BDKM2103

DIPLOMA IN MANAGEMENT

MAY / 2021

BDKM2103

INTRODUCTORY MARKETING COMMUNICATION

MATRICULATION NO : 880511235142001
IDENTITY CARD NO. : 880511235142
TELEPHONE NO. : 0177493716
E-MAIL : sobanahc@gmail.com
LEARNING CENTRE : BATU PAHAT
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CONTENTS

1. ITRODUCTION 2-3
2. INTEGRATED MARKETING COMMUNICATION (IMC) 3-4
3. PRODUCT POSITIONING 4-6
4. PRODUCT LIFE CYCLE (PLC) 6-8
5. SUMMARY 8
6. REFERENCES 9

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INTRODUCTION

Integrated Marketing Communications is a marketing communications planning

concept that recognizes the need to evaluate the role of individual areas in the overall strategy
(advertising, public relations, sales promotion, etc.), as well as find the best combination that
can provide clarity, consistency and efficiency of communication program influence. by
using a consistent association of individual hits. The creation of a uniform system of
messages using various means of marketing communication, which do not contradict each
other and are coordinated with each other, creating one best way of communicating.
Integrated marketing communications are subject to the same goal - maximizing the
effectiveness of marketing communications by finding the most successful combinations of
synthetic, plant and equipment and marketing communications, as well as individual specific
tools and meaningful techniques.

Proton, is the first car manufacturer in Malaysia, was founded by Tun Dr. Mahathir
Mohamed at 1983, the company started with the all -time beloved car model owned by
Proton Saga, owned by Perodua remained at the Top for years but as the market began to
compete, the brand lost its shine, reputation and sales, today, Perodua has acquired a large
share of the market share in car sales in the Therefore, Malaysia, Proton needs a resurgence
after years of declining sales and profits, the company launched the first Malaysian -made
SUV Proton X70 and it was a success, cars are now sold from Malaysia as well, the
Company can profit from the recovery the Malaysian economy with the upcoming Proton
X50 SUV that will give direct competition to Japan's Honda HR-V, its counterpart will be
produced by Perodua as soon as they recently announced the new SUV they will be
launching immediately called DD55L. The objective of the IMC mentioned in this essay is to
provide 65% awareness about.

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Proton X50 in the targeted audience in 4 months, Both rational and emotional appeal
are used, 4 IMC tools to be used, having been launched in less than 2 months 2,500 test
drives will be available done. Budget allocation is made for each IMC tool, Land survey and
weekly
reports and evaluations will ensure IMC’s objectives are achieved to make the Proton X50
launched the campaign successfully.

According to Mohd. Hizam Hanafiah and Zafir Mohd Makhbul (2003), this strategy
involves the production of new products to the current market through new product
development efforts. This means that the organization is ready to enter the market but
increase the volume of its output in that market. This strategy can also be implemented by
adding new features to current products. The Proton Perdana V6, for example, is a modified
product from the old Proton Perdana. This strategy is suitable if the current product is
experiencing a stage of maturity in the product life cycle. So the production of a new product
can attract loyal existing customers to try a new product.

PROTON’s capabilities have expanded and it is no longer just a vehicle

manufacturing company. PROTON's capability in engineering services has been recognized
locally and abroad. Through previous and ongoing projects, PROTON continues to
strengthen its reputation for its capabilities in the field of engineering, including a program
undertaken with Lotus Engineering to create its own technology.

ROLE OF INTEGRATED MARKETING COMMUNICATION (IMC)

The IMC campaign conducted by Proton is to launch the cars and gain awareness of
potential customers about their new products. IMC is the coordination and integration of all
marketing communications tools, channels, and resources within Proton into a seamless
program. A successful campaign is all about integration and layering, through this way, it
allows the product to reach consumers. It ultimately becomes a factor that evokes
consideration of benefits to consumers, and therefore the effectiveness of an Integrated
Marketing Communication is crucial to the success of a new Proton product.

With advanced network quality, better quality products and value for money product
positioning, the proton brand will become increasingly attractive. As noted in last year’s
report, in order to grow and develop, Proton has developed more export potential. significant
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and sustainable growth in the international market will be proton’s main focus as it aims to
expand its market share and sales in the export market. Proton has gathered a foothold in
several markets, it is necessary to explore emerging markets to explore. In line with the script
from proton for 10 years, the group is committed to expanding its presence in terms of sales
and distribution, especially ASEAN, China, India and the Middle East. Proton and other
carmakers, China is important as it is rapidly developing economies in the region.

Currently Proton has entered and expanded the Chinese automotive market, which has
also enabled its Proton subsidiary, Lotus Group International Ltd., to achieve a strong
position in Chinese automotive engineering services. Proton is also aware of the need to
improve operational efficiencies, particularly those related to increasing capacity utilization.

