Situation Analysis i3464

MMI 3033 Situation Analysis 1 Golden Churn Butter

Situation Analysis Chapter 1: Project Overview 1.1 Introduction Butter is a dairy product traditionally made by churning fresh or fermented cream or milk. It is usually use as spread and a condiment, cooking, baking, sauce making and some people use butter for pan frying. In some butters, they are sometimes added salt, flavoring, and preservatives to get different taste. The most common ones which can be found in the supermarkets are the salted and unsalted butter. Butter consists of butterfat (the fatty portion of milk), milk protein and water. The characteristic of butter is that it stays solid when refrigerated, softens to a spreadable consistency at room temperature, and melts into a thin liquid at 32-25°C. Butter is generally pale yellow in color but varies from deep yellow to nearly white. Many people thought that butter is the same as margarine because of their similar look and functionalities; however, butter is not in any way the same as margarine; be it the way it is manufactured, ingredients, taste, etc. Butter is derived from animal fat (usually milk fats) while margarine is from plant oils and fats which makes margarine free from dairy products. Vegetarians and vegans consume margarine as a substitute to butter.

250g Golden Churn wrapped butter


1.2 Problem Statements and Issue Back in August 2011, rumor started spreading saying that there was porcine DNA found in Golden Churn butter which then caused the butter to be taken down from shelves in the supermarket. Inspections and tests were carried out to the issue. It was found that there was no sign of porcine DNA found in any samples of the butter and JAKIM (Department of Islamic Development Malaysia) certified that Golden Churn butter is halal. The butter is then placed back on the shelves. Due to the spread of the rumor, the image of the butter is affected as people started doubting and avoiding the product. The Sarawak layered cake industry is severely damaged by the rumor as Golden Churn butter is the key ingredient to making the delicious cakes.

A poster of Sarawak layered cakes displayed at Kampung Gersik, Kuching, Sarawak is tapped to hide the wordings of “Golden Churn Butter, the best butter for the generation”.

1.3 Objectives and Aims Objective: - To reintroduce the product to consumers and bring its glory back in the market Aim: - Regain the trust of Muslim consumers - Reassure the consumers that the butter is certified Halal


Chapter 2: Project Profile 2.1 Product Name Golden Churn pure creamery butter

2.2 Product Classification Food and Beverages (Dairy Product)

2.3 Product Characteristics

Types of packaging

Unit size

Price

12oz / 340g

RM10.90

16oz / 454g

RM13.90

2kg

RM57.90

Wrapped Butter (Salted)

250g

RM9.20

Wrapped Butter (Unsalted)

227g

RM8.90

Butter Tubs

200g

RM9.90

Spreadable Tubs

250g

RM10.90

10g x 6

N/A

Canned Butter

Portion Butter Tubs Source: Ballantyne Foods Pty. Ltd.

Source: Austar Marketing Sdn. Bhd.


2.4 Product Range



Salted and unsalted wrapped butter (written on the wrapping by the picture of the churn; salted in black ink and unsalted in red ink).



Salted wrapped butter comes in 250g packaging while unsalted wrapped butter is slightly lighter, 227g.

2.5 Distribution Golden Churn butter is distributed indirectly to consumers as it is an imported good. Australia > Agent in Malaysia > Distributed to hypermarkets/supermarkets > Consumers

2.6 Product Life Cycle


2.7 The Brand Golden Churn butter is a fine quality butter manufactured by Ballantyne Foods Pty. Ltd., Australia and it has proudly been in the market for more than 70 years. The Ballantyne Company is known as the largest producer of canned butter in the world and has penetrated into markets of Asia, the Pacific, the Middle East and the Americas. Golden Churn butter comes in different packaging; canned, wrapped, tubs and portion tubs. In Sarawak, Golden Churn butter is the key ingredient to the state’s famous delicacy, the Sarawak layered cakes. It is also widely used in many other recipes.

340g Golden Churn canned butter

2.8 Brand Image and Implication The brand has established its position in the East Malaysia better than the West because it is better known in Sarawak as it is the key ingredient to favorites of many Muslims, the Sarawak layered cakes. There were no statistics obtained to show that sales of the butter are greatly affected by the rumor which said that the butter contained traces of porcine DNA. However, it has a direct relation to the sales drop of Sarawak cake lapis which was reported to drop as much as 80% (The Star Online, 2011).


