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VITHIYAH SANTARA SHEERAN 1091101410 BMM (HONS) IN MULTIMEDIA ADVERTISING DESIGN AUGUST 02, 2012

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Table of ContentCHAPTER 1 PROJECT OVERVIEW 1.1 Introduction 1.2 Problem Statement and Issues 1.3 Objectives and Aim 1.3.1 Objectives 1.3.2 Aims CHAPTER 2 PROJECT PROFILE 2.1 Product Name 2.2 Product Classification 2.3 Product Characteristics 2.4 Product Range 2.5 Distribution 2.6 Product Life Cycle 2.7 The Brand 2.8 Brand Image and Implication 2.9 Strength and Weakness 2.9.1 Strength 2.9.2 Weakness 2.10 Advantages and Disadvantages 2.10.1 Advantages 2.10.2 Disadvantages 2.11 Unique Selling Proposition (USP) 2.12 Promotional History and Advertising 2.13 Positioning Statement CHAPTER 3 THE COMPANY 3.1 Company Overview 3.2 Business Description 3.3 Company History 3.4 Key People 3.5 Location and Subsidiaries 3.6 Brands, Major Products and Services 3.7 Corporate Aim/ Vision/Mission 3.8 Companys Current Promotional Strategy 3.9 Product Sales History 3.10 Current Marketing Objective 3.11 Media Expenditure CHAPTER 4 CONSUMERS AND STAKEHOLDERS 4.1 Current Consumers Characteristics 4.1.1 Demographics 4.1.2 Psychographics 4.2 Stakeholders Characteristics 4.2.1 Primary Stakeholders 4.2.2 Secondary Stakeholders CHAPTER 5 INDUSTRY AND MARKETPLACE 5.1 The Industry 5.1.1 Definition of the Industry 5.1.2 Shape of the Industry 2|Page

5.1.3 Development of the Industry 5.2 The Marketplace 5.2.1 Current Condition of the Marketplace 5.2.2 Changes in Marketplace CHAPTER 6 COMPETITIVE SITUATION 6.1 Direct Competitors 6.2 Indirect Competitors CHAPTER 7 SWOT ANALYSIS 7.1 Strength 7.2 Weakness 7.3 Opportunity 7.4 Threats CHAPTER 8 STRATEGIC TARGET AUDIENCE 8.1 Proposed Primary Target Audience CHAPTER 9 RESEARCH DEVELOPMENT 9.1 Marketplace Research 9.2 Market Observation 9.3 Online Survey 9.4 Interview CHAPTER 10 PRECEDENT STUDIES 10.1 Advertising Strategy 10.2 Precedent Studies CHAPTER 11 REFERENCES CHAPTER 12 APPENDICES

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1.1

Introduction

A major part of parenting is learning how to talk with children. Nowadays parents are too busy making money and have less time to spend with their kids. Even on the short period they have with their kids, parents usually yell and scold their kids for their naughty behaviour or for other matters such as their education wise. Most of the parents dont even know how to talk nicely when it comes to a certain situation. Usually the parents end up scolding and yelling their kids just because they want make their kids to understand certain things.

The way parents talk to their child is important as the child will be behaving the same like their parents when they talk to others. If parents use a polite and decent manner to talk with their kids all the time, the kids will be talking in the same manner with their friends and people surrounding them. At the same time, if parents did not use the right way to talk with their children, children can act on the opposite of how they have been advised.

Another big issue in parenting is when it comes to the big topics such as drugs, alcohol, sex and sexuality, strangers, suicide, money and so on. Parents definitely need help to talk about these issues to their kids. There are many social problems nowadays that are happening to kids and teenagers. One of the reasons is that parents are not doing their job well as a good parent. They do not know how to talk to their kids regarding topics like this.

Hence, in this campaign, tips on talking to kids and how to start talking to them on the big topics will be stressed. It is more to educate the parents how to handle their kids in a good manner instead of using the old tactics such as shouting, scolding and nagging them.

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1.2

Problem Statement and Issues

The main problem with most of the parents nowadays is that they tend to neglect their children without their intention. Most of the parents spend almost the whole day trying to work hard and earn money to save it as their savings. This is a good thing to do because parents work hard to provide a good future for their children and family, but they also should realise that money will not provide their children a good behaviour and love among them. Problem occurs when the working parents have a very short time to spend with their kids and the problem becomes worse when parents do not know how to manage the time well with their kids. Another issue that is famous between parents are the big issues such as sexuality and sex, drug, puberty, divorce, strangers, suicide, alcohol and many more. Parents usually will feel uncomfortable to talk about these issues and most of them do not know how to start the topic with their kids.

1.3

Objective and Aims

The focus of this object is to embed the proper way of communicating with kids into the minds of parents. Awareness among the parents group will be raised regarding this issue and hence they will pay more attention on their child and will be more concerned their kids behaviour. 1.3.1 Objective

To educate the parents group by giving them tips and ways of communicating with their children Provide parents with simple steps on how to start communicating with their child and on how to make a close bond between them. Have a promotional booth in shopping malls to promote the campaign.

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1.3.2

Aims

The ultimate goal of this campaign is to deliver the proper communication methods between parents and children and hence reduce the number of miscommunication between them.

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2.1 Product name Talk to your Kids 2.2 Product Classification Public Service Awareness Campaign 2.3 Product Characteristics Talk to your Kids serve as a public service awareness campaign that aims to deliver the proper communication methods between parents and children. 2.4 Product Range A public service awareness campaign will normally consist of a series of activities that aims to educate, to inform and to deliver certain message with a positive value. Promotional booth and exhibition will be conducted, television and radio commercial will be broadcasted in order to reach the targeted audience. Collateral items such as poster, brochure and flyer will be distributed as announcement purposes. Official website, blog and social media network are very important as well as they can reach many audience in a short time. 2.5 Distribution Talk to your Kids campaign is direct distribution because the campaign is directed straight to the target audience. Talk to your Kids campaign will normally be held in shopping malls where most of the parents gather. Shopping malls are one of the hotspot for this campaign because usually families will be going out together for an outing or shopping to malls during weekends and holidays. Furthermore, in conjunction with the ever evolving world of internet and computers, distribution channel such as social media, website, TV commercial and radio FM are used as well. The commercials will also be broadcasted in the public transportations such as train, bus and commuters.

