Situation Analysis ( Tudor Gold )

1 THE ISSUE

1.1 Introduction


Tudor Gold is a Malaysian brand, in making chocolates and is distributed by Network Foods Malaysia Sdn Bhd. The product was launched in the year 2009. So far Tudor Gold only produces chocolate based products and within the last two years, they have begun to distribute these products in Singapore. Their distributor also distributes another famous local chocolate snack called “Crispy”.

Tudor Gold had a proper brand launching in the year 2009 but for some reason the target audience did not receive it properly. So till date, the brand is not known for its product, nor name by many local citizens. There weren’t any advertisements to promote Tudor Gold in Malaysia. However there was one television advertisement aired on SG TV (Singapore TV) but not in Malaysia or any local TV stations.

On printed media, such as newspapers and magazines, there was certain news on Tudor Gold, but not as an advertisement. They were just based on company issues



Most of the public mistake the brand Tudor Gold for the watch brand “Tudor”. This is normal because the watch brand is a famous brand and it’s easily mistaken. That is why Tudor Gold should make more advertisements to promote their brand and product to get a separate identity from the watch brand Tudor


1.2 Problem Statement and Issues



The main problem with Tudor Gold is that, their products are not known to the public, or at least to most of the public. The question is WHY? And WHAT is causing it. Chocolates by Tudor Gold are made of quality ingredients, they taste good, and they are priced reasonably, but slightly more than their rival, their brand and packaging sound rich and look like imported chocolates. So why are they not doing well? Was it the brand or product launching? But Tudor Gold has done a proper brand launching with some advertisements in a few local newspapers and magazines but its very few and not memorable. But in the last two years, no proper advertising was made to promote this Malaysian brand product.





1.3 Objectives and Aims

Objective

· To create awareness to the public on the brand

· A campaign to promote the brand


Aims

· Boost sales for Tudor Gold

· To make a Malaysian brand popular and go international, not only around Malaysia and Singapore but to other countries as well.




2.0 Project Profile

2.1 Product Name

Tudor Gold Chocolates

2.2 Product Classification

Chocolate confections

2.3 Product Characteristics



Type: Chocolates

Packaging: Vary (Gift Box, Bottle, Bar)

Pricing Range: MYR 2.49 – MYR 23.99 (Current market)

2.4 Product Range

· Dark Chocolate Hazelnut (Bar)

· Dark Chocolate Fruit & Nuts (Bar)

· Dark Chocolate Almond (Bar)

· Dark Chocolate DARK (Bar)

· Milk Chocolate Milk (Bar)

· Milk Chocolate Hazelnut (Bar)

· Milk Chocolate Fruits & Nuts (Bar)

· Milk Chocolate Almond (Bar)

· Dark Chocolate Hazelnut (Coated Nuts)

· Dark Chocolate Almond (Coated Nuts)

· Dark Chocolate Tiramisu Almond (Coated Nuts)

· Dark Chocolate Raisins (Coated Nuts)

· Dark Chocolate Macadamia (Coated Nuts)

· Dark Chocolate Assortments (Coated Nuts)

· Milk Chocolate Hazelnut (Coated Nuts)

· Milk Chocolate Almonds (Coated Nuts)

· Milk Chocolate Raisins (Coated Nuts)

· Milk Chocolate Assortments (Coated Nuts)

· Assorted Neapolitan (Gift Box)

· Dark Chocolate – Almond, Fruits & Nuts, Dark Chocolate (Gift Box)

· Dark Chocolate – Neapolitan (Gift Box)

· Dark Chocolate Macadamia (Gift Box)

· Dark Chocolate with Hazelnuts & Macadamia Nuts (Gift Box)




2.5 Distribution

The type of distribution used is indirect distribution. This is clearly seen when Tudor Gold has Food Networks distribute their products. But Food Networks also uses indirect distribution to sell the products which is through wholesalers and retailers, their primary indirect channels. This method of distribution is used because they can obtain the best market share. This allows them to focus on producing and improving their goods. The main advantages about indirect distribution would be, it allows penetration of fragmented dispersed markets, and increases profitability by making low transactions amounts.



2.6 Product Life Cycle







2.7 The Brand

Tudor Gold is a Malaysian brand, in making chocolates and is distributed by Network Foods Malaysia Sdn Bhd. The product was launched in the year 2009. So far Tudor Gold only produces chocolate based products and within the last two years, they have begun to distribute these products in Singapore. Their distributer also distributes another famous local chocolate snack called“Crispy”.

