SCHOOL OF ARCHITECTURE, BUILDING AND DESIGN

CHARITY DRIVE REPORT

NAME : AMANDA NG WEI XUAN 0316130

LEE PEI GIE 0315653

THAN LEK MEI 0315538

LAU WEI LING 0315389

SIEW JOHN LOONG 0315871

GOH YEN NEE 0315551

HOW LEE JING 0315669

CHONG ZIT MAN 0315915

COURSE : FNBE

MODULE : INTRODUCTION TO BUSINESS [ BUSF0103 ]

SESSION : FEBRUARY, 2014

LECTURER : MR. CHANG JAU HO

SUBMISSION DATE: 20TH JUNE 2014

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Table of Content

No. Content Page number1 Executive Summary 32 Objectives 43 Target Market 54 Competition Analysis 65 Product and Packaging 76 Pricing 87 Promotions 9- 138 Sponsors 149 Distribution 1510 Green Measures 16 – 1711 Human Resource Planning 1812 Evaluation of Results 1913 Appendix 20-28

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Executive Summary

The FNBE February Intake 2014 students have held the Taylor’s Charity Drive 2014 from 2nd to 6th June 2014. In this event, our group aimed to raise the amount of RM4000 to be donated to Taiwan Buddhist Tzu Chi Foundation Malaysia.

In this report, we will outline the targeted market and also competition analysis compared with Chong Yee Ching and Yong Seen Yee’s group from the aspects of their products, strengths and vulnerabilities.

In this significant event, the Model Calendar is our main product. In addition, we also sell drinks and snacks as supplementary. We have doubled the price of every product and also launched a series of promotion to boost the selling speed. Promotions have been done constantly in social websites like Facebook and Youtube.

Needless to say, we truly appreciate individuals that have shown their supports and cares by sponsoring this event. We have to say it is immensely gratifying to have the donations from the students, lecturers and even the outsiders as well. It indeed shows their care and love towards the world.

Last but not least, environmental issue is also in our concern. We have made a little contribution to make the world a greener world. Throughout this event, our group adopted 3R’s : Reduce, Reuse and Recycle to reduce the carbon footprint.

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Objectives

Held at Taylor’s Lakeside University Campus, the Taylor’s University Charity Drive Event was a success for the FNBE Business class students. Raising money for Taiwan Buddhist Tzu Chi Foundation Malaysia, our members lined up in team of eight to sell our products held in front of the Student Life Centre.

The decision of choosing Taiwan Buddhist Tzu Chi Foundation Malaysia as our charity organization is prompted by a few reasons. First of all, one of our members, Amanda Ng Wei Xuan is involved in the said organization under Tzu Chi Teenagers’ Class, while Lee Pei Gie and Lau Wei Ling also donate monthly to the organization. Thus, we have better understanding about Tzu Chi that those people under Tzu Chi never fails to offer whatever is needed by poor and human suffered from sickness and diseases based on their principle of ‘ accompanying those in need to the very end’.

Tzu Chi’s charity mission in Central-Southern Malaysia and East Malaysia started in 1992. Basically, there are 4 forms of aid provided to the poor, which are rendering help to Welfare Homes, Long Term Aid, Emergency Relief and International Relief. Ultimately, our group chose to donate all the profits from our sales to International Relief because we suppose that the amount that we donated is huge enough to help the victims suffered from natural disaster like tsunami and earthquakes.

In this highly meaningful event, our targeted donation amount is RM4000. However, it is remarkable knowing the amount we raised exceed our target. The profits of the sales are entirely donated to Taiwan Buddhist Tzu Chi Foundation Malaysia.

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Target Market

To build a solid foundation for our business during the Charity Drive, we first identify our typical customer to tailor our marketing pitch henceforth.

Customers’ BackgroundWhile the event is organized mainly in university campus, we focus on our campus students. Their ages range from eighteen to twenty three years old and generally posses no income but receive allowance from their families with average household size of three to five members. We aim for different races and genders of customers so that anyone is interested in our products and thus enhance our business.

Customers’ Wants and NeedsWhile our 21st century celebrity culture can have a positive influence in our lives, most of the teenagers or young adults will somehow admire some popular figures who are good in appearance or style of fashion. So we suppose that our customers would want something related to these so-called ‘idols’. On the other hand, food and drinks are necessities for all. Snacks are welcomed by everyone even though one is not hungry at all, while cool drinks are top commodities particularly when there is scorching temperature recently.

Customers’ Spending PowerNeedless to say, most of the Taylor’s University students have average to high spending power. Most of them are from financially stable family background and therefore tend to spend more.

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Competition Analysis

The purpose of this competitive analysis is to determine the strengths and weaknesses of our competitors, and so allow us to develop the strategies and tactics that will provide us with a distinct advantage, the barriers that can be developed in order to prevent competition from entering our market. Generally, we have several competitors during the Charity Drive Event, but the two main competitors are Seen Yee and Yee Ching’s Businesses.