2.9 Strength and Weakness Strength -

Available in different packaging

-

Sold throughout 4 regions in the world, namely Asia, the Pacific, the Middle East and the Americas.

-

In the market for over a century and is still famous

-

Trusted high quality butter

-

Have a classic gold packaging

Weakness -

It is greasy and fattening

-

High cholesterol

-

Expensive

2.10 Advantages and Disadvantages Advantages -

People can choose the type of packaging that suit individual preferences

-

Helps to make cooking and baking taste nicer

-

The butter can be easily recognized with its classic look in gold

Disadvantages -

People choose other spreads which are more healthy

-

People opt to buy more affordable butter

-

People who are lactose intolerant cannot consume butter


2.11 Unique Selling Preposition (USP) Classic butter produced at the highest quality

2.12 Promotional History and Advertising Schedule No promotional history or advertising is found regarding the product in Malaysia. Most of the consumers know about the product from family choices.

2.13 Positioning Statement Golden Churn butter is a classic butter produced at the highest quality and is perfect for people who love to cook and bake for their loved ones.


Chapter 3: The Company 3.1 Company Overview

Ballantyne is a family owned company, from one of world's richest food producing nations, which for more than half a century has been serving a global market for fine foods.

3.2 Business Description - Butter 

Their dairy division produces a range of packaged butter, dairy blend and margarine products which encomes portion control products (mini tubs and mini wraps) to retail products (tubs and wraps) for the Australian and international markets.



Ballantyne is proud to be the largest producer of canned butter in the world.



Their brands include Ballantyne, Golden Churn, Red Feather, Wood Dunn, Blue Triangle and Hammer.

- Cheese Powders and Specialty Powders 

Their food ingredient division specialises in spray dried dairy powders and other specialty powders



Their range of cheese powders which include cheddar, blue, parmesan, romano and cream cheese varieties.



Ballantyne’s cream

cheese

powder is

world

renowned

instantised yogurt powder sets impressive standards in solubility.

and

our

new


3.3 Company History

Source: www.ballantyne.com.au

Keith Lindsay Ballantyne had ten years’ experience in all practical phases of the dairying industry before founding the present Ballantyne organisation in 1929 in King Street, Melbourne; specializing in the sale of dairy produce on a wholesale basis. In 1936 the firm K. L. Ballantyne Pty. Ltd. was ed, and for the first ten years, the firm's activities comprised the sale and distribution of all forms of dairy produce, butter tinning, the refining and canning of edible fats, and the processing of eggs for sale in Australia and overseas. In the early 1940s, Company’s business expanded; moved from King Street to a bigger premise in South Melbourne. In 1945 the present istrative building at 39 Ballantyne Street became the headquarters of the Ballantyne organization. By 1946, the Company's export trade was so great that the Ballantyne Export Company Pty. Ltd. was ed. This company has controlled all export business ever since. It was then renamed to Ballantyne Foods in 1998. By 1958 the Company’s interests had extended to the milling of Soya Flour for the promotion of Ry-Soy and Nu-Soy bread. Also housed in this new building was the firm for contract packagers and food processors. In 1977 Ballantyne purchased the Dennis Catering and Hotel Group which included catering contracts at the famous Melbourne Exhibition Buildings and Flemington racecourse and several Melbourne suburban hotels.


Golden Churn was one of the first brands bought by Ballantyne and with over 100 years history is still one of the most popular brands of butter around the world. Canned and chilled butter packing commenced in 1945 at the South Melbourne site with 2 Benhill and 2 Kustner machines. On the chilled butter side, mini wraps and retail packs were the main business back then. The canned butter operations were moved to Hamilton New Zealand in 1980 and continue to operate there. In 1976 in view of the demands of the food service industry a new mini tub machine was purchased and the Ballantyne brand portion butter that is so well known today was born. These operations were moved to a new purpose built factory at a greenfields site in Laverton in 2000. Ballantyne started revolving air drying in 1961 for snack flavors. This lead to spray drying cheese powders in 1970, moving to South Melbourne in 1972 until 1981. The blending operations began in South Melbourne in 1961 and moved to Port Melbourne in 1988. Both spray drying and blending operations have been at the same site in the Melbourne suburbs since 2001 when the new purpose built factory was opened.