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2.6 Product Life Cycle

Sales Development Introductio n

Maturity

Time

2.7 The Brand Talk to your Kids is a public service awareness campaign that aims to rise up public awareness and attention on the kids. The main purpose of this campaign is to deliver the proper methods of communication between parents and kids. Parents will be provided with tips on talking to kids regarding big issues, how to start these kinds of topics with the kids and also how to create a close and strong bond between parents and kids will be shared with throughout the campaign. In order to reach the targeted audience, Talk to your Kids will be organized in shopping complex where families gather together. Besides that, Talk to your Kids campaign also conducted through website and social media networks which can reach wider audience in a short time. Talk to your Kids campaign should be taken seriously because there are many parents out there who might need our help to communicate with their kids. 2.8 Brand Image and Implication Talk to your Kids campaign is usually being neglected as most of the campaign about parenting is not direct to problems like this. This campaign is different from others because this campaign is straight to the problem faced by the parents. People used to take lightly in this issue, wrong perception such as its unnecessary for them to involve when they are fine9|Page

Decline

Growth

with their kids and sometimes parents neglect this campaign because they do not have time to involve in such things. These are the reasons why some parents have problem in handling their kids. Sometimes parents neglect everything except money by thinking that money is everything for their kids. There are many brands outside there trying to provide many tips on bonding with kids at the earlier stage itself before its too late. The brands are usually baby care products. All the attempts that are taken show that this type of campaign is still under growing stage. 2.9 Strength and Weakness 2.9.1 Strength Informative. Solves problem faced by many parents. Interactive activities in an educating mode. Financially supported by both the government and private party Promotional items are available for sale

2.9.2 Weakness Boring. Time consuming to influence target audience to take part in the event. Not supported by the typical parents who are most likely trying to avoid the BIG topics.

2.10 Advantages and Disadvantages 2.10.1 Advantages Parents will be provided with informative tips on how to talk with their kids. A number of talks will be held at the campaigns promotional booth that will be held at the selected shopping malls. Social media, Facebook will be used to promote the campaign because it can reach wide audience in a short time.

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2.10.2 Disadvantages Parents will be getting a lot of information in a short time. This may lead to confusion in them on which steps should be taken first. 2.11 Unique Selling Proposition (USP) Talk to your Kids campaign is a public service awareness campaign that embeds a clear message and also provides informative tips for the parents group regarding ways of communicating with their child. 2.12 Promotional History and Advertising schedule. Exact promotional history and advertising schedule couldnt be found for this kind of Talk to your Kids campaign. The timeline of promotional activities are stated below which is taken from the other indirect campaigns.

Kami Prihatin Campaign , 8 April 2010 Utamakan Keluarga Campaign, 2003 Keluarga Bahagia Campaign, 9 August 2001

2.13 Positioning Statement Talk to your Kids campaign is a public service awareness campaign that embeds a clear message on the parents mind regarding ways of communicating with their child.

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3.1 Company Overview12 | P a g e

Faber-Castell Malaysia was established in 1978 and it commenced production of natural rubber and PVC-FREE erasers back in 1980. Over the course of the years, it developed into one of the largest eraser manufacturer in the world producing over 500 million pieces of erasers a year. In 1993, a new factory was built in Subang Jaya near Kuala Lumpur. Apart from being the first producer in Malaysia to manufacture writing instrument with GEL technology, this production facility started manufacturing refillable markers and highlighters in 2010 in addition to erasers. Keeping up with the company's philosophy of being innovative and competent, FaberCastell Malaysia achieved many recognized certifications such as the ISO 9001, ISO 14001 and SIRIM and many more. In addition, Faber-Castell Malaysia had also been selected as the SUPER BRAND in 2002 for stationery industry in the country besides being the Official Supplier for stationery products to the 16th Commonwealth Games held in Kuala Lumpur in 1998. Owing to its excellent innovation in product development, Faber-Castell Malaysia won the ISPA award in 2007, and the iF Design and Promotional Gifts Award 2008 for the Sleeve eraser. In addition, it also won the PBS award in 2008 for its Kosmo eraser. To cope with its rapid development, Faber Castell Malaysia moved into its latest factory in Sept 2002. Officiated on Now 13, 2002, one of the factory's special features is the Pencil Tower housing Malaysia's Tallest Pencil. Faber-Castell is also the first company in the stationery business to agree to a social charter that serves as a guiding principal for our staff welfare. In Malaysia a collective agreement was signed between its staff union and Faber-Castell Malaysia on October 11, 2004.

3.2 Business Description

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Faber-Castell is one of the world's largest manufacturers of pens, pencils, other office supplies such as staplers, slide rules, erasers, rulers and art supplies, as well as high-end writing instruments and luxury leather goods. It operates 14 factories and 20 sales units. Six in Europe, four in Asia, three in North America, five in South America, and one each in Australia and New Zealand. The Faber-Castell Group employs a staff of approximately 7,000 and does business in more than 100 countries. Although its production began in Germany, only some of its premium pens are still manufactured there. Most of the company's consumer products are made in Brazil. FaberCastell USA is headquartered in Cleveland, Ohio, and is part of the global network of FaberCastell companies operating in countries such as Australia, Brazil, and Malaysia.

