Xiao Mei Otak-otak Creative Brief (Draft 1)

Background

- 20++ years old family business selling frozen otak-otak in Muar

- mission: to deliver quality, authentic Muar Otak-otak

- products: otak-otak (mackerel fish, lala, cuttlefish, crab, prawn, fish head, fragment fish), fish roll otak, fish otak nugget

- current market: some at Muar, mostly sent to Yong Peng, delivers to other parts of the Peninsula on demand (at least more than 10), has a distributor in Singapore (Savory Delights)

- problems:

 ~ competition ++: more than 30 manufacturers and distributors

 ~ packaging lack of identity: similar to other brands, very ‘china’ look

 ~ little interaction in Facebook page

Objective

To enhance existing identity

-  a younger image but still preserving originality and tradition

Target Audience

- existing customers: tourists (Singaporeans and people passing by Yong Peng), housewives

- potential customers: young adults (20-35 years old: college students staying away from home, single, health conscious working adults who prefer easy-to-prepare home cooked meals)




Consumer Insights

- tourists/people passing Yong Peng purchase otak-otak based on reviews and word of mouth

- young adults feel that they will buy frozen otak-otak because it is convenient to prepare, have many DIY options but have problems remembering the exact brand because visually most brands look the same

Competitors

- direct: A Class, Octhavia, Octhaco, Daily Happy 

~ varies from having better logo, packaging, website, promotional strategies, display corner/shop ambient and overall image and identity

- indirect: frozen food products like Ayamas, Farm's Best, Marina Frozen Foods, First Pride

~ more product choices, available at most supermarkets

Product/ Brand Positioning

Xiao Mei Otak-otak has the biggest amount of visible fish chunks in it.

Strategy Statement

Convince people aged 20 to 35 years old that Xiao Mei is the authentic Muar otak-otak because it contains big chunks of fresh mackerel fish meat in its mouth watering traditional recipe.

S.M.P.

Mouthful bitable chunks in Xiao Mei

Support


1. Convenient and easy to prepare

2. No preservatives

3. Quality recognised (halal, ISO, HACCP)

4. Many DIY methods

5. Delicious traditional recipe

Tone of Voice

Young, fun, positive

Mandatories

Facebook page address, logo

Budget

Minimal to medium

Where to Sell

Internet, major supermarket outlets

Promotion

- existing: buy 10 get 1 free

- DIY recipe together with packaging

- tourist gift pack

- freebies, eg. bread...

- collaborate with kopitiams

- prepackaged otak-otak meal (eg. with rice, bread..)

Media

Internet, packaging

** Future Trends

young adults as target consumers, to focus on easy to prepare, time saving, healthy  portable, single portion, user-friendly, microwaveable packaged food/ready meals, internet retailing (maybe?)

Xiao Mei Otak-otak

Existing brands