HHHC9701 Set24 Sem 2 2013/2014KEMAHIRAN PENGURUSAN DAN KEUSAHAWANAN

Name of Programme: Fiesta Sinergi Intelek (FSI) 2014

Name of Sub-Programme: The 15th Ang Pau Festival ( Pesta Ang Pau Ke-15)

Jppel approval no. : DN00189/2014

Date: 13/12/2013 – 21/3/2014

Venue: Dewan Serbaguna (DSG) Kolej Tun Syed Nasir (KTSN) UKM Kampus Kuala Lumpur

Organiser: Majlis Eksekutif Pelajar KTSN

Name: Elaine Khoong Shi Qing

Matric no.: A144737

Faculty: Faculty of Health Science (FSK)

Programme/Year: Speech Science/1st year

Position: Marketing Committee member (AJK Pemasaran)

A Brief Introduction to The ProgrammeThe Pesta Ang Pau (PAP) is an ongoing annual event that has been held in KTSN for the past 14 years. Years back, air tickets were really expensive and due to some other academics reasons, some of our students that originated from the other states, especially those from west Malaysia, were unable to travel home to have a reunion dinner or a Chinese New Year’s celebration with their families. For the Chinese, the New Year reunion dinner with our family is a very significant and dear event especially for those that are far away from their home town. The Chinese New Year reunion dinner was their chance to go home, back to where their love ones are. When we thought of the loneliness of our friends who could not return home to celebrate the Chinese New Year, the PAP was held to celebrate the Chinese New Year together with them, sharing warmth among the students and public. In the PAP this year, we plan to have various Chinese New Year exhibitions and decorations put up, dancing and singing performances and last but not least a drama that would depicts the spirit of Chinese New Year for everyone to enjoy.

Planning of the Activities/ProgrammeThe role of the marketing section in PAP is to generate sufficient revenue to be able to sustain all the cost required to organise and execute PAP. Following the successful financial model of previous PAP, one of the way PAP generate revenue is through the sales of dedication products, PAP t-shirts and badge. Due to a limited number of members in the marketing team, this year, it has been designated that the marketing team will be in charge of the sales of the dedication products while the sales of the PAP t-shirt and badge will be the responsibility of the souvenir section and the marketing team will only work to support the souvenir team in the sales of these t-shirt. Besides that, the marketing team is also responsible for organising a collection event called the Marketing Operation. Hence, in the report that follows, I will explain about the 2 main responsibility of the marketing team which is organising the marketing operation and the selling of the dedication products.

Marketing Operation:The marketing operation is an activity/event where members of the PAP would go out into shops

located in Kuala Lumpur to ask for donations of items that we would need for the PAP event. Some of the examples of item that PAP always need were stationaries, fabrics, decorations (Chinese lanterns, light bulbs) and etc. Besides helping to reduce our cost of operation for PAP, this marketing operation is also created as a platform for publicity to reach out to the public community. What the students will do during this marketing operation is to go shop by shop to ask for donation of any items and also to help spread by word of mouth, informing and inviting the general public to come and join us for our PAP event.

The duty of the marketing operation here is to organise and run this marketing operation from beginning till the end. Before the marketing operation can actually be carried out, there were many preparation jobs that first needed to be done by us. First and foremost, we started by gathering all necessary information and to chart out possible routes and places where students of PAP can go for item donations. The routes that we were looking for were mainly streets that can easily be reached by public transport so that PAP members can reach there easily and with many shops so as to increase the chances of getting a good harvest of donations. Among some of the areas that we decided on were Jalan Ipoh, Jalan Petaling, Chow Kit, Hang Tuah and etc. After mapping out the routes properly dividing the areas, our next job was to divide all the PAP members into various group to spread them out over the areas that was chosen to make the marketing operation more efficient. Getting feedback from each sub-unit of PAP on the items that they would need for PAP was also another job that the marketing unit needs to do so that we can compile a list of items that we can aim for during the marketing operation. Confirming the names of members that can join the marketing operation and obtaining their contact number were also part of our effort in ensuring that the marketing operation can be run as smoothly as possible.

When we finish sorting everybody into groups and appointed a leader for each group, we moved on to preparing all the materials and documents that the members will need for the marketing operation. Maps, list of contact number and also approval letter from the university were among some of the things

that the members of PAP will need for this marketing operation. Each group will be given an envelope that contains all these materials and documents. When all the necessary preparation jobs have been completed, we conducted a briefing for the members of PAP, telling them everything that they would need to know for the upcoming marketing operation. Altogether, the marketing unit held 2 briefing session: one session before each marketing operation to make sure that everybody is clear on what they need to do.

