Documente Academic
Documente Profesional
Documente Cultură
0 Introduction
With PappaRich open concept, you are able to see the Pappa White Coffee,
roti bakar etc being prepared on the spot, thus providing a unique eating experience
that becomes a reason enough for them to continuously return for more.
They have tastefully decorated outlets in earthy colors to reflect cozy relaxing
ambiance, a clean and comfortable environment that fills a niche that satisfies those
who are looking for a quick bite or to pass time leisurely.
Types
PappaRich
of
Old Town
White Coffee
Food
Nasi
Lema
k
White
Coffee
Chees
e
Toast
Bread
Kaya
&
Butter
Toast
Bread
Roti Bakar
Kopitan Classic
Weste
rn
Deligh
Penan
Curry
Mee
-
Haina
n
Chick
en
Rice
Penan
g
Prawn
Mee
consumer.
Have their own thinking and tactics in marketing provincial election
Ability to control the amount of bread that must be produced in accordance
with the conditions of daily ebb and flow of consumer purchasing power.
Fried bread that is served has a taste that is delicious and savory, and the
resulting Steamed Bun has a sweet taste, due to the quality and cleanliness are
always preferred.
The relation lot, to network marketing is easy, communication between buyers
and consumers both in the campus.
WEAKNESS
Less marketing time in accordance with the conditions.
Not exactly the time under any circumstances, either of the schedules, process
time, and time to market.
In short shelf life of the product well and the raw materials used.
OPPORTUNITIES
Looking at the number of people who need food in the morning so that the
bread can be fried and Steamed Bun alternative breakfast as a meal
replacement.
The number of people interested in the savory and salty foods.
Because of this fried bread can be enjoyed by all ages from the young to the
old, and then the target market includes all societies.
No competitor in the marketing of fried bread and bakpau.
The material used in the manufacture of fried bread and bakpau readily
available.
THREATS
If the service and quality provided to consumers is less satisfactory, then the
consumer will feel disappointed that this effort will be threatened decline in
the purchasing power of consumers.
Kopitan Classic
STRENGTH
All the stores of Kopitan Classic were located at high traffic, high visibility
locations in each market.
Set up 12 outlets located at Taiping in Perak, Penang, Bukit Mertajam,
Butterworth and Sungai Patani in Kedah.
It is the largest regional food and beverages chain business brand in northern
Malaysia.
Of the 12 outlets, 5 are regular chain shops while the other 7 are alliance shops
that are open to others. As regards the business venue, 6 of them are located in
shopping malls while the rest are conventional shops. The largest outlet has an
area of 4000 sq ft and smaller ones are near 2000 sq ft.
WEAKNESS
Customer behaviour and expectation differs immensely among different
cultures and boundaries.
Not much variation in products that are offered.
Heat and Light is not bright enough
Insufficient of parking lot
OPPORTUNITIES
Increase in demand for the service oriented sector with increase in population
of the consuming class.
Its commitment to provide health conscious diet has attracted customers across
the globe.
THREATS
Increasing costs
Growing competition and lower profitability
Tax charges
Who knows if the market of coffee will grow and stay in favour with
customers, or whether another type of beverage or leisure activity will replace
coffee in the future
2.4 Marketing strategies used by competitors to achieve their objectives
Old Town White Coffee
Product
Core product: The core product of Old Town White coffee is the 3-in-1 instant coffee.
These instant beverages are now export to more than 10 countries in the world. The
Old Town White Coffee 3-in-1 Blend is a perfect blended white coffee which gives a
smooth, aromatic and creamy taste. While the Nanyang 2-in-1 White Coffee ois a
white coffee that has sugar, roasted with perfection. It has a stronger bittersweet taste
compare with the others. The Simply Pure White Coffee is a 100% pure freeze dried
coffee, it has a high acidity that is rich and satisfying to the taste of coffee. Now, Old
Town White Coffee is also selling canned ready to drink beverage, and it could be
found everywhere. Old Towns product is very famous now and it could be found in
the supermarket. Other than beverage, Old Town also offer some classic dishes to the
customer, the famous of all is the nasi lemak and ipoh chicken hor fun. A variety of
Malaysian foods are served too.
Facilitating product: Old Town has their own facilitating products too, they serve their
guest with their own specially made plate and cups that has their own Old Town logo
on it.
Supporting product: Besides white coffee, Old Town has also their special coffee to
differentiate themselves from the other, such as Xi Mut milk tea, white milk tea,
enriched chocolate, and of course! Dont forget their crunchy baked buns.
Augmented Product: Old Town has a dark environment that gives customer a feeling
of relax while having their food and beverage. It also provides free WIFI now so that
customer can use their mobile phone or laptop to access the internet. Old Town is not
only a restaurant, but it also gives people a place to relax and gathering.
Promotion
Advertising: Old Town often gives out brochure to people. Sometimes, the broucher
can be found in the newspaper. They also did their advertising on television to attract
Price
Price is the amount of money that must be paid for consumers to obtain a product or
service. Or can also be interpreted as the change to take advantage of the product or
service required. Price is one of the marketing mix variable that is flexible, sometimes
can be stabilized in some time with a certain price, but can also arrive - arrived rise or
fall sharply cartoon-adapted conditions and market demand. Toast the price offered
varies according to the kinds of donuts made sense, donuts available with prices
ranging from RM 5 to RM 15
Place
Place a business activity to make the product or service offered by the consumer more
easily affordable, and can be available at the right target market. Variable spot also
covers distribution channels to reach consumers prevalent. As some companies to
open branches in the area - the area to facilitate the customers.
