Snatch Theft Issue in Malaysia

Table of content
Chapter 1 Project Overview 1.1 Introduction. .... 1 1.2 Problem Statement and Issue............ 2 1.3 Objectives and Aim.. 2 Chapter 2 Case Studies on the Issue 2.1 Studies of the Issue...... 4 2.1.1 Issue Classification.. 4 2.2 Studies of Snatch Theft.... 5 2.2.1 Cause of Snatch Theft.. 5 2.2.2 Tactic... 5 2.2.3 Targeted Item... 6 2.2.4 Hot Spot of the Cases.. 6 2.3 Studies of Victim.. 7 2.3.1Analysis of Victim.... 7 2.3.2 Potential Victim... 7 2.4 Case Distribution. 8 2.5 Issue Life Cycle... 10 2.6 Tips to Prevent Snatch Theft.... 10 2.7 Impact... 11 2.8 Snatch Thieves Cases in Malaysia... 12 2.8.1 Snatch Theft Victim Ignored By Passers-by... 12 2.8.2 Snatch Theft Victim Died On Quiet Road.... 14 2.8.3 Victim Who Leaving Handbags on Car Seat... 15 2.8.4 Acid-splashing Snatch Theft Get Caught 15 2.8.5 Victim Dies after Hit by Lorry 16 2.8.6 CID Officer Loses Gun & Belongings to Snatch Theft... 17 Chapter 3 The Sponsor 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. 3.6.1 Brands. 3.6.2 Major Products 3.6.3 Services... 3.6.4 Others.. 3.7 Corporate Vision. 3.8 Corporate Mission... 3.9 Companys Current Promotional Strategy.. 3.10 Product Sales History.. 3.11 Current Marketing Objective 3.12 Media Expenditure 3.12.1 Activities.. 3.12.2 Shows
19 19 20 22 26 29 29 29 30 30 31 31 32 32 33 34 34 34
Chapter 4 Competitive Situation 4.1 Direct Competitors.. 36 4.1.1 Reclaim Our Street. 36 4.1.2 YOU could be next!..................................................................................... 36 4.1.3 Anti-Snatch Theft and Rape by UMNO.. 37 4.1.4 Anti-Crime Campaign by Kurnia Insurans and Sin Chew Daily 37 4.1.5 Anti-Crime Campaign in Klang.. 37 4.2 Indirect Competitors.... 38 4.2.1 Panic Button Installation. 38 4.2.2 Security Escort Service .. 39 4.2.3 Crime Prevention in School 40 Chapter 5 SWOT Analysis 5.1 Strength ... 5.2 Weakness. 5.3 Opportunity.. 5.4 Threats. Chapter 6 Strategic Target Audience 6.1 Proposed Primary Target Audience. 6.1.1 Demographics.. 6.1.2 Psychographics.... 6.2 Proposed Secondary Target Audience. 6.2.1 Demographics.. 6.2.2 Psychographics 6.3 Studies of Primary Target Audience.... 6.4 Studies of Secondary Target Audience...
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45 45 45 46 46 46 47 55
Chapter 7 Research Development 7.1 Survey Result Analysis . 59 Chapter 8 Precedent Studies...... 72 Chapter 9 Reference 9.1 News 9.2 Related Campaign... 9.3 The Sponsor 9.4 Others..
79 80 80 80
Chapter 10 Appendices 10.1 Survey Form.. 82
CHAPTER 1 Project Overview
Chapter 1 Project Overview
1.1 Introduction Crime news has always been the news in Malaysian media, especially on TV and newspapers. One of the hottest news is snatch thieves cases. In general, snatch theft is defined as a criminal act of stealing other peoples belonging by employing rob-and-run tactics. Most of the cases are operated on a motorcycle which allows them to escape easier. They will either work alone or with a pillion rider. The pillion rider is the one who snatch items from pedestrians or other people on motorcycles or cars, while the motorcyclist tries to run away after they get what they want. Other than that, there is another method used by the snatch thieves which called smashand-snatch tactic. This tactic is involved with motorcyclist and a pillion rider. The victims car window will be smashed by the pillion rider in order to snatch away the handbag which is location at the passenger seat.
Recently, snatch theft is getting more and more furious. Some instances of this crime include fatalities. This problem has given a great impact to the society and creates a sense of anxiety, fear and panic which will threaten the safety of people in Malaysia as well as affect our image. In Malaysia, stealing others belonging consider as a criminal act. Punishment will be applied to those who involve in criminal act.
Chapter 1 Project Overview
1.2 Problem Statement and Issues Snatch thieves cases in Malaysia are worsening. One of the reasons is because the awareness of people in snatch thieves issue is low. It also can be say that if it is never happen on that person, he or she will not realize the consequence. Although snatch thieves cases are not fresh for them, we can still see people wearing jewelleries or carrying handbags without worrying whether their belonging will become the target of snatch theft. Besides, the previous Anti-Snatch Theft campaigns are not effective and the awareness of the campaigns is not high enough.
1.3 Objectives and Aims Objectives: o Rise awareness of snatch theft among Malaysian. o Re-promote anti-snatch theft method to the public. o Educate the public how take care of their belongings.
Aims: o Rise awareness of snatch theft among public in order to reduce snatch theft cases in Malaysia.
CHAPTER 2 Studies of the Issue
Chapter 2 Case Studies on Issue
2.1 Studies of the issue
2.1.1 Issue Classification Crime According to the Penal Code: o Section 378 : Theft is defined as whoever intending to take dishonestly any movable property out of the possession of any person without that persons consent and moves that property in order to such taking, is said to commit theft. o Section 379 : Whoever commits theft shall be punished with imprisonment for a term which may extend to seven years, or with fine, or with both, and for a second or subsequent offence shall be punished with imprisonment and shall also be liable to fine or to whipping. o Section 23 : A person is said to gain wrongfully when such person retains wrongfully, as well as when such person acquires wrongfully. A person is said to lose wrongfully when such person is wrongfully kept out of any property, as well as when such person is wrongfully deprived of the property. Since dishonesty requires the intention to wrongfully gain or lost, the intention must be exist at the time of moving of the property. o Section 24 : Whoever does anything with the intention of causing wrongful gain to one person or wrongful loss to another person, irrespective of whether the act causes actual wrongful loss or gain is said to do that thing dishonestly.
2.2 Studies of the Snatch Theft
2.2.1 Cause of Snatch theft Drug abuse. Economic crisis which cause poverty. Immigrations of foreign workers cause unemployment. Poor security system. Easy money. Low awareness of the public.
2.2.2 Tactic Snatch-and-run o Some of the cases are operated on a motorcycle. o They will either work alone or with a pillion rider. o The pillion rider is the one who snatch items from pedestrians or other people on motorcycles or cars, while the motorcyclist tries to run away after they get what they want.
Smash-and-grab o Involved with motorcyclist and a pillion rider. o The pillion rider will smash the targeted victims car window in order to snatch away their handbag which was placed at the passenger seat. o The attacks are usually launched when the victims car is stop by the road side or at traffic light junctions. o Based on the statistics released by the Royal Malaysian Police, smash and grab cases are contributing to the national crime index. o It is classified as snatch theft cases and they are a part of the 319 cases of snatch thefts recorded in May and June 2012.
2.2.3 Targeted item Womens handbags Electronic devices (mobile phone, laptop, and etc.) Wallet Jewelleries (bracelet, necklace, ring and etc.)
2.2.4 Hot spot of the cases Car park By the roadside Sidewalk Transport station (Train station, bus station and etc.) In the traffic (smash-and-run)
2.3 Studies of the Victim
2.3.1 Analysis of Victim The ranges of victims are from teenagers to senior citizens. It happens to people who are carrying valuable items. Mostly happened to female. Reckless on their belongings. Mostly happen to urban residents. Low awareness on crime preventions. The victim will regret on their recklessness The victims felt disappointed to the poor public security in Malaysia.
2.3.2 Potential Victim Women with handbag. People who carrying valuable stuffs. Reckless. Walking alone. Senior citizens who are slow in action. Leaving handbag on the passenger seat. Talking to phone while walk on the street.
2.4 Case Distribution
Table 2.1: Comparison of crime rate between year 2011 and 2012 (adopted from Portal Rasmi Polis Diraja Malaysia)
Table 2.2: Snatch theft cases reported (Adopted from The Star: Victims speak of traumatic experiences)
Based on the table above, urban area has the highest amount of cases compare to suburban area. One of the reasons is because urban area has the higher amount of population compare to suburban area. Due to the high population in urban area, unemployment is higher compare to suburban area. Besides, urban residents are more rely on valuable stuffs such as computer devices, smart phones, trendy hand bags and etc which increase the risk of become a target to snatch thieves.
According to Home Minister Datuk Seri Hishammuddin Tun Hussein, the number of street crimes dropped by approximately 7.7% in 2011 which is 22,929 street crime cases reported as compared with 24,837 in 2010. Based on the statistic from The Star, total of reported snatch theft cases drop 43.2% in year 2011, 3323 cases while compare with year 2010 which has 5849 cases. In 2011, Kuala Lumpur has the highest number of reported snatch theft cases which is 951 cases. It can be assume as averagely 2 to 3 snatch thieves cases happened everyday in Kuala Lumpur. Although the percentage of snatch theft cases was dropped, it is still a large number of snatch thieves cases happened in Malaysia.
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2.5 Issue Life Cycle
Snatch theft has always been one of the hottest crime issues in Malaysia. They took away valuable items as well as threaten peoples life. Besides, this problem is getting worse. Actions should be taken in order to prevent this issue from happening.
2.6 Tips to Prevent Snatch Theft

