1. THE TASK

The main objective for this task is to rejuvenate the brand of Tat Sing and rebrand the concept

of Tat Sing’s product through visual and perspective of every customer of our products.

Besides that, it is also can be considered as an alternative way of making a comeback into

footwear industry which is more challenging and difficult in order increase or gain back the

market share during 80’s and 90’s among the competitor. It is because during those days, Tat

Sing’s product is one of the most leading brands for slipper and it is undoubtedly at least a

person in every house in Malaysia must to wear ones. Hence, the task is can be considered as

a comeback from Tat Sing Plastic Industries Sdn. Bhd.

1. Background Tat Sing Plastic Industries Sdn. Bhd. was established in 1970 from

a small shop lot in Kuala Lumpur. It has grown over the years and

it now operates from a 120,000 sq. ft. factory located in Kepong on

the outskirts on Kuala Lumpur, capital of Malaysia. They have a

wide variety of slippers and boots.

2. Objective To regain the market share of casual footwear esp.

slippers product among the competitor and in the same

time

To increase the consumer awareness towards Tat Sing.

To increase their sales profits.

3. Target

Audience

From all range of ages and backgrounds, from kids, teenagers, the

elders, low-income, middle-income, or even the higher-income.

4. Promise A fresh perception towards the brand of Tat Sing which will

anticipated with the elements of coolness, uniqueness, and

awesomeness.

An increase of selling profits through the new design of

slipper.

Create a better competition among the local or

international competitor such as Asadi, Fipper, Bata,

Havaianas, Crocs, and so on.

5. Key Message Highlighting the fresh comeback of Tat Sing’s slipper or

also known as Selipar Jepun during those days.

Focusing on creating the awareness of the products and

the brand itself.

2. CREATIVE BRIEF FORM

3. THE BRAND

a) a Brief Concept of New Rebranding Idea – Tat Sing’s Brand & Product

Tat Sing Plastic Industries Sdn. Bhd. has begun their business more than 30 years back

then which is accurately in the year of 1970. They have begun their operation from a

small shop lot in Kuala Lumpur. It has grown over the years and it now operates from a

120,000 sq. ft. factory located in Kepong on the outskirts on Kuala Lumpur,

capital of Malaysia

So, we have decided just make a small change in order to portray the brand’s name

through their product, by only use a simple modified logo which is using a typography

concept through their name, Tat Sing. Besides, through the logo itself, we also had

mentioned the words “since 1970” which will strengthen their brand’s respect through

their experience for more than 30 years in footwear industry in Malaysia. In addition,

based from the logo, we also had conclude a slogan, “infuse your creativity”, which will

describe as new approach of involving the people’s creativity into the products

of Tat Sing.

b) Brand Life Cycle for Tat Sing’s Plastic Industries Sdn. Bhd.

At first 10 years of running the business, Tat Sing’s brand is only at the level of

trademark. However, in the late 1980’s, this product starts turning to be as a product

brand according to the brand life cycle above which is synonym through casual footwear

or slipper. The successful of this business starts increasing and rising which had

achieved the next level of a brand life cycle, experience brand. But unfortunately,

because of the inflation had caused to Malaysia in the year of 1998, Tat Sing had felt the

effects too which makes down slower in business activity compared to last few years.

Until today, Tat Sing is only left as history in every Malaysian whom wears slipper or

“selipar jepun”. Thus, according to Brand Life Cycle, the current position of Tat Sing’s

product right now are being viewed as experience brands but the products are

considered as the old design and only can be wear by elders not for the teenagers.

c) New Target Market for Rebranding of Product’s Idea

As history has been wrote that how strong the brand of Tat Sing before the year of 1998

during the inflation, Tat Sing’s product had been used by almost every Malaysian. Even,

their product’s name for the slipper is synonym to be called as “Selipar Jepun” or in

English it is called as “Japanese Slipper”. Hence, we want to reclaim back the history

before the inflation and we want to make sure the impacts of their new products will be

the same as before the crisis of ’98. Because we believe that slipper is essential for

everyone and plus, we in a wet and dry climate’s country like Malaysia, it is must have

for every each people in this country to at least wear a slipper for his or her day-to-day

activity. Apart from that, the range of our new products is not only focusing on the adults

but also the kid’s category too, we had design and produce more than four different

attractive designs for the kid’s slipper.

d) New Concept and Idea for Tat Sing’s Brand and Products

OLD LOGO NEW IMPROVED LOGO

The new improved logo of Tat Sing will be most likely give more effect towards the

customers and peoples as it simple looks and yet it still maintain the coolness effect of

the brand. As comparing to the old logo, they had use more than 3 colors in their

previous logo which is less impact to the mind of the users as it quite complicated to be

remembered and it does not symbolized any relation between the logo and products.

