Casestudy: Amazin Graze1. Company Background Introduction Amazin’Graze is the Malaysia based healthy snacks start-up business in 2015. Theirhandmade snacks are using high quality and healthy ingredients as freshness isone of the key of the brand.
The brand image bring out the fun, straightforwardand passionate in making the goodness of healthy snack. The business is growingvery fast and bring the brand to the Asian market. EATING RIGHT, NOT LESS, theytruly believe it because when come to healthy eating doesn’t mean eat less isto eat right and enjoy in healthier alternatives. The company was founded by 3women which are Amy Zheng, Ching Yi Lee, and Sabrina How. (Sergio, M 2017). Company MissionThemission is to raise awareness of healthy eating among the Asian.
Besides, toaccess delicious healthy treats with affordable prices. Company VisionThevision is to become a healthy brand for home pantry with a wide choices inselecting healthy snacks. Besides that, become a healthy brand across theSouth-East Asia. The IdeaTheidea was formed that came from Amy, an Australian, and 33 years old. A yogainstructor who love healthy lifestyle. She found that the eating behaviour inMalaysia are not so healthy and hard to get the healthy foods in public whenshe in Malaysia. Also, the shops use high prices to sell the nutritious foodsimport from overseas make people cannot afford it and cannot access the generalpublic. After realising the lack of healthy foods in Malaysia, she started witha small scale to test out her proposition.
She met Ching Yi, a Malaysian, 29years old, and build Amazin’ Graze (Sergio, M 2017). The Process Theyplanned this business about three months and to try and test out differentproducts and flavour at their home kitchen. Their family and friend helped themto test out the products to ensure it tastes good and can produce in marketsuccessfully. They first started to sell in small batches of the products inweekend market which surprisingly reaches the market well.
In June 2015, online order and deliveryservices had launched. SabrinaHow, one of the founder of Amazin’ Graze, she was introduced by a common friendas an operation manager of Amazin’Graze to works on the production and supplychain 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 peopleand the products are growing very fast and hit the biggest sales which hit 800packages of products per day. The business expanded to Singapore and HongKong. (Majorie,C 2016).
TargetMarket / 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’Grazeposition itself in the Asia Market as a fun and taste amazing healthy snacksbrand. Their product serves as breakfast or consume as a snacks. Amazin’Grazehas successful to position itself by developing and making new flavours of theproducts on every festival in Malaysia to meet the local taste which madedifferent and special than other competitors. Many consumers who are alreadyaddicted to the products and loyal toward them.
More customers also bepersuaded to try their products because the quality yet affordable price of theproducts. Differentiation Othersthan to selling healthy snacks, Amazin’Graze also share the information about healthand wellness to educate Asian including healthy tips and recipes. In order tomeet the preference taste of Asian especially sweet and salty food, they createvarieties of flavours that inspired from the Malaysia culture foods such ascoconut, pandan, curry, tom yum, kaya, Gula Melaka, etc. Besides,limited edition set developed on every seasons to attract more customers. Forexample, products made from natural Chinese culture ingredients such aschrysanthemum, longan and red dates for Chinese New Year, Rendang flavours forHari Raya, Christmas special, and etc. Every season has the theme withconsistency and beautiful packaging design.
This make the products so specialto everyone than other competitors. Exampleas below, Breast cancer awareness month Merry Christmas Ramadan/Hari Raya Chinese New Year Figure 1: Amazin Graze’s collectionson every season Key CompetitorsOneof the competitors of Amazin Graze is Boxgreen. Boxgreen is also a wellestablished as healthy snacks brands. Boxgreen, a Singapore-based start-up healthysnacks business. The target market now expanded to Malaysia. They supply asubscription healthy snacks box which customer can customize their snacks withover 50 choices of mini packs snacks (Tegos, M 2016). But,the brand is maintaining the position now and slow to change, it make sospecial of Amazin Graze who offer freshness and special flavours of theproducts.
Also, every season (Chinese New year, Christmas, Father’s Day) comeout 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 Thebusiness provide online order and delivery services and selling 4 types ofproduct 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 KlangValley targeted by Amazin Graze as their retail store is located at D7 Sentulin Kuala Lumpur. Products distributed to the supermarket/hypermarket like JayaGrocer, Village Grocer, and Ben’s Independent Grocer and position in thecereals area. Consumers easily to find the products and make comparison withother competitor.
Onlineorder and deliver services are provided by Amazin’ Graze. The customers canmake purchase through their website or LAZADA. The business are also expanded toevery state in both West and East Malaysia as well to deliver the products andservices nationwide. PriceTheprice of Amazin Graze are more affordable when it comes to sales, products,service, survey as well as quality of ingredients compared to otherscompetitors in order to attract more customers.
The price of the products willbe the same in anywhere and distributed to the places where easy to reach outto 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: SuperfoodBoxGreen 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 Socialnetwork and internet has selected to promote their products and increase brandawareness. The target audience will be reached by social media advertising suchas Facebook and Instagram. This is because social media are become so popularand a trend now and can reaches to largest number of audiences.
Theofficial Amazin Graze Facebook page and Instagram will keep updating the mostrelevant and latest news regarding the products, the latest deals or promotioncurrently being conducted as well as giveaway activities. FuturePlan/GoalsAmazinGraze would like to expand the business to all South East Asia in 5 yearstimes. They thinking about Thailand and Indonesia, and currently research aboutthe market in those countries. They would like to get into China as well due topeople from there like their product after tested it in Hong Kong.
They want tobring their product to the mass market and attract more people to try it. Inorder for the long-term success, they plan and looking for place and move tolarger production centre for the next 5 years as their goals is to get into allSouth East Asia. They need a largest production space and more facilities tohelp them produce the products (Sergio, M 2017).