charity report

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SCHOOL OF ARCHITECTURE, BUILDING & DESIGN

FNBE JULY INTAKE 2013

Introduction to Business (BUSF0103)

FINAL PROJECT

MARKETING REPORT AND CHARITY DRIVE EVENT

TEE SIN YI 0315689

LEONG CHEE MUN 0316256

KHOO XIN YEE 0316180

YONG SEEN YEE 0315883

KIMBERLY WONG JIN SIEW 0315145

| M A R K E T I N G R E P O R T & C H A R I T Y D R I V E R E P O R T

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CONTENT

TABLE OF CONTENT PAGE NUMBER

Executive Summary 3

Objectives 4

Target Market 5

Competition Analysis 6-7

Product and Packaging 8-12

Pricing 13

Promotion 14

Sponsors 15

Distribution 16

. Green Measures 17-18

Human Resource Planning 19

Evaluation of Results 20-22

Appendix23-26


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EXECUTIVE SUMMARY

Each group was given a task to earn money under our business subject by selling

our products for this charity drive. We were also to choose an organization to sponsor

the money that we earn. My group has chosen an orphanage organization called Hati

Orphan Care. Our aim is to give support to this organization because they can give

every child a better home even though they are not living with their parents as every

child deserves the love, care and support from us. Our goal is to earn RM2500 this

year’s charity drive. We are to set up our tables outside the Student Life Centre in

Taylor’s University Lakeside to sell our products. Our target customers are mostly

students from our campus and we also got to sell our products in Taylor’s College in

SS15.

We started selling before the Charity Drive event to make it easier for us to reach

our target. At first, we proposed to sell sandwiches in SS15 area, but we weren’t able

to earn much profit because this product isn’t that popular among students. The next

time, my group members proposed to sell Sunkist orange juice and herbal tea, we

again visited the SS15 area to sell our product. On the day of the charity drive, we

sold three kinds of products which are herbal tea, orange juice and herbal jelly. We

had many competitors during that day. Some of our members will stay on the booth to

wait for customers while the two of us will be walking around the campus to sell the

products.

At last we were able to reach our target; we managed to earn RM1500 while the

rest of the profit which cost RM1000 came from our donation form Persatuan Guolin

Qigong Malaysia.


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OBJECTIVES

For this charity drive, my group has decided to choose to sponsor the money we

earn to be given to Hati Orphan Care. Our objective is to help abandoned children to

have a better home and living. We sponsor money so that they will be able to have

enough profit to support the children in behalf of their parents such as education,

clothes, medical fees and accommodation. This organization plays a large role in the

community to help lives of children which offer children help with care and love. We

are to offer the children help so they can also live a normal childhood like us. As well

as provide more security to children to motivate them to grow up being more capable

and strong, hoping they will also take turn to help the orphanage in the future as a

gratitude to them.

Therefore, we have sold around 50 supplies of our products each time. We did

experience having losses over profit sometimes for selling some unpopular products

sometimes but more requirement for our popular product such as herbal tea. We are

satisfied because all the hard work paid off, as we will be able to contribute to help

the society.


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TARGET MARKET

Our target age range of predicted customers will be around 18 to 24 years old. It

approximately 85% of our customers are students from Taylor’s campus.

We choose our location to sell our product where students will walk by or where

they hang out, usually in these places where they are having their breaks; it’s when

they will be having their refreshments while chatting. As a student myself, I predicted

they will be having similar thoughts, like experience exhaustion after class or feeling

like having a drink while chatting. This is the reason why we choose our products not

only because we are selling healthy drinks but also our refreshments could also satisfy

their needs without them going a distance to just buy them when we could also serve

them. We focus on making students happy by selling refreshments to them and

making their life more comfortable by bringing the products to them.

Our targets are for students as we are in the same categories both studying and

contributing kindly to help homeless children. As we have been through our

childhood not long ago, we are able to relate the need for love, support and security

which are very important for a child. Another reason is that, since our university is a

private institution, most students can afford and have the ability to contribute more to

help the society.


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COMPETITION ANALYSIS

Throughout this charity drive, we had two main competitors which are 1 Donation

1 Love and King of Coconut. 1 Donation 1 Love was located at second row opposite

of Student Life Centre. They were selling a lot of stuffs like calendar, snack, soya

bean, herbal tea and sour plum while we were selling orange juice, herbal tea and

herbal jelly. They tagged RM20 per calendar for pre order and RM25 for instant

selling. Besides, they were also providing free calendar for those models who took

part in the making of the calendar. Furthermore, the cost of soya bean, herbal tea, sour

plum and snack were RM 4 each which meant that the prices of the drink were quite

similar compare to ours. Their strategy was that they would have some promotions if

they could not finish selling out their remaining foods. The more the customer bought,

the more discounts he or she could enjoy. For example, one drink was RM4 but it

was only RM6 if an individual bought two. Besides, some of their members had gone

to SS15 which is located at Subang Jaya to sell their products if they realized their

customer in Taylor’s university lakeside had slowly become lesser. Their

vulnerability was they did not supply enough soya beans for customers because they

had only brought a few bottles of soya bean to sell it when they were walking around

the school. In conclusion, most of the people would buy from them because they had

a lot of choices of drinks for customers to choose. Besides, they were also selling

snack. Therefore, customers will buy drinks together with the snacks from them.

