STAFFORDSHIRE UNIVERSITY BLB10044-3 Integrated Marketing Communication Assignment Name: Guan Khai, Tan Student ID: SUP09036 Lecturer: Ms. Rohayati Date of Submission: 15th June 2011 Contents In Brief Executive Summarypg. 2 1. 0 Introductionpg. 3 2. 0 Situation Analysispg. 4 – pg. 8 2. 1 Competitive Environment 2. 2 Buyer behaviour 2. 3 Positioning 2. 4 Branding 2. 5 Opportunities & Challenges 3. 0 Objectives & Strategypg. 9 – pg. 10 3. 1 Target Audience 3. 2 Communication Objectives 3. Strategy 4. 0 Tacticspg. 11 – pg. 17 4. 1 Communication Tools 4. 2 Budget 4. 3 Monitoring & Control 5. 0 Conclusionpg. 18 Referencespg. 19 – pg. 22 Appendixpg. 23 – pg. 26 Executive Summary The new Japanese Cultural Festival will be organized on the 22nd October 2011 (Saturday) from 9a. m. till 11p. m. and will be held at Penang Botanical Garden. The primary goal of the event will be to expose Malaysians to the art and cultural aspect of Japan thereby promoting goodwill between the communities.
Undertaking the request for a promotional campaign to achieve these goals, 5 marketing communications tools are identified and recommended to ensure the success of the festival. From adverts in medias to personal selling to encourage participation of major stakeholders (related government agencies, major companies, hotels and others), all will be coordinated in a promotional campaign scheduled for a 3 month period before the date of the festival. A budget of at least RM 200, 000. 00 has been requisite to finance the campaign.
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It is concluded that (internal & external) environment cluttering would be a major obstacle therefore a right mix of marketing assisted by the communication tools while reinforcing the brand message and strategic positioning would ensure the festival’s success. 1. 0 Introduction Multiculturalism has led Malaysia to play host to a whole line-up of exciting festivals and events throughout the year. This is a proposal for the promotional campaign of the new Japanese Cultural Festival to be celebrated in Penang.
The Japanese Cultural Festival has been chosen as a new festival offers a fresh array of opportunities and challenges in preparation of this proposal. 2. 0 Situation Analysis 2. 1 Competitive Environment Famed as a tourist destination, Penang often known as the Pearl of the Orient is also home to the highest population density in Malaysia thus its market potentials are huge and so its competitions. Every year, the Penang state occasionally celebrates more than 40 festivals or events such as the Hungry Ghost Fest, Durian Fair, and Mid-autumn Lantern Fest.
The Bon Odori festival is a Japanese Buddhist observance honouring one’s ancestors usually held in mid July along Penang Esplanade, will have the closest similarities of the anticipated Japanese Cultural Festival. While in October alone, Penang will be holding at least three separate events excluding the Japanese Cultural Festival; Mean Machines 2011 on Oct15th-16th, Indonesian Food, Handicraft and Cultural Festival on Oct15th-16th and Deepavali on Oct 26th. Mean Machines 2011 is the largest outdoor motorsport and motoring event in Malaysia while Deepavali (festival of lights) is one of the most important festivals for the Hindus and Sikhs.
The Indonesian Food, Handicraft and Cultural Festival features traditional cultural offerings, delicacies and handicraft quintessentially Indonesian. 2. 2 Consumer Behaviour There are 2 types of visitors according to McKercher & Wong; (1) first-time visitors whom spend a sum of money during the festival and are mainly motivated by relaxation, socialization & the festival’s performances and, (2) repeat visitors whom have been loyal in supporting the festival’s performances thus spending more money.
Li et al. (2008) also revealed that first-timers were most likely to be long-haul visitors who travel greater distances, while repeaters were more likely to travel to visit friends and relatives and take weekend trips however, no significant differences were found in other studies in terms of gender, education and income. Li et al. (2008) & Petrick (2004) concluded that repeaters are more prices sensitive therefore would search more for lower price than first-timers.
Additionally, research in South Africa by Van Zyl (2006) identifies that the biggest overall push factor (socio-psychological benefits for visiting) of festival attendees is family togetherness while atmosphere of the festival is the single most important push factor. Information and marketing with a wide variety of activities and entertainment was found to be the highest-rated pull factor (specifically attributes offered by a festival).
