Table of Contents

Cover Letter............................................................................................................. 4
Acknowledgement.................................................................................................... 5
INTRODUCTION........................................................................................................ 6
PART 1: ADMINISTRATIVE PART................................................................................. 7
1.1 Companys Profile........................................................................................... 7
1.1.1. Companys Name..................................................................................... 7
1.1.2. Business Description................................................................................ 7
1.1.3. Business Address..................................................................................... 8
1.1.4. Location Map........................................................................................... 8
1.1.5. Telephone and Fax Number......................................................................8
1.1.6

E-Mail Address....................................................................................... 8

1.1.7

Companys Website...............................................................................8

1.1.8

Date of Registration..............................................................................8

1.1.9

Company Registration Number.............................................................8

1.1.10 Date of Commencement.......................................................................8

1.1.11 Initial Capital......................................................................................... 8
1.1.12 Name of Bank........................................................................................ 8
1.1.13 Business Account Number.....................................................................8
1.1.14 Marketing Department Chart................................................................9
2. Company Corporate Planning.........................................................................10
1.2.1. Vision..................................................................................................... 10
1.2.2. Mission................................................................................................... 10
1.2.3. Corporate Objectives............................................................................. 10
1.2.4. Corporate Values................................................................................... 11
1.2.5. Core Competencies................................................................................ 12
3. Company Logo Description............................................................................. 13
1.3.1 Logo........................................................................................................ 13
1.3.2 Logo Explanation..................................................................................... 13
1.4. Business Card............................................................................................... 15
PART 2: SEGMENTATION AND TARGET MARKET......................................................16
2.1. Segmentation........................................................................................... 16

2.2. Target Market................................................................................................ 17

2.3. Target Marketing Strategy............................................................................17
PART 3: PRODUCT STRATEGY.................................................................................. 18
1. Product Description......................................................................................... 18
3.1.1 Product Category and Product Range......................................................18
3.1.2 New Product to be marketed....................................................................20
PART 4: PRICING STRATEGY................................................................................... 26
4.1. Types of Pricing Strategy..............................................................................26
4.2. Method of Pricing.......................................................................................... 26
4.3. The Selection of Pricing Methods..................................................................27
PART 5: PLACE STRATEGY...................................................................................... 28
5.1. Location........................................................................................................ 28
5.2. The Choice of Retailers.................................................................................28
5.3. Transportation............................................................................................... 30
PART 6: PROMOTION STRATEGY.............................................................................31
6.1. Promotional Tools.......................................................................................... 31
6.1.1 Advertising.............................................................................................. 31
6.1.2 Personal selling....................................................................................... 31
6.1.3 Sales promotion...................................................................................... 31
6.1.4 Public relations....................................................................................... 32
6.1.5 Direct marketing..................................................................................... 32
6.2. Selection of Advertising Media......................................................................32
6.3. Brochure/Pamphlet Design............................................................................33
6.4. Promotion..................................................................................................... 33
6.4.1 Loyalty programmer...............................................................................33
6.4.2 Shoes Exhibition..................................................................................... 34
6.4.3 Advertising Specialties............................................................................34
6.4.4 Premiums................................................................................................ 35
6.4.5 Sweepstakes........................................................................................... 35
5. Marketing Plan Budget.................................................................................... 36
6.5.1 Remuneration Table (Marketing Personnel).............................................36
6.5.2 Marketing Expenses................................................................................37
6.5.3 Other Expenses...................................................................................... 40

6.5.4 Overall Marketing Plan Budget...............................................................41

6.6. Conclusion................................................................................................... 42

Cover Letter
SUBMISSION LETTER
CAMI Shoes Limited
2, Jalan Kuchai Maju 10,

Kuchai Entrepreneurs Park,

58200 Kuala Lumpur,
Wilayah Persekutuan Kuala Lumpur, Malaysia
Tel. No : +603 6274 0961
Fax No. : +603 6274 0960
Email Address: CamiShoes@gmail.com
Company Registration No: 101983-A
Teacher Nita
Marketing Lecturer (BMK 201)
Business Department, MAHSA International College
No. 6, Block F, Vista Magna
Jalan Prima 1, Metro Prima, Kepong
52100 Kuala Lumpur

29 September 2015

Dear Teacher Nita

Submission of the Marketing Plan Report
According to the matter above, we Cami Shoes Limited would like to submit this Marketing Plan
Final Report as to complete the assessment evaluation of BMK 201 subject as well as to meet the
requirements of the Principles of Marketing subject. We take this opportunity to express our
gratitude and recognition for giving us the opportunity to experience and learn about marketing plan
and how it will affect the business operation.
We hope that this report will fulfill the requirements needed in completing this subject. Thank you
very much.
Yours sincerely

____________________ (signature)

____________________ (signature)

Jeremy Ong Wei Xiong

Johnson Lau Cong Sheng

Acknowledgement
First and foremost, we would like to relief our emotions of gladness and thankful that we finally
had completed this marketing plan report as to fulfill the Principles of Marketing requirement
and assessment evaluation. Our sweat and hard work hopefully will be paid off with a good
grade and result. We want to express our gratitude to God for blessing us and give us a good

life to study and pursuing our goals. Besides that, thank you also to the members in the group
for the cooperation and commitment in order to finish this final task.

