ADVERTISING AND IMC (ADV410)

BRAND REVIVE

MC 244S2A

GROUP NAME:
NURUL ATIKAH SHAZANA BT KASSIMI
2013592889
NIK NUR SHUHADAH BT NIK HASSAN
2013759361
NUR MOHD MUKHTAR B MAHMUD
2013321601
NUR FATIN BT YUSOF
2013557063
SYAHRUL ASYRAF B OTHMAN
2013737715

LECTURER: ASSOC. PROF. DR. ROSNI JAAFAR

1.0 BRAND HISTORY

On 20th June 1919, Roy Allen opens the first Root Beer stand in Lodi,
California to sell a proprietary beverage made from a secret blend of 14 herbs,
spices, barks & berries. Soon after, Allen goes into partnership with one of his
employees, Franks Wright and three new outlets are established in Houston. The
partners give their Root Beer the famous A&W name. The A&W franchise was
brought into Malaysia in 1963 by Mr and Mrs Lie Boff from USA. The Lie Boff family
opened their first outlet in Jalan Tuanku Abdul Rahman making it the first fast food
outlet in Malaysia. This was followed in 1965 with the first Drive-in restaurant in
Petaling Jaya. A&W's goodwill Ambassador Mascot, the Great Root Beer is created
in 1974 to participate in grand openings and perform community service, such as
entertaining at children's hospital. A&W Malaysia was bought over by KUB in 2001,
and in 2008 embarked on an aggressive expansion drive to revamp and expand its
reach. A&W Malaysia is committed to provide their customers with safe, delicious
meals and operating restaurants that meet the highest food safety standards. This
commitment is at the heart of their operations and their supply chain management,
and is evident in every aspect of their business - from raw material procurement,
including livestock and produce, to their restaurant food preparation and delivery.

2.0 CATEGORY OF MENU:

2.1 MAIN MENU

Mains Price
Double Mozza Burger Rm8.20
Cheese Burger Rm5.50
Double Deluxe Burger Rm6.70
Chicken Sandwich Rm7.60
Coney Dog Rm6.70
Golden Aloma Chicken (2pcs) Rm6.90
Golden Aloma Chicken (3pcs) Rm9.90
Golden Aloma Chicken (9pcs) Rm28.90
HotDog Basic Rm3.50
Marina Fish Sandwich Rm6.20
Grilled Chicken Burger Rm5.70
Mozza Burger Rm7.20
Sesame Chicken Bites (6pcs) Rm6.50
 Classic Combo Price
Coney Dog, combo meals are served with Rm10.35 *Go large for
Rootbeer (Reg) and French Fries (Reg). RM1.20
Double Mozza Burger, combo meals are served Rm10.95 *Go large for
with Rootbeer (Reg) and French Fries (Reg). Rm1.20

Cheese Burger, combo meals are served with Rm9.25 *Go large for
[Rootbeer (Reg) and French Fries (Reg). Rm1.20

Chicken Sandwich, combo meals are served with Rm9.95 *Go large for
Rootbeer (Reg) and French Fries (Reg). Rm1.20
Golden Aloma Chicken, combo meals are served Rm10.35 *Go large for
with Rootbeer (Reg) and French Fries (Reg). Rm1.20
Grilled Chicken Burger, combo meals are served Rm9.25 *Go large for
with Rootbeer (Reg) and French Fries (Reg). Rm1.20
Marina Fish Sandwich, combo meals are served Rm9.95 *Go large for
with Rootbeer (Reg) and French Fries (Reg). Rm1.20

2.2 SIDE

Sides Price
Curly Fries Rm3.90
French Fries (Reg) Rm2.90
French Fries (Large) Rm3.90
Onion Rings Rm4.80

2.3 SWEET & TREATS

Sweets & Treats Price

Waffle with ice cream (single scoop) Rm6.50
Waffle with ice cream (double scoop) Rm7.20
Waffle with syrup and butter Rm5.90
Vanilla Sundae Rm2.90

2.4 BEVERAGES

Beverages Price
Root Beer (Reg) Rm2.90
Root Beer (Large) Rm3.40
Root Beer Float Single Scoop Ice Cream (Reg) Rm3.90
Root Beer Float Single Scoop Ice Cream (Large) Rm5.30
Milo RM3.80
4.0 CURRENT CONSUMERS’ SEGMENTATION

Market segmentation is the process of dividing an entire market based on the

different customer segment or categories.

