MMI 3033 DESIGN PROJECT 1 MEDIA INNOVATION SITUATION ANALYSIS

BR A N D: M O O C O W

10 8 11 0 0 60 5 C HE E Y UE T HEE PROG R AM M E: D ES IG N PRO JE C T 1 , M E DI A IN NO V A TIO N D AT E O F S U B MIS S IO N : YE AR : D ELT A 1, TR I M ES T ER 1

1.0 PROJECT OVERVIEW 1.1 INTRODUCTION 1.2 PROBLEM STATEMENTS AND ISSUES 1.3 OBJECTIVES AND AIMS 2.0 PROJECT PROFILE 2.1 PRODUCT 2.2 PRODUCT CLASSIFICATION 2.3 PRODUCT CHARACTERISTICS 2.3.4 UNIT PER SALE 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 2.12 PROMOTIONAL HISTORY AND ADVERTISING SCHEDULE 2.13 POSITIONING STATEMENT 3.0 THE COMPANY 3.1 COMPANY OVERVIEW 3.2 BUSINESS DESCRIPTION 3.3 COMPANY HISTORY 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 COMPANYS CURRENT PROMOTIONAL STRATEGY 3.10 PRODUCT SALES HISTORY 3.11 CURRENT MARKETING OBJECTIVE 3.12 MEDIA EXPENDITURE 4.0 CONSUMERS AND STAKEHOLDERS 4.1 CURRENT CONSUMERS CHARACTERISTICS

T ABLE

OF

C ONTENTS

Table of contents

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Table of contents

4.2 STAKEHOLDERS CHARACTERISTICS 5.0 INDUSTRY AND MARKETPLACE 5.1 THE INDUSTRY 5.2 THE MARKETPLACE 6.0 COMPETITIVE SITUATION 6.1 DIRECT COMPETITORS 6.2 INDIRECT COMPETITORS 7.0 SWOT ANALYSIS 8.0 STRATEGIC TARGET AUDIENCE 8.1 PROPOSED PRIMARY TARGET AUDIENCE 8.1 PROPOSED SECONDARY TARGET AUDIENCE 9.0 RESEARCH & DEVELOPMENTS 9.1 MARKETPLACE RESEARCH 9.2 MARKET OBSERVATION 9.3 ONLINE SURVEY 9.4 INTERVIEW 10.0 PRECEDENT STUDIES 10.1 ADVERTISING STRATEGY 10.2 PRECEDENT STUDIES 11.0 REFERENCES 12.0 APPENDICES FROZEN YOGURT SURVEY

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Chapter 1: Project Overview

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Chapter 1

P ro je ct Ov e rv ie w

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Chapter 1: Project Overview

1.0 P ROJECT O VERVIEW

1.1 I NTRODUCTION

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Frozen yogurt is not a new fad in Malaysia. The first frozen yogurt store in Malaysia started off in the 90s by The Country's Best Yogurt (TCBY). Due to the Asian economic crisis then, most of the consumers lack the purchasing power and thus spend less on indulgence products such as yogurt. This lead to TCBY stores suffering losses. TCBY in the states did not fare well either, with plummeting stock prices as well as drops in sales across most TCBY franchises in world, TCBY finally sold off the company to Capricorn Investors III in February 2000. Frozen yogurt made a comeback in the Malaysian market via Tutti Frutti in October 2009. Following this trend, various other frozen yogurt brands sprang to life. One of these is Moo Cow Frozen Yogurt. Moo Cow is a Malaysian brand and is wholly owned by Malaysians. The founder, Mr.Clifford Too opened its first store in December 2010 at Hartamas Shopping Center. Moo Cow currently has four outlets in the Klang Valley; Hartamas Shopping Center, The Gardens Midvalley, Wangsar Walk and the most recently, opened its fourth outlet in early October 2011 at Sunway Pyramid. Moo Cow currently offers 2 flavors, original and seasonal flavor. Customer has a choice of 17 toppings to choose from, ranging from nuts to cookies. Seasonal flavors are available for a limited time period. Seasonal flavors give consumer a change in palate, ensuring they come back to try a new flavor.

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Chapter 1: Project Overview

Moo Cow currently is a new and upcoming brand. They face stiff competition from the more established brand such as Tutti Frutti. Currently most of the business received by Moo Cow is based on social media, blog and magazine review as well as via word-of-mouth. Due to the lack of aggressive advertising, brand awareness is low. Yogurt is still a relatively new trend in Malaysia. Many people prefer the sweetness of ice cream as opposed to the sourish and tartness taste of yogurt. Yogurt is also not a traditionally part of the Malaysian diet. Hence, many Malaysians are unaware of the nutritional and health benefit of yogurt.

1.2 P ROBLEM S TATEMENTS

AND I SSUES

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1.3 O BJECTIVES
1. 3 .1 O B J E C T I V E S

AN D

A IMS

-Compare and contrast competitors brand and Moo Cow.

- Discover the characteristic and preference of yogurt consumer. -Come out with a creative and effective campaign so that Moo Cow will remain fresh in consumers eyes. 1. 3 .2 A I M S - Create brand awareness among consumers. -Maintain Moo Cow brand loyalty with current consumers.

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Chapter 2: Product Profile

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Chapter 2

P ro d u ct P ro f ile

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Chapter 2: Product Profile

2.0 P ROJECT P ROFILE

2.1 P RODUCT
Moo Cow Frozen Yogurt

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Moo Cow Frozen Yogurt is a frozen yogurt dessert that comes in original and seasonal flavor as well as a choice of toppings.

2.2 P RODUCT C LASSIFICATION

2.3 P RODUCT C HARACTERISTICS

2. 3 .1 T Y P E

Moo Cow Frozen Yogurt is a consumer good because it is an indulgence product bought to satisfy consumers need. It is a type of impulse convenience goods because consumer buys without prior planning. It is non-durable because it has an expiration date.

2. 3 .2 P A C K A G I N G Yogurt is served in a paper cup and spoon. Paper cup contains the brand name, illustrations of farm animals and a QR code. 2. 3 .3 P R I C E Original flavor and one free topping is RM 9.90. Seasonal flavor is RM10.90. Additional topping in RM1.00. 2. 3 .4 U N I T P E R S A L E Per cup

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2.4 P RODUCT R ANGE

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The flavors available are original and seasonal. Seasonal flavors change every month. There are 13 seasonal flavors up to date; Dates, Rose & Lime, Pink Jambu ( Pink Guava), Mango, Pat-poh (Chinese herbs), Honey Clamansi, Kopi (Coffee), Wheatgrass, Rootbeer, Gula Melaka (Melaka Brown Sugar), Pineapple & lychee, Blackcurrant, Mandarin Orange. AUGUST SEASONAL FLAVOR

JULY SEASONAL FLAVOR

Dates and Rose & Lime

JUNE SEASONAL FLAVOR

Pink Jambu and Pat-Poh (Chinese Herbs)

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MARCH SEASONAL FLAVOR

Honey Calamansi and Kopi (coffee)

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MAY SEASONAL FLAVOR

Rose & lime

FEBRUARY SEASONAL FLAVOR

Wheatgrass and Rootbeer

Mandarin Orange

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Chapter 2: Product Profile

APRIL SEASONAL FLAVOR

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Mango and Gula Melaka NOVEMBER SEASONAL FLAVOR

Wheatgrass and Blackcurrant 2. 4 .1 T O P P I N G S There are up to 17 toppings available: Hershey chocolate syrup, Dried sultana, Blueberry Jam, Oreo Crumbs, Strawberry Jam, Chocolate Chips, Peach Jam, Blackcurrant, Dried Prunes, Dried Cranberries, Oat meal, Melon Seed, Sunflower Seed, Almond, Ground, Pumpkin Seed, Corn Flakes, Digestive Biscuit.

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Chapter 2: Product Profile

Distribution of the yogurt is direct, from the manufacturer to the respective outlets. Moo Cow yogurt has exclusive distribution because it is sold only in Moo Cow outlets located at Gardens, Midvalley, Sunway Pyramid, Hartamas Shopping Centre and Wangsar Walk.

2.5 D ISTRIBUTION

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2.6 P RODUCT L IFE C YCLE

Sales

Intro

growth

peak

decline

Time

The product life cycle for Moo Cow is at the growth stage.

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2.7 T HE B RAND

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Moo Cow Frozen Yogurt was introduced in Malaysia in 2010. Moo Cows tagline is its soooooooo good. The emphasis on the the word so is to give the idea of how good the yogurt taste. 80% of Moo Cows frozen yogurt customers are female from the ages of 20-40 years old. These are the women who enjoy trying new things and are health conscious. Moo Cow differs from other brand is they stress on the genuine taste of frozen yogurt that is made with natural ingredients. Moo Cows frozen yogurt is smooth and creamy with a sour and tartness of real yogurt. Moo Cow frozen yogurt is low fat, low sugar and contains live ABT culture. Moo Cows USP is the ABT culture. ABT culture consist of the probiotics Lactobacillus acidophilus , Bifidobacterium animalis and Streptococcus thermophilus. These probiotics helps promote the growth of good bacteria in the stomach and helps the digestive system. Another benefit of live culture is, it helps to boost the immune system by preventing the growth of harmful bacteria while regulating lymphocytes and antibodies in the body. ABT probiotics is also known to help lower cholesterol and blood pressure in the long run. Yogurt is a suitable dairy alternative for lactose intolerant consumers because the probiotics produces lactase enzymes that lower the level of lactose in the body. Besides that, the yogurt is made from fresh Marigold milk and is high in calcium. It is beneficial for bone and teeth health.

