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VITHIYAH SANTARA SHEERAN

1091101410

BMM (HONS) IN MULTIMEDIA ADVERTISING DESIGN

AUGUST 02, 2012

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Table of Content

CHAPTER 1 PROJECT OVERVIEW 1.1 Introduction 1.2 Problem Statement and Issues 1.3 Objectives and Aim

1.3.1 Objectives 1.3.2 Aims

CHAPTER 2 PROJECT PROFILE

2.1 Product Name 2.2 Product Classification 2.3 Product Characteristics 2.4 Product Range 2.5 Distribution 2.6 Product Life Cycle 2.7 The Brand 2.8 Brand Image and Implication 2.9 Strength and Weakness

2.9.1 Strength 2.9.2 Weakness

2.10 Advantages and Disadvantages 2.10.1 Advantages 2.10.2 Disadvantages

2.11 Unique Selling Proposition (USP) 2.12 Promotional History and Advertising 2.13 Positioning Statement

CHAPTER 3 THE COMPANY

3.1 Company Overview 3.2 Business Description 3.3 Company History 3.4 Key People 3.5 Location and Subsidiaries 3.6 Brands, Major Products and Services 3.7 Corporate Aim/ Vision/Mission 3.8 Company’s Current Promotional Strategy 3.9 Product Sales’ History 3.10 Current Marketing Objective 3.11 Media Expenditure

CHAPTER 4 CONSUMERS AND STAKEHOLDERS 4.1 Current Consumers’ Characteristics

4.1.1 Demographics 4.1.2 Psychographics

4.2 Stakeholders’ Characteristics 4.2.1 Primary Stakeholders 4.2.2 Secondary Stakeholders CHAPTER 5 INDUSTRY AND MARKETPLACE

5.1 The Industry

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5.1.1 Definition of the Industry 5.1.2 Shape of the Industry 5.1.3 Development of the Industry

5.2 The Marketplace 5.2.1 Current Condition of the Marketplace 5.2.2 Changes in Marketplace CHAPTER 6 COMPETITIVE SITUATION

6.1 Direct Competitors 6.2 Indirect Competitors

CHAPTER 7 SWOT ANALYSIS

7.1 Strength 7.2 Weakness 7.3 Opportunity 7.4 Threats

CHAPTER 8 STRATEGIC TARGET AUDIENCE

8.1 Proposed Primary Target Audience CHAPTER 9 RESEARCH DEVELOPMENT

9.1 Marketplace Research 9.2 Market Observation 9.3 Online Survey 9.4 Interview

CHAPTER 10 PRECEDENT STUDIES

10.1 Advertising Strategy 10.2 Precedent Studies

CHAPTER 11 REFERENCES CHAPTER 12 APPENDICES

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1.1 Introduction

A major part of parenting is learning how to talk with children. Nowadays parents are

too busy making money and have less time to spend with their kids. Even on the short

period they have with their kids, parents usually yell and scold their kids for their

naughty behaviour or for other matters such as their education wise. Most of the

parents don’t even know how to talk nicely when it comes to a certain situation. Usually

the parents end up scolding and yelling their kids just because they want make their kids

to understand certain things.

The way parents talk to their child is important as the child will be behaving the same

like their parents when they talk to others. If parents use a polite and decent manner to

talk with their kids all the time, the kids will be talking in the same manner with their

friends and people surrounding them. At the same time, if parents did not use the right

way to talk with their children, children can act on the opposite of how they have been

advised.

Another big issue in parenting is when it comes to the big topics such as drugs, alcohol,

sex and sexuality, strangers, suicide, money and so on. Parents definitely need help to

talk about these issues to their kids. There are many social problems nowadays that are

happening to kids and teenagers. One of the reasons is that parents are not doing their

job well as a good parent. They do not know how to talk to their kids regarding topics

like this.

Hence, in this campaign, tips on talking to kids and how to start talking to them on the

big topics will be stressed. It is more to educate the parents how to handle their kids in a

good manner instead of using the old tactics such as shouting, scolding and nagging

them.

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1.2 Problem Statement and Issues

The main problem with most of the parents nowadays is that they tend to neglect their

children without their intention. Most of the parents spend almost the whole day trying to

work hard and earn money to save it as their savings. This is a good thing to do because

parents work hard to provide a good future for their children and family, but they also

should realise that money will not provide their children a good behaviour and love among

them. Problem occurs when the working parents have a very short time to spend with their

kids and the problem becomes worse when parents do not know how to manage the time

well with their kids. Another issue that is famous between parents are the “big” issues such

as sexuality and sex, drug, puberty, divorce, strangers, suicide, alcohol and many more.

Parents usually will feel uncomfortable to talk about these issues and most of them do not

know how to start the topic with their kids.

1.3 Objective and Aims

The focus of this object is to embed the proper way of communicating with kids into the

minds of parents. Awareness among the parents group will be raised regarding this issue

and hence they will pay more attention on their child and will be more concerned their kid’s

behaviour.

1.3.1 Objective

To educate the parents group by giving them tips and ways of communicating

with their children

Provide parents with simple steps on how to start communicating with their child

and on how to make a close bond between them.

Have a promotional booth in shopping malls to promote the campaign.

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1.3.2 Aims

The ultimate goal of this campaign is to deliver the proper communication methods

between parents and children and hence reduce the number of miscommunication

between them.

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2.1 Product name

Talk to your Kids

2.2 Product Classification

Public Service Awareness Campaign

2.3 Product Characteristics

Talk to your Kids serve as a public service awareness campaign that aims to deliver the

proper communication methods between parents and children.

2.4 Product Range

A public service awareness campaign will normally consist of a series of activities that aims

to educate, to inform and to deliver certain message with a positive value. Promotional

booth and exhibition will be conducted, television and radio commercial will be broadcasted

in order to reach the targeted audience. Collateral items such as poster, brochure and flyer

will be distributed as announcement purposes. Official website, blog and social media

network are very important as well as they can reach many audience in a short time.

