Lego Essay Example For Students

Lego Essay Executive summary Established in 1933, Bee Cheng Hiang (BCH) has since grown from a mobile stall selling barbecued pork to becoming today’s market leader with 28 retail outlets in Singapore. Barbecued pork is known to many as bakkwa, a festive nibble during the Lunar New Year celebrations. The following report has been divided into stage 1 and 2, each providing a more detailed understanding on the integrated marketing communication (IMC) program to market and position the brand by â€Å"building it into individual’s lifestyle†. In Stage 1, the topics covered are the current situational analysis of BCH and the marketing communication objectives and budget for the implemented IMC plan designed. In the current situational analysis, the issue of repositioning the brand in consumers by advertising and promotion is highlighted and elaborated, followed by the competitive frame of the local bakkwa market, BCH’s market operations and the consumer analysis. The key communication objective for the designed IMC program is A to change the public perception on the brand and its product offering thus helping BCH gain an increase in overall sales by 20%. The total budget for the IMC plan is divided into five portions with allocated percentages for the different costs. In Stage 2, a more comprehensive elaboration on the budgeting, the media types used and the timing for the IMC program are provided. The pulsing scheduling method for the campaign during the intended duration of six months is used for effective communication to the targeted audience. A story board with the portrayal of four different scenes is included with the tagline â€Å" †, meaning love in BCH to illustrate that there is love in BCH’s products. The media plan will focus on the aspects of television commercials, print advertisements, publicity, public relations, Internet marketing and sales promotion. Strategic, efficiency, profitability and annual plan controls are the various evaluation and control methods used for the IMC program. For example, to evaluate on the efficiency of the ommunication, a focus group session will be done comprising of family members of different families with different generations. 1. Problems Bee Cheng Hiang’s Advertising and Promotional Plans To Solve Currently, Bee Cheng Hiang’s (BCH) has established itself as the market leader of the bakkwa trade in Singapore, hence the team has concluded that BCH’s advertising and promotional plans does not intend to solve any problems but rather, continue to market and position the brand and its products by â€Å"building it into individual’s lifestyle†. Based on their television commercials and print ads, observations can be made on how BCH incorporates eating bakkwa into individual’s everyday lifestyle; eating it with family, sharing it with a loved one. These are the numerous ways that the brand intends to develop an understanding amongst consumers of being able to enjoy bakkwa everyday. 2. Bee Cheng Hiang’s Competitive Frame BCH faces tough competition against key players such as Fragrance Foodstuff, Lim Chee Guan and Kim Hock Guan in the market. As mentioned, BCH and its direct competitors operate within the same product category of food, for instance, their famous barbecued pork, floss and Chinese sausages. BCH versus Fragrance | |Bee Cheng Hiang |Fragrance | |Product |Sells mainly barbecued pork, floss, Chinese sausages, |Sells mainly barbecued pork, floss, Chinese sausages, | | |snacks (cuttlefish, prawn roll) and abalone. |mooncakes, snacks and a variety of cuttlefish. |Price |$45/kg (non-peak) |$43/kg (non-peak) | | |$50/kg (during CNY) |$50/kg (during CNY) | |Place |Very accessible, with 28 outlets, including franchises, |Not as accessible to tourists as compared to BCH, but 21 | | |situated all over Singapore, including heartland areas, |outlets across Singapore including franchises in the | | |airport and ferry terminals. heartlands. | |Promotion |Uses celebrity endorsement (Zoe Tay) |Uses celebrity endorsement (Sharon Au) | The obvious similarities in both BCH and Fragrance’s logos have created a baffling e ffect on their customers as these logos are being represented by the word â€Å"? †, a Chinese word that symbolises the fragrance of the barbecued pork (refer to appendix pg 29). Rivalry between BCH and Fragrance has been very intense throughout the years. From the above table, it illustrated that Fragrance and BCH’s marketing plans are comparatively parallel in terms of the marketing mix. BCH has a higher degree of competitive advantage with the number of stores and its location of the outlets in the airport and ferry terminals, being able to reach out to tourists as well as the locals. Additionally, BCH has also sponsored a family movie by Jack Neo named â€Å"The Best Bet† in order to attract attention, stimulate interest, create desire, and bring about action (AIDA) in families in Singapore. BCH and Fragrance also tend to be traditional (which explains why they kept the original sliced pork bakkwa), and innovative (gourmet fusion, which mix minced and sliced pork together) at the same time with the intention of retaining their loyal customers and at the same time, attract new ones. BCH versus Lim Chee Guan (LCG) and Kim Hock Guan(KHG) Both LCG and KHG have been renowned for their long queues during the CNY seasons although they only have a handful of stores. LCG and KHG build their brand mainly with their products that primarily consist of their well-known arbecued pork, floss and Chinese sausages. With regards to accessibility, with only a