ZZZE3012

WORKPLACE COMMUNICATION 1
PROJECT TITLE:

HOUSE OF MINI

Lecturer

Prepared By :

Encik Mohd Zafri Bin Osman

Anis Syafiqah Binti Sahdon

A146315

Nur Liyana Afiqah Binti Zainuren

A146332

Nurul Hidayah Binti Jamil

A146331

Siti Aisyah Binti Azman

A146296

Siti Thohirah Binti Che Rahi

A146341

1.0 INTRODUCTION
Purpose of writing the proposal.

The purpose of this project is to identify the local product of donuts that we can modified to
compete with other world brand such as Big Apple and J.Co. Besides, we want to give a chance
to people to open their own franchise and also to fulfill the demands from customers in variety
flavor of donuts. Furthermore, through this project we want to fulfill the demands from people
who want cheaper and simple donuts.

Current information on the product to be innovated.

House of Mini (HOM) are the dessert and pastry specialists. Uniquely different for House of
Mini is the donuts are mini in size but definitely not mini in variety. House of Mini donuts are
the first Singapore patisserie that brings you contemporary Japanese theme pastries. Its have
combined visual appeal and great flavor with creativity to present to you healthy, high quality and
creatively-crafted pastry delights.
What House of Mini have done is its offering sinless satisfaction for your sweet tooth
cravings, House of Mini has produced bite-size pastries or mini pastries with each creation no
larger than a single bite size. As each specially crafted food item is also made with low-sugar
ingredients, customers are assured that whatever goes into their mouth does not add to their
waistline. You can now get to enjoy sweet pastry pleasures that are both healthy and sinless.
Currently House of Mini has 27 stores in Malaysia

2.0 OBJECTIVE
Description of the problem / limitations of the existing product.

1. For the time being, House of Minis donuts only have 16 flavours.
-

The available flavours are not enough to attract the customers to buy it.

2. Does not sell on food truck.

-

Food truck is only used for delivery of donuts and cupcakes from the head quarters
to franchise.

3. Do It Yourself (DIY) kit is only for cupcakes.

-

The available DIY kit is not for donuts.

4. Does not have variety of shapes.

-

Only has common shape of donut which is ring-shaped.

5. Does not have online ordering and delivery.

-

Customers have to buy the donuts at the franchise only.

6. Limited to sweet flavours only.

-

Only sweet flavours are served but not savoury flavours. So, the non-sweet fans will
not buy it.

7. Fixed to only readymade flavours.

-

Customers cannot make their own flavours.

Description of target consumers and their needs.

We focus more to the young generation because they tend to interest in various forms as a
sweet snack. Beside, with many dressing on top of the donut can easily attract the teenagers
and kids especially the girls. As not all people eat sweet snacks, we targeted people who are
not interested in sweet taste. We come out with several spicy and savoury flavours and this
how we targeted the non-sweet lover. They also can enjoy the donut in different taste.

A mini-sized donut can be a perfect snack for every moment for example during tea time
or supper while having conversation with family members and friends. Besides, mini-sized
donut also can be a simple gift to anyone. With various colour, will surely have attract others.

3.0 ACTION PLAN

Product Description
1. Bite size donuts so that you can eat it in one bite only and with different flavors so that
you can choose your favorite flavors.
2. Contemporary Japanese theme pastries so the design for donut are very interesting and
will attracted more people to love it.
3. Reasonable and low price because we can get one donut for RM 1 only and also
something interesting about this House of Mini donut is if you buy more donut you will
get more discount.
4. Low sugar ingredients because when you eat the donut you will get taste the toping that
are not too sweet for adult and also for children. Also the most important thing is you
are assured that whatever goes into your mouth does not add to your waistline.
5. High quality product because House of Mini donut are freshly made donut that are
delivered from factory to every store daily.

Competition
House of Mini vs. Dunkin Donuts
1. Suitable to All Customers vs. Target to Whole Market
i.

Suitable to all customers

House of Mini products are suitable to all customers; either they are kids,
teenagers and adults. This is because House of Mini used low sweet chocolate
and

less sugar for its donuts and also savory flavors. People who dont have

sweet tooth will surely like these donuts. Besides, with its mini size, all generation
will love it because it is easy to eat.

ii.

Target to whole market

Dunkin Donuts target market is the blue collar workers (18 60) who likes the
quick service that Dunkin Donuts provide. Recently, they have been targeting the
market of affluent women and professional.

2. Varieties of Donuts vs. Varieties of Menu

i.