3.4 Key People International Regional General Manager (for sales outside of Australia) 1. Chris Motton - For Singapore, Indonesia, Philippines, Europe, New Zealand, PNG, Japan, Americas, Guam and others Tel +61 (0) 3 9690 1766

2. Hemmat Nasrallah - For Malaysia, Brunei, Middle East, Africa, Bangladesh, Sri Lanka, Maldives, India, Pakistan, Iran, Russia, Malta and Mauritius Tel +61 (0) 3 9690 1766

3. Derek Luo - For China, Taiwan, South Korea, the Pacific Islands, Thailand, Vietnam, Myanmar and Cambodia Tel +61 (0) 3 9690 1766

General Manager for Australian Sales 1. Denise Borghi - For new inquiries - butter Tel +61 (0) 3 9690 1766

2. David Gill - For new inquiries - cheese powders and specialty ingredients Tel +61 (0) 3 9690 1766

3. Jane Henderson - For Australian orders Tel +61 (0) 3 9690 1766

Agents in Malaysia (import and distribution of Golden Churn butter) 1. West Malaysia Sejahtera United Sdn. Bhd. (209369-X) Lot 57, Jalan Sepintas 26/13, Hicom Damansara Estate, Section 26, 40000 Shah Alam, Selangor. Tel: 03-5191 7367

2. East Malaysia Austar Marketing Sdn. Bhd. (460051-H) LOT 1161, BLOCK 12, Muara Tabuan Light Industrial Park, 93350 Kuching, Sarawak. Tel: 082-368334


3.5 Location and Subsidiaries

Ballantyne HQ 39 Ballantyne Street South Melbourne Victoria 3205 Australia Telephone: +61 3 9690 1766 Fax: +61 3 9690 8582

3.6 Brands, Major Products and Services Australian Sales - Ballantyne Butter: Canned Butter, Portion Control Butter, Retail Pack Butter - Cheese Powders: Cheddar, Blue Vein, Parmesan, Romano, Cream Cheese, Ricotta, Swiss, Camembert, Feta, Gouda - Specialty Ingredients: Sour Cream Powder, Yogurt Powder, Cream Powder (High Fat) International Sales - Red Feather/Ballantyne/Golden Churn/Wood Duun Butter: Canned Butter, Portion Control Butter, Retail Pack Butter - Cheese Powders: Cheddar, Blue Vein, Parmesan, Romano, Cream Cheese, Ricotta, Camembert, Feta, Gouda - Specialty Ingredients: Sour Cream Powder, Yogurt Powder, Cream Powder (High Fat) - Nuttelex Margarine: Original, Lite, Olive, Pulse - Red feather canned cheese


3.7 Corporate Vision - To serve a global market for finest quality of foods

3.8 Corporate Mission - To produce products with high quality and value - Brings a special quality which inspired confidence and transcends the boundaries of language, nationality and culture to its relationship with customers

3.9 Company’s Current Promotional Strategy - Ballantyne’s business keeps expanding ever since early 1940s and now it exports to countries throughout 4 regions namely Asia, the Pacific, the Middle East and the Americas. - In 1946, they ed Ballantyne Export Company Pty. Ltd. just to handle the export business because business was booming. - Golden Churn butter was one of the first brands bought by Ballantyne which still maintain as one of the most popular brands of butter around the world after over 100 years’ history. - The business evolved over the years to concentrate on four main product areas, food ingredients such as cheese powders & specialty ingredients, canned butter, chilled butter and chocolate confectionery.

3.10 Current Marketing Objective - To develop new products to meet customers’ specific needs and requirements. - To maintain a strong reputation for quality and value in all products.


