Chan Siew Heng Claypot Chicken Rice 陈少卿瓦煲鸡饭

1) a) Name: Chan Siew Heng Claypot Chicken Rice

                Address: 47, Jalan Idris, Kampar 31900, Malaysia

  b) Opening and Closing hours: Daily from 4pm to 9pm.

2) a) Location Map:

  b) Latitude and Longtitude/ GPS coorordinator: N4.328893, E101.144516

3) a)A short history of the dishes served

Chan Siew Heng Claypot Chicken Rice located on the centre of second kampar’s main road. Kampar located between Ipoh- Kuala Lumpur highway, people cross by usually will come down for a quick dinner.  As the shop only operate in evening until night time, the shop open at 5pm until 10pm; and closed on Monday.

                This claypot chicken rice shop was the most famous and also uses charcoal to cook claypot chicken rice shop open in Kampar area. Chan Siew Heng Claypot Chicken Rice shop have pass down to 3rd generation as now 2 brother work together, the elder one is in charge of controlling the fire and cook ; the younger one prepare the sauce and serve to the customer. They place their cooking at the outside of the shop and it is easy to be spotted by any one passes by. There are total of 21 claypot serve at once, also needed a lot of experience and skills to serve delicious claypot chicken rice at once; as the taste and quality must be the same.

The shop only serve their customers easy menu; 1) Claypot Chicken Rice. 2) Vegetables - Ice lettuce with oyster sauce. If you want to add more chicken inside, Chinese sausage or salted fish, just inform them, they will give you. The size is only small and large portion to choose. It took around 15-20 minutes waiting for the meals to be served. Furthermore, our local food adventure Jason Yeoh which also well known as Axian's also visited this place before.

  b)Feedback from the Group Member and Existing Customer:

After we interview several customers, we found that most of the customers are satisfied to Chan Siew Heng clay pot rice. They comment that the rice of the clay pot is much more delicious compared to others clay pot rice in Kampar. According one of the customers, there are two type of chicken clay pot being served. One with dark sauce and another just plain chicken steamed separately. The chicken clay pot rice that came with dark soy sauce had a very distinctive fragrant smell and can really smell the soy sauce and also the burnt rice while the steamed chicken clay pot rice seemed more special and distinctive. It’s unique smell of burnt rice, dried sausages and salted fish had successfully attracted a lot of eaters from Kampar and Ipoh. Furthermore, one of the regular customers claimed that the price of the Chan Siew Heng clay pot rice is reasonable. In a nutshell, Chan Siew Heng clay pot rice is full of praises in Kampar.

4) Value proposition

Chan Siew Heng is one of the oldest restaurant in Kampar that sells claypot chicken rice. It is so famous that even Axian was introducing it in his food program. Moreover, it is among the top recommendations that recommend by the local residents.

 At the very front of the shop you can see a whole row of cookstove with claypot above. This is the place where all claypot chicken rice is cooked. The chef can cooked up to 20 claypot chicken rice at the same time. You can be slavering by just smelling at the aroma. All the claypot chicken rice is cooked by traditional way of using charcoal.

Among the menu of Chan Siew Heng, the most famous dishes is claypot chicken rice with salted fish and Chinese sausage. It is the most traditional taste of claypot chicken rice that you can find in the town. The rice is well cooked, not too sticky nor too dry, with a little burnt rice at the bottom of claypot. Besides that, claypot white rice with steamed chicken and salted fish is also another famous dishes that you must try. It is an innovation to the traditional dark version of claypot chicken rice. Both dishes are totally affordable as a small pot of it which is meant for one person costs only about RM 7.50.

5)Pictures of the food and of all the group members

6) video clip

7) a)Opinion why selected this shops

There are some reasons why we choose this shop in completing our assignment process. One of the reasons is due to its popularity to the locals especially people who stay within Kampar or Ipoh area. The most well-known menu of this shop is claypot chicken rice. The main ingredients inside the rice include Chinese sausage, salted fish, egg, tender chicken meats, spring onion, and fragrant rice with seasoning sauce. It is pretty delicious and aromatic as the chicken rice is being cooked in a claypot triggering its aroma. It is a pot of fluffy rice with a smoky-flavoured crust at the bottom of the claypot. The rice has a fluffy texture with well-separated and firm grains and the chicken is very tasty and juicy after being marinated. Customer is also optional to pair it with blanched vegetables on the side for a complete meal.

