situation analysis ice room

8/13/2019 Situation Analysis Ice Room

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MMI3313

MEDIA INNOVATION DESIGN PROJECT 1

Situation Analysis

by

Nurul Huda binti Abd Razak

1102701462

Delta 1 Media Innovation


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ice roomSituation Analysis

2

Chapter 1

PROJECT OVERVIEW


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1.1 Introduction

Founded by an award-wining Chef and Innovative Leader, Mr Sia Boon Kong, Ice

Room is a one of its kind lifestyle cafe that combines the casual and homely ambience ofyour friendly local coffee shop with the sophistication and modern image of a western

style caf. The caf is designed to accommodate any occasion for anyone. Ice Room

features a unique brand of ice cream that has the appearance of shaved ice but is really

silky smooth in texture.

Ice Room is created by a family enterprise renowned for its expertise and skills

in the culinary world spanning across 3 generations. With such a solid background, Ice

Room promises a unique dining experience with its signature ice cream and fusion food

and beverages.

Ice Room has been in the Malaysian market since 2009. The irst outlet is in Nilai,

opened on October 2009. Now that Ice Room has already opened up more than 10 outlets

within Selangor, Klang Valley and Negeri Sembilan, it is now pretty much well-known

among the locals.

Ice Room speciality is its unique shaved snow ice creams. With over 10 different

original lavors, their shaved snow ice creams are hand made and made to order. Other

than just desserts, Ice Room also sells local delights as well as western cuisines.

Ice Rooms oficial website is available at www.iceroom.com.my. It contains all the

information regarding the founder, the menus as well as the contact details.

1.2 Problem Statement and Issues

Malaysians rarely eat dessert at the end of thier meals. They are not prone to

dessert eating like western cultures, where most of them most of the time will turn to

dessert after having meals. With Ice Room being strongly known for its signature shaved

snow ice desserts, people often think that that is only what they are selling, which is not

true and more or less affecting their business.

Besides desserts, Ice Room also serves signature comfort fusion food and

beverages. From our local Malaysian delights such as Nasi Lemak, to special western

cuisines like Chicken Chop and pastas.


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1.3 Objectives and Aims

1.3.1 Objectives

- To promote its signature shaved snow ice cream desserts as well as othernourishments on the menu that they offer.

- To expose to public regarding the other items on the menu.

- To ind out what is the current market situation and potential.

- To analyze target audience and redeine the scope.

1.3.2 Aims

- To change publics perception on Ice Room and desserts.

- To improve and enhance brand identity and awareness.


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Chapter 2

PROJECT PROFILE


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2.1 Product Name

2.2 Product Classification

Silky smooth and unique brand of ice shaved dessert.

2.3 Product Characteristics

2.3.1 Type

Food and beverages.

2.3.2 Pricing RangeFrom RM7.90 RM9.90 (desserts)

From RM0.50 RM6.50 (hot & cold beverages)

From RM6.90 RM13.90 (local signature dishes)

From RM5.90 RM21.90 (western signature dishes)

2.4 Product Range

Ice Room Specials


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Ice Room Specials

Milkshakes & Smoothies

Freshly Squeezed Juices


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Hot & Cold Beverages

Appetizer & Cakes

Local Delights


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Westerns & Pastas

2.5 Distribution

The distribution of the products is direct. Ice Room has numbers of outlet within Selan-

gor, Kuala Lumpur and Negeri Sembilan area.

2.6 Product Life Cycle


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2.7 The Brand

Ice Room features a unique brand of ice cream that has the appearance of shaved

ice but is really silky smooth in texture. Although Ice Room is strongly known for theirsignature shaved ice desserts, it also serves local and delightful western cuisines. With

great menus and ideally affordable price range, Ice Room is an ideal place for family

and friends to be together and enjoy the casual and homely ambience.

2.8 Brand Image and Implication

Ice Room is a caf designed with casual and cozy ambience that serves variety

choices of tantalizing sweet treats as well as fusion food and beverages. Ice Roomhas been in the market since 2009 but the market situation and business are highly

competitive with other similar competitors.

