shimino japanese crepes

SHIMINO JAPANESE CREPES

Situation Analysis

‘Aisyah Alwani binti Azhar1102702359

MMI 3313 Media InnovationFaculty of Creative Multimedia

Delta Year

Shimino Japanese Crepes | 1


1. Project Overview

1.1 Introduction

Shimino Japanese Crepes Sdn Bhd is originated from Harajuku, Japan; which is an extraordinary dessert company that offers dessert, savory and crispy crepes with over 26 varieties of flavor combinations. For examples fresh kiwi, mango, banana, mandarin orange, pineapple, strawberry and longan. Better yet, add an ice cream, honey or chocolate toppings to satisfy your taste buds. Shimino even offers crispy crepes in blueberry jam, strawberry jam, peanut butter or chocolate topping. Serve in various styles; savory crepes will fulfill your mealtime cravings with a selection of delicious beef sausage, chicken slice or beef strip while for people who do love crispy crepes they can try several selection at the outlets like banana and chocolate topping, peanut butter, strawberry jam and blueberry jam.

From sweet to savory, Shimino Japanese Crepes are made fresh on the spot and is a perfect quick snack, which can be served as an appetizer, lunch, dinner, or dessert. They also serve beverages and special price for meal combo. Beverages included fruit juices, tea, coffee and mineral water. The price range is from RM 4.90 to RM 9.90 for crepes and RM 2.00 to RM 5.50 for beverages. Shimino Japanese Crepes successful to attract and recognized by local and foreigners consumers. e.g Malaysian, Taiwanese, Australian, American and of course Japanese. Shimino Japanese Crepes is available at Ikano Power Center, 1 Utama Shopping Centre, Pavilion Kuala Lumpur and Berjaya Times Square. All food are certified Halal.

In total, there are more than five outlets in Klang Valley and several outlets at Sarawak, Penang and Johor. In addition, they currently in renovation to open a new outlet that is much bigger than the existed outlets at Kota Damansara with a wide selection of flavors and they will introduce a new menu and product that will makes people drooling and craving for it.

1.2 Problem Statement and Issues

I. Shimino Japanese Crepes has a great competitor with other dessert/savory crepes around Klang Valley such as Hot&Roll. They have a great and better advertising strategies and promotions than Shimino Japanese Crepes.

II. Shimino Japanese Crepes is not so well known in the market and lack of promotion and advertising strategies. They need a strong advertising strategy through different media channels to reach a strong position in the market.

III. Shimino Japanese Crepes originated from Harujuku Japan, some people especially Muslim hesitate whether the product is certified halal or not. But it is certified halal according to their website.



IV. Their packaging could not stand the crepes weight as the packaging is made from paper and can be torn easily. Since there is many people haven’t heard of Shimino Japanese Crepes, so the product isn’t that famous and well known yet in Malaysia.

1.3 Objectives and Aims

Objectives:

I. To achieve more information about the product.II. To study the past advertising strategies and how they can be improved.

III. To identify the product strengths and weakness.IV. To identify the product direct and indirect competitors.

Aims:

I. To create a better advertising strategy for Shimino Japanese Crepes that can attract more customers.

II. To promote Shimino Japanese Crepes’s products are made fresh daily and certified halal.

III. More promotions such as ‘Buy more, pay less’ promotions; collect points or tokens with every purchase to redeem free crepes and get a discount for membership.

IV. Re-packaging the Shimino Japanese Crepes paper wraps by using more suitable paper that can support the weight of the crepes.

V. To increase the brand image and popularity of Shimino Japanese Crepes.VI. To re-design the website to be more user-friendly website, simple but full of

information about the product.



2. Project Profile

2.1 Product Name

Shimino Japanese Crepes

2.2 Product Classification

Shimino Japanese Crepes is an incredible crepe that use original recipe from Harujuku, Japan that shows a Japanese concept style of crepes and made fresh daily.

2.3 Product Characteristics

Type: desserts, savory and crispy crepes

Packaging: The crepes come in a paper wraps/cone and the paper cup that decorated in black, yellow and pink color with brand name and logo.

Shimino Japanese Crepes modes of packaging



Price range: From RM 4.90 to RM 9.90 depending on the selection of crepe and add-ons. The beverages are from RM 2.00 to RM 5.50.

2.4 Product Range

The Japanese crepes come in many flavors including savory and crispy crepes. The Shimino Japanese Crepes top sellers are ‘Fresh Strawberry, Milk Topping’, ‘Fresh Mango, Honey Topping’, ‘Chocolate Cake, Banana, Chocolate Topping’, ‘Blueberry (Organic), Butter Cake’ and ‘Peaches, Caramel Topping’.

Dessert Crepes



Savory Crepes



New Gourmet Savory Crepes

Crispy Crepes



2.5 Distribution

Shimino Japanese Crepes products are distributed directly to all outlets available around Klang Valley. Since the products are only available for purchase at their outlets, the scope of distribution is exclusive.

2.6 Product Life Cycle

2.7 The Brand

Shimino Japanese Crepes is a soft and crispy crepes brand originating from Harajuku, Japan. The Shimino franchise aims to spread the deliciousness of crepes with the original recipes from Japan. Shimino Japanese Crepes are made fresh daily, even the ingredients that they use are the finest and the freshest because from there, they can produce a good quality of products.

They are not only serves you dessert crepes but also a savory crepes that can substitute it as your lunch meal. They have variety of choices of savory crepes that can make you craving when look at it. Shimino’s crepes are made from top-secret recipes that are soft and light and not overpoweringly doughy.

Shimino Japanese Crepes brand is slowly gaining recognition from consumers in Malaysia, but too dependent on those who have tried Shimino to spread the word around due to lack of promotional activities and weak marketing strategies. These factors have proven to be



major setback in efforts to push the brand further in the market to compete against other established crepes brands.

