Situational Analysis 1081103165

SPRITZER +FIBRE

MULTIMEDIA UNIVERSITY

BASIC SITUATION ANALYSISDelta Final Year Project 1 2011/2012

Name: Ang Siew YunID no: 1081103165

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CHAPTER 1:

PROJECT OVERVIEW

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1.1 – Introduction

Spritzer +Fibre is one of the beverage products in the market bearing nutritional benefits and it has been approved by the Ministry of Health. This beverage acts as a dietary fibre, with prebiotic effect, and also aids in increasing bone density and calcium absorption.  Spritzer +Fibre contain a unique mixture of inulin and oligofructose which is a soluble dietary fibre with prebiotic properties. A prebiotic is a non-digestible food ingredient that affects the host beneficially by selectively stimulating the growth and activity of good bacteria in the colon and inhibits the development of a number of harmful bacteria. The results of these studies for this unique mixture of inulin and oligofructose have been confirmed in numerous clinical human studies.

Spritzer +Fibre also aids in increasing calcium absorption and bone density for our body. All the calcium we need for a healthy bone structure originates from within our diet. However, only one third of ingested calcium is actually absorbed, the rest is excreted. Lack of calcium will eventually lead to the decline in condition of our bones and teeth and also osteoporosis. According to ‘Arthritis Foundation Malaysia’, it is estimated that over 1 million people in Malaysia are at risk from Osteoporosis, out of which 20% are men.

Therefore it’s vital for us to put a stop to this and start healthy with Spritzer +Fibre, the functional drink endorsed by the Ministry of Health (MOH). Only the most top quality ingredients and nutrients make it into each bottle of Spritzer +Fibre. It’s an ideal drink to have along during leisure time or work – just the thing for vitalising refreshment in between and a healthy lifestyle.

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1.2 – Problem Statement and Issues

Even though Spritzer is an established brand in Malaysia, its sub-brand which is Spritzer +Fibre, didn’t manage to receive a noticeable stand in the market nor a positive reaction from the consumers ever since it was launched in the marker last year. It is because Spritzer is only known as a mineral water brand therefore consumers didn’t bother to pay much attention to what they offer compared to other brands like Coca Cola, because they always came out with new campaigns that increases their sales and brand recognition worldwide.

Furthermore the concept of healthy beverage is relatively new in the local market unlike other countries where they have various brands offering all types of healthy beverages. Bottled fibre drink is new in the market. Some consumers’ also have a misconception on fibre because fibre is associated with texture so how could it be present in a drinking water? The other issue is Spritzer +Fibre didn’t really highlight that this drink is a passion fruit flavoured drink, not just a plain mineral water.

1.3 – Objectives and Aims

1.3.1 Objectives

To study the market place of the product. To identify the level of brand awareness through surveys and market observation. To build the brand image of the product. To educate consumers on good drinking regime.

1.3.2 Aims

To increase the popularity of the product. To change consumers’ perception on Spritzer. To create more effective advertising strategies.

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CHAPTER 2:

PRODUCT PROFILE

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2.1 – Product Name

Spritzer +Fibre

2.2 – Product Classification

This product is a consumer product and it is non-durable as this product has a shelf life. It is a convenience good because it is affordable and can’t be part of consumers’ daily necessities.

2.3 – Product Characteristics

The product is packed in a clear plastic bottle wrapped with a pastel colour looking packaging. The price range is from RM2.19 to RM2.90, depending on the stores. It is only available in a 350ml size.

Figure 2.3 Spritzer +Fibre front view and bottle labelling

2.4 – Product Range

This product comes only in one flavor which is passion fruit flavor. Passion fruit is an excellent source of dietary fibre. It is also a good source of potassium, vitamin A and vitamin C. The seeds are edible and they hold all the fibre content. 

Figure 2.4 Passion fruit

2.5 – Distribution

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This product is distributed from manufacturers to distributers and then to shops for selling purposes. It is distributed intensively as this product can be found in retail stores, convenience stores, and pharmacies.

2.6 – Product Life CycleSales

Intro growth peak decline Time

2.7 – The Brand

Spritzer +Fibre is a sub-brand of Spritzer, a well known mineral water brand in Malaysia. Their new brand; Spritzer +Fibre promotes the concept of healthier lifestyles as it is non-carbonated and non-coloured and it claimed to have lower sugar content than soft drinks. This is rather a new concept in the local market. With every sip of Spritzer +Fibre, consumer will gain an essential dosage of good bacteria promotion within their digestive system. It is because this fibre drink contains a combination of soluble dietary fibres to promote optimal intestinal functions with prebiotics effect. It also increases bone mineral density and enhance calcium absorption with consumption of calcium-rich food. This will ultimately contribute to consumers’ health and weight management.

2.8 – Brand Image and Implication

Spritzer +Fibre sales are at its growth level at this current time as the product was launched last year. Despite being distributed intensively at local stores, the brand awareness is still low as the current advertising strategy was done in a small scale manner and they were still unable to reach their target market even though Spritzer has retained the leading position in bottled water off-trade value sales in 2010, with a 24% share. This is due to consumers who are still unable to grasp the healthy fibre drink concept as there are too many questions pop up for example how can there be fibre in the first place when fibre in general is always represented with texture. Therefore, this brand should not be only focusing on the functionality of the drinks but also need to be emphasized on the specialty of the design of the packaging and bottle cap to change consumers’ perception and understanding on Spritzer +Fibre and showing that Spritzer can fulfill needs from various level of consumers.

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2.9 – Strengths and Weaknesses

Strengths

Contains a unique mixture of inulin and oligofructose which is a soluble dietary fibre with prebiotic properties which is good for digestive system.

Aids in increasing calcium absorption and bone density. Portable and light-weight. It is a one in a kind product. Contains no artificial colouring. Easily accessible to the consumers.

Weaknesses

Available only in one size; 350ml. Product range is limited to one flavour. Might mislead the consumers. They might think it is an isotonic drink.

2.10 – Advantages and Disadvantages

Advantages

Convenient to those who is always on-the-go. Eliminates price competition. Can be purchased at many retail outlets and convenience stores.

Disadvantages

Even though there are no direct competitors, consumers still may find it expensive compared to other type of drinks.

Most consumers are not familiar with passion fruit. Thus they do not dare to try the product. Having difficulties to identify the strength and the weaknesses of the product in order to improve the

quality of the product.

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2.11 – Unique Selling Proposition (USP)

A fibre drink with prebiotic effect that leads to a healthier body.

2.12 – Promotional History and Advertising Schedule

Spritzer +Fibre Treadmill Challenge @Fitness First (May 2011) Men’s Health Night Run 2011 sponsor (July 2011) Everyday is a + Photo Contest (July – August 2011) Ifeel girl Challenge sponsor (October 2011) Spritzer+Fibre sampling activities in Fitness First Outlets and Celebrity Fitness Outlets (14th Nov – 20th

Dec 2011)

2.13 – Positioning Statement

Spritzer +Fibre is a healthier choice of beverage for health conscious consumers who aim in maintaining a good health whilst living a fast-paced life.

