Japanese Cultural Festival

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BLB10044-3 Integrated Marketing Communication


Name: Guan Khai, Tan
Student ID: SUP09036
Lecturer: Ms. Rohayati
Date of Submission: 15th June 2011

Contents In Brief
Executive Summarypg. 2
1.0 Introductionpg. 3
2.0 Situation Analysispg. 4 – pg. 8
2.1 Competitive Environment
2.2 Buyer behaviour
2.3 Positioning
2.4 Branding
2.5 Opportunities & Challenges
3.0 Objectives & Strategypg. 9 – pg. 10
3.1 Target Audience
3.2 Communication Objectives
3.3 Strategy
4.0 Tacticspg. 11 – pg. 17
4.1 Communication Tools
4.2 Budget
4.3 Monitoring & Control
5.0 Conclusionpg. 18
Referencespg. 19 – pg. 22
Appendixpg. 23 – pg. 26

Executive Summary
The new Japanese Cultural Festival will be organized on the 22nd October 2011 (Saturday) from 9a.m. till 11p.m. and will be held at Penang Botanical Garden. The primary goal of the event will be to expose Malaysians to the art and cultural aspect of Japan thereby promoting goodwill between the communities. Undertaking the request for a promotional campaign to achieve these goals, 5 marketing communications tools are identified and recommended to ensure the success of the festival. From adverts in medias to personal selling to encourage participation of major stakeholders (related government agencies, major companies, hotels and others), all will be coordinated in a promotional campaign scheduled for a 3 month period before the date of the festival. A budget of at least RM 200, 000.00 has been requisite to finance the campaign. It is concluded that (internal & external) environment cluttering would be a major obstacle therefore a right mix of marketing assisted by the communication tools while reinforcing the brand message and strategic positioning would ensure the festival’s success.

1.0 Introduction
Multiculturalism has led Malaysia to play host to a whole line-up of exciting festivals and events throughout the year. This is a proposal for the promotional campaign of the new Japanese Cultural Festival to be celebrated in Penang. The Japanese Cultural Festival has been chosen as a new festival offers a fresh array of opportunities and challenges in preparation of this proposal.

2.0 Situation Analysis
2.1 Competitive Environment
Famed as a tourist destination, Penang often known as the Pearl of the Orient is also home to the highest population density in Malaysia thus its market potentials are huge and so its competitions. Every year, the Penang state occasionally celebrates more than 40 festivals or events such as the Hungry Ghost Fest, Durian Fair, and Mid-autumn Lantern Fest. The Bon Odori festival is a Japanese Buddhist observance honouring one’s ancestors usually held in mid July along Penang Esplanade, will have the closest similarities of the anticipated Japanese Cultural Festival. While in October alone, Penang will be holding at least three separate events excluding the Japanese Cultural Festival; Mean Machines 2011 on Oct15th-16th, Indonesian Food, Handicraft and Cultural Festival on Oct15th-16th and Deepavali on Oct 26th. Mean Machines 2011 is the largest outdoor motorsport and motoring event in Malaysia while Deepavali (festival of lights) is one of the most important festivals for the Hindus and Sikhs. The Indonesian Food, Handicraft and Cultural Festival features traditional cultural offerings, delicacies and handicraft quintessentially Indonesian.

2.2 Consumer Behaviour
There are 2 types of visitors according to McKercher & Wong; (1) first-time visitors whom spend a sum of money during the festival and are mainly motivated by relaxation, socialization & the festival’s performances and, (2) repeat visitors whom have been loyal in supporting the festival’s performances thus spending more money. Li et al. (2008) also revealed that first-timers were most...
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