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1.0 Project Overview1.1 Introduction

Beryl’s Chocolate and Confectionary Sdn Bhd (Beryl’s) was established in 1995, focused on ensuring the creation, supply and maintenance of the very best chocolates for both the Malaysian and international market. Quality, innovation and the very highest levels of service are promised the customers. The reason for this dedication is to keep the customers happy. Every Beryl’s product carries this implied promise of the very best in chocolate products and believed that the Beryl’s brand is now synonymous with that expectation.

Beryl’s Chocolate had committed a substantial amount of time, effort and resources towards the development of unique chocolate combinations. Many of these use local and regional ingredients including durians, mangoes and even chillies to create chocolate blends like no other. This development process starts however with the finest raw materials including some of the world’s best cocoa beans from Ghana. The use of the best raw material is believed to be important in ensuring the finest finished products. Throughout the development and manufacturing process, Beryl’s maintained a highest quality and production standards. This rigor is backed up by a group of creative and innovative employees who ensure that they keep an eye on what the customers want.

1.2 Problem Statement and Issues

Beryl’s company manufactured chocolates with varieties of flavours. But there are some of the flavours which may not be easily accepted by consumer such as the durian and chilly flavours. On the other hand, the product packaging is not that attractive, this is one of the problems that made the product look cheaper. Besides, the lacking in advertising for the Beryl’s products resulted in less comparable to more popular brand like Cadbury.

1.3 Objectives and Aims

Objectiveso Enhance the product packaging illustrations and designs, promoting and

advertising Beryl’s products. Aims

o To improve brand image, gain recognition among Malaysian. Improve the market sales.

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2.0 Project Profile2.1 Product name

Beryl’s Almond Chocolate

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2.2 Product Classification

Beryl’s Chocolate product is a fast moving consumer goods which is directly sold to consumers. Non-durable products since it need to be kept cool. It is also a shopping goods, small easy to be stored conveniently.

2.3 Product Characteristics

Packaging o Plastic packaging with coloured label (Colour of label depends on the flavours)

Priceo RM19.00

Unit of saleo Sold in a package of 500g

2.4 Product Range

There are 3 varieties of Beryl’s Almond Coated in this category:

Beryl's Almond Coated With Milk Chocolate Beryl's Almond Coated With Bittersweet Chocolate Beryl's Assorted Almond, Hazelnut & Raisin Coated with Milk Chocolate

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2.5 Distribution

Beryl’s Chocolate is distributed in both direct and indirect marketing. Consumers may purchase the products directly at their factory outlet in Sri Kembangan. Beryl’s Chocolate also sells their products directly to large retailers such as Giant, Tesco or a wholesaler. The availability of Beryl’s product in these retailers makes it easier for consumer to purchase their products.

2.6 Product Life Cycle

2.7 The Brand

Beryl’s Chocolate and Confectionary Sdn Bhd (Beryl’s) was established in 1995, focused on ensuring the creation, supply and maintenance of the very best chocolates for both the Malaysian and international market. Quality, innovation and the very highest levels of service are promised the customers. The reason for this dedication is to keep the customers happy. Every Beryl’s product carries this implied promise of the very best in chocolate products and believed that the Beryl’s brand is now synonymous with that expectation.

Beryl’s Chocolate had committed a substantial amount of time, effort and resources towards the development of unique chocolate combinations. Many of these use local and regional ingredients including durians, mangoes and even chillies to create chocolate blends like no other. This development process starts however with the finest raw materials including

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some of the world’s best cocoa beans from Ghana. The use of the best raw material is believed to be important in ensuring the finest finished products. Throughout the development and manufacturing process, Beryl’s maintained a highest quality and production standards. This rigor is backed up by a group of creative and innovative employees who ensure that they keep an eye on what the customers want.

2.8 Brand Image and Implication

Beryl’s product has been on the market for around 16 years since its establishment. At first, products are targeted towards duty free shops and supermarkets around the local country. Soon after, they expanded their business overseas. However, up till now, Beryl’s chocolates are still not well known among the locals. They might think that local products are not as good as imported ones due to the influence of stereotyping. This leads to the purchasing of the products from the major competitor such as Nestle and Kraft Foods.

