FCM Media Innovation: Final Year Project Proposal
Proposal 1(APPROVED)
Name: Lim
Yan Shan
Student ID:
1101108871
Brand:
Stickhouse
Product
Category: Food and Beverages
Information
- Italian Handcrafted Gelato. A novelty product in the Italian and world market: gelato on a stick.
- Stickhouse developed a machine “The Ghiacciola”, able to produce ice cream on a stick using a new technology. The machine is the only fully-automatic in the world that produces gelato on a stick.
- Made using natural ingredients without adding any artificial flavoring. They even have flavors suitable for people who are intolerant to gluten, lactose and sugar.
- Customers can choose their own flavors of gelato, coat it with own choice of topping and decorate with own choice decorations.
Market Situation
- Target markets are youth and young parents as for this group of people love to try out new and innovative products.
- Focus on special deals during school holidays and other occasions.
- Stickhouse market themselves as the guilt-free healthy dessert that is on a stick instead of the traditional gelato in cup, which is something fresh and new in the market.
Issue and Problems
- Many competitors in the market, they need to make the brand stand out.
- The branding is not strong enough to relate to its market positioning.
- The advertisement didn't bring out the brand strong points that differentiate it among the competitors.
Ideas/Concepts
- Re-brand and re-position the company
- Create a strong concept for the brand by using it unique selling point such as the art of gelato on a stick.
Citations/References
- Stickhouse’s Website
- KLue
Proposal 2
Brand: SOXWORLD
Product
Category: Clothing and Apparel
Information
- Sells socks and legwear.
- The company, Maybird Socks Shop Sdn Bhd was established in 1983 as a trading house,but by 1987,it had begun operations of its very first SOXWORLD retail outlet.
- Product are exclusively designed and developed by team of industry professional based in Malaysia.
Market Situation
- Penetrates international markets and expand into 100 stores by the year 2008.
Issue and Problems
- Branding is not strong, fail to reach its target audience.
- Don’t have a clear direction of the brand image.
- The design is boring and unable to gain attention.
Ideas/Concepts
- Create a brand image that make people think of it whenever they want to buy socks and legwear.
- Re-brand the company
Citations/References
- SOXWORLD’s website
Brand:
COCCHA
Product
Category: Clothing and Apparel
Information
- Classic Bohemian concept,rough and natural look fused with international trends and street fashion influences.
- The brand uniqueness: Use natural fabrics in earthly tones and warm colors, creating a mood of simplicity and peace in wearers.
- Also focus on green factors, contributing towards the improvement of our environment.
Market situation
- Target market: women with a mobile and active lifestyle and careers.
- For bohemian lover and hipsters.
- Aim at big city dwellers living in urban city.
Issue and Problems
- The brand need to be improved to relate to its fashion style: which is the vintage bohemian style.
- Need a clear and strong concept for its brand.
Ideas/Concepts
- Create a vintage bohemian for its concept store to attract its target audience.
- Rebrand the company.
Citations/References
- Coccha’s website
- Coccha’s Facebook page
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