Tudor Gold uses 55% cocoa in all their products and this is what makes Tudor Gold special and interesting. The fact that it is a natural anti oxidant source is also another interesting fact about their products. Their chocolates are made from the finest cocoa beans in the world. Their unique recipe is crafted using the freshest ingredients to ensure perfect balance, harmony and sweetness. It’s Trans-fat free so it’s healthy to eat.



2.8 Brand Image & Implication

Currently Tudor Gold is at its intro growth. The next level would be to reach the peak level. But because of the advertising defects, it would be a big problem if the brand would ever reach its peak level. To the public, Tudor Gold is still a very new or unknown brand. Since its launch in the year 2009, it should start hitting its peak level after 3 years of product launching, considering the fact that the taste is good, packaging is nice, price is affordable, has health benefits and the very good quality of its product. But still consumers, and most importantly target audience aren’t aware of the brand.



2.9 Strength and Weakness

Strength:

· Malaysian made

· Made from good quality and fresh ingredients

· Health benefits such as natural anti oxidants and extra cocoa which prevents heart related issues

Affordable price, which can be considered cheap when compared to other brands

· Tastes delicious according to users who have already tried it

· Smooth and silky texture

· Not too sweet, made with the right amount of sweetness

· Beautiful and unique packaging

· Has international standards



Weakness:

· Over shadowed by imported chocolates

· No advertising

· New product

· Not known to its target audience even after a brand launching



2.10 Advantages and Disadvantages

Advantages:

· Convenient packaging ( in bottle and bar)

· Easy to open and store

· Satisfies hunger

Disadvantages:

· Because it uses 55% cocoa and very little preservatives, it is prone to a certain worm, which feeds on cocoa

· Easily melts

· Does not last long compared to other chocolates due to reduced usage of preservative, if not kept refrigerated.



2.11 Unique selling Proposition (USP)

The only brand which uses up to 55% cocoa in their chocolate products, which is good source of anti-oxidants and good for the health

2.12 Promotional History and Advertising Schedule



The very first advertisement which has brands like Tudor Gold and Crispy featured in them, but the article is not based on Tudor Gold but more to their marketing agency, Network Foods Industries Sdn Bhd – Malaysia.





Most of these advertisements are not promoting an individual product. It is more to the brand and the distributor, Network Food Industries.



2.13 Positioning Statement

Tudor Gold, the only chocolates enjoyed by both young and old for its 55% cocoa content. 

3.0 The Company

3.1 Company Overview

Network Foods (M) Sdn Bhd is a confectionery and food distribution company with seven branches throughout Peninsular Malaysia and two key distributors in East Malaysia. It distributes its own proprietary brand of chocolate products like "Crispy", "Tudor Gold", "Kandos", "Tango" and agency brands which includes "Capri-Sonne", "NEKTA", "SILANG" and many other established brands of food products nationwide. It is one of Malaysia's Premier Food & Beverage Marketing and Distribution Company. Network Foods (M) Sdn Bhd is part of the Network Foods Group of Companies and a member of The MUI Group, a multi-national Malaysian conglomerate that was established in 1960.



3.2 Business Description

Network Foods (M) Sdn Bhd is a confectionery and food distribution company with seven branches throughout Peninsular Malaysia and two key distributors in East Malaysia. It distributes its own proprietary brand of chocolate products like "Crispy", "Tudor Gold", "Kandos", "Tango" and agency brands which includes "Capri-Sonne", "NEKTA", "SILANG" and many other established brands of food products nationwide. It is one of Malaysia's Premier Food & Beverage Marketing and Distribution Company. Network Foods (M) Sdn Bhd is part of the Network Foods Group of Companies and a member of The MUI Group, a multi-national Malaysian conglomerate that was established in 1960. With its extensive coverage of all the key outlets in modern and traditional trade coupled with strong and aggressive sales & marketing team, Network Foods (M) Sdn Bhd aims to be one of the preferred marketing and Distribution Company for F&B segment in the country. They have an established marketing network in each state, providing focused and dedicated attention to each of the individual brand and agency line. Their complimentary basket of leading brands offers real benefits to key retail groups and at the same time, offers strong sales leverage to the Network Foods' sales team. Other than that, they have a professional and tested sales and marketing team in each state, which would undoubtedly eliminate business uncertainties in any charge of agency and help optimize business growth opportunities. To conclude, Network Foods is an organization that is dedicated solely to distribution & marketing of fast-moving Food & beverage products.



