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CHAPTER 1 INTRODUCTION

1.1

Introduction
Kampai Asia Pacific (Malaysia) Sdn Bhd is a beverage company in
Malaysia that was founded by Pomery. He has started his business in 1998
when he first came to Malaysia. Kampai is started with a beverage call
Kampai Alcohol Plus, after the first product has a good respond in the market
there is more Kampai drinks come out, which is Kampai Ice, Kampai Xtra,
Kampai Blueberry and Kampai Blackcurrant. The founder believe can get
more customers from people who doesnt drink alcohol, therefore the Kampai
Sparkling Fruit Drinks has launch in the market.
Kampai sparkling fruit drink Juice Up is a non-alcohol drinks and suitable
for everyone to drink it. Kampai sparkling fruit drink is on a healthy sparkling
fruit drink with an exciting blend of real fruit juices. Besides that, it gives
savagely good taste comes with 4 pure refreshment flavours. There is
Kampai Sparkling Strawberry Fruit Juice, Kampai Sparkling Iced Lemon Fruit
Juice, Kampai Sparkling Pineapple Fruit Juice and Kampai Sparkling Apple
Fruit Juice.
Besides that, Kampai sparkling fruit drink is a new series after Kampai
alcohol drinks. Kampai contained with pure refreshment blended with a
special mix of sparkling water, fruit juice and flavours. The ingredient
contained carbonated filtered water, sugar, flavoring liquid, citric acid,
clouding agent, sodium citrate, preservative (E211).
1.2 Problem Statement and Issues
There is some of the people know about this brand Kampai, however, not
everyone know for it. They have attractive packaging design but not so well
in other advertising methods. Kampai must set up a website to promote their
brand and products. Besides that, Kampai can be start from social media
such as Facebook, twitter and Instagram to promote their brand. Lastly, TVC
commercial could be another way to promote their brand.

1.3 Objectives and Aims


1.3.1 Objectives
To introduce a better promotional strategy to promote their products.
To organize more media-based advertising to more beverage lovers
and occasional confectionery consumers to improve their sales and
gain recognition beyond their business boundary.
To create stronger advertisement strategies to improve sales and gain
consumers interest and trust.
1.3.2 Aims
To achieve a higher customer head count.
To attract more customers from other regions.

CHAPTER 2 -PRODUCT
2.1 Product Name
Kampai Sparkling Fruit Drink
2.2 Product Classification
Kampai Sparkling Fruit Drink is in the drinks industries and their products are
under the beverage category.
2.3 Product Characteristics
Products & Pricing

1
.

Kampai Sparkling Apple Fruit Juice


Price: RM 3.50 each

Kampai Sparkling Iced Lemon Fruit Juice


Price: RM3.50 each

Kampai Sparkling Strawberry Fruit Juice


Price: RM3.50 each

Kampai Sparkling Apple Fruit Juice


Price: rm3.50 each

2.4 Product Range


Kampai Ice
Kampai Xtra
Kampai Blueberry
Kampai Alcohol Plus
Kampai Blackcurrant
Kampai Sparkling Apple Fruit Juice
Kampai Sparkling Strawberry Fruit Juice
Kampai Sparkling Iced Lemon Fruit Juice
Kampai Sparkling Pineapple Fruit Juice

2.5 Distribution
Kampai Asia Pacific (Malaysia) Sdn Bhd products are drink products therefore
they are only found in their outlets such as Jusco, Tesco, 7-11 outlets. Their
way of distribution is indirect. Customers have to go directly to their 7-11 to
purchase their products. Currently they have exporting service to China
Guang Zhou and Middle East countries, therefore can contact their sale
manager to purchase their products.

