aw presentation final[1]2nov2010
TRANSCRIPT
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 I love A&W once a upon a time before but it is so outdated now, quality of food really gone down, I visited their restaurant some few months back-trying to give chance thinking I'm going to get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