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6.

Company Product & Services


6.1 Description of Products Jazzy le Dessert Sdn. Bhd. produces the following product: i. Trifles

Our trifles will be made using local fruit based consisting of various types of fruits such as apple, mango, durian, pineapple and many more. To get the supply of fresh fruits, we will collaborate with Federal Agriculture Marketing Authority (FAMA). Our selections of trifles are as follows with more to come: o Chocolate Strawberry Trifle o Caramel Apple Trifle o Mango Trifle Pudding o Kiwi Trifle o Durian Trifle o Chocolate Pineapple Trifle o Mixed Fruit Trifle

ii.

Waffles

Our waffles will be crispy as you like it served with ice cream on top where you will feel the warmness of the waffle and the coolness from the ice-cream. Below are some of our selection flavors of waffles: o Strawberry Waffle o Chocolate Waffle o Caramel Banana Waffle o Yogurt Waffle o Blueberry Waffle

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iii.

Pancakes

Our pancakes will be served regularly with multiple choices of syrups or even with an icecream on top as you like it. Below is some of our selection: o Chocolate Pancake with Vanilla ice-cream o Apple Pancake with Apple syrup o Chocolate Chip Pancake o Banana Pancake with melted chocolate o Mixed Fruits Pancake

6.2 Production and Delivery Presently, our desserts are in the introductory stage where we have started in a small scale production. Desserts are made and baked by hand and decorated with handmade decorations using finest ingredients and extra special care and attention to give customers the great tasting, great looking and a great all round dessert eating experience. Our desserts are manufactured in-house, in the kitchen where the recipe will be followed by our chefs and produced instantly. It will then be freshly made by our workers. Desserts will be cooked, stored, decorated and served to the customers at the highest standard. Our dessert makers, refrigerator, cutleries, and other utilities used in making our products are readily available from a variety of manufacturers who can meet our quality standards. We plan on having this dessert house to introduce to the public the new line-up of desserts that could have been the perfect after-dish meal. Subsequently, customers could have it whenever they want, eating them for breakfast, lunch, dinner, snacks by just dropping by at our shop. Critical factors in the production of our desserts are time management to produce the ideal desserts to the likings of our customers and creativity in producing new types of desserts to add new flavors and more variety. Our desserts are unique because of our own recipe of desserts, one of a kind to the customers, with natural flavors and tastes.

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Furthermore, we also offer catering service specifically in nature of desserts for some gathering since we provide a variety of unique desserts to our customers. For that service, our company will offer free delivery service specific covered area. For further destination, customers need to pay additional charges for it. 6.3 Product Benefits and Features Our trifles, waffles and pancakes are unique from others because: Definitive style and beauty Our dessert house gives a chance to the customers to customize their dessert if they want to order the dessert for any occasions or events. Besides that, we make sure the design, decoration and combination of flavors and colors of the dessert are pleasant and look delicious so that customers cannot wait to have a bite of it. Green Packaging Jazzy le Dessert provides attractive yet environmentally-friendly packaging for each dessert in various sizes, colors and design that can suit any event and occasions. Unique packaging features will create a memorable moment when customers eat our dessert products. Besides that, to promote the green environment concept, we encourage customers to reuse our packaging material to get discount for next purchase. 6.4 Future Products or Service Offerings In the future, we plan to provide more services to the loyal customers. It is our company concerns to offer products that are healthy and good for body. Jazzy le Desse rt will try to reduce the sugar contents and usages of coloring, but at the same time produce desserts with high quality of taste, texture and appearance. In addition, we plan to organize special offer sales to celebrate our loyal customers support towards Jazzy le Dessert and to promote our products to future customers. Special gifts and treats also will be given to customers who buy our products in a large number. Page | 3

The top management of Jazzy le Dessert also proposed the idea of making a membership customers card so that the customers can get more points in order to gain rewards, as well as they can get discounts for every purchase of desserts products. Besides that, we also plan to organize a dessert making class for customers that interested to learn and those who want to open up their own dessert shop. 7. Marketing Strategy 7.1 Target Market Jazzy le Dessert target market is a diversified market that including people of all ages in the Ipoh, Station 18 and Seri Iskandar areas who engaged in a special events that require a tasty dessert to impress their guests for all occasions. Our target market specifically includes people who have a higher level of discretionary income and willing to invest in luxury, premium products. Our trendy company emphasizes its marketing efforts towards the Generation X (born 1964-74) and Generation Y (born 1975-95).

