Chapter 1 – Project Overview

1.1 – Introduction

Planet Popcorn is known as good quality and healthy popcorn compare other plain popcorn because it is 100% freshly handmade with imported corn kernels featured from United States with low sugar, low fat, and high fiber. This popcorn was founded in 2010 by an enjoyment and creative team from Taiwan with the mission to serve the best popcorn to satisfy all popcorn fans cravings by coated with different mouth watering and exciting flavor.

Planet Popcorn currently have 8 flavors, there are Original, Caramel, chocolate, cheese, seaweed, wasabi, kimchi, and curry. Besides, they are planning to invent a new flavor, the coconut flavor. However, the old flavor which is the coffee is remove from the list due to the non-acceptation among the customers. Planet Popcorns make public appearances in packs, buckets, and gift boxes before white bouncers and red carpets welcome savory snacks into bottomless pits.

Planet Popcorn have a strong sense of responsibility for quality control. They insist the popcorn with fine ingredient which are the highest quality ingredients from area producer and healthy combination with low fat and low calorie. It also a everyday handmade popcorn by the dedicated cooks instead of designed popcorn machines. The freshness of the popcorn is in quantity control for non-expired guarantee. It had no preservatives, no butter, no transfats, and

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no artificial condiments. Big and round mushroom-shaped popcorn with crispy texture attract consumer for giving them a pleasant mouth feel during eating.

1.2 – Problem Statement and Issues

Planet popcorn is still new in Malaysia and not well-known by the public. Since it is just reach Malaysia's market, there is not much advertising and promotion about the brands. Consumer also considers that popcorn is kinds of snack food that will be eat only during movies time. They are willing to choose to buy popcorn which is located at the cinema. Therefore, the price of the popcorn sells in the cinema is much cheaper than Planet Popcorn. Other than that, Planet Popcorn does not have enough outlets in Malaysia, which is now only 12 outlets. Consumers need to go to the shopping mall to but Planet Popcorn. The packaging is too large for the consumer to carry around to eat while walking. Therefore, most of the consumers will choose to buy the other snack foods which easy to carry around. Meanwhile, Planet Popcorn had up to 8 types of flavors, some of those flavors were too 'unique' and cannot easily accept by the consumers. However, Planet Popcorn continues to invent more and more new flavor to the public.

1.3 – Objectives and Aims

Objectives

To promote the unique flavors of planet popcorn. To acknowledge the public that Planet Popcorn can be eat as a sharing snack besides of

treating it as a movie snack

Aims

To study the development and issues to success in snack food industry. To identify the product's brand images from consumer perception. To create an effective promotion strategies by using mass media in promotion booth,

event, website, television commercial, contest and etc. To create awareness and gain customers loyalty

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Chapter 2 – Project Profile

2.1 – Product Name

Planet Popcorn

2.2 – Product Classification

Planet popcorn is an extraordinary handmade popcorn that provide healthy mushroom shaped popcorn with variety of unique flavor.

2.3 – Product Characteristics

Type• Planet popcorn is a healthy snack food low fat and low calorie.

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Packaging

• Plant Popcorn use airtight in pack and bucket packaging.

Price • Plant Popcorn's pricing range for different flavor and package.

Unit per sale• Per pack• Per bucket• Per gift box

2.4 – Product Range

Pack popcorn

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No Flavor Pack (RM) Bucket (RM)1 Original 8.90 15.902 Caramel 9.90 17.903 Seaweed 9.90 17.904 Curry 9.90 17.905 Cheese 11.90 21.906 Chocolate 11.90 21.907 Wasabi 10.90 19.908 Kimchi 11.90 21.90

Gift Box Package9 6 Mini Pack RM39.90

10 4 Mini Pack RM29.90

Bucket popcorn

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Gift box set(6 mini pack)

Gift box set(4 mini pack)

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The 8 flavor of popcorn in Planet Popcorn

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2.5 – Distribution

Planet Popcorn's product is distribution directly to the consumers through their own small kiosk stalls in shopping center which can be found in Sunway Pyramid Shopping Mall, Berjaya Times Square, Pavilion Kuala Lumpur, Setia City Mall, Paradigm Mall, Mid Valley Megamall, The Mines, Selayang Mall, Plaza Gurney, Mahkota Parade, Johor Bahru City Square, 1 Utama Shopping Centre.

2.6 – Product Life Cycle

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2.7 – The Brand

Planet Popcorn was founded in 2010 by a team with energetic and creativity. With the mission of spreading enjoyment and dismissing boredom, Planet popcorn turn plain and ordinary popcorn into a spiritual antidote that rich in enormous power of joyfulness, bringing an unprecedented experience of happiness!

2.8 – Brand Image and Implication

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Planet Popcorn was established on 2010 from Taiwan and was introduce to Malaysia in the late 2011.Planet Popcorn was still new in Malaysia and currently just in the stage of earlier growth. This means the brand awareness is relatively much lower than other competitors. There are more strong brand image in the market such as Garret Popcorn have long history and gain more loyalty consumer than Planet Popcorn.

The brand image that planet popcorn trying to portray is healthy mushroom shape handmade popcorn, coated up to 8 different unique favor that make them different than other competitor. However, Planet popcorn is still not well known by the public in Malaysia. Most of the people might think that popcorn as a kind of snack eating during movie time in cinema. This leads the purchasing come from the cinema's popcorn.

2.9 – Strength and Weakness

Strength Weakness

Mushroom shape with crispy texture

100% freshly handmade with imported corn kernels

healthy with low fat and low calorie.

