Fa situation analysis

Situation Analysis Company: Petzl

Muhammad Raydi Koto Cham Student ID Email

: 1131121234 : raydicham@hotmail.com

Advertising Design Project 1

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Table of Contents Chapter 1 1 1.1 Introduction 1 1.2 Problem Statement and Issues 2 1.2.1 Problem Statement 2 1.2.2 Issues 2

Chapter 2 3 2.1 The Brand 4 2.2 The Brand Image and Implication 4 2.3 Strength and Weakness 5 2.4 Advantage and Disadvantages 5 2.5 Unique Selling Proposition 6

2.6 Promotional History and Advertising Schedule 6 2.7 Positioning Statement 6

Chapter 3 7 3.1 Company Overview 8 3.2 Business Description 8 3.3 Company History 8 3.4 Key People 8 3.5 Location and Subsidiaries 9 3.6 Brands, Major Products and Services 9 3.7 Corporate Vision 9 3.8 Corporate Mission 10 3.9 Company’s Current Promotional Strategy 10 3.10 Product Sales History 10 3.11 Current Marketing Objective 11 3.12 Media Expenditure 11

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Table of Contents Chapter 4 Consumer and Stakeholders 12 4.1 Consumer Characterisitic 13 4.1.1 Current Consumers Characteristic 13 4.1.2 Psyshorgraphics 13 4.2 Stakeholders Characteristic 14 4.2.1 Primary 14 4.2.2 Secondary 14

Chapter 5 Industry and The Market Place 15

5.1 The Industry 16 5.1.1 Outdoor and Safety Industry 16 5.1.2 Shape of The Industry 16 5.1.3 Development of The Industry 16 5.2 The Market Place 17

5.2.1 Current Condition of The Market Place 17 5.2.2 Changes in Market Place 17

Chapter 6 Competitive Situation 18 6.1 Direct Competitors 19 6.2 Indirect Competitors 19

Chapter 7 SWOT 20

7.1 Strength 21 7.2 Weakness 21 7.3 Opportunity 21 7.4 Threats 21

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Table of Contents Chapter 8 Research 22

8.1 Marketplace Research 23 8.2 Market Observation 23 8.3 Online Survey 23 8.4 Interview 29 8.5 Other 29

Chapter 9 FYP Proposal 30

9.1 Objective 31 9.1.2 Problem Statement 31 9.1.3 Importance to Address This Issues 31 9.2 Proposed Primary Target Audience 31 9.3 Big Idea and Advertising Strategy 31

Chapter 10 References 33

Chapter 11 Appendices 35

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Chapter 1 Introduction

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Chapter 1 Introduction 1.1 Introduction

Petzl was found by Fernand Petzlln in the early 1930’s with his friend Pierre Chevaller.

Petzlln started with invented caving products with his friend Perre Chevalier. Fernand perfected his inventions by 1940’s. They explored different caves around french. Established a new world record, exploring the unknown depth inside the earth crater. His product innovations in caving find their way into sport, rescue, and industry and construction. By 1970 Petzlln with his son Pierre and Paul, they expand petzl products to mountaineering gear as well.

“Petzl’s mission is to create innovative solutions, tools or services, that help people progress in vertical or dark environments. Our goal is to continuously strengthen our expertise in these two areas. Its reason for being resides in the idea of “accessing the inaccessible”, a notion that lies at the heart of daily life for vertical and rope access professionals.

This determination means a constant search for solutions to your needs in terms of performance, ergonomics, comfort and reliability. Your needs in the field are the first consideration in our approach to design and manufacturing. This is the way we have worked for forty years.”

Paul Petzl

1.2 Problem Statement and Issues 1.2.1 Problem Statement • Malaysia is the number one fattest country in Southeast asia.

• To convince non climber/beginner climber that climbing is a safe sport.

• To protect the natural beauty in Malaysia.

1.2.2 Importance to address this issues • Everyone to have a safe rock climbing envinroment.

• To create an awareness of a safe sport through advertising.

• For all Malaysian to live a healthy lifestyle through rock climbing.

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Chapter 2 Brand

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Chapter 2 Brand

2.1 The Brand

Petzl is one of the leading safety equipment manufacturer in the world.

