CREATIVE

BRIEF OF PERODUA MYVI

1.PROBLEM TO BE SOLVED?

There are three problems based on the first assignment and it develops briefly
especially for this creative brief. The problems that Myvi have to solve is firstly, increase
sales of New Myvi 2012 to 10 %. Even tough Perodua Myvi currently is a market leader in
term of sales of automotive industries in Malaysia,market report 2011 showed that generally
the sales were turned down by 1% compared to 2010s sales. In 2010, Perodua have sold
188,641 units (32,4% share) but during 2011, they have only sold 179,989 units or equal as
31,1 % .
Secondly, re-establishing brand of Perodua in the heart of young malaysians,
Perodua is known as the second local malaysian largest automotive manufacturer after
Proton. Thus Perodua will position himself to be number 1 in consumer perception because
eventough perodua is number one in selling car. Proton is still remembered as the pioneer of
malaysian industry automotive. So to solve this problem, perodua will targeting the audience
whom the range age is between 17-40 years old which is younger generation. Purposing a

vision that this targeted generation would think that Perodua is number one automotive
manufacturer in Malaysia in future time.
Thirdly, by giving pricing strategy to make the consumer attracted to buy Myvi.
As the government policies support local industries by encouraged banks to give attractive
car loans so for this case, myvi pricing strategy can be giving the customers the lowest loan
interest for installment of Myvi sales compare to other competitors in the market.

2.WHO ARE WE TALKING TO ?

We have conducted a focus group to the target audience that range age between 17
40 years old with occupation is vary, from high school students, university students, to
workers. From this we can take the result of our target.
A. PRIMARY TARGET
The primary target market for Perodua Myvi is university students. These groups are
basically newbie in term having a car. Their parents might give them a car to make them
easier to reach campus. But young people are likely to hang out with friends, spending their
free time at cafes or shopping malls, and they like to experiencing travel far away from their
home. They are enjoy their youth time.

B. SECONDARY TARGET
The secnd target is Young executives, which is the characteristic of young executives
is hard working, mobile, smart, big dreamer and aggressive. They tend to build their career
and they do not like something that is not practical. They like to move from place to place as
fast as possible, like meeting with clients. They dont need kind of car like SUV or MPV which
somehow spend more fuel and too big just for themselves. So a city car like Myvi seems to be
a better choice for them.

3. WHAT WE EXPECT THE ADVERTISING TO ACCOMPLISH?

The expectation of this advertising is to compel the target audience to know that
driving Myvi can go anywhere, not only in the city but could also away from home with joy,
without worrying about the durability of machine and a large gasoline consumption.
Most of consumers, as we targetted to middle-low to middle class consumers that
might expect the price of the car is affordable to buy they dont have to worry because from
this advertisement we are convincing them that Myvi price is not that expensive and everyone
can buy, either buy it from cash money or by bank loans. Especially for bank loans- that give
the lowest installment payment among other brands- this payment starategy that will be put in
the ads could attract the consumers to think the options of what brand of car they will buy.
These features would be likely low interest rate loan for installment from 2,78%2,95% per annum. 100 % loan for fresh graduate, high school students, all individuals and for
all government servants. The loan wiould be fast to be approved without waiting for sometime
to be on hand of the customers andd all the documents required would be gladly assisted
with all Perodua dealers around Malaysia.
Furthermore, to make more customers convinced about the product, 3 years
warranty, 5 years anti-rust warranty, fast loan approval, fast delivery, multiple free gift such
as souvenirs, keychains, membership cards, free spareparts, et cetera; and the service would
be door to door service.

4. KEY IDEA?

From account planning research we decided that the tagline that have to be in Myvi
advertisement is. reach everywhere you desire, reach your big dreams, reach with
Myvi!. The reasons behind this key ideas is the price of Myvi is in the middle or even kinda
low among other competitors so it makes the possibilities that everyone can carry Myvi to be
their daily car activities. The consumers will automatically interested to buy this vehicle
because of the attractive bank loans. With their technology that is implanted from japans car
like Daihatsu and Toyota also make the possibilities that this car has endurance and
everyone should not be doubt for durability of this car for a long trip, for instance. The fuel
consumption is also can be considered into the tagline because Myvi is knownly as the fuel
saver vehicle so it does not matter to drive inside city or go for a far away trip. In conclusion,
this tagline might be right for the future advertisement of Myvi 2012.
For the advertising storyboard, the creative ideas that might be inserted is an
malaysian astronaut will fly to the moon with malaysian space ship and bring a perodua flag
while the space ship has landed on the surface of the moon. He will stick the flag and starring
the earth with smile and the tagline will start sounding, reach everywhere you desire, reach
your big dreams, reach with myvi. For this task, the talent that might be right to be act as an
astrounuts is Muszaphar Sheikh, the first malaysian that went out from earth.