2.8 B RAND I MAGE

Being a new brand in the market, consumers are not aware of the nutritional and health benefits of Moo Cow frozen yogurt. They perceive that Moo Cows yogurt is similar to any other yogurt brand in the market. With lack of advertising and promotions, Moo Cow is overshadowed by more established brands such as Tutti Frutti.

AND I MPLICATION

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2.9 S TRENGTH
2. 9 .1 S T R E N G T H

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W EAKNESS

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-Smooth, fuller and creamy tasting yogurt -Yogurt contains live ABT culture -Yogurt is low fat, low sugar and no artificial flavoring or powdered mix -Seasonal flavors that appeal to Malaysian taste bud -Yogurt made in house, with most ingredients sourced locally -Collect stamps on coupon to redeem gifts such as T-shirts etc -Attractive and whimsical dcor as well as an inviting sitting space

2. 9 .2 W E A K N E S S -New brand -Only one serving size and limited choices on flavors -Lack of promotion via media such as television, radio etc

2.10 A DVANTAGES
2. 1 0. 1 A D V A N T A G E S

AND

D IS ADVANTAGES

-ABT culture is good for digestive health -Appeal to health conscious consumers -Loyal following, as customer will return to try a new flavor every month -Quality, consistency and flavor is controlled because yogurts ingredients are mostly sourced locally and made in-house -Coupon reward system ensures consumer will return often -Comfortable ambience to spend time with friends and family 2. 1 0. 2 D I S A D V A N T A G E S -Competition from other established brands -Families with children would prefer a small serving size for their children -Lack of brand awareness from consumer

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2.11 U NIQUE S ELLI NG P ROPOSITION 2.12 P ROMOTIONAL H ISTORY S CHEDULE

AND

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Moo Cow frozen yogurt offers authentic frozen yogurt with a genuine tartness taste.

A DVERTISING

Moo Cow currently does not have any promotional history and advertising schedule.

Moo Cow frozen yogurt offers authentic frozen yogurt with a genuine tartness taste that appeals to young and health conscious females who enjoys guilt-free desserts.

2.13 P OSITIONING S TATEMENT

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Chapter 3: The Company

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Chapter 3
THE COMPANY

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Chapter 3: The Company

3.0 T HE C OMPANY

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3.1 C OMPANY O VERVIEW

Too Management Corporation Sdn Bhd was founded in 1998. The founder of the company is Mr.Too A Ping. The nature of Too Management Corporation Sdn Bhd is an investment holdings and retail selling company. Their main focus is on land acquisition and finding new investment opportunities. They also deal in funding new business venture. Moo Cow is one of their most current business ventures.

3.2 B USINESS D ESCRIPTION

Too Management Corporation Sdn Bhd is responsible for the production of frozen yogurt under the brand Moo Cow. The company is responsible to produce, promote and to market the Moo Cow yogurt. They are constantly looking for ways and opportunities to expand the Moo Cow business.

The CEO of the company, Mr.Clifford Too saw the opportunity for a successful yogurt joint when he was in United States, three to four years ago. Due to the Asian economic crisis and uncertainties in the yogurt business, he decided to put the idea on hold. When the TCBY yogurt folded in Malaysia a few years ago, he learned from TCBY past mistake. When the craze for Tutti Frutti started, he decided it was time to revive his idea of a local yogurt chain in Malaysia. About a year ago, Moo Cow frozen yogurt was born. The idea for Moo Cow started from scratch, and the yogurt recipes were based on on his personal recipe. After researching the market, there are not many companies that provides quality yogurt with helpful probiotics. Unlike other brands, Mr.Clifford wanted yogurt that is pure without the use of additives and powered mix. The first Moo Cow outlet opened in December 2010 at Hartamas Shopping Centre.

3.3 C OMPANY H IST ORY

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3.4 K EY P EOPLE

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3.4.1 EXECUTIVE MANAGEMENT TEAM

CEO (Chief Executive Officer) Clifford Too Job description: Responsible for companys overall operations and performance, serves as the main link between the board of directors and the companys various parts or levels.

CFO (Chief Financial Officer) Sandra Too Job description: Planning, implementing, managing and controlling all financial-related
activities.

COO (Chief Operating Officer) Chris Too Job description: Oversees all operations daily and reports directly to the chief executive
officer

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3.5 L OCATION

3. 5 .1 H E A D Q U A R T E R S

AND

S UBSIDIARIES

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Too Management Corporation Sdn Bhd Lot 57052 & 57054, Jalan Bukit Idaman, Bukit Idaman, Selayang, 68100, Selangor 3. 5 .2 O U T L E T S

Moo Cow Frozen Yogurt 3rd Floor, The Gardens,Mid Valley City, Lingakaran Syed Putra, 59200 Kuala Lumpur.

Moo Cow Frozen Yogurt LG2.75A, Lower Ground Two, Sunway Pyramid Shopping Mall, Jalan PJS11/15, Bandar Sunway, 46150 Petaling Jaya, Selangor Darul Ehsan

Moo Cow Frozen Yogurt 2nd floor, Hartamas Shopping Centre, Jalan Sri Hartamas 1, Sri Hartamas, 50480 Kuala Lumpur

Moo Cow Frozen Yogurt GK-07A, Wangsa Walk Mall, 1 Jalan Wangsa Delima 12, Wangsa Maju, 53300 Kuala Lumpur

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3.6 B RANDS , M AJOR P RODUCTS 3.7 C ORPORATE V ISION

Too Management Corporation Sdn Bhd is fully responsible for Moo Cows development. The company handles Moo Cows yogurt production and sales, data warehousing, transportation as well as finding ways to expand the Moo Cow market further.

AND

S ERVICES

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To be the number one yogurt chain in Malaysia.

3.8 C ORPORATE M IS SION

Provide high quality frozen yogurt at affordable prices for the mass market.

3.9 C OMPANY S C URRENT P ROMOTIONAL S TRATEGY

August 2011- Event sponsor Eco Day Out 2011 at Malaysian office of the global management consulting. October 2011 Event sponsor for fall winter media event at Gardens, Midvalley.

Official information was not available; it is stated as private and confidential. However, the information I manage to obtain was that sales was increasing rapidly. Sales

3.10 P RODUCT S ALES H ISTORY

December 2010

October 2011

Time

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3.11 C URRENT M ARKETING O BJECTIVE

3. 1 1. 1 L O N G T E R M Be one of the top brands in frozen yogurt market. Sustain markets interest and maintain sales of frozen yogurt Expand more outlets to different regions of Malaysia. 3. 1 1. 2 S H O R T T E R M Increase brand awareness among consumers Open up to 10 outlets around Klang Valley within the year 2012 Increase sales via social media and promotions

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Information not available, it is stated as private and confidential.

3.12 M EDI A E XPENDITURE

Find ways to prolong shelf-life of frozen yogurt

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Chapter 4: Consumers and Stakeholders

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Chapter 4
CONSUMERS
AND

STAKEHOLDERS

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4.0 C ONSUMERS AND S TAKEHOLDERS

4. 1 .1 D E M O G R A P H I C S Age: 20-40 years old Gender: Female Education: High School and above Occupation: Students and Working adults Income Range: Students (allowance: RM500 and above) Workers (salary: RM1500- RM5000) Race and Ethnicity: All races and ethnicity Geographical Location: Urban 4. 1 .2 P S Y C H O G R A P H I C S

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4.1 C URRENT C ONS UMER S C HARACTERISTICS

Perception: Enjoys eating dessert, enjoys spending time with family and friends Learning: Friends, Family, Internet- Social Media and Blogs, Magazine Motivation & needs: Healthy dessert, Having fun Attitude & Personality: Willing to try new things, Adventurous, Outgoing Lifestyle: Eating healthy, Modern

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4.2 S TAKEHOLDER S C HARACTERISTICS

4. 2 .1 P R I M A R Y S T A K E H O L D E R S CEO, Clifford Too

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- Responsible for companys overall operations and performance, serves as the main link between the board of directors and the companys various parts or levels. CFO, Sandra Too - Planning, implementing, managing and controlling all financial-related activities. COO, Chris Too - Oversees all operations daily and reports directly to the chief executive officer Board of Directors -Setting companys strategic direction and ensuring employees comply with companys policies as well as achieve organization goals Shareholders -Investors who hold stocks in the company and has the rights to vote in certain company matters, including choosing the board of directors. Employees - Individuals who works part-time or full time under an employment contract. All employees are hired by Moo Cow itself. Consumers - Loyal customers and new customers. They purchase goods from the company and contribute to the profits earned in the business. 4. 2 .2 S E C O N D A R Y S T A K E H O L D E R S Media and Journalist Online media, particularly social media such as Facebook and blogs as well as traditional media contributes to the brand awareness of Moo Cow.

