Nor Azilahazah Ramlee, My Artwork: Product , Marketing and Advertising Media

Task 1
"Introduction to Products,Marketing and Advertising Media"

CREATIVE PLATFORM and SAMPLE MARKETING PLAN PRODUCT RESEARCH

SAMPLE MARKETING PLAN

The sample plan is a document that is provided as a guide only. The truly a marketing plan is a business document written for the purpose of describing the current market position of a business and its marketing strategy for the period covered by the marketing plan. Marketing plans usually have a life. Moreover, before we set up our business to know the law, must have a license, and codes of practice will affect your enterprise.

Before starting a business we need to know more or less about the marketing plan. As someone who would like to establish a business I need to conduct research and planning appropriate to your business to ensure the effective marketing plan.

MISSION STATEMENT

The core activity of Canterbury Renovation will be the renovation of kitchens, bathrooms and laundries. Every business needs to provide services related to the business and all its amenities. Need some maintenance sales and warranty covering workmanship.

2.0 CURRENT MARKET POSITON

The current position for your business before deciding on how to market it further is an important for market position. The basis for identifying current position is a marketing analysis and research about your marketing plan. Canterbury Renovation is a new business and has no existing clients, projects or history to market it further.

The Canterbury Renovations provides materials such as timber, tiles, paint and plaster as part of their renovations services. Canterbury Renovations expertise will ensure only quality materials are selected for use. The competitors are all of these products are available at many places, but Canterbury Renovations offers them as part of a service rather than as stand-alone products. Baldwyn Kitchens doesn’t supply equipment to install in new kitchens.

The place to sell product and run business, you need to have premises of some sort. Consider whether those premises and its location appeal to customers. Compare your premises with your competitors’ premises. This will allow some demonstration of work and products available and provide a space where projects can be discussed, planned and contracts signed. The competitors and various kitchen renovation companies in the neighboring areas work purely from a showroom for the sales and planning stages, so Canterbury has an advantage in service.

Every business needs to set prices for products and service. Check competitors’ prices and policies to ensure you are being realistic with your policies. For example Canterbury Renovations pricing policy includes is a priced for traditional customers, the discounts offered when pricing three concurrent jobs at once and no set prices as each job is quoted according to its requirements.

The promotion is a how you currently promote and market your business. There is no brand awareness in the renovation market. A graphic designer has developed a logo, business card and letterheads ready to promote the business, and a website is underway.

Each business has different requirements so you will need to consider the size of your business, what service level is required and hours or operation to determine how many staff you need. The proprietors have experience in the industry but need training or experience in managing staff. The priority areas for staff training will be are marketing skills, communication skills, and customer services. As staff notice deficiencies in certain areas, these will be identified and addressed and addressed through a formal training strategy.

The procedures can be for activities such as dealing with complaints, preparing quotes, serving customers, answering phone calls and emails and equipment’s use. For example Canterbury Renovations currently doesn’t have many written procedures. The proprietors made notes of produces and will employ the services of a professional writer to create an operations manual.

This will identify them as part of Canterbury Renovations and present a neat, uniform team approach. Initially, staff will not be provided with vehicles but it’s in the business plan to later provided Utes and vans with the business name painted on the side. Showroom staff will be required to keep the showroom neat and tidy at all times and to be welcoming to customers entering the showroom.

3.0 MARKET OVERVIEW

The business is affected by factors beyond your control, and these need to take into account before making any plans. Allow for factors such as new regulations under consideration, interest rate fluctuations, changes in market character tics and technological advances. They also make use of email by providing an email address on all documents and for all staff. The building and renovation industry is doing well at the moment with interest rates staying at manageable levels and no new building regulations are under consideration. Simplicity and multiple services are seen as advantages to these busy people, and they will pay extra to save themselves time and worry.

4. SWOT ANALYSIS

The SWOT (strengths, weaknesses, opportunities and threats) analysis can provide a lot of useful information for a business. The report should be easy to read and give a clear understanding of the business aims, and key issues and objectives should flow from it easily. Some factors to consider in a SWOT include a price structure, profit margins and existing client base.

The Canterbury Renovations have a number of marketing strengths, including a dedication of the staff, the financial resources and good network of contacts for potential clients, suppliers and tradespersons. Canterbury Renovations has identified areas where improvements are required, including a small size of showroom premises, the no track record in business and the business principally dependent on one person during the formative stages.

