Shop Name: Ding Feng Tau Fu Fa
Address: Jalan Hala Timah 1, 31900 Kampar, Perak (Kampar)
No 8,
Lorong Panglima, Ipoh, 30000, Ipoh, Perak 30000, Malaysia (Ipoh)
Operating Hours: Likely open
Latitude 4.327308
Longitude 101.143828
Bellow is the
instruction to reach the destination:
Kampar brunch of Ding Feng Tau Fu Fa is located at Jalan Hala
Timah 1, 31900 Kampar, Perak. From main road Jalan Batu Sinar, stick to the
right lane, then traffic light turn right to Jln Kolej
After enter to Jln Kolej, drive small distances and turn
right again to Jalan Halah Timah 1
Slow down your speed, pay attention to your left hand side,
and we will reach our destination.
Short
History of the dishes
Tofu is a
traditional Chinese food known all over the world. There are many different
varieties of tofu and Tau Fu Fa is one of the famous dishes of it. Tau Fu Fa is
a very popular Chinese dessert made with very soft tofu that can be eaten either
hot or cold. It is made by coagulated soy milk, served with syrup infused with
ginger, brown sugar or pandan. Tau Fu Fa is a healthy food that has tons of
nutritional value. In the old days, it was sold by street vendors but nowadays
it can found it as part of the dim sum offering in Chinese restaurant.
Customer Feedback
Nicklas Wong:
I’m UTAR student. I
like to come here and buy their cold soy milk drink after lunch when the
weather is so hot.
Bryant:
Their Tau Fu Fa is
smooth and nice. I like to eat their Tau Fu Fa with ginger syrup or black
syrup. The environment is nice although the shop is small.
Mr. Chan:
I’m the frequent
customer here. I like to bring my children come here enjoy the dishes after
pick them up from school. 2 of my children like to eat their Tau Fu Fa with soy
milk and I like to eat the Traditional Tau Fu Fa.
Xiao Qian:
The workers here are so
friendly and the environment is clean and tidy. The dishes taste good and I
especially love their Tau Fu Fa.
Wong Chin Lian:
I’m a person who does
not like sweet or high sugar level food or beverage. But Ding Feng fulfills my
requirement which provide soy milk that less sugar. I like their Tau Fu Fa with
soy milk because it is smooth and won’t so sweet.
Value
Proposition
Kampar Ding Feng Tou Fu Fa is the main brunch
of the Ding Feng Tau Fu Fa. The director of Ding Feng Tou Fu Fa is a lecturer
of UTAR Kampar. He is operating his business not only in Kampar New Town but
also in UTAR cafeteria and Ipoh. Ding Feng Tau Fu Fa is a shop that mainly
selling all the dishes about soya bean. The 6 dishes selling in the shop are Traditional Tau Fu
Fa that can choose the syrup flavor ourselves, Soy milk, Tau Fu Fa with soy
milk, Soy milk with Sea Bird’s Nest topping, Soy milk with jelly, Tau Fu Fa
with Sea Bird’s Nest and Ginkgo Nuts topping. In the day we go to visit Ding Feng
Tau Fu Fa, we decide to try all the dishes because we got 6 people and all of
us can try the dishes together.
Dishes
Description:
Traditional Tau Fu Fa. (Dine-in RM1.20
Take away RM1.70)
This is the hot seller
item in Ding Feng Tau Fu Fa. Based on the survey we have done, mostly of the
customer come to Ding Feng is because of their Tau Fu Fa. They provide 3 types
of syrup flavor for customer includes normal syrup, black syrup and ginger
syrup. I ordered a Tau Fu Fa with ginger syrup because I like their ginger
syrup very much. The ginger syrup is different compare to others, the ginger
smell of the syrup is strong and delicious while others shop ginger syrup do
not have much of the ginger smell.
Above are the types of
syrup provided by Ding Feng for customers.
