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Brand - Godiva

1. Differential Effect
- Luxurious
- International Brand
- High-quality Belgian chocolate

2. Brand Knowledge
- Established in 926 in Brussels, Belgium.
- Godiva was appointed an official

chocolatier to the Royal Court of Belgium.
- Godiva continues to build its worldwide presence and footprint through expansion
- Godiva produce handmade luxurious chocolates.

3. Consumer Response
- The price is worth for the quality of chocolates.
- The gold packaging of Godiva is high standard and luxury.
- Fresh and delicious handmade assorted chocolate.
- The best gifts for festive and celebrations.

Names
1. Tian Zhi Ying - 0345348
2. Michael Tan - 0340809
3. Want Mei - 0338953
4. Aswintguru - 0341026
5. Liu Yan Peng -
Section : Class 01 Tutorial Sec 02

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Brand: Tesla
1. Differential Effect
-  Futuristic & Innovative
- Fast
- Luxurious
- Clean Energy

2. Brand Knowledge
- Established in July 2003, San Carlos, California, United States
-  Autopilot updates for self-driving cars
- Producing the fastest clean energy cars
- Fully equipped with electronic components, foregoing the usage of any biochemical fuel.
- Tesla cars do not have yearly models, as each model can be fully updated over 24 hours by Tesla to provide the latest electronic updates.

3. Consumers response to marketing
- High Quality
- Expensive
- Futuristic
-  Slow Charging (Battery charging is slower than fuel being filled up at a gas station)
- Consumer reports suggest that over -90 percent of Tesla users would buy another Tesla car if they had to purchase another car ever again.
- Breaks traditional barriers on how electronic cars are the future.

Group Members:
Imran Khan
Hussain Naushad
Chuah Wai Yean (Nicole)

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Brand (can be international brand but must be sold in Malaysia): MBO Cinemas

Traits to relate to →  low class, dodgy, cheap tickets, poor service, less movies, bad location, unappealing, foreigners, Cater to neighbourhood communities, Families, prominent in less preferred malls, salted popcorn

1. Differential Effect
Cater to neighbourhood communities
Family friendly
Cheaper tickets
Prominent in less preferred malls
Salted popcorn

2. Brand Knowledge
Low class
Less movies
Attracts foreigners and families

3. Consumer response
Low quality
Smaller halls
Cold halls
Cheap tickets
Dodgy
Unappealing
Poor service
Lack of advertisement and promotions

Group members:
Caryn Chong WenYi
Kashminni Hilda
Janean Rivera Tan
Piong Mei Jun

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Brand: Adidas

1. Differential Effect
- Established
- Known Logo
- Global brand
- Trendy

2. Brand Knowledge
- Innovative
- Stylish and usually   collaborates with artists
- Fashion forward
- One of their shoe called Yeezy by Kanye West considered as high-end
- Casual and sports
- Sportsman preferred
- Expensive

3. Consumer Response
- High quality
- Confident
- Comfortable
- Proud
- High standards
- Privileged

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Brand: Nike

1.     Differential effect:

-       Limited resources and unlimited
confidence.

-       Use of tactics such as guerilla
warfare.

-       Caters to all sorts of athletes.
-        Available worldwide.

2.     Brand knowledge:

-       Established in 1960 in Oregon.

-       Phil Knight and Bowerman
(founder).

-       Nike is known as the winged
goddess of victory.
-       Contrast between comfort and
style.

3.     Consumer response to
marketing:

-       Nike ID custom made shoes
$140, falls apart after 3 days of
wearing them.

-       Materials for Nike shoes aren’t
as good as before.

-       Slow customer service response.

