Pillow Shaker Marcom
Pillow Shaker Marcom
Pillow Shaker Marcom
To tap into the global market, Dreamland joined hands with Pacific Dunlop which
is now known as Pacific Brands, Australia's largest bedding manufacturer and marketer.
In the 2000 Olympic Games in Sydney, Pacific Brands was the Official Bedding Supplier
to the Olympic Athlete Village. For the first time, one bedding manufacturer supplied a
record breaking 24,000 mattresses to accommodate one single order. Pacific Brands is
also Asia's largest bedding supplier.
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Research and Development
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COMPANY PRODUCT
Furniture Retailer
- Mattresses
- Bedding Accessories
- Furniture
- Bedroom & Sofa Bed
Mass Merchant
- Polyester Accessories
- Foam Accessories
- Mattresses
- Others
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NEW PRODUCT DEVELOPMENT
As we known, Dreamland has a wide range of product. Now they are planning to
design and create new product under the bedding accessories product category. Their
existing products which in these bedding accessories are such like:
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The innovation of product in Dreamland was given a name as ‘Pillow Shaker’,
this has backed by well-researched technology and quality materials with variety and
attractive features. The features are having an alarm to wake up people by giving the
vibration. The vibration also can use for head massage. People can do the head massage
before get to sleep or after get up from sleep. Besides that it also has usb port Mp3 sound
player so people can do the massage and get to sleep while listening to the music. It only
can be used by using battery.
The design of this Pillow Shaker is it is a plastic that cover with the fabrics. It
provide with the remote control to control the air that will blow inside the pillow. It is
convenient because it can bring to anywhere because it can be fold. Moreover they have
been using a series of anti dust mite protection such a HealthGuard, Ultra-Fresh and
Bioguard on fibres to safeguard our health. HealthGuard treated products help prevent the
spread of disease and infection caused by contact with fabrics which have been
contaminated by sneezing or coughing. HealthGuard also maintains odour-free surfaces
by killing the moulds which produce the smells. Ordinary mattress fabrics can provide an
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ideal breeding ground for bacteria, fungi, mildew and mold. However, these unwelcome
critters cannot grow in our mattress fabric with BIOGUARD anti microbial treatment.
Ultra-Fresh is a unique and growing family of antimicrobials for use in products ranging
from woven and non-woven textile fabrics to diverse polymer, plastic and rubber-based
systems. These versatile and multifunctional antimicrobials inhibit the growth of a wide
spectrum of bacteria, fungi, molds and mildew to preserve the hygienic freshness of the
products treated
The company has make the advertising budget to advertise this new product
where they has assume of total budget around RM 120 000. The Pillow Shaker will be
advertised in various TV channels which are TV3, 8TV, NTV 7, and TV9. Besides, the
company has decided to advertise the product in newspaper which is METRO newspaper.
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PRICE OF PILLOW SHAKER
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SITUATION ANALYSIS
Dreamland has made an analysis and research that there is no similar product with
this Pillow Shaker from any other brands. They belief with aggressive promotion it will
help to attract customer attention because it has an interesting features and offer an
affordable price.
One of their competitor brands such like Slumberland Sdn Bhd has never made
any innovation such like this Pillow Shaker. So this is a great opportunity for Dreamland
to reach their goal of target market.
By looking at the market, the customer will buy this product because the
innovation of this type of product has never invented by any other market and brands.
This product has high and well researched technology that has been design by the well-
known brand, Dreamland. The features are very interesting because it has vibrate to make
an alarm to wake us up and also has the head massage to make you feel more relax and
refresh after get up from sleep while listening to the mp3 sound player. Since most
customer in Malaysia and also customer in abroad have their own interest to try any type
of new product that have fascinated design and features, Dreamland belief their product
will be well-accepted by their customers.
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SWOT ANALYSIS FOR PILLOW SHAKER
Dreamland has made an SWOT analysis for this new product which are:
Strengths.
Weaknesses.
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Opportunities.
Threats.
• Who knows if the market for Dreamland will grow and stay in favor with
customers, or whether another type of similar brands will replace Dreamland in
the future?
• Dreamlands’ success has lead to the market entry of many competitors and copy
cat brands that pose potential threats.
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MARKETING COMMUNICATION STRATEGY
A) TARGETING
Demographic
Target market for Pillow Shaker does not focus on gender segmentation. Both gender of
male and female can use this product Pillow Shaker for their personal purposes. Pillow
Shaker design does not segmented on only one gender, it is suitable for male and female
user.
b. Age group
The age group for Pillow Shaker is more focus on the young adults, middle-aged and
mature consumers. It is actually designed for the purpose of give a head massage while
listening to the mp3 sound player and also has an alarm to wake up people. Most of the
buying decision will be on the adult age group that has their own income and working
people because they need this kind of product to make them feel relax and refresh
because of the tiring of their work. Besides, working adults are able to purchase Pillow
Shaker due to its affordable price. However teens group also are able to get this product.
