CMGB 6304 Brand Management Dr Sharifah Faridah Syed Alwi

A&W Restaurant Malaysia

Brand Revitalization Plan

Chua Li Por (Nicole) CGA090068

Yeong Mun Wai CGA070140
Amutha Manikam CGA080075
Tiong Ngee Wen CGA080094

Semester 1,
2010/2011
 Content
• Introduction
• Consumer Survey
• Current CBBE
• Proposed CBBE
• Conclusion
 Introduction
A&W – fast food restaurant pioneer in
Malaysia since 1962
Taken over by KUB from TDM in 1995 for
RM1, debts RM7.6m
Current : 41 stores, 100 stores in 2015
Turnover 2008 – RM40m
 Perceptual Mapping
Price

Quality

Source: Market intelligence

 Problem statement
A&W – franchise struggling in the past 15
years despite being pioneer
Brand equity declining
Lack of brand building /equity building
activities
Consumer survey shows declining brand
equity
Project: revitalization of A&W brand
 The Survey
Objective:
– To obtain consumers’ perception on A&W.
Total of 98 sample, convenience sampling via
internet
18 questions:
– Demographics
– Fast food preferences
– Opinion about current A&W brand equity
– Customer’s suggestion for future A&W brand equity
 The results
Demographics:
– Majority Chinese respondents aged 30 and
above.
Consumer’s preference:
– 1. McDonald’s
– 2. KFC
– 3. A&W
– 4. Burger King
– 5. Marry Brown
The Products:
– Consumer’s favorite menu:
42% : Root beer float
20% : Waffles
13% : Root beer
10% : Onion ring
7% : Coney dog
Other: Fried chicken and burger
Consumer’s suggestions
Which of differentiation would
customer like to see in term of
the menu/products ?
– super sized option 30%
– more vegetarian option 7%

– healthier option 63%

 In less than 20 words.How
do you feel about A&W?
Text Answers
My childhood fast food restaurant with fantastic rootbeer.
Food quality drop
ok
need improvement in their marketing efforts

Very sad. I love A&W once a upon a time before but it is

i feel good
When it comes to A&W - it's always the waffles and rootbear float. A&W has the best rootbeer and i
so outdated now, quality of it'sfood
personally think A&W sellingreally
point. gone down, I
visited their restaurant some few months back-trying to
crispy fried chicken
Very sad. I love A&W once a upon a time before but it is so outdated now, quality of food really gone
give chance thinking
down, I visited I'm
their restaurant going
some few to
months back-trying get to givea good
chance thinkingmeal
I'm going to but
a good meal but it is so tastless! Only rootbeer is still there...it doesn't care about its customers I
get it
is so tastless! Only rootbeer isguess still there...it doesn't care
about its customers I guess
No core product beside the rootbear
In less than 20 words, what  would you
like to see A&W improve in the future?
Text Answers
Get back to the original taste as the food taste has deteriorate and doesn't taste as good anymore.
Better food quality
more varieties
lively ambience
think first
The quality of waffles is poorer now, hope it improves. The 1U branch is always lack of staffs hence the long
wait and the need to tidy the table ourselves (weekends mostly). There are very few A&W outlets, if i
feel like having fastfood, A&W is usually my first choice if there's one nearby. The size of the other food
such as burger, etc - very small. At least McDs are bigger.
vegetarian burger
The above-what I said earlier-but i don't think they will improve as they just don't care!!
More Marketing activity
maybe should advertise more to draw ppls attention n choose A&W
Dimensions identified to revitalize A&W

Relationship with customers

Identifiable image
Unique or differentiated
products /services
Well-known name
Current CBBE
 Core values
“More Than The Usual”
Energetic and unique
Gathering fun and family
celebration
Orange attitude
Nostalgia with a twist
 Point Of Parity
Serving standard food –fast food
Franchise operation
Convenience
Social gathering & business meeting
Décor & physical comfort
Weekends
Have a mascot - bear
 Point Of Differentiation
Root beer / float
Wider variety of food choices
(waffle, coney dog, onion rings)
Mobile truck
Drive-in concept
 Current SWOT Analysis
Strengths
 Catering Services/ Mobile truck
 Ice cream bar
 More Family orientated
 Root beer
 Waffle
 Onion ring
 Heritage of the brand
Opportunities
 Recapturing gen x & y customers
 More potential outlet
 Face book (social media)
 Home deliveries
 Kids Club – to capture kids market
 Advancement in food technology
 Best practice from A&W Canada
Weaknesses
 No Above The Line in Malaysia
 No marketing activity
 Current perception old personality
 Decentralise franchise
 Insufficient number of outlets
 Less resources compared to competitors
 Cleanliness
Threats
 Competitors like KFC, Mc
Donald, Pizza Hut, Burger King,
Wendy’s
 Demand for healthy food
 Lack of skilled workers
 Increasing operational cost
 A&W Current CBBE

Loyalty Drop

Inconvenient, quality
drop, not clean, slow Old fashion, not
service innovative, quiet,
boring, colorless

Wider selection, reasonable price,

wifi, orange attitude, quality & Warm, family
tasty food gathering,
happening, classic
feeling

Source: Keller 2001

New CBBE
New CBBE for A&W
New A&W Marketing Strategies
1. A&Wesome Roody Campaign
Birth of “Roody”
Loveable & Trendy

“A&Wesome Gathering Experience,

The Way You Remember It”
New A&W Marketing Strategies
2. Marketing Promotion
TV Advertisement
Emotional aspects
Fun & excitement
Social Network - Facebook, Twitter
PR updates
Stay connected to consumers
New A&W Marketing Strategies
3. New Premium Burger
Coney Dog – Top hotdog choice
Premium burger – Healthier burger,
fresh ingredient, bigger size, value
for money
New A&W Marketing Strategies
4. More Outlets
Strategic
location – Prime
area
Convenience
kiosk
Tie-up with
cinemas
New A&W Marketing Strategies
5. New Services

Mobile truck
TV3 “Jom Heboh”
Concert
Previous Mental Map
New A&W Mental Mapping
 Conclusion
Foster better relationship with customers

A&W as top in the mind image (share of voice)

Premium products of A&W and improved

services: differentiated among the rest

A&W a well-known name

 Conclusion
With new branding platform, we
hope that A&W will increase its
CBBE and build brand resonance.
This will help to
- increase sales turnover
- increase market share
- increase profitability in the long-run
Thank you

Q&A