pillow shaker marcom

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BACKGROUND OF THE COMPANY The Dreamland history began in Muar, Johor, in 1976 as a small business manufacturing foam mattresses. Eventually, this business grew to become Malaysia's pioneer innerspring mattress manufacturer in 1979. By 1987, Dreamland Holdings Bhd was listed in the KLSE. To tap into the global market, Dreamland joined hands with Pacific Dunlop which is now known as Pacific Brands, Australia's largest bedding manufacturer and marketer. In the 2000 Olympic Games in Sydney, Pacific Brands was the Official Bedding Supplier to the Olympic Athlete Village. For the first time, one bedding manufacturer supplied a record breaking 24,000 mattresses to accommodate one single order. Pacific Brands is also Asia's largest bedding supplier. Today, Dreamland has three factories on five acres of land in Muar, manufacturing not only spring mattresses but also a wide range of products including cushions, bedding and polyester fibers. 1

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Page 1: pillow shaker marcom

BACKGROUND OF THE COMPANY

The Dreamland history began in Muar, Johor, in 1976 as a small business

manufacturing foam mattresses. Eventually, this business grew to become Malaysia's

pioneer innerspring mattress manufacturer in 1979. By 1987, Dreamland Holdings Bhd

was listed in the KLSE.

To tap into the global market, Dreamland joined hands with Pacific Dunlop which

is now known as Pacific Brands, Australia's largest bedding manufacturer and marketer.

In the 2000 Olympic Games in Sydney, Pacific Brands was the Official Bedding Supplier

to the Olympic Athlete Village. For the first time, one bedding manufacturer supplied a

record breaking 24,000 mattresses to accommodate one single order. Pacific Brands is

also Asia's largest bedding supplier.

Today, Dreamland has three factories on five acres of land in Muar,

manufacturing not only spring mattresses but also a wide range of products including

cushions, bedding and polyester fibers.

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Research and Development

Equipped with superior manufacturing and quality systems, as well as R&D

resources available through Pacific Brands at their research facility in Sydney,

Dreamland has emerged as a market leader in Malaysia and throughout Asia.

To ensure that each of the mattresses meets the highest requirements of

manufacturing standard, every step of the production is put under close scrutiny, from the

selection of coils to the foams or fibers and fabric of the mattress. Thus, Dreamland is

confident to produce the highest quality in spring mattresses and bedding components.

Technology is also constantly upgraded to facilitate the development of better and more

durable products that are environment-friendly.

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COMPANY PRODUCT

Furniture Retailer

- Mattresses

- Bedding Accessories

- Furniture

- Bedroom & Sofa Bed

Mass Merchant

- Polyester Accessories

- Foam Accessories

- Mattresses

- Others

 

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NEW PRODUCT DEVELOPMENT

As we known, Dreamland has a wide range of product. Now they are planning to

design and create new product under the bedding accessories product category. Their

existing products which in these bedding accessories are such like:

Premium Pillows and Bolsters Premium Mattress Protector

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Ovation pillows and bolsters Fresh Comfort Fitted Mattress Protectors

Fresh Comfort Pillows and bolsters

The innovation of product in Dreamland was given a name as ‘Pillow Shaker’,

this has backed by well-researched technology and quality materials with variety and

attractive features. The features are having an alarm to wake up people by giving the

vibration. The vibration also can use for head massage. People can do the head massage

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before get to sleep or after get up from sleep. Besides that it also has usb port Mp3 sound

player so people can do the massage and get to sleep while listening to the music. It only

can be used by using battery.

The design of this Pillow Shaker is it is a plastic that cover with the fabrics. It

provide with the remote control to control the air that will blow inside the pillow. It is

convenient because it can bring to anywhere because it can be fold. Moreover they have

been using a series of anti dust mite protection such a HealthGuard, Ultra-Fresh and

Bioguard on fibres to safeguard our health. HealthGuard treated products help prevent the

spread of disease and infection caused by contact with fabrics which have been

contaminated by sneezing or coughing. HealthGuard also maintains odour-free surfaces

by killing the moulds which produce the smells. Ordinary mattress fabrics can provide an

ideal breeding ground for bacteria, fungi, mildew and mold. However, these unwelcome

critters cannot grow in our mattress fabric with BIOGUARD anti microbial treatment.