All the time and

dedication put in this project are very much appreciated. To our family, thanks a bunch for all
your support, pray, and assistance in ensuring us to do our assignment. Mom and Dad,
thanks also for the love and pray endlessly to see your children be getting good results. Last
but not least, to our teacher, thank you very much for the guidance to provide us with lots of
knowledge and help for us to enable us completing our project successfully and to see us
graduate with a success.

INTRODUCTION
Shoes have become necessities, shoes with the trend of the times to become the public's favorite.
The company has sold various series of shoes, sports shoes, leather shoes, wool shoes and so
on. The company recently introduced new models Cami Company and shoes with a unique style in

Kuchai Maju,, Kuchai Entrepreneurs Park,Kuala Lumpur. The store offers a fascinating experience
with our customers. These include allowing customers to experience the comfort of the cozy of the
shoe, you can also feel the shoes are breathing, like sport shoes. When customers wear this shoe,
the customer can feel the breath of the shoe. The store also build a short track, let the customers
can experience not only comfortable shoes. At the same time, you can also enjoy the real
experience to rent the shoes; customer can rent the shoes to try the shoes performance and
quality value to let customer satisfaction. Such a real-life experience of today's huge market
situation is very favorable and competitive advantage. Increase the likelihood of success of a shoe
store. The company's continued profitability is its owner who contributed to a series of important
skills, including his people tailored shoes. On the type of management, ensure that its strong
management. The market is incredibly strong, recent developments in the creativity and variety of
shoe design, means that the market will continue to flourish for the foreseeable future.

PART 1: ADMINISTRATIVE PART

1.1 Companys Profile
1.1.1. Companys Name
Our Company was named Cami Shoes as we wanted to represent the trend and lifestyle of
modern living where majority of people who like to have shoes especially nowadays Shoes
have becoming popular in Malaysia. Why the name CAMI? We chose the word CAMI as it
shows our shoes design to be unique in terms of style and packaging, lustrous in the way that
our shoes very comfortable to wear, nice and pretty in the sense that our shoes many type,
design, style, look and so on. Cami Shoes is a very trendy Shoe store, Cami shoes also uses
a high-fiber and high-quality raw materials such as rubber, leather shoes to better quality to
satisfy customers. Moreover, Cami shoe store has a special service, when customers feel that
the shoes do not fit in the shoe store, the customer can follow Camille shoe foot width and
length tailored customer wants shoes. Let customers when wear the shoes will think
comfortable and satisfied.

1.1.2. Business Description

CAMIs are a shoes shop. It established on the March 2014. It sells some item as
shoes such as Leather shoes, Wool Shoes, and Sport ShoesStep shoes and so on.
It also provide the good and Services to the Dear Customer.

1.1.3. Business Address

Our business is located near the Kuchai Entrepreneurs Park. Since it is the best place
with many crowns and attraction. Our address is as below:
2, Jalan Kuchai Maju 10,
Kuchai Entrepreneurs Park,
58200 Kuala Lumpur,
Wilayah Persekutuan Kuala Lumpur, Malaysia

1.1.4. Location Map

1.1.5. Telephone and Fax Number

Telephone Number : +603 6274 0961
Fax Number
: +603 6274 0960
1.1.6

E-Mail Address : CamiShoes@gmail.com

1.1.7

Companys Website : www.cami-shoes.com.my

1.1.8

Date of Registration : 18 December 2013

1.1.9

Company Registration Number : 101983-A

1.1.10 Date of Commencement : 7 March 2014

1.1.11 Initial Capital : RM2,248,000
1.1.12 Name of Bank : CIMB Bank
1.1.13 Business Account Number : 1286-000-8929-522

1.1.14

Marketing Department Chart

Marketing Manager
(Jeremy Ong)
Secretary
(Jessica Chen)

Public Relations Officer

(Johnson.Lau)

Sales Officer
(Robert /
Stanley)

Brand & Product

Management Officer
(Darryl Tan)

Customer Service
Relation & Support

Promotion & Event

Management Officer
(Logensastri, Benson)

Sales & Marketing

Kenny Lau
Benny Gan

Ruben
Joey Wong
Jamaliah

Andy Liu

Johnan Wong
Ken Kit
Loo Edison
Emira Adnan

2. Company Corporate Planning

1.2.1. Vision
To become high quality and good value of the finished product to the customer.
1.2.2. Mission
Continue to create miracles
Continue to improve the shoes of performance, quality, weight, and comfort so that
customer satisfaction and loyalty increases.

Pursuing perfection
Continue to solicit customer feedback and comments to let Cami shoes become more
perfect.
Cami spirits never stop
Creation, Attraction, Motivation, Innovation is the main program mode of operation
CAMI, Cami spirit may be sufficient to make the whole enterprise long-term
development.
1.2.3. Corporate Objectives
Provide job opportunity for the student who just graduate from secondary
school.
To provide a comfortable working environment for every employees.
Providing customers with a comfortable environment, when the customers buy
shoes or trying on shoes, so that customers enjoy the processes try to buy
shoes or shoes.
To achieve 100% customer satisfaction our goods and services.

