Singgahsana Budaya - (Rebranding / Reposition / Redesign) Report

7/29/2019 Singgahsana Budaya - (Rebranding / Reposition / Redesign) Report

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SINGGAHSANA BUDAYA SDN. BHD.

Mohamed Raque Bin Ramlan920622-14-5311PJCAD/2010/JULY/2603

Branding Part 1 : Rebrand/Repositioning/RedesignPackaging Design 2 (DGD 2421)Semester Y2 S6 (July/Sept 2010)Ms. Chan Poi Har



1. Company Background

Singgahsana Budaya Sdn. Bhd. started with a humble beginning o producing coconut oil based product through natural

bio-technological process without using any oreign materials and substances or the benets o the consumers in sustaining

their healthy way o lie.

Singgahsana

‘Singgahsana’ in direct translation means throne in English. Trone in this concept is aliated with the position o coconut

ruits as they sit at the top o tree, signiying its hierachy in the coconut tree. Tis is similar to a ruler sitting on his throne

at the top o the hierachy o the country and his people. Tis is also associated with the company’s goal to triumph over

other competitors and to be the pioneer in producing coconut oil based product through natural bio-technology process

in the industry.

Te Matured Coconut

A germinated matured coconut is naturally grown through the circle o lie and depicted to has the highest quality extract

o the coconut oil. In reection with the product and the company, their policy is highest quality product through

natural process to ensure consumers’ benets in sustaining a healthy way o lie.



2. Research

Research has been done in two methods ; survey questionaire among consumers and interview with the company’s founder.

2.1 Survey Questionaire

Te objective o this research is to nd out the consumer awareness statistics, behaviour and requirement on the product.

Tis research is crucial as it will aect the specications and materials o the packaging. Indirectly, this will results in

convincing the consumers to purchase the product.

Survey questionaire has been distributed to 20 participants out o 45 who have used the product beore and are aware

on the benets. Te other 25 which have never used the product and are not aware on the benets also have given their

reasons or not using the product beore this survey been conducted.

Among 45 participants surveyed, only 20 participants (44.4%) answered the questionaire. Tis shows that more than hal

o the consumers have never used the product and neither aware due to certain circumstances. Tis clearly states that

coconut oil product is not a staple oil used by consumers compared to other oil products. Although it is not something

new in Malaysia, yet people seemed to be uncertain about the product. Te survey is carried out in depth or both sides.

20 out o 45 participants know thebenets and used it beore.

25 out o 45 participants doesnot aware on the benets o the product and never use beore.



Out o the 20 participants who answered the questionaire, 11 (55%) took it directly as ood supplement. seven (35%)

applied on the hair or on the skin as moisturizer treatment. While only two (10%) used it in cooking or as ood enhancer.

Tis clearly states that coconut oil in Malaysia is mainly used as supplemental ood as well as beauty/hair treatment.

Meanwhile, the other 25 participants gave their reasons or never used the product beore. 11 (44%) claimed that they

do not have condence in the product and the benets. Nine (36%) claimed that the product is concentrated with high

cholestrol which resulted in risks or health. While the remaining ve (20%) stated that there is a lack o awareness

campaign on the benets o the product.



Te research mainly ocus on the 20 participants who answered the questionaire. 13 out 20 are emales and the remaining

seven are males. Tis is because coconut oil is well known among emale to be applied on hair or on skin as moisturizer

compared to males who majority took it as supplemental ood.



By age, the majority o people using the product are aged 30 - 50 and above. Tis group is more health-concious and tend to

use beauty or care product to pamper themselves. Furthermore, this group o age are more prone to health-risk and more

keen to use natural product compared to age group o 30 and below who tend to use chemically inused, scientically-

proven products that show quick results due to liestyle, exposure and environment actor.

In terms o income, majority have an income o RM 5,000 - RM 10,000. As the majority age group is 30 and above, this

shows that majority o consumers who used this product already have a stable income with good proessions. Tis group

o consumers are more keen to spend on wants rather than needs. Tey also spends more on supplemental things as part

o their investment or uture and sel-satisaction.



From the previous research data, we can see the connection between the target age group and their income among both

genders. Now we ocus on how both genders generally use this product. From the data above stated, 15 participants (75%)

preered to consume the product personally as this is categorized as supplemental ood or inside health. Te remaining ve

( 25%) preerred to share the product with riends and amily to be used in cooking or applied on hair/skin as moisturizer.