2.9 Strength and Weakness

Strengtho Large quantity of chocolateso Small and conveniento Easy to store

Weaknesso Due to the plastic packaging, chocolate easily melts during high temperatureo Not enough variety in sizes

2.10 Advantages and Disadvantages

Advantageso Improper storage of chocolate in hot weather country

Disadvantageso Can be easily store anywhere in home

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2.11 Unique Selling Proposition (USP)

Beryl’s Chocolate is a growing chocolatier that offers chocolate lovers some of the finest selections in the region, featuring a variety of tastes, flavours and packaging to meet consumer’s need.

2.12 Promotional History and Advertising Schedule

Chocolate Fair - Free Chocolate Buffet @ Beryl's Chocolate Wonderland Bandar Baru Bangi

2.13 Positioning Statement

Beryl’s Chocolate uses only the highest quality cocoa beans from Ghana to make the best chocolate in Malaysia.

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3.0 The Company3.1 Company Overview

Beryl’s it’s all about delivering the best chocolates in Malaysia. Beryl’s ensures that the chocolates retain the same great taste every time by using only the very best ingredients. These include beans from Ghana, a globally recognized source of the very best cocoa beans.

To ensure that the taste of Beryl’s Chocolates is distinct and of the same high quality every time, Beryl’s constantly research and develop new manufacturing methods and products. To that end, Beryl’s Chocolate today offers more than 100 varieties of chocolate to suit consumer’s mood and desire.

3.2 Business Description

Beryl’s is constantly researching and developing new manufacturing methods and products to produce unique chocolate combinations. Beryl’s continue to export various type of chocolate product to overseas country such as Japan, Singapore, Vietnam, India, Maldives, Indonesia, Philippines, New Zealand, Saipan, Brunei, Macau, Dubai and Beijing.

3.3 Company History

1995 - Real Chocolate Industry was incorporated In Desa Serdang, Selangor. The company introduced her first three products - the Triangle Bar Chocolate, Popcorn Chocolate and tinned Almond & Assorted Nuts Milk Chocolate. Targeting duty free shops and supermarkets around the country, it was the start of a regional chocolatier.

1996 - The company started to expand its business beyond our shores, with Philippines being the first export market.

1998 - Triangle bar chocolate was replaced by Camior.

1999 - The company moved to a new factory located at Seri Kembangan Industrial Park with advanced machinery and better equipment acquired to meet the increasing orders.

2000 - New varieties of chocolate developed and introduced as the company changed her name to Beryl's Chocolate & Confectionery Sdn Bhd.

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2001- Beryl's introduced her new and improved Camior chocolate bar that included a new shape and packaging. In addition to that, Beryl's introduced the Black Bitter Chocolate and 500 g Jar Panned selection to the Malaysian market.

2003 Beryl's rapidly growing market around the region demands and increases in production. The factory and Seri Kembangan was extended and a unique new product -Tiramisu Almond Chocolate was developed.

2004 The Black Bitter line of chocolates was refreshed with new and improved offerings. Beryl's also introduced a range of new product.

2005 Chocolate Wonderland, Beryl's flagship retail outlet opened its doors at the factory. This welcomed members of the public to experience the taste of Beryl's ever growing repertoire of chocolate.

2006 Beryl's expanded her reach through the opening of another showcase outlet known as Beryl's Chocolate Kingdom in Jalan Imbi, Kuala Lumpur.

2007 Beryl's chocolates could be seen in Japan, Singapore, Vietnam, India, Maldives, Indonesia, Philippines, New Zealand, Saipan, Brunei, Macau, Dubai and Beijing. Beryl's is proud to meet the world on our national carrier with fine chocolates.

3.4 Key People

Name - Chong Kwee Lian Job title - Sales and Marketing Director

3.5 Location and Subsidiaries

Beryl's Chocolate Wonderland (HQ)

Address: No. 2, Jalan Raya 7/1, Kawasan Perindustrian Seri Kembangan, 43300 Seri Kembangan, Selangor Darul Ehsan, Malaysia.

