CHAPTER 2 PROJECT PROFILE

CHAPTER 2

PROJECT PROFILE

 2.1 Product Name

High 5 Bread

2.2 Product Classification

High 5 is daily fresh bakery goods which has the balance of 5 main nutrients with no artificial preservatives that our body needs that give us the energy, growth and good health to live a full life.

2.3 Product Characteristics

2.3.1 High 5 Sandwich Bread

List of Products:

White Sandwich Bread

White Sandwich Bread contains all of the five essential nutrients from each of the five important nutritional groups - carbohydrates, protein, calcium, vitamins and irons. It also has folic acid, which is recommended for vitality and growth of our body, especially for expecting mothers and babies; and is cholesterol and bromated free for good health.

High 5 High Grain

The High 5 High Grain Wholemeal is made from the finest quality natural whole grains imported from Roman Meal, USA. It is rich in calcium, iron, dietary fibre, packed with 14 vitamins and minerals to ensure each healthy bite.

2.3.2 High 5 Buns

High 5 Filled Bun made from the softest and freshest bun filled with mouth-watering savoury fillings, High 5 Filled Buns made eating so convenient yet delicious.

Available in 3 unforgettable classic flavours, High 5 Filled Bun comes in Malaysians’ favourite Sambal Ikan Bilis, exciting Spicy Tuna & the ever classic Sardine.

Now also available in sweet flavours i.e. Cononut, Red Brean, Kaya and famous Japanese Style Custard.

2.3.3 High 5 Rolls

List of Products:

            2.3.3.1 High 5 Fruit Roll

             A fresh yet soft roll bun with creamy & fluffy cream filling that will delight even the most discerning kid or adult. High 5 Cream Roll is so convenient, perfect for snacking anytime, anywhere. 

Available in three flavours of all time favourite: Chocolate, Corn & Vanilla

2.3.3.2 High 5 Double Crème Roll

            First of its kind in Malaysia, High 5 Double Crème Roll has a unique double cream filling in a roll bun for double the fun, double the taste enjoyment. With increased cream filling, High 5 Double Crème Roll is bound to tantalize your taste buds with its rich and creamy twin filling.

2.3.3.3 High 5 Fruit Roll

            High 5 Fruit Roll is baked from High Protein Flour and added with fruits; provide wholesome nutrition to the on-the-go consumers. Comes in two flavours- Raisin & Cherry; Raisin, Apricot & Walnut.

2.3.3.4 High 5 Sausage Roll

            A grab-and go product, High 5 Sosej Rol caters for all types of taste buds: Original, Black Pepper and Cheese. Considering that many of us prefer warm food, our Sosej  Rol is packed in special wrapper which can be heated using microwave without removing it.

2.3.3.5 High 5 Croissant

            High 5 Croissant, a long-shape roll with strong buttery taste is made using French traditional recipe. Depending on your taste buds, it can be made into savoury or sweet meal. Price affordably,you can now savour the taste of French patisserie “Croissant “at anytime

2.3.3.6 Fudgeez

            The new Fudgeez comes in 3 chocolicious flavours: Chocolate Fudge, Chocolate Malt     and Mocha Coffee. The soft roll which has doubled the chocolate taste is also enriched with vitamin B, Iron and best of all, its cholesterol free. Heating up Fudgeez  in a microwave for 22 sec* to taste the flavourful chocolate cream that melts in your   mouth.

2.3.4 High 5 Roti Kok

High 5 Roti Kok is made from 100% fresh bread, making it a wholesome snack to everyone. 

2.3.5 High 5 Kaya

A truly Malaysian favourite spread, simply irresistible High 5 Kaya King is made of the finest natural ingredients and comes with no artificial preservatives. Its rich spread of smooth homemade style kaya preferred by today’s consumers.

High 5 Kaya King, “As Good As Homemade”.

