Our group ran a charity drive booth selling fruits, marshmallows, and offering a photo booth service. We aimed to make a profit of RM2000 to donate to HOPE Worldwide. We targeted students and faculty at Taylor's University. While our expenses were higher than budgeted, limiting costs and improving promotions could help achieve higher profits if rerun. Evaluation showed the need to reduce decorations and medical costs while boosting sales through word-of-mouth advertising and a better booth location.

1. MARKETING REPORT
Business (BUSF0103)
RENEE LIM WEI FEN (0311016)
NUR BAHIRAH RAHMAN (0311085)
NADZIRAH HANIS (0311096)
FAIZA AL-AMODI (0308931)
MELIKA BORDBAR (0311455)
FNBE JULY 2012 / JAN 2013
17th
May 2013
1

2. CONTENTS
No. Content Page
1. Objectives 2
2. Target Market 3
3. Competition Analysis 4
4. Product and Packaging 5
5. Pricing 6
6. Promotion 7
7. Sponsorship 8
8. Distribution 9
Green Measures 10
9. Operation Budget 11
10. Human Resources Planning 12
11. Evaluation of Results 13
12. References 14
13. Appendix 15-19
14. Executive Summary 20
2

3. OBJECTIVES
The objective of this business assignment is clear and simple. All proceeds
collected during the business charity drive is to be donated to a charity
organization. The charity organization that our group has decided to donate the
money to was HOPE Worldwide.
The reasons our group agreed to choose this particular organization are as
follows:-
a) HOPE Worldwide is an international, non-profit, non-religious
organization, established throughout the world. This would mean that the
proceeds collected will not only help the unfortunate in Malaysia but also
throughout the world.
b) This organization mainly focuses on 5 areas worldwide. The 5 areas are
children, education, health, senior citizens, employment and volunteerism.
c) The mission of this organization states that Hope Worldwide is an
international charity that changes by harnessing the compassion and
commitment of dedicated staff and volunteer to deliver sustainable, high
impact, community-based services to the poor and needy.'
d) It is more than just an ordinary organization. It’s a family that keeps on
growing each day and what makes it even more special is that anyone can
be a part of this family and volunteer to do some good deeds and bring
some hope in others life by changing it.
Our aim in running our business during the charity drive is to achieve a
minimum profit of RM2000.00. In order to achieve such, certain targets were set
and they are as follows:-
a) Our targeted amount of donations is RM500.00 whereas
b) Our targeted sales is RM1500.00.
c) Also, any sponsorship in cash will also be used to achieve the targeted
profit.
3

4. TARGET MARKET
As the charity event will be set up in Taylor’s University Lakeside Campus, our main
customers that we target are the students studying over here. The other targets would
be the lecturers, facility workers and visitors that drop in and out of Taylor’s
University Lakeside Campus. Due to the majority of students here, our group will
have to take into consideration of the pricing of our products and services. The reason
we targeted these people in the market is because:-
a) Many students spend most of their time in the campus, both for relaxation and
assignment purposes. This already gives us the opportunity to sell our products
to them.
b) Next as for the lecturers and facility workers, they are targeted because they
are most likely to have their meals in Taylor’s sure to time limitation.
c) Visitors are targeted because students tend to bring their friends along to just
chill at the commercial block.
d) The main purpose of targeting such people is so that they can have a nice
break in between classes and they can relax by grabbing some marshmallows
or fruits dipped with chocolate to soothe their day. As our group will not only
run a food business but also a photo booth business, students will most likely
be attracted by the photo booth.
4

