Proposed SME

Long Stay Homestay

- one of the few places to stay at Pulau Ketam
- strength: fishing village view, quiet, homemade fish balls
- problems:
  ~ jetty does not stop at the homestay unless being informed
  ~ poor publicity (blog and facebook page not updated regularly, limited signboards around the island)
  ~ lack of identity

Researched directions

1. young and energetic: emphasising on activities at Pulau Ketam (referring to the left) 

2. homey-fishing village feel: traditional and comfortable (referring to the right)

3. minimalistic and elegant

Xiao Mei Otak-otak (frozen food)

- Muar otak-otak mainly sold to tourists, Singaporeans and housewives
- strength: 
  ~ bigger fish chunks compared to other brands
  ~ convenient, easy to prepare
- problems: 
  ~ >30 direct competitors 
  ~ lack of identity: packaging similar to other brands, very chinese looking, not appealing to young adults
- potential:
  ~ expand market by targeting young adults age 20-35 years old (busy college students and single, working adults who prefer easy to prepare/DIY home cook meal)

Researched directions

1. typical frozen food product look

    - mainly photographic based

    - problem: too common, might get confused with other frozen food products

2. cool and bold
    - shows the actual product
    - problem: looks like raw meat products

3. healthy
    - clean and simple packaging emphasises on natural lighting
    - also showing the actual product
    - question: can otak-otak tie to healthiness in the first place??

Pusat Tuisyen Kasturi

- popular tuition centre in KL

- strength: long history and good reputation

- problems:

  ~ too academic and old school feel

Researched directions

1. typical Malaysia school feel
    - direction to avoid
    - too academic and 1 Malaysia feel

2. illustrative
    - mainly targeting primary school children
    - too childish for a tuition centre mainly for secondary school students

3. young and more sophisticated

    - more dynamic and less institute feel

    - less blue, but a more green-eco look

    - question: will it be too sophisticated for a local tuition centre?

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Feedback:

- to do otak-otak

- to research on cost efficiency corporate identity through packaging