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Chapter 5: Industry and Marketplace

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Chapter 5
INDUSTRY
AND

MARKETPLACE

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5.0 I NDUSTRY AND M ARKETPLACE

5.1 T HE I NDUSTRY
Food & Beverage

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Dairy Product

Impulse & indulgence Product

Frozen Dessert

5. 1 .1 D E F I N I T I O N O F T H E I N D U S T R Y

The food & beverage industry can be defined into two major segments; production and distribution of edible goods. Production involves the processing of meat and cheeses, and manufacturing of soft drinks alcoholic alcoholic beverages, packaged foods, and other modified foods. Food directly produced via farming and other forms of agriculture are not included in this industry as they are categorized under agriculture industry. Distribution is the transportation of finished food to consumers. These include companies that ship food to retail outlets, restaurants or directly to consumers. According to Malaysia International Food & Beverages (Mifb), In Malaysia, food processing industry is an important component within the agro-based industry. In 2009, this sector accounts for 10% of the countrys domestic manufacturing output with a total trade of over RM21 billions to more than 80 countries around the world. The increased demand for processed food and beverages has in turn escalated the need for innovative food processing and packaging equipment and technology, making it a major contributor to the Malaysian economy.

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5. 1 .2 S H A P E O F T H E I N D U S T R Y

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According to Market Watch Malaysia 2010, Food and Beverage (F&B) industry in Malaysia has become an important component of the agro-based industry. In 2008, the food processing industry contributed about 10% of the Malaysian manufacturing output and is predominantly Malaysian-owned. Market Watch Malaysia 2010 also noted that in 2008, the overall production index for selected processed food and beverages products industry increased by 8% to 125.3 from 116.0 in 2007, due to the high demand in both, the domestic and international markets. The Malaysian Industry Development Authority (MIDA) estimates that the present global retail sales in food products are worth around US$3.5 trillion, and are expected to grow at an annual rate of 4.8 per cent to US$6.4 trillion by 2020. Sales figure of selected processed food and beverages show an increase of the total sales value of processed food and beverages products by 24.5% to RM22.4 billion in 2008 from RM18 billion in 2007. This remarkable rise is mainly due to an increase in domestic consumption and exports. Processed food which recorded substantial high sales figures are manufacture of condensed, powdered and evaporated milk with RM4.1 billion, cocoa products (RM3.8 billion) and vegetables, animal oils and fats (RM1.3 billion).

5. 1 .3 D E V E L O P M E N T O F T H E I N D U S T R Y The increase in living standards and purchasing power of modern Malaysians has lead to lifestyle changes. This resulted in an increase demand for convenience food and health food. Market Watch Malaysia 2010 forecast that quality food products and low fat products will face a higher demand because of the rapid increase in lifestyle diseases, such as high blood pressure, heart problems due to overweight and change in eating habits. Consumer awareness in nutrition values and food fortification has generated a demand for healthy minimally processed food, organic food and natural food flavors derived from plants and seafood. According to Market Watch Malaysia 2010, Malaysias current population of 26.64 million is growing steadily at an annual rate of about 1.95%. The country has seen a steady increase in the standard of living and with it, its purchasing power (per capita income exceeds RM19,739 or US$5681). A report by Euromonitor International on Consumer lifestyles in Malaysia 2011 also supported that consumers purchasing power is increasing as consumer expenditure on food grew by a significant 17.6% (in real terms) during the review period, reaching RM44.1 billion in 2010.

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5.2 T HE M ARKETPLACE

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5. 2 .1 C U R R E N T M A R K E T C O N D I T I O N

According to the Dairy market report by Euromonitor International, In 2010, indulgence products, such as artisanal pastries, snack bars, chocolate and ice cream, posted higher current value growth than that seen in 2009. Consumers are returning to these products having reduced their spending in 2009. Impulse and indulgence products registered current value growth of 3% in 2010 to reach RM3,689 million. Sales of impulse and indulgence products continue to be led by artisanal players, which accounted for a 16% value share in 2009. Chained as well as independent bakeries, confectionery houses and ice cream parlours are gaining popularity in Malaysia. For example, Krispy Kreme, an American franchise, started operations in Malaysia in April 2009. Sales of impulse and indulgence products are projected to grow at a constant value Compound Annual Growth Rate (CAGR) of 1.5% over the forecast period. As consumers taste begins to become more sophisticated, the demand for indulgence product is expected to grow. They will be more welcoming towards new products, especially those that offer health benefits or unique packaging. The frozen yogurt market is expected to benefit from this, as consumers become more health conscious and are increasingly demanding healthier indulgence products. Euromonitor International predicts that premium products will gain a greater acceptance in Malaysia. On a whole, Euromonitor expects this to be a growing trend as ... more people are expected to patronise trendy ice cream parlours or dessert outlets, as they see this not just as a means to consume indulgence products (eg ice cream and artisanal cakes), but also as a part of a modern lifestyle to be enjoyed. This will boost the sales of artisanal players. This is supported by the fact that ... ice cream parlours, such as Hagen-Dazs, which traditionally served the more affluent consumers, posted strong current value growth of 12%. Responding to stronger consumer confidence, manufacturers launched new products and introduced modern packaging and attractive designs for impulse and indulgence products.

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5. 2 .2 C H A N G E S I N M A R K E T P L A C E

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According to Euromonitor International, positive change in the marketplace is Yogurt continued to post positive growth in 2010, which was partly bolstered by an improved economic situation. There is also greater awareness of the health benefits of Yogurt among Malaysians. This arises from media coverage and the influence of Western culture, where Yogurt is widely consumed and the benefits of Yogurt are well known. As a result, Yogurt continues to gain popularity in Malaysia. This is supported by the fact that sales of Yogurt posted 11% current value growth in 2010, to reach RM385 million. Euromonitor predicts that Yogurt will grow Compound Annual Growth Rate (CAGR) of 8% in constant value terms over the forecast period. Negative change in the marketplace is the yogurt marketplace faces stiff competition from other indulgence products such as ice cream. Ice-cream manufacturers are constantly coming up with new flavors as well as repackaging their products to attract consumers. For example in November 2009, HagenDazs embarked on a new branding and marketing campaign to emphasise its position as the leading super-premium ice cream brand in Singapore and Malaysia.

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Chapter 6: Competitive Situation

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Chapter 6
COMPETITIVE SITUATION

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Chapter 6: Competitive Situation

6.0 C OMPETITIVE S ITUATION

6.1 D IRECT C OMPET ITORS
6. 1 .1 T U T T I F R U T T I

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Tutti Frutti Malaysia is one of Moo Cows biggest competitors. Tutti Frutti originated from the United States and NAZA Group of Companies is the master franchise holder of Tutti Frutti Frozen Yogurt in Malaysia. The first flagship store opened on October 2009, in Sunway Pyramid. Since then Tutti Frutti has expanded to 61 outlets around Malaysia. Tutti Frutti plans on expanding more outlets in Singapore, Thailand, Brunei and some part of Asia and Africa region with its new exciting subfranchising programme. Tutti Frutti Malaysia offers customers over 40 different flavors and over 40 different toppings. Tutti Frutti follows a self-service concept; consumer select a cup size, filling up their yogurt flavor at the yogurt machine, followed by adding their own toppings and then weighing their cups before proceeding to the cashier. According to Tutti Frutti, their frozen yogurt lowers cholesterol and blood pressure, prevents constipation, low fat, low calorie, high calcium and strengthens the immune system. Strengths: Established brand with 61 outlets in Malaysia, Wide variety of flavors and toppings, consumer have freedom to create own yogurt. Weakness: Not all outlets offer the same frozen yogurt flavors.

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6. 1 .2 S P O O N

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Spoons yogurt uses a mixture of fresh non fat yogurt with live cultures and skimmed milk. They market their yogurt as 100% natural, 99.95% fat free and low in calories. Spoon also sells smoothies, fresh juices and hot coffee and tea. Spoon provides 3 different flavors; original, green tea and seasonal special as well as up to 27 different toppings. Spoon currently has one outlet in Midvalley Megamall. Recently, Spoon teamed up with Clinique to create a range of lip gloss edition with 3 flavors; Mango- Thon, Pink Me Up and Goodness Grapecious. The range of lip gloss is based on the smoothie flavors sold at Spoon. The campaign Pick A Smoothie. Get A
New Look was aimed at creating brand awareness towards Spoon.

Strength: Good advertising strategy; through partnership with Clinique to promote Spoon yogurt and smoothie. Weakness: Weak CRM actiivites, Lack of outlets; only one outlet in Midvalley,

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6. 2 .1 B A S K I N R O B B I N S

6.2 I NDIRECT C OMPETITORS

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"We sell fun, not just ice cream." Irv Robbins, co-founder.