And to attract more consumers, the loan policy should not be forgotten to be inserted
in the advertisement. In this advertisement, the loan interest will be announce to be low for
installment payment.

5. WHY SHOULD THEY BELIEVE THIS?

There are many ways to customers to believe in both myvi product and brand. First
thing is by forcing all the Integrated Brand Promotion in terms to increase the sales of new
Perodua Myvi 2012 by 10 % from 179,989 units has sold over malaysia during January to
December 2011 to be around 197,987 units must be sold in 2012.
Therefore the promotional tools that will be use is outdoor advertising by placing
banners, signboards, flyers et cetera in spesific areas that we had researched in consumer
focus groups such as trending restaurants, cafes, bars, shopping malls, gas stations and
universities around Bukit bintang, damansara, mid valley, ampang and many major cities and
rural areas around Malaysia whose has the network of Perodua dealer in those area that we
will put the advertisements.
Another outdoor promotional tools that will be use is by placing Myvi booths in some
events that Perodua sponsored or in specific areas by providing the potential consumers
quizzes, contest, test drive or any thing and give them prize to attract more potential
consumer about the brand awareness of perodua.
Furthermore,

by putting the space ship advertising into Television Commercials

(TVC) at prime time at weekends during football matches as if Serie A (Italian Football
League), Premiership League (UK), or Malaysian Football League; then we could put it into
musical events in TV, movies, reality show, et cetera which most of our target consumers are
watching it in weekend.
For printed advertisement, we have conducted what magazines and news is relevant
of what media to be inserted the ads. There are many types of published media in Malaysia
nowadays so we narrowed it into spesific media. For entertainment magazine, we can use
people magz and reader digest as the circulation is one of the biggest around malaysia. Then
for Youth magazine, we insert the ads into Spin, seventeen and rolling stones magazines. For
car lovers, we will insert the ads into Motor trend, and car &driver. And for newspapers we
would doi it in the new straits times and the star.

However the government and bank in malaysia is supporting local automotive

industry and market so they will provide support and giving loan with low interest and also the
predicition of automotive industry that they predict the market of car will be good in the
coming three years.

6. BRAND PERSONALITY?

There are 4 personalities that will ne carried for new Myvi 2012 as their identitiy.
They are enthusiatic, happiness, bravery and sophistication. These 4 personality are
identically to our target market that they are young executives and university students which
is relatively young in age.
Enthusiastic personality is to show that having or showing intense and eager
enjoyment, interest and approval. Happiness is to show that this is something that everyone
wants to have. You may be successful and have a lot of money, but without happiness it will
be meaningless. It is also to show pleasure, satisfaction or joy.
Sophisticated personality is to show that Myvi is made of a machine, system or
technique developed to a high degree of complexitiy. In consumer point of view, the
consumers will feedback it as their thoughts, reactions, and understanding to interpret
complex issue as we expected for our target consumer, University student and young
executives. Lastly, bravery identity, is to show courageus behavior or character that we try to
implanted into Myvi priduct personality.

7. EXECUTIONAL CONSIDERATIONS

The ads will be showing that Myvi is landed on the surface of the moon to show how
limitless Myvi could reach. But it could be a little bit exaggeration, so instead of it the
astronaut will come out bring the flag with perodua logo.
So in the storyboard line will be, a malaysian astronaut is landed on the surface of the
moon, this guy wears an astronout gear is bringing a perodua flag come out from spaceship.
The space ship door is open slowly and the man starts walking slowly on surface the moon.
Then he stick flag on the moon while gazing at the earth, Then he smiles and the tagline of
the adverisement will be sound like , Reach everywhere you desire, reach your big dreams,
reach with Myvi.

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