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MMI 3033

DESIGN PROJECT 1
(MEDIA INNOVATION)

[BASIC SITUATION ANALYSIS]


Product Name: Nutrigen Plus Choline

NG YI TONG 1061111125
KHOR SHUQI 1061104073

PROGRAMME : DESIGN PROJECT 1, MEDIA INNOVATION


DATE OF SUBMISSION: 22 JULY 2010
YEAR: DELTA 1, TRIMESTER 2
Chapter One: Project Overview

1.1 Introduction

Nutrigen Plus Choline is a local brand of cultured milk with improved formula that contains
Choline. Choline is a precursor of the neurotransmitter acetylcholine; acetylcholine is an important
neuro-transmitter which controls diverse neural functions such as memory and muscle function. By
increasing the availability of Choline in the body, memory and learning ability can be enhanced.
Choline has also widely been used in the treatment of Alzheimer disease, liver disorders and bipolar
depression.

Other than that, Nutrigen Plus Choline comes with lactobacillus acidophilus probiotics
culture too, which are good bacteria that aid digestion. These probiotics can withstand stomach’s
gastric juice and bile and reach the intestines alive to fight harmful bacteria, hence help to maintain
a desirable balance of beneficial bacteria in the digestive system.

Nutrigen Plus Choline comes in 4 flavors, which are orange, apple, grape and original flavor.
Its flavoring is stronger and tastier than the original Nutrigen, thus it is more appealing to the
younger generation. Each bottle of Nutrigen Plus Choline has a net weight of 125 gram and they are
packed in 5 or 6 bottles in a row. Each pack is sold at the price of RM3.60 to RM3.90, available at all
major hypermarkets.

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Chapter One: Project Overview

1.2 Problem Statement and Issues

Nutrigen Plus Choline cultured milk is a relatively new product in the cultured milk industry.
Its promotion is heavily relied on face-to-face approach and sample distribution, while there is no
mass media utilization in promoting the product. Besides, it has no proper strategy such as campaign
and mascot in creating brand awareness.

Other than that, Nutrigen Plus Choline has a packaging very similar to the original Nutrigen
itself, thus creating a confusion while differentiating both product lines.

1.3 Objectives

To create an effective promotional strategy by utilizing the mass media, such as TV


commercial, website, online campaigns, promotional booth and on-ground events, and to enhance
the branding, such as packaging and mascot, so that it appeals more to its target audience.

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Chapter Two: Product Profile

2.1 Product Name

Nutrigen Plus Choline

2.2 Product Classification

Nutrigen Plus Choline is a shopping good targeted at consumers that is non-durable.

2.3 Product Characteristics

2.3.1 Packaging : 125ml Bottle


2.3.2 Pricing : RM 3.60 – RM3.90
2.3.3 Unit of sale : per pack (5 or 6 bottles in a pack)

2.4 Product Range

Flavours:
Orange, Apple, Grape, Natural

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Chapter Two: Product Profile

2.5 Distribution

This product is distributed both directly and indirectly. It is distributed directly to modern
trade outlets such as major supermarkets, hypermarkets and convenience store retail chains etc,
while distributed indirectly through 150 appointed distributors and wholesalers nationwide to serve
single-retail outlets in every state.
Since it can be bought from almost everywhere, it is an intensive distribution.

2.6 Product life cycle


Sales

Intro Growth Peak Decline

Time

2.7 The Brand

Nutrigen is a cultured milk brand introduced by Mamee-Double Decker Bhd in 1996,


targeted at children between 10 to 15 year old and adults who are health conscious in the vision to
create more cultured milk consumption rate in Malaysia. Following the success of Nutrigen, Mamee-
Double Decker introduced Nutrigen LiteYo yoghurt and yoghurt drink in 2003, expecting to create
more share in the dairy beverage market.

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Chapter Two: Product Profile

In 2006, Mamee-Double Decker introduced Nutrigen IQ3, a cultured milk product added
with DHA that is targeted at children between 4 and 13 years. It claimed to be the first synbiotic
cultured milk in Malaysia market. However, due to the lack of promotion and awareness created,
the product has been replaced with the introduction of a newly improved cultured milk, Nutrigen
Plus Choline in 2009.

2.8 Brand Image and Implication

The brand is still in the introduction stage because the brand awareness and brand penetration is
relatively much lower than its major competitors. Currently, Vitagen holds approximately 44.3% of
the market share in the cultured milk industry, while Yakult holds 24.8% and Nutrigen holds only
14.4%.

2.9 Strengths and Weaknesses

Strengths

 Contains Choline that helps in brain development.


 Contains probiotics that aids digestions.
 Contains less sugar than other brands.
 Cheapest cultured milk in the market.
 A variety of natural flavors such as original, orange, grape, and apple.
 It has more volume than the other brands.
 Tastier than other cultured milk brands.

Weaknesses

 Short shelf life.


 Certain hypermarkets do not have Nutrigen in stock.
 Indistinguishable packaging to the original Nutrigen, thus creating confusion about which
product consumers are buying.
 Unclear information given on the packaging, thus consumers do not know what kind of
feature it actually provides.
 Influenced by the impression of the original Nutrigen, which is tasteless, as consumers think
they would taste the same because they look the same.

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Chapter Two: Product Profile

2.10 Advantages and Disadvantages

Advantages

 Better digestion.
 Better immune system and better health.
 Brain develops more completely.
 Helps curing Alzheimer's decease.
 Helps prevent neutral tube defect for pregnant women.
 Very affordable.

Disadvantages

 Expires very quickly.


 Very little to drink.
 Some customers view Nutrigen as a rip of Vitagen.
 Drinking too much might cause the body to lose the habit of making own self-defense
bacteria.