3.3 Company History Faber-Castell Malaysia was established in 1978. Over the course of the years, it developed into one of the largest eraser manufacturer in the world producing over 500 million pieces of erasers a year. In 1993, a new factory was built in Subang Jaya near Kuala Lumpur. Apart from being the first producer in Malaysia to manufacture writing instrument with GEL technology, this production facility started manufacturing refillable markers and highlighters in 2010 in addition to erasers. Faber-Castell Malaysia achieved many recognized certifications such as the ISO 9001, ISO 14001 and SIRIM and many more. In addition, FaberCastell Malaysia had also been selected as the SUPER BRAND in 2002 for stationery industry in the country besides being the Official Supplier for stationery products to the 16th Commonwealth Games held in Kuala Lumpur in 1998. Owing to its excellent innovation in product development, Faber-Castell Malaysia won the ISPA award in 2007, and the iF Design and Promotional Gifts Award 2008 for the Sleeve eraser. In addition, it also won the PBS award in 2008 for its Kosmo eraser. To cope with its rapid development, Faber Castell Malaysia moved into its latest factory in Sept 2002. Officiated on Now 13, 2002, one of the factory's special features is the Pencil Tower housing Malaysia's Tallest Pencil. Faber-Castell is also the first company in the stationery business to agree to a social charter that serves as a guiding principal for our staff welfare. In Malaysia a collective agreement was signed between its staff union and Faber-Castell Malaysia on October 11, 2004.14 | P a g e

3.4 Key People

Mr. Toh Yan Peng Managing Director A. W. Faber-Castell (M) Sdn. Bhd.

Faber-Castell owes its strong and impressive presence in Malaysia to Mr. Toh Yan Peng who co-founded the Faber-Castell company in Malaysia in 1978. Since then, he has also been made the Managing Director for the Asia Pacific region and sits in its global board of management From producing erasers since 1978, Mr. Toh is also instrumental in making Faber-Castell the first producer of pens with GEL technology in Malaysia. With the strong guidance and excellence leadership of Mr. Toh, Faber-Castell Malaysia won many international awards and certifications such as the: International Stationery Publishers Award (ISPA), iF Design Award, Promotional Gifts Award, PBS Award, ISO 19001, ISO 14001 and many others.

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Progressing aggressively from its humble beginnings, Mr. Toh's continuous strive for excellence has put Faber-Castell Malaysia on the world map as the regional headquarters and supply centre for Faber-Castell's Asia Pacific operations.

3.5 Location and Subsidiaries

A.W. Faber-Castell (M) Sdn. Bhd. (40619-U) 9, Jalan TP2, Taman Perindustrian Sime UEP, 47600 Subang Jaya, Selangor, Malaysia Tel: 603-8024-6363 Fax: 603-8024-7886

Faber-Castell boutiques not only feature refined, dexterously crafted writing implements; like the Graf Von Faber-Castell, Faber-Castell, and Porsche Design collections; but also high quality, art and graphic products for hobbyists, art students, and professionals. In Malaysia, Faber -Castell boutiques are located in Mid Valley City, Sunway Pyramid and KLCC.

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Lot K45, Level 4 Suria KLCC, Kuala Lumpur City Center, 50088 Kuala Lumpur. Tel : +603-2031 8700 Fax : +603-2031 8701

S-033 Second Floor, Mid Valley Megamall, Lingkaran Syed Putra, 59200 Kuala Lumpur. Tel : +603-2284 3887 Fax : +603-2284 08817 | P a g e

Lot LG 1.125, Lower Ground One, Sunway Pyramid Shopping Mall, No. 3, Jalan PJS 11/15, Bandar Sunway 46150, Petaling Jaya, Selangor. Tel : +603-5636 6330 Fax : +603-5696 6331

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3.6 Brands, Major Products and Services. There are five types of products that Faber Castell own. There are Playing and Learning, Art and Graphic, General Writing and Marketing, Technical Drawing and Premium Writing and Gift.

PLAYING AND LEARNINGPlaying and Learning is a product made specifically for children. The products are in a range of drawing and handicraft products for children aged from three to approximately 12 years. This global product range is produced at different locations of the FABER-CASTELL group and sold worldwide. BLACKLEAD PENCILS TRI-GRIP 2B PENCIL

Thicker lead for faster shading speed SV bonding to prevent breakage Darker 2B lead 1323 PENCIL HB / 2B

High quality pencils Impacts-resistant thanks to SV bonding MECHANICAL PENCILS GRIP MATIC 1378 / 1379

Same as Grip matic 1375 but with tinted pastel colour barrel 4 attractive tinted colours barrel: orange, pink, blue and green 2 line widths: 0.5 mm and 0.7 mm

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ECON 1342N / 1343N

Fitted with eraser Ergonomic triangular barrel Retractable sleeve 4 attractive barrel colours: white, pink, turquoise and purple 2 line widths: 0.5 and 0.7 mm

TRI CLICK 1360 / 1361

Extendable eraser Retractable sleeve 4 attractive Ice barrel colours: yellow, red, blue, green 2 line widths: 0.5 mm and 0.7 mm

TRI CLICK 1362 / 1363

Same features as Tri Click 1360 Mechanical pencil Pastel colour clip and front cone 4 attractive tinted pastel barrel colour: yellow, red, blue and green 2 line widths: 0.5 mm and 0.7 mm20 | P a g e

SUPER FINE LEAD 2265 / 2267

For general writing Intense black lines Neat and tidy refilling due to the oractical filler nose 60 mm length leads 20 leads in tube 2 line widths: 0.5 mm and 0.7 mm

SHARPENERS PERFECT PENCIL

With a built-in sharpener Pencil extender Pencil protector with clip Available in: red, blue and black PENCIL SHARPENER 1846

Single-hole plastic sharpener 3 colours: red, blue and black SLEEVE SHARPENER 182721 | P a g e

Single-hole sharpener with protect sleeve For standard pencils 3 colours: red, blue and black MINI SLEEVE SHARPENER 1827

Single-hole sharpener with protect sleeve For standard pencils 4 pastel colours: orange, pink, blue and green

MINI APPLE SHARPENER 1835

Single-hole sharpener For standard and jumbo pencils 4 pastel colours: orange, pink, blue and green

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PENCIL SHARPENER 2812

For normal blacklead and colour pencils Comfortable rubberized grip zone for better grip control Comes with waste container 4 pastel colours: orange, pink, blue and green PENCIL SHARPENER 1821

For round, triangular and hexagonal standard pencil 8 mm in diameter Fitted with a durable sharp blade and a waste container With desk clamp Printed with Parrot design 4 assorted trendy colours PENCIL SHARPENER 1822

Same as Pencil Sharpener 1821 but sharp for round standard pencils 8 mm in diameter 4 assorted trendy colours: yellow, red, blue, green