1.2.4. Corporate Values

Customer oriented
We need to target customers, who put the customer in the first row, customers
pay for our products. Customers like our boss, provide goods and give the best
service, so customers of our products enhance the credibility and loyalty.
Commitment to workers
Give good benefit, such as: when employees achieve a work system or target,
employees will get reward and appreciation; in addition, we give employees good
salaries.

Practice legal and ethical business

Our have licensed to operate the business and the finished goods is used the high
quality raw materials to produce, absolutely no use inferior materials
Focus on getting good profit
We are good profit and service because in whole marketing many competitors,
become our business good profit and service do the best-on-best.
Give values to society
Provide help to people who need, For example, create the donation center to donate
the money to flood victims and earthquake victims or donate foods or drinks to poor
people.

1.2.5. Core Competencies

CAMIs main competitive advantage is
1) Has a very good image to the public
We do legal business does not violate the law.
2) Allow customers a good impression
Whenever a customer to leave our shop, we will use some good ways to let
customers express a good impression, for example, Thank you for coming,
welcome come next time , or whenever the customer leaves, we always face
with smile.
3) Buy gifts attached way to attract customers
Customers who bought the shoe store where the product of more than a certain
amount, we will follow the price amount free some valuable gifts, such as
watches, necklaces, pens and so on.
4) Artificial system making its own brand of shoes.
We do not rely on machines, we use pure manual production method, stitch,
color, screening materials shoe shoes make value continues to increase.

3. Company Logo Description

1.3.1 Logo

1.3.2 Logo Explanation

We use variety of colors that really meet the lifestyle and trend of customers living.
2) Color of Logo
Orange

Represents forward to providing customers a comfortable environment, so that

Red

customers can choose shoes and provide good service in a good environment.
Represents continued to maintain its leading competitive position and

Blue

continuously improve product quality.

Is given trust and responsibility to our customers to increase confidence and
loyalty of shoes,

3) Shape of shoes

The shape of the shoe with the logo in the constitution means that the shoes novel and unique
creative style.

4) Angel wings on both sides of the left and right

Angel wings on the sides with a luxurious style and has a unique shape symbolizes in a
comfortable environment; try to buy shoes or shoes to enjoy the taste of paradise.
1.3.3 Company Motto/Slogan
Never give up to improve the product to pursuit perfect.
Cami use this slogan is to customer knows Cami product is constant pursuit of
progress, do our best.
We continue to meet customer requirements, to achieve customer satisfaction.
Pursue without stop, and continuously improve product value.

1.4. Business Card

Phone: +603-6274
0961
Fax: +603-6274 0960
E-mail:
2, JalanKuchaiMaju 10,
Camishoes@gmail.com
Kuchai Entrepreneurs

CAMI
SHOES
LIMITED

Park,
58200 Kuala Lumpur,
Wilayah Persekutuan
Johnson
Kuala Lumpur Lau
Public
Relation
Officer
Cong
Sheng

Phone: +603-6274
0961
Fax: +603-6274 0960
E-mail:
2, JalanKuchaiMaju 10,
Camishoes@gmail.co
Kuchai Entrepreneurs
m
Park,

CAMI
SHOES
LIMITED

58200 Kuala Lumpur,

Wilayah Persekutuan
Jeremy
Kuala LumpurOng
Marketing
Manager
Wei Xiong
We will use this way to do this business card because:
Way of expressing to customers who are directly
Words clearly make customers more aware of what we express.

PART 2: SEGMENTATION AND TARGET MARKET

2.1. Segmentation
CAMIs have identified its overall market to consist of child, teenagers, tourists, and
business/working people.
i.

Child (5 12 years)

Children can choose what you want shoes, we will also devise children's shoes children shoes
attractiveWe will also provide good services to meet the needs of children.

ii.

Teenager

Teenagers like to keep up with trends, so we focused on that, the promotion and production of
fashion shoes, so that young people who love.

iii.

Tourists

Elaborate furnishings, innovative products, bright store, friendly service, became the target of
tourists, a large number of tourists willing to spend large amounts of money to their entire
favorite like shoes.

iv.

Business / working people.

Creative shoes by business / working people loved, because business / working people wore
shoes means they face, so they chose the best brand shoes, such as Cami shoes.

2.2. Target Market

We will choose the business / working people as my target market for my products and
potential customers. Why would I choose business / working people as my target market?
Because in the modern society, people work for a living and make money, have to work sector,
resulting in more and more employment, so we have for one business / work, as our target
market. Mainly because we put the shoe store to open in order to let people Kuchai Maju
business / work to buy our products, we are mainly selling shoes and step into the shoes of
this huge market. In a recent performance in selling, sales of shoes up, sold about 434 pairs
per month, as sales of step shoes sold about 339 pairs a month, in accordance with such a
situation it seems, our competitor's shop in the market a great advantage. Location can affect
the long-term development and short-term development of a shop. In addition, people
business / work like high-quality shoes, because it is not easily damaged and workers demand
high. Our products can cause long-term sustainable development.

2.3. Target Marketing Strategy

The company will implement to market my target marketing strategy is to focus on the
marketing of new products. For example, when we make the novelty and fashion style shoes
like sneakers, we will be held in a shoe near the trade center and the launching of activities to
demonstrate our products, for example, provide some information to customers, for example,
we produced shoes Usually with a lot of functionality, performance, bouncing, comfort is
unavoidable, we will be in the field to seek the views of customers so that customers have
found that our product deficiencies, in addition, we are also promising in the field of customer
Beforehand Tailored single, so that customers' needs to achieve satisfaction. Not only that, we
also provide product warranty to customers and effectively guaranteed for two months, if the
customer's shoes in the period of two months guarantee have any damage, our company will
be one-for-one way to compensate customers needs. In addition, the company set a goal to
ensure that the company's earnings to earn 200% profit within six months. In order to achieve
the best sales.