2.5 Distribution

Talk to your Kids campaign is direct distribution because the campaign is directed straight to

the target audience. Talk to your Kids campaign will normally be held in shopping malls

where most of the parents gather. Shopping malls are one of the hotspot for this campaign

because usually families will be going out together for an outing or shopping to malls during

weekends and holidays. Furthermore, in conjunction with the ever evolving world of

internet and computers, distribution channel such as social media, website, TV commercial

and radio FM are used as well. The commercials will also be broadcasted in the public

transportations such as train, bus and commuters.

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2.6 Product Life Cycle

2.7 The Brand

“Talk to your Kids” is a public service awareness campaign that aims to rise up public

awareness and attention on the kids. The main purpose of this campaign is to deliver the

proper methods of communication between parents and kids. Parents will be provided with

tips on talking to kids regarding big issues, how to start these kinds of topics with the kids

and also how to create a close and strong bond between parents and kids will be shared

with throughout the campaign. In order to reach the targeted audience, “Talk to your Kids”

will be organized in shopping complex where families gather together. Besides that, “Talk to

your Kids” campaign also conducted through website and social media networks which can

reach wider audience in a short time. “Talk to your Kids” campaign should be taken seriously

because there are many parents out there who might need our help to communicate with

their kids.

2.8 Brand Image and Implication

“Talk to your Kids” campaign is usually being neglected as most of the campaign about

parenting is not direct to problems like this. This campaign is different from others because

this campaign is straight to the problem faced by the parents. People used to take lightly in

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Sales

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this issue, wrong perception such as it’s unnecessary for them to involve when they are fine

with their kids and sometimes parents neglect this campaign because they do not have time

to involve in such things. These are the reasons why some parents have problem in handling

their kids. Sometimes parents neglect everything except money by thinking that money is

everything for their kids. There are many brands outside there trying to provide many tips

on bonding with kids at the earlier stage itself before it’s too late. The brands are usually

baby care products. All the attempts that are taken show that this type of campaign is still

under growing stage.

2.9 Strength and Weakness

2.9.1 Strength

Informative.

Solves problem faced by many parents.

Interactive activities in an educating mode.

Financially supported by both the government and private party

Promotional items are available for sale

2.9.2 Weakness

Boring.

Time consuming to influence target audience to take part in the event.

Not supported by the typical parents who are most likely trying to avoid the “BIG”

topics.

2.10 Advantages and Disadvantages

2.10.1 Advantages

Parents will be provided with informative tips on how to talk with their kids.

A number of talks will be held at the campaign’s promotional booth that will be held

at the selected shopping malls.

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Social media, Facebook will be used to promote the campaign because it can reach

wide audience in a short time.

2.10.2 Disadvantages

Parents will be getting a lot of information in a short time. This may lead to

confusion in them on which steps should be taken first.

2.11 Unique Selling Proposition (USP)

“Talk to your Kids” campaign is a public service awareness campaign that embeds a clear

message and also provides informative tips for the parents group regarding ways of

communicating with their child.

2.12 Promotional History and Advertising schedule.

Exact promotional history and advertising schedule couldn’t be found for this kind of “Talk

to your Kids” campaign. The timeline of promotional activities are stated below which is

taken from the other indirect campaigns.

“Kami Prihatin” Campaign , 8 April 2010

“Utamakan Keluarga” Campaign, 2003

“Keluarga Bahagia” Campaign, 9 August 2001

2.13 Positioning Statement

“Talk to your Kids” campaign is a public service awareness campaign that embeds a clear

message on the parents’ mind regarding ways of communicating with their child.

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3.1 Company Overview

Faber-Castell Malaysia was established in 1978 and it commenced production of natural

rubber and PVC-FREE erasers back in 1980. Over the course of the years, it developed into

one of the largest eraser manufacturer in the world producing over 500 million pieces of

erasers a year. In 1993, a new factory was built in Subang Jaya near Kuala Lumpur. Apart

from being the first producer in Malaysia to manufacture writing instrument with GEL

technology, this production facility started manufacturing refillable markers and highlighters

in 2010 in addition to erasers.

Keeping up with the company's philosophy of being innovative and competent, Faber-

Castell Malaysia achieved many recognized certifications such as the ISO 9001, ISO 14001

and SIRIM and many more. In addition, Faber-Castell Malaysia had also been selected as the

SUPER BRAND in 2002 for stationery industry in the country besides being the Official

Supplier for stationery products to the 16th Commonwealth Games held in Kuala Lumpur in

1998. Owing to its excellent innovation in product development, Faber-Castell Malaysia won

the ISPA award in 2007, and the iF Design and Promotional Gifts Award 2008 for the Sleeve

eraser. In addition, it also won the PBS award in 2008 for its Kosmo eraser.

To cope with its rapid development, Faber Castell Malaysia moved into its latest factory in

Sept 2002. Officiated on Now 13, 2002, one of the factory's special features is the Pencil

Tower housing Malaysia's Tallest Pencil.

Faber-Castell is also the first company in the stationery business to agree to a social charter

that serves as a guiding principal for our staff welfare. In Malaysia a collective agreement

was signed between its staff union and Faber-Castell Malaysia on October 11, 2004.

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3.2 Business Description

Faber-Castell is one of the world's largest manufacturers of pens, pencils, other office

supplies such as staplers, slide rules, erasers, rulers and art supplies, as well as high-end

writing instruments and luxury leather goods. It operates 14 factories and 20 sales units. Six

in Europe, four in Asia, three in North America, five in South America, and one each in

Australia and New Zealand. The Faber-Castell Group employs a staff of approximately 7,000

and does business in more than 100 countries.

Although its production began in Germany, only some of its premium pens are still

manufactured there. Most of the company's consumer products are made in Brazil. Faber-

Castell USA is headquartered in Cleveland, Ohio, and is part of the global network of Faber-

Castell companies operating in countries such as Australia, Brazil, and Malaysia.