Keep the valuable stuffs out of sight. Stay alert. Do not talk on mobile phone in public area. Do not place wallet, key or hand phone on table while having meal. Keep handbags or sling bags on the shoulder that is away from the road. Avoid taking shortcuts through deserted areas. If you must be out alone, stay away from dark corners, alleys and doorways. Walk facing the oncoming traffic. If someone asks for directions, keep a polite but safe distance. If a thief demands your valuables, hand them over instead of fight back. Spread the valuable stuffs around the body instead of keeping them in one place to reduce the risk of losing them to thieves.
If you are robbed, try to remember the attacker's face, the licence plate number and the make of his vehicle. This information could save others.
Report all incidents of snatch theft to the police.
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2.7 Impact Cause lost of valuable items Threaten peoples life Rise of anger Rise of violence Make the public disappointed to this country Give a back image to other foreign countries Affect the economics of Malaysia Stereotype on motorcyclist
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2.8 Snatch thieve cases in Malaysia 2.8.1 Snatch theft victim ignored by passers-by
Location Time and Date Victim
: George Town, Peneng. : 6.02am, 10th July 2012. : Tan Kim Chua, 60 Years old female.
CCTV footage showed her lying on the road for about seven minutes.
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The victim, Kim Chuan, a widow who had just moved into the Rifle Range flats two weeks ago, was walking alone near Block J of the flats when her handbag was snatched by a motorcyclist. From the provided footage above, passers-by do not willing to give help. At about 6.10am, three good Samaritans lifted her to the side of the road and called for an ambulance and sent her to Penang Hospital. According to the Penang Hospital Department of Forensic Medicine head Datuk Dr Zahari Noorsaid, the post-mortem showed the cause of her death was multiple injuries to the head. She had suffered internal bleeding in the head and the back of her skull cracked when she fell and hit the road the impact was strong. The victims sister Lay Yong, 63, felt angry to those passers-by. They should at least shout for help instead of walk away from the victim.
Meanwhile, George Town OCPD Asst Comm. Gan Kong Meng urged the public to help police in catching the suspect especially for those who may have witnessed the incident. He also advised the public to always offer help to those in need.
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2.8.2 Snatch theft victim died on quiet road Location Date Victim : Jalan Benteng, Malacca. : 8th July 2012. : Tang Mui Choo, 35 Years old, female.
The victim, Mui Choo had travelled on the familiar and quiet Jalan Benteng for the past six months to get to work at Kampung Lapan without any problem. She believed it was safer than the main road because the traffic there was heavier. However, it turned out to be fatal when snatch thieves grabbed her handbag from the basket of her motorcycle which caused her to fall and suffer on serious injuries. Eventually, she died from heart failure due to the injuries. Nearby resident, Zainal Abidin was witness to the theft. The victim was bleeding from her mouth and ears when he rushed to her. According to Zainal, villagers were getting worried because several drug addicts had been roaming the area recently.
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2.8.3 Victim who leaving handbags on car seats Location Date Victim : Petaling Jaya, Selangor. : 11th July 2012. : Annie Ng, 26 Years old, female.
The victim, Annie Ng left her handbag on the passenger seat as she rushed to work. It was happen at a traffic light junction when a motorcyclist pulled up next to her and smashed her car window in order to grab her handbag which is located on the passenger seat. She never thought that it would be the last time she see her Gucci bag. The whole incident only took less than 10 seconds. She had lost her smartphone, iPad, personal documents, credit card and RM 3000 cash.
2.8.4 Acid-splashing snatch thief get caught Location Date Victim : Rawang. : 11th July 2012. : Nuraqilah Osman 14 years old, female. S. Rani, 46 Years old, female.
There are two men approached while Nuraqilah Osman and S. Rani were waiting at a bus stop near Batu 16. One of the men snatched Nuraqilah's gold necklace while splashing the liquid on both women. Nuraqilah suffered minor burns on her back. However, Rani was injured in her face, neck and chest and is in critical condition. According to Gombak OCPD ACP Abdul Rahim Abdullah, the 30-year-old man was caught after police raided a house at Jalan Cemperai 10, Taman Rasa Utama in Kuala Kubu Baru. The second suspect, who worked as a security guard in the area had nine previous criminal records including for drug-related offences. Eventually, this case was solved by the police.
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2.8.5 Victim dies after hit by lorry Location Date Victim : Bukit Mertajam, Peneng. : 10th December 2008. : Lim See Nya, 58 years old, female
Lim See Nya, 58, was walking back to her car with several relatives after purchasing groceries from a supermarket when a motorcycle came from behind. She was fell and hit by a three-tonne truck about 11.30am on Jalan Cheok Sah. Her fall is because she lost her balance after a motorcycle pillion rider grabbed her handbag. She died on the spot of serious head injuries.
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2.8.6 CID officer loses gun and belongings to snatch thieves Location Date Victim : Seri Kembangan, Selangor. : 12th May 2012. : Criminal Investigations Department (CID) chief officer
A police officer in has lost his gun to two snatch thieves who approached him with motorcycle. One of the snatch thieves grabbed his sling bag which contains the pistol.
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CHAPTER 3 The Sponsor Company
Chapter 3 The Sponsor Company
3.1 Company Overview
BONIA Group is a high-end fashion retailer based in Malaysia which was founded by Mr. Chiang Sang Sem, the Group Executive Chairman. Mr. Chiang started the business in designing, manufacturing and wholesaling of leather goods in Singapore. BONIA Group is listed on the Main Market of Bursa Malaysia. It involved in manufacturing, marketing, retailing distribution of high-fashion branded leatherwear, footwear, mens apparel and accessories. To date, it has a network of over 883 sales outlets and 103 boutiques throughout the world including Singapore, Malaysia, Japan, Taiwan, China, Thailand, Myanmar, Vietnam, Indonesia, Brunei, Kingdom of Saudi Arabia, Syria and Oman.
3.2 Business Description BONIA is principally an investment holding and management company. The principal activities of the subsidiaries are designing, manufacturing, promoting and marketing of fashionable leather goods, property investment and management services. It has three segments: 1. Retailing engaged in designing, promoting and marketing of fashionable apparel, footwear, accessories and leather goods. 2. Manufacturing engaged in manufacturing and marketing of fashionable leather goods. 3. Investment and property development engaged in investment holding and rental and development of commercial properties. In addition to its flagship label of BONIA, the Group also behind the successful brands such as SEMBONIA and CARLO RINO and holds license for international labels, distributorship and
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dealership of leading brands such as SANTA BARBARA POLO & RACQUET CLUB, AUSTIN REED, VALENTINO RUDY, CARVEN, SAVILE ROW, and JEEP.
BONIA expanded its reach to Indonesia, Hong Kong, Brunei and Taiwan. BONIA actively participated in International Leather Trade Fair in Germany, Italy, Middle East, Hong Kong and Singapore. It was listed on the KLCI Bursa Malaysia secondary bourse in 1994 and later was transferred to the Main Board of Bursa Malaysia. In 2009, the brand expanded into Syria with flagship outlets located in Aleppo and Damascus
3.3 Company History The Bonia Group began in 1978 with the formation of Bonia Trading Co. as partnership dealing in leatherwear and accessories. The company expended their strategies by positioning its products in the domestic market and gradually into foreign territories. The Bonia brand is associated with fashion, fine craftsmanship and quality. 28 later, the Bonia group can reflect on its achievement of being the leading Malaysian company with strong positioning as a quality leatherwear fashion house. Overview 1974 - Company founded by Mr. Chiang Sang Sem, Group Executive Chairman, who started the business in designing, manufacturing and wholesaling of leather goods in Singapore. 1977 - Mr. Chiang visited the Leather Trade Fair in Bologna (Italy). He was inspired by the artwork of Giambologna, a 16th century sculptor and registered BONIA as a brand name. 1978 - BONIA entered the Malaysia market. 1980 - BONIA became a market leader in Singapore and Malaysia markets with aggressive advertising and promotion exercise. 1981 - Opening of the first boutique in Singapore. 1988 - Opening of the first boutique in Malaysia.
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1989 - The Group established a manufacturing facility in Melaka to design and manufacture leather goods. 1990 - BONIA expanded to Indonesia, Hong Kong, Brunei and Taiwan. BONIA actively participated in International Leather Trade Fair in Germany, Italy, Middle East, Hong Kong and Singapore.
1991- Bonia Corporation was incorporated on 28th of August as private limited company under the name of Premium Fashions Sdn Bhd. 1992 - BONIA introduces BONIA UOMO menswear, timepieces and eyewear. 1993 - On 22nd June, the company was converted into a public limited company and changed its name to Bonia Corporation Berhad on 18th September. 1994 - BONIA was listed on the Second Board of Kuala Lumpur Stock Exchange (KLSE), Malaysia on 23rd August 1994. 1997 - BONIA opens first boutique in Kuala Lumpur International Airport (KLIA). 2000 01 - BONIA entered the Vietnam and Japan market. 2002 - BONIA collaborates with Italian designer, Studio Pelletteria Alessandra of Italy. 2003 - BONIA entered the Thailand marke 2004 - BONIA established boutiques at Changi International Airport, Singapore. 2005 - BONIA entered the Saudi Arabia market. 2006 07 - BONIA established boutiques at the Survanabhumi International Airport, Bangkok and Sky Plaza, Hong Kong International Airport. BONIA entered the China Market.
2007 - 23rd April 2007, BONIA transferred to the Main Board of Bursa Malaysia. 2008 - BONIA Shanghai office opened on 28 March 2008. 2009 - BONIA boutique opening in Damascus and Aleppo (Syria).
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3.4 Key People
Mr. Chiang Sang Sem - Group Executive Chairman cum Chief Executive Officer The founder of BONIA. He holds the post of Executive Chairman in several subsidiaries and related companies of the Company. Involve in leather industry for more than 30 years. Possesses in-depth knowledge, skills and expertise in all aspects of the leatherwear trade. Responsible for the overall business development and formulating the Group's strategic plans and policies. To ensure that the Group is very much in line with the trend of the fashion and technological changes in the leatherwear and fashion accessories industry. Does not have any other directorships of public companies.
Mr Chiang Fong Yee - Alternate Director to Mr Chiang Sang Sem He joined the Group in February 2000 as Marketing Executive He was promoted to the position of Assistant Business Development Manager of the leatherwear division in October 2002. Responsible for product sourcing, research and development, planning, implementation of the marketing strategy and product distribution functions of the leatherwear division. Currently holds directorships in several subsidiaries of the Company. Does not have any other directorships of public companies.
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Mr Chiang Heng Kieng - Group Managing Director Appointed to the Board on 16 June 1994 and is the Group Managing Director of the Company and of its several other subsidiaries and related companies. Extensively and directly involved in the day-to-day management, decision-making and operations of the Group. Responsible for the development and implementation of the marketing strategy and product distribution functions of the Group. He is the Honorary President of the Malaysian Retailer-Chains Association. He does not have any other directorships of public companies.
Mr Chiang Sang Bon - Group Executive Director Started his career with a leather manufacturer in Singapore in 1974. Responsible for the overall factory and production operations. In charge of product quality control. Holds directorships in several subsidiaries of the Company. Does not have any other directorships of public companies.
