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FACULTY OF BUSINESS AND LAW
BMR 1014 FUNDAMENTALS OF MARKETING
TRIMESTER 2 2012/2013

PRODUCT LINE: BONIA LEATHER BAG
PRODUCT: BONIA ADELINE COLLECTION

Submitted to
Lecturer
Mr. STANY WEE LIAN FONG

Prepared by
No| Name| Group| Student ID|
1| GOH WIN VIN| BM 103| 1121116634|
2| BRANDON LIM SONG CHING| BM 103| 1112701117|
3| JANICE HENG TSING TSUI| BM 103| 1112700615|
4| TEE YUN XIN| BM 103| 1112701506|
5| JOSEPH KALLIFF FRAUDE| BM103| 1102700315|

TABLE OF CONTENTS

PART A INTRODUCTION3 - 4
PART B COMPANY ENVIRONMENT AND TARGET MARKET5 - 7
PART C PRODUCT STRATEGIES8 - 10
PART D PRICING STRATEGIS11 - 13
PART E PLACE / DISTRIBUTION STRATEGIES14 – 16
PART F PROMOTION STRATEGIES17 - 19
PART G COMMENTS AND DISCUSSION20 - 23

PART A INTRODUCTION
COMPANY BACKGROUND
BONIA Corporation Berhad has a long history of establish their brand. At the year of 1974, the great Group Executive Chairman, Mr. S. S. Chiang started the designing, manufacturing, and wholesaling the leather goods in Singapore. The brand name “BONIA” was inspired by the artwork of Giambologna in Italy. At the year of 1978, BONIA has officially entered Malaysia market. BONIA Corporation Berhad has a big influence in Malaysia and Singapore market and soon it became a market leader with aggressive advertising and promotion activities. At 1981 and 1982, BONIA opened the first boutique In Malaysia and Singapore. 1990, BONIA has broaden their market to Indonesia, Taiwan Brunei and Hong Kong. Soon, BONIA introduced new product to the market which is clothes and accessories. The introduction of BONIA UOMO menswear, timepieces and eyes wear was in 1992. Two years later, BONIA was listed on the Second Board of Kuala Lumpur Stock Exchange (KLSE), Malaysia in 23th August 1994. 1998, BONIA open their 1st boutique in Kuala Lumpur International Airport. Within 10 years time from 2000, BONIA open spreads their company to Japanese, Thailand, Vietnam, Saudi Arabia and China market. It was a great success for BONIA to a famous international brand. Year of 2002, BONIA collaborated with Italian designer, from Studio Pelleteria Allesandra of Italy to create more creative design of leather bags and accessories. At 22rd April 2007, BONIA transferred to the Main Board of Bursa Malaysia. Year of 2010, BONIA launched Brianna range of eco-friendly handbags in July to educate the customer on eco friendly.

Product Mix of BONIA Corporation Berhad
BONIA Corporation Berhad does not only focus on their supreme leather bags, it also produces other products. Besides that BONIA not only focus on woman, well, it also produces man’s product. The overall product mix is

* BONIA Leather Bags’
* BONIA Clothes
* BONIA Shoes
* BONIA Timepieces
* BONIA Perfume
* BONIA Belt
* BONIA Eyewear

Part B Company Environment and Target Market
Company micro-environment
Microenvironment consist of the actors close to the company that affect its affect its ability to serve its customers, the company, suppliers, marketing intermediaries, customer markets, competitors, and public.

Inside the BONIA Corporation Berhad, the marketing managers must always work closely and in harmony with other company’s departments to create customer value and relationships. This is because all these interrelated groups cannot simply work within a realm of isolation. Marketing management of BONIA Corporation Berhad must always take other company groups into account-groups such as research and development (R&D), finance, purchasing operations, accounting and top management. These other departments have a direct impact on the marketing department’s plans, strategies and actions.

Suppliers form an important and critical link in the company’s overall customer value delivery system. Suppliers provide the resources that needed by BONIA Corporation Berhad to produce its goods and products such as leather...
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