HHHC9701 Set24 Sem 2 2013/2014
KEMAHIRAN PENGURUSAN DAN KEUSAHAWANAN
Name of Programme: Fiesta Sinergi Intelek (FSI) 2014
Name of Sub-Programme: The 15th Ang Pau Festival ( Pesta Ang Pau Ke-15)
Jppel approval no. : DN00189/2014
Date: 13/12/2013 – 21/3/2014
Venue: Dewan Serbaguna (DSG) Kolej Tun Syed Nasir (KTSN) UKM Kampus Kuala Lumpur
Organiser: Majlis Eksekutif Pelajar KTSN
Name: Elaine Khoong Shi Qing
Matric no.: A144737
Faculty: Faculty of Health Science (FSK)
Programme/Year: Speech Science/1st year
Position: Marketing Committee member (AJK Pemasaran)
A Brief Introduction to The Programme
The Pesta Ang Pau (PAP) is an ongoing annual event that has been held in KTSN for the past 14 years. Years
back, air tickets were really expensive and due to some other academics reasons, some of our
students that originated from the other states, especially those from west Malaysia, were unable to travel
home to have a reunion dinner or a Chinese New Year’s celebration with their families. For the Chinese, the
New Year reunion dinner with our family is a very significant and dear event especially for those that are far
away from their home town. The Chinese New Year reunion dinner was their chance to go home, back to
where their love ones are. When we thought of the loneliness of our friends who could not return home to
celebrate the Chinese New Year, the PAP was held to celebrate the Chinese New Year together with
them, sharing warmth among the students and public. In the PAP this year, we plan to have various Chinese
New Year exhibitions and decorations put up, dancing and singing performances and last but not least a
drama that would depicts the spirit of Chinese New Year for everyone to enjoy.
Planning of the Activities/Programme
The role of the marketing section in PAP is to generate sufficient revenue to be able to sustain all the cost
required to organise and execute PAP. Following the successful financial model of previous PAP, one of the
way PAP generate revenue is through the sales of dedication products, PAP t-shirts and badge. Due to a
limited number of members in the marketing team, this year, it has been designated that the marketing
team will be in charge of the sales of the dedication products while the sales of the PAP t-shirt and badge
will be the responsibility of the souvenir section and the marketing team will only work to support the
souvenir team in the sales of these t-shirt. Besides that, the marketing team is also responsible for
organising a collection event called the Marketing Operation. Hence, in the report that follows, I will explain
about the 2 main responsibility of the marketing team which is organising the marketing operation and the
selling of the dedication products.
Marketing Operation:
The marketing operation is an activity/event where members of the PAP would go out into shops
located in Kuala Lumpur to ask for donations of items that we would need for the PAP event. Some of the
examples of item that PAP always need were stationaries, fabrics, decorations (Chinese lanterns, light bulbs)
and etc. Besides helping to reduce our cost of operation for PAP, this marketing operation is also created as
a platform for publicity to reach out to the public community. What the students will do during this
marketing operation is to go shop by shop to ask for donation of any items and also to help spread by word
of mouth, informing and inviting the general public to come and join us for our PAP event.
The duty of the marketing operation here is to organise and run this marketing operation from
beginning till the end. Before the marketing operation can actually be carried out, there were many
preparation jobs that first needed to be done by us. First and foremost, we started by gathering all
necessary information and to chart out possible routes and places where students of PAP can go for item
donations. The routes that we were looking for were mainly streets that can easily be reached by public
transport so that PAP members can reach there easily and with many shops so as to increase the chances of
getting a good harvest of donations. Among some of the areas that we decided on were Jalan Ipoh, Jalan
Petaling, Chow Kit, Hang Tuah and etc. After mapping out the routes properly dividing the areas, our next
job was to divide all the PAP members into various group to spread them out over the areas that was
chosen to make the marketing operation more efficient. Getting feedback from each sub-unit of PAP on the
items that they would need for PAP was also another job that the marketing unit needs to do so that we
can compile a list of items that we can aim for during the marketing operation. Confirming the names of
members that can join the marketing operation and obtaining their contact number were also part of our
effort in ensuring that the marketing operation can be run as smoothly as possible.
When we finish sorting everybody into groups and appointed a leader for each group, we moved on
to preparing all the materials and documents that the members will need for the marketing operation.
Maps, list of contact number and also approval letter from the university were among some of the things
that the members of PAP will need for this marketing operation. Each group will be given an envelope that
contains all these materials and documents. When all the necessary preparation jobs have been completed,
we conducted a briefing for the members of PAP, telling them everything that they would need to know for
the upcoming marketing operation. Altogether, the marketing unit held 2 briefing session: one session
before each marketing operation to make sure that everybody is clear on what they need to do.
