PROPOSAL

Introducing the Brand

Situation Analysis - Product & Consumer Evaluation

Product Evaluation

SWOT Analysis

Product Differentiation

Among the four categories of product differentiation, All is Amazing has a beneficial and evident differentiation as compared to its competitors. Previously before the inception of All is Amazing, the term ‘nightlife photography’ was completely foreign in Malaysia as this particular service did not exist. Therefore, All is Amazing ceased this opportunity and created a demand for nightlife photography which captures the emotions and energy of the crowd at festive and music events at night.

All is Amazing uses service differentiation to take advantage of strategic and marketing opportunities. Due to the fact that services are less visible and more labor-dependent, it allows All is Amazing’s nightlife photography to stand as a sustainable source of competitive advantage. Moreover, their signature light painting photography technique is a resource that is hard to imitate and utterly unique.

Aside from that, All is Amazing has set the bar for photographers in Malaysia in terms of efficiency. Paul Staniunas, the founder of All is Amazing believes that “we sell our work, not excuses” and in light of that quote, they deliver their photographs to clients within three days while other photography services take a week. This demonstrates that All is Amazing is able to do everything a competitor can with additional benefit and higher quality of work. Thus, increasing brand loyalty among clients despite its higher price rates.

Consumer Evaluation

1. Consumer Make-up: 4 groups

Group 1: Arts & Creative

Age: 18 - 34

Sex: Female & Male

Income: RM2000 - RM4000

Education: College Graduate

Social Class: Middle Class

Geographical: Kuala Lumpur

Product User: Loyal to Brand Category

Group 2: Party Go-ers

Age: 25-34

Sex: Female & Male

Income: RM3000 - RM6000

Education: College Graduate

Social Class: Upper Class

Geographical: Kuala Lumpur

Product User: Loyal to brand

Group 3: Fashionistas

Age: 25 - 34

Sex: Female

Income: RM3000 - RM6000

Education: College Graduate

Social Class: Upper Class

Geographical: Kuala Lumpur

Product User: Loyal to Brand

Group 4: Trendy Youth

Age: 18 - 24

Sex: Female & Male

Income: RM2000 - RM4000

Education: College Graduate

Social Class: Middle Class

Geographical: Kuala Lumpur

Product User: Loyal to Brand

5 Sample Individual Profiles for Consumer Make Up:

(I) Timothy Chan

Age: 19
Occupation: Student
Interest: Filmmaking

Description: Currently a student in Taylor’s University, Timothy aspires to be a filmmaker while pursuing his Foundation in Mass Communication. Despite having the eye for photography, he still lacks the knowledge on promoting his work and reaching out to the right network.

Instagram: @timothychan_

Followers: 521

(II) Lee Rhun Xin (Suppamanlee)

Age: 24
Occupation: Freelance designer / photographer / illustrator
Interest: Graphic design, photography, illustrations

Description: Lee Rhun Xin is a multi-talented individual who practices the art of graphic design, illustration and photography on the daily. His signature style of editing and composition is prominent in his artwork, allowing him to differentiate himself from the rest. He chose the life of a freelancer after a short stint in the agency life which restricted him from creative freedom. Now that he’s on his own, he constantly faces challenges such as irresponsible and inconsiderate clients. However, these instances only makes him stronger as a person.

Instagram: @suppamanlee

Followers: 2,478

(III) Burger Cham

Age: 24
Occupation: Freelance designer / photographer
Interest: Streetwear, graphic design, photography

Description: Founder of 3.in.one, a Malaysian brand that envisions to unite the races in our country through design. His clothing line is a one-man show that represents his ability to multi-task from producing, illustrating, and managing this brand of his. Burger also freelances as a designer and photographer to gain funds and sustain his clothing line. The one thing that allows Burger Cham to stand out from the rest is that he does not design to follow trends, he simply designs out of passion.

Instagram: @burgercham

Followers: 393

(IV) Agnes Leong

Age: 31
Occupation: Marketing executive at Zalora, co-founder of DIYKL
Interest: Craftsmanship, photography, fashion

Description: Having graduated with a degree in Engineering, Agnes discovered her passion and appreciation for handmade crafts. Therefore, she started DIYKL, Malaysia’s first DIY collective which organises a variety of DIY workshops monthly. Their workshops range from leather goods to accessories and jewelleries, making handmade goods relevant in a digital world. She balances between her full-time job as a Marketing Executive at Zalora, a workshop organiser for DIYKL as well as a photographer for That Bunch of People.

Instagram: @onceoverlightly

Followers: 1,626

(V) Tay Keen Meng

Age: 22
Occupation: Photographer at Rent A Dress KL
Interest: Portrait photography, fashion

Meng is a self-taught portrait photographer who believes that taking pictures are the moments he feels most alive. The camera is truly his greatest asset and friend, as he understands the camera inside out. Mastering the art of lighting, both natural and studio, to highlight the model’s features. Aside from his full-time job as a resident photographer for Rent A Dress KL, Meng also executes his own passion projects on weekends to further enhance his skills and creativity. As of late, he is beginning to share his knowledge with local creatives through photography workshops hosted by That Bunch of People, a creative community that consists of 10 photographers from different backgrounds.

Instagram: @taykeenmeng

Followers: 718

2. Specific Target Market: Primary and Secondary Target Market

All is Amazing’s primary target market consists of both photographers and creatives who make a living as an artist. This is because All is Amazing aims to inspire, engage and educate creatives from all over the world through their photographs and captions. Their social media content are not just visually pleasing, they also allow creatives to think about the creative process behind their pictures. Furthermore, All is Amazing had also conducted several workshops and exhibitions to reach out to like-minded creatives and provide a nurturing environment that will help them achieve their artistic goals.

The secondary target market for All is Amazing focuses on trendy youths who are constantly updated with the latest happenings and events. All is Amazing is able to connect to this crowd because they are the official photographers of major art related events such as Urbanscapes, Good Vibes and more. Therefore, a majority of youths in Malaysia stays loyal to All is Amazing’s social media accounts in order to keep up with current trends in music, art and fashion.

3. Positioning:

All is Amazing is positioned as a professional photography collective that offers a creative and artistic execution. Through their photography service, they managed to meet the needs of a specialized group through creating a product and advertising a feature of an existing product. Firstly, All is Amazing is the pioneer of nightlife photography in Malaysia. The wild and exciting nights of Malaysia’s hottest parties are photographed and well documented by All is Amazing and this service has captured the attention of people from all walks of life such as A-list celebrities, party-goers, up-to-date youths and more. Secondly, All is Amazing advertises their light painting photography technique in their photographs, adding a competitive advantage to their existing service. Their work constantly pushes the boundaries of photography in Malaysia because they desire to highlight the ‘soul’ of events. For example, Good Vibes Festival 2017 is not about how good the music is or how well dressed the attendees are, it is about the beauty of uniting people from diverse backgrounds with their mutual love for art, music and camaraderie.