PENCIL SHARPENER 2816

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For round, triangular and hexagonal standard pencil 8 mm in diameter Handle can be tucked in for easy storage Fitted with a durable sharp blade and a waste container With desk clamp 4 colours: red, green, blue and pink PENCIL SHARPENER 2817

For round, triangular and hexagonal standard pencil 8 mm in diameter Fitted with a durable sharp blade and a waste container With desk clamp 4 colours: red, green, blue and pink ERASERS OCEAN - PVC-FREE ERASER

Ideal for blacklead pencils PVC-Free Safe to use Shaped for better grip control Clean erasing Individually packed in polybag (except for blister packaging) 3 colours: white, red and blue

KOSMO - PVC-FREE ERASER

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Ideal for blacklead pencils PVC-Free Safe to use Shaped for better grip control Clean erasing Individually packed in polybag (except for blister packaging) 3 colours: white, red and blue

SLEEVE - PVC-FREE ERASER

Ideal for blacklead pencils PVC-Free Safe to use Shaped for better grip control Clean erasing Individually packed in polybag (except for blister packaging) 3 colours: black, red and blue

KOSMO Mini - PVC-FREE ERASER

Ideal for blacklead pencils PVC-Free Safe to use Shaped for better grip control Clean erasing Individually packed in polybag (except for blister packaging) 3 colours: white, red and blue

SLEEVE Mini - PVC-FREE ERASER

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Ideal for blacklead pencils PVC-Free Safe to use Shaped for better grip control Clean erasing Individually packed in polybag (except for blister packaging) 3 colours: black, red and blue Protective sleeve against dust

SLEEVE Mini - PVC-FREE ERASER

Same as Sleeve Mini 18 24 10 & 18 24 11 but in fluorescent colour eraser 4 colours: orange, pink, blue and green

DUST-FREE ERASER 18 71 61

Same as Dust-Free 7086 but eraser in pastel colour 4 pastel colors: orange, pink, blue and green

DUST-FREE ERASER 18 71 71

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Same as Dust-Free eraser 1871 but in black colour and different shape Excellent break resistant - 13.5 mm thickness provides firmer control and erasing smoothness

GRIP 2001 ERASER CAP

Eraser cap for pencils PVC-Free Protection of the lead tip Individually packed in 2pcs Eraser length 40 mm & inner diameter 7.3 mm

GRIP 2001 (PENCIL SHAPED)

Ergonomic triangular shape. Minimise stress on child's hand Breakage resistant. Reduce wastage of useable eraser PVC-Free Eraser length 90.5 mm and thickness 14.5 mm

GRIP (SHAPED ERASER)

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3 different shapes Ideal for blacklead pencils PVC-Free Conforms to EN71 standards Shaped for better grip control 4 colours: yellow, red, blue, green

ERASER HOLDER (PRONTO AUTO)

3 assorted barrel colours: red, blue, green Hangsell pack with one spare refill

WATER COLOUR PENCILS28 | P a g e

CLASSIC COLOUR PENCILS

TRIANGULAR PENCILS

COLOUR PENS29 | P a g e

Ideal for drawing and sketching Fine point Child safe ventilated cap and non-toxic Brilliant colours Ideal for kids 3 years and above Available in pack of 12's (154312), 20's (154320) and 30's (154330)

in 1 twin tip marker. Brilliant colours make your drawing looks superb nib points colouring 12 colour pens gives 24 brilliant colours Also available for box of 6 for 12 brilliant colours

CRAYONS30 | P a g e

Round shape - diameter 8.0mm Food grade colours Non-toxic crayons with polyethylene - safe for children Water resistant and clean Individually paper wrapped to help prevent breakage Light fast Smooth flow and texture Suitable for children from 3 years old Available in cardboard box of 12's (122412), 18's (122418) and 24's (122424)

Non-toxic with Polyethylene wax Chunky size - diameter 11.0 mm for easy handing by young children Individually paper wrapped Water-resistant and clean Light fast 24 smooth rich colours Suitable for children from 3 years old Packed in cardboard boxes of 12, 18 and 24

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COLOURING SETS

GRIP STATIONERY SET (110313) JUNIOR STATIONERY SET (110310) 12 Colour Pens 12 Watercolour Pencils (short) 1 Tri Click mechanical pencil 1 Click ball pen 1 Tri-Grip 2B pencil 1 Polymer lead tube 2 PVC-Free Eraser Caps 1 PVC-Free Eraser 1 Sharpener CLASSIC COLOUR COLLECTION (119925) 12 Classic colour pencils 16 Wax crayons 1 Tri Click mechanical pencil 1 Click ball pen 1 Tri-Grip 2B woodcase pencil 1 Plastic ruler 1 Polymer lead tube 1 Eraser Cap 1 Dust-Free eraser 1 Scissor 1 Sharpener 12 Tri-Grip colour pencils 12 Colour Pens 1 Tri Click mechanical pencil 1 Click ball pen 2 Tri-Grip 2B pencils 1 Polymer lead tube 2 PVC-Free Eraser Caps 1 PVC-Free Eraser 1 Sharpener

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TRI-GRIP GIFT SET (119955) 12 Tri-Grip colour pencils 16 Smart crayons 1 Tri Click mechanical pencil 1 Click ball pen 2 Tri-Grip 2B woodcase pencil 1 Plastic ruler 1 Polymer lead tube 2 PVC-Free Eraser Cap 1 Grip 2001 PVC-Free eraser 1 Sharpener STUDENT SET (119902) 1 1323-2B Pencil 1 Tri Click mechanical pencil 1 Click ball pen 1 Sharpener 1 Polymer lead tube 1 Plastic ruler

EXAMINATION SET (119903) 3 Tri-Grip 2B pencils 2 True Gel pens 2 Click ball pens 2 PVC-Free Eraser Caps 1 Dust-Free Eraser 1 Sharpener 1 Ruler 15 cm

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ART & GRAPHIC PITT MONOCHROME ARTISTS' PENCILS

Rich in pigments and very resistant to fading Especially suitable to fine filigree work The oil-free (pastel) leads should only be sharpened with a sharp knife

