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SCHOOL OF ARCHITECTURE, BUILDING AND DESIGN
CHARITY DRIVE EVENT _____________________________________
Introduction of Business (BUS30104) Charity Drive Report
Group Members: Student ID:
Rebecca Tang Hui Fang 0317759
Wong Carol 0317742
Tang Ju Yi 0317735
Ong Jia Hui 0317752
Tang Pei Kei 0318545
Table of content
1. Executive summary
2. Objectives
3. Target Market
4. Competition analysis
5. Product and Packaging
6. Pricing
7. Promotion
8. Sponsors
9. Distribution
10. Green measures
11. Human resource planning
12. Evaluation of results
13. Appendix
Executive Summary
Treat N’ Eat is a non- profit charity drive stall, started by a group of five students in
order to raise funds for a charity organization. The business was run over for a period of five
days during the charity drive week in Taylor’s University Lakeside Campus. This charity is
the final project of the subject in Introduction of Business for students in the Foundation in
Natural and Built Environment and Foundation in Design. All profits earned by Treat N’ Eat
were to be donated to a chosen non- government organization, the Malaysian Association for
the Blind (MAB).
Treat N’ Eat sells a varied assortment of products such as ice- cream, floats, kaya
puffs, soft drinks which consists of Coca- Cola and Sprite, tea eggs and bookmarks. The five
students running this stall are Rebecca Tang Hui Fang, the group leader, Wong Carol, the
stock keeper, Tang Ju Yi, Marketing and Promotion Executive, Ong Jia Hui, the sales
executive and Tang Pei Kei, the accountant. This stall not only received money through sales
of products, but also sponsored by a list of cooperate sponsors and individual that are vital to
reach the RM 2500 goal.
Objectives
We have chosen to support the Malaysian Association for the Blind (MAB) by
helping them to inform and create public awareness regarding the needs and capabilities of
persons with visual impairment. The MAB objectives are simple as they help, prepare and
improve the lives of the blind, so we decided to do our part to help out to achieve their goals.
To accomplish the objectives, we decided to have a total donation of RM 2500 by
selling tea eggs, Coca- Cola and Sprite Floats and regular Coca- Cola drinks, Ipoh’s kaya
puffs, ice- creams and bookmarks during the charity event.
Youtube link: http://youtu.be/4SvNnZkRhf8
Target Market
In order to build a strong business foundation and ensure success during our charity drive
week, we have identified our target market – being the group of customers of which we
decided to aim our marketing efforts and merchandise at.
a) Targeted Customers and Their Background
i) Students of Taylor’s University
As the Charity Drive event is organized in campus, we focus our targeted customers on the
largest population in campus, namely the students. The average age range of the students are
from eighteen to twenty-four years old with an average household size of three to five. Most
of the students are from a financially stable family. The students get to make independent
choices over what to buy as most of them are living away from home.
ii) Staffs of Taylor’s University
Aside from the students, we set our target upon the second largest population in the campus
which is the staffs, namely the lecturers, office workers and cleaners.
b) Customers’ Wants and Needs
Food and beverages are the basic necessities for everyone, so we have our own fixed
customers especially during the lunch hour. As for the snacks, they are warmly welcomed by
all as they serve as a good bite especially during the tea time. Ice cream and beverages
meanwhile are a cooling refreshment especially during the scorching weather.
c) Customers’ Spending Power
Despite having restricted budgets as a student, most Taylorians come from an average to
above average family background and hence, are more willing to spend as long as the
merchandizes attract their attention. On the other hand, the staffs have more spending power
compared to the students as they are independent individuals with their own income.
Competition Analysis
A competition analysis is essential in the marketing and strategic management as it
allows us to assess the strengths and weaknesses of the current and potential
competitors. Through the competition analysis, we will be able to establish different
tactics and strategies to individualize and differentiate ourselves from our
competitors, and overcome them in the future.
During the Charity Drive week, we were faced with many competitors. However, the two
main competitors that had managed to make an impact and affect our business are Min Junn’s
(MJ’s) and Ng Kheng Soon’s (Soon’s) stall.
