about ayam brand

1. Mok Yee Yi (2107280)
Thalia Ng (2105907)
Nurul Emelda (2142324)
Mok Yee Yi (2107280)
Thalia Ng (2105907)
Nurul Emelda (2142324)
Shean Buligis (2105626)
(MD4112) - IM01 CA3
Branding Fundamentals

2. TABLE OF CONTENTS
01
Brand and Category
Overview
02
Empathy and Deep
User Understanding
03
Proposal
04
Conclusion

3. 01
Brand and category
overview

4. Campaign brief
Requirements
Objectives
Even though Ayam Brands products are well loved by all walks of lives, this campaign’s specific target
audience possesses the following demographics and psychographics:
- Ages 18-29
- Student, young working adults with busy lifestyles
- Focus on wellness, healthy eating, cooking as a form of fun and therapy.
The aim of this campaign is to promote Ayam Brand as a go-to brand for canned foods that can be relied
on to make quick, delicious and healthful meals.
1. Re-establish Ayam Brand as a leader in healthful canned food products, with premium ingredients and
high quality.
2. Feature Ayam Brand’s diverse range of canned foods that do not lack variety, flavour, and versatility.
3. Position Ayam Brand as the go-to food option for quick meals and healthful recipes.
Theme: “A Great Meal, Anytime”

5. Brand Overview
Brand essence
Brand personality:
Brand Idea: Through our premium ingredients, we will
provide high quality canned food products that you will go to
for a diverse range of healthy and convenient meals.
Unique
Reliable
Innovative
Honest
Generic adjectives or
attributes
Specific product category
reference
High quality and Healthy Canned Foods
Top 4 words:
Unique (4 people)
Innovative (3 people)
Honest (4 people)
Reliable (5 people)
Some other words were:
Nostalgic
Healthy
Dependable
Q&A of Ayam Brand’s
personality on Instagram

6. Category overview
Competitive environment
● Hosen
● Mili
● Narcissus
Product category : Canned food
● Heinz
● Yeo’s
● Fairprice
The reason why we chose these canned food brands is
because our competitors sell similar alternatives to Ayam
Brands products.
These similar alternatives range from Tuna, Beans,
Coconut Milk, Pasta Sauce, Curry Paste, Luncheon Meat
Definition: Any food commercially processed and
prepared for human consumption (Lawinsider, n.d)
● Kara
● Prego
● New Moon
Ayam Brand vs Alternatives (Competitors)

7. 02
Empathy and deep user
understanding

8. A day in the life
8:00 AM
Wake up & prepare for school
Sofie brushes her teeth,
showers and prepares her
clothes and school things.
01
9:00 AM
Meal prep for the day
Sofie meal preps for 2 meals
a day– breakfast and lunch
02
12:00 PM
Lunch break
Sofie normally has to have
a quick and efficient lunch
due to her very busy
schedule.
03
1:00 PM
Classes and lectures
Sofie has many classes
throughout the day, some of
which are physically intensive and
require her to have sufficient energy
04
7:00 PM
Dinner
As for dinner, Sofie sometimes
has to eat something quick and
easy as she may have
supplementary lectures at night
05
10:30 PM
Return after school
After a long day sofie makes her
daily commute home
06
Sofie

9. Chosen Stage: Meal Prep
We have chosen to study and dive deeper into Sofie’s meal preparation from the “A Day In Life”
timeline. We felt that we could generate insightful thought patterns from this stage as it is an
essential part of our subject’s day. This stage is also relevant to the field of research we are
conducting as the choices she makes in this stage are food and health related