Besides, this shop is easy to be recognized and is quite hard to be missed due to the display of claypot in front of the shop. Usually, people will drop at this shop to enjoy their dinner after badminton or other sports session at Mambang Diawan or Kampar Old Town. The claypot chicken rice delivered piping hot from the charcoal fire is just the thing to fill or satisfy their hungry stomach. Normally, it would take 15 to 20 minutes to be served on customers’ table.

                Moreover, the price is also considered reasonable and affordable for every claypot chicken rice enthusiasts. It only costs around RM6.00 for small-sized claypot chicken rice, RM12.00 for big-sized. The Chinese sausage and salted fish clay pot chicken rice costs RM7.00 for small-sized, RM14.00 for big-sized respectively. The price of small-sized Chinese sausage mixes salted fish clay pot chicken rice only costs around RM7.50, while the big-sized is RM15.00 only.

Last but not least, this claypot chicken rice that we choose is traditional and historical Chinese food at Kampar. We wish to promote this signature food to the public so that they will know them even though they are not come from Kampar area.

  b) Classification of E-Commerce By The Nature Of The Transactions

According to the nature of the transactions underwent by ‘Chan Siew Heng Claypot Chicken Rice’ restaurants, the classification of e-commerce is known as business-to-consumer (B2C). B2C is a type of commerce transaction where it denotes an online sale or a financial transaction between a business and an individual shopper without any participation of third parties or intermediaries. B2C involves a product or service exchange from a business to a consumer who is also the end-user of the product or service.

Hence, ‘Chan Siew Heng Claypot Chicken Rice’ restaurant is considered as business or company whereas people who purchasing the products sold in the restaurants are considered as the end-users or consumers who consume the products or services provided by the restaurants.

Since this type of e-commerce classification eliminates the use of wholesaler or intermediaries, the restaurant could make a higher profit where at the same time satisfying consumers who spends the same amount of money or sometimes even lesser. Moreover, B2C also can avoid some unnecessary costs such as storefront cost or distribution costs. Since the individual consumer is not as concerned as larger companies, B2C is very effective especially for smaller companies such as ‘Chan Siew Heng Claypot Chicken Rice’ as the consumers are getting the products for the best price without any extra charges by third parties on the products or services. The consumers could get to be best served for the products or services at a shorter duration and at preferable prices. Therefore, the consumers’ interest must be captured immediately by the business in order to lure more customers and to avert any loss of customers and hence business income will increase.

  c) Business model

In generally, the key activities that conducted by Chan Siew Heng Claypot Rice is providing local traditional famous food, the claypot chicken rice which cook by using charcoal. The business also provided customers with some side dishes such as boiled vegetables, braised chicken feet and boiled animal organs dishes. Instead of providing mouth watering food, the business also conducted basic customers service activities such as explain and recommend to customers about their foods, taking order from customers, serve the foods, and communicate with customers to get feedback.

Business Model 1 : Word Of Mouth

                Word of mouth is a very important element in marketing and promoting of products and services. The informal one to one conversation between a communicator and a receiver regarding a brand, a product, an organization, or a service is known as word of mouth.

                Researchers had conducted a lot of experiments and research to identify the effectiveness of word of mouth. As a result, they found that word of mouth strategy will be more effective than traditional means of marketing method such as advertising through televisions and radio. This is because word of mouth is a personal source of information. This effectiveness of the personal sources of information depends on the closeness of relationships among the information seekers and the information providers. The closer the relationship, the more effective the word of mouth strategy could be.