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CHAPTER 3:

THE COMPANY

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3.1 – Company Overview

Spritzer Berhad (Spritzer) is an investment holding company operates in the manufacturing of natural mineral water, carbonated flavored water, distilled water, drinking water and non-carbonated flavored water. It is engaged in the sale of bottled water and other consumer products. The company classifies its business operations into three reportable segments namely, manufacturing, trading and others. Spritzer also provides water dispenser and water issues services to its customers. The company operates through its six wholly-owned subsidiaries namely, Chuan Sin Sdn. Bhd., Golden PET Industries Sdn. Bhd., Chuan Sin Cactus Sdn. Bhd., PET Master Sdn. Bhd., Angenet Sdn. Bhd., and HidroDinamik Sdn. Bhd. The company is headquartered in Ipoh Perak Darul Ridzuan, Malaysia.

The brand, SPRITZER, Malaysia best selling natural mineral water is produced and bottled out of a vast 300 acre site with plentiful natural mineral water resources in an environmentally friendly site surrounded by lush tropical rainforests greenery, away from pollution.Their production lines are completely automated and equipped with the state-of-the-art bottling technologies. The plant is manned by highly qualified professionals such as food technologists, chemists, microbiologists and engineers.

3.2 – Business Description

Spritzer Berhad operates in the bottled and canned soft drinks sector. Spritzer Bhd is a Malaysia-based investment holding company. The Company operates in three business segments: manufacturing, which includes the production of natural mineral water, carbonated flavored water, distilled water, drinking water, non-carbonated flavored water, polyethylene terephthalate (PET) pre-forms, PET bottles, caps and toothbrushes; trading, which includes the sale of bottled water and other consumer products, and others, which includes investment and properties holding. Its subsidiaries include Chuan Sin Sdn. Bhd., which is engaged in the production of natural mineral water, carbonated flavored water, distilled water, drinking water and non-carbonated flavored water; Golden PET Industries Sdn. Bhd., which is engaged in manufacturing and selling of pre-forms, PET bottles, caps, toothbrushes and other plastic products, and Chuan Sin Cactus Sdn. Bhd., which is engaged in the distribution of bottled water and other consumer products.

3.3 – Company History

Spritzer Group is the most integrated and largest bottled water producer in Malaysia. From its humble beginning in a small set-up in Taiping, Perak, in the late 1980’s, the Spritzer Group of Companies today comprises five subsidiaries which are involved in the manufacturing and distribution of natural mineral water, sparkling natural mineral water, distilled drinking water, carbonated fruit flavoured drink, non-carbonated fruit flavoured drink, functional drink, toothbrushes, preforms and packaging bottles.

Group Managing Director, Mr Lim A Heng @ Lim Kok Cheong, JP, holds a 50.4% stake in Spritzer Bhd. He has more than 39 years of experience in the consumer products industry. He is also a substantial shareholder and one of the founders of Yee Lee Corporation Bhd (YLC), a company listed on the Main Board of Bursa Malaysia. The YLC Group is mainly involved in the production of edible oils and other consumer products. The company was admitted to the Second Board of Bursa Malaysia in September 2000. The company was subsequently transferred to the Main Board.

In 2001, the company acquired Angenet. In the same year, the company and its subsidiary Angenet entered into a sale and purchase agreement with Desa Mineral Water. Later in that year, the company acquired 51% of Starfresh. Spritzer acquired the entire issued and paid-up share capital of Hidro Dinamik in 2003. In

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2007, the company's wholly-owned subsidiary, Chuan Sin Sdn acquired agricultural land situated in Mukim Tupai.

3.4 – Key PeopleBoard of Directors

Non-Independent Non-Executive ChairmanDato’ Lim A Heng @ Lim Kok Cheong, JSM, DPMP, JP

Managing DirectorLim Kok Boon

Executive DirectorsDr. Chuah Chaw TeoLam Sang

Non-Independent Non-Executive DirectorChokHooa @ Chok Yin Fatt, PMP

Independent Non-Executive DirectorsDato’ Ir. NikMohamad Pena bin Nik Mustapha, DIMPY.B Mohd. Adhian bin Kechik, SMKKuanKhianLeng

3.5 – Location and Subsidiaries

Headquarter address:Lot 85, Jalan Portland,Tasek Industrial Estate,31400 Ipoh, Perak Darul Ridzuan.Tel: +605 801 2663Fax: +605 8012118Email: [email protected]

Name of Company Principal ActivitiesChuan Sin Sdn. Bhd. Production of natural mineral water, carbonated

flavoured water, distilled water and drinking water.Golden PET Industries Sdn. Bhd. Manufacturing and sales of performs, PET bottles,

caps, toothbrushes and plastic household goods.Chuan Sin Cactus Sdn. Bhd. Distribution of mineral water, drinking water, distilled

water and carbonated water.PET Masters Sdn. Bhd. Manufacturing and selling of PET bottles, PP cups

and PET performs.Angenet Sdn. Bhd. Manufacturing and selling of bottled water.

HidroDinamik Sdn. Bhd. Dormant.

Table 3.5 List of Spritzer Berhad Subsidiaries

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3.6 – Brands, Major Products and Services

The full range of Spritzer bottled water including natural mineral water, sparkling natural mineral water, distilled drinking water, carbonated fruit flavoured drink, non-carbonated fruit flavoured drink and functional water. Spritzer advocates, "Not all bottled waters are the same." For the protection of customers and in line with the Malaysian Food Act and Regulation, Spritzer bottled waters are clearly distinguished by their caps - white for drinking water and assorted colored for natural mineral water.

The group comprises five active subsidiaries, two of which, Chuan Sin Sdn Bhd and Angenet Sdn Bhd, are principally engaged in the manufacturing of natural mineral water, distilled water, drinking water and carbonated flavored water. Chuan Sin Cactus Sdn Bhd (CSC) primarily sells and distributes bottled water products under the “Cactus” brand. Golden PET Industries Sdn Bhd (GPI) produces polyethylene terephthalate (PET) bottles for cooking oil and mineral water, pre-forms (raw material for manufacturing of PET bottles) for PET bottles, toothbrushes and other plastic household products. PET Master Sdn Bhd (PM) is involved in the manufacture and sales of PET bottles and polypropylene (PP) cups. 

The company's key products and brands include the following:

Natural mineral water- Spritzer Natural Mineral Water- Spritzer Spirky Fun Pet- Spritzer Love

Sparkling natural mineral water- Spritzer Sparkling

Distilled drinking water - Spritzer Distilled Drinking Water- Cactus

Carbonated fruit flavored drink

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- Spritzer POP

Non-carbonated fruit flavored drink- Spritzer Tinge- Spritzer +Fibre

Toothbrushes - MorningKiss

3.7 – Corporate Vision

Their vision is to be recognized and respected as the premier and best bottled mineral water producer; it adopts a stringent process where each step is closely monitored. Its production lines are completely automated and equipped with state-of-the-art bottling technologies. From the source to the bottle, the whole process is untouched by hand.

3.8 – Corporate Mission

Go Nature, Go Spritzer!Their corporate mission is to establish a pollution-free environment for tomorrow’s generation. In its support to climate change issues and to reduce carbon dioxide output, the Company has planted 4407 trees on its 290 acres of land in the year 2007 to protect the natural ecosystem. This land is maintained in the form of rainforest to be free of any commercial activity.

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3.9 – Company’s Current Promotional Strategy

2008TVC

SPRITZER POP – CHINESE NEW YEAR EditionWalk the talk, Feel the pop~!! A new-age refreshment for the new generation – Spritzer POP, a lightly carbonated pop drink with a difference. Natural fruit flavours - Apple, Orange, Lemon, Berries and Lychee - with the fizz to go. Absolutely no artificial colourings or flavourings. Feel the Fruit. Feel the POP!

