This document discusses a strategic marketing plan for the Forest Research Institute Malaysia (FRIM). It begins with an introduction to FRIM and its role. It then outlines the aim, objectives, scope, limitations, and SWOT analysis. Competitor Danum Valley is analyzed. The current situation is compared with recommendations for products, price, place, promotion, packaging, programming, partnerships, and people. Three campaign strategies are proposed: increase awareness/image; provide an accessible eco-education environment; and provide an adventurous eco-destination. Target audiences are identified and IMC tools are recommended.

1. Charles Lee Nicholas
MARK 395
TOURISM MARKETING
-FRIM

2. INTRODUCTION
• Well known as one of the green lungs in Selangor
• FRIM is a living museum
• The Forest Research Institute Malaysia (FRIM)
oversees Malaysia‘s largest secondary forest
• Potential area to be grown

3. AIM & OBJECTIVE
• Discuss the unique issues associated with FRIM
• Identify and discuss contemporary issues related to
FRIM
• Understanding the role of marketing effort FRIM
• Formulate and justify a strategic marketing
plan for FRIM

4. SCOPE & LIMITATION
• Lack of technical assistance from FRIM
• Time management of the research
• Too specific segment were told

5. SWOT ANALYSIS
Strength Weakness
• Plants Lover • Technology & Social Media
• Easy Accessibility • Maintenance
• Urban Forest • Lack of Rangers
• Government • Signboards & Information
Opportunity Threats
• Man-made Rainforest • Lack of known activities
• Canopy Walk • Wrong Mindset
• Attract Nature Lovers • Price
• Research Centre

6. COMPETITOR ANALYSIS
Danum Valley
• A research centre and natural rainforest
• Well maintained and managed
• Price is higher and pre-book is required
• More attractions and activities
• Wide range of accommodation provided
• Less accessible

7. CURRENT SITUATION
VS
RECOMMENDATION
Product Recommendation
• Man-made Forest • Accommodation
• Eco-Tourism destination • Transportation
• Canopy Walkway • Tree House Viewing
• Nature Trails
• Forest Research Institution
• Recreation Area (Camping & Jogging)
• Botanic Garden

8. Price Recommendation
• Local Tourist • Peak Season & Non-Peak Season
• International Tourist • Increase Price & Limit Visitor per day
Place Recommendation
• Kepong • Batu Caves
• 16km Northwest of Kuala Lumpur • Bus transfer to KTM Kepong / Batu Caves

9. Promotion Recommendation
International : International :
•My Tourism TV •Malaysia Attraction Booklet
•Newspaper •Mobile electronic tourist guides (METGs)
•Tour Guide •Social Media
•Tourism Malaysia Website •Travel and tourism blog sites
Local : Local :
•School •Mobile electronic tourist guides (METGs)
•Newspaper •Social Media
•Official Website •Travel and tourism blog sites
•Magazine •Magazines Contest
•Public Relations Event

10. Packaging Recommendation
• Wedding Package • Student Package
• Campsite • Day Tour
• Family Day • Adventure Tour
• Night Walk
• Nature Trekking
• Treasure Hunt
• Seminar
Programming Recommendation
• Plant A Tree • Educational Games
• Educational Program • Geocaching
•Guide / Label about each tree

11. Partnership Recommendation
•Tourism Malaysia •Travels & Tours Agency
•Hostel & Homestay nearby
•Existing Apps
•Groupon & Living Social
People Recommendation
•Ranger •Virtual visitor guides and brochures

12. CAMPAIGN
Objectives
• To create awareness and image for FRIM as a must
visit destination in Malaysia.
• To attract more eco-tourists regardless of local and
international.

13. CAMPAIGN
Target Audience
• Primary – Local GEN Y (age: 18-25)
• Secondary – Local & International researches.
• – International GEN Y & other eco-tourist.

14. Strategy 1
• Increase awareness and image of FRIM.
Tactics
• Increase entrance fees and limit visitor per day.
• Better maintenance with fees that increase.
STRATEGIES & TACTICS

15. STRATEGIES & TACTICS
Strategy 2
• Provide an accessible eco-education environment.
Tactics:
• Board labels for all plants and QR codes for easy access
of information.
• Provide accommodation and allocation of transport for
pre-book tourist and around FRIM area.
• Provide transportation from KTM Kepong
to FRIM.

16. Strategy 3
• Provide an adventurous eco-education destination.
Tactics
• QR code and trees information plate for activities used.
• Create eco-educational activities such as flora & fauna
hunting by using Geocaching and Tree House Viewing.
• Create virtual visitor guides and brochures
instead of having a rangers.
STRATEGIES & TACTICS

17. IMC TOOLS
• Advertising - Malaysia Attraction Booklet and placed it
at the arrival hall in KLIA & KLIA 2
• Moving Advertising – Public transport
• Digital Advertising – METGs, existing apps, Social
Media, Travel & Tourism Website & blogs.
• Sales Promotion – Groupon, Living Social, existing apps
& Packages
• Public Relations – Magazines Contest, Product
Placement & Events

18. THE END