U-Matter IMC Campaign Report

YBP300- INTEGRATED MARKETING CAMPAIGN

IMC
CAMPAIGN

REPORT

U-MATTER

SAMZA'S
CLOUD KITCHEN

OCTAMIND

LIN JIA SING 143468
NG XIAO YUN 142198
LEE SWEA YEN 143268

BEK KE YING 142358
YEOH PEI YUN 142698
NUR AQILAH HUSNA BINTI ANUAR 141808
NUR NABILAH BINTI MOHD KAMAL 144970
NUR AIDATUL NAJWA BINTI MOHD RASHID 143941

ABOUT US

Octamind is an Integrated Marketing Communication (IMC) agency, found by eight
passionate young minds in March 2021, that specializes in helping potential small-
medium entrepreneurs (SMEs) in Malaysia to stand on top of their industries. We strive
to provide holistic communication strategies to ensure brands' messages reach their
target audience uniformly and precisely as well as to ensure long term brand loyalty and
online customer engagement.

Overview

One-stop centre to grow your
brand

Goals

To amplify brand visibility, awareness,
promotions and growth across various

channels
To provide comprehensive marketing
strategy with limited time and budget

Specifications

Advertising
Content Writing
Public Relation
Digital Marketing
Budget & Schedule Planning
Bridge of brand and KOL agency




SAMZA'S CLOUD KITCHEN OCTAMIND

MEET OUR
TEAM

SAMZA'S CLOUD KITCHEN OCTAMIND

IMC CAMPAIGN REPORT:
U-MATTER

BY OCTAMIND

TABLE OF CONTENTS 1.0 INTRODUCTION 1
2
1.1 Our Client 3
1.2 Samza's Cloud Kitchen 4

5
2.0 SITUATIONAL ANALYSIS 10

2.1 Internal Analysis

2.2 External Analysis 20

3.0 SWOT ANALYSIS


4.0 IMC CAMPAIGN OVERVIEW 22
23
4.1 Our Campaign 24
4.2 Our Objective 25
4.3 Suggested New Packaging


5.0 CREATIVE STRATEGY 26
27
5.1 Creative Brief 28
5.2 Positioning 29
5.3 Big Idea 30
5.4 Main Theme 30
5.5 Tagline 31
5.6 Tone of Voice 31
5.7 Theme Color 32
5.8 Copywriting

SAMZA'S CLOUD KITCHEN OCTAMIND

IMC CAMPAIGN REPORT:
U-MATTER

BY OCTAMIND

TABLE OF CONTENTS 6.0 IMC TOOLS 33
34
6.1 Press Release 36
6.2 Advertising 44
6.3 Sales Promotion 46
6.4 Digital Marketing 48
6.5 Conclusion
49
7.0 THE FLOW AND SCHEDULING 50
51
7.1 Pre-Campaign 54
7.2 During Campaign 55
7.3 Conclusion
7.4 Gantt Chart of Campaign Flow

56
8.0 MEDIA PLANNING 57
58
8.1 Media Planning Schedule
8.2 Media Planning 61
62
9.0 BUDGETING

9.1 Overall Budget

SAMZA'S CLOUD KITCHEN OCTAMIND

1.0
INTRODUCTION

SAMZA FOOD INDUSTRIES

Samza’s continuous commitment to providing

1.1 OUR CLIENT consumers with products of the highest quality is

Samza Food Industries (SFI) is a Malaysian- assured through the strictest standards of

based manufacturer of various ready to cook requirements set on the processes and the quality
and ready to eat sauces, sambal and paste.
Samza Food Industries is the parent company of the material used. Therefore, all Samza’s
and the main player of Samza Group, found by
Dr Mohamed Zairul Mohd Yunus in 2015. This products are guaranteed 100% halal, hygienic,
small-medium company in Malaysia inspires,
produces and markets products under the brand wholesome and healthy. In recognition of this
name of Samza’s. Samza is managed and run
professionally, fully product-driven, and gives commitment to quality, Samza’s has received
equal emphasis to both Research &
Development as well as Sales & Marketing. It numerous awards and accolades. Samza’s
has a strong and creative pool of research
personnel, all of whom are dedicated to products were the first to receive Halal
creating new, innovative food products. The
rapid growth of the company, from 2015 to its certification from the Islamic Affairs Division of the
current position with annual sales of the
quarter-million can be attributed to the success Prime Minister’s Department. Among other awards
of the range of new products which have been
introduced in the market. New product received is Best Rendang Paste in Selangor and
introductions are effectively supported by
dynamic sales and marketing management Best Masak Merah Paste in Selangor (recognition
teams and continuous promotion of the Samza
brand. Today, Samza’s brand awareness stands by the Ministry of Agriculture Malaysia).
at par with other famous international food
product brands sold in Malaysia. Today, Samza’s has become a prominent


household brand in the food manufacturing


business. With the existing products of more than

50 products under main categories –Ready-to-Eat

Retort and Frozen, Processed Sambal, Paste,

Sauces, and Ready-to-Drinks products. Samza’s will

continuously strive to identify and develop products

to cater to households and market needs. Most of

its products have acquired Halal-certified by JAKIM

- MS 1500: 2009, 1 12904/2017 and Makanan

Selamat Tanggungjawab Industri (MeSTI). The

products are available in major supermarket outlets

and several petrol stations and R&R places in

Malaysia (Tesco/Lotus, Mydin Hypermarket &

Petronas Station).

