proposal marketing sentosa 2011
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A Proposal To:
SENTOSA GROUP BHD
Marketing Proposal
Proposal For Sales and Marketing Year 2011
Prepared By:Nizam Kamarudin13 February 2011
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MARKETING PROPOSAL 2011
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MISSION STATEMENT
This marketing proposal is designed to help Sentosa Group Bhd to futher develop new businessopportunities specifically in promoting space rental for Sentosa Plaza and Sentosa Tower. Thisproposal will help the sales and marketing department in achieving their key result areas.
The main focus of the proposal are aimed to create and impart brand awareness not only toprivate sector thus includes the government market niche. It is a practical and down-to-earthproposal that will give affects to Sentosa Plaza and Sentosa Tower revenue throughout year 2011.
OBJECTIVES
Promote a framework change in markets mind set so they will take the initiative and channel their energies towards maximizing space utilization both at Sentosa Plaza and at SentosaTower
To uplift the image of Sentosa Plaza and Sentosa Tower
To convert the Sentosa Tower to a newly improved and ideal spot as a prestige landmark inthe heart of Alor Star, Kedah
Rebranding of the Sentosa Plaza as a leisure spot whilst changing the Sentosa Tower into aOne-Stop-Prestige Centre not only for businesses but also for tourism mainly in Kedah
‘Detoxify’ bad corporate image and provide a new and better platform for organizationalgrowth and development
TRANSFORMATION PROCESS
Sentosa Plaza
Ground Floor
Telecommunication Hub (Maintain Current Setting) Celcom, Digi or Maxis Customer Service Centre
Chained Retail Fast Food Restaurant ie: Mc Donalds, Starbucks, Merry Brown, etc.
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MARKETING PROPOSAL 2011
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First Floor
Information Technology (IT) Hub (Needs Some Upgrading) Provides Free Wifi (If Possible) Cyber Café (Internet Hub) – Under Sentosa Management or Tenants
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MARKETING PROPOSAL 2011
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Second Floor
Health & Beauty Hub
Slimming SPA
Third Floor
Audio Visual and Electrical Appliances Hub Seng Hup, Seng Heng, etc.
Recreational Hub Futsal Court
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MARKETING PROPOSAL 2011
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Fourth Floor and Fifth Floor
Leisure Hub Cinema - Golden Screen Cinema (GSC) or Tanjung Golden Village (TGV)
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MARKETING PROPOSAL 2011
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Sixth Floor
Sports and Health Hub
Bowling Alley Gym - Fitness Centre -Fitness First, Celebrity Fitness, etc.
Sentosa Tower
First Floor
F & B Centre Chained Retail Fast Food Restaurant ie: Mc Donalds, Starbucks, Merry Brown, etc.
Banking Institution RHB Easy Branch
Mini Post Office – Pos Malaysia Police Kiosk – Rakan COP
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MARKETING PROPOSAL 2011
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Fifth Floor and Sixth Floor
Education One Stop Centre
Colleges, Universities, etc. Stationery Shop
Seventh Floor
Northern Multimedia Super Corridor (N-MSC) Hub MIMOS, MCMC, etc.
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MARKETING PROPOSAL 2011
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Eighth Floor and Nineth Floor
Government Link Company (GLC) and Non Profit Organization or NGO
Community One Stop Centre – YSB, Khazanah, ARB, etc.
Tenth Floor
Registrar Of Company (ROC) Other Offices
Supermarket (First Floor – Sixth Floor)
To Be Confirmed
TARGET MARKET
Priority
1. Colleges and Universities2. F & B3. Police Kiosk4. Bank5. IT6. Telecommunication7. Fitness & Health8. Cinema
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MARKETING PROPOSAL 2011
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Secondary
1. Beauty & Spa
2. Audio Visuals and Electrical Appliances3. Swimming Pool (If Possible) – Roof Top of Sentosa Tower 4. GLC, NPO & NGO
METHODOLOGY
1. Identifying the right organization and market niche for Sentosa Plaza and Sentosa Tower.
2. Deliverables through appointments, telephone calls, faxes and emails.
3. Promotional activities – Bowling and Futsal competition for government bodies (ie. school,departments, etc.), Liaise with TELCO for promotions on telecommunication gadgets (ie.CELCOM great deals, etc) or promotional rental fees for first six months or less (whichever isapplicable), and Organize Educational Fair / Book Fair / Great IT Fair.
