Product Rebranding_RUZIMAH

THE START-UP PROJECT

PRODUCT REBRANDING

SITI RUZIMAH BINTI KAMARUDDIN
GS 62499

DR MASTURA BINTI ISHAK
MDS5702 : INNOVATION MANAGEMENT & ENTREPRENEURSHIP

ORGANIZATION CHART

R & D - MARKET ANALYSIS

STRENGTH

KOPI GANTUNG
PERLIS –
• Unique brand name

- Strong Identity

• Good taste and
popular

• Growing Franchise

R & D - MARKET ANALYSIS

STRENGTH

KOPI GANTUNG
PERLIS –
• Unique brand name

- Strong Identity

• Good taste and
popular

• Growing Franchise

R & D - MARKET ANALYSIS

WEAKNESS
• Generic packaging
• Portion too large

R & D - MARKET ANALYSIS

WEAKNESS
• Portion too large
• Sugar and health concern

R & D - MARKET ANALYSIS

OPPORTUNITIES
• Create identity through

packaging

R & D - MARKET ANALYSIS

OPPORTUNITIES
• Explore new packaging

R & D - MARKET ANALYSIS

OPPORTUNITIES
• Resize portion
• Reduce price -

bigger market
• Reduce total calorie

R & D - MARKET ANALYSIS

OPPORTUNITIES
• Reduce price - bigger market
• Reduce total calorie

R & D - MARKET ANALYSIS

OPPORTUNITIES Based on the National
• Reduce price - bigger market Health and Morbidity
Survey 2019, there are
• Reduce total calorie - Health approximately 3.9 million
Conscious Malaysians living with
diabetes. The prevalence
rate has risen from 13.4% in
2015 to 18.3% in 20193. That
is equivalent to 1 in 5
adults in the country3,
giving Malaysia the title of
“Sweetest Nation in Asia”.

DESIGN STRATEGY

‘KOPI GANTUNG’ MINIMALIST MORE HEALTHIER
IDENTITY PACKAGING ECONOMICAL CHOICE

Good taste and Non-generic Reduce portion Reduce portion
popular packaging = reduce cost = reduce calorie &
= reduce price sugar
Growing Franchise Minimalistic
approach - reduce = encourage higher Encourage care for
material usage sales volume community

PACKAGING IDEA DEVELOPMENT

DESIGN IDEA
• Reduce capacity of

container
• Maintain ‘gantung’

identity
• Innovative triangular

shape for new
packaging

PACKAGING IDEA DEVELOPMENT

BUSINESS MODEL CANVAS

CUSTOMER SEGMENT

25 - 44 y/o

Over 60 - 72 % drinks coffee Trends in South East
in US- Americano Asia - Kopi Vietnam

Most of the coffee consumers:
- students (49.6%)
- people working in private sectors (34.8%).

- 71.9% - monthly income of below RM 3000.

The Department of Statistics Malaysia (2020) - average household monthly income - RM6,764.

*people who participated in this survey had low disposable income.

CUSTOMER SEGMENT

The main reasons for • the taste
coffee consumption • to boost energy
are : • to start up the day

Quality of coffee - 55.5% buy their coffee
from branded outlets
- 46.7% from non-branded
outlets (kopitiams, office
canteen, stalls).

- Statistically too, total
coffee consumption in
Malaysia has been
increasing since 2020

VALUE PROPOSITION - PACKAGING DESIGN

EXISTING GOOD VALUE :

• Good Coffee Taste

Known Brands In Certain Region
KOPI GANTUNG PERLIS - Unique Brand
Name - Strong Identity
Growing Franchise

VALUE PROPOSITION 1 :

• Create New Packaging - To Use Design

As Innovation In Attracting Bigger
Market

WHY :

• Current Packaging Too Generic

VALUE PROPOSITION - PACKAGING DESIGN

EXPLORE ‘GANTUNG
IDENTITY ‘

VALUE PROPOSITION - PACKAGING DESIGN

EXPLORE ‘GANTUNG IDENTITY‘

• MINIMALIST
• ECONOMICAL
• BRANDING
• WELL KNOWN - TRUSTED

VALUE PROPOSITION - PACKAGING DESIGN

EXISTING PRICE : SUGGESTED NEW PRICE : RM 3.50

Provide Option For Customers
Who Prefer More Economical
Coffee

Bigger Market Of Coffee
Consumers

Larger Volume Of Sales

VALUE PROPOSITION - HEALTH

- Awareness On Health Related To Coffee
- Smaller Portion = Lower Sugar/ Calorie
- Offer Healthier Choice To Customer

REVENUE STREAM

KOPI GANTUNG (NEW) RM 3.50

CHANNELS

ROADSIDE STALL STALL IN MALL DELIVERIES
MOBILE STALL
PRIVATE &
PUBLIC
EVENTS

CUSTOMER RELATIONSHIP

SOCIAL MEDIA ACCOUNT:
- CREATE BRAND AWARENESS
- COMMUNITY ENGAGEMENT
- CUSTOMER’S FEEDBACK AFTER
SALES

KEY ACTIVITIES

SALES PREPARATION & PACKAGING PROMOTIONS

KEY RESOURCES

CAPITAL FRANCHISEES INVESTORS

RAW INGREDIENTS CREW/ STAFF

KEY PARTNERS

RAW INGREDIENTS COFFEE MAKING SOCIAL MEDIA
SUPPLIER EQUIPMENT SUPPLIER INFLUENCERS

LOCAL COUNCILS FRANCHISEES

COST STRUCTURE

EMPLOYEE’S WAGES/ RETAIL OUTLET/ MARKETING/
BENEFITS STALLS EQUIPMENTS PROMOTIONS

RAW INGREDIENTS PACKAGING R & D

THANK YOU