However, there were significant differences in the age groups as research by Lau & McKercher (2004) found that first-timers were more likely to younger while repeaters were more likely to be older and Van Zyl (2006) ascertain that younger groups (18-30 years) are more motivated by entertainment whilst high quality arts & crafts, free entertainment with variety activities appeal more to older groups (31-46+ years). 2. 1 Positioning Positioning differentiates festivals from one another in terms of attributes for example, push and pull factors) that are meaningful to customers and that give the festival a competitive market advantage (Chacko, 1997). To attract the target market segment, promotional materials should be emphasized on family events along with theme activities (example; a whole family and friends that are enjoying open concerts, booths, arts or food) and younger individuals who are either relaxing or socializing and most importantly, the atmosphere of the festival.
All materials suggested should be original and contain accurate information since any lack of crucial signage (example; time & venue) might confuse and frustrate visitors which will have negative impacts on the festival. With assistance from co-organizers (example; applying grant from state government & endorsements from private companies), advertising cost will be substantially decreased and priority display locations established.
The arts festivals and events that succeed in attracting audiences are those with proper marketing and positioning strategies (Van der Wagen, 2001) Branding A powerful brand is of importance to festivals and events, as branding can clearly distinguish the event from other similar events (Hoyle, 2002). Projected as a festival offering high quality range of performances and products without one travelling to Japan, the proposal will stressed the cultural and entertainment aspects of the festival to achieve a distinguished appeal.
Findings by Xiaoming & Leng (2004) indicate that the usage of Japanese media and cultural products has already reached a stage that could affect young people’s perception and feelings towards the Japanese and their products in a substantial way. Therefore, the brand image of the festival would already be greatly boosted by the launch of the campaign. This image would be reinforced with public relations and sales promotion activities. Discussion with organizers would also be held to invite popular Japanese artists to act as the festival’s spokesperson.
Names, logos, advertisement designs, fonts and colours will be emphasized as well to provide recognition for the festival. 2. 3 Challenges and Opportunities As a new festival, innovative approaches shall be applied to generate buzz around the festival to attract visitors with satisfying activities and festival programmes. Balance between strategies for different market segment should be achieve and maintain in order to convert these visitors into returnees.
Differences of culture may play a role due to histories of both country as findings from Klein et al. (1998) shown that consumers have animosity towards certain countries as a function of historical circumstances and such animosity influences their subsequent purchase behaviour, however judging from the 50,000 crowd (The Star Online) at the previous Bon Odori such assessments might yet be flawed. Nonetheless, the Bon Odori festival is less concentrated on Japanese cultural aspect and celebrated on a smaller scale (usually held from 6pm-11pm on a Saturday).
Comprehending such characteristics, Penang Japanese Festival aims to be more educational, more fun and inclusive in bringing about awareness of Japanese cultures. 3. 0 Objectives and Strategy 3. 1 Target Audiences Catering to all disregarding age, status or culture; the festival will mostly appeal to families of both visiting and residents of Penang who are attracted by the activities they are able to participate in the festival. Moreover, Xiaoming & Leng (2004) study shows a fairly high impact of Japanese media and cultures on local Asian consumer particularly youths.
The wide range of destinations and activities in Penang will serve to attract local and international tourists to attend the festival during their visit. The same goes for these tourists who are attracted to the festival as they will be able to participate in other activities. Statistics (SERI) showed 24. 6million tourist arrivals in Malaysia, 2010 whereby Penang Airport has handled 4million passengers. Featuring assorted Japanese delicacies, the festival will be an attraction to those who are affectionate bout food and drinks (foodies).