SPRITZER POP – RAYA EditionWalk the talk, Feel the pop~!! A new-age refreshment for the new generation – Spritzer POP, a lightly carbonated pop drink with a difference. Natural fruit flavours - Apple, Orange, Lemon, Berries and Lychee - with the fizz to go. Absolutely no artificial colourings or flavourings. Feel the Fruit. Feel the POP!

SPRITZER – First LoveSPRITZER, Malaysia best-selling natural mineral water was incorporated with a vision of being recognized and respected as the premier and best bottled water producer. To this end, Spritzer has focused on achieving customer satisfaction through its highest quality bottled water for the healthy consumption by all.

On Ground Brand Activation SPRITZER TINGE NEW PACKAGING LAUNCH

Launching of Spritzer TINGE New Packaging with Rynn Lim and Marsha. SPRITZER TINGE WORLD WATER DAY MUSIC FESTIVAL

Celebration of World Water Day with TINGE’s Rynn Lim and Marsha.

2009Contest

“My No. 1 Moment” Photo ContestIt is a contest to celebrate SPRITZER’S 20 th Anniversary. Consumers are required to send in their “My No. 1 Moment” photo (e.g. my graduation, my 1st baby, my 1st car, my wedding &etc) through email. The judges will shorlist 4 of the best photos weekly. The contest was conducted from October 15 to November 18, 2009.

2010TVC

SPRITZER - 45 Sec Pop in EnglishIntroducing the brand NEW LOOK for Spritzer POP ~ Have a peep into it!!

SPRITZER - 30 sec Tinge in EnglishWow... It’s Cool, it’s Fun, its TINGE's brand new ambassador - Gary & Shila. It’s Great~!!

Contest Tinge In You

Tinge In You Best Photo Contest – Capture your best moments with Tinge.

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2011Roadshows/On Ground Brand Activation

SPRITZER TWIST & RECYCLE Roadshow 2011Spritzer Twist to Recycle visited the neighborhood last October 2011 and gave Eco-friendly tips to everyone. Our GREEN Van visited 12 places in the neighborhood, everyone has participated, they drink Spritzer TWIST and then RECYLE it! A lot of FUN, exciting GAMES, painting activities and PRIZES are given away!

Spritzer +Fibre sampling activities in Fitness First Outlets and Celebrity Fitness Outlets (14th Nov – 20th Dec 2011)

Contest Spritzer +Fibre Treadmill Challenge @Fitness First (May 2011)

Tinge Going GaryTinge is giving TINGE fans the golden opportunity to win premium tickets to groove with Gary up close & awesomely personal!

Love Tinge Love FunThis photo contest is all about showcasing Spritzer Tinge fans having refreshing fun at our Love Tinge Love Fun Mobile Fun Roadshow.

Misi ImPOPsibleHelp Spriky and his friends by freeing them and gain as many points as you can!

Everyday is a + Photo Contest (July – August 2011)Time to get Fun, Fresh &Fibre-licious! Flaunt your fit & fab self and win a prize in our Everyday is a + Mobile Fun Roadshow! Seriously too easy! Just STRIKE A POSE, SNAP A PHOTO and you could WIN A GRAND PRIZE worth RM1,000! 5 Grand Prizes up for Grabs!

Ifeel girl Challenge (October 2011)

The Sparkling Sparkler (15th November to 10th December 2011)Be the glorious Spritzer Sparkling master mixer and gain fame among culinary expert!

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3.10 – Product Sales’ History

Figure 3.10 Spritzer Financial Performance for the year 2006 to 2011

2006 Spritzer Group managed to reach of RM69.24 million in their sales. 2007 Their revenue increased from RM69.24 million to RM76.77 million. 2008 Spritzer has reached a new high in 2008 with an increase of 28.6% from 76.77 million in 2007 to

RM98.75 million in 2008.2009 Their revenue then continued to increase to RM108.25 million, representing a healthy growth of 9.6%. 2010 Spritzer has recorded revenue of RM132 million for the financial year which ended on 31st May 2010. 2011 The demand for bottle water products has remained strong throughout the financial year under review

therefore, Spritzer managed to achieve another double digit growth in their sales and recorded a new high revenue of RM148 million. It is an increase of 12% over last year’s revenue.

3.11 – Current Marketing Objective

Short Term Objective

INVESTING FOR THE FUTURE

Spritzer Group is the largest and most integrated bottled water producer in Malaysia. To further strengthen their leading role in the bottled water industry and to cater for the anticipated volume growth, they have taken various steps to enhance our production capability and capacity.

As approved by their shareholders at the AGM held on 26 November 2009, the Group has acquired a factory building in Shah Alam for total cash considerations of RM32.5 million. They now have, to date, installed two fully automated and high speed bottling lines in our Shah Alam plant to cater for large bottled water market in the Klang Valley and its surrounding areas.

They also have, on 27 July 2010 entered into a form of contract with Sidel SpA for the supply and installation at their Taiping mineral water plant, of a high speed and fully automated PET Combi line for a total sum of Euros 2.5 million (RM10.5 million). We expect this production line to be commissioned by early 2011.(Source: Datamonitor, 2010)

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Long Term Objective

OUTLOOK AND PROSPECTS

The domestic economy is expected to continue its positive growth and this should translate into stronger consumer spending for their products. They anticipate that the domestic retail sales will further improve in tandem with the improving economy. With their continuous efforts to promote their various brands and coupled with the enhancement of our production capability, they remain confident that the volumes of our bottled water products will continue to grow. Notwithstanding the competitive environment and the aggressive marketing efforts of some of the other bigger bottled water suppliers, the directors are cautiously optimistic that the Group's revenues will be further increased.

With the anticipated increase in production output at Shah Alam plant, the volume growth of our lower margin drinking water products will be higher than the volume growth of our mineral water and other bottled water products. Consequently, the overall profit margin of the Group would fall. While our short term results may also be affected by the steeper financial and marketing expenses relating to our expansion plan, their long term prospects remain positive.(Source: Datamonitor, 2010)

3.12 – Media Expenditure

Spritzer uses both traditional media and digital media as part of their promotional activities. From 2008 onwards, they had aired various television and radio commercials to promote their new range of products for example Spritzer Tinge, and also to advertise their existing product like Spritzer Pop. As for the year 2011, it is the year to drive distribution, hence, the brand team believes on ground activities and in store promotion will be the more effective way to reach up the target market with lower budget which is one of the reason why Spritzer +Fibre was not advertised via television commercial.

Besides from website, they are also promoting via social networking sites. Each of their product range has a Facebook fan page and also twitter page. That is the place where consumers can get an instant updates on the latest news of the products. The key is to connect directly with their consumers who will be driving the future growth of their brand.

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CHAPTER 4:

CONSUMERS AND STAKEHOLDERS

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4.1 – Current Consumers’ Characteristics

4.1.1 Demographics

Age : 25 to 35 years old Gender : Male and Female Education : Primary, Secondary, Tertiary Occupation : Students, White collar workers Income range : RM2400 – RM8000 Race & ethnicity : All races and ethnicity Geographical location : Urban

4.1.2 Psychographics

Perception : Looking for a convenient on-a-go healthy drink Learning : Digital media (Social Networking Sites; Facebook, blogs, forums)

Broadcast media (TV, Radio commercials) Others (Influenced by peers)

Motivation & needs : Looking for a healthier alternatives of beverage Attitude & Personality : Image driven and trendy Lifestyle : Health conscious

4.2 – Stakeholders’ Characteristics

4.2.1 Primary

Board of Directors- Direct the company's affairs, whilst meeting the appropriate interests of its shareholders and

stakeholders. Shareholders

- Contribute to the company by investing in the share market and getting profits in return. Employees

- Spritzer recognizes its employees as valuable assets in building and achieving its vision together. They believe in human resource development by partaking in in-house and external training programmes and seminars for employees to enhance their knowledge and skills thus continuing their contributions to the growth and success of Spritzer.