On the other hand, King of Coconut was also our competitor. Their stall was also

located at second row opposite of Student Life Centre. They were selling cookies,

coconut and coconut jelly. They sold one pack with 8 pieces of cookies for RM6 and


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two packs with 16 pieces of cookies for RM10. Besides, the coconut was RM5 per

pack and coconut jelly RM3 per one. We could take them as our competitor because

they were selling one the same products with us which was jelly. They were selling

coconut jelly with RM3 while we were selling herbal jelly with RM4. The price of

their coconut jelly was slightly cheaper compare to ours. Their strategy was they had

eight members in their group and four members were promoting at the stall while the

other four members were walking around the campus. If the customer was going to

buy two jellies, which originally cost him RM6, they would charge him for just RM 5.

Also, they also had this 'brother and sister' price where they charge their course mates

a little bit cheaper, which is RM 2 per jelly. Their vulnerability was they had to sell

the coconut jelly in a short period of time because it would get rotten. In conclusion,

most of the customers would buy from them because their price of jelly was slightly

cheaper compare to ours. Besides, they kept walking around the campus and asked

every single one even though they did not want to buy. They called it the 'kamikaze'

strategy which meant they just went and asked without considering how would the

customers react.


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PRODUCT & PACKAGING

Product

1. “Gui Ling Gao”

Description

“Gui Ling Gao” is a kind of black jelly or Chinese herbal jelly like Chinese medicine. It is normally slight bitter in taste, however, it becomes a Chinese style dessert, popular with the young and old.

Features and Benefits

Its herbal efficacy for improvement of bodily health benefits, include effective on clearing heat and resolving blood toxin, recovering from skin disorder.

“Gui Ling Gao” is the best dessert to eat in hot summer weather. This will directly attract more customers come over our booth to purchase cold desserts. Undoubtedly, these desserts provide a delicious end to a meal for our customers.

“Gui Ling Gao”


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2. Orange Juice and Herbal Tea (Chrysanthemum)

Description

The orange juices are made from the “Sunskist” orange syrup and these are the clear fruit juice with no pulp.

Whereas, the chrysanthemum herbal tea is a flower-based infusion made from chrysanthemum flowers. The resulting drink is transparent and ranges from pale to bright yellow in color, with a floral aroma.


Orange juices are one of the most delicious fruit juices that are equally popular in elder people, adults and children as well. The marvelous nutrients, present in orange juices and a great consumption of vitamin C are essential to protect our body.

Whereas, chrysanthemum tea is a natural coolants and helps in lowering the temperature of the body especially during the hot whether. This herbal tea is also helpful in treating pimples and acne and this is one of the crucial reason why our costumers are mostly females or teenagers. The most important is chrysanthemum tea when taken with lunch or dinner especially with oily foods helps ease digestion. Most customers came over our booth to buy herbal tea after having their meal.

Both of these drinks can quench the thirst of our customers who had been working all day.

Chrysanthemum Tea and Orange Juice

3. Sandwich


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Description

We serve two types of flavors, which are tuna mayo and egg mayo. We used six cans of tuna fish, onion, whole wheat bread, lettuce leaves and mayonnaise to make the tuna mayo.

For the egg mayo, we made with hard boiled eggs included the eye yolks, freshly cracked black pepper, whole wheat bread and mayonnaise as well.


The sandwich is a great for workers to start their day. These savory sandwiches can

serve as a breakfast and offer great nutrients.

Starting off the day with protein has been shown to give our customers a jumpstart on their day over other breakfast foods such as donuts and bagels. Our sandwiches offer a light on-the-go breakfast for the busy customers and of course they will have a delicious morning breakfast sandwich for under five riggit.

Tuna Sandwich

Packaging


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1. Small Plastic Container – “Gui Ling Gao”

The physical packages of containers are used to protect “Gui Ling Gao” from being damaged and spoiled. The transparent and clear plastic containers can let our customers see what is inside of them and they can just look and see from outside the container. The design of the small plastic container can magnetize a lot of customers due to its small size and it is a portable dessert.

Plastic Container of “Gui Ling Gao”

2. Plastic Bottle – Chrysanthemum Tea and Orange Juice

Plastic bottles are exceedingly durable. Due to plastic's natural pliability, the bottles can be dropped or struck without breaking and protect the herbal tea and orange juice which are in the liquid form from being leaking.

