Company background: Crunchies began its first operation in Kuala Lumpur at July 2011.

The company was founded by a successful pastry chef and a marketing executive who decided to retire from their initial endeavors in order to start a business which is solely focused on the cookie baking industry and hence, the name Crunchies was born. Realizing that the company was still fresh and that the Crunchies brand was yet to be tapped by the Malaysia population, the duo decided to enlist the help of two freelance Public Relations officers who initially worked for a big insurance company. Being no longer under contract with any firms, therefore, both agreed to assist the growth of Crunchies in ensuring that the new brand becomes a well known establishment in the market of many years to come. Crunchies Sdn Bhd Personnel Profile: 1. Head Pastry Chef Michelle Leong Initially honed her love for baking at the age of 14, Michelle decided to pursue her dreams of becoming a professional chef specializing in the art of baking pastries. After completing her Diploma, Degree and finally Masters in the Culinary Arts specializing in pastry baking, Michelle decided to work as an assistant head chef in Hilton hotel baking delicious pastries for the hotels patrons. After 5 years of fruitful labor, she decided to fulfill her dream of opening her very own cookie shop. 2. Executive Marketing Manager Kelson Sim Having a Masters in Marketing, he was not only an excellent student during his years as a marketing student but also a versatile individual who had the audacity to venture into the dynamic world of business. Due to his reputation and excellence, he was hired as the

Executive Marketing Officer of the Kuala Lumpur branch of the well-known Famous Amos which mainly sells assorted cookies and sweets. After 6 years of experience, he decided that she was capable enough to venture on his own and therefore joined Michelle side-by-side in the cookie baking business to assist and advice her regarding marketing issues. 3. Executive Public Relations Officer- Ng Chien Chien After completing her Masters in Mass Communications with Public Relations as her major, she worked for a local advertising firm for approximately 4 years before deciding to become a freelance Public Relations officer. During her freelance days, she was hired by an acquaintance who happened to be the manager of an insurance company who, at that time, was in desperate need of a public relations officer. After another 4 years of working in the insurance company, her skills and eloquence was much respected by the management of the company and was ready to establish herself as an executive when she discovered an opportunity which led her to follow the footsteps of her 2 old companions who needed her as a Public Relations Officer for Crunchies. 4. Assistant Executive Public Relations Officer Nicholas Heng Having entered the same field as Ng Chien Chien, Nicholas obtained his Masters in Mass Communications with Public Relations as his major about the same time as Ng Chien Chien did. Upon entering the fray of the business world, he initially decided to work in a small electronics company as a Public Relations officer. During his 4th year in the company, he discovered that his classmate, Ng Chien Chien, has become a freelancer and therefore decided to work side-by-side with her in order to assist her in his freelance

endeavors by utilizing his experience and exemplary capabilites. After another 4 years of working together in an insurance company, Nicholas finally decided that he would join Ng Chien Chien as her assistant for Crunchies and would give his utmost support in ensuring that their reputation lives up to the expectations of their new clients. 5. Promotion and Advertising Manager Sharon Yong After completed her Degree in Mass Communications with Advertising as her major, she worked for a local advertising firm for approximately 5years. During the 5years, she was involved in a lot of events managing and designing the press kits for the press that we have invited. Besides that, there were a lot of promotions need to be handled by her. Basically, mostly of the brochures, banners, posters and any of the sales promotions materials that need to be advertised in newspapers would be designed by her. Since our company is new to the market, promotions are needed to allowed consumers to comprehend of our products and with the promotions to keep new consumers to become our regular consumers. 6. Company correspondence for business and marketing operation in China Liu Yi Fei A hardworking and smart lady China with Degree level of English and Mandarin is now playing a important role in our company which extent the brand of our company to China. She was assistant executive manager in one of the largest company, Siang Siang in China for 10years. She had a lot of experiences in doing the branding for the company. Besides that, she had also promoted the brand of the company to almost all the countries in Asia.