2.11 Unique Selling Proposition (USP)

Nutrigen Plus Choline is the only cultured milk in Malaysia market that helps in brain development.

2.12 Promotional History and Advertising Schedule

 2009 - Jom Heboh in Bukit Jalil (Dec).


 2010 - Jom Heboh in Kelantan (Feb), Johor Bahru (Apr), Melaka (Aug), Sarawak (Sept), Kuala
Lumpur (Dec).
 2010 - Mom & Baby Expo, Mid Valley (May).
 2010 - TV Commercial (July)
 2010 - Magazine ad in Keluarga, Wanita, Parenthood, The Women’s Weekly and Feminine
from June-Dec.
 Sample distribution booth in selected hypermarkets.

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Chapter Two: Product Profile

2.13 Positioning Statement

Nutrigen Plus Choline is a cultured milk that contains Choline, which help in brain development,
targeting on teenagers at the age of 13-17 year old.

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Chapter Three: The Co mpany

3.1 Company Overview

Mamee-Double Decker (M) Berhad, founded in 1971, has established itself as Malaysia’s
household brand in the food and beverage industry. The company manufactured more than 50 food
and beverage products, ranging in instant noodles, snacks, confectionery and beverages, under the
brand names like Cheers, Mamee Classic, Double Decker, Nutrigen, Nicolet and Mamee Monster.

Mamee’s manufacturing facilities are located in five locations in Malaysia, and one in
Myanmar; all of which have ISO:9000s, HACCP and ‘Halal’ certifications. To date, Mamee exports its
products to more than 120 countries across all six continents, reasserting its vision of building a
“World of Good Taste”.

3.2 Business Description

Mamee-Double Decker (MDD), an investment holding company, is engaged in the


manufacture and distribution of food products and beverages, and property development. It also
provides management services to subsidiaries. The company primarily operates two business
segments: food and beverage, and property development.

The food and beverage segment is engaged in manufacture and marketing of a range of food
and dairy products and soft drinks. The company provides instant noodles, snacks, milk and
confectionery such as candies. It also offers beverages in variety of flavors that include orange, king
cola, root beer, sarsi, grape, strawberry, fruit punch, lemonade, cream soda and pine apple.

The company markets and sells its products under Cheers, Mamee Classic, Double Decker,
Nutrigen, Nicolet and Mamee Monster brand names. MDD’s property development segment is
involved in the development of land into commercial buildings.

The company’s direct and indirect subsidiaries include Pacific Food Products Sendirian, MDD
Beverage Sdn Bhd, Pure Products Sdn Bhd, Kilang Makanan Mamee Sdn Bhd, Mamee-Double Decker
Distribution (M) Sdn Bhd and Milk Specialities Distribution Sdn Bhd, among others.

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Chapter Three: The Co mpany

3.3 Company History

Mamee-Double Decker (MDD) was incorporated in 1971. In the same year, the company
commenced production of dry noodles and instant rice vermicelli through Pacific Products Sdn Bhd.
In the following year, in 1972, the company ventured into production Monster snack and instant
noodles.

In 1980, Kilang Makanan Mamee Sdn Bhd commenced production of snack food. The
company also diversified into manufacturing confectionery in 1988. MDD’s subsidiary Pacific
Plantations Sdn Bhd ventured into cultivation of cocoa and palm oil in 1989.

In 1992, Kilang Makanan Mamee Sdn Bhd started production of Mister potato chips. That
year, Suzhou Mamee-Double decker Food Co. was incorporated in Suzhou, China.

MDD was listed on the main board of the Bursa Malaysia Exchange in the same year. Three years
later, in 1995, the company entered the beverage business with a new manufacturing facility, MDD
Beverage Sdn Bhd.

The company set up Milk Specialties Sdn Bhd to manufacture cultured milk in 1996. In 1997,
Myanmar Mamee Double Decker Pty was set up in Myanmar to manufacture instant noodles. MDD
acquired new factory in Kuala Lumpur to manufacture cereal and health bars products in 2001. In
2003, MDD appointed Dr. Shanmughalingam as a Director and in January 2009, the company
appointed Ms. Puan Rozana Bte as a Director.

3.4 Key People

Name Job Title Board

Pang Chin Hin Executive Chairman Executive Board

Pang Tee Chew Chief Executive Officer and Managing Director Executive Board

Pang Tee Nam Executive Director and Chief Operating Officer Executive Board

Y.A.M. Tunku Osman Ahmad Vice Chairman Non Executive Board

Mohamed Nizam Bin Abdul Razak Director Non Executive Board

Shanmughalingam Director Non Executive Board

Puan Rozana Bte Director Non Executive Board

Woo Min Fong Company Secretary Senior Management

Wong Chee Yin Company Secretary Senior Management

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Chapter Three: The Co mpany

3.5 Location and subsidiaries

Location:
 Head Office
Mamee-Double Decker (M) Berhad
Lot 1, Air Keroh Industrial Estate
Melaka 75450, Malaysia.

Phone : 06 232 4466


Fax : 06 232 9696
http://www.mamee.com

Subsidiaries:

 Mamee-Double Decker (M) Berhad (Registered Office)


Suite 1301, 13th Floor City Plaza, Jalan Tebrau, Johor Bahru 80300, Johor Darul Takzim, Malaysia.

 Mamee-Double Decker (M) Berhad (Johor)


180-180A Jalan Lembah, Taman Tasek, Johor Bahru 80200, Johor Darul Takzim, Malaysia.