The key issues from the SWOT, the important issues to consider are inexperience and lack of the brand awareness, the keeping project affordable if materials costs increase unexpectedly and the sufficient funds for projections but limited resources for growth. The key opportunities include is a popularity of renovations in the area, the utilizing technology to promote business and keep in contact with staff and the good networks allow good service and joint promotion activities.

The Canterbury Renovations’ main competitors are West Homes and Baldwyn Kitchens. The strengths are featured in Home Beautiful magazine and the weaknesses is a lack of fully qualified staff. The opportunities a potential to do bathrooms and laundries and the threats also disgruntled ex-employee suing for unfair dismissal.

5.0 ASSUMPTIONS

The assumptions it isn’t possible to accurately predict every possible threat and opportunity. By listing certain assumptions in your plan, it will be easy to see when the plan needs updating. This plan is based on the following assumptions the interest rates remain fairly low and steady.

6.0 OBJECTIVES

They should also be linked to your overall business strategy. If the objective aren't well suited, you may want to change one or perhaps delay one until you have achieved the first. Remember to Make your objective SMART (Specific, Measurable, Attainable, Realistic, and Tangible).

The sales over the next 12 months, Canterbury Renovation will 25 renovation job valued at $12,000 each. The revenue over the next 12 months, Canterbury Renovation will generate $300, 00, the customer base over the next 12 months, Canterbury Renovation will have served 30 new clients. The Standoffs matrix is a useful tool for identifying your marketing objective. The marketing objectives should be about product and markets only.

7.0 STRATEGY

The introduction of the strategy statement is a summary of the main strategies outlined in this section, so it’s easiest to write once you've completed the strategy. You need to develop strategies to meet those objectives. As small businesses usually only have enough resources to target market segments, it’s important to select the most relevant segment before launching a marketing plan.

A strong statement outlining your approach to market and how you will create brand awareness. The branding will make you stand out in the marketplace so a branding strategy can be a useful marketing tool. The brand can be for your product, product range or your business. Canterbury Renovation will slowly build up brand awareness for their name and logo. The branding strategy includes ensuring that any marketing or advertising materials, such as business cards and staff uniforms, are created in accordance with Canterbury Renovations corporate identity style guide.

This section describes your long-term product strategy in detail. You will need to consider what features and benefits do you offer? , the unique selling point (UPS) and potential product.

8.0 RESOURCE REQUIREMENTS AND BUDGETS

The business plan project are usually sufficient to cover the marketing plan as well. This includes details about how to achieve the overall objectives and costs for various activities. The mini plan uses the format as the main marketing plan without the research and background information. It also will show up any points where actions will interfere with each other and take too much. The plan should be regularly and reviewed and evaluated so it can be adjusted as required.

9.0 BUSINESS GROWTH AND DEVELOPMENT

The definition an outline the future direction of the business. It’s important that potential investors be aware of your strategies for future growth and development. Canterbury Renovations will keep abreast of new products, technology and production methods. The proprietors are especially conscious of the need to continually monitor the financial position of the business. The business will not be profitable in the first year. All unsuccessful quotations will be analyses.

10.0 FINANCIAL FORECASTS

The financial forecasting means making a set of financial projections that will provide the figure to support the written information in your business plan. Give careful thought to the initial requirements of your business. For example is a GST has been included where relevant.

11.0 COSTING

Show how you have established the price of your products and services. For example is a Canterbury Renovation will be involved in the following activities the purchase and supply of equipment, the provision of subcontract work and the provision of manufacturing and onsite labor.

12.0 RECORDS

The provide details of the management information systems that will keep your business running. Canterbury Renovation will maintain sufficient business records to demonstrate the financial position of the business on a monthly basis. These will be regularly compared with estimates for that job.

13.0 SUPPORTING DOCUMENTS

The including certain documents will support the statements you have made throughout your plan. If applicable, you should also attach copies of your references, qualifications, licenses, permits, partnership agreement, research data, current promotional literature and locality map.

CREATIVE PLATFORM

STRATEGIC RESEARCH by an. advertising agency before an IDEA is created

A strategic research is a step by step action plan that provides direction to thought and effort, allowing you to conduct research in a systematic manner and on schedule to produce quality results and detailed reporting. This allows a person to stay focused, reduce frustration, improve quality, and most importantly, saving time and resources. A strategic research is a step by step action plan that provides direction to thought and effort, allowing you to conduct research in a systematic manner and on schedule to produce quality results and detailed reporting. This allows a person to stay focused, reduce frustration, improve quality, and most importantly, saving time and resources.

