Part 1 of a proposal developed in 2009 for exciting Malaysian retail with converging retail, creative economy, sustainability, brands and unconventional media centred around an inflatable pop up retail mall.
PRIVATE & CONFIDENTIAL RELEASE VERSION 1.2 A STRATEGIC INTEGRATED CREATIVE MARKETING PROPOSAL FOR: Malaysia Year-End Sale An unexpected shopping adventure.A Unique Proposal For Making New Perspectives:Exciting Retail and Developing Shopping Tourism. UNCONVENTIONAL RETAIL
PRIVATE & CONFIDENTIALIN PART 1: CAUSE & EFFECT THE BEGINNING
PRIVATE & CONFIDENTIAL It is natural that, from time to time, family Weddings INTRO members would have wanted to see each other. Destination Shopping The same is true of friends who were permanently Choice FactorsVisiting Friends And Relatives or temporarily parted by migration and nomadic Religious festivals lifestyles. Gastronomy (learning to cook and A niche market acting like activity – enjoying gourmet Meals in restaurant) tourism, but it differs in that it involves Destination little or no physical exertion Choice Factors Special Interest Tourism Attending music festivals BACKGROUND The type of interests are very diverse Painting Individual business trips, PART 1: CAUSE AND EFFECT Takes place as part of people’s business occupational commitment attendance at meetings training courses and conferences Largely in work time 1 Destination Visiting and organizing trade transport to tour areas; walking, cycling and riding Using modes of Business Tourism Choice Factors ‣ The Blurring of business tourism with leisure Malaysia Year-End Sale (formerly Malaysia Savings Sale) is a major attraction in the Malaysian tourism fairs and exhibition 2 calendar.their family held oannually and the 2nd shopping sales event in the calendar Destination place at evelopment but are aof the year tourism, particularly is a business person takes It when ith them n w taking A more recent d the end rapidly growing market Undertaking product launches Choice Factors Activity Tourism from the r last their business ttofto November through to the New Year. land – based sports; golf and the Malaysia Mega-Sale taking place just after business o extends week rip incorporate a relaxing holiday after heir Participating in The other is tennis work is nished (Davidson, 1994) mid-year between July and August coinciding with the Middle-Eastern Summer peak travel season. Incentive travel 3 Taking part in water – based activities; diving and wind – sur ng ‣ This sale comes at a perfect time, coinciding with the Christmas and New Year Festive Season as well as the Malaysian school holiday season. And several more important National public holidays. One of the oldest forms of tourism Shrines ‣ Despite the importance of these 2 country-wide retail events, but to date have yet had any noteworthypleasurable activities Destination Seeking campaign,Religious Tourism Involves people traveling often as a sense of duty Choice Factors on-ground activation, event or activity Attending religious events either as promotions or celebrations. Ad-hoc events with third-rate talent and unprofessional event management hardly deliver the quality of entertainment, promotionsThe four “S’s” of sea, sand, sun and sex and attractions Visiting places with religious signi cance interesting enough for local Malaysians let alone foreign tourists as a draw for enticing destination tourism. ;-) Destination Choice Factors Tourism experience is based on physical Hedonistic Tourism pleasure and social life ‣ A planned campaign or strategic promotions plan, creating both consumer and industry awareness in ways allowing for both Malaysia Mega-Sale and Mineral springs Year-End Sale to be more than just turning the entire hedonistic tourist is ointo a Simply about exploiting natural Malaysia The country ften younger phenomena for their medicinal bene ts and travels in a group with other like Health Tourism discount store. Destination Choice Factors minded people. Sea water These resorts became centers of ‣ The Malaysia Year-End Sale is organized under the Ministry of Tourism through Tourism Malaysia Secretariat and fashion and social activity Malaysia Shopping Secretariat. Mountains, water, etc – related scenery Destination Desire to view spectacular natural ‣ For the past decade or so, the tourism industry is the second income earner for thescenery has ourists since time immemorial A broad area which is primarily concerned with national stimulated t Choice Factors Scenic Tourism providing opportunities to participate in tourism Urban areasSocial Tourism economy, after manufacturing. 2007 Malaysia registered 20.97 million tourists against RM46.1 billion in X Destination Choice Factors receipts. not normally be able to go 9th Malaysia Plan, the tourism target is to achieve 24.6 million tourists with RM59.4 For those who would Under the nancial or health reasons, primarily billion in tourism receipts by the year 2010. Attendance at traditional festivals ‣ Shopping is the second major revenue-generating activity after payment for accommodation, contributing but is anbusiness or RM12.2 billion of the overall tourist expenditure (breakdown for 2007) Not a new phenomenon, 26.6% important segment of the tourism Visits to heritage attraction Clearly linked to the special interest National, regional or local food and wine tourism and Encompasses many elements of the tourism market Educational tourism has developed in a number Destination of ways i.e. Student Exchanges – young people Choice Factors Cultural Tourism Destination X Watching traditional sporting events, travel to other country to study and learn moreEducational Tourism Choice Factors about the culture and language of other people Holidays motivated by Sampling Local Produce or product, etc. Taking part in local leisure activities Special Interest Holidays – people s main motivation for taking a trip is to learn something new such as cookery classes, gardening – Etc themed cruise to language classes
PRIVATE & CONFIDENTIAL INTRO RESEARCH PART 1: CAUSE AND EFFECT CURRENT STATUS Communication Retail Shopping Events & Activities‣ Good campaign communication is attractive ‣ Strong support from Retailers nationwide, ‣ Except for a very few, mostly are not relevant to the eye and translates well to BTL, Decor, etc- Media support & in-store / mall activities adds and does not add any real value or attraction to buzz from A&P but of value only to domestic‣ Ads are visually appealing but insufficient as a markets and landed foreign visitors. ‣ Almost all have low value with entertainment, destination pull factor in decision process with production and/or content unable to assist any International and Asian tourists markets ‣ In-store activities need improvement to be an improvement with domestic or foreign travel attraction and pull factor for travel decisions‣ A&P makes good awareness / buzz for local ‣ Events target and reach only a few tourist market and for attracting foreign visitors and ‣ Mall pull factors especially merchandise range segments with nearly none that are appealing tourists already landed to visit malls and is less unique compared to more attractive to leisure and urban entertainment tourism shopping centers, etc competitor offerings - Singapore and Thailand segments CAN BE MORE EFFECTIVE NEEDS IMPROVEMENTS VERY WEAK (IF ANY) ROI