small number of stores, they are not able to reach out to as many customers in the market as how BCH and Fragrance do. LCG and KHG tend to be very attached to being traditional in their food products and do not offer as much variety. BCH and Fragrance probably made the most of the spill over effect during seasonal periods as customers who do not have the patience to queue for LCG and KHG’s barbecued pork saw BCH and Fragrance’s products as a reasonable alternative. Positioning of BCH As quoted by Overseas Singaporean (2006), â€Å"In the quest for leadership position, Bee Cheng Hiang is fully committed to its value proposition of quality. Only the best quality ingredients are being used, with continuous research and developments done, to ensure that our products exceed customers’ expectations. Bee Cheng Hiang is also the first to incorporate a traditional business with modern retail methods. † BCH (2009) has positioned its own brand as being the only choice of snacks and believes that it can help its customers in enhancing their quality of life. Additionally, it places itself as being the leading brand in the industry and believes in providing quality and value to its customers with a modernised approach while retaining its traditional taste. 3. Bee Cheng Hiang’s Market Operations 3. 1Organisation Structure The chart under appendix pg 28 shows the possible organization structure for BCH. This is a matrix structure according to geographic areas. This structure is suitable as it focuses employees on serving customers and creating products, and at the same time allows each department to be specialized on their knowledge and use resources efficiently. This knowledge and resources will be spread among the operations of BCH in different countries. In this way, consistency of the brand will be ensured in BCH. 3. 2Communication Process Communication is generally being summarized as the transmission of a message from a communicator to a receiver in a coherent manner, either verbally or non-verbally. BCH (the sender) uses an endorser, the Caldecott Queen, Zoe Tay to reach out to its audience, in forms of print advertisement and television advertisement. As Zoe Tay is seen as an individual, as well as a celebrity with a high level of affective source credibility, it helps BCH to transmit the message easily across to the audience. Then, BCH encodes the idea through graphics. For example, pictures of Zoe Tay eating the barbequed pork could be observed. Followed on, in order for BCH to transmit the encoded message, the firm has chosen several channels such as billboards, magazines and television. Television advertisement for BCH is considered to be a rich medium as the message can be conveyed using more than one type of clue, namely visuals and vocal. Subsequently, the intended message is being decoded and delivered to the receiver – the target audience. The target audience is mainly the general Chinese public who buys bakkwa for personal consumption, or as gifts of goodwill. This is the important stage as it determines whether the intended message has been delivered across correctly to the audience. Finally, feedback is the last link in the chain of the communication process. After the message is being delivered, the audience will respond in a certain way. BCH is able to calculate the response rate through their sales amount. It is important for BCH to take into consideration the noise when developing effective marketing communication strategy. Noise can occur from the competitors’ advertisements and the receiver’s frame of mind which causes the message to differ from the intended message of the communications (Armstrong, Kolter Silva 2005). Currently, BCH employs the flighting method of scheduling for it advertising; heavily during the festive periods especially the Lunar New Year. However, noise within the communication process will increase due to the competitive efforts from its other bakkwa competitors. 3. Hierarchy of Marcom Effects Of all the marketing communication tools, BCH has managed to use advertising as one of the major platforms for the firm to gain awareness amongst the general public. They use favourable advertising strategies such as Zoe Tay as an endorsement and sponsorship in Jack Neo’s movie â€Å"I Not Stupid† from MediaCorp to reach out to their audience, because these celebrities are usually of a high source of credibility. As BCH is positioned as being the only choice of snacks and believes that it can help individuals in improving the quality of life, it creates an expectation amongst the audience. Therefore, several programs were carried out to meet the expectations. BCH holds several sales promotions throughout the year, mainly during festive seasons. For example, during Mother’s Day, BCH came up with sales promotions of selling barbecued pork at a lower price. Additionally, heart-shaped bakkwa will be available during Valentines’ Day. Over the counter, free samples of bite-sized bakkwa will be placed on the glass to stimulate and entice trial. After customers tried the products, beliefs and attitudes would then be formed. For BCH, it is the taste of the bakkwa. For instance, if the taste of the product varies from one point to another, consumers will have a higher tendency to lose confidence, as their expectations and satisfactions are not met. Hence, if BCH constantly lives up to their expectations, a strong attitude will be formed. Directly, it will increase brand loyalty amongst the consumers. 3. 