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

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BRAND 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

MISSIONJollibean’s 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, Jollibean’s 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.

TAGLINE“We’ve bean spreading joy”

MISSIONCreate “fulfilling and inviting” experience with its food and beverages.

VISIONEstablish a daily relationship with their consumers and stakeholders.

TAGLINE“Life’s Simple Pleasures”

MISSIONCreate “the Freshest and the Best Everyday”.

VISION“Homemade goodness” through its fresh ingredients and traditional desserts.

TAGLINE“We 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




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.




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

14 Survey

STAKEHOLDERAUDIT

Survey (Comments) 15

NOT AS POPULAR“SO 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 old–24 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 Reason to purchase products from Kiosk is because of efficiency and it is a better alternative to fast food.

–22 Responders said that Jollibean is too expensive (not worth it).19 Responders said that Mr Bean is too expensive (not worth it).–Overall Feedback for Jollibean is that its staff is too unfriendly.Overall Feedback for Mr Bean is that its food is too hard to consume.

–Overall perception of Jollibean

“hard to order because of messy and small signs”“too green”“boring”“not as good/cute as Mr Bean”“not as ubiquitous as Mr Bean” “love the pancakes!”

Design Audit 17

DESIGN AUDIT

18 Design Audit

PACKAGINGConsistent use of plastic packaging with wordmark/Jolli Pancake used. However, this would be ineffective as the green does not bring out the flavor of the packaging and the plastic is flimsy and noisy when carried around. The sealed box squeezes the content and makes it less appealing.

STORE LAYOUTThe store layout as no hierachy with no clear distictions as to where the product image is placed at almost every area of the store, leaving no space to express brand image outside the products.

(Openrice Group Inc., 2012) (Yebber.com, 2012) (Streetdirectory, 2012)

BRAND PLATFORM

Brand Platform 19

20 Brand Platform

BRAND REPOSITIONINGPrice (comparing drinks) – $1.60-$3.20Place (in Singapore) – Create open kitchen concept (similar to subway) to create ease in purchase.Product (overall list) – Increase amount of variety in western food products and have packaging that is home friendly.Promotions (media) – Create an environment where people can see how joy is spread in their Corporate Social Responsibilities (CSR).

BRAND IDENTITYWordmark – Using mascots to enhance the wordmark and to differentiate them from competitors.Graphic Language – Use colors and mascots to help customers recognize products and create a visible image to connect with customers. Image Styling – Bright and high contrast with dynamismTone of Voice – Chirpy, Cheery and Confident!

BRAND MISSIONCreate all natural soy products to bring good cheer to the customers and brighten up their day.

BRAND VISIONTo be able to provide ease and convenience through joyful service and efficiency.

TAGLINE“Have a jolliday!”

BRAND NARRATIVEIn a fast-paced society, where we rub shoulders and step on peoples’ feet, it is really easy to get upset and frustrated! When we are stuck in the office or in transit, we need something that can uplift us and bring us true joy!

Well, here at Jollibean, the simple soy bean can turn your bad day into a jolliday! Not only are we a tasty treat but we are also a healthy snack! Let us color your day with our service and make buying healthy good food easy and efficient! Have a jolliday!

BRAND STYLE 01Vibrant & Energetic

BRAND STYLE 02Simple & Modern

BRAND STYLE 03Festive & Playful

REFERENCE LIST

22 Reference List

Jollibean. (2005). About us. Retrieved from http://www.jollibean.com/aboutus.htmJollibean. (2005). Whats new. Retrieved from http://www.jollibean.com/whatsnew.htmJollibean. (2005). Products. Retrieved from http://www.jollibean.com/products.htmJollibean. (2005). Business opportunities. Retrieved from http://www.jollibean.com/businessops.htmJCube. (2012). Jollibean. Retrieved from http://www.j-cube.com.sg/malls/website/store-details.aspx?id=2021Marina Square. (2012). Jollibean. Retrieved from http://www.marinasquare.com.sg/directory/tenant/jollibeanJollibean. (2005). Booth. Retrieved from http://www.jollibean.com/imgs/booth.jpgJollibean. (2005). Jollibean large. Retrieved from http://www.jollibean.com/images/Jollibean_large.jpgJollibean. (2005). Soy floral range. Retrieved from http://www.jollibean.com/imgs/Jollibean_SoyFloralRange_big.jpgJollibean. (2005). Ez-link reader. Retrieved from http://www.jollibean.com/imgs/ez-link_reader.jpgMr Bean. (2009). Our promise. Retrieved from http://www.mrbean.com.sg/our_promise.aspxMr Bean. (2009). Bean story. Retrieved from http://www.mrbean.com.sg/bean_story.aspxMr Bean. (2009). About us. Retrieved from http://www.mrbean.com.sg/aboutus.aspxMr Bean. (2009). Brand vision & brand mission. Retrieved from http://www.mrbean.com.sg/vision_mission.aspxMr Bean. (2009). Merchandise. Retrieved from http://www.mrbean.com.sg/cmsresource/Products/merch_Showcase.jpgMr Bean. (2009). Chendol soya milk. Retrieved from http://www.mrbean.com.sg/cmsresource/Products/chendolsoyamilk.jpgMr Bean. (2009). Soya milk. Retrieved from http://www.mrbean.com.sg/cmsresource/Products/soyamilk.jpgMr Bean. (2009). Watermelon soya milk. Retrieved from http://www.mrbean.com.sg/cmsresource/Products/watermelonsoya.jpgPinle. (2008) New outlet. Retrieved from http://www.pinle.com.sg/images/newoutlet.jpgPinle. (2008) Beancurd. Retrieved from http://www.pinle.com.sg/beancurd.htmPinle. (2008) Homemade faves. Retrieved from http://www.pinle.com.sg/homemade_faves.htmPinle. (2008) Hot desserts. Retrieved from http://www.pinle.com.sg/hot_desserts.htmSPRING Singapore. (2012) Jollibean and capitol optical. Retrieved from http://www.spring.gov.sg/EnterpriseIndustry/CCI/Documents/Jollibean_and_Capitol_Optical.pdfSg Chill Out. (2012) Jollibean Power Vit.C Orange Trio Soy Blend. Retrieved from http://sgchillout.com/wp-content/uploads/2012/03/Jollibean-Power-Vit.-C-Orange-Trio-Soy-Blend.jpgOpenrice Group Inc. (2012). User photo. Retrieved from http://sg.openrice.com/UserPhoto/photo/0/2X/000KXQ4D6AC73E2BE3DED6m.jpgYebber.com. (2012). Resize Image. Retrieved from http://www.yebber.com/wp-content/themes/2.0/resizeImage.php?image=http://www.yebber.com/wp-content/uploads/2008/08/dsc_2365.jpg&new_width=640&new_height=480&ratio=yEuromonitor International. (2012). Consumer lifestyle in singapore. Retrieved from http://www.euromonitor.com/consumer-lifestyles-in-singapore/reportEuromonitor International. (2012). Consumer foodservice in singapore. Retrieved from http://www.euromonitor.com/consumer-foodservice-in-singapore/reportEuromonitor International. (2012). Street stalls kiosk in singapore. Retrieved from http://www.euromonitor.com/street-stalls-kiosks-in-singapore/report