Chapter 2: Product Profile
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2.1 Product Name
Sticky – traditional hand-made yummy
2.2 Product Classification
Sticky is a traditional handmade candy that comes in variety flavours and designs and it is non durable.
2.3 Product Characteristic
2.3.1 Packaging : 120g and 170g (all in bottle)
2.3.2 Pricing : RM 14.50 - RM 19.90
2.3.3 Unit of sale : per bottle
2.3.4 Customization: is available
2.5 Distribution
Sticky is direct distributed by their particular outlets. They have branches at the One Utama shopping mall and also at the Pavilion shopping mall. Due to this, customers can only get the candies exclusively at these places only.
2.6 Product Lifecycle
Sticky is still at the introduction level because they are still new in the market |
Sticky is a traditional handmade candy introduced by the Angel Candies Sdn Bhd in 7th of Novermber 2009. Sticky’s target audience are those age from 8 to 45 because according to them these young people are the one who are more likely to try new things and is at a age of having fun. Sticky originated from Australia and they are called rock candy because candies they produced are crystallize and hard. With variety of flavours and design, sales of Sticky have been growing every each day.
They attract the eye of the customers by the process they how they made the candies right in front of the customers and giving away samples for the customers to try. Many customers find Sticky interesting as we can actually tried the hot fresh candies right after the “baking” process. With Sticky unique ideas and positioning, they will have made a hit in Malaysia’s confectionery industry in future years.
2.8 Brand Image and Implication
The brand is still in the introduction stage seems that they are only in Malaysia for 1 year. If were to compare with other confectionery in Malaysia, they have less exposures and they are weak in branding. Currently, with a market share of 34 percent in the lollipops market and 0.9 percent in sweets, Chupa Chups is among the top five sweet makers globally. Other than Chupa Chups, sugar confectionery like Skittles has also made their stand in the industry.
2.9 Strengths and Weakness
Strengths
· Variety choices apart from regular supermarket sweets.
· They are freshly made on the spot.
· Unique wording in the centre of each sweets.
· Can be customizing according to the customers need.
Weakness
· Only 2 outlets are available.
· Sold in only bottle form.
· Not many promotions.
· Facing tooth problem if consume too much.
· Not suitable for diabetic people.
· Some find it is too expensive for candy.
2.10 Advantages and Disadvantages
Advantages
· Customers will have more choices.
· The flavours are more robust and the fruity zing more accented than conventional factory-made sweets.
· Make it more special to be gifts on special occasions.
· It is affordable for consumers.
· Custom made candy is more significant and memorable.
Disadvantages
· The locations of the shops restrict the visiting of customers because of inconvenience.
· Variety of packaging can widen the sales of the company.
· Without promotions and advertising, consumers are not aware of the existence of the brand.
· Too much sweet will cause dental problem for especially for kids.
· Diabetic people might find Sticky not so suitable for their health.
2.11 USP (Unique Selling Proposition)
Their design is unique and to be more different from other brand, customer can see how it actually made. This draws the customers nearer as if they are taking part in this interesting candy making. The customers can customize their own rock candy for events, gifts for friends and even weddings.
2.12 Promotional History and Advertising Schedule
Sticky do not have any promotional history.
2.13 Positioning Statement
Sticky is positioned as a unique customizes candy that targeted on customer age 8 to 45 years old.
Chapter 3: The Company
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3.1 Company Overview
Angel Candies Sdn. Bhd, founded in 2009 has established itself as Malaysia’s confectionery brand in the food and beverages industry. The company is mainly responsible to only producing candies under Sticky. The owners of Angel Candies are Paul and Angel. Angel candies is a group of confectioners some of the experienced, well trained and professional candy makers working anywhere in the world today. They are a special combination of craftsman, entertainer, labourer, sculptor and chef.
3.2 Business Description
Angel Candies Sdn. Bhd is a confectionery company that is fully responsible for the development of Sticky. Other than retail business in One Utama and Pavilion, they also receive customization candies for events and weddings. The minimum of customization candy is 6kg and they have other packaging for customization.
3.3 Company History
The CEO of the company Ms Angel Tan went aboard to Australia few years back and she decided to bring this candy back to Malaysia. She stayed there for some time in order to learn the process of making rock candy. Sticky’s rock candy has a story behind them :
Lollies as bonbonniere
The "bonbonniere" can be traced back to the early days of European history, when amongst the wealthy aristocrats they were given to celebrate birthdays, christening and marriages. In their earliest form, "bonbonniere" packaging was made of gold, precious stones, crystal or porcelain. Even its contents were of great value as sugar was a costly delicacy, prized for its supposed medical properties.