Mr Chong Chin Look - Group Finance Director The Group Finance Director of the Company. Holds the position of Financial Controller of the Group since 1992. Responsible for the overall financial and corporate functions of the Group. A member of The Malaysian Institute of Certified Public Accountants (MICPA) and a Chartered Accountant with the Malaysian Institute of Accountants (MIA). Currently holds directorships in several subsidiaries of the Company. Does not have any other directorships of public companies.
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Mr Chiang Fong Tat - Group Executive Director Joined the Group in July 2000 as Marketing Executive. Subsequently promoted to the position of Brand Manager in menswear and accessories division in October 2002. Responsible for the development of product sourcing, research and development, planning and implementation of the marketing strategy and product distribution functions of the leatherwear and footwear divisions. Currently holds directorships in several subsidiaries of the Company. He does not have any other directorships of public companies.
Datuk Ng Peng Hong @ Ng Peng Hay - Independent Non-Executive Director An Independent Non-Executive Director, the Chairman of the Audit Committee, Nomination Committee and a member of the Remuneration Committee of the Company. He was the State Assemblyman for Tengkera Constituency of Barisan Nasional between 1982 and 1986. He served as a Senator in the Malaysian Parliament from 1987 to 1993. His first involvement in social activities was upon completing his secondary education. He has been appointed as the Investment Coordinator by the Malacca State Development Corporation to handle direct investments in the State of Melaka since 1988. Helped in attracting numerous Taiwanese, Singaporean and Chinese investors into the State of Melaka. Conferred the Darjah Mulia Seri Melaka by his Excellency, the Governor of Melaka in 1992. On 17 July 1999, the Taiwanese Government awarded him the Economics Medal. He is the Chairman of MCA, 7th Branch Melaka since 1982. Holds directorships in Farm's Best Berhad, Komarkcorp Berhad, Ta Win Holdings Berhad, iCapital.Biz Berhad and is the Chairman of Wellcall Holdings Berhad.
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Dato Shahbudin Bin Iman Mohamad - Non-Independent Non-Executive Director A Non-Independent Non- Executive Director and the Chairman of the Remuneration Committee of the Company. Representative of Permodalan Nasional Berhad (PNB) on the Board of Directors of the Company. His last post with the Government was from 1996 to 1997 as the Deputy Secretary General (Operation), Ministry of Finance prior to his retirement in 1997. He also serves as Director in MWE Holdings Berhad.
Mr Lim Fong Boon - Independent Non-Executive Director He is an Independent Non-Executive Director and a member of the Audit Committee, Nomination Committee and Remuneration Committee of the Company. A district councilor of Tanjung Malim since 1987, the Managing Partner of Hin Lee Goldsmith since 1978 and also the Managing Director of Tanma Holdings Sdn Bhd, a property investment holding company since 1980. Does not have any other directorships of public companies.
Mr Chong Sai Sin - Independent Non-Executive Director An Independent Non-Executive Director and a member of the Audit Committee and Nomination Committee of the Company. Has more than 20 years' experience in commercial organisations and accounting practice and gained good exposure in Corporate Finance, Due Diligence Review, Listing Exercise, Auditing, Taxation and Accounting. He does not have any other directorships of public listed companies.
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3.5 Location and Subsidiaries
Headquarters 62 Jalan Kilang Midah, Taman Midah, Cheras, 56000 Kuala Lumpur
Share registrar Bina Management (M) Sdn Bhd Lot 10, The Highway Centre Jalan 51/205 46050 Petaling Jaya
Registered office Lot 10, The Highway Centre Jalan 51/205 46050 Petaling Jaya Fax : (6)03 7784 1988 Tel : (6)03 7784 3922
Selangor Darul Ehsan Tel : (6)03 7784 3922 Fax : (6)03 7784 1988
Stores in Kuala Lumpur: Pavilion Kuala Lumpur Lot 5.12.00 Level5, 168, Jalan Bukit Bintang, 55100 Kuala Lumpur. Tel: (6)03 2141 6570 Fax: (6)03 2141 6570 KLCC Lot 206B Level 2, Suria KLCC Kuala Lumpur City Centre, 50088 Kuala Lumpur. Tel: (6)03 216100119 Fax: (6)03 216100119
Mid Valley Megamall Lot G031 Ground Floor, Mid Valley City, Lingkaran Syed Putra, 59200 Kuala Lumpur. Tel: (6)03 2284 1749 Fax: (6)03 2284 1749
Alamanda Shopping Centre Lot G47, 48 & 49 Ground Floor, 62000 Putrajaya. Tel: (6)03 8889 1243 Fax: (6)03 8889 1243
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Sogo Departmental Store Lot 1A, Ground Floor, Komplek Pernas Sogo, 190, Jalan TAR, 50100 Kuala Lumpur. Tel: (6)03 2692 1818 Fax: (6) 03 2692 1818
Stores in Johor Plaza Angsana Lot 20 Level 2, Pusat Bandar Tampoi, 81200 Johor Bahru. Tel: (6)07 237 2481 Fax: (6)07 237 2481 City Square Johor Bahru Lot J1-11 Level 1, Jalan Wong Ah Fook, 80400 Johor Bahru. Tel: (6)07 227 8428 Fax: (6)07 227 8428
Stores in Kelantan KB Mall Lot G32 & 33 Ground Floor, PT 101 & 102, Seksyen 16, Jalan Hamzah, 15050 Kota Bahru. Tel: (6)09 747 4759 Fax (6)09 747 4759
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Stores in Melaka Mahkota Parade Lot G43 Ground Floor, 75000 Melaka. Tel: (6)06 282 2105 Fax: (6)06 282 2105 AEON Centre Lot G70, Ground Floor No.2 Jalan Lagenda, Taman I-Lagenda, 75400 Melaka AEON Shopping Centre Lot G7 & G8, Ground Floor 75450 Melaka. Tel: (6)06 232 4339 Fax: (6)06 232 4339 Tel: (6)06 2867335 Fax: (6)06 2867335 Bandaraya Melaka Shopping
Stores in Pahang Genting Lot F/L2.7 Level T2, First World Hotel, Genting Highlands Resort. Tel: (6)03 6436 2133 Fax: (6)03 6436 2133
East Coast Mall Lot GF42 Ground Floor, Jalan Putra Square 6, Putra Square, 25200 Kuantan, Pahang. Tel: (6)09 560 9080 Fax: (6)09 560 9080
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3.6 Brands, Major Products and Services
3.6.1 Brands
BONIA is the leading brand of fashion leather accessories. It provides a wide range of high quality leather and fashion merchandise. As one of the Asian leather fashion industry, BONIA products reflect classy, elegant, glamorous,
sophisticated as well as contemporary image to their customers.
Concept: Being a leader in the Asian leather fashion industry, BONIA provides a wide variety of high quality leather and fashion products through innovative merchandising and creative marketing activities.
Image:
Classy, elegant, glamorous, sophisticated, contemporary.
3.6.2 Major Products
Its products included with handbags, shoes, eyewear, timepieces, fragrance, mans top, mans pants, accessories, bags and luggage.
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3.6.3 Services BONIA produce high quality leather wear which targeted to people who has higher income. As one of the big fashion product company in Malaysia, BONIA has improved as well as the design of their product to fulfill customers needs. Their product itself can reflect the consumers status. By having different outlet in Malaysia, it allows their product to be exposed to the public. During special days such as fathers or mothers day, BONIA will have promotion to attract the public as one of the marketing strategy.
3.6.4 Others The Group contributed in monetary assistance to various community projects, charitable organizations and local communities. The main beneficiarys organizations: Malaysian Aeon Foundation (Contributions to Japan Tsunami Victims) Malam Sentuhan Kasih Nur Ramandhan (Charity Dinner) Persatuan SLE Malaysia (Help People To Live With Systemic Lupus Erythematosus) Malaysia Red Crescent Society (Hope Of Japan Charity Fundraiser) Olympic Council Malaysia (Donation For Funding Of The Malaysian Volleyball Association Programmes 2011) Persatuan Insan Istimewa Cheras Selangor (Medical & Welfare Fund) MRCA (18th Anniversary Celebration Charity Dinner) Sam Wei Keong Temple Fund, Melaka. The Federation of Ka Yin Chu Association of Malaysia. Persatuan Tarian Naga & Singa Long Yee Tangkak Ledang, Johor Bahru and Parent-TeacherAssociations of several schools.
BONIA has also contribution in schools and other education-related activities like Malaysian Aeon Foundation via the Waoh Coin Box charity. Besides, the Group recognizes that healthy lifestyles and safeguarding a healthy planet are closely related.
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Besides that, once-a-week vegetarian lunches and sharing sessions were also organized by our Group Finance Director to promote a healthier lifestyle.
3.7 Corporate Vision Vision 2015: Brand Value : BONIA Group will have the most desirable brands in the fashion industry which will be relevant to all generations. Brand Visibility : We will be well-established in 5 key countries and have brand visibility in 30 other countries. Billion Dollar Company : We shall contribute to an annual Group turnover of RM1Billion with at least 12% profit before tax. Business Listing : We shall have two more public-listed companies in the region. Best Employer : BONIA Group will be recognized in the regions as the Preferred Employer and we shall create a workforce of passion and accountability.
3.8 Corporate Mission In July 2011, The Group held a three-day management camp on Systematic Process for Strategic Alignment and Teambuilding. Under the 3R Mission, the Group will focus on three main areas: Recognition : To be recognized as an international luxury brand with excellent customer satisfaction. Resources : To build, recognize and reward our valued human capital.
Responsibilities : To provide sound return to stakeholders and fulfilling community social responsibilities.
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3.9 Companys Current Promotional Strategy Bonia Corporation has appointed Strategic Public Relations (SPRG) as its public relations agency. It also record covering its core brands which are Bonia, Sembonia and Carlo Rino. According to Geoffroy de Drouas, GM of business development for Bonia, he mention that the SPRG Malaysia team offers combination of creativity, expertise in fashion and retail trends analysis as well as developing communications programs to help BONIA build and strengthen their relationship with clientele. Held shows to introduce their product to the public. Utilize special days such as Fathers Day and Mothers day to promote their product by having sales. Summer Holiday Sales Seasonal sales for BONIA members. Sent out gift or voucher to customer if they purchase more than certain value.
3.10 Product Sales History
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Stock Quotes adopted from Bonia Corporation Berhad Investor Relations website BONIA is a well-known branded leather wear company in Malaysia. The company is well established and stick in publics mind as a luxury and high quality brand. Based on the research, BONIA has hundreds of outlets in the world has proved that they can be considered as a strong brand in fashion leather wear.
3.11 Current Marketing Objective Short term objective o Eyeing new business opportunities all this while. o Rebuild our retail base in Vietnam after the fallout with our previous partner for the Vietnam businesses. o Plan to expand our base further in Indonesia after the successful launch of our first exclusive BONIA boutique at the Grand Indonesia Shopping Town in Jakarta. Long term objective o To be recognized as an international luxury brand with excellent customer satisfaction o Committed to ensuring that BONIA engages with and makes a positive contribution to the local communities.
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3.12 Media Expenditure
3.12.1 Activities Malaysia International Shoe Festival 2011 SBPRC Centennial Celebration Innovative Leadership in Globalization Award SEMBONIA Green Queen BONIA launched Facebook BONIA launches Brianna eco handbags Savile Row launches 1st stand alone boutique BONIA sponsors prizes for Dad, youre the greatest contest SBPRC at FIP Polo World Cup 2011 BONIA extends its store worldwide CARLO RINO 1st bowling competition
Based on the activities above, BONIA has expose themselves as well as proved their abilities to the public as a strong brand.
3.12.2 Shows 2011 2010 2008 2006/2007 Travels to Paris Road show Eternal Skies Fashion Show Cool Blues Meet Suitry Browns Fashion Show City Kaleidoscope Fashion Show
With these shows, BONIA can introduce their product to the public in a grand way. It has utilized the show location such as Pavilion Kuala Lumpur to meet their target audience effectively. With the involvement of models, the show can attract more people to pay a visit on the show.
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CHAPTER 4 Competitive Situation
