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MMI 3213
MEDIA INNOVATION DESIGN PROJECT 1
SITUATION ANALYSIS
Product Name: Sticky
Name: Maryam binti Harun
Student I.D.: 1092700218
Year: Delta 1, Trimester 1 2012/2013.
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Table of Content
Chapter 1 – Project Overview
1.1 Introduction 11.2 Problem Statement and Issues 21.3 Objective and Aims 2
Chapter 2 – Product Profile
2.1 Product Name 32.2 Product Classification 32.3 Product Characteristic 32.4 Product Range 62.5 Distribution 72.6 Product Life Cycle 82.7 The Brand 82.8 Brand Image and Implication 82.9 Strengths and Weaknesses 82.10 Advantages and Disadvantages 92.11 Unique Selling Point (USP) 102.12 Promotional History and Advertising Schedule 102.13 Positioning Statement 10
Chapter 3 – The Company
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3.1 Company Overview 113.2 Business Description 113.3 Company History 113.4 Key People 133.5 Location and subsidiaries 143.6 Brand, Major Products and Services 153.7 Corporate Vision 153.8 Corporate Mission 153.9 Company’s Current Promotional Strategy 163.10 Product’s Sale History 173.11 Current Marketing Objective 173.12 Media Expenditure 17
Chapter 4 – Consumers and Stakeholders
4.1 Current Consumer’s Characteristic 184.2 Stakeholder’s Characteristic 19
Chapter 5 – Industry and Marketplace
5.1 The Industry 205.2 The Marketplace 23
Chapter 6 – Competitive Situation
6.1 Direct competitor 256.2 Indirect competitors 27
Chapter 7 – SWOT Analysis
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7.1 Strength 297.2 Weaknesses 297.3 Opportunity 297.4 Threats 29
Chapter 8 – Strategic Target Audience
8.1 Proposed Primary Target Audience 308.2 Proposed Secondary Target Audience 31
Chapter 9 – Research Development
9.1 Marketplace Research 329.2 Market Observation 359.3 Online Survey 359.4 Interview 40
Chapter 10 – Precedent Studies
10.1 Advertising Strategy 4110.2 Precedent Studies 42
Chapter 11 – References 45
Chapter 12 – Appendix 46
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Chapter 1:
Project Overview
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Chapter 1: Project Overview
1.1 Introduction
Sticky, Malaysia’s first rock candy store is a group of highly skilled and dedicated confectioners,
recognized internationally as specialists in high quality, hand-made, rock candy style lollies and
candy art for weddings and corporate promotions. It is originated from Australia by a candy
maker, David King. They are multi-coloured with various flavours of rock candies. As for now,
Sticky is available internationally in five countries which are Australia, Malaysia, Singapore,
Indonesia and Hong Kong. Sticky made it first debut in Malaysia by Angel Candies Sdn. Bhd. in
2009. Angel Candies focused more on rock candies rather than making lollies and other products
made by Sticky internationally. Sticky are almost like an art meant to be eaten and enjoyed by its
consumers. In 2012, Angel Candies Sdn. Bhd. has managed to open three outlets in Malaysia due
to the increasing growth and demand of the candies.
The driving ethos at sticky is, and will always be, quality. The hand-made candy making process
is fascinating to watch, and, when mastered by a skilled confectioner, can lead to beautiful and
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highly intricate designs. Sticky’s confectioners are some of the most experienced, well trained
and professional candy makers working anywhere in the world today. “A special combination of
craftsman, entertainer, labourer, sculptor and chef.” Sticky are proud of what they create, and the
entire process is on show. A sensual delight and fascinating exhibition of skill, watching lollies
being made is the only way to truly appreciate what they do.
If quality matters, sticky has no substitute.
1.2 Problem Statement and Issues
Sticky candies often to be mistaken as the same as other typical candy store are also known to be
expensive compared to other confectionary stores selling candies. Consumer might have to think
few times before purchasing this product since it comes in a small package with highly
expensive value. Besides, when it comes to candy, people tend to have this perception on how it
is made and its nutritional value of the candy. They are concern about their health and they might
think consuming candy is a big no for their health. Apart from that, the audience who are not
aware of Sticky’s unique concept might think that they are typical candy store since they are lack
of promotions and publicity.
