Study

 Study Composition

FACULTY OF BUSINESS AND LAW

BMR 1014 PRINCIPLES OF MARKETING

TRIMESTER 2 2012/2013

PRODUCT LINE: BONIA LEATHER TOTE

PRODUCT: BONIA ADELINE COLLECTION

Submitted to

Lecturer

Mr. STANY WEE LIAN FONG

Made by

No| Name| Group| Scholar ID

1| GOH WIN VIN| BM 103| 1121116634

2| BRANDON LIM MUSIC CHING| BM 103| 1112701117

3| JANICE HENG TSING TSUI| BM 103| 1112700615

4| FIRST TEE YUN XIN| BM 103| 1112701506

5| JOSEPH KALLIFF FRAUDE| BM103| 1102700315

TABLE OF MATERIAL

PART A INTRODUCTION3 - 4

PORTION B FIRM ENVIRONMENT AND TARGET MARKET5 - several

PART C PRODUCT STRATEGIES8 - 12

PART M PRICING STRATEGIS11 - 13

PART Electronic PLACE / DISTRIBUTION STRATEGIES14 – sixteen

PART N PROMOTION STRATEGIES17 - nineteen

PART G COMMENTS AND DISCUSSION20 - 23

PORTION A LAUNCH

COMPANY HISTORY

BONIA Organization Berhad provides a long history of establish their very own brand. With the year of 1974, the truly great Group Business Chairman, Mr. S. S. Chiang started the designing, manufacturing, and wholesaling it goods in Singapore. The rand name name " BONIA” was inspired by artwork of Giambologna in Italy. With the year of 1978, BONIA has officially entered Malaysia market. BONIA Corporation Berhad has a big influence in Malaysia and Singapore industry and quickly it became a market leader with aggressive advertising and campaign activities. At 1981 and 1982, BONIA opened the first specialist In Malaysia and Singapore. 1990, BONIA has increase their industry to Philippines, Taiwan Brunei and Hk. Soon, BONIA introduced new product to the market which is outfits and equipment. The introduction of BONIA UOMO menswear, timepieces and eyes use was in 1992. Two years afterwards, BONIA was listed on the Second Board of Kuala Lumpur Stock Exchange (KLSE), Malaysia in 23th Aug 1994. 1998, BONIA open their very first boutique in Kuala Lumpur International Airport. Inside 10 years period from 2150, BONIA open up spreads their company to Japanese, Thailand, Vietnam, Arab saudi and Cina market. It was a great achievement for BONIA to a famous international company. Year of 2002, BONIA collaborated with Italian designer, from Facility Pelleteria Allesandra of Italia to create more creative design of leather bags and accessories. At 22rd April 3 years ago, BONIA transferred to the Main Plank of Bursa Malaysia. Year of 2010, BONIA launched Brianna selection of eco-friendly handbags in July to educate the customer on green.

Product Blend BONIA Company Berhad

BONIA Corporation Berhad does not only focus on their particular supreme natural leather bags, additionally, it produces different products. Besides that BONIA not only give attention to woman, very well, it also creates man's product. The overall item mix is definitely

* BONIA Leather Bags'

* BONIA Clothes

2. BONIA Shoes or boots

* BONIA Timepieces

2. BONIA Parfum

* BONIA Belt

2. BONIA Eyeglasses

Part N Company Environment and Marketplace

Company micro-environment

Microenvironment incorporate the stars close to the organization that affect its influence its capacity to serve the customers, the organization, suppliers, marketing intermediaries, consumer markets, rivals, and community.

Inside the BONIA Company Berhad, the marketing managers must always work closely in addition to harmony with other company's departments to create customer value and relationships. The reason is , all these interrelated groups cannot simply work within a realm of isolation. Marketing managing of BONIA Corporation Berhad must always have other business groups into account-groups including research and development (R& D), finance, purchasing operations, accounting and top administration. These other departments have a direct impact on the marketing department's plans, tactics and activities.

Suppliers form an important and critical website link in the provider's overall buyer value delivery system. Suppliers provide the methods that needed by BONIA Corporation Berhad to produce their goods and products including leather...

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