Varieties of donuts
House of Mini sell the products to customer in various donuts that comes in
more than 30 flavors offered. The sampling name of donuts choice: Secret
Garden, Icy Couture, Oreo, BBQ Chicken and more.

ii.

Varieties of menu
Dunkin Donuts offered something people enjoy with their coffee and beverage.
They are not only focus on donuts but also to other products.

3. Good Quality vs. High Level of Service

i.

Good quality
What makes House of Mini outstand the other products are because its donuts
can last for 3 days without keeping it in the fridge. House of Mini also offered
food truck and delivery to houses and for special occasion. This is one of the
concepts House of Mini wants to give their customers to get the freshly baked
donuts.

ii.

High level of services

Dunkin Donuts provides fast services to their customers to avoid customers
queue in long hours. Customer also can make self service when they want to buy
donuts.

 Unique selling proposition

From our meeting we have decided to do some adjustments and improvements, so that
House of Mini will always be everyone's favourite.

1. Add more fillings and toppings.

First of all, House of Mini served sweet flavours as it sells donuts and cupcake, so we
can imagine the sweetness of the flavours. For example flavours of strawberry, vanilla
and chocolate. For improvements, we have decided to add more fillings and toppings.
We divided this section into two parts where the first part is adding more flavours
such as apple, blackcurrant, blueberry, banana and kiwi. The second part is adding
savoury flavours. This part is targeted to non-sweet fans. We would not if know that
there is also these fans, so we will serve this type of flavours, such as paprika, black
pepper, BBQ, tomyam and chicken curry floss.

2. Custom made donuts.

Besides that, we always see readymade donuts are served at a donut's stall. Therefore,
we want to adjust a bit just like Subway where customers can choose their favourite
fillings and toppings before they make a purchase. They also can mix some fillings
and toppings in the same donuts.

3. Selling donuts in a food truck.

As we all know, House of Mini is a franchise company. The headquarters (HQ) will
bake the donuts and send it to every franchise using a mobile shop. They do this every
day. So, we want to improve so that, the HQ will also sell the donuts in a food truck.
This food truck will be moving in neighbourhoods, so that people around there will
see them and buy the donuts. They do not need to go to the franchise just to buy the

donuts.

4. Variety shapes of donuts.

We also improved the donuts from its shape. When we say donuts, people will
imagine its common shape which is round and there is a hole at the middle or we call
that as ring-shaped. So we will make other shapes such as in the figure below:-

Full of fillings and toppings

5. Do It Yourself (DIY) kit for donuts.

We also served the Do It Yourself (DIY) kit. For the time being, the DIY kit is only
available for cupcakes. So we improve this part by making the DIY kit for
donuts. This kit is a bit different with the idea where the customers can choose their
favourite fillings and toppings. This is because customers can buy the full set of DIY
kit. Otherwise they also can just do the donuts by themselves at the franchise and just
purchase the donuts. They DIY kit is a bit just like in the figure below, but dough
must be the donut.

6. Online ordering and delivery service.

We will also do an online ordering and delivery service. Just a bit like Dominos
online ordering, we will take orders by phone call and also by online. After the order
has been taken, the workers will send the donuts straight away to the customers'
house. This way is really easy so that the customers do not need to go out from their
house to buy the donuts. In addition, this way is the improvement from the idea
selling the donuts in a food truck. We know that the food truck will not moving in
every place around Malaysia, so online ordering and delivery will help to take orders.

Target customer/consumer
1. Age.

We focus more on young generation especially from 10 years old to 25 years old.
Young generations are most likely more into sweets things for example donut. So as
we come out with many colours and flavours, it will easily attracted them. Besides,
teenagers love to hangout more with their friends. The mini-sized donut can be a
simple gift for their friends.

2. Small Entrepreneurs.

As a franchise, we are giving the opportunity to the small business to expand their
business by selling the mini-sized donut.

3. Non-sweet Lover.

Donut is usually known as sweet snacks. As we come out with a new savory flavours.
So we targeted people who not very interesting with sweets so they also can enjoy the
mini-sized

donut.

 Advertisement/media

Advertisement and media is one of the most important elements to promote the
products among people so that they will recognize our product House Of Mini. We use both
medium of advertisement which is print and electronic media. We made pamphlets of our
products to distribute to the customers and also we organize simple and attractive contest so that
they can participate in the competition. For electronic advertisement we included also in
televisions, internet, billboards, and also social media. It is because currently people spend more
time in front of laptop rather than watching a televisions. Therefore, we decided to take this
advantage to promote our products either in websites or social media like Instagram and
Facebook as they are more users friendly.