Study
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 INTRODUCTION 3 - 4
PART B COMPANY ENVIRONMENT AND TARGET MARKET 5 - 7
PART C PRODUCT STRATEGIES 8 - 10
PART D PRICING STRATEGIS 11 - 13
PART E PLACE / DISTRIBUTION STRATEGIES 14 – 16
PART F PROMOTION STRATEGIES 17 - 19
PART G COMMENTS AND DISCUSSION 20 - 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
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 INTRODUCTION 3 - 4
PART B COMPANY ENVIRONMENT AND TARGET MARKET 5 - 7
PART C PRODUCT STRATEGIES 8 - 10
PART D PRICING STRATEGIS 11 - 13
PART E PLACE / DISTRIBUTION STRATEGIES 14 – 16
PART F PROMOTION STRATEGIES 17 - 19
PART G COMMENTS AND DISCUSSION 20 - 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