Ultra-Fresh is a unique and growing family of antimicrobials for use in products ranging

from woven and non-woven textile fabrics to diverse polymer, plastic and rubber-based

systems. These versatile and multifunctional antimicrobials inhibit the growth of a wide

spectrum of bacteria, fungi, molds and mildew to preserve the hygienic freshness of the

products treated

The company has make the advertising budget to advertise this new product

where they has assume of total budget around RM 120 000. The Pillow Shaker will be

advertised in various TV channels which are TV3, 8TV, NTV 7, and TV9. Besides, the

company has decided to advertise the product in newspaper which is METRO newspaper.

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PRICE OF PILLOW SHAKER

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Dreamland has decided to make a price skimming technique. This technique is

designed to allow a business to charge each potential customer the most that he or she

would be willing to pay for a given product or service. The product or service is offered

at the highest price that customers will pay, and the price is incrementally dropped until it

reaches a level designed to be viable for the long term. Dreamland has decided to give the

price of “Pillow Shaker” is only RM99.90. This is a reasonable price for a pillow that has

variety attractive features like “Pillow Shaker”

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SITUATION ANALYSIS

Dreamland has made an analysis and research that there is no similar product with

this Pillow Shaker from any other brands. They belief with aggressive promotion it will

help to attract customer attention because it has an interesting features and offer an

affordable price.

One of their competitor brands such like Slumberland Sdn Bhd has never made

any innovation such like this Pillow Shaker. So this is a great opportunity for Dreamland

to reach their goal of target market.

By looking at the market, the customer will buy this product because the

innovation of this type of product has never invented by any other market and brands.

This product has high and well researched technology that has been design by the well-

known brand, Dreamland. The features are very interesting because it has vibrate to make

an alarm to wake us up and also has the head massage to make you feel more relax and

refresh after get up from sleep while listening to the mp3 sound player. Since most

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customer in Malaysia and also customer in abroad have their own interest to try any type

of new product that have fascinated design and features, Dreamland belief their product

will be well-accepted by their customers.

SWOT ANALYSIS FOR PILLOW SHAKER

SWOT analysis is a strategic planning method used to evaluate the Strengths,

Weaknesses, Opportunities, and Threats involved in a project or in a business venture. It

involves specifying the objective of the business venture or project and identifying the

internal and external factors that are favorable and unfavorable to achieve that objective.

Dreamland has made an SWOT analysis for this new product which are:

Strengths.

Dreamland Company is a very profitable organization, it has listed in KLSE

It is a global manufacturing foam mattress technology and has good reputation for

fine products and services. Dreamland has three factories on five acres of land in

Muar.

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The organization has strong ethical values and an ethical mission statement as

follows, “Giving You More”.

Weaknesses.

It has competitor which is Slumberland. Slumberland has achieved its position as

a premier international bed manufacturer after decades of hard work, innovation

and strategic investment.

Opportunities.

Dreamland Company is very good at taking advantage of opportunities. They

have their own brilliant idea and high technology in the new product

development.

The company has the opportunity to expand its global operations. They are

always targeting of new markets to enter.

Threats.

Who knows if the market for Dreamland will grow and stay in favor with

customers, or whether another type of similar brands will replace Dreamland in

the future?

Dreamlands’ success has lead to the market entry of many competitors and copy

cat brands that pose potential threats.

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MARKETING COMMUNICATION STRATEGY

A) TARGETING

Demographic

a. Male and Female

Target market for Pillow Shaker does not focus on gender segmentation. Both gender of

male and female can use this product Pillow Shaker for their personal purposes. Pillow

Shaker design does not segmented on only one gender, it is suitable for male and female

user.

b. Age group

The age group for Pillow Shaker is more focus on the young adults, middle-aged and

mature consumers. It is actually designed for the purpose of give a head massage while

listening to the mp3 sound player and also has an alarm to wake up people. Most of the

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buying decision will be on the adult age group that has their own income and working

people because they need this kind of product to make them feel relax and refresh

because of the tiring of their work. Besides, working adults are able to purchase Pillow

Shaker due to its affordable price. However teens group also are able to get this product.

This is because the pillow will help them to wake them up to go to school with fresh

feelings.