10. Thought patterns
First of all, Sofie choses
oats because they are
gluten-free whole grains
which helps her to lower
blood sugar levels and
have reduced risk of
heart disease. They are
also a good source of
vitamins, minerals
antioxidants and fibres.
Chia seeds were
added as she
knows that they are
high in antioxidants
and fibre which has
health benefits
such as lowering
high blood
pressure.
A mix of greek yogurt and
regular blueberry
flavoured yogurt. The
flavoured yogurt helps to
give the sweetness to her
final product. Greek yogurt
has much more protein
and less sugar compared
to regular yoghurt and also
has added health benefits.
Milk was then added as a
liquid for the oats to soften
and the chia seeds to
expand. Milk also provides a
lot of benefits for Sofie
because some of her days
are physically intensive and
milk provides calcium,
vitamins and proteins
which could lead to
improved bone health.
Sofie also adds soy
milk. Soy milk is a
healthier option of
milk with an
excellent nutrient
profile. Sofie knows
that soy milk
reduces risk of
cancer and helps to
lower cholesterol.
Last but not least, Sofie
adds her powders. She
added protein powder
which is important
because it helps repair and
strengthen her muscles.
Milo powder is added for
extra chocolate flavour
because Sofie loves the
taste of Milo.

11. POEMS
PEOPLE
At this stage, she is the only
person present, as she likes to
focus while cooking and being
alone helps with that
OBJECTS
Ingredients such as oats, chia seeds,
milk, salt, and greek yoghurt, as well
as kitchen utensils like jars, spoons,
measuring cups
ENVIRONMENT
Although it is a small space, the
kitchen is quite spacious for one
person to cook. Products are easy to
access and can be found easily.

12. MESSAGES
Food labels, nutritional value sheet,
healthier choice logo, expiration date
enable her make better informed
choices (e.g. choosing healthier
foods) when preparing her meals
SERVICES
No relevant services to help
our subject beyond just
purchasing a product

13. Overall Insights and Observations
We noticed that Sofie uses foods that are of high nutritional value because she has
many classes, some of which are physically intensive. Hence, eating foods with high
nutritional value would give her great health benefits and sufficient energy that she
needs to get through her day.
We also observed that Sofie takes note of the nutritional information on product
packaging before consuming because she views her health as one of the most
important priorities and takes good care of it. Hence, she takes caution and only
consume products that she know is good for her.
Overall, Ayam Brand’s target audience prioritize their health and body. To lead a healthy
lifestyle, they are very aware and careful as to what they consume. Ayam brand needs
to persuade people like Sofie to inform her about Ayam Brand’s products being
nutritious and suitable for her lifestyle. This can be in a form of promoting and
highlighting the key benefits when consuming Ayam Brand’s products.

14. User Interviews - Miro Board

15. User Interviews
“Interviewees tended to see canned food as convenient and can easily be incorporated into meals.”
Mandy Gideon Bobby Agatha
“Definitely, because in the first
place canned food are usually
marketed to be convenient. And
therefore, the ultimate incentive
to consuming canned food is
the convenience.”
“Yeah, definitely because of..
accessibility you know. It's
really easy to make or prepare,
just open the can and just mix
in with whatever you want or
just eat it by itself, definitely
can be added to meals like
super easily.”
“For sure, canned food has
definitely helped me with my
meal prep and made it
easier.”
“I think that they're definitely a
convenient way to cook my
meals. I shared before that. I used
canned foods for almost every
other day since I'm on my intern
and I have morning shifts. So that's
what my mom would use to pack
for me for my breakfast and for my
lunch as well. So I think it's very
convenient and easy.”
“I mean, you don't really think that,
oh, this canned food is very
delicious or something, it's more
of like the convenience behind it
lor.”

16. User Interviews
“Interviewees tended to view canned food as having a lot of preservatives.”
Mandy Gideon Bobby Agatha
“Um, I feel like canned food
generally comes across as very
unhealthy. Because there seems to
be this impression whereby there's
a lot of chemicals that are added
inside, such as flavourings, or like
preservatives. I mean, if it's to be
kept in a can for quite an
extended period of time, then I
would think that there will be an
a fair amount of preservatives in
it right?”
“From the impression that I
get from….social media or
even……..health facts on the
can, I think there are a lot of
preservatives on it”
“I feel like in a sense, yes.
Because like in the times of
now like every every kind of
food sort of has
preservatives, if not it
won't last right. If not it'll just
expire immediately or
something.”
Yeah, I think they do contain a
lot of preservatives, but I don't
want to assume for every brand,
maybe there are brands out
there that you can actually trust
and not only contain, like, good
taste, but they also have health
benefits in their canned foods.
The general impression I have
towards canned food is that it's
not very healthy. And it seems to
be most majority of it seems to
be processed food as well.

