1. School of Architecture, Buildings and Design
Foundation in Natural and Built Environment
September 2013 intake
Incredible Charity Event – ICE
Cheah Teck Wei 0315215 (Leader)
Jason Yap Kar Juen 0313737
Sean Chua Jiu Xin 0314250
Chew Ung Heng 0315397
Chua Jia Cheng
Assignment title: Business Charity Drive Report
Submission Date: 21st February 21, 2014
2. Table of Content
3. Target Market
4. Competition Analysis
5. Product and Packaging
10. Green Measurement
11. Human Resource Planning
3. 1. Executive Summary
This is a business charity drive project carried out by a group of students from Foundation in
Natural and Built Environment in Taylor’s University Lakeside Campus. The aim of this project
is to raise funds for the selected organization of the group. The group members consist of Cheah
Teck Wei, Jason Yap Kar Juen, Chua Jiu Xin, Chua Jia Cheng and Chew Ung Heng.
The funds raised by the group will be donated to PAWS Animal Welfare Society which is
located in Jalan Lapangan Terbang Subang. The target of our group is to raise RM2000 where
RM1000 from sponsorship and the rest from selling products and service.
The report consists of the strategies and plans we used to achieve our target such as choosing
suitable products, setting our target markets and pricing, promotions, human resource plannings
and so on.
4. 2. Objectives
2.1 Donation to charity organization
The main objective of the charity drive is to raise fund for a selected charity organization of the
group. For our group, we are donating to PAWS (Paws Animal Welfare Society) Malaysia which
is founded in 1987 located in Jalan Lapangan Terbang Subang (Subang Airport Road). Their
purpose is to look after stray dogs and cats and to re-home them if possible. Donation towards
the organization is mainly to help in sponsoring a vet program for the animals in the society and
to ensure them having necessary veterinary attention, contributing fund to rebuild PAWS thus
providing better shelter for the animals inside and lastly contributing seed money to them for
merchandising to obtain more money in return for their daily operations.
2.2 Quantifiable Objectives.
The target donation amount in this charity drive event is RM2000 where RM1000 can be
obtained from the sponsors and the rest from selling our products.
5. 3. Target Market
The main target market we set is mainly the students in the campus as most of the time
we will be around the campus selling our products. Our products ice cream potong are not
available in campus thus making it unique and also attractive due to the popularity of the brand.
Besides, all of our products are made in small component, easy to carry around and cooling thus
it is convenience for students to take away. The sub-target groups are the staffs, lecturers and
visitors in the campus as they are the minor group in the campus and more financial independent
compared to the students.
Besides, the students in basketball court and car park are also one of our targets. We
believed that a cooling and refreshing food and beverage is best for them walking under the hot
sun or after an intense sport activity.
6. 4. COMPETITION ANALYSIS
MAIN COMPETITOR 1
COMPETITOR’S NAME: TAYLOR’S UNIVERSITY 7 ELEVEN
Cold and Hot drinks (Coffee, Beer, Self-serve soda fountain, soft drinks and etc)
Food ( Nasi Lemak, Fried Noodles, Fried rice and etc )
Variety flavor of breads (donuts, fritters, pastries, chocolate chip cookies and etc)
Daily goods ( toothbrush, soap and etc)
Variety brand of Snacks
7-Eleven is known as one of the convenience store chain where students can grab snacks, drinks
and other daily products for 24 hours. In Taylor’s University, 7-Eleven has been positioned as a
trendy spot where students usually spend time, surf Internet and meet friends for their free times.
The space condition of 7- Eleven that equipped by the air conditional and comfortable seats
made them better choice for the Taylor’s students. The choices of products that can be made by
the Taylor’s students are more variety and they can easily afford the products they need in 7Eleven.
In 7-Eleven, the pricing they made for their products are more expensive that students may felt
not worth on it what they had afforded for the products which are higher than the normal price.
The location of 7-Eleven that situated at the Taylor’s University commercial block that far away
from the lecture theater cause student unwilling to spend much times to walk there just for
buying a drink.