 Mamee-Double Decker (M) Berhad (Kelantan)


Lot 35, Kawasan Perindustrian Pengkalan Chepa 2, Mukin Panchor Seksyen 44, Daerah Kemumin, Kota Bahru
16100, Kelantan Darul Naim, Malaysia.

 Mamee-Double Decker (M) Berhad (Pahang)


Number 3B, Jalan IM 3/6, Kawasan Perindustrian Indera Mahkota 3, Bandar Indera Mahkota, Kuantan 25200,
Pahang Darul Makmur, Malaysia.

 Mamee-Double Decker (M) Berhad (Penang)


1512, 1st Floor Jalan Permatang Pauh, Taman Arowana, Permatang Pauh 13500, Pulau Pinang, Malaysia.

 Mamee-Double Decker (M) Berhad (Sabah)


Block C-1-3, 3rd Floor, Inanam Business Centre, Mile 6 Jalan Tuaran, Kota Kinabalu 88450, Sabah, Malaysia.

 Pacific Food Products Sendirian Berhad, Malaysia

 Mamee-Double Decker Beverage Sdn Bhd, Malaysia

 Kilang Makanan Mamee Sdn Bhd, Malaysia

 Mamee-Double Decker Foods (Suzhou) Co. Ltd, China

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Chapter Three: The Co mpany

3.6 Brands, Major Products and Services

Mamee-Double Decker (M) Berhad (MDD) is a Malaysia-based producer and supplier of food
products. The company’s key products, services and activities include the following:

 Products
Instant noodles, Snacks, Confectionery, Potato chips and crisps
 Beverages
Carbonated drinks, Milk
 Services
Management services
 Activities
Property development
 Brands
Cheers, Mamee Classic, Double Decker, Nutrigen, Nicolet, Mamee Monster

3.7 Mission statement

Committed to building long-term growth in volume and profit, and enhancing its leadership position
by providing tasty, nutritious food of superior value.

3.8 Corporate Vision

To be the top 2 brands in every market segment by providing innovative, tasty, nutritious food
products, supported by strong, sustainable brands.

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Chapter Three: The Co mpany

3.9 Company Current Promotional Strategy

 2010 – Mister Potato “Senang Menang Emas” SMS Contest


 2010 – Mamee Monster “Everybody’s a Winner” buy and win contest
 2010 – “Mamee Monster & Bola Kampung” Holiday Season E-Card
 2009 – “Raya Gaya Mamee Sllrrrp” contest in collaboration Nuffnang that allowed the
consumers to send personalized “Mamee” e-cards for Hari Raya, secure cash prizes, and win
a free Open House hosted by local celebrities.
 2009 – Kenny Sia, one of the most famous bloggers in Malaysia, has become the ambassador
of Mister Potato Crisps.

3.10 Product sales history

Revenue in Cultured Milk Products (RM 'mil)


35

29
30 27 27
25
25 22

20 18

15

10

0
2004 2005 2006 2007 2008 2009

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Chapter Three: The Co mpany

3.11 Current marketing objective

3.10.2 Long term

 To accelerate further development in the overseas markets.


 To be the top 2 brands in every market segment by providing innovative, tasty,
nutritious food products, supported by strong, sustainable brands.
 To reiterate their Corporate Social Responsibility values and goals in helping to
create a better Malaysia for all.

3.10.2 Short term

 Increasing the use of new media to engage with the Internet-savvy end-consumers,
to effectively complementing the communication via mass media.
 Enhancing the brand equity by unlocking the value of the brand icons.
 Creating awareness of the new products.
 Increasing the market share locally and in the region.

3.12 Media Expenditure

The group spent RM35 million (8.5% of group revenue) in advertising and promotion in
2009. 80% of the budget is allocated for local market, with 10% for Australia (currently the largest
foreign market) and balance for rest of world.

Additionally, the group has allocated a budget of RM40 million in advertising and promotion
in FY2010.

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Chapter Four: Consumers and Stakeholders

4.1 Current consumer characteristics

4.1.1 Demographics

 Age : 6 to 40 years old


 Gender : Male and Female
 Education : Pre-school and above
 Occupation : Students to working adults
(both blue and white collar workers)
 Income Range : RM500 – RM4000
 Race & Ethnicity : All races
 Geographic Location : Urban and Sub-urban

4.1.2 Physiographic

 Perception : Consumers who concern about their health


 Learning : Newspapers, TV advertisement, flyers, promoters, friends
 Motivation & Needs : Products that has health improving feature
 Attitude & Personality : Brand and taste conscious
 Lifestyle : Modern and healthy

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Chapter Four: Consumers and Stakeholders

4.2 Stakeholders characteristics

4.2.1 Primary

 Chairman
Setting up company goals and supervising company development in collaboration
with the board of directors.
 Board of Directors
Directing the employees of the company to achieve organization goals.
 Shareholders
Investing money to the company in interest of a share on its profit.
 Employees
Contributing to the company in cooperation with their directors, in exchange for the
wages to support their live.
 Consumers
Spending money for the goods produced by the company if they are in good quality
or with a good branding, which contributes to the company revenue.

4.2.2 Secondary

 Distributors
Aids the distribution of the goods produced while earning from the service provided.
 Media
Helps advertising the brands or the products and create awareness among
consumers when the company willingly invest for a scheduling time.
 Banks
Provides loan as funding backup to the company, and as a finance agency that
makes financial procedure easier.

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Chapter Five: Industry and Marketplace

5.1 The Industry

5.1.1 Definition of the industry

Food and Beverage (F&B) is an industrial term which is used to define the companies
which involved in producing, manufacturing and processing raw food materials into forms of
food and beverage. F&B companies are also involved in collecting raw agricultural
commodities such as corns, rice, wheat, etc and responsible to distribute the finished food
products (packaged foods) or near-finished food products (fresh) into the hands of
distributors and consumers.