Consumers- Consumer supports the brand by being loyal to the brand.

4.2.2 Secondary

Suppliers- Distribute the products to the market.

Bankers- Support Spritzer’s financially by providing loans to the company.

Media- Act as medium to promote the product range of Spritzer.

Government- Spritzer has been exporting their products to other countries like Japan Australia and selected Middle East countries. Their sales contribute to the economy in Malaysia.

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CHAPTER 5:

INDUSTRY AND MARKETPLACE

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5.1 – The Industry

5.1.1 Definition of the Industry

Food and Beverage industry can be separated into two segments which are production and distribution of edible goods. Production includes the processing of poultry such as meats and cheeses and the creating of soft drinks, alcoholic beverages, packaged foods, and other processed foods. The production segment of this industry excludes foods that were directly produced via farming and other forms of agriculture, as those are encompassed by our definition of the agriculture industry. Distribution involves transporting the finished food product into the hands of consumers.

5.1.2 Shape of the Industry

The Malaysian Food and Beverage industry is very broad based which contributes to the production diversity found in the industry. With its traditional agricultural base and rich natural resources, it encompasses a diverse range of high quality products that are uniquely Malaysian, including canned and frozen food, seafood, herbs and spices, cocoa products dairy products, sugar and confectionary products that are among the food items identified with export potentials and most sought after by international buyers.

In beverage industry, the bottled water market in Malaysia is characterized by high levels of competition, and consolidation among the established brands. The trend in the Malaysian bottled water market seems to follow the path of other industrialized nations. Growth in this market is on an upward trend with more products and competitors entering the market. Bottled water industry are split into four market segments as still bottled water, carbonated bottled water, flavoured bottled water and functional bottled water.

Still bottled water is non-sparkling water, which has no added ingredients such as chemical additives or sweeteners. Some products may include safe and suitable antimicrobial agents and or limited amounts of fluoride. Still bottled water has to be both calorie-free and sugar-free. The other popular type is the carbonated bottled water or "fizzy", referring to bottled water with carbonation. Next on the list is flavored bottled water that is water added with fruit flavors or essence. Lastly, there is functional bottled water that refers to bottled water enriched with vitamins for instance, Vitamin B, calcium, magnesium or herbal extracts.

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5.1.3 Development of the Industry

With a population of 28.3 million, Malaysia is one of Southeast Asia's most developed nations with per capita income of US$7,700. 61% of the citizens are belonging to the middle-to-upper-income group. Food and beverage expenditure accounts for 25% of the total consumer spending. The per capita food and beverage consumption in Malaysia is forecast to reach a regionally impressive US$479 in 2012.The sizeable and rapidly growing food service market in Malaysia is driven by the local consumers as well as foreign tourists. According to a global survey conducted by The Nielsen Company to uncover out-of-home dining habits of consumers, 67% of Malaysians dine at restaurants at least once a week. Furthermore, the tourism industry is attracting more than 20 million tourist arrivals to Malaysia yearly.

Malaysia has a dynamic mass grocery retail sector with international retailers like Carrefour, Cold Storage, Giant, Jusco and Tesco. Expansion plans have been confirmed by the retail majors regardless of the impact of the downturn in economic growth. Value sales of food and beverage products through modern retail outlets are forecast to increase by 36.9% by 2013.

Although major consumers of bottled water are in Europe and North America, the most promising markets are in Asia Pacific with an annual growth rate of 15.0 percent. Bottled water is a profitable market in Malaysia given the increasing consumer demand for still bottled water. The market is set to undergo greater product differentiation with participants expected to expand into functional and flavored bottled water and to improve on packaging in order to obtain a higher share of the market. Competition is also foreseen to increase with more private labels appearing in the market. Positive growth in this market has increased the interest of other manufacturers and distributors and the increasing competition is likely to spur growth in the coming years.

5.2 – The Marketplace

5.2.1 Current Condition of the Marketplace

Functional beverages are a relatively new category that is currently getting some attention due to Coca-Cola's purchase of Glaceau. Functional beverage brands tend to have one of two sets of characteristics; they are either primarily waters fortified with vitamins or minerals for health/energy benefits (such as Vitaminwater from Glaceau) or primarily lighter/lower calorie versions of Sports Drinks where the purpose is for rehydration during/after sports activities (such as Propel).

In Asia, fortified or functional beverages are expected to achieve moderate constant value growth over the forecast period. The two leading players are expected to remain at the top in energy drinks and sports drinks. Functional energy drinks is expected to achieve a compound annual growth rate (CAGR) of 3% in constant value terms over the forecast period up from a 1% decline in constant terms over the review period as new product innovation from leading brands will develop the category. Sports drinks are projected to see a healthy constant value growth over the forecast period.

In European market, sales of functional waters are growing strongly aided by health concerns, clearer marketing and advances in formulation. Research shows that European market for functional and flavoured waters increased 5% to 3600 million litre in 2008. According to market researcher, increasing public awareness about the benefits of hydration and mounting concerns over calories in other soft drinks have led to extensive innovation in flavoured and functional waters over the past few years. This type of product is a relatively inexpensive consumer product, and so they foresee that the demand would grow steadily.(Source: Euromonitor International, 2011)

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5.2.2 Changes in Marketplace

Positive points

Urbanization and the increasing hectic lifestyle of most urbanites have made convenience one of the main considerations when purchasing a product, especially when it comes to consumables such as bottled water. Bottled water is appealing for busy people who may want to carry a bottle while on the move. The growth of the bottled water market in Malaysia is fuelled by the following factors; convenience and portability of bottled water, paradigm shift towards healthy beverages, and increase in travel and preference for clean, odor-free and colorless water. The rising of health awareness and a busy lifestyle will be the key denominator on functional water growth. As the demand increases, more new players will emerge from the market and the existing players would also try to increase their product range.

Negative points

With the growth of this marketplace, the energy required to manufacture and transport these bottles to market will severely drain limited fossil fuels. Bottled water companies, due to their unregulated use of valuable resources and their production of billions of plastic bottles have presented a significant strain on the environment. “Water bottles could be washed and reused in order to lessen their negative impact on the environment but researched shown that reusing plastic bottles further compromises the quality of the water, due to the fact that more and more phthalate leaches its way into the water as the bottle gets older.” (Source: WWF, 2004)

Another environmental consideration is climate change and how far along the industry has come in terms of managing the production of greenhouse gas emissions and conserving energy. Climate change is also likely to further worsen water scarcity issue in the region through changing rainfall patterns.

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CHAPTER 6:

COMPETITIVE SITUATION

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6.1 – Direct Competitors

Spritzer +Fibre do not compare itself to other drinks on the shelves. In view of the fierce competition from competitors as well as the demand for material water is increasing, Spritzer had looked into possible to offer some unique products to the clients and at the same time to avoid competition from the market.