PITT MONOCHROME ARTISTS' SOFT PASTEL

Rich in pigments and very resistant to fading Squarecross-section, 83mm long Ideal for large areas, or filigree details

PITT MONOCHROME NATURAL CHARCOALELS

PITT charcoal sticks of the highest quality One of the oldest drawing materials in existence PITT natural charcoal is made by carbonising resin-free twigs under exclusion of air For uniform deep black lines Available in 4 different diametres

PITT MONOCHROME GRAPHITE CRAYONS

A 12mm thick graphite stick of the same quality as the leads in a CASTELL 9000 graphite pencil For large areas Available in 4 grades of hardness

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PITT MONOCHROME GRAPHITE PURE

Thick graphite leads with a protective coating for clean handling Suitable for expressive shading of large areas Can be sharpened like a regular pencil Available in 4 grades of hardness

CASTELL 9000 ART SET

Complete and attractive office sets for writing, drawing and sketching. Also excellent as gift

ART ERASER

Knead able eraser for cleaning blackleads and also used to lighten charcoal and pastel works. Each eraser is cellophane wrapped with EAN CODE Assorted colour : grey, yellow, red and blue

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TG1-S TECHNICAL DRAWING PEN

With stainless steel point For water-soluble ink Precise, reliable, and very easy to use Line width marking and ISO colour code Suitable for ink cartridge or refillable reservoir

TG1-S WORK SET For college and office Case with slots for the pens36 | P a g e

Transparent lid can be locked at 110 degrees or removed Non-slip feet

TG1-S DRAWING INK In worldwide use for many years Ligh-fast, non-smudge, waterproof and quick-drying Good adhesion and excellent covering power For drawing on drawing paper Colour: black

ECCO PIGMENT FIBRE-TIP PEN

Ideal for writing, drawing and sketching Pigmented ink Waterproof Lightfast Suitable for use with rulers and stencils Long, metal clad tip Ergonomic grip zone Metal clip Available in 8 line widths individually or in wallets of 4

FRENCH CURVES

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For drawing irregular curves, double ink bevels

TRIANGULAR SECTION REDUCTION SCALES 853 HP

Machine-tuned engraved Special plastic 2 coloured grovew 30 cm in lenght 6 graduations

FAN SCALE RULER

Special plastic - Astralon 5 pieces - 10 graduations Leather sleeve protractor 15cm in length

ADJUSTABLE SET SQUARES38 | P a g e

Transparent acrylic materials Metal clamp screw for setting Magnified lens

TK SYSTEM DRAWING BOARDS

Double guide grooves for smooth operation of the parallel ruler The paper clamp bar grips one or more sheets firmly; easy to release and reclamp The parallel ruler can be operated one-handed at any position; ideal for left-handed people Broad paper clamp Helpful scales on the board and the parallel ruler; ruler with 72x and 42x

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lines for isometric drawing Scale for setting compasses, with hole for the point Stop/go 'traffic light' indicator Finger lift on both sides of the parallel ruler Stops at each end of the guide grooves Made of high-impact plastics material; light-weight and extra-stable Non-slip rubber feet on the underside

GENERAL WRITING AND MARKING Successful management has a lot to do with the myriad small things associated with company leadership. Apparently trivial issues such as the quality of writing and drawing equipment can often have decisive influence on employees results. Apart from quality, the functionality, environmental compatibility and, of course, the price/performance ratios are key issues when selecting the right pencils and materials. By constantly striving for products that stand out alone, Faber-Castell has achieved a leading position in the market, especially in the development of future-oriented technologies for refillable products.

PREMIUM WRITING AND GIFT40 | P a g e

Graf von Faber-Castell

Design

CREATIVITY FOR KIDS Creativity for Kids (CFK) is a crafts project from the United States that allow kids to create, explore, imagine and pretend. These kits have been around since 1976. It provides kids with exceptional quality creative experiences to encourage kids natural creativity, foster problem solving skills in a fun way, cultivate kids curiosity and express themselves in original & unique way. Designed for beginners of all ages and interest, these kits minimize the mess and maximize the fun! AGES 3 - 5 My First Dress-Up Doll Ages 3 and above

Perfect for little crafters, this 15" tall, semi-assembled doll comes ready to decorate. Choose her hair color and then embellish her dress with fun peel and press felt shapes. This no sew, no mess, supersoft doll makes a perfect travel companion and a great bedtime buddy.

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Ribbon & Felt Tote Ages 3 and above

Going to a slumber party, dance class or Grandma's house? Carry all of your essentials in this cute pink canvas tote bag. In a hurry? This quick, nomess craft includes peel and stick felt shapes, self-adhesive pom poms and trendy ribbon. Add your name to the designer label and your tote is ready to go. High quality tote bag measures 13.5" high x 10.5" wide.

Make Your Own Pirate Ship Ages 5 and above

Having a pirate party? Just assemble and paint your own wooden pirate ship model.

Article code : 1475

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4 Foam Fliers Ages 5 and above

Great for parties! Paint 4 planes, let them dry and make them fly!

Craft with Clay Ages 5 and above

Use amazing air-dry clay to turn 3 plain trinket boxes into "looks-almost-good-enoughto-eat" treats. Boxes measure 2 3/4" x 1 3/4". Includes: 6 colors of soft-as-acloud clay, trinket boxes, clay crafting tools, glue and glitter glue and great ideas!

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AGES 6 - 8 Fun Flower Magnet Ages 6 and above

Paint 5 chubby wooden flowers with superstrong magnets embedded in the back. Article code : 1463

Bitty Bubble Duo Ages 6 and above

Decorate two petite and sweet bobble heads and add them to your bobble head collection.

Article code : 1470

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3.7 Corporate Aim/ Vision/Mission Faber-Castell aims to be the best stationary product company in the product categories and market segment that it chooses to be in. This will be achieved by building Faber-Castell as a trusted brand that delivers innovative quality products with outstanding consumer service. 3.9 Companys Current Promotional Strategy 1. Roadshows

Road Cruisers from 98.8FM Radio Station was invited to pull the crowd nearby and within Bukit Bintang area to their event place at Pavilion. Wednesday, September 21, 2011.

