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1.1
Introduction
Kampai Asia Pacific (Malaysia) Sdn Bhd is a beverage company in
Malaysia that was founded by Pomery. He has started his business in 1998
when he first came to Malaysia. Kampai is started with a beverage call
Kampai Alcohol Plus, after the first product has a good respond in the market
there is more Kampai drinks come out, which is Kampai Ice, Kampai Xtra,
Kampai Blueberry and Kampai Blackcurrant. The founder believe can get
more customers from people who doesnt drink alcohol, therefore the Kampai
Sparkling Fruit Drinks has launch in the market.
Kampai sparkling fruit drink Juice Up is a non-alcohol drinks and suitable
for everyone to drink it. Kampai sparkling fruit drink is on a healthy sparkling
fruit drink with an exciting blend of real fruit juices. Besides that, it gives
savagely good taste comes with 4 pure refreshment flavours. There is
Kampai Sparkling Strawberry Fruit Juice, Kampai Sparkling Iced Lemon Fruit
Juice, Kampai Sparkling Pineapple Fruit Juice and Kampai Sparkling Apple
Fruit Juice.
Besides that, Kampai sparkling fruit drink is a new series after Kampai
alcohol drinks. Kampai contained with pure refreshment blended with a
special mix of sparkling water, fruit juice and flavours. The ingredient
contained carbonated filtered water, sugar, flavoring liquid, citric acid,
clouding agent, sodium citrate, preservative (E211).
1.2 Problem Statement and Issues
There is some of the people know about this brand Kampai, however, not
everyone know for it. They have attractive packaging design but not so well
in other advertising methods. Kampai must set up a website to promote their
brand and products. Besides that, Kampai can be start from social media
such as Facebook, twitter and Instagram to promote their brand. Lastly, TVC
commercial could be another way to promote their brand.
CHAPTER 2 -PRODUCT
2.1 Product Name
Kampai Sparkling Fruit Drink
2.2 Product Classification
Kampai Sparkling Fruit Drink is in the drinks industries and their products are
under the beverage category.
2.3 Product Characteristics
Products & Pricing
1
.
2.5 Distribution
Kampai Asia Pacific (Malaysia) Sdn Bhd products are drink products therefore
they are only found in their outlets such as Jusco, Tesco, 7-11 outlets. Their
way of distribution is indirect. Customers have to go directly to their 7-11 to
purchase their products. Currently they have exporting service to China
Guang Zhou and Middle East countries, therefore can contact their sale
manager to purchase their products.
Intro
Decline
Growth
Peak
drink Kampai Sparkling Fruit Juice series. Kampai can take over alcohol and
non- alcohol drinkers in the market.
Weakness
Kampai Asia Pacific (Malaysia) Sdn Bhd is not recognized by the other
generation of people.
They have to develop more flavour in their products.
They use only few methods in advertising their products.
They have to increase their popularity in social media to promote their
brand.
They need a website to display their brand history and products.
They have to put their products in more outlets store, it will be easier
for a consumer to purchase it.
Disadvantages
Not everyone know about their products.
Only 4 types of flavors in their products.
Consumers hard to purchase their products in the market.
11
Promotional History and Advertising Schedule
Kampai Asia Pacific (Malaysia) Sdn Bhd has not been advertising their
products on TV or website. They only put their products in 7-11 outlets and
karaoke outlets.
There is a place call Jonker Walk Street, Malacca selling Kampai non-alcohol
fruit juice.
Print ads design -Free drinks exchangeable with Kampai Achohol drinks
promotion at Neway Karaoke.
CHAPTER 3 - COMPANY
3.1 Company Overview
Kampai Asia Pacific (Malaysia) Sdn Bhd is a beverage company in Malaysia
that was founded by Pomery. He has started his business in 1998 when he
first came to Malaysia. Kampai is started with a beverage call Kampai Alcohol
Plus, after the first product has a good respond in the market, the others
kampai products have launched in it too. The brand name of Kampai idea is
come from Japan during their outstation working. In Japan, kan-pai is
literally translated in English as cheers. Pomery has think of the brand
name in Kampai, a brand name with cheers meaning whenever peoples
having their drinking session. He has started to look for designer to create a
premium brand of Kampai.
3.2 Business Description
After they got all the respond from the consumers, they have start
cooperate with Jusco and 7-11. In the business marketing of Jusco, customer
look for quality, safety, value pricing, and brands that add values rather than
just being promoted through normal marketing and advertising. The founder
want to make sure every of the consumers could purchase a premium
product from them. Therefore, they will make sure Kampai is always produce
the best products and guarantees satisfaction to all the consumers. They
have start with tiny promotion to promote their brand with free tasting at
Jusco. This is one of the way to promote Kampai in the market to let more
people know about it. Besides that, they will make sure their products are
eyes catchy when its place on the rack with other competitors brand
together. There is the same marketing strategy in 7-11 too, they have to
make sure their products could be the stand outs and eyes catchy compare
to other competitor brand.
