Assignment of Principle of Marketing (Final).docx

7/25/2019 Assignment of Principle of Marketing (Final).docx

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Table of ContentsCover Letter............................................................................................................. 4

Acknowledgement....................................................................................................5

INTRODUCTION........................................................................................................6

PART 1: ADINI!TRATI"# PART.................................................................................$

1.1 Com%&n'() Pro*le...........................................................................................$

1.1.1. Com%&n'() N&me.....................................................................................$

1.1.+. ,-)ne)) De)cr%ton................................................................................$

1.1./. ,-)ne)) Addre))..................................................................................... 0

1.1.4. Loc&ton &%...........................................................................................0

1.1.5. Tele%one &nd 2&3 N-mer......................................................................0

1.1.6 #&l Addre))....................................................................................... 0

1.1.$ Com%&n'() e)te...............................................................................0

1.1.0 D&te o7 Reg)tr&ton..............................................................................0

1.1.8 Com%&n' Reg)tr&ton N-mer.............................................................0

1.1.19 D&te o7 Commencement.......................................................................0

1.1.11 Int&l C&%t&l......................................................................................... 0

1.1.1+ N&me o7 ,&nk........................................................................................0

1.1.1/ ,-)ne)) Acco-nt N-mer.....................................................................01.1.14 &rketng De%&rtment C&rt................................................................8

+. Com%&n' Cor%or&te Pl&nnng.........................................................................19

1.+.1. ")on..................................................................................................... 19

1.+.+. ))on................................................................................................... 19

1.+./. Cor%or&te Oectve)............................................................................. 19

1.+.4. Cor%or&te "&l-e)................................................................................... 11

1.+.5. Core Com%etence)................................................................................1+

/. Com%&n' Logo De)cr%ton............................................................................. 1/

1./.1 Logo........................................................................................................ 1/

1.3.2 Logo #3%l&n&ton..................................................................................... 1/

1.4. ,-)ne)) C&rd............................................................................................... 15

PART +: !#;#NTATION AND TAR;#T AR


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2.2.T&rget &rket................................................................................................1$

2.3.T&rget &rketng !tr&teg'............................................................................1$

PART /: PRODUCT !TRAT#;=..................................................................................10

1. Prod-ct De)cr%ton......................................................................................... 10

3.1.1 Prod-ct C&tegor' &nd Prod-ct R&nge......................................................10

3.1.2 New Prod-ct to e m&rketed....................................................................+9

PART 4: PRICIN; !TRAT#;=...................................................................................+6

4.1.T'%e) o7 Prcng !tr&teg'..............................................................................+6

4.2. etod o7 Prcng.......................................................................................... +6

4.3.Te !electon o7 Prcng etod)..................................................................+$

PART 5: PLAC# !TRAT#;=...................................................................................... +0

5.1. Loc&ton........................................................................................................ +0

5.2.Te Coce o7 Ret&ler).................................................................................+0

5.3.Tr&n)%ort&ton.............................................................................................../9

PART 6: PROOTION !TRAT#;=............................................................................./1

6.1. Promoton&l Tool)........................................................................................../1

6.1.1 Advert)ng............................................................................................../1

6.1.+ Per)on&l )ellng....................................................................................... /1

6.1./ !&le) %romoton....................................................................................../1

6.1.4 P-lc rel&ton)....................................................................................... /+6.1.5 Drect m&rketng..................................................................................... /+

6.2. !electon o7 Advert)ng ed&....................................................................../+

6.3. ,roc-re>P&m%let De)gn............................................................................//

6.4. Promoton..................................................................................................... //

6.4.1 Lo'&lt' %rogr&mmer...............................................................................//

6.4.+ !oe) #3ton..................................................................................... /4

6.4./ Advert)ng !%ec&lte)............................................................................/4

6.4.4 Prem-m)................................................................................................ /5

6.4.5 !wee%)t&ke).........................................................................................../5

5. &rketng Pl&n ,-dget.................................................................................... /6

6.5.1 Rem-ner&ton T&le ?&rketng Per)onnel@............................................./6

6.5.+ &rketng #3%en)e)................................................................................/$

6.5./ Oter #3%en)e)......................................................................................49


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6.5.4 Over&ll &rketng Pl&n ,-dget...............................................................41

6.6. Concl-)on................................................................................................... 4+

Cover LetterSUBMISSION LETTER

CAMI Shoes Limited

2, Jalan Kuchai Maju 10,


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Kuchai Entrepreneurs Park,58200 Kuala Lupur,!ila"ah Persekutuan Kuala Lupur, Mala"sia

Tel. No : +603 62#4 0$61Fax No. : +603 62#4 0$60

Email Address: %ai&h'es()ail.c' Compa! Re"istratio No: 101$83*+

Tea#her Nita

Mar$eti" Le#t%rer &BM' ()*

B%siess ,epartmet- MASA Iteratioal Colle"e

No. /- Blo#$ F- 0ista Ma"a

1ala 2rima *- Metro 2rima- 'epo"