Soy Milk (Dine-in RM1.40
Take away RM1.60)
Soy milk is the second
hot seller item in Ding Feng Tau Fu Fa. Malaysia is always in hot weather
situation. Customers like to go Ding Feng and have a cold Soy Milk when the
weather is hot. Most of the customer is students that are go out for lunch and
craving for cold drink because of hot weather. Ding Feng Soy milk is different
with others. Regarding to customer health care purpose, Ding Feng introduce
their Soy Milk with less sugar and fresh. Because of the hot weather, we also
order cold soy milk from the worker when we go for visitation and survey.
Tou Fu Fa with Soy Milk
(Dine-in RM1.70 Take away
RM1.90)
Tou Fu Fa with Soy milk
is a little bit special for us when we go to visit Ding Feng. It is a Tou Fu Fa
that replaces the syrup to soy milk. Its taste good because the warm Tou Fu Fa
match with the cold soy milk. The dishes can fulfill the customer who willing
to choose Tau Fu Fa and Soy Milk in the same time. The taste of soy milk is
strong and merges with the Tau Fu Fa. For the customer who like to eat Tau Fu
Fa but the weather is hot, this dishes is suitable for them because the Tau Fu
Fa is cold after match with cold soy milk. It is different with Tau Fu Fa
because this dish is smoother and more water. Tou Fu Fa match with enrich syrup
so it do not need much syrup. This dish replace with soy milk which is water
and less sugar so it can put more soy milk inside.
Tau Fu Fa with Sea
Bird’s Nest and Ginkgo Nuts topping (Dine-in RM2.30 Take away RM2.80)
Here is the special Tou
Fu Fa in Ding Feng. The smooth Tau Fu Fa match with sea bird’s nest and ginkgo
nuts come out with another different taste and feel. The cold sea bird’s nest
mix with warm Tou Fu Fa is delicious; the ginkgo nuts taste good and no bitter
taste. Overall it is good and we like it because normally the ginkgo nuts we
eat at outside is bitter because the shop did not clean the core of the ginkgo
nut. The core of ginkgo nut is bitter and It will spoil the whole dish if do
not clean it out. The workers of Ding Feng tell that all the ginkgo nuts will
be clean and check by themselves. They will clean the core of the ginkgo nut
one by one without miss any step on it.
Soy milk with jelly (Dine-in RM1.70
Take away RM1.90)
Here is another cold
drink recommended for customer. It is a common beverage that can found in any
restaurant. But Ding Feng Soy milk is different with others, so the taste of the
soy milk with jelly will be delicious than others. Soy milk of Ding Feng is
less sugar and fresh, matches with the cold jelly. The taste is nice and it
help to reduce customer body heat when hot weather.
Soy milk with Sea
Bird’s Nest topping (Dine-in RM1.70 Take away RM1.90)
This dish is not much
special because it just adds on Sea Bird’s Nest topping inside the soy milk.
Group Opinion and reason for select Ding Feng Tau Fu
Fa
Ding Feng is a shop
that selling various types of Tau Fu Fa and Soy Milk. It is a famous and well-known in Kampar.
Peoples who try their desserts before are giving high review, highly
recommended to the shop and the word-of-mouth from the customer make us feel
interest to the shop. Due to this reason, we decide to select Ding Feng as one
of the shop that we will visit for our assignment purpose. Based on the survey
and visitation we have done, we found out that most of the customer give good
comment for their dishes such as the texture of Tau Fu Fa is unbelievable taste
good, silky smooth, comfortable and clean environment, and friendly stuff.
The second reason is
Ding Feng Tau Fu Fa not only has a physical store at Kampar New Town but also
expand their business to UTAR Kampar cafeteria and Ipoh Old Town. We feel that
it is interesting to know more about the back story and the successful way to
expand their business from Ding Feng director. Besides that, we would like to
seek for more information and making process for their Tau Fu Fa and Soy Milk.
To further understanding the making process, we decide to have a short
interview with the person-in-charge of Ding Feng. After the interview, we
realize that it require many procedure and process to make a simple and
delicious Tau Fu Fa. The people who in charge required professional skill and
be patient when they making Tau Fu Fa.