3.3 Company History

Faber-Castell Malaysia was established in 1978. Over the course of the years, it developed

into one of the largest eraser manufacturer in the world producing over 500 million pieces

of erasers a year. In 1993, a new factory was built in Subang Jaya near Kuala Lumpur. Apart

from being the first producer in Malaysia to manufacture writing instrument with GEL

technology, this production facility started manufacturing refillable markers and highlighters

in 2010 in addition to erasers. Faber-Castell Malaysia achieved many recognized

certifications such as the ISO 9001, ISO 14001 and SIRIM and many more. In addition, Faber-

Castell Malaysia had also been selected as the SUPER BRAND in 2002 for stationery industry

in the country besides being the Official Supplier for stationery products to the 16th

Commonwealth Games held in Kuala Lumpur in 1998. Owing to its excellent innovation in

product development, Faber-Castell Malaysia won the ISPA award in 2007, and the iF Design

and Promotional Gifts Award 2008 for the Sleeve eraser. In addition, it also won the PBS

award in 2008 for its Kosmo eraser. To cope with its rapid development, Faber Castell

Malaysia moved into its latest factory in Sept 2002. Officiated on Now 13, 2002, one of the

factory's special features is the Pencil Tower housing Malaysia's Tallest Pencil. Faber-Castell

is also the first company in the stationery business to agree to a social charter that serves as

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a guiding principal for our staff welfare. In Malaysia a collective agreement was signed

between its staff union and Faber-Castell Malaysia on October 11, 2004.

3.4 Key People

Faber-Castell owes its strong and impressive presence in Malaysia to Mr. Toh Yan Peng who

co-founded the Faber-Castell company in Malaysia in 1978. Since then, he has also been

made the Managing Director for the Asia Pacific region and sits in its global board of

management

From producing erasers since 1978, Mr. Toh is also instrumental in making Faber-Castell the

first producer of pens with GEL technology in Malaysia.

With the strong guidance and excellence leadership of Mr. Toh, Faber-Castell Malaysia won

many international awards and certifications such as the: International Stationery Publishers

Award (ISPA), iF Design Award, Promotional Gifts Award, PBS Award, ISO 19001, ISO 14001

and many others.

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Progressing aggressively from its humble beginnings, Mr. Toh's continuous strive for

excellence has put Faber-Castell Malaysia on the world map as the regional headquarters

and supply centre for Faber-Castell's Asia Pacific operations.

3.5 Location and Subsidiaries

A.W. Faber-Castell (M) Sdn. Bhd. (40619-U)

9, Jalan TP2, Taman Perindustrian Sime UEP, 47600 Subang Jaya, Selangor, Malaysia Tel: 603-8024-6363 Fax: 603-8024-7886

Faber-Castell boutiques not only feature refined, dexterously crafted writing implements;

like the Graf Von Faber-Castell, Faber-Castell, and Porsche Design collections; but also high

quality, art and graphic products for hobbyists, art students, and professionals. In Malaysia,

Faber -Castell boutiques are located in Mid Valley City, Sunway Pyramid and KLCC.

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Lot K45, Level 4 Suria KLCC, Kuala Lumpur City Center, 50088 Kuala Lumpur. Tel : +603-2031 8700 Fax : +603-2031 8701

S-033 Second Floor, Mid Valley Megamall, Lingkaran Syed Putra, 59200 Kuala Lumpur.

Tel : +603-2284 3887 Fax : +603-2284 088

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Lot LG 1.125, Lower Ground One, Sunway Pyramid Shopping Mall, No. 3, Jalan PJS 11/15, Bandar Sunway 46150, Petaling Jaya, Selangor.

Tel : +603-5636 6330 Fax : +603-5696 6331

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3.6 Brands, Major Products and Services.

There are five types of products that Faber Castell own. There are “Playing and Learning”,

“Art and Graphic”, “General Writing and Marketing”, “Technical Drawing” and “Premium

Writing and Gift”.

PLAYING AND LEARNING

Playing and Learning is a product made specifically for children. The products are in a range

of drawing and handicraft products for children aged from three to approximately 12 years.

This global product range is produced at different locations of the FABER-CASTELL group and

sold worldwide.

BLACKLEAD PENCILS

TRI-GRIP 2B PENCIL

Thicker lead for faster shading speed · SV bonding to prevent breakage · Darker 2B lead

1323 PENCIL HB / 2B

High quality pencils · Impacts-resistant thanks to SV bonding

MECHANICAL PENCILS

GRIP MATIC 1378 / 1379

Same as Grip matic 1375 but with tinted pastel colour barrel · 4 attractive tinted colours barrel: orange, pink, blue and green · 2 line widths: 0.5 mm and 0.7 mm

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Fitted with eraser · Ergonomic triangular barrel · Retractable sleeve · 4 attractive barrel colours: white, pink, turquoise and purple · 2 line widths: 0.5 and 0.7 mm

Extendable eraser · Retractable sleeve · 4 attractive Ice barrel colours: yellow, red, blue, green · 2 line widths: 0.5 mm and 0.7 mm

Same features as Tri Click 1360 Mechanical pencil · Pastel colour clip and front cone · 4 attractive tinted pastel barrel colour: yellow, red, blue and green · 2 line

widths: 0.5 mm and 0.7 mm

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For general writing · Intense black lines · Neat and tidy refilling due to the oractical filler nose · 60 mm length leads · 20 leads in tube · 2 line widths: 0.5 mm

and 0.7 mm

SHARPENERS

With a built-in sharpener · Pencil extender · Pencil protector with clip · Available

in: red, blue and black

Single-hole plastic sharpener · 3 colours: red, blue and black

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Single-hole sharpener with protect sleeve · For standard pencils · 3 colours: red,

blue and black

Single-hole sharpener with protect sleeve · For standard pencils · 4 pastel

colours: orange, pink, blue and green

Single-hole sharpener · For standard and jumbo pencils · 4 pastel colours: orange,

pink, blue and green

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For normal blacklead and colour pencils · Comfortable rubberized grip zone for

better grip control · Comes with waste container · 4 pastel colours: orange, pink, blue and green