3(*)) '%ala L%mp%r (4 Septem5er ()*3

,ear Tea#her Nita

Submission of the Marketing Plan Report

A##ordi" to the matter a5o6e- 7e Cami Shoes Limited 7o%ld li$e to s%5mit this Mar$eti" 2la

Fial Report as to #omplete the assessmet e6al%atio o8 BM' ()* s%59e#t as 7ell as to meet the

re%iremets o8 the 2ri#iples o8 Mar$eti" s%59e#t. ;e ta$e this opport%it! to express o%r

"ratit%de ad re#o"itio 8or "i6i" %s the opport%it! to experie#e ad lear a5o%t mar$eti" pla

ad ho7 it 7ill a88e#t the 5%siess operatio.

;e hope that this report 7ill 8%l8ill the re%iremets eeded i #ompleti" this s%59e#t. Tha$ !o%

6er! m%#h.


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lie t' stu-" an- pursuin) 'ur )'als. esi-es that, thank "'u als' t' the eers in the )r'up

'r the c''perati'n an- c'itent in 'r-er t' inish this inal task. +ll the tie an-

-e-icati'n put in this pr'ject are er" uch appreciate-. 7' 'ur ail", thanks a unch 'r all

"'ur supp'rt, pra", an- assistance in ensurin) us t' -' 'ur assi)nent. M' an- a-,

thanks als' 'r the l'e an- pra" en-lessl" t' see "'ur chil-ren e )ettin) )''- results. Last

ut n't least, t' 'ur teacher, thank "'u er" uch 'r the )ui-ance t' pr'i-e us /ith l'ts '

kn'/le-)e an- help 'r us t' enale us c'pletin) 'ur pr'ject successull" an- t' see us

)ra-uate /ith a success.

INTRODUCTION&h'es hae ec'e necessities, sh'es /ith the tren- ' the ties t' ec'e the pulic9s a'rite.

7he c'pan" has s'l- ari'us series ' sh'es, sp'rts sh'es, leather sh'es, /''l sh'es an- s'

'n. 7he c'pan" recentl" intr'-uce- ne/ '-els %ai %'pan" an- sh'es /ith a uniue st"le in


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Kuchai Maju,, Kuchai Entrepreneurs Park,Kuala Lupur. 7he st're 'ers a ascinatin) eperience

/ith 'ur cust'ers. 7hese inclu-e all'/in) cust'ers t' eperience the c''rt ' the c':" ' the

sh'e, "'u can als' eel the sh'es are reathin), like sp'rt sh'es. !hen cust'ers /ear this sh'e,

the cust'er can eel the reath ' the sh'e. 7he st're als' uil- a sh'rt track, let the cust'ers

can eperience n't 'nl" c''rtale sh'es. +t the sae tie, "'u can als' enj'" the real

eperience t' rent the sh'es; cust'er can rent the sh'es t' tr" the sh'e


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PART 1: ADINI!TRATI"# PART

1$1 Com%an&'s Pro(le

1$1$1$ Com%an&'s Name

ur %'pan" /as nae- %ai &h'es as /e /ante- t' represent the tren- an- liest"le ''-ern liin) /here aj'rit" ' pe'ple /h' like t' hae sh'es especiall" n'/a-a"s &h'es

hae ec'in) p'pular in Mala"sia. !h" the nae %+M=> !e ch'se the /'r- %+M= as it

sh'/s 'ur sh'es -esi)n t' e uniue in ters ' st"le an- packa)in), lustr'us in the /a" that

'ur sh'es er" c''rtale t' /ear, nice an- prett" in the sense that 'ur sh'es an" t"pe,

-esi)n, st"le, l''k an- s' 'n. %ai &h'es is a er" tren-" &h'e st're, %ai sh'es als' uses

a hi)h*ier an- hi)h*ualit" ra/ aterials such as ruer, leather sh'es t' etter ualit" t'

satis" cust'ers. M're'er, %ai sh'e st're has a special serice, /hen cust'ers eel that

the sh'es -' n't it in the sh'e st're, the cust'er can 'll'/ %aille sh'e ''t /i-th an-len)th tail're- cust'er /ants sh'es. Let cust'ers /hen /ear the sh'es /ill think

c''rtale an- satisie-.

1$1$)$ *+s,ness Descr,%t,on

%+M=s are a sh'es sh'p. =t estalishe- 'n the March 2014. =t sells s'e ite as

sh'es such as Leather sh'es, !''l &h'es, an- &p'rt &h'es&tep sh'es an- s' 'n.

=t als' pr'i-e the )''- an- &erices t' the ear %ust'er.

1$1$-$ *+s,ness Addressur usiness is l'cate- near the Kuchai Entrepreneurs Park. &ince it is the est place

/ith an" cr'/ns an- attracti'n. ur a--ress is as el'/?