Chapter 4: Consumers and Stakeholders 4.1 – Current Consumers’ Characteristics 4.1.1 Demographics a. Age

: 20 – 60 years old

b. Gender

: Female

c. Education

: Secondary school / undergraduate / postgraduate

d. Occupation

: College & University students / Housewife / Working adults (white and blue collar)

e. Income range

: RM600 – RM3500

f. Race & ethnicity

: All races

g. Geographical location

: Urban

4.1.2 Psychographics a. Perception

: - Think about family’s needs and always choosing the best for family. - Habit of having the butter choice since young

b. Learning

: - Family’s choice, word of mouth, friends

c. Motivation & needs

: - Variety of packaging to choose the one that suits best and with the good quality, makes everything tastier. - Wanting to make family happy.

d. Attitude & Personality

: Caring, Loving, Patience, Family-oriented

e. Lifestyle

: Fine dining, Family time, cooks and bakes


4.2 – Stakeholders’ Characteristics 4.2.1 Primary a. Regional General Manager: Taking care of all the matters within each assigned region (Asia, Pacific, Middle East and Americas). b. Employees: contribute to the Ballantyne Foods Pty. Ltd. on a regular basis in exchange for compensation and other benefits that the company provided them with. c. Consumers: Spend their money to buy goods which the company produced (butter, cheese, margarine, etc) for personal use or to make goods to be sold again.

4.2.2 Secondary a. Agents: Import Ballantyne goods and distribute in in other countries. b. Supermarkets: Helps distribute the product to consumers. c. Media: Helps to promote and the products produced by Ballantyne.


Chapter 5 – Industry and Marketplace 5.1 – The Industry 5.1.1 Definition of the Industry A dairy is a business enterprise established for the harvesting of animal milk for human consumption. The milk is mostly from cows or goats, but also from buffalo, sheep, horses or camels. A dairy is normally located on a dedicated dairy farm or section of a multi-purpose farm that is concerned with the harvesting of milk. Raw milk is sent to dairy plants so as to extend its marketable life. Two main types of processes are employed: heat treatment to ensure the safety of milk for consumption and to lengthen its shelf-life, and another is dehydrated dairy products such as butter, hard cheese and milk powders so that they can be stored.

5.1.2 Shape of the Industry Most countries produce their own milk products. Therefore, the structure of the dairy industry varies accordingly to different parts of the world. In major milk-producing countries most milk is distributed through wholesale markets. In developing countries, the past practice of farmers marketing milk in their own neighbourhoods is changing rapidly. Prominent developments and a growing role for dairy cooperatives are considered a good foreign investment in the industry. The output of milk is growing rapidly and made major source of revenue growth for many farmers. As in many other branches of the food industry, dairy processing in the major dairy producing countries such as the U.S., Europe, Australia and New Zealand, has become gradually concentrated, with fewer but larger and more efficient plants operated by fewer workers. This has led to more automated and more efficient equipment. However, milk production is irregular as it is dependent on the cow biology. Producers must regulate the mix of milk which is either sold in liquid form or processed foods (such as butter and cheese) depending on changing supply and demand.


5.1.3 Development of the Industry Milk producing animals have been domesticated for thousands of years. Initially, they were part of the subsistence farming that nomads engaged in. Now, animals are farmed to produce milk to be made into products such as cheese and butter. Over the years, the Ministry of Science and Technology's "dairy industry development" project in China has proven to improved technological innovation in the industry which made great progress in key technology research and development such as breeding of milk cows, feedstuffs, prevention and treatment of epidemic diseases, processing of dairy products, quality and safety, and initially strengthen China's technology pillar system in the industry. As mentioned in the article, the project has established 20 demonstration zones with 1.18 million milk cows, increased output per cow from 5,000 to 6,500 kilograms, and fostered a great many competitive brands. Driven by the "dairy industry development" project, China's dairy industry output has maintained a very high average growth rate of 25 percent a year, and s for 3.7 percent of the world total. With today’s technology, dairy industry is developing fast and able to produce much more than yesteryears.

5.2 – The Marketplace 5.2.1 Current Condition of the Marketplace - Many dairy goods are produced by different manufacturers so the competition is quite high in the market. - Today’s generation opt for healthier options than to consume fattening foods. 5.2.2 Changes in Marketplace Positive: - Many choices of dairy products for consumer to choose from. - Technology improved goods Negative: - Too many similar choices for the consumers; having hard time to make decision.


Chapter 6 – Competitive Situation 6.1 – Direct Competitors 1. Anchor pure New Zealand butter - RM8.19 (227g) - Manufactured in New Zealand and imported by Fonterra Brands (M) Sdn. Bhd. - The price is slightly cheaper than Golden Churn butter. - The color contrast used in the packaging makes it stand out in the chiller display; bright blue, red, pasture green and silver.