Seen Yee’s Business Yee Ching( Jerry )’s BusinessProduct/ Service 1) herbal tea

2) Guiling herbal jelly 3) orange juice

1) ice-cream2) bread3) soda drinks

Strengths Homemade food and drinks without adding preservative ingredients.

Unique food and beverage that are rarely found in town are sold.

Vulnerabilities Do not have any promotion or discount. Stationary business.

Products are too costly.

Reason of the customers approach the business

Products sold are healthy and freshly made.

Booth was exquisitely decorated.Unique food and beverage which have colourful and attractive packaging.

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Product and Packaging

Products Description Features and benefits

Packaging

Main product :Calendar 2015

Calendar 2015 is our previous assignment product that is approved to be sold in this charity drive event. It is a model calendar with Taylor’s students posing as models.

- Solid stand for table calendar.- Laminated pages which are water proof.- Good paper quality comes with good printing quality.- 16 pages in total including the cover page.- A5 size Landscape orientation calendar.

-

Drinksa) Soya Beanb) Herbal Teac) Sour Plum

The drinks are all from a supplier in Kuala Lumpur. - For soya bean, there is a slight hint of ginger which actually makes the drink tastes unique.- The type of herbal tea we sell is Pat Chi Chou. - Due to the sour plums used in its production, sour plum is slightly salty in addition to being sweet and rather sour.

- Drinks are all freshly made.- No preservative ingredients are added.- Hot and thirst quencher especially during the soaring weathers recently.

The drinks are packed in plastic bottles.

Snacks The snacks we sell include fancy gem biscuit, potato wheel crackers, potato chips, green peas and so forth.

- Snacks are packed in small transparent plastic.

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Pricing

Products Cost price / unit

Selling price / unit

Popularity Strategies employed when having difficulties selling the products

1) Calendar 2015 RM9.50 RM25 Medium. Early bird promotion : RM20* Penetration pricing is adopted.

2) Drinks Soya Bean Herbal Tea Sour Plum

RM1.30 RM4 Soya Bean : HighHerbal Tea : MediumSour Plum : Medium

The drinks are popular at certain period especially during lunch time and hot days.

Promotion when the products selling out slow: RM10 for any 3 units.

3) Snacks RM1.70 RM4 High.

Snacks are popular among lecturers and officers especially during tea-time.

Promotion when the products selling out slow: RM10 for any 3 units.

Other than having various kind of promotions, we also expand our selling point by going out from the campus and sell the products to the outsiders. These places include: Sunway College and University, Taylor’s College, Inti College and cafes or restaurants around SS15, Subang Jaya.

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Promotion

Slogan

“Give your share to show you care.”

To fit with our theme which is “One Donation One Love”, we chose this slogan to urge

the public to feel the need to support charity through buying our calendar. As people nowadays

are more likely to be less concerned and isolated in their social circles, they seldom care about

the needy people living on the other side of the cities. We used this slogan to remind the public

to care about their surrounding and show an act of kindness by supporting this charity calendar.

Tools

Facebook and face-to-face communication are our main tools for promoting our products.

Methods

For Facebook, we used three ways to fully utilize it as our platform to promote the

calendar.

Firstly, we created a Facebook page to publicise the production of the charity calendar.

As Facebook has 1 billion of active users, it is essential for us to create a page to promote our

charity calendar to vast amount of Facebook users. All the information about the features of our

product is posted in the Facebook page. Promotional video of the charity calendar is posted to

the page to convince the public to buy our product. Besides that, we are able to use the Facebook

page to update the public about our activities during the charity drive event.

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Facebook webpage: http://www.facebook.com/1d1lcalendar

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Promotional video link: http://youtu.be/5KFtMAArLhY

Photo of model with our calendar Poster of calendar

By sharing and liking the poster on our Facebook page, we actually gain much more

exposure than pasting posters around the university campus. The sharing feature in Facebook

helps us to reach to around 1,200 Facebook users in a month without spending any money. All of

the group members and models were asked to share about the information of our page and the

calendar. The information about the charity calendar is shared to news feed of Facebook, groups

such as University groups and pages.

We launched a preorder service on Facebook to reach selling target earlier. In addition,

we prepared guidelines to make a preorder. The preorder service was provided with choices of

method to buy the calendar. This helps us to provide convenience for our potential customers

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while encouraging them to buy calendar. The preorder comes with a countdown that can remind

and encourage the public to make preorder before the closing date. The notice comes with a

catching series of simple countdown posters. We made sure that the poster is posted twice in a

day. Attractive countdown poster with inspiring quotes is a way for us to promote our calendar

and tempts the viewers of our page.

Countdown posters.

When the preorder is over, we still update our Facebook page to notify the public about

the selling of the charity calendar. In this way, people that might have missed the event

beforehand are able to contact us for purchasing of the charity calendar.

Other than that, face to face communication is also an important method for us to achieve

more sales. For personal selling, the targeted buyers are mostly acquaintances, friends and

family. We provide sample for them to see when approaching them, giving us a higher

credibility.

During the charity drive event, we used face to face communication to promote our

products. We walked around the campus in pairs, to convince our potential customers to buy the

products. Face to face communication is used because we are able to give answers to their

enquiries directly.