2, Jalan Kuchai Maju 10,Kuchai Entrepreneurs Park,58200 Kuala Lupur,!ila"ah Persekutuan Kuala Lupur, Mala"sia


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1$1$.$ Locat,on a%

1$1$/$ Tele%0one and a2 N+mber

7eleph'ne @uer ? A603 62#4 0$61

a @uer ? A603 62#4 0$60

1.1.6 #3a,l Address? %ai&h'es()ail.c'

1.1.7 Com%an&'s 4ebs,te? ///.cai*sh'es.c'."

1.1.8 Date of Reg,strat,on? 18 eceer 2013

1.1.9 Com%an& Reg,strat,on N+mber? 101$83*+

1.1.10 Date of Commencement? # March 2014

1.1.11 In,t,al Ca%,tal? BM2,248,000

1.1.12 Name of *ank? %=M ank

1.1.13 *+s,ness Acco+nt N+mber? 1286*000*8$2$*522

1$1$1. arket,ng De%artment C0art

Mar$eti" Maa"er

&1erem! O"

Se#retar!

&1essi#a Che


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)$ Com%an& Cor%orate Plann,ng

1$)$1$ ",s,on

7' ec'e hi)h ualit" an- )''- alue ' the inishe- pr'-uct t' the cust'er.

1$)$)$ ,ss,on

Continue to create miracles

%'ntinue t' ipr'e the sh'es ' per'rance, ualit", /ei)ht, an- c''rt s' thatcust'er satisacti'n an- l'"alt" increases.

2%5li# Relatios O88i#er

&1ohso.La%

Brad ? 2rod%#t

Maa"emet O88i#er

&,arr!l Ta

Sales O88i#er

&Ro5ert @

Stale!

2romotio ? E6et

Maa"emet O88i#er

&Lo"esastri- Beso

Sales ? Mar$eti"C%stomer Ser6i#eRelatio ? S%pport

R%5e'e! La%

1oe! ;o"Be! a

1amaliah

Ad! Li%1oha ;o"

'e 'it

Loo Ediso

Emira Ada


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Pursuing perfection

%'ntinue t' s'licit cust'er ee-ack an- c'ents t' let %ai sh'es ec'e 'reperect.

Cami spirits never stop

%reati'n, +ttracti'n, M'tiati'n, =nn'ati'n is the ain pr')ra '-e ' 'perati'n%+M=, %ai spirit a" e suicient t' ake the /h'le enterprise l'n)*ter-eel'pent.

1$)$-$ Cor%orate Ob5ect,ves

Pr'i-e j' 'pp'rtunit" 'r the stu-ent /h' just )ra-uate r' sec'n-ar"

sch''l. 7' pr'i-e a c''rtale /'rkin) enir'nent 'r eer" epl'"ees.

Pr'i-in) cust'ers /ith a c''rtale enir'nent, /hen the cust'ers u"sh'es 'r tr"in) 'n sh'es, s' that cust'ers enj'" the pr'cesses tr" t' u"

sh'es 'r sh'es. 7' achiee 100C cust'er satisacti'n 'ur )''-s an- serices.

1$)$.$ Cor%orate "al+es

Customer oriented !e nee- t' tar)et cust'ers, /h' put the cust'er in the irst r'/, cust'ers

pa" 'r 'ur pr'-ucts. %ust'ers like 'ur 'ss, pr'i-e )''-s an- )ie the est

serice, s' cust'ers ' 'ur pr'-ucts enhance the cre-iilit" an- l'"alt".

Commitment to or!ers

ie )''- eneit, such as? /hen epl'"ees achiee a /'rk s"ste 'r tar)et,

epl'"ees /ill )et re/ar- an- appreciati'n; in a--iti'n, /e )ie epl'"ees )''-

salaries.


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Practice legal and et"ical #usiness

ur hae license- t' 'perate the usiness an- the inishe- )''-s is use- the hi)h

ualit" ra/ aterials t' pr'-uce, as'lutel" n' use ineri'r aterials

$ocus on getting good profit

!e are )''- pr'it an- serice ecause in /h'le arketin) an" c'petit'rs,

ec'e 'ur usiness )''- pr'it an- serice -' the est*'n*est.

%ive values to societ&

Pr'i-e help t' pe'ple /h' nee-, 'r eaple, create the -'nati'n center t' -'nate

the 'ne" t' l''- ictis an- earthuake ictis 'r -'nate ''-s 'r -rinks t' p''r

pe'ple.

1$)$/$ Core Com%etenc,es

%+M=s ain c'petitie a-anta)e is

1' (as a ver& good image to t"e pu#lic

!e -' le)al usiness -'es n't i'late the la/.