During the briefing, the members of the marketing team took turns to explain parts of the marketing operation to the PAP members and I was responsible to brief the members on how to approach a shop-owner to ask for donations. Teaching them to first introduce themselves, stating the university where they are from and also the purpose of them doing this item donation collection are some of the basic things that I taught. Besides that I was also in charge of guiding them on what to do if there were any emergency or sudden events that might happen when they are out there doing the marketing operation, giving them guidelines on how to handle any unexpected events (for example: someone getting injured or when someone is separated from the group)

On the first and second day of the marketing operation, after a brief gathering at the volleyball court, each group headed to their designated area at 7.30am in the morning. During the marketing operation, my group and I went shop by shop in our designated area to ask for items donations. At the end of the day we manage to collect many items needed for the PAP event. At 6pm, all groups headed back to KTSN to reassemble and to pass over the items collected from the marketing operation. The job of the marketing team here was to systematically gather all donated items collected by the members and to tabulate and record down these items and later distribute them equally to all sub-units in the PAP organisation. When all the items has been distributed, the marketing operation was successfully ended.

The pictures above showed some of the shops that my teammates and I went to during the marketing operation to ask for donation.

Dedication:Every year, the sales of the dedication product has been the main source of income for PAP,

contributing the most in helping PAP to generate the necessary revenue that it needs. The duty of the marketing team is to ensure that the sales of the dedication product would be as successful as possible, which means that we needed sell as many dedication products as we possibly can. I would like to first start by explaining a little bit about how the sales of a dedication product are done. The concept behind this dedication product is that these dedication products are actually gifts. A student will pay the marketing team for a dedication product, tell us who they want to give this dedication product to and we will help our client to deliver the dedication product to the person that they want to give it to. So what the marketing team is actually selling is not only the dedication product but also the delivery service. Besides that, we also provide cards for the client to write down messages with we will deliver together with the dedication product. (But our delivery is only limited to students of UKMKKL), hence the name dedication which means that the client dedicates a gift to someone.

The first thing that we did was to find out about the types of dedication that was sold during the previous years of PAP. Knowing this helps us to avoid selling the same type of dedication as this will be less appealing to the students. As members of the marketing team, we were faced with the challenge of coming up with new and innovated ideas for the dedication this year and to overcome this problem, we did many researches online and we also did a simple oral survey with our friends to know about their preference and interest. We also went to shops and did a market survey on the types of materials available in the market and their selling cost. After many thorough discussions together with many ideas coming from each member, we finally decided to sell dedications package consisting of chocolates and sweets and also sell Chinese dragonfly knot which we think is also profitable because it has a low cost of materials and it can safely be sold to Muslim and Non-Muslims students alike. Below is a copy of the flyers that the marketing team came up with after finalising the dedication products that we want to sell. We offer various packages of varying prices to accommodate for all range of customers.

Some of the items that was donated to PAP through the marketing operation.(Left: hairspray, stationary), (Right: Cloths)

The next thing that we needed to do was to distribute the order forms and flyers to everyone. In each different course, students from each year will receive a copy of the flyers and an order form for them to place their orders. We have also gotten the help of some other members of the PAP by asking them to be in charge of the collection of the order forms once it has been passed around to everyone and also to help us collect the payment for their respective courses for a more systematic payment system to avoid any financial losses and confusion.

When all the payments and order forms have been returned to us, the marketing team headed out to purchase the necessary materials needed to make these dedications product. While overjoyed at the overwhelming respond that we receive to our dedication sales (approximately 300 orders for package A, 37 orders for package B, 30 orders for package C, 80 orders for package D and 50 orders for package E) the marketing team is now faced with a new challenge to finish making/packing all the dedication products and sent it to their respective recipient before the PAP event which will be held on the 21/3/2014. Making the Chinese knot was especially difficult for us because these knots are actually handmade by ourselves to reduce material cost and to add a more special quality making it more appealing to the customers.

Working hard for many nights and with the help of many other members of the PAP, the marketing team manage to complete all the orders successfully before the 21/3/2014.

The other members of the marketing team and I doing a market survey on the materials and price.

Some pictures showing my other marketing teammates and I making the dedication package and the Chinese dragonfly knot

Pictures showing some of the completed dedication package and message.

Additional profit:During the marketing operation that was held on the 1/3/2014, one group manage to collect a bag

of unused but old cloths from a clothing shop owner and they were suggested by the shop owner to sell off these bags of clothes to make a little profit for PAP. As such, the marketing team decided to follow the shop owner’s suggestion and we opened a small stall at the walk way beside the Dewan Serbaguna on the 10/3/2014 and 11/3/2014 to sell off these clothes.

The stall that we set up at the walk way beside the Dewan Serbaguna