2. Buttercup

- RM9.79 (500g) - Manufactured in Malaysia (Auric Pacific Food Processing Sdn. Bhd.) - The price is very much cheaper than Golden Churn butter as it is a local product. - It has a redder shade of gold wrapping with its flowery name written.

3. Lurpak Danish butter - RM11.19 (200g) - Manufactured in Denmark and imported by East West Trading & Agencies - The price is slightly more costly than Golden Churn butter. - It has elegant silver wrapping with its name written clearly.


6.2 – Indirect Competitors 1. Margarines (Planta and Daisy)

- Composed mainly of vegetable/plant oils and fats and water while butter is derived from milk fat.

- It is healthier for consumption compared to butter - Better option for those who loves it cold as it does not turn into solid when refrigerated, unlike butter.

- Has the same function as butter; spreading on bread, baking, cooking, roasting and good on any other dishes

2. Olive Spread

- Cholesterol free

3. Sunflower Spread

- Organic

4. Soya Spread

- Much healthier choice


Chapter 7 – SWOT Analysis 7.1 – Strengths •

Halal status verified and certified by JAKIM (Appendix 1.0 and Appendix 2.0)

•

Has been around for more than 70 years and is still popular

•

Trusted high quality butter

•

Available in 4 regions around the world; Asia, Pacific, Middle East and Americas

•

Available in different packaging

•

Has classic gold packaging

•

Can keep for long time in refrigerator

7.2 – Weaknesses •

Fattening

•

Greasy

•

High in cholesterol

•

Expensive


7.3 – Opportunities •

Loyal consumers

•

People who loves cooking and baking

•

People with high expectant on food quality

•

Western cuisine lovers where butter is used in sauce-making, roasting, etc.

•

Cooking programmes and shows which promote good food

•

Different packaging to suit individual’s preference (eg: wrapped or tub for spreading, canned for baking, portion tub for one time use, etc)

•

Easily recognized (gold packaging with a churn = Golden churn butter)

•

Helps cooking and baking smells and taste nicer

7.4 – Threats •

Rumors about it being not halal

•

Other affordable butters

•

Compete with margarines

• Other healthier choices like olive spread and sunflower spread •

Not suitable for people with lactose intolerant

•

Not an everyday item to purchase


Chapter 8 – Strategic Target Audience 8.1 – Proposed Primary Target Audience 8.1.1 Demographics a. Age

: 40 – 50 years old

b. Gender

: Female

c. Education

: Secondary school

d. Occupation

: Housewife

e. Income range

: RM2500 – RM3500

f. Race & ethnicity

: Malay / Muslims

g. Geographical location

: Urban

8.1.2 Psychographics a. Perception

: - Always placing family’s needs first, choosing the best for family.

b. Learning

: - Family’s choice, word of mouth, Television, newspaper, Magazines

c. Motivation & needs

: - The classic look and known as highest quality butter - Makes everything cooked or baked smells tastier. - Wanting to make family happy and have a good time.

d. Attitude & Personality

: Caring, Loving, Patience, Family-oriented

e. Lifestyle

: cooks and bakes, fine dining, try different cuisines


Chapter 9 – Research Development 9.1 – Marketplace Research I have visited a few supermarkets that I found are selling Golden Churn butter. West Malaysia

East Malaysia (Kuching)

West and East Malaysia

The ways they arrange the butter at the chiller display are basically the same in each supermarket, all bricked up.

Spreadable tubs and portion tubs are usually placed at the top most of the chiller display.


Butters at Giant

Butters at Jusco

The canned Golden Churns butters are usually placed on shelves but I only find them in Kuching’s supermarkets.

No Golden Churn butter on shelf at Giant.

I am holding 2kg Golden Churn at Ta Kiong, Kuching


9.2 – Market Observation Snap shots of shoppers at Everrise, Kuching

-The product characteristics that are available at each supermarket differ. - Unsalted Golden Churn wrapped butter not found in any supermarket. - No canned butter found in Cold Storage and Giant (Seri Kembangan) - The prices of the butter vary at each supermarket.

VS At Jusco

At Giant


- Promotion for Golden Churn butter at a very cheap price in Kuching.

Extremely cheap compared to normal price

- Buttercup is a more favorable option for butter consumers here in West Malaysia, perhaps it is much cheaper than Golden Churn butter and the number of Buttercup being displayed at the chiller is much more than other butters.


