rhombus & co.
Google Trends
Keyword: Tapping Tapir
Location: Malaysia
Time Period: 2018
Above shows the progression of the keyword ‘tapping tapir’ on Google Trends. According to the graph, the highest search period was from 21st of January until the 27th of January 2018. This may be due to Chinese New Year, people are searching beverages for open house during that period.
Keyword: Soda, Sparkling Water, Sparkling fruit soda, Fruit soda
Location: Malaysia
Time Period: 2018 (one year)
The graph shows the frequency of the term ‘soda’ being searched in Malaysia throughout 2018. The highest search period is between 20th of May until the 26th of May 2018 which is around the Hari Raya period.
It also shows that the term ‘sparkling water’ is highly searched in Klang Valley area while the term ‘soda’ is highly searched in Sabah, Terengganu and Kelantan.
Keyword: Natural Ingredients and Healthy Drinks
Location: Malaysia
Time Period: 2018 (one year) and 2019
The graph shows that the terms ‘natural ingredients’ and ‘healthy drinks’ are highly searched by Malaysian throughout 2018 and 2019. This indicates that Malaysians are getting more health conscious especially on the products they consume.
Market Survey
Out of the 125 respondents, majority likes soda based on the fizz, the taste, price and convenience of getting it. By focusing on the flavour and the natural soda fizz, The Tapping Tapir will be able to get customers.
72% of the respondents were avoidant of sodas because of health consciousness. This pertains to their perception towards sodas which are made with artificial flavouring and huge amount of sugar. The Tapping Tapir should focus on highlighting the natural ingredients used in their sodas in order to change the majority’s perception of sodas.
Among the different situations given (restaurant, cafe, party, at work, in class), soda ranked the highest to be drank during a party. This might be due to the fact that sodas are easily purchased in bulk from convenience stores. As The Tapping Tapir products can already be purchased in bulk, promoting their products as an option for events or making them more readily accessible for consumers will help.
When asked on frequency of drinking sodas, majority (66.4%) chose occasionally, which is 1 to 2 times in a month. This might be due to consumers going on cafe trips or attending parties, which don’t happen regularly.
Regarding the brand The Tapping Tapir, only a small percentage of 16% have heard of it. The brand awareness of the brand needs to be improved.
For the respondents who have heard about the brand, 40% of the 20 respondents found out about the brand through cafes, followed by their website and word-of-mouth. Their online presence could be improved if more focus is placed on sponsored advertisements.
When asked about their opinions on improving The Tapping Tapir, majority of the 20 respondents touched on the promotion factor. The brand and the products are not promoted enough, both on ground and online. Creating more offline opportunities such as opening up booths at events would help spread awareness.
Regarding The Tapping Tapir’s social media, 65.3% voted ‘no’ on following their Instagram account.
When questioned further on their reasoning, most were not keen on how heavily the account focused on celebrity endorsement. The feed was as well lacking in terms of consistency and personality. There was also a lack of product information.
Regarding potential media platforms, 84.8% chose social media as the platform where ads are most prominent. Followed by billboards, TV and radio, these platforms could help spread The Tapping Tapir’s brand awareness.
When questioned if they would participate in competitions on social media, half of the respondents voted ‘maybe’. Majority were not keen on having to repost the competition details, and some would prefer to keep their profile private. However, if the prize was worthy and the requirements simply consisted of commenting or tagging friends, they would most likely participate.