1.3 Objectives and Aims
Objectives:
To create brand awareness about Sticky among consumers.
To come out with effective and appropriate advertising method for Sticky to inform and
persuade consumers.
Aims:
To increase Sticky’s brand image.
To be ahead of other brands when it comes to giving personalized items as gifts.
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To change consumer’s perception on Sticky whereby they are not typical candy store.
Chapter 2:
Product Profile
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Chapter 2: Product Profile
2.1 Product Name
Sticky – traditional hand-made yummy.
2.2 Product Classification
Sticky is a specialty goods and it is non durable.
2.3 Product Characteristic
2.3.1 Packaging : 120g and 170g (bottle-sized)
2.3.2 Pricing : RM 14.50 - RM 19.90
2.3.3 Unit of sale : per bottle (minimum order 6kg)
2.3.4 Customization : Available upon request.
Order form
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Price and Packaging
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2.4 Product Range
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2.5 Distribution
Sticky is directly distributed from their outlets. The two outlets which are One Utama shopping
centre, Pavilion shopping mall and the latest store which is at The Gardens are their place of
distribution, making and selling their rock candies.
The product is also considered as exclusively distributed since it is only available at these three
retail outlets.
2.6 Product Lifecycle
2.7 The Brand
In Malaysia, Sticky is a traditional handmade candy introduced by the Angel Candies Sdn Bhd in
7th of Novermber 2009. Sticky’s target audience are those age from 12 to 35 because according
to them these young people are the one who are more likely to try new things and is at the age of
having fun apart from loves to hold special occasions. Sticky is founded by David King from
Sydney, Australia and they are called rock candy because candies they produced are crystallize
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and hard. With variety of flavours and design, sales of Sticky have been growing in the market
positively.
The candies were made live in front of the customers who are visiting their shop. Customers who
witnessed their process of the candy-making will be provided with the sample candy ‘baked’
fresh in front of their own eyes. With Sticky unique ideas and image, they will be at the peak of
Malaysia’s confectionery industry in future years.
2.8 Brand Image and Implication
Sticky is still in the growth stage since it has been 3 years in Malaysian market. If compared to
other confectionery in Malaysia, Sticky are lacking exposures and they are still weak in
branding. Due to this, they are not quite known to lots of consumers. Based on observation made,
they are targeting Malay customers since the brand is already famous to other races. They
created festive promotions such as Hari Raya for this purpose but sadly, they haven’t seem to
reach their target on that particular race of consumer since not a lot of consumer knows about
Sticky.
2.9 Strengths and Weakness
Strengths
Variations of candies.
Unique concept in selling their product.
The first rock candy product produced in Australia.
It is a well established company.
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Competitors do not provide customization like Sticky.
Priorities their quality in producing products.
Weakness
Expensive.
Lack of promotional activity.
Not many outlets available in Malaysia.
Lots of potential competition - from established products...'we already have one of those
thanks'
2.10 Advantages and Disadvantages
Advantages
Convenient for people who likes customized items but they do not need to do them on
their own. Sticky will do it for them.
Convenient items to be given as gifts. The candies are likeable to all walks of life.
Disadvantages
Even though there are not really direct competitors, consumers still may find Sticky is
expensice compared to other candies.
Sugary products might not be able to attract people who are health conscious.
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2.11 USP (Unique Selling Proposition)
Sticky is a brand that provides multi-coloured, variety types of rock candy for people who likes
to treat their special ones with sweet, customized delicacies.
2.12 Promotional History and Advertising Schedule
1) Festive Season Thematic – Selamat Hari Raya (2011)
2) Festive Season Thematic – Selamat Hari Raya (2012)
3) Citibank – Sticky promotion (2012)
2.13 Positioning Statement
Sticky is a brand that provides multi-coloured, variety types of rock candy for people who likes
to treat their special ones with sweet, customized delicacies targeting on customers at the age of
12 to 35 years old.
