Smoke-free cars in Malacca

Subject name: Personal & Professional Development 2: The marketer in context

Subject code: MARK1165

Athiga Mohamed Rashad (000819043)

Renukha Gunasegaran (000852604)
Sarse A/P Jehyapiragasam (000852606)
Tem Yong Siang (000818966)

Introduction
Malacca is located in the southern region of the Malaysian Peninsular

Number of tourists (million)

Namely known as The Historic State

Number of Tourist Arrivals to Malaysia

26.0
25.0
24.0
23.0
22.0
2009

2010

2011

2012

Year
Data from Tourism Malaysia
Source: http://corporate.tourism.gov.my/research.asp?page=facts_figures

2013

Aim of case study:

To create awareness through social marketing about dangers of smoking in cars

Why the case study is focused on Malacca:

Tight spaces area with traffic lights

To attain a clean environment for tourists and
Malaysians

Problem statement
Negative impacts of in car smoking, such as:
1. Passengers (children age 0-10 years)
Second hand smoke is invisible, odourless and contains harmful cancer-causing toxins
and poison
Exposure to second hand smoke causes serious effects in children(Public Health

England,2013)
68% of parents who smoke admit to doing so in the car with their children present

75% of smoking parents were shocked to hear second hand smoke affects the health of
many children

2. Health related issues

Major diseases caused by smoking: Lung cancer, cardiovascular disease, cancer and
chronic obstructive pulmonary disease (Macnair, 2014)

3. Air pollution
Air pollution has now been deemed a leading environmental cause of cancer
deaths (Lipstein, 2014)

Gives bad image of the historic city

Bad image for locals and tourists

4. Accidents

Number of accidents

Road accidents in Malaysia

500,000
400,000
300,000
200,000
100,000

0
2008

2009

2010
Year

2011

Data by Malaysian institute of road safety research

Source: http://www.miros.gov.my/web/guest/road

2012

4. Accidents
Frequency of Rider Errors
50
Frequency

40
30
20
10
0
Neglectful Careless Dangerous Incorrect Cutting in Trailign too Driving too No use of
entry/exit driving
driving
turning
close
fast
lights

Rider Errors
Data from Association for the Advancement of Automotive Medicine

Source: http://www.ncbi.nlm.nih.gov/pmc/articles/PMC3861809/figure/f1-ffile052/

4. Accidents

Visual distraction

Cognitive distraction

Manual distraction

Once the cigarette is lit, one hand off the steering wheel in order to smoke
Stopping on emergency lanes on highways to take a puff

Campaign Coordinators
Project Manager
- Plans and executes
project
Athiga Rashad

Marketing Manager

Operations Manager

Financial Manager

- Manages marketing
activities

- Conducts research of
campaign

- Budget Control

Sarse Jehyapiragasam

Tem Yong Siang

Renukha Gunasegaran

Smoke-free cars in Malacca

Aim: Induce adults to stop smoking in cars
Create awareness and interest
Change attitudes and conditions
Motivate people to want to change their behaviour

Empower people to act

Prevent backsliding

Smoke-free cars in Malacca

Marketing Strategies: - Targeting

- Positioning
- Marketing Mix

Targeting Strategy
- A target market as well as, a well-defined set of customers whose needs the
organization plans to satisfy
Undifferentiated marketing
- Aims to provide products and services that will appeal to the whole market

- Able to reach larger group of audience

- All things to all people
- Wide audience and less risky

Positioning Strategy
- The way by which the marketers attempt to create a distinct impression in the
customer's mind

Marketing Mix
- The set of tools that management can use to influence sales

Place
- PLUS toll

- Historical area
- Healthcare Centre ( Guardian, Watson, Caring)
- Social Website
- Pediatric clinics

Promotion
1. Public relations: Campaign launch
Awareness event at the local park to attract the market
- Out door family activities and competitions

Tug of War

Face painting

Legged race

Promotion
Availability of friendly services

- Information booth
- Leaflets and posters
Information booth

- Goodies such as car sun shade

- Car wash
- Food stalls

Car wash

Food stalls

Promotion
2. Online advertising
- Facebook page for promoting
campaign

- Advertisement clips on
YouTube before videos

Promotion
3. Personal Selling

- Volunteers at toll booths ( College Students)

