Chapter 1: Project Overview
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1.1 Introduction
Sticky is a group of highly skilled and dedicated confectioners, recognized internationally as specialists in high quality, hand-made, rock candy style lollies and candy art for weddings and corporate promotions. As for Sticky in Malaysia, they only focus on rock candies. What makes the Sticky candy so special is that they are art that can be eaten.
The hand-made candy making process is fascinating to watch, and, when mastered by a skilled confectioner, can lead to beautiful and highly intricate designs. Their designs mostly are based on the flavour of the candy itself. For example, they have grape, lemon and apple design in the candy itself just to show the customers what flavour is it. Besides graphical of fruits, Sticky also came up with wording designs like name of a person.
Their confectioners are some of the most experienced, well trained and professional candy makers working anywhere in the world today. A special combination of craftsman, entertainer, laborer, sculptor and chef is what they described themselves.
1.2 Problem Statement and Issues
Sticky candies are quite new in Malaysia’s confectionery market. They are newly introduced in Malaysia one year ago and have lately started to have their business expanded. Their promotion basically is just face-to-face approach and giving out samples for customers in their outlets. There are no massive advertising strategies and exposes to the consumers in Malaysia by it be in any mass media. Due to their new branding identity and weak advertising campaign, customers might just treat them as just another ordinary candy brand.
1.3 Objectives and Aims
1.3.1 Objectives
· To create brand awareness among consumers.
· To come out with effective advertising campaign in order to promote Sticky to the consumers.
1.3.2 Aims
· To increase the brand image of Sticky.
· To be the brand that consumers will recall when they want to have a gift for others.
· To let the consumers aware of the existence of Sticky, the traditional handmade candy.