6.2 – Indirect Competitors

6.2.1 Eau Claire

Company Overview

Eau Claire, pronounced as "Oh Claire" which means clear water in French, is one of the leading Premium Mineral Natural Mineral Water brand both in Malaysia and global. Their reputation was confirmed by a venerable voice of authority, The Malaysia Tatler, which in May 2003 described Eau Claire as "minerally satisfying" with "smooth and silky texture" and a "classy, simple and nice" appearance.

Eau Claire, Premium Mineral Water is bottled from a source few hundred feets below the ground of the Tropical Rainforest. Eau Claire's quality control processes are being audited more than 6 times a year by third parties for example HACCP, HALAL. ABWA. ISO, and some other reputable clients as well. This is their commitment to PRODUCT EXCELLENCE.

Product Range

Eau Claire mineral water Eau Claire Sportz Sparkling Flavoured Water. Available in 3 flavours; Rose, Apple and Lemon Lime. ec sante - Wild Lingzhi Tea

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6.2.2 F&N ICE MOUNTAIN

Company Overview

Fraser and Neave, Limited (F&NL) has been quenching the thirst of consumers since 1883 and has since established itself as a leading player in the food and beverage arena in Singapore and Malaysia. F&N recognises the changing lifestyles of consumers, their growing sophistication and the need for trust and good brand experiences.

The trend towards the consumption of healthy products has become increasingly important for the F&B industry, as consumers today are keenly aware of health issues. F&N has built a strong beverage portfolio to meet this trend. Its portfolio of healthy beverages and food products include 100PLUS isotonic drink, F&N MAGNOLIA Milk, F&N FRUIT TREE juices, F&N NUTRISOY, F&N NUTRITEA, F&N SEASONS Asian-inspired drinks and teas, F&N ICE MOUNTAIN water, F&N aLIVE yoghurt, ZESTA, alongside F&N’s range of sparkling drinks.

Today F&NL is a leading Pan Asian Consumer Group with core expertise and dominant standing in the Food & Beverage, Property, and Publishing & Printing industries. F&N ICE MOUNTAIN Bottled Water, Singapore's number one brand of bottled water is trusted for its quality is conveniently available to quench Singaporeans’ thirst in this hot and humid climate.

Product Range

F&N Sparkling Drinks ZESTA 100PLUS F&N SEASONS F&N ICE MOUNTAIN F&N MAGNOLIA F&N DAISY Low Fat Milk FARMHOUSE F&N NUTRISOY F&N NUTRITEA F&N FRUIT TREE FRESH F&N aLIVE

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6.2.3 Bleu

Company Overview

Permanis was incorporated in Malaysia under the Companies Act 1965 on 3 October 1973 and has since been primarily involved in the manufacturing, distribution and marketing of beverages under franchise from PepsiCo. It is a wholly-owned subsidiary of CI Holdings Berhad and is one of Malaysia’s leading beverage manufacturers and have a comprehensive network to distribute products throughout Peninsular Malaysia, Sabah and Sarawak.

Permanis has presence in the majority of the segments in the beverage industry, namely, Carbonated Soft Drinks, Isotonic Drinks, Ready to Drink Coffee and Tea, Juice, Energy Drinks, Asian Drinks and Mineral Water. The company also plans to penetrate new and growing segments in the future.In the year 2000 and 2001, the plant in Bangi, Selangor was voted by PepsiCo. Inc. as the most efficiently operated Pepsi-affiliated plant in the world. Permanis is ISO certified 9001:2000 (Quality Management Systems) certified.

Products Range

Pepsi 7Up Mountain Dew Mirinda Revive Gatorade Tropicana Twister Kickapoo Lipton Ice Tea Everness Sting Root Beer FROST Chill Bleu Mineral Water/Drinking Water Excel

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6.2.4 SeaMaster

Company Overview

R O Water Sdn Bhd is a Malaysian company, established in 1997. It is one of the largest manufacturers in Malaysia of bottled water using the reverse osmosis. With a purpose-built 90,000 sq ft factory located on the outskirts of Kuala Lumpur, R O Water has a current production capacity of 500,000 cartons of bottled reverse osmosis water per month. Standard bottle sizes are 1.5 litres and 0.5 litres. The company has made substantial investment in the latest processing equipment from the USA and automation equipment from Europe for its production line.

Product Range

SeaMaster RO Pink Hot Wave Actions Vin KA ChunShui Green Roms

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6.2.5 Dasani

Company Overview

Dasani is a brand of bottled water from the Coca-Cola Company, launched in 1999 after the success of Aquafina (produced by Coca-Cola-rival PepsiCo). It is one of many brands of Coca-Cola bottled water sold around the world.

Like all beverages produced by The Coca-Cola Company, their water brands are manufactured and packaged according to strict safety and quality requirements. In addition to local, state, and federal regulations, the Coca-Cola system requires certain global operating standards through The Coca-Cola Management System, which helps ensure quality in everything they do.

Quality compliance throughout the Coca-Cola system is verified by periodic onsite audits conducted by The Coca-Cola Company and, in some cases, third-parties. Through multiple treatment steps including disinfection, filtration, purification, and routine monitoring of equipment and water quality, The Coca-Cola Company ensures that purified DASANI is produced in accordance with FDA and our additional quality standards. Even though DASANI is produced and packaged in different locations, the same taste and quality is guaranteed.

Product Range Dasani Natural Mineral Water Dasani Purified Water

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6.2.7 Monte Verde

Company Overview

Monte Verde focuses on importing Italian foods and delicacies into the Malaysian market. This includes artisan handmade pastas, extra virgin olive oil, mineral water, premium quality balsamic vinegar and more, all of which are sourced in Italy to ensure that their products are of “The True Taste of Italy”. Monte Verde creates a whole new experience with mineral water sourced from the Pre-Alps of Italy.

At the heart of this Northern Italian Alps lies one of nature's most delicate and beautiful flows of water that is full of natural minerals. Collected from an ancient glacial basin, this water goes through a natural filter full of mineral-filled soil. The water that flows through them extracts these natural substances that create a rich and mineral-filled drinking water that stimulates the taste buds. Monte Verde produces both still and sparkling water, which can be perfectly enjoyed with a group of friends over dinner or even on an afternoon of relaxation. Certified in compliance with the UNI EN ISO 9001:2008 and approved by SGS International Food Standard, this refreshing and mild diuretic mineral water's right equilibrium of saline makes it suitable for the nourishment of infants and elders. Their low level of sodium and nitrates makes the Monte Verde Mineral Water the ideal table water for daily consumption.

Product Range

Juices Tomato Sauce Olive Oil Vinegars Soups & Sauces Mineral Water Pasta Sea Salts Cappucino Panettone

6.2.6 Evian

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Company Overview

For over 200 years, Evian has been keeping things fresh from every angle, constantly challenging conventions and setting new trends. The water itself never changes, perfect and timeless. But the spirit is one of perpetual reinvention. From the fabled discovery of the benefits of evian water, to the most outstanding stages of its development, discover why it has been around for so long and why it is always so modern.

Product Range

Bottled water (in glass and PET, limited editions in partnership with famous designers) Facial spray

6.2.8 Jusco Selection6.2.9 Tesco Choice6.2.10 Carrefour6.2.11 Mesra6.2.12 Select

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7.1 – Strength

Spritzer is an established brand in Malaysia. The brand is known for their high quality products. Spritzer is the largest bottled water produced by capacity and market share. The group’s production lines are completely automated and equipped with the state-of-the-art bottling

technologies while the plant is manned by qualified professionals such as food technologists, chemists, microbiologists and engineers.

