2.2.2 Point of Parity Point of parity refers to the way in which a company’s product offers similarity with its competitors within an industry. It could also be known as the elements that are considered mandatory for a brand to be recognized as a legitimate competitors within a given industry. Ayamas, Marina Frozen Food and Esprit Frozen Food is a brand that produces frozen food or it is better known as instant food. This product should only be heated in microwave or just fried it. Ayamas, Marina Frozen Food and Esprit Frozen Food is a high quality brand. Even though, they have different suppliers for raw materials, but the sources is fresh and have a good quality to produce the product for frozen food. Mostly for the frozen food, they have a same thing like chicken nugget, sausages, patties and others. But the thing that make them different is the taste of the product. These three brand is Malaysian Brand. It st These three brands operates in accordance with GMP (Good Manufacturing Practices) requirements and has a HACCP (Hazard Analysis and Critical Control Points) and Food Safety Management Systems. All the product that produced by Ayamas, Marina Frozen Food and Esprit has HALAL certified. The chicken and others used to be slaughtered correctly where in accordance with the Shari’a. Do not miss the area for the production process of the product in good and clean conditions. It start from a small company and now has growing which is has many branches in Malaysia and also already exported abroad. Ayamas, Marina Frozen Food and Esprit Frozen Food has their own website. The website works to update information about each product, inform about new product and etc. It also helps consumers to know more details about their product and brand. 12
3.0 BRAND ANALYSIS 13
3.1 Brand Identity 3.1.1 Premium Quality Products We consistently apply rigorous standards when sourcing our products. Our products are sourced only from trusted, fully accredited, and halal-certified suppliers who share the same values of quality as we do. 3.1.2 Long Term Relationship with Customers With a vision long-term sustainable growth, we value investing in long term symbiotic relationships with our customers and suppliers. We strive to collaborate with our customers to bring innovative food concepts onto the end consumer’s plate and to help our customers’ grow their businesses. 3.1.3 Consistency and Reliability in Product Supply We hold ourselves to the highest standards, and we do not tolerate any inappropriate practices. All our products are Halal certified and all our facilities are HACCP compliant. 15
4.0 DEVELOPING NEW BRAND ELEMENTS 4.1 Brand Name Our product brand name is “Esprit”. The word “Esprit” come from French language that meaning vitality such as our slogan vitality every day. “Esprit” can easily pronouns by customers as it can easily read smoothly by customers. Besides, it can be more easier to keep in customers’ mind. It is also meaningful implies our products are healthy, fresh and good supporting well-being. Through this brand name, we hope that our customers can have
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- Fall '19