                Our research target, Chan Siew Heng Claypot Rice is adopting traditional word of mouth strategy. The business adopted a very basic principle to maintain its word of mouth strategy, which is to maintain its foods quality so that the customers will share and spread the goodness of the foods to their family, friends and colleagues. Maintaining foods quality will also avoid customers from spreading bad talks to the others. Compare to formal advertising strategy, the business who adopted word of mouth strategy is proved to be more effective in spreading its brand name. Sharing about the goodness of the food to friends and family is the action that usually carried out by the customers of Chan Siew Heng Claypot Rice while the information receivers will have higher rate of acceptance and get influence by the information due to the closeness relationship among them.

Business Model 2 :  Viral Marketing

                Since the advancement of computer devices and internet technologies in this current world, the word "viral marketing" has been developed based on the term "word of mouth". The viral marketing can be defined as the word-of-mouth that enhanced by the computer network. Therefore, viral marketing is the electronic form of word of mouth which involves actions to spread news, information or entertainment to other individuals

                Chan Siew Heng Claypot Rice is unavoidable to be affected by the new forms of word of mouth, the viral marketing although they do not conduct any viral marketing activities by intention. Based on our research, we found that the business do not pay a single cent for Facebook advertising and do not have their own special Facebook page. The Facebook page of Chan Siew Heng Claypot Rice that we able to see is created automatically based on the interest of the Facebook users.

                Chan Siew Heng Claypot Rice unintentionally spread their business name through Facebook because the use of Facebook is becoming very typical among the consumers in the world. The consumers who use internet and social media bring the brand name of Chan Siew Heng Claypot Rice into the internet. For instance, when the customers go to the shop and have their claypot rice, the first action they are going to conduct is sharing the location of the shop through Facebook. Once the location was shared, the friends and family of the customers will be alert on the name of Chan Siew Heng Claypot Rice.

                Next, the customers will capture the photos of the foods and spread it on Facebook, Instagram, Twitter and other social media sites. They will also conduct blogging activities to write about the foods and the shop. More and more users will able to see the post on the social media sites and the blog. The users will be alert on the brand or the shop, get attracted by the photos and shared the photos to more users. They will also comment on the post to find out more information about Chan Siew Heng Claypot Rice. As result, the brand name spread very fast although it do not purposely conduct viral marketing activities.

Business Model 3 : Value Propositions

1)            Chan Siew Heng Claypot Rice provides the claypot rice which prepared by traditional method, cooked by charcoal, in order to remain the originality value of this traditional local food.

2)            Chan Siew Heng Claypot Rice provides good customer services. Their high performance in understanding customers needs, politeness in serving customers and efficiency in serving foods to customers, increase the satisfaction of customers.

3)            The value that can be provided to customers are the experiences and skills that belongs to Chan Siew Heng Claypot Rice. For example, the individual who cook the claypot rice able to monitor 24 pots of rice at a go. To provide claypot rice which is so tasty, with attractive fragrance, and slightly firm but soft texture, it requires the business to accumulate many years of experience in controlling the temperature and timing of cooking the claypot rice.

Business Model 4 : Revenue Model

                Chan Siew Heng Claypot Rice gain revenue through the selling of claypot rice, side dishes and drinks. For the claypot rice, the owner had separated the price to two categories which are small size category and big size category. Within the category, the owner categorized the price according to types of ingredients in the claypot rice. For the ordinary claypot rice which contains only marinated chicken, the small size claypot rice will be RM6 while the big size claypot will be RM12. For the claypot rice with one type of additional chicken rice, either salted fish or Chinese sausages, the price for small size claypot rice will be RM7 while the big size claypot rice will be RM14. For the customers who demand for additional two ingredients, both salted fish and Chinese sausages, they would need to pay RM7.50 for small size and RM15 for big size. The business also provides the side dishes, poached vegetables. One unit of vegetables sell at RM4. Furthermore, the business also sell drinks such as Chinese tea, herbal tea and soft drinks.

  d) Basic approach used in marketing and advertising

1.            Word of Mouth Marketing

Traditional business model tracks are not applying any e-commerce on their business. From the beginning until now is all about customers’ word-of-mouth. It is from a consumer who has been there and has a try on the food and sharing his or her feedback to family or friends. Mostly this strategy is quite powerful, persuasive and high in influence rate because it is from one’s personal opinion and being shared and spread to others. Through maintaining their quality of food, this will increase the positive feedback or comments from the customers and at the same time, sharing this positive experience to others. Therefore, it could be said that word-of-mouth is more persuading than advertisement on television or radio. Day-by-day the reputation of the shop will keep increasing by the power of word-of-mouth(Iuliana-Raluca, 2012).