5.1.2 Shape of the industry

One of the report done by ACNielsen stated that Nielsen’s latest executive news
report, What’s Hot Around the Globe – Insights on Growth in Food and Beverages 2004,
shows that, of the seven categories that experienced double-digit revenue growth in the last
year, five offered perceived health or weight-loss benefits. The top two growth categories
were Soy-Based Drinks (+31%) and Drinkable Yogurts (+19%), both of which were among the
fastest growing in a similar 2002 ACNielsen study. We see a similar picture in Malaysia as
well. Drinkable Yogurts, Cultured Milk and Yogurts posted a growth of 22%. Fortified Soy-
based drinks are also enjoying a growth trend (+6%). Consumers are more willing to pay a
premium for the health benefits of these products. (ACNielsen , 2005).

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Chapter Five: Industry and Marketplace

According to Information Resources Inc. in 2001, retail dollar sales of yogurt were
$2.2 million, growing 6.6% from 2000. As mentioned, yogurt accounts for more than half of
all refrigerated dairy cultured product dollar sales. Low-fat yogurt is the leading yogurt
variety, with 56% share. However, full-fat yogurt, with only 9.0% share, grew the most from
2000 to 2001-an impressive 18.3%. The results show that the market of the cultured milk
has been grown since year 2001.

The chart shows the growth of the Drinkable yogurts and Yogurt Smoothies.
(Source: http://www.dairyfoods.com/CDA/Archives/7defd376ce0a7010VgnVCM100000f932a8c0)

The shape of the industry for cultured milk in Malaysia is in the growing stage.
Nowadays consumers are more concerned about their health especially in conscious about
sugar intake per day, calories in meal and maintaining healthy digestion system. Consumers
tend to find better products to satisfy themselves. Many dairy companies are starting to
invent or produce new types of cultured milk product to fulfill the consumer’s demand. Due
to the high demand of consumer, the market sales of the product are increasing too.
According to Mr. Mark Wilson, the Regional Manager Director for Fonterra Asia/Africa and
Middle East said, “The cultured dairy market in Malaysia is expected to grow in double digits
over the next couple of years, well beyond the 4-5% annual growth of the overall dairy
category.”

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Chapter Five: Industry and Marketplace

5.1.3 Development of the industry

Ever-growing consumer demand for convenience, combined with a healthy diet and
preference for natural ingredients has led to a growth in functional beverage markets.
Current trends and changing consumer needs indicate a great opportunity for innovations
and developments in fermented milks.

Scientific and clinical evidence is also mounting to corroborate the consumer


perception of health from fermented milks. Probiotics, prebiotics, synbiotics and associated
ingredients also add an attractive dimension to cultured dairy products. Also, owing to
expanding market share and size of dairy companies, there has been a reduction of clearly
structured markets i.e. merging of dairy products and fruit beverage markets with
introduction of ‘juiceceuticals’ like fruit-yogurt beverages that are typical example of hybrid
dairy products offering health, flavour and convenience.

Another potential growth area for fermented milks includes added-value products
such as low calorie, reduced-fat varieties and those fortified with physiologically active
ingredients including fibers, phytosterols, omega-3-fatty acids, whey based ingredients,
antioxidant vitamins, isoflavones that provide specific health benefits beyond basic
nutrition.

World over efforts have been devoted to develop fermented milks containing
certain nonconventional food sources like soybeans and millets and convert them to more
acceptable and palatable form thus producing low cost, nutritious fermented foods
especially for developing and underdeveloped nations where malnutrition exists.

Furthermore, use of Bio-preservatives and certain innovative technologies like


membrane processing, high pressure processing and carbonation lead to milk fermentation
under predictable, controllable and precise conditions to yield hygienic fermented milks of
high nutritive value.

(Current Nutrition & Food Science, 2007, 3, 91-108 by H. K. Khurana and S. K. Kanawjia)

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Chapter Five: Industry and Marketplace

5.2 The Marketplace

5.2.1 Current condition of the marketplace

The market of dairy products is currently in an intensive competition; there are a lot
of existing brands in the market, which are competing each other both directly and
indirectly. Traditional milk products are not enough for the competition anymore, now each
and every market players have come up with their own strategies in marketing, such as
adding extra nutrition to their products.

The cultured milk industry has no difference. Previously, there were only 2 major
brands of cultured milk to choose from, namely Vitagen and Nutrigen; however, the industry
is growing very fast in recent years, at least 3 brands have risen up in the marketplace and
making the competition much more intense than ever. Flavoring is no longer an added value
in the cultured milk industry since every brand has the same amount of flavors to choose
from.

To survive the competition, the cultured milk brands have become more innovative
than ever to fight for more sales share in the market. For example, Vitagen introduced less-
sugar and collagen formulated product line, while Solivite introduced DR10 probiotics and
Nutrigen introduced synbiotics cultured milk added with DHA and Choline.

5.2.2 Changes in marketplace

Positive

 More competition in the market leads to more effort in innovation, thus boosting
the growth of the industry

Negative

 More competition in the market leads to more loss in prrofit and cost in promotion
and advertising.

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Chapter Six: Competitive Situation

6.1 Direct Competitors

6.1.1 Vitagen

Vitagen was the first cultured milk introduced in both Malaysia and Singapore
markets. It was introduced in 1977 by Malaysia Dairy Industries (MDI), understanding that a
healthy digestive system is the key to help loading a long and healthy life.