SAMZA'S CLOUD KITCHEN 2 OCTAMIND

1.2 Operating from its central kitchen in Rawang, Samza's
SAMZA'S Cloud Kitchen aims to produce safe and high-quality packed
CLOUD meals of Malaysian all-time favourites, which can be
KITCHEN purchased fresh or frozen. Banking on its success as an
export-ready manufacturer of ready to eat sauce and
SAMZA'S CLOUD KITCHEN sambal, the company in April 2020 introduced three local
favourites delicacies: (i) nasi lemak and rendang ayam, (ii)
nasi ayam Uncle Chin and (iii) Spaghetti Bolognese. Samza's
Cloud Kitchen aims to grow its new product line by attracting
more consumers through its IMC campaign. As of now, not
many customers in the Klang Valley area are aware of this
amazing packed meal offered by Samza's Cloud Kitchen.
Samza's Cloud Kitchen is unique because the food packaging
resembles an in-flight meal pack. The company aims to offer
an affordable "delivery only food experience" that should kick
start a fresh IMC idea. Samza's Cloud Kitchen can be gotten
from major supermarket outlets, petrol stations and delivery
services.

3 OCTAMIND

2.0
SITUATIONAL

ANALYSIS

2.1 INTERNAL
ANALYSIS

PROMOTIONAL DEPARTMENT
ORGANIZATION

Samza Kitchen has already built a strong To promote their products, in the 21st
network in social media to engage with its
consumers on its online marketing platform. Century, Samza Kitchen also has its
According to the About Us, a section is taken
from the social media, Samza already had a online shop on various e-commerce
strong social media network, including official
accounts created on Facebook, Instagram, and platforms such as Agro bazaar and
a Youtube channel called Samza TV, where
recipe done by using Samza’s chilli sauce and Shopee to allow their products to be
sambal is shown in the channel. A total number
of 877 followers on Facebook, 2086 followers sold online to everyone around Malaysia.
on Instagram. In their Youtube Channel, a
cooking tutorial using their products is made to This e-commerce platform has made
allow their consumers to get even more
knowledge in how to cook delicious dishes with their business easier as consumers get to
their product. All these have created a great
result as they have created lots of engagement shop anywhere and anytime within the
with their consumers. According to the
customer review on Facebook, Samza Kitchen shortest period. Besides, the Samza
has mostly good reviews about its products and
services. This has shown that Samza Kitchen has Kitchen e-commerce platform has a very
good word-of-mouth among the society and
the trust between the consumers is very strong high good review as well. Customers are
so we predict that Samza will be easier to
increase sales by the time cloud kitchen is all very satisfied with Samza Kitchen
being introduced. However, this strong network
does not really apply in promoting Samza's products and services. If their consumers
cafe and Samza's cloud kitchen since the
launching of this product line in April last year. happen to have any problem regarding

their products or services, they can

always contact their customer service

through any online platform. Therefore,

the products cloud kitchen also can be

sold immediately online after its

launching.

SAMZA'S CLOUD KITCHEN 5 OCTAMIND

FIRM’S ABILITY TO IMPLEMENT THE
PROMOTIONAL PROGRAM

Since 2015, Samza Food Industries started its business by selling sambal sauces under the
brand name Samza. Eventually, the industries had grown rapidly in the past few years. It can be
seen as the varieties of the product have been increased to more than 50 products under
different main categories, they are Ready-to-Eat Retort and Frozen, Processed Sambal, Paste,
Sauces, and Ready-to-Drinks products. This is because Samza Food Industries consists of
research professionals that are creative and willing to keep on innovating, producing and
introducing new products to satisfy its customers. Furthermore, Samza owns a food technology
centre (SFTC) that uses the latest technology such as OEM that covers the R&D process and
conducts professional sensory tests through hedonic scale to improve the original recipe and
meet longer shelf life. By this, the company has managed to reach a quarter-million sales per
year (About Us: SAMZ HOLDING (M) SDN BHD, 2021).

In addition, the quality of food manufactured by Samza’s industries is top-notch, from the
usage of high-quality raw materials and the strictness it applies in the process of product
manufacturing. This is because Samza had successfully obtained various awards, including Best
Rendang Paste and Best Masak Merah Paste in Selangor, the Realisasi Impianmu Bersama Shell
Award(top-winners: realise-your-Malaysian-dream: Shell, 2021). On top of that, Samza food
industries are also highly approved by professional bodies such as the Ministry of Health (MOH),
Jabatan Kemajuan Islam Malaysia (JAKIM), Skim Pensijilan Makanan Selamat Tanggungjawab
Industri (MesTI), Hazard Analysis and Critical Control Point (Haccp). Therefore, all the products
manufactured by Samza’s food industries are certified and safe to consume (About Us: SAMZ
HOLDING (M) SDN BHD, 2021)

SAMZA'S CLOUD KITCHEN 6 OCTAMIND

Besides, Samza Food Technology Centre (SFTC) holds the ability to provide training to
employers who would like to start a food manufacturing business or have been struggling to
maintain their current small businesses. The course of their training program includes labelling,
packaging, extended shelf life via processing, technology course and start-up course. As a result,
most of the participants give very good feedback after taking 2 courses. Among the participants,
Encik Zaki, currently an owner of a restaurant and paste product supplier, said he had learned a
lot in the courses provided by SFTC and he highly recommended SFTC to continue providing
training for new entrepreneurs in the future (Testimoni peserta Kursus Teknologi Retort di SFTC,
2021).