The development of the proposed project is divided in two sets of time frame:
1. Proposed time frame for Sentosa Plaza
2. Proposed time frame for Sentosa Tower
Prior to the above, the table below shows proposed projects for each landmark based on itsrespective floors.
DEVELOPMENT
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Proposed Projects : Sentosa Plaza & Sentosa Tower
Level Sentosa Plaza Sen osa Tower
Ground Floor Chain Outlet Restaurant /
Bakery N/A
First Floor IT Hub & Cyber Cafe
F&B One Stop Centre
Mini Police Station / Kiosk
Mini Post Office
RHB Easy Branch / Kiosk @ EPFBranch + ATM & EPF E-Statement
Kiosk
Second Floor SPA & Slimming Parlour
Wedding One Stop Centre
Fishing Equipment
Golfing Equipment
Travel & Tours One Stop Centre
Third Floor
Audio Visual
Electrical Appliances
Futsal Court
Telecommunication One StopCentre
Fourth Floor Mini Cinema / Indoor Paint Ball IT One Stop Centre & Cyber Cafe
Fifth Floor Mini Cinema / Snooker Hub Education One Stop Centre
Sixth Floor Bowling
Fitness GymEducation One Stop Centre
Seventh Floor N/A Nothern MSC
Eighth Floor N/A GLC, NPO & NGO
Nineth Floor N/A GLC, NPO & NGO
Tenth Floor N/A ROC & Offices
Roof Top N/A Swimming Pool & Fitness Gym
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ESTIMATED PROGRESS FOR YEAR 2011
Level Estimated Time Frame
Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec
Ground Floor
Restaurant / Bakery
First Floor F&B, Police, Post Office & Bank
IT & Cyber Café
Second Floor Wedding, Fishing, Golfing, Travel & Tours
SPA & Slimming Parlour
Third Floor Telecommunication
AV, Electrical & Futsal
Fourth Floor IT
Mini Cinema / Indoor Paint Ball
Fifth Floor Education
Mini Cinema / Snooker
Sixth Floor Education
Bowling & Fitness Gym
Seventh Floor Northern MSC
Eighth Floor GLC, NGO & NPO
Nineth Floor GLC, NGO & NPO
Tenth Floor Offices
Roof Top Swimming Pool & Fitness Gym
Super Market
Legend
Sentosa Tower
Sentosa Plaza
Estimated Ocupancy Rate (By End Of November 2011) : 70%- 80%
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ESTIMATED COMPLETION
Actvities Estimated Completion (%)Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec
Universities 35% 70-80% 81-100%
Colleges 35% 70-80% 81-100%Food & Beverage 50% 75% 100%
Police 100%Bank 100%
Mini Post Office 50% 100%IT 45% 75% 100%
Telecommunication 45% 75% 100%Futsal Court 40% 50-100%
Cinema / Paint Ball 35% 100%Cinema / Snooker 35% 100%
Swimming Pool 50% 100%
Wedding 50% 100%Fishing 60% 100%Golfing 60% 100%
Audio Visual 40% 50-100%Electrical Appliance 40% 50-100%
GLC 50% 100%NGO & NPO 50% 100%
Travel & Tour 50% 100%SPA & Slimming 50% 100%
Super Market 50% 100%
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CONTACT
Contact Person noorsaifulnizam kamarudin (nizam)Telephone 016-2852338
E-mail [email protected]