2' )llo customers a good impression

!heneer a cust'er t' leae 'ur sh'p, /e /ill use s'e )''- /a"s t' let

cust'ers epress a )''- ipressi'n, 'r eaple, 7hank "'u 'r c'in),

/elc'e c'e net tie , 'r /heneer the cust'er leaes, /e al/a"s ace

/ith sile.

3' *u& gifts attac"ed a& to attract customers

%ust'ers /h' 'u)ht the sh'e st're /here the pr'-uct ' 're than a certain

a'unt, /e /ill 'll'/ the price a'unt ree s'e aluale )its, such as

/atches, necklaces, pens an- s' 'n.

+' )rtificial s&stem ma!ing its on #rand of s"oes.

!e -' n't rel" 'n achines, /e use pure anual pr'-ucti'n eth'-, stitch,

c'l'r, screenin) aterials sh'e sh'es ake alue c'ntinues t' increase.


12/41

-$ Com%an& Logo Descr,%t,on

1$-$1 Logo

1.3.2 Logo #2%lanat,on

!e use ariet" ' c'l'rs that reall" eet the liest"le an- tren- ' cust'ers liin).

2' Color of ,ogo

ran)e Bepresents 'r/ar- t' pr'i-in) cust'ers a c''rtale enir'nent, s' that

cust'ers can ch''se sh'es an- pr'i-e )''- serice in a )''- enir'nent.Be- Bepresents c'ntinue- t' aintain its lea-in) c'petitie p'siti'n an-

c'ntinu'usl" ipr'e pr'-uct ualit".

lue =s )ien trust an- resp'nsiilit" t' 'ur cust'ers t' increase c'ni-ence an-

l'"alt" ' sh'es,

3' -"ape of s"oes


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7he shape ' the sh'e /ith the l')' in the c'nstituti'n eans that the sh'es n'el an- uniue

creatie st"le.

+' )ngel ings on #ot" sides of t"e left and rig"t

+n)el /in)s 'n the si-es /ith a luuri'us st"le an- has a uniue shape s"'li:es in a

c''rtale enir'nent; tr" t' u" sh'es 'r sh'es t' enj'" the taste ' para-ise.

1.3.3 Com%an& otto6!logan

D@eer )ie up t' ipr'e the pr'-uct t' pursuit perect.

%ai use this sl')an is t' cust'er kn'/s %ai pr'-uct is c'nstant pursuit '

pr')ress, -' 'ur est.

!e c'ntinue t' eet cust'er reuireents, t' achiee cust'er satisacti'n.

Pursue /ith'ut st'p, an- c'ntinu'usl" ipr'e pr'-uct alue.


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+ B&l&n


15/41

PART ): !##NTATION AND TAR#T AR;#T

)$1$ !egmentat,on

%+M=s hae i-entiie- its 'erall arket t' c'nsist ' chil-, teena)ers, t'urists, an-usinessF/'rkin) pe'ple.

i. %hil- G5 H 12 "earsI

%hil-ren can ch''se /hat "'u /ant sh'es, /e /ill als' -eise chil-ren9s sh'es chil-ren sh'es

attractie!e /ill als' pr'i-e )''- serices t' eet the nee-s ' chil-ren.

ii. 7eena)er

7eena)ers like t' keep up /ith tren-s, s' /e 'cuse- 'n that, the pr''ti'n an- pr'-ucti'n 'ashi'n sh'es, s' that "'un) pe'ple /h' l'e.

iii. 7'urists

Ela'rate urnishin)s, inn'atie pr'-ucts, ri)ht st're, rien-l" serice, ecae the tar)et '

t'urists, a lar)e nuer ' t'urists /illin) t' spen- lar)e a'unts ' 'ne" t' their entire

a'rite like sh'es.

i. usiness F /'rkin) pe'ple.

%reatie sh'es " usiness F /'rkin) pe'ple l'e-, ecause usiness F /'rkin) pe'ple /'re

sh'es eans the" ace, s' the" ch'se the est ran- sh'es, such as %ai sh'es.


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2.2. Target arket!e /ill ch''se the usiness F /'rkin) pe'ple as " tar)et arket 'r " pr'-ucts an-

p'tential cust'ers. !h" /'ul- = ch''se usiness F /'rkin) pe'ple as " tar)et arket>

ecause in the '-ern s'ciet", pe'ple /'rk 'r a liin) an- ake 'ne", hae t' /'rk sect'r,

resultin) in 're an- 're epl'"ent, s' /e hae 'r 'ne usiness F /'rk, as 'ur tar)et

arket. Mainl" ecause /e put the sh'e st're t' 'pen in 'r-er t' let pe'ple Kuchai Maju

usiness F /'rk t' u" 'ur pr'-ucts, /e are ainl" sellin) sh'es an- step int' the sh'es '

this hu)e arket. =n a recent per'rance in sellin), sales ' sh'es up, s'l- a'ut 434 pairs

per 'nth, as sales ' step sh'es s'l- a'ut 33$ pairs a 'nth, in acc'r-ance /ith such a

situati'n it sees, 'ur c'petit'r9s sh'p in the arket a )reat a-anta)e. L'cati'n can aect

the l'n)*ter -eel'pent an- sh'rt*ter -eel'pent ' a sh'p. =n a--iti'n, pe'ple

usiness F /'rk like hi)h*ualit" sh'es, ecause it is n't easil" -aa)e- an- /'rkers -ean-

hi)h. ur pr'-ucts can cause l'n)*ter sustainale -eel'pent.