Competitors MJ’s Stall Soon’s Stall Products Sold a) Nasi lemak
b) Nasi lemak ayam rendang c) Fried maggi d) Fried meehoon e) Famous Amos chocolate chip cookies f) Choki-choki g) Cordial drinks
a) Ice cream b) Nasi Lemak c) Toast Bread d) Smore
Strengths a) Foods sold are filling b) Many variety of food c) Foods are fresh everyday as they are cooked on a daily basis
a) Foods are sold at a very cheap price
Vulnerabilities a) Foods prepared are very limited in quantity b) The freshness of the food deteriorates as time goes on
a) Limited choice of food b) Ice cream melted very fast as they used ice boxes instead of a freezer to store them
Attractions a) The foods (except for the Famous Amos cookie) are all home cooked with no preservatives b) Foods sold are suitable and can be eaten for breakfast and lunch as it is rather filling
a) The ice cream was sold in a different way instead of just the conventional scoops
Products
1.) Coca- Cola Float / Sprite Float
On a hot sunny day, a combination of soft drinks with one or two scoops of vanilla ice-
cream would be the ideal choice for students in Taylor’s University.
Features and Benefits
Students love both soft drinks and ice-cream. We have provided a solution, which
is to combine both of them. Coca- cola and Sprite floats are usually available in
restaurants in certain places, but now students in Taylor’s University can purchase them
in the campus right away. Coca-cola and Sprite Floats not only tasty, they are are also
really refreshing and students will become more energetic in the afternoon. They can pay
more attention to the lecturers in class.
2.) Ice-Cream
We have three different flavours of ice cream, which is Chocolate, Vanilla and Mint. They
are all well-known Nestle brand ice-creams. The rich and creamy taste of ice-cream is
incredibly good.
Features and Benefits
We sell cheap and tasty ice creams with a variety of flavour. besides that, we have a
special feature for our ice-creams, which is free toppings! For the toppings, we also have
several kinds, which are dark or white chocolate chips, strawberry chocolate chips, cocoa
powder and chocolate sauce. Students really love them a lot. There are lots of benefits of
eating ice-cream. When students are in a bad mood or too stressed because of exams or
never-ending assignments, having one or two scoops of ice-cream will make them feel
better. It will surely make their day.
3.) Herbal Tea Eggs
Basically, they are hard-boiled eggs that infuse with flavors of black tea leaves, as
well as a variety of Chinese herbs and spices. The rich essence of herbal tea eggs spreads
all over the round floor of Block A, which is the venue of our booth.
Features and Benefits
Sometimes, people feel bored of eating normal hard-boiled eggs, we offered something
new and exciting for them, which is a combination of Chinese herbs and spices with hard-
boiled eggs. The benefits of herbal tea eggs are nutrient-rich and have lower cholesterol
level compared to fried and scrambled ones, as well as omelets. Since they are boiled,
there are totally no fat added during the process, which makes them healthy. Besides that,
students from all over the world in Taylor’s University get to taste the rich and traditional
Chinese tea egg. They seemed to be really satisfied with the taste.
4.) Ipoh Kaya Puffs
Kaya Puffs are well-known for a long time in Malaysia. However, the kaya puffs that we
sell is one of the best kaya puffs in Ipoh. They are fragrant and crispy, just like a piece
from heaven.
Features and Benefits
Our kaya puffs are really fresh because they were delivered straight from Ipoh to Subang
everyday. The puffs remain their crispiness even after several hours. The kaya fillings are
not too sweet and the size that is not too big is perfect for everyone. Sometimes during tea
time, people usually want some light snacks, the kaya puffs would be their best choice.
Packaging
The fizzy floats are packed in plastic cups and straws provided for the customers. They
will attract costumers because this type of packaging allows customers to enjoy their drink
while on the go.
Plastic cups with our stall logo “Treat n Eat” are used to contain the ice-creams. They
are easy to contain more scoops of ice-creams . Customers will like it as the cups with greater
depth avoids the scoops of ice-cream form easily falling to the ground.
