a & w rebranding

7/23/2019 A & W Rebranding

1/17

DVERTISING ND IMC ( DV410)

BR ND REVIVE

MC 244S2A

GROUP NAME:NURUL ATIKAH SHAZANA BT KASSIMI

2013592889NIK NUR SHUHADAH BT NIK HASSAN

2013759361NUR MOHD MUKHTAR B MAHMUD

2013321601NUR FATIN BT YUSOF

2013557063

SYAHRUL ASYRAF B OTHMAN2013737715

LETURER: ASSO! PROF! DR! ROSNI "AAFAR

1.0 BRAND HISTORY


2/17

On 20th June 1919, Roy Allen opens the first Root Beer stand in Lodi,

California to sell a proprietary beverage ade fro a se!ret blend of 1" herbs,

spi!es, bar#s $ berries% &oon after, Allen goes into partnership 'ith one of his

eployees, (ran#s )right and three ne' outlets are established in *ouston% +he

partners give their Root Beer the faous A$) nae% +he A$) fran!hise 'as

brought into alaysia in 19-. by r and rs Lie Boff fro /&A% +he Lie Boff faily

opened their first outlet in Jalan +uan#u Abdul Rahan a#ing it the first fast food

outlet in alaysia% +his 'as follo'ed in 19- 'ith the first rivein restaurant in

3etaling Jaya% A$)4s good'ill Abassador as!ot, the 5reat Root Beer is !reated

in 196" to parti!ipate in grand openings and perfor !ounity servi!e, su!h as

entertaining at !hildren4s hospital% A$) alaysia 'as bought over by 7/B in 2001,

and in 2008 ebar#ed on an aggressive epansion drive to revap and epand its

rea!h% A$) alaysia is !oitted to provide their !ustoers 'ith safe, deli!ious

eals and operating restaurants that eet the highest food safety standards% +his

!oitent is at the heart of their operations and their supply !hain anageent,

and is evident in every aspe!t of their business fro ra' aterial pro!ureent,

in!luding livesto!# and produ!e, to their restaurant food preparation and delivery%

2.0 CATEGORY OF MENU:

2.1 MAIN MENU

ains 3ri!e

ouble o::a Burger R8%20

Cheese Burger R%0

ouble elue Burger R-%60

Chi!#en &and'i!h R6%-0

Coney og R-%60

5olden Aloa Chi!#en ;2p!s< R-%90

5olden Aloa Chi!#en ;.p!s< R9%90

5olden Aloa Chi!#en ;9p!s< R28%90

*otog Basi! R.%0

arina (ish &and'i!h R-%20

5rilled Chi!#en Burger R%60

o::a Burger R6%20

&esae Chi!#en Bites ;-p!s< R-%0

Classi! Cobo 3ri!e


3/17

Coney og, !obo eals are served 'ith

Rootbeer ;Reg< and (ren!h (ries ;RegRootbeer ;Reg< and (ren!h (ries ;Reg


4/17

ar#et segentation is the pro!ess of dividing an entire ar#et based on the

different !ustoer segent or !ategories%

Sege!"#"$%!

De%g#'($) Ge!*e Age O))+'#"$%! I!)%e ,%)#"$%!

ale 18" &tudent,

iddle and

upper !lass

'or#er

R 1000

and above

Rural area,

&uburban

area and

/rban area

(eale 18" &tudent,

iddle and

upper !lass

'or#er

R 1000

and above

Rural area,

&uburban

area and

/rban area

-/)(%g#'($) ,$e"/e B#!* -eee!)e -$)e Se!$"$$"/

3eople 'ho

has a s'eet

tooth

Classy and !olorful

pa!#aging, the as!ot, the

originality and halal

Affordable pri!e for

!onsuers

Be!e$"

%+g("

A&W )(#$! ee#e* their signature A$) Root Beer is ade froreal !ane sugar and a proprietary blend of herbs, bar#, spi!es andberries 'here the ug 'ould be #ept in the free:er prior to beingfilled 'ith root bear and vanilla i!e!rea and served to the!ustoer% Other than that, they also less epensive%

T#e 2.0 &egentation

5!0 AMPAIGN TATIS

S"#"eg/ T#)"$) E5e)+"$%! D+#"$%!


5/17

A*e"$$!g 1% 3rints

advertising

2% Abient

advertising

.% (lyers

"% Livery

advertising

-$!" #*e"$$!g

+o ai the right target audien!e in

ter of aga:ine readers%

A$e!" #*e"$$!g

+o ai publi! target audien!e%

apleD A giant o!#up of A$)

in the street full 'ith peoples%

F/e

+o ai target ar#et in a busy

pla!e that have a lot of peoples%

,$e/ A*e"$$!g

+o ai the right target ar#et

to'ards the right !ustoers%

ntire ye

!apaign

S#e

'%%"$%!

1% Coupons

2%Loyalty Card

C%+'%!

?ou!her printed in stored and

online, 'hi!h offer in!entive to buy

produ!t% apleD Bonus offersD

(ree 'affles for iseber offer

Colle!t points fro every

pur!hases and !an redee for

free eal on!e rea!h the targeted

points

ntire year

!apaign

-e%!#

3ersonal approa!h +o ai the right target audien!e for ntire year


6/17

Se$!g at the store this !apaign%

+o ensure that the !ustoers get

'hat they 'ant in ter of servi!es

and the produ!ts%

CustoerEs 'ill be approa!hed by

Rooty Bear in store

Capaign

-+$)

Re#"$%!

1% 3ubli!ity

2% edia

anageent

.% Resear!h and

&urvey

"% Counity

Relations

% Corporate

@age

8%(a!eboo#

9%@nstagra

/se !elebrity to proote%

/se edia to try our saple

and they 'ill !oe out 'ith an

arti!le%

Collaboration 'ith other

produ!t% apleD )ith

*ersheyEs Cho!olate

eal 'ith edia organi:ation

for ho' long to advertise the

print ads%

5et a !ustoerEs feedba!#%

Custoer servi!e% *andle

inbound $ outbound !alls%

&ponsorship for spe!ial event%

apleD !orporate event,

roadsho' ;Jo *eboh, goes

s!hooltos!hool

a & w rebranding

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