Freshly made everyday Non-expired guarantee Highest quality ingredients Many unique and exciting flavors Young and attractive brands No preservatives, no butter, no

trans fats, and no artificial condiments

New in Malaysia Treat it as a movie snack Contain calories Expensive Fewer outlet store Lack of awareness Not easily accepted those special

flavors

2.10 – Advantages and Disadvantages

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Advantage Disadvantage Pleasant mouth feel Easy to store Fresh and original Eye catching, due to the size and

the shape of popcorn Healthy than other snack Less direct competitor

Expensive Lack of outlet in Malaysia Over consumer snack easy to

cause obesity. Hard to except the unique flavor

2.11 – Unique Selling Proposition (USP)

Planet Popcorn is a healthy food with big and mushroom shape handmade popcorn that provide variety of unique and exciting flavor.

2.12 – Promotional History and Advertising Schedule

Timeline of how your brand got involved in promotional activities

Date Promotion/ Event/ Advertising2011

19 June Join Facebook30 Oct Promotion for Twilight Saga Breaking Dawn Part 1 for 2 premiere screening

ticket showing on TGV Sunway Pyramid1 Nov Ultimate Food Challenge Sunway Pyramid

19 Nov Christmas promotion at Sunway Pyramid Christmas theme main concourse are with Planet Popcorn Pushcart.

201222 Jan A gift pack worth RM39.90 for lucky winner for the contest of Dragon Love

Planet Popcorn.7 Feb Get a small free pack of Coffee Flavor Planet Popcorn for Free when

purchase 3 packs of Planet Popcorn or a Gift Pack.16 Feb A FREE Big Pack of Original flavored Popcorn with purchasing of 1 Planet

Popcorn gift box set with 6 small packs of flavored popcorn of your choice.16 March Comment the question in Facebook will get FREE Popcorn or Gift Pack. 1st

10 people will get Free Popcorn from their kiosks.27 March Give away 10 tickets for MIRROR MIRROR special screening to 5 lucky fans.

10 Apr Popcorn Castle made by Planet Popcorn display at Ikano Power Centre. 13 Apr Great Popcorn Castle display in IPC Movie Fiesta 2012 at MIRROR MIRROR

BOOTH.19 Apr Stamp Collection is organized everytime purchasing popcorn to get Free

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pack of popcorn.20 Apr 'Just say I do' contest. Winner will get a free gift box of 6 packs of Planet

Popcorn.27 Apr Buy 2 bucket free gift box promotion.9 May ' Planet Popcorn in Glass' contest.

20 June ' Shout Me out' contest. Winner will get 8 customized Planet Popcorn T-Shirt with own shout out.

8 July Planet Popcorn Starbuck Loyalty Card Giveaways Contest.23 July 'Lucky Draw' Minimum 30 'Share' to activate this 'Lucky Draw'! 4 boxes of

party pack will be give 5 August Photo Contest. 30 winners will get a booklet of voucher worth RM30 in

RM5 denomination per piece. 18 Sept Start Official Online Purchase!

5 Oct Randomly giving out Planet Popcorn's 'Gift Box' to those who wish 'Happy Birthday' in your most creative way. 30X 'Gift Box' ready and standby to be given out! 50 or more fans who 'share' out this post, we will double the amount of winners(60X)!

5 Nov Outlet Beauty Contest (Planet Popcorn Malaysia 1st Anniversary)2013

2 Jan Limited 'VIP Vouchers' to get RM5 off courier fees when buy Planet Popcorn Online.

10 Jan Buy 3 FREE 1 promotion for City Square Mall opening. 5 Feb 'Show your love' and stand a chance to grab RM500 cash and RM30

vouchers this Valentine!14 March Promotion in Goupon. [33% Off] RM10 for RM15 Cash Voucher for All

Popcorn at Planet Popcorn. 30 March Big 1 comes with Small 1 promo in One Utama.

1 May New 'Give Box' packaging with 4 flavors in RM29.9010 May Give Box for Mother's Days. Dedicate your message here to your mom and

stand a chance to win our 'Give Box'! Availed for 10 winner.26 May Print the voucher and claim your FREE popcorn at Paradigm Mall outlet.2 June Print & Claim your FREE popcorn at Gurney Plaza Outlet2 June Print & Claim your FREE popcorn at The Mines KL Outlet5 June PM us a photo of you and Planet Popcorn to stand a chance to win 2013

Super GT Grandstand Tickets!9 June Print & Claim your FREE popcorn at Mahkota Parade Melaka

17 June Print & Claim your FREE popcorn at Selayang Mall18 June Print & Claim your FREE popcorn at JB City Square24 June Print & Claim your FREE popcorn at Setia City Mall2 July Purchase up to RM28, a FREE coconutty gift pack will be given!!2 July "BLOG US" contest. Best blog of the month will get RM100 CASH

2.13 – Positioning Statement

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Planet Popcorn is healthy handmade popcorn that provide different unique flavor to target teenagers at the ages of 15-30 years old who want to try and challenge something new.

Chapter 3 – The Company

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3.1 – Company Overview

Innovation-infested Team

Planetpop Marketing Sdn Bhd was introduced into the country in late 2011 from Taiwan by three young, enterprising Malaysians - Managing Director Alvis Koh, Finance and Business Development Director Charles Hung and Operation Director Cammy Sim - hand-made Planet Popcorn emphasizes healthy and high quality products. Planetpop also has their subsidiaries in Taiwan.

In the years of 2011, the 1st outlet is open in Malaysia which is located in Sunway Pyramid Shopping Mall. Two weeks later, they slowly expand their outlet in Berjaya Time Square, and so on to other location such as Pavilion, The mines, and etc. Recently, they had opened their latest outlet in One Utama Shopping Mall. So far, there were 12 outlets in Malaysia.

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3.2 – Business Description

Planetpop Marketing Sdn Bhd is form by a youthful, innovation-infested team aiming to promote the unique flavors of planet popcorn to the public. They do not cap the potentials of their creativity, perpetually churning out truly tasty and innovative products as they stretch their imagination to its limits. Planetpop is constantly developing and researching the recopies for popcorn to produce unique flavor and great taste of popcorn.