3.3 Company History

Network Foods Industries is part of the Network Foods Group of Companies which has a marketing and distribution presence in Malaysia, Singapore and Hong Kong. Their products have been exported to more than 40 countries and regions, including Japan, US, Australia, New Zealand, South Korea, China, Hong Kong, Taiwan, Singapore, Thailand, UAE, Kuwait, and other countries including the Asia-Pacific, the Middle East regions, and the American continents. Network Foods Industries is ISO 9001 certified by SIRIM and “Halal” certified by JAKIM (The Islamic Development Department of Malaysia). The company has recently received the Hazard Analysis Critical Control Point (HACCP) certification issued by SIRIM/Ministry of Health certifying its products to be of international food safety standard.



3.4 Key People



· Ms. Charvin Lau - Marketing Executive

· Thoo Thean Beng - General Manager

· Ms Katherine Hsin - General Manager

· Mr. Foo Kim Wah - Group General Manager (fookimwah@networkfoodsind.com.my)

· Ms. Ng Lai Fah - Assistant General Manager (nglfah@networkfoodsind.com.my)(Export Dept.)



3.5 Location and Subsidiaries



Headquarters: Network Foods Distribution Pte Ltd, Singapore

Singapore 12 Woodlands Link

Singapore 738740

Tel: 65-6757 7678

E-mail: enquiry@networkfoods.com

Website: http://www.networkfoods.com/



Subsidiaries: Network Foods Industries Sdn Bhd Malaysia

Lot 3, Persiaran Raja Muda

Section 16, 40000 Shah Alam, Malaysia (Manufacturing Factory)



No 6, Jalan U1/14, Section U1,

Hicom Glenmarie Industrial Park

40150 Shah Alam, Malaysia (Office)

Tel: 60-3-5519 2606

Fax: 60-3-5519 5772

Website: http://www.networkfoodsind.com.my/





Network Foods (Hong Kong) Ltd, Hong Kong

Flat L, 21/F, Shield Industrial Centre,

84-92 Chai Wan Kok Street,

Tsuen Wan, N.T.

Hong Kong

Tel: 852-2515 9191

Fax: 852-2515 9355



3.6 Brands, Major Products and Services



The other major chocolate confetti brands manufactured and distributed by Network Foods include:

· Crispy

· Tudor Gold

· Tango

· Soreign

· Kandos



3.7 Corporate Vision

· Be the Most Cost Effective and Competitive Marketing and Distribution Company in the Region



3.8 Corporate Mission

· To be a world class manufacturer of quality chocolate and confectionery products at competitive prices.

· To be the premier regional marketing and distribution company for FMCG products in Asia.

· To be a strong global owner and manager of unique brands.



3.9 Company’s Current Promotional Strategy



The last and one of very few promotions Network Foods had given was a chocolate sale carnival, which was held from the 31st March to 2nd April 2011

There weren’t any other promotions from them which included Tudor Gold as part of their promotion.



3.10 Product Sales’ History

-NOT AVAILABLE FOR COMPANY PRIVACY-



3.11 Current Marketing Objectives



Network Foods current long term objectives are to be a world class manufacturer of quality chocolate and confectionery products at competitive prices, to be the premier regional marketing and distribution company for FMCG products in Malaysia, and finally to be a strong global owner and manager of unique brands.

Their short term objective is to be the most cost effective and competitive marketing and Distribution Company in the region.


3.12 Media Expenditure

Network Foods has not taken full advantage of the media to help promote and expand their brand name. Since the launching of the brand, there have only been one television advertisements promoting Tudor Gold chocolates. Other than that, there is only one other TV advertisement for their co-brand “Crispy”. Besides these, there is no known record of media expenditure used for Network Foods Sdn Bhd.


4.0 Consumers and Stakeholders

4.1 Current Consumers’ Characteristics

Demographics-Identify “current” demographics situation;

a. Age: 25 to 45

b. Gender: Male and Female

c. Education: Young working adults & Older working adults

d. Occupation: Working

e. Income range: Between MYR 1800 – MYR 2300

f. Race & ethnicity: All

g. Geographical location: Urban and Suburban



Psychographics - Identify “current” psychographics situation;



a. Perception: Chocolates with extra cocoa, especially dark chocolates are usually enjoyed by working adults. It is seen as adult confetti.



b. Learning: Word of mouth, Supermarket Shelves and newspapers



c. Motivation: Since the current target audience are working adults, health consciousness is part of their daily attitude and knowing that Tudor Gold chocolates are 55% cocoa and reduces heart risks would be a major motivation.



d. Attitude & Personality: Independent and confident, health conscious, classy



e. Lifestyle: Working hard during weekdays and relaxing during the night time or weekends.



