marcomm group report
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1. THE TASK
The main objective for this task is to rejuvenate the brand of Tat Sing and rebrand the concept
of Tat Sing’s product through visual and perspective of every customer of our products.
Besides that, it is also can be considered as an alternative way of making a comeback into
footwear industry which is more challenging and difficult in order increase or gain back the
market share during 80’s and 90’s among the competitor. It is because during those days, Tat
Sing’s product is one of the most leading brands for slipper and it is undoubtedly at least a
person in every house in Malaysia must to wear ones. Hence, the task is can be considered as
a comeback from Tat Sing Plastic Industries Sdn. Bhd.
1. Background Tat Sing Plastic Industries Sdn. Bhd. was established in 1970 from
a small shop lot in Kuala Lumpur. It has grown over the years and
it now operates from a 120,000 sq. ft. factory located in Kepong on
the outskirts on Kuala Lumpur, capital of Malaysia. They have a
wide variety of slippers and boots.
2. Objective To regain the market share of casual footwear esp.
slippers product among the competitor and in the same
time
To increase the consumer awareness towards Tat Sing.
To increase their sales profits.
3. Target
Audience
From all range of ages and backgrounds, from kids, teenagers, the
elders, low-income, middle-income, or even the higher-income.
4. Promise A fresh perception towards the brand of Tat Sing which will
anticipated with the elements of coolness, uniqueness, and
awesomeness.
An increase of selling profits through the new design of
slipper.
Create a better competition among the local or
international competitor such as Asadi, Fipper, Bata,
Havaianas, Crocs, and so on.
5. Key Message Highlighting the fresh comeback of Tat Sing’s slipper or
also known as Selipar Jepun during those days.
Focusing on creating the awareness of the products and
the brand itself.
2. CREATIVE BRIEF FORM
3. THE BRAND
a) a Brief Concept of New Rebranding Idea – Tat Sing’s Brand & Product
Tat Sing Plastic Industries Sdn. Bhd. has begun their business more than 30 years back
then which is accurately in the year of 1970. They have begun their operation from a
small shop lot in Kuala Lumpur. It has grown over the years and it now operates from a
120,000 sq. ft. factory located in Kepong on the outskirts on Kuala Lumpur,
capital of Malaysia
So, we have decided just make a small change in order to portray the brand’s name
through their product, by only use a simple modified logo which is using a typography
concept through their name, Tat Sing. Besides, through the logo itself, we also had
mentioned the words “since 1970” which will strengthen their brand’s respect through
their experience for more than 30 years in footwear industry in Malaysia. In addition,
based from the logo, we also had conclude a slogan, “infuse your creativity”, which will
describe as new approach of involving the people’s creativity into the products
of Tat Sing.
b) Brand Life Cycle for Tat Sing’s Plastic Industries Sdn. Bhd.
At first 10 years of running the business, Tat Sing’s brand is only at the level of
trademark. However, in the late 1980’s, this product starts turning to be as a product
brand according to the brand life cycle above which is synonym through casual footwear
or slipper. The successful of this business starts increasing and rising which had
achieved the next level of a brand life cycle, experience brand. But unfortunately,
because of the inflation had caused to Malaysia in the year of 1998, Tat Sing had felt the
effects too which makes down slower in business activity compared to last few years.
Until today, Tat Sing is only left as history in every Malaysian whom wears slipper or
“selipar jepun”. Thus, according to Brand Life Cycle, the current position of Tat Sing’s
product right now are being viewed as experience brands but the products are
considered as the old design and only can be wear by elders not for the teenagers.
c) New Target Market for Rebranding of Product’s Idea
As history has been wrote that how strong the brand of Tat Sing before the year of 1998
during the inflation, Tat Sing’s product had been used by almost every Malaysian. Even,
their product’s name for the slipper is synonym to be called as “Selipar Jepun” or in
English it is called as “Japanese Slipper”. Hence, we want to reclaim back the history
before the inflation and we want to make sure the impacts of their new products will be
the same as before the crisis of ’98. Because we believe that slipper is essential for
everyone and plus, we in a wet and dry climate’s country like Malaysia, it is must have
for every each people in this country to at least wear a slipper for his or her day-to-day
activity. Apart from that, the range of our new products is not only focusing on the adults
but also the kid’s category too, we had design and produce more than four different
attractive designs for the kid’s slipper.
d) New Concept and Idea for Tat Sing’s Brand and Products
OLD LOGO NEW IMPROVED LOGO
The new improved logo of Tat Sing will be most likely give more effect towards the
customers and peoples as it simple looks and yet it still maintain the coolness effect of
the brand. As comparing to the old logo, they had use more than 3 colors in their
previous logo which is less impact to the mind of the users as it quite complicated to be
remembered and it does not symbolized any relation between the logo and products.
