1. Final Project
Marketing Report
Introduction to Business
(BUSF0103)
FNBE SEM 2 2013
Phang Jun Ee (0311954)
Tan Wei How (0310707)
Tan Yong Ming (0310630)
Yong Chang Theng (0310925)
Zachary Sebastian Embrose (0311079)

2. Table of Content
Content Page
A. Executive summary 3
B. Objectives 4
C. Target Market 5
D. Competition Analysis 5
E. Product and Packaging 5-7
F. Pricing 8
G. Promotion 8-9
H. Sponsors 9-11
I. Distribution 12
J. Green Measures 13
K. Operation Budget 14
L. Human Resource Planning 14-15
M. Evaluation of Results 16
N. Appendix 16-23
O. References 24

3. A. Executive Summary
We were asked to start a business to raise fund for a charity organization. The
charity organization we chose was Yayasan Nanyang Press. Through this
business, we successfully raised a total amount of RM810 for the charity
organization by collecting donations, selling products and asking for
sponsorship. During the charity drive, there were few competitors, but we still
manage to find our way to hit the target. We did lots of promotion on our
product to get quick sales and also we provide good services for our
customer. We used variety of persuasive techniques to communicate with our
target market and general public. We did sales promotion and customer
communication to promote our products. The goals of promotion include
informing, persuading and reminding.We evaluated the duties and qualities
required by a job and stated the outline of the objectives, tasks, and
responsibilities of a job. We matched the right person to the right job in our
group. Besides that, we also have green measures for this project to show
that we are concern about environment issues. We try to reduce the use of
plastic, reduce carbon footprint and we collected all the products’ wastes
during the Charity Drive. These wastes will be sent to recycle.

4. B. Objective:
We are donating all our profits to Yayasan Nanyang press. This is because
that the Yayasan Nanyang Press is a trusted charity organization that is
helping those who are unfortunate. Substantial contributions from the
supporting donors have gone to four dialysis centers subsidizing treatment for
patients and maintaining the machines, helping patients from needy families
with the Foundation’s medical-aid program, organizing empowerment
program for the needy and providing the younger generation with a platform to
participate in community service activities so that they learn and grow up as
useful citizens.
There are seven programs under the Yayasan Nanyang Foundation:
1) 16 Guidelines Volunteers (Programmes for teens are targeted at the
disadvantaged and wayward youths. Programmes focus on team building,
self-reliant and experiential learning.)
2) Medical Aids
3) Single Mothers Association
4) Senior Citizens
5) Dialysis Centers
6) Disaster Relief Activities
7) Counseling
8) The Blind Project

5. C. Target Market
After we have segmented our market, the next step is to find appropriate
target segments or targeted market on which to focus our efforts. Our target
customers are lectures and students. In this technology era, a large number of
students and lectures are using smart-phones, especially Iphone. Most of our
customers are attracted to colorful casings and bumpers. A variety of
sunglasses and ear jacks also are our customers’ worth-buying products. All
these products’ price range is affordable and cheap. Mostly are students who
look for the sunglasses.
D. Competition Analysis
Our 2 main competitors are Siew Leong’s group and Edwin Yip’s group. They
are selling the same products as ours, which are smartphone casings and
bumpers and phone accessories. The strengths of their products are
beautiful, attractive and multiple choices while the vulnerabilities of them are
the high pricing of their products. Their customers do buy from them because
their cases are more special and attractive.
E. Product and Packaging
Products
We are selling smartphone casings, bumpers, ear jacks, sunglasses and
lighters. For the smartphones casings and bumpers, we are selling the types
for Iphone 5, Iphone 4S, Samsung Galaxy Note, S2, S3 and Ace. The design
for the casings and bumpers are simple with colorful choices. For the ear
jacks, the design is cute with the tiny toys such as Pikachu, Stitch, Hello Kitty,
and Naruto. The sunglasses are all with stylish designed with for men and

6. also women. For the lighters, we are selling two types, which are in different
prices.

8. Packaging
Another way that marketers create an identity for their products is through
packaging. We need to protect the products from damage or tampering.
Packaging also makes it convenient for customers to buy.
Most of our smartphone casings and ear jacks are packaged with tiny plastic
boxes. The bumpers are packaged with plastic wrap. However, the
sunglasses and lighters are not packaged because we would like to show the
design to our customers. For the smartphone casings and ear jacks, the
packaging is actually attracting the customers because the tiny boxes are with
some decorations and looks tidy inside and looks tidy while the bumpers with
plastic wrap are not so attractive because it looks quite messy.