4Outline and Rationale for Bee Cheng Hiang’s basic Marketing Strategy Michael Porter’s Generic Strategies model is used to analyze Bee Cheng Hiang’s Marketing Strategy. Bee Cheng Hiang is currently targeting at a broad industry target group with unique products offerings. This shows that they are using differentiation-marketing strategy. BCH has established many stores in Singapore, and they are also operating globally; broadening their access to different markets. Stores of BCH can easily be found in countries like China, Indonesia and Malaysia. In total, BCH owns about 108 stores locally and globally (Chinatownology 2009). Moreover, BCH has been continuously doing research and development in order to develop new products to keep up with the changing market trends and attracting different target segments to increase demand. For example, they introduced the new healthy bakkwa that contains less calories and fat (Buy Singapore 2009). They also have EZ pack bakkwa that can store up to six months for customers like tourists to purchase the products back to their own countries. As BCH had always strived to provide products with the best quality, they had gained a well-developed brand name in the hearts of their customers. Furthermore, since its establishment in 1933, they have been recognized as the most premium brand of bakkwa, especially in Singapore (Bee Cheng Hiang 2009). For this, BCH is able to charge a higher price in their products and customers will still continue to purchase. Although substitutes of BCH’s bakkwa can easily be found, they still cannot be easily replaced, as there are emotional benefits that cannot be substituted. In the future, BCH can still adopt the differentiation strategy. However, BCH should have more promotions in the future, in order to create more awareness for their current products or new products and promotions. More efforts should also be made to build the relationship with their customers. If done successfully, loyal customers can even become their customers’ advocate, who goes around telling their friends or families the benefits of BCH. Thus, BCH can gain free word-of-mouth advertising from their customers. However, if BCH did not put in efforts to build a good relationship with their customers, soon BCH will lose them to their competitors. 3. 5Behaviour Sequence Model |Data Input |Decision stage | | Need arousal |Information search evaluation |Purchase |Usage | |Who (roles) |Initiator to propose |Influencer and decider on the brands and |Family and post |User | | |category need |alternatives |purchase | | | | | | | | | | | | | | | | | | | | |Where (location) |(NIL) |Public sources of information: mass media |Telephone order / |Personal consumption at home / | | | | |at outlet |offices as corporate gifts | | | | | | | | | | | | | | | | | | | |When (time |Brand attitude |(NIL) |Mostly before/ |(NIL) | |timing) |strategy | |during festive | | | | | |season | | | | | | | | | | | | | | | | | | | | |How is it likely |Purchase intention |Personal, commercial and experiential sources of|Sales promotion at |User’s needs recognised and | |to occur |strategy information |outlet |satisfied, repeats | | | | | |purchase/spread positive word of| | | | | |mouth | | | | | | | | | | | | | 3. 6Target Audience BCH’s current primary target market is people of age 30 years old and above. They are mostly married and have a stable family with average or above average income annually. Thus, they have moderate spending power. This group of people view traditional culture importantly, especially during traditional festive season like Lunar Chinese New Year. They feel that brand name is an important aspect when it comes to giving presents or serving their guest. If they feel that a brand is good, they will be loyal towards that brand and will thus, become a habit for them to buy this brand. Therefore, they are relatively not price sensitive customers as long as the brand is able to give them expected benefits. BCH’s current secondary target market is the tourists, especially the Caucasians, living in the Western side of the world. They can be of any age, gender or occupation. They have relatively high educational level and average income, thus have reasonable spending power. They are people who like or treasure the Chinese culture, therefore likes to buy traditional Chinese products. Price sensitivity will not be an issue to them as long as they find a value in the Chinese products. Similar to BCH’s primary target market, as long as the brand can satisfy them with psychological benefits, they will become repeated customers. 4. Communication Objectives A key issue in BCH’s IMC strategy is to change the public perception on the brand and its product offering. The aim of our communications objective is to help BCH gain an increase in overall sales by 20%. Although BCH is already considered as a well-known market leader for its bakkwa and other wide range of food products, we hope to increase its customer base by another 15%, by persuading existing users from competitors’ brands to switch to BCH, as well as improving its brand image and maintain its brand awareness through our IMC program. It is important to take into consideration the worth of marketing costs that would incur when planning the IMC program as returns are expected from our investments of our advertising efforts and make sure our communication objectives are met. Hence, a communications effect sequence has been planned to aid us in tracking our intended returns on the campaign. Using multiple popular communication vehicles allow BCH to reach out to their intended audience wider and successfully within 90% of the geographically dispersed audience