FCM Media Innovation : Final Year Project Proposal 2

Name : CHE MUHAMMAD ‘AFFAN BIN CHE ABDULLAH

Student ID : 1101110533

Brand : Darabif Beef Burger

Product Category : Groceries, Frozen Foods

Information

Darabif Meat Company Sdn. Bhd. (DMSB) established in 2004. Started as a distributor of local beef to supermarkets across the Klang Valley. Venture into burger manufacturing. Darabif burger patties can be found at all leading retailers such as Tesco, Giant, Cold Storage,

Carrefour, Jaya Jusco, Mydin, Isetan, Hero, Mercato and Village Grocer.

Market Situation

Darabif has expanded its business to include, import and distribution of halal beef to the food service industry from various countries.

Darabif has recently established a burger manufacturing division which is currently one of the leading retail premium burger brands in the country.

Heading toward the right direction by promoting their products through the opening of Quick Service Burger Restaurant (QSR).

Have opened 3 outlet through franchise concept. Their main target market is male and female between age group 10-35. The target audience focus more on fast food lover yet enjoy eating healthy nutritious meat at

the same time.

Issues & Problems

Tough competition from other well established local and international burger patty manufacturer like Ramly Burger, Saudi Gold, Marina, Ayamas , Ayam Dindings, Farms Best and etc.

Still not many knows the existence of the product. Consumer still doubtful of how it would taste compare to other brands. Overshadowed by other brands that consumer usually bought. Not many advertising and promotional campaign can be seen.

Ideas / Concepts

Magazines and newspapers ads to assist promotional activity to attract more people to find the product.

Mount display advertisement on top of chiller freezer. Opening a tasting booth at mall, supermarker & hypermarket. Outdoor media advertising like billboard, bus stand, transport (Bus).

Citations / References

http://www.darabif.com.my http://www.daganghalal.com/