2.9 Strength and Weakness

2.9.1 Strength

- The desserts are made with real ingredients and no artiicial lavors.

- Numbers of outlets within Selangor, Klang Valley and Negeri Sembilan.

- High quality product at affordable and ideal prince range.

- Lot of choices of food and beverages.

- The food all constantly improvised.

2.9.2 Weakness

- Bad product display.

- Lack of promotion and exposure of the product. - People are unaware of other food on the menu besides the desserts.

- Advertising in printing and design are weak.

- People thought it is a bit expensive.

2.10 Advantages and Disadvantages

2.10.1 Advantages

- Numbers of outlet within Selangor, Klang Valley and Negeri Sembilan


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area.

- High quality ingredients.

- Variety choices.

- Hand made and made ready to order.

2.10.2 Disadvantages

- Strong competition with other similar products.

- Some of the competitors have lower product prince range.

- Weak advertising and design awareness.

2.11 Unique Selling Proposition (USP)

With Ice Room, there is always a room with good food and fun.

2.12 Promotional History and Advertising Schedule

Birthday Promotions


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Birthday Promotions

Anniversary Promotions


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Ramadhan Promotion

Contest

Meal Promotions


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2.13 Positioning Statement

Has been around in the market since 2009, Ice Room has always been known to its

signature delightful shaved ice desserts. It is a caf designed with casual and cozy ambience

that serves variety choices of tantalizing sweet treats as well as fusion food and beverages.

8TV Quickie Interview


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Chapter 3

THE COMPANY


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3.1 Company Overview

Backed by the Loon Sing Restaurant Group, Ice Room is created by a family

enterprise renowned for its expertise and skills in the culinary world spanning across 3generations. With such a solid background, Ice Room promises a unique dining experience

with its signature shaved snow ice cream desserts and fusion food and beverages.

One of the successor, Mr Sia Boon Kong began his journey into the culinary world

at a young age of 20 by following in his fathers footsteps to be a chef. He then sharpened

his business acumen by managing the familys restaurant business, Loon Sing, and later

exploring other businesses in the culinary world. Being highly passionate about food, Mr

Sia quickly excelled and became a star in the culinary world. His expertise and knowledge

as a chef received due recognition time and again as he won many prestigious local andinternational awards in this ield. His current position as Vice Chairman of the Malaysian

Restaurant Association further afirms his status in the culinary world. He is also a much

sought-after judge for international culinary contests.

3.2 Business Description

With such a solid background, Ice Room promises a unique dining experiencewith its signature shaved snow ice cream desserts and fusion food and beverages. With

its one of a kind type of desserts and meals, Ice Room brings together and tighten up

relationships among family members and friends. Always been known for its tantalizingly

unique sweet treats, Ice Room also serves signature local and western cuisines to suits

best all ranges of target market.

3.3 Company History

Ice Room is backed by the Loon Sing Restaurant Group. With a solid background

and skills in culinary spanning across 3 generation, Ice Room is created. First Ice Room

outlet was opened for business in October 2009. With more than 10 outlets within

Selangor, Klang Valley and Negeri Sembilan, Ice Room is now pretty much well-known

among the locals.


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3.4 Key People

3.4.1 Directors / Oficers

1. Hew Choong Mun - Director

2. Sia Boon Kong - Director

3. Sia Boon Ming - Director

4. Koh Tuck Ken - Secretary

3.4.2 Shareholders / Members

1. Sia Boon Chin

2. Sia Boon Kong

3. Sia Boon Lan

4. Siew Keow Choo

5. Sia Boon Ming

Food&

BeverageIncorporationIce Room Restaurant&

Cafe

Market Segmentation of Ice Room


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3.5 Location and Subsidiaries

3.5.1 Headquarters

Ice Room Sdn Bhd

Lot 200-201, Jalan 6, Nilai Square, 71800 Nilai, Negeri Sembilan Malaysia.

