FYP: Proposal 1

Proposal 1 APPROVED

Name : Khoo Seng Fui
Student ID : 1101108877
Brand : A & W
Product Category : Food & Beverages

Information

The A&W franchise was brought into Malaysia in 1963 by Mr and Mrs Lie Boff from USA. The Lie Boff family opened their first outlet in Jalan Tuanku Abdul Rahman making it the first fast food outlet in Malaysia. This was followed in 1965 with the first Drive-in restaurant in Petaling Jaya. A&W Malaysia was bought over by KUB in 2001, and in 2008 embarked on an aggressive expansion drive to revamp and expand its reach. A&W Malaysia are committed to providing our customers with safe, delicious meals and operating restaurants that meet the highest food safety standards. This commitment is at the heart of their operations and supply chain management, and is evident in every aspect of their business - from raw material procurement, including livestock and produce, to their restaurant food preparation and delivery.

Market Situation

-Fast food restaurant which have its own signature soft drink and unique menu that offers wide variety of items to suit everyone in the family from the refreshing A&W Root Beer 'Float', the Coney Dog, Waffles, Curly Fries, Onion Ring and Mozza Burger.

- Targeted to younger teenagers who prefer to take fast food.

- Fast food restaurants outlets closing down in this few years caused it loss the loyalty consumers.

- Lack of promotion due lately no advertise TVC or radio ads, unable to gain consumers to visit.

- The branding is not strong enough compare to other competitors like Mcdonals, KFC, Pizza Hut.

Re-brand and re-position the company (re- create new branding to attract back the consumers).

Ideas/ Concepts
Re-brand and re-position the company (re- create new branding to attract back the consumers).

References
http://bm.malaysia-chronicle.com/index.php?option=com_k2&view=item&id=25525:kub-tiada-rancangan-untuk-jual-aw-malaysia&Itemid=3