Casestudy: Amazin Graze1. Company Background Introduction Amazin’Graze is a healthy snacks brand since 2015 in Malaysia.
Their handmade snacksare using quality and healthy ingredients to bring out the freshness of the products.The brand image bring out the fun and passionate in making the goodness ofhealthy snack. The business is now growing to the Asian market. EATING RIGHT,NOT LESS, they truly believe it because healthy eating doesn’t mean eat less isto eat right and enjoy in healthier alternatives. The company was founded by AmyZheng, Ching Yi Lee, and Sabrina How. (Sergio, M 2017). Company MissionFirstly,the company aim to raise awareness of healthy eating to the Asian.
Besidesthat, the mission is also carried out to access delicious yet healthy treatswith affordable prices. Company VisionThevision is to become a healthy brand for home pantry with a wide options inselecting healthy snacks. Besides that, the company aim to increase the brandacross the South-East Asia. The IdeaTheidea was formed is because Amy, an Australian, and 33 years old.
She found thatthe eating behaviour in Malaysia are not so healthy and hard to get the healthyfoods in public. 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, to buildAmazin’ Graze (Sergio, M 2017).
The Process Theyplanned this business about 3 months and to try and test out different productsand flavour at their home kitchen. Their family and friends helped them to tryit out the flavours of product and hope the products can be sold well in market.They first started to sell in small batches of the products in weekend marketwhich surprisingly reaches the market well. In June 2015, online order and deliveryservices had launched. SabrinaHow, founder as well as an operation manager of the company, her jobs is towork on the production and supply chain of the company.
They rented a space tobuild their first retail store at D7 Sentul in KL. Now, the team has grown to20 people and the products are become so well known in the market and hit thebiggest sales which hit 800 packages of products per day. The business expandedto 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 motivates them. 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,