Te majority o the consumers use the product as a personal use or supplemental health ood. 14 out 20 participants (70%)

strongly preere to buy one unit a month. Tis make sense as the majority o the target group usually go to the supermarket

or pharmacy once in a month to buy their household stocks or medicine. Tis proves that consumers do not want any

hassle to carry the product in large quantity.

Basically, this group o consumers are more keen to spend on supplemental things as part o their investment or uture

and sel-satisactory. Tereore, more than hal o the people surveyed, 12 participants (60%) are willing to spend around

RM50.00 to RM 100.00 or supplemental ood. Tey do not mind to spend more or health and product satisaction. As

stated above, they take it as part o their investment or uture and sel-satisactory.



2.2 Interview

An interview session has been conducted or a hal hour with the ounder o Singgahsana Budaya Sdn. Bhd. about his

perspective on developing the product rom the beginning, marketing and awareness issue, cost o product, distribution

issues, and people’s views on the product.

Te ollowing conversation are as ollows :-

1. What makes Singgahsana Coconut Oil (SCO) dierent rom other coconut oil in the market?

SCO is a transparent oil without using any chemicals or oreign materials through natural bio-technology process. By

this method, SCO conserved all natural ingredients present in the oil without any preservatives or changes made in the

chemical chains. SCO also has the least and almost no pungent smell compared to any ther coconut oil in the market and

also the least cloudy compared to the other competitors.

2. Who is your target audience or this product?

We do not have any target audiences. It is suitable or all ages, and anyone can consume this product. Whether it is or

prevention or or cure, it is a supplemental ood or everyone who wants to lead a healthy liestyle.

3. Why it is stored in the glass instead o plastic since plastic is cheaper than glass?

In the beginning, SCO was packed in plastic bottle but due to its chemical molecule which are very ne, it slowly evaporates

through the plastic molecule structure which resulted in the content slowly dissapearing rom the bottle. Tis has been

proved by simply placing it in the car during the day since cocout oil is very sensitive to heat o the surroundings.

4. Why it is packed in small quantity (100ml) ?

For the convenience o consumer and to preserve the quality o content. I it is stored in bigger volume, there will be a

tendency o oxidization at the tip o the bottle resulting in growth o ungus. On the other hand, it is or the convenience

or consumers to share with riends and amily.



5. How long will it take or a unit (100ml) to fnish i taken regularly?

One week.

6. How many unit does a consumer buy at a time?

New customer usually will buy one or two at rst to try while regular customer usually will buy our bottles at one time or

personal consumption or a month. Basically, or every our bottles bought, we will give bottle or ree to the customer so

that they can promote to their riends and amily.

7. How much does it cost and what is the price per bottle (100ml)?

Cost per unit is RM5.00 with the retail price o RM25.00

8. Where can the customers get the product?

Customers can get the product through the company, and recognized distributor all over the peninsula.

9. So ar, how is the market growth?

Unortunately, the market growth is slow as they are not many distributor sells this product.

10. What makes the market growth slow?

Certainly awareness and marketing issue. People are not aware about the product. Tey have some misconceptions about

it and they are not condence with it. Another issue that the distributor’s eort on selling the product.



3. Data Analysis :

Based rom the results, more than hal (50%) o the participants surveyed have never use the product neither know about the

benets. Teir reasons are mainly because they do not have condence on the product, misconceptions about the product

and also lack o awareness. Te research that has been conducted, consisted mainly o women who used it as beauty/hair

treatment which as moisturizers. On the other hand, consumers o ages 30 and below tend to use chemical sciencetically-

proven product that bears quick response.s Tese are due to their liestyle and environment actor. Meanwhile, rom the

data, we can see that the connection between target age group and their income. From here, this will lead to set a target

consumers or the product. Set physical criteria and materials or the product to be packed. Conclusion :



4. Conclusion :

In conclusion, the reason or slow market growth is mainly because they do not have the condence in the product,

misconceptions about the product and also lack o awareness. Te are aws in design o the product packaging, that

it is not convincing enough to attract consumers. On the other hand, marketing and awareness campaign play a big

role in bringing the product to the next level. Distributors have big responsibilities in enhancing the sales as well as

the design. Coconut oil in Malaysia are very well known to be used or external use but awareness on the benets o

consuming the product or internal health is lax. It is clearly stated that consumers o major target age group with major

target income are willing to spend their money on the product as long as the product satisaction is guaranteed and their

expected requirement is met. Simultaneously, consumers always needs a good impression on the product packaging that

is convincing enough as well as the quality, satisaction, and positive results beneted rom product itsel. Tereore, it is

suggested that the company should reposition itsel to have target customers and redesign the logo to appear more legible

and versatile with an appropriate packaging design.