17. User Interviews
“Interviewees tended to have specific dietary needs in their meals.”
Mandy Gideon Bobby Agatha
I try to eat as much whole foods
as I can. Whole Foods as in food
that is not processed as much
as possible. Food that has not
been altered as much as
possible.”
“On a daily basis, it varies
actually, depending on
what I have on on that day.
Mostly consists of like,
typical Chinese meals like
rice, a source of protein,
whether is it fish,
chicken, and some kind
of veg ah.”
I didn’t really care much about the
quality of food I ate in the past,
especially when I was the one
preparing it. However, as I grew, I
started caring more about the
quality of the food I eat. Like now
especially, I try eat foods that are
healthier and are of better quality
to ensure my health doesn’t take a
dip.
“Besides taste definitely the
quality or the freshness of the
food. I really cannot stand
eating food when I know that it's
not properly cooked. Or there's
still blood or things like that.”
And then when it comes to what I
look out for, when I consume my
meals, it will be ensuring that I
meet the required macros in a
meal. Like for example, I try to
have more protein, than like fats,
or carbs in a meal.

18. User Interviews
“Interviewees tended to have different opinions on what would make them consume canned food on a daily basis.”
Mandy Gideon Bobby Agatha
“When consuming food in
general I look for the overall
nutritional content of that food
item. I would probably eat
canned food on a daily basis if it
meets the macros
(carbohydrates, protein and
fats) more than the other food I
have on hand.”
“Whether is it healthy or beneficial to an
extend you know, whether there are
like healthy fats content, sodium
content, and something that is not too
oily, or like consists of a lot of oil or
preserved in like oily substances. And
also, of course, the taste, I'm not sure
whether that’s a quality but yeah, they
will affect it as well. And maybe
calories. Make sure that it's not as
high.. like not exceeding my daily
calorie.”
“Honestly I’ll just eat certain
canned foods when I feel like it,
However, there’s a limited
range of food and eventually
you will run out of options. So,
would I eat it daily? hmm maybe
not just because of the lack of
variety for me.”
“I think what encourages me to
buy is number one brand
popularity, knowing that many
customers trust the brand that
encourages me to trust
wherever they're selling and
how they prepare it.”
“So let's say I have a choice
between whole foods that are
naturally nutritious without
chemicals in it versus canned
food that are nutritious but with
chemicals. Then I will still
choose whole foods, without the
chemicals part.”
“One canned food that I
particularly enjoy is the soya
sauce peanuts, and I do
occasionally crave for it. But
after awhile the craving
subsides and I no longer feel
like eating canned food, you
know?”
“Second thing is whether
there's too much salt or sugar
in the canned food, because I
don't know, I think it's… there's
that belief that canned foods
aren’t really the most healthy
way to have your meals.”

19. Motivations
Overall Insights
Unmet needs
Likes Dislikes
Frustrations
Need Statement
Gender: Female
Age: 24 years old
Race: Chinese
Occupation: Full-Time Accountant
Part-Time Spin Instructor
Preferences
Goals:
Personality: Athletic,
Confident, Charismatic
Education: Diploma in Banking
and Finance at Singapore
Polytechnic
Name: Jessica Tan
- Foods that fulfill her nutritional needs
- Meals that are fast and easy to prepare
- When brands are honest with their
ingredients and production process.
- Foods containing high sodium content, chemicals and
preservatives.
- Meals that require long preparation time and multiple steps
- When the quality or freshness of the food does not meet her
expectations- not promising what they promote
- Has specific dietary needs in her
meals such as meeting her required
macros.
- Prefers to have whole foods with no
chemicals involved
- Would like to save as much money
as possible when purchasing
products for her meals
- She can’t make smart and healthy food choices as she
has no time to go out of her way and purchase nutritious
meals due to her busy lifestyle
- When organic/gluten-free/plant-based products are
not as easily accessible.
- Products that are good for the body being a lot more
expensive compared to regular products filled with
chemicals
- Desires to be a good health role model for
her spin class students.
- Would like to look and feel healthy with the
help of the food she consumes
- Would like to find other alternatives besides
premium products as they are expensive
- Wants a diet that can provide her with right and
sufficient nutrients to sustain her active lifestyle.
- To educate herself on the health benefits that come
with eating certain food products
- Find more affordable alternatives that still fulfills her
needs and can be incorporated into her daily meals.
- Jessica, an accountant and part-time spin instructor needs a
way to spark her interest in venturing out other healthy food
alternatives so she can continue to lead a healthy lifestyle
without worrying about the undesirable effects (e.g. expensive
prices, inaccessibility)
Jessica doesn’t know about the other affordable
alternatives existing as she has not yet come across
any information on such possibilities.
- In summary, Jessica’s health is a very important aspect of her life and she prefers to consume foods
that meet her dietary needs. However, she is not familiar with the more affordable alternatives of
healthy foods and wants to gain more knowledge in that aspect.