Segmentation

Demographic Gender Age Occupation Income Location

Male 18-45 Student, RM 1000 Rural area,

middle and and above Suburban
upper class area and
worker Urban area

Female 18-45 Student, RM 1000 Rural area,

middle and and above Suburban
upper class area and
worker Urban area

Psychographic Lifestyle Brand Preferences Price Sensitivity

People who Classy and colorful Affordable price for

has a sweet packaging, the mascot, the consumers
tooth originality and halal

Benefits A&W chain released their signature “A&W Root Beer” is made
from real cane sugar and a proprietary blend of herbs, bark, spices
sought
and berries where the mug would be kept in the freezer prior to
being filled with root bear and vanilla ice-cream and served to the
customer. Other than that, they also less expensive.

Table 2.0 – Segmentation

5.0 CAMPAIGN TACTICS

Strategy Tactics Execution Duration

Advertising 1. Prints Prints advertising Entire year

advertising campaign
 To aim the right target audience in
term of magazine readers.
2. Ambient Ambient advertising
advertising
 To aim public target audience.
Example: A giant mockup of A&W
in the street full with peoples.

3. Flyers Flyers

 To aim target market in a busy

place that have a lot of peoples.

4. Livery
advertising Livery Advertising

 To aim the right target market

towards the right customers.

1. Coupons Coupons Entire year

Sales  Voucher printed in stored and campaign

promotion online, which offer incentive to buy
product. Example: Bonus offers:
Free waffles for Disember offer
 Collect points from every
purchases and can redeem for
free meal once reach the targeted
points
 2.Loyalty Card

Personal Personal approach  To aim the right target audience Entire year
Selling at the store for this campaign.
Campaign

 To ensure that the customers get

what they want in term of services
and the products.

 Customer’s will be approached by

Rooty Bear in store
Public 1. Publicity  Use celebrity to promote. Entire year
Relation
campaign

2. Media  Use media to try our sample

Management and they will come out with an
article.
3. Research and  Collaboration with other
Survey product. Example: With
Hershey’s Chocolate
 Deal with media organization
4. Community for how long to advertise the
Relations print ads.

 Get a customer’s feedback.

5. Corporate  Customer service. Handle

Image inbound & outbound calls.

8.Facebook
 Sponsorship for special event.
Example: corporate event,
roadshow (Jom Heboh, goes
 school-to-school)

9.Instagram  FANS
 Feature fan of the
month
Ask Questions
Do market research
Ask fans to share a content
 CONTEST
Award a prize to fans who share
 ADS
Target ads for interest & likes
Video ads
 COLLABORATION
Guest post on clients page
Host a panel chat
Joint a contest & Giveaways
Collaboration with celebrities to
share product

 Live updates for event

 Hashtags
10.Youtube  Create A&W channel for any
event updates or new
campaign.

11.Mobile apps  Online order

 Get the new updates and
promotion
 Online coupons and voucher for
A&W members
Direct 1. Tol Free  We provide a tol free number
for customer in Malaysia.
Marketing Number

 A barcode at packaging for

customer to get know more
about the products.
2. QR barcode  Link to page with product line
 Map to store location
 Take customer to virtual tour
 Show product options

 A website for online order and

3. Website
details about the products

 .Email a newsletter to
customers
4.Newsletter

Crisis 1. Refund  If they customer received a

Management damage product they will get
refund.