5. COMPETITION ANALYSIS
Our two main competitors are the groups lead by Evelyn and Cheah Ee Von.
Those two groups where of five members just like the other group and they where
organized and motivated to get their targets and they were determined to do anything
possible just to reach the highest profit between the groups. Evelyn’s group were
selling macaroni with cheese and they had a henna booth and Ee Von’s group they
where selling durian puffs.
Now what I have noticed that these groups have in common is the harmony between
their members they were understanding and caring to each other and also they look
like a team when they work together in one hand. Beside I really got impressed by the
thinking skills in both teams and their ability to find solutions and improve their
situation as in Evelyn’s group when she noticed that her macaroni sales are not that
productive in the next day she introduced the henna booth and it was really working
smoothly and productively while in Ee Von’s group their strategy was different but at
least they had one, and it was to rent their booth for one day and they will go all
around the campus and sell their product which is a clever idea as some people may
have not even pass by the charity drive area and they also started to take orders from
people for the next day.
Evelyn’s idea of the henna booth was smart because it was cool and students would
want to have temporary tattoo just for fun and the price was reasonable so I don’t see
anything that prevents or act as barrier not to have a henna tattoo. And about the other
group due to the popularity of the durians and what made it unique was their packing
of their product and in my point of view these were strong points to both teams to post
up their business.
5

6. PRODUCT AND PACKAGING
The products that we are selling are healthy fruits which are bananas and
grapes. Besides that, marshmallows will also be sold during the charity event. The
fruits and marshmallows will be coated with chocolate. Customers are given an option
if they would like their food coated with chocolate or otherwise. We are also opening
a photo booth for our customers to take pictures with hand-made and ready-made
props.
We have decided to sell fruits because it is good for our health and also
chocolate serves as energy booster. Furthermore, marshmallow is very chewy, sweet
and easy to eat. Instead of selling fruits and marshmallows only, we also provide a
section for customers to take pictures with many different kinds of interesting props.
We also provide different backgrounds for customers to choose. The benefit given to
the customers is that they can keep the pictures for memories. Our photo booth differs
from the other usual booths because we provide props that our customers can utilize.
The packaging of fruits and marshmallow is we are just packed it in plastic
container as it is easier for a customer to see the foods that we are selling. It will
attract the customer with this packaging as it is a transparent container and it is easier
for our customers to eat as it is in a container instead of a piece of plastic. We do not
provide a packaging for polaroid film because it is already convenient for them to just
put or keep in wallet because the size is just small.
6

7. PRICING
Due to the competitiveness with other charity drives which sells food, our group has
decided to form a pricing strategy so that our booth which sells marshmallows and
fruits with chocolate fondue can be sold off at a competitive price.
1. The price of one stick or one packet of fruit or one mix packet will be sell at
RM3.00 each.
2. The actual costs for our product is as followed:
- Marshmallow : RM 29.90/ a pack of 800g
- Banana : RM 4.50 / per ripe (approximately)
- Grape : RM 6.00 / per bunch (approximately)
- Chocolate : RM 13.90 / per packet
- Hershey’s : RM12.60 / per bottle
3. Our marshmallows and banana with chocolate fondue is popular among
teenagers (target market). The product is sold at RM4 per stick and RM10 for
3 sticks outside the campus.
4. Our strategy to sell the food (if difficulty occurs) is to give free samples to the
students, lecturers or other passer-by. The second strategy is to lower the price
to RM2 or giving an offer of RM5 for 3 sticks.
5. We planned that if we are selling them faster than we anticipated, we are going
to sell it based on the market selling price, which is RM4 per stick and RM10
for three sticks.
As for our photo booth, ‘Photo Goof’, we are the only group who is providing the
service. Therefore, we don’t have competitors for this service we are providing, but
we still have competitions with other booths that are selling other kinds of products at
the same time.
1. The selling price for each polaroid picture taken is RM5.00.
2. The cost for each 10 films is RM23. Therefore, the price of each film taken
costs at RM2.30. The cost for the props is RM207.20; including the backgrounds,
hair, hats, masks and others.
3. The product is popular and attractive for adults especially teenagers who like
taking pictures with their friends and creating memories. That is why RM5.00 is a
suitable price including all the props provided.
4. We decided that we can only promote more by advertising on Instagram and
Facebook or wear it to attract the customers if we have difficulty in selling off this
product. Our group do not plan to reduce the price as it is already a good price to
sell the picture taken with props provided.
7