2.3.Target arket,ng !trateg&7he c'pan" /ill ipleent t' arket " tar)et arketin) strate)" is t' 'cus 'n the

arketin) ' ne/ pr'-ucts. 'r eaple, /hen /e ake the n'elt" an- ashi'n st"le sh'es

like sneakers, /e /ill e hel- in a sh'e near the tra-e center an- the launchin) ' actiities t'

-e'nstrate 'ur pr'-ucts, 'r eaple, pr'i-e s'e in'rati'n t' cust'ers, 'r eaple,

/e pr'-uce- sh'es suall" /ith a l't ' uncti'nalit", per'rance, 'uncin), c''rt is

una'i-ale, /e /ill e in the iel- t' seek the ie/s ' cust'ers s' that cust'ers hae

'un- that 'ur pr'-uct -eiciencies, in a--iti'n, /e are als' pr'isin) in the iel- ' cust'er

e'rehan- 7ail'resin)le, s' that cust'ers9 nee-s t' achiee satisacti'n. @'t 'nl" that, /e

als' pr'i-e pr'-uct /arrant" t' cust'ers an- eectiel" )uarantee- 'r t/' 'nths, i the

cust'er9s sh'es in the peri'- ' t/' 'nths )uarantee hae an" -aa)e, 'ur c'pan" /ill

e 'ne*'r*'ne /a" t' c'pensate cust'ers< nee-s. =n a--iti'n, the c'pan" set a )'al t'

ensure that the c'pan"9s earnin)s t' earn 200C pr'it /ithin si 'nths. =n 'r-er t' achiee

the est sales.


17/41

PART -: PRODUCT !TRAT#


18/41

7his sk" lue casual sh'es is suitale 'r /alkin)

ar'un- an- sh'ppin) /ith rien-s 'r ailies as /ell

as can e use- 'r sh'rt*-istant /alkin) like )'in) t'

c'lle)e 'r relain) 'n the )ar-en.

7hese sh'es are speciall" -esi)ne- 'r teena)ers

et/een 13 t' 1# "ears 'l- /here the" are er"

uch l'e ashi'n an- up t' -ate lie st"le. +ls' can

e /'rn as a casual sh'es an- eer" -a" /alkin)

sh'es.

7his is a sh'e that is -esi)ne- 'r th'se /h' l'e

trael an- 'r t'urist /h' 'stl" /alk in a er" l'n)

h'urs 'r -a"s ar'un- the cit" since it has a er"c''rtale sp'n)e insi-e the sh'es /hich can

ake the eet s''th an- n't s/eatin).

7hese leather sh'es are -esi)ne- 'r th'se /'rkin)

'r career en /h' are al/a"s 'n the 'e an- als'

the" are er" t'u)h 'utsi-e /ith hi)h techn'l')"

-esi)n /hich can pr'tect the sh'es r' rust" 'r

-aa)e.

7hese -ark lue sh'es are suitale 'r 'ral 'r

special 'ccasi'n like -inner, 'ral uncti'n 'r

c'rp'rate.


19/41

3.1.2 New Prod+ct to be marketed !e hae a-e a )''- cust'er acceptance ' 'ur pr'-ucts, ut als' kn'/ each ' the

-ierent st"les ' sh'es an- /'rn sh'es eperience; /e h'pe in the uture t' pr'i-e 're

happiness an- j'" 'in) step 'r 'ur alue- cust'ers. 'r 'ur pr')ra in 2016, /e hae

-eci-e- t' intr'-uce an- launch 'ur ne/ st"le ' an)el an- -eil sp'rt sh'es. !hen /e hae

een thr'u)h a nuer ' sure"s t' in- 'ut /hat the cust'ers /ant t' c'n-uct 're

research an- here /e kn'/ is that cust'ers reall" like the uniue st"le an- inn'atie

pr'-ucts, an- an an)el /ith the -eil a'ut t/' st"les ' sp'rts sh'es si-e /ith a uniue /in)s,

= eliee that ater launch this st"le ' sh'es, /ill e the pulic9s /arl" like it.