PART 3: PRODUCT STRATEGY

1. Product Description
3.1.1 Product Category and Product Range
i.
Child
For children, we have introduced shoes pulley according to children between the ages of 5 to
12 years, which shoes can bring children fun and novelty.

ii.

Teenagers

We focused on teenagers, launched trendy shoes, high shoes insoles for young people, when
put on the shoes, you can increase their height, so that everyone envy, and, wear this shoe
people feel very face.
iii.

Tourists

Foreign tourists from the cold zone, summer sports shop to buy shoes. Where in the shop
consumption of tourists, it will send an additional souvenirs such as key rings and bracelets
and other items.

iv.

Business/working people

Our workers have launched against business shoes, shoes shop launched a glossy, beautiful
pure black and other colors.

This sky blue casual shoes is suitable for walking

around and shopping with friends or families as well
as can be used for short-distant walking like going to
college or relaxing on the garden.

These shoes are specially designed for teenagers

between 13 to 17 years old where they are very
much love fashion and up to date life style. Also can
be worn as a casual shoes and every day walking
shoes.
This is a shoe that is designed for those who love
travel and for tourist who mostly walk in a very long
hours or days around the city since it has a very
comfortable sponge inside the shoes which can
make the feet smooth and not sweating.
These leather shoes are designed for those working
or career men who are always on the move and also
they are very tough outside with high technology
design which can protect the shoes from rusty or
damage.
These dark blue shoes are suitable for formal or
special occasion like dinner, formal function for
corporate.

3.1.2 New Product to be marketed

We have made a good customer acceptance of our products, but also know each of the
different styles of shoes and worn shoes experience; we hope in the future to provide more
happiness and joy moving step for our valued customers. For our program in 2016, we have
decided to introduce and launch our new style of angel and devil sport shoes. When we have
been through a number of surveys to find out what the customers want to conduct more
research and here we know is that customers really like the unique style and innovative
products, and an angel with the devil about two styles of sports shoes side with a unique wings,
I believe that after launch this style of shoes, will be the public's warmly like it.

3.1.2.1 Product Features and Designs

Using high-quality raw materials
PU is polyurethane. PU leather to have excellent performance. In this regard, Bayer, BASF,
Huntsman's production capacity is world class, and to Toray, Asahi as the representative of the
textile fiber supplier, there are high technology products. In other countries, due to the
influence of Animal Protection Association, in addition to the development of technology,
performance and application of polyurethane synthetic leather surface than natural leather.
After adding superfine fiber, polyurethane toughness and permeability, wear resistance has
been further strengthened. Such manufactures undoubtedly, the performance is quite
excellent.
A good pair of shoes, soles material is important, in many brands of sports shoes, soles
material Cami what is it, and why it is so lightweight wearing it. Cami sole material used PH
materials, the biggest feature are lightweight, and flexible, and have good cushioning
properties, this material has been called the second foam, and more used in sports shoes.
The process is by injecting material into the mold, the cash burn times were developed hightemperature reheat type.
If the process is better, then fired out of the PH Cami sole material is also more portable,
which allows movement when friends more flexible and comfortable to wear, help to better
play to their skills, good bounce, better protection foot, lightweight and comfortable during
exercise. This is why there is so much movement on this Cami Fans is so soft spot brand
sports shoes reasons. In addition to the design style, Cami sole material is also very clever, a
reversal of the conventional bulky sport shoes, allowing athletes and friends traveling light,
can still play the best.

3.1.2.2 Product Quality and Functions/Performance

Because they need a good performance in line with their expectations and shoes is very
important for customers. Our clients come from different backgrounds, different cultures and
religions. To ensure that our products are not only high quality, production and service, we also
ensure that our business and sports shoes production are in line with regulations and ethical
behavior. In order to continue to pursue high-quality products, we use the best materials to
enhance the value of sports shoes, and we never use unethical behavior, for example, cut
corners, finished tofu and private use inferior materials and other products, Examples of the
company will give customers more than 100% of the guarantee will not happen in this
company. If the case occurs the above example, the company will pay compensation until the
customer satisfaction.
Black charcoal odor removal utility, so the company allows employees use resin oil rub highlevel leather, and then placed in black charcoal oven, will rub oleoresins senior leather
simmered for up to 120 degrees Celsius temperature in 30 minutes long. Finished stew had
made of high quality leather will have a permanent deodorizing effect.
Our company create these angel and devil sport shoes product the major purpose is let the
customer try and enjoy these shoes thinking cozy , new creation, good value like small
invest big return. Beside, our angel and devil sport shoes product the major this suitable use
to jogging or running. The these angel and devil sport shoes products quality is very high,
because our company use high qualities material to produce this new product such as rubber,
laces and so on. this angel and devil sport shoes product when using to running or jogging,
the customer will thinking the shoes is very lithe, when the customer use the new sport shoes
to running or jogging, in the same time. he also can thinking the sport shoes have Cooling
function and the shoes will breathing, because the shoes have many tiny hole, Let the
customer when running and jogging not thinking the hot of sport shoes. Another side, the sport
shoes not only has these function, the sport shoes performance let the public likely, the sport
shoes behind insole we add double bounces function, when the people used the shoes to
jogging, running or do another action, the sport shoes when jumping, the sport shoes spring
can jump on the floors range 23cm 45cm, thats why the public so likely and stratification.