2.6 Product Life Cycle

Intro
Decline

Growth

Peak

2.7 The Brand


Kampai Asia Pacific (Malaysia) Sdn Bhd is a beverage company in Malaysia
that was founded by Pomery. He has started his business in 1998 when he
first came to Malaysia. The brand name of Kampai idea is come from Japan
during their outstation working. In Japan, kan-pai is literally translated in
English as cheers. Pomery has think of the brand name in Kampai, a
brand name with cheers meaning whenever peoples having their drinking
session. He has started to look for designer to create a premium brand of
Kampai and the first Kampai product is Kampai Plus. The first product has
reflected a good respond in the market, there goes the other Kampai product
has launched in the market included Kampai Sparkling Fruit Juice. Pomery
believe that Kampai is a brand can let everyone enjoying in their drinking
session, not only in pub or concert. To non-alcohol drinkers can choose to

drink Kampai Sparkling Fruit Juice series. Kampai can take over alcohol and
non- alcohol drinkers in the market.

2.8 Brand Image and Implication


Kampai Asia Pacific (Malaysia) Sdn Bhd has created a firm foundation in
Malaysia. They have gained recognition through over 10 years of selling their
products. They have be some of the sponsor events and concerts, mostly all
the young adults will know about this brand. And with other climbing
competitors and better established competitors such as Spritzer Pop, Premier
Salute, Esprit and etc, they are some international brands competitor.
Therefore, it is in the declining curve of the peak.
2.9 Strength and Weakness
1
Strength
Kampai Asia Pacific (Malaysia) Sdn Bhd has been around Malaysia for
over 10 years.
They have a stylish packaging design on their products.
They serve alcohol drinks products.
They also serve non-alcohol drinks products
2

Weakness
Kampai Asia Pacific (Malaysia) Sdn Bhd is not recognized by the other
generation of people.
They have to develop more flavour in their products.
They use only few methods in advertising their products.
They have to increase their popularity in social media to promote their
brand.
They need a website to display their brand history and products.
They have to put their products in more outlets store, it will be easier
for a consumer to purchase it.

2.10 Advantage and Disadvantages


1
Advantages
Kampai sparkling fruit juice is a drinks can gives your refreshment
feeling.
They have an eyes catchy packaging design to attract consumers.
Consumers can enjoy their drinks among their friends together.
They produce premium products to everyone.
2

Disadvantages
Not everyone know about their products.
Only 4 types of flavors in their products.
Consumers hard to purchase their products in the market.

2.11 Unique Selling Proposition


Kampai sparkling fruit drink is on a healthy sparkling fruit drink with an
exciting blend of real fruit juices. Besides that, it gives savagely good taste
comes with 4 pure refreshment flavors.

11
Promotional History and Advertising Schedule
Kampai Asia Pacific (Malaysia) Sdn Bhd has not been advertising their
products on TV or website. They only put their products in 7-11 outlets and
karaoke outlets.

There is a place call Jonker Walk Street, Malacca selling Kampai non-alcohol
fruit juice.

Print ads design -Free drinks exchangeable with Kampai Achohol drinks
promotion at Neway Karaoke.

One of their event video in 2014.


http://www.youtube.com/watch?v=XFtTncanPak

2.13 Positioning statement


Kampai sparkling fruit drink is on a healthy sparkling fruit drink with an
exciting blend of real fruit juices. Besides that, it gives savagely good taste
comes with 4 pure refreshment flavours. They will sponsor their product in
some of the concerts or events and can purchase it 7-11 convenient store.