The ability and strength Samza Food Industries have built for the past few years has been the
foundation to help Samza to plan for expansion of their business in overseas. In the year 2019,
Samza planned to spread its wings to Japan, after having franchises in Arab and Brunei, aiming
for a booming opportunity in the Olympic 2020 that is supposed to happen in Tokyo, Japan,
reported by Malaysia Good News (Ekspo Halal Malaysia (MHE) 2019: Sambal Hijau Untuk Sushi ke
Keju Krim Perisa Durian, Produk Inovatif dan Halal Made in Malaysia Mendunia Hingga ke Jepun,
2019).

SAMZA'S CLOUD KITCHEN 7 OCTAMIND

REVIEW OF THE
PREVIOUS PROGRAM

Samza Kitchen has done Corporate Social Responsibility
(CSR). Corporate Social Responsibility (CSR) is when an
organization works ethically and sustainably and
addresses the environmental and social impacts. This
entails taking into account human rights, as well as the
culture, climate, and society in which it operates. On 10
December 2020, Samza Kitchen did CSR activity by
helping flood victims. They did this by distributing an
amount of Samza products to the families affected by the
flood. This CSR activity gives many benefits to the
community and also for Samza Kitchen. The most
important benefit of CSR activity is that Samza Kitchen
can improve public image. Consumers evaluate Samza's
public image when determining whether or not to buy from
them, so this is critical. Something as easy as staff
members spending an hour a week at a charity
demonstrates that Samza is a company that cares for
others. As a result, Samza Kitchen seems to be a lot more
appealing to customers.

Secondly, the benefit of CSR activity is Samza Kitchen
can increase brand awareness and recognition. This news
will spread if Samza is committed to ethical practices. As
a result, more consumers can learn about the Samza
Kitchen brand, increasing brand recognition. Besides, the
benefit of CSR activity is that Samza Kitchen can increase
consumers' engagement. If Samza is using environmentally
friendly systems, they should brag about it. Build a story
out of their efforts by posting it on social media
platforms. Samza can also expose its efforts to local
media outlets in the hopes that they will report it.
Customers will be interested in Samza Kitchen's brand and
operations as a result of this.

SAMZA'S CLOUD KITCHEN 8 OCTAMIND

Since 2020, Samza Kitchen has provided a free consultation programme of
Original Equipment Manufacturer (OEM). OEM is a programme that produces and
sells goods or parts of products that its buyer, another company, sells to its
customers under its name. Free consultation for this programme, manages to allow
commercializing one’s products. Samza Kitchen also provides a training programme.
Continuous training programme and knowledge sharing through hands-on workshops
for beginner and intermediate entrepreneurs. But, every session of training
programmes has limited space for participants to join.

SAMZA'S CLOUD KITCHEN 9 OCTAMIND

2.2 EXTERNAL ANALYSIS

CONSUMER BEHAVIOUR ANALYSIS

Nowadays, consumers apply new social

behaviour, and organizations have

changed their way of doing business

during the Covid-19 pandemic (Donthu

and Gustafsson, 2020; Pantano et al.,

2020). Covid-19 had induced new social

behaviours like social distancing.

Therefore, the online food delivery

segment of food and beverage (F&B) is

getting more attention as an all-in-one

solution (Gayan & Ben, 2020). Consumers

change their behaviour from dining in the

restaurant to online ordering (Sheth,

2020). Consumers prefer mobile-friendly

solutions because it is suitable for the

current situation. By providing consumers

with the option of having a meal at a

cheaper price or by providing other

services, such as free delivery, online

delivery platforms and providers are

encouraging consumers to abandon

cooking at home or going out to a

restaurant to eat. According to the

National Restaurant Association’s 2020

consumer trends, 52% of consumers say

purchasing takeout or delivery food is

essential to the way they live. The Edge

Markets also mention that cloud kitchens

caught consumers’ attention because

they fulfil the new social behaviour. Cloud

kitchen is an online food production and

delivery service.

SOURCE: FORBES.COM 10 OCTAMIND
SAMZA'S CLOUD KITCHEN

Other than that, consumers prefer
convenient and quick options. In this busy
environment, time-saving is very important
for them (Grunert, 2006). Instant and
convenient meal products become their
first choice. The changing eating
preferences and longer waiting times are
also the driving forces for the convenient,
fast, and home delivery options of having
food delivered at our doorsteps
(Choudhary, 2019). Cloud kitchens have
been known as more efficient than
traditional dine-in restaurants because the
busy eating hours and wait times make the
delivery process much more difficult in
traditional restaurants. And in cloud
kitchens, as the only focus is to prepare
and deliver high-quality food, the whole
process gets faster and easier. Therefore,
many restaurants are shifting focus from
traditional kitchens to cloud kitchens to
tap the ample opportunities lying in this
field (Choudhary, 2019).

SOURCE: MARKET WATCH.COM 11 OCTAMIND
SAMZA'S CLOUD KITCHEN

CLOUD KITCHEN MARKET ANALYSIS

Cloud kitchens are essentially custom-built places that serve as community
kitchens. These kitchens do not usually have store fronts or dine-in choices, and they
are just used to prepare meals for delivery. The majority of cloud kitchens provide
integrated services that contain everything from cooking space to refrigeration, bulk
purchasing discounts, and the ability to collaborate with food delivery portals. The
cloud kitchen also known as ghost kitchen or caterer kitchen is a service that
produces and delivers meals over the internet. The concept dates back over a decade
and began as a way to increase property rentals.