3.1.2.3

Packaging and Labeling

This shoes box bring the unique style and new creation idea, 80% chocolate color
become the style from our company, our company according the wood color to show our
company like the old tree not be knocked down, for example, our company not easily be
defeated by the competitors on the whole business market. Besides, our company draw the
word Creative, Attractive, Motive, Innovative become the unique style, in the same time, these
word let our company bring very large affect like the word Motive, The word motive is
motivation, he can let our company become the performance increase, reduce the lazy, let
company become helpful in the whole market. This shoes box becomes more attractive to the
customer. This situation will become the threats for competitors continuous increase.

3.1.2.4 Product Life Cycle (PLC)

(January March) (April July) (August October)

(November December)

Stage 1 : Introduction Stage (January 2016 March 2016)

We will introduce our new product angel and devil sport shoes begins in January 2016.
We will give our promotion and advertisement campaigns for three months until March 2016.
During this stage, our company will spend a lot of money in promoting aggressively our new
sport shoes to capture more attention and gain more attraction from the customers. Here, we
will provide samples for customers to try to worn the angel and devil shoes and then distribute
brochures to each customer in addition to provide more details about our product and
company. Besides that, we will also advertise our new sport shoes in printed media through
newspapers and magazines to give wide exposures to readers as well as using TV as to give
high effect on the product. We decide to choose TV3 as our main channels for advertising our
products. The TV channels will only be used for three months (January to March 2016).

Stage 2: Growth Stage (April 2016 July 2016)

Once we managed to capture good market and having wide offerings of our product, at
this stage, we should be able to climb to a good sales level in order for us to gain high profit.
Still, we need to spend sum amount of money to do more promotion but not as aggressively
as compared to the introduction stage. This is to gain better market acceptance and provide
influence in persuading more customers and potential customers to have the interest and
feeling good about our product. We estimate by May 2016, we will be able to go up further
reaching our objectives not only to get high profit but also more customers.

The third stage: maturity (August 2016 --2016 October 2009)

By July 2016, we should try to climb more higher maximum profit level in August 2016 at this
stage is a stage, our company has successfully achieved our goals in sales and customer.
Since August, September and October are the site layout, create an event in a few months
and some of the features of the square, we decided to provide some value-added products
and packages for people who want to have their own special features customers. On the left is
a figure that we achieve the highest level of profits, and won the customer good attention and
attraction. But we always know our competitors are actively planning to communicate with
angels and demons sneakers design new models. So, here, we will begin to outline the
introduction of new concepts related to understanding and to be creatively designed some
new "stuff" of the new trend. In the right figure is we started to fall down a little bit, which we
have to be careful stages of market trends and customer

Stage 4: Decline Stage (November 2016 December 2016)

The last stage is where we could not able to attract more market and customers
attention since competitors have started to introduce their new items. Since we have started
to do the idea screening during the maturity stage and some idea approval, we can begin to
do the next part in making the product and then test market before the next launch of our new
item in the future. We need to always work on because we know customers can change
easily in terms of the model and preference as well as their trends. In order for us not to be
left behind or outdated, we always make sure we are on our track and in good shape of
continuously provide and offer the best of the best desserts.

PART 4: PRICING STRATEGY

4.1. Types of Pricing Strategy
Our company chooses to apply skimming pricing strategy at the introduction stage of our new
sport shoes. We will apply this strategy for a temporary because want to inform our customers
and potential customers that our shoes is using the best materials and high quality production
process that can guarantee the satisfaction and good value.
We will do a price discount to gain more customers especially after we have reached the
maturity stage. Our shoes are mainly determined by complexity of design.
Accessories added and presentation of our shoes is also taken into consideration since all the
items are based on high quality materials.
To gain the market share in the short period time, we have analyzed the competitors pricing
strategies and set the product price according to the current market price. According to the
analysis made our brand, the competitors such as Adidas are setting the price from RM200 to
RM700 per pair of shoes. We set our product line from RM300 to RM1000 per piece based
on the design and style as well as the decoration concept whilst using the fine quality
materials.

4.2. Method of Pricing

We use cost-plus pricing (markup price) method in order for us to determine effectively the
price of our sport shoes as well as the profit that we will gain from selling the product either
directly to customers or through retailers. Here, we show the calculation of our pricing of sport
shoes and the markup we charge to our retailers. The accumulated cost for the materials to
produce our shoe (variable cost) is RM450 and the total fixed cost is estimated to be RM1,
680, 000. We expect to sell 50,000 pairs of our shoes in the beginning of our introduction.
Besides that, we would like to earn 35% markup on sales to our dealers and retailers.

