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University of Business and Technology
Jeddah College of Advertising
Advertising Management Department AMAN 430
Final Project
Name: Ahad Al-shaikh
Date: 7/1/2018
Fall 2017
The Academic Advisor: Balgees Nugali.
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Ahad Al-shaikh
Major: Advertising management
Semester for this final project report: Fall 2017
FINAL PROJECT REPORT COMPLETION CHECKLIST
Report is in proper format___
Report sources are properly documented (if applicable) ____
Updated resume is submitted with report ____
I have an additional copy of the student report for the department records ____
Certified by:
Department Chairman’s name printed:
Chairman Signature: Date signed:
Approved by:
Vice Associate Dean for Academic Affairs:
Associate Dean:
Date signed
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Table of Contents:
Acknowledgement: ........................................................................................................ 5
Abstract: ......................................................................................................................... 6
Company Overview: ...................................................................................................... 7
Vision: ........................................................................................................................... 7
Mission: ......................................................................................................................... 7
The Research: ................................................................................................................ 7
Introduction: .............................................................................................................. 7
Research objective: .................................................................................................... 7
Research questions and hypotheses: .......................................................................... 8
Problem Statement: .................................................................................................... 8
Secondary data: .............................................................................................................. 8
Animals right in Islam: .............................................................................................. 8
Diseases caused by unsheltered and stray animals: ................................................... 8
Vision 2030 and agriculture: ..................................................................................... 9
Methodology: ............................................................................................................. 9
Research sample: ....................................................................................................... 9
Data collection: ........................................................................................................ 10
Data Analysis: .......................................................................................................... 10
Analyzing: ............................................................................................................... 10
Findings: ...................................................................................................................... 14
Quantitative data ...................................................................................................... 14
Survey ...................................................................................................................... 14
Qualitative data: ....................................................................................................... 14
Interviews ................................................................................................................ 14
Situation Analysis (Brand Audit): ............................................................................... 15
PESTLE analysis: ........................................................................................................ 15
SWOT Analysis: .......................................................................................................... 16
The Extension Line: ..................................................................................................... 17
Description: ............................................................................................................. 17
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Mission: ................................................................................................................... 17
Vision: ..................................................................................................................... 17
Goals and objectives: ............................................................................................... 18
Service name and logo: ............................................................................................ 18
The new Service: ..................................................................................................... 18
The Plans: ................................................................................................................ 18
Marketing strategy: .................................................................................................. 18
Industry analysis: ..................................................................................................... 19
Financials: .................................................................................................................... 19
Campaign Strategy ...................................................................................................... 20
Parameters: .............................................................................................................. 20
Advertising objectives: ............................................................................................ 20
Time frame: ............................................................................................................. 20
What is your Budget? .............................................................................................. 21
Target market: .......................................................................................................... 21
Target audience: ...................................................................................................... 21
Campaign Strategy: ..................................................................................................... 22
Campaign objectives: .............................................................................................. 23
Creative Brief: ......................................................................................................... 23
Creative Concept (Master Visual): .......................................................................... 25
Teaser Ad ................................................................................................................. 25
Reveler Ad ............................................................................................................... 25
Media Recommendations: ........................................................................................... 26
Media Mix: .............................................................................................................. 26
Media Scheduling: ................................................................................................... 27
Media Budgeting: .................................................................................................... 27
Total budget: ................................................................................................................ 27
References: .................................................................................................................. 28
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Acknowledgement:
First I thank Allah for blessing me,with guidance and for the beautiful family,
cousins and friends. Dear my sisters and friends,thank you for being there day after
day to make my life turn this way.
I equally express my deepest appreciation to my sweet four sisters Afnan, Bayan,
Waad and Maria.Thank you for being always there whenever I was in need. The love
of a family is the life’s greatest blessing.
Finally, I would like to thank my collage friends, Mrs.Balgees and Mrs.Sara for all
the help and efforts that they provide it to me
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Abstract:
The aim of this research is to study and understand the impact of stray animals on our
environment, health and pollution wise. The research will analyze the people’ s
opinions about this matter, how they feel about it, and what they are willing to do or
contribute into changing this situation. Creating awareness about this issue is the key
matter in this research, and building an idea to help these animals is the goal. Saving
and being merciful to these animals is part of our religion, the research will talk about
this matter from this point of view as well.