9. F. Pricing
Items Cost Price Pricing Price
Ear Jack RM 3.00 RM 7.00
Samsung Galaxy Ace
Casings
RM 6.00 RM 15.00
Samsung Galaxy S2 Casings RM 6.00 RM 15.00
Samsung Galaxy S3 Casings RM 5.00 RM 10.00
Samsung Galaxy Note 1
Casings
RM 15.00 RM 30.00
IPhone 5 Casings RM 3.00 RM 7.00
IPhone 4S Casings (Type A) RM 6.00 RM 15.00
IPhone 4S Casings (Type B) RM 8.00 RM 20.00
IPhone 4S Casings (Type C) RM 8.00 RM 20.00
IPhone 5 Bumpers RM 3.00 RM 5.00
Lighters (Type A) RM 8.00 RM 15.00
Lighters (Type B) RM 12.00 RM 20.00
Sunglasses RM 7.00 RM 15.00
Setting and managing a product’s price is one of the most critical decisions
a company must make, because price is the only element in a company’s
marketing mix that produces revenue-all other elements represent cost. A
number of factors influence pricing decisions, including marketing
objectives, production costs, customer perceptions, competition and customer
demand. The products with the lower pricing are more attractive compared to
others. The strategies that we used if we have difficulty selling them is to
lower some of the prices in order to attract customers.(Business in Action
(2004), Prentice Hall)

10. G. Promotion
We used variety of persuasive techniques to communicate with our target
market and general public. We did sales promotion and customer
communication to promote our products. The goals of promotion include
informing, persuading and reminding. Our promotion strategies are “Buy 3
iPhone bumpers with only RM12.00”, “3 iPhone casings for RM18.00”,
“RM18.00 for 3 ear jacks” and on the last day of our charity drive, we have a
buy 1-free-1 promotion for all of our products, except for sunglasses. The
main tools we use for promoting our products to our target customers are
hand-produced posters and face-to-face conversations. We design our
posters and paste it in front of the table, and on the glass, in front of Student
Life Centre. The reasons why we choose these two tools are because hand-
produced posters cost effective and we have sociable and outgoing friends.
We only needed a very minimum of cost for the poster, as we drew it
ourselves, whereas for the face-to-face communication, our friends play a
major role, because their responsibility is to take action about the customers’
request.
Personal selling- It can take place in person, over a hand phone, or through
e-mail or instant messaging. We had problem-solving conversations in which
the salesperson asks questions to uncover customer wants and needs,and
then responds by describing goods that will meet those needs. We believe
that it is the most effective personal selling effort.
The Personal Selling Process:
1) Prospecting. Finding and qualifying potential buyers of the product or
service.
2) Interviewing. Learning more about the customer’s needs and expectations
so they can present relevant and attractive solution.
3) Presenting. Describing a proposed solution to the buyer’s needs and
possibly demonstrating products
4) Handling objections. Seeking to understanding any questions or concerns
to the buyer might raise and providing information to address those
issues.
5) Closing. Asking the prospect to buy the product.

11. 6) Following up. Checking with the customer after to sale to make sure
everything is satisfactory and to build goodwill in anticipation of future
sales opportunities.
H. Sponsors
We approach some companies or outlets to help us out, like Nanyang Press,
Popular Book Store, Hong Da Hardware, Besty Best Restaurant, Kyoton Sdn.
Bhd, MPH Book Store, and Pen Mal Hardware Sdn. Bhd. Among these listed
sponsors, we only manage to get RM285.00, sponsored by Pen Mal
Hardware Sdn. Bhd. The main reason we target these companies or outlets is
that they are currently selling or supplying some of our goods. We also know
some of them personally. We call Pin Mal’s representative for the sponsor,
also send a letter to them for affirmation.

