Brand Management (new full set).docx - BPMM3113 BRAND MANAGEMENT SECOND SEMESTER 2018 2019 SESSION(A182 NEW BRAND PLAN(ESPRIT FROZEN FOOD ENTERPRISE

Brand Management (new full set).docx - BPMM3113 BRAND...

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BPMM3113 BRAND MANAGEMENT SECOND SEMESTER 2018 / 2019 SESSION (A182) NEW BRAND PLAN (ESPRIT FROZEN FOOD ENTERPRISE ) LECTURER: DR HASNIZAM B HASAN NO . NAME MATRIC NO. 1 Siti Mazieha bt A.Aziz 254250 2 Norfarhana Zawani BT Zulkeflee 254230 3 Eiap Vee Nee 262971 4 Ong Yee Chye 263541 5 Tang Hau Yee 261656 6 Barathi Nair Balan 259348 1
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Contents 1.0 Company Background .............................................................................................................. 4 1.1 MISSION, VISION AND OBJECTIVE OF COMPANY ........................................................ 5 2
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1.2 Brand Inventory ...................................................................................................................... 6 1.2.1 Logo ....................................................................................................................................... 6 1.2.2 Logistics ................................................................................................................................ 7 1.2.3 Website .................................................................................................................................. 7 1.2.4 Production ............................................................................................................................ 7 1.2.5 Packing .................................................................................................................................. 8 1.2.6 Promotion ............................................................................................................................. 8 1.3 Consumer Analysis ............................................................................................................... 8 1.3.1 TESCO ................................................................................................................................... 8 1.3.2 MYDIN .................................................................................................................................... 8 1.3.3 AEON ...................................................................................................................................... 9 1.3.4 GIANT ..................................................................................................................................... 9 2.0 SITUATIONAL ANALYSIS ....................................................................................................... 10 2.1 Table of Point of difference and Point of Parity ............................................................ 10 2.2.1 Point of Different ............................................................................................................... 11 2.2.2 Point of Parity .................................................................................................................... 12 3.0 BRAND ANALYSIS ................................................................................................................... 13 3.1 Brand Identity ........................................................................................................................ 15 3.1.1 Premium Quality Products ......................................................................................... 15 3.1.2 Long Term Relationship with Customers ................................................................ 15 3.1.3 Consistency and Reliability in Product Supply ..................................................... 15 4.0 DEVELOPING NEW BRAND ELEMENTS ............................................................................ 16 4.1 Brand Name ........................................................................................................................... 16 4.2 Logo ........................................................................................................................................ 16 4.3 Slogan ..................................................................................................................................... 17 4.4 Packaging .............................................................................................................................. 17 5.0 IMC PLAN ................................................................................................................................... 19 6.0 Conclusion ................................................................................................................................. 22 3
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1.0 Company Background Esprit Frozen Food Enterprise was founded in 2009 by Denial Wong and their sister Olivia Wong and since its inception Esprit Frozen Food Enterprise has experience growth and carved a niche in the frozen food industry. Esprit Frozen Food Enterprise currently manufactures more than twenty varieties of instant frozen local pastries within Malaysia. The company has a total of six managers in different field and supporting by 10 workers. The founder has experience over five years of manufacturing traditional food delicacies. They started on the small business and now they had a factory to expand their business. In family they had five brother and sister. Denial is the first brother and Olivia are a big daughter in their family who involved in frozen food industry and become a successful entrepreneur. They success in life and business makes they been inspired by every young business company in Malaysia in order to succeed in life. Now day Esprit Frozen Food Enterprise already have five company to produces the frozen food for customer and Esprit Frozen Food Enterprise also have their own farm so the all the chicken and meat is direct come from their own farm and all the ingredients is fresh. Figure 1: Organization Chart 4 Denail Wong Director & COO Marketing manage (1) Marketing manage (2) Service Manage (1) Service Manage (2) Production Manage Logistic Manage Olivia Wong Director & CEO
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1.1 MISSION, VISION AND OBJECTIVE OF COMPANY Mission 1. To ensure the highest standard of quality for our products and to be the top of the list in our customer’s choice. 2. To provide the best services as we can to build strong customer relationship and capture value in return. 3. To maintain profitable customer relationship by delivering superior customer value and satisfaction of our products.
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