of varied media consumption patterns, increasing the market outreach, for example popular TV media and printed publications. The advertisement will appear on a pulsing basis to maintain brand awareness since BCH is the market leader in its industry. Aside from reaching out to 90% of the target audience, our next aim is to get 70% of the selected audience to comprehend the intended message within the advertisement. Slice of life† message execution using the advertising appeals of meaningfulness and believability is utilized. This will allow shaping of BCH’s brand attitude and customer’s perception that its products are not simply a festive nibble but also can be part of their daily life. To capture the interest of the 40% intended audience, a successful message execution style is crucial. Inherent drama will be the approach used for the major selling idea. Using a family-focused theme will enhance the advertising appeal because it is easy for customers to relate to it. It is also inline with BCH’s brand vision â€Å"To be the best at helping others, to experience and share enjoyable moments in everyday life†. How Are Children Of Single Parent Families Affecte EssayWhilst during the peak periods of end September to October, and January to February, the TV commercial would be broadcasted on Channel 8, during the evening prime time slots for a total of 3 times from Mondays to Fridays, i. e. at the start and during and end of the 9’o clock programme. As most Singaporean watch Channel 8’s 9’o clock programme, we feel that we would be able to reach out to most viewers during this time and especially when everyone is home from work and school. Hence the whole family would be able to watch the commercials together. 11. 2Print Advertisements Our main choice of medium for advertising Bee Cheng Hiang’s print advertisements would be in Singapore Press Holdings (SPH) Chinese newspapers – My Paper and Shin Min Daily News. These two newspapers are selected because My Paper is one of Singapore’s free Chinese and English newspaper, hence readership rate on this publication would be high and at the same time, we will also be able to reach out to other potential customers that are English-speaking; and Shin Min Daily News is a another publication that most youths and elderly would read as this newspaper covers popular sections like sports and entertainment. It is also shown that Shin Min Daily News (2009) has an average circulation of 139,600 and My Paper(2009) with an average circulation of 280,000 as of August 2008. Hence we believe that through these two mediums of printed publications would be appropriate to advertise our new campaign and achieving our objective of reaching 90% of our selected audience in Singapore. These insertions would come in two sizes for Shin Min Daily News and My Paper; a half page, full colour advertisement on the third page of the publication for Shin Min daily News and a full page, full colour advertisement on the centrefold of My Paper. As placing the insertions on the inside of the newspapers, the costs to do so would be much cheaper than placing the insertions on the front and back pages of the newspaper. For the insertions of print advertisements, we have decided to follow the pulsing method for TV commercials, applying more weight during peak periods like October, January and February, advertising 4 times a week – Mondays, Thursdays for My Paper, Saturdays and Sundays for Shin Min Daily News. While on non-peak periods like September, November and December, the insertions would be made twice a week – Saturdays and Sundays on Shin Min Daily News as My Paper is only printed from Mondays to Fridays only. The insertions would be scenes from our storyboard, hence serving as a gentle reminder to our target audiences of the brand, its products and our intended message in the advertisements after they have seen the commercials and to maintain their attention towards our advertising. 11. 2Publicity Photo Taking Contest In order for us to attract publicity, we have decided to organize a photo taking contest, whereby everyone is eligible to participate and the only conditions for this contest are to use any BCH products in the photos taken. Since our main message of our advertising efforts is to make BCH’s product an everyday snack or lifestyle product, the theme of the contest would be to how us how people are able to infuse these products into their everyday lifestyle with their loved ones. For example, the picture could be a family enjoying bakkwa together while everyone is happy and having fun watching television. Other examples of these photographic moments can also follow our pr int advertisements and commercials. Creativity is welcomed as long as the specific products are engaged in the photos. The contest would be held at during mid November after the first wave of heavy advertising is completed, and it would also be logical to have the contest away from festive seasons as we are trying to push the message of BCH can be an everyday product in the consumers’ lifestyle. The contest will last till end December and the results would be announced during the second week of January. The contestant with the best photograph will win $4,000 in cash and $200 worth of BCH products or gift vouchers. The second prize would consist of a cash prize of $1000 and $150 worth of BCH’s products or gift vouchers; while the third prize is $500 cash prize with $100 worth of BCH’s products or gift vouchers. With these incentives in place, the contest would be able to attract much participation and interest from the public and it