Shooting Board
Storyboard
Sunday, January 30, 2011
Friday, October 1, 2010
FYP Proposals
Proposal Number : One
Topic : Lets Stop Male Obesity
Proposal : Lets Stop Male Obesity
Brand : Fitness First
Product Category : PSC
Target Audience : adult 30 – 45
Information :
This campaign is about obesity among man. We are trying to spread the awareness to the public especially gentleman about this issue as it has been getting more serious. Men unlike women are much more likely to end up with central obesity. At around the middle – the very type that is linked to the metabolic syndrome. Obesity describes a bodily condition,where the body weight is much greater than what is healthy.
Market Situation :
More than 70 percent of Malaysian men in urban areas are obese or overweight, according to a survey revealed in health ministry.
Issue and Problem: 1.Promotional strategy is not powerful enough
2.Lack of manpower or volunteers among publics
3.Many people in Malay is still not aware about the existence of obesity among man
4.No continuous campaign for obesity.
Ideas / Concepts: -Improve promotional strategy based on 4ps concept but using only 3Ps as for PSC
(Product,Place,Promotion)
-Adding volunteers via social media network.
-Provide powerful brand image to expose the statistics of obesity among men
-Consistence of campaign every year
Citation / Reference:
http://www.fitnessfirst.com.my
http://www.learnmarketing.net/
http://www.patientsmedical.com
Proposal Number : Two
Topic : Hypertension among kids
Proposal : Hypertension among kids.
Brand : Toys r us.
Product Category : PSA
Target Audience : 8 – 12
Information :
This announcement is more specifically to create awareness among parents into concern about their kids. High blood pressure,also called hypertension, is a condition most often associated with adults. But kids can have high blood pressure too, even as infants. An estimated 3% of kids have high blood pressure. Many kids and teens with high blood pressure have no other health problems but do have a family history of hypertension and an unhealthy lifestyle — a bad diet, excess weight, stress, and insufficient physical activity.
Market Situation :
Twenty one percent of school children had High Blood Pressure or hypertension, especially the prevalence was higher among the overweight kids.
Issue and Problem: 1.Lack of exposure in Advertising Strategy regarding parents concern
2.Lack of approach regarding Healthy Lifestyle culture among kids.
3.No consistence PSA regarding Hypertension among kids
Ideas / Concepts : -Usage of provocative copy writing and fully utilize different types of media.
-Create Healthy Lifestyle theme that contains colorful concept into the PSA to create kids attention
-Consistency in producing PSA for Hypertension for parents awareness.
Citation / Reference:
Proposal Number : Three
Topic : Wearing Hijab as a Fashion
Proposal : Wearing Hijab as a fashion
Brand : Hajaba
Product Category : PSC
Target Audience : Young adults 20 -30
Information :
This campaign is about to approach muslim women on the intention of wearing hijab according to religion basis.According to the Holy Quran God tells the believing men and women to lower their gaze and to dress modestly.He (God) specifically addresses women when He asks them not to show off their adornment, except that which is apparent, and draw their veils over their bodies. As time grows,Hijab becomes more on fashion apparel and no longer as a mandatory from god. This campaign is held not only to show the message from Holy Quran but it is also to show the logic evidence on the positive side of wearing hijab.
Market Situation :
80 percent of women in muslim countries have practice wearing Hijab as their uniform and for fashion basis
Issue and Problem : 1.Brand Image or identity of wearing Hijab is not strong enough
2.Lack of understanding about the relevant of wearing Hijab in early age among parents
3.Non of campaign held in Malaysia regarding the intention of Hijab based on Islamic perspectives
4.Too conservative lifestyle in religion basis.
Ideas / Concepts : - Improve on Brand Image and include catchy tag line as to remind the mandatory of wearing hijab in Islam
-Give complete materials for parents during the campaign regarding the usage of Hijab based on Islamic perspectives.
-Held a campaign under types of Hijab fashion and approach the Muslim women into the sacred intention based on Muslim perspectives
-Create modern lifestyle theme so that it would trigger audience curiosity.
Citation / Reference :
Proposal Number : Four
Topic : Shape your life with Leesa Shapely slim
Proposal : Shape your life with Leesa Shapely slim
Brand : Leesa Formula
Product Category : Beauty,Cosmetic, and Toiletries
Target Audience : Young Adults 20 – 35
Information :
Obesity describes a bodily condition, where the body weight is much greater than what is healthy. Determining whether a person is Obese or not depends largely on the measurement of a person's body mass index (BMI). A BMI, that is higher than 30-35 is considered Obese.