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Chapter 3:
The Company
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Chapter 3: The Company
3.1 Company Overview
Angel Candies Sdn. Bhd, founded in 2009 has established itself as Malaysia’s confectionery
brand in the food and beverages industry. The company is mainly responsible to only producing
candies under Sticky. The owners of Angel Candies are Paul and Angel. Angel Candies Sdn.
Bhd. is a group of confectioners some of the experienced, well trained and professional candy
makers working anywhere in the world today. They are a special combination of craftsman,
entertainer, labourer, sculptor and chef.
3.2 Business Description
Angel Candies Sdn. Bhd is a confectionery company that is fully responsible for the
development of Sticky. Other than retail business in One Utama, Pavilion and The Gardens, they
also receive customization candies for events and weddings. The minimum of customization
candy is 6kg and they have other packaging for customization.
3.3 Company History
The CEO of the company, Angel Candies Sdn. Bhd., Ms Angel Tan went aboard to Australia
few years back and she decided to bring this candy back to Malaysia. Ms. Angel resided there for
some time in order to learn the process of making rock candy. Here’s a brief history of Sticky’s
rock candy:
Lollies as bonbonniere
The "bonbonniere" can be traced back to the early days of European history, when amongst the
wealthy aristocrats they were given to celebrate birthdays, christening and marriages. In their
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earliest form, "bonbonniere" packaging was made of gold, precious stones, crystal or porcelain.
Even its contents were of great value as sugar was a costly delicacy, prized for its supposed
medical properties.
In the centuries that followed, as the cost of sugar reduced and with the mass-production of
sugared almonds (confetti) "bonbonniere" in its many forms, reached all sections of the
populace. Almonds have been given at weddings to wish the couple health, wealth, happiness,
longevity and fertility for over a thousand years, but not until the 13th century were they covered
with a layer of sugar to become "confetti".
Today, "bonbonniere", under its various names is given mainly in European and Mediterranean
countries. In Italy, "bomboniere" is an exquisite gift made of lace, net, artificial flowers and
ribbon, with sugared almonds or chocolate dragees. It may be given as a gift in its own right or,
used to enhance another gift.
In recent years, the practice of giving "bomboniere" at weddings, christenings etc. throughout the
world has taken hold as brides discover the pleasure it gives to have a memento of the wedding
day.
Popular colours and flavours
Flavour and colour choices should be as individual as the wedding itself. For some, multi-
coloured stripes of bright colours are in keeping with the celebration. They can be tailored to co-
ordinate colour themes, dresses, flowers etc. For others, glossy while lollies with names or
message in a single colour such as pink or red provide a gentler, more classic feel.
Generally we encourage people to run wild with flavour choices. Strawberry is always popular,
but we make anything from Quandong (an Australian desert peach) to wild-berry, mandarin,
watermelon, or Tia-Maria. We are yet to have a request we couldn’t fill.
Traditional practice modernised
Our particular style of hand-crafted “rock” style lollies has its roots in northern Europe,
particularly in Denmark. Being able to personalise and create, each time, a unique item
individually tailored to the day itself, takes the best of the bonbonniere tradition whilst allowing
the bride and groom to put their own personal stamp on the gift and day.
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3.4 Key People
CEO
Mr. Paul Chew & Ms. Angel Tan
Master Confectioner & Artisan
Ms Angel Tan
Managing Director
Mr Paul Chew
Confectioner & Artisan
Mr Wan Haizul
Public Relation
Ms Janice Yap
Design & Art
Mr Nigel Chew
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3.5 Location and Subsidiaries
Sticky Malaysia
1 Utama
LG 213 Lower Ground Floor,1 Utama Shopping Centre,
1,Lebuh Bandar Utama ,Bandar Utama , 47800 Petaling Jaya.
Tel: +603 7727 7688 Fax: +603 7725 7688
Pavilion
Lot 1.09.00 Level 1, Pavilion Kuala Lumpur,
168 Jalan Bukit Bintang, 55100 Kuala Lumpur.
Tel: 03 2144 2788 Fax: 03 2144 7288
The Gardens
Lot LG-201B, Lower Ground Floor,
The Gardens, Mid Valley City, Lingkaran Syed Putra, 59200 Kuala Lumpur.
