CHAPTER 9
RESEARCH DEVELOPMENT
I have visited a few convenience stores, grocery stores, hypermarkets and supermarkets to research on High 5 bread regarding the price and placement in comparison with its competitors. The High 5 bread shelves are usually smaller than its competitors such as gardenia and Massimo, and high 5 breads are usually surrounded by its competitors.
9.2 Marketplace Observation
Giant, SunwayPyramid 2:00PM – 3:00PM | Jusco, Midvalley Megamall 8:00PM – 9:00PM | Pasaraya, USJ 12:00PM – 1:00PM | Pasaraya Seri Kembangan 5:00PM- 6:00PM | |
High 5 Bread | 3 | 4 | 2 | 2 |
Gardenia | 5 | 7 | 5 | 4 |
Massimo | 4 | 3 | 2 | 3 |
Today’s | 1 | 0 | 1 | 0 |
Mighty White | 2 | 1 | 3 | 2 |
9.3 Online and Offline Survey
The online survey was run from 10th to 16th of November 2011, with a total of 25 participants and for the offline survey was run from 10th to 14th of November 2011, with a total of 25 participants. There are 50 participants in total, mostly are students. A pilot survey and questionnaire regarding High 5 bread products was conducted using free online survey provider (http://www.freeonlinesurveys.com) and distributed via e-mail, blogs, and social network such as Facebook and Twitter. Both online and offline survey are the same questions. The survey aims to examine on the consumer behaviour in the bakery market, their perception toward High 5 bread brands.
The chart above shows the percentage of the age range. The result shows that the majority of people who taking part to do this survey is teenager which the age range of 14-17.
The pie chart above shows that male and female of the respondents are almost the same. There are only 2% difference.
The majority of people are students. It is also shows that there do not have any retired people are taking part in this survey.
The graph above shows that most of the respondents are Chinese and one respondent in other catagory which is Portugese.
The pie chart above shows that the respondents’ monthly income or allowance. Most of them are under RM 1,000.
The chart above shows that 100% of the respondents are aware of the brand of High 5 Bread, which means it has very high brand awareness in the market.
The result shows that 37.4 % of the respondents are know about this brand through Family and Friends, 25.3% found out from TV commercials.
Based on the result, the majority of the respondents are bought the High 5 Bread from markets.
The result shows that most of the respondents are buy the bread often and 2 to 3 times per month which is 30.4%, 10.9% of the respondents buy bread once per month, and 8.7% of the respondents buy bread once every 2 to 3 months and once or twice year. For the others category has accounted for 10.9%, the reasons are:
· They prefer and mostly consume other brand, Gardenia bread.
· They do not eat bread.
The result shows that the most of the people buying bread for breakfast. For the Other category has accounted for 3%, they buy bread for supper and snacks.
The result shows that most of the people are vote that High 5 bread can be anywhere, which is accounted for 29.5%. For the other category which is accounted for 5.1%, this is because they have no comments or feel that the High 5 Bread is hard compare with others brand.
9.3.2 Survey Conclusion
After observing throughout the survey, the result shows that High 5 bread is well known among Malaysian. The majority of them know about the High 5 brand through family and friends. Moreover, the survey result also shows that they are still lack of brand loyalty and confidence due the crisis on September 2006. In addition, it also shows that they are also lack of promoting on the product nutrient. For the feedback of this survey respondents are suggested that, High 5 bread should improve in packing design and more advertisement to gain the consumers’ confidence. All these information and statistics will be very helpful as a guideline to understand more on the consumer behavior.
Silver Bird Group had established itself as one of the leader in bakery and confectionery manufacturers in Malaysia. A short interview with Mr. Lim, an auditor in Silver Bird Group was take place on 4th October 2011 during the tea time in their office at Shah Alam, Selangor.
Questions
1. What is the current position for the High 5 Bread product life cycle
2. Is there any promotional and advertising currently
3. What would the company do to improve the product in sales
4. What is the company goal in 3, 5 years time
5. What strategic issues would the company want to tackle if the company want to be in the top of Bakery industry
6. What are the products strength and weakness
7. What accomplishment are the company most proud of
9.4.1 Interview Review
· The company believes that the objective of the group should be expansionary, given its dominating position in the market. A market leader should maintain, grow and protect it position in the market by planning effective strategies focused on obtain new customers, encourage more frequent purchase and create new products.
· For defend the company current status, they planned on creating new taste of breads by stepping out from it usual bread as sandwich. For example, the latest product, “Resipi Baru 2011” with the slogan of “Softer & Tastier”.
· The Group also will focus on expanding its core business and seek opportunities to reposition and rebrand their company. Introducing new products and variants will increase the sales and enhance the distribution and production.
· The expectation of the company in financial year 2011 will continue to scale greater heights of achievement for the benefits of the group and particularly the customers.
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