Market Situation : 45% of Malaysians were obese and overweight and the study also showed that almost 15% of those over 30 years old were diabetic, an increase of 250% over 10 years. Over 25% also had high cholesterol
Issue and Problem : 1.There a lot of slimming product nowadays in Malaysia but it not really safe
when the product contain unsafe medical ingredients in it and it can be
very dangerous to people that take unknown ingredients that will effect their health
2.The ministry is reviewing the scope of acceptable publicity material and its most likely that the content of advertisements will be narrowed to carrying only the ingredients involved and proven qualities.
3.Most of the product that used safe ingredients is expensive.
Ideas / Concepts : -Approach marketing strategies that provides the evidence from health ministry
regarding the natural ingredients that been used in shapely slim product.
-Highlighted the proof about the safety logo provided by the ministry of health
-Reasonable price instead with safe ingredients.
Citation / Reference :
http://www.darahtinggi.com/article.php?aid=98
http://hatiwanita.wordpress.com/kehidupan-orang-malaysia-paling-gemuk/
http://thestar.com.my/news/story.asp?file=/2010/4/11/nation/6034589&sec=nation
http://weightlosswithshamala.com
Wednesday, July 21, 2010
Project Overview
This project is created based on the serious issues of Obesity among Women. Obesity describes a bodily condition, where body weight is much greater than what is healthy. Determining whether the person is obese or not, it depends largely on the measurement of a person’s body mass index (BMI).
Based on the serious current issues that have been highlighted by the Ministry of Health, It is relevant enough to come out with the Final Year Project title which is “Shape Your life with Leesa Shapely Slim”. Leesa Shapely Slim is basically a slimming product that contain five types of product that are assign under Beauty , Cosmetics and Toiletries which combine slimming and healthy elements in one concept.
Currently, 45% of Malaysians were obese and overweight and most of them were Women. Thus with the concern of the health issues that arise drastically, it is relevant enough for Leesa Formula to come out with an effective product that works efficiently in solving the obesity issues.
Since the product contain 100% natural herbal ingredients that are certified by Ministry of Health, it is proven that Leesa Formula is safe to be used by the person who might want to gain healthy life without obesity.
The Ideas and concept for this project is to approach effective marketing strategies so that the sales of this product will increase consistently. Complete research and several of technique will be used as to search complete information to trigger the identity and of the current target market.
The target audience for this is Young Adults age 20 – 35 years old who actually concern into manage their weight management effectively. Since adults in this age are really concern about their beauty, various promotional strategies will be pushed to this range of target market so that we could get right path to promote and increase sales in the future.
Monday, July 19, 2010
Research and Development
9.0 Research & Development
9.1 Methodology
The methodology created using several tools of techniques include Survey, Interview, observation and brand experience. Secondary research conducted through findings from articles and journals on the net. Below are complete explanations regarding the research development:
9.1.1 Interview
A simple Interview was conducted with the biggest Stockiest owner which is Madam Ann binti Hamid at Damansara,Kuala Lumpur. The interview was made on 07 July 2010 to gain some information that is useful for our research and it will be used as a methodology for our analysis.
9.1.2 Participant Observation
For the product participation, two product have been chosen as for experimental in gaining true results in losing weight and both product using different types of slimming solution which also make a differences in achieving results.
| Categories/Brand | Leesa Formula | Jus mate 5 |
| Types of product | Pills, Liquid, Fiber, Lotion | Juice in powder |
| Duration of effectiveness | 3 Months | 2 – 3 months |
| Number of Kilos lost within one month | 1-2 kilos | 3 – 4 kilos |
| Price | RM 240 (could buy individual products) | RM 200 |
| Location of Product | Own individual outlet | No actual outlet |
| Disciplinary of diet | Not Needed | Needed |
| Overall Remarks | Leesa Formula works well for internal and external slimming because it contains five active solutions and it is also convenience because we could buy the item separately. | Jus mate 5 is just covered more on internal fat burner. Thus, cellulite and flabby will be seen after losing weight. Jusmate 5 comes out in one product which is more expensive and it comes only in orange flavor which may not suites the asthmatics user. |
9.1.3 Survey
The survey was conducted with a sample of 150 people located in Kuala Lumpur and Selangor. This survey has been distributed via two types of method which is:
a) Manual Survey : Question distributed by hand through 100 person to get the
real understanding of the product
b) Online Survey : Online survey has been created using free survey form that
include on the internet and 50 person has joined this survey
A survey consisting of 14 questionnaires was done to define the right target audience for Leesa Shapely Slim. The content of the survey is more on the awareness of the statistics of women’s obesity problem and also some introduction about Leesa Formula to overcome their obesity problem.
