situation analysis
DESCRIPTION
CHAPTER 1- PROJECT OVERVIEW CHAPTER 2 – PROJECT PROFILE CHAPTER 3 – THE COMPANY CHAPTER 4 – CONSUMERS AND STAKEHOLDERS CHAPTER 5 – INDUSTRY AND MARKETPLACE CHAPTER 6 – COMPETITIVE SITUATION CHAPTER 7 – SWOT ANALYSIS CHAPTER 8 – STRATEGIC TARGET AUDIENCE CHAPTER 9 – RESEARCH DEVELOPMENT CHAPTER 10 – PRECEDENT STUDIESTRANSCRIPT
MMI 3313 PROJECT DESIGN 1
SITUATION ANALYSIS
DARABIF
CHE MUHAMMAD ‘AFFAN BIN CHE ABDULLAH
1101110533
Media Innovation
TABLE OF CONTENT
CHAPTER 1- PROJECT OVERVIEW Page 4
1.1 INTRODUCTION
1.2 PROBLEM STATEMENT AND ISSUES
1.3 OBJECTIVES AND AIMS
CHAPTER 2 – PROJECT PROFILE Page 6
2.1 PRODUCT NAME
2.2 PRODUCT CLASSIFICATION
2.3 PRODUCT CHARACTERISTIC
2.4 PRODUCT RANGE
2.5 DISTRIBUTION
2.6 PRODUCT LIFE CYCLE
2.7 THE BRAND
2.8 BRAND IMAGE AND IMPLICATION
2.9 STRENGTH AND WEAKNESS
2.10 ADVANTAGES AND DISADVANTAGES
2.11 UNIQUE SELLING PROPOSITION (USP)
2.12 PROMOTIONAL HISTORY AND ADVERTISING SCHEDULE
2.13 POSITIONING STATEMENT
CHAPTER 3 – THE COMPANY Page 15
3.1 COMPANY OVERVIEW
3.2 BUSINESS DESCRIPTION
3.3 COMPANY HISTORY
1 | D a r a b i f
3.4 KEY PEOPLE
3.5 LOCATION AND SUBSIDIARIES
3.6 BRANDS, MAJOR PRODUCTS AND SERVICES
3.7 CORPORATE VISION
3.8 CORPORATE MISSION
3.9 COMPANY’S CURRENT PROMOTIONAL STRATEGY
3.10 PRODUCT SALES’ HISTORY
3.11 CURRENT MARKETING OBJECTIVE
3.12 MEDIA EXPENDITURE
CHAPTER 4 – CONSUMERS AND STAKEHOLDERS Page 22
4.1 CCURRENT CONSUMER’S CHARACTERISTICS
4.1.1 DEMOGRAPHICS
4.1.2 PSYCHOGRAPHICS
4.2 STAKEHOLDERS’S CHARACTERISTICS
CHAPTER 5 – INDUSTRY AND MARKETPLACE Page 25
5.1 THE INDUSTRY
5.1.1 DEFINITION OF THE INDUSTRY
5.1.2 SHAPE OF THE INDUSTRY
5.1.3 DEVELOPMENT OF THE INDUSTRY
5.2 THE MARKETPLACE
5.2.1 CURRENT CONDITION OF THE MARKET PLACE
5.2.2 CHANGES IN MARKETPLACE
CHAPTER 6 – COMPETITIVE SITUATION Page 29
6.1 DIRECT COMPETITORS
2 | D a r a b i f
6.2 INDIRECT COMPETITORS
CHAPTER 7 – SWOT ANALYSIS Page 34
7.1 STRENGTH
7.2 WEAKNESS
7.3 OPPORTUNITY
7.4 THREATS
CHAPTER 8 – STRATEGIC TARGET AUDIENCE Page 35
8.1 PROPOSED PRIMARY TARGET AUDIENCE
CHAPTER 9 – RESEARCH DEVELOPMENT Page 37
9.1 MARKETPLACE RESEARCH
9.2 MARKET OBSERVATION
9.3 ONLINE SURVEY
9.4 INTERVIEW
9.5 OTHERS
CHAPTER 10 – PRECEDENT STUDIES Page 50
10.1 ADVERTISING STRATEGY
10.2 PRECEDENT STUDIES
CHAPTER 11 – REFERENCES Page 56
CHAPTER 12 – APPENDICES Page 57
3 | D a r a b i f
Chapter 1 : Project Overview
1.1 Introduction
Darabif is one of rapidly growing brand involved in the production of
beef, lamb and mutton products. Established in 2004, they’re also distributor
of meat product at supermarkets and hypermarkets throughout Malaysia
such as Tesco, Giant, Cold Storage, Carrefour, Jusco, Mydin, Isetan, Hero,
Mercato and Village Grocer. They started as a distributor of local beef to
supermarkets around Klang Valley area.
