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/
- 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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