20/41

3.1.2.1 Product Features and Designs

sin) hi)h*ualit" ra/ aterials

P is p'l"urethane. P leather t' hae ecellent per'rance. =n this re)ar-, a"er, +&,

untsan9s pr'-ucti'n capacit" is /'rl- class, an- t' 7'ra", +sahi as the representatie ' thetetile ier supplier, there are hi)h techn'l')" pr'-ucts. =n 'ther c'untries, -ue t' the

inluence ' +nial Pr'tecti'n +ss'ciati'n, in a--iti'n t' the -eel'pent ' techn'l')",

per'rance an- applicati'n ' p'l"urethane s"nthetic leather surace than natural leather.

+ter a--in) superine ier, p'l"urethane t'u)hness an- pereailit", /ear resistance has

een urther stren)thene-. &uch anuactures un-'ute-l", the per'rance is uite

ecellent.

+ )''- pair ' sh'es, s'les aterial is ip'rtant, in an" ran-s ' sp'rts sh'es, s'lesaterial %ai /hat is it, an- /h" it is s' li)ht/ei)ht /earin) it. %ai s'le aterial use- P

aterials, the i))est eature are li)ht/ei)ht, an- leile, an- hae )''- cushi'nin)

pr'perties, this aterial has een calle- the sec'n- 'a, an- 're use- in sp'rts sh'es.

7he pr'cess is " injectin) aterial int' the 'l-, the cash urn ties /ere -eel'pe- hi)h*

teperature reheat t"pe.

= the pr'cess is etter, then ire- 'ut ' the P %ai s'le aterial is als' 're p'rtale,

/hich all'/s 'eent /hen rien-s 're leile an- c''rtale t' /ear, help t' etterpla" t' their skills, )''- 'unce, etter pr'tecti'n ''t, li)ht/ei)ht an- c''rtale -urin)

eercise. 7his is /h" there is s' uch 'eent 'n this %ai ans is s' s't sp't ran-

sp'rts sh'es reas'ns. =n a--iti'n t' the -esi)n st"le, %ai s'le aterial is als' er" cleer, a

reersal ' the c'nenti'nal ulk" sp'rt sh'es, all'/in) athletes an- rien-s traelin) li)ht,

can still pla" the est.


21/41

3.1.2.2 Product Quality and Functions/Performance

ecause the" nee- a )''- per'rance in line /ith their epectati'ns an- sh'es is er"

ip'rtant 'r cust'ers. ur clients c'e r' -ierent ack)r'un-s, -ierent cultures an-

reli)i'ns. 7' ensure that 'ur pr'-ucts are n't 'nl" hi)h ualit", pr'-ucti'n an- serice, /e als'

ensure that 'ur usiness an- sp'rts sh'es pr'-ucti'n are in line /ith re)ulati'ns an- ethical

ehai'r. =n 'r-er t' c'ntinue t' pursue hi)h*ualit" pr'-ucts, /e use the est aterials t'

enhance the alue ' sp'rts sh'es, an- /e neer use unethical ehai'r, 'r eaple, cut

c'rners, inishe- t'u an- priate use ineri'r aterials an- 'ther pr'-ucts, Eaples ' the

c'pan" /ill )ie cust'ers 're than 100C ' the )uarantee /ill n't happen in this

c'pan". = the case 'ccurs the a'e eaple, the c'pan" /ill pa" c'pensati'n until the

cust'er satisacti'n.

lack charc'al '-'r re'al utilit", s' the c'pan" all'/s epl'"ees use resin 'il ru hi)h*

leel leather, an- then place- in lack charc'al 'en, /ill ru 'le'resins seni'r leather

siere- 'r up t' 120 -e)rees %elsius teperature in 30 inutes l'n). inishe- ste/ ha-

a-e ' hi)h ualit" leather /ill hae a peranent -e'-'ri:in) eect.

ur c'pan" create these an)el an- -eil sp'rt sh'es pr'-uct the aj'r purp'se is let the

cust'er tr" an- enj'" these sh'e


22/41

3.1.2.3 Packaging and Labeling

7his sh'es ' rin) the uniue st"le an- ne/ creati'n i-ea, 80C ch'c'late c'l'r

ec'e the st"le r' 'ur c'pan", 'ur c'pan" acc'r-in) the /''- c'l'r t' sh'/ 'ur

c'pan" like the 'l- tree n't e kn'cke- -'/n, 'r eaple, 'ur c'pan" n't easil" e-eeate- " the c'petit'rs 'n the /h'le usiness arket. esi-es, 'ur c'pan" -ra/ the

/'r- %reatie, +ttractie, M'tie, =nn'atie ec'e the uniue st"le, in the sae tie, these

/'r- let 'ur c'pan" rin) er" lar)e aect like the /'r- M'tie, 7he /'r- 'tie is

'tiati'n, he can let 'ur c'pan" ec'e the per'rance increase, re-uce the la:", let

c'pan" ec'e helpul in the /h'le arket. 7his sh'es ' ec'es 're attractie t' the

cust'er. 7his situati'n /ill ec'e the threats 'r c'petit'r


23/41

3.1.2.4 Product Life Cycle (PLC

GJanuar" H MarchI G+pril H Jul"I G+u)ust H ct'erI G@'eer H eceerI

&ta)e 1 ? =ntr'-ucti'n &ta)e GJanuar" 2016 H March 2016I

!e /ill intr'-uce 'ur ne/ pr'-uct an)el an- -eil sp'rt sh'es e)ins in Januar" 2016.