8. PROMOTION
Our group had done a few promoting strategies to attract our customers. Our booth
offers healthy food to customers and capturing fun moments. We served our food
product some differently by offering them with chocolate fondue. Instead of just
eating marshmallows and fruits, our customers can choose to eat them with our
delicious homemade chocolate fondue. This is a way for us to attract our customers
with our special and tempting chocolate.
The three main tools for promoting these products to the target market are through
posters, Facebook, and Instagram. We promote our booth by making an attractive
promotion porter and a unique menu. We also made an Instagram page and Facebook
page for our booth. Through these promoting techniques, we are able to connect with
our target customers through Internet to gain feedbacks from them.
Fortunately, we have quite a number of positive feedbacks. Some of it are as follow:-
- “...the idea of opening a photo booth is a cool thing, we will stop by and take a
picture with our friends...”
- “...that I will come to your booth to take a pictures instead of buying a food”
- “Marshmallows are my favourite”
-“The chocolate looks nice!”
We chose these promoting strategies and tools because we believe that our target
customers which most of them are University students, will want to have fun and take
pictures to keep it as memory.
As for the fresh fruits and marshmallows, we want to serve a new kind of healthy
food in Taylor’s University Lakeside Campus because there are no other stalls or
restaurants that sells this product.
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9. SPONSORS
The purpose of approaching sponsorships for the charity drive is as a financial support
for our group to cover our product costs and other expenses. Sponsorship support ease
our group to reach the target because all of our expenses are covered. Therefore, all
proceeds from the charity drive will be donated to the foundation directly, without
having to cover our product costs. Other than that, our sponsorship allows us to give
food sample to our customers.
1. At first, our group decided to approach a camera company to provide the polaroid
film.
2. After approaching them through verbal conversation, the camera company turned
down our request for the product supplies. Therefore, we decided to spend our own
money for all expenditures first.
3. Our group has approached other random companies that we are familiar of.
4. Most of our sponsors are individuals from a corporate company.
5. The reason why we target these companies is because we know most of them
personally and they are kind people who are very generous to support our drive in
order to support the foundation; HOPE Worldwide.
6. The first company that we have approached was FELDA Group. Upon approaching
them, we have shown a list of our expenditures and asked whether they would want to
cover our expenses. They agreed to provide us with the amount presented, however
they were kind enough to sponsor an extra amount of RM750.00.
6. All of our sponsors had given sponsorship in cash form. The total amount of
sponsorship is RM4065.20.
7. The approaches we used to get the sponsorship were by verbal conversation and
sponsorship letters.
9

10. DISTRIBUTION
In terms of delivering, our products are brought by ourselves everyday to our booth.
We bought our products a week before the charity drive except for the fruits; as we
bought it the night before so that it is still fresh for the next day. We then prepared our
marshmallows and other things before we brought it to Taylor’s University.
We are trying our best to serve as fast as we can for the customers. That is why we
decided to put them in sticks and packed them in a fully sealed tupperware so that it is
easier for us to distribute our product to the customers in a short period of time. As for
the bananas and grapes, we put them in a glass container on our table as an attraction
and to show that our fruits are fresh.
Even though our customers will have to wait for awhile for us to packed the fruits for
them, we minimized their waiting time as much time as possible by dividing the work
to whom should pack the food and who will put on the chocolate and write a receipt.
Therefore, the procedure will be much faster and customers do not have to wait for
too long.
The target for customers to buy fruits and marshmallow per day is 100 person. While
for the photo booth is only 25 films per day. Our customers cannot order our products
through online, but they can refer to our Instagram or Facebook page to know what
are we selling and how they can get our product.
10

