Prepared by:

Students of
Centre of Enterprise & Comunication
Diploma in Consumer Behaviour & Research (DCBR)
Diploma in Mass Communication (DMC)
Diploma in Social Enterprise (DSEM)

Completion Date:
22 August 2014

Content
1.
2.
3.

Research Overview
Findings
Recommendations
Marketing Strategy
Marketing Tactic

Research Overview

Research Objectives

To explore consumer trends of the target consumers when it

comes to purchasing and deciding on the food when they eat out
in JEM and Bugis +

To gather consumer insights and responses to Laksanias

food offerings.

To use the generated information to recommend suitable

marketing strategies for Laksania.

Research Design
Nature of Research: Quantitative
Methodology: Questionaire Survey
Mode: Mall Intercept Survey
Executed by: RP Students (Weekend)
Laksania Staff (Weekdays)

Questionnaire
bowl
Get a $5 in
of Laksa
f
return o
ing a
complet ey
rv
short su

Respondent Profile

64
43
Total of
107 respondents

Age Distribution

Profession Distribution

Key Findings

Frequency of Eating Laksa

Never

Seldom

Occasionally

Frequently

Bugis+

30

13

JEM

27

25

57

38

Brand Awareness

Mentions of Place
Laksania is the 3rd most
mentioned food outlet in Bugis+

Laksania is the 4th most

mentioned food outlet in JEM

Key Issues

What Respondents say about Price

$4.90 for a bowl of
regular laksa is too
expensive for average
people as adults or
teenagers eat a lot

A little pricey
for the normal
bowl

Price?

Sho
uld
pric decrea
e of
s
and
the e the
d
foo
rin
mor
e cu ks so t d
h
s
affo tomers at
rd to
c
buy an

What Respondents say about Product

Regular portion
considered as too
little

Presentation of
the food can be
better

Can offer different

levels of spiciness for
customer who cannot
take spice/ customers
who like it spicier

Product?

No signature
taste

Areas of
Improvement

Recommendations
Marketing Strategy
1.
Focus Market on Generation Y
2.
Focus Marketing Message on Social Enterprise
Marketing Tactic
1.
Create value meals
2.
Loss Leader
3.
Developing takeaway programs

Marketing Strategy
Focus Market on
Generation Y

Why Gen Y?
83%

Based On This Table From Our Research,

Most Of The Population Visited Laksania Is From Generation Y,
Thus, Our Team Decided To Focus On Generation Y

Generation Y
Characteristics
[InfoGraphic]
Focus marketing message
on social enterprise
Genration Y tends to
enjoy social action and
social value more than

Marketing Strategy
Focus Marketing
Message on
Social Enterprise
Generation Y tends to
enjoy social action and
social value more than
other generations

Promotional Marketing
Successful cases of organisations that has succeeded in promoting the social message

Offer Takeaway Programs

Vouchers for Takeaway
Due to the lack of space in
Laksania outlets, takeaway would
generate extra revenue and this
vouchers would encourage
takeaways

Takeaway Implementation
Laksania Voucher

Laksania Voucher(Front)

Laksania Voucher(Back)

Offer Value Meals

1. Create value meals main dish + Side dish + drinks

= 9.90?
2. Level of spiciness in the laksa

Offer Value Meals

More Affordable

Value for Money

Almost half of the

consumers are actually
17-20 years old, they
might not be able to
afford it

27% of the respondents

mentioned about value for
money in the survey
Improving the product (i.e.,
availability of options, quality of
food and level of service) made
up 47% of the feedback

Encourage Upgrades

Think: McDonalds
Value Meal
Instead of a la carte
meals, the customers
will end up spending
more on other items
in the restaurant.

Develop Loss Leaders

$2.99

$11.99

$8.00

U.P. $3.80

U.P. $12.50

U.P. $8.50

Chicken Wings

Seafood Hotpot w/ Rice

Laksa Lasagna

Why Develop Loss Leaders?

DRIVE TRAFFIC
TO LAKSANIA

68 respondents heard of Laksania,

but only 25 eat there.
There is brand awareness but it
does not translate to frequency.

GEN YS SENSITIVITY TO
VALUE

Likes cheaper and value worthy

products/ services.
Address Gen Ys sensitivity to value.

Conclusion
In summary, based on the teams findings, the team has came up with suggestions:
Focus on Generation Y Majority of the customers is from this category
Focus marketing message on social enterprise Using eighteen chefs as our
case study and to fit the characteristics of Generation Y
Create value meals Generation Y is more value worthy, one successful example
would be Mcdonald
Loss leader Addresses to Generation Ys sensitivity to value
Developing takeaway programs Addresses capacity issue

Acknowledgement

Mdm Sim Sin Sin and Laksania

Mentors
- Mr Paul Chin (DCBR)
- Mr Daniel Chua (DMC)
- Miss Lorraine Jow (DSEM)

Q&A

References
Image:
Laksania image, retrieved on 10 August 2014,
http://www.deal.com.sg/sites/default/files/Laksania.jpg, https://m1.behance.
net/rendition/modules/8724845/disp/60f6847d0ebee24a49655da73a623411.png
Information:
About Laksania, retrieved on 10 August 2014, from laksania website, http://www.laksania.com/
Laksania facebook page, retrieved on 10 August 2014, from facebook, https://www.facebook.com/Laksania
About Generation Y, retrieved on 10 August 2014, from legal careers website,
http://legalcareers.about.com/od/practicetips/a/GenerationY.htm
Infographics:
Infographic, retrieved on 10 August 2014, from easel website, http://www.easel.ly/create/?id=https://s3.
amazonaws.com/easel.ly/all_easels/478032/1407774308&key=pri

References
Dignity Kitchen what can you get for, Retrieved on 27 July 2014 from ifonlysingaporeans blogspot website,
http://ifonlysingaporeans.blogspot.sg/2012/11/dignity-kitchen-what-can-you-get-for.html
About, Retrieved on 27 July 2014 from Dignity Kitchen website, http://dignitykitchen.sg/about/
Diginity Kitchen info, Retrieved on 27 July 2014 from Facebook website, https://www.facebook.com/dignity.
kitchen/info
Eighteen Chefs, Retrieved on 26 July 2014, http://tessanai.blogspot.sg/2013/06/eighteen-chefs.html
About Eighteen Chefs, Retrieved on 26 July 2014,
http://www.eighteenchefs.com/v2/index.php/about/eighteenchefs/
Greyston Bakery, retrieved on 28th July 2014.
http://greyston.com/about-greyston/