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Lastly, we also use face to face communication to collect donations in the campus. This

is because most people will be likely to donate a small amount of money. It is hard and

inconvenience for them to donate a small amount of money through other methods. By face to

face communication, we are collecting donations directly from the person we talked to. It helps

to save precious time for both parties.

References

Protalinski, E. (2013, January). Facebook passes 1.06 billion monthly active users, 680 million mobile users, and 618 million daily users. Retrieved from: http://thenextweb.com/facebook/2013/01/30/facebook-passes-1-06-billion-monthly-active-users-680-million-mobile-users-and-618-million-daily-users/

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Sponsors

All the hard work of planning and implementing has been done to get sponsorships. In the line of

our work, the group members have approached both individuals and corporate entitles to get the

sponsorships. We targeted respective family members as our main sponsors because they are the

main supporters of our charity cause. Also, we approached some companies because they are

financially generous. All of them agreed to sponsor us by paying cash. There are broad areas for

us to increase the scale of our sponsorships by writing sponsorship letters, sending Email,

telephone calls and requesting face-to-face. It is immensely gratifying to have these sponsors to

support our event. In return, we give two free calendars per sponsor as appreciation. Table below

listed the names of the sponsors and the sponsorship amount.

No. Individual Sponsorship Amount

1. Anthony Ng Cheng Wee RM100

2. James Ng Cheng Long RM100

3. Stacy Ng Swee Cheng RM100

4. Joe Chan Chee Jean RM100

5. William Ng Cheng Ong RM100

6. Francis Ng Cheng Khye RM100

P.S : Refer appendix for sponsorship letters.

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Distribution

Distribution matters for the business. It is to make products available in the right place at the right time in the right quantities.

Products Method to get the products Products deliveringCalendar The printing shop of the calendar is at

Sunway area, where can be considered near to the campus (selling place). One day before the event, we get the calendars from the printing shop and they are brought to the campus on the selling day by one of the group members.

Customers can purchase the calendar at our booth in front of Students Life Centre.

We also provide Cash on Delivery service in several places such as Sunway Pyramid, Setia City Mall, IOI Boulevard, Kajang Prima, Publika, Desa Park City, Ikea and E-Curve.

Drinks and snacks

We get the drinks and snacks from the same supplier, which is located in Kuala Lumpur. Every day 10a.m., one of our group members will travel there to get the drinks and snacks and bring them to Taylor’s University. Also, we will order the drinks daily in the evening to confirm the amount of bottles of drinks needed to be sold on the next day.

Customers can purchase the drinks and snacks at our booth in front of Students Life Centre.

We walk around the campus and also offices in the campus so that the lecturers and officers can get the products conveniently.

We also allow our friends or FNBE students to order online in FNBE Facebook page. Then we provide free delivery service within the campus.

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Green Measures

The greening of the business is a great thing for the environment and for the world’s carbon footprint. One key for our business is learning how to follow three R’s: reduce, reuse and recycle.

Reduce

We will decide where we can cut back. This is probably the most cautious and most effective beginning point for our business in terms of starting to go green and it can enormously reduce the unnecessary expenses.

1) Our business does not or rarely use any electric or power supply while running the business. This act can definitely avoid wasting energy.

Reuse

1) We prepare a scrap file for paper, that way the members can reuse paper scraps rather than notebooks while writing notes or record anything.

2) Unused decorative papers are reused to decorate the booth, while used papers are reused to print the posters and products labeling.

3) Polystyrene boxes are reused daily to load and carry the drinks and snacks from supplier to campus.

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Recycle

1) Every day before we leave or after finish selling the drinks or snacks, some members are assigned to go around the campus to collect those plastic bottles into a plastic bag.

2) After the Charity Drive Event, we send the booth decorative papers or scrap papers and the collected plastic bottles to the community recycling point of Tzu Chi to be recycled.

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Human Resource Planning

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Project Manager( Group Leader )

Amanda Ng Wei Xuan

Accountant

Lee Pei Gie

Marketing and advertising executive

Lau Wei Ling

Sales Executive

Siew John Loong

Accountant

Chong Zit Man

Marketing and advertising executive

Than Lek Mei

Sales Executive

Goh Yen Nee

Sales Executive

How Lee Jing

Income Statement of Amanda Ng's Group Charity Drive Event

Revenue Calendar

Drinks and

SnacksSales RM8400 S. Price RM25 RM3Less: Cost of Goods Sold RM3300 Units 300 300Gross Profit RM5100 Rev RM7500 RM900Add: Sponsorship RM600

Donation RM500

Adjusted Gross Profit RM6200 Calendar

Drinks and

snacksC. Price RM9.50 RM1.50

Less: Operating Expenses Units 300 300Stationery expenses RM20 Rev RM2850 RM450Delivery expenses RM200Selling expenses RM60Discount Expenses RM1520Total Operating Expenses RM1800

Net Profit RM4400

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APPENDIX

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- END OF REPORT -

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