4 | D a r a b i f
1.2 Problem Statement
Darabif faced tough competition from well established, local and
international burger patty manufacturer such as Ramly, Saudi Gold, Marina,
Ayamas, Ayam Dindings, Farm Best and etc. It’s common for consumer
when they’re thinking about buying a burger patty, Ramly brand came
across their mind because it has been established long-time and consumer
get used to Ramly brand. As a results consumer also doubt the taste of other
burger patty brand.
The brand itself still not widely known as it lacks of advertising on
different media channels like television commercial, radio commercial,
billboard advertising and etc.
1.3 Objectives & Aims
To enhance better advertising by putting more outdoor advertising media
such as billboard, bus stand and on public transport like bus.
To increase Darabif brand image and popularity.
To convince consumer by placing tasting booth at malls, supermarkets
and hypermarkets.
To gain trust among consumer of how good taste and healthy the product
is.
5 | D a r a b i f
Chapter 2 : Project Profile
2.1 Product Name
Darabif Beef Burger
6 | D a r a b i f
2.2 Product Classification
Darabif Beef Burger patty is an easy to cook and eat frozen groceries
product, which fall under Food category.
2.3 Product Characteristics
Packaging - In a square/ rectangle box, sealed with see through
plastic cover. Proper size and convenient.
Price - About RM9
Unit of Sale - Sold 4 patty per unit(box).
(100g/patty x 4 = 400g)
2.4 Product Range
Darabif Chicken Burger 400gm
7 | D a r a b i f
Darabif Lamb Burger 400gm
Darabif Junior Beef Burger 320gm
8 | D a r a b i f
Darabif Junior Chic Burger 320gm
Darabif Junior Frozen Lamb Burger 320gm
9 | D a r a b i f
2.5 Distribution
Darabif frozen burger range are distributed straight away from
manufacturing factory to the leading supermarkets and hypermarkets such as
Tesco, Giant, Cold Storage, Carrefour, Jusco, Mydin, Isetan, Hero, Mercato
and Village Grocer throughout peninsular Malaysia and also Sabah and
Sarawak. Only then later it’ll be bought by consumer that came to the
mention supermarkets and hypermarkets. The company didn’t sell their
product straight to the consumer and therefore Darabif is using indirect
distribution channel.
2.6 Product Life Cycle
Sales
Intro Growth Peak Decline
10 | D a r a b i f
2.7 The Brand
The brand name is Darabif. It carries a range of products under it such
as Darabif Beef Burger, Darabif Chicken Burger, Darabif Lamb Burger,
Darabif Junior Beef Burger, Darabif Junior Chicken Burger and Darabif
Junior Lamb Burger all of which is a frozen burger patty. The brand it trying
to create is a fresh, natural and healthy food brand with a taste of joy eating
the healthy burger patty with more meat and less fat. The brand Darabif
which bif is actually from the word beef but simplify and make it a little
funky to suits the concept it trying to convey.
11 | D a r a b i f
2.8 Brand Image and Implication
Darabif soft green background color of the logo showing how green
and fresh the brand is to attract much attention from a person who love to
practice healthy lifestyle. It’s a fast food as it is easy to prepare and eat but
also healthy because it contain more meat and less fat.