Their product are organized into two major familes: Professional and Sport.

Petzl brand has a good reputation in a rock climbing community and any other type of activities at height. Their long term of development and research resulted in a high quality products. Due to the manufacturing safety equipment, Petzl have a high standard on each of the product launch in the market. Once a fault is found, the company would recall all their prouduct and analyze the problem found until they can be launch in the market again.

Petzl brand created all the essentials for mountaineering, climbing, caving, canyoning, via ferrata, trail running. Their products were famous among professional athletes who risk their life performing the task they were given. The products that Petzl created has gone through a various of test any examinantion to ensure the best quality for it’s consumers. The competitor of Petzl brand were quite high, some of the competitor were neck to neck with Petzl in inventing a safety equipment. However the founder of Petzl was the first person who had inveted some of the safety equipment back then, where the competitors followed the concept of the products and tweak it. Petzl is a strong name in the world of heights community.

2.2 Brand Image and Implication

Petzl has a strong vibrant brand image for their consumer. Their image is full of exploration, pioneer, and safety at the tip of the consumer use. The position of the petzl brand has almost reach their peak in term of product life cycle. Petzl still continuing inventing products for their consumer to use. However in some products that had already invented, a maintenance and development is need to assure the consumer safety and usability.

Petzl market share among competitors were quite high. Despite of some of the product that Petzl did not produce like their competitors (apparel and footwear).

Petzl is still on top of the consumer choices among the safety equipments for various use. Petzl is able to deliver not only an affordable range of product, however Petzl also deliver a high quality product to their consumer. For consumer safety Petzl also recall products that has a defect in them. To ensure the safety of the consumer.

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Chapter 2

SALES

Brand

INTRODUCTION

GROWTH

MATURITY

TIME

DECLINE

Graph 1. Petzl Product Life Cycle

2.3 Strength and Weakness 2.3.1 Strength • Petzl is one of the leading safety equipment manufacturer in the world.

• Known in the climbing community.

• Petzl always develop their technology.

2.3.2 Weakness • Not enough targeted consumer advertisment.

• Not enough marketing on the product.

• Not enough update on their product.

2.4 Advantage and Disadvantages 2.4.1 Advantage • Petzl equipment is a sellig point for a targeted consumer.

• Have a good reputation and trust in the brand itself.

• Uses real time athletes for a feedback in their products.

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Chapter 2 Brand

2.4.2 Disadvantages • Not everyone can afford the products of the brand.

• Some information is not clear enough on why the pricing is high.

• New brand coming in the market.

2.5 Unique Selling Proposition

For non climber and novice climber, hanging 30m off the ground with just a rope that is less than 10mm can be a big deal. Petzl create an awareness in the safety of the sport. In mountaineering, climbing, caving, canyoning, via ferrata, and , trail running Petzl provide the safety equipment for those who are willing to explore and push their limit.

2.6 Promotional History and Advertising Schedule

Since Petzl was found in the early 1930’s, the promotion of the products and the brand has developed through out the year. The art direction followed the early 90’s design to the current design trend. Most of Petzl advertising consists of visuals where the equipment is being use. From prints to video commercial. Petzl also develop its advertising toward mobile devices.

However petzl need to create more of its targeted advertisment. It is very hard to convince consumer in using safety equipment through prints. Most of the consumer will trust the brand when the products is demonstrate infront of them in real life time. It is why video commercial play an important role in creating that trust to the consumer. In some part of the country Petzl also need to push more on its outdoor advertisment. Petzl also need to create an awareness of the brand to win more consumer.

2.7 Positioning Statement

Petzl = Safety = Lives = Priceless.

No more concern when Petzl equipment were in use.

Explore the untouch territory, break personal limitation, and get out from the comfort zone with Petzl equipment technoloy.

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Chapter 3 Company

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Chapter 3 Company

3.1 Company Overview

Petzl has no parent company. Petzl itself has develop a good system in the company. Petzl did not also care about the human safety, they also care about the environment, work labor, research and education. Petzl created a sustainable work production and ethics. They also encourage the user to follow their footstep and reducing waste in daily basis. Petzl also ensure their worker benefit and future plans. With Petzl Foundation created in 2006

3.2 Business Description

Petzl is a safety equipment manufaturer.

