Before we left Shah Alam on 23rd May 2009, I had a chance to visit SACC Mall, Shah Alam. Although it was a 30 minutes 'window shopping' given by the driver, I manage to grab few items from Body Shop (3 days megasales) and donuts from Big Apple Donuts and Coffee. Let's share some info about this company....
With a tag-line of "Every Piece is a Masterpiece", Big Apple Donuts and Coffee established itself in Malaysia on 2nd of May 2007. Currently, they have about 30 outlets or stores in Malaysia. The first outlet was set up at the Curve, Mutiara Damansara. (top and bottom photos was taken at SACC Mall, Shah Alam on 23rd May, 2009). And they are looking for new market expansion in China, Thailand, Vietnam,Indonesia and Middle East very soon.
Big Apple specializes in offering a wide range of donuts and beverages to the customers. Their unique selling proposition (USP) is the concept (i.e. Production Theatre), packaging (i.e. creative and innovation packaging box) and greater choice of donuts. They also adopting production threatre where they set up open-kitchen concept in every store. Customers would be able to see the process of making the donuts from dough to packing box. This is very interesting and exciting moment for new customers to see the freshness and goodness of the food and beverage.
- The Unique Selling Proposition (also Unique Selling Point) is a marketing concept that was first proposed as a theory to explain a pattern among successful advertising campaigns of the early 1940s.
- It states that such campaigns made unique propositions to the customer and that this convinced them to switch brands.
- Today the term is used in other fields or just casually to refer to any aspect of an object that differentiates it from similar objects.The proposition must be one that the competition either cannot, or does not, offer.
- It must be unique—either a uniqueness of the brand or a claim not otherwise made in that particular field of advertising.
Source: Wikipedia and http://bigappledonuts.com/