CHAPTER 3 - COMPANY
3.1 Company Overview
Kampai Asia Pacific (Malaysia) Sdn Bhd is a beverage company in Malaysia
that was founded by Pomery. He has started his business in 1998 when he
first came to Malaysia. Kampai is started with a beverage call Kampai Alcohol
Plus, after the first product has a good respond in the market, the others
kampai products have launched in it too. The brand name of Kampai idea is
come from Japan during their outstation working. In Japan, kan-pai is
literally translated in English as cheers. Pomery has think of the brand
name in Kampai, a brand name with cheers meaning whenever peoples
having their drinking session. He has started to look for designer to create a
premium brand of Kampai.
3.2 Business Description
After they got all the respond from the consumers, they have start
cooperate with Jusco and 7-11. In the business marketing of Jusco, customer
look for quality, safety, value pricing, and brands that add values rather than
just being promoted through normal marketing and advertising. The founder
want to make sure every of the consumers could purchase a premium
product from them. Therefore, they will make sure Kampai is always produce
the best products and guarantees satisfaction to all the consumers. They
have start with tiny promotion to promote their brand with free tasting at
Jusco. This is one of the way to promote Kampai in the market to let more
people know about it. Besides that, they will make sure their products are
eyes catchy when its place on the rack with other competitors brand
together. There is the same marketing strategy in 7-11 too, they have to
make sure their products could be the stand outs and eyes catchy compare
to other competitor brand.
Few years later, they started to be some of the event sponsor, for
example, Westlife concert in 2001. Everyone could enjoy the concert along
with their drinks together. However, Kampai also have cooperate with Neway
Karaoke. Consumers can purchase their products while having a sing k
session with their friends.

3.3 Company History


Kampai Asia Pacific (Malaysia) Sdn Bhd is a beverage company in
Malaysia that was founded by Pomery. He has started his business in 1998
when he first came to Malaysia. Pomery has decided to quit his cooperate
world and come start his Kampai business in Malaysia. The brand name of
Kampai idea is come from Japan during their outstation working. In Japan,
kan-pai is literally translated in English as cheers. Pomery has think of
the brand name in Kampai, a brand name with cheers meaning whenever
peoples having their drinking session. He has started to look for designer to
create a premium brand of Kampai. The founder want to an Asians brand
image of Kampai, cause he want to bring this product into an Asian country.
Besides that, Pomery want Kampai will be a cool and funky product, the main
key point of the product is eyes catching in the first sight. Their target
audience will be he youth market.
The first Kampai product is Kampai Plus. The first product has reflected a
good respond in the market, there goes the other Kampai product has
launched in the market included Kampai Sparkling Fruit Juice. Pomery believe
that Kampai is a brand can let everyone enjoying in their drinking session,
not only in pub or concert. To non-alcohol drinkers can choose to drink
Kampai Sparkling Fruit Juice series. Kampai can take over alcohol and nonalcohol drinkers in the market.
After the first product has a good respond in the market there is more
Kampai drinks come out, which is Kampai Ice, Kampai Xtra, Kampai
Blueberry and Kampai Blackcurrant. The founder believe can get more
customers from people who doesnt drink alcohol, therefore the Kampai
Sparkling Fruit Drinks has launch in the market.
Kampai sparkling fruit drink Juice Up is a non-alcohol drinks and suitable
for everyone to drink it. Kampai sparkling fruit drink is on a healthy sparkling
fruit drink with an exciting blend of real fruit juices. Besides that, it gives
savagely good taste comes with 4 pure refreshment flavours. There is
Kampai Sparkling Strawberry Fruit Juice, Kampai Sparkling Iced Lemon Fruit

Juice, Kampai Sparkling Pineapple Fruit Juice and Kampai Sparkling Apple
Fruit Juice.

Lastly, the founder believe Kampai is a product can build a good


relationship with consumers. They have put a newt icon on the packaging
design, therefore if a consumer has notice it will have a small interaction
with it. In the mean times, this is one of the way to promote their brand.
3.4 Key People
First Founder
Pomery
Business Partner
Leona Wong

3.5 Location and Subsidiaries


Kampai Asia Pacific (Malaysia) Sdn Bhd
37A&M, Kompleks Selayang,
Batu 8 , Jalan Ipoh,
Batu Caves, 68100.
Tel
:
+6012 2963033
Emai l
:
leonawong