The company also uses online purchase which starts on December 2012 for consumers who stayed far away from the existing kiosk in Malaysia due to the requirement from consumers.

Currently, Planetpop had try their best to expand their kiosks in Malaysia. They also plan to continue export their outlet to other location in West Malaysia which is in Sabah and Sarawak.

3.3 – Company History

In the year of 2010, Planet Popcorn was founded by a team with energetic and creativity in Taiwan.

In September 2011, Planetpop Marketing Sdn Bhd had introduced in Malaysia. The product area was located in Serdang on October. In 1st of October, the company established the 1st outlet in Malaysia which is located in Sunway Pyramid Shopping Mall with 8 flavor of Original, Caramel, Wasabi, Seaweed, Curry, Coffee, Chocolate and Cheese. Two weeks later, they slowly expand their outlet in Berjaya Time Square.

In the year of 2012, the company start established promotion, such as IGotDiscount on February, IPC Movie Fiesta on April Photo contest on August, and etc. On April 2012, they reach 8000 fan in Facebook. In the same year, new character s for each popcorn flavors is created.

In the year of 2013, Planet popcorn had established 12 outlet in Malaysia and reach 20 000 fan on Facebook. In the same year, their head office move from Dataran Glomac to Plaza Kelana Jaya.

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3.4 – Key People

1. Alvis KohMANGAGING DIRECTOR

2. Cammy SimOPERATION DIRECTOR

3. Charles HungBUSINESS DEVELOPMENT & FINANCIAL DIRECTOR

* Jack HoMARKETING ASSISTANT MANAGERTel : 012-315 0432Email : jackho@twplanetpop.com

3.5 – Location and Subsidiaries

Planetpop Marketing Sdn. Bhd (Company No. 947979-W)No. A-5-2, Plaza Kelana Jaya, SS7/13a, Petaling Jaya, 47301 Selangor, Malaysia.

Tel : 03-5161 0826Email : mas_servicecenter@twplanetpopcorn.comWebsite: my.twplanetpop.com

STORE LOCATION:

Sunway Pyramid Shopping MallF1.100, 1st Floor,Sunway Pyramid Shopping Mall, No. 3 Jalan PJS 11/15, Bandar Sunway, 48150 Petaling Jaya, Selangor. Malaysia.

Berjaya Times SquareLG-18-03A, Lower Ground Floor, Berjaya Times Square, No. 1 Jalan Imbi, 55100 Wilayah Persekutuan Kuala Lumpur. Malaysia.

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Pavilion Kuala LumpurP6.43.00, Level 6, Tokyo Street,Pavilion Kuala Lumpur, 168 Jalan Bukit Bintang, 55100 Wilayah Persekutuan Kuala Lumpur. Malaysia.

Setia City MallLG27, Lower Ground Floor,Setia City Mall, No. 7, Persiaran Setia Dagang, Bandar Setia Alam, Seksyen U13, 40170 Shah Alam, Selangor. Malaysia.

Paradigm MallLG39, Lower Ground Floor,Paradigm Mall, No. 1, Jalan SS7/26A, Kelana Jaya, 47301 Petaling Jaya, Selangor. Malaysia.

Mid Valley MegamallLGK-03, Lower Ground Floor, Mid Valley Megamall, Mid Valley City,Lingkaran Syed Putra, 59200 Kuala Lumpur. Malaysia.

The MinesL1-K10, Level 1, The Mines, Jalan Dulang, Mines Resort City, 43300 Seri Kembangan, Selangor. Malaysia.

Selayang MallG23A, Ground Floor, Selayang Mall, Jalan SU 9, Taman Selayang Utama, 68100 Batu Caves, Selangor. Malaysia.

Plaza Gurney170-B1-K8/K11, Lower Ground Floor, Plaza Gurney, Persiaran Gurney, 10250 Penang. Malaysia.

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Mahkota ParadeKG5E-2, Ground Floor, Mahkota Parade, No. 1 Jalan Merdeka, 75000 Melaka. Malaysia.

Johor Bahru City SquareMF-14A, Level 3, Johor Bahru City Square, 106-108, Jalan Wong Ah Fook, 80000 Johor Bahru. Malaysia.

1 Utama Shopping CentreSK9B, 2nd Floor, 1 Utama Shopping Centre, 1 Lebuh Bandar Utama ,47800 Petaling Jaya, Selangor. Malaysia.

3.6 – Brands, Major Products and Services

Brands : Planet Popcorn

Product : Snack food

Services : Retailer

3.7 – Corporate Vision

We pledge to serve the best popcorn to satisfy our fans cravings. We promise our fans for healthy, fresh, quality, and hand-made popcorn everyday. Lastly, we strive to satisfy all our fans popcorn crave.

3.8 – Corporate Mission

Spreading enjoyment and dismiss boredom.

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3.9 – Company’s Current Promotional Strategy

Date Promotion/ Event/ Advertising2012

22 Jan A gift pack worth RM39.90 for lucky winner for the contest of Dragon Love Planet Popcorn.

7 Feb Get a small free pack of Coffee Flavor Planet Popcorn for Free when purchase 3 packs of Planet Popcorn or a Gift Pack.

16 Feb A FREE Big Pack of Original flavored Popcorn with purchasing of 1 Planet Popcorn gift box set with 6 small packs of flavored popcorn of your choice.

16 March Comment the question in Facebook will get FREE Popcorn or Gift Pack. 1st 10 people will get Free Popcorn from their kiosks.