For round, triangular and hexagonal standard pencil 8 mm in diameter · Fitted with a durable sharp blade and a waste container · With desk clamp · Printed

with Parrot design · 4 assorted trendy colours

Same as Pencil Sharpener 1821 but sharp for round standard pencils 8 mm in

diameter · 4 assorted trendy colours: yellow, red, blue, green

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For round, triangular and hexagonal standard pencil 8 mm in diameter · Handle

can be tucked in for easy storage · Fitted with a durable sharp blade and a waste container · With desk clamp · 4 colours: red, green, blue and pink

For round, triangular and hexagonal standard pencil 8 mm in diameter · Fitted

with a durable sharp blade and a waste container · With desk clamp · 4 colours: red, green, blue and pink

ERASERS

Ideal for blacklead pencils · PVC-Free · Safe to use · Shaped for better grip control · Clean erasing · Individually packed in polybag (except for blister packaging) · 3

colours: white, red and blue

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Ideal for blacklead pencils · PVC-Free · Safe to use · Shaped for better grip control · Clean erasing · Individually packed in polybag (except for blister packaging) · 3

colours: white, red and blue

Ideal for blacklead pencils · PVC-Free · Safe to use · Shaped for better grip control · Clean erasing · Individually packed in polybag (except for blister packaging) · 3

colours: black, red and blue

Ideal for blacklead pencils · PVC-Free · Safe to use · Shaped for better grip control · Clean erasing · Individually packed in polybag (except for blister packaging) · 3

colours: white, red and blue

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Ideal for blacklead pencils · PVC-Free · Safe to use · Shaped for better grip control · Clean erasing · Individually packed in polybag (except for blister packaging) · 3

colours: black, red and blue · Protective sleeve against dust

Same as Sleeve Mini 18 24 10 & 18 24 11 but in fluorescent colour eraser · 4

colours: orange, pink, blue and green

Same as Dust-Free 7086 but eraser in pastel colour · 4 pastel colors: orange, pink,

blue and green

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Same as Dust-Free eraser 1871 but in black colour and different shape · Excellent

break resistant - 13.5 mm thickness provides firmer control and erasing smoothness

Eraser cap for pencils · PVC-Free · Protection of the lead tip · Individually packed

in 2pcs · Eraser length 40 mm & inner diameter 7.3 mm

Ergonomic triangular shape. Minimise stress on child's hand · Breakage resistant.

Reduce wastage of useable eraser · PVC-Free · Eraser length 90.5 mm and thickness 14.5 mm

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3 different shapes · Ideal for blacklead pencils · PVC-Free · Conforms to EN71

standards · Shaped for better grip control · 4 colours: yellow, red, blue, green

3 assorted barrel colours: red, blue, green · Hangsell pack with one spare refill

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WATER COLOUR PENCILS

CLASSIC COLOUR PENCILS

TRIANGULAR PENCILS

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Ideal for drawing and sketching

Fine point

Child safe ventilated cap and non-toxic

Brilliant colours

Ideal for kids 3 years and above

Available in pack of 12's (154312), 20's (154320) and 30's (154330)

in 1 twin tip marker.

Brilliant colours make your drawing looks superb

nib points colouring

12 colour pens gives 24 brilliant colours

Also available for box of 6 for 12 brilliant colours

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Round shape - diameter 8.0mm

Food grade colours

Non-toxic crayons with polyethylene - safe for children

Water resistant and clean

Individually paper wrapped to help prevent breakage

Light fast

Smooth flow and texture

Suitable for children from 3 years old

Available in cardboard box of 12's (122412), 18's (122418) and 24's (122424)

Non-toxic with Polyethylene wax

Chunky size - diameter 11.0 mm for easy handing by young children

Individually paper wrapped

Water-resistant and clean

Light fast

24 smooth rich colours

Suitable for children from 3 years old

Packed in cardboard boxes of 12, 18 and 24

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COLOURING SETS

GRIP STATIONERY SET (110313)

12 Tri-Grip colour pencils

12 Colour Pens

1 Tri Click mechanical pencil

1 Click ball pen

2 Tri-Grip 2B pencils

1 Polymer lead tube

2 PVC-Free Eraser Caps

1 PVC-Free Eraser

1 Sharpener

JUNIOR STATIONERY SET (110310)

12 Colour Pens

12 Watercolour Pencils (short)

1 Tri Click mechanical pencil

1 Click ball pen

1 Tri-Grip 2B pencil

1 Polymer lead tube

2 PVC-Free Eraser Caps

1 PVC-Free Eraser

1 Sharpener

CLASSIC COLOUR COLLECTION (119925)

12 Classic colour pencils

16 Wax crayons

1 Tri Click mechanical pencil

1 Click ball pen

1 Tri-Grip 2B woodcase pencil

1 Plastic ruler

1 Polymer lead tube

1 Eraser Cap

1 Dust-Free eraser

1 Scissor

1 Sharpener

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TRI-GRIP GIFT SET (119955)

12 Tri-Grip colour pencils

16 Smart crayons

1 Tri Click mechanical pencil

1 Click ball pen

2 Tri-Grip 2B woodcase pencil

1 Plastic ruler

1 Polymer lead tube

2 PVC-Free Eraser Cap

1 Grip 2001 PVC-Free eraser

1 Sharpener

STUDENT SET (119902)

1 1323-2B Pencil

1 Tri Click mechanical pencil

1 Click ball pen

1 Sharpener

1 Polymer lead tube

1 Plastic ruler

EXAMINATION SET (119903)

3 Tri-Grip 2B pencils

2 True Gel pens

2 Click ball pens

2 PVC-Free Eraser Caps

1 Dust-Free Eraser

1 Sharpener

1 Ruler 15 cm

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ART & GRAPHIC

PITT MONOCHROME ARTISTS' PENCILS

Rich in pigments and very resistant to fading Especially suitable to fine filigree work The oil-free (pastel) leads should only be sharpened with a sharp knife

Rich in pigments and very resistant to fading Squarecross-section, 83mm long Ideal for large areas, or filigree details

PITT charcoal sticks of the highest quality One of the oldest drawing materials in existence PITT natural charcoal is made by carbonising resin-free twigs under

exclusion of air For uniform deep black lines Available in 4 different diametres

A 12mm thick graphite stick of the same quality as the leads in a CASTELL 9000 graphite pencil

For large areas Available in 4 grades of hardness

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Thick graphite leads with a protective coating for clean handling Suitable for expressive shading of large areas Can be sharpened like a regular pencil Available in 4 grades of hardness

Complete and attractive office sets for writing, drawing and sketching. Also excellent as gift

Knead able eraser for cleaning blackleads and also used to lighten charcoal and pastel works.