Unit Cost
= Variable Cost + Fixed Cost / Unit Sales
= RM450 + RM1, 680, 000 / 50,000 pairs
= RM450+ RM33.60
= RM483.60
Markup Price
= Unit Cost / (1 Desired Return on Sales)
= RM483.60 / (1 0.35)
= RM483.60 / 0.65
= RM744
Profit Earned
= Markup Price Unit Cost Price
= RM744 RM483.60
= RM260.40

4.3. The Selection of Pricing Methods

Our company chooses product bundle pricing methods in pricing our product. These methods
seem to be the most effectively especially when we sell our items because customers can
have wider choices and selections of variety of shoes design. This method in which we offer
several products for sale as one combined product. This could increase profits on individual
sales which will have a greater initial return on the cost of acquiring a customer. The value for
customers, they prefer this pricing method since it could give them a high satisfaction level
through one purchase and if a customer has more than one needs, this product bundle
provides what they want and it is the most convenient for the customer.
purchases of customer.

For example,

PART 5: PLACE STRATEGY

5.1. Location
Kuchai Entrepreneurs Park is undoubtedly one of the prime business centers in Kuchai area.
It serves a wide range of businesses within the area from a printing company to reflexology
centers. It is blessed with a constant traffic flow of customers and this can be evidenced by the
traffic congestion during business hours.
There are several new similar commercial areas have been built nearby to Kuchai
Entrepreneurs Park but one can easily say that Kuchai Entrepreneurs Park is the best and
most crowded amongst all. Among the nearby commercial areas include Kuchai Business
Park, Sri Desa Entrepreneurs Park and Kuchai Dynasty Centre.
The traffic congestions especially during peak hours and rainy days is extremely bad and is
also one of the main concerns of many of the tenants there. Besides that, parking is also an
issue and patrons have to either look for a car park for hours or illegally double park their car
to do their business.

5.2. The Choice of Retailers

Cami uses two retailers to help us in selling our shoes to customers and have very good
contact with them. Our choices are discount retailer and e-trailer.
First type is discount retailer. Offering potential customers discounts on purchases is a way to
quickly draw people into your store. Anytime you tell a customer that he can save money,

youre likely to get his attention. Discounts dont only help your shoppers; they also help your
business.
It can help to attract customer because people prefer buying things on sale, discounts serve
as a ploy to attract more people to your store. If your discount is only good for a certain
amount of days, mention that when you advertise the discounted items. People are more likely
to rush in and look around if they know they only have a few days to do so.
It also can help to increase our sales with increased traffic typically comes increased sales -and not only the discounted items. Because the discounts attract more people, you have more
potential buyers for other items in your store, as most people will look around to see what you
offer before making a purchase.

The second type of retailer is through the use of e-trailer where we use our own website
besides our Facebook page or Wechat as our main selling line. Here, customers can easily
find about us and any other relevant information about our products and offerings.
We have operated Facebook page online business for some time now and we found that the
respond from customers are very effective and they gave positive feedbacks as well as some
area of improvements for us to constantly provide fine quality product with high level quality of
service.
Our website and Facebook page provide customers with detail information including the
pricing, offerings, online ordering and purchasing terms and conditions, delivery, etc. so that
customers dont have to travel and to go for a long queue to buy our sport shoes.
This will allow us to invite all of our personal Facebook friends to like the Cami Shoes page
and get a strong number of followers with very little Facebook marketing spend.

5.3. Transportation
Cami shoes use van to deliver. The van is used to deliver the shoes to retailers within the
distance and it is the suitable way of distributing our brand to locations that are quite far
reaching.

PART 6: PROMOTION STRATEGY

6.1. Promotional Tools
We always ensure that our promotional efforts work in harmony with product marketing,
pricing, and distribution actions that target prospects and customers. Promotion is very much
important for us not only to inform about our product and increase demand, but also to create
and build brand equity as well as strengthen our brand image. We implement all promotional
activities that include advertising, personal selling, sales promotion, public relations, and direct
marketing.

6.1.1 Advertising
Advertising is the best medium to use because it can easily persuade the audience to take or
continue some action by means of using commercial offering. The use of newspapers, TV
and radio, outdoor advertising, etc. seek to generate increased consumption of our products
through branding which involves associating a product name or image with certain qualities in
the minds of customers. We employ advertising to stimulate demand and increase our sales.

6.1.2 Personal selling

Personal selling is used through sales force to have a two-way communication and interaction
so that customers can ask details about the product and our sales force will assist them. It
makes it the most effective promotional method for building relationships with customers and
the most practical promotional option for reaching customers who are not easily reached
through our methods. Our sales representatives use their personal selling skills to increase
the chances of a successful sale and we have very skillful and expert sales force to handle the
customers very well. They understand a prospects needs and offer a solution to those needs
in the form of a product that provides strong benefits and represents value for money.

6.1.3 Sales promotion

Sales promotion is very important for us to update customers with our new product information
and any sales promotion that can drive more capture to the target. Using sales promotion will

effectively capture the target much more quickly and easily by offering them with good rewards
as a return for their purchasing. Many companies regardless of what type of industries they
use sales promotion to attract more customers. We use sales promotion tools to identify a
specific marketing need that can be addressed most effectively by specific marketing need
that can be addressed most effectively by promotional activity.