Description of Establishment: Crunchies is a store which sells a wide variety of homemade cookies and below is the list of currently available products on sale: 1. Crunchies Cookies (comes with different flavors) y y y y y y y y Chocolate chip White Chocolate Hazelnuts Chocolates and nuts Mocha Choco-chino Vanilla oatmeal Milk cheese

2. Melthies (cookies that melt in the mouth and hence is easier to eat) y y y Shorties (shortbread which is available in all flavors above) Healthies (cookies with less sugar and less calories) Crunchies Bites (Bite sized cookies packed in a snack pack)

Location of Establishment: The main store of Crunchies is located at the ground floor of the Pavilion Kuala Lumpur. Business Hours: The Crunchies cookie store is open from 10 a.m. till 10 p.m. from Monday till Sunday which also includes public holidays.

Competitors: 1. Famous Amos Cookies is a strong cookies brand that has survives for 35 years for the whole world. For instance, there are up to 60 outlets in Malaysia. 2. There are still a lot of competitors in the cookies industry in Malaysia, such as MUNCHY sdn bhd and HUP SENG sdn bhd. Different from competitors: Crunchies aims to provide delicious homemade cookies which are relatively cheap, convenient and also to cater to the taste of the Malaysia. Situation Overview: Before any goals can be set, it is important to first line out the current situation of the company in the Malaysia market which also includes the companys internal and external environments. SWOT (Strength, Weaknesses, Opportunities, and Threats) Analysis 1. Strengths y Compared to other cookie baking establishments, Crunchies offers more flavors and variety in its products. y Crunchies products are much cheaper if compared to its main competitor, Famous Amos. 2. Weaknesses y y Crunchies is a very new establishment and is yet to be recognized by the locals. Compared to Famous Amos, Crunchies is not recognized internationally, unlike Famous Amos.

3. Opportunities y The locals are frequently attracted to new establishment especially when it concerns food. Therefore, Crunchies can use this as an impetus to their growth. y The increasing number of shopping outlets in whole Malaysia has caused a positive shift in the buying behavior of the locals and hence, the company can utilize these outlets to promote their products. 4. Threats y Currently, it is still a general mindset of the public that Famous Amos is still superior when it comes to cookie taste and quality and none have challenged this advantage of theirs. y Famous Amos, despite its unchanging range of products has drawn a lot of media attention during the past years and this includes publicity and advertising which makes their reputation well known worldwide. Review of Target Audiences: In order for the products of Crunchies to penetrate the market effectively, the company has identified 3 main target audiences which are deemed to be suitable for the marketing of the product. 1. Children Target audience which falls within the age range of 5 to 12 years old would be considered as children. Children would be a good prospect of the company because the products of Crunchies are suitable for children and they can be consumed during school celebrations, birthday parties and in addition to teasing the sweet palates of children. 2. Teenagers

Although the age range of teenagers may be arbitrary, we have fixed individuals falling within age 13 to 19 as the companys teenage target audience. Perhaps this particular category of target audience would contribute to a significant portion of the companys revenue as our products can be purchased as gifts for their partners or parents especially during Valentines Day, birthdays or even just for snacks since it is relatively cheap. 3. Adults Individuals falling within the age range of 20 and above would be considered as the adult target audience and this is inclusive of parents and the elderly regardless of age. Similar to teenagers, working and non-working adults can consume the cookies as snacks or dessert especially after lunch time. The cookies can also be purchased for corporate events or as gifts and hampers to be given away during competitions or regular meetings and parties. Goals: Crunchies has yet to establish its identity in the Malaysia market since it is still considered to be in its infant stages and therefore, at the moment, there are 2 identified goals which are deemed to be appropriate for the current situation of the company and they are: i) To increase brand awareness among the population of Malaysia in the many years to come. ii) To encourage the growth of the company by significantly increasing the sales of products to the market.