2.8 Brand Image and Implication

Shimino Japanese Crepes is very close to reaching the point of the declining stage as for now; there is not much promotions and advertising strategy that can make the brand sales growth being increases. The brand was considered successful when the first time they opened until late 2011. The sales growth rapidly due to consumer’s curiosity about the new product but the curiosity was not long enough to make Shimino brand stick to their minds. Unfortunately that is due to lack of promotion as well as strong advertising from its competitors.

Even it is shows on their websites that their products are certified halal but there are a lot of consumers’ especially Muslim doubts about it because they are not showing the certificate at their outlets which resulting the sales growth plummeted. Other than that, a well-known brand such as Hot&Roll are getting big and famous as they rolled out their extensive advertising schemes, making full use of their media expenditure as well as have many outlets around Malaysia.

With only a small capacity of loyal consumers at hand, Shimino’s brand image of selling special Japanese desserts, made on the spot crepes needs to be implicated intensively in the minds of the consumers.

2.9 Strengths and Weaknesses

Strengths

Everything from the crepes to the icing to the fruits is made on the spot as per order.

100% original recipe from Japan. Served high quality and fresh food. Efficiency in serving customers. Comfortable, cozy and unique atmosphere (outlets). Wide selection of the crepes from desserts, savory and crispy crepes. A delightful way of consuming fruits and meats in crepes form.

Weaknesses

Limited outlets in Malaysia. The ingredients can’t be stored longer. The wrapping paper can’t handle the weight of the crepes. Lack of promotion and advertising activities.



2.10 Advantages and Disadvantages

Advantages

Freshness and quality is assured as the product is made on the spot. Can get a lot of vitamins and nutrients as they use a very high quality of fruits. Easier to carry it around. Easy to eat anywhere, anyplace.

Disadvantages

Limited outlets so it is disadvantage to those that from east and west Malaysia. Lack of advertising strategies.

2.11 Unique Selling Proposition

Shimino Japanese Crepes is product that is made on the spot for every order; and the ingredients used are the finest and freshest ever.

2.12 Promotional History

2011 (April 2011) – OneCard Promotion. Only valid at 1 Utama Shopping Mall 2011 (October 2011) – 20% discounts for every purchase. Only valid at Sg.

Wang Plaza. 2011 (November 2011) – Buy One Free One promotion. Valid at all outlets. 2011 – Free Iced Tea promotion when you buy savory crepes. Valid at all outlets. 2012 (October 2012) – 2 pieces peach crepes worth RM17.80 for ONLY RM8.90

and purchase any flavor crepes at 20 % discount. Valid at all outlets. 2013 (March 2013) - Enjoy 20% off or buy 1 free 1 iced tea promotion. Only

valid at 1 Utama Shopping Mall.

2.13 Position Statement

Shimino Japanese Crepes is a healthy Japanese made fresh on the spot using fresh fruits and 100% no preservative added which is offering an alternative way to enjoy the dessert and it is targeted for individuals who is seeking a yummiest, fruity, savory and crispy crepes on the same time.



3. The Company

3.1 Company Overview

Shimino Japanese Crepes is owned by Shimino Japanese Crepes Sdn Bhd and a company that focuses on the crepes product business in Malaysia. Shimino was founded in 2009 and opened their first outlet at One Utama Shopping Mall on 2010. After a warm welcomed by the consumers, they opened five more outlets at Klang Valley. Their second outlet is at Ikano Power Centre, Kota Damansara in 2011. As for now, the company is also in progress to setting up a signature cafe with a lot of variety product at Kota Damansara.

The company manufactures their main product, which are dessert crepes, savory crepes and crispy crepes. Other than that, they also produce products besides crepes such as fruit juices, tea, and coffee for their consumers. In 2012, three of their outlets were closed due to insufficient sales and they only focuses on the remaining outlets and yet to open a new concept outlet in 2013.

3.2 Business Description

Shimino Japanese Crepes is a product that offers fresh daily crepes and a wide selection of crepes that the recipes originated from Harajuku, Japan. Shimino Japanese Crepes is a different and unique food and beverages company that provides a Japanese concept style starting from their food, beverages and outlet design concept. Their concepts are inspired by Harujuku style that is funky, colorful, bold, mix and match concept. They provide of variety choices of menu for dessert crepes, savory crepes and crispy crepes that will make people drooling when just looking at the menu only.

Shimino Japanese Crepes are made on the spot with fresh ingredients. The motivation behind Shimino Japanese Crepes business establishment is the fact that all the menu are using fresh fruits and Malaysia have a wide selection of fruits that available all year-around, which is perfect because fruits are their key ingredients for their product especially on crepes. For the meats, they will make sure that the meat are Halal, fresh and meet the requirement from JAKIM. All the ingredients are kept frozen to ensure long-lasting and quality assurance. Shimino set up their own central kitchen within the company that do all the raw ingredients such as flour, cream, fruits and etc. so it could be delivered straight to their respective outlets without depending on external distributors.

The central kitchen, is the one who distributed the main product (crepes) is handled from the company’s own headquarters which is located at Kota Damansara and it is very near to their headquarters and it is easier to monitoring them. The company will always keeps a strict eye on the ingredients quality and to make sure that all the ingredients that is go in and out of the factory must be in good quality or else the ingredients must be destroyed.



3.3 Company History

In 2009, a Malaysian company acquired a Japanese crepes business and trade marked it under a name of Shimino, after the family name of Jo Shim, the company’s founder. ‘Shim’ is the founder last name; ‘ino’ is Japanese slang for like. She was reported to have said that her love for Japanese crepes was ignited during her pregnancy period and on a leisure visit to Harajuku in 1989. That passion was rekindled 20 years later. Her love for Japanese snack foods like crepes, coffee, pastries, and various tapas snack has turned a sweet Shimino crepes shop into a stunning, young, trendy and exciting Japanese café serving some of the finest food and beverage.