They have won numerous awards over the years and have received recognitions even from the Ministry of Health.

The water extracted from the aquifer contains a healthy balance of beneficial trace minerals. Naturally filtered through the long distance and a variety of rock strata, the water is naturally rich in minerals, in particular Orthosilicic Acid (OSA).

They have just launched a new eco-friendly bottling plant in Taiping in Perak.

7.2 – Weakness

Consumers view the brand as not more than just a mineral water brand. Consumers’ perception towards fibre in general. It’s a new concept in the local market. Consumers still doesn’t grasp the concept of healthy beverage

unlike other countries such as Japan, USA, and Europe.

7.3 – Opportunity

The rising of health awareness and a busy lifestyle will be the key factor on the health drink growth.

7.4 – Threats

Spritzer’s earnings have been affected by domestic economic conditions. Plastic is a by-product of crude oil, whose price had climbed to a high of US$114 (RM340) a barrel in

April last year. It is the primary raw material for the company’s bottle production. The increasing awareness of environmental issues regarding increasing landfills due to excessive

waste.

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CHAPTER 8:

STRATEGIC TARGET AUDIENCE

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8.1 – Proposed Primary Target Audience

8.1.1 Demographics

Age : 25 to 35 years old Gender : Male and Female Education : Primary, Secondary, Tertiary Occupation : White collar workers, Self-Employed Income range : RM2400 – RM8000 Race & ethnicity : All races and ethnicity Geographical location : Urban and sub-urban

8.1.2 Psychographics

Perception : Looking for a beverage not just to quench their thirst but also that gives health benefits in terms of nutrients

Learning : Digital media (Social Networking Sites; Facebook, blogs, forums) Broadcast media (TV, Radio commercials) Others (Influenced by peers)

Motivation & needs : Looking for healthier choice of drink for example a drink that contains less sugar.

Attitude & Personality : Optimistic, ambitious, curious Lifestyle : Active, health conscious, modern, fast-paced lifestyle

8.2 – Proposed Secondary Target Audience

8.2.1 Demographics

Age : 35 to 40 years old Gender : Male and Female Education : Primary, Secondary, Tertiary Occupation : White collar workers, Professionals Income range : RM2200 – RM5000 Race & ethnicity : All races and ethnicity Geographical location : Urban

8.2.2 Psychographics

Perception : Looking for a convenient on-a-go healthy drink Learning : Digital media (Social Networking Sites; Facebook, blogs, forums)

Broadcast media (TV, Radio commercials) Others (Influenced by peers)

Motivation & needs : Looking for a healthier alternatives of beverage Attitude & Personality : Image driven and trendy Lifestyle : Health conscious

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CHAPTER 9:

RESEARCH DEVELOPMENT

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9.1 – Marketplace Research

For marketplace research, I went to several retail stores, convenience stores and pharmacies to gather more information and to observe how it is sold in the market.

9.1.1 Convenience Stores

Almost all of the convenience stores like 7Eleven, myNEWS.com, and Speedmart99 that I visited have Spritzer +Fibre in stock. It was placed both in the fridge and also on the shelves in the stores.

Figure 9.1.1a 7-Eleven Mutiara Damansara and 7-Eleven Cyberjaya

Figure 9.1.1b myNEWS.com Rapid KL Kelana Jaya and myNEWS.com in Tesco Mutiara Damansara

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Figure 9.1.1c Mesra at Petronas Cyberjaya

9.1.2 Pharmacies

Unfortunately Spritzer +Fibre can only be found in Watsons and not in other pharmacies such as Guardian and Caring.

Figure 9.1.2 Watsons Equine Park and Watsons One Utama

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9.1.3 Retail Stores

In retail stores, Spritzer +Fibre are mostly being placed together with the whole range of Spritzer products.

Figure 9.1.3a Tesco Mutiara Damansara and Jusco Equine Park

Figure 9.1.3b Cold Storage The Curve and Cold Storage Alamanda Putrajaya

Figure 9.1.3c Carrefour Alamanda Putrajaya

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9.2 – Market Observation

From my observation, the product is mostly bought at convenience stores such as 7-Eleven, and pharmacies compared to huge retail stores because there is lesser choice of drinks on the shelf and it could easily catch the consumer’s attention. This product is also are bought in a single or double instead of in a bulk as they are usually consumed on the same day plus the size of the bottle are small in size and it could be consumed within a day. For example at Cold Storage Alamanda, there are around 11 bottles of Spritzer +Fibre on 5th of November and 3 weeks later, only 6 bottles are left on the shelf.

Figure 9.2 Cold Storage Alamanda on 5th Nov 2011 (left) and Cold Storage Alamanda on 26th Nov 2011 (right)

9.3 – Online Survey

The survey was conducted from 15th of November to 22nd of November 2011 and approximately 70 people have participated in the survey.

The first 3 questions basically cover the demographic information of the participants.

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Question 4 to 8 is focusing on consumers’ generic perspective on their preference on drinks and also mineral water brands.

The purpose behind Question 4 is to identify participants’ beverages preference. Based on the result, 52% of the participants prefer Juice drink over other types of drinks. This shows that Spritzer +Fibre might have a chance to gain popularity in the future. The other 38% prefer coffee or tea and 5% prefer carbonated while other 5% likes energy drinks.

This question allows participants to tick more than one answer. Participants had chosen that flavor is the most important thing that they consider when buying a drink and the second is brand followed by the price of the product. It seems that most of the participant put nutritional content as a not so important factor when considering on buying a drink.

Question 6 investigates participants’ opinion if their choice of beverage does reflect on their lifestyle. 35% of the participants agreed, 11% strongly agree while 39% are neutral about it.

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Question 7 is about consumers’ perception on different mineral water brands. Based on the graphs, Spritzer and Evian scored the most percentage. Even though Evian is a well known brand and it is imported premium mineral water brand, Spritzer is able to compete with an international brand. This shows that Spritzer is accepted as one of the best mineral water brand in Malaysia.

This question investigates the participants’ basic knowledge on fibre. 74% of them know that fibre offers many other health benefits besides from keeping their digestive system healthy.

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Question 9 to 20 is mainly about participants’ perception on Spritzer +Fibre.*Question 10, 12 to 14 only applies to those who have purchased Spritzer +Fibre in the past.

Question 8 measures participants’ awareness of the existence of the product. The result has shown that 74% of the participants have not heard of the brand Spritzer +Fibre before even though this product can be easily accessible from the stores. This has proven how ineffective is their current promotional strategy.

Question 10 focuses on where did the knowledge of Spritzer +Fibre came from. From the results, majority of them knew the existing of this product because they have seen it at the stores while 6% out of the 17 answers have seen it at Spritzer roadshow while they are having the promotional activities. Another 6% have seen the product from digital media most probably on Facebook.

Question 11 investigates participants’ awareness of the benefits of the product. 87% of the participants don’t know what the benefit of the product is. This might be the reason why this drink is not popular among the consumers as they don’t have any idea what type of drink it is.

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Question 12 investigates the place that would be best place to have this product. 63% which are 10 out 16 participants who has answered this question chose Retail Store as their preferred place to get their supply for Spritzer +Fibre while another 31% had chosen Convenience store as their preferred place. One of the reasons is the product are sold cheaper at retail store compared to convenience store.

