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
Double Mozza Burger
Cheese Burger
Double Deluxe Burger
Chicken Sandwich
Coney Dog
Golden Aloma Chicken (2pcs)
Golden Aloma Chicken (3pcs)
Golden Aloma Chicken (9pcs)
HotDog Basic
Marina Fish Sandwich
Grilled Chicken Burger
Mozza Burger
Sesame Chicken Bites (6pcs)

Classic Combo

Price
Rm8.20
Rm5.50
Rm6.70
Rm7.60
Rm6.70
Rm6.90
Rm9.90
Rm28.90
Rm3.50
Rm6.20
Rm5.70
Rm7.20
Rm6.50

Price

Coney Dog, combo meals are served with

Rootbeer (Reg) and French Fries (Reg).

Rm10.35 *Go large for

RM1.20

Double Mozza Burger, combo meals are served

with Rootbeer (Reg) and French Fries (Reg).

Rm10.95 *Go large for

Rm1.20

Cheese Burger, combo meals are served with

[Rootbeer (Reg) and French Fries (Reg).

Rm9.25 *Go large for

Rm1.20

Chicken Sandwich, combo meals are served with

Rootbeer (Reg) and French Fries (Reg).

Rm9.95 *Go large for

Rm1.20

Golden Aloma Chicken, combo meals are served

with Rootbeer (Reg) and French Fries (Reg).

Rm10.35 *Go large for

Rm1.20

Grilled Chicken Burger, combo meals are served

with Rootbeer (Reg) and French Fries (Reg).

Rm9.25 *Go large for

Rm1.20

Marina Fish Sandwich, combo meals are served

with Rootbeer (Reg) and French Fries (Reg).

Rm9.95 *Go large for

Rm1.20

2.2 SIDE
Sides
Curly Fries
French Fries (Reg)
French Fries (Large)
Onion Rings

Price
Rm3.90
Rm2.90
Rm3.90
Rm4.80

2.3 SWEET & TREATS

Sweets & Treats
Waffle with ice cream (single scoop)
Waffle with ice cream (double scoop)
Waffle with syrup and butter
Vanilla Sundae

Price
Rm6.50
Rm7.20
Rm5.90
Rm2.90

2.4 BEVERAGES

Beverages
Root Beer (Reg)
Root Beer (Large)
Root Beer Float Single Scoop Ice Cream (Reg)
Root Beer Float Single Scoop Ice Cream (Large)
Milo
4.0 CURRENT CONSUMERS SEGMENTATION

Price
Rm2.90
Rm3.40
Rm3.90
Rm5.30
RM3.80

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

Female

Psychographic

Benefits
sought

18-45

upper class

area and

worker

Urban area

Student,

RM 1000

Rural area,

middle and

and above

Suburban

upper class

area and

worker

Urban area

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

A&W chain released their signature A&W Root Beer is made from
real cane sugar and a proprietary blend of herbs, bark, spices 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
advertising

Prints advertising

Entire

To aim the right target audience in

yea

campaign

term of magazine readers.

2. Ambient
advertising

Ambient 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
Sales

Coupons

Entire year

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
2.Loyalty Card

Personal

Personal

approach

points

To aim the right target audience for Entire year

Selling

at the store

this campaign.

Campaign

To ensure that the customers get

what they want in term of services
and the products.

Customers will be approached by

Public

1. Publicity

Rooty Bear in store

Use celebrity to promote.

Entire year

Relation

campaign
2. Media

Management

Use media to try our sample

and they will come out with an
article.

3. Research and

Survey

Collaboration
product.

with

other

Example:

With

Hersheys Chocolate
4. Community

Deal with media organization

for how long to advertise the

Relations

print ads.

Get a customers feedback.

Customer

5. Corporate
Image

service.

Handle

inbound & outbound calls.

8.Facebook

Sponsorship for special event.

Example:

corporate

event,

roadshow (Jom Heboh, goes

9.Instagram

school-to-school)

 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

10.Youtube

Live updates for event

Hashtags

Create A&W channel for any

event

11.Mobile apps

updates

or

new

campaign.

Online order

Get

the

new

updates

and

promotion

Direct
Marketing

1. Tol
Number

Free

Online coupons and voucher for

A&W members
We provide a tol free number
for customer in Malaysia.

A barcode at packaging for

customer to get know more
about the products.

2. QR barcode

3. Website

Link to page with product line

Map to store location

Take customer to virtual tour

Show product options

A website for online order and

details about the products

1. Refund

newsletter

to

customers

4.Newsletter

Crisis

.Email

Management

If

they

customer

received

damage product they will get

refund.

2. Compensate

They will receive a complimentary

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.

The A&W franchise was brought into Malaysia in

Strengths

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 peoples 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
Weaknesses

the problems or relocated or close down outlets that

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 couldnt 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
Opportunities

A&W can consider having reasonable saver lunch

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 consumers 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.

Threats

Fast food restaurant in increasingly rapidly in the

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 persons risk of health (weight gain and
obesity).

Expensive fast food restaurants 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&Ws market gradually being replaced by others fast
food restaurant. A&Ws branding is not strength enough to state in customers 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, consumers 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 peoples mind.
10.0 BRAND POSITIONING

Brand positioning refers to target consumers 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 competitors 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 competitors, 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 its 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 doesnt 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.
11.2A&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 couldnt 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 competitors
(McDonalds and KFC), the branch itself will automatically give the awareness
to the customers and they know where the product can be purchased.