REASON OF CUSTOMERS BUYING FROM THEM
They have variety of choices of products that can be made by their customers
They can be found most of the areas in Malaysia
They served their customers politely and nicely
Convenience for their customers to afford the stuff they needed
7. MAIN COMPETITOR 2
COMPETITIOR’S NAME: MR.BEAN (SUE YI’S GROUP)
For Sue Yi’s group, the position they had chosen for their booth were located near the Taylor’s
University bus stop. Due to the good location, they were selling the Soya Bean for the students
who felt thirsty before went to their classroom so it seems to be so convenience for them to buy a
drink while they passing their booth. The grapes and cakes can also be the dessert for the
students after having their meal in the restaurant. The grapes they sold were totally fresh and
juicy so students may often came to their booth to buy grapes before enter the class.
The pricing they made for their selling items were among RM 3-5 which considered as higher
than normal price. For the Soya Bean, they sold RM3 per each and most of the students will
struggle while making decision to afford it although they were making this for the purpose of
charity. Besides, they lack in doing their promotion for their selling items that students may not
pay much attentions for what they were selling for their booth.
REASON OF CUSTOMERS BUYING FROM THEM
The attitude while they serving make their customers feel very satisfied on it
The selling items they sold were affordable
The condition of products they selling are new and fresh
8. 5. Product and Packaging
In this session of report will talk about a full discussion of our product and services.
Product A – Longan Pudding
Longan Pudding is a kind of dessert made of soya milk, agak powder, sugar and longan which is
kept in a plastic cup in pudding form added with a juicy longan on top of it. The whole process
of the pudding making is carried out by the group.
The decision of selling this product is because of the ease of making it and easy to carry around
for customer as it is kept in a plastic cup which will not cause leaking. A plastic spoon will also
be provided to every customer to enjoy their food. Also, the pudding is kept in a container with
ice to keep the puddings in low temperature to allow customers to enjoy the pudding in cold
during the hot weather. Last but not least, soya has the benefit of skin whitening which is very
important and liked by the females.
Product B – Ice Cream Potong
9. Ice Cream Potong is a famous ice cream brand among people which is in a rectangular shape due
to its cheap pricing and many flavors offered. The flavors offered are Red Bean, Chocolate,
Yam, Durian, Corn, Black Sesame and Cendol. However, during the Charity Drive event we
only sells three flavors which are most liked among people which is Red Bean, Jagung and
The main reason we are selling this particular brand of ice cream is because of the popularity it
had made before. Besides, the climate in Malaysia is hot and wet. Hence, during the hot days we
think that people will more likely buy an ice cream to keep them cool.
Product C – Ribena Sprite (First Blood)
Ribena Sprite is a mixture of soft drink, Sprite and Ribena added with fair amount of ice cubes
which is unexpectedly addicting when drinking especially during hot weathers. The drink is
mixed by our group members. The drink is also looked attractive to customers as before the
ribena was stirred it will sink on the bottom of the plastic cup.
The drink contains a fair amount of ice cubes thus it is cooling while people drink it especially in
Product A – Longan Pudding
The pudding is kept in a plastic cup with cover provided with a plastic spoon for each customer
for the ease of consuming and bringing around without leaking. We believed that people will buy
it as they can have it when and wherever they want.
Product B – Ice Cream Potong
The ice cream potongs are packaged in a thin plastic pack which is very easy to tear off the
package. Besides that, people can open only the head of pack and hold the package while eating
the ice cream without dirtying their hands by the melting ice cream. This also created ease and
convenience for the buyer.
Product C – Ribena Sprite (First Blood)
The Ribena Sprite was specially mixed by our group members that the ribena will not mix with
the sprite thus sinking in the bottom of the cup. This made the drink looks more interesting and
attractive. More than that, we also given the drink a special name called “First Blood” to catch
attention of people when they heard that. Finally, the drinks are made fresh and on spot only
after the previous made drinks are sold to ensure fresh drinks and also not letting the ice melts if
they’re no customers around.