The festival will also be appealing to those companies who are attracted to the business potentials the festival provides and whilst their employees are involved in the festival, the companies and their partners will be able to participate in other activities on site. Attendees who are highly interested in Japan will also be attracted to the festival as studies by Edwin et al. (1999) show that individuals who are interested in foreign travel will be negatively related to consumer ethnocentrism and positively related to evaluation of foreign products. . 2 Communication Objectives The campaign objectives are to recognize Penang Japanese Festival as a new major event on the calendar of Penang, to ensure that the festival is well established in the minds of its attendees and potential attendees as the event of their choice whenever they are in Penang, or plan to visit Penang, and lastly, to ensure a high level of attendances at the festival thereby generating a substantial contribution to development of Penang as a world class city. . 3 Strategy The promotional campaign will stressed the importance of a cohesive communication plan to deliver the message to the desired target audience rather than identifying with the impact each element could provide. The main challenge would be to break through the cluttered environment and grab the audience’s attention and encourage their involvements. 4. 0 Tactics 4. 1 Communication Tools Internet
Undoubtedly, the internet today is the most successful and fastest growing medium making an extraordinary impact on the advertising industry. Informative, convenience, and time-saving are just some of the benefits that make internet such an effective tool outweighing its monetary cost. Therefore, it is utmost crucial for a website to be set-up. Websites must be interactive, navigation-friendly, structured with statements, visuals and hyperlinks that provide cue to the most relevant information of the customer’s interests.
However today, almost all websites contain such necessities, coupled with the explosive growth of websites has made the industry more critical in the way they attract and encourage customers to return such as employing promotional techniques to woo customers to bookmark the webpage. An effective way to encourage traffic to a tourism website would be to offer browsers a virtual tour of the tourism’s operation (Sweeney, 2000). The virtual tour could offer visual graphics, complete video streaming, and even games of the festival through different rooms.
A virtual tour of Penang itself could be incorporated by joint-efforts of the organizers. Social networking sites such as Facebook and Twitter would be used at the launch of the campaign to inform and reinforce potential traffic to the site. Advertising Advertising is a capable tool in fulfilling a number of different roles. Advertising provides information of brands and organization while trying to change consumer mindsets to stimulate consumer awareness and interest (Burnett ; Moriaty, 1998).
Advertising in certain media can reach large, widely dispersed audience (Pender, 1998). Thus, a media campaign is suggested using a series of negotiated features and advertising tools to promote the festival. Outdoor advertising has the advantages of immediate communication of quick and simple idea, repeated exposure and strong promotion for locally available products (Kurtz et al. , 2009). These adverts may take forms of banners, poster, billboards and transit advertising (ads on vehicles i. e. ; public bus).
By purchasing billboard (include banners ; streamers) sites in the vicinity of the festival and placing the advert on public bus plying major arterial roads, visibility of these ads will draw attention of passing motorists to the venue. Posters and flyers will be distributed at major target audience areas such as shopping complex, hotels and tourist destinations. These adverts will only be placed in the last month of the campaign in order to reach an optimal exposure and as allocated by the budget.
Like all adverts, such displays are subjected to clutter and brief exposure of its message to its target audience who are concern for rush-hour safety and or on limited time. As such, outdoor advertising message should be short and easy to digest as it’s a highly effective support medium and reminder. Sales Promotion Effective sales promotion can creatively build the brand franchise while achieving many other objectives such as increasing sales, cementing loyalty, building databases, generating publicity and more (Smith, 1998). Smith urther categorizes sales promotions into customer promotions (gifts, competitions, etc), trade promotions (point of sales material, special terms, etc) and sales force promotions (incentive and motivations scheme) in which the campaign will attempt. Competition is a form of prize often aimed at some distributors or customers following some contest or game. The competitions may engage the consumer in analyzing offerings to answer questions, completing slogans, ranking benefits or submitting photographs thus creating interaction between the consumer, the offering and the service provider.
Information will be mailed back to the organizers to be judged. Competitions could also be designed as incentive schemes to motivate sales force to increase sales while invigorating morale, especially those who perform excellently. Promotional gifts are a medium of advertising, sales promotion and motivational communication employing imprinted, useful or decorative products called advertising specialities (Belch & Belch, 2001). These gifts are often given freely and not on condition of purchase. Popular gifts suggested are coffee mugs, car signs, straps or t-shirts which would be imprinted with the festival’s brands.
Consequently, such prints (branding) on the gifts may invoke and build upon consumers’ evoke set. Trade promotions or more specifically trade deals would see retailers (booth tenders) exchanging or agreeing upon special promotions between them and the service providers. In return for special allowances, discounts or credits on goods on an invoice, retailers would be offer promotional efforts in terms of special displays, superior booth location, extra purchases or greater promotions. Customer promotions would be inserted in printed media while sales force promotions would be distributed internally.