This great tasting kaya from High 5 Kaya King comes in two rich & tasty flavours, the Original flavour Kaya and Natural Pandan 2.4 Product Range Silver Bird has a wide range of bakery products comprising bread, cakes, pastries, cookies and rolls. Silver Bird is also particularly well known for its frozen cakes. The company is expanding the distribution of its bakery products widely via its van sales representatives (VSR) to grocery stores and also to convenience stores, supermarkets and hypermarkets across the Peninsular Malaysia ·      High 5 Sandwich Bread It contains all of the five essential nutrients from each of the five important nutritional groups - carbohydrates, protein, calcium, vitamins and irons. It also has folic acid, which is recommended for vitality and growth of our body, especially for expecting mothers and babies; and is cholesterol and bromated free for good health. ·         High 5 Buns High 5 Filled Bun fulfils all your whims and wishes. Made from the softest and freshest bun filled with mouth-watering savoury fillings, High 5 Filled Buns made eating so convenient yet delicious. Flavours: Sambal Ikan Bilis, Spicy Tuna, Sardine, Coconut, Red Bean, Kaya, and famous Japanese Style Custard. ·         High 5 Rolls A Malaysian favourite, it doesn’t get any better than High 5 Cream Roll. A fresh yet soft roll bun with creamy & fluffy cream filling that will delight even the most discerning kid or adult. High 5 Cream Roll is so convenient, perfect for snacking anytime, anywhere. Crème Roll Flavours:  Chocolate, Corn, Vanilla Double Crème Roll Flavours: Chocolate & Vanilla, Tantalizing Espresso & Cream, Scrumptious Blueberry & Cream as well as refreshing Apple & Cream. ·         High 5 Roti Kok High 5 Roti Kok is made from 100% fresh bread, making it a wholesome snack to everyone. It is light and crispy and will be a tasty treat during tea time. Roti Kok is also a healthy bread snack as it is free from cholesterol and trans fat. 2.5 Distribution  The SILVER BIRD Group not only manufactures bakery food products but also leads the industry with a comprehensive network of distribution channels. These include 5000 retail outlets via hypermarkets and supermarkets, 7-11 stores, Chinese medical halls and grocery stores, as well as through direct-selling companies and institutions. ·         Giant Hypermarket in whole Malaysia ·         Jaya Jusco hypermarket in whole Malaysia ·         Convenient Store ·         Carrefour ·         Tesco ·         The Store ·         Stalls 2.6 Product Life Cycle 2.7 The Brand High 5 bread is freshly baked everyday from state-of-the-art single largest stand-alone bakery line in ASEAN using a unique European Recipe that makes your favourite bread softer, tastier and healthier. High 5 is the name of a brand of sliced bread produced by Silver Bird Group which is located at Shah Alam. 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.It contains all of the five essential nutrients from each of the five important nutritional groups - carbohydrates, protein, calcium, vitamins and irons. It also has folic acid, which is recommended for vitality and growth of our body, especially for expecting mothers and babies; and is cholesterol and bromated free for good health. Soft & Tasty high quality bread which emphasizes good health and nutrition is the High 5’s promise. High 5 bread is produced by integrating state-of-the-art food processing technologies with professional management techniques. High 5 cares to give you the best in bread, beginning with our Unique European Recipe, so from taste to texture, consumer can tell the difference in every bite. That's why every High 5 bread has essential nutrients that contribute to a healthy, well-balanced and nutritious diet for the whole family. 2.8 Brand Image and Implication The brand is quite well known in Malaysia but still lack of awareness and still in the growing stage because the brand has just started to venture in other countries’ market. High 5 is committed to deliver soft and tasty authentic taste of bread which provides its higher quality standards to its customers.  