Market share among the competitors :
Competitor Market Share
Ayamas
Ayamas currently has 36% overall market share in frozen and
freezer-to-fryer products in the country. Ayamas has expand
its dine-in restaurant Rasamas of up to 40 outlets as for now.
Ramly
Ramly Burger has indeed a strong domination in Malaysia’s market. reached RM1 billion sales and have opened two processing plants in Cheras andMukim Batu which produces 150,000 tonnes products daily. Apart from Malaysia Ramly products also available in Singapore, Indoneisa and Thailand which has contributed 30% of the company’s revenue.
Stouffer's United States leading manufacturer and marketer of more than 150 varieties of premium quality frozen prepared foods.
ThaliaThalia, one of Malaysia's very own Halal quality frozen food
manufacturer.
12 | D a r a b i f
2.9 Strength and Weakness
Strength
Contained more lean meat than any other brand product.
Contained less fat.
Promotes healthy food.
Nicely designed packaging label.
Easy to prepare.
Premium quality meat.
Weakness
Expensive price.
2.10 Advantages and Disadvantages
Advantages
Making consumer aware of healthy but easy to prepare food is worth
the money.
Producing more advertisements.
Product campaign improvement.
Disadvantages
Miss interpretation of the awareness campaign.
More money to be spend and consumer might ignore the increasing of
the advertisement.
13 | D a r a b i f
2.11 Unique Selling Proposition (USP)
They’re approached of showing how fresh and natural their meat product is
so enjoying at the same time give a lot’s of benefit to the consumer
themselves. It gives a simple perspective where when our body is healthy it
is easier for us to enjoy do what we want to do.
2.12 Promotional History and Advertising Schedule
Darabif imvolve in a small advertising campaign with not so much big one and that why still a lot of people didn’t know about the product/ brand.
2.13 Positioning Statement
Darabif produces a good grade premium quality frozen burger patty with so
much goodness in it where freshness and natural meat is enjoyable to eat that
target on the 35 and under demographic.
14 | D a r a b i f
Chapter 3 : The Company
3.1 Company Overview
Darabif Meat Company Sdn. Bhd. (DMSB) is the parent company of
Darabif, formerly known as Darabif Marketing Sdn. Bhd. Under DMSB
there’s two subcompany Darabif Burger Company Sdn. Bhd. and Darabif
Meat Processing Sdn Bhd. Darabif Burger Company Sdn. Bhd. is a company
that manages all it Fast Food chain name ‘Darabif Burger Restaurant’. The
target of Darabif Burger is to provide an enjoying place to hang around like
a normal fast food concept but with a much more healthier burger and more
nutritions in it to be eat.
Darabif Meat Processing Sdn. Bhd. is the company that manages the
factory that manufacture the burger patty, process incoming livetock and
prepare meat for distribution to selected supermarkets and hypermarkets.
15 | D a r a b i f
3.2 Business Description
Darabif have evolve quite nicely from only a meat distributar to a product
manufacturer and getting stronger day by day. Their dedication in providing a
good, quality and also halal meat to the consumer can be seen throughout their
journey and their development of idea to create a better business opportunity have
been exemplary. Their passion with meat can clearly be seen on their brand slogan
itself which is ‘Lets Meat!’. It sends a message to the consumer that this is the
brand to choose when it came to meat product.
16 | D a r a b i f
3.3 Company History
The company was established in year 2004 only as a distributor of beef from local
livestock to supermarkets across Klang Valley area. After a few years operating it
has since expanded its business to include, import and distribution of halal beef to
the food service industry from various countries such as Australia, Argentina and
China. They later venture into a burger manufacturing division which is currently
one of the leading retail premium burger brands in the country, competing with
other burger patty product brand in the local market. Darabif burger patties can be
found at all leading retailers in the country either a small supermarkets or a big
hypermarkets.