3.6 Brands, Major Products and Services


Kampai Asia Pacific (Malaysia) Sdn Bhd is a company origin from
Malaysia which sells a variety of beverage products. They sell premium
packed spirit, sparkling fruit drinks, energy drinks and beer. Below are some
of the products they offer:
Kampai 5.0% ALC VOL
Kampai Plus
Kampai Xtra
Kampai Ice
Kampai Blueberry

Kampai Blackcurrant

Kampai sparkling fruit drink


Strawberry
Iced Lemon
Pineapple
Apple
Knetic Energy energy drink
Knetic Energy

3.7 Corporate Vision


To offer a consumer with another category of product and sustains in a
big market.
To identify and develop the right product to fit the category of
consumer needs.
Get a better innovation of the presentation brand.
3.8 Corporate Mission
To get brand name to people mind with attractive packaging design,
customers tried their products they would tell others about them.
3.9 Companys Current Promotional Strategy
2010 -Kampai Asia Pacific Facebook page was set up
-Promoting their products on their Facebook page
2014 -Promotional video of Kampai Night uploaded in youtube

3.10 Product Sales History


Kampai has achieved today was all thanks to their hard work 10 years ago
from a business to people know and love. They have their own factory
manufacturing to produce a high quality and premium beverage products
and distributes them to every 7-11 convenient store to let every consumer
purchase it.

3.11 Current Marketing Objective


3.1.1 Long Term Objective
To have offer a consumers with another new category of product.
To expand the market and sustains longer in a big market.
To have more customers and loyal customers.
To develop and identify the right product fit in every category.
3.1.2 Short Term Objective
To have more and more choices of their products.
Advertise their product in some the special events.
Promote their product in some pub or club.
3.12 Media Expenditure
2010
Facebook page was set up for promoting their products on their
Facebook page
2011

Status were posted onto their Facebook page to promote their


products on special festival events.

2014

Promotional video of Kampai Night uploaded in youtube

CHAPTER 4 CONSUMERS AND


STAKEHOLDERS
4.1 Consumers Characteristics
4.1.1 Current Consumers Characteristics
18 to 50
:
Both
:
High School and above
:
University Students and working adults
:
Students
RM0 to RM 1500
Working adults RM1500
to
RM2500 & above
Race & Ethnicity
:
Chinese & Malay
Geographical location :
Urban

Age
Gender
Education
Occupation
Income range

4.1.2 Psychographics
Perception
They fancy beverage products due to its packaging design, price,
brand name and promotion. They also prefer to have more choice
when it comes to choosing.

Learning
Home, caf, rave party, pub/ club and other choices
Motivation & Needs
The consumers prefer a great taste products. The more the choices
and with reasonable price and quality come in a premium brand would
definitely motivate them.
Attitude & Personality
Would like to try new things.
Lifestyle
Social and modern

4.2 Stakeholders Characteristics


4.1.1 Primary
Suppliers
The companies that supply the ingredients like carbonated filtered
water, sugar, flavouring liquid & etc. to the company.
Founders
The people who started the companys business.
Employees
The people who work in the company and keep the business running.
4.1.2 Secondary
Consumers
The main source of the companys income. They purchase the products
of the company and in time some will become loyal customers.

CHAPTER 5 INDUSTRY AND THE MARKET


PLACE
5.1 The Industry
5.1.1 Definition of the Industry
In many parts of the world, food is emphasized as a part of
culture. Whether it is dining out at an authentic restaurant, or staying
home to make a family recipe, there is no doubt that the food and
beverage industry is prominent worldwide.
The food and beverage industry is made up of two sections,
production and distribution. Production includes creating alcoholic
beverages and soft drinks, as well as processing meats and packaging
foods. Anything that is directly produced by farmers and other forms
of agriculture is excluded from the production process
5.1.2 Shape of the Industry
The beverage industry includes manufacturers and distributors of soft
drinks, bottled water, energy drinks, sports drinks, milk products, coffee and
tea based products, nutritional drinks, and alcohol products.
Large companies benefit from economies of scale in production and
distribution. Small companies can compete by producing new products,
catering to local tastes, or nimbly reacting to changes in the marketplace.
The beverage industry is a huge part of our economy that affects many
different sectors. Non-alcoholic beverages include a large variety of drinks,
but sodas account for about 60 percent of the market. The manufacture and
distribution of most national soda brands is a two-tiered process. The
primary manufacturer produces syrup called concentrate, and local bottlers
manufacture and distribute the finished product. The flavored syrup, corn
syrup (as a sweetener), and filtered water are mixed in the right proportions,
carbon dioxide gas is injected, and the finished soda product is poured into
bottles or cans, which are capped, labeled, and packaged.

