Jollibean Brand Repositioning

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This research is for a module called Brand Packaging. The brief is to reposition Jollibean.

Text of Jollibean Brand Repositioning

  • THE JOLLI PROJECTBrand Packaging A01/A Chan Jian Lin Justin 1002526J | TD03

  • iBRAND ANALYSISP.01 P.04

    OVER-ARCHING TRENDSP.05 P.06

    MARKETING AUDITP.07 P.09

    COMPETITIONP.10 P.13

    STAKEHOLDER AUDITP.14 P.16

    DESIGN AUDITP.17 P.18

    BRAND PLATFORMP.19 P.20

    REFERENCE LISTP.21 P.22

  • Brand Analysis 1

    BRAND ANALYSIS

  • 2 Brand Analysis

    PROFILEJollibean is a specialty chain of kiosks that sell soybean incorporated products. According to its corporate website (2005), Jollibean is a Singapore brand that was formed 19 years ago in 1993 and is under Jollibean Foods Pte Ltd. As analyzed by Euromonitor (2011), on consumer foodservice in Singapore, Jollibean is the 15th in ranks of Leading foodservice brands in Singapore.

    HISTORYAs stated in its corporate website (2005), Jollibean was established in November 1993 as a specialty store which served products using the best Canadian Hellum Soya beans. The All-in-one Drink and Snack specialty store has now a chain over 30 outlets, which creates soya bean incorporated products to compliment its core product soya milk

    as stated in its corporate website. Jollibean acclaims its success to its constant iterating of new elements into its menu, dining concept and marketing appeal, as explained in its corporate website (2005).

  • Brand Analysis 3

    MISSIONJollibeans mission is to create all natural and fresh on demand soya bean products to create a product positioning of uncompromised freshness, stated in its corporate website (2005). According to SPRING Singapore (2012), no colorings and preservatives and no ice-cubes added into the cup to dilute the content.

    VISIONAccording to the corporate website (2005) on its vision, Jollibeans aim is to sell the best quality products, operate excellently,

    demonstrate the highest level of customer service, be convenient and effective, be competitively priced and nurture and reward its team on their efforts.

  • 4 Brand Analysis

    PROMISETo deliver all natural soya-incorporated products at an affordable price in a contemporary ambience, as stated in its corporate website (2005).

    STAKEHOLDERSInternal Stakeholders:ShareholdersEmployeesSuppliersBuilding ManagementFranchisees

    External Stakeholders:CustomersCSR Partners

  • OVER-ARCHING TRENDS

    Overarching Trends 5

  • 6 Overarching Trends

    FOOD CONSUMPTIONAccording to Euromonitor (2011), towards various consumer trends in Singapore, kiosks rank second in terms of eating expenditure outside of home, which is second to hawker centers. Home deliveries and take-away grew by 94% in 2009, and consumers,

    especially those in double-income households do not have time to cook, reflecting a strong demand for convenience. Also, the purpose of eating out is primarily an engagement in social activities, as social activities are limited in Singapore. Singaporeans have a stronger tendency to be patient enough to queue if the store is considered popular.

    CONSUMER ATTRACTIONSingaporean consumers are increasingly opting for healthier snack rather than fried food snacks due to exposure to health-consciousness, as stated in Euromonitor (2011). However, consumers are increasingly attracted to premium kiosks that offer western cuisine such as British fish and chips, as these outlets had a sophisticated palate. As explained in Euromonitor (2011), these stores also utillised technology and machinery to increase effectiveness and efficiency as well as

    modernise their image; Singaporeans are also more attracted to open-kitchen concepts that utillise this technologies. Finally, Euromonitor (2011) states that consumers are drawn towards novelty and will attribute to short-term success.

  • Marketing Audit 7

    MARKETING AUDIT

  • 8 Marketing Audit

    ADVERTISINGThe usage in wordmark varies through all examples. Example 3 does not have the tagline and Example 4 does not even have the wordmark implemented.

    While using the beverage with the core ingredients at the side may seem to be the visual strategy, Example 1 and Example 3 throws it off. Example 1 uses the presence of a spoon and other graphics and Example 3 uses the presence of a boy with an extraction of the beans respectively is extremely different form.

    Though green may be in every advertisement, there is a lack of clarity as to which green is used.

    The Header and body copy typeface is different throughout all examples, and the overall grid system and devices are always different.

    Example 5 shows that other type of advertising have no Jollibean graphic language in it.

    Finally, the last example below, the makeshift kiosk is of a different graphic language as the stores or its advertising.