17 | D a r a b i f
3.4 Key People
Job Title NameAlt Director Tee Kim Tee @ Tee Ching Tee
Director Hanifah Bee Binti Md. AriffDirector Tee Cheng HuaDirector Tee Lip HianDirector Wan Hazreek Putra Hussain YusufSecretary Paul Ignatius StanislausSecretary Lim Kui ShuangSecretary Lim King Hua
3.5 Location and Subsidiaries
Headquarters Unit B-08-01, Menara Bata, PJ Trade Center, Jalan PJU 8/8A, Damansara Perdana, 47820 Petaling Jaya, Selangor.
Subsidiaries Unit 37.02, 37th Floor, Menara Multi-Purpose, Capital Square, No. 8, Jalan Munshi Abdullah, 50100 Wilayah Persekutuan, Kuala Lumpur
3.6 Brands, Major Products and Services
The company hold one big brand which is Darabif. They produce and distribute meat product across Malaysia and even other countries. They produces raw meat like ..
Beef Chicken Lamb
throughout local supermarkets and hypermarkets.
18 | D a r a b i f
They also produces prepared frozen premium burger patty that is also healthy to eat. The product is ..
Darabif Chicken Burger
Darabif Lamb Burger
Darabif Junior Beef Burger
Darabif Junior Chic Burger
Darabif Junior Frozen Lamb Burger.
The latest is a Quick Service Burger Restaurant (QSR) concept like other fast food chain like McDonald’s, Burger King, Wendy’s and etc. They’re using their own Darabif burger patty in their menu set will include ..
Darabif burger Fries Drinks.
3.7 Corporate Vision
To achieve better understanding between consumer needs and brand development.
Open a new way for local premium burger patty range.
3.8 Corporate Mission
To be the leading meat brand in Malaysia. Expend brand awareness in Malaysia.
19 | D a r a b i f
3.9 Company’s Current Promotional Strategy
Previously Darabif have approach a few but not so many promotional strategy. One of it is buy venturing in burger manufacturing in which they manage to add more brand popularity plus increase sales. They’ve also start they’re own Fast Food Restaurant called Darabif Burger Restaurant which at the same time promote their own burger meal and also frozen burger patty which can be bought at supermarkets and hypermarkets. With that they deploy a Burger Truck to improve sales and brand awareness among consumers. In hope that people will know the brand better and trusted it in the near future.
3.10 Product Sales History
20 | D a r a b i f
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
2004 2005 2006 2007 2008 2009 201003
201103
201203
201303
3.11 Current Marketing Objective
Short-Term Objectives
Fulfill consumer needs. Improve advertising strategies, hiring new marketing management &
accounting team.
Long-Term Objectives
Distribute to all small mart and mini market around Malaysia. Expand to Sabah and Sarawak.
3.12 Media Expenditure
Darabif current advertising strategy Is too weak. They need to realize that they need to try advertise on other channel.
21 | D a r a b i f
Chapter 4 : Consumers and Stakeholders
4.1 Current Consumer’s Characteristic
4.1.1 Demographics
Age 10 - 35Gender Male and femaleEducation School, College and UniversityOccupation Students and white collar workerIncome range RM1800 – RM5000Race and ethnicity All races and ethnicsGeographical location Urban area
4.1.2 Psychographics
Perception A young teenage and executive who are too busy with assignments and work and only got little time for food yet still keeping up with healthy lifestyle and eat good food and even enjoy it at the same time.
Learning From internet most of the time and friend.
Motivations & needs They prefer a healthy food and delicious at the same time.
Attitude and personality Fast food lover, hardworking, discipline and care about health.
Lifestyle Hectic life, studying hard student life and healthy life.
22 | D a r a b i f
4.2 Stakeholders Charcteristics
4.2.1 Primary
Chairman / President
Set the agenda, style and tone of board discussion to promote
contructive debate and effective decision-making.
Chief Executive Officer
To implement the strategic goal and objective of the
organization.
Board of Director
Directing the employees of the company to achieve
organization goal.
Shareholders
Develop and maintain business model by investing money to
the company in interest of share on its profit.
Committees
Providing direction and leadership, dealing with compliance
issues.
Employees
Improving professional skills through specialized training and
specifically guided experience.
23 | D a r a b i f
4.2.2 Secondary
Market Place
Product’s availability for sale in the marketplace.