Question 13 investigates how often the current user would purchase Spritzer +Fibre. Based on the result, it has shown that all of the participants will only buy Spritzer +Fibre a few times in a month. This is due to the price and a participant had voiced out that the price is not worth the size of the drink even though she likes it so much.

This question is to identify what time is the best time the participants to drink Spritzer +Fibre. Most of the answers given are after gym session or after sports and one participant answered after meals.

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Question 15 investigates the participants’ level of awareness of the promotional activity. Based on the pie chart, 91% of the participants are not aware of the promotional activities that have been done by Spritzer +Fibre even though some of it was recent.

Question 16 investigates the participants’ opinion on the price of the product. Based on the results, 40% of them neither agree nor disagree that the price is reasonable and affordable to all. 36% agreed and 6% are strongly agreed that the price is affordable while 11% disagree and 7% of them are strongly disagreed.

Question 17 investigates the participants’ opinion on the product packaging. 51% agreed and 6% strongly agreed that the packaging is attractive to their eyes while 36% don’t have any opinion about it. This shows that packaging is not the main issue of this product since only 4% disagreed and 3% of them strongly disagreed.

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Question 18 investigates the possibility if the participants would want to replace soft drinks with Spritzer +Fibre. Based on the graph, 46% are indecisive while 29% agreed and 6% strongly agreed that they might choose to drink Spritzer +Fibre instead of soft drink.

Question 19 investigates the participants’ interest level and the possibility that they will buy the product again. It shows that majority of them which are 56% agreed and 7% strongly agreed that they would like to try this product and will buy it again.

The last question is for participants to contribute their thoughts and ideas on how to they want this product to be so that it will be more appealing to all the consumers. Some has suggested that they should promote this product by having a promotion in a shopping mall. Another one suggested having popular lifestyle bloggers to promote the product as they have some influence in the internet world. Some also had suggested that they should widen their target audience and give the public the chance to sample the product because some might not dare to buy the product before they tried it. A participant suggested that they should highlight the fact that Spritzer +Fibre is a healthy drink compared to its competitors, in the advertising campaign because people these days are looking for healthier alternatives of beverage.

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9.4 – Interview

Initially I got in contact with Mr Lee Wei Chee (a representative for Spritzer) via Facebook, and email as I have no idea who should I talk to, until he directed me to get in contact directly with Spritzer’s Assistant Brand Manager which is Ms Elaine Ho. I emailed and she finally gave me a reply after I gave her a phone call. It was a brief interview as most of the information regarding the company can be obtained through their annual report which is released annually to the public.

Figure 9.4.1 Inquiries via Facebook and Gmail

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Figure 9.4.2 An informal interview conducted via Gmail

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9.5 – Others

I visited Fitness First at Menara Axis in Petaling Jaya where they had a sampling activity going on for Spritzer +Fibre. It’s a one day event where each day, Spritzer will go to different Fitness First or Celebrity Fitness gym location to promote Spritzer +Fibre. It was rather a small-scaled activity where they had a promoter to distribute free Spritzer +Fibre drinks to the gym members who visited the gym on that particular day. I interviewed the promoter and she shared a brief information about the product. Only 2 boxes of Spritzer +Fibre were brought to the place and it was pretty much sold out by the time I reached the place which was around 7.15 p.m. The sampling activity starts around 5p.m and ended at 8.30 p.m.

Figure 9.5 Sampling activity at Fitness First, Menara Axis on 23rd of November 2011

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CHAPTER 10:

PRECEDENT STUDIES

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10.1 – Advertising Strategy

Their advertising strategies are mostly targeted on ground brand activation, in store promotion and digital advertising which focuses on consumers’ interactions with the brand. They also had given out free bottles of Spritzer +Fibre in a form of goodie bags. They also advertise their newest events by announcing it on Facebook page and twitter page. Research has shown that digital brand experiences are able to influence whether or not the consumers purchase the product.

Fitness First 3km Treadmill ChallengeSpritzer +Fibre acts as a sponsor for the event.

Figure 10.1.1 The Treadmill Challenge that has been taken place at 5 different outlets

Figure 10.1.2 Sprizer +Fibre advertisement in Fitness First

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Everyday is a +Everyday is a + Mobile Fun Roadshow! Seriously too easy! Just STRIKE A POSE, SNAP A PHOTO and you could WIN A GRAND PRIZE worth RM1000! 5 Grand Prizes up for Grabs! This photo contest is designed to reward Spritzer Fibre fans.

Figure 10.1.1 Everyday is a + Facebook application on Spritzer +FibreFacebook fan page and roadshows

Figure 10.1.2 Spritzer +Fibre as the partner of ifeel girl Search 2011

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SPRITZER POP Walk the talk, Feel the pop~!! A new-age refreshment for the new generation – Spritzer POP, a lightly carbonated pop drink with a difference. Natural fruit flavours - Apple, Orange, Lemon, Berries and Lychee - with the fizz to go. Absolutely no artificial colourings or flavourings. Feel the Fruit. Feel the POP!

Figure 10.1.3 Spritzer Pop TVC RAYA Edition

SPRITZER – First LoveSPRITZER, Malaysia best-selling natural mineral water was incorporated with a vision of being recognized and respected as the premier and best bottled water producer. To this end, Spritzer has focused on achieving customer satisfaction through its highest quality bottled water for the healthy consumption by all.

Figure 10.1.4 Spritzer first and the only TVC

SPRITZER - 30 sec Tinge in EnglishWow... It’s Cool, it’s Fun, its TINGE's brand new ambassador - Gary & Shila. It’s Great~!!

Figure 10.1.5 Spritzer Tinge TVC

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10.2 – Precedent Studies

Figure 10.2.1 Pamphlets, bunting and POS

Figure 10.2.3 Posters of the contests that were run by Spritzer in order to promote their products

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Figure 10.2.4 Posters of the contests that were run by Spritzer in order to promote their products

Figure 10.2.5 Spritzer online store which delivers only within Klang Valley area

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Figure 10.2.6 Spritzer advertising their mini dispenser on their website and Facebook fan page

Spritzer h2o playgroundSpritzer h2o playground is a website dedicated for Spritzer’s whole product range. This website shares updates from their twitter and Facebook pages plus it has a comic series being published weekly on the site. With a cute and fun theme, they aim to rebrand Spritzer, to change consumers’ perception on the brand so that it will be appealing to the younger audience.

Figure 10.2.7 Spritzer h2o playground homepage

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SPRITZER TWIST & RECYCLE Roadshow 2011Spritzer Twist to Recycle visited the neighborhood last October 2011 and gave eco-friendly tips to everyone. Their green van visited 12 places in the neighborhood, everyone has participated, drink Spritzer TWIST and then recycle it! A lot of fun, exciting games, painting activities and prizes are given away!

Figure 10.2.8 Spritzer Twist to Recycle at Giant Bukit Tinggi

Eau Claire Limited Edition Mineral Water for Independence Day Specially designed in glass bottle to celebrate Malaysia’s 47th Independence Day.

