YBP327:

MEDIA BRIEF

Product/Brand:
MatKool
Business Issues/ opportunities:
Generally, childhood obesity and diabetes are growing at an alarming rate and as
such, parents and gatekeepers have become more health conscious and are making
wiser choices in providing consumable products to the kids. MoE & MoH have even
gone to the extent of prohibiting canteen operator from selling snacks (ie. ice cream,
chips, candies, etc) to pupils. This has directly impacted ice cream consumption
penetration and frequency
MAT KOOL, the leader in the kids segment, has been growing at a strong double digit
growth for the past 2 years, dominating more than 50% market share in the segment.
However, recent market study shows that MAT KOOL is falling behind the segment
growth pace. Other competitors such as Paddle Pop is gaining market share with
strong regional I&R and media support, whilst GOTCHA is catching up with their
range of affordable offerings. Hence, MAT KOOL is pressured to sustain continuous
year-on-year progress.
With the launch of MAT KOOL Butterfly in 2015 with its refreshing taste and sharing
element has proven that with the right product attributes and strong media support
(ATL & BTL), a product can recruit new user within target consumer and at the same
time tap on a wider consumer base (i.e. teenagers and young adults). The concept of
being a first of its kind, sharing ice cream in an attractive shape and colours have
garnered the attentions of consumers, and the product is being mentioned in Earned
Media such as newspaper, blogs, Facebook, Instagram & YouTube.

Marketing Objective:

To achieve segment incremental growth of +10.4%

To increase market share of impulse kids segment by 100bps vs FY15
To achieve brand penetration of 75%
To achieve brand frequency of 44%

Communication Objective:

To create product awareness & encourage offtake

To build brand engagement with consumers, parents & gatekeepers
To drive market share, reward loyal consumers & encourage repeat purchase
To dramatize the emotional benefit of fun of playing with friends through the
intrinsic play value of the product

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Target Audience:
- Target Audience Media and Target Audience Marketing

Kids aged 7 12 years old, regardless of race or location

Have an average daily pocket money range between RM1RM3

RTB/ key brand message:

MAT KOOL ice creams are innovative and always surprised consumers with play
value (e.g. Split, POPZ & Butterfly). Also, MAT KOOL ice creams are packed with
nutrition (i.e. certain products are high in Vitamin C & Calcium) and contains nonartificial colouring
Matkool brand Essence of Playful Mischief and brand personality of mischievous,
playful and imaginative

How is our offering different from/unique against competition &

competition activity?
Kindly state the unit selling point
Whats the brands tone of voice/ personality?
Matkool is mischievous and a friend who brings laughter to all kids. Hes a lot of fun
and full of imagination.

Advertising Size/Length: (for 12months)

Kindly determine the media vehicles
Activity Period/ Seasonality/Geographic Priorities:
Kindly set up the strategy.
Current Budget:
RM1.5-2.0m

Deadline: December 2015

Previous Budget:
RM1.5m