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Company Overview:
Ministry of environment, water and agriculture for the Kingdom of Saudi Arabia
concentrate about environment protection and conservation. Article 32 of the Basic
Law stipulates, “The State shall endeavor to preserve, protect, and improve the
environment and prevent its pollution.” Going with Saudi Vision of 2030:“ They take
care of the environment and natural resources in the country, to help achieving the
religious duties mandated by our prophet. Preservation is also part of their mission
and duty for future generations and important to improve quality of people lives
(Mewa.gov.sa 2017).
Vision:
The ministry vision is to seek for a sustainable environment and a vibrant biodiversity
that contribute to the quality of life and are protected and cared for from all sectors
and segments of society (Mewa.gov.sa 2016).
Mission:
The ministry seeks excellence in the formulation of policies, legislation, researches,
tactics and environmental initiatives to protect and sustain the environment and
biodiversity, and motivate the private sector and society (Mewa.gov.sa 2016).
The Research:
Introduction:
Nowadays a lot of Saudi people are not aware of the negative impact of unsheltered
animals, and being merciful to them because its part of our religion. Furthermore, we
will discuses the impact of stray cats on the environment and how the country can
contribute to have better solutions to preserve the country’s environment health from
diseases and infection that can affects people life, also since the country is executing
the plan of vision 2030.
Research objective:
To study people perspective on animals right, in Saudi Arabia from a religion and
environmental point of view.
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Research questions and hypotheses:
RQ: Are stray animals a serious problem in Saudi Arabia?
H1: Most people neglect the importance of being merciful with animals.
H2: Unsheltered animals can impact the health of the environment in a negative way.
H3: The act of mercy in all God creatures is part of our religion.
Problem Statement:
Lack of awareness about unsheltered animals and its impact on the environment and
our duty towards it as Muslims.
Secondary data:
Animals right in Islam:
Our religion is known by being merciful and it is not only limited to humans but for
all God creatures. Animal’s right has been mentioned in a lot of Hadiths (Prophet
sermons) and it spoke about providing shelters, foods and treatment. It is also
forbidden to torture and use animals for entertainment such as, bull and hen fights .etc
This action is inhuman, and our fate as humans is related to our actions.
Diseases caused by unsheltered and stray animals:
Stray animals carry a risk of transmitting disease specially if they were living in a
dirty habitat like garbage containers . Children tend to have higher risk due to closer
contact with these animals specially if they were not under adult supervision .These
transmitted diseses can be fatal specially if the person who was in contact with the
animals was immunocompromised (low immunity ) and it can be either bacterial
which caused by either cat scratch or food contamination , viral which caused by
bites , fungal or even parasitic infection by only close contact to the affected animal.
Symptoms can range from mild temperature or gastric upset to a more seriuos
neurological manifestation(Ali 2015).
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Vision 2030 and agriculture:
Vision 2030 aspires to have sustainable environment, the happiness and fulfillment of
citizens and residents is important to the country. This can only be achieved through
promoting physical, psychological and social well-being. At the heart of our Vision is
a society in which all enjoy a good quality of life, a healthy lifestyle and an attractive
living environment. By preserving our environment and natural resources by reducing
all types of pollution and fighting desertification, in order, to fulfill our Islamic,
human and moral duties (Vision2030.gov.sa, 2017).
Methodology:
To build the research paper with reliable facts we will conduct a quantitative research,
which gathers data in numerical form or measured in units of measurement (McLeod
2008). , And qualitative data research, which study things in their natural settings,
attempting to interpret a phenomena in terms of the people understanding (McLeod
2008).
For the quantitative part we will be using a survey (Google Forms). This type of data
can be used to construct graphs and tables of raw data. We chose a survey method
because it’s easy to reach large number of people, more reliable, objective and lists
more details. We will use it by spreading the Google Forms links to different number
of people using social media application such as, WhatsApp, Email and
Instagram..Etc
The tool that we will be using for qualitative is interview one on one to explore
people opinion about the unsheltered and stray animals from a religion perspective.