It covers from professional range to sport. The company develop the technology of safety in doing work or sport at heights. Petzl distribute their products worldwide. Nowadays Petzl is one of the famous brand among the professional, adventurer and sport community.

3.3 Company History

Petzl was found by Fernand Petzlln in the early 1930’s with his friend Pierre Chevaller. Petzlln started with invented caving products with his friend Perre Chevalier.

Fernand perfected his inventions by 1940’s. They explored different caves around french.

Established a new world record, exploring the unknown depth inside the earth crater. His product innovations in caving find their way into sport, rescue, and industry and construction. By 1970 Petzlln with his son Pierre and Paul, they expand petzl products to mountaineering gear as well.

3.4 Key People

• Fernand Petzlln : Founder • Pierre Chevalier : Co Fournder • Mark Roody Rasmussen : Chief Executive Officer and President • Ray Commins : Director of Information Technology • Peggy Powell : Director of Logistics • Hank Moon : Technical Information Manager 8

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Chapter 3 Company

3.5 Location and Subsidiaries • Headquarters

: Crolles (France)

• Production sites

: Crolles, Rotherens, Eybens (France) Petzl Manufacturing (Malaysia)

• Subsidiary Companies : Petzl America, Petzl Espagne, Petzl Allemagne

3.6 Brands, Major Products and Services • Products for verticality : harnesses, helmets, belay devices, ascenders/rope clamps,

crampons, ice axe.

• Headlamps : compact headlamps, powerful headlamps, LED lighting.

They are design for two main areas: • Sport

• Professional

: mountaineering, climbing, caving, canyoning, via ferrata, trail running. : rope access, arborism, rescue, intervention, public works and structures, hands-free lighting.

The design of Petzl products is based on a continuous three-tiered process: • Identification of a problem situation • The search for a pertinent, efficient solution • The continued search to improve the resulting product

3.7 Corporate Vision

Petzl’s roots lie in the desire of its founders to serve one passion: exploration. Since its beginnings in caving, the company’s mission has remained constant: to offer practical solutions that allow people to progress. Today that pioneering spirit, passion for exploration and ethic have not changed. More than forty years later, Petzl continues to invent products and provide solutions that allow sports enthusiasts and professionals to access some of the 9

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Chapter 3 Company

most inaccessible places, both day and night.

3.8 Corporate Mission

“Petzl’s mission is to create innovative solutions, tools or services, that help people progress in vertical or dark environments. Our goal is to continuously strengthen our expertise in these two areas. Its reason for being resides in the idea of “accessing the inaccessible”, a notion that lies at the heart of daily life for vertical and rope access professionals.

This determination means a constant search for solutions to your needs in terms of performance, ergonomics, comfort and reliability. Your needs in the field are the first consideration in our approach to design and manufacturing. This is the way we have worked for forty years.”

Paul Petzl

3.9 Company’s Current Promotional Strategy

Petzl currently uses digital and non digital for their advertisment. They created videos and print pictures related to their brand and product. Petzl also created social media and edm to promote the latest news from their brand. Although there were quite a few number of country representing the brand (eg: Petzl America, Petzl Indonesia, etc) Petzl manage to have the same consistent look and feel towards their brand image. Social media like facebook and twitter, help Petzl to deliver the news straight to their targeted consumers.

3.10 Product Sales History

Although Petzl invented most of the safety equipment at now a days, Fernand Petzl did not created all of the equipments production phase. Instead it took years of research and development.

heights in one

Fernand Petzl first invented and perfected equipments for caving. After a few more years he expanded the production to mountaineering. It is from there Petzl started to grow vastly.

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Chapter 3 Company

3.11 Current Marketing Objective

Petzl current marketing objective is to deliver the message to the right targeted consumer. With the development of social media, communication applications and website Petzl were trying to maximize the pontential of each platform to use for their brand.

Until today Petzl has created numeous videos and prints. All of the media the were produce were all related to work at heights. Their targeted consumer were from professionals, professional athletes, to weekend warriors. It is very important for Petzl to reach their targeted consumser, for them to achieve their target sale goals.