The company incorporates in January 2010 and the first outlet is at One Utama Shopping Centre. The recipes especially the batter-mix for crepes are a secret recipe perfected for the purpose of their dessert and savory crepes. The ingredient such as whipped cream is also a secret recipe and has to be made fresh daily on location. The manufacture of the cream is very precise and all staffs are trained to execute the process to perfection. This is the unique taste of Shimino Crepes that hard to find at other places.

3.4 Key People

Name Title Board Jo Shim CEO Executive BoardTony H M Tan Managing Director Executive BoardGladys Yanong Operations Manager Management BoardRoy Leong Business Development Manager Management Board

3.5 Location and Subsidiaries

Location Address Contact Sunway Giza, Kota Damansara(Headquarters)

A-7-2, Sunway Giza Kota Damansara,Jalan PJU 5/14, 47810 Petaling Jaya,Selangor Darul Ehsan.

Tel: +603 6148 1810Fax: +603 6150 5777Website: shiminocrepes.com.my

Petaling Jaya 1 Utama Shopping Centre,(New Wing)1 Lebuh Bandar Utama, Bandar Utama, 46000 Petaling Jaya, Selangor

Tel: +603 7731 0141

Kuala Lumpur Pavilion Kuala Lumpur,(Tokyo Street, 6th Floor)168 Jalan Bukit Bintang, Bukit Bintang, 55100 Kuala Lumpur

Tel: +603 2110 0753

Kuala Lumpur Pavilion Kuala Lumpur, (5th Floor)168 Jalan Bukit Bintang, Bukit Bintang, 55100 Kuala Lumpur

Tel: +603 2110 0067



3.6 Brands, Major Products and Service

Shimino Japanese Crepes Sdn. Bhd. is a Malaysian-based company focusing on the Japanese crepes retail business in Malaysia. Below are the company’s brand and line of production:

BrandShimino Japanese Crepes

ProductsCrepes products

BeveragesFruit juices, tea, coffee, mineral water

Services (None)

3.7 Corporate Vision

To bring a market quality snack food and beverage, make it mobile to eat, distribute it to the mass market and sell them at reasonable price where everyone can afford besides to build a franchise sales in Malaysia for Shimino Japanese Crepes.

3.8 Corporate Mission

To produce great-tasting and different style of desserts. To popularize the brand (Shimino Japanese Crepes) To strengthen the current advertisement strategy and promotions. To strengthen the brand image and identity in order to position the brand in the

minds of the consumers and evoke positive brand communication

3.9 Company’s Current Promotional Strategy

Poster promotion Membership card promotion Website promotion New flavor promotion



3.10 Product Sales History

2010 2011 2012

Sales

3.11 Current Marketing Objectives

Short term:

To exceed sales expectations. Meet what consumer’s need and expectations of the products. To use every medium of the mass media in advertising activities to reach a

wider audience that could extend beyond the target audience. To improve advertising strategy by hiring a good marketing team. Create advertising materials such as brochure, letterhead, business card,

coupon cards, ads, and etc.

Long term:

To open more outlets around Malaysia. To further the crepes market in local and international market. To be the leading brand in selling a good crepes product. To strengthen the brand image of Shimino Japanese Crepes that shows the

different about the products from other competitors and creates loyalty customers.



3.12 Media Expenditure

Since the company is still new even in its third year of being in business, the brand awareness level is low and this is due to the lack of promotional advertising. The media expenditure is mostly focused on small-scale advertising involving print media such as flyers and buntings, as well as promotions through the website.

The reason is the fact that the capacity of the consumers for Shimino has not yet reached the targeted mark. The coverage area is also a factor when considering the use of the media since there are only three outlets that still operating in Malaysia, which is in Kuala Lumpur and Selangor. Also, the sales need to be on par with the amount of expenses the company has allocated for media expenses to avoid over-spending and loss of brand credibility.

As of now the brand is rapidly known through word of mouth from consumers who know about the delicious and tasty of Shimino Japanese Crepes. In the future, the company has plans to overhaul the past advertising strategies to make way for a more intensive and creative approach in tackling the current issues.



4. Consumers and Stakeholders

4.1 Current Consumer’s Characteristics

4.1.1 Demographics

Demographics DescriptionsAge 18 – 38 years oldGender Male and femaleEducation Primary, secondary, tertiaryOccupation Students to working adultsIncome range RM 900 to RM 5000Allowance range (for students) RM100 – RM500Race & ethnicity All races & ethnicityGeographical location Urban

4.1.2 Psychographics

Psychographics DescriptionsPerception Consumers who favor in desserts and savory and want

something different and delicious.Learning +Print Media

(Flyers, posters, buntings)+Digital Media(Product reviews on blogs and websites)+Broadcast Media(Reviews about Shimino Japanese Crepes)+Others(Promoters, friends, family)

Motivation & Needs Looking for an easier and fun way to eat desserts and looking for products with a wide variety of flavors.

Attitude & Personality

Willing to try products from lesser know brands, optimistic and easy-going person.

Lifestyle Healthy, active and modern.



4.2 Stakeholders Characteristics

4.2.1 Primary

CEO

Supervising the company and setting the short and long term of the company and responsible of hiring board of directors.

Board of directors

A director elects and appoints officers to act on major matters affecting the company and supervise the employees to achieve the company goal.

Share holders

Contributes the capital of money in return of a share in profit.

Franchise

Operating their individual outlets and kiosks.

Employees

Contributes to the company by carrying out their roles with diligently and cooperate with other employees in the company.

Consumers

Purchasing their products and stay loyal to the brand and giving feedback or suggestion about the product to help improving the quality.



4.2.2 Secondary

Media

Their role is to help the clients by advertise their product, build a brand awareness and increase product publicity for the brand.

Banks

Provides the company with a capital of money through loan and to assist in financial matters.

Government

Cooperate with the company and help them on what are they needed to run the business and held events with the company.