The "bonbonniere" can be traced back to the early days of European history, when amongst the wealthy aristocrats they were given to celebrate birthdays, christening and marriages. In their earliest form, "bonbonniere" packaging was made of gold, precious stones, crystal or porcelain. Even its contents were of great value as sugar was a costly delicacy, prized for its supposed medical properties.
In the centuries that followed, as the cost of sugar reduced and with the mass-production of sugared almonds (confetti) "bonbonniere" in its many forms, reached all sections of the populace. Almonds have been given at weddings to wish the couple health, wealth, happiness, longevity and fertility for over a thousand years, but not until the 13th century were they covered with a layer of sugar to become "confetti".
Today, "bonbonniere", under its various names is given mainly in European and Mediterranean countries. In Italy, "bomboniere" is an exquisite gift made of lace, net, artificial flowers and ribbon, with sugared almonds or chocolate dragees. It may be given as a gift in its own right or, used to enhance another gift.
In recent years, the practice of giving "bomboniere" at weddings, christenings etc. throughout the world has taken hold as brides discover the pleasure it gives to have a memento of the wedding day.
Popular colours and flavours
Flavour and colour choices should be as individual as the wedding itself. For some, multi-coloured stripes of bright colours are in keeping with the celebration. They can be tailored to co-ordinate colour themes, dresses, flowers etc. For others, glossy while lollies with names or message in a single colour such as pink or red provide a gentler, more classic feel.
Flavour and colour choices should be as individual as the wedding itself. For some, multi-coloured stripes of bright colours are in keeping with the celebration. They can be tailored to co-ordinate colour themes, dresses, flowers etc. For others, glossy while lollies with names or message in a single colour such as pink or red provide a gentler, more classic feel.
Generally we encourage people to run wild with flavour choices. Strawberry is always popular, but we make anything from Quandong (an Australian desert peach) to wild-berry, mandarin, watermelon, or Tia-Maria. We are yet to have a request we couldn’t fill.
Traditional practice modernised
Our particular style of hand-crafted “rock” style lollies has its roots in northern Europe, particularly in Denmark. Being able to personalise and create, each time, a unique item individually tailored to the day itself, takes the best of the bonbonniere tradition whilst allowing the bride and groom to put their own personal stamp on the gift and day.
Our particular style of hand-crafted “rock” style lollies has its roots in northern Europe, particularly in Denmark. Being able to personalise and create, each time, a unique item individually tailored to the day itself, takes the best of the bonbonniere tradition whilst allowing the bride and groom to put their own personal stamp on the gift and day.
3.4 Key People
Paul & Angel – CEO of the company
Janice – Business Develop
3.5 Location and Subsidiaries
· Sticky Malaysia
LG 213 Lower Ground Floor,
1 Utama Shopping Centre,
1,Lebuh Bandar Utama ,
Bandar Utama , 47800 Petaling Jaya
· Pavilion
Lot 1.09.00 Level 1, Pavilion Kuala Lumpur,
168 Jalan Bukit Bintang, 55100 Kuala Lumpur
Tel: 03 2144 2788 Fax: 03 2144 7288
Lot 1.09.00 Level 1, Pavilion Kuala Lumpur,
168 Jalan Bukit Bintang, 55100 Kuala Lumpur
Tel: 03 2144 2788 Fax: 03 2144 7288
3.6 Brands, Major Products and Services
Angel Candies Sdn Bhd is a company fully responsible for Sticky’s development. They provide rock candies that produced by their candy chef and they also offer customization services for events like wedding and corporate functions.
3.7 Corporate Vision
To to expand internationally, in Asia and beyond.
3.8 Corporate Mission
Bring happiness to the people all around them.
3.9 Company’s Current Promotional Strategy
Newspaper coverage
Chapter 4: Consumer and Stakeholders
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4.1 Current Consumers’ Charateristic
4.1.1 Demographics
· Age : 8 to 40 years old
· Gender : Male and female
· Education : Pre-school and above
· Occupation :Students to Working adults
· Income Range : RM500 – RM 4500
· Race & Ethnicity : All Races
· Geographical location : Urban
4.1.2 Psychographics
· Perception : Customers who love sweets
· Learning : Friends, Passing by the shops, Get it as presents
· Motivation & needs : Can get them as gifts on special occasion.
Customize according to customers’ needs.
· Attitude & Personality : Willing to try new things and have fun.
· Lifestyle : Modern and fun.
4.2 Stakeholders’ Characteristic
4.2.1 Primary
· CEO
Setting up company goals and supervising company development.
· Board of Directors
Directing the employees of the company to achieve organization goals and manage customer’s relation with the company.
· Employees
Contributing for the company and together with board of directors to run the company well.
· Consumers
Purchasing from the company and help to support the company.
4.2.2 Secondary
· Media
Contribute in promoting the company and create awareness among the consumers.
