Marketing strategy

The current marketing strategy for Kinos is using School canteens and shops to sell its product. Having a unique selling point of being the Most enjoyed snacks for children in Malaysia at its time. Problem is, Kinos only sells its product locally and I want to try and make the product enter the International market.

There are 3 countries I would like to sell my product to, they are USA, China and Russia. In USA, I observed that they sell their products snack products inside vending machine. The vending machines can be convenient and can be found most of the time almost everywhere. China has a treading market for Chocolate products which would be beneficial for Kinos chocolate products. The children there also loves toys as well. Russia has ways to sells its product with mobility by using trucks and it can be set up anywhere and pack up anytime. Russia also has small stalls which is easy to set up and it is found mostly in parks. These strategies could benefit Kinos to sells its product in these ways within Malaysia as well as other countries.

website

This week, I am going to design a new website for Kinos. Why I wish to change the website is because the current site looks unsuitable for a company that sells junk food. The original site has a nature theme it shows a journey however where its goal has not much meaning other than showing a treasure. Images also phases out and in too early and the navigation panel sometimes is covered by the illustration. So, I wanted to design a more clear site without losing much on the illustration and also making the site having the 80s feel in it.

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First, I started sketching the layout of the site. I decided the resolution would be 1440 x 900 pixels as it is the most suitable size for large screens and most browsers would adjust itself with smaller ones. The website would consist of 4 pages with pages Main, About, Product, Tv ads and Contact.

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The picture above shows my website, showing 5 pages and each of their tabs accordingly. The navigation panel would be on top and an icon would be shown for other pages and its name for current page. The main page has a slide show of products with navigation arrows. The about page will have animated chocolate balls rolling the chocolate balls into its product box. Product page would show its products accordingly and has clickable links to the product . The Tv ads link connects to you tube of the Kinos product video. Finally, the contact page with all the contact info about Kinos.

Taglines and Nametag

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We are required to create Name card for our product, so we would have to create taglines that would go well with it. Taglines would need to be client base, meaning it must be inspiring words from the consumers. The photo above shows some of the few taglines I have come up with and I require to choose 3 for font testing.

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Here are the 3 taglines I have chosen, I separate each with its own font which I keep for later use when I find it fitting. I choose the one that I have colored because It was a past experience when I have tried Kinos. The color is not finalized It is just to show which tagline I want to go with.

Name card Front 

Name card Back

After choosing my Tagline and color, I then proceed in making my Name card. The front is simple with the logo and tagline. The back shows the contact details and some illustrations.

Logo variants

Here are some of my Logo color variants :

I used red as main color as the colors of the flag china and Russia in mind.

 A more chocolate variant

Similar to the original logo but since its a Sailor i tried making the blue more oceanic color and sky background.

A more USA flag variant. Both looks pretty nice to me and the logo to the right can also be Malaysian flag.

Logo Progress(finalizing)

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Continuing with my logo, I used the scale option to enlarge and shrink the size of the logo. My peers and lecturers gave me critics that it looks weird. One of my peers pointed out that the logos mouth and nose made a combination like a ducks mouth. After, observing closely I did notice that it does look like a ducks mouth. My lecture criticized about the eyes that would look like a pirate on the shrink version and the mouth of the logo

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So, I made changes to the nose from a big nose to a small normal nose. I re-sized and re-positioned the eye so it would look better when shirked and also changed the mouth so he is biting on the stick instead of having his mouth open like the stick is floating.

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After editing, I then scaled it and made Black and white versions as well as an inverted version. The modified logo looks a lot  better compare to the old one but there is always ways to improve it.

Mascot

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This week, I am tasked to create a mascot for my re branding. Using the logo I designed I would need to add a body to it. So, I sketched out how would my mascot would look like.