Psychographic

a. Lifestyle

Working Adults with Family (Men and Women)

Working adults with family will be the suitable target market of Pillow Shaker. For

people with family, Pillow Shaker can be used as their home use for head massage inside.

b. Personality : Malaysian Culture

People in this group usually prefer to try a new product with this kind of new and

attractive technology that has provided useful and high quality features. This pillow

shaker can suits their style and preferences of lifestyle and personality.

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Geographic

Pillow Shaker is suitable to be used by people that lived in city or urban area. This group

of people tends to use high technology innovative product in their lifestyle.

Behavioral

Benefits: Quality, Design, Comfort, Perceived Value

This product has the ability to make an alarm by give a vibration. Beside that, it also has

the special feature of head massage. Other than this features, it also has usb port for Mp3

player so that the people can do the massage and get to sleep while listening to the music.

Besides that, this product believed to offer health benefits to the user. Such benefit gained

by using the head massage. The design of Pillow Shaker is unique, attractive, fun, and

interesting. Besides that, the quality of the product is high because of the product been

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produced only by professional with well-researched technology with high quality

materials.

B) POSITIONING

“Shake Till You Wake”

Dreamland tries to position its product by differentiation of their product from its

competitors. The company will offer a high quality product that ensures product can last

long accepted by the customers and reach the target market. They also used a good

material to produce where it will go several processes to ensure durability and quality of

Pillow Shaker

Pillow Shaker produced by Dreamland can be link to its benefit and product

function. This product is used by people to help them get up from sleep and give head

massage while listening to the music. This is the positioning strategy that we see from

Dreamland Company.

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C) OBJECTIVE SETTING

Dreamland has made their marketing communication objectives which are:

- They facilitate their successful introduction of new product, “Pillow Shaker”

through the media advertising which is television and newspaper and also do a

trade promotion.

- They are planning to build their sales of “Pillow Shaker” by provide the variety of

uses.

- They are going to inform their wholesaler, retailer, and consumers about the

Dreamland improvements.

- They will create brand awareness through the successful advertising and attractive

packaging of the new product.

- The “Pillow Shaker” is able to enhance the Dreamland image.

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D) BUDGETTING

Dreamland has made their advertising budget. Below is the budgeting table:

MEDIA PACKAGES RM

TV315sec X 30spots @ RM1500

45 000

8TV15sec X 40spots @ RM600

24 000

NTV 715sec X 40spots @ RM600

24 000

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TV915sec X 40spots @ RM500

20 000

METRO Newspaper1/2 page (259mm x 16mm)

Fixed price: RM 4,500

Promotion price: RM 3,500

Save up: RM 1,000 (22%)

3500

TOTAL(advertising expenses) 116 500

MARKETING COMMUNICATION IMPLEMENTATION

A) MEDIA ADVERTISING

i) Television

Television can be one of the best medium to promote and market a product.

Television usually used by marketers today to promote new product. Beside the ability to

reach large target audiences, it is also rich with interactive communication message.

Message from advertisement in Television can create more powerful positioning strategy

to large number of target audiences.

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With a large number of target audiences can be reach, it can increase the public

awareness about Pillow Shaker. Television advertisement can deliver message of

marketing communication and inform potential customers about Pillow Shaker. The mass

advertisement of this marketing tool can boost interest of Television viewers. We think

that Dreamland should starts promoting their Pillow Shaker through television

advertisement to gain more awareness of this product since most of new generation has

interested with high technology and fascinated product design.

Dreamland has chosen the Media Prima Berhad Televisyen Network value

package to advertise the “PillowShaker”. The company has chosen to advertise in several

tv channels which are TV3, 8TV, NTV 7, and TV9. Below are the

Media Prima Sales Fixed Packages:

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Station Packages Day Time Spots RM Savings%

TV3 15sec X 30spots @ RM1500Mon-Fri

Sat-Sun

0600-1800

0900-1800

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16`45 000 50

8 TV 15sec X 40spots @ RM1500Mon-Fri

Mon-Fri

Mon-Fri

Sat-sun

0800-1300

1300-1500

1500-1900

0800-1900

8

6

12

14

24 000 70

NTV 7 15sec X 40spots @ RM1500Mon-Fri

Mon-Fri

Mon-Fri

Sat-sun

0800-1300

1300-1500

1500-1900

0800-1900

8

6

12

14

24 000 70

TV 9 15sec X 40spots @ RM1500Mon-Sun

Mon-Sun

1430-1800

2300-0100

20

2020 000 75

MPGovernment/ministries

30% discount on total spends30

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TV3 : RM 45,000 for 15second x 30 spots per campaign package