The chart shows that 110 are females and 40 are males participated in the survey
The chart shows that 50 people are aged 16-20, 80 people aged 21-30 and 20 people aged 31-40 who joined the survey with success.
Based on the race observation, 110 people are Malays, 30 people are Chinese and 10 more were Indians.
As for the income range, 10 of them are people who gain below RM 500, 120 of other people wins the majority number of participation which earned an income between RM501 to RM 1000, whereas 15 more are the people who earned income between RM 2001 to RM 3000, and last but not least 5 professionals who earned income that are RM 3000 and above.
For the education level, 15 people who joined this survey are people who had PMR or SPM. The other 20 people are diploma holders and 110 people are bachelor’s degree holders from private and local universities. Last but not least, 5 people have post graduate education level.
The graph above shows employment status of people who participated in the survey. 107 were students, 7 were unemployed, 30 were non-executives, 3 executives, and 3 others are from managerial level.
This type of questionnaire is important in observing the real phenomena of obesity that happens in Kuala Lumpur and also some area in Selangor. This questionnaire is actually to identify the body frame of a person either their body mass index (BMI) is ideal or being obese.10 person who actually answered this question does have a lean and thin body where they have to gain more weight in achieving healthy and ideal BMI.50 others who joined this survey do have a moderate build body which is ideal for a person. Whereas, 90 people do recognize that they do have rounded and heavy body which is obese and this statistics have proven that more than half of Kuala Lumpur and Selangor citizen do have an obese problem.
This questionnaire is more towards a public perception regarding their health and appearance. This is important to see how particular is a person to find alternative in ensuring their health and physical appearance to be perfect along the journey of life. For the time being, 10 of them who says No is actually people aged 16-20 who not really concern about their health since they do feel that they are still young and not being able to worried about the matters since their parents is already keep in track about their level of health. The others 140 who answered this question always concern about their health and appearance to actually gain a healthy life with true fitness.
This graph shows that 100 of people have not tried slimming product before and the other 50 already tried the slimming product with different brands. This question is important to investigate how public’s concern into getting a product for their fitness. In the same time, we could identify the real target market that need to be approach.
After analyzing the real target audience for the slimming product, this is the time where we could identified which type of slimming product publics prefer so that we could push more on this item so that it reach directly based on market demand. Based on the analysis, 6 of them would prefer to use patches that are easily sticks to the external part of their skin. The other 9 would prefer to use slimming lotion that is hot to burn up their calories. The next 10 prefer to drink slimming tea to help in ease of their bowel system. Fiber meal is top two slimming product that is chosen by 30 people. The most popular slimming product that is selected by 80 people is juice that will not only cut their calories but also helps in improving their skin condition.
This question is created to see the popularity of each product based on their marketing strategy. The most well known product among publics is Jusmate 5 that gets highest rating which is 90 people that have interest into getting their product. The second highest with 40 people would be Leesa Formula since they have invest more in television commercial and also promote it during women’s talk show program. The third highest were equal to both slimming company which is Natasya and Sendayu Tinggi. The reason behind this is because Natasya is better known to its skincare product whereas Sendayu Tinggi is better known in cosmetics products.
This general question is created to study the establishment of Leesa Formula towards publics. 105 publics say they knew Leesa Formula as an expertise in slimming product whereas another 45 people do not know well about Leesa Formula.
For this questionnaire, we would like to observe which type of marketing do works well and direct to the public’s interest. 3 of them say that they know Leesa from Online ads since Leesa is still knew via online ads technology. 7 of them heard Leesa from words of mouth via friends and relatives. The other 50 get to know about Leesa from Print Ads via Malaysian’s local Magazine such as Mingguan Wanita, Nona and so on. The majority of 90 people knew Leesa from Television either from commercial breaks or during other television live programs.
This chart shows the factors that determine the participants of the survey into getting a slimming product. It is a must for Leesa Formula in knowing which factors that triggers public’s interest in having the product. 4 of them would look for location basis where the ease of location would be preferred. 11 more people would prefer to go look for price before choosing a product. 15 more people would look for brand recognition and the other 44 would look into ingredients which are preferable using natural ingredients. The top factor with 76 people is looking for good quality of establish product that are certified by Ministry of Health.