FCM Media Innovation: Final Year Project Proposal 2
Name : Michelle Leong Wai Leng
Student ID : 1081102109
Brand : High 5 Bread
Product Category : Food and Beverage
Information
· Silver Bird Group Berhad had established itself as one of the dominant bakery and confectionery manufacturers in the country.
· The company started selling High 5 bread in 1999, and has impressively grown in the market and still rising.
· High 5 is baked in the tradition of European Master Bakers, the origin of the world's finest bread.
· The bread has the balance of five main nutrients with no artificial preservatives that gives our body the energy, growth and good health to live a full life.
Market situation
· Silver Bird controlled an estimated 27% market share in the premium bread market in 2005, still lagging market leader Gardenia's 65% share.
· Rivalry between the two companies is expected to intensify as High 5 is hitting hard on Gardenia's market, domestically and in Singapore.
· The High 5 market still has plenty of rooms for growth where the market presence is still smaller compared to the largest competitor.
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Issue and Problems
· Customers lack of confidence of brand due to the crisis in September 2006 where the High 5 bakery in Nilai, Negeri Sembilan was reported unhygienic, employed illegal workers and used cooking oil without a halal certification.
· Competitor always got high promotional activities.
· Lack of brand awareness and acceptance on target audience.
Ideas/Concepts
· Boost the confidence of the consumers by organizing campaign or event on healthy bread corresponds to the brand High 5.
· Increase the promotional activities that educated the consumers about the healthy, well-balanced and nutritious diet in High 5.
Citations/References:
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