Faber-Castell 250th Anniversary Roadshow Kuantan, 14 - 16 October 201145 | P a g e

250th Anniversary Roadshow Penang, Penang Queensbay Mall, 24th - 27th Nov 2011

2. Contest and Projects Tree Planting Project in Melaka, July 27, 2011 Colour Grip Contest November 1, 2011 - January 31, 2012 Faber-Castell Grip Concept Counting Contest & Closing in Pavilion Colour the Castle of Your Dreams Colouring Contest - North Region, December 6, 2011 3.10 Product Sales History46 | P a g e

The information was not available since the company feels that it is highly private and confidential.

3.11 Current Marketing Strategy 3.11.1 Short Term Marketing Strategy Continue to expand the Faber Castell brand into greater varieties and categories. Improve the products that suits the users (students)

3.11.2 Long Term Marketing Strategy Increase the number of Faber Castell Boutiques in the northern side of Malaysia

3.12 Media Expenditure Faber Castell Malaysia has spent many money in doing advertisements and promotions. Recently they had many road shows to promote their 250th anniversary in many places in Malaysia such as Penang, Bukit Bintang and also Kuantan. They also had spent on doing newspaper advertisement and television commercials on their new products.

Faber Castell Malaysia had also been doing radio advertisements but mostly the advertisement is in Red FM and in English language.

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This is a television commercial of Faber Castell Malaysia in 2008

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4.1 Current Consumers Characteristics 4.1.1 Demographics Age 25 to 40 years old Gender Female and Male Education Secondary School and above Occupation White collar and Blue collar Income Range RM 800 and above Race and Ethnicity All races Geographical Location Urban areas 4.1.2 Psychographics Perception Parents feel like the campaign is a boring and not worth to take part Learning The targeted group audience normally learnt about the campaign from television programmes and also form their research on the internet Motivation and Needs Parents are facing with many problems with their children because of lack of communication between them. Hence to find a solution, they can come and get involved in this campaign. Attitude and Personality Busy and Materialistic Lifestyles Lack of socialization and Modern50 | P a g e

4.2 Stakeholders Characteristics 4.2.1 Primary Stakeholders Society is the main stakeholder as they are the people who can stand together to solve this kinds of issues. Children who are in the age of understanding this campaign can also make their parents to attend the campaign.

4.2.2 Secondary Stakeholders Friends have great influence on each other. Friends who are with the correct and positive understanding on the parenting about ways of communicating with kids will benefit each other.

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5.1 The Industry 5.1.1 Definition of the Industry52 | P a g e

Manufacturing is known as the use of machines, tools and labor to produce goods that can be used or sale. The manufacturing process is a process that converts raw materials, components, and parts into finished goods that meet the expectation of the customer. With the development of society, economic and technical culture, the living and consumption level of people in Malaysia continuously rises. One of the important industries under manufacturing that is important nowadays is the stationery industry. Stationery has historically meant a wide gamut of materials such as paper and office supplies, writing implements, greeting cards, glue, pencil case and many more. 5.1.2 Shape of the industry

Stationery Industry is a very diverse group of business usually associated with schools, universities, and office and also plays an important role in working of any organization across the globe. Stationery includes paper stationery which comprises of a vast collection of products like exercise books, note books, stitch, glued & tape pads, refill pads, flap over pads, subject books, and plastic cover books and so on.

Revolution for these products has come to birth from the past few years majorly in developing nations and it's having immense value in terms of export and import. It is expected that Stationery industry has a flourishing future in it's coming year . To achieve this objective, one can actually see that how acceptance of Internet technology has opened plethora of opportunities of sourcing the desired supplier in any part of the world.

Falling under the category of Small and Medium Enterprises in majorly most of the countries, this sector has lot to offer in terms of employment, tax revenues, it can be an important source of new innovative products, extensive local knowledge of resources, and can be a major service provider to the larger organizations. However, this sector like other sectors have certain bottlenecks which hinder the growth of this sector like Burdensome regulatory frameworks, Lack of tax incentives and subsidies, Absence of investor-friendly environment, Lack of access to finance, Lack of capacity-building programs and inadequate provision of vocational training.

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5.2 The Marketplace 5.2.1 Current Condition of the Marketplace

The current condition of the marketplace for this type of parenting campaign is still in the introduction level. This is because, in Malaysia there were no campaigns relating to parenting that targets only the parents group. Indirect campaigns that are related to this kind of campaigns are the one that Malaysia government had done before. Those campaigns are Utamakan Keluarga Campaign, Kami Prihatin Campaign and also Keluarga Bahagia Campaign. These campaigns are targeted to all Malaysians to be loving and caring towards their families.

Furthermore, this Talk to your Kids campaign is something new and has not been done in Malaysia before. The scope of this campaign is only the parents but the final output is related to the communication and the relationship between their child and themselves. 5.2.2 Changes in Marketplace Positive changes The beginning of this campaign will be the benchmark for the coming next parenting campaigns in Malaysia. Negative changes Since last time in Malaysia, Family campaigns are one of the famous campaigns. The beginning of the new parenting campaign will bring a change in the tradition of doing family campaigns.

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6.1 Direct Competitors The Awesome Power of Nurturing- Van Buren Intermediate School District, Michigan

This short public service annoncement (PSA) was commissioned by the Early Childhood Initiative of the Van Buren Intermediate School District in conjunction with the Van Buren and Cass County Health Departments. This PSA is one of 12 PSAs we produced to illustrate key issues in early childhood parenting, emphasizing good parenting skills. The PSAs were inserted into episodes of the Reading Rainbow TV program and distributed to the waiting rooms of health care facilities in the two county area. New parents, their children and soonto-be parents were entertained by the Reading Rainbow programs and enlightened by the concepts presented in the PSAs.

Parent Involvement PSA by Prevent Child Abuse-New Jersey

This is a campaign done in New Jersey targeting parents group just like the Talk to your Kids campaign. Recognizing the benefits of inviting parents as partners in their child's education in New Jersey, Governor Jon Corzine issued a proclamation declaring October as Parent Involvement Month. With this proclamation, the New Jersey State Parent Information and Resource Centre (NJPIRC), a program of Prevent Child Abuse-New Jersey, acknowledges that parental involvement is a vital predictor of student achievement in school and the important role parents play in shaping the lives of families and communities.