Each eraser is cellophane wrapped with EAN CODE Assorted colour : grey, yellow, red and blue

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With stainless steel point For water-soluble ink Precise, reliable, and very easy to use Line width marking and ISO colour code Suitable for ink cartridge or refillable reservoir

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For college and office Case with slots for the pens Transparent lid can be locked at 110 degrees or removed Non-slip feet

In worldwide use for many years Ligh-fast, non-smudge, waterproof and quick-drying Good adhesion and excellent covering power For drawing on drawing paper Colour: black

Ideal for writing, drawing and sketching Pigmented ink Waterproof Lightfast Suitable for use with rulers and stencils Long, metal clad tip Ergonomic grip zone Metal clip Available in 8 line widths individually or in wallets of 4

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For drawing irregular curves, double ink bevels

Machine-tuned engraved Special plastic 2 coloured grovew 30 cm in lenght 6 graduations

Special plastic - Astralon 5 pieces - 10 graduations Leather sleeve protractor 15cm in length

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Transparent acrylic materials Metal clamp screw for setting Magnified lens

Double guide grooves for smooth operation of the parallel ruler The paper clamp bar grips one or more sheets firmly; easy to release and

reclamp The parallel ruler can be operated one-handed at any position; ideal for

left-handed people

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Broad paper clamp Helpful scales on the board and the parallel ruler; ruler with 72x and 42x

lines for isometric drawing Scale for setting compasses, with hole for the point Stop/go 'traffic light' indicator Finger lift on both sides of the parallel ruler Stops at each end of the guide grooves Made of high-impact plastics material; light-weight and extra-stable Non-slip rubber feet on the underside

GENERAL WRITING AND MARKING Successful management has a lot to do with the myriad small things associated with company leadership. Apparently trivial issues such as the quality of writing and drawing equipment can often have decisive influence on employees’ results. Apart from quality, the functionality, environmental compatibility and, of course, the price/performance ratios are key issues when selecting the right pencils and materials. By constantly striving for products that stand out alone, Faber-Castell has achieved a leading position in the market, especially in the development of future-oriented technologies for refillable products.

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PREMIUM WRITING AND GIFT

Graf von Faber-Castell

Design

CREATIVITY FOR KIDS

Creativity for Kids (CFK) is a crafts project from the United States that allow kids to create,

explore, imagine and pretend. These kits have been around since 1976. It provides kids with

exceptional quality creative experiences to encourage kids’ natural creativity, foster

problem solving skills in a fun way, cultivate kids’ curiosity and express themselves in

original & unique way.

Designed for beginners of all ages and interest, these kits minimize the mess and maximize

the fun!

Ages 3 and above

Perfect for little crafters, this 15" tall, semi-assembled doll comes ready to decorate. Choose her hair color and then embellish her dress with fun peel and press felt shapes.

This no sew, no mess, super-soft doll makes a perfect travel companion and a great bedtime buddy.

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Ages 3 and above

Going to a slumber party, dance class or Grandma's house? Carry all of your essentials in this cute pink canvas tote bag.

In a hurry? This quick, no-mess craft includes peel and stick felt shapes, self-adhesive pom poms and trendy ribbon.

Add your name to the designer label and your tote is ready to go. High quality tote bag measures 13.5" high x 10.5" wide.

Ages 5 and above

Having a pirate party? Just assemble and paint your own wooden pirate ship model.

Article code : 1475

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Ages 5 and above

Great for parties! Paint 4 planes, let them dry and make them fly!

Ages 5 and above

Use amazing air-dry clay to turn 3 plain trinket boxes into "looks-almost-good-enough-to-eat" treats.

Boxes measure 2 3/4" x 1 3/4".

Includes: 6 colors of soft-as-a-cloud clay, trinket boxes, clay crafting tools, glue and glitter glue and great ideas!

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Ages 6 and above

Paint 5 chubby wooden flowers with super-strong magnets embedded in the back.

Article code : 1463

Ages 6 and above

Decorate two petite and sweet bobble heads and add them to your bobble head collection.

Article code : 1470

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3.7 Corporate Aim/ Vision/Mission

Faber-Castell aims to be the best stationary product company in the product categories and

market segment that it chooses to be in. This will be achieved by building Faber-Castell as a

trusted brand that delivers innovative quality products with outstanding consumer service.

3.9 Company’s Current Promotional Strategy

1. Roadshows

Road Cruisers from 98.8FM Radio Station was invited to pull the crowd nearby and

within Bukit Bintang area to their event place at Pavilion. Wednesday, September 21,

2011.

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Faber-Castell 250th Anniversary Roadshow – Kuantan, 14 - 16 October 2011

250th Anniversary Roadshow – Penang, Penang Queensbay Mall, 24th - 27th

Nov 2011

2. Contest and Projects

Tree Planting Project in Melaka, July 27, 2011

Colour Grip Contest November 1, 2011 - January 31, 2012

Faber-Castell Grip Concept Counting Contest & Closing in Pavilion

Colour the Castle of Your Dreams Colouring Contest - North Region,

December 6, 2011

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3.10 Product Sales’ History

The information was not available since the company feels that it is highly private and

confidential.

3.11 Current Marketing Strategy

3.11.1 Short Term Marketing Strategy

Continue to expand the Faber Castell brand into greater varieties and categories.