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 After that, I begin designing digitally using the original Icon. In picture one was a trial design based on the sketch. It looked uninteresting and normal so I decided to exaggerate some parts like the head. I redesigned the mascot and gave it a smaller but human fit able sized body. Changed the closed eye to a open one so the human inside the head would be able to see. I wanted to make a bigger NINI snack cup but my lecturer voted against it so I made it a normal sized one instead. Picture 3 shows the finalized mascot.

logo progress

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Starting with a sketch from the original logo, I sketch out how it would look in front view. I also try sketching different types from the original but I decide to maintain it because I want to keep some of the originality of the logo. 

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When designing a new logo, I decided to maintain its outer circular shape. With my reference of the original logo to the top right, I used the pen tool to freely draw the face of the logo. By estimating how the sailor would look like in a front view perspective, I would think the chin or mustache would ruin the logo also adding the chin would look like Popeye which would subject to copyright laws. Instead I decided to ake the sailor younger looking.

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I then continue with detailing the new sailor starting from his cloths, when that is done I used the duplicate and reflect option, I then alight the copied side to the original side using the ruler. But, I notice it gives me odd shape on the head so I deleted the top of them both. So, I created a sailor hat separately tracing it with pen tool and drawing it as an individual object

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Finally, I added the details of the logo like the eyes, hair, mouth and nose . I also changed the nose and mouth a bit to give it a more funny look. Then I added colors of the cloth and background according to the logo. However, this is not a finalized colors and modifications . It will be assessed by my lecturer and criticized by my fellow peers first before I actually finalize it.

Group work Discussions

We had a group work exercise during the day, we are given 4 items to use as a service or a product. we can only add one extra item. During the time, we brainstormed to create our individual ideas and sketch them on paper

My idea

In my idea, I used the items chicken, tripod and bell. My idea is to create a service of transporting people with chickens like a reindeer. This idea is also based on Christmas in mind since our month is near Christmas so I thought up the Santa sleight but instead of reindeer pulling the sleight it was chickens. The idea is to strap the bell on the chicken and a harness on the chickens breast to pull the tripod. It may take numerous chickens to pull the tripod as well as feed to make them move. The idea was intentionally make it look like you are riding on a Santa sleight.

Once we all had our sketches done, we presented them :

Talib picked a basket bike and bell. His idea was to make a shop from the bike where he would sell flowers in the basket in different sizes with the bells on the bike.

Bichen chose chicken bike and bell. She came out with the idea of putting the chicken on the bike and putting a bell on its beck to alert people when the bell rings.

Budu chose the banana, chicken and basket. His idea was for fast food with the basket designed as a bag to carry the food unlike the conventional rubber bags.

Out of all these ideas we decided Budu's idea is the most suitable.

Idea improvements

Pic to be uploaded

I decided to improve my idea more, in this course of time I decided I would not use live chickens to pull the tripod as it would induce a lot of suffering to the chickens. So I switched the live chickens into robot chickens. The chickens would be solar powered robots with thread wheels. The new chickens may have a high cost because of the part required but it reduces feed and number of live chickens cost which would effect long term.

Ideation on rebranding

My project for this semester is to re-brand Kinos Food industries. I am going to change the website layout as well as minor changers to the logo.

About Kinos food industry

Kinos food industry is well known in Malaysia for producing snacks, biscuits and sweets that children love and has left a mark on adults when they were children who enjoys the product. Kinos had been around since 1980s and was founded in Pasir Gudang. In 2005 the Kinos industry was brought by the London biscuits Bhd and is now part of the company group.

What I want to re brand in the product 

LOGO

Take a look at the logo and tell me what do you think. It clearly shows a sailor with a mustache or a big chin who is smoking. The wrong thing about the logo here is that the sailor is actually biting on a chocolate stick. This can be corrected with a change in perspective that is why I decided to do minor changes to the logo. Since that this product usually targets children, it would mislead them into thinking that the sailor is smoking causing the children to think smoking is OK. I only want to change the perspective of the logo to the front view and will not change the logo entirely since it has a long history to Malaysians

WEBSITE

I wanted to change to Kinos website due to its naturalist feel is I think is unsuitable for a snack food company. So, I plan on making the website with a layout of historical snacks to give it an old 1980s feel.

Here are links to the sites

http://www.kinos.com.my/

http://www.londonbiscuits.com.my/