The market for U.S. milk and dairy products, both domestically and
internationally has been growing dramatically in recent decades. As a result,
U.S. farm milk production has grown to about 190 billion pounds per year.
Although milk is processed, it is not an engineered or fabricated food. It is
about 87 percent water and 13 percent solids. The fat portion of the milk
contains fat-soluble vitamins. The solids other than fat include proteins,
carbohydrates, water-soluble vitamins, and minerals.
Fragmentation occurs when many competitors jockey for dominance in
a category. For example, the top 50 companies in the beer wholesale
industry account for about a third of industry revenue. The wine and spirits
wholesale industry is concentrated, with the top 50 companies account for
more than 70 percent of industry revenue.

5.1.3 Development of the Industry


The 20th century also saw a major change in the ways people
purchased food and beverages, especially nonalcoholic beverages. Prior to
World War I, consumers were most likely to buy their food at small
neighborhood stores. But the introduction of trucks and automobiles not only
made people more mobile but also allowed foods, beverages, and other
products to be more easily transported.
The first supermarkets began to appear, offering a greater selection of
goods and combining many small shops under one roof: a fruit and vegetable
stand, a meat market, a dry goods store. By the 1950s, most Americans
bought their food and nonalcoholic beverages, such as milk and soft drinks,
in supermarkets instead of small groceries and specialty shops, and going to
the supermarket became an American way of life.
Developments in foods, beverages, and their technologies continue
today. Methods such as nitrogen flushing, which replaces oxygen in packages
with nitrogen to retard spoiling, and irradiation, which involves exposing
foods to

low levels of radiation to reduce or remove completely the microorganisms


that might spoil the food or pose a danger to human health, have been
developed.
The emphasis on a healthier style of eating has resulted in the
development, production, and wide distribution of low-fat and nonfat food
items. Beverages are made with calorie-free artificial sweeteners. Ironically,
just as food labs are discovering ways to chemically alter foods or beverages
to reduce or eliminate the fat or sugar content, an increasing section of the
market is demanding organic, or completely naturally grown, produce.
Specialty supermarkets devoted to the sale of organic foods are opening in
greater numbers across the country. As the market for organic, all-natural
produce grows, a corresponding rise will occur in the processed foods made
from such organic produce.

5.2 The Market place


5.2.1 Current Condition of the Market place
Kampai Asia Pacific (Malaysia) Sdn Bhd has been around for more than 10
years and it come with an attractive packaging design. Kampai sparkling fruit
drink is on a healthy sparkling fruit drink with an exciting blend of real fruit
juices. So, there are more chances that a consumer will be buying these
products.
5.2.2 Changes in Market place
Positive- This leads to more and more consumer that will buy
beverage products with a better understanding of their consumers
needs and demands and will come out with improved and innovated
promotions to keep growing.
Negative- Competition in the market will keep on rising, this make it
harder to compete with other leading beverage industries

CHAPTER 6 COMPETITIVE SITUATION


6.1 Direct Competitors

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 1980s, 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 flavored drink, non-carbonated fruit flavored drink,
toothbrushes, preforms and packaging bottles.
The brand, SPRITZER, Malaysia bestselling natural mineral water is
produced and bottled out of a vast 295 acre site with plentiful natural
mineral water resources in an environmentally friendly site surrounded by
lush greenery, away from pollution. The superior quality of SPRITZER bottled
water products has garnered many awards and set many milestones through
the years.
Spritzer POP is a delightful, all-natural refreshment, Spritzer POP is a
favorite among kids and parents. It is lightly carbonated, with absolutely no
artificial colorings added. Spritzer POP comes in 5 exotic fruit flavors: Lychee,
Apple, Lemon, Mixed Berries and Orange. Natural Mineral Water with a Hint
of Fizz!