While North America accounted for the majority of global cloud kitchen market in
2018, the rest of the world is catching up fast. Grab has dominated the cloud kitchen
business in Southeast Asia, with more than 50 locations in countries such as
Singapore, Thailand, and Indonesia. Cloud kitchens are relatively new in Malaysia
even though cloud kitchen entities such as Epic Food Hall have been operating for a
few years. Currently, the notion is gaining steam as many F&B entrepreneurs have
been forced to rethink how they wish to operate in the wake of Covid-19's looming
doom. Existing restaurant owners with brick-and-mortar eateries, home-based
enterprises, and aspiring/newbie F&B business owners are the three kinds of F&B
operators aiming to begin their businesses in cloud kitchens.

SAMZA'S CLOUD KITCHEN 12 OCTAMIND

MARKET SEGMENTATION

Nowadays, the food industry has already
widened its market in creative ways. People are
not only required to dine-in in a restaurant to
enjoy good food. They are now able to enjoy
good food in the comfort of their own home.
Samza’s kitchen sees this as an opportunity to
expand its businesses. By introducing the cloud
kitchen, they can segment their business to the
right customer. This is to avoid Samza’s Kitchen
from wasting its resources unnecessarily.

THE BEST MARKET SEGMENTATION THAT CAN
BE USED TO PROMOTE SAMZA’S CLOUD
KITCHEN IS PSYCHOGRAPHIC SEGMENTATION.

Samza’s Cloud Kitchen can focus on lifestyles.
Usually, those busy working people have little
time to spend on preparing their food. Thus,
Samza’s Cloud Kitchen can help them provide
ready-to-eat food for them to order and heat it
themselves at their workplace or even in their
home.

Busy working citizens like working moms, the
frontliners in the battle of Covid-19, single
working people or even fresh graduates that are
far from home can be benefitted from this
product. Those who are tired will find it
troublesome to prepare the food. Plus, living in
the city, the cost of food would be high. Samza’s
Cloud Kitchen can provide affordable yet quality
food to enjoy quickly. If they are rushing to work
or hustle with work, they can just pop the food in
the microwave and have a quick lunch. They can
even bring it in their bag.

SAMZA'S CLOUD KITCHEN 13 OCTAMIND

DEMOGRAPHIC
SEGMENTATION

Demographic segmentation is GEOGRAPHIC
influenced by characteristics such as SEGMENTATION
age, income, gender, ethnicity, and the
life cycle of a family. Because
demographic data is readily available
and has a significant impact on
purchasing behaviours, demographic
segmentation is critical for all
marketing departments. Our target
market on ages are from 25-50 years
old. This range have been decided
because we are focusing on working
people in Klang Valley. At this range,
all of this people are having income
and they likely to be married that
having family responsibilities. In the
current situation, online and indoor
activities are more busy than physical
activities especially for people that
need to work from home.

Geographic segmentation refers to groupings of people based on their location, such as
region, county, city, or town. People in different regions want or need different types of
products or services, and they respond to marketing programmes differently as a result of
differences in climate, location, distance, and landscape. This shows, geography is a
significant variable because climate, location, distance, and landscape can all influence
attitudes and behaviours. Klang Valley is your target market that is based in Selangor. Based
on our research, Klang Valley is a modern city that has a large population, full of luxury and
busyness. Klang Valley has been one of the best targets since pandemic Covid-19, with most
people having online and indoor activities because healthiness is the most important thing.

SAMZA'S CLOUD KITCHEN 14 OCTAMIND

TARGET MARKET & TARGET AUDIENCE

A target market is a group of customers who have similar goals, needs, desires, and qualities and
who are served by a business (Baker, 2009). Samza’s Cloud Kitchen is planning to focus on the Klang
Valley area as their target market. However, since the budget allocated is quite tight for Samza’s
Cloud Kitchen to expand throughout the Selangor State. Although Kuala Lumpur is not as huge as
Selangor, according to (Macrotrends,2021) the current population of Klang Valley in 2021 is
8,210,745.

That is already a huge number of prospects to be focused on. Samza’s do not have to spend their
resources on transportation to other regions. They also can focus on the marketing strategy in Klang
Valley which can cut a lot of costs and has larger prospects. In summary, the target audience will
definitely be Klang Valley residents, in the current situation of Movement Control Order (MCO) 3.0,
age between 25- 5o years old, who is having a hectic lifestyle in the city and lack time to prepare
their own nutritious meal.

SAMZA'S CLOUD KITCHEN 15 OCTAMIND

MARKET POSITIONING

Samza Food Industries positions its new product line cloud kitchen, which launched
in April 2020 under the brand name Samza's Cafe. Samza’s Cafe positions its product
as a pre-packed microwavable food that brings much convenience to the target
audience, as it is easy to carry everywhere and travel friendly. On top of that, Samza’s
Cloud Kitchen are available at most of the distribution channels in Klang Valley,
including major supermarket outlets, petrol stations and delivery services.

As our team targets audiences that live in the city centre of Malaysia, Klang Valley,
Kuala Lumpur. Samza’s Cloud kitchen plays an important role in filling the stomach of
every layer of folks in this colourful city, such as a mother, a worker or anyone else busy
working for the whole day. As it is microwavable, our team plans to suggest Samza not
only sell their pre-packed food on Online Food Delivery Platforms like Food Panda and
Grab Food but also sell Samza’s Cloud Kitchen products on its current Shoppee and
Lazada online stores. Therefore, we can also grab audiences from other states in
Malaysia in the long run.