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3.6 Brands, Major Products and Services
Angel Candies Sdn. Bhd. is the one behind the scene of Sticky, Malaysia’s first rock candy store.
It is one of the leading brands in sugar confectionery market. Below are the company’s brand,
products and services:
Personalised candy Exquisite bonbonniere Wedding candy Wedding lollies Candy and lollies for corporate promotions Candy and lollies for events Candy and lollies for marketing Promotional candy Sugar sculpture and candy art Candy with names Candy with words Candy with logos
3.7 Corporate Vision
To go global within Asia and beyond.
3.8 Corporate Mission
Bring happiness to the consumers and people all around them.
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3.9 Company’s Current Promotional Strategy
1) Festive Season Thematic – Selamat Hari Raya (2011)
2) Festive Season Thematic – Selamat Hari Raya (2012)
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3) Citibank-Sticky Corporation (2012)
3.10 Product Sales’ History
This information is private and confidential.
3.11 Media Expenditure
Sticky uses digital media as a part of their promotional activities. They own a website to promote
their brand but there are still lack of information on the brand itself. Sticky mainly used social
media sites in order to communicate with their consumers. They update their Facebook page on
regular basis. Each of the new promotion they are currently working on, they will give their
customer an updates on their Facebook page. It is also a page where the costumers and Sticky get
to interact with each other. The key is to connect directly with their consumers who will be
driving to their future growth of the brand.
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Chapter 4:
Consumers and Stakeholders
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Chapter 4: Consumer and Stakeholders
4.1 Current Consumers’ Charateristic
4.1.1 Demographics
Age : 12 to 35 years old
Gender : Male and female
Education : Pre-school and above
Occupation : Students to Working adults
Income Range : RM500 – RM 4500
Race & Ethnicity : Chinese
Geographical location : Urban
4.1.2 Psychographics
Perception : Consumers who are concern about keeping their loved
ones happy with simple treats.
Learning : Newspaper, website, TV advertisement, Friends and
family.
Motivation & needs : Relationships, friendships, family, work oriented.
Attitude & Personality : Loving and caring.
Lifestyle : Modern and fun.
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4.2 Stakeholders’ Characteristic
4.2.1 Primary
CEO
Setting up company goals and supervising company development.
Board of Directors
Directing the company’s affairs, whilst meeting the appropriate interests of its
shareholders and stakeholders.
Shareholders
Contributing to the company by investing in the share market and getting profits in
return.
Employees
Contributing for the company and cooperating together with board of directors to make
sure the business of Sticky runs smoothly.
Consumers
Supports the brand by purchasing item from the company and being loyal to it.
4.2.2 Secondary
Media
Act as a medium to promote and create brand awareness for Sticky.
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Chapter 5:
Industry and
Marketplace
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Chapter 5: Industry and Marketplace
5.1 The Industry
5.1.1 Definition of the Industry
Food and beverages (F&B) is the industry term which refers to all food and beverage
requirements for an occasion. The industry specializes in the conceptualization, the making of,
and delivery of foods. Restaurants and bars, including hotels, resorts, and casinos are the largest
section of F&B employees.
According to Malaysia International Food & Beverages (Mifb),“Traditional agricultural base and
rich natural resources encompasses a diverse range of high quality products that are uniquely
Malaysian, including canned and frozen food, seafood, herbs and spices, cocoa products dairy
products, sugar and confectionary products that are among the food items identified with export
potentials and most sought after by international buyers. Indeed, the processed food sector made
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it to Malaysia's top 10 export earners in year 2008 despite a whopping food import bill of MYR
35 billion.”
5.1.2 Shape of the Industry
“In Malaysia, food processing is an important component within the agro-based industry. This
sector accounts for a significant amount of the country's total manufacturing output with an
annual trade of over RM22 billion and exports of RM12 billion to more than 80 countries around
the world. The increased demand for processed food and beverages has in turn escalated the need
for new and innovative food processing and packaging equipment and technology, making it a
major contributor to the Malaysian economy.” (Malaysia International Food and Beverages-
Food Future)
Confectionery is broken up into three categories: chocolate, non-chocolate, and chewing gum.