11. GREEN MEASURES
Environment friendly packaging is very important in running a business that sells
products. It is our responsibility to take environment friendly into measures so that we
can contribute in saving Mother Earth.
Some of the green measures that our group is:-
1. We use satay sticks to stick the marshmallows and fruits which is considered as
environmental friendly. We use plastic containers as our packaging.
2. Even though our plastic container is not environmentally friendly, we try to reduce
it by not giving marshmallows/ fruits with containers if the person is buying one only.
3.We reduce carbon footprint during this stage by reducing our amount of plastic
used.
4. To support in saving the nature, we throw all of our trashes in recycle bins.
5. We don’t use any electricity by not selling food that needs to be cooked during the
charity event.
11

12. OPERATION BUDGET
Before running the business, an estimated budget was discussed. This budget is to
ensure that our operation cost will not go out of control and target profit is more likely
to be achieved. The following table consists of the anticipated cost of products,
decoration items, stationary and medical expenses.
No. Budget
(RM)
Actual Expenses
(RM)
1. Products
Food 450.00 432.30
Props for Photo Booth 400.00 415.50
2. Decorations Items
Ribbons 20.00 23.70
Fabric 50.00 68.80
3. Stationary
Markers, Pens, Receipts 20.00 21.90
4. Medical Expenses
Typhoid Injection 250.00 453.00
Total 1190.00 1415.20
Based on the tabulated data of our budget and actual expenses in the table, our
expenses only differ from the estimated budget by RM 225.20.
12

13. EVALUATION REPORT
1. According to the Income Statement, our group has made a profit of only
RM325.00. This statement indicates that we have carried our business wrongly
because our profit within four days of business is below RM500. After doing a short
analysis, we analyzed that our expenses were too high.
2. If our group could redo the whole charity event, we would reduce our expenses on
decoration items and search for clinics with cheaper typhoid jabs.
3. Besides that, in order to achieve a higher profit, we should improve our sales
manner. It is necessary to spread the word by mouth. To have better promotions. Our
booth location should also be more strategic as our booth was at the end. This might
have caused customers to have donated much earlier at other stalls and might have
turned down our booth after already spending so much.
13

14. HUMAN RESOURCES
14

15. REFERENCES:
http://yourbusiness.azcentral.com/write-business-operating-budget-5549.html
http://www.scribd.com/doc/854239/Example-Marketing-Plan-Report-
15

16. APPENDIX
Sponsorship Letters
16

17. PRODUCT AND PACKAGING
Marshmallows were put three
together in one stick so that our
customers would not have to wait
for a long time for their food.
We bought all of our marshmallows directly from
factory.
We packed our food products in this plastic
container.
17

18. PROMOTION AND DISTRIBUTION
Our booth during the charity drive.
Our food product section.
Our photo booth props; both self-made and ready-
made.
18

19. Some of our customes.
Our friends from other booth who had also joined the
fun at our booth.
The menu we did for our food products to attract
customers and makes it easier for them to choose.
Our flyers that have been distributed.
19

20. PhotoGoof’s Instagram account.
Our Facebook Event Page.
20

21. EXECUTIVE SUMMARY
Objectives:
The objective of this business assignment is clear and simple. All proceeds collected
during the business charity drive is to be donated to a charity organization. The
charity organization that our group has decided to donate the money to was HOPE
Worldwide.
Target Market:
Students of Taylor’s University Lakeside Campus, lecturers, facility workers, visitors.
Competition Analysis:
a. Evelyn’s Group
b. Cheah Ee Von’s Group
Product Packaging:
- Marhmallows, fruits and polaroids
- Plastics containers and sate sticks
Pricing:
- RM 3 per stick (marshmallows/fruits)
- RM 5 per polaroid
Sponsors:
From:-
Kuala Lumpur: FELDA Group, etc
Penang: Impressions Sdn. Bhd, etc
Distributions:
- Good are transported by individual’s vehicle.
- Made there and then for freshness
- Packed and sold to walking customers
Green Measures:
- Using less plastic bags
- Rubbish thrown into recycle bins
Operation Budget:
- Budget: RM 1190.00
- Actual Expenses: RM 1415.20
Human Resources Planning:
- Five Members operating the booth
Evaluation Report:
- Profit of only RM 325.00
- Weakness: Expenses were too high
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