Apart from that, we also have decided to remove the fan symbol from the previous logo

as to maintain the concept of simplicity and less complicated. By using this concept, it

will attract a wider range of users from the children to the teenagers and also the

adults too.

“Infuse Your Creativity” is our new slogan idea for this brand as it will enhanced the new

perspective of users toward the brand itself to be look as new and fresh brand but still

maintaining the experience of the most leading of brand for slipper during 80’s and 90’s.

Apart from that, through this way the use of slogan will also shows that new strength of

the brand as it will stands strong together with the new improved logo and on every each

words of the slogan.

Moreover, the application of this logo is remained the same as the previous one. They

had printed the logo on top of every product that they wanted sell. But now the only

different is the slipper’s design and also the new improved logo. By this way, the

customers will noticed that Tat Sing has make a new comeback of their products to

satisfy back the needs of every Malaysian in terms of footwear.

4. THE CAMPAIGN OBJECTIVE

To make a new and fresh comeback through this rebranding campaign.

To increase the brand awareness of Tat Sing’s products towards Malaysian people

among the .

To increases the profit through selling of new rebranded and improvised design of Tat

Sing’s slipper.

To help in achieving a certain recognitions or awards which will boost up their images

and popularity of their product.

5. THE CAMPAIGN STRATEGY

In order to create a successful company, entrepreneurs must implement a solid

marketing strategy. It is required them knowledge of the industry itself, the different

products offered and a genuine understanding of the current customers. Its also

encompasses familiarity of any major competitors, market projections and obtaining the

necessary resources to continually yield customers to the new business. A successful

marketing also should embrace emerging technologies as well as the creation of a

company’s professional image and reputation. As Tat Sing Plastic Industries Sdn. Bhd,

there are few examples of promotional strategies for this rebranding campaign as

promotion is the method that being used to spread the words about their various of

products towards people. Hence, Tat Sing rubber slippers use a mix marketing tools

such as advertising, sales promotion, personal selling and public relations in order to

promote the products and gaining the publicity among the peoples

.

a) Advertising

Advertising is considered as a public method of communication because it is

communicated simultaneously to a huge number of peoples. Advertisement messages

somehow could be repetitive and frequently being delivers to the audiences. The media

offers the facility to add color, sound and so on to the message and dramatize the

message but advertising cannot have dialogue with the people. Advertising can be

described as one of the efficient way to reach geographically dispersed potential buyers

at a low cost per exposure if comparing a bigger number of audiences being views or

listens. For this rebranding project, we will emphasize more on the use of the products,

benefits of the products and user experience which also help in conveying the messages

about the products and the brand through the words of mouth. Advertising is the most

significant tool for Tat Sing rubber slippers to be expose and being the top slippers for

the target audience. Tat Sing rubber slippers advertising also will catch the attention of

the audiences since it will be stands out amid the clutter of competing advertisements.

Then, it will arouse the interest of potential customer and deliver a great impact through

the messages. So, it will influence the audience’s desire to get more information about

the products and absolutely have the interest to own the product for at least one.

b) Sales Promotion

Coupons, contests, premiums, discounted price, and etc. are act as sales promotional

tools that help in marketing the product and create the brand awareness too. Through

this way, we could gain their attention and provide information about the products which

eventually increase their interest to the products. By doing this sales promotion, we can

encourage the purchase and sale of Tat Sing rubber slippers. Besides, it will help to

promote and enlarge the numbers of potential consumers.

c) Personal Selling

Personal selling as a communicative channel involves a live, immediate and interactive

relationship between person and another. Personal selling is focusing the interaction

between the company’s representative and the customer which will help to improve the

company’s relationship towards customers. By providing a good customer service

training for every franchisee and sales representative, we are very confident that the

customer’s perception will be much better than before. A simple greeting or by the least,

a words of “Thank You” could give a bigger impact to every customer that comes in.