Improve the products that suits the users (students)

3.11.2 Long Term Marketing Strategy

Increase the number of Faber Castell Boutiques in the northern side of Malaysia

3.12 Media Expenditure

Faber Castell Malaysia has spent many money in doing advertisements and promotions.

Recently they had many road shows to promote their 250th anniversary in many places in

Malaysia such as Penang, Bukit Bintang and also Kuantan. They also had spent on doing

newspaper advertisement and television commercials on their new products.

Faber Castell Malaysia had also been doing radio advertisements but mostly the

advertisement is in Red FM and in English language.

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This is a television commercial of Faber Castell Malaysia in 2008

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4.1 Current Consumers’ Characteristics

4.1.1 Demographics

Age

25 to 40 years old

Gender

Female and Male

Education

Secondary School and above

Occupation

White collar and Blue collar

Income Range

RM 800 and above

Race and Ethnicity

All races

Geographical Location

Urban areas

4.1.2 Psychographics

Perception

Parents feel like the campaign is a boring and not worth to take part

Learning

The targeted group audience normally learnt about the campaign from television

programmes and also form their research on the internet

Motivation and Needs

Parents are facing with many problems with their children because of lack of

communication between them. Hence to find a solution, they can come and get

involved in this campaign.

Attitude and Personality

Busy and Materialistic

Lifestyles

Lack of socialization and Modern

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4.2 Stakeholders’ Characteristics

4.2.1 Primary Stakeholders

Society is the main stakeholder as they are the people who can stand together to

solve this kinds of issues.

Children who are in the age of understanding this campaign can also make their

parents to attend the campaign.

4.2.2 Secondary Stakeholders

Friends have great influence on each other. Friends who are with the correct and

positive understanding on the parenting about ways of communicating with kids will

benefit each other.

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5.1 The Industry

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5.1.1 Definition of the Industry

Manufacturing is known as the use of machines, tools and labor to produce goods that can

be used or sale. The manufacturing process is a process that converts raw

materials, components, and parts into finished goods that meet the expectation of the

customer. With the development of society, economic and technical culture, the living and

consumption level of people in Malaysia continuously rises. One of the important industries

under manufacturing that is important nowadays is the stationery industry. Stationery has

historically meant a wide gamut of materials such as paper and office supplies, writing

implements, greeting cards, glue, pencil case and many more.

5.1.2 Shape of the industry

Stationery Industry is a very diverse group of business usually associated with schools,

universities, and office and also plays an important role in working of any organization

across the globe. Stationery includes paper stationery which comprises of a vast collection

of products like exercise books, note books, stitch, glued & tape pads, refill pads, flap over

pads, subject books, and plastic cover books and so on.

Revolution for these products has come to birth from the past few years majorly in

developing nations and it's having immense value in terms of export and import. It is

expected that Stationery industry has a flourishing future in it's coming year . To achieve this

objective, one can actually see that how acceptance of Internet technology has opened

plethora of opportunities of sourcing the desired supplier in any part of the world.

Falling under the category of Small and Medium Enterprises in majorly most of the

countries, this sector has lot to offer in terms of employment, tax revenues, it can be an

important source of new innovative products, extensive local knowledge of resources, and

can be a major service provider to the larger organizations. However, this sector like other

sectors have certain bottlenecks which hinder the growth of this sector like Burdensome

regulatory frameworks, Lack of tax incentives and subsidies, Absence of investor-friendly

environment, Lack of access to finance, Lack of capacity-building programs and inadequate

provision of vocational training.

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5.2 The Marketplace

5.2.1 Current Condition of the Marketplace

The current condition of the marketplace for this type of parenting campaign is still in the

introduction level. This is because, in Malaysia there were no campaigns relating to

parenting that targets only the parents group. Indirect campaigns that are related to this

kind of campaigns are the one that Malaysia government had done before. Those

campaigns are “Utamakan Keluarga Campaign”, “Kami Prihatin” Campaign and also

“Keluarga Bahagia” Campaign. These campaigns are targeted to all Malaysians to be loving

and caring towards their families.

Furthermore, this “Talk to your Kids” campaign is something new and has not been done in

Malaysia before. The scope of this campaign is only the parents but the final output is

related to the communication and the relationship between their child and themselves.

5.2.2 Changes in Marketplace

Positive changes

The beginning of this campaign will be the benchmark for the coming next parenting

campaigns in Malaysia.

Negative changes

Since last time in Malaysia, Family campaigns are one of the famous campaigns. The

beginning of the new parenting campaign will bring a change in the tradition of doing family

campaigns.

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6.1 Direct Competitors

The Awesome Power of Nurturing- Van Buren Intermediate School District, Michigan

This short public service annoncement (PSA) was commissioned by the Early Childhood

Initiative of the Van Buren Intermediate School District in conjunction with the Van Buren

and Cass County Health Departments. This PSA is one of 12 PSAs we produced to illustrate

key issues in early childhood parenting, emphasizing good parenting skills. The PSAs were

inserted into episodes of the Reading Rainbow TV program and distributed to the waiting

rooms of health care facilities in the two county area. New parents, their children and soon-

to-be parents were entertained by the Reading Rainbow programs and enlightened by the

concepts presented in the PSAs.

Parent Involvement PSA by Prevent Child Abuse-New Jersey

This is a campaign done in New Jersey targeting parents group just like the “Talk to your

Kids” campaign. Recognizing the benefits of inviting parents as partners in their child's

education in New Jersey, Governor Jon Corzine issued a proclamation declaring October as

Parent Involvement Month. With this proclamation, the New Jersey State Parent

Information and Resource Centre (NJPIRC), a program of Prevent Child Abuse-New Jersey,

acknowledges that parental involvement is a vital predictor of student achievement in

school and the important role parents play in shaping the lives of families and communities.

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6.2 Indirect Competitors

“Kami Prihatin” Campaign

This campaign was launched based on a collaborative effort between the ministry, Utusan

Malaysia, Astro and employees. The ceremony was officialised by YB Senator Dato 'Sri

Shahrizat Abdul Jalil, Minister of the ministry on 8 April 2010

The purpose of the campaign was to increase awareness among the people to be more

appreciated and loved babies and children. It was also to raise public awareness about the

symptoms of child abuse and abandoned babies in Malaysia.