Few years later, they started to be some of the event sponsor, for
example, Westlife concert in 2001. Everyone could enjoy the concert along
with their drinks together. However, Kampai also have cooperate with Neway
Karaoke. Consumers can purchase their products while having a sing k
session with their friends.
Juice, Kampai Sparkling Pineapple Fruit Juice and Kampai Sparkling Apple
Fruit Juice.
Kampai Blackcurrant
2014
Age
Gender
Education
Occupation
Income range
4.1.2 Psychographics
Perception
They fancy beverage products due to its packaging design, price,
brand name and promotion. They also prefer to have more choice
when it comes to choosing.
Learning
Home, caf, rave party, pub/ club and other choices
Motivation & Needs
The consumers prefer a great taste products. The more the choices
and with reasonable price and quality come in a premium brand would
definitely motivate them.
Attitude & Personality
Would like to try new things.
Lifestyle
Social and modern
The market for U.S. milk and dairy products, both domestically and
internationally has been growing dramatically in recent decades. As a result,
U.S. farm milk production has grown to about 190 billion pounds per year.
Although milk is processed, it is not an engineered or fabricated food. It is
about 87 percent water and 13 percent solids. The fat portion of the milk
contains fat-soluble vitamins. The solids other than fat include proteins,
carbohydrates, water-soluble vitamins, and minerals.
Fragmentation occurs when many competitors jockey for dominance in
a category. For example, the top 50 companies in the beer wholesale
industry account for about a third of industry revenue. The wine and spirits
wholesale industry is concentrated, with the top 50 companies account for
more than 70 percent of industry revenue.
William Bickford and his wife Anne Margaret arrived in South Australia
from England in 1839. Soon after his arrival William opened an apothecary
on Hindley Street, the centre of trade in early Adelaide days.
After establishing Bickfords as a major manufacturer and supplier of
pharmaceutical and chemical products in South Australia and Australia,
William Bickford died prematurely in 1850. Anne carried on her husbands
successful business before partnering with her two sons to form A M Bickford
and Sons in 1863, the foundation of the company that we know today.
The values of quality and integrity that formed the original Bickfords
vision remain true today and exist in every Bickfords product.
Bickfords beverages are manufactured in a purpose built, state of the
art manufacturing facility in Adelaide, South Australia. The head office
houses a number of plant lines, warehousing and offices, all HACCP
accredited.
The Great Fruit Taste Sensation! The Esprit range of soft drinks has
been developed to appeal to a more mature adult palette. Esprit cleverly
combines the refreshing taste of real fruit with a less sweet, slightly dry,
clean finish. A genuine adult soft drink that will delight and refresh.Esprit
comes in 300mL glass bottles and is available in 7 flavours:Mineral Water,
Blueberry, Lemon Lime, Passionfruit, Raspberry, Strawberry and Orange
Tangerine.
Esprit Products
Esprit Website
Esprit Catalogue
In February 2002, Todd Woloson and Greg Stroh, two friends who love
good food and drink, were having lunch in Boulder, Colorado. They spoke of
life and work, and what it would be like to start a company that not only
made a great product, but also gave back to the greater good.
They thought about the sophisticated European sodas theyd recently tried,
and recognized an opportunity to create a version for the American market.
Their beverage would have to be made from pure simple ingredients, and
theyd have to be proud to produce it, share it, and drink it.
The goodness of this brand had to go beyond what was inside the
bottle. In 1998, Todd and his wife, Eliza, had founded a non-profit, Global
Education Fund, on the belief that educating kids secures a better future for
the world. IZZE and GEF a perfect blend of pure, simple, and good.
Now they had the makings of a product and company they could feel good
about, and the IZZE Beverage Company was born.
Everything about IZZE is pure and simple. The taste is a delight with
just the right combination of sweetness and sparkle. The ingredients are fruit
IZEE Products
CHAPTER
7 SWOT ANALYSIS
7.1 Strength
Kampai Sparkling fruit juice has unique taste on it.
Kampai is on a healthy sparkling fruit drink with an exciting blend of
real fruit juice.
They have attractive bottle design.
Kampai has created a premium brand products to sell in the market.
7.2 Weakness
Kampai is not recognized by people from other regions.
They have to create a website for themselves to promote their brand
and products.
They are not as famous as their competitors and a lack of
advertisements.
Company is too small and lack of budget to advertise their products.
7.3
Opportunity
Many beverage lovers will want to try out new a more choices.
Consumers would purchase their products when there is a promotion.
Better advertising will help increase recognition and increase peer-topeer influences.
More flavours of the products could attract more consumers
7.4 -- Threats
There are many competitors in the market which are better established
and more popular.