 They will receive a complimentary

2. Compensate
burger if the delivery is late.
6.0 SWOT ANALYSIS

 Arguably, A&W is the first fast food restaurant

originated in the United States in 1919.
Strengths
 The A&W franchise was brought into Malaysia in
1963 by Mr and Mrs Lie Boff from USA. A&W
Malaysia has entered The Malaysia Book of Records
as the first franchise restaurant in Malaysia.
 A&W opened their first outlet in Jalan Tuanku Abdul
Rahman in Malaysia. A&W also became the first
Drive-in restaurant in Petaling Jaya in coming 1965.
 A&W mascot, The Great Root Bear and their
corporate orange color stated in people’s mind.
 A brand differentiates from other competitors with the
different menu. It serves as “American typical fast
food” with variety menu of burgers and onion fries, as
well as hot dogs and their signature “A&W Root Beer

 A&W is closing down 24 outlets in Malaysia due to

the problems or relocated or close down outlets that
Weaknesses
cost its lost profit because location is not strategic or
rented fee is too expensive. Currently A&W only
have 19 outlets in nationwide. Compare to the
competitors, A&W is considering less outlets.
 A&W has not advertised extensively in Malaysia.
People couldn’t find the A&W latest promotion
around, but the competitors have strong advertise in
anywhere caused the people will almost forget A&W
existing and lost its popularity in the market.
 A&W need to improve their servicing & food quality
in order to serve the food on time and make sure the
food quality is fresh.
 A&W is slightly pricing higher than their competitors,
A&W is having a Sen Saver lunch set, but is pricing
 from Rm4, included with the charge of beverages
and service tax, it cost around Rm10. For a normally
student or worker which income is not more than
Rm500, this will cause them heavy expenses.
Somehow they might choose to go for mamak stall
rather than fast food restaurant.
 A&W hardly updating their website and social
network, example like A&W never change their
website information about their closing down outlets,
when consumers check the information in website, it
still stated the old/ closing outlets in their website,
this will confusing the consumers about the outlets
location

 A&W can consider having reasonable saver lunch

Opportunities treat meal to target in young 8teenagers which allow
them to have cheaper meal set with food quality but
in time can save their budget.
 A&W can plan to have more Festival Promotion
(Chinese New Year, Ramadhan dinner and etc) to
attract another target market which likes family to
have their Ramadhan open dinner in A&W.
 Open new outlets in proper location with parking and
drive-thru services in shared facilities, example in
petrol station or convenience store.
 Currently or within in a year, A&W can comes out
with an idea of releasing collectibles for any
upcoming month. Example like in a duration time,
A&W can comes out with a new set meal with the
collectibles gift but this is available in limited time
only.
 A&W should put more effort on updating latest news
to the market to allow the consumers gets to know
 follow their updates on time to time. Example like
updating their website and social network, always
concern about consumer’s feedback and improving
all the times.
 A&W have to strengthen in advertisement or
commercial, they need to advertise their products or
brand image wisely to avoid consumers forget about
their existing in the market due to the strong
competitors in the market.
 A&W can corporate with some big event, like
“Running Day” or visiting to orphanage to increase
publicity in market.

 Fast food restaurant in increasingly rapidly in the

Threats market. There are lots of others fast food restaurant
competitors are competing with A&W.
 The researchers concluded that having fast food will
increase a person’s risk of health (weight gain and
obesity).
 Expensive fast food restaurant’s rented fee costly in
expanding franchise in everywhere. Economics
crisis, fast food restaurant chain change in approach
of leading in coming years.

7.0 KEY OF PROBLEMS

In Malaysia, fast food industries are growing rapidly. They are springing
up like mushroom after the rain, for example McDonald, Pizza Hut, KFC, Subway,
and Burger King has more doubled in a few years. Within this year, A&W lost its
market and plan to close down 24 outlets in Malaysia because they wish to
reposition its business and operations to achieve sustainable growth in future. They
are undertaking a corrective strategy and reviewing the performance of each outlet.
Due to the lack of advertising, A&W’s market gradually being replaced by others fast
food restaurant. A&W’s branding is not strength enough to state in customer’s mind,
A&W brand image is easily replaced by other fast food restaurant that always doing
all kinds of propaganda.

