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6. Company Product & Services

6.1 Description of Products

Jazzy le Dessert Sdn. Bhd. produces the following product:

i. TriflesOur trifles will be made using local fruit based consisting of various types of fruits such as

apple, mango, durian, pineapple and many more. To get the supply of fresh fruits, we will

collaborate with Federal Agriculture Marketing Authority (FAMA). Our selections of trifles

are as follows with more to come:

o Chocolate Strawberry Trifleo Caramel Apple Trifleo Mango Trifle Puddingo Kiwi Trifleo Durian Trifleo Chocolate Pineapple Trifleo Mixed Fruit Trifle

ii. WafflesOur waffles will be crispy as you like it served with ice cream on top where you will feel

the warmness of the waffle and the coolness from the ice-cream. Below are some of our

selection flavors of waffles:

o Strawberry Waffleo Chocolate Waffleo Caramel Banana Waffleo Yogurt Waffleo Blueberry Waffle

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iii. PancakesOur pancakes will be served regularly with multiple choices of syrups or even with an ice-

cream on top as you like it. Below is some of our selection:

o Chocolate Pancake with Vanilla ice-creamo Apple Pancake with Apple syrupo Chocolate Chip Pancakeo Banana Pancake with melted chocolateo Mixed Fruits Pancake

6.2 Production and Delivery

Presently, our desserts are in the introductory stage where we have started in a small

scale production. Desserts are made and baked by hand and decorated with handmade

decorations using finest ingredients and extra special care and attention to give

customers the great tasting, great looking and a great all round dessert eating experience.

Our desserts are manufactured in-house, in the kitchen where the recipe will be followed

by our chefs and produced instantly. It will then be freshly made by our workers. Desserts

will be cooked, stored, decorated and served to the customers at the highest standard.

Our dessert makers, refrigerator, cutleries, and other utilities used in making our products

are readily available from a variety of manufacturers who can meet our quality standards.

We plan on having this dessert house to introduce to the public the new line-up of

desserts that could have been the perfect after-dish meal. Subsequently, customers could

have it whenever they want, eating them for breakfast, lunch, dinner, snacks by just

dropping by at our shop. Critical factors in the production of our desserts are time

management to produce the ideal desserts to the likings of our customers and creativity

in producing new types of desserts to add new flavors and more variety. Our desserts are

unique because of our own recipe of desserts, one of a kind to the customers, with

natural flavors and tastes.

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Furthermore, we also offer catering service specifically in nature of desserts for some

gathering since we provide a variety of unique desserts to our customers. For that service,

our company will offer free delivery service specific covered area. For further destination,

customers need to pay additional charges for it.

6.3 Product Benefits and Features

Our trifles, waffles and pancakes are unique from others because:

Definitive style and beautyOur dessert house gives a chance to the customers to customize their dessert if they

want to order the dessert for any occasions or events. Besides that, we make sure

the design, decoration and combination of flavors and colors of the dessert are

pleasant and look delicious so that customers cannot wait to have a bite of it.

Green PackagingJazzy le Dessert provides attractive yet environmentally-friendly packaging for each

dessert in various sizes, colors and design that can suit any event and occasions.

Unique packaging features will create a memorable moment when customers eat

our dessert products. Besides that, to promote the green environment concept, we

encourage customers to reuse our packaging material to get discount for next

purchase.

6.4 Future Products or Service Offerings

In the future, we plan to provide more services to the loyal customers. It is our company

concerns to offer products that are healthy and good for body. Jazzy le Dessert will try to

reduce the sugar contents and usages of coloring, but at the same time produce desserts

with high quality of taste, texture and appearance.

In addition, we plan to organize special offer sales to celebrate our loyal customers

support towards Jazzy le Dessert and to promote our products to future customers.

Special gifts and treats also will be given to customers who buy our products in a large

number.

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The top management of Jazzy le Dessert also proposed the idea of making a membership

customers card so that the customers can get more points in order to gain rewards, as

well as they can get discounts for every purchase of desserts products. Besides that, we

also plan to organize a dessert making class for customers that interested to learn and

those who want to open up their own dessert shop.

7. Marketing Strategy

7.1 Target Market

Jazzy le Dessert target market is a diversified market that including people of all

ages in the Ipoh, Station 18 and Seri Iskandar areas who engaged in a special events that

require a tasty dessert to impress their guests for all occasions. Our target market

specifically includes people who have a higher level of discretionary income and willing to

invest in luxury, premium products. Our trendy company emphasizes its marketing efforts

towards the Generation X (born 1964-74) and Generation Y (born 1975-95).

7.2 Market Segmentation

Our focus for customer-driven marketing strategy is the geographic segmentation.