5. Industry and Marketplace

5.1 The Industry

5.1.1 Definition of the Industry

The Food and Beverage Industry is all companies involved in processing raw food materials, packaging, and distributing them. This included fresh, prepared foods as well as packaged food, and beverages. All these products are for human consumption and in Malaysia there is difference between halal and non-halal food and beverage.

Food & beverage industry is usually defined by it output of products, to satisfy the various demands of food & drinks of people. In today’s world, the food & beverage service industry has expanded a lot and nowadays, as per calculation it is serving more than 100million for the time available for the meal, the turnover of customer expected, the type of menu presented, the cost of meal served, the site of establishment. Essentially, the customer enters a food service area, orders or selects their choice and then is served (the customer may pay either at this point or later). Food and beverages are then consumed, following which the area is cleared.

Food & Beverage

Food

Savory

Dessert

Japanese Crepes

Shimino Japanese

Crepes



5.1.2 Shape of the Industry

Malaysia's food industry has a wide range variety of foods that meet with Asian tastes. Through the growth sales in dairy products, crepes desserts and savory has been explored and starts to shape the communities in Malaysia. Even they have a place in the market, but still it is not strong enough to compete with other well-known and strong products. Anyhow, the food industry is one of the most ancient and timeless industries. Although there a lot of new industries keep growing from time to time, but still the food and beverage manufacturing industries are the world’s largest industries.

Consumers want choices and the food and beverage industry as a whole is prepared to respond to consumer demand, with certain dynamics between manufacturers and retailers being played out to address that. Manufacturers, likewise, can become more competitive by innovating and launching new products and segment. Furthermore, in the food service sector, there is an extremely valuable innovation opportunity for the manufacturer because it is a viable alternative to retail. For consumers, health benefits, affordability, taste/freshness, functionality, and product availability, are the key elements that they looking for in an F&B industries.

The food and beverage companies that are not giving a profit to the company or businesses that do not strategically fit will be disposed of to avoid loss and so that they can focus on core categories. Food as a necessary in our daily life and it gained government’s attention in order to promote a healthy food industry especially on snack food. Therefore, the next few years the food manufacturing industry in Malaysia will be even stronger and beat international market.

5.1.3 Development of the Industry

Dessert industry will show a variety of fresh, fast, low-fat desserts business opportunities. Developed based raw materials, food additives, processing equipment, packaging materials and machinery has become high standardizes, serial, professional, advanced, and quality control system are the desserts industry has been the most trusted product quality assurance.

The ice cream and dessert market through takeaway outlets, cafes and restaurants are worth $1.5 billion for 2010 to 2011 according to analyst group IbisWorld. MarketLine reports that demand for frozen food will drive the market to over $228,000 million by 2015, up nearly 19% on 2010. The segment will represent a volume of almost 43,500 million kilograms in 2015, or over 14% more than in 2010. Meat leads the segment at over 40% of overall market value. Brazil Foods is the world leader in the frozen foods market, accounting for 5% of overall market share.

The food industry is riding on a health wave; an increase in consumer awareness about health concern even when they are consuming a desserts food with a lot of good nutritious, low-fat, and more that maybe even better than other types of food. In general, people still have the bad ideas on how unhealthy dessert product in their life and feels doubtful about its benefit.



5.2 Market Industry

5.2.1 Current Condition of the Marketplace

The market in desserts industry is growing rapidly in Malaysia and considered as a fast growing industries than other industries. The markets of the desserts products are extremely competitive which there are a lot of dessert brands risen up in the market. Even though Shimino Japanese Crepes was established on 2010 but they achieved their target audience and it is consider in a similar level with other well-known brands.

Although Shimino Japanese Crepes are still weak in advertising and promoting, it should have a better plan in the promotional and advertisement strategies to make their brand in a same level with other well-known brands and promoting their uniqueness of the brand and products as well as to create more loyalty consumers.

5.2.2 Changes in Marketplace

Positive

Competition in the market may lead to have a better quality of the products and services.

Negative

Competition in the market may lead to have a loss in profit due to high competitive from other brand and spending lot of money on advertising strategies.



6. Competetitive Situation

6.1 Direct Competitors

6.1.1 Hot & Roll

Hot&Roll is an emerging leader of “Wholesome Tasty Treat Baked Food Products” which can be enjoyed ANYTIME, ANYWHERE especially for those who are constantly “On-The-Go”. The franchise belongs to HOT & ROLL Holdings Sdn Bhd, which is the owner of the HOT&ROLL trademark.

Eating on the go is a great way to replenish your energy when you’re constantly on the move, where you can enjoy in more than 100 HOT&ROLL kiosks nationwide. At ot&Roll they serves a wholesome, tasty treats & hygienic food that everybody can enjoy anytime and anywhere. Whether you are an international visitor, or a Malaysian, you will find HOT&ROLL’s trademark of Crispy, Paratha and Chapatti Wraps available in a wide assortment of tasty flavors and cooked before your very eyes at its kiosk.

Market share : Very large

Brand Positioning : The heart of Hot&Roll is its pledge to provide simply hot, healthy, and delicious food that caters to all tastes that

everybody can enjoy anytime and anywhere. Brand image : Innovative, variety of flavors

Strengths : -A very well established brand that has created a huge capacity of loyal customers.

-Variety of delicious flavors. -Wide selection of products such as Crispy, Paratha and

Chapatti Wraps.

Product Range : Savory Paratha, Sweet Paratha, Savory Crispy, Sweet Crispy, Chapatti, Wholemeal Pita, Beverages.



6.1.2 Crepe Signature

Crepe Signature is primary to provide the natural taste of crepe with natural fruits and ingredients in take away kiosk concept. We are the pioneers in Malaysia food scene with 23 different flavors such as chocolate oreo, peanut, milo milk, chocolate banana, chicken ham, ice cream and etc. Crepe Signature also provides cold drink such as chocolate, green apple, mango, strawberry, grape and cappuccino, which is in milk shake or ice blended.