9.3 – Online Survey 1. Gender

30% Female Male 70%

2. Age

above 50

0

46-50

0

41-45

2

36-40

0

31-35

0

26-30

6

21-25

22 0

5

10

15

20

25


3. Marital Status

17%

Single In a Relationship 52%

Married

31%

4. Monthly income range / Allowance

above RM3000

4

RM2501 - RM3000

3

RM2001 - RM2500

1

RM1501 - RM2000

3

RM1000 - RM1500

2

below RM1000

17 0

5

10

15

20

5. Occupation Consultant, Student / Freelance / Government servant / Executive Assistant / HOUSEWIFE / Environmentalist / Officer / Customer Service Representative / Researcher / Technician / Postgrad student


6. Have you heard of Golden Churn Butter?

40% Yes No 60%

7. Is Golden Churn butter your choice of butter? (Yes: answer A & B ; No: answer C,D & E)

13%

Yes No

87%


[A] Do you think Golden churn butter is expensive?

17%

Yes

No

50%

I care about the price 33%

[B] What do you like about Golden Churn butter?

Other

0

the creamery texture

6

the taste

5

0

1

2

3

4

5

6

7


[C] Why is Golden Churn butter not your choice?

13%

0%

33%

I don't eat butter It is too expensive I choose other brands Other 54%

Reasons given for choosing “Other”: -2 mentioned “never heard of it” -Another mentioned “I don't really eat butter and I don't really know the brand” -A housewife mentioned “DOUBT ITS HALAL STATUS”

[D] Which butter brand do you prefer?

23% 33%

Anchor pure New Zealand butter Buttercup Lurpak

7%

Reasons given for choosing “Other”: - SCS

Other

37%


[E] Will you give Golden Churn butter a try?

28% Yes No

72%

8. Do you know that Golden Churn butter is certified Halal by JAKIM?

27%

Yes No

73%


9. What do you usually use butter for?

Other

1

Baking

20

Cooking

9

Spreading bread

18

0

5

10

15

20

25

“Other” usage of butter: - Roasting

10. Do you know the difference between butter and margarine?

30% Yes No 70%


11. Which spread do you prefer best?

Sunflower spread

3

Olive spread

4

Vegetable oil spread

4

Margarine

5

Butter

14 0

2

4

6

8

10

12

14

16

12. Why do you choose the option above (Question 11)? Butter - Rich, thick, creamy and tasty - Its a habit / used to it - Less salt and creamy - It definitely tastes much better. I cannot stand the taste of the other options. - It's more fragrant compared to margarine, which tastes weird for me. I have not tried olive and sunflower spread though

Margarine - Easier - Habit - Taste bit more salty - Use butter to baking only


Vegetable oil spread - It gives a healthy impression - Its healthier and much cheaper - there are good vegetable spreads out there. - Because i usually buy Snow brand vegetable oil spread and it tastes pretty good so far - Tasty

Sunflower spread - Sebab its tastier and my mum memang buy that since I was a kid lagi. - Healthier and lighter than margarine and butter, also tastes nicer

Olive spread - olive is a fruit mentioned in quran and from heaven.its good. - Healthier

13. Do you know that Golden Churn butter is in the market worldwide for more than 70 years?

20%

Yes No

80%


14. Do the years of existence of a product in the market affect your decision to buy it?

30% Yes No 70%

15. Do you trust a product based on the years it is available in the market?

20%

Yes No

80%


16. Do you think Golden Churn butter established its identity well enough when placed with other butters? Why? YES - Easily noticed / find and recognizable. It’s gold in color / packaging / look. - yes. because people can easily recognize the name and the brand NO - no. I think it is buttercup is more noticeable and much cheaper priced. - No, because if it had, I would've noticed / I don't recall seeing it before / didn’t notice before. - No. Golden packaging is quite typical for butters / look alike. - no. because, they are not promoting the brand well enough. such as example, they dont have any promotion or advertising for the brand itself. - No, I use spreadable butter that comes in an easy storage packaging. It doesn't grab my attention either. - Not really since the packaging is gold almost like Buttercup's packaging. By first look, you can't exactly specifically identify it as Golden Churn butter unless you really look close at it. - No. Should make the packaging more standing out OTHERS - Never actually seen the product. - Nah. the packaging is already nice but we tend to go for the usual brand that we bought. - Sort of a tradition thingy - our grandmothers used it when doing baking for festivals eg hari raya


17. What media do you think is best to promote Golden Churn butter?

Other

1

Prints (posters, newspapers, magazines, etc.)