In 2004, 3 new variants were re-launched, which are Vitagen Less-Sugar, Vitagen
Collagen and Vitagen Collagen Less-Sugar, to meet the increasing needs of healthy
consumers. Vitagen Less Sugar is formulated for consumers who are healthy conscious and
are concerned about their sugar intake, while Vitagen Collagen is formulated for consumers
who are seeking for functional beverage that could prevent aging.

Market share : 44.3%


Strengths : Long established market
Added with Collagen
Product ranges : Original, Less Sugar, Collagen, Collagen Less Sugar
Price : RM3.90 – RM6.20
Unit : 5 bottles (125ml) in a pack
Positioning : Vitagen is the first cultured milk product introduced in Malaysia
market, targeted at health conscious people
Advertising campaigns : High School Musical TVC
Intestine Bacteria Buster TVC

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Chapter Six: Competitive Situation

6.1.2 Yakult Ace

Yakult Ace is a cultured milk that contains over 30 billion probiotic bacteria
"Lactobacillus casei Shirota" (popularly known as the "Shirota strain") in each bottle. It has
among the highest concentration of probiotics compared to other probiotic products on the
market.
The Shirota strain is scientifically proven to be among the 'strongest' strains of
beneficial bacteria that has better survival rate to the gastric juice, and has been shown to
benefit human health. It is backed by over 70 years of research since 1935, and it is free of
preservatives, colouring and stabilizers.

Market share : 24.8%


Strengths : Over 70 years of research in probiotic
Contains Shirota probiotic strain
Unique and functional packaging
Weakness : Smaller bottle, lots of sugar
Product ranges : Yakult Ace, Yakult Ace Lite (low sugar)
Price : RM3.90 – RM4.50
Unit : 5 bottles (80ml) in a pack, 10-bottle promotional pack
Positioning : Yakult is a cultured milk product that contains probiotic
bacteria “Lactobacillus casei Shirota” with a background
of over 70 years in probiotic research.
Advertising campaigns : Scientists Testimonial TVC
Yakult Family TVC
Yakult Lady home delivery

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Chapter Six: Competitive Situation

6.1.3 Solivite

Solivite is a cultured milk product introduced by Fonterra under the Fernleaf brand
that contains DR10 probiotic (Bifidobacterium Lactis), which is claimed to be contributing in
protein and vitamin metabolism, and Vitamin B1, B2, B3, B6 and B12. In 2009, Solivite had gone
through a brand re-launch with mango flavor added, bigger bottle and redesigned
packaging, which became much more attractive to the children.

Market share : 10.9%


Strengths : Contains Vitamin B & DR10 Probiotic
Attractive packaging to children
Product ranges : Original flavor, grape flavor, orange flavor & mango flavor
Price : RM3.90
Unit : 5 bottles (125ml) in a pack
Positioning : Solivite is a cultured milk product that contains DR10 probiotics
and assorted B Vitamins, targeting at children at 5-12 years old.
Advertising campaigns : Fimie Don TVC

6.1.4 Sugar Amount Comparison Chart

Vitagen Yakult
Nutrigen Vitagen Yakult Ace Solivite
Less Sugar Ace Light

Per serving 7.6 13.4 11.8 14.6 7.6 11.4g

Per 100ml 6.1 10.7 9.4 18.3 9.5 9.1g

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Chapter Six: Competitive Situation

6.2 Indirect Competitors

6.2.1 Nestlé Bliss

Nestlé Bliss is a low-fat yogurt drink that contains real fruit juice and live cultures. It
is also the only yogurt drink in Malaysia that comes with Inulin (fibre), which helps
maintaining digestive system.

Product features : Inulin (fibre)


Real fruit juice flavoring
Low fat
10 flavors to choose from
Product ranges : Low Fat Yogurt Drink
0% Fat Yogurt Drink
Positioning : Nestlé Bliss is a low-fat yogurt drink that contains real fruit juice,
live cultures and Inulin, targeting at people between 18-30 years
who are health conscious.
Price : RM3.70 – RM5.50 (700g)
RM1.50 – RM2.00 (200g)
RM3.70 – RM4.20 (5x120g)
Unit : 700g, 200g, 5x120g

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Chapter Six: Competitive Situation

6.2.2 Dutch Lady

Dutch Lady is the top selling ready-to-drink milk brand in Malaysia that is enriched
with protein, calcium and Vitamin B2. Dutch Lady Milk comes in 3 types of packaging, which
are UHT milk, sterilized milk and pasteurized milk, and 6 types of variants, which are Fresh,
Low-Fat High Calcium, Full Cream, Strawberry, Chocolate and Coffee.

Product features : Variety of packaging and variants to choose from


Enriched with protein, calcium and Vitamin B2
Product ranges : Fresh, Low-Fat High Calcium, Full Cream, Strawberry flavored,
Chocolate flavored, Coffee flavored
Positioning : Dutch Lady is a ready-to-drink milk brand that is enriched with
protein, calcium and Vitamin B2, targeted at health conscious
people.
Price : RM6.50 – RM7.90 (6x250ml)
RM4.90 – RM5.40 (900ml)
RM5.20 – RM5.70 (1000ml)
Unit : UHT and pasteurized – 250ml & 1L
Sterilized – 900ml, 450ml, 225ml

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Chapter Six: Competitive Situation

6.2.3 Tropicana Twister

Tropicana Twister is world no.1 100% fruit juice brand that was launched in Malaysia in
2008. It features 100% pure natural fruit juice, served in 355ml or 1.5L bottles and ready for
drinking. Current there are only 2 flavors available in Malaysia, which is apple and orange.

