CHAPTER 1 PROJECT OVERVIEW

CHAPTER 1

PROJECT OVERVIEW

1.1 INTRODUCTION

            High 5 is baked in the tradition of European Master Bakers, the origin of the world's finest bread. The high quality ingredients are precisely selected to baked soft and tasteful bread by using unique European recipe. There are 5 main essential nutrients, which are carbohydrates, protein, calcium, vitamins and iron, contains in High 5 that are non-artificial preservatives and these nutrients boost our energy and growth to live a healthy lifestyle. It also contains folic acid, which benefits for vitality and growth of our body, especially for mothers and babies. The bread is freshly baked daily from state-of-the-art single largest stand-alone bakery line in ASEAN that makes High 5 bread softer, tastier and healthier. The High 5 promises soft and tasty quality bread which emphasizes good health and nutrition to the consumers. It also give the consumer the best in bread, beginning with the Unique European Recipe, superbly taste and great texture.

1.2 PROBLEM STATEMENT AND ISSUES

            The quality of High 5 bread was never in question in the past until one of the food manufacturing plant in Nilai, Malaysia was raided on September 6 by government's officers after suspicions that the plant uses non-Halal (not for Muslim consumption) oil in making their bread. The authorities also found that the releasing agent did not obtains any Halal certifications. The consumers had lose their trust and confidence towards High 5 after this incidence. This somehow has lowered down the brand awareness and loyalty.

            Thus, this situation analysis will focus on how to increase the levels of brand awareness and loyalty toward the customers. Also, there need to be not only improvement in the advertisement, but also in repositioning the brand. This in turn will drive customer to loyalty to the brand and put away the September 2006 incidences.

1.3 OBJECTIVES AND AIMS

1.3.1 Mission / Aims

To analyze the market situation of High 5 and to exaggerate on advertising and promotion in different communication mediums.

1.3.2 OBJECTIVES

·         To analyze the company profile.

·         To investigate the situation and development of bakery market and industry.

·         To understand and evaluate the competitors of High 5.

·         To determine the characteristic of the target audience.

·         To educate teens on maintaining a healthy diet.