Name: Farah Binti Yazit QUESTION 3 PARTS OF A PROPOSAL (20 marks)

(Section 9)

The Forever Delicious products are increasingly becoming popular in the local market. Bearing in mind the 5Cs principles of effective communication, complete the following parts of the proposal to the General Manager, suggesting for the organization to sponsor a reality show on TV. You are advised to include your own additional information whenever necessary.
EXECUTIVE SUMMARY

The Forever Delicious is a newly founded bakery company that sells range of freshly baked goods to the consumer. It is increasingly becoming popular in the local market and is able to generate high revenues. However, since the company is new in the market, lack of brand recognition and customer loyalty could be a problem. Hence to overcome this problem, it is highly recommended that the organization help to sponsor a new reality show namely The Malaysian Baking Competition. The total cost to sponsor this program will be RM 35, 000 and it will be in the form of cash prizes for the winners of the reality show contest. By executing this program, it will help to gain publicity and act as a first step towards ensuring customer retention and loyalty.

INTRODUCTION Background

The Forever Delicious is a bakery company first establish in the year 2011. Since then, it is one of the fastest growing companies in the baking industry and increasingly becoming popular in the local market. Its product range from cakes, pastries, pies, tarts, quiches, cookies as well as scones. However, since the company was newly established, it is lacking of public and brand recognition in the eyes of the customers. Hence, by sponsoring a reality show on local television, it helps an organization communicate, establish and maintain relation with the important audiences as well as increase the credibility of our company.

Data Sources The data used to create this proposal came from the records of the marketing department. Their

recent market research shows that The Forever Delicious is in need of public recognition and customer loyalty. More than 50% of the respondents feel that the company should get publicity and attract the media attention as well as gaining visibility with the public.

Problem

Since The Forever Delicious is a bakery company that is new in the baking industry, lack of brand awareness and customer loyalty can be a problem. Customers usually prefer to buy a product that is well known and high in brand recognition. Therefore, it is important for the company to gain publicity as well as achieving brand awareness and brand recognition. This is because brand awareness plays a major role in a consumers buying decision process. The eventual goal of most businesses is to make profits and increase sales. Businesses intend to increase their consumer pool and encourage repeat purchases. Hence, lacking of customer loyalty and brand awareness may affect The Forever Delicious sales.
Solution (2 marks)

Solution

Problems with brand recognition among the public may affect the company in a negative way. So, to tackle this problem, it is a good idea that The Forever Delicious help to sponsor a reality show on television. The show is called The Malaysian Baking Competition and this
competition aims to find the best baking chef in Malaysia. The theme of the reality show is aligning with our companys product and goods. Therefore, it is highly recommended that The Forever

Delicious help to sponsor this newly created program.

Objective

The purpose of this proposal is to improve the brand recognition and awareness in the customers eye. This target could be achieved by sponsoring a local reality show on television which is The Malaysian Baking Competition which may start on August 2013. By doing this, we can gain more publicity at the same time enhances our customers loyalty.

Assessment of cost

The Forever Delicious is going to help sponsoring a part of the cash prize for the winner of the competition. The assessment of cost for this program is as follows: Frist prize Second prize Third prize
Conclusion

RM 20,000 RM 10,000 RM 5,000 RM 35,000

Since its first establishment in the year 2011, The Forever Delicious is one of the fastest growing companies in the baking industry and increasingly becoming popular in the local market and managed to generate high revenue. One of the ways to maintain this is by ensuring brand recognition and brand loyalty among the customer. Hence, sponsoring a reality television show may help to achieve this objective. Please kindly consider this proposal as a step to achieve a long term benefit for the company which is to ensure customer retention and loyalty.
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