3.5.2 Subsidiaries

Kuala Lumpur

1. 10K3, Hutong @ Lot 10, Lot 10 Shopping Mall, Jalan Bukit Bintang

55100,Kuala Lumpur.

2. Lot D/0G/05, Block D, Plaza Mont Kiara, No. 2, Jalan Kiara, 50480 Mont

Kiara, Kuala Lumpur.

3. No 1,Lorong 6E/91,Taman Shamelin Perkasa, Off Jalan Cheras 56100,

Kuala Lumpur.

Selangor

1. No 45, Jalan Medan Pusat 2D, 43650 Bandar Baru Bangi, Selangor.

2. No. 30, Jalan Metro Avenue 2, Metro Kajang, 43000 Kajang, Selangor.

3. G-18, Jalan Prima SG 1, Prima Sri Gombak, 68100 Batu Caves, Selangor.

4. No.27, Jalan PJU 5/20E, Pusat Perdagangan Kota Damansara, The

Strand, Kota Damansara, PJU 5,47810, Petaling Jaya, Selangor.

Negeri Sembilan

1. No 200-201,Dahlia Mall,Jalan Nilai Square 6, Nilai Square 71800

Bandar Baru Nilai, Negeri Sembilan.

2. No 52 ,Jalan Raja Aman Shah, 71000, Port Dickson, Negeri Sembilan.

3.6 Brands, Major Products and Services

Ice Room is a thriving food and beverages brand that is currently in progress todevelope further in the market. They are hoping to upbringing the image of dessert


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especially ice-based dessert to local community of Malaysia.

They focus more on customers to ensure customers satisfactions and loyalty.

Through their oficial website, customers can register as registered user to participatein contests as well as get instant updates of the latest deals.

Besides website, customers are kept updated through social networks such as

Facebook and Instagram. Feedback from customers are much appreciated by Ice Room

and it is important to maintain brand loyalty and customers satisfactions.

3.7 Corporate Vision

To be able to deliver the best customer experience and to create desireable highquality and affordable food.

3.8 Corporate Mission

1. To ensure that each customer receives warm, professional, friendly and

courteous services.

2. To maintain a clean, comfortable and well maintained premises for our

guests and staff.

3. To provide excellent quality experience to customers.

3.9 Current Promotional Strategy

The latest promotional made by Ice Room is currently on its Facebookk page.

Most of the promotions and events are published online on the main oficial website as

well as oficial Facebook page. Printed media are mostly published in the outlets and

local newspapers.

They are currently in progress to develop an oficial Instagram account to keep

customers up-to-date with the latest meals promotions and events. Currently, customersare voluntarily upload photos of Ice Room products and share with the realtives and


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colleagues.

3.10 Current Marketing Objectives

3.10.1 Short term objectives

- To ensure that people know about Ice Room not only just for its desserts,

but also for its other food.

3.10.2 Long term objectives

- To be well-known throughout Malaysia as the best restaurant that serves

the best dessert in the country.

3.11 Media Expenditure

Through its oficial website, Ice Room create contests for customers to participate

and win prizes. All these contests also available to access through Ice Rooms oficial

Facebook page.

Ice Room is currently using its oficial Facebook Page to do the current Ramadhan

season promotion.


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Chapter 4

CONSUMERS & STAKEHOLDERS


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4.1 Current Consumers Characteristics

4.1.1 Demographics

Age: Early twenties early forties.

Gender: Both

Education: All

Occupation: Students to working professionals

Income range: RM500 RM3000

Race & Ethnicity: All

Geographical location: Urban

4.1.2 Psychographics

Perception: Ice Room has its own unique shaved snow ice cream desserts.

Learning: Friends and family, Newspapers and online media.

Motivation & Needs: Relaxing and comfort with delightful meals.

Attitude & Personality: Health conscious.

Lifestyle: Standard society who are care about good food with warm and

comfortable ambience.