Candies could be differentiated by water content--hard candies, soft candies, chewing gum and
sugarless candies. For Hard candies, they have a water content of not more than 3%. Soft
candies, which consists of jelly a type of candies with water content of 7.5% to 20% and non-
jelly with a water content of 3%-7%.
The shape of the industry are said to be at a growing stage because with Malaysia’s strategic
location in the Asean which provide a getaway for 550 million population in the region and it’s
positioning as the international halal food hub makes Malaysia a perfect place for local and
international F&B company to invest on. The market for confectionery in Malaysia increased at
a compound annual growth rate of 5% between 2004 and 2009. (Datamonitor, 2010). Chocolate
category is the lead of Malaysia’s confectionery market with a share of 48.4%.
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5.1.3 Development of the Industry
Sugar confectionery refers to a large range of food items, commonly known as sweets. Boiled
sweets, toffees, marshmallows, and fondant are all examples. Sweets are a non-essential
commodity, but are consumed by people from most income groups. The variety of products is
enormous, ranging from cheap, individually-wrapped sweets, to those presented in boxes with
sophisticated packaging.
“Chocolate is by far the largest, with a 55% of the total, while gum holds only a 14% stake but
is the fastest-growing segment Consumers in the U.S. spent $8.8 billion on various sweets last
year, a 2% increase over 2007 making the United States the largest consumer of candy in the
world. Many of the most popular candy bars sold today were developed between the 1890s and
1920 by various candy makers around the country. Rights to many of these candies have been
bought and sold many times since they were developed and now are owned by large corporations
such as Mars, Hershey Foods, Warner-Lambert, and RJR Nabisco. On average, Americans
consume about 25 lb. of candy per capita annually.” (Fletcher, 2006)
Before this, rock candy is often dissolved in tea. In Germany, it is an important part of the tea
culture and in other country like China, it is used to sweeten up Chrysanthemum tea. Other than
that, sugar was said to have medical benefits too. During the early days of European history, they
used to giving away "bonbonniere" in birthdays, christening and marriages. The packaging was
made of gold, precious stones, crystal or porcelain. Even its contents were of great value as sugar
was a costly delicacy, prized for its supposed medical properties.
“As years goes by, popular colors and flavours has been added in sugar in order to suits the
consumers need. More brands are developing and they are not just focusing on kids any more, in
fact they are having their adults market as well. So more and more sugar that is low fat, fruity
flavor or chewing gum that is good for teeth are coming out. With the development in the
industry, there will be more encouraging increase in the industry.” Confectionery has proven that
the industry is trying to win all walks of life and not just children to attract customers.
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5.2 The Marketplace
5.2.1 Current Condition of the Marketplace
According to Euromonitor International, the increasing health awareness among Malaysian
consumers led to a switch in demand in sugar confectionery over the review period as mints and
sugar-free sugar confectionery, both of which are healthier types of sugar confectionery,
benefited from the higher demand for healthy sugar confectionery. In 2011, there was an increase
in the trend of consumers preferring convenient packaging such as mints offered in rolls such as
the packaging of the Mentos brand as well as sugar confectionery which is packaged in smaller
sizes rather than sugar confectionery packaged in bulk.
Perfetti Van Melle Group remained the leading player in sugar confectionery in Malaysia during
2010 with a 14% value share. The strong foundation laid by the company is largely comprised of
its leading brand Mentos, which continues to hold the highest value share of all sugar
confectionery brands in Malaysia, accounting for 11% of total value sales in 2010. Continuity in
innovation through the Mentos brand sets an excellent example to be followed by other players
in sugar confectionery. During 2010, Perfetti Van Melle Group continued releasing new flavours
under the Mentos brand in Malaysia which were imported from other countries. These included
Coca-Cola flavour from Thailand and fruit flavour from Indonesia. These new flavours managed
to engender a fresh brand image in the eyes of the Malaysian public.
