BPG 1/03 (NOV) MALAYSIA EXTERNAL TRADE DEVELOPMENT CORPORATION Tingkat Bawah, Wisma PKNS, Jalan Raja Laut, 50350 Kuala Lumpur. Tel: 03 – 2692 8122 Fax: 03 – 2694 5380 E-mail:
[email protected] Website: www.matrade.gov.my
BRAND PROMOTION GRANT (BPG) APPLICATION FORM SECTION A CORPORATE PROFILE 1.
Name of Company: ___________________________________________
2.
CEO/MD (Mr/Mrs/Ms) : _________________________________________
3. Correspondence Address : ____________________________________ ____________________________________________________________ ____________________________________________________________ Tel : _____________ Fax : ______________ Email : _____________
4. Factory Address: ____________________________________________ ____________________________________________________________ ____________________________________________________________ Tel : ________________________ Fax : _________________________ 5.
Date of Incorporation :
_______________________________
6. Company Registration Number : _______________________________ 7.
MATRADE Registration Number: _______________________________
8. Type of Business (Please tick in the appropriate box)
□ □
Manufacturing Trading 1
□
Service Provider
FOR MATRADE USE 1
Reference : Date of Receipt :
9.
Sector : ___________________________________________ Main Activity/Product/Service : _______________________________________
10. Capital & Equity Structure of Company 10.1 Capital Structure :
10.1.1
Authorised Capital : _________________________________
10.1.2 Paidup Capital : __________________________________
10.2
Equity Structure 10.2.1 Malaysian
: ______________________ %
a)
Bumiputera
: ________________ %
b)
Non- Bumiputera
: ________________ %
10.2.2 Foreign
: ________________ %
Please state country of origin: ________________________
11. No. of Employees : ____________
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12. Export Markets of Product under the Brand
Existing Export Markets
New Export Markets Planned
*Please use separate sheet if necessary
13. Registration of Trademark
a. Brand names registered in Malaysia : (Please List) _______________________________________ _______________________________________ ________________________________________
b. Brand names registered overseas : (Please List Brand and Country) Brand
Country
14. Company’s Sales Turnover/ Revenue (RM) for the past 3 years 3
Year/ Turnover Year 1
Total Turnover
Local Turnover
Overseas Turnover
Year 2 Year 3
15. Awards / Qualifications/ Certification e.g. ISO , QS , CL Awards / Qualifications received (e.g. ISO)
YEAR
4
Profit / Loss
SECTION B - BRAND STRATEGY 16. Please provide a description of the following where applicable:
Background History of the Brand
Registered name of the brand and logo How the Brand evolved Performance of the Brand by: Market Share Sales Turnover Packaging Trademarks
The Brand’s Properties Current Brand Image
expressed as a statement or a set of individual words that best describe the imagery attached to the Brand 5
SWOT Analysis The Brand Identity
features and attributes performance service support quality
The Brand’s Positioning Statement Current Deliverables of the Brand – The Brands Values
Functional : Physical brand features and attributes that enable a user to gain satisfaction / utility from the Brand.
Emotional : Non- physical, intangible traits or features of the Brand that enables a user to gain satisfaction for using the Brand.
The Brand Promise
The Brand’s Competition
Competitors from Malaysia or similar competitors in countries of export? Please list and give a brief summary of each competitor re: pricing, physical appearance, distribution and known promotion activities
What is your brand positioning in relation to your competitors?
Brand Promotion Outline the main promotions plans and scheduled activities that have been carried out in a brief and concise manner
The budget, the different mediums utilized Brand Communication Strategy – Current - Proposed Details like copies of the advertisements, media plans (signed and approved)
6
Outline your Internal Brand Commutations in terms of tool , processes and procedures
The Brand’s Market Distribution channel / method of distribution Packaging (sizes, variants, colours etc. An Attached picture(s) is encouraged) Pricing per unit in ringgit or USD equivalent for the different markets The consumer / customer- a Demographic Profile would suffice Research Plans
The Brand’s Future The Brand Vision
This is expressed in a short phrase of what the company’s vision is for the said Brand.
Key Performance Indicators
How will the Brand’s performance be measured? Possible Indicators :Sales: past year, current year, projected next 3 years Market penetration, market share : past year, current year, projected next 3 years Recognition and Awareness of Brand name Growth into new markets : past year , current year, projected next 3 years
Timescales 7
What are the time scales against the scope of work?
SECTION C - EXPENSES FOR BRANDING 17.
List only where applicable expenses for branding over the 2 year period.
Description on Expenses for Branding to be Supported Brand Strategy, creation and development Brand Management Systems Corporate and Visual Identity work Product Design, Packaging Design and Redesign Brand Valuation Brand Tracking Market Research-quantitative and qualitative Marketing strategy and implementation Media strategy and implementation 8
Company’s Undertaking (RM)
Grant Required (RM)
Direct marketing Customer relationship Strategy and Management Intellectual property matters, including registration and trademark work Website Strategy and Development E-commerce applications and internet marketing Franchising and Licensing Brand communications strategy Advertising, promotion and public relations strategies Competitive analysis Samples Brand Consultancy Brand Audit Others
*Please use separate sheet if necessary
SECTION D - BUSINESS PLAN
18. Two Year Business plan From _______________to ________________ (please describe)
Market Diversification
Which Markets do you plan to diversify into? What are the company’s strategies and targets to diversify or penetrate into these markets? etc
Product / Services Development
What are the plans to improve the product / services? How is the company preparing the product / service for export market expansion? etc
Corporate Development 9
What are the plans to improve the company’s capabilities? Etc
Breakdown of expenditure for branding over the next 2 years
On a quarterly basis Proposed project to be undertaken
19. Details of professional Firms Assisting to develop Brand Strategy (please list name and profile of company)
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DECLARATION I hereby declare that the particulars furnished in this form are correct and true to the best of my knowledge.
Name of Applicant
:
__________________________________________
Designation
:
__________________________________________
Date
:
__________________________________________
Signature
:
__________________________________________
Official Seal
:
__________________________________________
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Applications for the grant can be submitted to:Chief Executive Malaysia External Trade Development Corporation (MATRADE) Export Facilitation Division 7th Floor, Wisma Sime Darby 50350 Jalan Raja Laut Kuala Lumpur Or: Chief Executive Malaysia External Trade Development Corporation (MATRADE) Market Development Grant Unit Ground Floor, Wisma PKNS Jalan Raja Laut 50350 Kuala Lumpur
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