Thematic Analysis (Lingham) - Coggle Diagram
Thematic Analysis (Lingham)
Preference of Lingham
Lingham's Original Chili Sauce
Lingham's Extra Chilli Sauce
Lingham's Garlic Chilli Sauce
Frequency of buying Lingham
One bottle per month
One bottle every two month
When they are on sale/special discount
Expectation to Lingham
Provide variety of bundle pack
Big bottle + small bottle bundle pack
Produce variety of chilli sauce
Expand the brand locally and globally
Comparison between Lingham and other brand
Lingham have more natural chilli taste compared to maggie
Lingham is not spicy compared to other brand
Lingham is more expensive compared to maggie
Core value and beliefs to choose Chilli Sauce brand
Western restaurant that provide Lingham's Chili Sauce, lead to the favor of this brand.
Belief on Lingham is able to maintain its chili sauce quality
Value for money
Suggestion to enhance Lingham's product
Lower the price of the product to RM4.50.
Wording in packaging can be reduced to avoid difficulty of consumer to read description
Change the type of bottle cap to pump cap.
Expand the local market, create chili sauce which satisfy our need for spicy condiments with a more affordable price.
Preference on low calories and sugar free chili sauce
To attract new group of consumers
Because Malaysia rank high on obesity
Old product wish to bring back to Lingham
Issues and concern using Lingham's product
Handle with care for the glass bottle.
Have to clean the tip of the bottle to avoid staining the cap.
Ingredients with high amount of salt and sugar.
Replacement of Lingham
Flavors suggestion to be added in product line
Tomyum Chilli Sauce
Sambal Chilli Sauce
Mala Chilli Sauce
Potential grow for Lingham
More advertisement in Social Media
Advertise product widely, sponsor products in event, collaborate with well known restaurant.
Impression towards Lingham
Bright yellow packaging
Design - simple and traditional like vintage 80s