Mints and sugar-free sugar confectionery are expected to increase in popularity in Malaysia over
the forecast period. However, with a large existing base of value sales of RM462 million, the
growth potential in sugar confectionery in Malaysia is rather limited, leading to very low
marginal constant value growth over the forecast period. It is foreseeable that there will be a
decline in value sales of less healthy sugar confectionery categories such as boiled sweets over
the forecast period. On the other hand, value growth in functional and healthier sugar
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confectionery categories such as mints will increase, resulting in very low marginal positive
growth for sugar confectionery overall over the course of the entire forecast period. However,
growth in sugar confectionery is unlikely to be affected by the prevailing economic conditions in
Malaysia as the retail price of sugar confectionery remains relatively low.
5.2.2 Changes in Marketplace
Positive
Restoration of sugar confectionery industry increases sales and creating better chances
for the industry to make room for improvements.
Negative
Abundance and growth of lots of other brand in the industry is creating a lot of
competition to the sugar confectionery market which then makes it hard for the industry
to be the best out of the best.
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Chapter 6:
Competitive Situation
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Chapter 6: Competitive Situation
6.1 Direct Competitors
6.1.1 Chupa Chups
Company Overview
Chupa Chups is a lollipop company founded by the Spaniard Enric Bernat in 1958, and currently owned by the Dutch-Italian multinational corporation Perfetti Van Melle. The name of the brand comes from the Spanish verb chupar, meaning "to suck".
The Chupa Chups company was a success. Within five years Bernat's sweets were being sold at 300,000 outlets. After the end of the Francisco Franco dictatorship (1939–1975), the self-funded private company went international. In the 1970s the lollipops appeared in Southeast Asian countries, such as Indonesia, Singapore, Philippines and Malaysia, as well as Australia. In the 1980s it expanded to the European and North American markets, and in the 1990s to most Asian countries, such as South Korea and Japan. As of 2003, 4 billion lollipops a year are sold to 150 countries. The company has 2000 employees, makes 90 percent of its sales abroad, and has a turnover of €500,000,000.In July 2006 the company as a whole was acquired by the Italian group Perfetti Van Melle.
Product Range
Chupa Chups Classic Chupa Chups Mini Chupa Chups Filled Lolipops Chupa Chups 2 Pop Chupa Chups Sugar Free Chupa Chups XXL Chupa Chups Crazy Dips
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Chupa Chups Cotton Bubblegum
6.1.2 Candylicious
Company Overview
Candylicious is a concept representing fantasy, joy and irreplaceable childhood memories. It
combines candy and the world of imagination into a hip and fashion forward candy store.
Explore the colourful world of Candylicious with its visually mesmerizing pillars embedded with
candy, a canopy of a lollipop tree covered with dangling lollipop favourites and the Candylicious
Airplane “taking off” above your heads. Just about anything you are craving for can be found in
the aisles of this whimsical store.
On September 2009, Candylicious opened the Largest Candy Store in the World in The Dubai
Mall. Spanning over 10,000 square feet. Following this success in Dubai, UAE, Candylicious
opened its next store of the Largest Candy Store in Asia with the Largest Lollipop trees in the
World at Resorts World Sentosa in Singapore.
Product Range
Giant lollipops Jelly Beans M&M’s
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6.2 Indirect Competitors
6.2.1 Famous Amos
Company Overview
Famous Amos was incorporated in Malaysia as a private limited company under the Companies
Act, 1965 on 9 November 1983. It is the franchise holder of "THE FAMOUS AMOS C.C.C.C.
(M) SDN BHD" in Malaysia. It was acquired by DKSH Holdings (Malaysia) Berhad (formerly
known as Diethelm Holdings (Malaysia) Berhad) in January 1997.
Its first Hot-baked store was opened in Sungei Wang Plaza and officiated by the founder himself,
Wally Amos on November 30, 1984. Today, it operates over 60 successful Hot-baked stores in
shopping malls and airports in Malaysia.
Currently, there are nine varieties of chocolate chip cookies which are freshly baked throughout
the day in each of this Hot-baked store. By using the best ingredients, like semi-sweet chocolate
chips and flavorful nuts, these homemade tasting cookies became famous just by word of mouth.
The "Free Smell" from our Hot-baked store has been an irresistible aroma of our freshly baked
cookies to be enjoyed by true cookie lovers everywhere.