SAMZA'S CLOUD KITCHEN 16 OCTAMIND

Why does our team keep on stressing the convenience brought by this microwavable food?
This is because Samza’s cloud kitchen pre-packed food is not only easy to carry, saves the
cooking time of the city people, yet it is also nutritious as well. Unlike other traditional pre-
packed or canned food such as instant noodles, instant rice that only able to provide
carbohydrates to consumers, our 3 products -- Nasi Ayam Uncle Chin, Nasi Lemak Rendang
Ayam and Pasta Spaghetti Bolognese that under Samza’s cloud kitchen product line, also
come with real proteins and vegetables vacuumed using Samza advances manufacturing
technology such as retort sterilization, preservation technology and the list goes on. By doing
so, we ensure our customers consume our product safely and healthily.

Furthermore, all these ingredients that we used to produce cloud kitchen are all-natural
and high quality, as we followed the strictest standards of requirements set on the
manufacturing process that certified Halal by Jakim, Mesti by MOH & Haccp (About Us: SAMZ
HOLDING (M) SDN BHD, 2021). Last but not least, the price of cloud kitchen is considered
affordable as they sell only RM 9.90 for each flavour, that fully equipped with lots of fresh and
high-quality ingredients. We hope Samza’s cloud kitchen can reach our target audience
anytime, rewarding our consumer’s stomachs with warmth and happiness after a long day of
work in the busy city of Klang Valley.

SAMZA'S CLOUD KITCHEN 17 OCTAMIND

COMPETITIVE ANALYSIS

The competition of ready-to-eat food in the
market is high. Most ready-to-eat food in the
market are positioned as a convenient product
and can be eaten in a few minutes. Some new
products such as self-heat food are also
recommended in the market. There are some
brands and food similar to Samza ready to eat
food. First, Kawan brand. Kawan is quite a famous
brand in Malaysia. Kawan offers some products
similar to Samza Cloud Kitchen. For example,
KAWAN Nasi Lemak Biasa and KAWAN Nasi Kari
Ayam Kapitan. The prices for these ready to eat
foods are affordable for the public. The price
range for these foods is only RM 2.00-RM6.00.

Furthermore, the Brahim company also has a
product line that produces ready-to-eat food. This
company serves international airlines. They are
inflight service providers in Kuala Lumpur and
Penang. Their products have many types of
choices including meals ready-to-eat dishes,
instant rice and sauces. Customers not only can
find their product by online platform but also in
hypermarkets such as Tesco. Therefore, the
popularity of Brahim’s products is high. The
average price for Brahim’s products is around
RM10 and above.

Moreover, another brand that provides different
types of choices to customers is CP brand. They
offer Malaysia, Thai, Japanese and Western
Cuisine. These products have the same brand
positioning that serves in a few minutes and only
need to be heated by the microwave for a few
minutes.

SAMZA'S CLOUD KITCHEN 18 OCTAMIND

Next, Chim Doo is one of the brands that launches ready-to-eat food using advanced
technology, called self-heating. Chim Doo's self-heating meals are more convenient, as
the product only needs to add in water and the water will boil itself until the food is
ready, just like HaiDiLao self-cooking hotpot, another self-cooking food which is
currently a trend for the youngster in China and it is available now in Malaysia’s
hypermarket. It only takes 5 minutes to serve the food. Chim Doo provides local
Malaysian food such as Chim Doo Nasi and Ayam Massaman. The price is RM 15.90 per
box and is slightly higher compared to others.

Last but not least, EzeeFood also provides ready to eat food products. Most of the products
in EzeeFood are Malaysian local cuisine. For example, EzeeFood Nasi Goreng Kampung,
EzeeFood Chicken Bukhara Briyani. There are various types of choices for customers to choose
from. However, Ezeefood is a little bit pricey compared to other pre-packed food brands like
Kawan, which are above RM 10 each. The preparation for these foods is not necessarily heated
by microwave but it can be dipped in boiled water and served in a short time. Therefore, it is
more convenient.

SAMZA'S CLOUD KITCHEN 19 OCTAMIND

3.0
SWOT
ANALYSIS

SAMZA'S CLOUD KITCHEN 21 OCTAMIND

4.0
IMC
Campaign
Overview

4.1 OUR CAMPAIGN

WHY U-MATTER?

By literal meaning, 'U' Matter means you are the center of everything. By referring to you we
mean the customers; people who live busy lifestyles in the middle of a city. There is a
preconceived idea that these people are by far those whose eating time have been neglected
often no thanks to huge worldly commitments. Whether the customer is a mother, an office
worker, a bus driver, etc- we think they matter enough to treat themselves a full meal that is
conveniently ready in no time.

The idea is also

centralized around

the aim to create a

customer-centric

approach for Samza's

Cloud Kitchen. The

name 'U-Matter' itself

is a reference towards

a call for the

customers that we are

communicating with

them, whenever they

choose to connect to

our 'call'.

SAMZA'S CLOUD KITCHEN 23 OCTAMIND

4.2 OUR OBJECTIVES

To introduce Samza’s Cloud Kitchen to the target audience within the
proximity of Klang Valley in 3 months through various promotional
activities.

To increase online traffic and customer engagement towards Samza’s
social media platforms, especially in searching for Samza's cloud kitchen
products in 3 months.

SAMZA'S CLOUD KITCHEN 24 OCTAMIND

4.3 SUGGESTED NEW
PACKAGING

Octamind is putting forth a new look as URBAN
per suggestion for this Samza's Cloud TRENDY
Kitchen campaign. We are positive that CONTEMPORARY
with the latest amplified brand
positioning that we are bringing
forward, it is recommended to give a
refreshing experience towards our
customer not only through the message
but also through the appearance.