Plastic bags that can withstand heat are used to contain the tea eggs. The larger size of
the bags allows us to put in two tea eggs at once and this save a lot of cost and effort.
Customers feel more convenient as they do not need to peel and eat the super hot eggs right
away if there are no plastic bags provided.
We use brown paper bags to contain the kaya puffs because it it more environmental
friendly. Customers like them because it is easier to eat using the bag without getting their
hands oily.
Youtube link:http://youtu.be/4SvNnZkRhf8
Pricing Normal Prices:
Products Unit Cost Price (RM) Unit Selling Price (RM) Herbal Tea Eggs 0.60 1.50
Kaya Puffs 1.80 5.00 Red Bean Filled Biscuit 1.50 5.00
Soft Drink 0.00 2.00 Float 0.80 6.00
Ice Cream (One Scoop) 0.80 3.00 Ice Cream (Two Scoops) 1.60 5.00 Ice Cream (Three Scoops) 2.40 7.00
Bookmark 0.00 1.00 Promotional Prices:
Products Unit Cost Price (RM) Unit Selling Price (RM) Soft Drink 0.00 1.00
Float 0.80 4.00 Ice Cream (One Scoop) 0.80 2.00
Ice Cream (Two Scoops) 1.60 3.00 Ice Cream (Three Scoops) 2.40 4.00
Product Popularity
Among all of the foods that we sell, the herbal tea egg is the most popular food and has
the highest demand among the customers. This is because the selling price is only RM1.50
and is considered as a cheap and affordable snack for everyone. Also, herbal tea egg proves
to be a popular choice among the customers as it is not easily obtainable in the campus and
its surrounding area. Despite being the most demanding food of our stall, the price of the
herbal tea egg was maintained the same throughout the entire Charity Drive week so as to
ensure customer satisfaction.
Strategies Deployed
For our least popular product, namely the float and soft drink, we reduced its selling
price by RM1.00 in order to attract the customers. For the soft drinks of which we had trouble
selling off the remaining ones, we cleared the stocks by selling them to the restaurants in the
campus in order to gain some, if not a little profit.
As for the herbal tea egg which was selling fast, we prepared more herbal tea eggs on the
following days in order to provide and sell more of it to the customers.
Promotion
1. Our main marketing message is to help the blind people in Malaysia. Our slogan is short
and direct, which is “Please Help The Blind”.
2. Our 2 main tools of promoting our food and beverages: food posters & donation boxes
4 Food Posters
Donation Box
The reasons why we chose to use posters is because people can know what kind of food and
beverages we are selling. If you notice, our posters are really simple and straight to the point.
We even took pictures of the real food and beverages that look really tempting and place it
on the posters. It makes it easier for people to view all of our products at a single
glance.People will feel more interested to look at our posters compared to the ones which
look complicated. Besides that, we also hand-made two beautiful wooden donation boxes to
attract customers. People love to look at beautiful stuffs. If our donation boxes looks nice and
proper, they will feel that we are really sincere in helping the blind people. This will greatly
increase the chances for them to donate money and help the blind people.
Youtube link:http://youtu.be/4SvNnZkRhf8
Sponsors
Sponsor agreed to contribute to our charity drive was:
Coca- Cola Far East Limited.
We approached Coca-cola Far East Limited for sponsorship. Our group leader, Rebecca
Tang was able to get sponsorship of soft drinks as she was related with one of the staff who
was working there. Mr Tang Wei Khin, a regional manager of Coca- Cola Far East Limited
and Rebecca’s father managed to consult the higher people who overlook the company’s
progress. and they were generous enough to supply 10 cartons each of Coca- Cola and Sprite
upon our request and a fridge to chill the drinks. The soft drinks were used to prepare floats.