During the briefing, the members of the marketing team took turns to explain parts of the
marketing operation to the PAP members and I was responsible to brief the members on how to approach
a shop-owner to ask for donations. Teaching them to first introduce themselves, stating the university
where they are from and also the purpose of them doing this item donation collection are some of the
basic things that I taught. Besides that I was also in charge of guiding them on what to do if there were any
emergency or sudden events that might happen when they are out there doing the marketing operation,
giving them guidelines on how to handle any unexpected events (for example: someone getting injured or
when someone is separated from the group)
On the first and second day of the marketing operation, after a brief gathering at the volleyball
court, each group headed to their designated area at 7.30am in the morning. During the marketing
operation, my group and I went shop by shop in our designated area to ask for items donations. At the end
of the day we manage to collect many items needed for the PAP event. At 6pm, all groups headed back to
KTSN to reassemble and to pass over the items collected from the marketing operation. The job of the
marketing team here was to systematically gather all donated items collected by the members and to
tabulate and record down these items and later distribute them equally to all sub-units in the PAP
organisation. When all the items has been distributed, the marketing operation was successfully ended.
The pictures above showed some of the shops that my teammates and I
went to during the marketing operation to ask for donation.
Some of the items that was donated to PAP through the marketing operation.
(Left: hairspray, stationary), (Right: Cloths)
Dedication:
Every year, the sales of the dedication product has been the main source of income for PAP,
contributing the most in helping PAP to generate the necessary revenue that it needs. The duty of the
marketing team is to ensure that the sales of the dedication product would be as successful as possible,
which means that we needed sell as many dedication products as we possibly can. I would like to first start
by explaining a little bit about how the sales of a dedication product are done. The concept behind this
dedication product is that these dedication products are actually gifts. A student will pay the marketing
team for a dedication product, tell us who they want to give this dedication product to and we will help our
client to deliver the dedication product to the person that they want to give it to. So what the marketing
team is actually selling is not only the dedication product but also the delivery service. Besides that, we also
provide cards for the client to write down messages with we will deliver together with the dedication
product. (But our delivery is only limited to students of UKMKKL), hence the name dedication which means
that the client dedicates a gift to someone.
The first thing that we did was to find out about the types of dedication that was sold during the
previous years of PAP. Knowing this helps us to avoid selling the same type of dedication as this will be less
appealing to the students. As members of the marketing team, we were faced with the challenge of coming
up with new and innovated ideas for the dedication this year and to overcome this problem, we did many
researches online and we also did a simple oral survey with our friends to know about their preference and
interest. We also went to shops and did a market survey on the types of materials available in the market
and their selling cost. After many thorough discussions together with many ideas coming from each
member, we finally decided to sell dedications package consisting of chocolates and sweets and also sell
Chinese dragonfly knot which we think is also profitable because it has a low cost of materials and it can
safely be sold to Muslim and Non-Muslims students alike. Below is a copy of the flyers that the marketing
team came up with after finalising the dedication products that we want to sell. We offer various packages
of varying prices to accommodate for all range of customers.
The next thing that we needed to do was to distribute the order forms and flyers to everyone. In
each different course, students from each year will receive a copy of the flyers and an order form for them
to place their orders. We have also gotten the help of some other members of the PAP by asking them to
be in charge of the collection of the order forms once it has been passed around to everyone and also to
help us collect the payment for their respective courses for a more systematic payment system to avoid any
financial losses and confusion.
When all the payments and order forms have been returned to us, the marketing team headed out
to purchase the necessary materials needed to make these dedications product. While overjoyed at the
overwhelming respond that we receive to our dedication sales (approximately 300 orders for package A, 37
orders for package B, 30 orders for package C, 80 orders for package D and 50 orders for package E) the
marketing team is now faced with a new challenge to finish making/packing all the dedication products and
sent it to their respective recipient before the PAP event which will be held on the 21/3/2014. Making the
Chinese knot was especially difficult for us because these knots are actually handmade by ourselves to
reduce material cost and to add a more special quality making it more appealing to the customers.
Working hard for many nights and with the help of many other members of the PAP, the marketing
team manage to complete all the orders successfully before the 21/3/2014.
The other members of the marketing team and I doing a market
survey on the materials and price.
Some pictures showing my other marketing teammates and I making the dedication
package and the Chinese dragonfly knot
Pictures showing some of the completed dedication package and message.
Additional profit:
During the marketing operation that was held on the 1/3/2014, one group manage to collect a bag
of unused but old cloths from a clothing shop owner and they were suggested by the shop owner to sell off
these bags of clothes to make a little profit for PAP. As such, the marketing team decided to follow the shop
owner’s suggestion and we opened a small stall at the walk way beside the Dewan Serbaguna on the
10/3/2014 and 11/3/2014 to sell off these clothes.
The stall that we set up at the walk way beside the
Dewan Serbaguna