Research sample:
The research method for interviews included 4 persons from different ages and
gender. The survey will generate descriptive data chosen and it will be non-
probability sampling, which will be distributed to 55 people.
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Data collection:
The interviews will be one on one, and all interviews will be recorded in order to
provide accurate analyzing, after taking the participants’ permeation. Also, the
interviewees will be conducted separately in order to avoid a replication of answers.
For qualitative data, will be analyzed by codes and themes. For quantitative data,
charts will be used to present statistics.
Data Analysis:
The data was analyzed qualitatively by analyzing the response of each question.
Which is by limiting the similar answers together in order to code it and define it
accurately. And for the quantitative that we will be collecting, it will be by the
average of all the percentage of the questions.
Analyzing:
After conducting quantitative and qualitative research a remarkable point was
observed from the analysis that people in Saudi Arabia were divided to different
segment, but all of them were agreed that the act of mercy on stray and unsheltered
animals is part of our religion responsibility and its needed for an urgent solution to
solve this issue.
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The above pie chart, figure 3, shows the act of mercy in people point of view. 10.0%
of the people thought that act of mercy are related only to animals, followed by 10.9%
of people that thought act of mercy is related to children. 78.2% answered that act of
mercy involves animals, senior citizens and children.
The above pie chart, figure 4 shows, 83.6% agreed that being merciful and kind with
animals is part of our religion, while 9.1% they didn’t know. And 7.3% they answered
that its not part of our religion.
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The above pie chart, figure 5, shows that 67.3% they feel sorry for stray animals,
while 27.3% they want to help them, and 5.5% they don’t care.
Figure 6 show that 65.5% agreed that unsheltered and stray animals could impact the
health of our environment, while the other 27.3% don’t know, and 7.3% disagreed.
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Figure 5 show that 81.8% agreed to support a campaign that helps stray animals in
Saudi Arabia, while the other 18.29% disagreed.
Figure 9 shows that 96.4% said yes that it would be a good idea to open a shelter for
animals, while the other 3.6% don’t care.
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Findings:
Quantitative data
Survey
From the research, findings showed that the most percentage was females from 20-25.
The survey showed that a high percentage of the participant believes that the act of
mercy with animals is part of our religion. Additional, a high percentage of participant
agreed that stray animals actually have an impact of our health environment. Moving
to the participant support of the campaign idea, a large number of them support and
encourage the campaign purpose and idea. Finally, a high number of participants
answered the main question of ‘ Would it be a good idea to open a shelter for animals
‘ with ‘Yes’, which leads us with the succession of our survey towards the campaign
goal and the acknowledgment of people towards the issue of unsheltered and stray
animals.
Qualitative data:
Interviews
On a specific question in the interview and by starting and asking them about things
that came in their mind when I said, "stray and unsheltered animals." Most of them
said ‘the cat’s on Saudi Arabia streets ‘. And one of them was a bit emotional and
annoyed also, she wished if she had a plenty of money to solve the problem by shelter
them all and taking care of them. In the other hand, the other two answered the
question in a serious tone. Moving to ‘ how do they see the act of mercy with animals
as a religion responsibility ‘ two of the interviewee confirmed that it’s a huge part of
our religion responsibility and we should take it as an ultimate accountability. In the
other hand, the second interviewee answered with an intense and confirmative voice
that its is part of our religion and it can be the main reason for us to be rewarded in
the after life with heaven and she mentioned the prophet Hadith about the lady who
once ignored helping a cat and she was punished by Allah for not having a mercy on
the poor cat’s and for that it was her reason to be destined to hell. Moreover, the
interviewees were supportive enough to share different ideas and solutions after I
asked them about if the stray and unsheltered animals can impact negatively our
health environment, some recommended to create food holders in each blocks for the
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stray animals to be fed and two of the interviewees didn’t t mind if they lived on the
streets, if people were aware, educated and responsible enough on how to treat
animals fairly with our religion direction and not hurt them. One expressed, that she
actually feel disgusted by them and think stray animals can have some dieses that
could be affect her if she touched them, since they live beside the lottery.