Discussions will be held with retailers and organizers before the launch of the campaign in ensuring the terms and conditions of trade promotions. Public Relations The responsibility of public relations is to create and influence publicity2 in such a way that it has a positive impact on the company for which the activity is undertaken (Yeshin, 1996). Maintaining an effective public relation with different publics has a number of benefits since a company will receive a reasonable amount of exposure and a positive image will be portrayed (Sweeney, 2000).
One of the advantages of public relations is that there are no advertising costs, however; publicity is not free (Rowley, 2001). This would involve press conference with the media or sponsoring events in order to forge relations with people whom the organization would deal with in the course of the campaign. These publics include the organization’s employees, investors, suppliers, customers, special interest groups, government officials and especially the media. Public relations should be formed way beyond the start of the campaign.
Therefore, a successful campaign would determine upon the company and its resources for a focused programme to create positive relations with the public while supporting internal marketing. As experts believe that consumers tend to trust media more than they do advertisers (Wells et al, 2000). Personal Selling Personal selling permits one-one dialogue and immediate feedbacks which allows the sales representative greater flexibility in reacting towards the particular situation which is impossible with mass media. In almost all instances, personal selling is more effective than other types of promotion (Reich, 1997).
Personal selling would entailed the sales representative having certain skills in closing a deal; interpersonal skill – communicating ; coping with issues, technical skill – product knowledge and selling skill – making a sales presentation. Hence, supportive or motivational programmes could be implemented to prepare the sales force for the job, and designing detailed sales kits which should include sales presentation, brochures, portfolios, ; manuals in assistance of closing crucial deals (endorsements for the festival). Management would be kept up-to-date through sales meeting that would be held regularly.
In providing great services to the customers and making them “delighted”, they might pass on their experiences to others thus developing helpful word of mouth for the organization. Word of mouth can be of great means to an organization, since it’s trustworthy because customers are referred to by another customer and when done in this approach, there are no monetary costs. 4. 2 Budget The campaign’s budget is anticipated that a total of RM200, 000. 00 operating under a combination of marginal approach and objective ; task method, that will be required to fund the 3 month campaigning period.
Fees for advertising are estimated at RM100, 000. 00 while RM 20, 000. 00 will be allocated for sales promotions, with around RM60, 000. 00 will be allocated to the creative team and the sales force. A balance 10% (RM20, 000. 00) of the budget will be allocated as contingency funds to allow any further changes in the future. *Please refer to Appendix; Table 1and 2 for the outline of the Budget and Table 3 for the Gantt chart. 4. 3 Monitoring and Control It is essential in achievement of the defined objectives that a monitoring and evaluation system is initialized to accomplish the tasks and where needed, suitable adjustments will be taken.
Media budgets will always be analyzed to assess the result produce for present and future fund allocations. Assessment questionnaires are recommended to be distributed at the festival to determine feedbacks, a tracking study to monitor the situation on an on-going basis while attending to levels of awareness and responses to participations at the festival such as competition participations, booth bookings, response rate of mailings and discussions on the cyberspace.