Operation Hours: Monday to Friday, 8.30 am - 5.30 pm Saturday, 8.30 am - 3.00 pm

Tel: 603-89436136 Fax: 603-89436021

Beryl's Chocolate Kingdom

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Address: 38, Jalan Utara, Off Jalan Imbi, 55100 Kuala Lumpur, Malaysia. Operation Hours:

Monday to Sunday : 9.00 am to 8.00 pm Tel: 603-21458211 Fax: 603-21459211

Beryl's Chocolate Wonderland

Address: No. 8 Jalan 9/1, Seksyen 9, 43650 Bandar Baru Bangi, Selangor Darul Ehsan. Malaysia.

Operation Hours: Monday to Friday, 8.30 am - 5.30 pm Saturday, 8.30am - 12.00 pm

Tel: 603-89256136 Fax: 603-89256236

Beryl's Chocolate Wonderland

Address: Outdoor Theme Park, Genting Highlands Resorts, Genting Highlands. Operation Hours:

Monday to Friday, 9.00 am - 6.30 pm Saturday & Sunday, 8.00 am - 8.00 pm

Tel: 603-61011030 Fax: -

Beryl's Chocolate Wonderland

Address: Unit No. LG2 - CTCOURT, Lower Ground Two, Sunway Pyramid Shopping Mall

Operation Hours: Monday to Sunday, 10.00 am - 10.00 pm

Tel: 012-3838684 (Phoebe - Supervisor) Fax: -

3.6 Brands, Major Products and Services

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BERYL’S range of gourmet fine chocolate will cater to professional users such as chocolatiers, pastry chefs, bakeries, hotels, restaurants and caterers. On top of this wide variety, BERYL’S will also provide customized gourmet fine chocolate products to meet each professional user’s needs and specific requirement.

BERYL’S chocolate confectionery which is widely sold in supermarkets and duty free shops around the region has always enjoyed popular demands from end-consumers. The high quality and premium taste that consumers have continually savoured from BERYL’S confectionery retail line have thus prompted BERYL’S to introduce the latest range of gourmet fine chocolate.

Beryl's Gourmet offers 4 product categories in the industry.

Real chocolate Compound chocolate Chips, fillings, coatings Service products

3.7 Corporate Vision

Being a leading international brand. Produce highest quality chocolate products.

3.8 Corporate Mission

Constantly strive to satisfy customers’ needs through premium quality products. Stay competitive and enhance our customers’ enjoyment of the finest chocolates. Provide employees an opportunity to develop their skills. Share our success with employees and shareholders alike. Be responsible to the countries and the communities where we do businesses.

3.9 Company’s Current Promotional Strategy

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Throughout these years, Beryl’s has always been organizing promotional fairs for their chocolate product range. One of the most anticipated promotional strategy that consumers expected is the Beryl’s Chocolate sales. Most of the time they are available during the Malaysia major festive season such as Chinese New Year, Hari Raya, Deepavali etc. Beside promotional sales, Beryl’s also offers educational tour/visits to their factories. Not only does this allow children to have opportunities to visit and learn how chocolates are made, it also attracts tourists as it’s 1 of the tourist’s attraction in Kuala Lumpur now.

3.10 Product Sales’ History

Unobtainable

3.11 Current Marketing Objective

Over the past 16 years of the company establishments, the long term objective of Beryl’s is always to penetrate overseas markets by exporting Beryl’s Chocolate product. Till now Beryl’s had successfully managed to cater the products to many different countries in the world, Japan, Singapore, Vietnam, India, Maldives, Indonesia, Philippines, New Zealand, Saipan, Brunei, Macau, Dubai and Beijing. For the short term objectives, is to gain more local recognition and supports towards Malaysian made product among the Malaysian people.

3.12 Media Expenditure

Unobtainable

4.0 Consumers and Stakeholders11 | P a g e

4.1 Proposed Primary Target Audience

4.1.1 Demographics

Age - 18 - 40 Gender - Male & Female Education - College, University Occupation - White collar workers, students, housewives Allowance - RM100 - RM600 per month Income range - RM1000 - RM3000 per month Race & ethnicity - All races and ethnicity Geographical location - Urban

4.1.2 Psychographics

Perceptiono Consumer that are chocolate lovers.