27 March Give away 10 tickets for MIRROR MIRROR special screening to 5 lucky fans.10 Apr Popcorn Castle made by Planet Popcorn display at Ikano Power Centre. 13 Apr Great Popcorn Castle display in IPC Movie Fiesta 2012 at MIRROR MIRROR

BOOTH.19 Apr Stamp Collection is organized everytime purchasing popcorn to get Free

pack of popcorn.20 Apr 'Just say I do' contest. Winner will get a free gift box of 6 packs of Planet

Popcorn.27 Apr Buy 2 bucket free gift box promotion.9 May ' Planet Popcorn in Glass' contest.

20 June ' Shout Me out' contest. Winner will get 8 customized Planet Popcorn T-Shirt with own shout out.

8 July Planet Popcorn Starbuck Loyalty Card Giveaways Contest.23 July 'Lucky Draw' Minimum 30 'Share' to activate this 'Lucky Draw'! 4 boxes of

party pack will be give 5 August Photo Contest. 30 winners will get a booklet of voucher worth RM30 in

RM5 denomination per piece. 18 Sept Start Official Online Purchase!

5 Oct Randomly giving out Planet Popcorn's 'Gift Box' to those who wish 'Happy Birthday' in your most creative way. 30X 'Gift Box' ready and standby to be given out! 50 or more fans who 'share' out this post, we will double the amount of winners(60X)!

5 Nov Outlet Beauty Contest (Planet Popcorn Malaysia 1st Anniversary)2013

2 Jan Limited 'VIP Vouchers' to get RM5 off courier fees when buy Planet Popcorn Online.

10 Jan Buy 3 FREE 1 promotion for City Square Mall opening. 5 Feb 'Show your love' and stand a chance to grab RM500 cash and RM30

vouchers this Valentine!14 March Promotion in Goupon. [33% Off] RM10 for RM15 Cash Voucher for All

Popcorn at Planet Popcorn. 30 March Big 1 comes with Small 1 promo in One Utama.

1 May New 'Give Box' packaging with 4 flavors in RM29.90

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10 May Give Box for Mother's Days. Dedicate your message here to your mom and stand a chance to win our 'Give Box'! Availed for 10 winner.

26 May Print the voucher and claim your FREE popcorn at Paradigm Mall outlet.2 June Print & Claim your FREE popcorn at Gurney Plaza Outlet2 June Print & Claim your FREE popcorn at The Mines KL Outlet5 June PM us a photo of you and Planet Popcorn to stand a chance to win 2013

Super GT Grandstand Tickets!9 June Print & Claim your FREE popcorn at Mahkota Parade Melaka

17 June Print & Claim your FREE popcorn at Selayang Mall18 June Print & Claim your FREE popcorn at JB City Square24 June Print & Claim your FREE popcorn at Setia City Mall2 July Purchase up to RM28, a FREE coconutty gift pack will be given!!2 July "BLOG US" contest. Best blog of the month will get RM100 CASH

3.10 – Product Sales’ History

The company doesn't provide the information since it's private and confidential.

3.11 – Current Marketing Objective

Long term To gain local customers loyalty To expand more kiosks in shopping mall

Short term To create awareness for their product. To increase their market share in local market

3.12 – Media Expenditure

Planetpop reach target audience through media mostly on social network which is the easiest and more effective way to get to the consumers. Planet Popcorn promotes their activities on Facebook. For examples, the "BLOG US" contest, the competitor are ask to write a blog about the product and simple upload at least 1 picture on it, then link the blog to the Facebook. Planetpop will choose the winner, the prize were given away by post to the winner. This is how well and efficient Planet Popcorn's strategy in using social media.

Beside, Planetpop also use the print media such as flyer and bunting with their flavor characters to attract the consumer about their new flavor and promotion. They also used print media in stamp collection to attract the consumer to purchasing their product.

Once, Planetpop had promote their brands through radio broadcast station, MyFm. However, the reaction is not so well. Most of the people did not pay attention on it.

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Chapter 4 – Consumers and Stakeholders

4.1 – Current Consumers’ Characteristics

4.1.1 Demographics

Age : 15-30 years oldGender : Male and FemaleEducation : Primary and aboveOccupation : Student and white collarIncome range : RM800-RM3000Race & ethnicity : All racesGeographical location : Urban

4.1.2 Psychographics

Perception : Consumer who like to eat snackLearning : Newspaper & Magazines, Friends &Families, Internet Motivation & needs : To satisfy their tasteAttitude & Personality : Trendy and taste consciousLifestyle : Modern, up to date

4.2 – Stakeholders’ Characteristics

4.2.1 Primary

DirectorsDirecting and guiding the employees in order to achieve the company's goals.

ShareholdersInvest the money to the company in interest of a share on its profit.

EmployeesWork for the company in cooperates with their directors in order to achieve the company's goals.

ConsumersSpending money for the product distributes by the company which contributes to the company revenue.

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4.2.2 Secondary

DistributorsProvide service and goods while earning from the service provided.

MediaHelp to advertise the brands and product to create awareness among consumers.

BankProvides loan and funding backup money and as financial agency that makes financial procedure easier.

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Chapter 5 – Industry and Marketplace

5.1 – The Industry

5.1.1 Definition of the Industry

Snack food industry defined snack as a portion of food often smaller than a regular meal that is general eaten between meals. thedifferencebetween“snacks”and“meals”dependsonthetimethefoodisconsumedand/orthenutrientcompositionofthefood. Snack come in a variety of forms including packaged and processed foods and items made from fresh ingredients at home. With the spread of convenience stores, packaged snack foods are now a significant business. Snack foods are typically designed to be portable, quick and satisfying. Processed snack foods are designed to be less perishable, more durable, and more portable than prepared foods. They often contain substantial amounts of sweeteners, preservatives, and appealing ingredients such as chocolate, peanuts, and specially-designed flavors.

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5.1.2 Shape of the Industry

The snack food industry in market-driven societies generates billions of dollars in revenue each year. The market for processed snack foods is enormous, and a number of large corporations compete rigorously to capture larger shares of the snack food market.

