1

SCHOOL OF COMMUNICATION

UNIVERSITI SAINS MALAYSIA

YBP 232 CONTEMPORARY ADVERTISING

GROUP PROJECT (20%)

MARKET RESEARCH FOR MADAM ROSE CROFFLE

Tutorial A Group 3

1. CHAN EE LING 161774

2. CHONG JIA NI 161880

3. CHOO HOOI FANG 162298

4. KHOO LE HAN 162474

5. LIM SZE YING 161897

6. PUN MEI CHEE 162807

Prepared for:

Associate Professor Dr Izzal Asnira Zolkepli

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Table of Content

1.0 Introduction.......................................................................................................................... 3

2.0 Market Research...................................................................................................................4

2.1 Industry...........................................................................................................................4

2.2 Target Audience..............................................................................................................7

2.3 Competition.................................................................................................................... 9

3.0 Conclusion..........................................................................................................................12

References................................................................................................................................ 13
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1.0 Introduction

Madam Rose Croffle, a visionary brand dedicated to creating exceptional

croissant-waffle hybrids known as “Croffle”, aims to launch their delectable creation by an

Irish pastry chef named Louise Lennox (Cookist, n.d.) and establish its brand as the epitome

of indulgence and innovation in the world of culinary. Thus, determining advertising

strategies available is vital in order to fulfill our client’s objectives on establishing a strong

brand identity and recognition, driving consumers to physical boutiques and online ordering

platforms, and lastly creating a buzz around unique Croffle offerings.

This market research attempted to bridge that gap that helps in evaluating the

feasibility of unveiling “Madam Rose Croffle” to the global audience so that we can pinpoint

the target market and position the brand as the ultimate destination for the most indulgent and

innovative pastry delight.

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2.0 Market Research

2.1 Industry

To understand Madam Rose Croffle’s standing in the food and beverages industry, we carried

out an in-depth analysis on the 4Ps of Marketing, which stands for product, price, place, and

promotion, that is essential to be analyzed in the marketing mix.

Product

There are a wide variety of croffles offered in the market, in terms of size, shapes,

flavors, eating combination, and how it is offered. Madam Rose Croffle set itself apart by

offering croffle in mini bite size and regular size using rose shapes mold. It is served with

toppings like ice cream and jams, or opt to be dipped with sauces, and a variety of flavors to

pick from, covering classic, savory, fruity, coffee-flavored, and our signature rose flavor

croffle, catering consumer groups with distinguished preferences, while preserving Madam

Rose Croffle’s distinctiveness. Despite its variety, Madam Rose Croffle is keen on offering

fresh and healthy croffle while maintaining its exquisite plating appearance, where all raw

materials and ingredients are thoughtfully chosen and the recipe is tailored whole-heartedly.

consumers can enjoy croffle served on aesthetic plates and elegant cutlery when dining-in;

packed in a pastry box with handles that were crafted from food-grade materials to guarantee

safety to consume and provide comfort for takeaways.

Price

The price range of classic croffle in the market starts from RM 7.00 and goes up to

RM 9.00; premium croffle offered with bells and whistles can cost around RM 11.00 to RM

15.00, depending on the choices of flavors, toppings, and add-ons. With the goal to serve

consumers with a superior gourmet satisfaction at the greatest value, fresh and healthy croffle
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were served while sticking to high-end quality of raw materials. To accomplish its goal,

Madam Rose Croffle is always on the lookout for the highest-quality but lowest-cost raw

materials available in the market.

Promotion

Business environment nowadays is extremely different from the past, where

competition is highly cruel and intense (Sa’dun et al., 2023). As a result, significant

businesses will invest a lot of resources and manpower in the promotion to stand out from a

crowded field of rivals. Promotion is a crucial part of Madam Rose Croffle to enhance brand

awareness and increase the visibility of products or services they offer to a wider range of

consumers. It consists of things like publicity or media exposure, personal selling,

discounting events, and advertising (Koske, K., 2012).

Promotion serves as a tool for Madam Rose Croffle to promote their brand in the

public eye and pique the curiosity of prospective consumers. Thus, the more advertising

efforts have been made, the more familiarity with Madam Rose Croffle. To cite an example,

Madam Rose Croffle uses a sales promotion strategy, which will grab the consumer's

attention to approach engagement from them. According to Ahmad, S. A. et al (2015), sales

promotion strategy influences consumers buying behavior. Madam Rose Croffle utilizes

consumers' penchant for deals to induce them to come back in droves, boost consumer loyalty

to the brand, and quietly strengthen the brand's position in consumers' hearts.