Learningo Through promotions in retail outlets, recommendation by family and friends.

Motivation & needso Cravings for chocolates, as a gift.

Attitude & personalityo Friendly, fun, sporty, relax, romantic.

Lifestyleo Leisure, people who love to relax and take their time enjoying what they love

to do most.

4.2 Stakeholders’ Characteristics

4.2.1 Primary

Directors and managers are the main internal stakeholders. They make decisions for the company and have detailed information for the company.

4.2.2 Secondary

Suppliers are the main external stakeholders. They provide the main supplies for the company at cheaper cost, quality, and product availability.

5.0 Industry and Marketplace

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5.1 The Industry

5.1.1 Definition of the Industry

The confectionery industry is a group of large companies around the world that produce various types of chocolate, chewing gum, and candy as well as other products made from cocoa. In 2011, the top five confectionery companies Kraft Foods/Cadbury, Mars Incorporated, Nestle SA, the Ferrero Group, and Hershey, comprise most of this multi-billion dollar industry. This industry continues to grow each year despite economic conditions, employs over 500,000 workers in thousands of factories around the world, and produces about 7 billion pounds (about 3.2 billion kg) of these products each year.

5.1.2 Shape of the Industry

Chocolate, non-chocolate, and chewing gum are the industry's three main categories. Almost 60% of all confectionery is chocolate. In 2008, the global confectionery industry was valued at almost $150 billion United States dollars (USD). In 2009, all of these companies combined reported just over $54 billion USD in confectionery product sales around the world, employed more than half a million people and operated more than 7,600 factories around the globe.

From 2007 to 2008, the confectionery industry grew about 4%. Among all food categories, candy and gum were number four on the list in 2009, right behind salty snacks. The consumption of confectionery products is highest in northern Europe, especially in the Scandinavian countries. The average Swiss person consumes about 25 pounds of chocolate each year.

5.1.3 Development of the Industry

The confectionery industry has a long and storied history. John Cadbury opened a shop in 1824, selling coffee, tea, cocoa, and drinking chocolate as an alternative to alcoholic drinks. The company continued to grow into one of the world's largest confectionery manufacturing companies. Cadbury was acquired by Kraft Foods in 2010 making Kraft/Cadbury the world's largest producer of chocolate and candy in the confectionery industry.

Heinrich Nestle, a German pharmacist working in Vevey, Switzerland, founded the Nestle Company in 1866. In 1875, Nestle and a friend, Daniel Peter, discovered how to mix milk and cocoa powder to create milk chocolate. Nestle and Peter started the world famous Nestle company, which soon became the world's leading manufacturer of chocolate in the early 20th century.

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In 1894, Milton Hershey decided to manufacture chocolate to coat caramel candies. Hershey began to produce chocolate in bars, wafers, and other shapes. At that time in history, chocolate was considered a luxury item available only to the wealthiest people of society. Milton Hershey introduced mass-production in his factory and was able to make his chocolate affordable to all people.

5.2 The Marketplace

5.2.1 Current Condition of the Marketplace

The market of chocolate industries is increasing nowadays, and so do the competitors. Since confectionary is fast moving consumer goods, they are almost being bought every day as snacks or those who love to enjoy sweet foods. So, there are more chances that a consumer will be buying these products.

5.2.2 Changes in Marketplace

Positiveo This leads to more and more consumer that will buy confectionary products.

Negativeo Competition in the market will keep on rising, this make it harder to compete

with other leading confectionary industries.

6.0 Competitive Situation

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6.1 Direct Competitors

6.1.1 The Hershey Company

The Hershey Company, 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.

6.1.2 Cadbury

Cadbury is a confectionery company owned by Kraft Foods and is the industry's second-largest globally after Mars, Incorporated. Headquartered in Uxbridge, London, United Kingdom, 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.

6.1.3 Kit Kat

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Kit Kat is a chocolate-coated wafer confection that was created by Rowntree's of York, England, and is now produced worldwide by Nestlé, which acquired Rowntree in 1988, except in the United States where it is made under licence by The Hershey Company. Each bar consists of fingers composed of three layers of wafer, covered in an outer layer of chocolate. Each finger can be snapped from the bar one at a time, whenever the consumer would like.