The foods and beverages all are serving in high quality, fast served with typical
menu. A&W is committed to provide their customers with safe, delicious meals and
operating restaurants that meet the highest food safety standards. This commitment
is at the heart of their operations and their supply chain management- from raw
material procurement, including livestock and produce, to their restaurant food
preparation and delivery.

8.0 CAMPAIGN OBJECTIVES

 There will be new menus and sets

 Quality and food improvement
 Focusing on better advertising strategy to reposition the A&W brand image
and increase the popularity to compete with others fast food restaurant.
 Get more improvement on A&W website and social network to let the people
easily get the updates and information from A&W.

9.0 TARGET AUDIENCE

From our observation, we found that majority of the customers are in Malay
race, follow by Chinese and lastly is Indian in range of 18 to 45 years old. Most of
them are family or in a group of students. They think that they prefer the fast food
restaurant because of their promotion and cheaper (value set meal). Because
nowadays people want to save budgets for meal set, somehow the fast food
restaurant is having the value set food and beverages would cost no more than
Rm10. In meanwhile, we found that there are lots of workers who visit to A&W in
lunch hour. This is because, consumers want something in a short time without
waiting for long time time like queue up or waiting for seats. And most of the
consumers know A&W from the image appearance and also from the high quality
food and services. With their service, consumer’s satisfaction of the food while
enjoying the environment in the restaurant. Furthermore, most of customers are
loyalty to the brand because of the Great Root Bear and their corporate orange color
stated in people’s mind.
10.0 BRAND POSITIONING

Brand positioning refers to target consumer’s reason to buy our brands

preference to others. For our brand positioning, we choose differentiation and
competitive advantage. Competitive advantage is an edge over a competition. The
competitive advantage answers the question: “Why should the customer go to our
fast food restaurant rather than to the other competitor’s fast food restaurant. For the
A&W, there are a few reasons why they are much better than the other competitors.

The first reason is because of the A&W Unique Selling Proposition (USP)
which is the A&W signature drinks, A&W Rootbeer Float. Therefore, unlike the other
competitors such as KFC and McDonalds, they are serving drinks from the vendor
such as Pepsi, Coca Cola, F&N and others. While A&W makes their own drinks and
created in a laboratory are fully tested and approved to be serve as their one of the
signature drinks.

The second reason is the price for food and drinks in A&W are much cheaper
than the other competitors. We can see that A&W are offering cheaper price than
KFC and McDonalds. The menu in A&W are a little bit unique than KFC and
McDonalds where they are serving Hot Dog combo. The price for the Hot Dog
combo is really affordable. Besides that, they also have Corn Dogs which is also can
be purchase at an affordable price. While for the KFC, their main menu is chicken
with their own secret recipe from the ages. For the McDonalds, they serve best with
the burgers. All three of these fast food restaurants have burgers such as KFC have
Zinger burger, McDonalds have Prosperity burger and A&W have Triple Bearylicious
burger. Even with an outstanding menu than the other competitor’s, A&W still far
ahead from other competitors with their unique homemade Rootbeer float.
11.0 FACET MODEL

11.1 Relative importance of the various facets

Relative Importance
Emotion
Perception
Persuasion
Behavior
Association
Cognition

From the analysis, we believe that Emotion effect is more important than the
others because it’s play the role to drive the desire of wanting or seeking for product.

Emotional responses are powerful because they drive perception and also determine
whether our unconscious reaction becomes conscious. In other words, the ad breaks
through disinterest and positive emotional responses also drive memory as well.

A&W is a well-known fast-food restaurant in Malaysia. It doesn’t need any

publicity to promote the brand image, but, the sale is not very encouraging. So, in
order to boost the sale, we believe that by using advertising or commercial with
emotion effect will attract consumer to purchase. A&W can use “New Classic”
approach to attract people with appealing emotion.

In the other hand, we also believe that perception also can be considered
because even though A&W is well-known fast-food restaurant, the younger
generation might not well expose to this brand. By using perception effects, this will
help the younger generation to notice this brand by hear or seeing.