Spritzer POP Products

Spritzer POP Promotion Ads

Spritzer POP Website

William Bickford and his wife Anne Margaret arrived in South Australia
from England in 1839. Soon after his arrival William opened an apothecary
on Hindley Street, the centre of trade in early Adelaide days.
After establishing Bickfords as a major manufacturer and supplier of
pharmaceutical and chemical products in South Australia and Australia,
William Bickford died prematurely in 1850. Anne carried on her husbands
successful business before partnering with her two sons to form A M Bickford
and Sons in 1863, the foundation of the company that we know today.
The values of quality and integrity that formed the original Bickfords
vision remain true today and exist in every Bickfords product.
Bickfords beverages are manufactured in a purpose built, state of the
art manufacturing facility in Adelaide, South Australia. The head office
houses a number of plant lines, warehousing and offices, all HACCP
accredited.
The Great Fruit Taste Sensation! The Esprit range of soft drinks has
been developed to appeal to a more mature adult palette. Esprit cleverly
combines the refreshing taste of real fruit with a less sweet, slightly dry,
clean finish. A genuine adult soft drink that will delight and refresh.Esprit
comes in 300mL glass bottles and is available in 7 flavours:Mineral Water,
Blueberry, Lemon Lime, Passionfruit, Raspberry, Strawberry and Orange
Tangerine.

Esprit Products

Esprit Website

Esprit Catalogue

6.2 Indirect Competitors

In February 2002, Todd Woloson and Greg Stroh, two friends who love
good food and drink, were having lunch in Boulder, Colorado. They spoke of
life and work, and what it would be like to start a company that not only
made a great product, but also gave back to the greater good.
They thought about the sophisticated European sodas theyd recently tried,
and recognized an opportunity to create a version for the American market.
Their beverage would have to be made from pure simple ingredients, and
theyd have to be proud to produce it, share it, and drink it.

The goodness of this brand had to go beyond what was inside the
bottle. In 1998, Todd and his wife, Eliza, had founded a non-profit, Global
Education Fund, on the belief that educating kids secures a better future for
the world. IZZE and GEF a perfect blend of pure, simple, and good.
Now they had the makings of a product and company they could feel good
about, and the IZZE Beverage Company was born.

Everything about IZZE is pure and simple. The taste is a delight with
just the right combination of sweetness and sparkle. The ingredients are fruit

juice and sparkling water with no refined sugars, preservatives, or artificial


flavors. Even the packaging design is sophisticated, yet playful.

First introduced in four unique flavorsBlackberry, Lemon, Grapefruit


and PearIZZE immediately caught peoples attention. Everyone from
healthy moms and their kids to hip singles and celebrities discovered this
taste sensation. The refreshing taste and iconic slice logo soon became an
everyday joy to share with friends and family.

IZEE Products

CHAPTER

7 SWOT ANALYSIS

7.1 Strength
Kampai Sparkling fruit juice has unique taste on it.
Kampai is on a healthy sparkling fruit drink with an exciting blend of
real fruit juice.
They have attractive bottle design.
Kampai has created a premium brand products to sell in the market.
7.2 Weakness
Kampai is not recognized by people from other regions.
They have to create a website for themselves to promote their brand
and products.
They are not as famous as their competitors and a lack of
advertisements.
Company is too small and lack of budget to advertise their products.
7.3

Opportunity
Many beverage lovers will want to try out new a more choices.
Consumers would purchase their products when there is a promotion.
Better advertising will help increase recognition and increase peer-topeer influences.
More flavours of the products could attract more consumers

7.4 -- Threats
There are many competitors in the market which are better established
and more popular.
Other competitors brand is much cheaper compare with Kampai.
Difficult for consumers to purchase their products from 7-11 convenient
store, not every 7-11 convenient store sell their products.