6.1.4 Ferrero Rocher

Ferrero Rocher is a spherical chocolate sweet made by Italian chocolatier Ferrero SpA. Introduced in 1982, the chocolates consist of a whole roasted hazelnut encased in a thin wafer shell filled with hazelnut cream and covered in milk chocolate and chopped hazelnuts. The sweets each contain 73 calories, and are individually packaged inside a gold-coloured wrapper. Rocher comes from French and means "rock".

6.1.5 Toblerone

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Toblerone is a chocolate bar brand owned by Kraft Foods, who acquired the product from former owner Jacobs Suchard in 1990. It is well-known for its distinctive packaging, its prism shape and its ubiquity in duty-free shops.

Toblerone was created by Theodor Tobler (1876 - 1941) and Emil Baumann in Bern, Switzerland in 1908. They developed a unique milk chocolate including nougat, almonds and honey with a distinctive triangular shape. The product's name is a portmanteau combining Tobler's name with the Italian word torrone (a type of nougat). The image of a bear is hidden in the Matterhorn mountain symbolizing the town of its origin.

6.2 Indirect Competitor

6.2.1 Famous Amos

In 1975, inspired by a passed-down family recipe, Wally Amos perfected the ultimate chocolate chip cookie. By using only the best ingredients, like semi-sweet chocolate chips and flavorful nuts, these homemade-tasting cookies became famous just by word of mouth. Today, Famous Amos® cookies continue to be enjoyed by true cookie lovers everywhere.

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.

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6.2.2 Magnum Classic

Magnum is an ice cream brand owned by the British/Dutch Unilever company, and sold as part of the Heartbrand line of products in most countries. It was originally made by Frisko in Aarhus, Denmark. The original 1987 Magnum (later rebranded as Magnum Classic) consisted of a thick bar of vanilla ice cream on a stick, covered with white or dark chocolate, with a weight of 86 grams (120 ml). In 1994 the company also started selling Magnum ice cream cones, and in 2002 an ice cream sandwich.

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7.0 SWOT Analysis

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7.4 Threats

They have major competitors, like Hershey's, Cadbury, Kraft Foods, Nestle.

Raw chocolate ingredient prices are soaring; dairy costs alone rose 50% in 2008, this cuts heavily into their profit margins and often gets passed on to consumers, by shrinking the packaging in a way that is almost unnoticeable-therefore the consumer is paying the same prices for less product.

Common misconception of chocolates affects health among peoples. It may be true that chocolate maybe cause some health issues but it is not that serious or major problem as it seems.

7.3 Opportunities

Online socialising is getting more and more popular, Beryl’s could try to advertise their products through social websites like Facebook.

E-commerce is widely used nowadays for buying and selling over the internet. Beryl’s can consider set up an online stores for easy purchase of products for overseas country.

Festive seasons in Malaysia are also a great way to promote sales for bulk purchases/hampers.

The company has the opportunity to expand its global operations. Since they already exported to country as far as Dubai.

Promoting during food fairs which will also help to improve brand recognition.

7.2 Weaknesses

Too many varieties of chocolate flavours resulting in over produced products.

Some of the chocolate flavours cannot be easily accepted by consumers.

Unattractive packaging design. Lack of advertising of products through

media.

7.1 Strengths

Established chocolate manufacturer company in Malaysia.

Chocolates are made from the cocoa beans from Ghana, a globally recognized source of the very best cocoa beans.

Chocolates can be purchased at affordable prices.

Chocolates are available in wide varieties of flavours to choose from.

Products can be easily purchased in most retail outlets in Malaysia.

Products are exported to overseas countries, can broaden the Beryl’s marketplace.

Managed to cater the products to many different countries in the world, Japan, Singapore, Vietnam, India, Maldives, Indonesia, Philippines, New Zealand, Saipan, Brunei, Macau, Dubai and Beijing.

Provide ingredients to professional users such as chocolatiers, pastry chefs, bakeries, hotels, restaurants and caterers.