PRODUCT POSITIONING

ADVERTISING
Advertising - Advertising has a very important role that increases the visibility of your
product on a very large scale.

Proton generally has three main types of advertising; print advertising, radio
advertising and television commercial advertising. However each model has its own specific
way of advertising even if it is print media or any other electronic form of advertising. In this
regard most of Proton’s production cars have extensive advertising in print and social media
as well as on TV focusing on new features, specific layouts, and placing a huge emphasis on
its Unique Selling Proposition (USP) cars. 2nd Media chosen is Newspaper, mostly earning
adults prefer reading newspapers such as the Star which is the most famous national
newspaper of Malaysia with estimated daily reading of 1.185 million.

Social Media - Social media (such as Facebook, YouTube, etc.) is a tool / medium to
promote your business. Advertising on social media is less costly and reaches out to a vast
audience immediately. It is no secret that Malaysians have adopted social media long time
ago, with an MCMC survey done in 2018 showing statistics of 97.3% people using
Facebook, 57% use Instagram and 48.3% use YouTube. These statistics are the reason behind
choosing these media channels to market the new Proton X50. For Facebook, Short 15
second’s video will be advertised to selected audience it will appear in regular Facebook
videos while a user is watching a Facebook video. The website is already hosted for a fixed
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cost; it displays trustworthiness among viewers by being an official website. The website will
help create awareness and also help potential customers to reach out to Proton’s showroom or
team for buying process. This in turn fulfils the IMC objectives.

Employee Branding - A credible job brand is one that communicates your company’s
culture, mission, and values well and provides compelling reasons for you to work - and stay
with your company / organization. Today, all companies adopt job branding techniques.

This is mainly due to the inclusion of innovative products or other substitutes that
meet customer needs better than current products. There are several strategies that can be
used at the descending level. Reduce marketing efforts and try to maximize the shelf life of
the product for as long as possible (called milking or harvesting). Slowly reduce distribution
channels and attract products from low-performing geographical areas. Such a strategy allows
companies to manufacture products and strive to introduce replacement products. Sell the
product to a specialized operator or subcontractor. This allows the company to dispose of
products with low profits while maintaining loyal customers.

Direct Marketing - Through direct marketing Malaysians will be targeted using

billboards on famous highways in Malaysia, the Federal Highway which connects Klang
Valley with Selangor, is one of the busiest highway in Malaysia, on this highway billboards
are in high demand as they are seen by thousands of drivers each day, a 30x60 feet sized
billboard will be put up on display on the federal highway with the same sized billboards will
be put up on other famous roads, selected roads are Jalan Sultan Ismail, Plus North-South
Expressway. Billboards will be attached on rooftops of buildings and road bridges as these
tend to be more impactful in cities. Billboard advertisement enhances brand image, with short
burst of a few seconds of view. A strong message describing the Proton X50 will be used.
Conferences and Events - Conferences and events are activities organized at specific times
and in specific places for brand promotion. The organizing company mainly sends out
invitations to potential audiences and also advertises them through different media channels
to invite maximum people to participate in the conference / event.

All forms of marketing communication have their own specific methods of

communication, such as disclosure, sales presentations, advertising on souvenirs, specialty
exhibitions, exhibitions, contests, catalogs, brochures, posters, awards and so on.

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The main goals of closed communication marketing in stimulating sales and sellers,
comprehensive consumer information, provide arguments, purchase reveal benefits to support
promotions from manufacturers, new products, consumers are reminded of the purchase
before advertising and promotion. marketing communication techniques include external
means, for which incentives are performed for the visit. These include signs, displays,
aystoppery, light boards, barkers, and more.

Internal funds - are also a method of marketing communication. They encourage

acquisitions, are attracted to the interior, thanks to the creation of psychological excitation of
potential consumers, leading to a willingness to buy. These include design, music, color
palette, fragrance, communication staff style, tools and equipment, such as presentation,
different suspensions, interior design, display, interior and exhibition exhibition, running line
and odor generator.

The main features of integrated communication marketing communication include:

high efficiency, the need to combine the two communicators using all the tools and
techniques of marketing communication tools, the effect of communication on buyers and
inverse response is almost the same time.

PRODUCT LIFE CYCLE (PLC)

The Product Life Cycle (PLC) determines the level that a product goes through in the
market Oligopolistic Market The main idea behind an oligopolistic market (oligopoly) is that
some companies rule a lot in a particular market or industry, offering similar goods and
services. Because of the limited number of players in the oligopoly market, competition is
limited when entering, becoming established, and exiting the market. This is a useful tool for
managers to help them analyze and develop 5 P Marketing strategies 5 P Marketing -
Products, Prices, Promotions, Places, and People - are key marketing elements used to
strategically position businesses.