The corporation sponsored us 10 cartons of canned coca-cola and 10 cartons of canned
Sprite. In total, there were 480 can drinks. We contacted the corporation with a sponsorship
letter which was approved by our lecturer. :
Distribution
Our products have different distribution before the charity drive. Our sales location is
at Taylor’s lakeside Campus. First, the soft drinks were distributed by the Coca- Cola Far
East Limited delivery service at Monday afternoon for 10 cartons of Sprite including the
fridge and on Wednesday morning for the 10 remaining cartons of Coca- Cola drinks.
Ice-cream was sent by Nestle distributor in Subang Jaya at 12pm on the first day of
Business Charity Drive to our campus.They sent 20 tubs of ice-cream together with the
freezer we requested.
Herbal tea eggs were cooked by our group members who are staying in the hostel-
Tang Ju yi, Ong Jia hui and Rebecca Tang. They carried two big pots of herbal tea egg from
their hostel to our stall. We cooked the eggs again at our stall once they were sold out.
Kaya puffs were sent by Wong Carol’s parent from Ipoh on 18th
November(Tuesday) and 20th November(Thursday) to Taylor’s Lakeside campus. We
received 12 boxes of kaya puff on Tuesday and 15 boxes on Thursday. Each box contain 10
pieces of kaya puffs.
Products were packaged and arranged well before we start the business in the morning.
3 kaya puffs were packed in one smaller paper bag to be sold. Herbal tea eggs, floats and ice-
cream were prepared according to the request of customers(quantity and flavour). Normally,
not much time was taken to serve the food to customers. However, during the peak
hour(12pm-1pm,4pm-5pm), customers need to queue up and wait for few minutes to be
served.
Herbal Tea Eggs were selling fast. After we sold all eggs which we prepared earlier
before we start business everyday, we need to cook more. It required at least 2 hour. In this
situation, we would apologize to the customers and tell them to come back when the eggs
were ready.
Each of us had different jobs during the charity drive:
Rebecca- serve floats and sell canned drinks
Tang Pei Kei - serve ice-creams
Wong Carol and Tang Juyi - pack kaya puffs , cook and sell tea eggs, walking around the
campus to sell kaya puffs.
Ong Jia Hui - collect money and give change to customers
These arrangements helped to minimise the waiting time of customers.
Cooking Herbal Tea eggs was time consuming, we need to boil the eggs before we cook
them with the tea bags. In order to save time , we boiled all the eggs that we need to cook on
that day before we start the business. Time taken to serve ice-cream and floats was shorten as
we gain experience and familiar with the process.
Our products were selling faster during last few days of the charity drive due to
effectiveness of promotion. We usually had around 200 customers per day.
Green Measures
1. Our products include Floats, Ice-cream, Tea Eggs and Kaya Puffs. These four
products can be consumed directly. Hence, there are no harmful effects caused to
the environment.
2. The main packagings include plastic bags, plastic cups and brown paper bags. All
of the mentioned packagings are 100% recyclable. They are really environmental-
friendly.
3. We already did our best to reduce carbon footprint by buying cartons of eggs once
in two days. For the ice-cream and soft drinks, they were sent to Taylor’s
University on the first day and sent back on last day of the Business charity drive.
The kaya puffs were brought by one of our group member to our booth as the they
were sent to her house by her relatives.
4. The food and beverage packagings are recycled. The mounting boards, cardboard
boxes and posters that we printed were arranged in a stack and passed to the
cleaners of the event. The containers of the ice-cream were collected and taken
back by our group members to reuse. We could store stuffs in the containers.
5. At night, the refrigerator that stores the soft drinks are switched off to reduce the
consumption of electricity. The slow cooker that boils the herbal tea eggs are
switched off once they are boiled. The lights on the ice-cream freezer were only
switched on when the sky is dark.
Human Resource Planning
By ensuring that our stall will able to reach our goal by earning a profit within 5 days
of the Charity Week, we came up an overall strategic plan of an organization. Although, there
are 5 staffs, we were able develop an organized and strategic organizational structure and
each members were placed in a suitable position according to their decisions and
characteristics of each members. Our human resource planning allowed us to have a view
from a budgetary point so that we were able to factor the cost of products into our operating
budget.