The brand of crepe signature is from the idea to provide high quality, fresh, healthy, convenient and trendy snack to the customer. The first crepe signature was incorporate in Malaysia since 2011. It can be served as breakfast or dessert. Crepe signature is marketed via the kiosk or café concept in major shopping malls to reach out to its targeted market.

Crepe Signature has pledge to preserved the environment. In line with this goal, Crepe Signature has allocated a fraction of the revenue from each sale and contributes to purchase a plant to form the word of “I Love JB” at major trunk roads in Johor Bahru city.

Market share : Large but only in Johor Bahru

Brand Positioning : Crepe Signature is to provide the best quality of desserts and beverages to the customer in most efficient way. Besides, they

focus to derive the customer satisfaction of “thank”, “smile” and “treasure” from every of Crepe Signature customers. Brand image : Variety of flavors, official mascot and adorable concept.

Strengths : -A well established brand in Johor Bahru. -variety selection of flavors.

Product Range : Sweet Crepes, Salty Crepes, Ice blended, Milkshake, Milk tea, and Ice cream.



6.1.3 Yaku Crepes

Yaku Crêpes is a fresh & original, fast food idea which was created in Kuala Lumpur ,

Malaysia, early 2003. Formerly known as "Toast". Yaku Crepes, credited as "the most authentic Japanese style crepe shop in Malaysia". Yaku Crepes has been operating since 2003 at SB3, 2nd Floor Sg.Wang Plaza, Bukit Bintang.

Yaku Crepes offers sweet and savory crêpes and can be served as breakfast, snack, main course or dessert. The main attraction of Yaku Crepes is that all crêpes are cooked and dressed, in front of the customer so they know exactly what kind of quantity and quality food is being served. It is also affordable in term of price, and most importantly, a wide range of variety to satisfy every taste bud. Hot or cold, sweet or savory, every crepe promises an adventure of taste.

Market share : Gradually growing in the crepes/desserts market.

Brand Positioning : We are looking to make Yaku Crepes into one of the most recognizable F&B brands in Malaysia.

Brand image : Modern, vibrant, Japanese taste.

Strengths : - Japanese style of crepes. - Specialize in savory crepes.

Product Range : crepes, bread, cakes, dessert, snacks, ice cream and yogurt.

Loca SB3 2nd Floor Sungai Wang Plaza and LG-18D-3 Lower Ground Floor Berjaya Times Square55100 Kuala Lumpur, Malaysia



6.2 Indirect Competitors

6.2.1 Tutti Frutti

Tutti Frutti Frozen Yogurt is a brand originated from California, United States and is a largest retailer of specialty self-serve premium frozen yogurt in the world with more than 600 outlets and is spread across more than 24 countries worldwide. Tutti Frutti Malaysia was incorporated in October 2009 with their first corporate outlet in Sunway Pyramid. Within 3 months, they have expanded with the opening of another 4 more corporate outlets and a distribution centre. Since then, it has expanded tremendously and now in just over 2 years, it has more than 100 outlets in operation nationwide.

There are several reasons why Tutti Frutti has become a worldwide sensation. The taste and quality of their yogurt is simply unmatched. Moreover, there are substantial health benefits to eating frozen yogurt. Due to our popular self-serve concept, Tutti Frutti outlets are able to operate effortlessly and efficiently with minimal overhead costs.

Headquarters

Tutti Frutti Trading Sdn BhdLevel 10, Menara Naza, 115, Jalan Raja Muda Abdul Aziz,Kampung Baru, 50300, Kuala Lumpur

Email: [email protected] Tel: +603 2617 7888 (General) +603 2617 7671(Direct) Fax: +603 2681 2128



6.2.2 Crazy Potato

From its simple British origin, Crazy Potato was fast to rule the taste buds of young, restless people who mob the shopping malls in any city. It is the freedom they say, "You can sauce up the chips the way you would on pastas, pizzas, burgers, and that's a very cool way to like your chips and fries." Indeed, you can just go crazy with anything and everything with potatoes.

Crazy Potato continues its delectable invasion on Malaysia with the launch of its latest outlet in The Gardens Mall, Mid Valley City on the 17th of March 2012. Crazy Potato is a specialist brand that provides a different take on enjoying potato chips by offering one of the world’s most-loved snacks together with a variety of fun, vibrant and absolutely delicious toppings.

Crazy Potato offers a spectrum of exciting and adventurous flavours for those who seek to snack with an unusual twist. A few of the many flavours offered are, the stimulating Wasabi Mayo, the tangy Sour Cremio, the full-bodied Crazy Bacon, the sweet Strawberry Mayo, the savoury Pizza-Pizza and the original London Chips. Crazy Potato’s chips are all made from quality, natural potatoes to ensure consistency and superiority in quality and taste.

Head Office Address

Crazy PotatoNo. 2A, Jalan Metro Pudu 2, Fraser Business Park , 55100 Kuala Lumpur, Malaysia.

Email: [email protected]



6.2.3 Auntie Anne’s

Incorporate in 1996, Chrisna Jenio Sdn Bhd has embarked as one of the pioneer of modern snack operator in Malaysia. Being the master franchise holder that operates Auntie Anne's concept in Malaysia, Chrisna Jenio is the first to introduce and offer, fresh, hand rolled soft pretzels outside of United States of America. With an open kitchen concept and products being made in a full view of customers, Auntie Anne’s had since serve millions of pretzels to Malaysian pretzel lovers. Having more than 20 locations across Peninsular Malaysia with around 150 employees, they are serving 2 millions freshly baked yearly. All of the stores are company-owned, thus ensuring the commitment on delivering quality in every Auntie Anne’s store in Malaysia.

Their mission is to provide fresh, hot and golden brown soft pretzels, friendly and courteous service in a sparkling clean store that will satisfy our customers to keep them coming back. Aside than that, they aim to turn Malaysia into a better tasting place with our lovingly tasty pretzels.

