Assignment 1 - Food delivery service.docx - MEMB 322 MECHANNICAL DESIGN PROCESS ASSIGNMENT 1 FOOD DELIVERY SERVICE By GROUP 1 SECTION 3 HAZIQAH HANANI

Assignment 1 - Food delivery service.docx - MEMB 322...

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MEMB 322: MECHANNICAL DESIGN PROCESS ASSIGNMENT 1: FOOD DELIVERY SERVICE By GROUP 1 SECTION 3 HAZIQAH HANANI MOHAMAD (ME0100181) MUHAMMAD FAREEZ HAMDAN (ME0103374) MUHAMMAD HAZIQ NURYAHAYA (ME0101158) MUHAMMAD SYAZRIN ROSLAN (ME0103612) ROSE WIZAL ZULKAFLI (ME0102089) Project Supervisor: CHUA YAW LONG COLLEGE OF ENGINEERING UNIVERSITI TENAGA NASIONAL 2019
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TABLE OF CONTENTS ABSTRACT i LIST OF TABLES ii CHAPTER 1: INTRODUCTION 1 1.1 Overview 1 1.2 PCDL Model: A Conceptual Model For Building Brand 2 1.2.1 Positioning the Brand 2 1.2.2 Communicating the Brand2 1.2.3 Delivering the Brand 3 1.2.4 Leveraging the Brand 3 1.3 Main Company Background 4 1.3.1 Positioning the Brand 5 1.3.1.1 Features 5 1.3.1.1 Intangible attributes 6 1.3.1.1 Product function 6 1.3.1.1 Product Benefit 6 1.3.2 Communicating the Brand7 1.3.2.1 Advertising Campaign 7 1.3.2.2 Celebrities 8 1.3.2.3 Theme 9 1.3.3 Delivering the Brand 9 1.3.4 Leveraging the Brand 10-11
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CHAPTER 2: LITERATURE REVIEW 12 2.1 Case Studies For Three Other Competitors Companies 12 Dahmakan 12 Foodpanda 12 Bungkusit 12-13 DISCUSSION 19-20 CONCLUSION 21 REFERENCES 21
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LIST OF TABLES Table No. Page 2.1Comparison between main company and other competitors 14-18
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ABSTRACT As a part of the assignment, we are required to conduct a case study on how PCDL method has been one of the most convenient ways for company to develop and marketing their products. Hence, we are focusing on PCDL model that consists of four stages which are positioning, communicating, delivery and leveraging. Grabfood has been chosen as our main company and 3 other company which are dahmakan, Foodpanda and bungkusit that have the same nature and providing almost the same service will act as comparison factors. This assignment paper starts by introducing our main company. A table had drawn in order to make comparison in terms of the four stage in PCDL. Each stage has their specific characteristic such as features, marketing strategies, tangible and intangible attributes and also their service performance. Through the comparison table, we are able to do the discussion and conclusion for our task assignment .
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CHAPTER 1 INTRODUCTION 1.1 Overview Branding plays a critical role to a business due to the overall impact it appears on the product. Branding can change the people perspective towards your product which can also raise brand awareness as well as the company name [CITATION ESm15 \l 17417 ]. Besides, a brand is not only limited to just a product name. But, also related to the customer communications with variety of product features [ CITATION Rez \l 17417 ]. Brand will not only represent the company’s products but also protects the producers from plagiarism [CITATION Gho08 \l 17417 ]. We can relate this with copyright policy which protects both the producers and consumers from any identical products being made from other competitors.
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