Plastics bottles in general provide excellent thermal insulation. This means that the liquids inside a plastic bottle tend to keep their temperature better than materials housed in certain other containers. This makes it easier to keep our beverages cold in the hot weather hence our customers can get their cold drinks to quench their thirst.

The transparent plastic bottle can emphasize the eye-catching bright orange color of orange juice and herbal tea as well therefore this will definitely attract customers.


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Plastic Bottle of Beverages

3. Plastic Wrap – Sandwich

We use plastic wrap to keep the sandwiches fresh and avoid them from being spoiled. We reckon that choosing plastic wrap as the packaging of the sandwich is a good choice because it forms a seal without the use of adhesive by clinging to itself or to the container. It commonly comes on a roll packaged in a box with a cutting edge. It can cling better and is less permeable to oxygen and flavors and better protect hence the freshness of sandwiches can last more longer.

Plastic Wrap – The process of wrapping the sandwich


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PRICING

Products Products’ unit cost price

Products’ unit selling price

Before selling week

Selling week

1.

Sandwich RM1.30 RM4.00 -

2.

Herbal Tea A RM1.50 RM5.00 RM4.00

3.

Herbal Tea B RM0.52 RM5.00 RM4.00

4.

Orange Juice RM1.00 RM5.00 RM4.00

5.

Herbal Jelly RM0.55 - RM4.00

The main product we were selling during selling week was beverage because

it could attract a lot of people as it is summer now. The price we set for our product

was roughly 3-9 times the prices’ of cost. Since Pei Gie’s group was selling drink as

well, we decided to decrease our price in order to attract more customers. In the first

day of selling week, the demand of herbal tea was more than orange juice, therefore

we increased the supply of herbal tea from 50 bottles to 70 bottles. At the end of

selling week, the demand of herbal jelly was lower than others, we decided to execute

a promotion for 2 herbal jellies for RM6 in order to clear stock.


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PROMOTION

Promotion is indispensably necessary to encourage the selling of our products.

However, we did not use the most common way promotion which is digital selling.

We adopted the methods of face-to-face communication and giving out free samples.

Face-to-face communication was the most frequent skill we used in promoting our

products. This is in light of the fact that we started our charity bazaar three weeks

before the actual charity week was executed. We went for few outings in order to sell

our products which were sandwiches, herbal tea, orange juice and gui ling gao. We

sold different items for each charity bazaar. We had only sold all food and beverages

during actual charity event. Thus, we persuaded those passerby and customers

through verbal messages. We explained to them the purpose of us doing this charity

bazaar and the charity foundation we are going to donate. I found that this was a very

express and easiest way to find out whether they who are the people we persuaded

were interested in our products. Also, we could get the response very soon.

On top of that, we practiced distributing free samples as one of our measures of

promoting. The justification was people could have a try on our products. This could

solve their questions such as they would wonder if our food and beverages were

delicacy. As the matter of fact, this approach worked very well. People were

interested with our products and bought it from us.


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Briefly put, promoting our products was a good challenge. It tested our speaking

skill and the way we persuade others. We need to be more extroversion in order

convince our customers and ultimately, to increase our quantity of sale.


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SPONSORS

We received donation from Association Guolin Qigong Malaysia. The amount of

donation is RM1k. This association is an individual entity.

This association was our second target to apply for donation. This is in light of the

fact that they can be said as financially generous. On top of that, we do know them

personally. This association is belonged to one of my friend’s grandparents. So, they

could also be said as our supporters. Association Guolin Qigong had donated RM1k

as I mentioned above by giving out cheque.

Actually, our first target was Marigold Company. We did call and send letters.

However, it was in futile. Nonetheless, it was just a little fragment. We learnt to

accept rejection through this incident.


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DISTRIBUTION

The products that we were selling were orange juice, herbal tea and herbal jelly. We

prepared these products ourselves the night before the charity bazaar. These products

were left overnight to be frozen once we finished cooking it. The ingredients needed

to prepare the products were mostly sponsored by Yong Seen Yee’s parents. On the

day of the sales, we would move those beverages to our stall via cars.

Our stall was decorated with cute toys, attractive and colorful wrapping to attract

maximum amount of customers. We also hang two pieces of poster at the back of the

stall so that our customer would be more aware on what we were selling. Besides, the

poster would also increase the popularity of our stall in the campus.

The customer would get the product immediately as the products had already being

prepared before the sales. Customer got the product immediately after they paid.

Regarding to the condition that every business should generate funds for charities

purposes, we had also approached our customer for donation purpose by purchasing

our product. The organization that we had chosen to donate was OrphanCARE.

OrphanCARE is a non-profit non-government organization. The aim of this

organization is to give every orphan and abandoned baby a chance to feel the love and

care in the security of a family. Therefore, people tended to show their support to this

organization by buying our products.

