Introduction
We had being designated by our lecture, Ms. Loh Yit Phing to do an assignment regarding to her subject. We had being demand to do a band of at least 6 students to give attention to the assignment. The report is about the topic we being review of AHMC5004 Corporate Communication and our group associates included Bernard Ling Rui Pang, Lim Ping Jin, Lo Mong Ling, Loke Wai Yee, Josceline Lee and Lee Mun Tung to concentrate on the tasks.
The statement is to allow student brainstorming about an organization and this task are needed us to experience the cooperate communication working in the particular company. We've chosen Old Town White Espresso as our project topic and the key reason why we choose Old Town White Caffeine is basically because it already got many franchise and wall socket in the complete Malaysia and also Singapore. Old Town White Espresso had a very good reputation, so that it is simpler to be interviewing and having study on their corporate and business communication which allows us to complete our task.
Besides that, this project also helps us on the way we learning the subject of Commercial Communication. It let us know how to research the important of cooperate communication, looked after let us know so how exactly does a corporate function and get used of the communication between them to have a good business and reputation.
Company Profile
White Caf Sdn. Bhd which is founded in1999 that that they had made a history when the company became the first and pioneer White Caffeine Producer to produce and kick off the famous Malaysian Ipoh White Espresso as a 3-in-1 Instant Blend.
The introduction of OLDTOWN White Caffeine 3-in-1 vintage with the original recipe from 1958 spearheaded a breakthrough in the coffee industry. The company single-handling captured the initial authentic taste associated with an in any other case localized white coffee, turning it into a mobile product - a fast moving consumer good (FMCG), taking the South East Asia Market.
In the first time, White Caf achieved RM5 Million income - an achievement to be proud of. They haven't looked back since and also have been growing from power to strength at continuous rate of 20% each year. The company has been at the helm of the White Espresso Market locally and is also dispersing its wings over the region.
As who owns the well-known OLDTOWN Brand, the company strives to the Malaysia's leading White Caffeine maker with profitable progress through a combination of organic progress combined and strong aftermarket business.
The term 'Take Your Time' is an encapsulation of the brand assurance. White Caf is geared to consistently deliver the best sit down elsewhere that you savior sip by sip, whilst preserving the preference and authenticity of the original white caffeine, a custom that is actually Malaysian.
The OLDTOWN Brand has progressed and crossed over into the food and drink business in the form of retail chains of OLDTOWN F&B Outlets.
The flagship in Ipoh is continuing to grow efficiently into a full-fledged qualified string, stands at over 100 stores with 3 new retailers targeted to open every alongside appetizing Malaysian delicacies.
Today, according to a recently available general market trends conducted by AC Nielsen, these are Malaysia's leading White Coffee developer, leading the differential White Caffeine Market segment with a 46% value. They sit 4th in the coffee industry against other well-established brands and grants or loans.
OLDTOWN White Coffee is recognized as a superior quality Malaysian product. It bears unique product characteristics; making OLDTOWN children brand that may have the original and authentic taste of Malaysia's Ipoh White Espresso. Within a short period of 8 years, the company's global reach stands at 15 countries, spanning across the majority of South East Asia, Hong Kong and Taiwan.
White Caf Sdn. bhd. celebrates 8 many years of persistence in providing Malaysians with quality White Coffee. Recently, the company won the prestigious Golden Bull Award 2007, an prize given to the very best 100 SMEs (Small and Medium Corporations) in Malaysia. Furthermore, we also bring the HACCP and HALAL certification, making White Coffee a beverage that can be liked by all.
Image, Personal information and Reputation
The image of Old Town can be called as a restaurant or people will know as a "Kopitiam". It acquired being set to modern restaurant and they had kept the traditional theme and flavour with provide Halal food for the Muslim to enjoy their time in Old Town. The business also consists by giving meals see your face needs of food in their daily live such as: breakfast time, lunch, teatime, lunch time, supper and supper. Aside from this, the image of them is that people also know even as we can like a pure preference and perfume of caffeine in Old Town.
The identities of Old Town is usually that the name and theme of the restaurant, their company logo, slogan or tagline, consistent and products. Within the first create, Old Town is name due to first business of the restaurant experienced started in Ipoh in which the venue of the company is name as "Old Town" therefore their company's creator had known as the restaurant as "Old Town". They used real wood color which is darkish as their theme to generate their restaurant that produce more traditional feel and also by using dining tables and chair which is made by solid wood and paint with dark brown. This theme gives customer to acquainted with the restaurant, especially the elder and aged because the theme have gave a sense of providing them back to the child years and traditional.