12. Phang June Ee
Foundation in Natural & Built Environment
School of Architecture,Building & Design
Taylor’s University
No. 1 Jalan Taylor's
47500 Subang Jaya
Selangor Darul Ehsan.
Mr./Ms./Mdm.
Re: Requesting Product Sponsorship or any form of sponsorship for Charity
Drive Event
We, the students from the School of Architecture, Taylor’s University, are
currently involved in a fundraising event for our school project in May
2013. Therefore, we write this letter with the intention to invite your
company to become our sponsor in this event.
2. Our plan is to raise a total of RM2000.00 via sales of your products or
any form of sponsorship. All profits earned during the event will be donated
to the Yayasan Nanyang press, the charity organization.
3. For your information, this organization was founded in 2012. The aim of
the Yayasan Nanyang press is to provide help to the poor families. This
charity organization was supported by ASTRO, Nan Yang Siang Pau and
China Press.
4. I look forward to hearing your reply about our request. You may reach me
at 012-2217869.
Thank you.
Sincerely yours,
___________________
(Phang June Ee.)

13. I.Distribution
Physical distribution- Movement of the products from manufacturer to
consumer. The goals of physical distribution are to keep customers satisfied,
to make good available when and where the customers want them, and to
keep costs low. We used car to transport the products.
Two members of us are driving to school, so, for the stocks or products, they
were assigned to bring the products to campus and take them back. Our
distribution is non-direct, as we are the middleperson. So, the products we sell
cost higher. A sales-person with one customer or a group, we have two sales-
person in-charge of selling our products. We only start our business on
8.00am-5pm.

14. J. Green Measures
Each year, an estimated 500 billion to 1 trillion plastic bags are consumed
worldwide. That comes out to over one million per minute.
1.Reduce the use of plastic.
-We don’t use garbage bags—just empty the trash into the garbage bin.
-We don’t give extra plastic bags for the customer.
-We use our own reusable bags to collect the items for sale.
2.Carbon footprint
It is the amount of carbon dioxide that enters the atmosphere because of the
electricity and fuel you use. It's measured in tons of carbon dioxide. It is
almost zero carbon footprints when we sell our items because we are not
going to use any electricity. No air-condition and electrical fan, it is just natural
air beside the student life center in Taylor’s Lakeside Campus. We do not use
any drop of water when selling our items.
3.We did recycle
There will be some products’ wastes such as paper, plastics, glass, metals
and so on. We will collect all these wastes during the Charity Drive period.
These products’ wastes will be sent to recycle.

15. K. Operation Budget
Throughout the entire business, we didn’t really put in much money. The only
money we put in is the deposit for the stock is RM200. The other products
were provided by one of our group member. We only pay him after we sell the
products, therefore no cost was involved in it. For the posters, one of our
group member decided to sponsor us, therefore no cost was involve in the
promotional activities either.
L. Human Resource Planning
Human resource planning is the development and admistration of program
to enhance the quality and the performance of people working in an
organization.
Job relatedness, the foundation of effective human resource management,
requires that all employment decisions be based on the requirements of a
position. Central to job relatedness is person-job matching-the process of
matching the right person to the right job.(2005 Business Essentials,Prentice
Hall)
Job analysis and job description. We evaluated the duties and qualities
required by a job and stated the outline of the objectives, tasks, and
responsibilities of a job. We matched the right person to the right job.

16. 1.Project Manager:Tan Wei How, controlling the whole process and
communicating with the good suppliers.
2. Accountant: Phang June Ee, guarding the money and
controlling the financial.
3. Sales Executive: Tan Yong Ming, selling the products and
communicating with customers.
4. Marketing Executive:Yong Chang Theng, promoting and distributing the
products to the customers around the campus together with the donation box.
5. Advertising Executive: Zachery Sebastian, helping the Marketing
Executive and getting donation from the students.
Project
Manager
Accountant
Sales
Executive
Marketing
Executive
Advertising
Executive

17. M. Evaluation of Results
This is the profit and loss report for our business. As stated, our business has
successfully raised the total amount of RM476 and the gross profit was
RM225. Other revenues including the money sponsored, the donation we
collected and also the commission we took by helping others to sell stuff. The
total amount of it was RM585 and our net profit for the entire business was
RM810.
This chart indicates the price we sell for each product including the promotion
price. Overall, our group did a great job in the entire business. We
successfully collected RM288.00 for the donation, which to us is a great
amount. We weren’t that keen on selling on those products, therefore the
sales aren’t that good. We should have improved it. If we were to do it again,

18. we’ll collect more donations and also do more promotions on our product to
get a quick sale.