Place

According to the Goi, C. L. (2011), place is defined as a channel that businesses

utilize to reach their products and services to the end consumers. Our market analysis

revealed that the majority of our competitors are more concentrated in bustling cities, which
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are Kuala Lumpur and Selangor. In addition to operating physical stores, these competitors

leverage digital applications such as Grab Food and Food Panda to provide delivery services

for online orders, thereby expanding their presence in both offline and online markets. This

leads us to have the impression that most of the residents living in this area are sweet lovers

and we assume that many of them have strong intentions to purchase croffle. Since it fits their

objectives and the preferences of their target consumers, Madam Rose Croffle is located in

Kuala Lumpur to make their target consumers easy to reach. However, it is too competitive to

be located there. Consequently, Madam Rose Croffle’s will launch one branch store which is

located in Penang to make its target consumers easy to reach because Penang is a state that

focuses on tourism. Madam Rose Croffle can accomplish its objectives and aims more swiftly

because of the huge flow of residents and tourists within Kuala Lumpur and Penang as well

as the lack of competition in the same croffle industry in Penang.

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2.2 Target Audience

Madam Rose Croffle is a popular and rapidly growing brand that caters to a specific target

audience. The target audience of Madam Rose Croffle can be described as gourmet food

enthusiasts, trendsetters, dessert connoisseurs, and those seeking a delightful culinary

experience. Madam Rose Croffle has become a favorite among these individuals due to its

unique and innovative approach to food.

Gourmet food enthusiasts

Firstly, Madam Rose Croffle's target audience is gourmet food enthusiasts who are

willing to spend money on fine, premium food. For example, Madam Rose Croffle made

croffle that were crispy and delicious, reflecting the refined taste and appreciation of the

quality of a food enthusiast (Scott Williams, 2023). By targeting this audience, Madam Rose

Croffle can position itself as a luxurious and indulgent treat. Secondly, gourmet food

enthusiasts are known for being adventurous and sophisticated, enjoying trying new culinary

ideas and pushing the boundaries of traditional cuisine. Madam Rose Croffle is perfect for

this crowd because it combines two popular breakfast classics (croissants and waffles) as

croffle into one unexpected flavor (Scott Williams, 2023). Additionally, gourmet food

enthusiasts are influential in their social circles, especially on media platforms like Facebook,

Instagram, and YouTube. By capturing the attention and loyalty of this influential group,

Madam Rose Croffle can gain appeal and exposure to a wider audience of food enthusiasts.

Trendsetters

Madam Rose Croffle's target audience is trendsetters as they are always at the

forefront of the latest food trends, eager to experiment with new and innovative culinary

ideas and very active on social media platforms. Their influence extends beyond their own
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circles as their opinions and advice are influential in the consumer space. By targeting this

audience, Madam Rose Croffle can use the power of social media to create buzz and generate

interest in its products (Madam Croffle, 2023).

Dessert connoisseurs

Madam Rose Croffle targets connoisseurs who know a lot about the dessert, enjoy

testing many kinds of croffles, and always comment on food quality and skill in the dessert.

The croffle provides different choices such as special and premium toppings for the

consumers to select their favorite. Connoisseurs can act as an influencer if they share their

experience with Madam Rose Croffle on social media, more people will be attracted to visit

Madam Rose Croffle to try out if they find it appealing. In addition, getting good feedback

from the professional connoisseurs can increase the image of Madam Rose Croffle.

For those seeking a delightful culinary experience

Madam Rose Croffle needed new perspectives on how the target audience felt about

appearing to be social and how frequently they canceled arrangements because they would

rather stay home. These insights would help with marketing and strategic talks to address the

requirements of the target audience (McCrindle, 2023). Besides selling desserts, Madam Rose

Croffle comes out with manufacturing and selling their own unique dough mixture.

Consumers can purchase it raw and enjoy baking croffles at home by following the

instructions provided while having the space to add some gist of their own creativity in

deciding toppings and sauces to include.

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2.3 Competition

Competition refers to rivalry among different businesses that provide comparable products or

services in the same or similar market. To engage competition advantage and evaluate

marketing strategies, SWOT analysis is an important tool for analyzing the internal and

external environment of an organization (Gürel & Tat, 2017). There is no denying that

Madam Rose Croffle has many competitors in the market today, namely, Madam Croffle,

Mentega Terbang, Today's By Dalton Café, Croffle Café SS2, butterbee., and Poppy Kat.

Strengths

Madam Rose Croffles highlights its unique selling point of a healthy, less greasy, and

less sugar while offering a variety of delightful combinations of croffle made from

health-friendly ingredients. Madam Rose Croffle sets itself apart in the industry with its own

secret recipe of healthy whipped cream and toppings.