4.2 Stakeholders’ Characteristics


Primary

Board of Directors – Ms. Charvin Lau,Thoo Thean Beng, Ms Katherine Hsin,

Mr. Foo Kim Wah, Ms. Ng Lai Fah

Directing the employees to maintain and achieve the corporate goal.


· Shareholders

Investors that share the company’s profit in production

· Employees


People who work for the company and contribute to it in return for monthly wages


Secondary

· Consumers


The loyal customer that buy their products which in return contributes to the company’s revenue and growth.


Chapter 5: THE INDUSTRY

5.1 History

Chocolate's origins date back more than 4,000 years to the culture of the Mayas in Central and South America. It was introduced to Europe in the 1500s and reinvented by European chocolatiers as a sweet, creamy confection. In the 1800s, it was re-introduced to the New World and America. The origin of chocolate cocoas is from the Amazon or Orinoco basin of South America and it was found approximately 4,000 years ago. About 600 A.D., The Mayans undertook a massive migration that led this highly civilized people from Central America deep into the northern regions of South America. In Yucatan, they established the earliest known cocoa plantations. There is no doubt, however, that the Mayans must have been familiar with cocoa several centuries earlier. From the very early days of cocoa, the peoples of Central America used beans as a form of payment. The use of cocoa beans as units of calculation must also have become established before A.D. 1000. One “Zontli” equaled to 400 cocoa beans, while 8000 beans equaled to one “Xiquipilli”. In Mexican picture scripts, a basket with 8,000 beans represents the figure 8,000. By subjugating the “Chimimeken” and the Mayans, the Aztecs strengthened their supremacy in Mexico. Records dating from this period include details of deliveries of cocoa that were imposed as tributes on conquered tribes. In A.D. 1502, the first European contact with cocoa beans was established by the fourth voyage of Christopher Columbus. Later in A.D. 1528, Hernando Cortez returns to Spain with cocoa beans, impressed by the fact that the Aztecs used them as currency. Hernando seeded plantations on Trinidad, Haiti, and the West African island of Bioko to grow "money" to trade with Aztecs for gold. Spain then had a virtual monopoly of the cocoa market for almost a century. In the early 1700's, the industrial revolution mechanizes chocolate making and brings the price within the public's reach. Chocolate houses start to spring up in England to compete with coffeehouses. (Chocolate at this point was consumed as a liquid beverage, not as a confection.)


1765 The first chocolate factory was established in Massachusetts Bay Colony.

1828 Conrad Van Houten, a Dutch chemist, learns to press cocoa butter out of chocolate liquor. This allows the production of cocoa powder.

1848 Conrad Van Houten adds cocoa butter and sugar to chocolate liquor and "eating chocolate" was created.

1852 Domingo Ghirardelli establishes his first chocolate factory in San Francisco, CA.

Chocolate Beans Chocolate Refining

1875 Daniel Peter and Henri Nestle combine chocolate and milk powder and create the first milk chocolate bar.

1879 Rodolphe Lindt produces chocolate that melts on the tongue. He develops the "conching" process that gives chocolate a smoother texture.

1900 Ghirardelli Chocolate Company sells its coffee and spice business, limiting its products to chocolate and mustard. A two-story warehouse (now called the Cocoa Building) is built on North Point Street in San Francisco, CA.

1965 San Francisco declares Ghirardelli Square an official city landmark.

1967 Production of Ghirardelli Chocolate moves to San Leandro, CA.

1998 Lindt and Sprungli Chocolate of Switzerland acquire Ghirardelli Chocolate as a wholly-owned subsidiary of its holding company.

Today Chocolate is a multi-billion dollar industry and is one of the most popular confection products in the world.


The Chocolate Industry

The chocolate industry offers a wide variety of opportunities for the small business owner weathers economic recession well and is growing despite increased health-consciousness and calorie counting. Growth will be driven by population growth as well as expansion into new markets, product innovation and rising disposable income levels leading to greater purchasing of premium offerings. Chocolate is wildly popular for individual consumption, gift giving and cooking. Due to the dominance of large-scale production dynasties, franchises and small businesses tend to focus on unique or specialty items or services. Unique chocolates may be from a region famous for a particular technique, baked on-site or offer a different take on tradition, while specialty services tend to focus on gift-packaging or delivery.