Head Office

Chrisna Jenio Sdn Bhd

22, Jl. 8/91, Taman Shamelin Perkasa, Cheras, 55100 Kuala Lumpur, Malaysia

Tel: 603 9200 4933 Fax: 603 9200 4932



7. SWOT Analysis

Strengths Weaknesses+ Original recipes from Harujuku, Japan.

+ Wide selection of desserts, savory and crispy crepes.

+ All Shimino’s desserts are made fresh on the spot.

+ Shimino serves high quality and fresh ingredients only.

+ Shimino’s workers are very efficiency in serving customers even during peak hour.

+ Very clean and comfortable atmosphere at the outlets.

+ Very crowded during peak hour and the seating area are very small.

+ Less outlet locations.

+ The processes of making the crepes are depends on the workers manage the order at one time especially during peak hour.

+ Lack of promotion and advertising activities.

+ The packaging can be a disadvantage to the consumers as it may leak when the ice cream’s melt.

+ The ingredients (especially fruits and cream) can’t store longer as to keep the freshness of the ingredients.

Oppurtunities Threats+ Most Malaysian and foreigners love desserts.

+ Some people looking for something light and quick snack and a place that have variety of food including desserts would be perfect for them.

+ People’s curiosity and love to try new brand increasing day by day.

+ Shimino doesn't offer a delivery service.

+ Competitors especially from a well-known brand continue to capture consumer’s attention and affect their purchasing choices by using an effective and tempting advertisement strategies.

+ The market demand for crepes is still low in Malaysia.



8. Strategic Target Audience

8.1 Proposed Primary Target Audience

8.1.1 Demographics

Demographics DescriptionsAge 18 – 29 years oldGender Male and femaleEducation Undergraduate, Post-graduateOccupation Students, Office worker, housewivesIncome range RM 1000 to RM 3600Allowance range (for students) RM100 – RM600Race & ethnicity All races & ethnicityGeographical location Urban


Psychographics DescriptionsPerception Looking for a dessert that is both delicious and unique.Learning +Recommendations from friends and family

+Print Media (Flyers, posters, Prints ads)+Social Media(Twitter, Facebook, Website)

Motivation & Needs Looking for new kinds of snack that is delicious, quick with unique flavors.


Love to try something different, easy going, curious.

Lifestyle Modern, active, social



8.2 Proposed Secondary Target Audience

8.2.1 Demographics

Demographics DescriptionsAge 28 – 39 years oldGender Male and femaleEducation Post-graduateOccupation Working adultsIncome range RM 2000 to RM 4500Race & ethnicity All races & ethnicityGeographical location Urban


Psychographics DescriptionsPerception Looking for quality tasty treats that can be consumed

anywhere and anytimeLearning +Recommendations from friends and family

+Social Media(Twitter, Facebook, Website, Food Reviews)

Motivation & Needs +Quick and delicious snack that worth the money.+A place that have both desserts and savory meal/snack.


Specific person when it comes about product benefits, organized and positive

Lifestyle Modern, active, busy.

9. Research Development



9.1 Market Place Research

9.1.1 Outlet visits

To gather more information about the product, I visited the two outlets, which is at One Utama and Pavilion Kuala Lumpur on separate days. From the visits, I am able to obtain a lot of information regarding the product such as the variety flavors of crepes that is available, the process of making the crepes and also identifying the concept of the outlets.

Outlet at One Utama



Outlet at Tokyo Street, Pavilion KL

I. Color

Both the Shimino outlets share the same outlet properties, which is of a vibrant, cafe-style concept. But the outlet at Pavilion is a little bit different of concept because one of the outlets is located at Tokyo Street so the design is more to traditional and classic but still maintain their signature style of design. Pink/purple and yellow are the main color in both outlets and the combination colors make a relaxing ambience for the outlets because yellow color is the most energetic of the warm color and it often used in café/restaurants to grab attention in an energetic and comforting way. While for pink/purple is often used to soothe or calm a viewer, hence it is a great combination of color for a café/restaurant.

II. Concept Details

The Shimino Outlets have a unique style when it comes to decoration, which all outlets design sharing the same color palette and use their signature design, which is ‘Harajuku’ style or in other word emo, punk, gothic and kawaii style. Japan is most famous for their fashion style, so that is why Shimino want to highlight the style into all their design outlets to gain people attention. The signboard at all outlets was designed using small LED lights and making the kiosk looking so ‘bling-bling’.



The basic elements on the products and outlet exteriors.

Menu design on all outlets. The logo, signature design and Japanese inscription elements on the packaging Food displays at all outlets that makes people craving for it.



LED light signboard at all outlets. Relaxing and colorful chairs and table. Big heart shape as the main signature design at all outlets. MRT map Japan design on the OU’s outlet.



III. Product Sampling

During the visit to the two outlets, I purchased a few of the crepes products and bought my family along to sample them for reviewing purposes only. We were drooling over the food displays before making decision what flavors should we bought because the food displays looks so beautiful and tasty. As we were waiting for our orders, we are able to see for ourselves the process of making the crepes products. We then reviewed the taste, pricing and packaging of the product with positive responses.

From left; Fresh Strawberry & Milk Topping crepes, Chicken/Beef Sausage crepes, blueberry jam crispy crepes.

9.2 Market Observation

The capacity of customers at Shimino outlets are surprisingly high even Shimino is not so popular like others well-known outlets. From my observation at One Utama outlet, there’s a lot of people buying the products due to the location is very strategic because it is nearest to the Golden Screen Cinema (GSC), bowling centre, karaoke box and arcade games. So the people who stop buy at the outlet, they will grab a quick meal while waiting for the movie to start or before playing bowling, karaoke or playing games. In addition, the consumers usually come in during peak hours like lunchtime and in the late afternoon to night.

