Proposals

Proposal 1

Brand                       : Swatch

Product Category     : Clothing & Apparel

Information

·        -  Swatch is a watch manufacturer from Switzerland.

·        -  Introduced in 1983, with the concept of casual and fun.

Market Situation

·        -  Swatch products are distributed worldwide

·        -  The Swatch products are targeted toward youngsters and young adults.

·        - Swatch has been given role as the Official Timekeeper in Olympic Games and Ski and Snowboard 

         World Cup competitions.

Issues and Problems

·        -  Price perspective wise, local people tend to believe that the price for the Swatch products are  

        unreasonable and expensive, as to them, the casual and simple concepts make the products 'look 

        cheap'.

·        -  As some range of Swatch products are made from plastic materials, people would compare them  

        with those cheap watches sold in the night markets.

·        -  Most people do not realize that Swatch produces formal professional designs for their watches.

Ideas/Concepts

·        -  Revamp the image of the brands to change people's mindset towards the reasonability of the  

        products.

·        -  Make prople understand about the value and class of the concept designs.

Proposal 2

Brand                       : New Balance

Product Category     : Clothing & Apparel

Information

- New Balance is a footwear manufacturer based in Boston, USA.

- Founded in 1906 as New Balance Arch Support Company, now known as New Balance.

- Produces wide range of footwear products, from sports products to lifestyle.

Market Situation

- New Balance is the number four maker of sports footwear in the world.

- They abstain from expensive advertising campaigns unlike Nike and Adidas.

- New Balance products are well known and are distributed internationally.

Issues and Problems

- New Balance products are not in local people's preference in footwear.

- Customers tend to compare with other brands such as Nike and Adidas.

- Price perspective, for example if there is a rm200 New Balance shoes, people would think "better  

  go for Nike".

- People's mindset where New Balance is mainly a "sports brand", which makes the brand less 

   attractive despite the casual and lifestyle products made by New Balance.

Ideas/Concepts

- Revamp the image of the brand to change people's perspective towards the brand.

- Increase popularity of their lifestyle products to be on the same level with their sports products.




Proposal 3

Brand                        : Marrybrown 
Product Category     : Foods & Beverages

Information

- Marrybrown is a Malaysian franchise fast food chain.

- Established in 1981, the outlet serves meals such as Fried Chicken, Burgers, Seafood, 

  Rice Base Products, and Noodles.

Market Situation

- Marrybrown now has over 250 outlets in different countries.

- Their products are currently distributed in 12 countries from around the world, including 

  Malaysia.

- Marrybrown is the first fast food franchise in Malaysia.

Issues and Problems

- The brand do not emphasize on their specific product, all of their products are in the same 

  level of promotions. For example, KFC emphasize on their fried chickens and McDonalds  

  emphasize on their burgers.

- Local people mindset about local products, they seem to think that Marrybrown has bad 

  quality products and just another copycat of international brands.

Ideas/Concepts

- Revamp the Marrybrown image to emphasize on specific product, for example nasi lemak.

- Change the brand identity to extinguish local people stereotypes on Malaysian's products.