We envision attractive urban-themed
design complimented with concrete
jungle contemporary art pattern on the
external packaging. The colors chosen
are deliberately bright and challenging
to the eyes and this goes along with
mainstream art selections and aesthetic
taste. The container is designed to suit
more of a modern in-flight meal
container, elegant but sturdy enough to
handle far delivery journey. Overall
intention is simple; to grab attention
and awaken hunger, desire and daily
work-induced famish at first glance.

SAMZA'S CLOUD KITCHEN 25 OCTAMIND

5.0
CREATIVE
STRATEGY

5.1 CREATIVE BRIEF

SAMZA'S CLOUD KITCHEN 27 OCTAMIND

5.2 POSITIONING

The basic idea is that advertising is used to establish or “position” the product in
a particular place in the consumer’s mind. Therefore, we want the customers or
target audiences, people who have busy lifestyles or those who do not have time
to cook think that they should treat themselves with a good meal although they are
very busy. Samza’s Cloud Kitchen is fast and convenient, it is ready to serve within
a few minutes. Samza’s Cloud Kitchen can be their best choice and suitable for
their lifestyles.

Fast and Treat yourself a
convenient good meal
Only need a Suit busy
few minutes lifestyles
Best choice

SAMZA'S CLOUD KITCHEN 28 OCTAMIND

5.3 BIG IDEA

A campaign’s big idea is the overarching
message that underpins all elements of a
campaign in order to resonate with the
target audience. The big idea will need to
be rooted in a piercing insight and linked to
the campaign’s objectives to ensure it has
maximum impact and relevance. The big
idea for our campaign, U-matter, is to
promote our client’s product, Samza’s Cloud
Kitchen which is a brand or a product line
that produces microwavable and ready-to-
eat food. Samza’s Cloud Kitchen is
convenient and suitable for those who live a
busy lifestyle in the city, and they do not
have enough time to prepare a meal for
themselves. Consumers just need to put
Samza’s Cloud Kitchen’s meal in the
microwave for a few minutes, then they can
enjoy the meal without rushing time to
prepare. It’s a good solution for busy people
who are always rushing to have a meal or do
not have enough time to have a meal while
they are busy with their work. Beside that,
Samza’s Cloud Kitchen also is a convenient
prepared meal which consumers can store
the product of Samza’s Cloud Kitchen in
their fridge, when they are hungry, they can
solve their hunger in a short time.

In the campaign, we use emotional and informational appeal to persuade our target
audience. In the advertising poster, we are using emotional appeal such as quotes,
scenes and elements that can bring the memories of happiness for the audience. In the
posters, we are using the scenes that show family, friends and lovers to recall the happy
moment for the audience. Beside that, the quotes are also used in the advertising posters
to remind the audience that having a meal with Samza’s. The informational elements such
as the information of our campaign activities and some information of the product are
also put in the display ads and promotional posters to let the audience know more about
Samza’s Cloud Kitchen.

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5.4 MAIN THEME

Theme is very important in a campaign because before an organization can create
a strategy, they need to have a theme behind what they are selling. A theme can help
an organization to have a better understanding on what it is trying to sell and who will
be most interested in what the organization is trying to sell. The main theme for this
campaign is “Urban Lifestyle”. This is because the campaign focuses on promoting
Samza’s Cloud Kitchen to Klang Valley’s residents that are considered as city people.
Next, the main theme for this campaign must be “Urban Lifestyle” to let the Klang
Valley's residents know that we understand their busy lifestyle. Therefore, we can
persuade these target audiences and let them know we are giving them convenience
by introducing this cloud kitchen that is very suited to their current lifestyles.

5.5 TAGLINE

A tagline is a slogan, clarifier, mantra, company statement, or ANYONE,
guiding principle that describes, synopsizes, or helps create an ANYTIME,
interest. The tagline is designed to leave a lasting impression in a short ANYWHERE
period. The tagline for this campaign is “Anyone, Anytime, Anywhere”.
It means everyone can enjoy Samza’s Cloud Kitchen, no matter what OCTAMIND
time and where they are. This is because it is convenient as
microwavable and ready to eat food. In addition, the word “anywhere”
also has another meaning, which is the product can be found in many
places such as physical shops and online shops. The tagline caught the
audience’s eye and shows Samza’s Cloud Kitchen is suitable for those
who live a busy life in the city and do not have time to prepare food
for themselves. Besides that, “Anyone, Anytime, Anywhere” is chosen as
the tagline of this campaign because it can create awareness about
the benefits of Samza’s Cloud Kitchen which are fast and convenient
products, and ready to eat food. The tagline aims to encourage target
audiences to find out more about Samza’s Cloud Kitchen.

SAMZA'S CLOUD KITCHEN 30

5.6 TONE OF VOICE WE HOPE TO BRING
THE WARM-HEARTED
A tone of voice is not what you say, but how you
say it. This encompasses not only the words you FEELING FOR THE
choose, but their order, rhythm and pace. A CUSTOMER AND LET
campaign’s tone of voice will inform all of its THEM FEEL HAPPINESS
written copy, including its website, social media
messages, emails and packaging. In our WHEN THEY ARE
campaign, ‘warm-hearted’ and ‘happiness’ are HAVING SAMZA’S
used as our tone of voice. As our target audience CLOUD KITCHEN’S
was the Klang Valley citizens who live a busy
lifestyle, we hope that our campaign can bring MEAL
the warm-hearted feeling for them and let them
feel happiness when they are having Samza’s
Cloud Kitchen’s meal. At the same time,
encourage them to not forget to have a meal
when they are busy.