Apart from that, we also have decided to remove the fan symbol from the previous logo
as to maintain the concept of simplicity and less complicated. By using this concept, it
will attract a wider range of users from the children to the teenagers and also the
adults too.
“Infuse Your Creativity” is our new slogan idea for this brand as it will enhanced the new
perspective of users toward the brand itself to be look as new and fresh brand but still
maintaining the experience of the most leading of brand for slipper during 80’s and 90’s.
Apart from that, through this way the use of slogan will also shows that new strength of
the brand as it will stands strong together with the new improved logo and on every each
words of the slogan.
Moreover, the application of this logo is remained the same as the previous one. They
had printed the logo on top of every product that they wanted sell. But now the only
different is the slipper’s design and also the new improved logo. By this way, the
customers will noticed that Tat Sing has make a new comeback of their products to
satisfy back the needs of every Malaysian in terms of footwear.
4. THE CAMPAIGN OBJECTIVE
To make a new and fresh comeback through this rebranding campaign.
To increase the brand awareness of Tat Sing’s products towards Malaysian people
among the .
To increases the profit through selling of new rebranded and improvised design of Tat
Sing’s slipper.
To help in achieving a certain recognitions or awards which will boost up their images
and popularity of their product.
5. THE CAMPAIGN STRATEGY
In order to create a successful company, entrepreneurs must implement a solid
marketing strategy. It is required them knowledge of the industry itself, the different
products offered and a genuine understanding of the current customers. Its also
encompasses familiarity of any major competitors, market projections and obtaining the
necessary resources to continually yield customers to the new business. A successful
marketing also should embrace emerging technologies as well as the creation of a
company’s professional image and reputation. As Tat Sing Plastic Industries Sdn. Bhd,
there are few examples of promotional strategies for this rebranding campaign as
promotion is the method that being used to spread the words about their various of
products towards people. Hence, Tat Sing rubber slippers use a mix marketing tools
such as advertising, sales promotion, personal selling and public relations in order to
promote the products and gaining the publicity among the peoples
.
a) Advertising
Advertising is considered as a public method of communication because it is
communicated simultaneously to a huge number of peoples. Advertisement messages
somehow could be repetitive and frequently being delivers to the audiences. The media
offers the facility to add color, sound and so on to the message and dramatize the
message but advertising cannot have dialogue with the people. Advertising can be
described as one of the efficient way to reach geographically dispersed potential buyers
at a low cost per exposure if comparing a bigger number of audiences being views or
listens. For this rebranding project, we will emphasize more on the use of the products,
benefits of the products and user experience which also help in conveying the messages
about the products and the brand through the words of mouth. Advertising is the most
significant tool for Tat Sing rubber slippers to be expose and being the top slippers for
the target audience. Tat Sing rubber slippers advertising also will catch the attention of
the audiences since it will be stands out amid the clutter of competing advertisements.
Then, it will arouse the interest of potential customer and deliver a great impact through
the messages. So, it will influence the audience’s desire to get more information about
the products and absolutely have the interest to own the product for at least one.
b) Sales Promotion
Coupons, contests, premiums, discounted price, and etc. are act as sales promotional
tools that help in marketing the product and create the brand awareness too. Through
this way, we could gain their attention and provide information about the products which
eventually increase their interest to the products. By doing this sales promotion, we can
encourage the purchase and sale of Tat Sing rubber slippers. Besides, it will help to
promote and enlarge the numbers of potential consumers.
c) Personal Selling
Personal selling as a communicative channel involves a live, immediate and interactive
relationship between person and another. Personal selling is focusing the interaction
between the company’s representative and the customer which will help to improve the
company’s relationship towards customers. By providing a good customer service
training for every franchisee and sales representative, we are very confident that the
customer’s perception will be much better than before. A simple greeting or by the least,
a words of “Thank You” could give a bigger impact to every customer that comes in.