Chocolate Leads the Way

One of the primary demand drivers for chocolate and other sweets is consumer taste, and consumers continue to love chocolate! Long a beloved treat in the western world, a recent study in Great Britain showed that 91% of females and 87% of males consume chocolate products. But the taste for chocolate is now expanding into highly populated nations with a growing middle class, such as China and India. Rising disposable incomes and changing tastes will continue to drive growth in the industry overseas, just as improving domestic economic conditions increase sales at home. The candy and confection industry remained strong through the recent recession, with the chocolate industry in particular having strong sales despite belt tightening. Considered a luxury, chocolate surprised many industry observers with continued sales strength over the last several years. Though people spent less on big ticket items like vacations, consumers refused to give up the little ways they spoil themselves at home. A chocolate bar is often considered an “affordable luxury.” Profitability for large confection and candy producers is derived from manufacturing and supply chain efficiency, as well as effective marketing. Smaller companies look to offer premium or specialty products. For all companies involved in the chocolate industry, however, rising commodity prices can be cause for concern. Cocoa prices can be exceedingly variable as it is largely grown in developing nations with often unstable political situations. Recent turmoil in the Ivory Coast, the largest producer of cocoa, has caused prices to skyrocket for the beans. Lack of access to modern insecticides and fertilizers also makes production less predictable. Large producers of cocoa manage and absorb much of this risk, but will begin to pass on higher prices beyond a certain point.



Industry Trends

There are a number of trends within the chocolate industry that are driving growth; and product innovation in 2010 brought a 16% increase in new product releases over 2009. Increasing disposable incomes as well as changing public sentiments regarding health and our global community is the driving forces behind this growth in innovation. Premium and specialty items have shown strong growth over the long-term. During the recession, there had been a shift away from premium items, but as the economy has continued to recover, sales of premium items have taken the lead again. High-end varieties can be baked on the premises, come from a renowned region or have a hidden secret recipe. Seasonal and boxed assorted chocolates have been experiencing the fastest growth, and sales are expected to expand 13% between 2010 and 2015. Holidays, birthdays, retirement parties and more, chocolate is a versatile gift for many occasions. Over the last several decades there has been increased understanding of what constitutes a healthy diet, and there has been a dramatic increase in sales of sugar free, reduced fat and reduced calorie offerings. Dark chocolate is known to lower both blood pressure and cholesterol, and has nearly 8 times the number of antioxidants as found in strawberries. A recent survey found that 35% of respondents believe dark chocolate to be healthier, and it shows: sales grew 9% in 2009 versus 3.6% for the chocolate industry as a whole. Fair-trade certified chocolate is another fast growing segment of the market, where consumers pay a premium to ensure goods are produced in an ethical manner. As our global community grows smaller with the communication revolution, it becomes glaringly obvious that goods produced in developing countries are often subject to horrible labor conditions or controlled by dominant industry participants. Fair Trade is a social movement aimed to promote sustainability in developing countries, and generally requires a higher price but conforms to higher social and environmental standards.



Chocolate Industry Franchise Opportunities

There are a wide variety of chocolate industry opportunities available for the franchisee, based on location, clientele, and affluence. Franchises exist in storefront or online variety and for shipping or hand delivery; specialty stores provide high-end treats and bulk candy stores offer large quantities of varying quality!



The Malaysian Chocolate Industry

Cocoa has been commercially planted in Malaysia since the 1950s while cocoa processing began in the 1970s. Most of the planting areas are situated in Sabah, but most of the grinding and manufacturing are based in the Peninsula. Over the years, the planting sector has been slowing down, but the processing sector has seen tremendous growth. Currently, Malaysia is the fifth largest cocoa processor in the world. Malaysian cocoa products (such as cocoa butter, cocoa powder and chocolate) are exported to over 80 countries. One of the special characteristics of Malaysian cocoa butter is the high melting point, which is beneficial for chocolate products in warm countries. The products are of good quality, accepted by many and with Halal certification. Cocoa can be found in beverages, cakes, confectionary, and chocolate. Malaysia also produces her own brands of handmade chocolate with exquisite taste such as Durian Chocolate, Pineapple Chocolate, Tongkat Ali Chocolate and Ginger Chocolate. Many can be found in airports, shopping malls and places of interest. The Malaysian Cocoa Board as the custodian of the Malaysian Cocoa Industry works on making the industry well integrated and competitive in the global market.