would also be inline with the rest of our commercials and insertions as these comprises of sharing BCH’s products with loved ones in an everyday scenario. To make our contest known to the public, we will post insertions of the contest during the months of November and December twice a week (Saturdays and Sundays) during the slots that we have selected for our print media in the Shin Min Daily News, and also on the BCH website. Pamphlets of the contest will be given out when products are purchased at any outlets to every customer and posters of the contest will be put up by the entrance of every outlet to draw attention to the contest. Hopefully by engaging the public’s participation in this contest, they themselves are also able to learn how to infuse these products into their everyday routine and adapt it as part of their lifestyle. 11. 3Public Relations A Children’s Earthquake Fund will be set up to provide direct assistance to the thousands of children who are suffering in the aftermath of destructive earthquakes in Sichuan Province and Chong Qing China. For every $1 that the consumer spends at any BCH outlets, 10 cents will be contributed to the fund. Hence, it would generate emotions that they are doing their part for charity. Posters and signage will be placed near the counter to spur the consumers on, as well as generating awareness amongst them about the ongoing charity project. Through this program, we aim to instil the thoughts of ‘family’s warmth’ in BCH’s prospects. In addition, the team seeks to effectively build the BCH brand in association with ‘goodwill’ 11. 4Internet Marketing BCH currently has an official website, www. bch. com. g that provides consumers with the company’s information; for example, company’s background, store locator, recipes, products rang e and online shopping for their products. In order for effective Internet marketing, BCH should promote their website frequently in order to create awareness for customers on their website. In this way, resources are utilized, and at the same time it will give customers a feeling that BCH is up to date. Furthermore, customers can get immediate information from BCH directly on the Internet. To advertise their website, we suggest including their website link below their company logo on their paper bags or on any of their advertisements. Advertising on popular websites, for example Yahoo! Singapore, or Google, will also help to gain awareness for BCH. In the meanwhile, word-of-mouth marketing is being publicized by including a â€Å"Tell your friend† function on their products or promotion page on their website. When customers visit their website and find something interesting that they want to tell their friends about, customers can conveniently type their friends’ email addresses onto the function and send them the information right away. In this way, their friends would also be aware of BCH’s updates. 11. 5Sales Promotions Product bundled pricing and promotional pricing are being used to increase consumer demand and excite market demand through the lull period of sales BCH. During festive seasons, bundling of bakkwa with the related festive goodies such as cookies during Lunar New Year or mooncake during the Mid-Autumn festival will be introduced. With every kg of bakkwa purchased, consumers can get 100g of pork floss for free, thus making purchase more valuable to customer. To stimulate market demand, a 15% cash discount on purchase of 2kg bakkwa will also be initiated. 12. Evaluation Control There are 4 types of evaluation and control methods that we can apply to keep sight of and meet our objectives at the end of the day – annual-plan control, profitability control, efficiency control and strategic control. All these control methods make up the control process by reminding us what we want to achieve from our goals, find out what is happening by measuring our performance, understand why is it happening by analysing our performance and lastly to think of corrective solutions if anything goes wrong. As this report revolves mainly around our IMC program, we will focus more on control methods that are relevant to the proposed campaign. 12. 1Strategic Control This control is done by top management and the marketing auditor of BCH to examine whether the company is pursing its best opportunities with respect to markets, products and channels through approaches like marketing-effectiveness rating instruments, marketing audits, marketing excellence review, company ethical and social responsibility review, etc. Hence we have come up with two ways of strategic control to assess the effects of the campaign on BCH. However if the campaign becomes a failure, the correct actions to be taken would be being more â€Å"holistic† and less departmental, constantly developing fresh and new ideas to prosper, gain customer insights and attend to their preferences, build the brand through the performance of promotions first to gain a larger influence on customers. An example of a marketing excellence review would be the annual â€Å"Viewers’ Choice Awards† programme. 12. 1. 1Viewers’ Choice One way of evaluating the effectiveness of our commercials would be through the â€Å"Viewers’ Choice Awards† which is an annual award program whereby viewers get to nominate their favourite or best television commercials. If BCH’s commercials are nominated for this program it would prove that the commercials are effective in leaving a lasting impression and impact on the viewers. This is one way of getting a qualitative evaluation or feedback of our commercials from our audiences. 