Baskin Robbins started in the year 1945 in Los Angeles by Mr.Burt Baskin and Mr.Irv Robbins. They wanted to create an innovative ice cream store that was a fun place for the whole family. Today, Baskin Robbins is the worlds largest chain of ice cream specialty shops with more than 6,000 retail shops in 35 countries. The 31 in Baskin Robbins is a representation of a flavor for every month. All of Baskin Robbins ice creams are imported from United States to ensure consistency and quality control. There are over 1000 ice cream flavors, including sugar free, fat free and light flavors. These include ice cream in cones, cups and hand packed sizes. Their menu also includes frozen yogurt, sorbets, sherbets, sundaes, beverages and cakes. Pre-packed ice cream can be found at major supermarkets and hypermarkets as well. Strength: Well established brand, Variety in products and flavors, Many outlets around Malaysia Weakness: Pricey, Weak CRM activites

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6. 2 .2 S N

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Sn is a new way of eating frozen ice cream or yogurt dessert. Founded in March 2011, Sn currently has 3 outlets: Pavilion KL, The Gardens Midvalley, and Sunway Pyramid. Sn currently sells two main types of shakes, Snshakes which is the ice cream range and Snothies which is the healthy frozen yogurt smoothies. Sn emphasizes on importance of high quality milkshakes and yogurt shakes by not using artificial flavoring, sugar or powdered mix. Consumer can mix & match their shakes or smoothies which are blended with premium chocolates, fresh fruits and other toppings. Ordering is easy, by using the ipad application or touch screen at the point of sale. Strength: Freedom to create own concoction Weakness: Low brand awareness, Few outlets

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6. 2 .3 C U P C A K E C H I C

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Cupcake chic is a cupcake specialist bakery with 2outlets in Malaysia; the Curve and Sunway Pyramid. They offer over 25 cupcake flavors with a combination of 12 flavors that change daily. One cupcake cost RM4.90, dozen cupcakes cost RM27.00. A dozen cupcakes cost RM51.00. Besides cupcakes, they also sell macarons. One macaron is RM4.90, dozen macarons cost RM22.20 and 1 dozen macarons cost RM39.60. They offer catering service to various events such as full moon, weddings, corporate events and parties. Cupcake chic is started by two couples Jo & Ben. The companys mission is to ensure the highest of quality and service to their customer and each experience puts a smile on the customers face. Cupcake chic gives back to the community via the Food Bank for t he Poor in Malaysia. The food bank is a non-profit organization under Grace Community Centre. Leftover cupcakes are donated to the Food Bank, whereby they are distributed to charitable homes, rehabilitation centers, feeding centers and poor families Strength: Wide variety of cupcakes and macaroon flavors, Caters to most smallscale and large scale events, Offers delivery service Weakness: Low Brand Awareness, Few outlets

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Chapter 6: Competitive Situation

6. 2 .4 J U I C E W O R K S

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Juice Works is a juice bar offering healthy juice mixes. They have 7outlets across the Klang Valley; the Curve, 1 Utama shopping centre, Midvalley Megamall, KlCC, Sunway Pyramid, Empire Shopping Mall and Publika Shopping Gallery. Their mission is to create a healthy alternative to fast food and educate the public on the importance of healthy food. They pride themselves in creating juices that uses the freshest and natural ingredients. They offer 5 different types of smoothies; tropical paradise, berry lovers, power smoothies, fruit smashes and detox juice. Besides selling juices, they also sell light snacks such as oatmeal cookie and veegie wrap. To maintain customer loyalty, Juiceworks has a membership program where members enjoy 10% on all items, birthday discount, invitations to exclusive events and new product updates. Strength: Healthy alternative to fast food Weakness: Pricey

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Chapter 7: SWOT Analysis

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Chapter 7
SW OT A N A L Y S I S

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Chapter 7: SWOT Analysis

Internal

Strengths

7.0 SWOT A NALYSIS

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Weakness 1. Weak brand awareness. 2. Lack of promotion and advertising. 3. Lack of variety in flavor. 4. Consumer cannot mix and match flavors or scoop own toppings. 5. Lack of outlets in Malaysia. Current outlets only available in Klang Valley 6. Tart taste of frozen yogurt

1. Loyal Core Customer Base. 2. Product seen as healthier dessert choice. (probiotics, low fat, low sugar) 3. Quality & consistency of product. 4. Seasonal flavors change very month to ensure customers return. 5. Loyalty card

External Opportunities 1. Ideal for weight watchers who wants low fat, low sugar and healthy dessert. 2. Alternative to ice-cream for lactose intolerant consumers. 3. Shifts in consumer taste and desire for healthier desserts. 4. Brand partnership to promote product. Eg Fitness First centre. Threats 1. Longevity of yogurt trend 2. Potential price wars with competitors. 3. Competition from other indulgence products; introducing healthier products Eg. Ice cream 4. Saturation of frozen yogurt chains in the market

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Chapter 8: Strategic Target Audience

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Chapter 8
STRATEGIC TARGET AUDIENCE

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Chapter 8: Strategic Target Audience

8.0 S TRATEGIC T ARGET A UDIENCE

8. 1 .1 D E M O G R A P H I C S Age: 24-30 years old Gender: Male and Female Education: High School and above Occupation: Student or working adults Income range:

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8.1 P ROPOSED P RIMARY T ARGET A UDIENCE

Students (allowance: RM500 and above) Workers (salary: RM1500- RM5000)

Race and Ethnicity: All races and ethnicity Geographical Location: Urban 8. 1 .2 P S Y C H O G R A P H I C S Perception: Indulging in healthy treats minus the guilt, enjoys spending time with family and friends Learning: Friends, Family, Internet- Social Media and Blogs, Magazine Motivation & needs: Unwind and de-stress Attitude & Personality: Health conscious Lifestyle: Eating healthy, Modern and active

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Chapter 8: Strategic Target Audience

8.1 P ROPOSED S ECONDARY T ARGET A UDIENCE

8. 2 .1 D E M O G R A P H I C S Age: 18-23 years old Gender: Female Education: Undergraduate Occupation: Student Allowance: RM500 RM2000) Race and Ethnicity: All races and ethnicity Geographical Location: Urban

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8. 2 .2 P S Y C H O G R A P H I C S Perception: Fun place to hang out with friends, Follow trends Learning: Friends, Family, Internet- Social Media and Blogs, Magazine Motivation & needs: Hanging out with friends, Having fun Attitude & Personality: Willing to try new things, Outgoing, Energetic Lifestyle: Modern and active

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Chapter 9: Research & Developments

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Chapter 9
RESEARCH & DEVELOPMENTS

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Chapter 9: Research & Developments

9.0 R ESEARCH & D EVELOPMENTS

9.1 M ARKETPLACE R ESEARCH
9. 1 .1 M O O C O W , G A R D E N S M I D V A L L E Y

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This Moo Cow outlet is located at the 3 floor in The Gardens Midvalley. This location is strategic because there are no shops nearby offering the same indulgence product and it is located near several restaurants such as Pasta Zanmai and Flying Chillies. After lunch and dinner, customers who crave for dessert can come and enjoy Moo Cow frozen yogurt. Moo Cow offers a unique experience of sitting in a farm-like atmosphere with friends or family while enjoying yogurt. The dcor of Moo Cow is attractive and whimsical. The store concept is based on the farm, whereby fences enclose the sitting space, grass-like and wooden flooring, and cushioned crates are seats as well 38 | M o o C o w

rd

Chapter 9: Research & Developments

as barn animal graphics on the wooden wall panels. Visitors who walk past the shop will hear a moo sound effect and is greeted by a life-sized cow sculpture. Neutral colors and pastel colors are used in the shop. However these colors are not vibrant enough to attract the attention of customers from afar.

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Employees of Moo Cow are required to wear the uniform that consists of the Moo Cow T-shirt and apron with cow pattern. 39 | M o o C o w

Chapter 9: Research & Developments

9. 1 .2 M O O C O W , S U N W A Y P Y R A M I D

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This Moo Cow outlet is located at lower ground two in Sunway Pyramid. Around this floor, there are several gift shops and other drink shops. Although Moo Cow faces some competition from these drinks shops, there is a steady stream of customers buying Moo Cow. One thing lacking in the Moo Cow outlet design is the product display. Passerby does not know that Moo Cow sells frozen yogurt because there is no pictorial display of frozen yogurt at the shop. The only display is on the small led screen at the top of the counter. Moo Cow needs to place an eye level picture of frozen yogurt as well as a larger logo around the sides of the outlet to remind consumers of their products.

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Chapter 9: Research & Developments

9.2 M ARKET O BSERVATION

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9. 2 .1 M O O C O W A T G A R D E N S , M I D V A L L E Y

9. 2 .2 M O O C O W A T S U N W A Y P Y R A M I D

Mostly people who patronize Moo Cow are families and couples. 41 | M o o C o w

Chapter 9: Research & Developments

9. 2 .3 T U T T I F R U T T I A T S U N W A Y P Y R A M I D

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The design of Tutti Frutti outlet is very modern and simple. Large pictures of fruits as well as the yogurt adorned the walls. The ambience is inviting with bright lights and clean interior. 9. 2 .4 S P O O N A T M I D V A L L E Y

Spoons shop has a very pink exterior that instantly attracts the eyes of passerby. The design on wall is very whimsical and fun looking. The yogurt and fruits displayed on the walls instantly tells the customer the types of product that they sell.

