rebranding a product

1. CAMPAIGN’S GROUP
PROJECT
PRINCIPLES OF ADVERTISING (ADV
410)
PREPARED BY
NIK HANIS NAQUIRA BINTI YUGANI (2012885588)
NUR HIDAYAH UMAIRA BINTI RAMLI (2012639714)
NUR ATIQA BINTI ARIF QUEK (2012483806)
NUR AQILAH BINTI MD RAHIM (2012)

2. INTRODUCTION
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Muruku is an Indian savory snack most popular in
India‟s southernmost states. It is made by combining
rice flour and black bean flour into a paste.
The Fish Muruku Popo was started in 1955 by its
founder the late Mr. Foong Chek Lung.
Thien Cheong Sdn. Bhd factory was located in 11-11A
& 15, Jalan Perusahaan Ringan 1, Kawasan Industri
Ringan Mak Mandin, Pulau Pinang, MALAYSIA.
Fish Muruku Popo mascot, was using a picture of
baby and their corporate red color stated in people‟s
mind.
A brand differentiates from other competitors with the

3. SWOT’S
STRENGHT
Arguably Fish Muruku Popo is the first in market
place. The Fish Muruku Popo was started in 1955
by its founder the late Mr. Foong Chek Lung.
 Thien Cheong Sdn. Bhd factory was located in 1111A & 15, Jalan Perusahaan Ringan 1, Kawasan
Industri Ringan Mak Mandin, Pulau Pinang,
MALAYSIA.
 Fish Muruku Popo mascot, was using a picture of
baby and their corporate red color stated in
people‟s mind.
 A brand differentiates from other competitors with
the variety of flavor. It serves as “Malaysian typical
taste”.
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4. SWOT’S
WEEKNESS
 Fish Muruku Popo has not advertised extensively in Malaysia. People
couldn’t find the latest promotion around, but the competitors have
strong advertised in anywhere caused the people will almost forget the
Fish Muruku Popo existing and lost its popularity in the market.
 Fish Muruku Popo need to improve their food quality and make sure the
food quality is fresh.
 Fish Muruku Popo is slightly pricing higher than their competitors
product, pricing from RM 1.80 per packet. For a normally student which
income is not more than RM 300, this will cause them heavy expenses.
 Fish Muruku Popo hardly updating their website and social network,
example like never change their website information about their new
flavor, when consumers check the information in website, it still stated
the old information, this will confusing the consumers about the product.

5. SWOT’S
OPPORTUNITIES
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Fish Muruku Popo can plan to have more Festival
Promotion for (Chinese New Year, Ramadhan and etc) to
attract another target market to buy this product.
Currently or within in a year, Fish Muruku Popo can comes
out with an idea of releasing collectibles for any upcoming
month. Example like in a duration time, Fish Muruku Popo
can comes out with a new flavor of muruku with the
collectibles gift but this is available in limited time only.
Fish Muruku Popo should put more effort on updating
latest news to the market to allow the consumers gets to
know follow their updates on time to time. Example like
updating their website and social network, always concern
about consumer‟s feedback and improving all the times.

6. SWOT’S
TREATS
Muruku product was incising rapidly in the
market place. There are lots of others product
of muruku competitors are competing with Fish
Muruku Popo brand.
 The researchers concluded that having snack
or junk food will increase a person‟s risk of
health (weight gain and obesity).
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7. KEY COMMUNICATION PROBLEMS
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our objectives are to create awareness. Our product
did not have much publicity at the first place and not
many people know about our „FISH MURUKU POPO‟
existence.
our objective is to fulfill customer needs where they
can‟t find this type of “MURUKU” in other company‟s
product because our product have been produce with
healthier recipe and allowed ingredients.
Our objective is to let people know our product and
from that we can get more profit. By promote our
product effectively that can let the customers or
consumers realized our „FISH MURUKU POPO‟, we
can boost profitably of the product.
Our objective to identify why our product having
rebranding campaign. This is because to ensure they

8. OBJECTIVES
1. To create awareness
 2. To persuade people
 3. To give information to consumer
 4. To introduce the new product
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9. TARGET AUDIENCE
chosen based on demographic, psychographic and
geographic data :- groups of people that earn a pocket money around
RM 300 and above. The target audiences also consist
of the group of people in a group of age around 5 to
45 years old. In fact the target audience also focusing
on both gender that is female and male. The
campaign also targeting people that live inside and
outside the city. These campaigns do targeting all
races like Chinese, Malay, Indian, and etc.

