Thursday, December 19, 2013

FYP Proposal


FCM Media Innovation: Final Year Project Proposal

Name: Lee Wei Shin
Student ID: 1102702106

Brand: PEPPERIDGE FARM
Product Category: FOOD AND BEVERAGE



Information

- The Pepperidge Farm brand was launched from a Fairfield, CT. farmhouse kitchen in 1937.
- Pepperidge Farm is a comapny origin from United States.
- Pepperidge Farm offers premium, quality products.
- Pepperidge Farm have relationships with over 40 distributors in over 85 retailers around the globe. -       Provide an array of popular products, including Chunk and Soft Baked American Collection cookies,

  Milano cookies, Goldfish and Finz crackers.
- It is nearly a $2 billion business that produces over 200 products including Bread, Rolls, Cookies,

  Crackers, Pastries, Cakes, Texas Toast, and Croutons.

Market Situation
- Competitor - Famous Amos, Cadbury biscuit.
- Available in Malaysia, but only sell in certain hypermarket.
- Sell their product over 45 countries world wide.
- targeting medium to high income family from at any age.
- Not well know in Malaysia due to high price and lack of promotion.


Issue and Problems
- Do not have own retail shop. Only available in selected hypermarket. - Do not advertise in Malaysia at any form of media.
- Expensive compare to similar product.
- The branding is not strong enough to relate to its target audience.


Ideas/Concepts
- Design in a smaller packing, so that can sell in a more competent and affordable price. - Design an easy carry packing.
- Introduce the product by TV Commercial.
- Design a MASCOT to attract more people to join our exhibition.

- Create an e-shop function. ( can place orders on the web and have their food collected or delivered )

Citations/References
Pepperidge Farm’s Website  http://www.pepperidgefarm.com/ 

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