Snacks are no longer regarded as just being a treat or used to fill the gap between meals. They also accompany, even replace, meals, and are nibbled on during home activities, whether it be watching television or entertaining. In response, manufacturers have produced an array of packaging sizes to accommodate the various occasions when snacks are consumed.

The savory snack foods market is doing well: in spite of the crunch, consumers still munch. The market value of the snack foods market has risen from 2007. This is because manufacturers are delivering healthy alternatives to consumers as they become more health conscious. In addition, manufacturers keep consumers on their toes by introducing diverse and uncommon flavors. Finally, the affordability of the products makes snacks popular during economic downturns.

Consequently, heavy promotions are used to convince consumers to buy snack foods. Processed snack foods are advertised far more than regular nutritional foods such as fruit, vegetables, meat, dairy products. The flashiest TV commercials and advertising campaigns are often designed to sell these products.

The snack foods industry is a vibrant sector and the economic crisis has thus far had a positive effect on the market. Although prices in the industry are on the rise, due mostly to high commodity costs, consumers have yet to be deterred. The future for the industry looks promising and bright.

5.1.3 Development of the Industry

The Snack Food Production industry benefited from increased demand for several of the industry's products during the past five years in line with rising household disposable income. Additionally, a growing number of consumers became more aware of the negative health effects of eating foods that contain high levels of sodium, so producers quickly adapted to changing consumer tastes by offering more healthy options, such as 100-calorie packs and low-sodium versions of existing products.

The tendency among Malaysia consumers to snack between meals contributed to a 3% increase in current value sales in 2012 to reach RM667 million. Sweet and savory snacks appeal to many young consumer groups including teenagers and working adults. According to the research, Potato crisps are still the most popular product in the snack foods market and accounted for a 48.3% share in 2011. However, the popularity of both other savory snacks and nuts is on the rise, as these products often provide a healthier option. Popcorn and pretzels are the two snacks

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that will be most popular in this category in the future. Nuts are increasingly in demand. Yet, because these are significantly more expensive than most other savory snacks, unless manufacturers decrease their shelf price, their growth is likely to be stunted.

Instance, Americans are now more inclined to 'graze' throughout the day, seeking snacks that provide fuel between traditional meal parts. This is because pressure from the nutritional disclosure legislation has prompted the foodservice industry to reduce calorie counts in meals The impulse purchases of snacks are up from two years ago.

The industry's future prospects look good with continued revenue growth expected during the five years to 2018. Forecast increases in household disposable income and continued innovation of healthy snacks will help drive demand for industry products.

5.2 – The Marketplace

5.2.1 Current Condition of the Marketplace

The market of snack food industry is a fast growing industry in Malaysia during this few years. The market of snack food product is becoming more competitive. Currently, the market is in an intensive competition as there are a lot of different brands in the market from old to new strive to come out with better or new flavor. Most of the new snack foods originate from North- East country such as Japan, Korean and Taiwan.

Planet Popcorn is also one of the snack food product which come from Taiwan and facing almost same target audience with other competitors. Since this brands is still new in Malaysia, it is hard to build up their brand image compare to the other existing competitors in Malaysia. In order to survive in this market, Planet Popcorn keeps coming out with different types of flavors in term of tasty and exciting the consumers. Besides, it should improve the advertising marketing to stand up from the competitors to attract consumers and creates loyalty.

5.2.2 Changes in Marketplace

Positive Negative

Uniqueness of the flavor allows standing out from other competitors.

Less direct competitor causes the product easy to be remembered by the consumers.

A healthier snack food that contain low fat and low calorie with fiber.

More money to spent in promotion and advertising to increase their market sales.

Too many indirect competitors will cause the consumers more choice to choose.

Does not have popcorn eating cultural.

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Chapter 6 – Competitive Situation

6.1 – Direct Competitors

6.1.1 – Garret Popcorn Shop

Garrett Popcorn Shops® maintained dedication to fresh, delicious popcorn since first opened at 10 West Madison Street in Chicago. Garrett Popcorn Shops® continue to use only the highest quality ingredients from area producers as they handcraft their gourmet popcorn in old-fashioned copper kettles. Their hot air pops our signature blend of kernels, which then mix into their secret family recipes.

Product range:The Chicago Mix®, CaramelCrisp™, Macadamia CaramelCrisp™, Almond CaramelCrisp™, Cashew CaramelCrisp™, CheeseCorn™, Buttery, Plain

Price:Flavors Small

(RM)Medium

(RM)Large(RM)

Jumbo (RM)

1 Gallon (RM)

2 Gallon (RM)

Plain/Butter 9 13 19 29 79 129CheeseCorn 16 21 26 39 89 149CaramelCrisp 16 21 26 39 89 149CaramelCrisp(Cashew/Macadamia/Almond)

19 36 46 86 129 229

The Chicago Mix 16 21 26 39 89 149

Outlet: 2 outlets in Malaysia One Utama

Lot G139B, Ground Floor, 1Utama Shopping Centre Lebuh Bandar Utama, Petaling Jaya, Selangor 47800

Suria KLCCLot C151, Concourse Floor, Suria KLCC, Kuala Lumpur City Centre, Kuala Lumpur 50088

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6.1.2 – Chef Tony's Gourmet Popcorn

Chef Tony's Snack Company began in Manila 2006, with wanted nothing more than to please their family and friends by creating a unique snack which contains the best ingredients and flavor. Needless to say, now thousands of others are just as excited about Chef Tony’s delicious creations. Chef Tony’s Original Recipe is a tradition of making the best Caramel Popcorn around. Chef Tony combines the best and the freshest ingredients together with its secret roasting technique to produce the best tasting Gourmet Popcorn. Chef Tony’s use only US grown popcorn kernels, 100% pure oils, no chemicals or modified fats, natural and artificial flavors.