!e /ill )ie 'ur pr''ti'n an- a-ertiseent capai)ns 'r three 'nths until March 2016.

urin) this sta)e, 'ur c'pan" /ill spen- a l't ' 'ne" in pr''tin) a))ressiel" 'ur ne/

sp'rt sh'es t' capture 're attenti'n an- )ain 're attracti'n r' the cust'ers. ere, /e

/ill pr'i-e saples 'r cust'ers t' tr" t' /'rn the an)el an- -eil sh'es an- then -istriuter'chures t' each cust'er in a--iti'n t' pr'i-e 're -etails a'ut 'ur pr'-uct an-

c'pan". esi-es that, /e /ill als' a-ertise 'ur ne/ sp'rt sh'es in printe- e-ia thr'u)h

ne/spapers an- a)a:ines t' )ie /i-e ep'sures t' rea-ers as /ell as usin) 7 as t' )ie

hi)h eect 'n the pr'-uct. !e -eci-e t' ch''se 73 as 'ur ain channels 'r a-ertisin) 'ur

pr'-ucts. 7he 7 channels /ill 'nl" e use- 'r three 'nths GJanuar" t' March 2016I.


24/41

&ta)e 2? r'/th &ta)e G+pril 2016 H Jul" 2016I

nce /e ana)e- t' capture )''- arket an- hain) /i-e 'erin)s ' 'ur pr'-uct, at

this sta)e, /e sh'ul- e ale t' cli t' a )''- sales leel in 'r-er 'r us t' )ain hi)h pr'it.

&till, /e nee- t' spen- su a'unt ' 'ne" t' -' 're pr''ti'n ut n't as a))ressiel"

as c'pare- t' the intr'-ucti'n sta)e. 7his is t' )ain etter arket acceptance an- pr'i-e

inluence in persua-in) 're cust'ers an- p'tential cust'ers t' hae the interest an-

eelin) )''- a'ut 'ur pr'-uct. !e estiate " Ma" 2016, /e /ill e ale t' )' up urther

reachin) 'ur 'jecties n't 'nl" t' )et hi)h pr'it ut als' 're cust'ers.

7he thir- sta)e? aturit" G+u)ust 2016 **2016 ct'er 200$I

" Jul" 2016, /e sh'ul- tr" t' cli 're hi)her aiu pr'it leel in +u)ust 2016 at this

sta)e is a sta)e, 'ur c'pan" has successull" achiee- 'ur )'als in sales an- cust'er.

&ince +u)ust, &epteer an- ct'er are the site la"'ut, create an eent in a e/ 'nths

an- s'e ' the eatures ' the suare, /e -eci-e- t' pr'i-e s'e alue*a--e- pr'-ucts

an- packa)es 'r pe'ple /h' /ant t' hae their '/n special eatures cust'ers. n the let is

a i)ure that /e achiee the hi)hest leel ' pr'its, an- /'n the cust'er )''- attenti'n an-

attracti'n. ut /e al/a"s kn'/ 'ur c'petit'rs are actiel" plannin) t' c'unicate /ith

an)els an- -e'ns sneakers -esi)n ne/ '-els. &', here, /e /ill e)in t' 'utline the

intr'-ucti'n ' ne/ c'ncepts relate- t' un-erstan-in) an- t' e creatiel" -esi)ne- s'ene/ NstuN ' the ne/ tren-. =n the ri)ht i)ure is /e starte- t' all -'/n a little it, /hich /e

hae t' e careul sta)es ' arket tren-s an- cust'er

&ta)e 4? ecline &ta)e G@'eer 2016 H eceer 2016I

7he last sta)e is /here /e c'ul- n't ale t' attract 're arket an- cust'ersarket,ng Personnel?

Position /ont"l& -alar&

/'

P$

13'

/'

-4C-4

2.'

