Part 1 of a proposal developed in 2009 for exciting Malaysian retail with converging retail, creative economy, sustainability, brands and unconventional media centred around an inflatable pop up retail mall.

1. PRIVATE & CONFIDENTIAL
RELEASE
VERSION 1.2
A STRATEGIC INTEGRATED CREATIVE MARKETING PROPOSAL FOR:
Malaysia Year-End Sale
An unexpected shopping adventure.
A Unique Proposal For Making New Perspectives:
Exciting Retail and Developing Shopping Tourism.
UNCONVENTIONAL RETAIL

2. PRIVATE & CONFIDENTIAL
IN PART 1: CAUSE & EFFECT
THE BEGINNING

3. PRIVATE & CONFIDENTIAL
It
is
natural
that,
from
time
to
time,
family
Weddings
INTRO
members
would
have
wanted
to
see
each
other.
Destination
Shopping
The
same
is
true
of
friends
who
were
permanently
Choice
Factors
Visiting
Friends
And
Relatives or
temporarily
parted
by
migration
and
nomadic
Religious
festivals
lifestyles. Gastronomy
(learning
to
cook
and
A
niche
market
acting
like
activity
–
enjoying
gourmet
Meals
in
restaurant) tourism,
but
it
differs
in
that
it
involves
Destination
little
or
no
physical
exertion
Choice
Factors Special
Interest
Tourism
Attending
music
festivals
BACKGROUND
The
type
of
interests
are
very
diverse
Painting
Individual
business
trips,
PART 1: CAUSE AND EFFECT
Takes
place
as
part
of
people’s
business
occupational
commitment attendance
at
meetings
training
courses
and
conferences
Largely
in
work
time 1
Destination
Visiting
and
organizing
trade
transport
to
tour
areas;
walking,
cycling
and
riding
Using
modes
of
Business
Tourism Choice
Factors
‣ The Blurring
of
business
tourism
with
leisure
Malaysia Year-End Sale (formerly Malaysia Savings Sale) is a major attraction in the Malaysian tourism
fairs
and
exhibition
2
calendar.their
family
held oannually and the 2nd shopping sales event in the calendar Destination
place at evelopment
but
are
aof the year
tourism,
particularly
is a
business
person
takes
It when
ith
them
n
w
taking A
more
recent
d the end
rapidly
growing
market
Undertaking
product
launches Choice
Factors Activity
Tourism
from the r
last their
business
ttofto
November through to the New Year. land
–
based
sports;
golf
and
the Malaysia Mega-Sale taking place just after
business
o extends
week rip
incorporate
a
relaxing
holiday
after
heir
Participating
in
The other is tennis
work
is
nished
(Davidson,
1994)
mid-year between July and August coinciding with the Middle-Eastern Summer peak travel season.
Incentive
travel 3
Taking
part
in
water
–
based
activities;
diving
and
wind
–
sur ng
‣ This sale comes at a perfect time, coinciding with the Christmas and New Year Festive Season as well as the
Malaysian school holiday season. And several more important National public holidays.
One
of
the
oldest
forms
of
tourism
Shrines
‣ Despite the importance of these 2 country-wide retail events, but to date have yet had any noteworthypleasurable
activities
Destination
Seeking
campaign,
Religious
Tourism Involves
people
traveling
often
as
a
sense
of
duty Choice
Factors
on-ground activation, event or activity Attending
religious
events either as promotions or celebrations. Ad-hoc events with third-rate talent
and unprofessional event management hardly deliver the quality of entertainment, promotionsThe
four
“S’s”
of
sea,
sand,
sun
and
sex
and attractions
Visiting
places
with
religious
signi cance
interesting enough for local Malaysians let alone foreign tourists as a draw for enticing destination tourism.
;-) Destination
Choice
Factors Tourism
experience
is
based
on
physical
Hedonistic
Tourism
pleasure
and
social
life
‣ A planned campaign or strategic promotions plan, creating both consumer and industry awareness in ways allowing
for both Malaysia Mega-Sale and Mineral springs Year-End Sale to be more than just turning the entire hedonistic
tourist
is
ointo a
Simply about exploiting natural Malaysia The
country ften
younger
phenomena for their medicinal bene ts
and
travels
in
a
group
with
other
like
Health Tourism
discount store. Destination
Choice
Factors minded
people.
Sea
water
These resorts became centers of
‣ The Malaysia Year-End Sale is organized under the Ministry of Tourism through Tourism Malaysia Secretariat and
fashion and social activity
Malaysia Shopping Secretariat.
Mountains,
water,
etc
–
related
scenery
Destination
Desire
to
view
spectacular
natural
‣ For the past decade or so, the tourism industry is the second income earner for thescenery
has
ourists
since
time
immemorial
A broad area which is primarily concerned with
national
stimulated
t
Choice
Factors
Scenic
Tourism
providing opportunities to participate in tourism Urban
areas
Social Tourism
economy, after manufacturing. 2007 Malaysia registered 20.97 million tourists against RM46.1 billion in
X Destination
Choice
Factors
receipts. not normally be able to go 9th Malaysia Plan, the tourism target is to achieve 24.6 million tourists with RM59.4
For those who would
Under the
nancial or health reasons, primarily
billion in tourism receipts by the year 2010.
Attendance
at
traditional
festivals
‣ Shopping is the second major revenue-generating activity after payment for accommodation,
contributing but is anbusiness or RM12.2 billion of the overall tourist expenditure (breakdown for 2007)
Not a new phenomenon, 26.6%
important segment of the tourism
Visits
to
heritage
attraction
Clearly
linked
to
the
special
interest
National,
regional
or
local
food
and
wine tourism
and
Encompasses
many
elements
of
the
tourism
market
Educational tourism has developed in a number Destination
of ways i.e. Student Exchanges – young people Choice
Factors Cultural
Tourism
Destination
X Watching
traditional
sporting
events,
travel to other country to study and learn more
Educational Tourism Choice
Factors
about the culture and language of other people Holidays
motivated
by
Sampling
Local
Produce
or
product,
etc.
Taking
part
in
local
leisure
activities
Special Interest Holidays – people s main
motivation for taking a trip is to learn something
new such as cookery classes, gardening – Etc
themed cruise to language classes

4. PRIVATE & CONFIDENTIAL
INTRO
RESEARCH
PART 1: CAUSE AND EFFECT
CURRENT STATUS
Communication Retail Shopping Events & Activities
‣ Good campaign communication is attractive ‣ Strong support from Retailers nationwide, ‣ Except for a very few, mostly are not relevant
to the eye and translates well to BTL, Decor, etc- Media support & in-store / mall activities adds and does not add any real value or attraction
to buzz from A&P but of value only to domestic
‣ Ads are visually appealing but insufficient as a markets and landed foreign visitors. ‣ Almost all have low value with entertainment,
destination pull factor in decision process with production and/or content unable to assist any
International and Asian tourists markets ‣ In-store activities need improvement to be an improvement with domestic or foreign travel
attraction and pull factor for travel decisions
‣ A&P makes good awareness / buzz for local ‣ Events target and reach only a few tourist
market and for attracting foreign visitors and ‣ Mall pull factors especially merchandise range segments with nearly none that are appealing
tourists already landed to visit malls and is less unique compared to more attractive to leisure and urban entertainment tourism
shopping centers, etc competitor offerings - Singapore and Thailand segments
CAN BE MORE EFFECTIVE NEEDS IMPROVEMENTS VERY WEAK (IF ANY) ROI