Product and Price Range:Flavors Small Tub (RM) Big Tub (RM) Promotion pack (RM)Original Caramel 13.80 22.80 12.80Creamy Parmesan 17.80 26.80 -Mochachino (with almonds) 17.80 26.80 -White Chocolate Walnut 17.80 26.80 12.80White Country Cheddar 17.80 26.80 12.80White Chocolate Parmesan 19.80 29.80 12.80Cheesy Jalapeno 19.80 29.80 -Dark Chocolate 19.80 29.80 12.80Belgian Butter 19.80 29.80 12.80

Outlet: 12 outlets in Malaysia KL/Selangor

Fahrenheit88 ,Empire Shopping Mall ,AEON Bukit Tinggi Johor

KSL City, Sutera Mall, AEON Terbrau City, AEON Bukit Indah, Square One (Batu Pahat)

PenangPrangin Mall,1st Avenue, Straits Quay Tesco

SabahCity Mall

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6.1.2 – Tea Chansii

Tea Chansii is a franchise originally from Taiwan and this is the very first branch in Malaysia from Taiwan specializes in bringing you their healthy brewed fruit teas, always made from the freshest ingredients, bought and used on the same day. Combined with quality tea, delicately picked under the scrutiny of professional procedures, you're guaranteed to get a mouthful of goodness. the caramel popcorn is big portion and taste sweet. love the crispy popcorn and the caramel taste

Product: JUST TEA, REFRESHING FRUIT TEA, CHEWY FRUIT TEA, MILK TEA, CREAM TEA, SIMPLY JUICE, ICE BLENDED, SODA,POPCORN, PANNA COTTA

Popcorns' Price Range:

Flavors Small Pack(RM) Big Pack (RM) Can (RM)Original 3.90 8.90 10.90Caramel 4.90 10.90 12.90Chocolate 4.90 10.90 12.90Strawberry 4.90 10.90 12.90Dried Seaweed 4.90 10.90 12.90Mexican Chili 4.90 10.90 12.90Wasabi 4.90 10.90 12.90Japanese Curry 4.90 10.90 12.90Cheese 4.90 10.90 12.90Butter Garlic 4.90 10.90 12.90

Outlet: 5 outlet in Malaysia Tropicana City Mall,Puchong, USJ Summit Mall, The Gardens, and Bukit Bintang Sidewalk

Cafe

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6.2 – Indirect Competitors

6.2.1 – Famous Amous

Famous Amos first Hot-baked store was opened in Sungei Wang Plaza and officiated by the founder himself, Wally Amos on November 30, 1984. Today, it operates over 60 successful Hot-baked stores in shopping malls and airports in Malaysia.

Currently, there are nine varieties of chocolate chip cookies which are freshly baked throughout the day in each of this Hot-baked store. By using the best ingredients, like semi-sweet chocolate chips and flavorful nuts, these homemade tasting cookies became famous just by word of mouth. The "Free Smell" from our Hot-baked store has been an irresistible aroma of our freshly baked cookies to be enjoyed by true cookie lovers everywhere. Famous Amos has been transformed to a cookies boutique with a selected range of cookies gift tins and wide variety of gift packaging. All gift packaging are also complimented with selected imported chocolates and premium mugs which are creatively packed into unique gifts.

Product Range: Cookies, Cookies in gift packs, Muffins, Brownies, Chocolate, Gift Hampers, Gummies and Candies

Price : RM11.00 - RM399.00

Outlet: 58 outlets in Malaysia

Penang, Perak ,Selangor, Malacca, Johor, Pahang, Terengganu, Kelantan, Sabah, Sarawak

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6.2.2 – Shihlin Taiwan Street Snacks

Shihlin Taiwan Street Snacks ® is everybody's favorites Taiwanese food chain featuring popular snacks from the alleys of Taiwan's night markets. Prepared the way they do over in Taiwan, the menu features authentic favorites such as XXL Crispy Chicken, Crispy Floss Egg Crepe, Handmade Oyster Mee Sua and Seafood Tempura.

Product and Price Range:

PRODUCT Price(RM)Set Meal

Happy! Ricebox Set (add drinks) 10.50Snacks

XXL Crispy Chicken 6.50Oyster Mee Sua 6.50Tempura 6.00Sweet Plum Potato 6.00Egg Crepe 4.50Happy! Ricebox 9.00

DrinksSoya Milk 2.50Other Drinks 3.00Drinking Water 2.00

Outlet: 50 outlets in Malaysia Kedah, Penang, Perak, Pahang, Selangor, Kuala Lumpur, Malacca, Johor

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6.2.3 – Sticky traditional hand-made yummy

Sticky is a well known candy confectioner hailed from Australia. Sticky is a group of highly skilled and dedicated confectioners, recognized internationally as specialists in high quality, hand-made, rock candy style lollies and candy art for weddings and corporate promotions. Sticky in Malaysia only focus on rock candies. The hand-made candy making process is fascinating to watch, and, when mastered by a skilled confectioner, can lead to beautiful and highly intricate designs. Their designs mostly are based on the flavor of the candy itself.

Product: Event candy, Corporate candy, Wedding Candy, Cool Candy, Lolipops

Price:

Packaging : 120g and 170g (all in bottle) Pricing : RM 14.50 - RM 19.90 Unit of sale :per bottle Customization : is available

Outlet: 4 outlets in Malaysia

One Utama, Pavilion, The Gardens, Queensbay Mall

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Chapter 7 – SWOT Analysis

7.1 – Strength 7.2 – Weakness

Freshly and Handmade popcorn Variety of unique flavors Big and round mushroom shape Healthy snack Crispy texture Mode of 100% import corn kernel

feature Airtight packaging No preservation and artificial

condiments added High quality ingredients Form by youthful team with energetic

and creativity.