/'

545),

/ar!eting /anager 6500 1 845 162.50 #50#.50

-ecretar& 3000 1 3$0 #5 3465

Pu#lic elations 4fficer 4500 1 585 112.50 51$#.50

-ales 4ffice 3200 1 416 80 36$6

*rand Product /anagement

4fficer

3200 1 416 80 36$6

Promotion vent management

4fficer

3200 1 416 80 36$6

/ar!eting -taff 2200 # 2002 385 1##8#Customer -ervice elation -taff 2000 3 #80 150 6$30

4peration -taff 1500 4 #80 150 6$30

4verall 5otal 51,000 6630 12#5 58,$05


36/41

=$/$) arket,ng #2%enses

tem escription 5otal /'

1. )dvertisement

5

/againe

:espapers

7 3

urati'n ? 1 'nths GJanuar" 2016I

7ie ? 10?00 p.. H 12?00

i-ni)htG2tiesI

2*inute a-ertiseent

BM100,000 per a-ertiseent

G50,000 3 'nths 4ties ie/I

1 a)a:ine O 12 'nths GJan H ecI

1 /h'le pa)e /ith c'l'r a-ertiseent

usin) )l'ss" paper

BM1,500 per a-ertiseent 12 'nths

2 @e/spapers Gtusan Mala"sia 7he

&tarI

tusan Mala"sia

al pa)e /ith c'l'r an- ull -escripti'n

3'nthsGJanuar" t' MarchI

Eer" &un-a" G'nce a /eekI

BM1,200 per a-ertiseent 4ties

3'nths

7he &tar

ull*pa)e /ith c'l'r an- ull -escripti'n

200,000

18,000

14,400

16,800


37/41

3'nthsGJanuar" t' MarchI

Eer" &un-a" G'nce a /eekI

BM1,400per a-ertiseent 4 ties 3

'nths

tem escription 5otal /'

*roc"ures

*ill#oards

5,000 r'chures ? 3

'nthsGJanuar" t' MarchI

1 r'chure O BM4.00 5,000

3 'nths

sin) 3 ill'ar-s at ain

hi)h/a"s Ge-eral i)h/a",

KE i)h/a", an- uta

i)h/a"I

BM5,000 per ill'ar- ? 6

'nths GJanuar" t' JuneI

5,000 3 ill'ar-s 6

'nths

60,000

$0,000

1. Promotion

1.,o&alt& programs

2.)dvertising specialties

Eer" &atur-a" an- &un-a"

G4 ties per 'nthI

1 -a" O 500 pieces 2 -a"s

3 sh'e ke" chain 6

'nths GJanuar", eruar",

Ma", +u)ust, @'eer, an-

eceerI

10,000

15,000


38/41

BM5.00 per chain 500

chain per 'nth 6 'nths

1. vents 1 eents? %ai sh'e air

enue? KL%% an- Mi- alle"7iin)? Januar" eruar";

Jul" +u)ust; an- @'eer

eceer

Bentin)? KL%% GBM5,000

per ''thI; Mi- alle"

GBM3,500 per ''thI

KL%%BM5,000 2 ties per

'nths 6'nths

Mi- alle"?

BM3,500 2 ties per

'nths 6'nths

60,000

42,000

1. esearc";

evelopment

4 'nths in arket research

an- pr'-uct -eel'pent

GJune until &epteer 2015I

O BM50,000

50,000

1. -ales Commission

sales staff'

BM100per sale in 'ne 'nth

# sales sta 12 'nths

Gestiate- 'r 10 cust'er

per 'nth O 120 cust'ers

per "earI

84,000

1. 5ravelling )lloances BM500 per pers'n 10

pers'ns per 'nth 12

'nths

60,000


39/41

=$/$- Ot0er #2%enses

tem


40/41

=$/$. Overall arket,ng Plan *+dget

tem 5otal @penses

1. emuneration

-alar&

P$

-4C-4

51,000

6,630

12#5

1. )dvertisement #$$,200

1. Promotion 25,000

1. vents 102,000

1. 4t"er @penses $3,$80

1. 5ravelling )lloance ; -ales

Commission

144,000

1. esearc" ; evelopment 50,000

1. $urniture and $ittings 55,000

OVERALL TOTAL BUDGET 1A328A08.00

=$=$ Concl+s,on!ith the special an- -ierentiate pr'-ucts as /ell as 'ur hi)h ualit" serice pr'i-e-,

%ai &h'es is l''kin) 'r/ar- t' sere the arket /ith a ne/ an- -ierent sh'es -esi)ns

an- st"les /ith creatie t'uch that )ies the est ualit" an- enj'"in) eperience /hich


41/41

a" rin) hi)her reenue an- etter arket share 'r %+M= sh'es in the uture t' c'e.

'r the uture t' c'e, /e h'pe that 'ur usiness /ill e pr'sper'us that /e c'ul- pr'i-e

help t' th'se in nee-s as /hat /e al/a"s pri'riti:e in 'ur c'rp'rate s'cial resp'nsiilit"

practice. esi-es that, /ith the epl'si'n ' techn'l')" an- the eect r' s'cial e-ia,

/e are thinkin) t' hae 'ur net pr'-uct arkete- an- pr''te- usin) =nsta)ra, 7/itter,

an- =nterest. M're'er, /e are plannin) t' epan- 'ur 'perati'n t' a 're attractie

l'cati'n t' )ain 're capture in the arket.

Documents

Assignment of Principle of Marketing (Final).docx