Promotion
Promotion is an activity to introduce a product or service on the target market, to
build customer perceptions about product or services offered. Promotional concepts
that are commonly used among other advertising, public relation, sales promotion,
personal selling, and direct marketing. In order to help improve and promote product
sales Toast is aided by an ad campaign on the internet, especially on social networking
campaign on Facebook and personal selling.
Kopitan Classic
Product
Kopitan has serve children set, which is their competitors, dont serve. Their children
set are quite attractive with colorful plates and childrens favorite foods. Kopitan has a
dark environment that gives customer a feeling of relax while having their food and
beverage. It also provides free WIFI now so that customer can use their mobile phone
or laptop to access the Internet. Kopitan is not only a restaurant, but it also gives
people a place to relax and gathering.
Price
Price is the amount of money expected, required, or given in payment for something.
It also is interpreted as the change to take advantage of the product or service
required. The price of food in kopitan classic is flexible, sometimes can be stabilized
in some time with a certain price.
Place
The Kopitan is usually located at a high traffic and visible locations. It is to attract
more customers to have a break at Kopitan. Their outlets are quite developed area
with a university and banks. Thus, it will become a place for a coffee shop.
Promotion
The definition of promotion is to introduce a product or service on the target market,
to build customer perceptions about product or services offered. The concept of
promotion is used among other advertising, public relation, sales promotion, personal
selling, and direct marketing. In order to help improve and promote product sales
Toast is aided by an ad campaign on the Internet, especially on social networking
campaign on Facebook and personal selling.
3.0 Based on the analysis, please write your suggestions on how you can improve
the company current product and marketing strategies
Based on our suggestions, if we are looking to improve the Papparichs
business products, they should more focus on their existing customers and their needs.
They should know more about them by talking to them and find out their view on
what they are going to buy from PappaRich, what they most value about it, what
PappaRich could do to make it more useful and valuable to them, and what would
encourage them to buy more PappaRich products.
In additional to that, they should make changes based on feedback. Getting
customer feedback will be able to help them to identify ways to improve what they
are offering to their current customers. It may also allow them to attract new
customers whose needs that they werent meet before. Try to ensure those changes
that they make will increase their monthly sales and profitability enough to make the
time and money they will need to invest worthwhile. If possible, they should test out
prototypes of improved products or services with a few existing customers. By doing
this, they can get their feedback and avoid making unpopular changes that could able
to harm their business.
An existing product may also be improved by the way it is presented to the
public. Advertising is key in letting the existing customer and the prospective
customer know about our product. Direct their advertising to their anticipated
clientele. It may be a particular age group, people living in a particular area or even
people with a certain problem or need. Place adverts in appropriate magazines
or newspapers and they can place television advertisements at times when their target
clientele is expected to be watching. This way, those who are likely to purchase
products of PappaRich will receive the information about the products.
Nowadays, most of the peoples seek for delicious and special food. So if their
company wants to be more outstanding, they need to investigate more new food to
attract more customers. In this case, they can produce new food base on the
consumers taste by doing survey. Their targeted customers of now are more on office
workers and adults. They can extend their targeted customers to wider such as
teenagers. After the new products launched, they can use promotion to attract them for
trying their new products. In this case, their company can also build up a whole new
image.
Furthermore, they also need to improve their restaurant cleanness. By
improving this, their customers will feel more comfortable when they're enjoying
their meals. If they can produce good foods and also nice environment, their
restaurant will be always the first choice of consumers if compared with others.
Besides that, the improvement of cleanness can help them to build up a good
relationship with government based on one of the marketing environment, which is
political legal environment.
Conclusion
Reference
Azha Mohamad, 13 November 2012
http://mile.mmu.edu.my/orion/azha/2012/11/13/papparich-product-of-malaysia/
Official website, http://mile.mmu.edu.my/orion/baehuey/2013/11/13/introductionand-history-of-old-town-white-coffee/,
http://www.kopitanclassic.com.my/eng/about_us.html
Product Summaries of Roti Bakars images, Available at:
https://www.google.com.my/search?
q=roti+bakar+kopitiam+menu&biw=1366&bih=667&tbm=isch&tbo=u&source=univ
&sa=X&ei=omUWVNPJEZeQuASu44GgDQ&sqi=2&ved=0CBsQsAQ [Accessed
on 15 Sept 2014]
Product Summaries of Old Town White Coffees images, Available at:
https://www.google.com.my/search?
q=old+town+white+coffee&biw=1366&bih=667&source=lnms&tbm=isch&sa=X&ei
=wWcWVO7TE5KeugT7ioE4&ved=0CAcQ_AUoAg [Accessed on 15 Sept 2014]
Product Summaries of Kopitan Classic White Coffees images, Available at:
http://www.kopitanclassic.com.my/eng/menu.php?menu_category_id=3 [Accessed on
15 Sept 2014]