Distributors
Aids the distribution of the goods produced while earning from
the service provided.
Media
Help spread the news of the brand regarding new promotion,
latest news and more.
24 | D a r a b i f
Chapter 5 : Industry and Marketplace
5.1 The Industry
5.1.1 Definition of The Industry
Frozen Food Industry
The key word to be use here is preserve. This process started from the
time it is prepared up until the time when it’s ready to be eaten. It’s a
technique that have been used long time ago by the farmers, fishermen
and trappers to keep their goods produce in unheated buildings during
the winter season. Frozen food is going to need a lot more time before
it decomposition itself as the bacteria growth is blocked as the
residual moisture is turn into ice. Individually Quick Frozen or IQF is
the term used in food commodity industries.
5.1.2 Shape of The Industry
Malaysia’s frozen food industry is a diverse as the multi-
cultures of Malaysia with a wide range of processed frozen food with
Asian taste. The food processing industry is predominantly
Malaysian-owned. It is estimated that the global retail sales in frozen
food products is expected to grow annually and will be reaching a
high record as the frozen food products became more and more
consumed as it is an easy and fast way to enjoy food.
25 | D a r a b i f
Ayamas Food Corp Sdn Bhd beat competition to gain the lead
in frozen processed food retail sales in 2012, grabbing a 19% value
share. Its Ayamas brand rides on the expertise of its parent company,
which manages the hugely popular KFC fascia. Ayamas spreads an
expansive range and it won awards in 2011, raising the brand’s image,
including the MIFT Product Innovation Platinum Award 2011 earned
by its newer product, Ayamas Chicken Satay.
5.1.3 Development of The Industry
Frozen processed food is expected to post a negative 1% constant
value Compound Annual Growth Rate (CAGR) over the forecast
period. The retail volume of frozen processed food will maintain
minimal positive growth of 1% over the forecast period. Both
overweight and obese populations which are expected to grow in total
from 37% of the total population in 2012 to 41% in 2017, will see
Malaysian consumers becoming increasingly careful regarding their
eating habits.
26 | D a r a b i f
5.2 The Marketplace
5.2.1 Current Condition of The Marketplace
Nowadays most of the people are moving fast an always on-the-go. They do everything at lightning speed. Everything needed to be done as soon as possible. So with a fast and easy to prepare frozen food products yet healthy at the same time not like any other frozen food products it’ll take care of them almost the same as how normal meal will do. They don’t have to cook complicated dishes anymore.
27 | D a r a b i f
Paultry & Meat
Frozen Food
Fast Food
5.2.2 Changes In Marketplace
Positive
Frozen food is actually prepared food, no need to put anything just ready to
cook and eat which can save time.
It is an extra to this product as it is a healthy food.
Negative
Money wasting issue
28 | D a r a b i f
Chapter 6 : Competitive Situation
6.1 Direct Competitors
6.1.1 Ayamas Food Corporation Sdn. Bhd.
Market Share Ayamas currently has 36% overall market share in frozen and freezer-to-fryer products in the country. Ayamas has expand its dine-in restaurant Rasamas of up to 40 outlets as for now.
Product Features Frozen products such as Burger, Sausage, Nugget, Meatball, Chicken Meatload, Bone-In.
New Products Ayamas ‘Kids Choice’ Meal (Ready-To-Eat Bolognese)
Current and Past Advertising Campaign Current:
Ayamas offers Thai flavor which also presenting the latest promotion from Kedai Ayamas is the “Spicy Siam Roaster”, which is being promoted with the tagline “An Exquisite Taste of Thai”. The promotion campaign for this new Spicy Siam Roaster includes in-
29 | D a r a b i f
store marketing materials, neighbourhood leaflet drops and online social media for a wider reach to customers. They also launching a Facebook game with prizes that include an iPad 4, Samsung Galaxy Grand and Samsung S3 Mini to be won.
Past :
Ayamas is promoting their product by creating new recipes to be demonstrated by our own famous local celebrity chef, Chef Wan. It is a roadshow campaign held at selected supermarkets and hypermarkets where there’s a cooking contest for the audience to take part. It give the opportunities for the shoppers to meet Chef Wan.
30 | D a r a b i f
6.1.2 Ramly Food Processing Sdn. Bhd.
Market Share Ramly Burger has indeed a strong domination in Malaysia’s market. reached RM1 billion sales and have opened two processing plants in Cheras andMukim Batu which produces 150,000 tonnes products daily.
Product Features Frozen Chicken Burger & Beef Burger, Chicken Burger Classic Oblong, Beef Burger Classic Oblong & Lamb Burger Classic Oblong, Fish Burger & Prawn Burger, French Fries, Hotdog, Sausage, Chilli Sauce, Tomato sauce.
New Products Frozen Chicken Burger Grill Flavour & Beef Burger Grill Flavour.
Current and Past Advertising Campaign Current :
2012 sees they’re taking their advertising campaign to a cooking show ‘Enak Memasak Bersama Ramly Daripada Chef Liza’ on TV3 providing an audience to learn 26 recipe by Chef Liza.
Past :
Took part in 2008 Malaysia International Food & Beverage (MIFB) Exhibition at PWTC.
31 | D a r a b i f
6.2 Indirect Competitors
6.2.1 Stouffer's
Market Share United States leading manufacturer and marketer of more than 150 varieties of premium quality frozen prepared foods.
Product Features Baked Chicken Breast, Lasagna, Macaroni & Cheese, French Bread Pizza Grilled Vegetables Pizza, Fettucini Alfredo, Spaghetti with Meatballs and etc.
32 | D a r a b i f
6.2.2 Thalia
Market Share Currently, the company has extended the manufacturing to other food products and the distribution to hypermarkets, export and contract manufacturing for food franchises etc
Product Features Frozen Lasagna, Bolognese, Carbonara, Pie, Pizza and Sauces.
New Products Lamb Lasagna, Pasta Carbonara.
33 | D a r a b i f
Chapter 7 : SWAT Analysis
7.1 Strength
Contained more lean meat than any other brand product.
Contained less fat.
Promotes healthy food.
Nicely designed packaging label.
Easy to prepare.
Premium quality meat.
7.2 Weakness
Expensive price.
7.3 Opportunity
Making consumer aware of healthy but easy to prepare food is worth the money.
Producing more advertisements. Product campaign improvement.
7.4 Threats
Miss interpretation of the awareness campaign. More money to be spend and consumer might ignore the increasing of
the advertisement.
34 | D a r a b i f
Chapter 8 : Strategic Target Audience
8.1 Proposed Primary Target Audience
DemographicAge 24 – 35Gender Male & FemaleEducation College / UniversityOccupation White collar workerIncome Range RM1800 – RM5000Race & Ethnicity All races and ethnicsGeographic Location Urban area
PsycographicPerception A young teenage and executive who are too busy with
assignments and work and only got little time for food yet still keeping up with healthy lifestyle and eat good
food and even enjoy it at the same time.Learning From internet most of the time and friend.Motivation & Needs They prefer a healthy food and delicious at the same
time.Attitude & Personality Fast food lover, hardworking, discipline and care about
health.Lifestyle Hectic life, studying hard student life and healthy life.
35 | D a r a b i f
8.2 Proposed Secondary Target Audience
DemographicAge 35 - 50Gender Male & FemaleEducation School, College / UniversityOccupation White collar workerIncome Range RM2000 – RM5000Race & Ethnicity All races and ethnicsGeographic Location Urban area
PsycographicPerception A young teenage and executive who are too busy with
assignments and work and only got little time for food yet still keeping up with healthy lifestyle and eat good
food and even enjoy it at the same time.Learning From internet most of the time and friend.Motivation & Needs They prefer a healthy food and delicious at the same
time.Attitude & Personality Fast food lover, hardworking, discipline and care about
health.Lifestyle Hectic life, studying hard student life and healthy life.