Chapter 4 Competitive Situation
4.1 Direct Competitors 4.1.1 Reclaim our street
Marie Claire had launched an awareness campaign named Reclaim Our Streets in an effort to take a stance against snatch thefts in Malaysia. The purpose of this campaign is to highlight the issues surrounding violent snatch thefts that deliberately target women. The campaign will involve encouraging members of the public to sign Marie Claires anti-snatch theft petition from May 2011 until July 2011, after which Marie Claire intends to submit the petition to the Home Ministry, complete with the signatures collected over those three months.
4.1.2 YOU could be next! In 12th 15th January 2004, Kurnia Insurans and Taylor's College School of Communication had organised Snatch Theft Prevention Campaign supported by Malaysian Crime Prevention Foundation (MCPF). The purpose of the campaign is to stimulate people to think of the possibility that they could become a victim instead of just thinking that it could never happen to them. Kurnia Insurans also donated RM8,300, presented by our General Manager, Mr. Lim Seng Gee and received by Taylor's College Programme Director, Mdm. Karina Davidson.
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4.1.3 Anti-Snatch Theft and Rape (Kempen Banteras Ragut & Rogo / Kempen B2R)
In 25th July 2009, Pergerakan Puteri UMNO Malaysia had organized a campaign name Anti-Snatch Theft and Rape. The purpose of this campaign is to against crime which is mostly targeted to female. The venue of this campaign is Dataran Merdeka, Kuala Lumpur.
4.1.4 Anti-Crime Campaign by Kurnia Insurans and Sin Chew Daily This campaign had launched on Thursday, July 20th, 2006. It is organized by Kurnia's and Sin Chew Daily which were aimed at educating the community especially to the 1.25 million Sin Chew Daily readers on the importance of anti-crime and personal safety awareness, apart from uniting the strength of the community to create a safe and peaceful environment. From Kurnia's point of view, it was the best platform to enhance its corporate image as a caring organization as well as strengthening its brand amongst the readers and consumers.
4.1.5 Anti-Crime Campaign in Klang More than 700 students from 16 schools in the district gathered at SMK Meru yesterday for the launch of a school-based crime prevention campaign, jointly organised by Klang Utara police headquarters, the Klang Education Department and China Press. Highlights of the day were shows put together by the police, such as a demonstration by the K9 Unit and a re-enactment of a snatch theft incident. There was also an exhibition of weapons
37
used by criminals and success stories reported in the media. The students were particularly mesmerised by the demonstration of the K9 Unit.
4.2 Indirect Competitors
4.2.1 Panic Button Installation
Panic Button is a wireless device that use to measure to combat crime as well as protect car park users in Sunway Shopping Mall. If there is something happens, the panic button will alert security personnel and police within 10 seconds to initiate immediate response in the event. According to Sunway Shopping Malls chief executive officer H.C. Chan, the feature was aimed at providing an extra layer of security to help safeguard customers in light of the recent snatch theft cases reported at shopping mall car parks. So far there are 200 of these panic buttons had been installed which can be pressed during emergencies.
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4.2.2 Security Escort Service
1 Utama Shopping Centre is considered as one of the big shopping mall in Malaysia. Due to the issue of crimes happen in the car park of 1 Utama Shopping Centre, a Security Escort Service has provided to ensure customers safety as well as reduce crime happen in the shopping centre. Customer can all the hotline number 03-7724 2193 to their security control room, security personnel will assist and escort the customer to their car. The service is available daily from 12 noon to 11pm.
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4.2.3 Crime Prevention in School Police plan to extend their High-Profile Policing (HPP) programme to schools nationwide to educate students on crime prevention and personal safety. According to InspectorGeneral of Police, Tan Sri Ismail Omar, awareness on crime prevention would be raised among youngsters with the availability of the programme in schools. In his opinion, crime prevention was not only the duty of the police as the public must also play a role in reducing the crime rate.
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CHAPTER 5 SWOT Analysis
Chapter 5 SWOT Analysis
5.1 Strength Snatch theft cases happened uncontrollable. People dislike belonging being stole others. People are afraid of snatch thieves. People wish to have a secure life. To prevent crime happen in Malaysia. Improve the life quality of urban people. Improve safety for people especially female Snatch theft reflect bad image for the foreigner. Collaboration with strong sponsor who has the same target audience.
5.2 Weakness People will not realize the consequences if it never happened on that person. Women are attracted to fashion. Lack of awareness from the public. People believe that Malaysia has been recognised as the safest country in South-east Asia and 19th in the world. There are people who are no mercy.
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Chapter 5 SWOT Analysis
5.3 Opportunity Economic crisis lead to poverty especially in 3rd world country. Anti-Drug abuse can improve the effectiveness of the campaign. Media publicity will help this campaign stronger. Statements of women need to be protected. Special days which related to female such as Mothers Day or International Womens Day can be utilized in the campaign. Most of the women skirts or dresses do not have pockets.
5.4 Threats Wearing luxury stuffs reflect status. The media had stated that crime rate in Malaysia has reduced. People identify Malaysia as a 3rd world country. Drug trafficking made the issue worsen. Inventions of crime prevention devices make people believe that they can take care of themselves.
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CHAPTER 6 Strategic Target Audience
Chapter 6 Strategic Target Audience
6.1 Proposed Primary Target Audience
6.1.1 Demographics Age Gender Education Occupation Income range Race & ethnicity Geographical location : 25 to 35 years old : Female : Secondary to tertiary education : Working adult (white collar) : RM 2500 RM 4000 : All races in Malaysia : Urban residents
6.1.2 Psychographics Perception : Dislike crime, concern about their own safety, wish to improve their living environment, responsible to their country, follow laws. Learning : Newspaper, radio, posters, websites, TV programs, magazine, colleague, neighborhood, family and friends. Motivation & needs : Average satisfactory level, motivate from colleague and family. Attitude & personality : Fashionable, neat, care about their image, responsible, concern about issues in their country, responsible, work-oriented, self-disciplined. Lifestyle : Busy, outgoing, extrovert, love reading, watching TV, listen to radio.
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6.2 Proposed Secondary Target Audience
6.2.1 Demographics Age Gender Education Occupation Income range Race & ethnicity Geographical location : 40 to 60 years old : Female : Secondary to tertiary education : Housewife : RM 2000 RM 4000 : All races in Malaysia : Urban residents
6.2.2 Psychographics Perception : Afraid of crime, concern about their familys safety, it is important to have a peaceful life. Learning : Newspaper, radio, flyers, magazine, TV programs, neighborhood, family and friends. Motivation & needs : Average satisfactory level, motivate from family and friends. Attitude & personality : Friendly, humble, caring, calm, responsible, family-oriented, self-disciplined. Lifestyle : Love reading, watching TV, listens to radio, love cooking and gardening.
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6.3 Studies of Primary Target Audience
Chow Kit
Chow Kit is a busy place which is crowded with people and motorcyclist which is difficult to ensure peoples safety. There are a lot of people carrying handbags or other valuable items including luggage while walking on the street.
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Masjid Jamek
Kota Raya
Kota Raya
Seni Market
Petaling Street
There are a lot of foreigner here including immigrant foreign workers and foreign tourists. Based on the photos, some people do bring their family here. Other than snatch theft, people also need to be careful with pick pockets.
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Location: Bukit Bintang
Traffic in Bukit Bintang
Monorail
Bridge between Sungei Wang Plaze & Lot 10
Metrojaya, Sungei Wang Plaza
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Parkson, Sungei Wang Plaza
Vincci, Sungei Wang Plaza
KLCC-Pavilion pedestrian walkway bridge
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Isetan, Lot 10
Bukit Bintang Street
Bukit Bintang is one of the famous shopping locations in Kuala Lumpur. It is filled with crowd from different places including tourist from other country. Based on the observation, there traffic in Bukit Bintang is congested. There are around 95% of people carrying bag while shopping especially female. Since there has a lot of visitors, crime rate in Bukit Bintang has to be concerned.
There are shop lots that sell different fashion goods such as handbags, accessories, shoes, wallet and etc. Base of the previous research, these items can be a target of snatch theft. According to the photos, young adult likes to visit this place for shopping especially there are sales happening in the shopping mall.
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Location: Suria KLCC
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Based on the photo above, Suria KLCC is also selling similar fashion item. Other than that, branded fashion boutique such as Channel, Balenciaga, Burberry, Miu Miu and etc can be found in this mall.
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Location: Cyberjaya
There are a lot of white collar having lunch in this area. Based on the observation, people here like to carry handbag or grabbing wallet in their hand while walking on the street. Besides, they like to place their valuable items on the table while having their meal.
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6.4 Studies of Secondary Target Audience
Location: Market in Taman Air Panas, Setapak
Based on the photos above, most of the people who visit market are housewife. This is because housewife is the one who cook for family. In this case, majority of them travel a short distance from home to the market. They will either by walking, cycling, ride a motor or driving. The traffic in market is quite congested because of the crowd. Since hawkers do not provide credit card payment, they have to bring cash to purchase what they need. They have to take the risk of bring cash with them.
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Location: Market in Gombak
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According to the first photo, people travel to the market by bicycle, motorcycle, car or taxi. Based on the photos above, market is a multi-culture place where other races in Malaysia are mixing around with others. Other than purchasing daily needs, they also enjoy having breakfast in the hawker store as well as chatting with neighbors or friends. For the last photo, there are few people classifying recycle items which was brought by the public.
Location: Bukit Bintang & Pavilion
Besides of market, people in this age group do visit shopping mall. Based on the photo above, they do carry handbag while shopping which may lead them to become the target or snatch theft.
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CHAPTER 7 Research Development
Chapter 7 Research Development
7.1 Survey Result Analysis A survey with title of Snatch Theft Issue in Urban Area was conducted. The participants of the survey were 50 urban residents in Malaysia. The objective of this survey is to find out peoples understanding on this issue and gather their opinion for reference.
Question 1: Gender
Male
Female
The survey was participated by 19 males and 31 females.
Question 2: Age
30 25 20 15 10 5 0 Below 20 21 - 25 26 - 30 31 - 35 Above 35
Participants had divided into 5 groups of age.
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Question 3: Occupation
25
20
15 10 5 0
The 50 participants have different occupation. Based on the survey, 21 of them are students, 9 of them are white collars, 8 of them are businessmen/businesswomen, 8 of them are professionals, 1 of them is cashier, operator and shopkeeper respectively.
Question 4: Monthly income/allowance