Product features : 100% fruit juice


Product ranges : Apple, Orange
Positioning : Tropicana Twister is a ready-to-drink fruit juice brand that features
100% pure natural fruit juice, targeted at people who seek for
natural beverage that is not scientifically engineered.
Price : RM2.20 (335ml), RM6.50 (1.5L)
Unit : 335ml & 1.5L
Advertising campaigns : Launching TVC

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Chapter Seven: SWOT Analysis

7.1 Strength

 Formulated and improved with Choline, which is good for brain development.
 Contains lactobacillus acidophilus that helps in digestions.
 Contains less sugar than its competitors.
 Lower price than most of the competitors.
 Variety of flavors.
 Contains natural fruit juice.
 Tastier than other brands.

7.2 Weakness

 Short shelf life.


 Indistinguishable packaging to the original Nutrigen, thus creating confusion about which
product consumers are buying.
 Unclear information given on the packaging, thus consumers do not know what kind of
feature it actually provides.
 Influenced by the impression of the original Nutrigen, which is tasteless, as consumers think
they would taste the same because they look the same.

7.3 Opportunities

 Malaysia is a health conscious society.


 Parents nowadays care a lot about the intelligence of their children, hoping that they will
grow up as a genius in the future.
 Children like sweet stuffs.

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Chapter Seven: SWOT Analysis

7.4 Threats

 Most of the people would think of milk powder rather than cultured milk when mentioning
dairy product that helps brain development.
 Some customers have bad impression about the original nutrigen, which is tasteless; they
will not go for it for second time.

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Chapter Eight: Strategic Target Audience

8.1 Proposed Primary Target Audience

8.1.1 Demographics

 Age : 13 to 19 years old


 Gender : Male and Female
 Education : Secondary School
 Occupation : Students
 Income range : Below RM 500
 Race and ethnicity : All races
 Geographic location : Urban and sub-urban

8.1.2 Physiographic

 Perception : Consumer who fancies trendy stuffs


 Learning : TV advertisement, internet, friends recommendation
 Motivation and needs : Following peers in most actions
 Attitude & Personality : Care-free, extrovert
 Lifestyle : Active

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Chapter Eight: Strategic Target Audience

8.2 Proposed Secondary Target Audience

8.2.1 Demographics

 Age : 30 to 40 years old


 Gender : Male and Female
 Education : Undergraduate and graduate education
 Occupation : Working adults (blue and white collars)
 Income range : RM 2000 and above
 Race and ethnicity : All races
 Geographic location : Urban and sub-urban

8.2.2 Physiographic

 Perception : Consumer who are health conscious and caring about their
family
 Learning : Newspapers, TV advertisement, word of mouth
 Motivation and needs : Consumer looking for promotions (price and product) not
only can have materially benefits such as vouchers, free
gifts, etc… but also obtain healthier life
 Attitude & Personality : Brand, price and taste conscious
 Lifestyle : Healthy

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Chapter Nine: Research Development

9.1 Marketplace Research

Carrefour Kapar Carrefour Alamanda

Jusco 1 Utama Jusco Seri Kembangan

Giant Bukit Tinggi Tesco Bukit Tinggi

We visited a few hypermarkets and convenience stores in Klang Valley to research on Nutrigen Plus
Choline regarding the price and placement in comparison with its competitors. The hypermarkets we
visited are Tesco, Giant, Carefour, Jusco and Econsave, while the convenience stores are
99Speedmarket, 7-Eleven and some grocery stores.

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Chapter Nine: Research Development

Other than that, we have also purchased different brands of cultured milk for reviewing purpose.

9.2 Market Observation

Apart from observing product price and placement, we observed the market of each cultured milk
brand too in busy weekends. Following are the findings:

Giant Bukit Kiara Giant Prima Saujana Jusco Seri Kembangan


1.30 – 2.00pm 6.00 – 7.00pm 7.00 – 8.00pm

Vitagen 5 12 10

Yakult 4 1 3

Solivite 1 3 2

Nutrigen 0 1 1

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Chapter Nine: Research Development

9.3 Online Survey

The online survey was conducted from 14th to 16th of July 2010, with a total of 63
participants. The survey aims to investigate on the consumer behavior in the cultured milk market,
consumer perception towards the Nutrigen brand and consumer preference among its relevant
markets (indirect competitors).

The result shows that among the 92% of the samples that are aware of the Nutrigen brand,
only 5% are aware of the ‘Plus Choline’ product line, which is very low in product awareness. On the
other hand, there are 57% among the samples who agree that Nutrigen brand sounds like a rip of
Vitagen; however, 90.9% shows a positive or moderate response towards Nutrigen products.

9.3.1 Survey Results

Question 1 - How often do you drink cultured milk?

Question 1
Daily Few times a week Once every few weeks Do not drink cultured milk

11% 5%

35%

49%

This question investigates on cultured milk consumption rate of the market. It shows that
40% of the consumers are active in cultured milk consumption, while 49% consume cultured milk
occasionally and 11% do not drink cultured milk.

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Chapter Nine: Research Development

Question 2 - What are your factors of motivation in drinking cultured milk? (multiple choices)

Question 2
For better digestion It is tasty Something to drink after meal

31% 32%

37%

This question studies on the motivation that drives the consumers to consume cultured milk.
It shows that most of the people drink it just because it is tasty, while 32% drinks for the sake of
better digestion, and 31% are just looking for something to drink after meal.

Question 3 - What are the reasons that discourage you to drink cultured milk? (multiple choices)

Question 3
It is too little I don't like its taste
I prefer other beverages I just drink whatever my parents buy

29% 33%

26% 12%

This question investigates on the factors that draw them back while buying cultured milk.
33% find that cultured milk has too little to drink, 29% don’t buy cultured milk by themselves, 26%
prefer to drink other beverage, while only 12% do not like its taste.