CHAPTER 8 STRAGETIC TARGET AUDIENCE


8.1 Proposed Primary Target Audience
8.1.1 Demographics
Age
:
18 to 55
Gender
:
Both
Education
:
High School and above
Occupation
:
University Students and working adults
Income range
:
Students
RM400 to RM800
Working adults RM2000
to
RM5000
Race & Ethnicity
:
Chinese
Geographical location :
Urban

8.1.2 Psychographics
Perception
Kampai Sparkling Fruit Juice offers a lot of different choices of unique
flavors with a premium brand image.

Learning
Outlets, peers, influence, web media, printed media, TV commercials.
Motivation & Needs

They offer beverage products that couple always satisfy their taste,
come with an interactive promotion way to attract consumers.
Attitude & Personality
Internet savvy and appreciates good quality
Lifestyle
Social, modern, appreciates and beverage lover

8.2 Proposed Secondary Target Audience


8.2.1 Demographics
Age
:
18 to 55
Gender
:
Both
Education
:
High School and above
Occupation
:
Working adults
Income range
:
RM3000 to RM5000
Race & Ethnicity
:
Non-Muslims
Geographical location :
Urban and Sub-urban

8.2.2 Psychographics
Perception
They fancy beverage products due to its packaging design, price,
brand name and promotion. They also prefer to have more choice
when it comes to choosing.

Learning
Outlets, peers, influence, web media, printed media, TV commercials.
Motivation & Needs
Promotions and advertising are bonus motives to complement their
premium products.
Attitude & Personality
Internet savvy, appreciates & good quality
Lifestyle
Social, modern & appreciates food

CHAPTER 9 - RESEARCH
9.1 Marketplace Research
Ive went to one of 7-11 outlets in Serdang area. Kampai Sparkling Juice
products has placed in the fridge.
7-11 Serdang Outlet

9.2 Market Observation


At one of the 7-11 convenient store at Serdang, I went there on a weekend
around evening. There were about 1-2 customers in 7-11 buying things. They
were mostly working adults aging from 20 to 30 years old. Besides that, is so
difficult to let the consumer to pick Kampais brand, there is too many
competitor brands in the fridge.

9.3 Online Survey


This online survey was conducted to see how many people are aware of
Kampai Asia Pacific (Malaysia) Sdn Bhd. A total of 60 participants did
this survey.

Gender

Male

34

58%

Female

25

42%

Age

13-17

0%

18-25

57

95%

26-30

3%

31-50

2%

Highest Education

Secondary

5%

College

17

29%

University

37

63%

3%

Others

Your occupation

Student

47

78%

Professional

5%

Self-Employed

8%

Unemployed

5%

Other

3%

Income

RM0 - 500

30

52%

RM500 - 1500

13

22%

RM1500 - 2000

12%

RM2000 - 2500

10%

Other

3%

Have you heard of Kampai Sparking Juice before?

Yes

31

52%

No

29

48%

What category of drink would you mostly consume when out?

Sparkling Fruit Juice

17

28%

Beer

10%

Caffeince Drink, e.g Red Bull

10%

Wine

2%

Carbonated Soft Drinks

16

27%

Other

14

23%

Why is this your preferred drink?


Because I don't drink the other things stated.
Mineral Water one of the few choices that consider "healthy" other than water
Pepsi favourite
Hardly eat fruits at home why not I like sweet drinkscheap
I just love it
Tasty and Mild caffeine addiction
Coke lor
best drink under hot weather
Makes me feel cool
Coca cola
Has a variety of choices
100 plus
I try to avoid soft drink/sweet drink as much as possible
Always drink beer Coffee!