10. 6. Pricing
We had three products being sold throughout the whole charity drive and we have decided to
maintain the selling price. The three products are Soya Longan Pudding, Ice Cream Potong and
Ribena sprite. For the Soya Longan Pudding, we have decided to make the selling price for RM
3 with a cost price of 70 sens, the profit we make from Soya Longan Pudding is RM 2.30. We
have made the selling price for Ice Cream Potong at a price of RM 2 as the cost price is 0
because it is fully sponsored by L.T.K Trading. Not only that, we have also set the selling price
of Ribena Sprite for RM 3 with a very low cost price, we earn about almost 2.5 times the cost
price. The Soya Longan Pudding is very famous as we always see regular customers coming
back to buy again, therefore we set such a high price because it is totally worth it. The Ice Cream
Potong is quite famous too but we needed to sell hard, a selling price of RM 2 should be
reasonable. Moreover, the Ribena Sprite is famous as well because people love the cooling drink
especially in such a hot weather, therefore we could set up the selling price high. We create
promotions when we are having difficulty selling them off. For example the selling price for one
Ice Cream Potong is RM 2 but it only costs RM 5 for three Ice Cream Potong, this strategy will
help especially when customers in a pair would eventually buy the third one.
11. 7. Promotion
We’ve been promoting our stall on Facebook and invite people to like the page before the charity
drive begins so that people would be aware of our stall and the products. As we are donating to
the PAWS Animal Welfare Society, we came out with this message of ‘ Save The Animals ‘, this
would work well for the pet lovers and they would be willing to donate to the society. We always
have a big price tag along with us when we sell our products together with samples to show
customers. The most important thing while selling to the customer is the way we talk, we had to
be friendly and ask nicely to the customers. Sometimes if they don’t feel like buying our
products we would ask them whether they want to donate some money to the PAWS. Not only
that, as our products couldn’t last long because they are to be refrigerated and can’t be kept for
too many days, we always decrease the price to sell it off at the last day. This is to prevent from
total loss of our products. Moreover, we have decided to promote our stall on the Facebook page
because promoting online is much easier and considerate as people nowadays are always online.
We’ve also drawn a poster of ice creams and a poor looking dog. The purpose of drawing the
poor looking dog is to attract customer’s attention so that they will even take a glance at our stall.
A glance would also be the possibility of a successful trade.
12. 8. Sponsors
The goal was to acquire RM1000 out of RM2000 in our target in this project through
sponsorship from other parties. To achieve that, our group had approached both individuals and
corporate entities such as small businesses or large businesses.
This is the target groups we aimed to acquire sponsorships:
1. Students, staffs and lecturers in Taylors University Lakeside Campus.
Reason: The aim is to obtain cash donation from the students, staff and lecturers in our university
as they will more likely to donate as they know that this is a project of their colleagues. We
believed that small amount from each of them makes a big deal towards our RM1000 target.
Also, all donations made are out of voluntary.
Approaching Way: Face-to-face approach.
Results: RM127.15 for donation in cash.
2. Friends and relatives of group members.
Reason: We know them personally and easier to approach.
Approaching Way: Face-to-face approach, telephone calls.
Results: Rm100 for donation in cash.
3. Shops in Taylors University Lakeside Campus. (Famous Amos, Zhia’s Kitchen, Face to
Face noodle, Snowy etc.)
Reason: Easy to reach due as the shops are in campus.
Approaching Way: Face-to-face approach, walk in approach, contacting particular individuals in
Results: No sponsorships were made.
4. Lee C.K. Food Production
Reason: They are the supplier of our product, Ice Cream Potong.
Approaching Way: Sponsorship letter, walk-in face to face approach, telephone calls.
Results: Sponsored 300pcs of Ice Cream Potong for free. (products)
13. 9. Distribution
(a) Since our product need to be keep cold and fresh so that the taste will not change so our
group had discuss through how to get the products and how to delivered it to the consumer. In
the first place we order the goods and made some of it. The ice cream potong is delivered
directly to Taylor's lakeside campus by the sponsor itself with a small and convenient fridge.
While the home made pudding is keep in a icebox and sent to campus by our own car. While the
Ribenna Sprite is made fresh in campus so it is more easy for us. Some of the products like
pudding and ice cream we sell it all around campus area which include Block C, Block D, Block
E, Architecture Studios, In front library, Student life Center, In front Grand hall, Car park zone
and also the drop off roundabout.