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9. 2 .3 C O N S U M E R C O M P A R I S O N

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A market observation for Moo Cow and its direct competitors Spoon and Tutti Frutti was conducted on the weekends. Two Moo Cow outlets at Sunway Pyramid and Gardens Midvalley , Tutti Frutti located at Sunway Pyramid and Spoon located at Midvalley was observed. Below is a table of the findings on the type of consumers who walked in and bought the yogurt. Time 6.30pm7.30pm 7.30pm8.30pm 12pm1pm 1.30pm2.30pm Brand Moo Cow (Sunway) Tutti Frutti Moo Cow (Gardens) Spoon Families 5 6 3 0 Couples 5 7 4 2 Friends 1 4 0 3 Single Male 0 0 0 0 Single Female 2 0 2 0 Total customer 13 17 9 5

Based on these findings, Tutti Frutti is the most popular choice with highest number of customers. Tutti Frutti is mostly patronized by groups of friends, families and young couples, while Moo Cow attracts families, couples and single females. Tutti Frutti is strategically placed opposite a children indoor amusement park and next to retail clothing shops. This provides the opportunity for parents to bring their children for Tutti Frutti. Moo Cows limited seating space may have prompted some customer to leave, without buying the yogurt. Some customers also did not notice there was sitting space located behind the counter. Although Spoon has a pink exterior that instantly attracts the eyes, it is largely walked past, unnoticed by passerby. This is due to the fact that it is a small shop and is sandwiched between two large restaurants. Another factor that causes Spoon to lack walk-in customers is because it is located in a secluded area. Human traffic is low along the pathway located outside the corridor of Midvalley. This may be due to the fact that the area is not airconditioned and is humid during the day. Surprisingly, single male customers seem to shun away from these shops.

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9. 2 .4 P R O D U C T C O M P A R I S O N

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Brand Moo Cow

Price RM9.90 original flavor & free topping RM10.90 seasonal flavor Additional toppings RM1

Advantages Live ABT culture Genuine yogurt taste (tartness and sourish taste) Create your own yogurt More variety in flavors. Yogurt that taste like ice cream Contains probiotics 100% natural, 99.95% fat free and low in calories. Genuine yogurt taste (tartness and sourish taste)

Flavors Available Original 2 Seasonal Flavor (changes monthly) 8 different flavors

Tutti Frutti

RM0.53 per 10 grams

Spoon

RM 9.00 little cup size & free topping RM9.90 classic cup size & free topping RM12.00 great cup size & free topping

Original 2 seasonal flavors

Based on table above, Tutti Fruttis uniqueness is it gives customers the freedom to create their own yogurt. Customers fill up their cup with the yogurt and toppings of their choice. Then they proceed to the cashier to weigh and pay. Tutti Fruttis frozen yogurt also contains probiotics but it is not marketed heavily. Moo Cows frozen yogurt is smoother and creamier than Spoons. Overall, Moo Cow needs to provide more serving sizes, more flavors and heavily market on its probiotics advantage as well as its genuine yogurt taste.

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9.3 O NLINE S URVEY

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An online survey was conducted from 12 November till 20 November 2011.A total of 54 respondents took part in this survey. The survey aims to find out consumer behavior and perception towards frozen yogurt and perception about the brand Moo Cow. 9. 3 .1 S U R V E Y R E S U L T S

th

Q1: Please tell us your gender.

Male Female

43% 57%

A total of 54 people took part in this survey, of which 23 were male and 31 were female.

Q2: Please tell us your age group.

13-17 40-above 31-40 25-30 18-24 13-17 0 18-24 25-30 31-40 40-above

3.7 2.46 13.3 75.5 5.04

10 20 30 40 50 60 70 80

The survey sample has some discrepancy in the target audience due to the age range that lies predominantly in the 18-24 age groups.

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Chapter 9: Research & Developments Q3: What is your education level?

High School College/University Post graduate

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3% 16%

81%

The education level of respondents was taken into account to determine the level of understanding and knowledge of respondents on the benefit of frozen yogurt.

Q4: What is your income range/allowance per month?

Below RM500 RM2001-RM3000 RM501-RM1000 RM3001-RM4000 RM1001-RM2000 RM4001-above

4% 5% 12% 16% 28% 35%

The income and allowance range of respondents reflects their purchasing power on indulgence products. Respondents with higher income and allowance are most likely to purchase indulgence product such as frozen yogurt to satisfy their needs.

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Chapter 9: Research & Developments Q5: Which of these have you eaten before? Select all that apply
Gelato Frozen yogurt Sherbet Sorbet Ice cream

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None of the above

None of the above Ice cream Sorbet Sherbet Frozen yogurt Gelato 0

0.74 37.5 13.24 8.09 22.79 17.65

5 10 15 20 25 30 35 40

The question above is to understand, the types of ice cream that respondents have eaten before and to gauge the popularity of frozen yogurt against similar competitors. Ice cream is the most popular choice among respondents while frozen yogurt comes in second place. 37.5% or 51 out for 54 respondents have eaten ice cream before while 22.79 which are 35 out of 54 respondents have eaten frozen yogurt.

Q6: Have you eaten frozen yogurt before?

Yes No

35% 65%

65% of respondents have eaten frozen yogurt while 35% have not. This shows that a quarter of them either has not tried or is not aware of the existence of frozen yogurt.

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Chapter 9: Research & Developments Q7: How often do you consume frozen yogurt?
A few times aday A few times a month Once a while A few times a month 2-5 times a week A few times aday 0 2-5 times a week Once a while

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78.13 15.63 0 6.25

20 40 60 80 100

78.13% or 25 of the respondents rarely eat frozen yogurt. The frequency of frozen yogurt consumption among respondents indicates that frozen yogurt is a once in a blue moon treat. This further proves that frozen yogurt is not part of a staple Malaysian diet.

Q8.When do you usually consume yogurt?

Breakfast Lunch Dinner On special occasions (celebrations, holidays)

On special occasions (celebrations, holidays) Dinner Lunch Breakfast 0

42.86 26.19 26.19 4.76

10 20 30 40 50

This question aims to find out when is the appropriate time to set up promotions for the frozen yogurt. 42.86% or 18 respondents state that they consume yogurt during special occasions and this is good opportunity to create promotions that coincident with Malaysian public holidays such as Hari Raya Puasa. Additional comment by respondents include that they purchase yogurt when they are in the mood or have enough money.

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Q9: What do you consider most important when buying yogurt? Please rate accordingly, 1 being the least important, 5 being most important.
80 70 60 50 40 30 20 10 0

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1 2 3 4 5

Based on the graph above, price and taste is rated as important and most important when purchasing frozen yogurt. Health benefits and nutrition value is rated as of average importance to most important. Brand, presentation of the yogurt, toppings available, ambiance of the shop, comfortable sitting area is rated of average importance.

Q10: What is your favourite frozen yogurt brand? Select all that apply
Tutti Frutti Others Snogurt Spoon Moo Cow Tutti Frutti 0 10 20 30 40 50 60 Moo Cow Spoon Snogurt Others

12.12 0 0 21.21 66.67

70 80

This question aims to see how Moo Cow compares to its competitor in terms of popularity; Tutti Frutti is the preferred brand for frozen yogurt. This is expected as Tutti Frutti has been in the market longer than Moo Cow. Other replies include no favourite brand. 49 | M o o C o w

Chapter 9: Research & Developments Q11: Do you know about Moo Cow frozen yogurt?
Never heard of it Aware of it but never tried it Yes I jave tried it

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18% 46% 36%

Brand awareness on Moo Cow frozen yogurt is low with 46% or 23 of respondents have not heard of the brand. About 36% or 18 people have not tried the brand.

Q12: How did you hear about the brand?

Family Online Media (facebook, blog etc) Pass by shop Friends Print media (newspaper, magazine, etc)

5% 21% 50% 13% 11%

50% of respondents who heard of the brand by passing by the shop, while only 11% heard of the brand through print media and 13% through online media. This indicates that Moo Cow could focus on setting up more advertising and promotion near the outlet to attract more walk-in customers.

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Chapter 9: Research & Developments Q13: What is your impression about Moo Cow frozen yogurt? Select all that apply
It taste so smooth and creamy I dislike the tartness of yogurt I like the design and ambience of the shop It is healthy Seasonal flavours offered are very exciting Haven't tried it Haven't tried it Seasonal flavours offered are very exciting It is healthy I like the design and ambience of the shop I dislike the tartness of yogurt It taste so smooth and creamy 0 5 10 15 20 25 30 35

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15.15 12.12 9.09 24.24 3.03 36.36

40

This question is to determine peoples perception of Moo Cow in general. 36.36% or 12 people agreed that the taste was the main attraction. While only 9.09% or only 3 people knew that the frozen yogurt was healthy.