Group members:
Vishal Ramakrishnan (0328046)
Mariel Jill Danker
(0315462)

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Brand:  FERRARI
1. Differential Effect
- Luxurious
- Exotic
- Status symbol
- Italian designed cars
- Limited edition
- Associated with the colour red

2. Brand Knowledge
- Established in 1939
- International
- Fast
- For adrenaline seeking people
- Formula 1

3. Consumer Response
- Expensive
- High-end
- Customer care
- Niche product

Group members: Senuri, Christianna, Alice, Connie, Thiiban, Jaish

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Brand: Garnier

1) Differential Effect:
- Global brand
- Established
- Variety
- Innovative

2) Brand Knowledge:
- Second largest brand of the L’Oréal Group
- Garnier is an international haircare and skincare brand with sub-brands in four categories and seven areas of expertise
- Founded in France in 1914 by Alfred Amour Garnier, the brand was born with the launch of the first patented plant-based hair lotion, La Lotion Garnier.

3) Consumer Response:
-  Affordable
- Reliable
- Convenient
- Trustworthy

Group members:
Ting Meng Jun (0323750)
Valerie Bong Li Hwa (0323262)
Joanne
Jazzlyn
Daryl
Zoro

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Rhiannon Kristy
Andrea Kong
Koh Boon Kiet
Praveen Varma
Nur Farieda A. Bakr

Brand: LEVI'S
1) Differential Effect:
- Well established brand who invented jeans
- Oldest jeans brand but still keeps a tinge of modernism
- Suitable for all genders and ages

2) Brand Knowledge
- Established in 1853
- International brand which originated from California
- Preferred by baby boomers who are more well-versed with the brand
- Priced within the affordability for the middle class
- Engages with a lot of Corporate Social Responsibility campaigns and activities

3) Consumer Response
-  Does not significantly appeal to the millennials due to the rise of competitors such as Topshop, ZARA and H&M
- Provides comfortable and superior fit suitable for any occasions such as skateboarding, cooking and hiking
- Consumers build emotional connection with the brand due to their soft selling methods of advertising

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Brand: Subway
1) Differential Effect
- Customisable
- Healthier Options
- Superior nutritional Value
-Freshly baked bread
- First of its kind ( first fast food chain that serves sandwiches)

2) Brand Knowledge
- Slogan is "EAT FRESH"
-associated with green and yellow color
-International Chain
- Freshly Baked cookies
-Sub of the day promotion
3) Consumer Response
- Affordable
- Convenient
- College Students go-to
- Messy sandwiches
- Stale ingredients
- Some workers are greedy with ingredients
- Bread shortage

Group Members : Aisha Halmi, Mariam, Tengku Putra Ameer Shah, Joe Yee.

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Brand: AirAsia

1) Differential effect
- First and main base in low cost carrier terminal
- Promotions and deals
- Point collection
- Frequent flying time
- Wifi service

2) Brand Knowledge
-  Created by Tony Fernandes
- 'Now everyone can fly' (slogan)
- Colour is red
- Established in 1993
- World's cheapest flight
- Bankrupt before with only two planes left
- Mobile application

3) Consumer Response
- Affordable
- No entertainment
- Good food
- User-friendly
- Convenient
- A lot of additional charges

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Brand: Can Can's Beauty
1) Differential effect
- Cruelty-free
- Vegan
- Caters to Asian deeper skintones
2) Brand Knowledge
- Founded by a local Indian couple who are sick of Asian discriminatory factor in international make up brands
- Products sold online via a website
- Currently only sells lipsticks
3) Consumer Response
-  Lipsticks that compliments caramel skin tones and not only those with light skin
- Limited shade range
- Non-drying formula

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1. Differential Effect
- Taste
- Service
- Variety
- Bottomless drinks

2. Brand Knowledge
- Honey butter biscuit
- Fried chicken
- Affordable promotions
- Value leader in QSR (Quick Serving Restaurant)

3. Consumer Response
-  Better taste
-  Does not have drive thru
- 24/7 for all branches
- Well known
- Fast growing

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Brand: Starbucks

1) Differential Effect
-  Seasonal drinks/ cups
-  Sophisticated cup sizes
-  Friendly baristas
-  Cozy environment
-  Convenient method of payment