Thus, it will help to create a better environment for the customer to buy the slippers.

Plus, it also can help to identify the correct target audience and indirectly can improve

their sales generally.

d) Public Relations

News stories and feature articles are more authentic and credible than advertisements to

readers. The articles act as testimonials. The message gets through to the potential

buyers as news and they may not turn away from it as they turn away from the

advertisements. Public relations tool is the main method for both communicating with

their market to reinforce their positioning and for customer acquisition. Through public

relations, we can build good relations with the stakeholders and public of the business

by obtaining favorable publicity. We are also have the ability to build a good corporate

image.

6. THE CAMPAIGN TACTICS

Strategy Tactics Execution Duration

Public

Relations

Campaigns and Events

Spread the info about the new

rebranded looks of “selipar

jepun”.

Those activities are going to be

held across the Malaysia even

Sabah and Sarawak.

However, in the beginning our

focus is in Klang Valley’s area.

2 Months

Sales

Promotion

Vouchers or

Coupons

Discounts

Membership

15% discount voucher: can get

it from GSC Cinemas or

random distribution by our sales

representative.

Buy 3 for the price of 2

Free registration of

membership, doesn’t provide

any card only use their phone

numbers as the ID.

The whole

years

Personal

Selling

Personal approach

At the shop or

kiosk;

during the

campaigns and

events too

By providing customer service

training to every sales

representative of Tat Sing

To inform the customer on the

new rebranded image of Tat

Sing slippers.

Persuade the customer to

purchase the slippers for

upselling.

The whole

years

Advertising Commercial Ads:

Television

Radio

Outdoor

For TV and Radio ads, Media

Prima is the best choice as they

have more than 3 tv channels

like TV3, NTV7 and TV9.

For radio ads, we had provide

two version of languages;

Malay and English. As Media

Prima also owned the Hot.FM

and Fly FM, we could advertise

the products through them.

For outdoor, we had design a

few ads which suitable to be

place at the free stand ads and

wall graphic ads.

The location of the ads is

around the KL like Bukit

Bintang, KL Sentral, KLCC,

Midvalley Megamall, and so on.

Approximately

2-1 months

7. THE CREATIVE

A) Story Board for Television’s Commercial Advertisement

B) Script for Radio Commercial Advertisement

English Version

Jerry: (Crying)

Father:Jerry? Why are you crying?

Jerry: I don’t have any slippers dad. I want to go playing outside.

Father:Use this!

Father: Tat Sing slippers. Its comfortable, durable, and suitable to use everywhere.

Jerry: Awesome! Thanks dad!

Father: Your welcome my son. Tat Sing, agility your move.

Malay Version

Ali: (Sedang menangis)

Ayah: Kenapa Ali menangis ni?

Ali: (Sedang menangis) selipar saya putus ayah. Tak dapat ali nak keluar bermain.

Ayah: Jangan risau, guna ni!

Ali: Wah, Selipar apa tu?!

Ayah: Selipar Tat Sing. Sangat selesa dan sesuai digunakan di mana sahaja.

Ali: Hebat! Terima kasih ayah!

Ayah: Tat Sing, cuba sarung dulu.

C. Outdoor Advertisement

Free stand Ads

Wall Graphic Ads

D) New and Improvised Slipper’s Design for Tat Sing

REFERENCES

Egan, J. (2007). Marketing Communications. Hampshire, UK: Cengage Learning

EMEA.

Baker, M. (2008). The Strategic Marketing Plan Audit. New York, NY: Macmillan.

Homburg, Sabine, & Harley K.(2009) Marketing Management - A Contemporary

Perspective (1st Ed.). London: Wadsworth.

Aaker, D. (2005). Strategic Market Management. New York, NY: Macmillan.

Kotler, Philip & Keller, L. Kevin. (2012). Marketing Management (14th Ed).

Boston, NY: Pearson Education Limited.

Kerin, Roger A. (2012) Marketing: The Core. New York, NY: McGraw-Hill

Ryerson.