Chapter 6: Competitive Situation

6.1 Direct Competitors



Cadbury is a confectionery company owned by Kraft Foods and is the industry's second-largest globally after Mars, Incorporated. With its headquarters in Uxbridge, London, England, the company operates in more than 50 countries worldwide. The company was known as Cadbury Schweppes plc from 1969–2008 until its demerger, in which its global confectionery business was separated from its US beverage unit (now called "Dr Pepper Snapple Group"). It was also a constant constituent of the FTSE 100 from the index's 1984 inception until its 2010 Kraft Foods takeover. In 1824, John Cadbury began selling tea, coffee, and drinking chocolate, which he produced himself, at Bull Street in Birmingham, England. He later moved into the production of a variety of cocoa and drinking chocolates, made in a factory in Bridge Street and sold mainly to the wealthy because of the high cost of production. John Cadbury became a partner with his brother Benjamin and the company they formed was called 'Cadbury Brothers of Birmingham'. The brothers opened an office in London and in 1854 they received the Royal Warrant as manufacturers of chocolate and cocoa to Queen Victoria. In the 1850s the industry received a much needed boost, with the reduction in the high import taxes on cocoa, allowing chocolate to be more affordable to everybody.
Cadbury merged with drinks company Schweppes to form Cadbury Schweppes in 1969. In March 2007, it was revealed that Cadbury Schweppes was planning to split its business into two separate entities: one focusing on its main chocolate and confectionery market; the other on its US drinks business. In October 2007, Cadbury announced the closure of the Somerdale Factory, Keynsham, formerly and part of Fry's. Between 500 and 700 jobs were affected by this change. Production transferred to other plants in England and Poland.

Strengths:  Strong Leadership position in confectionery markets and it has a 9.2% share of the global confectionary market, driven by strong positions in several regional markets.
Product Ranges: Different range of chocolate confetti and chocolate products like chocolate drinks, chocolate bars and snacks.
Positioning: Cadbury is a product with unique appeal which is not shared by any of its competitors.




The Hershey Company (NYSE: HSY), known until April 2005 as the Hershey Foods Corporation and commonly called Hershey's, is the largest chocolate manufacturer in North

America. Its headquarters are in Hershey, Pennsylvania, which is also home to Hershey's Chocolate World. It was founded by Milton S. Hershey in 1894 as the Hershey Chocolate Company, a subsidiary of his Lancaster Caramel Company. Hershey's products are sold in about sixty countries worldwide. Hershey is one of the oldest chocolate companies in the United States, and an American icon for its chocolate bar. It is one of a group of companies established by Milton Hershey. Other companies established by Milton Hershey include Hershey Trust Company, and Hershey Entertainment and Resorts Company, which runs Hershey park, a chocolate-themed amusement park, the Hershey Bears minor professional hockey team, Hershey park Stadium and the GIANT Centre. Most of the employees for the factory come from the surrounding counties, towns, and boroughs, such as Lebanon County, Hummelstown, South Hanover, and Harrisburg. After completing an apprenticeship to a confectioner in 1873, Milton S. Hershey founded a candy shop in Philadelphia, which failed six years later. After trying unsuccessfully to manufacture candy in New York, Hershey returned to Pennsylvania, where he founded the Lancaster Caramel Company, whose use of fresh milk in caramels proved successful. In 1900, Hershey sold his caramel company for $1,000,000[5] (equal to $27,936,000 today) and began to concentrate on chocolate manufacturing.

Strengths: Strong brand portfolio and strong operational performance
Product Ranges: Chocolate confetti, creamery, ice cream, cocoa powder and products
Positioning: Hershey’s will make you feel better about yourself and self image in any situation while satisfying your chocolate cravings at any time of the day













Milka is a brand of milk chocolate manufactured by Kraft Foods. It is sold in bar form, in holiday shapes, and in a variety of specialty forms. It was first created by the Suchard Company in the early 20th century. In 1970, Suchard merged with Tobler to become Interfood. A merger with the Jacobs coffee company in 1982 created Jacobs Suchard. Kraft acquired the majority of Jacobs Suchard, including Milka, in 1990. The brand has a well-known symbol, the Milka Cow, which is a lilac colored Montbéliard cow which are normally brown-white, with a completely white face. She sports a bell around her neck, and is usually shown in an Alpine meadow. According to the official site www.milka.co.uk, the name is derived from combining Milch and Kakao, which are the German terms for milk and cocoa, chocolate's primary ingredients. Croatian sources alone claim it to be a tribute to Carl Russ-Suchard's admiration of Wagner interpretations of the singer Milka Ternina, a famous soprano of the time. The chocolates are distinctively packaged in purple.
Today, the chocolate is produced at a number of locations, including Lörrach (Germany), Bludenz (Austria), Belgrade (Serbia), Svoge (Bulgaria), Bratislava (Slovakia), Braşov (Romania), Costa Rica, Curitiba (Brazil), Jankowice (Poland) and Trostyanets (Ukraine), and most recently Belgium and Argentina.