20. Consumer Ayam Brand
Ayam brand makes
high quality and
healthy canned foods
so accessible that
consumers can have
a healthier lifestyle.
Brands
Promise
Brands
Story
Brand
Ideas
Purchase
Moment
Consumer
Experience
We care for consumers and
provide products that are
healthy, natural and of
superior quality
Canned food of the highest
quality should be accessible
and convenient for everyone
to prepare and consume.
Start by producing versatile,
tasty and affordable
products, then work on
informing customers on its
nutritional benefits.
Allow consumers to see
and read descriptions
of the products to
understand what they
will be consuming.
Healthy and natural
canned food should not
be hard to find or a
hassle to prepare
Packaging
Logo/Slogan
Advertising of
product’s benefits
using media
Product
Development
Sales and Retail Operation and
communication
TOUCHPOINTS

21. What does Ayam Brand currently have?
Healthier choice
logo and
indication/labels
on products
Packaging
Logo/Slogan
Advertising of
product’s benefits
using media
Product
Development
Sales and Retail
Operation and
communication
Promoting
benefits through
Instagram posts
Sharing product
description on
website for
consumers to learn
and understand
Displaying products
range and
information of
nutritional content
in website.
Promoting
accessibility and
convenience
through website
and retail store

22. Overall Analysis
Overall Insights
How can Ayam Brand improve?
In slides 21 and 22, we presented our touchpoints in
the form of a flow chart. The flowchart helps Ayam
Brand to be in the consumer’s shoes and find out
what are they currently doing and lacking in the
different aspects (brand promise, story etc.). This
will help Ayam Brand focus on the areas they’re
lacking in or what’s more important to them.
To allow customers to see and read description of
products, a different format or way of presenting
could be used instead of a website. To further
improve consumer’s experience, we could also
include extra benefits that comes with the
purchase. Lastly, under product development, to
make it more accessible and convenient for
customers, we can use the idea of an application
with all the features included (games to win
prizes, product information and purchase)
Firstly Ayam brand could use the format of videos
and come up with more creative ideas to display
their nutritional benefits as well as ways to make
convenient healthy meals. Videos will be good
instead of static advertising because videos are more
engaging and interactive.
Secondly, Ayam brand could come up with gift ideas
to improve consumer experience, gifts such as
discounts, attractive promotional ideas such as
bundle deals and attractive merchandise to draw the
attention of our customers.
Lastly, Ayam brand could make it even more
convenient for customers by creating an app which
has the option of delivery. This app could also include
all the nutritional benefits and information because
despite it all being displayed on the website, an app
is a lot more accessible and commonly used.

23. 03
Proposal

24. Description: 50 second video advertisement and a short tiktok video
Synopsis: The first video advertisement will follow the lives of 4 different people from different parts of the world
and how they are all connected by one brand which is Ayam Brand. The second video advertisement will be a short
tiktok video by Ayam Brand addressing misconceptions on their products in a fun way.
Target Audience: Suitable for ages 18-29 (With certain age groups viewing the video in the platforms they use
often)
Platform used: Television Advertisement, Social Media Platforms (Facebook, TikTok, Instagram, Twitter)
Why did we choose this platform: With the various platforms, each catering to a more specific age group, it
reaches a large audience as majority of Singaporeans have access to all these platforms which means that
everyone is bound to see it. This platform helps us to gather a captive audience as well as reach our desired target
audience. Using the different platforms can help promote brand presence and increase brand awareness evoking a
strong sense of credibility.
Why this works: Video advertisements is one of the most effective methods of advertising. Customers like video
advertisements due to the fact that is is engaging and entertaining, as well as very straightforward and easy to
understand. It helps to build brand awareness with the aid of visually engaging shots. Social media advertisements
are also easily shareable.
Proposal #1