25 20 15 10 5 0 Below RM1000 RM1001 RM2000 RM2001 RM3000 RM3001 RM4000 Above RM4000
Participants had divided into 5 groups based on their monthly income/allowance.
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Question 5: How do you travel to your workplace / university / collage?

40 35 30 25 20 15 10 5 0 Public transport Driving On foot
Based on the chart above, driving has the high rate, 35 participants, following by 9 participants who took public transport and 6 participants who go to work/school by walking.
Question 6: What media you use as your source of news? (Participants can choose more than 1 answer)
Social Networking
e-news Magazine Radio TV Newspaper
10
15
20
25
30
35
40
45
From the chart above, Social Networking had the highest rate which is 42, following by Newspaper 32 votes, e-news and TV 19 votes, Radio 18 votes and Magazine 8 votes.
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Question 7: Do you feel safe while walking on the street?
Yes No
Based on the survey, there were only 12% of them felt safe while walking on the street. Another 88% felt unsafe due to snatch theft.
Question 8: What is your reaction when you heard of snatch theft? (Participants can choose more than 1 answer)
30 25
20
15 10 5 0
Based on the chart above, the participants have different feeling on snatch theft. 28 of them felt disappointed, 28 of them were angry, 24 of them were fear, 24 felt hateful, 1 of them felt worry 1 and 1 of them felt pity to the public. However, there are 4 participants have no feeling to snatch theft.
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Question 9: Have you ever experienced any snatch theft cases?
Yes No
Based on the survey, there are 21 participants out of 50 had experienced on snatch theft.
Question 10: Which level of seriousness do you think snatch theft is in Malaysia?
Not sure
Very serious
Serious but still under control
Not Serious
10
15
20
25
30
35
40
45
According to the chart above, 42 out of 50 participants think that snatch theft issue is very serious in Malaysia. 7 of them think that snatch theft issue is serious but still under control. Only 1 of them thinks that it is not serious and 2 of them do not sure about it.
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Question 11: How you do keep your valuable items?