4. Radio Advertising
- Play advertisements on music stations

- Message of delivered by a celebrity

Product
- Smokefree car campaign

- Merchandise: Leaflet, posters, car stickers and car sun shade

Price
Free merchandise and entrance fee for the awareness event

Goal setting

SMART Table : Goal Setting

Goal 1
Specific

Create awareness of the dangers

of smoking in cars

Measurable Reduce 10% of in-car smoking

related accidents

Goal 2
Spread the message to new markets
Neighboring states:
Reach 100 families and 500 people

Achievable

Full support from Malacca State

Government and Malacca Cancer
Society

Fund and support by BP Healthcare

Group, Watson and Caring

Result

Increase of non-smoking Area

The awareness of smoking in cars will be

created to more markets

Timing

1 year

2 years

SWOT Analysis

SWOT Analysis
Strengths
- Trustworthy sponsor and well recognised supporters

- Unique concept
- Abundant availability of campaign information

Weaknesses
- Lack of experience in conducting a campaign
- Lack of experience in budget handling

SWOT Analysis
Opportunities
- Market expansion : Ability to create awareness to neighboring states
- Experiences to be gained for better future campaigning

Threats
- Obstacle: Oppositions to the campaign
- Unpredictable changes by Ministry of Health

Target audience

Target audience
Segmentations:
1. Geographic: Malacca
2. Demographic: - Age group of 20-50 years
- Families with children

3.Benefit: Reminder for negative impact of smoking

Sponsorship and Supporters

Sponsorship and Supporters

Sponsor

The Health Ministry of Malaysia

Loan of RM 200,000

Supporters

Pharmacies and toll

Provides places for creating awareness

Budgeting

Budgeting for Awareness Event

Amount (RM)
Car wash equipment

7,000

Equipment for activities

5,000

Food stalls

25,000

Administrative Expenses

10,000

Prizes

3,000

Posters

2,000

Facilities (Chairs, Canopies, Speakers)

6,000

Total Expenses

58,000

Budgeting for Radio Advertising

Amount (RM)
10 seconds advertisement once per day

250

Celebrity endorsement

15,000

Total expenses

15,250

Budgeting for YouTube Advertising

Amount (RM)
15 seconds advertisement for 2000 views

20,000

Production fee

15,000

Total expenses

35,000

Budgeting for Merchandise

Amount (RM)
Bag ( RM0.50 x2500)

1,250

Car sun shades ( RM2.50 x 2500)

6,250

Car stickers ( RM1.50 x 2500)

3,750

Leaflets ( RM1 x 2500)

2,500

Total expenses

13,750

Total expenses for the campaign: RM 122,000

Recommendation
1. Public Relation
- An open talk on the dangerous of smoking in cars

2. Verbal Advertisement
- A television near traffic light showing advertisements of the

dangers of smoking in cars

Conclusion
- Smoking increases health problems
- Children are badly affected from in car smoking
- Air pollution rises
- Children are exposed to unhealthy life styles
- Tobacco companies earn millions while we pay the consequence
- Campaign is conducted to create awareness of the dangers of

smoking in cars

Thank You

References
Association for the Advancement of Automotive Medicine (2013). Frequency of rider errors. Date viewed: 15 November 2014.
Available at: <http://www.ncbi.nlm.nih.gov/pmc/articles/PMC3861809/figure/f1-ffile052/>
Lipstein, R. (2014) Considering smoking as an air pollution problem for environmental health. Date viewed: 15 November 2014.
Available at: < http://epi.yale.edu/the-metric/considering-smoking-air-pollution-problem-environmental-health>
Macbair, P. (2014) Smoking-health risks. Date viewed: 15 November 2014. Available at: <
http://www.netdoctor.co.uk/health_advice/facts/smokehealth.htm>
Malaysian institute of road safety research. (2014) General Road Accident Data in Malaysia (1995 2012). Date viewed: 20
November 2014. Available at: < http://www.miros.gov.my/web/guest/road>
Public Health England. )2013) Smokefree homes and cars campaign launched. Date viewed: 15 November 2014. Available at:
<http://campaigns.dh.gov.uk/2013/06/05/smokefree-homes-and-cars-campaign-launched/>
Tourism Malaysia. (2014) Tourist arrivals & receipts to Malaysia. Date viewed: 20 November 2014. Available at: <
http://corporate.tourism.gov.my/research.asp?page=facts_figures>