No online booking was required as we did not promote our product online through

facebook, whatsapp and etc. Our products were sold directly on the spot. Our

customer did not need to book or make any reservation.


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GREEN MEASURES

The products we had chosen are all in environmentally conscious manner. We sold

sandwich, “Gui Ling Gao” , chrysanthemum tea and orange juice during the charity

drive. All the foods are made from natural and organic ingredients included whole

wheat bread, lettuce leaves, eggs, tuna, chrysanthemum flowers, organic orange syrup

and herbal jelly powder. These organic foods play an important role in minimizing the

environmental impact, they will never pollute the environment. Organic foods

especially the sandwiches we made, which is the healthiest of all foods, are grown

naturally without any use of chemicals, such as pesticides and insecticides.

The packaging of our products are mostly not environmental-friendly. We used

plastic bottle, plastic container and plastic wrap as our food packaging. Although our

physical packages are majority plastics, they can bear the triangular “Reused,

Reduced and Recycled” to protect our environment. After our customers finished their

foods, they can throw them into the recycle bins instead of garbage bin. Plastic bottles

and containers are easily recyclable, which has positive environmental effects.

According to the environmental website Earth 911, recycling one pound of plastic

bottles saves approximately 12,000 BTUs of energy. Besides that, producing new

plastic products from recycled materials is more than twice as energy efficient that

making products from virgin materials.

During the distribution stage, we try our best to minimize the carbon footprint by

sending our products in amount from our home to school hence we are less required


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to travel by transportation.

After the each day of selling, we make sure that we had cleaned all the

surroundings of our booth. We categorized the rubbish before we deposed them. We

clean up and tiny all the remaining products and store them into a big box. We also

reuse all the stuffs such as the art papers used as decorating and the donation box.

While in the mid of this charity event, we did not consume a great amount of

water, it only for our own drinking purpose. Instead of using a small refrigerator, we

placed the beverages inside an icebox cooler to keep them in a cold condition.

However, we do consume electricity in order to charge our laptop. We make sure the

plug had switched off before we leave the place hence it may not cause a waste of

electricity. Other than that, we do use some of the art recycle papers to decorate our

booth and the artificial plant as well.


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HUMAN RESOURCE PLANNING

As we know, organizational chart has a paramount importance for human resource

planning. So, our business possesses an organizational chart in order to ensure our

charity bazaar could run smoothly. We had a name for our booth called Refuel.


Refuel Organisational Chart

Project Manager

Monitor the process of charity bazaar. Problem solver. Obliged in every black and whiite documents. Distribute works and guide those

members.GIving opinions.

Leader

Yong Seen Yee

Assistant

Tee Sin YI

Accountant

Record every transactions and

control expenses.

Leong Chee Mun

Sales Executive

Promote products to customer and get more connections in order to

increases sales.

Khoo XIn Yee

Advertising Promote our products through phone calls. Decorate booth and figure out means to

attract more customers.

Kimberly Wong JIn Siew

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I) Evaluation of Result

Profit and Loss Statement for Charity DriveRM RM

RevenueSales 2,325LESS: Cost of Goods SoldSandwich 214.5Herbal Tea 279.52Herbal Jelly 19.25Orange Juice 100

613.27Gross Profit 1,712ADD: Donation 1,200Adjust Gross Profit 2,912Less Operating ExpensesSelling ExpensesTyphoid Injection 400Stock Lost 1Resit Book 11Total Operating Expenses 412Net Profit 2,500

EVALUATION OF RESULTS


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Product Price Quantities Total Amount

Sandwich RM4.00 165 RM660

Herbal Tea A RM5.00 131 RM655

Herbal Tea B RM4.00 105 RM420

Herbal Jelly RM4.00 35 RM140

Orange Juice RM4.00 50 RM200

Orange Juice RM5.00 50 RM250

TOTAL RM2325

As a conclusion, we gained our profit by selling sandwich, herbal tea, orange juice

and herbal jelly. The difficulty for this charity drive was hard to find sponsorship, we

tried to apply sponsor from Marigold yet we received empty reply from them. Luckily

we received donation from Association Guolin Qigong Malaysia in Setiawan, this

donation had really helped us a lot in this charity drive.

The lesson we got in pre selling was we should improve our packaging in order to

attract more customer. The appearance of sandwiches was not good enough to attract

customer. Moreover, lack of courage and communicate skills caused us losing a lot of

customers.

If we were given a chance to repeat this event, we would redecorate our

packaging. Besides, we would plan well in controlling quantities of produces to

prevent waste and spoil due to the product might not keep long lasting. For increasing


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sales, improve morale and teamwork must exist in our team. Last but not least, we

would practice more in order to improve our speaking skills.


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APPENDIXSALES RECEIPTS


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RECEIPTS FROM OPRHANCARE


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charity report

Health & Medicine