One of the most successful chocolate manufacturers in Malaysia.

8.0 Strategic Target Audience8.1 Proposed Primary Target Audience

8.1.1 Demographics

Age - 18 - 40 Gender - Male & Female Education - College, University Occupation - White collar workers, students, housewives Allowance - RM100 - RM600 per month Income range - RM1000 - RM3000 per month Race & ethnicity - All races and ethnicity Geographical location - Urban

8.1.2 Psychographics

Perceptiono Consumer that are chocolate lovers.

Learningo Through promotions in retail outlets, recommendation by family and friends.

Motivation & needso Cravings for chocolates, as a gift.

Attitude & personalityo Friendly, fun, sporty, relax, romantic.

Lifestyleo Leisure, people who love to relax and take their time enjoying what they love

to do most.

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9.0 Research Development9.1 Marketplace Research

Some of the Chocolate that is available in Japan.

One of the bestselling chocolate products from Beryl’s, Tiramisu Chocolate.

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9.2 Market Observation

Based on my observation in the major retail store such as Tesco, Giant, 99 Speedmart, Jusco Supermarket, most of the consumer heard or known to this brand Beryl’s, but there’s only around 30% of consumer that would really purchase this product.

9.3 Online Survey

Hello I am a design student from the Faculty of Creative Multimedia majoring in Media Innovation, currently doing my Final Year Project. It would be great if you can spend a few minutes to complete this survey. Thank you very much for your time and patience.

1. Please tell us your gender

Male 32

51%

Female

31

49%

2. Please tell us your age group

13 - 17 years old 0 0%

18 - 24 years old 62

98%

25 - 30 years old 1 2%

31 - 40 years old 0 0%

40 years old and above

0 0%

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3. What is your race?

Chinese

60

95%

Malay 3 5%

Indian 0 0%

Other 0 0%

4. What is your education level?

High School 1 2%

College/University

58

92%

Post-Graduate 4 6%

Other 0 0%

5. What is your income/allowance per month?

RM1 - RM1000 45

71%

RM1001 - RM2000

13

21%

RM2001 - RM3000

2 3%

RM3001 - RM4000

2 3%

RM 4000 and above

1 2%

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6. Do you like chocolates?

Yes 56 89%

No 7 11%

7. Which of the following chocolate brands you heard before?

Hershey's 39

62%

KitKat 55

87%

Beryl's 45

71%

Toblerone 43

68%

Cadbury 49

78%

Van Houten 20

32%

Ferrero Rocher

52

83%

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8. Have you try Beryl's chocolate before?

Yes 48 76%

No 15 24%

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9. How often do you consume chocolate?

Daily 1 2%

2-5 times a week

8 13%

Few times a month

25

40%

Once a while 29

46%

10. Do you prefer chocolate with nuts or none?

Yes 29 46%

No 34 54%

11. Does it matter when choosing the chocolate's cocoa percentage?

Yes 34 54%

No 29 46%

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12. Which matters you the most when purchasing a chocolate product?

Price 40

63%

Quality 53

84%

Brand 35

56%

Quantity 21

33%

Accessibility

15

24%

Taste 56

89%

Advertising 6 10%

Other 3 5%

13. How much would you pay for a chocolate?

RM3 -RM5 12

19%

RM6 - RM8 17

27%

RM9 - RM13 14

22%

RM14 and above

20

32%

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14. How did you heard about Beryl's chocolate?

Newspaper, Magazine

14

22%

TV commercials, Radio

13

21%

Social network, Blog and

Online reviews, etc

16

25%

Recommendation from

friends & families

30

48%

Other 11

17%

15. Based on your experience, rate the quality of Beryl's chocolate

Excellent

1 2%

Good 35

56%

Average 25

40%

Poor 2 3%

16. What makes you choose other chocolate brand than Beryl's chocolate?

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Flavours available 40

63%

Texture of the chocolate

21

33%

Product design & Packaging

20

32%

Brand of the product 25

40%

Other 4 6%

17. Which promotion will interest you to buy Beryl's chocolate?

Buy 1 Free 1 54

86%

Discount coupons

18

29%

Contests 5 8%

Other 3 5%

9.4 Interview

Most of the interview is made through e-mail with Beryl’s Marketing Director. The reason why is because it is easier to get files and information this way. Even though this is a more convenient and efficient way, but most of the information are private and confidential, so there’s not much of the information are provided by him, rather he ask me to browse through their official website. I also paid a visit to their HQ at Sri Kembangan to take some picture of their factory outlet and met him personally.