Classification of E-Commerce
E-commerce implemented by the Store Ding Feng is Business to
Customer (B2C). B2C is business or transactions conducted directly between a company
and consumers who are the end-users of its products or services. B2C involves a
product or service exchange from a business and consumer, whereby merchant sell
products to consumers. B2C differs significantly from the B2B model, which
refer to commerce between 2 or more businesses ("Business To Consumer (B
To C) Definition | Investopedia," n.d.).
They had actually set up a website page in the social media
Facebook, allow consumer access their website and easily retrieve related
information, and public are welcome to leave comments in their page as well.
By adopting B2C model of e-commerce, the stores Ding Feng had
gain several competitive advantages. Like reduces the marketing or advertising
expenses, and received flexibility of catalogs adjustment. Information are to
up-to-date and able to offer better customer services.
Business Model
Every business has its own model in order to sustain the business and generate revenue. We had analyse the pattern of business process on Ding Feng and determined the business model is community business model. This model is based on marketing efficiency, target customer and similar driving forces. It’s relies on certain community to do marketing, find customers and create revenues. It will be easier to generate revenue compared to other business model.The community model has been changed to internet communities in these decades. The reason behind is business intend to using viral marketing to increase the product awareness by the increasing community members. For Ding Feng, a great place for student from Utar to “yamcha” and get away from hot temptation. When student talk about it, the name and reputation of Ding Feng has become greater and greater, especially in community of “Utarian”.
Another key reason or advantage to make community business model being so successful is the competitive advantage. The traditional Ding Feng Tau Fu Fa was the first store sells these products in Kampar area, which means the company owns the market. This advantage gave them an opportunity to create the “old school” or “traditional” branding, to be to first and famous Tau Fu Fa in Kampar. Thus, the benefit of marketing plan can direct derive from using e-commerce since Ding Feng is famous in “utarian” community.
Community can be differentiated by demographic, job, or specific interest, but for Ding Feng, the targeted customer or community is “Utarian”. Nowadays, students like to upload photo to Instagram and “check in” on Facebook, it subsequently help the business doing advertising. The power of social media can make it be the legend because this is come from the mouth of customer, it’s more trustable and his or her friends or followers from Utar might be hundred or thousand. To be a successful community business model, the key is built around a lifestyle and sharing the mindset. Through the quality and the branding of Ding Feng, it does already make it happen!
Basic Approach used in Marketing and Advertising
Marketing Mix are the ingredients that combine to capture and
promote a brand or product unique selling points, those that differentiate it
from its competitors. Marketing Mix generally fall into 4 controllable
categories that include product, price, place and promotion (Borden, 1964). It
is a basic marketing approach adopted by most of the business, same goes to the
Ding Feng Store. 4Ps are able to explain appropriately regard activity of Deng
Feng store.
Product
Product refers to tangible, physical products as well as
services that fulfill a need or want of consumers. Ding Feng emphasize only Tau
Fu Fa and Soy milk, which actually none of store in Kampar New Town area offers
the similar products. Indirectly their products had become unique in the Kampar
which allow the stores gain the competitive advantages. In order to attract
more customers, we suggest that the store introduces various types different
favorite of Tau Fu Fa and Soy milk to increase customer attention which can
lead to generate more sales for the shop.
Price
After understanding of the product or service offering is
established, the firm can start making some price decisions. Price
determination will impact profit margins, supply, demand and marketing strategy.
Similar products or services may need to be positioned differently based on
varying price points. Tau Fu Fa and Soy Milk is a low cost product, so the
products could only set at certain prices that are affordable for customers.
From minimum price of RM 1.20 up to maximum RM 2.80. Although the products are low
cost, but the business appears had an unexpected good profit, due to the reason
of ideal level of margin. According to the concepts, the store Ding Feng
practicing penetration pricing strategies, which selling their desserts at low
prices to expanding their markets. Remain unchanged could also help achieve
better performances and increase customer flow.
