products Overrated products
Accounting
Premma
Background:
Challenges:
Married
Ambassador House wife
Johore Ambassador of AMWAY
Demographic:
Biggest Fear:
Female
30 years old Receive expired products
Rm 4000 income Non-expected quality product
Backgrounds: Challenges:
Single Student
Student Studying at SMK Seri
Johore Perling
Biggest Fear:
Demographic:
Bad quality products
Female
Broken Packaging
17 years old
No income
Common Objections:
Hobbies & Interests: Goals:
Backgrounds:
Challenges:
Entrepreneur
Single Entrepreneur
Seremban Working at Avago Tech
Demographic:
Biggest Fears:
Female
23 years old Non-halal product
Rm 2000 and above Bad quality products
Goals:
Hobbies & Interests: Common Objections:
Want a stable job
Dancing Expensive price
Live happily
Singing Delayed shipping
Being rich
Huhashini Nair
Backgrounds:
Challenges:
Student
Single No saving habits
Skip meals
Demographic:
Biggest Fears:
Female
20 years old Bad taste of product
No income Less product information
Goals:
Hobbies & Interests: Common Objections:
Wants to buy 2 cars in future
Dancing Poor packaging
Looking for a high-pay job
Loves online shipping
after graduated
Bella Nair
Backgrounds: Challenges:
Student Upcoming assignment
Single due date
Study stress
Demographic:
Biggest Fears:
Female
20 years old Unhealthy ingredients
No income Too salty& spicy
Demographic:
Biggest Fears:
Female
Unpopular seller
23 years old
Too sweet
Scared of scam