30 25 20 15 10 5 0 Hold with hand In a pocket In a bag
Most of the participants will keep their valuable item in their pocket, 21 of them keep it in a bag and 3 of them will choose to hold the valuable item in their hand.
Question 12: If you must carry valuable items, what will you do to prevent yourself from being a target of snatch theft? (Participants can choose more than 1 answer)
Keep the bag away from the road Carry sling bag instead of handbag
Drive instead of taking public transport

Bring along crime prevention device Avoid taking short-cut Walk with friends 0 10 20 30 40
From the chart above, the participants seems to have their own way to avoid snatch theft. 31 of them choose to keep the bag away from the road, 29 of them will walk with friends, 25 will avoid taking short-cut, 19 of them decided to drive instead of taking public transport, 16 of them choose to carry sling bad instead of handbag, and 12 of them will bring along crime prevention device.
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Question 13: Do you think you can avoid from being a target of snatch theft
Yes No Not sure
From the chart above, 15 of the participants think that they can avoid being a target of snatch theft. 10 of them think that they cant and 15 of them do not sure about it.
Question 14: In our opinion, what causes snatch theft? (Participants can choose more than 1 answer)
low education People with valuable item Easy money Drug abuse Poor security system Immigration of foreign workers Economic crisis 0 5 10 15 20 25 30 35 40
Based on participants opinion, 34 of them think that poor security system is the main causes of snatch theft, following by economic crisis 30 votes, easy money 28 votes, drug abuse 24 votes, immigration of foreign workers 23 votes, people with valuable item 13 votes and 1 vote for poor education.
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Question 15: Have you heard of crime prevention device? (Example: Pepper spray, personal alarm and etc.)
Yes No
Based from the survey, 7 people out of 50 people never heard of crime prevention device.
Question 16: Do you carry crime prevention device along with you?
Yes No Sometime
Based on the chart above, 4 of them will always bring crime prevention device along with them, 9 of them only bring it sometime and 36 of them never bring it.
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Question 17: Will you report to the police if you faced snatch theft issue? Why?
Yes No
In this question, there are 40 participants answered that they will report to police. The one of the reasons is because it is needed for IC, credit card or bank card recovery. Besides that, some people agree that snatch thieves are criminal. Report snatch thieves cases allow police department to keep a record regarding on the issue. Meanwhile, they wish police will pay attention and take action such as patrol in the specific location in order to reduce snatch thieves cases.
However, there are 10 participants answered that they will not report to police. The main reason is because police will not take any action on this issue. In addition, one of them did mention that people need to pay RM300 first before the police start investigation. The bad attitude of the police does make the people lost their faith to them.
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Question 18: In your opinion, who should take action in order to solve this problem? (Participants can choose more than 1 answer)
60
50 40 30 20 10 0 Police Government Non-profit organization Public Psychologist Education Minister
Based on the answers from the participants, 48 of them choose police because police do have the responsible to secure publics life. The second highest rate goes to government which has 44, following by public 31 votes, non-profit organization11 votes and 1 vote for psychologist and education ministry respectively.
Question 19: Based on the answer above, do you think they had tried their best in prevention of snatch theft?
Yes No Not sure
Based on the result above, 42 people answered No to the question. Only 4 of them answered Yes and 5 of them do not sure about it.
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Question 20: Have you ever taken part in any anti-snatch theft campaign before?
Yes No
According to the chart above, there are 43 participants never taking part in any snatch theft campaign. Only 7 of them did take part in it.
Question 21: Will you give your support if there is an anti-snatch theft campaign being held?
Yes No
Based on the result, 41 of participants answer that they will give their support for anti-snatch theft campaign and 9 of them answered No.
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Question 22: In your opinion, what media is the best to promote anti-snatch theft campaign? (Participants can choose more than 1 answer)
50
45 40 35 30 25 20 15 10
5
0
According to the participants, the highest vote goes to Social Networking which has 43 votes. The second highest is TV Advertisement which has 39 votes, following by Newspaper 33 votes, Billboard 21 votes, Magazine 17 votes, Poster 17 votes and 1 vote for Exhibition and On-ground event respectively.
Question 23: Do you have any comment regarding on snatch theft in Malaysia? Based on the comment from the participants, they are disappointed to the police in Malaysia. Peoples lives are not secure and it is difficult to prevent this issue because people do not know when will become a target of them. Other than that, the public now are living in a danger environment because of the bad economic. Besides, they do hope people can work together to solve this issue rather than just talk. However, one of them did mention that news may not be entirely true especially news from Facebook. In addition, they really hope that related party can take their responsibility to overcome this issue.
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CHAPTER 8 Precedent Studies
Chapter 8 Precedent Studies
Snatch Theft Reminder
Snatch Thieves Action
72
Bonia Logos
Bonias Sales Advertisement
Bonias Summer Sales Advertisement
73
Other Bonia Advertisements
Bonias Show
74
Reclaim Our Street Poster
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S q e c o S s -n - a T ci e u n e f maha dGr b a t c
SNATCH THEFT
Keep your valuables out of sight. Stay alert and follow your instincts. Keep handbags or slingbags on the shoulder that is away from the road. Avoid taking shortcuts through deserted areas. If someone asks for directions, keep a polite but safe distance. If a thief demands your valuables, hand them over; your life is worth more. If possible, throw them away from you and run.
Youre safer in the company of others. If you must be out alone, stay away from dark corners, alleys and doorways. Keep your ID, driving licence, credit cards, etc in a pocket or concealed pouch to reduce the risk of losing them to thieves. If you are robbed, try to remember the attackers face, the licence plate number and the make of his vehicle. This information could save others. Report all incidents of snatch theft to the police.
ROYAL MALAYSIA POLICE HOTLINES