Q.14 Choose a Moo Cow flavor that appeals to you. Select all that apply

Flavor
20 18 16 14 12 10 8 6 4 2 0

Flavor

Original flavor was the most popular with 17.65% of respondent selecting it and mango was second with 13.97%. Dates flavor did not interest the respondents at all. 51 | M o o C o w

Chapter 9: Research & Developments Q15: How do you like the Moo Cows farm theme?
Too childish Average Very attractive

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4%

35% 61%

61% of respondents find the Moo Cow farm theme to be attractive while only 4% find it to be childish. Some positive feedback by respondent was the layout is cute, creative and gives a positive feeling. However, there were some improvements added, such as the logo and signage is too small to notice from afar. The wallpaper is placed to close to customers, whereby the cow seems to be right in front of peoples face when people are eating. An assortments of yogurt flavored pictures or simple scenery would looked more appealing. The chairs are too modern and do not fit in with the mood.

Q16: Did you know that Moo Cow yogurt is low fat, low sugar, high
calcium, contains live ABT culture and is made from fresh milk?
Yes No

20%

80%

Up to 80% of respondents are unaware of the benefits of Moo Cows frozen yogurt. Moo Cow could add this information on the store front and inside its advertising.

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Chapter 9: Research & Developments Q17: Moo Cow yogurt contains the probiotic ABT culture (Lactobacillus acidophilus La-5 + Bifidobacterium animalis Bb-12 + Streptococcus thermophilus). Which of the benefits of probiotic did you know? Select all that apply.
Helps digestive system Boost immune system Improve lactose intolerance None of the above Improve lactose intolerance Lowering blood pressure Boost immune system Lowering cholestrol Helps digestive system 0 5 10 15 20 25 30 35 Lowering cholestrol Lowering blood pressure None of the above

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8.99 7.87 8.99 15.73 16.85 41.57

40 45

This question is to find out the level of understanding and knowledge of respondents on the benefit of probiotics. 41.57% or 37 people knows that probiotics helps the digestive system. Moo Cow could improve peoples perception of probiotics by adding that it also helps improve lactose intolerance, boost immune system and in the long term, helps to lower blood pressure and cholesterol.

Q18: Would you be interested/ continue to purchase Moo Cow in the

future?
No Yes Maybe

39% 57%

4%
57% of respondents are still unsure about purchasing Moo Cow frozen yogurt, while 39% will purchase it in the future. 53 | M o o C o w

Chapter 9: Research & Developments

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Q19: Which of these promotions would interest you to purchase Moo Cow frozen
yogurt? Select all that apply.
Buy 1 free 1 Rewards card (collect stamps and reedem Moo Cow t-shirt) Discount coupons bought online or cut out from magazine Facebook contest

11% 25% 11%

53%

This question is aimed to find the most viable way to interest people to purchase Moo Cow. Other comments include coming to universities or open areas and do mobile van promotions.

Q.20 Please give suggestions as how Moo Cow can improve

The main suggestions gave by respondents were related to promotions, outlet availability and pricing. Majority of the respondents iterated for more promotions. Promotions can be done via social media, coupon sites such as groupon.com, mobile vans to various locations such as universities and advertisement on TV and radio. Some also stated to give free sample, open more outlets, cheaper price, more flavors, improvement on design and packaging, discounts for students and make take-away available. Others also suggest that educating the public on health benefits of Moo Cows frozen yogurt through infographics fliers.

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Chapter 9: Research & Developments

9.4 I NTERVIEW

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An email was sent to Moo Cow, with the interest of learning about the brand. Mr Clifford Too, the CEO of Moo Cow replied and agreed to meet up for an interview. 9. 4 .1 M E E T U P I N P E R S O N The interview with Mr. Clifford Too was conducted at one of the Moo Cow outlets at Sunway Pyramid. He declined to be photographed. Questions Tell us more about the Moo Cow brand and its outlets. Answers Moo Cow is a new brand in the market. We have only four outlets at the moment. We are currently focus on expanding in the Klang Valley areas. By February next year, we plan to open up to 10 outlets. After that we will target the north and south side of the country. Initially the target market was children and families. However, we soon found out that our design and yogurt appeal to women from the ages of 20 -40 as well. Over 80% of our customers are female. These women tend to bring their boyfriends or husbands, as well as their friends to try our yogurt. Our yogurt contains live ABT culture and it taste better than most yogurt out there. Our yogurt quality is also better than other brands out there because do not use powdered mixture. We use fresh milk to make our yogurt. Many people lack the knowledge about yogurt. They dont know how to judge yogurt quality. Since yogurt is not part of our Asian diet, not many people can tell the difference in taste between good and bad quality yogurt. Provide affordable quality yogurt for the mass market. Our yogurt quality is most important to us. We do not compromise quality over quantity. Our vision is to be the best yogurt chain in the country. Sponsor events, such as university and college events. We also have magazine reviews and QR code to attract customers. The taste of our yogurt. It is creamy and smooth. Also, we have seasonal flavors to make sure customer return to try it. We dont want to give only a few flavors in the menu and customers get bored of it. 55 | M o o C o w

What is Moo Cows target audience?

What is Moo Cows USP?

What is the perception of people about Moo Cow?

What is Moo Cows mission and vision?

What is Moo Cows current advertising strategy? How do you differentiate from other competitors?

Chapter 9: Research & Developments

How did you come up with design for the Moo Cow?

At first our target audience is families so I wanted cute characters that will appeal to children. The Moo Cow animal characters are actually based on my real life friends and family.

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9. 4 .2 P H O N E I N T E R V I E W A follow up phone interview was conducted with Mr. Clifford to further clarify some questions. Questions Tell us more about your parent company Answers Our parent company is Too Management Corporation. We started in 1998 and it is an investment company. We invest in new business ventures and land buying. We are constantly finding new business opportunities. The CEO is me, Clifford Too, CFO is my sister, Sandra Too, and COO is my brother, Chris Too. We actually had a lot of ideas before starting Moo Cow. When I was in the United States, three to four years ago, I saw the potential in the yogurt market. But then, the economy in Asia was not stable and also yogurt was not that popular in Malaysia. That time, the frozen yogurt company, TCBY was not selling well in Malaysia, so I did not proceed with my idea. Then about nine months back, the idea came back to me and that was when I decided to set up Moo Cow. What is the Moo Cows media expenditure? How would you describe the sales of Moo Cow Yogurt today? What is Moo Cows long term and short term goals? That information is P&C. The sales are increasing rapidly. I cannot provide further details about our sales because it is P&C. Long term goal is to sustain consumers interest in the yogurt market, as well as continue to provide quality and affordable yogurt. We are shrinking our profit margin, to raise customers Our short term goal is to maintain sales We are currently trying to find a way to prolong the shelf life of our yogurt flavors. 56 | M o o C o w

Who are the key people in the company? How did Moo Cow started?

Chapter 10: Precedent Studies

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Chapter 10
PRECEDENT STUDIES

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Chapter 10: Precedent Studies

10.0 P RECEDENT S TUDIES

10.1 A DVERTISING S TRATEGY
10 . 1. 1 F A C E B O O K

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Moo Cow Facebook page

Moo Cows Facebook page offers the latest news and updates about Moo Cow. They also feature blogs and reviews by fans and by the media. New flavors are constantly updated.

Currently Moo Cows Facebook does not include any videos, events calendar or contestpaper cup and on the outlets wallpaper.

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Chapter 10: Precedent Studies

10 . 1. 2 R E W A R D C A R D

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Moo Cow loyalty card

Moo Cows loyalty card works with every RM10 purchase entitled to one stamp. Merchandise redemption: 1 cup of moo cow and RM15 = Free Moo Cow Tshirt 10 stamps + 1 cup of Moo Cow = Free Moo Cow yogurt 15 stamps + 1 cup of Moo Cow = Free Moo Cow Tshirt

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Chapter 10: Precedent Studies

10 . 1. 3 Q R C O D E

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Moo Cow QR Code

A Qr code (quick response code) is a matrix barcode intended to be scanned using a smart phone. The scanned code will connect to a web page and display the intended information. Moo Cow s Qr code can be seen in ads inside magazines, newspapers, on the frozen yogurt

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Chapter 10: Precedent Studies

10 . 1. 4 M A G A Z I N E A N D B L O G R E V I E W

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Malaysian Airlines In-flight Magazine

Moo Cow frozen yogurt has been featured in a magazines and newspaper such as Malaysian Airlines in-flight magazine, I.M magazine, Help university magazine and Sin Chew newspaper.

Time Out Kuala Lumpur Blog

Moo Cow frozen yogurt has been featured in a magazines and newspaper such as Malaysian Airlines in-flight magazine, I.M magazine, Help university magazine and Sin Chew newspaper.

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Chapter 10: Precedent Studies

10 . 1. 5 E V E N T S P O N S O R

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Fall Winter Media Event

Moo Cow frozen yogurt sponsored the Fall Media Event at Gardens Midvalley on November 2011.