Objectives: In relation to the companys goals, we now line out our objectives which refers to more specific actions that would also include measurable figures and a definite deadline. 1. To increase brand awareness y By inviting a number of journalists from the Star to the shop in order to make a feature article regarding the companys product line on the 2nd of June 2011. y Launching of the company and its products which would also include a cookie baking demonstration and contests at the main faade of the Pavilion on the 1st of July 2011. y Subsequently, the company expects a 10-15% increase in brand awareness by the end of 2011. 2. To increase sales by 10-15% within 12 months time y To help increase sales significantly, the company would distribute its products beginning on the 15th of July 2011 till 15th June 2012 to other shopping outlets and they are: 1. One Utama shopping mall 2. Sunway Piramid 3. Sungei Wang plaza 4. MidValley y At the end of the distribution the company expects and hopes to attain the targeted increase of sales and possibly even more if the sales are significantly higher than expected.

Strategies: In order to boost the efficiency and effectiveness of our publicity plan, we have devised an activity which would not only be strategic in attracting potential customers but also the media. Launching of Crunchies: Ever since Crunchies was established in the Pavilion, crunchies have not yet done any official launching of its establishment and therefore this particular event is the companys top priority due to several reasons: Doing a launching of the store would be far more effective in promoting the store if compared to other methods due to the fact that a launching is a centralized event with the accompaniment of other activities which would not only save costs, but also yield immediate results that is a significant increase in public awareness which would be apparent on the same day of the launching. y At the mean time, there are no launchings of similar establishments and therefore, July 2011 would be a perfect time to do so as there would be no distractions from other establishments. y A launching would deliberately draw the attention of shoppers in the mall to come and visit Crunchies and to be able to know and sample the stores products which in turn, could possibly gain the company a number of loyal customers. y The magnitude of the event would also attract media attention which would be present to cover the entirety of the event and hence project the companys name to the public nation-wide through newspapers and the internet.

In relation to having an increase in brand awareness, it is also possible that visitors from other companys would want to seek affiliation with Crunchies in order to inquire for catering services or simply to distribute the companys product which would definitely save the cost of the company as it will allow the company to sell its products elsewhere without creating a branch of the original establishment.

Tactics: Once the strategy have been laid out, this is where we would refine our strategies in terms of what the company itself intends to do during the proposed event in order to liven up the event and maximize the impact of the launching to its full extent and capability. Activities during the Launching of Crunchies: In conjunction with the launching, here are the other activities and plans which would be implemented on the day itself: Invitation of journalists and reporters from the Star and Sin Chiew Daily. Invitation of Datuk Jairus Bin Abdul Hassan who is a manager of the Hilton hotel and also as an officiator of the Crunchies launching. y In addition to nobilities, we would also be inviting 2 celebrities which are Juwita Suwito and Mark David of Kuala Lumpur. y Finally, in order to liven up the launching, we have also hired a DJ and emcee for the entire duration of the launching. y The companys head pastry chef (Michelle) and executive marketing manager (Kelson Sim) would be performing a demonstration of how to do chocolate chip

y y

cookies to attract people who are passing by or happen to be observing the launching. y Finally, at the end of the demonstration, a contest would be conducted which would include anyone and everyone present in the launching. The contest would be a quiz which would be read out by the emcee and answers can be presented to the emcee from which winners can claim their gifts and prizes. Tagline: YOU & ME YOU & ME is the tagline that we are using for our company, consumers can see it through the bottom of the logo. The reason we using is because we want to narrow down the distance between the product and buyers. For instance, that would be no others besides buyer and the products itself. In addition, we are also wanted to create the intimate relationship between buyer and the products with the tagline. Logo:

The reason of designed this logo with the animated cookie is to make logo more attractive and also grab the attentions of the children since we are also targeting Children.

The front for Crunchies and the tagline we decided to use yellow rather than black and white because we want to make it bright and sharp that can grab buyers attentions. Besides that, the animated cookie with blue horns is basically to create ambiguous functions of the products, which is to give rise to the buyers curiosity about the devil animated cookie. No one has ever try with this, which we are applying the new 360 approach to create something new and special to the buyers.