6.1.4 Public relations

PR is effective for us in building brand awareness and long-term customer relationships since
it has the greatest return on investment. The use of PR benefits us because it carries the
greatest possible credibility because publicity represents independent third-party
endorsement. When people read, watch or listen to a news story, they give the subject
greater credence and the power of PR lies in the credibility it can bring to a product and
company. We use PR to allow us to share much more detail about our product and company
as well as provide in-depth detail of information regarding our business concept and practice.
Our PR professionals are very skillful and knowledgeable yet expert not only in creating
effective image for the company and product but also representing the product through the
use of press conference, launching event, etc.

6.1.5 Direct marketing

In using direct marketing as promotional method, it is an important element as it makes direct
contact with existing and potential customers to promote our product and enables us to target
particular customers with a personalized message. It is very cost effective and powerful way
at generating sales through the use of leaflet or brochures. Not only that, it allows us to
generate a response from targeted customers and at the same time help we boost our sales
to existing customers, increase customer loyalty, recapture old customers and generate new
business.

6.2. Selection of Advertising Media

Cami Shoes applies quite a number of advertising media in order to get high attention and
capture more attraction from the audience. We use TV, magazine, newspapers, brochures,
and billboards. Besides that, we also use social media like our own website and Facebook
page to directly expose to customers about our company and product details.
For TV advertisement, we choose TV 3 channel since it is the highest percentage view and
have high capture from all ages and demographic backgrounds.
We will advertise our brand for four times with the duration of 2 minutes. For magazine
advertisement, we choose Family magazine because this magazine has all what we need
which include stories about families, kids and teenagers, cooking, wedding, etc. and it is easily
for us to advertise using this magazine in one goes.

Two newspapers will be used in advertising our new brand, Utusan Malaysia and The Star
because these two newspapers have the highest percentage of readers. We also will use
brochures as they can be a very direct medium to communicate our message to the
customers. We will print 5,000 sets of brochures to distribute for three months (January to
March 2016). Last but not least, we use billboard advertisement and these billboards will be
located at three major highways namely Federal Highway, DUKE Highway, and Duta Highway
because these are the main roads for traveling and can capture at least 80% of attention.
Despites the conventional medium of advertising, Cami shoes also implements social media
to get more crowds and attention. We use our website and Facebook page to promote and
market our product shoes where customers can view our pages to see and get to know about
our company and product types.

6.3. Brochure/Pamphlet Design

We use this brochure design with a Cami shoes sample to make it more interesting and will
create high attention from the customers. The choose of orange, purple, white, and blue
colors give the brochure more fresh look and fancy style so it makes a total different from
competitors that use normal standard design of brochure.

6.4. Promotion
Customer Retention Customer retention rate is an important statistic to calculate actual
bottom-line customer numbers. A business with a 60% customer retention rate is losing 3-4
times as many customers a business with 80% retention rates.
Customer retention also has some hidden advantages like it allows the customer and the
business to understand each other better. Firms are able to analyze customer behaviors, able
to bring out best offers, basket mix and savings. This allows businesses to segment their
customers and satisfy them better with individual needs and preferences. Customer
Acquisition An exciting and valuable reward for customers on loyalty programs has capability

to attract new customers, but this should not be over emphasized as there are more cost
effective and better methods to reach new customers. However the point made is that
differentiation of business can be perceived very strongly by the potential customers with an
effective loyalty program.

6.4.1 Loyalty programmer

Giving samples is a good method in promoting our product since customers can have a bit of
a cake taste to feel the flavor and direct evaluation as how the cake taste. For our new
product shoes, we will give free sample of Cami Shoes with 1 size for four times per month,
every Saturday and Sunday and we will do this for two months only (January and February
2016). Customers will be able to have an up-close look of the shoes design and style and
taste it instantly.
6.4.2 Shoes Exhibition
Cami will use shoes exhibitions, Shoes Fair. Our place for exhibition will be at Kuala Lumpur
Convention Center (KLCC) and Mid Valley. We choose these two venues because they
provide a very good market capture since they are the shopping centers and a center for
people to come not only to shop around but also for gatherings and family bonding time
together as well as meeting friends. We will do the event for three times in a year (January
and February; July and August; and November and December 2016) where we will conduct
the events for two times per month for both KLCC and Mid Valley.

6.4.3 Advertising Specialties

Advertising specialties are very effective tool in promoting our product because they represent
our brand and image directly to customers so that they can know us very much better and can
create high brand equity level. For this new promotion, we have designed a 3D shoes
keychain to be given to customers every time they purchase our product. We will provide this
promotion for six months (January, February, May, August, November, and December 2016)
during special occasions or events. Below is our sample of 3D Shoes keychain with different
styles.

6.4.4 Premiums
Premium provides a nice value bargain from customers when they purchase our product with
a good price offering. We use two ways of premium promotional items namely buy one, get
one free and free gift with a certain amount of purchase. This is very good since it gives high
value for the customers in two directions, first, the customers will get a good bargain like free
item for the purchase and second, it creates happiness to customers when they in a certain
amount, they get another in return. For the second type of premium, the customers will have
to purchase on a certain amount for them to be able to get a free gift provided by us. For
example, if a customer makes a purchase for RM400 and above in a single receipt, she will
receive one gift such as limited edition Cami shoes T-Shirt or power bank with our brand
design. Shown below are the examples of premiums. Same goes with online purchasing,
customers will be providing the same benefits as what a conventional purchasing.