5.7 THEME Our ideas of a warm-hearted tone infused with
COLOUR happiness that every warm meal should have (even
microwaved ones) originated from the flame-
SAMZA'S CLOUD KITCHEN shaped logo of Samza’s. From that on we
understand that advertising materials should
uniformly adopt any colors on the warmth spectrum
such as red, orange, yellow or even brownish
tones. We wish to not restrict the color choice
down to one tone on the colour palette because
happiness is more of a gradient of harmonized
warm tones combined together.

Orange, for example, is the combination of both
red and yellow. When the feelings of both color
schemes are brought together, it brings an entirely
new meaning; aggression and heat from red plus
the happy and sunny yellow equals to a
synthesization of attractiveness, passion,
enthusiasm as well as a sense of warmth and
inviting, almost giving us the sense of belonging.
We believe that by extracting the philosophy
behind the choice of colors will give the campaign
a more meaningful purpose in representing a
brand and serving the customers.

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5.8 COPYWRITING

Our copywriting is our voice. To match the
general idea about warmth and convenience, we
channel our interpretation of the concept into
styles that are easily understood, inclusive and
friendly. Kuala Lumpur is full of people from all
kinds of categories; age, gender, ethnicity,
education background, life status, preferences
etc. So to suit the thinking capacity of all walks of
life in the bizarrely diverse Klang Valley, we intend
our messages to reach the audiences in an if not
impactful, but more understandable way.

Also, we envision a brand that embraces its
users like how a mother would to her child. To
channel this warmth and belonging, we use more
call to action phrases in our posters. We strive to
elicit emotional response by using relatable
quotes in our teaser images, just to awaken the
curiosity of our customers. By infusing emotion
and creativity into writing, we eventually produce
customer-eccentric writing content that makes
the audience believe that their welfare is our
central purpose and motivation.

Treat yourself a
good meal with
Samza’s Clould
Kitchen within a

few minutes.

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6.0
IMC TOOLS

IMC TOOLS

Integrated marketing communication is a very important
aspect in marketing, which organizations should consider,
namely strategic coordination of all messages and
communication tools to influence consumers perception of
the brand and or the company (Duncan and Everett, 1993).
Therefore, IMC tools play an important role to deliver
messages to the consumers. The IMC tools that we are
going to use is Advertising, Sales Promotion and Digital
Marketing.

6.1 PRESS RELEASE

A press release is one of the integrated marketing
communication (IMC) tools under public relations. Octamind
plan to spread official information to the audience by releasing
a press release to announce and launch campaign U-matter.
Our team ensure this important campaign information in
promoting Samza’s Cloud Kitchen will reach the audience in a
short period by submitting our press release to selected online
media agencies in Malaysia. The media company that we are
using is Berita Harian Online and The Star Online, which are
much different from traditional press releases. This is because
online newspapers have larger exposure, wide coverage and
speedy transmission of the latest news to the selected target
audiences. Moreover, the engagement of Berita Harian and The
Star online is high. Their popularity is proven across social
media platforms, where 6002665 people are currently following
Berita Harian and 1325065 people following The Star. Based on
a media consumption study in 2019 saying that The Star Online
came out tops as the most frequently read online English news
portal New Straits Time at 76% as for Malay language
newspapers, the survey found that respondents frequently read
Berita Harian at 57%. Therefore, Berita Harian and The Star are
selected (Asia: Newspapers in Malaysia, 2006-2021).

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PRESS RELEASE

Prepared by Octamind

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6.2 ADVERTISING

U-Matter campaign’s second IMC tool is

advertising. The objective of using Socialbaker. Socialbaker is an agency that

advertising is to inform, persuade and remind helps us to analyze the performance of social

the target audience in purchasing Samza’s media management and competitors. When we

Cloud Kitchen. Through advertisements, purchase this service, the agency will provide

marketers aim to achieve a high top of call social media analytics, reporting, and

(Singh, 2012). Most of the U-Matter publishing. They will also analyze the

campaign will advertise online as competitors’ insight of the advertisement This

statista.com shows about 86 percent of the will enable us to measure the effectiveness of

Malaysian population were active social our content performance and competitors.

media users in January 2021 (Active social Advertisement insight and this data integration

media users as a percentage of the total will help us to improve the content and use the

population in Malaysia from 2016 to 2021, budget effectively. Therefore, U-matter will

2021). U-matter campaign will largely receive reports provided by Socialbaker while

advertise on Facebook and Instagram, such the campaign is ongoing. We will also be able

as display advertising on Facebook and to regulate the content and social media

Instagram. Both of the platforms enable us to planning from time to time.

