Chapter 1 Product Overview

1.1 Introduction

A&W Restaurants is a chain of fast-food restaurants distinguished by its draft root beer and root beer floats. A&W was the bought over by KDU in 2001 and in 2008 embarked on an aggressive expansion drive to revamp and expand its reach. A&W (Malaysia) Sdn Bhd has outlets in Penang, Selangor, Kuala Lumpur, Negeri Sembilan, Melaka, Johor, Pahang, Terengganu and Kelantan. The company was founded in 1919 and is headquartered in Petaling Jaya. It operates as a subsidiary of KUB Malaysia Bhd. In 1963, A&W Malaysia entered The Malaysia Book of Records as the 1st Franchise Restaurant in Malaysia. A&W Jalan Tuanku Abdul Rahman (Batu Road) was the first fast food franchise restaurant in Malaysia and Asia. The restaurant is still in operations until today. A&W serves typical fast food menu of burgers and onion fries, as well as hot dogs. Their signature “A&W Root Beer” is made from real cane sugar and a proprietary blend of herbs, bark, spices and berries where the mug would be kept in the freezer prior to being filled with root bear and served to the customer. Other than that, they also serve sweet and treats like waffle and ice cream. Customer can choose to walk-in dining through the drive through section, and delivery section. A&W is different from others fast food restaurant like Mcdonalds, PizzaHut, KFC, Subway and etc. A&W is committed to provide customers with safe, delicious meals and operation restaurants that meet the highest food safety standards. A&W mission is to satisfy your cravings for a quality, tasty meal.

1.2 Problem statement and issues

The fast food industry is growing rapidly. Example like Mcdonald, Pizza Hut, KFC, Subway, and Burger King has more doubled in a few years. Within this year, A&W lost its market and plan to close down 24 outlets in Malaysia because they wish to reposition its business and operations to achieve sustainable growth in future. They are undertaking a corrective strategy and reviewing the performance of each outlet. Due to the lack of advertising, A&W’s market gradually being replaced by others fast food restaurant. A&W’s branding is not strength enough to state in customer’s mind, A&W brand image is easily replaced by other fast food restaurant that always doing all kinds of propaganda.

1.3. Objective

Print media, advertise their latest value promotion in newspaper, magazines, brochures or leaflets and etc.

1. To enhance a better advertising strategy to reposition the A&W brand image and increase the popularity to compete with others fast food restaurant.

i. Find a proper marketing strategy on how to advertise their products to market. Example,

- Broadcast TV commercial or radio commercial to reach their audience.

- Outdoor media, banner, billboard, signboard and etc.

- Internet media, email, website, internet and ect.

ii. Create brand awareness by involving in more event or campaign. Example, having booth exhibition in event or campaign.

iii. Bring out A&W mascot in advertisement to let people remember or recall back about A&W, especially their brand identity color orange.

iv. Get more improvement on A&W website and social network to let the people easily get the updates and information from A&W. So A&W can get connects with their customers, receive the comments and feedback from people to improve in their services.

v. A&W’s website can create games in their sites to entice gamers to visit their website.

2. To identity why A&W popularity decrease in this few years.

i. Survey analysis to find out the problems.

ii. Situation research about their target market.

iii. Research feedback and comments from A&W’s customers

Aims:

1. To reposition A&W brand image in the market.

2. To increase the popularity and awareness of A&W.