“Utamakan Keluarga” Campaign

Ministry of Women, Family and Community has a vision that through this campaign which

was by making all Malaysians to appreciate and be aware that the family should be given

priority. This campaign was launched in 2003.

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“Keluarga Bahagia” Campaign

The purpose of the campaign is to provide moral and religious upbringing, to monitor the

movement of children since they were young and also to understand and attempt to resolve

the problems of children. This campaign was launched by Datuk Seri Abdullah Bin Haji

Ahmad Badawi at Mandarin Oriental Hotel on 9th August 2001.

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Strength Weakness

Informative.

Solves problem faced by many

parents.

Interactive activities in an educating

mode.

Financially supported by both the

government and private party

Promotional items are available for

sale

Boring.

Time consuming to influence target

audience to take part in the event.

The campaign is also against the

culture or lifestyle of some parents

because some parent's feel that

talking to their kids regarding big

issues such as sex and sexuality are

not a comfortable discussion topic

between them and their child.

Opportunity Threats

Festive, School and public holidays.

First parenting campaign in Malaysia

No competitors

Promote the campaign by using

social media network.

Not many people might spend

time taking part in this campaign.

Being ignored by parents group.

Cannot identify or determine the

correct target audience because

only some parents are having this

kind of problem.

7.1 Strength

The whole campaign would be informative because from the beginning till the end of

campaign.

The informative campaign also solves many problems that are faced by many

parents.

For the parents who attend the campaign with young children, they can leave their

kids in a small activity room where many interactive activities will be held by the

sponsor.

The campaign is financially supported by both the government and private party.

The government party is The Ministry of Women, Family and Community

Development. Meanwhile the private party is the Faber-Castell Malaysia.

Promotional items are available for sale.

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7.2 Weakness

Many people assume that this kind of campaign would be boring and decides not to

involve in it without coming to the campaign.

Time consuming to influence the target audience to take part in this event. Hence

the campaign’s promotion and advertising should be strong.

The campaign is also against the culture or lifestyle of some parents because some

parent's feel that talking to their kids regarding big issues such as sex and sexuality

are not a comfortable discussion topic between them and their child.

7.3 Opportunity

The campaign will be held during Festive, School and public holidays which would be

the days where everyone will be on leave.

First parenting campaign in Malaysia. Previous campaigns were all related to family.

No competitors for this type of campaign.

Promote the campaign by using social media network such as Facebook, YouTube

and Twitter and Foursquare.

7.4 Threats

Not many people might spend time taking part in this campaign since many people

believe they already know all the information on parenting.

Being ignored by parents group because for them the campaign is something normal

and nothing new about it.

Cannot identify or determine the correct target audience because only some parents

are having this kind of problem.

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8.1 Proposed Primary Target Audience

8.1.1 Demographics

Age

35 to 45 years old

Gender

Female and Male

Education

Secondary School and above

Occupation

White collar and Blue collar

Income Range

RM 800 and above

Race and Ethnicity

All races

Geographical Location

Urban areas

8.1.2 Psychographics

Perception

Parents feel like the campaign is a boring and not worth to take part

Learning

The targeted group audience normally learnt about the campaign from television

programmes and also form their research on the internet

Motivation and Needs

Parents are facing with many problems with their children because of lack of

communication between them. Hence to find a solution, they can come and get

involved in this campaign.

Attitude and Personality

Busy and Materialistic

Lifestyles

Lack of socialization and Modern

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9.1 Marketplace Research

9.1.1 Shopping Complex

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Pictures below are taken in Berjaya Times Square. As you can see, in Times Square there is a theme park which is one of the reason where mostly family come with their children.

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Pictures below are taken in Jusco, Equine Park. As you can see, in this shopping mall there are many parents with kids coming to the mall.

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9.2 Market observation

Market observation was conducted at 14 July 2012, Saturday around 11am in Times Square

and at 6pm in Jusco, Equine Park. During the lunch hour at Times Square, i noticed that there were many families with small child and teenager in food and beverages section. Later on i saw many children in the theme park area inside the mall. This shows that Times Square is a place where most family choose to come on weekends. Meanwhile in Jusco, Equine Park there are many parents who bring their children together with them to make some grocery shopping and also to eat dinner in fast food restaurants.

9.3 Online survey

A set of questionnaire was distributed online to people who are between the ranges of 25 to 50 years old. The data collected was analysed and the results are shown below.

What is your gender?

Male 13 48%

Female 14 52%

What is your age?

25 to 34 9 33%

35 to 44 4 15%

45 to 54 13 48%

55 to 64 1 4%

Marital Status

Single 6 22%

Married 20 74%

It's complicated 1 4%

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Do you have kids?

0 - 1

6 22%

less than or 3

16 59%

less than or 5

5 19%

more than 5

0 0%

What is your monthly income?

RM 1000 - RM 2000

7 26%

RM 2000 - RM 4000

11 41%

RM4000 - RM 6000

4 15%

RM6000 and above

5 19%

Please state your ethnic group?

Malay

8 30%

India

13 48%

Chinese

6 22%

Other

0 0%

Where do you live?

Urban

26 96%

Rural

1 4%

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How much do you love being with kids?

1 - Hate being with

Kids

0 0%

2

0 0%

3

3 11

%

4

8 30

%

5 - Love them so much! 1

6

59

%

Are you aware that the way you talk to your

child teaches him how to talk to others?

Yes

25 93%

No

2 7%

How good are you in handling your children?

1 - Very Bad 0 0%

2

1 4%

3

9 33%

4

15 56%

5 - Very Good 2 7%

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Do your kids listen and understand what you are

trying to say to them at the first time itself?

Not at all

1 4%

Sometimes

23 85%

Yes

3 11%

Have you involved in any campaigns before?

Yes

1 4%

No

26 96%

If there is any Public Service Awareness (PSA)

campaign related to parenting, would you join

it?