Figure 10.2.9 Eau Claire limited edition mineral water sold in Select convenience store (Photo courtesy of sixthseal.com)

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Evian Live Young CampaignEvian has brought back the Evian Babies in a new integrated advertising campaign, Live Young, reasserting a vision of youth as a positive, universal value that each one of us shares. The campaign follows on from the success of the Roller Babies TV campaign, and evian Baby Inside print campaign, this time inviting fans to enter into an immersive brand experience, with a film, interactive music video and campaign t-shirt. The stop-motion film is based on the simple principle of the flipbooks from our childhood. Men and women, wearing a T-shirt printed with babies in different poses, appear one by one to the beat of the music, creating the illusion that the babies are dancing.

Figure 10.2.10 Live Young Facebook application and Let’s Baby Dance official website

Figure 10.2.11 Some screenshots of the commerical

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Glaceau Vitaminwater This is a package design concept for Vitaminwater. The bottles are redesigned to take a capsule form instead of the traditional bottle. The new look would enhance the vitamin idea while maintaining the same colors and identity of each drink flavor.

Figure 10.2.12 Glaceau Vitaminwater capsule concept

Lipton Ice Tea Drink Positive CampaignLipton Ice Tea website; introduces Drink Positive philosophy in Poland.

Figure 10.2.13 Lipton Ice Tea Poland scrollable homepage

Somersby

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New site for Somersby, a premium cider brand from Carlsberg. The site is designed as a ‘one-page site’ with everything you need to know about Somersby Cider and its charismatic and adventurous inventor, Lord Somersby.

Figure 10.2.14 Lipton Ice Tea Poland scrollable homepage

Glaceau Vitaminwater TVC: Extreme HealthyThis advertisement shows how easy it is to keep you healthy with no fuss just by drinking Vitaminwater drinks. They came out with several series of other tvc under the same concept entitled Strongman, Epic Night, and Staycation.

Figure 10.2.15 Glaceau Vitaminwater TVC screenshots: Extreme Healthy

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CHAPTER 11:

REFERENCES

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Chapter 11 – References

i. All About Water Organization. http://www.allaboutwater.org/environment.html

ii. Blue Ocean Strategy Example in Asia - Case 2. http://www.ecomaxmc.com/blog/?p=22

iii. Bursa Saham Malaysia.

http://announcements.bursamalaysia.com/EDMS/subweb.nsf/all/48256E5D001707C648257361002E4

6C2/$File/SpritzerAudAcc07.pdf

iv. Eau Claire Website. http://eauclairewater.com

v. Evian Live Young Website. http://letsbabydance.evian.com/

vi. Food and Beverage Background.

http://globaledge.msu.edu/Industries/Food-and-Beverage/background

vii. F&N Website. http://www.fnnfoods.com/index.php

viii. Gallacci, L. (2005). Food And Beverage Report. Italy: eMarket Services.

http://www.emarketservices.com/clubs/ems/prod/Report050801_Food%20and%20Beverage.pdf

[Viewed 9 Nov 2011]

ix. H2o Playground. http://www.h2o.com.my

x. Khoo, D. (2010). Spritzer in talks with JV partners in China and Australia. Malaysia: The Edge

Malaysia. http://www.theedgemalaysia.com/highlights/178218-spritzer-in-talks-with-jv-partners-in-

china-and-australia.html

xi. Malaysia International Food & Beverage Trade Fair. http://www.mifb.com.my

xii. Merret, N. (2007). The rise of functional water. France: Beverage Daily.

http://www.beveragedaily.com/Markets/The-rise-of-functional-water

xiii. Rajasekaran, S.(2007) Bottled Water Market Malaysia – Creating Ripples? London: Frost &Sullivan.

http://www.frost.com/prod/servlet/market-insight-print.pag?

docid=99662272&ctxixpLink=FcmCtx23&ctxixpLabel=FcmCtx24 [viewed on Nov 2011]

xiv. Spritzer Website. http://www.spritzer.com.my

xv. Spritzer +Fibre Facebook page. https://www.facebook.com/Spritzer.Fibre

xvi. Spritzer Facebook page. https://www.facebook.com/Spritzer

xvii. Spritzer Tinge Facebook page. https://www.facebook.com/Spritzer.Tinge

xviii. Spritzer Pop Facebook page. https://www.facebook.com/Spritzer.Pop

xix. Spritzer Berhad Market Report. http://klse.i3investor.com/files/my/ptres/res3492.pdf

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CHAPTER 12:

APPENDIX

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Chapter 12 – Appendix

A Survey on Spritzer +Fibre* Required1. Gender: *

 Male  Female

2. Age: * 14 - 18 years old 19 - 23 years old 24 - 28 years old 29 - 33 years old 34 - 38 years old Other: 

3. Income/ Allowance range: * RM400 - RM1000 RM1100 - RM2000 RM2100 - RM3000 RM3000 and above

4. What type of beverage(s) do you prefer? * Coffee/Tea Juice drinks Carbonated soft drinks Energy drinks

5. What do you consider when choosing a drink on stores' shelves? * Brand Flavours Price Nutrition content Other: 

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6. Does your choice of beverage reflects on your lifestyle needs? *e.g. Mr A is a busy man. He drinks a lot of coffee to keep him alert and to get him through the day. :P

Strongly Disagree

Disagree Neutral Agree Strongly Agree

7. Please rate these mineral water brands. (1 is the lowest and 5 is the highest points.) *Based on your preference; taste, smell, quality, packaging, etc.

1 2 3 4 5Spritzer

Eau ClaireEvian

BleuIce

MountainAlpineDasani

8. Did you know that fibre offers many other health benefits besides from keeping your digestive system healthy? *

 Yes No

9. Have you heard of Spritzer +Fibre before? (Pronounced as Spritzer plus fibre) * Yes No

10. If so, how did you know about Spritzer +Fibre? From print media (Magazine, Newspaper, Bunting, etc) From digital media (Website, Social Networking Sites, Blog,etc) I saw it at the mall/ drugstore/ gym/ etc From Spritzer's roadshows Other: 

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11. Do you know what is the main benefit of drinking Spritzer +Fibre * Yes No

12. Where do you usually purchase your Spritzer +Fibre?If you ever bought them before. Retail store (Jusco, Carrefour, Giant, Cold Storage, Sogo, etc) Convenience store (7-Eleven, 99 Speedmart, KK Mart, petrol station - Mesra, Tiger Mart,

etc) Drugstore (Watson, Guardian, Caring, etc) Other: 

13. How often do you purchase your Spritzer +Fibre? Daily Few times a week Few times a month Other: 

14. When do you usually drink Spritzer +Fibre?Any specific time of the day/ during special events/ before or after working out, etc.

15. Are you aware of the promotional activities that has been done by Spritzer +Fibre recently? *Fitness challenge, roadshows, etc.

 Yes No

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SPRITZER +FIBRE

Spritzer +Fibre promotes the concept of healthier lifestyles as it is non-carbonated and non-coloured and has a lower sugar content than soft drinks. It is sold from RM2.19 to RM2.90 per bottle; 350ml. (Depending on the stores) *For product photo, please refer to this link. http://www.spritzer.com.my/WEBLITE/Applications/productcatalog/uploaded/pics/Products/products_spritzer_fiber_bottle_2010-01.jpg

Strongly Disagree

Disagree Neutral Agree Strongly Agree

16. I think the price is affordable

to all.17. The packaging

of this product is quite attractive.

18. I would replace soft drinks with

Spritzer +Fibre.19. I would like to try this product./

I will buy this product again.

20. Do you have any suggestions that you would like to share?

On how Spritzer +Fibre can improve their promotional/advertising strategy, etc to make it more appealing to you.

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