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CMGB 6304 Brand Management Dr Sharifah Faridah Syed Alwi

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Chua Li Por (Nicole) CGA090068


Yeong Mun Wai CGA070140
Amutha Manikam CGA080075
Tiong Ngee Wen CGA080094

Semester 1,
2010/2011




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Price

Quality

Source: Market intelligence


  

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 Consumer¶s favorite menu:
42% : Root beer float
20% : Waffles
13% : Root beer
10% : Onion ring
7% : Coney dog
Other: Fried chicken and burger


 

Which of differentiation would
customer like to see in term of
the menu/products ?
 super sized option 6*7
 more vegetarian option &7

 healthier option 67


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Relationship with customers


Identifiable image
Unique or differentiated
products /services
Well-known name

 

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6fast food
       
   
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u Catering Services/ Mobile truck u No Above The Line in Malaysia
u Ice cream bar u No marketing activity
u More Family orientated u Current perception old personality
u Root beer u Decentralise franchise
u Waffle u Insufficient number of outlets
u Onion ring u Less resources compared to competitors
u Heritage of the brand u Cleanliness

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u Recapturing gen x & y customers u Competitors like KFC, Mc
u More potential outlet Donald, Pizza Hut, Burger King,
u Face book (social media)
u Home deliveries
Wendy¶s
u Kids Club ± to capture kids market u Demand for healthy food
u Advancement in food technology u Lack of skilled workers
u Best practice from A&W Canada u Increasing operational cost
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Loyalty Drop

Inconvenient, Old fashion, not


quality drop, not innovative, quiet,
clean, slow boring, colorless
service

Wider selection, Warm, family


reasonable price, wifi, gathering,
orange attitude, quality happening, classic
& tasty food feeling

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