5. List o problems ound based on research, surveys and observations :

1. Lack o awareness on the benets o coconut oil

2. Lack o marketing campaign on the product

3. People’s misconception on the coconut oil

4. Lack o condence on the results beneted rom the product

5. Design aws, not convincing design quality

6. Distribution issues & limited source to purchase the product

8. Small in size

5.1 Problems ound based on observation on design perspective :

LOGO :

1. No consistency on type selection and type style

2. Heavy logo composition

3. ypical image representation

4. Not practical in use o space

5. Not legible in small scale

6. Not versatile in dierent medium

PACKAGING :

1. raditional old-style appearance

2. Apllication o high-contrast o gradient

3. Non-solid tone o color

4. No consistency

5. Packed with inormations and acts

6. Non-convincing presentation

7. No simple product descriptions

8. Not appropriate

9. Not visible on bottle label design



6. Branding & Design Approach :

6.1. REPOSIIONING

Brand repositioning is our approach as there are :-

- No strengths in the current packaging design.

- Consumer does not perceive visual identiers on the current logo and packaging design.

- Te logo and the packaging does not have “ownable” qualities that enable the brand to stand apart rom the competitor.

- Te packaging design does not dierentiate itsel rom the competitor eectively.

6.1.1 Brand reposition aim and objective :

- o elevate the status o the brand and rival the competition in the market.

> Set up the target markets : Distributor/Pharmacy/Supermarket

> Set up the target audiences : Multi races within age group o 30 y.o. - 50 y.o. and above

with income rom RM5,000 above

> Set up standardization and consistency : Standard application in the elements o design

6.2. REDESIGN

6.2.1 Brand redesign

- o uplif the brand reposition and consumers condence.

> Logo improvement : Emphasizes on Singgahsana as a logotype

6.2.2 Product redesign

- o gain condence, convinience and interest o consumer towards product.

> Set up the materials used : Glass bottle

> Set up the size o product : 500 ml or personal, 100ml or amily



7. Implementations

Singgahsana Budaya Sdn. Bhd. has been rmly wanted to spread the goodness o coconut oil among consumers to lead

a healthy liestyle with quality assurance. Tis is their mission or the consumer in their vision to be the pioneer in this

industry. o achieve this, we look orward to the core that is the main production o the company and their distribution

eort that will lead the company to achieved their goal. From here, we extract keyactors to be used as the design ration-

ale which reects the company and the product. Te keyactors are as ollows ;

- Derived rom the main production o the company that is coconut oil. It is processed without using any chemical and

oreign materials (NAURAL). Te results, a crystal clear oil (CLARIY) which proves the quality standard they hold

on to while the internal structure o coconut oil is packed with goodness o nutrients (RICH).

- Company’s principle in the context o distribution eort are honest, rm and convincing in spreading the goodness o

the product among consumers with quality assurance shows (INEGRIY).

- By practice, consuming coconut oil will results good health or the consumer while company will achieved their goal,

ortune and successul business (AUSPICIOUS).

7.1 Design Rationale :

Mr. Zainoren whom the ounder o Singgahsana Budaya Sdn. Bhd. believes in high quality suppliment ood. He takes

pride o producing virgin coconut oil products. Tereore the design approach/direction o Singgahsana has to reects

these keyactors on what he and the company believes in:

- NAURAL

- CLARIY

- RICH

- INEGRIY

- AUSPICIOUS



7.1.1 Keyfactors meaning and thesaurus :

Integrity

Integrity means adherence to moral and ethical, have principles and soundness o moral characters.

In ethics regarded as honesty, truthullness or accuracy o ones actions.

Derived rom the Latin adjective ; integer (whole / complete)

Tesaurus : Honesty / Wholeness / Goodness / Purity / Reputability / rustworthiness

Clarity

Clarity means clearness or lucidity as to perception on understanding. A reedom rom indistinct and ambiguity.

A state or quality o being clear or transparent to the eye. A clearness as o expression.

Tesaurus : Exactness / Intelligibilty / Simplicity

Rich

Abundance o valuable resources. A great value on worth. Abound in natural resources.

Tesaurus : Stability / Intense / Productive / Bountiul

Natural

“Nature” reers to the phenomena o the physical world, and also to lie in general.

Te word nature is derived rom the Latin word natura, or “essential qualities, innate disposition”, and in ancient times,

literally meant “birth”. Free rom pretension or calculation. Natural implies lacking articiality and sel-consciousness

and having a spontaneousness suggesting the natural rather than the man-made world.