Situation Analysis (Brand Audit):
• The Campaign:
- What is the campaign?
It’s an awareness campaign about our right and responsibility towards unsheltered and
stray animals from religion and environmental perspective
- What does the campaign do?
It aware and educate people about our right and responsibility towards unsheltered
and stray animals from religion and environmental perspective. And that will be
through in depth research.
PESTLE analysis:
Political: some people don’t have a fixed income and they have financial issues that
need to be addressed by the government more urgently than having shelters for
animals (English.alarabiya.net 2017).
Economy: Since we don’t have authorized shelters in Saudi Arabia and there is only
pets care shops that provide paid shelters to pets only. People would rather care less to
pay attention to stray animals and prefer to neglect them rather than spend their
money to take care of them and find a place for them to live in. Moving to the
uncertainty of the Saudi economy in the upcoming years due to the drop of the oil
prices, will actually have an impact on the government/ people’s perception about
spending their money on contributing to build authorized shelters (Mccrum 2017).
Sociocultural: In Saudi Arabia there are different culture believes on animals, we can
divide them in three segments, first people who don’t care about animals, second
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people who believe on animals right and believe on raising animals as pets in their
homes. Moreover, people who hate animals and believe they belong to the streets
Technological: Since the technology is updating regularly, we need to keep up to
date with the new trends to share the campaign, in order to reach high number of
people. Also, we can use high technology to facilitate animal’s shelters in a moderate
way. Finally, we can use applications to support the campaign wither its for the
facility or for the campaign it self. For instant, we can use the app to let people share
the location of the stray animals, in order to send someone responsible to shelter and
to take care of them.
Legal: There is a law that supports animals right but its not followed well by the
government (Boe.gov.sa 2011).
Environmental: Stray and unsheltered animals can impact our health environment by
spreading diseases and infections, so if it was well researched and proven by statistics
and facts. A government health institution will look into it but first the problem must
be recognize by people in order to be recognized by the health institutions such as
ministry of health and ministry of environment, water and agriculture.
SWOT Analysis:
Strengths:
- The essence of the campaign supports our religion responsibility.
- Improve the country environment.
- Empower the animal’s adoption movement in our country.
- Educate people.
Weaknesses:
- A lot of people think animals are not worthy of attention.
- People will claim there are more important matters to consider.
- Discouraged by people with authorities who are not interested in this matter.
- People may misunderstand the campaign.
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Opportunities:
- Activate animal’s rights from an international standard and will help grow our
economy.
- Saudi Arabia may take a part in PETA organization along other countries.
- Use social media to spread the awareness.
- Make the campaign in social (malls,..) ,places, to aware people.
Threats:
- Other campaigns may over showdown this one.
- Due to economical reason funding might be an issue.
- Human rights.
- Private animal shelters.
The Extension Line:
Description:
The research findings show that Saudi people are aware of those stray and unsheltered
animals and its part of our religion. Moreover, people need to feel and see that the
government is concerned and supportive of this problem and that they should take an
initiative step to solve this issue. This report will include the CSR campaign idea that
will be the solution of this problem. The CSR campaign will grab people’s attention
to this issue and the government will react upon it by finding more solutions that can
help the environment and encourage doing it for their religion part.
Mission:
Providing a safe healthy shelter for stray and unwanted animals and spread awareness
between people about the importance of being merciful with animals.
Vision:
Develop the sense of mercy on human hearts for animals and develop a healthy
environment with zero stray animals in the streets of Saudi Arabia.
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Goals and objectives:
To deliver a message to the society that animals need to be treated as mercifully as the
human beings, especially that we are all created by Allah to live in one planet. Also,
to provide a trusted department which is specialized in animal control.
Service name and logo:
The new Service:
Providing governmental shelters with full service facilities such as medical, high
technology, animal equipment’s and professional animal’s trainer.
The Plans:
Marketing strategy:
Marketing mix the 4P's.
Price:
It’s a nonprofit shelter.
Place:
The reason for doing this campaign on the sidewalk of Tahlia, Hilton, the new
Cornishe and the park on al malik road because they are a crowded with people who
like to walk their pets there and people who like to workout and enjoy the weather.