Strengths: Diversified product portfolio with strong brand image, increased debt equity burden, focus on research and development with a strong distribution network and a strong focus on environmental issues
Product Ranges: Chocolate confetti, creamery, ice cream, cocoa powder and products
Positioning: Hershey’s will make you feel better about yourself and self image in any situation while satisfying your chocolate cravings at any time of the day










6.2 – Indirect Competitors



Famous Amos is a brand of cookie from the United States. Wally Amos, an Air Force veteran who worked as a talent agent with the William Morris Agency, would send home-baked chocolate chip cookies to celebrities to entice them to meet with him and maybe sign a deal to be represented by the William Morris Agency. Amos grew up in the State capitol of Florida, born in Smokey Hollow of Tallahassee, Florida. On March 10, 1975, Amos took the advice of some friends and opened a cookie store in Los Angeles, California, naming it "Famous Amos". In the first year he sold $300,000 worth of cookies, followed by more than $1,000,000 in sales in the store's second year of operation. The store proved so popular that the "Famous Amos" brand eventually branched out to sell cookies in supermarkets, a move that would later be emulated by other specialty stores such as Baskin-Robbins, T.G.I. Fridays, and Starbucks. The Famous Amos brand has gone through a number of owners since inception. Between 1985 and 1989, the Famous Amos Company went through four different owners. In 1992 the President Baking Company purchased the brand from The Shansby Group. Then, in 1998, Keebler purchased the President Baking Company. It was then owned by Keebler until the Kellogg Company purchased Keebler in 2001. The brand is now a part of Kellogg's.




Baskin-Robbins is a global chain of ice cream parlors founded by Burt Baskin and Irvine Robbins in 1953, from the merging of their respective ice cream parlors, in Glendale, California. It claims to be the world's largest ice cream franchise, with more than 5,800 locations, 2,800 of which are located in the United States. Baskin-Robbins sells ice cream in over 30 countries. The company is headquartered in Canton, Massachusetts. The Baskin-Robbins ice cream parlors started as separate ventures from Burt Baskin and Irv Robbins, owning Burt's Ice Cream Shop and Snowbird Ice Cream respectively. Snowbird Ice Cream featured 21 flavors, a novel concept for the time. When the separate companies merged in 1953, this concept grew to 31 flavors. Baskin-Robbins is known for its "31 flavors" slogan (which is featured in logo, in pink). The idea for having so many came from the Carson-Roberts advertising agency (which later became Ogilvy & Mather) in 1953, along with the slogan "Count the Flavors. Where flavour counts." It also was more than the 28 flavours then famously offered at Howard Johnson's restaurants. In addition, the number 31 was chosen so a customer could have a different flavor every day of any month. Burt and Irv also believed that people should be able to sample flavours until they found one they wanted to buy ― hence the iconic small pink spoon.

CHAPTER 7: SWOT ANALYSIS

7.1 Strength:-

Tudor Gold is one of Malaysian made chocolates to have gone internationally, with very high quality and also with international standards. It can be equivalent to international chocolates like Hershey's and Cadbury, by its taste and quality

· 55% cocoa in its products

· Has health benefits

· Less sugar in all products

· Malaysian made

· Inexpensive

· Attractive packaging

· Good taste compared to other locally made confetti

· Made with freshest and quality ingredients

· International look

7.2 Weaknesses:-

· Recognition by local public is very little. 

· Almost new product so target audience aren't aware of product

· Overshadowed by imported chocolates like Cadbury, Milka and Hershey’s.

· No promotion or proper advertising done by company

7.3 Opportunities:-

· Other local chocolate brands like Beryl are much more expensive, but without good taste and quality. Tudor gold can grab this opportunity to advertise their products and be the number 1 Malaysian made chocolate

· With proper advertising, the brand has a very good chance to stand out

7.4 Threats:-

· The adaptation of existing companies who specialize in a broader side of the industry like Beryl's and Cadbury. Once Beryl reduces its price, sales for Beryl's may boost because the brand is well known. 