BUKIT AMAN (03) 2031 9999 JOHOR (07) 225 1999 KEDAH (04) 734 1461 KELANTAN (09) 745 0999 KUALA LUMPUR (03) 2052 0199 LABUAN (087) 412 575 MELAKA (06) 285 1999 NEGERI SEMBILAN (06) 761 9999 PAHANG (09) 515 1999 PERAK (05) 240 1999 PERLIS (04) 971 1999 PULAU PINANG (04) 269 1999 (04) 262 3322 SABAH (088) 253 555 SARAWAK (082) 240 800 SELANGOR (03) 2052 9999 TERENGGANU (09) 623 1007
A community service project by
Supported by
CHAPTER 9 References
Chapter 9 - References
Chapter 9 References 9.1 News Snatch thieves beware! http://thestar.com.my/news/story.asp?file=/2004/1/25/education/7106397&sec=education Snatch thieves now targeting lady drivers http://thestar.com.my/metro/story.asp?file=/2009/8/19/central/4526950&sec=central Snatch theft: Another pregnant woman killed http://thestar.com.my/news/story.asp?file=/2009/5/6/nation/20090506164641&sec=nation Victims speak of traumatic experiences http://thestar.com.my/news/story.asp?file=/2012/5/16/crimewatch/11147759&sec=crimewatch Snatch thefts down thanks to bigger police presence http://thestar.com.my/news/story.asp?file=/2012/5/16/crimewatch/11287433&sec=crimewatch Heartless passers-by http://thestar.com.my/news/story.asp?file=/2012/7/12/nation/11649152&sec=nation Shopping mall enhances security by installing panic buttons throughout car park http://thestar.com.my/news/story.asp?file=/2012/7/14/nation/11664597&sec=nation Review crime statistics to regain trust of rakyat, says ex-IGP http://thestar.com.my/news/story.asp?file=/2012/7/14/nation/11664209&sec=nation Victims pay a heavy price for leaving handbags on car seats http://thestar.com.my/news/story.asp?file=/2012/7/11/crimewatch/11631726&sec=crimewatch Crime prevention campaign enlightens community http://thestar.com.my/metro/story.asp?file=/2012/6/20/southneast/11496667&sec=southneast Crime rate at hotspots drop 13 pc http://testsite.internalinsider.info/mobile/malaysia/article/Crime-rate-at-hotspots-drop-13-pc/ http://www.malaysiakini.com/news/132910
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Chapter 9 - References
9.2 Related Campaign Marie Claire Anti-Snatch Campaign Launch http://www.bluinc.com.my/marie-claire-anti-snatch-campaign-launch/ Reclaim Our Streets http://www.marieclaire.com.my/2011/06/reclaim-our-streets/ Marie Claire Anti-Snatch Theft Campaign Launch https://www.facebook.com/media/set/?set=a.10150194841106188.309495.114417841187 Anti-crime campaign captivates students http://my.news.yahoo.com/anti-crime-campaign-captivates-students-050800454.html Kurnia Insurans and Sin Chew Daily Launches Anti-Crime Campaign http://investor.kurnia.com/CorporateCitizen/Campaigns/27 9.3 The sponsor Bonia http://www.bonia.com/ http://ir.bonia.com/ http://www.securities.com/Public/companyprofile/MY/Bonia_Corporation_Berhad_en_1660456.html http://www.aaaa.org.my/mmvb/recipient_bonia.html
9.4 Other Portal Rasmi Kerajaan Melaysia http://www.malaysia.gov.my/BM/Pages/default.aspx Portal Rasmi Polis Diraja Malaysiaa http://www.rmp.gov.my/ Polis Diraja Malaysia ( Royal Malaysia Police ) https://www.facebook.com/PolisDirajaMalaysia?ref=ts
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CHAPTER 10 Appendices
A survey of Snatch Theft Issue in Malaysia