Geographic segmentation is simply studying the demographics and needs of consumers by

region, then tailoring a specific product offering to that region. For example, a small dessert

manufacturer may find that people in Kuala Lumpur have different flavor preferences that

people in Ipoh. Therefore, our company will try our best to distribute different flavored

snacks that cater the needs of people in Ipoh. We focus on Ipoh, Perak area that has a

population of 702,464 people and a nearby area which is Seri Iskandar that has about

30,000 people excluding students.

White collar workers

Couples with or without childsGeneration X

University students

High school studentsGeneration Y

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7.3 Market Growth and Trends

The specialty dessert market is about to experience enormous growth. The trend of desserts

shops growing rapidly since the fall of cafes which gradually reducing lately. Throughout the

country, small dessert shops and in house production is appearing at an increasing rate.

There is currently only one sources for desserts in Ipoh, which is Each a Cup Company,

where they sell waffle only. We believed that the market for dessert showed strong demand

for the product, no price resistance and the need for a more frequent and visible presence.

In addition, throughout the last few years, the market for dessert such as trifle, waffles and

pancakes has greatly expanded. No longer are they only a fun birthday party treat that can

be purchased at any grocery store or bakery. They have expanded to become a multi-million

dollar industry with specialty designs to adapt to any occasion. Jazzy le Dessert joins this

specialty market with something new and different to offer its customers. We believed that

our product is adaptable to a wide variety of occasions and specialty events, and we expect

that the market will grow tremendously over the next few years due to our adaptability to

our clients dietary needs.

7.4 Promotion

Jazzy le Dessert has developed a comprehensive advertising and promotion strategy, which

will be implemented by the best possible firm when funded, is completed. We will deploy

two different advertising and promotion tactics to increase customer awareness of Jazzy le

Dessert. Our most important tactic will be "word-of-mouth" and in-store marketing. Using

word-of-mouth promoting strategy is the cheapest and most effective of our marketing

programs because of the high traffic in targeted shopping locations. Unsurpassed customerservice and our unique products will help develop strong word-of-mouth advertising and in

turn help extend the company brand.

The second tactic will be local store marketing. These will be low-budget plans that will

provide community support and awareness of our facility. The last promotion effort will be

utilizing local media. Although, this will be the most costly, this tactic will be used sparingly

as a supplement where necessary.

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Figure 1 : Promotion strategy

7.5 Pricing

Our dessert products prices are positioned at the high end of the dessert niche. We believe

that the consumers in the target market are willing to pay for quality, and will therefore betempted to try the best dessert in town. This pricing strategy builds on Starbucks

positioning of charging a premium for relatively low cost feel-good items. However, we

offer a fixed discount rate for students so that they can get our premium dessert with

affordable price.

7.6 Distribution Strategy

Our company used direct distribution channel where reach our target consumers directly

without an intermediaries. We believe that by using this strategy, we can serve our

potential customers better and tailor the desserts towards their preferences. Besides that

there is no need to share the profit margins with others and we have complete control over

the production and sales process. The price of our desserts will be cheaper compare to if we

used intermediaries to distribute our product.

In-Store Marketing

In-store brochures containing our concept and philosophy.

Wall posters.

Design and layout concept.

In-store viewing of making desserts.

Grand opening promotion.

Party catering.

Merchandising items.

Local Store Marketing

Participating on food fairs in downtown

Brochures

Flyers

Local media

Direct mail piece containing brochures sent to surrounding addresses.Web page containing company philosophy, history and news.

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Location will also play a crucial role in marketing and promotion. Our business will be

located in high-traffic industrial area in Ipoh, Perak known as the Station 18. This location

will have a high degree of car traffic, and a high concentration of the demographic and

psychographic' target customer. Jazzy le Dessert is expected to develop a successful dessert

shop because of its variety of locations nearby, including theatre, movie, or music venues,

large universities, upscale shopping centers; and busy downtown areas.

Figure 2 : Direct distribution channel

Jazzy le' Dessert

Target customers

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8. Competition Analysis

Although Jazzy le Dessert is creating a new niche in the food service industry, we do

share similarities, and therefore compete with several kinds of quick-service dessert

businesses. Below is the analysis of our competitors:

COMPANY WE CAN DO, THEY CAN WE CANT DO, THEY CAN

Each a Cup

Unique trifle, waffle and

pancakes with several different

flavors.

Customize dessert based on

customer request.

Have thousands of people walking

in their business every day.

Well located business.

Kings

confectionary

Unique trifle, waffle and

pancakes with several different

flavors.

Diversities of dessert.

Secret Recipe Delivery services. Well known franchise.

The dessert restaurant industry presents ample opportunity for an upscale dessert

restaurant to carve out an attractive niche. First, switching costs for buyers are relatively

low, so a successful competitor must differentiate their product/service offering and build

customer loyalty. Second, barriers to entry in the dessert business are relatively low. As a

result, first mover advantage in core markets is critical to success. And lastly, suppliers are

generally providing commodity goods, and generally position themselves as partners with

the restaurants they serve.