4.2 Stakeholders Characteristics

4.2.1 Primary

STAKEHOLDERS CRITICALLY to SUCCESS CONCERN

Loon Sing Restaurant Group HIGH Supporting the company

Shareholders HIGH Concerned about the market

share

Employees HIGH Help manufacturing the

company

Admin + General HIGH Manage online promotions

and services

Designer HIGH Design website, ads, copy andbanners


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STAKEHOLDERS CRITICALLY to SUCCESS CONCERN

Media MEDIUM Pomote products and brand

Communities MEDIUM Contribute information

through the community

(W.O.M)

4.2.2 Secondary


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Chapter 5

INDUSTRY & MARKETPLACE


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5.1 The Industry

5.1.1 Deinition of the Food & Beverages Industry

The food and beverage industry has developed and progressed from just abunch of family businesses operations to a million-dollar, perhaps billion-

dollar powerhouse led by huge local and international corporations.

This industry is now has expand to into global demands and this sometimes

causes rising of food prices. The increase number of consumers in the

market industry has resulted in a rapid and sustained increase in food

prices, stokings global inlation.

Malaysias food industry nowadays is rich in terms of tropical and agricultural

resources relecting diverse cultures in the society that are Malay, Chinese

and Indian. This have resulted in a fascinating range of processed food with

an Asian twist.

Increasing consumer awareness in nutrition value and food fortiication

for healthcare has created the demand for functional/healthy minimally

processed fresh food, organic food and natural food lavors from plants and

seafood.

5.1.2 Shape of the industry

The Malaysian food and beverage market is becoming increasingly

sophisticated. The industry is supplied by both local and imported products.

Malaysians living in urban areas are relatively brand conscious, and they

prefer to shop in stores, which offer them convenience and good product

selections. Lifestyle changes have led to an increase in the demandfor convenience food and health food. The food processing industry is

predominantly Malaysian-owned

In Malaysia, the food industry is dominated by small and medium scale

companies.


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5.1.3 Development

The strong economic growth in the late 80s and early 90s contributed

to major changes in consumer purchases and consumption patterns.

Employment in the processed food and beverages industry decreased in2009 by 5.1% to 43,080 compared with 45,418 in 2008.

The cost of labor the industry remained competitive, relecting an eficient

utilization and management of resources. Small and medium sized

enterprises represent more than 80% of the total number of establishments

in the processed food segment.

5.2 The Marketplace

5.2.1 Current condition

Type of food like Ice Room is having a tough competition nowadays in

Malaysia. Numbers of similar business and outlets had already taken their

places in the market.

Plus, Malaysians often heavily inluenced and tend to choose companies

that has been long in the market and well-known. This cause dificulties for

companies that are currently trying to set their places in the market.

5.2.2 Changes in the Marketplace

As more new brands and products established, Malaysian are now slowly

accepting new and less famous companies like Ice Room.


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Chapter 6

COMPETITIVE SITUATION


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6.1 Direct Competitors

6.1 Direct Competitors

BRAND PRODUCTS PRICE

RANGE

STRENGTH WEAKNESS

Charmy

Snow Ice

(SIIG)

From

RM4.90

- Serves shaved

ice.

- Cheaper than Ice

Room.

- Only sells

desserts.

- Lacks

promotions.

- No outlets, only

kiosks.

iGlool From

RM5.90

- Various lavors

to choose.

- Appealing

packaging.

- Only sells

desserts.

- Only have one

kiosk in Malaysia.

(new)

BRAND PRODUCTS PRICE RANGE STRENGTH WEAKNESS

Snowlake From RM5.90 - The toppings are

all handmade.

- Only sells

desserts.

- Limited outlets.

Tutti Frutti From RM5.30

per 100gm

- Customers can

choose from

various choices of

toppings.

- Real fruits as

topping choices.

- A bit expensive.

- Limited lavors.

Snogurt From RM4.90

per 1000gm

- Lot of topping

choices.