Consequently, current and future attendances records, bookings level and relevant data of other festivals will also be monitored, to put forth a more concrete, competitive campaign. 5. 0 Conclusion In order to ensure maximum achievement for the promotional campaign, it is the outmost importance that all manners of planned activity are well integrated whilst certifying greater co-operation between organizers and service providers. The cluttering festivals in Penang and Malaysia as a whole play a significant impact on the Japanese Cultural Festival; therefore the proposal would advocate the merging of Bon Odori Fest and the Japanese
Cultural Fest. The merged festival will be an even more celebrated event while enabling the impartation all of its educational and cultural aspect which the Bon Odori Fest lacks. If merged, the new festival should be held in July as Bon Odori did as school holidays and lesser events in July would signify greater attendances. 2758 words References * Baker, MJ 1994, The marketing book, 3rd edn, Butterworth Heinemann publ. Oxford. * BannerKing, 2008, BannerKing Ads. [online] Available from: ;http://www. bannerking. com. my/Default. aspx; [Accessed: 8 June 2011]. 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Xiaoming, H & Leng, TH 2004, ‘The impact of Japanese popular culture on the Singaporean youth’, Keio Communication Review, vol. 26, pp. 17-36. * Yeshin, T 1996, Marketing communications strategy 1996-97, 1st edn, Butterworth-Heinemann, Oxford. Appendix Pricing Promotional Materials Table 1: Advertising Materials Budget Table RM96. 00 x 100 = RM 9600. 00 “BannerKing” ECO Streamer: Especially for lamp post. Quantity order: 100. Size: 3’x10′ Material:Fabric Print Quality:720x1440dpi Finishing:3′ PVC pipe, top & bottom “BIGPRINT” Poster printing on 20″x30″ ART paper (260gsm), single sided, 500 copies; RM1235. 0 “BIGPRINT” Flyer printing on A4 ART paper (260gsm), double sided, 300,000 copies RM1755 x 30 = RM52, 650. 00 RM289. 00 “BIGPRINT” Flyer folding A4 paper, 2 folds, 30000 copies. RM2800. 00 subscription/year “EMERGE” web domain with e-mail hosting (Win 300GB) Inkjet 720dpi sticker (outdoor) = RM4/sqft RM4 x 750sqft = RM3000. 00 “VR Globalink” Billboard Media code:P1069 Type of board:Pedestrian Signboard 10’x75′ Location: Site is located at exit point of Jelutong Expressway near Sg. Pinang. Inkjet 720dpi sticker (outdoor) = RM4/sqft RM4 x 140sqft = RM560. 00 RM4 x 38sqft = RM152. 00 “VR Globalink” Billboard
Media code:P1054 Type of board:Directional road sign double sided, front: 10’x14′, back: 2’x14′ Location: Scotland Road in front of Penang Sports Club RM5388. 00 x 2 (bus) = RM 10776 Rapid Bus Penang Island Advertising Full wrap (rear + driver side + passenger side) Monthly per bus, including one time production and body preventive cost. RM 81, 062. 00 Total Source: BannerKing, BIGPRINT, VR Globalink, Rapid Bus Penang & EMERGE. * With assistance from organizers, government grant for licenses of billboard and banners will be sought through state government agencies due to nature & size of the festival.
Pricing Promotional Materials Table 2: Promotional Gifts Budget Table RM35. 00 x 100 = RM3500. 00 “Heartbeat” Promo photo tee (A4 Printing). Quantity order: 100 RM19. 00 x 300 = RM5700. 00 “Heartbeat” Car sign. Quantity order: 300 RM10. 00 x 500 = RM5000. 00 “Heartbeat” Personalized strap with text. Quantity order: 500 RM25. 00 x 100 = RM2500. 00 “Heartbeat” Printed Ceramic Mugs. Quantity order: 100 RM 16, 700. 00 Total Source: Heartbeat. my Table 3: Gantt chart Phase 1| | | | | | | | | Teams in | Activities| | | Schedule| | | Charge| | | May| | | June| | | Planning | | | | | | |
Creative| Designing| | | | | | | Team| Design| | | | | | | | Evaluation| | | | | | | | Meeting with | | | | | | | Executive | Organizers| | | | | | | Team & | Planning | | | | | | | Support Team| Meeting with | | | | | | | (assist)| Prospects| | | | | | | | Finalization| | | | | | | | | | | | | | | | Phase 2| | | | | | | | | Teams in | Activities| | | Schedule| | | Charge| | | July| | | August| | Creative| Implementations | | | | | | | Team| & Provide Updates| | | | | | | | Meeting with | | | | | | | Executive | Prospects| | | | | | |
Team| Meeting with | | | | | | | | Organizers| | | | | | | | Finalization| | | | | | | | Supervisory| | | | | | | Support | Implementations| | | | | | | Team| Support & Monitor| | | | | | | | Communications| | | | | | | | | | | | | | | | Phase 3| | | | | | | | | Teams in | Activities| | | Schedule| | | Charge| | | September| | | October| | | Distribution| | | | | | | Support | Implementations| | | | | | | Team| Support & Monitor| | | | | | | | Communications| | | | | | | | Data collection| | | | | | | Supervisory| | | | | | | Executive | Monitoring Festival| | | | | | | Team| Data analysis &| | | | | | | | report submission| | | | | | | Sample of the festival’s poster design. | | | | | | | | | Come celebrate Penang’s first Japanese Cultural Fest at Penang Botanical Garden Date: 22 October 2011 Time: 9am-11pm | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | |