Sein Gay Har Company Limited

Marketing, advertising and communication management using effective tools

Executive Summary To share knowledge with co-learners To give feedback of the understanding on course Applied knowledge to proof on business communications tools

useful in real business To show team work ability To develop leading ability of the project To receive teaching authority’s advice on better proposal To analyses on the detail business structure and usage of

useful business communication tools of the Sein Gay Har To seek the teaching authority’s approval to achieve the score

award to be complied with the grading system

Introduction Sein gay har company limited is one of supermarket that

provides sales and distribution in Myanmar. Type of the company is trading, importers and exporters, wholesale and retail distributors, then providing service is business promotion services. Company is really lively among competitors and main business is being supermarket outlet of commodities, foods and beverages. Agri-business is mainly on foods and drinks including local make beer and wines.

History• Sein Gay Har is the super market outlet of commodities and food

and beverages business. At first started at (China Town) in (1985) and expanded to 6 Places.

• Now there are ( 2 ) Hypermarkets in Dagon Township & Kamayut Township selling consumer goods, textiles, jewelry, medicines and medical equipments, sports equipments and food and beverages including varieties of fast food outlets.

• Organization Culture is the hypermarkets have floor managers, supervisors and sales persons who are polite and alert to satisfy.

• It always meets the needs of the customers and also there are daily reviews of the personnel behavior and daily, weekly, monthly audit of revenue.

• They are really knowing well about the place is accessible for the rich and upper and lower middle class, who are target clients.

• Its SWOT analysis shows the strong points in strength and opportunity segments.

• It sales promotions are a big success as well our advertising from the FM radio.

Vision• Sein Gay Har Co; Ltd, seeks to enhance

the marketing and advertising management tools improving services while focusing on audience center approach with using business communication tools effectively.

• We manage to fulfill almost every types of customers needs and wants in daily life from simplest to the complex and create unparallel experience that customer could rely on.

• We aim to reach the big international shopping center and well known among Asian and world wide at reasonable price, good customer relations, using communication tools and techniques efficiently and effectively and so on through consistent leadership, control and excellent commitment.

• Become the main supermarket and the best partners of customers provided that they ameliorating techniques different from the marketing via online either of shopping of, being result a very big easiness of detail which carries a huge range of products under a roof, by including full lines of groceries and the general goods, really more flexible for the customers.

• Promotion is the element to commercialize mixture used to inform, persuade and remind in the audience envisaged in the capacity of the company to satisfy their needs and they use it disposed to influence the feelings of audience, firm belief and behavior.

Mission• Sein gay har Co; Ltd, seeks to manage the requirements of company

and staffs and add value to audience spend. They tend to focus on customers’ requirements to come up with effective strategies for meeting their demands in efficient manner.

• Our mission is to show how well business communication tools and techniques are making to company doing well in today’s world.

• Letting all know these tools are not just a theory, they are useful when company use them at the right point or right way.

• Treating audience best and always focus on environment is the good thing for company’s growth.

• Now it’s also including in the mission for growth team together with Vietnam, Thailand and all among South- East Asia region by the plan of European commission’s B2B Networking Events for upgrading super to hyper and next to shopping center that’s well known and accept by international.

Business Plan• The hypermarkets have floor managers,

supervisors and sales persons who are polite and alert to satisfy the needs of the customers.

• There are daily reviews of the personnel behavior and daily, weekly, monthly audit of revenue.

• If anyone visits our hypermarket, CEO will find that we have a vibrant organizational culture.

• Company will try to improve the relations with customers, meeting with customers directly via best mediums such as social networking sites, IMs, emails and etc.

• Hope much well being as plan on customer relationships and marketing management on coming future.

• Hypermarkets are situated in places which are easily accessible.

• For instance, most of our hypermarkets are in the place of easy accessible for the rich

and upper and lower middle class, who our target clients are.

• They are also exploiting the market with plans to open in the very near future, similar hypermarkets in Mandalay, Toungoo, Taungyi, Mawlamyaing, Pyay, Pathein and Naypyidaw where the population there is ready for expansion of our project.

• Expand the business much more near future and future plan to meet the needs of customers on coming and then plan for how to challenge the competitors.

• Having more improved using promotion and discount techniques such as big deal! E Brochure, memberships, gift cards, credit cards, online payments and etc. Wish that being well than situation now.

Organizational structure (Organic)

Chief Executive

Officer General Manager

Marketing Manager

Advertising

Discount and Promotion

POS Merchandising

Operation Manager

Sponsorship Packaging team

Market Research team

Health, Safety and Environment

• Management consultants are always monitoring the company’s standards as well as public affairs.

• They educate the employees about the health, safety and environment issues.

• Then, educating about the company’s policies, rules and regulations, tide ethical behaviors must have in company and etc.

• Employee is highly aware of safety standard of the company and there is monthly test of safeties.

Marketing Mix ManagementPromotion

Physical and Visual Effects

Process EmployeePlacing

and arranging

Using Networking

ProductPrice

Marketing Mix(Operation)

Displays

Communicate

Feedback and

Newsletter

Exhibitions

Operation• The best method to raise sales uses

advertising and promotional instruments. • At first, in the exit of sales the battle can be

earned by the consumer of final of catch of decision.

• The importance of promotions was supported by shop windows and posters.

• The characteristics or promotional activities so as to sale use which show the product and make customers aware of their existence, such as cards, exhibitions and other instruments to encourage the purchase.

• Effective merchandising displays of the goods are the efficient guide and the selection of purchasers' goods of coordinating.

• Posters are these paper sheets, drafts or other articles which can be put in mails, stores or on streets and that purpose is to inform or announce some questions, some

particular products or services. • As for mails, stores or great /

supermarkets, posters can have two different functions.

• On one hand they can promote the sale of products given there, produced for instance by sales or moved aside.

• The strategy of shelving is concentrated on the phrase of products on shelving, the shelving of supermarkets has three levels where products are put; eyes, hands and feet.

• The main purpose of this strategy is to control human flow, by different music types.

• Markets use visual effects for an attention attract consumers to the specific products.

Market Research for service

CONSUMER

PERCEPTION/SENSATION

COGNITION

AFFECT

BELIEFS

SOCIAL ANDOTHER INFLUENCE

INFOSEARCH

CHOICES

PREFERENCES

COMMUNICATION

MARKETRESEARCH

STRATEGY

Services• To give efficient and efficient services to the customer they use method is

made up of a series of choice of market research by study by the team of market research.

• A qualitative study is made up to study specific phenomenon or facts in the place. Qualitative research methods are principally used to define a problem and produce hypotheses.

• The "Buy One, Get One Free” offer is a technology of supermarket which was used during years. This type of sale announces a message the customer that they accept two articles for the price of one.

• Supermarkets give some additional services to their customers as the investment of Internet coffee, living room, centre of game, mini restaurant, membership cards and the system of express of store.

• The advertisements, TV commercials and online advertisement via facebook page or their supermarket web page showed of the hypermarkets want to get the “impulse buying” of their customers.

Operation Support• Recruitment Recruiting the operational staffs is very important for the

company. Operational staffs are directly dealing with customers and they are company image. Appointing with wrong person can spoil the reputation which has gained over the years of the entire company within a second. So, selecting the right person for the right job is really important.

• Sourcing Material Market research enables the organization to identify the most

appropriate marketing mix. The mix should consist of: -The right product -Sold at the right price -In the right place -Using the most suitable promotional techniques.

Corporate Social Responsibility• CSR is just a meaning of give and take for Sein Gay Har. • They are not just focusing on increasing demand on

buying by target customers, also thinking about how they can do best for customers in return.

• So, they make discussions with all of their hyper mart families and staffs and then started CSR events and activities at 2010.

Their activities CSR are as follows: -Economic Responsibility -Legal Responsibility -Ethical Responsibility -Philanthropic Responsibility

Conclusion• In coming future, we want Sein Gay Har to

be with more powerful communication skills, to get customers’ favorite and trusts, even more, to meet the needs, and to change a little on arranging products.

• We want to get the products of the same brand we always like to use; we hate to see the always changing brand in the same category.

• We want Sein Gay Har to be well known like other international shopping centers among the world in future.

• Communication tools’ effectiveness and disadvantages when using on business like Sein Gay Har. What changes are audience want and what to do well? Knowing audience very well may be the point to get advantages on communication as well.

• Collecting feedbacks and selling in low price like Wal-Mart, clear to know about the prizes of lucky draws and so on.

• Trustees with products that sale in Sein Gay Har must have more guarantees. Customers always want the best; good is not enough for them. Hope we can see the better form of Sein Gay Har soon.

• The goal of Sein Gay Har is to provide every level of people with the things they need in one place, to have future investment in Sein Gay Har to get profit together like share holders, and to have CSR activities for improving image of it together with employees, diamond and gold members and nearest people. Slogan of Sein Gay Har Co; Ltd is “Style for Your Future “.

• In the future, CEO is planning to have a CSR department and having the events with members, employees and others like that every year.

Submited By• Yin Yin Nwe• Khaing Phyu Phyu• Ngu Wah Kyaw• Hsu Eainder Soe• Khine Khine Winn• Khine La Pyae Won• Khine Myat Noe• Kyi Pyar Su Mon• Latt Su Mo Mo• Moe Oo Thwin• Nay Myo Htet• Soe Thet Naing

Question and AnswersThank you all