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10.0 Precedent Studies10.1 Advertising Strategy

As usual Beryl’s make their promotions through Malaysia festive seasons. Below is a promotion sale during 2011 Chinese New Year.

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10.2 Precedent Studies

There are lots of varieties of Beryl’s Chocolate flavours.

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Beryl’s Chocolate Kingdom, visitors can take a tour inside the Beryl’s factory.

Crowds overwhelm at the factory outlet.

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11.0 References

Beryl’s Company, Beryl’s. Retrieved November 5, 2011, from http://www.berylschocolate.com/eng/index.html.

Anonymous, Beryl’s Almond Bittersweet Chocolate. Retrieved November 5, 2011, from http://www.autho-rity.info/2011/11/10/beryls-almond-bittersweet-chocolate/.

Beryl’s Company, Beryl’s Gourmet. Retrieved November 5, 2011, from http://www.berylschocolate.com.my/gourmet/index.php.

Jusay, A., BERYL’S CHOCOLATE KINGDOM, MALAYSIA. Retrieved November 6, 2011, from http://www.annalyn.net/2009/02/24/beryls-chocolate-kingdom-malaysia/.

Leong K. T., Free Chocolate Buffet @ Beryl's Chocolate. Retrieved November 6, 2011, from http://blog.saimatkong.com/index.php/2010/05/26/free-chocolate-buffet-beryls-chocolate%E2%80%8F/.

Anonymous, Beryl's Chocolate Kingdom & Yakult Factory Visit (1 Day Trip). Retrieved 6, 2011, from http://one-2-fly.blogspot.com/2009/04/educational-tour-beryls-chocolate.html.

See P. P. Gott, All about Candy and Chocolate. Retrieved 7, 2011, from http://www.encyclopedia.com/topic/confectionery.aspx.

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12.0 Appendices

Hello I am a design student from the Faculty of Creative Multimedia majoring in Media Innovation, currently doing my Final Year Project. It would be great if you can spend a few minutes to complete this survey. Thank you very much for your time and patience.

1. Please tell us your genderMaleFemale

2. Please tell us your age group 13 - 17 years old 18 - 24 years old 25 - 30 years old 31 - 40 years old 40 years old and above

3. What is your race? Chinese Malay Indian Other

4. What is your education level? High School College/University Post-Graduate Other

5. What is your income/allowance per month? RM1 - RM1000 RM1001 - RM2000 RM2001 - RM3000 RM3001 - RM4000 RM 4000 and above

6. Do you like chocolates? Yes No

7. Which of the following chocolate brands you heard before?

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Hershey's KitKat Beryl's Toblerone Cadbury Van Houten Ferrero Rocher

8. Have you try Beryl's chocolate before? Yes No

9. How often do you consume chocolate? Daily 2-5 times a week Few times a month Once a while

10. Do you prefer chocolate with nuts or none? Yes No

11. Does it matter when choosing the chocolate's cocoa percentage? Yes No

12. Which matters you the most when purchasing a chocolate product? Price Quality Brand Quantity Accessibility Taste Advertising Other

13. How much would you pay for a chocolate? RM3 -RM5 RM6 - RM8 RM9 - RM13 RM14 and above

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14. How did you heard about Beryl's chocolate? Newspaper, Magazine TV commercials, Radio Social network, Blog and Online reviews, etc Recommendation from friends & families Other

15. Based on your experience, rate the quality of Beryl's chocolate Excellent Good Average Poor

16. What makes you choose other chocolate brand than Beryl's chocolate? Flavours available Texture of the chocolate Product design & Packaging Brand of the product Other

17. Which promotion will interest you to buy Beryl's chocolate? Buy 1 Free 1 Discount coupons Contests Other

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