3.12 Media Expenditure

Petzl had spend a certain amount of budget to create their advertisment with a public relation media to boost their brand image. One of the agency they work with was Momentum media PR, which is based in Boulder, USA.

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Chapter 4

Consumer and Stakeholders

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Chapter 4

Consumer and Stakeholders 4.1 Consumer’s Characteristic

Petzl consumer consist of professionals and athletes. The consumers for Petzl are the people that care about their safety. Consumers come from various backgrounds. With petzl products, it will help them to achieve their goals in the mission.

4.1.1 Current Consumers Characteristic • Age • Gender • Education • Occupation • Income Range • Race & Ethnicity • Geographical Location

: 18 - 50 : Male and Female : Highschool and above : Workers and student : RM2500 (Workers), RM1000 (Student) : All Race : Urban Area

4.1.2 Psyshographics • Perception

• Learning

• Motivation & Needs

• Attitude & Personality

• Lifestyle

: The consumer that brought Petzl products comprehend the safety measure of the products itself. The consumer need to follow the safety procedures to ensure the maximum safety use of the products. : Consumer were given a clear guidelines along with the products.

From advertisment point of view. Each products that were publish were given a link to where the consumer learn about the features of the product. : The products from Petzl were all focus on the safety aspect.

Therefore by using Petzl products consumer do not need to worry about the quality of the strength and abuse from Petzl products. : The consumer of Petzl products were out going and an outdoor person type attitude and personality. : The consumer lifestyle is full of exploring and various extreme activity.

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Chapter 4

Consumer and Stakeholders 4.2 Stakeholders Characteristic 4.2.1 Primary

No main “internal” stakeholders and what they contribute to the company have been found online. Company couldn’t be contacted through email.

4.2.2 Secondary

No main “external” stakeholders and what they contribute to the company have been found online. Company couldn’t be contacted through email.

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Chapter 5

Industry and The Market Place

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Chapter 5

Industry and The Market Place 5.1 The Industry 5.1.1 Outdoor and Safety Industry

Petzl company fall under safety equipment industry. Petzl products are all consists of safety equipment for working indoor and outdoor. Petzl company develop into worldwide safety platform for major companies and athletes around the world. Some of the companies were in the field of oil & gas, mining, constructions, to high rope access. With Petzl innovation and never ending development, it will always regenerate a new value for the consumer. As the safety aspect on each companies develop so as the demand for the best safety eqiupment out there. Petzl dominates the safety equipment industry among it’s competitors.

5.1.2 Shape of The Industry

The safety equipment industry develop from the human curiosity of exploration. Since the beggining of the golden age of exploring the untouch, human have been in a race to claim the first ascent or simply say that he or she was the first one to been there. The beggining of the era of exploration, explorer were using minimal safety equipment and knowledge. The lack of safety equipment and procedure brought some fatalities in the expedition.

However those fatalities come with a new anwers to the problem. It is why many pioneer learn to develop their equipments from mistakes or trial and error. Many pioneer found a new solution to their equipment problem while they were testing the products on the field.

Resources and tools also an obstacle for the pioneer in creating the safety equipment. Petzl products use high quality materials that undergoes various test and examination. Tools to create Petzl equipment were also check and update according to the development of the tools and technology. Hoever the pioneer of the safety equipment migh have to improvised during their time of invetions. In today industry, creating an equipment if far more complicated due to the comlexity of the test and examination. It is Petzl company responsibilty to ensure the quality of their products to ensure the safety of its consumer.

5.1.3 Development of The Industry

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Chapter 5

Industry and The Market Place

Since the beggining of the human exploration, the safety equipment industry develop faster and faster. In order to compete againts it’s competitor, the safety equipment industry develop their products at a fast pace level. The company will not only did severeal test by themself however they use real athletes and professionals to test and give a real time feedback to the company.

The industry now a days will not only compete in strength and durability. However an extra features and design will add a selling point for the brand and the products itself.

Ambasador or a famous person who wear the products of the brand will also effect the selling point of the products. More people now, are more aware of extreme sport. It is become a social neccesity for some.

Petzl have been invented in the early 1930’s and it has been in the industry since 1970.