DAY/TIME OPTION 1

(30spots across 2 weeks)

OPTION 2

(30spots across 1 week)

Mon-Fri 0600-1800 7spots x 2wks 14spots x 1wk

Sat-Sun 0900-1800 8spots x 2wks 16spots x 1wk

NTV 7: RM 24,000 for 15second x 40 spots per campaign package

DAY/TIME OPTION 1

(40spots across 2 weeks)

OPTION 2

(40spots across 1 week)Mon-Fri 0800-1300 4spots x 2wks 8spots x 1wk

Mon-Fri 1300-1500 3spots x 2wks 6spotsx1wk

Mon-Fri 1500-1900 6spots x 2wks 12spotsx1wk

Sat-Sun 0800-1900 7spots x 2wks 14spotsx1wk

8TV : RM 24,000 for 15second x 40 spots per campaign package

DAY/TIME OPTION 1

(40spots across 2 weeks)

OPTION 2

(40spots across 1 week)Mon-Fri 0800-1300 4spots x 2wks 8spots x 1wk

Mon-Fri 1300-1500 3spots x 2wks 6spotsx1wk

Mon-Fri 1500-1900 6spots x 2wks 12spotsx1wk

Sat-Sun 0800-1900 7spots x 2wks 14spotsx1wk

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TV 9 : RM 20,000 for 15 second x 40 spots per campaign package

DAY/TIME OPTION 1

(40spots across 2 weeks)

OPTION 2

(40spots across 1 week)Mon-Sun 1430-1800 10spots x 2wks 20spots x 1wk

Mon-Sun 2300-0100 10spots x 2wks 20spotsx1wk

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ii) Printing Media Advertisement (Newspaper)

Printing Media advertising or press advertising can be described as advertising in

a printed medium such as a newspaper and magazine. This includes everything from

media with a very broad readership base, such as a major national newspaper or

magazine, to more narrowly targeted media such as local newspapers and magazine on

very specialized topics.

Dreamland also has decided to advertise the “Pillow Shaker” in the METRO

Newspaper. Harian Metro is not only the Malay language daily newspaper in the

country's number one, but now leads all newspapers in terms of the number of readers

controlled 15 percent of the total 14,289 million readers. Based on that percentage, the

number of Harian Metro readers are 2,143,350 people daily, Berita Harian (1,143,120),

Star (1,000,230) and Kosmo (428.670).Below are the price lists to advertise in METRO:

METRO newspaper:(National Edition) Black & White:

SIZE STANDARD PRICE

PROMOTION PRICE

SAVE UP

1/8 page (64mm x 16 mm) RM 1125RM 1000

RM 125 (11%)

¼ page (128mm x 16 mm) RM 2250RM 1800

RM 450 (20%)

½ page (259 mm x 16 mm) RM 4500RM 3500

RM 1000 (22%)

1 page (259 mm x 33 mm) RM 9000RM 6800

RM 2200 (25%)

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B) TRADE PROMOTION

A trade fair (trade show or expo) is an exhibition organized so that companies in a

specific industry can showcase and demonstrate their latest products, service, study

activities of rivals and examine recent market trends and opportunities.

We recommend that Dreamland should actively participate in a cultural trade

shows. In this event, the company salespeople can promote and explain the benefits and

specialty to the visitors. This opportunity can encourage the market to know how Pillow

Shaker is produced when they visited the booth. Salespeople can interact with the

customers in order to gain customers interest about Pillow Shaker.

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CONCLUSION

A pioneer in spring mattress technology, Dreamland offers an extensive range of

high quality mattresses that meet the needs of your nightly comforts and individual

lifestyles.

With more than 20 years of experience in the mattress industry, Dreamland

assures you great comfort, superior quality and durable mattresses that will accompany

you throughout your years of dream-filled nights. In conclusion, this new innovation

product of Dreamland which is “Pillow Shaker” is believed will achieve the target

market.

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