Auspicious

Auspicious implies success in the uture, promising or o good omen—not just special or memorable. Marked by success;

prosperous. Showing or suggesting that uture success is likely : propitious meaning avorable conditions are present; .

Attended by good ortune.



7.2 Keyfactors Designs Visualizations

- Integrity : Legible single type o ont selection

- Clarity : Direct, non-complex visual presentation - minimalist

- Rich : Deep solid color tone

- Nature : Earthtone color selection

- Auspicious : Color tone selection and shape

7.2.1 Elements of Designs Implementation :

Integrity & Clarity :-

Emphasizes on ont selection as logo ; Logotype

Font selection : Century Gothic

Rationale :

- Instill condence

- Firm

- Clean

- Honest

- Direct

Rich & Nature :-

Deep and solid earthtone color represents nature and rich with a contrast o

orange color represents auspicious and prosperous rich tone.

Deep brown - Depicted rom matured coconut husked color

C : 50 M : 75 Y : 70 K : 90 PANONE 4975 EC

Orange - Depicted rom coconut ower seeds

C : 0 M : 40 Y : 90 K : 8 PANONE 145 PC

Auspicious :-

Perect circle shape with a touch o orange colour depicted rom the coconut ower seeds.



Te Orange Circle

Circle - Divine, Perect, Wholeness

Te circle has been known since beore the beginning o recorded history. Natural circles would have been observed,

such as the Moon, Sun, and a short plant stalk blowing in the wind on sand, which orms a circle shape in the sand. Te

circle is the basis or the wheel, which, with related inventions such as gears, makes much o modern civilisation possible.

In mathematics, the study o the circle has helped inspire the development o geometry, astronomy, and calculus.

Early science, particularly geometry and astrology and astronomy, was connected to the divine or most medieval schol-

ars, and many believed that there was something intrinsically “divine” or “perect” that could be ound in circles.

Coconut ower seeds - Auspicious, Rich Divine

1. In old Malay believes, coconut owers known as Mayang is used by shaman in conducting healing ritual. Meanwhile,

according to hindu and buddhist believes. Coconut owers are auspicious symbols and are xtures in weddings and

other important occasions. In kerala, coconut owers must be present during a marriage ceremony. Tis multi-racial

beleives appropriate with the target consumers.

2. It is used to make palm sugar and sweet drinks called Nira, A nutritious sweet drinks derived om nature.

3. Coconut ruit depicted rom the company as throne in the hierachy. Te owers depicted as jewel crown decorated or

the throne. Tis emphasizes more on visual representation o the term Singgahsana.

4. Te ower seed is the beggining o new lie. Appropriate and associated with the comapny’s goal and their product.

Tat is meant to rejuvenates and to start a new beginning in the journey to a healthy liestyle.

wo pantone colors are selected in the application o logo and product or consistency, standardization and to reduce cost asonly two colors is used with the accesibility o using diferent tone based on the two colors as part o designs.



PANTONE 145 PC

PANTONE 4975 EC

C=0 M=40 Y=90 K=8

C=0 M=75 Y=70 K=90



8. Packaging Design

As or packaging design ; the elements o design and the rationale are still based on the ve keyactors constructed. Tis

is to ensure consitency and standardization o designs implentation on the product and the product extention.

Material : Glass

Glass is the only man made material that can withstand the high temperatures needed or sterilization. It is also a non-

porous and inert material, which means chemicals and harmul bacteria cannot leach to taint the oil. While recent stud-

ies may argue benets o plastic, we choose to remain true to our roots and to the environment. It’s a premium oering

that makes a dierence.

Listed below are some o the many benets o glass over plastic :-

• Glassbottleshavealwaysbeenbisphenol-A(BPA)free.HundredsofstudieshavelinkedtheBPAchemical

ound in many plastics to cancer, diabetes, heart disease and other health problems.

• Extensiveheat–whichisrequiredforsterilization-doesnotharmglasscontainersorreleasetoxinsintothe

water.

• Glassisnonporous,impermeableandair-tight.Tismeanstherearenointeractionsbetweentheglasspackag

ing and products to aect the taste o beverages.

• Glassbottlesaremadefromnatural,nontoxicrawmaterialssuchassilica,sand,sodaash,limestone...making

them one o the most pure containers available.

• Glassbottlesare100%recyclable.Unlikeplastic,glassdoesnotrequiretheuseofpetroleuminits

manuacturing process.



