INTRODUCTION :

Ajinomoto is the very first Japanese joint venture companies in Malaysia Meanwhile,
Ajinomoto is among the earliest in Malaysia to receive the HALAL status in 1965. The aim
of this proposal is to create awareness to the consumer regarding Ajinomoto halal status.
Recently, Ajinomoto sales starts to decline due to the concern from the consumer about their
halal status because this company is directed by the non-muslim director .This is why the
marketing team would like to propose that a new tagline and advertising company be
launched within the next 6 months .

PROBLEM STATEMENT :
The problem faced by Ajinomoto is that the consumers are still doubtful about this
companys HALAL certification especially for product flavor enhancer because it is not
reflected in the companys tagline and advertisements . We are experiencing a severe drop in
sales for and the results of the market survey indicated that consumers doubt in the product
halal certification. A change in the tagline and advertising campaign is the best solution to
convince the consumers especially those new to the product that this flavor enhancer is a
halal compliant .
SIGNIFICANCE
Advertising has become an essential marketing activity in the modern era of large-scale
production and severe competition in the market.

Advertising helps in spreading information about the advertising firm, its products, qualities
and place of availability of its products and so on. It helps to create a non-personal link
between the advertiser and the receivers of the message

The significance of advertising has increased in the modern era of large scale production and
tough competition in the market. Advertising is needed not only to the manufacturers and
traders but also to the customers and the society. The benefits of advertising to different
parties are discussed in the following paragraphs.

There are many advantages in improving the advertising.Firstly, Advertising helps in

introducing new products. A business enterprise can introduce itself and its products to the
public through advertising.Secondly, Advertising develops new taste among the public and
stimulates them to purchase the new product through effective communication.
Other than that, Advertising assists to increase the sale of existing products by entering into
new markets and attracting new customers.
Thirdly, Advertising helps in creating steady demand of the products. For instance, a drink
may be advertised during summer as a product necessary to fight tiredness caused by heat
and during winter as an essential thing to resist cold.
Lastly, Advertising helps in meeting the forces of competition in the market. If a product is
not advertised continuously, the competitors may snatch its market through increased
advertisements. Therefore, in certain cases, advertising is necessary to remain in the market.
BUDGETING

As a solution to the problem, it is proposed rm 500 000 be allocated to change the

tagline and have a new advertising campaign for ajinomoto signature product. The details of
the budget are as the following:

NO. DETAILS/ITEM RM
1. Press conference 50 000
2. Advertising 300 000
3. Prizes 50 000
4. Competition cost 50 000
5 Other costs 50 000
TOTAL 500 000
Figure 1 : Budget for changing the tagline and advertising campaign.
LIMITATIONS
This proposed acknowlwdges some limitations to the solution. They are :

1. Profit loss for the first 3 months

Television advertising costs more than other forms such as radio,magazine,

newspaper and internet. We will face a profit loss for the first 3 months because a lot
of cost will be incurred by doing this.

2. Convincing new customers

There may be some customers still confuse about our halal integrity. This
campaign helps us to tell the customers that our product save to use and halal.