The marketing objective is a goals set by the business when promoting a product or service to potential users that need to be achieved in a given time period. Marketing objectives of a company for a specific product may include product awareness among target consumers, providing information on product features, and reduce the resistance of consumers to buy the product. The marketing strategy is an organization's strategy that combines all of its marketing goals into one comprehensive plan. A good marketing strategy should be drawn from market research and focus on the right product mix in order to achieve the maximum profit potential and sustain the business. The marketing strategy is the foundation of a marketing plan

The communication helps to develop brand awareness, which means that consumers translate product information into perceptions about the product’s attributes and its position within the larger market. Businesses also use marketing communication to retain the product’s current customer base, and to cement relationships with customers and suppliers, notes "Reference for Business. Intended goals of an advertising or promotional program. Possible communications objectives include creating awareness, imparting knowledge, projecting an image, shaping attitudes, stimulating a want or desire, and/or effecting a sale." Marketing communication strategy defines the business’s plan for product information dissemination and brand awareness development.

The target audience is a particular group of people, identified as the intended recipient of an advertisement or message. Also called target population. For example is a young adults between 25-40 years of age with an income of RM2, 500 to RM5, 000 per month and concern about their stylish and trendy images to suit their lifestyle. The positioning is an essential part of launching your product and company in the market. Positioning creates an image of your company’s product in the mind of your target customer. The term “positioning” should be viewed both as a verb and a noun. For example is a Perodua Kenari is a fashionable and stylish car for the trendy generation.

When organizations want to communicate value, they must determine what message strategies work best for them. For example is a Perodua Kenari has a refreshing look that does not compromise on comfort and space, it is also available at a reasonable price. The creativity concept is critical to effective advertising. Many brands have used creativity to build brand images with greater meaning the basic capabilities of their products. Leadership in creativity and artistry in advertising help distinguish brand leaders. Knowing how to use creativity to deliver powerful ad messages is key. Tone & Manner of a brand can be defined set of properties, values and personality which is owned by the brand. Because the brand has a personality like human beings, then how we are to determine the tone and manner of a brand is to associate it with the properties possessed by people.

CREATIVE PLATFORM

S.W.O.T analysis

S: Strength

The strengths are things a business is good. A characteristic giving a business an important capability. Sources of clear advantage over rivals and also distinctive competencies and resources that will help the business achieve its objectives.

W: Weaknesses

The weaknesses are a source of competitive disadvantage. Things the business lacks or does poorly. Factors that place a business at a disadvantage. Issues that may hinder or constrain the business in achieving its objectives

O: Opportunity

The opportunity is any feature of the external environment which creates positive potential for the business to achieve its objectives.

T: Threatened

The threats are any external development that may hinder or prevent the business from achieving its objectives.

FINALIZING PROPOSAL

Introduction

The MUDIM Company offers a wide range of goods and high-quality products at affordable prices in various sizes according to the needs of users. Among the products MUDIM is a Sauce, Ketchup Sweet, Soy Fat Sweet Chili Sauce and Vinegar Made. This product is only is known in Kedah, Penang and Perlis. In addition, the product production has been promoted to business abroad is London, United Kingdom and Saudi Arabia.

Background Study

The business Mudim Zakaria (MUDIM) was founded by Tuan Haji Zakaria Bin Arshad, also known as Mudim Zakaria. Beginning with traditional medicines business on a small scale in the village, his company prospered by hard work he does. Later in 1987, he managed to add product lines to become a producer of soy products and sauces. Development and progress MUDIM also assisted by the seriousness of his son, Mr. Shaarani Bin Zakaria now been entrusted to take over management of the company.

En. Sharaani Bin Zakaria is the third child of five siblings. He was born on October 8, 1960 in Kampung Jelutong, KavTobiar, Limavady, and Kedah. He received his early education at the National School Chieftain Jusuh, Limavady, Ontario, later studying at Limavady High School, Kedah and he managed to pass the Certificate in Education. After that, he graduated sixth in School Youth Guidance Association.

In the early 20s, Mr. Shaarani have ventured into the business world with the guidance and advice of his father. Even though when the only family-run business small - scale, he will work hard to develop it. He was so committed to the work, and determined to succeed in business. Look deep confidence and enthusiasm for the production of soy sauce and ketchup, his father gave him encouragement and full support for developing enterprise. To strengthen himself in the business world, he was commitment to attend various courses organized by the relevant authorities such as MARDI, MARA, MADA, FAMA and SIRIM.

