Case prices to sell the nutritious foods import

Case
study: Amazin Graze

1.     

Company Background

Introduction

Amazin’
Graze is the Malaysia based healthy snacks start-up business in 2015. Their
handmade snacks are using high quality and healthy ingredients as freshness is
one of the key of the brand. The brand image bring out the fun, straightforward
and passionate in making the goodness of healthy snack. The business is growing
very fast and bring the brand to the Asian market. EATING RIGHT, NOT LESS, they
truly believe it because when come to healthy eating doesn’t mean eat less is
to eat right and enjoy in healthier alternatives. The company was founded by 3
women which are Amy Zheng, Ching Yi Lee, and Sabrina How. (Sergio, M 2017).

 

Company Mission

The
mission is to raise awareness of healthy eating among the Asian. Besides, to
access delicious healthy treats with affordable prices.

 

Company Vision

The
vision is to become a healthy brand for home pantry with a wide choices in
selecting healthy snacks. Besides that, become a healthy brand across the
South-East Asia.

 

 

 

 

The Idea

The
idea was formed that came from Amy, an Australian, and 33 years old. A yoga
instructor who love healthy lifestyle. She found that the eating behaviour in
Malaysia are not so healthy and hard to get the healthy foods in public when
she in Malaysia. Also, the shops use high prices to sell the nutritious foods
import from overseas make people cannot afford it and cannot access the general
public. After realising the lack of healthy foods in Malaysia, she started with
a small scale to test out her proposition. She met Ching Yi, a Malaysian, 29
years old, and build Amazin’ Graze (Sergio, M 2017).

 

The Process

They
planned this business about three months and to try and test out different
products and flavour at their home kitchen. Their family and friend helped them
to test out the products to ensure it tastes good and can produce in market
successfully. They first started to sell in small batches of the products in
weekend market which surprisingly reaches the market well.  In June 2015, online order and delivery
services had launched.

Sabrina
How, one of the founder of Amazin’ Graze, she was introduced by a common friend
as an operation manager of Amazin’Graze to works on the production and supply
chain of the company. They rented a space to build their first retail store,
warehouse and kitchen at D7 Sentul in KL. Now, the team has grown to 20 people
and the products are growing very fast and hit the biggest sales which hit 800
packages of products per day. The business expanded to Singapore and HongKong. (Majorie,
C 2016).

 

 

 

 

 

Target
Market / User Profile

Demographic
 

Their
primary target audience young and working adults at age 26-35. Amazin’Graze
target to provide very convenient and healthy tasty snacks to their audience
to keep going on their motivation.
 
The secondary target audiences are those
corporate businesses and healthy cafes. The corporate business/cafe provide
their products come with the Amazin’s product which can help to increase the
brand image of Amazin’Graze. 

Psychographic
 

People who are on diet
and don’t want to sacrifices the taste and practice a healthy eating habits.
Other than that, individual who hard to get healthy foods when having a busy
lifestyle.

Geographical
 

Malaysia.
South-East Asia such as
Singapore, Hong Kong, Thailand, and Indonesia.

           

Positioning

Amazin’Graze
position itself in the Asia Market as a fun and taste amazing healthy snacks
brand. Their product serves as breakfast or consume as a snacks. Amazin’Graze
has successful to position itself by developing and making new flavours of the
products on every festival in Malaysia to meet the local taste which made
different and special than other competitors. Many consumers who are already
addicted to the products and loyal toward them. More customers also be
persuaded to try their products because the quality yet affordable price of the
products.

 

 

 

Differentiation

Others
than to selling healthy snacks, Amazin’Graze also share the information about health
and wellness to educate Asian including healthy tips and recipes. In order to
meet the preference taste of Asian especially sweet and salty food, they create
varieties of flavours that inspired from the Malaysia culture foods such as
coconut, pandan, curry, tom yum, kaya, Gula Melaka, etc.

Besides,
limited edition set developed on every seasons to attract more customers. For
example, products made from natural Chinese culture ingredients such as
chrysanthemum, longan and red dates for Chinese New Year, Rendang flavours for
Hari Raya, Christmas special, and etc. Every season has the theme with
consistency and beautiful packaging design. This make the products so special
to everyone than other competitors.