Expensive packaging not is suitable, larger than

other snack food new in market fewer outlet in Malaysia can't store in long period some flavors can't easily accepted by

consumers lack of brands awareness Over consumer snack easy to cause

obesity. The team is lack experience on

business marketing

7.3 – Opportunity 7.4 – Threats

Less direct competitors in Malaysia Teenagers like to eat snack foods Strong impact in the graphic

characters. Promotion during movie or festival fair

to improve their brand awareness Strengthen to advertize their brands in

commercial college fair can attract younger

consumers

Treat it as a movie snack, consumers won't buy it unless they are having movie.

Competitors have long history and consumer loyalty,.

Health (Obesity) issue causing consumer lack spending in snacking habit.

People may reasonability of the price, compare to the cinema's popcorn.

Lack of new popular location.

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Chapter 8 – Strategic Target Audience

8.1 – Proposed Primary Target Audience

8.1.1 Demographics

Age : 18-25 years oldGender : Male and FemaleEducation : school and higher educationOccupation : Student Income range : RM800-RM2000Race & ethnicity : All racesGeographical location : Urban

8.1.2 Psychographics

Perception : Consumer who trendy and high quality in food.Learning : Newspaper & Magazines, Friends &Families, Internet Motivation & needs : crave for snack, trend to snackAttitude & Personality : Trendy, dare to challenge, enjoyable, entertaining Lifestyle : Modern, up to date, relax and enjoyable

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8.2 – Proposed Secondary Target Audience

8.2.1 Demographics

Age : 10-15 years oldGender : Male and FemaleEducation : Primary and secondaryOccupation : Student Income range : RM150-RM700Race & ethnicity : All racesGeographical location : Urban

8.2.2 Psychographics

Perception : Consumer who like to eat snack and want to try something new

Learning : Magazines, Friends &Families, Social Network, Blogs

Motivation & needs : crave for snack, dare to challenge unique flavorAttitude & Personality : dare to challenge, enjoyable, entertainingLifestyle : Modern, trend, relax and enjoyable

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Chapter 9 – Research Development

9.1 – Marketplace Research

I had visited few Planet Popcorn outlets in Kuala Lumpur and Selangor to observe the product as well as to study about the target audience. There are 12 outlets in Malaysia, and 9 of them were located in Selangor and Kuala Lumpur. I manage to visit 3 of them which are place at Paradigm Mall, Sunway Pyramid Shopping Mall and Berjaya Times Square Shopping Mall.

PARADIGM MALL

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SUNWAY PYRAMID

BEJAYA TIMES SQUARE

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9.2 – Market Observation

Due to market observation I had in Paradigm Mall, Sunway Pyramid and Berjaya Times Square, I found out the sales of Planet popcorn is unbalance. The workers of Planet Popcorn were always busy to attract people by giving them free testing on the popcorn. However, not many people are respond even it is free for eating. Sometimes, there are no people will visit the kiosk at all. When there were 1 people are testing the popcorn or buying it, there comes the rest.

Most of the people who visit the store are teenager with friends, follow by young couple, and families. From my observation, they, teenagers, will try out some of the flavor which is the free testing popcorn in the kiosk before there purchase the popcorn. Most of them will purchase more than 1 pack of popcorn. However, there are a few customers which were white collar ages between 20-30 years old. Most of them did not take the free testing popcorn in the kiosk before they purchase it.

9.3 – Online Survey

The online survey was conducted from 12th to 15th July 2013 with 40 participants. The survey aims to identify on the consumer behavior and the awareness of people about the popcorn and the brand. These are the result survey:

This question was made to identify the gender of the participants. The chart shows 35% of the participants are male and 65% of participants are female.

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This question was made to determine the age of the participants. The result shows the dominant of age group 12-16 by 3%, followed by age group 17-21 by 40%, age group 22-26 by 45%, age group 27-31 by 10%, and 1% is for the age group 32 and above. This result is helpful as the majority age of participants belong to the age group of the target audience.

This question was made to determine on the participant's race. The pie chart shows that 65% of the participants are Chinese, 25% are Malay and only 10% are from other.

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This graph shows that most of the participant's income were belong to the student allowance, which occupied 58%, follow by RM 500 - RM 1000 and RM1000 - RM 1500 were 13%, RM2500 and above were 10%, RM1500 - RM2000 were 5% and RM2000 - RM2500 were 3%.

This question was made to identify the favorite snack among participants. It show that most of the participants like to eat chocolate and chip which is 35%. 13% of the participants like to eat cookies, 10% are like to eat popcorn and only 5% are like to eat dried fruit. However, there are only 3% of the participants will choose to eat other snack.

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This question was made to studies on participants' lifestyle toward purchasing popcorn. The result show that 53% of the participants will purchase popcorn even they are not watching movie in cinema, while the rest of the result which are 48% show that they will not purchase popcorn unless there are having movie in cinema.

This question was made to identify on participants opinion on the price for a pack of popcorn. 53% of the participants think that RM5 - RM 10 is the reasonable price for a pack of popcorn. 38% of the participants would spend RM3-RM5 for a pack of popcorn and 8% of the participants willing to pay RM10-RM20 for a pack of popcorn. Only 1% of the participants would pay RM20 and above for pack of popcorn.

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This question was made to investigates on popcorn toward the consumption rate of among participants. 63% of the participants eat popcorn once a while. 13% of the participants are eating popcorn few times in a month. However, only 1 of the participants does not eat popcorn.

This question was made to study the participants ' occasions purchase popcorn. In prediction, movie is the highest percentage among other which is 67%. 18% of the participants will buy popcorn as a snack and 7% of the participants will buy as for family gathering. Others occasions are less than 5%.

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This question was made to study the factor of the participants consider when purchasing popcorn. Taste is the most participants care the most with 27%, followed by the price and flavor with 19%, quality with 16%, size with 8%, brand and packaging with 4%, and 1% for the advertising and also people that does not care about the brands, advertising, taste and etc.