3

Radio commercial

1

TV commercial

18

Website

1

Exhibition booth

6 0

5

10

15

20

Option for “Other”: - All of the above

18. Your personal opinion on Golden Churn butter. - low profile perhaps - its yummy and its my mama's choice and it also gona be my choice as well.tq - great butter! - apparently is a good butter - never heard about it, so maybe it need make new promotion, tvc and roadshow to make new generation know about it - i think, they need to change their packaging because it’s not attractive at all. - mmmmm very good n fattening - haven't heard much abt GC since its controversy last year (its halal status); it would take much convincing for me to use GC again until I'm satisfy that the right people say it’s okay... - I love the buttery taste, but I choose to go for what I perceive as healthier options, such as sunflower/olive spreads. - just nice


- Sorry I dont know that Golden Churn Butter is Halal by JAKIM. If really it is..i think there should be more promotion on tv and let muslim citizen know about that. - Better advertising may help. Also taste tests in supermarkets. Not sure what it really tastes like therefore I don't have a specific opinion. - I have never tried it before - You made me feel like buying one now. - I dont know much about this butter brand but I think there is potential in this butter being a popular brand because it has the advantage of a well-established history behind it. - looks like it would taste great for baking use - I'm still unsure about its Halal aspect because once before it become rumours that it has pig DNA. So,it's confusing.

Conclusion - Many who knows or consume butter churn is happen that the butter is the family’s choice. - Had feed backs touching on the halal issue which was rumored last year (porcine DNA). - Consumers did not know that JAKIM did and certify that the butter is halal. - Many younger generations are willing to try the butter but the older ones need assurance from trusted people. - Buttercup butter dominates the market as it is most consumed and easily noticed and ed by consumers. - Many s saying that they do not know about Golden Churn butter and it needs more advertising to make the butter known to more people.


9.4 – Interview I conducted an interview through e-mail with 50-year-old Pn. Hana to get to know her basic daily life routine as a housewife.


9.5 – Others My observations of Muslims’ lifestyle (mainly on women). Malay houses / Kampung houses

- Houses are made of wood on stilts. - Bright and colorful homes. - The surroundings have many plants and flowers. - Even though their living standard is quite high, they still prefer to live in their homes in villages


Muslim women

- Seen walking in town and supermarkets buying goods. - Bringing daughter to school. - Taking care of the elderly, bringing her mother to make a new pair of glasses. - Caring and full of responsibility.


Chapter 10 – Precedent Studies 10.1 – Advertising Strategy Currently there is no visible means of ment going on for Golden Churn butter in Malaysia other than within the community of Sarawak Layered cakes bakers in Kuching (locally). The rest of the consumers have basically known the product by word of mouth or Golden Churn butter is their family choice of butter ever since.

A canned and a wrapped Golden Churn butter placed in the poster.


10.2 – Precedent Studies 1. Lurpak Danish butter ment (Demonstration + Spokesperson)

- The ment portrays how delicious Lurpak butter is that even expert of cupcakes uses it. - In the ment, people from different background are shown to enjoy and love the cupcakes. - The sales are so promising that not even one cupcake is left at the end of the day.


2. Website officially for Lurpak Danish butter

-

Simple yet elegant website.

-

The structure of the web is not complicated, viewer easily get navigate to get the desired information.

-

Same colour scheme as the packaging of the butter itself.


3. Lurpark Danish butter Print Ads - A series of print ads where each food is placed a yellow-sticky-note to deliver the message of “Don’t forget the Lurpak”

- Another series of print ads by Lurpak showing the power within the butter.


4. Kraft golden churn butter TVC, 1988 (Narration)

- This ment is classic and narrated based on a story book with moving pictures. - Use milkmaid and cow to show the freshness of the butter and a king to portray the quality of the butter.