2.9 Strength and Weakness Strength Weakness Soft and Tasty September 2006 Crisis Widely Distributed Lack of Brand Awareness and Loyalty High Nutrition Strong Competitors Cheap Price 2.10 Advantages and Disadvantages Advantages Disadvantages Can be feed anytime and anywhere Lack of Consumers’ Confidence Easy to purchase Lack of buyers Healthy and 100% Halal Customers might purchase other brand products Affordable 2.11 Unique Selling Proposition (USP) High 5 Bread is well-known for their first-class nutrition that makes the bread not only soft and tasty but also helps maintain healthier lifestyle. 2.12 Promotional History and Advertising Schedule 2008 ·         The Print Ad titled SOFT BREAD was done by JWT Kuala Lumpur advertising agency for product: High 5 Bread (brand: Stanson Marketing) in Malaysia. It was released in the Aug 2008. Business sector is: Point of Purchase: Large Scale. 2009 ·         High 5 Bread, one of the major brands of bread in Malaysia, is promoted as “Soft” in this award-winning print advertisement developed at J Walter Thompson, Kuala Lumpur. The ad, commissioned by food company Silver Bird (Stanson Bakeries), shows a vendor about to pass a loaf through a narrow space to an eager customer behind bars. Silver Bird has the challenge of satisfying concerns about hygiene, Halal regulations, freshness and nutrition, responding to photographs and unsubstantiated rumours circulated online in 2006. “Soft” won a Silver CLIO award in Las Vega. ·         The Print Ad titled STRONG BONES was done by JWT Kuala Lumpur advertising agency for product: High 5 Bread With High Calcium (brand: Stanson Marketing) in Malaysia. It was released in the Mar 2009. ·         Get the Nutri White 400gm bread or Wholemeal 400gm bread to receive a Buy 1 Free 1 ticket offer to Bread Town. ·         High 5 Bread town offer for personalized birthday function with lowest rate of RM 25.00 only per person. 2010 ·         High 5 “Jom Rasa & Menang” Contest, buy any High 5 Bread range, fill up the contest form, and drop the completed entry form into the drop-off contest box placed at High 5 bread stand in retail outlets. Contest period from 1 July 2010 till 31 August 2010. ·         High 5’s “Bread-licious Recipe” Contest, Submit a step by step recipe incorporating High5 Nutriwhite Bread or High 5 Wholemeal Bread. And Upload a picture of the recipe (end product) and a list of step by step instructions beneath the picture. Contest Period, from August 2010 till 8 September 2010. ·         High 5’s “Best Taste Expression” Contest, Submit a photo or 10-second Video of your “Best Taste Expression” with any of High 5’s bread range. Contest period from 1 June 2010 till 30 June 2010. 2011 ·         “Bake us a LOVE Story” contest, by “like” the High 5 Facebook page and “like” the High 5’s Facebook note, and write your comment on the Facebook wall.  Each “love story” must be accompanied by an attachment of the participating product; High 5 Nutriwhite or High 5 Wholemeal only. Contest period from 1 February 2011 till 28 February 2011. ·         High 5 “Best Profile Picture” Contest, Snap a picture of enjoying any High 5 Bread ranges. Contest period from 6 December 2010 till 2 January 2011. ·         “I LOVE Fudgeez” Contest. Snap a photo of enjoying any flavour of Fudgeez and describing Fudgee-licious moment in 25 words or less, and upload to Facebook Fan Page. The top 2 “most likes” will win the grand prize.  Contest Period, 6 January 2011 till 14 January 2011. ·         “What’s Your Fudgeez Love Moment?” Contest. “Like” the Fudgeez Facebook page and “Like” this Note.Choose any 1 of Fudgeez’s awesome flavors (or you can choose all!) and share with us your own Fudgeez Love Moment, in no less than 20 words!Write your comment on our Facebook Wall. You may add a picture if it is relevant to your comment. Contest Period, 1 February till 28 February 2011. 2.13 Positioning Statement   High 5 Bread is one of the famous bakery brands that contain authentic recipes in the bakery industry which has consistently delivered first-class quality bread that is tasty and healthy to not only urban area’s young adult but also the sub urban.