In retaining their reputation, they'll keep their unique style and maintaining the QSC (Quality Service and Cleanliness) which is the four details in quality of food, quality of service provided cleanliness of outlet and also to keeping reputation. Old Town can make sure all food is providing in hygiene and server is clean, tidy as well as the assistance. Because of that Old Town is a F&B industry, the food and service experienced taken the main part of the and by this way they can perform and keeping their reputation and maintain loyalty to the client. In addition, Old Town also had been award in many honors including the Most Promising Make of the Year 2012 in gold; the Product Brilliance Award (Industry Superiority Award in 24th March 2011. The award also become an important that help to increase their reputation in the F&B industry.
The forth is emblem of Old Town, the logo of theirs experienced an edge that that they had directly told the customer on what they have advertising in their restaurant, and also because of they had place the "white espresso" inside of their custom logo. By this, they let visitors to know this is the Old Town brand and its own make quite a successful custom logo because of sending the true interpretation of traditional and immediate message to the public.
The fifth is slogan of Old Town, which is "Take Your Time" which means that savor every instant in your life. We also can say that it also means need to treasure every second we've similar to the way we drink and enjoy a glass of white coffee. The fifth is uniform of employees in the Old Town, they may have using the color which is the same concept with the theme of their restaurant. Since it can match with the color of these restaurant theme and gives customer a sense of they are all in nice and clean to provide customers and matching with the traditional idea of the personal information of Old Town White Coffee. It is the preferred color for customer go through the personnel and server and when people go through the server, they'll know the server directly they are Old Town staff due to color of the even and also the custom logo of Old Town. Finally is Old Town signature drink which is the white caffeine, they have use the white espresso images in their brand that allow visitors to know that Old Town famous signature drink is white espresso.
Goal, Mission and Vision
Old Town had their own goal, quest and eyesight which permit them to archieve their own reputation and keep maintaining the partnership with the client. The primary goal of the Old Town is to let everyone enjoy every sip of traditional Ipoh White Caffeine in Malaysia anytime and anywhere by starting Old Town White Espresso Restaurant on every single state and places. Their eye-sight and mission is to be the first Asia Pacific's leading white espresso producer that that they had provide high quality products to the customer all over the world. They had advertise and promote their particular and special style of Malaysia and would continually innovation and increase the expectation of the customer can lead the market.
As market innovator, Old Town White Coffee was satisfaction in themselves to be at the to begin the group plus they made a standard as an equilibrium excellence and driving other brands to do the same on what they did by embracing the variety, adopt the benchmarks of international, accept the challenge and lastly using a good business methods at the same second by inspiring the rest of the other company to follow their path on learning to be a successfully market innovator. Old Town White Caffeine strive so difficult and continually improve on what they lack and weaknesses on the market and incorporate development with the technology in their commitment by increasing and retaining the client value in both of their products and services that they had provide to the client. By the center value of Old Town, these are more consistency, continuity of the growth that can uphold their brands reputation as a reward of "the early yet the best" giving services and deliver their product to the client. Their performances got given them assured on the growth that never end and customer got trusted their quality of the merchandise.
On together with the center value of Old Town White Coffee's on the transparency plans and accomplishment goals, they enable to move forward among the reactive team and deliver their finest products to the client. For the originality and imagination aspect, they had disperse through the new on arranging the precedence in the local market and develop a new extension lines on creating new products to the buyer by having evaluation and study on the client need and desires based on the changing time and changing environment. Old town possessed successfully embrace good services and they keep on practicing the quality of it and conduct their company and business integrity that they earn the value of the customer and earn their trust and devotion.
Corporate Advertising
Corporate advertising can be explained as the paid use of advertising that looks for to advantage the image of the corporation and the corporate image advertising should "brand" a business that just how product advertising brands of a product. There are three categories of corporate and business advertising which is advertising to bolster identity or enhance image, advertising to catch the attention of investment as well as the advertisement to affect viewpoints. Besides that, the reason why that companies invest in corporate advertising campaigns are to increase company sales, make a stronger reputation of the business as well as retain and recruit employees.
Old Town White Coffee possessed very success in the organization advertising plus they did an extremely well job on this. During the interview with the Pavilion brunch's administrator of Old Town White Espresso, she told us that the way they do the corporate advertising is to located TV advert, radio and print advertisements as well as bunting and banners. Those advertising channel that they using is to target and enhance their brand image and reputation and make their brand are more famous and popular. Alternatively, she has enlightened us that their companies, Old Town White Coffee will done the company advertise when the there's a Low Sales Marketing Plan (LSM) promotion is releasing soon. The advert will been advertise around four calendar months once. It is able to inform and announce the news headlines or promotion to the general public and also allow public remember their "Old Town White Caffeine" brand. Thus, indirectly increase their sales and enhance their reputation and image.