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Kami Prihatin Campaign

This campaign was launched based on a collaborative effort between the ministry, Utusan Malaysia, Astro and employees. The ceremony was officialised by YB Senator Dato 'Sri Shahrizat Abdul Jalil, Minister of the ministry on 8 April 2010

The purpose of the campaign was to increase awareness among the people to be more appreciated and loved babies and children. It was also to raise public awareness about the symptoms of child abuse and abandoned babies in Malaysia. Utamakan Keluarga Campaign

Ministry of Women, Family and Community has a vision that through this campaign which was by making all Malaysians to appreciate and be aware that the family should be given priority. This campaign was launched in 2003.

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Keluarga Bahagia Campaign

The purpose of the campaign is to provide moral and religious upbringing, to monitor the movement of children since they were young and also to understand and attempt to resolve the problems of children. This campaign was launched by Datuk Seri Abdullah Bin Haji Ahmad Badawi at Mandarin Oriental Hotel on 9th August 2001.

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Strength Informative. Solves problem faced by many parents. Interactive activities in an educating mode. Financially supported by both the government and private party Promotional items are available for sale

Weakness Boring. Time consuming to influence target audience to take part in the event. The campaign is also against the culture or lifestyle of some parents because some parent's feel that talking to their kids regarding big issues such as sex and sexuality are not a comfortable discussion topic between them and their child. Threats Not many people might spend time taking part in this campaign. Being ignored by parents group. Cannot identify or determine the correct target audience because only some parents are having this kind of problem.

Opportunity Festive, School and public holidays. First parenting campaign in Malaysia No competitors Promote the campaign by using social media network.

7.1 Strength

The whole campaign would be informative because from the beginning till the end of campaign. The informative campaign also solves many problems that are faced by many parents. For the parents who attend the campaign with young children, they can leave their kids in a small activity room where many interactive activities will be held by the sponsor.

The campaign is financially supported by both the government and private party. The government party is The Ministry of Women, Family and Community Development. Meanwhile the private party is the Faber-Castell Malaysia.

Promotional items are available for sale.

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7.2 Weakness

Many people assume that this kind of campaign would be boring and decides not to involve in it without coming to the campaign. Time consuming to influence the target audience to take part in this event. Hence the campaigns promotion and advertising should be strong. The campaign is also against the culture or lifestyle of some parents because some parent's feel that talking to their kids regarding big issues such as sex and sexuality are not a comfortable discussion topic between them and their child.

7.3 Opportunity

The campaign will be held during Festive, School and public holidays which would be the days where everyone will be on leave. First parenting campaign in Malaysia. Previous campaigns were all related to family. No competitors for this type of campaign. Promote the campaign by using social media network such as Facebook, YouTube and Twitter and Foursquare.

7.4 Threats

Not many people might spend time taking part in this campaign since many people believe they already know all the information on parenting. Being ignored by parents group because for them the campaign is something normal and nothing new about it. Cannot identify or determine the correct target audience because only some parents are having this kind of problem.

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8.1 Proposed Primary Target Audience 8.1.1 Demographics Age 35 to 45 years old Gender Female and Male Education Secondary School and above Occupation White collar and Blue collar Income Range RM 800 and above Race and Ethnicity All races Geographical Location Urban areas 8.1.2 Psychographics Perception Parents feel like the campaign is a boring and not worth to take part Learning The targeted group audience normally learnt about the campaign from television programmes and also form their research on the internet Motivation and Needs Parents are facing with many problems with their children because of lack of communication between them. Hence to find a solution, they can come and get involved in this campaign. Attitude and Personality Busy and Materialistic Lifestyles Lack of socialization and Modern

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9.1 Marketplace Research 9.1.1 Shopping ComplexPictures below are taken in Pavilion Kuala Lumpur, as you can see there are many people who are coming to the mall for some shopping.

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Pictures below are taken in Berjaya Times Square. As you can see, in Times Square there is a theme park which is one of the reason where mostly family come with their children.

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Pictures below are taken in Jusco, Equine Park. As you can see, in this shopping mall there are many parents with kids coming to the mall.

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9.2 Market observation Market observation was conducted at 14 July 2012, Saturday around 11am in Times Square and at 6pm in Jusco, Equine Park. During the lunch hour at Times Square, i noticed that there were many families with small child and teenager in food and beverages section. Later on i saw many children in the theme park area inside the mall. This shows that Times Square is a place where most family choose to come on weekends. Meanwhile in Jusco, Equine Park there are many parents who bring their children together with them to make some grocery shopping and also to eat dinner in fast food restaurants. 9.3 Online survey A set of questionnaire was distributed online to people who are between the ranges of 25 to 50 years old. The data collected was analysed and the results are shown below.What is your gender?

Male Female

13 14

48% 52%

What is your age?

25 to 34 35 to 44 45 to 54 55 to 64

9 4 13 1

33% 15% 48% 4%

Marital Status

Single Married It's complicated

6 20 1

22% 74% 4%

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Do you have kids?

0-1 less than or 3 less than or 5 more than 5

6 16 5 0

22% 59% 19% 0%

What is your monthly income?

RM 1000 - RM 2000 RM 2000 - RM 4000 RM4000 - RM 6000 RM6000 and above

7 11 4 5

26% 41% 15% 19%

Please state your ethnic group?

Malay India Chinese Other

8 13 6 0

30% 48% 22% 0%

Where do you live?

Urban Rural

26 1

96% 4%

How much do you love being with kids?

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1 - Hate being with Kids 2 3 4 5 - Love them so much!

0 0 3 8 1 6

0% 0% 11 % 30 % 59 %

Are you aware that the way you talk to your child teaches him how to talk to others?

Yes No

25 2

93% 7%

How good are you in handling your children?

1 - Very Bad 2 3 4 5 - Very Good

0 1 9 15 2

0% 4% 33% 56% 7%

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Do your kids listen and understand what you are trying to say to them at the first time itself?