5. Anchor pure New Zealand butter TVC, 1993 (Music and Song)

- Anchor has always established themselves with the phrase “Made by cows” to show their expertise in making butter. - Most of Anchor’s TVC involved cows as the spokesperson (talking cows)

- The TVC is fun with a little of humor where the cows are seen dancing and singing.


6. Anchor pure New Zealand butter Print Ads



7. Other Print Ads for butter


8. Classic Print Ads

Carnation milk

Coca-Cola

Nescafe

Meadow Gold butter


Campbell’s mushroom soup

Jell-O


Chapter 11 – References Austar Marketing Sdn. Bhd. (2012) http://www.austarmarketing.com/products/goldenchurn Ballantyne Foods Pty. Ltd. (2012) http://ballantyne.com.au Butter http://en.wikipedia.org/wiki/Butter Dairy http://en.wikipedia.org/wiki/Dairy#Structure_of_the_industry Development of Dairy Industry http://www.china.org.cn/english/features/Brief/192905.htm Lurpak Danish butter (2012) http://www.lurpak.com/gb/ Margarine http://en.wikipedia.org/wiki/Margarine The Star Online (2011) Jakim declares Golden Churn butter as halal http://thestar.com.my/news/story.asp?file=/2012/5/3/nation/11220650&sec=nation [viewed 3 May 2012]


Chapter 12 – Appendices

Appendix 1.0


Appendix 2.0


Golden Churn Pure Creamery Butter survey form 1. Gender *

□ Female □ Male 2. Age *

□ 21-25 □ 41-45

□ 26-30 □46-50

□ 31-35 □ 36-40 □above 50

3. Marital status *

□ Single

□ In a relationship

□ Married

4. Monthly income range / Allowance *

□ below RM1000 □ RM1000 - RM1500 □ RM1501 - RM2000 □ RM2001 - RM2500 □ RM2501 - RM3000 □ above RM3000 5. Occupation * _____________________________

6. Have you heard of Golden Churn Butter? * (If YES, please answer the next question)

□ Yes

□ No

How do you get to know about Golden Churn butter? (Skip if you answered NO in Question 6)

□ TV ment □ Family's choice

□ Newspaper □ Magazine □ Word of mouth □ Other: _______________________


7. Is Golden Churn butter your choice of butter? * ( If YES, please answer question [A] and [B] ; If NO, please answer [C] , [D] and [E] )

□ Yes

□ No

[A] Do you think Golden churn butter is expensive? (Skip if you answered NO in Question 7)

□ Yes

□ No

□ I care about the price

[B] What do you like about Golden Churn butter? (Skip if you answered NO in Question 7)

□ the taste □ the creamery texture

□ Other: _______________________

[C] Why is Golden Churn butter not your choice? (Skip if you answered YES in Question 7)

□ I don't eat butter □ It is too expensive □ I choose other brands □ Other: _______________________ [D] Which butter brand do you prefer? (Skip if you answered YES in Question 7)

□ Anchor □ Buttercup

□ Lurpak

□ Other: _______________________

[E] Will you give Golden Churn butter a try? (Skip if you answered YES in Question 7)

□ Yes

□ No

8. Do you know that Golden Churn butter is certified Halal by JAKIM? *

□ Yes

□ No

9. What do you usually use butter for? *

□ Spreading bread □Cooking □ Baking

□Other: _______________________

10. Do you know the difference between butter and margarine? *

□ Yes

□ No


11. Which spread do you prefer best? *

□ Butter □ Olive spread

□ Margarine □ Sunflower spread

□ Vegetable oil spread

12. Why do you choose the option above (Question 11)? *

___________________________________________________________________________ 13. Do you know that Golden Churn butter is in the market worldwide for more than 70 years? *

□ Yes

□ No

14. Does the years of existence of a product in the market affect your decision to buy it? *

□ Yes

□ No

15. Do you trust a product based on the years it is available in the market? *

□ Yes

□ No

16. Do you think Golden Churn butter established its identity well enough when placed with other butters? Why? * (the golden packaging, easily or not easily noticed, etc.) ___________________________________________________________________________ 17. What media do you think is best to promote Golden Churn butter? *

□ Exhibition booth □ Website □ TV commercial □ Radio commercial □ Prints (posters, newspapers, magazines, etc.) □ Other: _______________________ 18. Your personal opinion on Golden Churn butter. ___________________________________________________________________________

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