6.4.5 Sweepstakes
In order to gain good capture from the market, we will provide sweepstake competition to give
an opportunity for customers to show their creativity in taking pictures with their Cami shoes
and give some reasons why our brand are the best choice of taste and flavor for them to win
some interesting and nice presents. We will do this competition based on occasions and
events such as Mothers and Fathers Day or Valentine days, festive seasons, etc.

5. Marketing Plan Budget

Below shows the table for our marketing plan budget which consists of remuneration table,
marketing expenses, other expenses, and the overall marketing plan budget.

6.5.1 Remuneration Table (Marketing Personnel)

Position

Monthly Salary

EPF

SOCSO

TOTAL

(RM)

(13%)

(2.5%)

Marketing Manager
Secretary
Public Relations Officer
Sales Office
Brand Product Management

6500 x 1
3000 x 1
4500 x 1
3200 x 1
3200 x 1

(RM)
845
390
585
416
416

(RM)
162.50
75
112.50
80
80

7507.50
3465
5197.50
3696
3696

Officer
Promotion Event management

3200 x 1

416

80

3696

Officer
Marketing Staff
Customer Service Relation Staff
Operation Staff
Overall Total

2200 x 7
2000 x3
1500 x 4
51,000

2002
780
780
6630

385
150
150
1275

17787
6930
6930
58,905

6.5.2 Marketing Expenses

Item
1. Advertisement
TV

Description

Total (RM)

TV 3

200,000

Duration : 1 months (January 2016)

Time

10:00

p.m.

12:00

midnight(2times)
2-minute advertisement
RM100,000 per advertisement
(50,000 x 3 months x 4times view)
Magazine

1 magazine = 12 months (Jan Dec)

18,000

1 whole page with color advertisement

using glossy paper
RM1,500 per advertisement x 12 months
2 Newspapers (Utusan Malaysia & The

14,400

Star)
Utusan Malaysia
Half page with color and full description
Newspapers

3months(January to March)
Every Sunday (once a week)
RM1,200 per advertisement x 4timesx
3months
The Star
Full-page with color and full description

16,800

3months(January to March)
Every Sunday (once a week)
RM1,400per advertisement 4 times 3
months

Item
Brochures

5,000

Description
brochures

Total (RM)
60,000

months(January to March)
1 brochure = RM4.00 x 5,000
x 3 months
Billboards

90,000
Using 3 billboards at main
highways (Federal Highway,
DUKE Highway, and Duta
Highway)
RM5,000 per billboard

months (January to June)

5,000 x 3 billboards x 6
months
1. Promotion
1.Loyalty programs

Every Saturday and Sunday

10,000

(4 times per month)

1 day = 500 pieces x 2 days

2.Advertising specialties

3D shoe key chain x 6

months (January, February,
May, August, November, and
December)

15,000

RM5.00 per chain x 500

chain per month x 6 months
1. Events

1 events: Cami shoe Fair

Venue: KLCC and Mid Valley
Timing: January & February;
July & August; and November
& December
Renting:
per

KLCC (RM5,000

booth);

Mid

Valley

(RM3,500 per booth)

KLCC
RM5,000x

times

per

60,000

per

42,000

4 months in market research

50,000

months 6months
Mid Valley:
RM3,500

times

months x6months
1. Research&
Development

and

product

development

(June until September 2015)

= RM50,000
1. Sales Commission
(sales staff)

RM100per sale in one month

84,000

x 7 sales staff x 12 months

(estimated for 10 customer
per month = 120 customers
per year)

1. Travelling Allowances

RM500 per person x 10

persons per month x 12
months

60,000

6.5.3 Other Expenses

Item
Jan March
Signboard
RM450per
(outside

signboard (1) x

premise)

12 months =

April June

July Sept

1,000

800

Oct Dec

5,400
Transportation(2

Van

RM1,500
month

per
x

12

months

RM18,000

Petro

RM500
month

per
x

months

12
x

vehicles

2
=

RM12,000
Business Cards

RM30 per box

(100 pieces) x
16

persons

RM480.00
Utility Bills

RM1,000
month

per
x

months

12
=

RM12,000
Stationery
Equipment

and

1,500

800

6.5.4 Overall Marketing Plan Budget

Item
1. Remuneration
Salary

Total Expenses
51,000

EPF

6,630

SOCSO

1275

1. Advertisement

799,200

1. Promotion

25,000

1. Events

102,000

1. Other Expenses

93,980

1. Travelling

Allowance

&

Sales

144,000

Commission
1. Research & Development

50,000

1. Furniture and Fittings

55,000

OVERALL TOTAL BUDGET

1,328,085.00

6.6. Conclusion
With the special and differentiate products as well as our high quality service provided,
Cami Shoes is looking forward to serve the market with a new and different shoes designs
and styles with creative touch that gives the best quality and enjoying experience which

may bring higher revenue and better market share for CAMI shoes in the future to come.
For the future to come, we hope that our business will be prosperous that we could provide
help to those in needs as what we always prioritize in our corporate social responsibility
practice. Besides that, with the explosion of technology and the effect from social media,
we are thinking to have our next product marketed and promoted using Instagram, Twitter,
and Interest. Moreover, we are planning to expand our operation to a more attractive
location to gain more capture in the market.