- Real fruits as

topping choices.

- Cheaper thanTutti Frutti.

- Limited outlets.

- Limited lavors.


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Chapter 7

SWOT ANALYSIS


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7.1 Strength

Numbers of outlets within Selangor, Klang Valley and Negeri Sembilan.

High quality product at affordable and ideal prince range.

Lot of choices of food and beverages.

The food all constantly improvised.

7.2 Weakness

People are unaware of other food on the menu besides the desserts.

Advertising in printing and design are weak.

People thought it is a bit expensive.

Bad product display.

Lack of promotion and exposure of the products.

7.3 Opportunity

Affordable and reasonable price range.

7.4 Threats Too many competitors among local and international leading brand.

Other competitors lower their product price range.


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Chapter 8

STRATEGIC TARGET AUDIENCE


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8.1 Primary Target Audience

8.1.1 Demographics

Age: Early twenties early forties.

Gender: Both

Education: All

Occupation: Students to working professionals

Income range: RM500 RM3000

Race & Ethnicity: All

Geographical location: Urban

8.1.2 Psychographics

Perception: Ice Room has its own unique shaved snow ice cream desserts.

Learning: Friends and family, Newspapers and online media.

Motivation & Needs: Relaxing and comfort with delightful meals.

Attitude & Personality: Health conscious.

Lifestyle: Standard society who are care about good food with warm and

comfortable ambience.


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Chapter 9

RESEARCH DEVELOPMENT


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9.1 Marketplace Research

Main door entrance

Front view (Bandar Baru Bangi outlet)


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Sitting area (outside)

Sitting area (inside)

Sitting area (inside)


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9.2 Market Observation

Most of the customers are family with kids aged between 4 to 12 years olds up to

teenagers.

Besides parents with kids, regular customers of Ice Room are young adults as well as

adults. Young adults aged between 20 to 25 years old andost of them are students. Adults being

in the group age of 26 and above. Most of them already working.


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Bloggers who visited Ice Room often came up with lot of post about Ice Room on their

blogs. They write reviews and comments as well as feedbacks regarding their experiences at IceRoom. This indirectly act as one of unoficial indirect promotion for Ice Room.


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9.3 Online Survey

1. Age group

2. Gender

3. Ethnicity

19 - 25

< 18

26 - 30

> 31

Female

Male

Chinese

Malay

Indian

Others


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4. Monthly income

6. Do you like dessert?

5. Area

RM501 - RM1000

Below RM500

RM1001 - RM1500

Above RM1501

No

Yes

Suburban

Urban

Rural


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7. Do you know Ice Room?

9. How many times have you been to Ice Room?

8. Did you know that Ice Room also serves food other than just

dessert?

No

Yes

2 - 3 times

Once

More than 5 times

Never

No

Yes


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10. How do you rate your overall experience?

12. How likely would you recommend us to friends/colleagues

or family?

11. How did you know about Ice Room?

Fair

Poor

Good

Excellent

I dont know

Somewhat unlikely

Unlikely

Maybe

Somewhat likely

Very likely

Friend/Family

Newpaper

Facebook

Magazines


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Chapter 10

PRECEDENT STUDIES


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10.1 Advertising Strategy

10.1.1 Website


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10.1.2 Print ads


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10.1.3 Wall decorations


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10.1.3 Video

Online promotion video


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8TV Quickie Interview


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Chapter 11

REFERENCES


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11. References

Ice Rooms website: http://www.iceroom.com.my

Ice Rooms oficial Facebook page: http://www.facebook.com/iceroomcafe

iGlool Snow Ices website: http://www.iglool.com

Snogurts website: http://www.snogurt.com

Malaysia Food Industry article: http://www.malaysia.ahk.de/

Food and Beverage in Malaysia: http://www.med.govt.nz/sectors-industries/food-beverage

Companies Commission of Malayisia: http://www.ssm.com.my


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Chapter 12

APPENDICES

situation analysis ice room

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