· Most people hesitate to try Malaysian made products because they are afraid it might not be nice or be of good quality

CHAPTER 8: STRATEGIC TARGET AUDIENCE

8.1 Proposed Primary Target Audience

Demographics-Identify “current” demographics situation; 

a. Age: 23 to 34

b. Gender: Male and Female

c. Education: High School and above 

d. Occupation: Working

e. Income range: Between MYR 1800 – MYR 2300

f. Race & ethnicity: All 

g. Geographical location: Urban and Suburban

Psychographics - Identify “current” psychographics situation; 

a. Perception: Chocolates with extra cocoa, especially dark chocolates are usually enjoyed by working adults. It is seen as adult confetti.

b. Learning:  Word of mouth, Supermarket Shelves and newspapers

c. Motivation: Since the current target audience are working adults, health consciousness is part of their daily attitude and knowing that Tudor Gold chocolates are 55% cocoa and reduces heart risks would be a major motivation.

d. Attitude & Personality: Independent and confident, health conscious, classy

e. Lifestyle: Working hard during weekdays and relaxing during the night time or weekends.

8.2 Proposed Secondary Target Audience

Demographics-Identify “current” demographics situation; 

h. Age: 25 to 45 

i. Gender: Male and Female

j. Education: High school and above 

k. Occupation: Working

l. Income range: Between MYR 1800 – MYR 2300

m. Race & ethnicity: All 

n. Geographical location: Urban and Suburban

Psychographics - Identify “current” psychographics situation; 

f. Perception: Chocolates with extra cocoa, especially dark chocolates are usually enjoyed by working adults. It is seen as adult confetti.

g. Learning:  Word of mouth, Supermarket Shelves and newspapers

h. Motivation: Since the current target audience are working adults, health consciousness is part of their daily attitude and knowing that Tudor Gold chocolates are 55% cocoa and reduces heart risks would be a major motivation.

i. Attitude & Personality: Independent and confident, health conscious, classy

j. Lifestyle: Working hard during weekdays and relaxing during the night time or weekends.

CHAPTER 9 – RESEARCH DEVELOPMENT

9.1 Market Research

A few hypermarkets in Klang Valley were visited to research on Tudor Gold Chocolates regarding the price and placement in comparison with its competitors. The hypermarkets we visited are Tesco, Giant, and Jusco.

9.2 Market Observation

Apart from observing product price and placement, we observed the market of each cultured milk brand too in busy weekends. Following are the findings:

             Tesco Puchong           Giant Seri Kembangan       Jusco Seri Kembangan

1.30 – 2.00pm     5.00 – 6.00pm 7.00 – 8.00pm

Milk Choc                                  5                                                3                                                1

Dark Choc                                  4                                                 1                                                 3

Choc Coated Nuts                    1                                                 3                                                 2





CHAPTER 10: PRECEDENT STUDIES
10.1 – Advertising Strategy

Currently Tudor Gold is not conducting and has never conducted any actual advertising activities to date other than the TVC advertisement. Even their Malaysian official website has been under construction ever since it’s beginning of operation.


11 References

Tudor Gold Official Homepage. (n.d). Retrieved July 4,2012, from http://www.tudorgoldchocolates.com/

Network Foods Product Catalogue. (n.d). Retrieved July 4,2012, from http://www.networkfoods.com.my/product_catalog_tudorgold.html

Tudor Gold Corporate Information. (n.d). Retrieved July 4,2012, from http://www.tudorgoldchocolates.com/corporate_info.html

Network Foods. (n.d). Retrieved July 4,2012, from http://www.networkfoods.com.my/index2.html

Malaysian Cocoa Industry. (n.d). Retrieved July 5,2012, from http://www.visitorsguide.com.my/about-malaysia/10-malaysian-cocoa-industry-.html

YouTube – Tudor Gold ‘Crush’ TVC. (n.d). Retrieved July 10,2012, from http://www.youtube.com/watch?v=eTpInliQyVs&feature=plcp

Cadbury Official Page (n.d). Retrieved July 20,2012, from
http://www.cadbury.co.uk/

Cadbury. (July 12, 2012). Retrieved July 20,2012, from
http://en.wikipedia.org/wiki/Cadbury

The Hershey Company (July 18, 2012). Retrieved July 20, 2012, from http://en.wikipedia.org/wiki/The_Hershey_Company

Famous Amos. (June 26, 2012). Retrieved July 20,2012, from http://en.wikipedia.org/wiki/Famous_Amos

Baskin Robbins. (July 15, 2012). Retrieved July 21,2012, from http://en.wikipedia.org/wiki/Baskin-Robbins

Tudor Gold Go Green Contest. (October 6, 2011). Retrieved July 4,2012, from http://www.econtest.my/2011/10/tudor-gold-go-green-energy-saving.html

Blog saya ade macam awak ke?!. (July 10, 2011). Retrieved July 20,2012, from http://bbyuya.blogspot.com/2011/07/sudah-jatuh-hati-sama-coklat-tudor-gold.html