2) Brand knowledge
-  Trendy drink brand
-  Exclusive and premium coffee
-  Introduces seasonal items
-  World renowned coffee brand
-  Exclusive merchandise
-  Popular on social media

3) Consumer response
-  Member satisfaction
-  Pricey
-  Social media presence
-  Viewed positively by the public
-  Drinks enjoyed by all
- Conducive area to hang out with friends

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Brand : KFC

1) Differential Effect

Finger Lickin’ Good

Original Recipe

11 Herbs and Spices

Value price compared to other Fast Food Restaurant (Super Jimat Box)

Introduced as Party food (Buckets)

Located at Highways (Portraying themselves as Travel Food)

2) Brand Knowledge

Colonel Sanders being the founder of Kentucky Fried Chicken

Well-known menu items (Fried Chicken, Mashed Potatoes, Cheesy wedges, Popcorn chicken)

International Brand

KFC store can be found easily in Malaysia (600 KFC restaurant nationwide)

3) Consumer Response

Signature recipe for fried chicken

Classic diner ambience

Bad services (SLOW!/ wrong orders)

Bad food portions

Restaurant hygiene (oily plates/slippery floors)

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Brand: UberEats

Differential effect:
-modern
-unique option (the availability and options orders from food truck)

Brand Knowledge
-global brand
-reputation associated from Uber

Consumer Response
-inconvenient
-trustable
-variety
-no market presence in Malaysia
-no cash delivery
-caters to all ages

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Brand: Perodua
1) Differential effect
- Stylish
- Cheaper (as it is a local brand)
- Reliable

2) Brand knowledge
- Cheaper compared to other imported cars.
- Better reliability
- Value for money compared to Proton
- Best hatchback cars

3) Consumer response to marketing
- It is the first option when it comes to people who want to purchase a car.
- It is one of the cheapest options other than second hand cars

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1) Differential effect
-Cool
-Stylish
-High end specs
-Sponsors global e-sporting events
-Higher build quality
-First laptop line to run latest graphic GPU
- Build in motion sensors
- Virtual Reality ready
- Utilized 2 power adapters to operate

2) Brand Knowlegde
--Significantly cheaper than mainstream laptops
-Free online delivery
-Many service centers
-Known for its RGB lgihting
-24 hour response time
- First slim gaming laptop in the market
-First computer to run liquid cooling system

3) Consumers Response
-Referred as the Top Choice for Gamers
-NO. 1 Gaming Laptop in 2016 with 40% market shares
-Popular brand among American Gamers

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McDonald's
- Tasty
-Value for money
-Convenient
- Prompt

1) Differential Effect:

-Taste
-Ingredients
-Set Meals
-Menu
-Quality
-24/7
-Customisation (Different Menu's to suit different religious..)

2) Brand Knowledge

-Fast-food
-Global Brand
-Reliable
-Several outlets (Ease of Access)

3) Consumer Response

-Most popular FF restaurant in the world.
-Fast service
-Family friendly
-Set Meals to suit different ages of consumers.

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Family Mart
Differential effect
- Japanese system/style
- Premium
- Stocked with Japanese goods
-  Serves freshly brewed coffee, hot oden and dim sum, and soft serve ice cream
- Seasonal goods
- Has own brand products

Brand knowledge
- 24 hour convenience store originating from Japan
- Has a variety of local and Japanese goods
- Has a variety of ready to eat  food
- Customers are able to pay bills and send parcels in store

Consumer response
- Not your average Malaysian convenience store
- Very Japanese
- Place to go for a quick grab of food
- Convenient

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Apple - Iphone
1) Differential effect

Expensive but for a good quality

High - tech

Minimalistic

2) Brand Knowledge -

Great lifestyle experience

High speed

Broad spectrum

Convenience (you can edit high quality videos & photos)

3) Customer response to marketing -

Advanced in technology and phone

Price does not add to the worth of the phone

High quality

Well known across the nation

Caters to all ages