When they first invented equipments for caving. It is still a long way to go for them to be involve in mountaineering during that time. As the patience work out. Now petzl are the most known safety equipment brand in the sport and professional world. Petzl also help the development on the safety equipment today.

5.2 The Market Place 5.2.1 Current Condition of The Market Place

Petzl current condition of the market is growing steadily among the professionals and athletes worldwide. With an easy access to surf the internet, consumer can have an easy access to the products. Consumer can easily purchase any Petzl products by going to the physical store or as easy as a click on a website.

5.2.2 Changes in Market Place • Positive

: More people purchase Petzl as their choices of personal safety gear.

• Negative

: Counterfit products can be slip in between original products.

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Chapter 6

Competitive Situation

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Chapter 6

Competitive Situation 6.1 Direct Competitors • Black Diamond

: An American company found ed in 1989.

Is the most famous climbing brand in America. It produce apparel for different seasons through out the year.

• Singing Rock

: A Chezh company founded in 1992.

A strong new brand coming in the market with a competitive price. The product and services Singing Rock provide are similiar to Petzl.

• Eldrid : A German company founded in 1863.

A well known brand throughout europe. Eldrid produce climbing shoes and

apparel beside climbing equipment. Which gave the brand a boost in the market.

• Beal

: A French company founded in 1980 A well know rope manufacturer in a modest factory in french. Beal develop their equipment to various climbing gears.

6.2 Indirect Competitors • Patagonia

: An American company founded in 1973.

A clothing company which focuses mainly on high-end expedition clothing.

• The North Face

: An American company founded in 1968.

A company specializing in outwear and high end camping equipment.

• La Sportiva : An Italian company founded in 1928.

Famous known for their rock climbing shoes and mountaineering boots.

• Salewa

: A German company founded in 1935 Salewa is famous for their ice climbing equipment.

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Chapter 7

SWOT Analysis

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Chapter 7

SWOT Analysis 7.1 Strength • Known and trusted brand around the world.

• Does not only focus on climbing equipment.

• Offer a high quality products with an affordable price.

• Create a solutions in vertical and hostile environments.

• Have a good foundation project and a sustainable developments over the products.

• Develop their equipment with a real feedback from professional and athletes.

• Petzl invent equipments since 1930’s and products available worldwide.

• Each products that were marketed to consumer, went through various test and certification.

• Any defects found in a products, Petzl will recall all the products to make sure the quality and safety of the products for it’s consumer.

• Petzl offer various benefits for its worker.

7.2 Weakness • Products is use only by specific consumer.

• Factory which create a Petzl counterfit products still in the market.

• Design choices compare to its competitor.

• Recall products might be a hassle for the consumer.

7.3 Opportunity • To remove counterfeit products from the market.

• Expand the market through out developing country.

• Gain consumer trust in their products of choice.

• Develop a better technology in their product.

7.4 Thearts • Counterfeit products.

• Competition from other brands with a competitive price.

• Product recalls and safety alerts • New competitors with an advance technology.

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Chapter 8 Research

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Chapter 8 Research

8.1 Marketplace Reserach

Petzl manufacturing were open in Malaysia on 2010. Petzl Manufacturing Malaysia Sdn Bhd has the quality standard of ISO 9001:2008 (2013). They produce safety equipments and rescue. France and United States were the current export markets. Petzl it self has won Federation of Malaysian Manufacturers Excellence Awards 2014, Rising Star & MITI Industry Excellence Awards 2014 for Most Promising Company. In Malaysia, Allsports Equipment is the authorize distibutor for Petzl Malaysia. Allsports Equipment also open a branch in Singapore, and, Indonesia. Petzl products can be found across some outdoor shop through out Malaysia.

8.2 Market Observation

In this research, market observation took place in one of Petzl distributor in Putrajaya Challenge Park. Consumer were observe on choosing the right equipment for their personal safety gear. Most of the consumer choose the brand that were recomended by friends (mouth to mouth). Consumer also choose Petzl by witnessing other users using Petzl products. Usually consumer will ask around their friends for the best recommended equipment based on individual experience.