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Chapter Nine: Research Development

Question 4 - Have you ever heard of Nutrigen?

Question 4
Yes No

5%

95%

This question studies the brand awareness of Nutrigen. It shows that 95% of the people are
aware of the Nutrigen brand, which means it has very high brand awareness in the market.

Question 5 - Are you aware of Nutrigen “Plus Choline” product line?

Question 5
Yes No

5%

95%

This question studies on the product awareness of Nutrigen “Plus Choline” product line.
Despite the high brand awareness of Nutrigen, it shows otherwise in Nutrigen Plus Choline, which is
only 5 percent of product awareness.

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Chapter Nine: Research Development

Question 6 - Please rate each cultured milk brand based on your preference

Chart Title
Love Like Moderate Don't like Never tried

Vitagen

Yakult

Nutrigen

Solivite

Yoco

0 5 10 15 20 25 30 35 40 45

This question investigates on consumer preference among different brands of cultured milk
available in Malaysia market. Judging from the shape of the graph, Vitagen has the most
overwhelmed popularity among the consumers, with 86% of positive opinions and only 3% of
negative opinions. Yakult followed Vitagen on popularity and is the second most preferred cultured
milk brand in Malaysia. It shows 62% of positive opinions, 20% being moderate and only 6% of
dislikes.

Following Yakult is Nutrigen, having 50% of likes and 8% of dislikes, despite 15% that never
tried Nutrigen. Finally, Solivite and Yoco are the least popular brands among them, having 43% and
62% who never tried on their product respectively.

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Chapter Nine: Research Development

Question 7 - If you were being told that "Nutrigen Plus Choline" has a completely different taste with
"Nutrigen", would you give it a try?

Question 7
Yes No Maybe

46%
51%

3%

This question studies on consumer’s willingness to give a try on an existing brand that has
gone through a rebranding. It shows a rather positive view, with 51% willing to give a chance, 46%
remains modest, and only 3% that would not give a try.

Question 8 - What are the factors that influence you the most when buying cultured milk?

Question 8
Price and Promotion 43
Brand 27
Nutrition and Features 22
Quantity 19
Taste 45
Packaging 19
Other 4

0 5 10 15 20 25 30 35 40 45 50

This question studies on sales attraction of cultured milk. It appears that most of the
consumers make their buying decision based on the taste and the price of the cultured milk,
occupying 25% and 24% respectively. Following up is the brand, which means branding is essential in
drawing brand penetration too. Next up are nutrition, quantity and the packaging, which have an
pretty equal share at 12% and 11%.

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Chapter Nine: Research Development

Question 9 - Which alternative beverage would you go for instead of cultured milk?

Question 9
Yogurt or yogurt drink Fresh milk or soya milk Fruit juice Soft drink Other

3%
8%
27%

36%

26%

This question studies on the market share of different beverages. It shows that fruit juice is
the most popular among all, occupying 36% of the share, followed by yogurt and milk, which are
27% and 26% respectively. On the other hand, soft drink has the least share among all, showing that
health conscious level in Malaysia is relatively high.

9.3.2 Survey Conclusion

Throughout the survey, we can see that the product awareness of Nutrigen Plus Choline is
still very low. Besides, we have found that most of the people perceive Nutrigen as a rip of Vitagen,
and that taste and price are their primary concern when making purchase decision. All these
information will be very important for us when proceeding into ad production, as we could refer it as
a guideline and understand the consumer behavior better.

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Chapter Nine: Research Development

9.4 Interview

We have interviewed the Assistant Brand Manager of Chilled Division in Mamee-Double Decker,
Mdm. Venus Lee Pei Shan via email in order to get more details about the product.

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Chapter Ten: Precedent Studies

10.1 Advertising Strategy

Advertising strategies used currently to promote Nutrigen Plus Choline are as below:

On the product:

leaflet attached on the packaging

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Chapter Ten: Precedent Studies

In hypermarkets:

Big poster on the top of the fridge Small booth for sample distribution

5+1 promotion pack SMS contest

wobbler on refrigerator Sample distribution

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Chapter Ten: Precedent Studies

On-ground events:

Event : Jom Heboh!


Date : 26th , 27th March 2010
Location : Kelantan

Preparation before the event starts The event crowded by people

Coloring competition for children

Mini games for adults as well as children

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Chapter Ten: Precedent Studies

Hampers given to the winners by MAMEE and DOUBLE DECKER

Promotional booths:

Event : Mom & Baby Expo 2010


Date : 7th -9th March 2010
Location : MidValley, KL

Mom & Baby Expo 2010 held at Midvalley

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Chapter Ten: Precedent Studies

Booth setup and Decoration

Selling and distributing samples

Free gifts to children and having survey from parents

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Chapter Ten: Precedent Studies

10.2 Precedent Study

Vitagen Advertising Strategy

“Musical” 30-sec TVC by People ’n Rich-H Sdn. Bhd, Malaysia


(http://www.peoplenrich.com/portfolio/vitagen/index.html)

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Chapter Ten: Precedent Studies

Delivery Services through website

Promoting by using Ambassador (print Ad from Singapore)

Promoting using public transport (Malaysia)

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Chapter Ten: Precedent Studies

Solivite Advertising Strategy

Solivite 30-sec TVC starring Fimie Don


(http://fimiedon.ning.com/video/iklan-solivite-fimie)

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Chapter Ten: Precedent Studies

Yakult Advertising Strategy

Yakult 40’s Anniversary 45-sec TVC (Hong Kong)


(http://www.youtube.com/watch?v=U3ky_wsthS8)

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Chapter Ten: Precedent Studies

Yakult Delivery rides (Japan)

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Chapter Ten: Precedent Studies

Yakult vending machine (Singapore)

Yakult creative print ad (China)

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Chapter Ten: Precedent Studies

Print ad on a train (Japan)

Yakult girl – Booth and home delivery (Malaysia & Singapore)

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Chapter Eleven: Suggestions and Recommendations

11.1 Branding

To distinguish itself from the original Nutrigen, a rebranding could be done to create more
awareness towards the product. The new branding could be very cheering and stylish in order to
attract teenagers at this age, while still promoting intelligence as its attitude. In conjunction with the
brand redesign, a mascot could be created to enhance brand recognition and brand interactivity.