(b) These products must be delivered fast because it must be cooling and freezing when serving
to taste good. The time for us to serve the products to our customer is not more than 1minutes in
fact it maybe just about 50 seconds cause all we have to do to serve is just hand in the products
take the money and return the balance and the consumer are free to have it directly. To improve
the speed of serving, we comes out with different job during selling the products for an example:
one of us take the customer's order, one of us take the money and return the balance, while the
others may provide spoons or straws to the customer. This effectively cut down the time of
serving which from 1minutes to 30seconds.
(c) There are more customer for us before the event start because there are less competitors plus
our products are not enough for a meal and it is not suitable for some girls and sick customers,
therefore there is around 25% of chance that people would willing to buy the products and 25%
of chance that people would make a donation, while the 50% will just reject our request. We
have a total of 50 customers and 50 donors.
(d) Since our products are food products and they were all cold product so it is important to be
keep cold all the time so we did not provide online or calling service because it is not so
convenient and easy for us to deliver the products, but we does gives a special service that if
some customer are in a hurry we allowed them to put the products in the fridge until they came
to redeem it. This service allowed some customer that are in rush become more convenient.
14. 10. GREEN MEASURE
A) The products that we had chosen as following:
Longan Pudding: We totally made it by our own so it considers as an environmentally
product so it didn’t gives any effects to our environment.
Ribenna Sprite: The ingredients that we bought in making the drink were Ribenna and
Sprite that made by their own specific factories. So it considers as un-environmentally
product so we reuse and recycle the empty bottles to reduce its hazardous effects.
Ice-Cream Potong: Ice-cream Potong was the main products that we sold for the charity
drive that sponsored by the SinWah factory. As it made by machines that release smokes
to the environment so it considers as un-environmentally product. We had recycle the icecream stick for the environmentally purpose.
Longan Pudding: The packaging of the Longan Pudding was made by the plastic
which can be reused and recycled.
Ribenna Sprite: The packaging of the Ribenna Sprite was the cup that made by the
plastic which can be reused and recycled.
Ice-Cream Potong: The packaging of the Ice-cream Potong was made by the plastic
which can be reused or recycled.
C) Carbon footprint
Use small refrigerator instead of larger refrigerator to save more electricity
Reuse the plastic cups and spoons
D) Product’s waste
We had collected mostly of the products’ waste after finished by the customers in a big
plastic bag. The products’ waste that we had collected included plastic cups, Ice-cream
sticks, straws and plastic spoons. After that, we threw the entire product’s waste into the
recycle bin in Taylor’s University to be recycled.
E) Reduce the consumption of resources
Turn off the electricity while we are not using it
Use old newspaper instead of A4 paper for cleaning purpose
Keep our booth clean to avoid using lots of water to clean up our booth oftenly.
11. Human Resource Planning
Roles and job responsibility was carefully distributed to every member according to their
Cheah Teck Wei (Leader) – Project Manager
Has experience in leading a team.
Jason Yap Kar Juen – Accountant
The only member in group which had learnt accounting during secondary school and had the
experience in doing basic accounting works in dad’s company.
Chew Ung Heng – Marketing/ Advertising executives
Well-talented in design, drawing and colouring. Hand drawn and coloured task were mainly
handled by him.
Sean Chua Jiu Xin – Marketing/Advertising executives (IT)
Experienced in computing works. Marketing and advertising works were mainly done by him
such as creating a page, managing the page in term providing correct information to the viewers
and advertising through social media such as Facebook and Twitter.
Chua Jia Cheng – Sales Executive
Had a wide range of social web and able to socialize and communicate with others effectively
thus transferring the information to customers.
S. Price N/A
Soya Longan Pudding
S. Price $ 3
Less: Cost of Goods Sold
Add : Donation Revenue
Adjusted Gross Profit
Less: Operating Expenses
Receipt Book Expenses
Total Operating Expenses
17. 11. Appendix
Official Receipt from PAWS for donation
18. EXAMPLE OF RECEIPT
19. TYPHOID INJECTION IMMUNISATION CARD
The link of our Facebook Page:
The link of our youtube video:
This project is very tiring yet it is still very fun and challenging. Through this project we learned
how to make profit and we feel great that we can do charity do help the animals.