10. BRAND POSITION
Product features:
- Popo Fish Muruku easement is not only the form but the
important interesting flavour, crunchiness, nutrition and
alluring aroma.
- . A „must-never-miss item‟ on festive occasions. These snack
can get in variety of sizes that made the consumer had
choices. The sizes can be divided into four that family pack
(15 gm), family pack (18 gm), retail pack (15 gm), and retail
pack (18 gm).
- important thing is our product is HALAL and approved by
JAKIM.
Competitive advantage:
- Nowadays, there are many direct and indirect competitors for
this product. As the result, the product is not only had to

11. CAMPAIGN STRATEGY
Change customer’s minds and perceptions.
 Key strategic approach: By arranging or launching a special
booth to promote and give details information about the brand.
 The merchandise will be contained a brochure that provide
simple information about our brand.
 Key strategic approach: We will commercial the brand in every
state in Malaysia.
Move the brand to a new market.
 Key strategic approach: We will commercial the brand in every
state in Malaysia.
 place our product at every mart or shopping complex to made
the customer easier to get our Popo Fish Muruku.
 using a famous person or celebrity to be the spokesperson of
the brand.

12. MEDIA STRATEGIES
MEDIA OBJECTIVES
- ensure that target audiences get our messages. our
target audiences is from 7 years old and above
especially towards people who want to put their snack
when watching television, listening to radio when
doing their work and to the people who do not have
much time to take their meal.
- provide a healthier snacks and it contains vegetable
oil, fish sauce, dhal powder, sugar and salt which can
give them energy and proteins at the same time less
fat.
- persuade people to buy our product while increase our
company‟s profit.

13. MEDIA SELECTION
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Television : We used television as one of media selection
in promoted our product. This is because televisions are
one of mass communication tools and people will watch
television for their entertainment and to get any
information.
Radio : Nowadays radio is a must-to-listen among people.
Every day when we go to work, we listening music on
radio. This is another way to promote our product by
making jingles as radio script.
Print Ad : On this era of open minded people, reading
skills seems to be important. From this, to promoting our
product Fish Muruku Popo, we also use newspapers to
advertise our product. We used newspaper such as Metro,
The Star, Nan Yang Siang Pau and Tamil Nesan.

14. MEDIA PLANNING AND BUYING
TELEVISION
We will use profit station Media Prima Berhad (TV3, NTV 7, TV9, 8TV) and nonprofit station which is RTM (TV1 and TV2) channel to broadcast our promotion
advertisement. Our product will be on air during 7 pm till 10 pm to broadcast and
commercials our Fish Muruku Popo 3 times for every hour.
 RADIO
We are going to use radio script. We choose Hot.FM, Suria.FM, Era.FM radio
stations to target Malay consumer to advertise our product. For another races
like Indian and Chinese we choose Minal.FM and One.FM station to
commercialize our product. These radio ads will reach consumer during 7 am to
10 am and also 5 pm to 8 pm every day.
 PRINT ADS
We used flyers to promote our product and consumer can see our advertisement
on Metro and The Star newspapers for local people among Malay people. For
Indian and Chinese we tend to ads the advertisement on Nan Yang Siang Pau
and Tamil Nesan..
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15. MESSAGE STRATEGY
KEY CONSUMER INSIGHT
Conventional
People tend to buy some product that they can eat anywhere at any
time without to cooked by itself. Our product is suitable for snacks
because it easy to open and the packaging are airtight so that Fish
Muruku Popo will not become limp and still remain crispy.
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Affordable price
The price is affordable to buy from everyone because the price is only
RM1.80 cent per pack. People nowadays have a lot to do with their
money so this price is affordable because it is so cheap for snacks
that taste so crispy.
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Energy saving
Our target market such as working people and youth spent time more at
the outside and at home. So, they want an easy to buy snacks that
can be bought at any market. Even at the small stall they can easy to
get the Fish Muruku Popo. So they do not have to go too far because
they can get the product at the near stores.
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16. MESSAGE OBJECTIVE
TO INFORM PEOPLE
ABOUT OUR
REBRANDING CAMPAIGN
BE MORE CREATIVE ON
DESIGNING AND
ADVERTISING
MESSAGE
OBJECTIVES
TO ENSURE THAT OUR
TARGAT AUDIENCE GET
THE MESSAGE
TO ENSURE THAT THE
ADS GIVE IMPACT AND
INFLUENCE THE
AUDIENCE

17. 4.3 SELLING PREMISE
BENEFIT: A
SNACK THAT
CONTAINS
HEALTHIER
INGREDIENTS
SPECIALITY:
CONVENTIONAL
AND
AFFORDABLE
PRICE
SELLING
PREMISE
REASON:
BECAUSE WE
CARE OUR
CUSTOMER
NEEDS
PROMISES:
AIRTIGH AND
REMAIN CRISPY

18. 4.5 MESSAGES DESIGN AND EXECUTION
BENEFIT: HAVE
DIFFERENT FLAVOR
WORDS: SIMPLY GREAT IN
TASTE,YOU’LL LOVE IT
PICTURES: THE FISH
MURUKU MIX WITH BLACK
PEPPER FLAVOUR