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Product:
To establish suitable shelters to contain these poor stray animals in healthy facilities.
Promotion:
o Post on social media platforms.
o Hashtag #لنرحمهم.
o Sidewalk on Tahlia and Hilton, The new Cornishe and the park on al malik
road.
o (Snapchat, Intsagram and Twitter) sponsored ad.
Industry analysis:
Saudi Arabia now a days focusing in developing the country from different aspects
including having a healthy environment, by working on the vision of 2030. Our
campaign لنرحمهم will contribute to achieve our country future vision if it was
implemented successfully with the help of specialized department.
Financials:
Startup costs:
Items Quantity Price Total
Renting building 1 120,000 120,000
Animal’s equipment
(cages, clinic,
showers and food
Etc.)
-
60,000
60,000
Website 1 2,000 2,000
Trade mark
Social Media such as
(sponsored ad on
Instagram,SnapChat)
1
-
1000
20,000
1000
20,000
Furniture
(Office tables, chairs
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20,000
20,000
20
Etc.)
Electronics such as
computers, printers,
telephones Etc.
HP (4 Computers)
HP (2 Printers)
Panasonic phone
(7)
6,299
1,000
209
25,196
2,000
1,463
Playing area 1 500 500
Decoration - 10,000 10,000
Operational costs:
Staff Per month Year 1 Year 2
Manger 15,000 180,000 360,000
Animals doctor 6,300 75,600 151,200
Nurse 4,500 54,000 108,000
Animals trainer 2,500 30,000 60,000
Security 3,000 36,000 72,000
Reception
Call center
4,500
4,500
54,000
54,000
108,000
108,000
Campaign Strategy
Parameters:
Advertising objectives:
To spread awareness among people in Jeddah, inform and persuade them about the
importance of being merciful with stray and unsheltered animals.
Time frame:
It will start from the 11th of January 2018 during the holiday time, till the 11th of
February 2018. Because it’s the holiday season and people will focus more on the
campaign content, and they will contribute with the campaign.
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What is your Budget?
To implement the campaign the budget will be around 21,000 Saudi Riyal.
Target market:
Category Variables
Geographic Jeddah, Saudi Arabia Local
Demographic Age:
Gender:
Social statues:
Family state:
15-40 and above
Female, Male
High, mid and low
High, mid and low
Psychographic Interest:
Attitude:
Knowing about being
merciful to the stray and
unsheltered animals.
To become meaningful
towards animals.
Behavioral Benefits: Initiate the sense of social
and humanity
responsibility, also to
improve the health of our
environment and aware
people about this issue.
Target audience:
o Primary target audience:
The target audience is female and male from 20 to 40 and above, because they are
mature and they have the ability to understand the religion part from being merciful
with animals.
o Secondary target audience:
The secondary target audience is 10 and above, to establish the sense of responsibility
towards unsheltered and stray animals.
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o Personas:
Lulu: 20 years old, she is a student at collage. She likes to adopt unsheltered animals
and provide with a warm welcoming home. She cares about animal’s rights and
always have believe that animals should be treated fairly and mercifully because they
feel just like humans although they don’t have the ability to express their emotions.
Khalid: 39 years old a father of 3 children. He is a tough parent who doesn’t care
about animals, also, he believes unsheltered and stray animals belong on the street and
being merciful with them is just waste of time and money. He thinks stray animals are
full of disease.
Fatima: Mother of 4 children, she is 31 year old. She bought 2 cats for her
daughters because she thinks they represent the prestige she’s looking for, although
she doesn’t touch them or feed them. She let her maids take care of the cats. Therefor
she is not care about animals, if they’re sick or healthy and where they live.
Campaign Strategy:
Campaign name:
”لنرحمهم“.
Campaign strategy:
First step creating a teaser ad, and activates it 2 weeks in advance before the
campaign launching date, we will post it in social media which is Instagram
(sponsored ad).
Then when the campaign date arrive, we will post 3 different posters of the same
campaign design and theme but discussing the same problem from different
prospective in a religious way. The poster design will be simple, sticking to the
campaign guidelines. We aim to achieve an understanding of the need for a healthy
environment, social responsibility towards animals from religious point of view.