11.2 A&W situation analysis

1- Dying brand
a. A&W are losing Malaysian market as the brand can be located at
certain area.
b. A&W has not advertised extensively in Malaysia, People couldn’t find
the A&W latest promotion around.
2- Target the nostalgic old generation
 a. Many of them are turning to lower-cost meals in the recession
b. Not generating awareness amongst younger generation
3- Signature Root Beer
a. The only fast-food restaurant that use drink as the main product.

12.0 MEDIA OBJECTIVES

- To give awareness to our brand through the radio medium

- To attract new customers at the same time maintaining the loyal customers

- To increase product sales

13.0 MEDIA SELECTIVE

We want to create broad awareness or to remind the largest possible number

of consumer about a brand, so as choosing the media platform, we use the mass
media to reach the costumer. By since our target audience are mostly family, we are
using the power of television , radio, internet, and print media, so that we can
increase the brand exposure towards the costumer and the increase the reach to the
target audience. For example, by playing the A&W commercial ad on the TV, the
target audience will be reminded of the brand which showing a bear mascot that
wear orange shirt and cap and the iconic root beer. Thus making the target audience
knowledgeable and create a purchase attitude towards the brand. For the radio
commercial, it will consist of a 30 seconds duration for the ads which highlights the
brands product and the jingles will be played to create the brand awareness. We
also put the ads using online and print media such as newspaper and magazine.

The radio commercial will be on air in the morning session, lunch hour
session and evening session. Why is that so? Because most listeners listen to the
radio in the morning while driving to work, during lunch hour and driving home after
work.Why we chose the radio ads? Because radio commercial is much cheaper than
television commercial.
13.0 RADIO COMMERCIAL SCRIPT

11/12/14 – Produced

12/12/14 – Final Mix

Man: From busyness to togetherness

From disconnected to connected

From distracted to devoted

FX: (Slurping)

Man: A&W is the place where you can find the authentic taste of homemade root

Beer floats. Now you know where you can get it

Women: (Women singing A&W jingles)

14.0 MESAGE STRATEGY

14.1 Key consumer insight
 When developing and launching a product, the brand marketer needs
consumer insight to get the market positioning right. From that, we can
execute with advertising, packaging and marketing that highlights the benefits
and sells the product in a believable way. People love the A&W Root Beer
Float and A&W has creatively markets their trademarks which is the
homemade Root Beer Float and serves it with their own traditional big mug. It
is made especially for the siweet lover and the root beer itself is not too sweet
and was made by a pharmacist, Dr.Pepper.

14.2 Message objective

 Message about product - The brand image for A&W is the root beer with
vanilla ice cream. This nostalgic shake is so simple to make since it has only
two ingredients. It is one of the rare times something yummy and sweet that is
also so low in calories and zero fat. In addition, when you think A&W,
customer will think the delicious root beer float. The root beer float has
become an obsession towards everyone and always in the mind of the
 customer. All people have known to brand in the verities character such as,
the mascot and packaging colors (orange and brown). This whole happen on
A&W strategy.
 Message about price – A&W company make the prices on the menus are
fairly reasonable. They use flyers, poster, banner to promote their menus and
latest promotion. They offer deals such as meal combos to reduce customer
spending on just a single item. With A&W advertisement, it can be used too
encourage customer to purchase now before the promotion close the date.
 Message about other promotions- A&W also use groupon deal coupon
navigation to attract more customer. Customer can enjoy to have an extra
super long huge set of hotdog meal during their working hours or even after
work with friends or family. They also giving away free large root beer for
those who are turning 57 years old this 31st August 2014 for celebrate the
birthday. This may be the effective way for A&W company entering new
market where advertising may help to increase product sales.
 Message About Distribution - A&W is closing 24 outlets in Malaysia in 2014
and we believe that the customers need a lot more branches and make it
easier to reach. By having more branches like the other competitor’s
(McDonalds and KFC), the branch itself will automatically give the awareness
to the customers and they know where the product can be purchased.