These LSM Task which is the reduced Sales Marketing Plan that taking by Old Town White Coffee has bring the meaning to increase sales and achieve lasting competitive advantages along the way that makes it possible for them to concentrate using its limited resources on the best opportunities. They may have making some of corporate advert through places such as Tv set commercial, publication and internet throughout the years. Once the advertisements or a campaign cannot succeed and meet the target revenue in the first expectation, the organization will apply the next proposal to the advertising purpose. It's the action that considered by the Old Town White Caffeine corporate company to handle a better plan to cover with the failed advertising plan. Using the marketing strategy, they'll not totally give up the failure plan. Although there's a second plan approaching, the company will still continue advertising the failure advertisement to truly have a second try for up selling to the buyer. The example when plan A is fail, the corporate will carry on with plan B, but still the plan A will continue to advertise after some modification and make it to an improved plan.
Old Town White Caffeine has impressed lots of customer with the advertisement. One of the most welcomed advertising ideas is the breakfast time and lunch placed advertising. From your advertisements, customers get the info and knowledge from the worthiness of the advertising plan. The marketing strategy can meet up with the customer expectations needs and needs. Besides that, Old Town White Coffee corporate also advertises with Genting Highland Berhad and provided the money voucher of RM10. 00. It really is and collaborates between Old Town White Coffee and Genting Casino for the advertising purpose. Consumer must gain points off their Genting card to be able to get the cash voucher. This is what Old Town White Espresso has created an idea to advertising the brands and benefits in exchange to their customer. Furthermore, the most impressed for the client is the ''My Collection'' established menu that still available these days in the old town menu. The advertising plan typically raises up the revenue and attracts plenty of customer. Customer inclined to spent time to get their valuable selections item to satisfy their satisfaction. It really is an effective advertising plan that can impress and also a benefits get back in to the customer. There's a win-win situation in term of the organization and also the consumer.
The summation of the corporate advertising's place and insertion by Old Town White Coffee:
Corporate Communication
First of most, what is the corporate communication? Actually corporate and business communication can also know as public relation in the last time. Corporate and business communication is a method that giving out the message of the organization wants to execute to public. Commercial communication helps company to build up the image, personality and reputation. It is important and essential to every company to become successful in their field. It is long term plan to build their brand name and make the investors or stakeholders to notion to the company itself.
According to our interviewer, Old Town Manager Mrs. Loo, she explained that corporate communication is vital to Old Town. She got clearly talked about that corporate communication could help to increase their reputation. Old Town could in a position to compete and make it through in between strong opponents around if indeed they had a successful corporate communication. Besides that, it also may help to retain the customer commitment and bring the come back business to Old Town.
Mrs. Loo got discussed that Old Town possessed done many hard works on commercial communication issues. From the organization communication, it could be divided into internal communication and exterior communication. Regarding to Mrs. Loo, Old Town had practiced the internal communication on the list of worker and company. Internal communication is the communication that prevails within the business. Old Town provides training to their employee to boost and nurture their skill and knowledge. Training is essential to ensure they is capable of doing well on the job. Besides that, all potential and valuable staff will have a advertising possibility to become supervisor or administrator by go through training and study classes. Along with the manager level worker will have an opportunity to invest to Old Town wall plug that they working on. By this, staff will continuously improve Old Town, increase employee's devotion and reduce employee's turnover rate. Internal communication is important because it can help retain the devotion of employee. A failure internal communication will make Old Town come across the loss of skillful and proficient employee if they quit from the work.
To give back to culture, Old Town did great cultural responsibility through Old Town Children Care Finance (OCAF). Though OCAF, Old Town want a way to help those underprivileged children having an improved lives around Malaysia. Old Town got organized a whole lot of activities such as school program, money donation, charity movie outing, travels, festival visitation among others. Besides that, Old Town also founded Old Town Globe Care and attention to nurture the environmentally thinking practices with a number of activities such as garden greening competition and printed earth care coloring book to principal college students. Through these activities, Old Town ideally delivered the environmentally conscious message to the public. Through the communal responsibility that did by Old Town, it may help to bolster Old Town's image and keep maintaining their reputation on this society. Besides that, the brand name also can easy to remember again my people while Old Town's contribution to culture had got a great deal of attention and accompanied by people.
Conclusion
In a conclusion, by doing this assignment, we have an improved understanding about the corporate communication of a specific cooperation. For example we already learn about how exactly the organization shaping their id, image and reputation. Besides that, we also know how the organization advertise and the importance of corporate communication.
Other than that, on the ways to concluding the task, we also learn the ways how to get the information from the internet and also a few of the resources that allow us to get the information. We also appreciate that the professionals that people interviewed were presenting us totally and enough of information to complete our article.
Moreover, we would like to give our thanks to our lecture and our teacher, Miss Loh in order for giving information and rules to us while were completing the task. Lastly, we'd also prefer to give thanks to each of our group and also category member who also associate us in doing this survey.
References
Reference
Old Town White Caffeine, Our Life, Our Philosophy, viewed 10 June 2012,
Old Town White Espresso, Outlets Menu, Place Menu, looked at 13 June 2012,
Old Town White Coffee, Our Business, Company Profile, viewed 17 June 2012,
Old Town White Espresso, Our Business, Sociable Responsibility, seen 27 June 2012,
