FCM Media Innovation: Final Year Project Proposal 1
Name : ALICE LOW SOO YING
Student ID : 1102701139
Brand : Q Jelly Bakery Shop
Product Category : Food and Beverages
Information
· The shop was first established in 2006, previously known as “Homemade Jelly Cake”.
· Q Jelly Bakery Shop famous of their jelly cake and a lot of nice design available.
· It’s recognized by providing the healthy, creative & freshest jelly cakes.
· The company's main product is jelly cake which is made by seaweed and is healthier than others.
· The low cholesterol jelly cake contains nearly 87% water but rich in vitamins and nutrients.
· The Jelly comes in a number of 100% natural flavours by using only the fresh ingredients.
Market Situation
· Q Jelly Bakery Shop customers can apply for their Q Reward Card and start collecting stamps for more rewards.
· More than 1,000 designs of jellies are available for the customer’s to choose from and they even do custom-made ones, according to customer’s heart’s desires.
· A healthier option for health-conscious people to indulge in sweet, natural desserts.
· Not many people are aware of the benefits of Q Jelly cakes or the brand itself.
· People are looking into healthier foods for indulgence, especially those who are health-conscious and want to watch out on their sugar-intake.
Issue and Problems
· Misconceptions that Jelly cakes can't compare with the traditional cakes.
· The brand image portrays a normal, typical bakery, nothing special and didn’t stand out among its rivals in the market.
· People will consume from other brands as the price is nearly because Jelly cakes are made from jellies which they perceive it as normal bakery which should be cheaper.
· People who are used to the taste of normal traditional cake do not want to try cakes made out of jellies.
· Overshadowed by other brands like Secret Recipe and Bakery Cottage as they have stronger brand recognition.
· They are more to attract the young kids rather than the adults as their concept is based on fairy tale.
· Consumer remark that the Jelly is a little bit rough like sandy.
Ideas/Concept
· To make the brand prominent and stand out from its competitors.
· Create an effective promotional strategy by utilizing mass media to deliver the message to the consumer that Jelly cakes commit to deliver the healthy, creative, and freshest Jelly cakes for all kinds of occasions.
· It is comparable with the traditional cakes because they are suitable for everyone to consume including people who is vegetarian while the traditional cakes can’t be consume by them.
· Launch new promotional booths at shopping complexes or hot spots for targeting the adults in a better way by promoting them that the Jelly Cake is the Green Seaweed imported from Japan which position is fiber and has positive effects on our health and that is the reason why it’s worth with the price which is nearly to other brand.
· Enhance the fairy tale concept to attract the new target audience between the age group of 17-35 but yet still fun for kids.
· Revamp the existing website into more interactive to make sure customers can easily access and purchase from online.
· Let us celebrate the happiest moment with you as the theme for the tvc and show the unique of the jelly cakes that is actually comparable with the traditional cakes.
· Create more advertisement and promotion to gain attention or persuade consumer to be loyal to the brand.
Citations/References:
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