This is because the pillow will help them to wake them up to go to school with fresh
feelings.
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Psychographic
a. Lifestyle
Working adults with family will be the suitable target market of Pillow Shaker. For
people with family, Pillow Shaker can be used as their home use for head massage inside.
People in this group usually prefer to try a new product with this kind of new and
attractive technology that has provided useful and high quality features. This pillow
shaker can suits their style and preferences of lifestyle and personality.
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Geographic
Pillow Shaker is suitable to be used by people that lived in city or urban area. This group
of people tends to use high technology innovative product in their lifestyle.
Behavioral
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Benefits: Quality, Design, Comfort, Perceived Value
This product has the ability to make an alarm by give a vibration. Beside that, it also has
the special feature of head massage. Other than this features, it also has usb port for Mp3
player so that the people can do the massage and get to sleep while listening to the music.
Besides that, this product believed to offer health benefits to the user. Such benefit gained
by using the head massage. The design of Pillow Shaker is unique, attractive, fun, and
interesting. Besides that, the quality of the product is high because of the product been
produced only by professional with well-researched technology with high quality
materials.
B) POSITIONING
Dreamland tries to position its product by differentiation of their product from its
competitors. The company will offer a high quality product that ensures product can last
long accepted by the customers and reach the target market. They also used a good
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material to produce where it will go several processes to ensure durability and quality of
Pillow Shaker
Pillow Shaker produced by Dreamland can be link to its benefit and product
function. This product is used by people to help them get up from sleep and give head
massage while listening to the music. This is the positioning strategy that we see from
Dreamland Company.
C) OBJECTIVE SETTING
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- They facilitate their successful introduction of new product, “Pillow Shaker”
through the media advertising which is television and newspaper and also do a
trade promotion.
- They are planning to build their sales of “Pillow Shaker” by provide the variety of
uses.
- They are going to inform their wholesaler, retailer, and consumers about the
Dreamland improvements.
- They will create brand awareness through the successful advertising and attractive
packaging of the new product.
- The “Pillow Shaker” is able to enhance the Dreamland image.
D) BUDGETTING
Dreamland has made their advertising budget. Below is the budgeting table:
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MEDIA PACKAGES RM
TV3 15sec X 30spots @ RM1500 45 000
A) MEDIA ADVERTISING
i) Television
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Television can be one of the best medium to promote and market a product.
Television usually used by marketers today to promote new product. Beside the ability to
reach large target audiences, it is also rich with interactive communication message.
Message from advertisement in Television can create more powerful positioning strategy
to large number of target audiences.
With a large number of target audiences can be reach, it can increase the public
awareness about Pillow Shaker. Television advertisement can deliver message of
marketing communication and inform potential customers about Pillow Shaker. The mass
advertisement of this marketing tool can boost interest of Television viewers. We think
that Dreamland should starts promoting their Pillow Shaker through television
advertisement to gain more awareness of this product since most of new generation has
interested with high technology and fascinated product design.
Dreamland has chosen the Media Prima Berhad Televisyen Network value
package to advertise the “PillowShaker”. The company has chosen to advertise in several
tv channels which are TV3, 8TV, NTV 7, and TV9. Below are the
Media Prima Sales Fixed Packages:
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Station Packages Day Time Spots RM Savings%
TV3 15sec X 30spots @ RM1500 Mon-Fri 0600-1800 14 45 000 50
Mon-Fri 1300-1500 6
Mon-Fri 1500-1900 12
Sat-sun 0800-1900 14
Mon-Fri 1300-1500 6
Mon-Fri 1500-1900 12
Sat-sun 0800-1900 14
Mon-Sun 2300-0100 20
MP Government/ministries 30
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TV3 : RM 45,000 for 15second x 30 spots per campaign package
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TV 9 : RM 20,000 for 15 second x 40 spots per campaign package
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ii) Printing Media Advertisement (Newspaper)
Dreamland also has decided to advertise the “Pillow Shaker” in the METRO
Newspaper. Harian Metro is not only the Malay language daily newspaper in the
country's number one, but now leads all newspapers in terms of the number of readers
controlled 15 percent of the total 14,289 million readers. Based on that percentage, the
number of Harian Metro readers are 2,143,350 people daily, Berita Harian (1,143,120),
Star (1,000,230) and Kosmo (428.670).Below are the price lists to advertise in METRO:
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B) TRADE PROMOTION
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CONCLUSION
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