aw presentation final[1]2nov2010

A&W Restaurant MalaysiaA&W Restaurant MalaysiaBrand Revitalization PlanBrand Revitalization Plan

Chua Li Por (Nicole)Chua Li Por (Nicole) CGA090068CGA090068

Yeong Mun WaiYeong Mun Wai CGA070140CGA070140

Amutha ManikamAmutha Manikam CGA080075CGA080075

Tiong Ngee WenTiong Ngee Wen CGA080094CGA080094

CMGB 6304 Brand Management Dr Sharifah Faridah Syed Alwi

Semester 1, 2010/2011

ContentContent

• Introduction• Consumer Survey• Current CBBE• Proposed CBBE• Conclusion

IntroductionIntroductionA&W – fast food restaurant pioneer in Malaysia since 1962Taken over by KUB from TDM in 1995 for RM1, debts RM7.6mCurrent : 41 stores, 100 stores in 2015Turnover 2008 – RM40m

Perceptual MappingPerceptual Mapping

Source: Market intelligence

Quality

Price

Problem statementProblem statementA&W – franchise struggling in the past 15 years despite being pioneerBrand equity decliningLack of brand building /equity building activitiesConsumer survey shows declining brand equityProject: revitalization of A&W brand

The SurveyThe SurveyObjective:– To obtain consumers’ perception on A&W.

Total of 98 sample, convenience sampling via internet18 questions: – Demographics– Fast food preferences– Opinion about current A&W brand equity– Customer’s suggestion for future A&W brand equity

The resultsThe resultsDemographics:– Majority Chinese respondents aged 30 and

above.

Consumer’s preference:– 1. McDonald’s– 2. KFC– 3. A&W– 4. Burger King– 5. Marry Brown

The Products:The Products:– Consumer’s favorite menu:

42% : Root beer float20% : Waffles13% : Root beer10% : Onion ring7% : Coney dogOther: Fried chicken and burger

Consumer’s suggestionsConsumer’s suggestions

Which of differentiation would customer like to see in term of the menu/products ?– super sized option– more vegetarian option– healthier option 63%

7%

30%

In less than 20 words.How In less than 20 words.How do you feel about A&W?do you feel about A&W?

Text Answers

My childhood fast food restaurant with fantastic rootbeer.

Food quality drop

ok

need improvement in their marketing efforts

i feel good

When it comes to A&W - it's always the waffles and rootbear float. A&W has the best rootbeer and i personally think it's A&W selling point.

crispy fried chicken

Very sad. I love A&W once a upon a time before but it is so outdated now, quality of food really gone down, I visited their restaurant some few months back-trying to give chance thinking I'm going to get

a good meal but it is so tastless! Only rootbeer is still there...it doesn't care about its customers I guess

No core product beside the rootbear

Very sad. I love A&W once a upon a time before but it is so outdated now, quality of food really gone down, I

visited their restaurant some few months back-trying to give chance thinking I'm going to get a good meal but it is

so tastless! Only rootbeer is still there...it doesn't care about its customers I guess

In less than 20 words, what  would you In less than 20 words, what  would you like to see A&W improve in the future?like to see A&W improve in the future?

Text Answers

Get back to the original taste as the food taste has deteriorate and doesn't taste as good anymore.

Better food quality

more varieties

lively ambience

think first

The quality of waffles is poorer now, hope it improves. The 1U branch is always lack of staffs hence the long wait and the need to tidy the table ourselves (weekends mostly). There are very few A&W outlets, if i

feel like having fastfood, A&W is usually my first choice if there's one nearby. The size of the other food such as burger, etc - very small. At least McDs are bigger.

vegetarian burger

The above-what I said earlier-but i don't think they will improve as they just don't care!!

More Marketing activity

maybe should advertise more to draw ppls attention n choose A&W

Dimensions identified to revitalize A&WDimensions identified to revitalize A&W

Relationship with customersIdentifiable imageUnique or differentiated products /services Well-known name

Current CBBECurrent CBBE

Core valuesCore values

“More Than The Usual” Energetic and unique Gathering fun and family celebration Orange attitude Nostalgia with a twist

Point Of ParityPoint Of Parity Serving standard food –fast food Franchise operation Convenience Social gathering & business meeting Décor & physical comfort Weekends Have a mascot - bear

Point Of DifferentiationPoint Of Differentiation

Root beer / floatWider variety of food choices (waffle, coney dog, onion rings)Mobile truck Drive-in concept

Current SWOT AnalysisCurrent SWOT AnalysisStrengths Weaknesses

Catering Services/ Mobile truck Ice cream bar More Family orientated Root beer Waffle Onion ring Heritage of the brand

No Above The Line in Malaysia No marketing activity Current perception old personality Decentralise franchise Insufficient number of outlets Less resources compared to competitors Cleanliness

Opportunities Threats Recapturing gen x & y customers More potential outlet Face book (social media) Home deliveries Kids Club – to capture kids market Advancement in food technology Best practice from A&W Canada

Competitors like KFC, Mc Donald, Pizza Hut, Burger King, Wendy’s

Demand for healthy food Lack of skilled workers Increasing operational cost

A&W Current CBBEA&W Current CBBE

Loyalty Drop

Old fashion, not innovative, quiet, boring, colorless

Warm, family gathering,

happening, classic feeling

Inconvenient, quality drop, not

clean, slow service

Wider selection, reasonable price, wifi,

orange attitude, quality & tasty food

Source: Keller 2001

New CBBENew CBBE

New CBBE for A&WNew CBBE for A&W

New A&W Marketing StrategiesNew A&W Marketing Strategies

1. A&Wesome Roody CampaignBirth of “Roody”Loveable & Trendy

“A&Wesome Gathering Experience, The Way You Remember It”

New A&W Marketing StrategiesNew A&W Marketing Strategies

2. Marketing PromotionTV Advertisement

Emotional aspectsFun & excitement

Social Network - Facebook, TwitterPR updatesStay connected to consumers

New A&W Marketing StrategiesNew A&W Marketing Strategies

3. New Premium BurgerConey Dog – Top hotdog choicePremium burger – Healthier burger, fresh ingredient, bigger size, value for money

New A&W Marketing StrategiesNew A&W Marketing Strategies

4. More OutletsStrategic location – Prime areaConvenience kioskTie-up with cinemas

New A&W Marketing StrategiesNew A&W Marketing Strategies

5. New Services

Mobile truckTV3 “Jom Heboh”Concert

Previous Mental MapPrevious Mental Map

New A&W Mental Mapping New A&W Mental Mapping

ConclusionConclusionFoster better relationship with customers

A&W as top in the mind image (share of voice)

Premium products of A&W and improved services: differentiated among the rest

A&W a well-known name

ConclusionConclusion

With new branding platform, we hope that A&W will increase its CBBE and build brand resonance.This will help to

- increase sales turnover- increase market share- increase profitability in the long-

run

Thank you

Q&A