Then we will let Basma Elkheriji talk about our campaign and the cause that we are
standing for, and tell people where to find our activation booth. And we will post the
map in our social media accounts.
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Campaign objectives:
Creative Brief:
Goal To aware the society about animals right
from a religion perspective and to aware
people about the impact of stray and
unsheltered animals on health
environment.
Objective To encourage the society and government
to take an initiative move regarding stray
and unsheltered animals.
Target audience Primary: female and male from 20 to 40
and above.
Secondary: 10 years and above.
Tone of voice Serious, emotional and responsible.
What we want people to do
We want people to respond positively
about the campaign and recognize it, and
be aware that this is part of our religion.
By showing them facts about what’s
happening to stray and unsheltered
animals, and how it can impact or
environment in a bad way.
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Creative Concept (Master Visual):
Teaser Ad
Reveler Ad
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Media Recommendations:
Media Mix:
Media type Rational
Social media
Because now days a lot of people are
using social media and it become part of
their life.
Activation booth at Cornishe and the
side walk of Tahlia and Hilton
A lot of people go there to exercise and
walk their pets also it’s a bit crowded,
and the campaign will reach a lot of
people.
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Media Scheduling:
Period Objective 1 Objective 2
Social media (Instagram sponsored ad)
11th Jan – 25th Jan
Teaser ad
To suspense people and to
attract as many people as
possible and get word of
mouth started.
To bring traffic in social
media by making people
wonder what’s the teaser
ad is about.
Socialmedia(Instagram sponsored ad)
26th Jan – 31th Jan
Lunching the campaign
To touch the emotional
side of people.
-
1 Feb – 11th Feb
Activation booth
+
Media partner (influencer)
To spread awareness about
the campaign subject, and
let people know more
about us.
They spread the awareness
to larger groups of people,
especially that some
people idealize them.
Media Budgeting:
Description Price
Social media (Instagram sponsored ad) 1,500 per day (8 days X1,500= 12,000)
Social media posts Non-paid ad
SnapChat (influencer)
Basma Elkheriji
9,000
Booth at Cornishe and the side walk of
Tahlia and Hilton
Non-paid
Total: 21,000
Total budget:
The total budget is 21,000 Saudi Riyal.
Conclusion:
In conclusion, Saudi Arabia paying a lot of attention on the environmental issues but
they need to constraint more on stray and unsheltered animals and try to find solutions
for this problem.
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References:
- Ali, L. (2015). الطبي | القطط تسببها أمراض. [online] الطبي. Available at:
https://www.altibbi.com/2877-القطط-تسببها-امراض/عامة-صحة/طبية-مقالات .
- Boe.gov.sa. (2011). لدول التعاون مجلس لدول بالحيوان الرفق (نظام) قانون
:Available at [online] .العربية الخليج
https://www.boe.gov.sa/printsystem.aspx?lang=ar&systemid=350&versionid=
326 .
- English.alarabiya.net. (2017). Saudi Arabia introduces new tax for expatriates.
[online] Available at:
http://english.alarabiya.net/en/business/economy/2017/07/03/Saudi-Arabia-
introduces-new-tax-for-expatriates.html .
- McLeod, S. (2008). Qualitative vs Quantitative Data | Simply Psychology.
[online] Simplypsychology.org. Available at:
https://www.simplypsychology.org/qualitative-quantitative.html .
- Mewa.gov.sa. (2017). About Directorate of Environment. [online] Available
at: https://www.mewa.gov.sa/en/Ministry/Agencies/EnvironmentAgenc .
- Waleed, M. (2014). ������� �� ������� ����- �����.
[online] موضوع. Available at:
http://mawdoo3.com/حقوق_الحيوان_في_الاسلام .
- Mccrum, P. (2017). Shift In Gear For Saudi Arabia’s Oil Industry - Forbes
Middle East. [online] Forbes Middle East. Available at:
https://www.forbesmiddleeast.com/en/shift-in-gear-for-saudi-arabias-oil-
industry/ .
- Vision2030.gov.sa. (2017). Foreword | Saudi Vision 2030. [online] Available
at: http://vision2030.gov.sa/en/foreword .