apply predictive advertising tactics to reach

the audience that we wish to target. For Next, radio advertisement will also be
applied under advertising IMC tools in the U-
example, Facebook poster releases aim to Matter campaign. Although our campaign
advertisements mostly rely on social media
set up the numbers of audience and exposure which is Facebook and Instagram to reach a
larger layer of audience. However, we need to
that advertisers wish to reach. ensure that besides younger adults, our
message can reach the older adults as well,
Besides, we are using promotional posters since we target audience until the age of 50.
Therefore, radio advertising is one of the ways
and teaser posters as well. The aim of poster to reach those audiences, especially middle-
aged workers. We use Sinar Fm radio station to
releases is to visualize all the information set advertise Samza’s Cloud Kitchen product. The
reason why we choose Sinar FM is that Sinar
to inform target audiences. Teaser posters FM is one of the most famous Malaysian online
radio stations with more than 2.64 million
are released before the campaign to draw audiences between the age of 25 to 50 years
old. According to The Star, 2019, Sinar FM
the attention of the audience towards the achieved the highest Time Spent Listening (TSL)
among Malay-language stations for the age
launching of the U-Matter campaign. group of 20 to 24 years old, who listen up to
six hours and 51 minutes per week. Sinar FM
Promotional posters basically promote plays listeners' choice best Retro Music live
from Kuala Lumpur, Malaysia. Most of the time
Samza's Cloud Kitchen, activities of U- they play popular artists music with various
music genres like retro 60s, 70s, 80s, and 90s,
matter, and information such as a platform to etc. songs around the clock 24 hours live
online (Sinar FM, official website, 2021)
get Samza’s product. On top of that, we are

using copywriting that suits the theme of the

campaign when releasing all the posters. A 2

minutes advertising video will be released

through our official Facebook and Instagram

platform as the commercial video. Due to

SME organization and budget limitations, the

commercial video is not going to be released

on television but we are releasing it on our

social media platforms.

For analyzing audience preference and
feedback, We have decided to collaborate
with one social media planner agency called

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ADVERTISING

Prepared by Octamind

U-MATTER'S
OFFICIAL LOOK

The campaign's frontrunner

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ADVERTISING

Prepared by Octamind

TEASERS

Signifying the tagline Anyone, Anytime, Anywhere and
Samza's Cloud Kitchen main dishes

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ADVERTISING

Prepared by Octamind

DISPLAY ADS

To be displayed on Facebook and Instagram

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ADVERTISING

Prepared by Octamind

PROMOTIONAL ADS




To be blasted on all social media platforms from time to

time




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ADVERTISING

Prepared by Octamind

VIDEO AD STORYBOARD

SAMZA'S CLOUD KITCHEN A 2 minutes promotional video OCTAMIND

41

ADVERTISING

Prepared by Octamind

VIDEO AD STORYBOARD

SAMZA'S CLOUD KITCHEN A 2 minutes promotional video OCTAMIND

42

ADVERTISING

Prepared by Octamind

RADIO AD SCRIPT

A 30 seconds radio ad

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6.3 SALES AND PROMOTION

The third IMC tool in the U-Matter campaign is sales promotion. The reason we are using this as
one of our IMC tools is to motivate the audience to give a try towards our product and then build
customer loyalty after that. We will be giving out E-voucher (Lazada, Shoppee, Agrobazaar, Grab
Mart, Panda Mart) for a limited time, or limited vouchers will be given to the audience. We will be
giving out RM2 e-vouchers for minimum spending of RM10 and RM5 e-vouchers for a minimum
spending of RM 40 every 50 sets for every single platform that we collaborate with. For customers
who use all these platforms to purchase products, they can also be entitled to free shipping with
a minimum purchase of RM15 but it’s limited to 4000 customers only.

In addition, we will also collaborate with e-wallet companies such as Touch n Go, Shopee pay,

Grab-Pay, Lazada wallet to provide cashback or promo codes for buying Samza’s cloud kitchen by

using these e-wallets. This is because all these platforms are often used by consumers nowadays

and at the same time collaboration will help to attract the existing users from those e-wallet

platforms then it might increase the sales of our product. The privilege is for the first 1,000

customers of touch n Go, Shoppe pay, Grab-Pay, Lazada Wallet only. These customers will enjoy

15% of cashback on all Samza Cloud Kitchen products, as we see them as potential loyal

customers in a long run. We are encouraging customers to buy online and use e-wallets not only

due to the COVID-19 pandemic but online purchasing is a new trend in this era. Samza’s

competitor, Kawan food, is a familiar brand that sells pre-packed food among Malaysians. They

are similar to Samza in that they sell microwavable food on Shopee online stores besides

supermarkets and convenience stores. Therefore, to increase the purchase chances of the

audience, an online platform can be considered one of the platforms for customers to get the

products.

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On top of that, we are collaborating with Panda Mart and Grab Mart. Samza’s Cloud
Kitchen has collaborated with food panda and grab food since the launching of Cloud
Kitchen in April 2020. Delivery services are often used by markets, especially Klang Valley,
which is a busy city. Moreover, Samza’s Cloud Kitchen is available in convenience stores
and petrol stations. Therefore, collaboration with panda mart and grab mart can offer
delivery services from supermarkets and specific stores to customers. This also suits the
aim of the U-matter campaign in which customers can have Samza’s meals anytime and
anywhere. Our services will not only limited to delivering food panda and grab food, but
also for customers that usually use panda mart and grab mart to buy necessary household
products can grab our Samza’ Cloud Kitchen as well. Therefore, these services will bring
convenience to customers and increase sales in the meantim

Furthermore, during this campaign, we will send out limited sampling and gifts. We will send
out limited Tester small packing and a free gift for the first 1,000 customers in each e-
commerce platform. Those who purchase our product will also entitle the set promotion
discount if customers buy all the flavors in 1 set (bundle discount). The original price of 1 set is
RM15.80 but after the discount, customers can purchase it at RM13 only. By doing all these we
hope to increase our sales for Samza’s Cloud Kitchen product up to 30% in 3 months starting
from the launching date.

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