11.2 Environmental Media

To utilize the environment in promoting Nutrigen Plus Choline, a promotional booth in


shopping complex with on-ground activities going on would draw a lot of attention by the mass. The
booth should be attractive enough to the target audience, thus it is recommended to inject a theme
into the booth design. Besides a promotional booth, traditional printed media such as billboard,
brochures and POP display would keep reminding people about the brand.

To involve the target audience even more, a booth in the hypermarket or a livery vehicle in
the school for sample distribution will let more people experience the product and directly increase
the manipulation rate. Other than that, guerilla marketing is also possible to create more hype and
draw media attention.

11.3 Online media

Nutrigen Plus Choline does not have a stand-alone micro-site currently. It is only listed as a
product in Mamee-Double Decker official website, and there is not much of information introducing
the nutrition inside Nutrigen Plus Choline. To fully utilize the online media, an interactive microsite
should be constructed as well as a Facebook fan page in order to maintain its CRM with the target
audience. To promote the USP of Nutrigen Plus Choline, the website could be of educational
purpose, be it through quizzes, trivia or games.

Other than that, online contests and interactive web banners will be an added value to
increase brand awareness among internet users. Since the primary target audience is in the age of
52 | N u t r i g e n
Chapter Eleven: Suggestions and Recommendations

game addiction, a Facebook game or collaboration with existing MMORPG games could also be done
to further advertise the product.aa

11.4 TV-Commercial:

Currently Nutrigen Plus Choline does not have any TVC aired on the television, thus a
creative TVC should be made to promote the product. With primary target audience being
teenagers, humor approach would work best on them. The TVC is recommended to feature more
moving graphics and cartoons in 2D or 3D and wide spectrum of colors to create a cheering mood,
which is attractive to the teenagers.

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Chapter Twelve: Appendix

12.1 References

 Mamee-Double Decker official website


http://www.mamee.com

 Mamee-Double Decker investor relation website


http://mamee.investor.net.my

 Vitagen official website


http://www.vitagen.com.sg

 Yakult Malaysia official website


http://www.yakult.com.my

 Dutch Lady official website


http://www.dutchlady.com.my/en/home.asp

 Tropicana international official website


http://tropicana.com/?jr=1#/trop_home/home.swf

 Adoi dairy fresh news


http://www.adoimagazine.com/newhome/index.php?option=com_content&view=article&id=2091:malaysias-
top-3-retailers-hold-25-of-fmcg-market&catid=1:breaking-news&Itemid=5

 Scribd – Probiotics: Cheese


http://www.scribd.com/doc/15875416/Probiotics-Cheese

 Bbnet: Food Industry


http://findarticles.com/p/articles/mi_m3301/is_4_103/ai_84879127/?tag=content;col1

 High Beam Business – Fluid Milk


http://business.highbeam.com/industry-reports/food/fluid-milk

54 | N u t r i g e n
Chapter Twelve: Appendix

 Dairy Foods Article: Cultured Dairy Food – Demographically Desirable


http://www.dairyfoods.com/CDA/Archives/7defd376ce0a7010VgnVCM100000f932a8c0

 Neilson’s Malaysia – Health and Convenience Continue to Drive Global Food & Beverage
Product Growth
http://my.acnielsen.com/news/20050204.shtml

 FLEXNEWS: Food Industry News


http://www.flex-news-food.com/console/PageViewer.aspx?page=26638

 Answers.com – Yogurt
http://www.answers.com/topic/yoghurt

 Wiki-Invest – Food & Beverage


http://www.wikinvest.com/industry/Food_%26_Beverage/Data

 ASEAN Sources.com – Malaysia Food and Beverage Industries and Manufacture


http://www.aseansources.com/jsp/malaysia_food_beverage.jsp

 The Star Online – Business News


http://biz.thestar.com.my/news/story.asp?file=/2008/4/16/business/20764937&sec=business

 Tetra Pak: News & Press Release


http://www.tetrapak.com/about_tetra_pak/press_room/news/Pages/Changingdemographics.aspx

 Journal of Agricultural Sciences, Volume 4, No1 (2009) – Development of a cultured milk


beverage using chedder cheese whey
http://www.sljol.info/index.php/JAS/article/viewArticle/1643

 Recent Trends in Development of Fermented Milks, Current Nutrition & Food Science, 2007,
3, 91-08, by H.K.Khurana & S.K.Kanawiia
http://www.bentham.org/cnf/sample/cnf3-1/D0007NF.pdf

 YouTube – Yakult TVC


http://www.youtube.com

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Chapter Twelve: Appendix

 People ’n Rich-H Sdn Bhd


http://www.peoplenrich.com/portfolio/vitagen/index.html

 Solivite TVC – Fimie


http://fimiedon.ning.com/video/iklan-solivite-fimie

 About.com – Choline: Food for Thought


http://lowcarbdiets.about.com/od/nutrition/a/choline.htm

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