30. Proposal #2
Description: Ayam Brand Merch- T-shirt, Tote Bag, Enamel/brooch pin
Target Audience: Suitable for ages 18-29 (Certain age groups may be more attracted to a particular item)
Platforms/Methods used: In-store [Cold Storage/NTUC], Ayam Brand Website/Application (3rd proposal)
Why did we choose this platform: We chose to sell our products both offline and online to meet the different
preferences/needs of our customers. Selling products in stores is also a good marketing tactic as part of our
customers would prefer to buy our products from stores itself as they might want to physically see and touch the
products before purchasing it. For those who don’t know the brand and notice our merch, it might spark interest in
them, spreading awareness for the brand. As for selling our products online, many customers would prefer this
platform due to the ease of accessibility to the app/website from the comforts of their own homes and the
convenience of purchasing as well.
Why this works: Merchandise helps us activate our loyal customer base as it connects your fans to the brand, gives
them a chance to show off their enthusiasm, and make them feel like a part of something bigger. We could also use
different promotional methods such as word-of-mouth and affiliated marketing. Merches are an important
memorabilia that can spark conversations around our business and serve as free advertisements for the brand.
Affiliated marketing through using influencers to promote our merch through various social media platforms, followers
of the influencers would get to know our brand. Since followers trust their influencers, this would build a good
reputation and image for Ayam Brand.

31. Design #1
Rationale: As Ayam Brand’s logo leans more towards being vintage and
traditional, the first design is Retro-themed. Ayam Brand’s canned
sardines is used as that’s their most well-known product and it’s easily
recognisable. Eye-catching bold colours are also used to give the
design a fun and playful vibe.
1) T-Shirts

32. White Version
Black Version

33. Design #2
Rationale: A simpler approach is used for the second design as
some consumers might prefer a more minimalistic look that can be
worn daily. Even though thin strokes were used, the Ayam Brand
product is still recognisable as their iconic brand colours (red and
yellow) were used and the words “Ayam Brand” can be seen easily.

34. White Version
Black Version

35. 2) Enamel Pins
Rationale: We decided on enamels pins as it can be a way to draw attention and increase interest, this helps to grow Ayam
Brand’s local brand image. As people wear them around, they make excellent conversation pieces so this can help market
Ayam Brand through words of mouth. Overall, these little adorable accessories are colourful, bright and are perfect to go
along with any type of fashion.

36. 3) Tote Bags & Thermal Flasks
Rationale: As part of Ayam Brand’s sustainability efforts, the idea of tote bags and thermos flasks will be a good addition as
not only does it promote the brand itself, it can also spread the message of saving the environment and preventing waste
from using plastic bags and bottles. This can increase Ayam Brand’s image and reputation for being an environmentally
friendly company.

37. Proposal #3
Description: Ayam Brand App
Synopsis: This app is multifunctional, it is an app where customers can shop and purchase Ayam Brands products with ease. This app
also includes details and information of our products, a shop as well as game that customers can play. By completing the games they
will get vouchers and deals as prizes.
Target Audience: Suitable for ages 18-29 (Certain age groups may be more attracted to a particular item)
Platforms/Methods used: Mobile app
Why did we choose this platform: We chose a mobile app as customers will be able to access it with just the push off a
button. An app is definitely a lot more interactive as there is engagement. With engagement, it allows us to to understand to
what extent users are involved with Ayam Brand. Thanks to the fun factor of the game, we can turn curious people into
customers, and customers into fans. (BloomIdea, n.d) Many customers would also prefer to use e-commerce to purchase
products nowadays due to its convenience.
Why this works: The reason why we chose to create this apps and provide such unique features is, firstly, the app would
display all products with filters for the ease of the consumer. All the details would be presented in the app and if customers
have enquires, they could engage our helpline. This helps to create good rapport between our brand and customers, leaving
a good impression. We included a games section as customers could have fun while shopping and earn attractive deals here.
Upon seeing this feature, more customers will continue to play our game, promoting brand loyalty between customers and
our brand. With the application and game approach, customers will spend on time on Ayam Brand’s app and when more time
is spent on an app, more time will be attach to the brand and subsequently more retention of it. (BloomIdea, n.d)