Example
as below,

Breast
cancer awareness month     

Merry Christmas

Ramadan/Hari
Raya                                         

Chinese
New Year

Figure 1: Amazin Graze’s collections
on every season

 

 

 

Key Competitors

One
of the competitors of Amazin Graze is Boxgreen. Boxgreen is also a well
established as healthy snacks brands. Boxgreen, a Singapore-based start-up healthy
snacks business. The target market now expanded to Malaysia. They supply a
subscription healthy snacks box which customer can customize their snacks with
over 50 choices of mini packs snacks (Tegos, M 2016).

But,
the brand is maintaining the position now and slow to change, it make so
special of Amazin Graze who offer freshness and special flavours of the
products. Also, every season (Chinese New year, Christmas, Father’s Day) come
out with the new collection to attract their customers.

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

Amazin Graze SWOT Analysis

SWOT Analysis Template

STRENGHTS
(S)

WEAKNESSES
(W)

 
·        
Provide different flavour of
healthy snacks
·        
Looked at budgeting for food
·        
Suitable for adults, including busy
people and those with low health literacy.
·        
High quality ingredients
·     Fun, simple and minimalist brand
 

 
·        
Ingredients that imported costs
expensive
·        
Lack of brand awareness
·Lack
of marketing tool to increase sales
 

OPPORTUNITIES
(O)

THREATS (T)

 
·        
trend of fitness
·        
health conscious
·        
Obesity increased and many people want
to keep fit
·        
Busy individuals who want access
healthy food
growing markets for granola

 
·        
healthy snacks competition in the
market
·        
lower prices by other competitors
·        
nutrition workshops/class increased
that teach to make healthy snacks
 
 
 
 
 

 

 

 

 

 

Amazin Graze Products/Services

The
business provide online order and delivery services and selling 4 types of
product as list in below:

Granola (Main products)
 

Granola
is a type of cereals, can eat in anytime but people usually consume it as a
breakfast. Their granola come with the 8 types of flavour including
gluten-free options.

Nut-mixed

6
flavours of mixed nuts.

Nut butter

5
flavours of nut butter.

Superfood

4
types of superfood.

 

Place

Malaysia,
Singapore, and Hong Kong are targeted. In Malaysia, Kuala Lumpur and Klang
Valley targeted by Amazin Graze as their retail store is located at D7 Sentul
in Kuala Lumpur. Products distributed to the supermarket/hypermarket like Jaya
Grocer, Village Grocer, and Ben’s Independent Grocer and position in the
cereals area. Consumers easily to find the products and make comparison with
other competitor. 

Online
order and deliver services are provided by Amazin’ Graze. The customers can
make purchase through their website or LAZADA. The business are also expanded to
every state in both West and East Malaysia as well to deliver the products and
services nationwide.

 

 

 

 

 

 

 

Price

The
price of Amazin Graze are more affordable when it comes to sales, products,
service, survey as well as quality of ingredients compared to others
competitors in order to attract more customers. The price of the products will
be the same in anywhere and distributed to the places where easy to reach out
to the middle-class consumers.

Amazin Graze

Products

Prices

Granola
(200g/500g)

RM19.90 – RM36.90

Nut
mixed (100g)

RM12.90

Nut
butter (180g)

RM25.90
– RM29.90

Superfood
(120g – 250g)

RM9.90
– RM25.90

 

Figure 2: Granola

 

Figure 3: Nut mixed

Figure 4: Nut butter

Figure 5: Superfood

BoxGreen

Products

Prices

One
box ( 12 small packs)
30g
x 12 = 360g
1g

 
RM49.90

RM0.138

 Figure 6: Box Green

Comparison

Amazin Graze

Box Green

Main Product: Granola
1g
= RM0.0796
250g
= RM19.90

Snacks
1g=
RM0.138
250g
= RM34.70

 

 

 

 

 

 

Promotion strategies

Social
network and internet has selected to promote their products and increase brand
awareness. The target audience will be reached by social media advertising such
as Facebook and Instagram. This is because social media are become so popular
and a trend now and can reaches to largest number of audiences.

 

The
official Amazin Graze Facebook page and Instagram will keep updating the most
relevant and latest news regarding the products, the latest deals or promotion
currently being conducted as well as giveaway activities.

 

Future
Plan/Goals

Amazin
Graze would like to expand the business to all South East Asia in 5 years
times. They thinking about Thailand and Indonesia, and currently research about
the market in those countries. They would like to get into China as well due to
people from there like their product after tested it in Hong Kong. They want to
bring their product to the mass market and attract more people to try it.

In
order for the long-term success, they plan and looking for place and move to
larger production centre for the next 5 years as their goals is to get into all
South East Asia. They need a largest production space and more facilities to
help them produce the products (Sergio, M 2017).