Size o product : 500 ml and 1000ml

Based rom research conducted, the current bottle o 100ml is small and not enough.

Besides, small size content will give the tendency o consumer or not practice as a routine.

It is advisable and recommended or the new market to be packed in 500ml or personal use or 1000ml or amily use.

Te rationale are as ollows :-

1. 500ml is equivalent to 5 bottles o 100ml that is to be consumed in one month or personal consumption. Tis means :

- Less hassle.

- Save cost.

- Easy to transport, stored, and carry.

- Appropriate as consumers go to the market/clinic/pharmacy at least once in a month.

2. 500ml will results the tendency or the consumers to practice as routine.

3. 500ml is versatile as consumer can consume the product or personal use either or sharing.

On the other hand, 1000ml is recommended or amily use or or consumer whom under serious supervision.

Te rationale are the same as stated above.

Wax-coated box Wax-coated box is complemented with the glass bottle to gives extra protection and inormation on the product.

Futhermore, this helps to enhance beauty and quality impression on the product.

Language : Dual Language On Box

English and Bahasa Malaysia is used or product description as the target audiences are locals.

English is selected or bottle label as english is widely spoken and used both local and global.



Description :

Consumed as supplemental food

for general health.

Ingredient :

100% pure virgin coconut oil.

Indication :

2 tablespoons twice daily.

Store At Room Temperature.

Keep Away From Direct Sunlight.

Best Before :

Printed on the bottle.

Price :

RM 150.00 (Peninsula)

RM 180.00 (East Peninsula)

Nutritional Information per 100ml

Energy 900kcal

Carbohydrate 0g

Protein 0g

Cholestrol 0g

Fat 100g

Monounsaturated Fats 6g

Polyunsaturated Fats 2g

Saturated Fats 92g

Trans Fatty Acid 0g

Produced by :

Singgahsana Budaya Sdn. Bhd.

81-A, Jalan SG 1/3,

Pusat Bandar Seri Gombak,

68100 Batu Caves, Selagor.

Tel : 603.6185.3597

Fax : 603.6185.3598

www.singgahsanabudaya.com.my



Premium Virgin

Coconut Oil

Minyak Kelapa

Dara Premium

Minyak Kelapa Dara Premium

Singgahsana adalah minyak yang

jernih lutsinar dengan tiada bahan

pengawet, bahan kimia atau

bahan-bahan asing melalui proses

bio-teknologi terkini. Ini tidak

menukar rantai kimia minyak dan

semua nutrien dipelihara untuk

manfaat pengguna. Alamilah

kebaikan semulajadi tersendiri.

Perihal :

Untuk dimakan sebagai makanan

tambahan bagi kesihatan am.

Ramuan :

100% minyak kelapa dara asli.

Arahan :

2 sudu teh besar, 2 kali sehari.

Simpan Pada Suhu Bilik.

Elakkan Dari Sinaran Matahari.

Baik Sebelum :

Dicetak pada botol.

Harga :

RM 150.00 (Semenanjung)

RM 180.00 (Sabah & Sarawak)

Maklumat Pemakanan per

100ml

Tenaga 900kcal

Karbohidrat 0g

Protin 0g

Kolestrol 0g

Lemak 100g

Lemak Mono Tidak Tepu 6g

Lemak Poli Tidak Tepu 2g

Lemak Tepu 92g

Asid Lemak Trans 0g

Dibuat oleh :


81-A, Jalan SG 1/3,



Tel : 603.6185.3597

Fax : 603.6185.3598


Singgahsana Premium Virgin

Coconut Oil is a clear oil with no

preservatives, chemicals or foreign

substances through bio-technology

process. This does not change the

oil chemical chains and preserved

all the nutrients for the benefits of

consumers. Experience the natural

goodness of its own.

Description :

Consumed as supplemental food

for general health.

Ingredient :

100% pure virgin coconut oil.

Indication :

2 tablespoons twice daily.

Store At Room Temperature.

Keep Away From Direct Sunlight.

Best Before :

Printed on the bottle.

Price :

RM 150.00 (Peninsula)

RM 180.00 (East Peninsula)

Nutritional Information per

100ml

Energy 900kcal

Carbohydrate 0g

Protein 0g

Cholestrol 0gFat 100g

Monounsaturated Fats 6g

Polyunsaturated Fats 2g

Saturated Fats 92g

Trans Fatty Acid 0g

Produced by :


81-A, Jalan SG 1/3,



Tel : 603.6185.3597

Fax : 603.6185.3598


Singgahsana Budaya - (Rebranding / Reposition / Redesign) Report

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