Dear respondents, I am currently pursuing Bachelor of Multimedia (Honours) (Media Innovation) in Multimedia University, Cyberjaya. I am now undertaking a final year project for my major on the research topic of Snatch theft issue in Urban Area. Please spend a few minutes to complete this survey. All the answers are confidential. Your participation is highly appreciated. Thank you. 1. Gender: Male Female 2. Age: Below 20 21 - 25 26 - 30 31 35 Above 35 3. Occupation: Student White collar Businessman / Businesswoman Professional Housewife Retired Other: ____________________________ 4. Monthly income/allowance: Below RM1000 RM1001 RM2000 RM2001 RM3000 RM3001 Rm4000 Above RM4000 5. How do you travel to your workplace / university / collage? By public transport By driving By Taxi By cycling On foot Other: __________________________
6. White media you use as your source of news? *You can choose more than 1 answer Newspaper TV Radio Magazine e-news Social networking (eg: Facebook, Youtube and etc.) 7. Do you feel safe while walking on the street? Yes No 8. What is your reaction when you heard of snatch theft? *You can choose more than 1 answer None Fear Disappointed Angry Hateful Other: __________________________ 9. Have you ever experienced any snatch theft cases? Yes No 10. Which level of seriousness do you think snatch theft is in Malaysia? Not serious Serious but still under control Very serious I dont know 11. How you do keep your valuable items? Hold it with my hand Keep it in my pocket Keep it in a bag (eg: handbag, sling bag, back pack and etc.) Other
12. If you must carry valuable items, what will you do to prevent yourself from being a target of snatch theft? *You can choose more than 1 answer Walk with friends Avoid taking short-cuts through deserted areas Bring along crime prevention device (eg: pepper spray, personal alarm and etc.) Drive instead of taking public transport Carry sling bag instead of handbag Keep you bag on the shoulder that is away from the road Other: __________________________ 13. Do you think you can avoid from being a target of snatch theft? Yes No I dont know 14. In our opinion, what causes snatch theft? *You can choose more than 1 answer Economic crisis Immigration of foreign workers causes unemployment Poor security system Drug abuse Easy money People with valuable items Other: __________________________ 15. Have you heard of crime prevention device? (Example: Pepper spray, personal alarm and etc.) Yes No 16. Do you carry crime prevention device along with you? Yes No Sometime 17. Will you report to the police if you faced snatch theft issue? Why? *Please answer Yes or No follows by the reason ___________________________________________________________________________________ ___________________________________________________________________________________
18. In your opinion, who should take action in order to solve this problem? *You can choose more than 1 answer Police Government Non-profit organization Public Other: __________________________ 19. Based on the answer above, do you think they had tried their best in prevention of snatch theft? Yes No I dont know 20. Have you ever taken part in any anti-snatch theft campaign before? Yes No 21. Will you give your support if there is an anti-snatch theft campaign being held? Yes No 22. In your opinion, what media is the best to promote anti-snatch theft campaign? *You can choose more than 1 answer Social Networking (eg: Facebook, Youtube and etc.) Newspaper TV Advertisement Magazine Poster Billboard Other: __________________________ 23. Do you have any comment regarding on snatch theft in Malaysia? ___________________________________________________________________________________ ___________________________________________________________________________________ ___________________________________________________________________________________
- End of survey Thanks for your collaboration

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Table of content

Chapter 10 Appendices 10.1 Survey Form.. 82

CHAPTER 1 Project Overview

Chapter 1 Project Overview

Chapter 1 Project Overview

CHAPTER 2 Studies of the Issue

Chapter 2 Case Studies on Issue

2.1 Studies of the issue

Chapter 2 Case Studies on Issue

2.2 Studies of the Snatch Theft

Chapter 2 Case Studies on Issue

Chapter 2 Case Studies on Issue

2.3 Studies of the Victim

Chapter 2 Case Studies on Issue

2.4 Case Distribution

Chapter 2 Case Studies on Issue

Chapter 2 Case Studies on Issue

2.5 Issue Life Cycle

2.6 Tips to Prevent Snatch Theft

Report all incidents of snatch theft to the police.

Chapter 2 Case Studies on Issue

Chapter 2 Case Studies on Issue

Location Time and Date Victim

Chapter 2 Case Studies on Issue

Chapter 2 Case Studies on Issue

Chapter 2 Case Studies on Issue

Chapter 2 Case Studies on Issue

Chapter 2 Case Studies on Issue

CHAPTER 3 The Sponsor Company

Chapter 3 The Sponsor Company

3.1 Company Overview

Chapter 3 The Sponsor Company

Chapter 3 The Sponsor Company

Chapter 3 The Sponsor Company

3.4 Key People

Chapter 3 The Sponsor Company

Chapter 3 The Sponsor Company

Chapter 3 The Sponsor Company

Chapter 3 The Sponsor Company

3.5 Location and Subsidiaries

Chapter 3 The Sponsor Company

Chapter 3 The Sponsor Company

Chapter 3 The Sponsor Company

3.6 Brands, Major Products and Services

sophisticated as well as contemporary image to their customers.

Classy, elegant, glamorous, sophisticated, contemporary.

3.6.2 Major Products

Chapter 3 The Sponsor Company

Chapter 3 The Sponsor Company

Chapter 3 The Sponsor Company

3.10 Product Sales History

Chapter 3 The Sponsor Company

Chapter 3 The Sponsor Company

3.12 Media Expenditure

CHAPTER 4 Competitive Situation

Chapter 4 Competitive Situation

4.1 Direct Competitors 4.1.1 Reclaim our street

Chapter 4 Competitive Situation

Chapter 4 Competitive Situation

4.2 Indirect Competitors

4.2.1 Panic Button Installation

Chapter 4 Competitive Situation

4.2.2 Security Escort Service