Introduction To Brand For FYP

Brand

Hup Seng Cream Cracker

Hup Seng is a biscuit manufacturer that established since year 1958 in Malaysia. They have lived up to their slogan up to this day: “Quality is Our Promise”. Hup Seng manufacturers a wide range of high premium and quality cream crackers, crackers, marie biscuits, sandwiches/cookies, assorted biscuits and cream biscuits in packaging and tins. Hup Seng is Halal Certified by JAKIM Malaysia which allows their biscuit products catering for all nations including Islamic Malay population.

Hup Seng being responsible to consumers and upholding Malaysian food prestige internationally, rigorous food safety and hygienic control strategies are employed to ensure safety and hygiene of products. Hup Seng was accorded with the HACCP (Hazard Analysis Critical Control Points) and BRC (British Retail Consortium) Certification. This has educated consumers on food safety and hygiene and at the same time fostered their confidence in Hup Seng's products.

With an international market coverage that spans Asia, Africa, Oceania, Europe and North America, Hup Seng's products have captured the hearts of consumers, young and old in many corners of the world.

Advertising problem

Hup Seng is one of the earliest biscuits manufacturers which established in 1958. The sales of Hup Seng’s cream crackers were found to be stable and they were getting difficulties to increase sales with the prevailing economic situation. Majority feedback from consumers shows that Hup Seng’s cream cracker is more oily than others which is considered as high-fat food. In additional, most consumers think that expensive food is good. Some consumers view Hup Seng as an old fashion, obsolete traditional cracker especially younger generation.

1. Hup Seng’s packaging kept the traditional design which does not appeal to younger generations. This group of consumers had slowly turned to newer products in the market.

2. Hup Seng’s advertising is not stronger than other competitors and lack of public awareness of the brand through creative advertising skill, via different channel like TVC and outdoor media.

Advertising objective/message

Objectives

• To convince consumers on the ingredient use, natural baking process complying with hygienic requirement and the natural taste and flavour without other food additives on Hup Seng cream crackers.

• To promote the Hi-Tea style for the younger generations and create an effective promotional and advertisement strategy via TVC and outdoor media for Hup Seng cream crackers to get consumers aware on this brand.

Aims

• To increase awareness on Hup Seng cream crackers in market.

• To leave a strong impression in consumer mind.

• To make the brand prominent and stands out from its competitors.

• To improve the brand identity to the target audience.