Beer is product to relax your mind


Common drinks
it's healthy
Coffee boots up my energy and keep me awake
Asahi,because Kampai is light drink
I'm a non-alcoholic person
Because it is refreshing and juicy orange
Affordable price
refreshing
Coke because its alcoholic
It boost my energy to work further
I do sports and it give me energy
i like juice thirsty choice Sparkling Fruit Juice taste nice
not really like to drink beer chilling
sparkling juice healthy fruit juice
creative packaging design, attractive
Where do you drink sparkling juice?

Cafe

15

26%

12%

Home

20

34%

Office

0%

Rave party

16%

Other

12%

Pub / Club

Which brand of sparkling juice would you purchase?

Premier Salute

14%

Spritzer Pop

28

50%

Esprit

16

29%

Other

7%

What do you think of Kampai Sparkling Juice?

Premium brand

14%

Affordable

12

21%

Great Taste

20

36%

7%

12

21%

Quality
Other

What influenced you to buy Kampai Sparkling Juice?

Brand name
Packaging design
Promotion
Price

16%

29

52%

14%

10

18%

Would you like to try Kampai Sparkling Juice?

Yes

52

90%

No

10%

9.4 Interview
For the interview part, I have tried several methods to approach them. Then,
I tried calling their company but couldnt get through. Also, I tried to
approach them via email to ask if they could provide only some of the
information according to my questions which are Stakeholders, Key
People, Unique Selling Proposition (USP), Corporate Vision &
Corporate Mission, Promotional History & Advertising
Schedule, Company's Current Promotional Strategy, Product Sales
History, Current Marketing Objective (Long Term & Short
Term), Media Expenditure (Print Ads, TVC, Packaging, etc.) and state
that I would understand if they are not obliged to answer certain questions.
Lucky Leona Wong has answered my call and arrange my interview with
them in their company.

CHAPTER 10 PRECEDENT STUDIES


10.1 Advertising Strategy

The advertising strategy that Kampai use are web media such as
promotional web posters on their Facebook page. They can also monitor
customers behaviours, needs and feedbacks towards their products and
services so that they could better understand what the customers prefer,
what price they are willing to pay, what packaging can attract their attention
and what would satisfy them.

This is Kampai EDM design for Neway Karaoke.

10.2 Precedent Studies

Print Ads & Packaging

CHAPTER

11 REFERENCES

http://biz.yahoo.com/ic/prof/8.html
http://www.globalwaterintel.com/research/node/industrial/level/food-andbeverage/article/water-for-food-and-beverage/chapter-1/
http://www.scribd.com/doc/23383374/Introduction-to-Soft-Drink-Industry
http://literature.rockwellautomation.com/idc/groups/literature/documents/br/f
ood-br001_-en-p.pdf
http://www.prominent.com/Industry-Solutions/Beverage-Industry/Completesolutions-for-the-beverage-industry-2576.aspx
http://globaledge.msu.edu/blog/post/705/ge-blog-series---food-and-beverageindustry-part-1----introduction
http://www.thebeverageindustry.com/
http://www.vault.com/industries-professions/industries/food-and-beverageproduction.aspx
http://www.21food.com/showroom/466870/product/kampai-sparkling-fruitdrink.html
http://best-lah.blogspot.com/2012_02_01_archive.html
https://www.facebook.com/pages/Kampai-Beverages/141007882602014?
id=141007882602014&sk=info
http://www.prominent.com/Industry-Solutions/Beverage-Industry/Completesolutions-for-the-beverage-industry-2576.aspx
http://www.bickfords.net/products/esprit.html
http://www.melodyent.com.my/index.php?
ws=showproducts&products_id=221489&lang=&cat=Sparkling
%20Water&subcat=#openproducts
https://www.facebook.com/IZZE
http://www.izze.com/

CHAPTER

12 - APPENDICES