This question was made to study the brand awareness of Planet Popcorn among other popcorn brands. the result shows that most of the participants had heard about Planet Popcorn (41%). 27% of the participants aware about Garret popcorn, and 20% of the participants still does not know about any popcorn brands in Malaysia. However, the other brands awareness is less than 10% which are 6% on Chef Tony, 2% on Tea Chansii and 4% on other brands.

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This question was made to analyzes how participants get to know Planet Popcorn. Recommendation from friends and family occupied 56% showing the most effective way to know Planet Popcorn while the other know Planet Popcorn from TV/Radio have 8%, and 3% from other method. However, 33% are the participants that do not know about Planet Popcorn .

This question was made to investigate whether participants try Planet Popcorn before. The result show that 50% of the participants had tried before while the other half of the participants are not.

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This question was made to studies whether participants prefer the unique flavors on Planet Popcorn. The result shows that 55% of the participants are prefer and 45% of the participants does not prefer.

This question was made to study the participants' preferable promotion. The result shows that most of the preferable promotion is buy 1 free1 promotion which occupied 53%, followed by discount coupon with 33%, stamp collection with 9%, contest with 3% and the other promotion is only 2%.

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This question was made to investigate whether participants know that Planet Popcorn have up to 8 flavors of choices. 73% of the participants answer that they do not know about it, and only 28% of the participants know about it.

This question was made to investigate whether participants know that Planet Popcorn is 100% handmade and made by imported corn kernel feature with low and low calories with fiber. 88% of the participants do not know and 13% of the participants know that.

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This question was made to see the willingness of the participants to try Planet Popcorn after knowing the information of the product. 73% of the participants shows the result stating that they will give a try while 28% of the participants still does not interested.

This question was made to study on participants 'preferable Planet Popcorn flavor to try on. The result show that most of the participants interested to try on caramel flavor which are 35%, followed by cheese (20%), original (10%), seaweed (8%), curry and wasabi (5%), kimchi (3%). However, there are 13% of the participants do not care about the flavor.

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This question was made to determined the factor that prevent participants to purchasing Planet Popcorn. Result shows that most reason based on the price is expensive (35%), followed by lack of advertising and promotion (23%), forget their existence (10%), bad service , more choice of snack and health problem (8%), and dislike the flavor and other cause (5%).

This question was made to investigate on participants suggestion to improve Planet Popcorn. The result shows that advertisement and promotion is the highest percentage which occupied 37%, followed by more outlet(23%), brands image (14%), packaging (10%), service (7%), more flavor(6%), and 2% on other improvement.

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This question was made to determine the quality of Planet Popcorn. The majority of the participants think that Planet Popcorn is average and good which are 35% and 30%. However, there are 3% of the participants thinks that Planet Popcorn is poor.

9.4 – Interview

In the process of completing the research, I was having some difficulties at finding some information about the company. So I send my email to their official website, but unfortunately there are no reply on my email. So, I had decided to email in their Facebook. Finally I had a manages to take the contact mail with their Assistance Marketing Manager, Mr. Jack Ho. Mr.

Jack Ho is willing to help and arrange me a appointment .

Mr. Jack Ho, the person that I interview with

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Never try beforePoor

AverageGood

Excellent

This is the mail that I send to the company

This is the reply form Mr. Jack Ho

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The timing that he schedule is not suitable for me. Therefore, I apply back hoping that he will change the time and move it early. The next day, he message me with handphone hoping we can meet together in Paradigm Mall. So I start my interview at Paradigm Mall.

The message that he send to me

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Chapter 10 – Precedent Studies

10.1 – Advertising Strategy

Event:

IPC Movie Fiesta 2012Planet Popcorn Castle at Mirror Mirror Booth on April 2012

Circus Fun @ Pavillion, Centre Court25 May - 3 June 2012

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MyFm 14thBirthday Bash on 25 Aug 2012 at National Stadium Bukit Jalil carpark, 8pm

Promotion:

Free party packs 31 July 2012

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IGotDiscount"FREE 1 Big Pack of Original flavored Popcorn with purchase of 1 Planet Popcorn gift box set with 6 small packs of flavored Popcorn of your choice on February 2012.

Planet Popcorn Stamp Collection

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Graphic Design:

Official Online Purchase!

Popcorn Pricing Flyer

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Planet Popcorn Poster design by Fan

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Popcorn flavors

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Packaging:

Fill with 6 mini pack popcorn (2nd packaging)

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Fill with 6 mini pack popcorn (1st generation)

Fill with 4 mini pack popcorn

Contest:

Show Me Out !!! ContestJune 2012

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Photos ContestAugust 2012

Outlets Beauty Contest (Planet Popcorn Malaysia Anniversary)November 2012

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"BLOG US" contest1 July - 31 August 2013

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10.2 – Precedent Studies

Garret Popcorn Shop

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Poster

Competition

Dragon Spottings!

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Packaging

Box Design

Gift Card

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Party Pack

Wedding BundleCreate Your Own Favor Bags

New Baby Bundle

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Pack Design

Chef Tony's Gourmet Popcorn

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Packaging

Christmas Pack

Design Packs

Poster

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Chinese New Year 2013

Event

Christmas 2012at Empire Shopping Gallery

Popcorn TVC

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Orange iTunes 'Popcorn' Ad 2011

M&M's - Popcorn (2010, Canada)

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Pop Corn MTR Malls

Poppin Popcorn Bounce on the Couch 30sec TV

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Butterkist Popcorn I can't resist Butterkist TV ad

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Act II Popcorn

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ACT II Popcorn Girlfriend Tvc

Act 2 Popcorn - Latest Ad of Haresh Raut (Actor)

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Garret- A Bounty of Flavors

Garret- Halt The Salt

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