Not at all Sometimes Yes

1 23 3

4% 85% 11%

Have you involved in any campaigns before?

Yes No

1 26

4% 96%

If there is any Public Service Awareness (PSA) campaign related to parenting, would you join it?

Yes No Will think about it

1 1 2 1 4

41 % 7% 52 %

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Do you think that the parenting campaign is important to be done?

1 - Strongly Disagree 2 3 4 5 - Strongly AgreeAre you aware that there are almost 25 ways that can be used to talk to your child?

0 0 8 1 3 6

0 % 0 % 30 % 48 % 22 %

Yes No

2 25

7% 93%

Have you talked to your child about the "BIG issues" before?

Yes No

12 15

44% 56%

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Number of daily responses

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9.4 Interview 9.4.1 Online Interview After doing my research on the Faber Castell Malaysias website, I found that the company has a Facebook page. So I used the opportunity to ask information regarding the company.

This is the message that I send the company using Facebook.

But unfortunately the company was not willing to share any information other than the one in their website.

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This is the replied message from the company.

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10.1 Advertising Strategy 10.1.1 Exhibition

These are some images from the exhibitions that was held in many places such as in Mid Valley and Singapore.

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10.1. 2 Posters

These are the posters of Family Day

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10.1.3 Web Banner

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10.1.4 Print Ads

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10.2 Precedent Studies 10.2.1 Parenting Books

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10.2.2 Website

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These are some of the websites that gives information on parenting.

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10.2.3 Animation

The Awesome Power of Nurturing- Van Buren Intermediate School District, Michigan This short public service annoncement (PSA) was commissioned by the Early Childhood Initiative of the Van Buren Intermediate School District in conjunction with the Van Buren and Cass County Health Departments.

10.2.4 Banner

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1. Retrieved, July 2012, from http://www.askdrsears.com/topics/disciplinebehavior/25-ways-talk-so-children-will-listen 2. Retrieved, July 2012, from http://www.valuesparenting.com/talktokids.php 3. Retrieved, July 2012, from http://www.parenting.com/article/talking-to-kids-about-sex-21335549 4. Retrieved, July 2012, from http://www.medicinenet.com/script/main/art.asp?articlekey=54308 5. Retrieved, July 2012, from http://250.fabercastell.com/46907/Home/fc_gold_index.aspx 6. Retrieved, July 2012, from http://www.faber-castell.com.my/products.php 7. Retrieved, July 2012, from http://www.fabercastell.com.my/history.php?sp=fcworldwide 8. Retrieved, July 2012, from http://www.fabercastell.com.my/history.php?sp=fabercastellmalaysia&ssp=managin gdirector 9. Retrieved, July 2012, from http://www.faber-castell.com.my/boutiques.php 10.Retrieved, July 2012, from

http://kidshealth.org/parent/positive/ 11.Retrieved, July 2012, from

http://www.childrennow.org/index.php/learn/talking_with_kids/ 12.Retrieved, July 2012, from

http://www.talkwithkids.org/86 | P a g e

13.

Retrieved, July 2012, from

http://kidshealth.org/parent/growth/growing/talk_about_puberty.html 14.

Retrieved, July 2012, from

http://www.talkwithyourkids.org/pages/ 15.Retrieved, July 2012, from

http://www.ism.gov.my/print.php?page=Soalan%20Lazim1Malaysia%20Family%20First 16.Retrieved, July 2012, from

http://www.mampu.gov.my/c/document_library/get_file?uuid=c6ee1a3b-7d014cbc-b352-dcefa455a32b&groupId=10136 17.Retrieved, July 2012, from

http://www.pmo.gov.my/ucapan/?m=p&p=paklahtpm&id=3377 18.Retrieved, July 2012, from

http://www.utusan.com.my/utusan/info.asp?y=2001&dt=0808&pub=Utusan_Malay sia&sec=Keluarga&pg=ke_01.htm 19.Retrieved, July 2012, from

http://www.kpwkm.gov.my/ 20.Retrieved, July 2012, from

http://zzai1101.blogspot.com/2008/08/kempen-keluarga-sihat-oleh-kem.html

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Talk To Your Kids- Public Service Awareness CampaignDear Participants, I am an undergraduate student from Multimedia University (MMU), Bachelor of Multimedia (Hons) in Multimedia Advertising Design. Currently, I am conducting a survey for my Situation Analysis research regarding parenting and how parents are communicating with their kids. Kindly complete the following questionnaire form; all the input and feedback on this study are highly appreciated and much needed for my research. The information gathered will be kept private and confidential. Thank you for your co-operation and contribution by spending your precious time in filling up this questionnaire. What is your gender? * Male Female What is your age? * 25 to 34 35 to 44 45 to 54 55 to 64 Marital Status * Single Married It's complicated Do you have kids? * 0 - 1 Less than or 3 Less than or 5 More than 5 What is your monthly income? * RM 1000 - RM 2000 RM 2000 - RM 400089 | P a g e

RM4000 - RM 6000 RM6000 and above Please state your ethnic group? * Malay India Chinese Other: Where do you live? * Urban Rural How much do you love being with kids? * 1 Hate being with Kids 2 3 4 5 Love them so much!

Are you aware that the way you talk to your child teaches him how to talk to others? * Yes No How good are you in handling your children? * 1 Very Bad 2 3 4 5 Very Good

Do your kids listen and understand what you are trying to say to them at the first time itself? * Not at all Sometimes Yes Have you involved in any campaigns before? * Yes90 | P a g e

No If yes, what kind of campaign is it? _____________________ If there is any Public Service Awareness (PSA) campaign related to parenting, would you join it? * Yes No Will think about it Do you think that the parenting campaign is important to be done? * 1 Strongly Disagree 2 3 4 5 Strongly Agree

Are you aware that there are almost 25 ways that can be used to talk to your child? * Yes No Have you talked to your child about the "BIG issues" before? *"BIG issues" such as Sex &Sexuality, Alcohol, Strangers, Suicide, money and etc. Yes No

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Newspaper article on Faber-Castell product.

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Newspaper article on Faber-Castell product.

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Newspaper article on Faber-Castell product.

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