Eco Day Out 2011

Moo Cow frozen yogurt was one of the sponsor for Eco Day Out 2011. The event was organized by Accenture to promote eco-awareness amongst members of the Accenture community.

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Chapter 10: Precedent Studies

10.2 P RECEDENT S TUDIES

10 . 2. 1 T U T T I F R U T T I

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Tutti Frutti Discounts

Tutti Frutti are always big on discounts and promotions.

From the month of March until April 2011, Tutti Frutti had a 20% off from 12pm till 3pm on Monday till Thurday. This offer is not valid on Public Holidays. Tutti Frutti provides 10% discount to students, when they present their student ID upon purchase at cashier. Promotion is valid on weekdays.
Tutti Frutti also offers 15% off for ladies day every Tuesday.

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Tutti Frutti Vouchers

Tutti Frutti gave away free vouchers during events and promotions. At the Matta Fair on the 12-14 March, Naza Talyya Hotel Booth gave yogurt voucher for 15% off on Tutti Frutti Frozen Yogurt . Tutti Frutti lucky draw for Rm100 Voucher. Customers need to only drop in their business card for a chance to win.

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Tutti Frutti Celebration Discounts

Another Tutti Frutti marketing strategy is to offer discounts during special occasions. Christmas Day promotion for 25% off Tutti Frutti. The Deepavali promotion gave a 30% off when customers came in traditional Indian outfits. To coincide with Valentines day, Tutti Frutti offered Buy 1 get 50% off next cup promotion that ran th th from 13 till 14 February 2011.

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Tutti Frutti TVC

Tutti Fruttis TVC is based on use of Asian lingo Aiyo to espress oh dear when something bad happens. The term Aiyo rhymes with Froyo, hence the TVC is to show how tasty froyo can make lifes unexpected events better.

The TVC features two girls who had their hair done in a hair salon. As they walked out of the shop, the weather started to pour and thus ruining their hair. They express Aiyo. A voice over says Not Aiyo, Froyo! and continues to describe Tutti Fruttis frozen yogurt concept. The TVC ends with Tutti Fruttis brand splashed across the screen with a slogan, so lightso good..so fresh. 66 | M o o C o w

Chapter 10: Precedent Studies

10 . 2. 2 S P O O N Y O G U R T

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Clinique & Spoon Partnership

Pick A Smoothie. Get A New Look is a collaboration between Clinique and Spoon. Spoon created three special lip gloss edition called MangoThon, Pink Me Up and Goodness Grapecious for Clinique customers. All new lip gloss are priced at RM10. With any Spoon purchase, customer will receive a mini smoothie, a free 14days supply of vitamin C lip smoothie antioxidant lip color and a 10day moisture surge extended thirst relief worth RM70.

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Concurrently, a Facebook contest was also running for Clinique customers. The first 500 customers will receive a voucher from any Clinique products purchase from 23-29 May 2011.

Customer needs to present the voucher at the Spoon shop and by liking the Spoon Facebook page will receive Gloss Edition Froyo for free.

Spoon Valentine Promo

Spoons Valentine Promotion. Buy one Classic, free one Little! Available from 12 Feb to 14 Feb 2011.

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10 . 2. 3 O N L I N E C O U P O N

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Online Coupon Deals

Online coupon deals are a new trend in Malaysia. New brands that want to get noticed use online coupon sites such as Everyday.com, Groupon.com and Dealmates.com as part of their marketing strategy.

The coupon deals above are from Sourberry Frozen Yogurt offering RM4 cash voucher on Everyday.com and 9Berries Frozen Yogurt offering RM10 for 4cups of frozen yogurt at Groupon Malaysia. 69 | M o o C o w

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10 . 2. 4 F A G E

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Fage Plain Yogurt TVC

Copy: "Plain was the same as it ever was the same. Plainly plain. Samely same. But then, someone lit the flame. Plain rode away on lion's mane. Where plain meet fruits with strangely names. Such wonderful things they did contain. A shot of life to a hungry vein. The captive beast who broke the chain. And there upon that fruited plain is where plain became what plain became. So much more than more than plain. Plain will never be the same."

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Visual stunning and artistically crafted, the fage greek yogurt commercial was asthetically pleasing to the audience. The captivating voice of Williem Dafoe, beautiful copy and sensually alluring imagery of moving liquids makes this commercial, anything but plain. Fage( pronounced as Fayeh) is Greeces leading yogurt company. They pride themselves as the producer of authentic Greek strained yogurt. In 1998, they expanded into the US market and in 2005, they build a state-of the-art production plant in New York. Fages is proud of their Greek heritage and thus their products reflect their heritage and lifestyle. Greek culture as described by Fage is a celebration of good living ; the combination of good food and the fine taste of a life filled with positive health and well-being.

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Muller Perservative free Yogurt

Mullers USP for their yogurt is preservative free yogurt. Hence the print ad above uses the images of preserved berries encased in a glass frame and the title of free nature from preservatives.

Muller is a UK based company that sells various yogurt based products, ranging from probiotic yogurt drink to dessert-style yogurts. They are an environmentally conscious company, which is focused on carbon/energy efficiency, environmentally friendly packaging and waste to landfill issues.

Mullers yogurt is marketed as a convenient and tasty yogurt that is not only good for the stomach, but good to the environment too.

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Connoisseur Premium Yogurt

Connoisseur Premium Yogurt is marketed as a high quality yogurt made from exotic fruits. It is part of the Fonterras line of premium yogurt. Their tagline is Its yogurt, only nicer. The press ad is to demonstrate the thickness of the yogurt, so thick that it can be sculpted. The copy below the ad(on the left) reads: Vanilla bean in extra thick

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Danone Fruit Yoghurt

Danone is todays industry leader in fresh dairy products. Danone Fruit Yoghurt markets itself as a smooth and creamy yogurt with abundance of fruit pieces. It is ideal for snack, dessert or breakfast. Hence, the ad uses yogurt and fruits arranged in various fast food forms; burger, hot dog and pizza to remind people of healthier choices available. The copy below the ad reads: make the healthy choice. Danone fruits.

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Emmi Yogurt TVC

Emmi Yogurt uses the magical theme similar to Disney magic, where nature helps to make the yogurt. The theme is set against the alpine mountains, where a lady makes yogurt inside a Swiss cabin. Various animals; birds, beavers and squirrels help to collect fruits to make the yogurt. The TVC shows the lady using traditional tools to make the yogurt, indicating that Emmi yogurt is made using traditional recipes with the freshest of ingredients picked directly from nature.

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Emmi International Ltd

Emmi Yogurt is produced by Emmi International Ltd. It is the largest cheese company in Switzerland. The company recently merged with American cheese manufacturer, Roth Kse in 2009. They are the leading provider of specialty and artisan cheese and premium fresh dairy products. Their brand concept is of tradition and innovation balance perfectly to deliver distinctive offerings of the highest quality. The yogurt is made to suit European market and has refined delicate taste with a pudding-like texture compared to many American brands.

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Verum Hlsofil Yogurt

The Verum Hlsofil yogurt contains up to 100 bilion good bacterias, Lactobacillus rhamnosus (LB1) and Lactococcus lactis (LB2). The brand claims that these bacteria (probiotics) promotes the immune system, caries antibiotics and prevents constipations. The slogan beneath the print ad reads: 100 billion good bacterias to defend your stomach.

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Verum Hlsofil TVC

The Verum Hlsofil TVC shows an army of bacteria going through bootcamp to prepare themselves to be ingested into the stomach. Various good bacteria go through rigorous training and military style strategy plans to mount an attack against the bad bacteria.

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Yogen Fruz (Philipines) Outdoor Advertising

This outdoor ad was done in Thailand in 2007. The purpose of the ad was to promote Yogen Fruz Low Fat Frozen Yogurt. The bikinis in the ads are wrapped around the pillars and advertising panels to attract the eyes of passerby. The copy on the ads read: Good men are rare. Stay in shape. Believe us, itss not the bikini the men are looking at. Stay in shape.

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Chapter 11
REFERENCES

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11.0 R EFERENCES

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Waldon.G.(2000). Decade-Long Meltdown Led to Sale of TCBY. http://www.thefreelibrary.com/Decade-Long+Meltdown+Led+to+Sale+of+TCBY.a060016354 [viewed 10 November 2011] Williams.J.(1995). TCBY growth melts away. http://www.thefreelibrary.com/TCBY+growth+melts+away.-a017354439 [viewed 10 November 2011] (Franchise Bison, 2000) TCBY to be acquired by Capricorn Investors. http://www.bison.com/press_TCBY_02102000 [viewed 10 November 2011] Naza Tutti Frutti (Malaysia) Sdn Bhd. (2010). About Us: Tutti Frutti Frozen Yogurt Malaysia http://www.tuttifruttimalaysia.com.my/about.html [viewed 10 November 2011] Moo Cow Frozen Yogurt. (n.d) http://www.Facebook.com/Moocowyogurt?sk=info [viewed 10 November 2011] Altius Directory (n.d). Types of consumer goods. http://www.altiusdirectory.com/Business/types-consumer-goods.html [viewed 10 November 2011] Walling.E. (N.D). The healthful benefits of yogurt. http://health.learninginfo.org/benefits-yogurt.htm [viewed 10 November 2011] Tsang. G (2008). Health benefits of probiotics: active culture http://www.healthcastle.com/yogurt-probiotics-benefits.shtml [viewed 10 November 2011] A.Lourens-Hattingh &B.C. Viljoen. (2001). Yogurt as probiotic carrier food. International Dairy Journal 11, 11-17. http://www.google.com/url?sa=t&rct=j&q=&esrc=s&source=web&cd=8&ved=0CFM QFjAH&url=http%3A%2F%2Fwww.kanakh.com%2Fupload%2Fuploads%2F13022583 281.pdf&ei=3xHEToqoHMKIrAevvoDvCw&usg=AFQjCNFsTCqNlLQg7qVJSthZUAdN9K EPFg Business dictionary (n.d) http://www.businessdictionary.com/definition/chiefexecutive-officer-CEO.html [viewed 10 November 2011] Global edge. (n.d). Food and beverage: background http://globaledge.msu.edu/Industries/Food-and-Beverage/background [viewed 12 November 2011] 12 Malaysian International Food & Beverage Trade Fair.(n.d). http://www.mifb.com.my/2011/about.html [viewed 12 November 2011] 81 | M o o C o w
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nd

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Food Future 2011 : 2 International F&B Machinery, Packaging, & Service Solutions Exhibition. (n.d). http://www.mifb.com.my/2011/foodfuture/ [viewed 14 November 2011] Euromonitor International. (2010). Dairy in malaysia. http://www.euromonitor.com/ [viewed 14 November 2011] Euromonitor International. (2011). Consumer lifestyles in malaysia. http://www.euromonitor.com/ [viewed 14 November 2011] Euromonitor International. (2011). Malaysian consumers in 2020: a look into the future. http://www.euromonitor.com/ [viewed 14 November 2011] Malaysian-German Chamber of Commerce & Industry. (2010). Market watch 2010: the food industry. http://www.google.com/url?sa=t&rct=j&q=&esrc=s&source=web&cd=1&ved=0CCs QFjAA&url=http%3A%2F%2Fmalaysia.ahk.de%2Ffileadmin%2Fahk_malaysia%2FDok umente%2FSektorreports%2FMarket_Watch_2010%2FFood_2010__ENG_.pdf&ei=x hfFTtfcC8_PrQe3pZyUDQ&usg=AFQjCNE42d8LQ_NdvK7EL7oEPt1vyo5viw [viewed 14 November 2011] Spoon Frozen Yogurt & Smoothie. (n.d.). http://www.facebook.com/Spoonfroyo [viewed 16 November 2011] Spoon Frozen Yogurt & Smoothie. (n.d.).http://www.ilovespoon.com/ [viewed 16 November 2011] Baskin Robbins Malaysia. (2010). http://www.baskinrobbins.com.my/ [viewed 16 November 2011] Baskin Robbins. (2011). http://www.baskinrobbins.com/ [viewed 16 November 2011] Sn. (n.d). http://www.facebook.com/SnoShakes [viewed 16 November 2011] Sn. (n.d). http://www.sno.com.my/ [viewed 16 November 2011] Juiceworks. (2011). http://www.juiceworks.com.my/index.php/page/about [viewed 16 November 2011] Cupcake Chic. (2010). http://www.cupcakechic.com.my/new/[viewed 16 November 2011] Ads of the World. (2011). http://adsoftheworld.com/ [viewed 18 November 2011]

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Groupon: 9 Berries frozen yogurt coupon. (2011). http://www.groupon.my/deals/klang-valley-kuala-lumpur/9berries/715909642 [viewed 18 November 2011]

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Everday.com: Sourberry frozen yogurt cash voucher. (2011). http://www.everyday.com.my/coupons/kl/frozen_yogurt_sourberry.htm [viewed 18 November 2011] Fage. (2011). The Fage Story. http://www.fageusa.com/our-greek-heritage/thefage-story/ [viewed 20 November 2011] Muller. (2011). http://www.mullerdairy.co.uk/ [viewed 20 November 2011] Connoisseur premium yogurt. http://www.connoisseuryoghurt.com.au/ [viewed 20 November 2011] Danone. (2011). http://www.danone.ca/en/products/creamy.aspx [viewed 20 November 2011] Emmiro. (2008) http://www.emmirothusa.com/ [viewed 20 November 2011] Emmi Swiss Premium Yogurt. (2011) http://www.thenibble.com/reviews/main/cheese/yogurt/emmi.asp [viewed 20 November 2011] Verum Hlsofil . (n.d.). http://verum.se/ [viewed 20 November 2011] Yogen Fruz. (2011). http://www.yogenfruz.com/home/en/ [viewed 20 November 2011] Yogen Fruz facebook. (2011). http://www.facebook.com/home.php#!/yogenfruz [viewed 20 November 2011]

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Chapter 12
APPENDICES

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12.0 A PPENDICES

F ROZEN Y OGURT S U RVEY

Section A

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Good day friends. I am conducting a survey on people's perception of frozen yogurt for my final year project. Your help is much appreciated and thank you for your time.

This section contains general questions about yourself. * 1. Please tell us your gender. Male

Female * 2. Please tell us your age group 13-17 18-24 25-30 31-40 40 and above

* 3. What is your education level? High School College/University Post-graduate Others (Please Specify):

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* 4. What is your income range/allowance per month? Below RM500 RM501-RM1000 RM1001- RM2000 RM2001-RM3000 RM3001-RM4000 RM4001-above

* 5. Which of these have you eaten before? Select all that apply Gelato Sherbet Ice Cream Frozen yogurt Sorbet None of the above

* 6. Have you eaten frozen yogurt before? Yes No

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Section B
This part of the survey, is about frozen yogurt. Frozen yogurt also known as froyo or frogurt is a dessert similar to ice-cream. It is made from yogurt and comes in a variety of flavors.

* 7. How often do you consume frozen yogurt? A few times a day 2-5 times a week A few times a month Once in a while

* 8. When do you usually consume yogurt? Breakfast Lunch Dinner On special occasions (celebrations, holidays) Others (Please Specify):

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* 9. What do you consider most important when buying yogurt? Please rate accordingly, 1being the least important, 5 being most important Price Taste Brand Health Benefits/ Nutritional Value Presentation of the yogurt Toppings available Ambiance and design of the shop Comfortable sitting area 1 2 3 4 5

* 10. What is your favourite frozen yogurt brand? Select all that apply Tutti Frutti Moo Cow Spoon Snogurt Others (Please Specify):

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Section C

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The following questions are related to Moo Cow frozen yogurt. There are 4 outlets of Moo Cow: Hartamas Shopping Center, The Gardens Midvalley, Wangsar Walk and Sunway Pyramid. Price for original flavor and free topping is RM9.90. Seasonal flavor is RM10.90. Extra toppings is RM1.

* 11. Do you know about Moo Cow frozen yogurt?

Never heard of it Aware of it but never tried it Yes I have tried it

* 12. How did you hear about the brand? Family Friends Online Media (facebook, blog etc) Print Media (newspaper, magazine etc) Pass by shop Others (Please Specify):

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* 13. What is your impression about Moo Cow frozen yogurt? Select all that apply It taste so smooth and creamy I dislike the tartness of yogurt I like the design and ambience of the shop It is healthy Seasonal flavours offered are very exciting Haven't tried it Others (Please Specify):

* 14. Choose a Moo Cow flavor that appeal to you. Select all that apply

Original Pink Jambu ( Pink Guava) Honey Clamansi Rootbeer

Dates Mango Kopi (Coffee) Gula Melaka (Melaka Brown Sugar)

Rose & Lime Pat-poh (Chinese herbs) Wheatgrass Pineapple & lychee

Blackcurrant

Mandarin Orange

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* 15. How do you like the Moo Cows farm theme?

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Too childish Average Very attractive Additional Comments:

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* 16. Did you know that Moo Cow yogurt is low fat, low sugar, high calcium, contains live ABT culture and is made from fresh milk? Yes No * 17. Moo Cow yogurt contains the probiotic ABT culture (Lactobacillus acidophilus La-5 + Bifidobacterium animalis Bb-12 + Streptococcus thermophilus). Which of the benefits of probiotic did you know? Select all that apply. Helps digestive system Lowering cholesterol Boost immune system Lowering blood pressure Improve lactose intolerance None of the above

* 18. Would you be interested/ continue to purchase Moo Cow in the future? Yes No Maybe

* 19. Which of these promotions would interest you to purchase Moo Cow frozen yogurt? Select all that apply. Buy 1 free 1 92 | M o o C o w

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Rewards card (collect stamps and redeem Moo Cow t-shirt) Discount coupons bought online or cut out from magazines Facebook contest Additional Comments:

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* 20. Please give suggestions as how Moo Cow can improve.

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