We have also introduce "Soft & Chewy Cookies" with variety of flavor for cookies lovers who
indulge in freshly baked soft cookies . Muffins, Brownies, Chocolate, Confectionery pick and
mix are complimentary products commonly found in Famous Amos outlets. Readily packed and
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customized gifts hampers are also ever available.
Famous Amos has been transformed to a cookies boutique with a selected range of cookies gift
tins and wide variety of gift packaging. All gift packaging are also complimented with selected
imported chocolates and premium mugs which are creatively packed into unique gifts.
We cater for all private and corporate functions for occasions such as parties, picnics, dinners
and social gatherings of all kinds.
6.2.2 Beryl’s
Company Overview
At Beryl’s it’s all about delivering the best chocolates in Malaysia.
Ensuring that our chocolates retain the same great taste every time, we use only the very best
ingredients. These include beans from Ghana, a globally recognized source of the very best
cocoa beans. Our other ingredients receive the same care and attention to detail.
But the best materials are only one piece of the puzzle. To ensure that the taste of Beryl’s
Chocolates is distinct and of the same high quality every time, we constantly research and
develop new manufacturing methods and products. After all, variety is the spice of life, isn’t it?
To that end, Beryl’s Chocolate today offers more than 100 varieties of chocolate to suit your
every mood and desire. That’s a list that is growing constantly by the way!
Product Range
Panned chocolate Bar chocolate Mini chocolate Ghana chocolate Fruits Fiesta chocolate Tiramisu chocolate Gifts Packs collection Pikko Collection Tin Collection Handmade chocolate
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No sugar added chocolate
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Chapter 7:
SWOT Analysis
Chapter 7: SWOT Analysis
Strength Weakness
Sticky outlet at The Pavillion.
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9.2 Market Observation
Based on my observation on the both of the outlet I went to, the product that mostly bought by
the customers is the mixed type of rock candy that sold inside a glass bottle worth RM 19.90.
Apart from that, the customized candies with personalized message are also popular among
customers. Message written on the surface of the candy for some purpose like appreciation and
expressing feelings mostly were bought as gifts to be given to their special ones.
9.3 Online Survey
The survey was conducted from 17th July 2012 to 27th July 2012 and approximately 36 people
have participated in the survey.
9.3.1 Survey Results
The first 6 questions basically cover the demographic information of the participants.
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Comments:
I didn't eat candy but I love the color of candy, so why don't you improve those promotion for attract me more into candy?
Brand image is important to stand out against the competitors. Advertise more and do more flavours. It should have more outlets and advertisement. It would be better if Sticky could provide samples on road tour and improve on their
promotions. They should open more outlets and distribute their products to other retail outlets like
supermarkets and such.
9.3.2 Survey Conclusion
After collecting the result of the survey, it is clearly shown that the product awareness of Sticky
is very low. They do not know the concept Sticky is using but they like the idea of customizing
gifts for their loved ones. Based from the result, Sticky needs more advertising and promotional
strategy and this survey is very useful for me to conduct this project.
9.4 Interview
During my first marketplace research to Sticky’s One Utama branch, I interviewed the cashier on
duty during that day. She gave me a number of a contact person regarding to the question I have
asked her on. I introduced myself to Angel Candy Sdn. Bhd. company by phone and explained
about my final year project, their annual financial report and sales history. The contact person
said they are not giving out the information to me since the matters are private and confidential.
Therefore I went to Sticky at The Pavillion and did the same thing and the cashier herself
mentioned that the info I’m searching on are still private and confidential.
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Chapter 10:
Precedent Studies
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Chapter 10: Precedent Studies
10.1 Advertising Strategy
Sticky are not really keen in doing their advertising and promotional strategy. They are lacking
of them which makes the brand became desaturated in the market.
1) Festive Season Thematic – Selamat Hari Raya (2011, 2012)
2) Citibank-Sticky Corporation (2012)
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Sticky’s outlets wall decoration.
10.2 Precedent Studies
Candylicious
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Kapiti
Kapiti have introduced a new luxury designed ice cream. This campaign from Colenso BBDO, Auckland brings to life the brief literally: Kapiti - where design meets ice cream.