Generation X Generation Y
7.2 Market Segmentation

White collar workers Couples with or without childs University students High school students

Our focus for customer-driven marketing strategy is the geographic segmentation. Geographic segmentation is simply studying the demographics and needs of consumers by region, then tailoring a specific product offering to that region. For example, a small dessert manufacturer may find that people in Kuala Lumpur have different flavor preferences that people in Ipoh. Therefore, our company will try our best to distribute different flavored snacks that cater the needs of people in Ipoh. We focus on Ipoh, Perak area that has a population of 702,464 people and a nearby area which is Seri Iskandar that has about 30,000 people excluding students.

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7.3 Market Growth and Trends The specialty dessert market is about to experience enormous growth. The trend of desserts shops growing rapidly since the fall of cafes which gradually reducing lately. Throughout the country, small dessert shops and in house production is appearing at an increasing rate. There is currently only one sources for desserts in Ipoh, which is Each a Cup Company, where they sell waffle only. We believed that the market for dessert showed strong demand for the product, no price resistance and the need for a more frequent and visible presence. In addition, throughout the last few years, the market for dessert such as trifle, waffles and pancakes has greatly expanded. No longer are they only a fun birthday party treat that can be purchased at any grocery store or bakery. They have expanded to become a multi-million dollar industry with specialty designs to adapt to any occasion. Jazzy le Dessert joins this specialty market with something new and different to offer its customers. We believed that our product is adaptable to a wide variety of occasions and specialty events, and we expect that the market will grow tremendously over the next few years due to our adaptability to our clients dietary needs. 7.4 Promotion Jazzy le Dessert has developed a comprehensive advertising and promotion strategy, which will be implemented by the best possible firm when funded, is completed. We will deploy two different advertising and promotion tactics to increase customer awareness of Jazzy le Dessert. Our most important tactic will be "word-of-mouth" and in-store marketing. Using word-of-mouth promoting strategy is the cheapest and most effective of our marketing programs because of the high traffic in targeted shopping locations. Unsurpassed customer service and our unique products will help develop strong word-of-mouth advertising and in turn help extend the company brand. The second tactic will be local store marketing. These will be low-budget plans that will provide community support and awareness of our facility. The last promotion effort will be utilizing local media. Although, this will be the most costly, this tactic will be used sparingly as a supplement where necessary.

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In-Store Marketing
In-store brochures containing our concept and philosophy. Wall posters. Design and layout concept. In-store viewing of making desserts. Grand opening promotion. Party catering. Merchandising items.

Local Store Marketing


Participating on food fairs in downtown Brochures Flyers

Local media
Direct mail piece containing brochures sent to surrounding addresses. Web page containing company philosophy, history and news.

Figure 1 : Promotion strategy 7.5 Pricing Our dessert products prices are positioned at the high end of the dessert niche. We believe that the consumers in the target market are willing to pay for quality, and will therefore be tempted to try the best dessert in town. This pricing strategy builds on Starbucks positioning of charging a premium for relatively low cost feel-good items. However, we offer a fixed discount rate for students so that they can get our premium dessert with affordable price. 7.6 Distribution Strategy Our company used direct distribution channel where reach our target consumers directly without an intermediaries. We believe that by using this strategy, we can serve our potential customers better and tailor the desserts towards their preferences. Besides that there is no need to share the profit margins with others and we have complete control over the production and sales process. The price of our desserts will be cheaper compare to if we used intermediaries to distribute our product.

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Location will also play a crucial role in marketing and promotion. Our business will be located in high-traffic industrial area in Ipoh, Perak known as the Station 18. This location will have a high degree of car traffic, and a high concentration of the demographic and psychographic' target customer. Jazzy le Dessert is expected to develop a successful dessert shop because of its variety of locations nearby, including theatre, movie, or music venues, large universities, upscale shopping centers; and busy downtown areas.

Jazzy le' Dessert

Target customers
Figure 2 : Direct distribution channel

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8. Competition Analysis Although Jazzy le Dessert is creating a new niche in the food service industry, we do share similarities, and therefore compete with several kinds of quick-service dessert businesses. Below is the analysis of our competitors:

COMPANY

WE CAN DO, THEY CAN Unique trifle, waffle and pancakes with several different

WE CANT DO, THEY CAN

Have thousands of people walking in their business every day. Well located business.

Each a Cup

flavors. Customize dessert based on customer request. Unique trifle, waffle and pancakes with several different flavors. Delivery services.

Kings confectionary

Diversities of dessert.

Secret Recipe

Well known franchise.

The dessert restaurant industry presents ample opportunity for an upscale dessert restaurant to carve out an attractive niche. First, switching costs for buyers are relatively low, so a successful competitor must differentiate their product/service offering and build customer loyalty. Second, barriers to entry in the dessert business are relatively low. As a result, first mover advantage in core markets is critical to success. And lastly, suppliers are generally providing commodity goods, and generally position themselves as partners with the restaurants they serve.

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