Below are the findings of my observation at each outlet in two separate days over the weekend.

One Utama Pavilion Kuala Lumpur12.30 pm- 2.30 pm 5.00 pm – 8.00 pm 12.30 pm- 2.30 pm 4.00 pm – 7.00 pm

32 individuals

2 families

40 individuals

3 families

20 individuals

2 families

46 individuals

4 families



Both outlets mostly chose dessert crepes over savory and crispy crepes even on lunchtime and dinner. It probably they craving for something sweet after had their lunch. Mostly 60% of the consumers at both outlets are Malay, 30% Chinese, 5% Indian and 5% foreigners. Most consumers who want to eat there will look at the food displays for several minutes before deciding to buy and some people just looking at the menu and just leave without buying anything. The place to eat are limited, it first come first serve basis. So for those who plan to eat at the outlets need to wait for their turn or they just eat anywhere else.

9.3 Online Survey

The online survey was conducted from 8th of July 2013 to 14th July 2013 with a total of 56 respondents. The objective of the survey is to calculate the level of Shimino’s brand awareness, the consumer’s attitude and purchasing behavior towards Shimino products and their perception.

Q1: GenderFemale – 59%Male – 41%

Q2: Age Group17-20 – 16%21-29 – 77%30-39 – 7%



Q3: What is your race?Malay – 66%Chinese – 23%Indian – 6%

Q4: Which of the following best describes your current occupation?Student – 91%Office worker – 5%Housewife – 4%

Q5: What is your income/allowance range? RM 100 > RM 500 – 43% RM 500 > RM 1000 – 50% RM 1000 > RM 2000 – 4% RM 2000 > RM 3000 – 4%

Q6: Geographical location



Urban – 100%Sub-urban – 0%

Q7: Do you like desserts?Yes – 98%No – 2%

Q8: How often do you eat dessert?Everyday – 4%2-4 times a week – 4%Once a week – 39%Twice a month – 30%Once a month – 23%

Q9: What kind of desserts that you like the most?Ice cream – 45%



Crepes – 11%Cakes – 25%Chocolates – 12%Donuts – 6%Cookies – 2%

Q10: What are you looking for when choosing desserts?Brand – 6%Price – 14%Taste – 24%Variety of flavors – 16%Packaging – 6%Promotions – 22%Not particular – 11%

Q11: Which dessert outlets that you are familiar with?Shimino Japanese Crepes – 32%Hot & Roll – 39%



Crepe Signature (Johor Bahru) – 1%Yaku Crepes – 5%Hokkaido Ice Cream (Hokkaido Ichiba) – 13%Other – 11%

Q12: How would you likely to try a desserts product that is brand new in Malaysia’s market?Sure, I would love to – 75%If there are someone recommend – 23%No thanks – 2%

Q13: Have you heard about Shimino Japanese Crepes? (This question and the following questions below are only for those who have heard or tried Shimino Japanese Crepes)Yes – 50%No – 50%



Q14: If yes, how did you know about the product?Recommendations from friends – 72%Print media: Flyers, brochures, buntings – 15%Online media: Blogs, website – 13%

Q15: Since when are you aware of this brand?Only just recently – 0%A few months ago – 25%Couple of month ago – 57%Since it was introduced – 18%

Q16: How often do you purchase Shimino Japanese Crepes?Barely – 14%Daily – 0%Weekly – 7%Monthly – 5%



Whenever I pass by the outlet – 61%

Q17: What type of crepes do you prefer?Dessert crepes – 74%Savory crepes – 22%Crispy crepes – 4%

Q18: Did you know the brand is certified Halal?Yes, I know about that – 39%Oh really? – 39%It doesn't matter to me – 18%No, I don't know about that – 4%

Q19: If yes, how did you know about that? (Certified Halal)Shimino Japanese Crepes website – 55%Blogs – 0%From family and friends – 45%Other – 0%



Q20: What motivates you to purchase this product?Taste – 10%Price – 21%Variety of flavors – 34%Packaging – 6%Promotion – 29%

Q21: Based on your consumer experience, would you keep buying this product?Yes – 100%

Q22: What do you think can be improved about Shimino Japanese Crepes?Advertisements and promotions – 33%More flavors – 5%More outlets – 43%Packaging – 20%



Q23: Would you recommended Shimino Japanese Crepes to your family and friends?Absolutely yes! – 100%

9.3.2 Survey Conclusion

From the results of the survey, majority of consumers love desserts and they will love to try a new brand in market but since Shimino Japanese Crepes is a newly concept of Japanese style, some of consumers don’t know about the existing brand. On the bright side, they are still people who know about Shimino but because of the advertising and promotional strategies are not strong enough, people tend to forget about it. Though the results indicate a credible amount of positive feedbacks, there is still much to be done to maximize the products especially on advertising strategies.

9.4 Interview

During the initial process of calling up the company, I was referred to Mr. Tony, who is the Managing Director of Shimino Japanese Crepes. I posted the required questions to gather as much information as possible to Mr. Tony’s email, which I got the email address from their outlet at One Utama. A proper meeting was then scheduled a few days later. All of the questions



I asked were answered by the very co-operate Mr. Tony during the scheduled meeting at their headquarters in Kota Damansara.

Above are the email conversation between Mr. Tony and me.



Mr. Tony and me after meeting at Shimino headquarters.

10. Precedent Studies

10.1 Advertising Strategies

The current company’s advertising strategies are in small-scale promotions, which are updated through their outlets, only a few updated through their Facebook page and online coupon shopping website.

Since a large number of its consumers can be found online, the online media plays a big part in helping to spread the word around regarding Shimino’s promotional activities. Other than reliance on online media, the company also utilizes the print media as the main advertising tool with the distribution of flyers and poster displays.



Past promotions back in 2011.



The online discount promotion at foodpromotion.com.my

Discount online promotion at webuy.com.my



Flyers distributed to consumers before the grand opening.

