Marketing analysis of Famous Amos (Singapore)

Topics: Chocolate chip cookie, Famous Amos, Wally Amos Pages: 12 (3871 words) Published: December 17, 2008
Executive SummaryFamous Amos was established in the year 1983 in Singapore. It is now under Kellog's Company since it was bought over in year 2001. Famous Amos offers cookies with nine varieties of flavours. It products also includes muffins and brownies. They serve the consumer with its finest and freshly made cookies. They believe in making the chip for the future generation. Famous Amos Cookies are also recognised as the best chocolate chip cookies in the world. Their cookies also meet the needs and wants of the audience. Famous Amos is also widely distributed in the island.

Famous Amos targets audience are mainly the cookies and chocolate lovers. However, they segment their products Geographically; around the world, Demographic; targeting kids, young adults and adults, Psychographic; interest in chocolate cookies, and Behavioral Segmentation; can be used in any occasion.

Famous Amos strength is mostly on its superior quality product and its weakness is mainly on its marketing skills, which is promotion. This is because, they did not advertise as frequent to inform the consumer about its existence. Famous Amos opportunity is having international expansion and threats that it may face is the increase in aging population when its target audience are mostly young adults.

Famous Amos competitor is Mrs. Field and Little Jerry's Place. Mrs. Field is its major competitor as they are selling mostly the same and it is also known.

However, Famous Amos still stays competitive by continuing to produce new products and packaging designs to strengthen their competitive positions.

Company Profile of Famous AmosFamous Amos was found by Wally Amos. He was a veteran who worked as a talent agent with William Morris Agency. He started with sending home-baked chocolate cookies to celebrities mainly to attract them before opening a store in Los Angeles, California on 10 March 1975. By 1985, his sales had grown to more than $10 million. By then the people around the world could see how "famous" Famous Amos is.

However, between 1985 to 1989, Famous Amos went through four different owners since inception. The President Baking Company bought the brand from the Shansby Group in 1992 before Keebler foods purchased the President Baking Company in 1998. Kellogg's Company then bought over Keebler in 2001. Thus, Famous Amos is now part of Kellogg's Company.

It was only then Famous Amos came to Singapore. Famous Amos was first established in Singapore in the year 1983. It serves the cookies lovers varieties of cookies flavour to choose from. Famous Amos is categorized as one of the Food and Beverage industry and Bakery sector in Singapore which they specialised in cookies, muffins and brownies. With 13 stores located island wide, their minimum requirements of Corporate Structure for each store are one Service Provider and a Baker. These are number of employees who serve the customers at each branch of the stores.

Famous Amos also then came out with a new way in reaching the market. They produce the packed Famous Amos Cookies that is convenient to be sold at Convenient Shop such as NTUC Fairprice and Cheers. These are for the convenience of the cookies to be reached (manufactured) around the world without having the physical stores at a country or region.

Famous Amos does not have any specific mission and vision since it is now part of the Kellogg's Company. However, they have a tag line, which states that Famous Amos is "Truly the Chip Made for the Next Generation". This shows that they want to serve its original and the best cookies made from generation to generation.

Overall, Famous Amos has gone through around the world. They served the people around the world with its finest and freshly made cookies. With these, Wally Amos is now known as the father of gourmet cookie industry.

Marketing PhilosophyFamous Amos adopts the Product Concept. The product concept holds that consumers will favour those products that offer the...
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