To further enhance MUDIM product in the market, Mr. Shaarani has participated in several food products expo organized by the parties concerned. Among MIHAS Expo in Malacca, IAT Expo at the Putra World Trade Centre, Kuala Lumpur and MAHA Expo in Serdang, Selangor. Consequently, the demand for products MUDIM increasing. Request to product MUDIM not only the local market but also in overseas markets as well. This proves Mr. Shaarani have succeeded in putting brand 'MUDIM' in the global market.

Mr. Shaarani is the son of a successful entrepreneur earth producer soy sauce, and vinegar. He also managed to put the brand 'MUDIM' in line with the other competitors in the market. Though he still strives to develop its business and aims to become the leading producer of soy sauces in Malaysia.

Problem Statement

The problem is, this product is already well established in Malaysia, but only three states who know about this delicious product. State know about this product is the state of Kedah, Perlis and Penang. The product design is simpler and less attract users. The way to advertise this product is very weak.

Aim & Objective

• To promote their products throughout the state.

• To create the new labeling design.

• To create the new advertising.

Scope of research

The MUDIM product has been established since 1987 in the state of Kedah. One of the small and medium enterprises (SMEs) in Malaysia producing food products like is sweet soy sauce, vinegar and chili sauce.

After 20 years, MUDIM continue to produce innovative products to meets the demand either from within or outside the country. Geographic factor MUDIM brand is not well known by the entire society in Malaysia because MUDIM just do market segmentation in the northern area only. The MUDIM products actually are focusing on housewives since they are who responsible to buy the groceries and cook the meal for the family.

The Male and female user at all level of age are become potential users to consume MUDIM products. Customer are slowly changes their tastes and preferences from Herbals’ Kipas Udang to MUDIM product since the price is cheaper and the taste also is very good.

Design Approach

Product MUDIM

Advertising Campaigns

The MUDIM product entries in promotion

Conclusion

According to surveys, this product is very weak with advertising. The Mudim product just promote their product through social networking such as Facebook, twitter and blog. Besides that, the promotion through mass media such as radio. Now, we can hear Mudim advertisement through Kedah fm. Less-attractive packaging can cause Mudim product can't survive longer on the market. Lack of product variety, Mudim only produce soy sauce, ketchup and vinegar. Lack of promotion during festive. The product need new design and new campaigns.

Reference

Product Mudim, 2014,

http://kicap-mudim.blogspot.com/p/syarikat.html

DESIGN PROCESS & DEVELOPMENT

MIND MAP

RESEARCH PRODUCT

CURRENT PROMOTION (NEWSPAPER)

S.W.O.T ANALYSIS

STRATEGIC PLATFORM

CASE STUDY

S W O T analysis

Positive attributes internal to your organization and within your control, focusing on all the internal components that add value or offer you a competitive advantage.

Strength:

Sell directly to consumers.
Halal product
The Company of MUDIM earn relatively high profits and a relatively strong market in the three states to produce products for the food.
MUDIM has sent some staff to follow some courses organized by SIRIM in order to establish the company in the field of management and skills to achieve GMP (Good Manufacturing Practice) by SIRIM.
Factors that are within your control yet detract from your ability to obtain or maintain a competitive edge.

Weakness:

Less promotion in Malaysia.
Design Labeling simple.
Less advertising in Malaysia

Opportunity:

Based on economic growth, Mudim’s choose London, United Kingdom and Arab Saudi because more purchasing power from customers and businesses in that country who can potentially buy goods, where UK is 6th place in the rank of purchasing power in the world.
There is higher opportunities of potential suppliers for resources. For example in Arab Saudi, the ingredient of Mudim’s product are totally halal product, and Arab Saudi known as one of the Islam countries.

Threats:

External factors beyond the control of your organization that have the potential to place your marketing strategy. As a producer of soy sauce and vinegar, there are many competitor producing the same product, such as Jalen and Kipas Udang. Unsustainable price increase by suppliers might increase the cost of product, hence it increase the price and cause loss of customers.
Shift in customer behavior, as example, customer's tastes can always change because of the price of competitor's product almost same, and at market they display the product side by side. New campaign launch by competitor can cause loss of customers because they may want to try new product.

DESIGN PROCESS

Labeling