For example, Madam Rose Croffle offers whipped creams that are lower in fats by

using low-fat dairy products such as cream and milk and reducing the amount of use of sugar.

The healthier whipped cream that is applied to the croffle could provide a nutrient-dense diet

that complements croffle and minimizes the overall fat and sugar of the croffle. The healthier

toppings of Madam Rose Croffle also include whole-grain croffle and fresh fruit topping.

This might be appealing to consumers who are on a diet but with cravings for dessert, where

they can find Madam Rose Croffle is ready to serve them with a healthier choice of dessert.

Next, while Madam Rose Croffle embodies timeless elegance, it also sticks with providing

fresh and healthy food, where all their recipes are tailored whole-heartedly by its team, and

they thoughtfully provide the list of ingredients and the percentage of fats and calories on the

menu. This will engage more consumers to choose their products as it is not just tasty, but

healthier compared to other croffle. According to the report of World Obesity Federation
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(2023), the report has mentioned that almost 41% of the population in Malaysia will be obese

by 2035. It is alarming that our nation's eating behavior is killing our people, and Madam

Rose Croffle is here to make a change by offering healthy desserts that help in satisfying the

cravings of consumers, while creating awareness of healthy diets among its consumers by

including calorie intake on their menus. Besides, Madam Rose Croffle has two branches

located in Penang and Kuala Lumpur. These two states are located in a strategic location that

facilitates convenient purchasing for consumers and aids in effective shipping. Thus, good

geographic locations can draw more potential consumers.

Weaknesses

Madam Rose Croffle might encounter lower efficiency in operating food delivery

services on FoodPanda, Grab Food, and ShopeeFood due to a lack of employees hired for the

respective duties. It will directly influence the reputation of Madam Rose Croffle if the issue

couldn't be resolved in a timely manner because it has a significant impact on consumer

satisfaction. Consumers will turn to other competitors in the market that can provide them

with better services, resulting in a loss of consumer base in the food delivery service channel.

Next, Madam Rose Croffle has a lack of engagement in their social media accounts such as

Instagram, Facebook, and Tiktok compared to their competitors. Its competitors have much

interaction with their consumers on various social media such as sharing their consumers’

tagged posts and replying to consumers’ comments and feedback. In addition, the competitors

of Madam Rose Croffle also actively collaborate with highly influential social media

accounts that particularly advertise food on social media. For example, KL Foodie, Foodie

Boy KL, Elie Eat, KLlicious, Myeat Kaki Malaysia, and others create visually appealing

content to showcase Today’s by Dalton’s products. Madam Rose Croffle’s lack of

engagement in social media may cause some of its target consumers cannot receive the latest
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information about Madam Rose Croffle such as promotional activities, advertisements of

Madam Rose Croffle, and so forth.

Opportunities

Madam Rose Croffle has the opportunity to target wide audiences in overseas

markets, especially in Asia countries. The Asia-Pacific region is predicted to be a wider and

speedily growing healthier market in the forecast year of 2021 to 2031. (Healthy low-fat

desserts market n.d.) For example, India and China have raised health awareness regarding

the healthy benefits and healthy-friendly menus among consumers in their markets. This

gives Madam Rose Croffle an opportunity to expand its market overseas as healthier markets

are growing in particular nations.

Threats

The higher risks of expansion of the markets overseas also will be the threats due to

the dynamic conditions and situations such as economic, political, and so forth. Besides,

Madam Rose Croffles will not only face various competitors in the local market but also will

face more competitors in overseas markets such as Madam Croffle, one of the well-known

croffle dessert businesses among other competitors overseas.

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3.0 Conclusion

The dessert industry is becoming increasingly saturated. It may appear to be a threat to the

industry owing to concentrated competition, however, it is also an opportunity for Madam

Rose Croffle. Healthy market competition has the potential to boost the value of businesses in

that industry by driving companies to strive for excellence. It can also increase the quality of

goods and services through motivating businesses to meet the needs of their consumers and

grow their sphere of operations (Indeed Editorial Team, 2023). Madam Rose Croffle has to

foster innovation while offering higher-quality goods and services that cater to evolving

consumer wants in order to preserve consumer retention. Consequently, guarantee the

company’s ongoing development and attain a better position in the market. Madam Rose

Croffle has a unique brand identity that embodies timeless elegance. With modern innovation,

the brand also developed a distinguished selling point of fresh and healthy dessert, as well as

its secret formula of signature flavors and culinary art performance that builds recipes that are

representable of the brand’s identity.

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