12. Efficiency Control This control is the prime responsibility of the line and staff management and also the marketing controller of the BCH to evaluate and improve the spending efficiency and impact of the marketing expenditures through the company’s sales force, advertising efforts, sales promotions, distribution, etc. In order to improve our advertising efficiency should any problems or failures arise, we need to adopt a better brand positioning strategy, redefine our objectives, conduct pre-test messages and do post-testing, use computer technology to guide our choice of media selection and look for better media buys. 12. 2. 1Conducting Surveys By engaging a professional consulting agency to help conduct surveys to evaluate if the commercials and insertions have manage to change the intended audiences’ perception of the brand and its products would be useful as our main objectives of the marketing communications program would be to change peoples’ perception and to promote the consumption of BCH’s food products into the daily lives of individuals, instead of being only a festive food products. These surveys can also be conducted before the launch of the campaign as a pre-test measure to test our advertising efforts on a small fraction of the selected audience and get their opinions and feedback before releasing it to the public. This helps to prevent any failures and mistakes from being caused by the campaign. Through the surveys, we would also be able to understand if there were any problems with or if there are any improvements that could be done and getting the consumers’ or audiences’ thoughts and feedback after having seen our commercials and insertions. This would prove to be a very qualitative evaluation method for the company. 12. 2. 2Focus Group Session This evaluation test will be done with a focus group consisting of 3 different families with 3 generations – grandparents, parents and kids. This way we will be able to have a fair amount of feedback from people of the different age groups – youths, adults and the elderly. Likewise to surveys, this focus group can also be done before the start of our integrated marketing campaign as a pre-test measure to prevent problems from arising, allows us to make any improvements before launching the campaign to the public and also to test the effectiveness of the campaign on the audience. During this focus group, the facilitator will be asking the respondents questions like how they feel about the commercials and advertisements; what comes to their mind after seeing the selected advertisements; how they feel about BCH’s products, comparing BCH’s brand and products to its competitors and what other improvements can be made to further improve our current and most probably future marketing communications program, after being exposed to the campaign. After obtaining and analysing the results from the focus group, we will then evaluate the results of our marketing campaign and conclude if it was successful or not. This evaluation method is also considered as another qualitative feedback. 12. 3Profitability Control This control is under the charge of the BCH’s marketing controller to examine where the BCH is making and losing money in areas like the products, territories, customers, market segments, trade channels, order sizes, etc. Listed below is one example of profitability control measure that we can apply after the launch of our campaign. 12. 3. 1Counter Statistics BCH’s website could integrate a counter statistics system to track the number of visitors to the site before the marketing communications activities are executed. Once the commercials and insertions have started, BCH is able to note if there are any changes in the number of hits before and after its marketing communications program has started. Another way of using counter statistics could be applied in the physical shop itself. If BCH placed a counter statistics system at the entrance of every store, the company would also be able to study the number of people that patronize its stores. Same as for the website, this system should be implemented before the marketing communications program starts to study the before and after results of the program. Using counter statistics would be considered as a quantitative evaluation of our marketing efforts, and based on the counter statistics of the frequency of visits to BCH’s stores, we would be able to roughly estimate if our customer base has gone up by 15% as intended by our objectives. 12. 4Annual-plan Control This control is mainly concerned by top and middle managements as they examines whether the planned results are being achieved through conducting sales analysis, market share analysis, sales-to-expenses ratios, financial analysis, market-based scorecard analysis, etc. BCH’s accounts would help to evaluate the results of our campaign by doing BCH’s income statement, profit and loss statement, hence measuring if the campaign has managed to reach our objectives of increasing BCH’s sales 20%. Reference List Asian Perspective, Pearson Prentice Hall, Singapore Appendix BEE CHENG HIANG’S LOGO FRAGRANCE FOODSTUFF’S LOGO Photo Taking Contest October January February Peak Period Peak Period September November December Heavy Advertising Low Advertising May Meeting up with agency to plan for the IMC program of BCH June Start production for commercial and print media July Make any improvement for commercial and print media August Finalize commercial, print media and their planned schedule Production R D Marketing Sales Taiwan Indonesia Malaysia Hong Kong Singapore CEO