Maturity level
The biggest challenge at maturity is trying to maintain profits and prevent declining
sales. In addition, to re -innovate, companies typically use strategies such as market
expansion, product expansion, or marketing innovation to ensure that the product remains
successful and remains at maturity. At the declining stage, product sales begin to fall and
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profits decline. Reduce marketing efforts and try to maximize the shelf life of the product for
as long as possible (called milking or harvesting).

Sales Promotion
Periodically, we will give offers of discounted rates on the vehicles through prices.
We will give special offers to repeat clients and those who purchase in bulk by offering
special discounted rates. In a bid to appeal to even the lowest class, periodically we will offer
promotional draws that will have a winner walking away with a brand new car for free. This
is to appeal for increased sales of the same. We will partner with other events that will need
our support In events like community sports championships, competitions like athletics,
traditional community events will be featured the brand of the company. Potential customers
will have the chance to ride the vehicles for free and even compete inside them. Lots of
media attention will be focused on these events so as to create more awareness of the event as
well as portray a positive image of the company.

Exhibitions and trade shows We will feature in all exhibitions and trade shows in
Malaysia. Through such shows. We will have stands where we will show the exquisite
features of the vehicle products and the appeal they bring above the competitors. We will also
participate in motor bazaars for more advertising and showing off of the stylish sophisticated
nature of the X50 SUV features.

When similar products are placed side to side people tend to compare them more
closely this form of comparison is critical to create the image of Proton X50 as this is more
likely to make an influence on the customer looking at the poster, furthermore, the poster
seems to contain the Proton X50 in red colour which will be more appealing to the customer
in comparison with the HR-V, Lastly, the price and horse power mentioned are two key
figures people will take in notice while looking at the poster, as audience now a days has a
shorter attention span, less information indirectly means more information.

Factual Message, The Affordable SUV USP will be executed through a factual
message which is essential in reaching the IMC goal. Facts of the Proton X50 must be laid
out to the targeted audience in terms of variants, pricing, features that come with different
prices, packages, after sales service offers, All the features of interior such as cabin space,
sun roof, voice activated command, leather seats, touch screen and exterior such as body kits,
colour options, steel rims options are to be laid out to the target audience in order for them to
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feel that they are in control of customizing their own vehicle, every owner buys a Proton X-
50 just made for the customer. These features and facts during a sensitive time as Covid-19
are important to state so potential buyers can consider the value their getting for the price
their paying. Therefore, making it crucial to state factual message on the Proton X50.

SUMMARY

To summarise all, in today’s marketplace, we are seeing a lot of changes in the way
marketers develop relationships with their customers. Of course, the promotional programme
element must be combined with all other programme elements in such a way as to achieve
maximum impact. Just like I mentioned above, before even wants to do a campaign plan,
you need to understand what integrated marketing communication is and what is the key
features of IMC. There are five key features of IMC, first, customer or prospect, second,
using any form of relevant contact, third, the message you want the consumer to receive,
fourth, build relation among the customers and fifth, affect behaviour. Then the tools of IMC,
there are six tools of IMC, first, advertising, second, sales promotion, third, personal selling,
fourth, publicity/public relations, fifth, direct marketing and last digital marketing.

Proton is Malaysia’s first car manufacturer, after years of struggling proton has finally
come back with a strike, the Proton X70 was a huge success for Proton and hopefully the
Proton X50 won’t disappoint the market, Proton needs to work on better customer service,
better after sales service, There is an immense opportunity of higher profit margins due to no
sales tax from December 2020, Proton launched the first Malaysian SUV and now is set to
launch a mini-SUV and later Perodua and Honda are to give head on competition to Proton in
the Affordable SUV segment. Proton X50’s launch is projected to be successful and fulfil the
established IMC objectives with proper evaluation and control.

Thus, IMC is the practice of consolidating various communication marketing tools,

from packaging to advertising. It is organized in a way that convinces the news means it is
aimed precisely at the target audience which can help translate it to the goals and challenges
facing the company.
(2592 WORDS)

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REFRENCES

Huong, T. and Wong, J., 2019. High expectations for upcoming Proton X50. The Star,
[online] Available at: <https://www.thestar.com.my/news/nation/2019/06/19/high-
expectations-forupcoming-proton-x50> [Accessed 8 September 2020].

Jain, P., 2019. Proton X70 Price and Competitors. [Online] Zigwheels.my. Available at:
<https://www.zigwheels.my/car-news/proton-x70-price-and-competitors> [Accessed 8
September 2020].

KANA, G., 2020. Proton records fastest sales growth in 2019. The Star, [online] Available at:
<https://www.thestar.com.my/business/business- news/2020/01/03/proton-records-fastest-
salesgrowth-in-2019> [Accessed 8 September 2020].

Kormin, K., & Baharun, R. Customer engagement strategies in Social Media: The case of
Malaysian Automotive Industry.

Proton, 2020. PROTON - Corporate. [online] Proton.com. Available at:

<https://www.proton.com/en/corporate/corporate-overview> [Accessed 9 September 2020].