Thus, it will help to create a better environment for the customer to buy the slippers.
Plus, it also can help to identify the correct target audience and indirectly can improve
their sales generally.
d) Public Relations
News stories and feature articles are more authentic and credible than advertisements to
readers. The articles act as testimonials. The message gets through to the potential
buyers as news and they may not turn away from it as they turn away from the
advertisements. Public relations tool is the main method for both communicating with
their market to reinforce their positioning and for customer acquisition. Through public
relations, we can build good relations with the stakeholders and public of the business
by obtaining favorable publicity. We are also have the ability to build a good corporate
image.
6. THE CAMPAIGN TACTICS
Strategy Tactics Execution Duration
Public
Relations
Campaigns and Events
Spread the info about the new
rebranded looks of “selipar
jepun”.
Those activities are going to be
held across the Malaysia even
Sabah and Sarawak.
However, in the beginning our
focus is in Klang Valley’s area.
2 Months
Sales
Promotion
Vouchers or
Coupons
Discounts
Membership
15% discount voucher: can get
it from GSC Cinemas or
random distribution by our sales
representative.
Buy 3 for the price of 2
Free registration of
membership, doesn’t provide
any card only use their phone
numbers as the ID.
The whole
years
Personal
Selling
Personal approach
At the shop or
kiosk;
during the
campaigns and
events too
By providing customer service
training to every sales
representative of Tat Sing
To inform the customer on the
new rebranded image of Tat
Sing slippers.
Persuade the customer to
purchase the slippers for
upselling.
The whole
years
Advertising Commercial Ads:
Television
Radio
Outdoor
For TV and Radio ads, Media
Prima is the best choice as they
have more than 3 tv channels
like TV3, NTV7 and TV9.
For radio ads, we had provide
two version of languages;
Malay and English. As Media
Prima also owned the Hot.FM
and Fly FM, we could advertise
the products through them.
For outdoor, we had design a
few ads which suitable to be
place at the free stand ads and
wall graphic ads.
The location of the ads is
around the KL like Bukit
Bintang, KL Sentral, KLCC,
Midvalley Megamall, and so on.
Approximately
2-1 months
7. THE CREATIVE
A) Story Board for Television’s Commercial Advertisement
B) Script for Radio Commercial Advertisement
English Version
Jerry: (Crying)
Father:Jerry? Why are you crying?
Jerry: I don’t have any slippers dad. I want to go playing outside.
Father:Use this!
Father: Tat Sing slippers. Its comfortable, durable, and suitable to use everywhere.
Jerry: Awesome! Thanks dad!
Father: Your welcome my son. Tat Sing, agility your move.
Malay Version
Ali: (Sedang menangis)
Ayah: Kenapa Ali menangis ni?
Ali: (Sedang menangis) selipar saya putus ayah. Tak dapat ali nak keluar bermain.
Ayah: Jangan risau, guna ni!
Ali: Wah, Selipar apa tu?!
Ayah: Selipar Tat Sing. Sangat selesa dan sesuai digunakan di mana sahaja.
Ali: Hebat! Terima kasih ayah!
Ayah: Tat Sing, cuba sarung dulu.
C. Outdoor Advertisement
Free stand Ads
Wall Graphic Ads
D) New and Improvised Slipper’s Design for Tat Sing
REFERENCES
Egan, J. (2007). Marketing Communications. Hampshire, UK: Cengage Learning
EMEA.
Baker, M. (2008). The Strategic Marketing Plan Audit. New York, NY: Macmillan.
Homburg, Sabine, & Harley K.(2009) Marketing Management - A Contemporary
Perspective (1st Ed.). London: Wadsworth.
Aaker, D. (2005). Strategic Market Management. New York, NY: Macmillan.
Kotler, Philip & Keller, L. Kevin. (2012). Marketing Management (14th Ed).
Boston, NY: Pearson Education Limited.
Kerin, Roger A. (2012) Marketing: The Core. New York, NY: McGraw-Hill
Ryerson.
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