38. Ayam Brand App
App Mock Up
We consolidated a few of the key services Ayam Brand currently provides as
well as some of the new brand assets we have just suggested into an app.
The concept of the app actually began with a mobile game. However, we
realised that we could also include other features to enhance the
functionality of the app.

39. Ayam Brand App
The Home Page
The whole look and feel of the app is reflected in the home page. We
wanted to go for a minimalistic clean feel while still retaining the
homeliness of Ayam Brand. Some inspirations for the user interface
include Apple, Nike and Mcdonald’s. There’s also a short overview
about Ayam Brand history and what it stands for. We chose to include
it seems that this is an integral part of their branding. Apart from that
the home page prominently features new products and the latest
news from Ayam Brand.

40. Ayam Brand App
Product Features
When designing the app, one of the things we took into consideration was
translating the info from Ayam Brand’s website and placing it in the app for
greater coverage and convenience of reading. Ayam Brand tends to feature
its new products often on its webpage. However, the on the site, the features
look a bit tacky. Hence, we revamped them using better quality pictures and a
summarized version of the product description. Ayam Brand is also huge on
healthy foods as well as sustainable produce. That’s why we included the
product details, to highlight Ayam Brand’s dedication to their promise of
healthy sustainable food.

41. Ayam Brand App
Recipe column
We wanted the app to flow seamlessly from one section to another, so at
the bottom of every featured product, there is the link to at least one
recipe that users can make using the product. Apart from that, users can
also click the recipe icon to have a look at what dishes they can make
using the Ayam Brand’s products they may already own. This will also
encourage users to go out and purchase Ayam Brand’s products to try
out new recipes.

42. Ayam Brand App
Online Shop
This section of the app links to the previous
proposal. Having an online shop would give a
proper platform for Ayam Brand to distribute
their merchandise to consumers. Apart from just
merchandise users can also find out more about
Ayam Brand’s range of products as well as buy
Ayam Brand’s products through the shop.

43. Ayam Brand App
Game
As mentioned previously, the whole
concept of the app came about from the
game. We wanted to have a game that
was easy to play and was related to
Ayam Brand’s product. Hence, we came
up with the concept of crushing the
most number of cans to win. There is a
leaderboard which adds a competition
aspect to the game which motivated
players to go head to head– making
them play more frequently.

44. Ayam Brand App
Objective
Players will try to crush as many cans as
possible under a set time limit. Over time
points accumulate. Also, different cans
have different points.

45. Ayam Brand App
Incentive
Lastly, players are able to convert game
points into promo codes that they can
use to get discounts on products and
merchandise. This rounds up the app
nicely and helps incentivise users to buy
items from the shop

46. App Demo

47. 04
Conclusion

48. Conclusion
In conclusion, Ayam Brand can stand out from other competitors because of their brand personality- innovation, honesty,
uniqueness and reliability. This can be seen from them providing high-quality canned foods that are healthy and
convenient for everyone to enjoy.
With our ADIL and User Interviews, we noticed that people generally view Ayam Brand or canned food as a form of
convenience and view canned food negatively due to preservatives. They are well aware of what they should be
consuming to keep up with their healthy lifestyle. They focus on different aspects when eating healthily such as one tries
to eat the required macros while others focus on getting enough protein or if the quality meets their expectations. This
shows that Ayam Brand needs to take note of what their target audience are looking for and try their best to cater towards
the different needs.
Hence, we hope our proposals can help to highlight that Ayam Brand actually has a diverse range of healthy canned food
that do not lack variety, flavour and versatility. This will lead to the target audience perceiving the brand as the leading
producer of canned food products with premium ingredients and high quality. This positions Ayam Brand as the go-to food
option for quick and healthy meals.

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