Place
Place has to do with how the product will be provided to the
customer and the key element of placement is distribution. Placement strategy
will help assess what channel is the most suited to a product and how a product
access by the end user. Ding Feng applied typical method for place selection,
which chosen the location that is busy and lively. Kampar New Town is the
location selected by Ding Fung store, there is a lots of people flow at New
Town due to the surrounding cover by plenty of restaurant and food stalls. Besides
that, Kampar New Town is nearby the college and housing area that full of university
and college student. It will be a good place to setup their business at this
area due to most of the student will craving for their meal at New Town area.
Promotion
Promotion looks at the many way marketing agencies disseminate
relevant product information to consumers and differentiate a particular
product or service. Promotion represents the various aspects of marketing
communication. It is the communication of information about the product with
the goal of generating a positive customer response. The elements of
communication decisions include: advertising, personal selling, public
relation, sales promotion and publicity.
Ding Fung using none of the promotion strategies, since the products
already at extremely low prices. Promotion that suggested to Ding Feng is
Purchase 10 item FREE 1 item. The profit of the store may not be high so they
do not have the ability to provide high expenses promotion to public. The promotion
suggested is suitable for Ding Feng and it may help to attract more customers
to visit the store more frequent.
Advertising
Advertising is defined any paid of nonpersonal communication
about an organization, product, service, or idea by an identified sponsor. The
paid aspect of this definition reflects the fact that the space or time for an
advertising message generally must be bought (Belch & Belch, 2015, p. 18).
Advertising provides a direct line of communication to your existing and
prospective customers about the company product or service. The purpose of
advertising is to make customer aware to the product or service, enhance the
image of the company and convince the customers. Ding Fung store barely apply
any advertising due to the reason that institution is small. Their store is
famous enough in Kampar. The only advertising strategy adopted is online
advertising, through social network Facebook. Propose the company participate
more in the events that hold by the university. They can join the Flea Market
organize by university student and set up their booth to sell the products.
This is the easier way to gain word-of-mouth when the customers recommend to
their friend after try their dishes.
Recommendation using E-Commerce
Since the majority customer of Ding Feng is student, they might more focus on behavior of student which is surfing the internet. Web advertising will be the best strategy for targeting student as customer. The company can expand the advertising strategy but not only for Facebook page. Student used to receive information through these social networks such as Wechat, Instagram and Blog. These are the perfect platform to educate the customer about the detail of business and create the awareness. The most important thing is this is free of charge. A webpage also can allow the company posting any news or changes of menu, time of operation, the pricing, and promotion and so on. Another good alternative for online advertising is Google’s Major Advertisement. It can be chosen as Adwords or AdSense. Adwords is about “buying” pertinent keywords and spend certain amount of money. AdSense is an offered from Google gives to website owners to earn commission for their willingness to place ads of other advertisers on their sites.
Furthermore, get the customer’s feedback through social network is an evaluation for potential customer. The company can try to encourage their customer write some feedback on Ding Feng Facebook webpage in order to listen their opinion, so the business can be improve and provide the exact needs of customer. It also can educate people from the social network about the content provided from company such as price, photo, and how it taste are exactly same as reality.
The company can provide online order and delivery service. The capacity of the shop is quite small and the seat is limited, peoples may enough to fit in but they might feel crowded and uncomfortable. In order to expand the business, the company should encourage customer ordering online and deliver it into their house with a certain service charge. This solves the limited seat problem and makes more convenient for the customer. The company gains the satisfaction of customer and also allows those students who don’t have the transportation can enjoy the Tau Fu Fa from Ding Feng.
Lastly, the marketing strategy must be evolving from time to time. Time changes everything, the best strategy is observe what are the changes of needs around you and give them what they need. The population of Kampar increase is due to the student of university and college but in future kampar might attract more and more tourist
through the developing of the town and the event of university or college. Thus, Ding Feng maybe can expand the target customer in order to maximize the profit.
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