Yes

1

1

41

%

No

2 7%

Will think

about it

1

4

52

%

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Do you think that the parenting campaign is

important to be done?

1 - Strongly

Disagree

0 0

%

2

0 0

%

3

8 30

%

4

1

3

48

%

5 - Strongly

Agree

6 22

%

Are you aware that there are almost 25 ways

that can be used to talk to your child?

Yes

2 7%

No

25 93%

Have you talked to your child about the "BIG

issues" before?

Yes

12 44%

No

15 56%

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Number of daily responses

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9.4 Interview 9.4.1 Online Interview After doing my research on the Faber Castell Malaysia’s website, I found that the company

has a Facebook page. So I used the opportunity to ask information regarding the company.

This is the message that I send the company using Facebook.

But unfortunately the company was not willing to share any information other than the one

in their website.

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This is the replied message from the company.

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10.1 Advertising Strategy 10.1.1 Exhibition

These are some images from the exhibitions that was held in many places such as in Mid Valley and Singapore.

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10.1. 2 Posters

These are the posters of Family Day

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10.1.3 Web Banner

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10.1.4 Print Ads

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10.2 Precedent Studies 10.2.1 Parenting Books

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10.2.2 Website

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These are some of the websites that gives information on parenting.

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10.2.3 Animation

The Awesome Power of Nurturing- Van Buren Intermediate School District, Michigan This short public service annoncement (PSA) was commissioned by the Early Childhood Initiative of the Van Buren Intermediate School District in conjunction with the Van Buren and Cass County Health Departments.

10.2.4 Banner

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1. Retrieved, July 2012, from http://www.askdrsears.com/topics/discipline-

behavior/25-ways-talk-so-children-will-listen

2. Retrieved, July 2012, from http://www.valuesparenting.com/talktokids.php

3. Retrieved, July 2012, from

http://www.parenting.com/article/talking-to-kids-about-sex-21335549

4. Retrieved, July 2012, from

http://www.medicinenet.com/script/main/art.asp?articlekey=54308

5. Retrieved, July 2012, from

http://250.fabercastell.com/46907/Home/fc_gold_index.aspx

6. Retrieved, July 2012, from http://www.faber-castell.com.my/products.php

7. Retrieved, July 2012, from

http://www.fabercastell.com.my/history.php?sp=fcworldwide

8. Retrieved, July 2012, from

http://www.fabercastell.com.my/history.php?sp=fabercastellmalaysia&ssp=managin

gdirector

9. Retrieved, July 2012, from http://www.faber-castell.com.my/boutiques.php

10. Retrieved, July 2012, from http://kidshealth.org/parent/positive/

11. Retrieved, July 2012, from

http://www.childrennow.org/index.php/learn/talking_with_kids/

12. Retrieved, July 2012, from http://www.talkwithkids.org/

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13. Retrieved, July 2012, from

http://kidshealth.org/parent/growth/growing/talk_about_puberty.html

14. Retrieved, July 2012, from http://www.talkwithyourkids.org/pages/

15. Retrieved, July 2012, from

http://www.ism.gov.my/print.php?page=Soalan%20Lazim-

1Malaysia%20Family%20First

16. Retrieved, July 2012, from

http://www.mampu.gov.my/c/document_library/get_file?uuid=c6ee1a3b-7d01-

4cbc-b352-dcefa455a32b&groupId=10136

17. Retrieved, July 2012, from

http://www.pmo.gov.my/ucapan/?m=p&p=paklahtpm&id=3377

18. Retrieved, July 2012, from

http://www.utusan.com.my/utusan/info.asp?y=2001&dt=0808&pub=Utusan_Malay

sia&sec=Keluarga&pg=ke_01.htm

19. Retrieved, July 2012, from http://www.kpwkm.gov.my/

20. Retrieved, July 2012, from http://zzai1101.blogspot.com/2008/08/kempen-

keluarga-sihat-oleh-kem.html

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Talk To Your Kids- Public Service Awareness Campaign Dear Participants, I am an undergraduate student from Multimedia University (MMU), Bachelor of Multimedia (Hons) in Multimedia Advertising Design. Currently, I am conducting a survey for my Situation Analysis research regarding parenting and how parents are communicating with their kids. Kindly complete the following questionnaire form; all the input and feedback on this study are highly appreciated and much needed for my research. The information gathered will be kept private and confidential. Thank you for your co-operation and contribution by spending your precious time in filling up this questionnaire.

What is your gender? *

Male

Female

What is your age? *

25 to 34

35 to 44

45 to 54

55 to 64

Marital Status *

Single

Married

It's complicated

Do you have kids? *

0 - 1

Less than or 3

Less than or 5

More than 5

What is your monthly income? *

RM 1000 - RM 2000

RM 2000 - RM 4000

RM4000 - RM 6000

RM6000 and above

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Please state your ethnic group? *

Malay

India

Chinese

Other:

Where do you live? *

Urban

Rural

How much do you love being with kids? *

1 2 3 4 5

Hate being with

Kids Love them so much!

Are you aware that the way you talk to your child teaches him how to talk to others? *

Yes

No

How good are you in handling your children? *

1 2 3 4 5

Very Bad Very Good

Do your kids listen and understand what you are trying to say to them at the first time itself? *

Not at all

Sometimes

Yes

Have you involved in any campaigns before? *

Yes

No

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If yes, what kind of campaign is it?

_____________________

If there is any Public Service Awareness (PSA) campaign related to parenting, would you join it? *

Yes

No

Will think about it

Do you think that the parenting campaign is important to be done? *

1 2 3 4 5 Strongly Disagree Strongly Agree

Are you aware that there are almost 25 ways that can be used to talk to your child? *

Yes

No

Have you talked to your child about the "BIG issues" before? *"BIG issues" such as Sex &Sexuality, Alcohol, Strangers, Suicide, money and etc.

Yes

No

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Newspaper article on Faber-Castell product.

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Newspaper article on Faber-Castell product.

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Newspaper article on Faber-Castell product.