Rebecca Tang Hui Fang, the group leader was responsible for the planning, organizing,
coordination and financial control of Treat N’ Eat. Wong Carol as the stock keeper was
responsible of the inventory of our products and packaging materials. Our accountant, Tang
Pei Kei was in charge of managing the profits of our daily operation of the charity drive and
preparing the final financial report. Sales executive, Ong Jia Hui played a role of helping our
accountant by recording sales and order information of our products and also reviewing our
sales performances. Lastly, Tang Ju Yi was the marketing and promotion executive. She was
in charge of the promotion of our products and advertising our campaign for the Malaysian
Association for the Blind (MAB) to customers. With the help of our strategic human resource
planning, we were able to work effectively and succeed in our goals.
Group Leader/ General Manager (Rebecca Tang
Supply Chain
Stock keeper (Wong Carol)
Finance
Accountant (Tang Pei Kei)
Sales
Sales Executive (Ong Jia Hui)
Marketing and Promotion
Marketing and Promotion Executive
Evaluation of Results
Profit & Loss Report
* Refer to Excel file Income Statement Group Treat N’Eat
b) Reflection of Charity Drive
In this event, all of our members have gained a lot of experiences in it. This was
totally a fun and fruitful project. After some discussion, we have a conclusion that
what that we decided correctly and decisively was the products that we sold in this
event. Our products was cheap, tasty, and special as students actually hard to get
them in Taylor’s University Lakeside Campus. It was easily to be known as our stall
has the most population of customers among others. As your information, we have
sold the refreshing floats, icy ice-cream, tasty herbal tea eggs, cooling soft-drinks,
and original fresh Ipoh kaya puffs that all can attract the customers.
Besides that, we did work hard on our packaging and decoration as well. We
have proper logo for our stall and interesting posters that makes our stall looks more
professional. We also did some vivid christmas decoration for our stalls to attract the
customers’ sight. We had handmade a really nice donation box that really gained
much donation from customers. One of our very good advantages is the Nestle ice-
cream freezer and Coca-cola fridge; these two huge and popular logos help us gain a
lot of customers’ loyalty and attention from them.
Furthermore, our group really did a great job on the discussion. We managed
to calculate the sales revenue everyday and think of the way the increase our sales.
Therefore, as a result, our sales revenue increased everyday and even we lower
down our selling price we still able to gain the profit. Finally, we successfully hit our
target with flying colours although we are not the best group in this event but we
able to reach our best.
On the other hand, we really learned a lesson from the mistakes. Our biggest
mistake is over stock as we ordered too much stock for ice-cream and soft drinks.
We estimated the population of sales wrongly, therefore, we have to lower down our
selling price at the last day to make sure we clear all of our stock. Luckily at last, we
manage to sell and clear the left stock to the mamak stall in Taylor’s University
Lakeside Campus. After this event, we really learned a lot of experience and fun
times that never get from the textbook.
c) Chances to Change
If we can repeat this event one more time, we will definitely work harder or
braver to promote our products to the customers. First is to be brave to promote and
secondly is to have stamina to walk all around the campus and sell our products. If
we promote our products harder rather only stay at the stalls, I think our products
could be sold a lot more faster. Besides that, we should improve in our cleanliness as
well. During the event, our stall always looks messy as we have a lot cooking stuffs
need to do on spot so is hard to maintain the cleanliness of out stall. However, if
there is a chance to change, we will try to figure out another way to make sure our
stall is tidy and clean. Lastly, probably is the decoration of our stall. The quality of
the provided of board was really bad as our posters couldn’t work on the soft board.
For the next time, we will find a better of soft board or buy a lot more thumb tacks
to stable our posters on it.
Youtube link:http://youtu.be/4SvNnZkRhf8
Appendix
Receipt books * 30
Sales Receipts
Sponsorship Letter (Coca-cola Company)
Payment to supplier (Nestle Ice-cream Company)
Products Delivery Documents (Coca-Cola Company & Nestle Ice-cream Company)
Typhoid Injection Certificate & Receipts *5 sets
Receipt from Charity Organisation (Malaysia Association of Blind)