    (Jollibean, 2005)

    (Jollibean, 2005)

  • Marketing Audit 9

    WEBSITEThe website features inconsistent use of typefaces and the natural image is shaken when an image with a spoonful of milk powder is seen on the about us page of the corporate website (2005). The website is done up messily with improper html slicing that would decrease creditability as even the copyright area is an .jpeg; consumers would have a hard time believing that this was an actual brand if they had never seen it before.

    Mr Bean is ranked at the top as at any given store it has the most variety and it is found in institutions and hospitals, which makes it more credible.

    (Jollibean, 2005)

  • 10 Competition

    COM-PETI-TORS

  • Competition 11

    MISSIONCreate all natural and fresh on demand soya bean products.

    VISIONTo be efficient and of high standards in product and services.

    TAGLINEWeve bean spreading joy

    MISSIONCreate fulfilling and inviting experience with its food and beverages.

    VISIONEstablish a daily relationship with their consumers and stakeholders.

    TAGLINELifes Simple Pleasures

    MISSIONCreate the Freshest and the Best Everyday.

    VISIONHomemade goodness through its fresh ingredients and traditional desserts.

    TAGLINEWe make it Fresh!

    According to Jollibean corporate website (2005)

    According to Mr Bean corporate website (2009)

    According to Pinle corporate website (2008)

  • 12 Competition

    BRAND POSITIONINGPrice (comparing drinks) $1.60-$3.20Place (in Singapore) 32 Outlets Malls, MRT stations, Supermarts (Cold Storage, Shop & Save) and 1 Hospital (Singapore General Hospital).Product (overall list) 21 Soy-based beverages (including J-Freeze), 10 other products.Promotions (media) Through discounts, advertisements & Corporate Social Responsibilities (CSR)

    BRAND POSITIONINGPrice (comparing drinks) $1.40-$3.00Place (in Singapore) 62 Outlets Malls, MRT stations, Institutions (NTU, NP, SMU, etc.) and Hospitals (Khoo Teck Puat Hospital, Glenseagle Hospital, etc.). Product (overall list) 15 Soy-based beverages, 15 other products.Promotions (media) Through discounts, advertisements, Corporate Social Responsibilities (CSR) & merchandises.

    BRAND POSITIONINGPrice (comparing drinks) $1.30-$2.80Place (in Singapore) 3 Outlets High-end Malls Product (overall list) 10 Soy-based beverages, 15 other products.Promotions (media) None stated

    According to Jollibean corporate website (2005)

    According to Mr Bean corporate website (2009)

    According to Pinle corporate website (2008)

    HIGH PRICELOW PRICE

    HIGH QUALITY

    LOW QUALITY

    Mr Bean

    PinLe

    Jollibean

    Mr Bean is ranked at the top as at any given store it has the most variety and it is found in institutions and hos-pitals, which makes it more credible.

    BRAND PERCEPTUAL MAP

    Healthy & Conscientious

    Simplistic & Friendly (Cute)

    Classic & Oriental

  • Competition 13

    BRAND IDENTITYLogotype Extremely rounded and uses Hanyu Pinyin and Mandarin characters iterating the contemporary oriental image.Graphic Language Uses product names like beancurd and grassjelly to create a background print.Image Styling High contrast and soft background without human touch to bring out rich textures in product.

    BRAND IDENTITYLogotype Handwritten/Sketch design to create a more child-like image. Graphic Language Mascot is consistently used. Image Styling Always using proper tableware; always have hints of color in products or in background.

    BRAND IDENTITYLogotype The rounded typeface makes it friendlier, but it is the sole graphics implemented in beverage packaging. Graphic Language Green is often used but also used by other competitors. Handwritten typeface used inconsistently. Image Styling Inconsistent and too similar to competitors.

    According to Jollibean corporate website (2005)

    According to Mr Bean corporate website (2009)

    According to Pinle corporate website (2008)

    (Jollibean, 2005) (Mr Bean, 2009) (Pinle, 2008)

  • 14 Survey

    STAKEHOLDERAUDIT

  • Survey (Comments) 15

    NOT AS POPULARSO SO, NOT AS GOOD/CUTE AS MR BEAN

  • 16 Survey

    STAKEHOLDERAUDIT

    58 RESPONSES30 Responses: 13-20 years old10 Responses: 21-30 years old08 Responses: 31-40 years old10 Responses: 41-50 years old24 Responders were Female34 Responders were Male

    41 Responders purchase Soybean products from Kiosks.30 Responders purchase Soybean products from Specialty Stores.17 Responders purchase Soybean products from Food Courts/Hawker Centers.11 Responders purchase Soybean products from Convenience Stores/Supermarts.26 Responders consume these products at Home30 Responders consume these products at Workplace/School.26 Responders consume these products on the go.07 Responders consume these products on location/at stores.

    #1 Reaso