Other competitors brand is much cheaper compare with Kampai.
Difficult for consumers to purchase their products from 7-11 convenient
store, not every 7-11 convenient store sell their products.
8.1.2 Psychographics
Perception
Kampai Sparkling Fruit Juice offers a lot of different choices of unique
flavors with a premium brand image.
Learning
Outlets, peers, influence, web media, printed media, TV commercials.
Motivation & Needs
They offer beverage products that couple always satisfy their taste,
come with an interactive promotion way to attract consumers.
Attitude & Personality
Internet savvy and appreciates good quality
Lifestyle
Social, modern, appreciates and beverage lover
8.2.2 Psychographics
Perception
They fancy beverage products due to its packaging design, price,
brand name and promotion. They also prefer to have more choice
when it comes to choosing.
Learning
Outlets, peers, influence, web media, printed media, TV commercials.
Motivation & Needs
Promotions and advertising are bonus motives to complement their
premium products.
Attitude & Personality
Internet savvy, appreciates & good quality
Lifestyle
Social, modern & appreciates food
CHAPTER 9 - RESEARCH
9.1 Marketplace Research
Ive went to one of 7-11 outlets in Serdang area. Kampai Sparkling Juice
products has placed in the fridge.
7-11 Serdang Outlet
Gender
Male
34
58%
Female
25
42%
Age
13-17
0%
18-25
57
95%
26-30
3%
31-50
2%
Highest Education
Secondary
5%
College
17
29%
University
37
63%
3%
Others
Your occupation
Student
47
78%
Professional
5%
Self-Employed
8%
Unemployed
5%
Other
3%
Income
RM0 - 500
30
52%
RM500 - 1500
13
22%
RM1500 - 2000
12%
RM2000 - 2500
10%
Other
3%
Yes
31
52%
No
29
48%
17
28%
Beer
10%
10%
Wine
2%
16
27%
Other
14
23%
Cafe
15
26%
12%
Home
20
34%
Office
0%
Rave party
16%
Other
12%
Pub / Club
Premier Salute
14%
Spritzer Pop
28
50%
Esprit
16
29%
Other
7%
Premium brand
14%
Affordable
12
21%
Great Taste
20
36%
7%
12
21%
Quality
Other
Brand name
Packaging design
Promotion
Price
16%
29
52%
14%
10
18%
Yes
52
90%
No
10%
9.4 Interview
For the interview part, I have tried several methods to approach them. Then,
I tried calling their company but couldnt get through. Also, I tried to
approach them via email to ask if they could provide only some of the
information according to my questions which are Stakeholders, Key
People, Unique Selling Proposition (USP), Corporate Vision &
Corporate Mission, Promotional History & Advertising
Schedule, Company's Current Promotional Strategy, Product Sales
History, Current Marketing Objective (Long Term & Short
Term), Media Expenditure (Print Ads, TVC, Packaging, etc.) and state
that I would understand if they are not obliged to answer certain questions.
Lucky Leona Wong has answered my call and arrange my interview with
them in their company.
The advertising strategy that Kampai use are web media such as
promotional web posters on their Facebook page. They can also monitor
customers behaviours, needs and feedbacks towards their products and
services so that they could better understand what the customers prefer,
what price they are willing to pay, what packaging can attract their attention
and what would satisfy them.
CHAPTER
11 REFERENCES
http://biz.yahoo.com/ic/prof/8.html
http://www.globalwaterintel.com/research/node/industrial/level/food-andbeverage/article/water-for-food-and-beverage/chapter-1/
http://www.scribd.com/doc/23383374/Introduction-to-Soft-Drink-Industry
http://literature.rockwellautomation.com/idc/groups/literature/documents/br/f
ood-br001_-en-p.pdf
http://www.prominent.com/Industry-Solutions/Beverage-Industry/Completesolutions-for-the-beverage-industry-2576.aspx
http://globaledge.msu.edu/blog/post/705/ge-blog-series---food-and-beverageindustry-part-1----introduction
http://www.thebeverageindustry.com/
http://www.vault.com/industries-professions/industries/food-and-beverageproduction.aspx
http://www.21food.com/showroom/466870/product/kampai-sparkling-fruitdrink.html
http://best-lah.blogspot.com/2012_02_01_archive.html
https://www.facebook.com/pages/Kampai-Beverages/141007882602014?
id=141007882602014&sk=info
http://www.prominent.com/Industry-Solutions/Beverage-Industry/Completesolutions-for-the-beverage-industry-2576.aspx
http://www.bickfords.net/products/esprit.html
http://www.melodyent.com.my/index.php?
ws=showproducts&products_id=221489&lang=&cat=Sparkling
%20Water&subcat=#openproducts
https://www.facebook.com/IZZE
http://www.izze.com/
CHAPTER
12 - APPENDICES