Category: Confectionery & snacks Client: Fonterra Agency: Colenso BBDO, Auckland Country: New Zealand
"Pistachio" Print Ad for Hlunkur Icicle by The Vatikan
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Product: Hlunkur Icicle
Agency: The Vatikan
Country: Iceland
Category: Confectionery & snacks
Released: May 2010
Credits & Description: HlunkurLean
Advertising Agency: The Vatikan, Gardabaer, Iceland
Creative Director: Hallmar Freyr
Kit Kat
Advertiser: Nestlé S.A.
Brand name: Kit-kat
Product: Kit-kat Chocolate
Agency: JWT Mexico
Country: Mexico
Category: Chocolate
Released: June 2012
Credits & Description: Agency: JWT
Advertising Agency: JWT, Mexico
Chief Creative Officer: Manuel Techera
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Chapter 11:
References
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Chapter 11: References
1. Sticky Official Malaysia Website. http://www.sticky.com.my
2. Distribution Models. http://www.entrepreneur.com/encyclopedia/term/82250.html
3. Catagories of Consumer Products. http://www.knowthis.com/principles-of-marketing-
tutorials/product-decisions/categories-of-consumer-products/
4. Sugar Confectionery Market in Malaysia to 2014 (Confectionery).
http://www.researchandmarkets.com/reports/1796692/
sugar_confectionery_market_in_malaysia_to_2014
5. Food Future 2012. http://www.mifb.com.my/2012/foodfuture/
6. Definition of Confectionery. http://en.wikipedia.org/wiki/Confectionery
7. Nutritional Value of Candies.
http://www.fao.org/WAIRdocs/x5434e/x5434e0a.htm#nutritional significance
8. Product life-cycle. http://www.expertprogrammanagement.com/2011/01/product-lifecycle-
stages/
9. Sugar Confectionery in Malaysia (Oct 2011)
http://www.euromonitor.com/sugar-confectionery-in-malaysia/report
10. The Top 5 Global Confectionery Companies. http://www.top5ofanything.com/index.php?
h=efb06b00
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Chapter 12:
Appendix
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Chapter 12: Appendix
Candy by Sticky SurveyHello. I'm Maryam from Multimedia University (MMU), Bachelor of Creative Multimedia in
Advertising Design. I'm currently conducting a survey as a part of my final year project. It would be
great if you could spare some time completing my questionnaire form. All of the input and feedback
on this study are highly appreciated and much needed for my research. The information gathered will
be kept private and confidential. Thank you for your co-operation and contribution :)
* Required
What is your gender? *
Female
Male
What is your age group? *
12-17
18-23
24-28
29-35
What is your race? *
Malay
Indian
Chinese
Other:
What is your occupation? *
Student
Self Employed
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Professional
Other:
What is your income range? *
Below RM500
RM500 - RM1000
RM 1001 - RM 1500
RM 1501 - RM 2000
RM 2001 - RM 2500
RM 2501 and Above
Where do you live currently? *
Selangor or Kuala Lumpur area
Other:
How often do you eat candy? *
Daily
Several times a week
Once a week
Several times a month
Once a month
Rarely
I don't like candies
Which is your preferred confectionery store? *
Candylicious
Famous Amos
Beryl's Chocolate
Sticky
Do you like rock candy? *
Yes
No
Have you heard about Sticky before? *
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Yes
No
If yes, how did you find out about it? *
Newspaper
Internet
Word of mouth
Radio
Television
Poster / Banner/ Billboard
I never heard of it
Do you know that Sticky produces home-made candy? *
Yes
No
Do you know that Sticky also produces customized home-made candy? *
Yes
No
How would you describe candy produced by Sticky? *
Tasty
Expensive
Too sweet
Variations in flavour
Attractive
Provides sentimental value
I never heard of it
Other:
Would you consider giving customized Sticky to friends and family as a gift? *
Yes
No
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Do you think by giving specially customized items to your loved ones could improve your
relationship? *
Yes
No
What can Sticky improve on to achieve brand awareness? *
Packaging
Advertising and Promotion
Branding
Roadshow / Booth
Any additional comments on Sticky?
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