Current promotions (2013).



Bunting promotion at their outlet at One Utama.



10.2 Precedent Studies

Hot&Roll/Direct Competitor



Crepe Signature/Direct Competitor



Yaku Crepe/Direct Competitor

Tutti Frutti/Indirect Competitor



Crazy Potato/Indirect Competitor



Auntie’s Anne/Indirect Competitor



11. References

Official website by Shimino Japanese Crepes. [Online]. Viewed on June 25, 2013 from http://shiminocrepes.com.my/

Official website by Crepe Signature. [Online]. Viewed on June 25, 2013 from http://crepesignature.com/

Official fan page Facebook by Yaku Crepes. [Online]. Viewed on June 25, 2013 from https://www.facebook.com/crepesyaku

Jane. [2012]. Shimino Japanese Crepes. [Food Review]. [Online]. http://www.janeschwan.com/2012/08/shimino-japanese-crepes.html [Viewed on July 1, 2013]

Highbeam Business reports. [2010]. [Online]. http://business.highbeam.com/industry-reports/food/ice-cream-frozen-desserts[Viewed on July 5, 2013]

Anythingresearch.com. [Online]. http://www.anythingresearch.com/industry/Ice-Cream-and-Frozen-Dessert-Manufacturing.htm[Viewed on July 5, 2013]

Franchising.net. [2011]. [Online]http://www.franchise.net.au/inspire/franchisee/sweet-success-a-glimpse-at-our-dessert-industry[Viewed on July 10, 2013]

Report linker. [ Online]http://www.reportlinker.com/ci02024/Food.html[Viewed on July 10, 2013]

Official website of Tutti Frutti. [Online].http://www.tuttifruttimalaysia.com.my/[Viewed on July 14, 2013]

Official website of Crazy Potato. [Online]http://www.crazypotato.uk.com/


http://www.crazypotato.uk.com/

http://www.tuttifruttimalaysia.com.my/

http://www.reportlinker.com/ci02024/Food.html

http://www.franchise.net.au/inspire/franchisee/sweet-success-a-glimpse-at-our-dessert-

http://www.anythingresearch.com/industry/Ice-Cream-and-Frozen-Dessert-

http://business.highbeam.com/industry-reports/food/ice-cream-frozen-desserts

http://www.janeschwan.com/2012/08/shimino-japanese-crepes.html

https://www.facebook.com/crepesyaku

http://crepesignature.com/

http://shiminocrepes.com.my/


[Viewed on July 14, 2013]

Official facebook fan page of crazy potato. [Online]. https://www.facebook.com/mycrazypotato[Viewed on July 14, 2013]

Official website of Auntie’s Anne. [Online]http://www.auntieannes.com.my/index.php[Viewed on July 14, 2013]

Food Processing. [2012]. [Online]. http://www.foodprocessing.com/top100/[Viewed on July 15, 2013]

Horiba Scientific. [Online].http://www.horiba.com/scientific/products/particle-characterization/applications/food-and-beverage/[Viewed on July 15, 2013]


http://www.horiba.com/scientific/products/particle-characterization/applications/food-

http://www.foodprocessing.com/top100/

http://www.auntieannes.com.my/index.php

https://www.facebook.com/mycrazypotato


12. Appendices

1. Gender * female male

2. Age group * 17-20 21-29 30-39 40-49 50 and above

3. What is your race? * Malay Chinese Indian Other:

4. Which of the following best describes your current occupation?* Student Office worker Housewife Other:

5. What is your income/allowance range * RM 100 > RM 500 RM 500 > RM 1000 RM 1000 > RM 2000 RM 2000 > RM 3000 RM 3000 >

6. Geographical location * Urban Sub-urban

7. Do you like desserts? * Yes No

8. How often do you eat dessert? Everyday 2-4 times a week Once a week Twice a month Once a month



9. What kind of desserts that you like the most? * Ice-cream Crepes Cakes Chocolates Donuts Cookies

10. What are you looking for when choosing desserts? * Brand Price Taste Variety of flavors Packaging Promotions Not particular

11. Which dessert outlets that you are familiar with? * Shimino Japanese Crepes Hot & Roll Crepe Signature ( Johor Bahru) Yaku Crepes Hokkaido Ice Cream ( Hokkaido Ichiba) Other:

12. How would you likely to try a desserts product that is brand new in Malaysia's market? *

Sure, I would love to. If there are someone recommend. No thanks.

13. Have you heard about Shimino Japanese Crepes? (This question and the following questions below are only for those who have heard or tried Shimino Japanese Crepes) *

Yes No

14. If yes, how did you know about the product? Recommendations from friends Print media : Flyers, brochures, buntings Online media : Blogs, website Broadcast media : Television, radio Environmental exhibitions : Booths, roadshows Other:



15. Since when are you aware of this brand? Only just recently A few months ago Couple of month ago Since it was introduced

16. How often do you purchase Shimino Japanese Crepes? Barely Daily Weekly Monthly Whenever I pass by the outlet

17. What type of crepes do you prefer? Dessert crepes Savory crepes Crispy crepes

18. Did you know the brand is certified halal? Yes, I know about that Oh really ? It doesn't matter to me No, I don't know about that

19. If yes, how did you know about that? (certified halal) Shimino Japanese Crepes website Blogs From family and friends Other:

20. What motivates you to purchase this product? Taste Price Variety of flavors Packaging Promotion Brand

21. Based on your consumer experience, would you keep on buying this product? Yes No



22. What do you think can be improved about Shimino Japanese Crepes? Advertisements and promotions More flavors More outlets Packaging Other:

23. Would you recommended Shimino Japanese Crepes to your family and friends? Absolutely yes! No, I don't think so Don't bother


shimino japanese crepes

Documents

crispy crepes

dessertsavory crepes

crepes weight

various styles savory

strawberry jam

blueberry jam

better advertising strategies

product isnt