36 | D a r a b i f
Chapter 9 : Research Development
9.1 Marketplace Research
I start my first visit to Giant located at Seri Kembangan which is not so far from
Cyberjaya. It is a new hypermarket shopping mall at Seri Kembangan. The signage
can be seen clearly from the main road and even from nearby highway.
37 | D a r a b i f
38 | D a r a b i f
This is the inside of the hypermarket where frozen food is all place in one section.
All the product can be seen placed and organized by type, flavour, size and etc.
Everything does look organized, clean and healthy suits where food needed to be
placed either it’s frozen or not. Bottom line is all products under the category of
Frozen Food is well organized and easily can be found by customer.
39 | D a r a b i f
The product can be seen nicely packed and arranged inside it’s own partition ready
to be bought. It was placed almost at the back part of the groceries area but can
easily be reached.
40 | D a r a b i f
Just nearby the Darabif frozen products, frozen products from competitive brand
can be seen most of them have a lot more variety in terms of product type. But
some of are not that good packaging compare to Darabif products. Some are good.
Competitive brand like Ayamas, Ramly, Kraft is quite strong in the market. Lots of
people buying their product because most of them knew the product and brand
quite well.
41 | D a r a b i f
9.2 Market Observation
During my observation at Giant Seri Kembangan. I easily found that Darabif
product is easily overshadowed by other products because they don’t have many
ranges of frozen product unlike other earlier established brand like Ramly for
example. But the packaging is fine and already nicely done, eye catching and easy
to understand by the shoppers. Only one to two out of 10 person that goes at the
Darabif frozen burger section is stopping and checking out the product. Others just
walk by it like it’s not there.
42 | D a r a b i f
9.3 Online Survey
Online survey was conducted from 11th July 2013 until 15th July 2013 with a total
of 35 participants answering and filling all the required answer on the online
survey form. The main purpose of conducting this online survey is to identify
either consumer know and how well they know the existence of Darabif Frozen
Food and how would they react to it.
Majority still didn’t know about the brand Darabif with only 14% out of all
answering the survey know Darabif and 69% know it from family and friends, 3%
from social media site such as facebook and twitter 1% from both print ads and
website / blogs. No records on television and radio.
Most of the participants didn’t know that Darabif is a local brand, sells Halal local
and imported meat and healthy but many still would consider buying Darabif
Frozen Products. That shows they need to have a better and wider coverage
advertising campaign.
Online Survey Questions and Result Details :
43 | D a r a b i f
44 | D a r a b i f
45 | D a r a b i f
46 | D a r a b i f
47 | D a r a b i f
48 | D a r a b i f
49 | D a r a b i f
50 | D a r a b i f
51 | D a r a b i f
Chapter 10 : Precedent Studies
10.1 Advertising Strategy
Darabif currently lack of advertising and promotional activities. They only use a few advertising channel and it’s really not efficient.
Promotional Banner
This promotion banner can only be seen at the Darabif Burger Restaurant. It’s a good way to attract people to feel the deliciousness of Darabif burger patty so it’s also should be outside of the Restaurant to attract more and more people.
52 | D a r a b i f
Fast Food Truck
This way of advertising is an interesting and fun way of approaching a customer. It’ll make them feel different as they got to buy and taste Darabif product just about everywhere. Not only this promotes the Darabif Burger Restaurant, it’ll also help advertise their frozen burger range as it uses the same patty.
53 | D a r a b i f
54 | D a r a b i f
Website
The website is one efficient way of advertising for darabif but currently they only have a website for their Quick Serving Burger (QSR) Restaurant which is still not everything functioning well. They need to have their parent company website only for Darabif brand and from there other sub-company can be linked.
55 | D a r a b i f
56 | D a r a b i f
10.2 Precedent Studies
57 | D a r a b i f
58 | D a r a b i f
Chapter 11 : References
Darabif Burger - http://www.darabif.com.my
Ramly - http://www.ramly.com.my
Stouffers - http://www.stouffers.com/
Thalia - http://www.thalia.my
59 | D a r a b i f
Chapter 12 : Appendices
60 | D a r a b i f
61 | D a r a b i f
62 | D a r a b i f