8.3 Online Survey

Online survey was taken to collect the data regarding rock climbing scence in Malaysia. It also touched the health awareness in Malaysia. Below are the result from the online survey.

1. Age Group 100 90 80 Percentage

70 60 50 40 30 20 10 0 23

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Chapter 8 Research 2. Gender 100 90

Percentage

80 70 60 50 40 30 20 10 0

Male

Female

3. Income (RM) 100 90 80 Percentage

70 60 50 40 30 20 10 0

1500+

2500+

3500+

4. How often you exercise per week?

100 90 80 Percentage

70 60 50 40 30 20 10 0

Once a week

3x

More than 3x 24

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5. What kind of exercise do you usually do?

100 90 80 Percentage

70 60 50 40 30 20 10 0

Extreme Sport

Meditating

Normal Sport

6. Are you aware that Malaysia have the highest obesity rate in Southeast Asia?

100 90 80 Percentage

70 60 50 40 30 20 10 0

Yes

No

7. Have you try rock climbing?

100 90 80 Percentage

70 60 50 40 30 20 10 0

Yes

No 25

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Chapter 8 Research

8. If yes, how often would you climb weekly?

100 90 80 Percentage

70 60 50 40 30 20 10 0

3x

More than 3x

Once a week

None

9. If yes, do you think Rock Climbing is a sport that can help participant to reduce weight in the long term?

100 90 80 Percentage

70 60 50 40 30 20 10 0

Yes

No

10. Have you ever heard the brand Petzl?

100 90 80 Percentage

70 60 50 40 30 20 10 0

Yes

No 26

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11. If yes, what make you trust Petzl as you safety gear?

100 90 80 Percentage

70 60 50 40 30 20 10 0

1

2-3

More than 3

None

12. If yes, what make you trust Petzl as you safety gear?

100 90 80 Percentage

70 60 50 40 30 20 10 0

Branding

By it looks

Athletes

Recommendation

None

13. If no, from what perspective would you trust a safety gear?

100 90 80 Percentage

70 60 50 40 30 20 10 0

Recommendation

Branding

Visual & Testing 27

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14. Would you trust a safety gear from an advertisment 100 90 80 Percentage

70 60 50 40 30 20 10 0

Yes

No

None

15. Would you purchase a safety gear online or rather visit the actual store?

100 90 80

Percentage

70 60 50 40 30 20 10 0

I would rather see

I like shopping

the product by my

online

own eyes

In this interview a younger generation and male dominate the rock climbing sport. It is proven also by 50% of the consumer income were only RM 1500/ month in this survey. In this survey more than 40% of the participants only exercise once a week. However more than 50% of the participant were aware of the hight number of obesity in Malaysia. Almost more than half of the participant only participate in a normal daily sport (football, basketbal and, etc).

More than 50% of the participant did not know the brand Petzl. The image of a professional athletes still the references that the consumer use after hearing recommendation from friends.

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Consumer rather see the products itself (visualy) and tested by themself to look for the safety procedure. 60% of the participant also did not believe safety equipment through an advertisment. and more than 80% of the participant would rather see the products by themself.

It is concluded that participant that took the survey understood the health problem in Malaysia. It is also known that participant need to go out for exercise more than once a week.

Participant also need to the see the products and test it by themself before purchasing. Online shopping is not a favourable options for the participant.

8.4 Interview

Interview about Petzl personal safety equipment in rock climbing was conducted. The main focus in the interview was personal point of view on Petzl as his/her saefty equipment. The question were focused on the personal safety equipment. The questions and answer almost the same as the survey. The interview canditate stated as below:

“I choose the brand Petzl because of friends recommendation and I saw professional athletes use them for their personal safety in a video and print. I tested and feel the products by my self before I made the purchase. Overtime, I felt quite good about the product and the brand it self. I started to give recommendation to others. Im still quite open to try other brand and products. However Petzl still my first option for my personal gear.�

8.5 Other

Other research were done through internet and magazines. Links can be found in the Chapter 10 References.

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Chapter 9

FYP Proposal

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Chapter 9

FYP Proposal 9.1 Objective

In a high risk environment Petzl brought the best personal and group safety equipments for the consumer. Through their expertise and innovation, Petzl invented the most reliable safety equipments until today.