2.            Viral Marketing

Although it is the 21th century, yet Chan Siew Heng Claypot Chicken Rice shop did not establish its image on social media such as Facebook or Youtube. However, people who have been there will check in the location on social media, snap some pictures of the food and then share it through their own social media such as Twitter, Instagram, Wechat, Facebook and much more(Iuliana-Raluca, 2012).  By doing so, this will attract more attention from the social media users and have knowledge on the foods.
Since the advancement of computer devices and internet technologies in this current world, the word "viral marketing" has been developed based on the term "word of mouth". The viral marketing can be define as the word-of-mouth that enhanced by the computer network. (Datta, Chowdhury, & Chakraborty, 2005) Therefore, viral marketing is the electronic form of word of mouth which involves actions to spread news, information or entertainment to other individuals (Cruz & Fill, 2008).

Chan Siew Heng has been involved in a television programme namely “Taste with Jason” before. The host of the programme, Jason had clearly described the process of making claypot chicken rice including the preparation of materials such as chicken, Chinese sausage and salted fish. Television audiences are able to witness the claypot rice cooking process and obtain more information about Chan Siew Heng through the television show. Through this programme, Chan Siew Heng has successfully introduced and shared their clay pot rice to the vast number of television audience with reduced cost.

As a traditional food shop in Kampar, Chan Siew Heng did not invest a lot of money on advertising or marketing. Instead they depend on word of mouth marketing to publicly spread their reputation.

  e) Recommandation

As we mentioned earlier, Chan Siew Heng Claypot Rice do not have their own company websites. It is highly recommended for Chan Siew Heng Claypot Rice to establish their own website or official Facebook page. Since internet is an ideal media to get in touch with a broad audience at a limited cost, creating a website is an unavoidable step in aiding the growth of a successful company. By creating their own website, it could bring better responsiveness and website in a place that open 24/7 all year with limited cost.

                Furthermore, Chan Siew Heng could also adopt online video advertising to let people know more about their shop and food. They could open an account on Youtube and upload their video on their channel to keep in touch with their followers.  By sharing their video, this could attract people that who like traditional claypot chicken rice all around the world. Besides, they might receive some positive comments from old customers who have been there before. Based on the comments from Internet users either positive or negative, Chan Siew Heng could take this opportunity to make amendment or adjustment on their shop or business in a way to gain more profit.

There are many great reasons to get started an ecommerce business. As todays Ecommerce business operates on the internet platform, Chan Siew Heng could get far more customers from around the world by using the Internet power.

8) Reference

Chan Siew Heng Claypot Chicken Rice 陳少卿瓦煲雞飯. (n.d.). Retrieved March 13, 2016, from https://foursquare.com/v/chan-siew-heng-claypot-chicken-rice-陳少卿瓦煲雞飯/4dea27ceae60e98923502a21

Chan Siew Heng Claypot Chicken Rice 陳少卿瓦煲雞飯, Kampar - Restaurant Reviews - TripAdvisor. (n.d.). Retrieved March 13, 2016, from https://www.tripadvisor.com.my/Restaurant_Review-g3522152-d7243567-Reviews-Chan_Siew_Heng_Claypot_Chicken_Rice-Kampar_Kampar_District_Perak.html 

Cruz, D., & Fill, C. (2008). Evaluating viral marketing: isolating the key criteria. Marketing Intelligence and Planning , 743-758.

Datta, P. R., Chowdhury, D. N., & Chakraborty, B. R. (2005). Viral marketing: New form of word of-mouth through internet. The Business Review, Cambridge , 69-75.

Iuliana-Raluca, G. (2012). WORD-OF-MOUTH COMMUNICATION: A THEORETICAL REVIEW. 133.