Ayam Brand Report

Introduction

Canned fish Asian Ingredients Fruit & Vegetables

1. Tuna

2. Sardines

3. Mackerel 1. Coconut milk & cream

2. Asian sauces & pastes (Curry, Rendang, Laksa) 1. Baked beans

2. Vegetables (Corn, Peas, Tomatoes, Barley)

3. Canned fruits*

Ayam Brand™ is founded in 1892 in Singapore by a french citizen named, Alfred Clouet, making it one of the oldest consumer brands in Asia. It is a shelf stable food brand, producing mainly:

*products might not be available in singapore

The company produces almost 60 million cans yearly and employs around 1000 employees consisting of workers, staff and manages. Based on a consumer survey in 2007, Ayam Brand™ ranked 179th amongst the first 200 consumer brands in Asia, ahead of reputable names such as Nissan, L’Oreal or Heinz.

Consumers’ desire for goods or services derives from needs and wants:

1) Needs: Source of energy. The simplest and easiest to fulfill because it is a necessity of having a source of energy, which can be achieved by any other food brand

2) Wants: A complex set of criteria that consumers establish to find a food product that caters to their need (E.g. Affordability, Healthy, Tasty or Easy-cooking)

Ayam Brand™ understands that developing a strong relationship with the consumers is crucial in keeping and growing the customer pool and one of the many effective approaches that they used is, establishing the Ayam Brand Club, which gives members the latest information or updates of the company, inviting them to join private events, receiving weekly newsletter that teaches new recipe, ways to improve cooking or how to lead a healthier lifestyle and receiving goodies. All these achieve Social benefits and structural ties with consumer

After thorough research and understanding, Ayam Brand™ uses social marketing to solidify the relationship between company and consumers. Social Marketing is the most effective customer driven management amongst the five management orientation. The reason is because it focuses on understanding consumer’s needs and wants, the environment and impact on society. In a nutshell, the company prioritizes consumers’ satisfaction then profitability of the company.

The first example is the participation of International Dolphin Safe Monitoring Program, In which, Ayam Brand™ pledges to abide the international “Dolphin Safe” tune standards of no encirclement of dolphins or any other marine mammal during the entire fishing trip, no accidental deaths or serious injuries to any dolphins, and no use of drift gill nets

The second example