Petzl has been in the safety equipments for more than 80 years. Their experience told by each products that were launch in the market. Precise craftmanship produce the best equipments out there.

9.1.2 Problem Statement • • •

Malaysia is the number one fattest country in Southeast asia.

To convince non climber/beginner climber that climbing is a safe sport.

To protect the natural beauty in Malaysia.

9.1.3 Importance to Address This Issues • • •

Everyone to have a safe rock climbing envinroment.

To create an awareness of a safe sport through advertising.

For all Malaysian to live a healthy lifestyle through rock climbing.

9.2 Proposed Primary Target Audience Age Gender Education Geography Income

: 18-30 years old : Male and female : Highschool to university level : Urban and sub urban : RM 1500 and above

9.3 Big Idea and Advertising Strategy

Malaysia is rich with it’s sports culture. Despite having different race and cultural 31

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FYP Proposal diversity, it possible to create a harmony through out a mutual passion. Through sports team building and characters were developed. Malaysia hold a vast of various rock faces, however the sport rock climbing is a new adapted sport in Malaysia. Safety equipment is a compulsary in this sport.

With the Climb On campaign brought by Petzl, it will target the novice climbers to gain more convidence to climb outdoor on the rock. A challenging event will be create with the support of mobile application, website, exhibition demo on the product, and visual commercial.

That will attract the novice and long time climber to compete with other climber in order to gain the prize from Petzl. It will involve climber by signing up with the mobile app and take the challenge againt’s other users.

A climbing safety procedure, information about the crag, information on the products, and other users status to compete againts. Daily and weekly challenge will be given by the apps for the user to collect their points, where later can be redeem for a product at Petzl authorized dealer. It urge the consumer to keep update with Petzl products.

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Chapter 10 References

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Chapter 10 References

Petzl America, Inc.: CEO and Executives. (n.d.). Retrieved January 31, 2016, from http:// www.bloomberg.com/research/stocks/private/people.asp?privcapId=6867311

FMM Visit to PETZL Manufacturing Malaysia Sdn Bhd. (n.d.). Retrieved January 31, 2016, from http://www.fmm.org.my/events_details.aspx?eventID=c1692b4b-8f50-4214-98940dc59d7c2419

Federation of Malaysian Manufacturers. (n.d.). Retrieved January 31, 2016, from http:// www.fmm.org.my/Member_Detail.aspx?MemberId=F0C797FE-4819-44AD-B4B4-51FC721D698A

PETZL Malaysia by ALLSports Equipment Sdn Bhd. (n.d.). Retrieved January 31, 2016, from http://www.petzl.com.my/products.htm

Team ALLSPORTS 2016. (n.d.). Retrieved January 31, 2016, from http://www. allsports-equipment.com/event-news.php

Malaysia Rock Climbing Destinations. (n.d.). Retrieved January 31, 2016, from http:// www.vertical-adventure.com/rock-climbing.html

Malaysia’s obesity rate highest in Asia - Nation | The Star Online. (n.d.). Retrieved January 31, 2016, from http://www.thestar.com.my/news/nation/2014/06/16/obesity-malaysiahighest-in-asia-says-pm-science-advisor/

More Malaysians suffering from diabetes, obesity - The Malaysian Insider. (n.d.).

Retrieved January 31, 2016, from http://www.themalaysianinsider.com/malaysia/article/more -malaysians-suffering-from-diabetes-obesity

Malaysia is Southeast Asia’s fattest country - The Malaysian Insider. (n.d.). Retrieved January 31, 2016, from http://www.themalaysianinsider.com/malaysia/article/malaysia-is-southeast-asias-fattest-country

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Advertising Design Project 1

Chapter 11 Appendices

35 I

Advertising Design Project 1

Chapter 11 Appendices Survey Questionnaire 1. Age Group A. 20-25 C. 41-50

B. 26-30 C. 51 and Above

2. Gender A. Female

B. Male

3. Income per month A. RM1500>

B. RM2500>

4. How often do you exercise weekly?

A. Never B. Once a week D. Above 4 times

B. 35-40

C. RM3500>

C. 3 times

5. What kind of exercise do you usually do?

A. Normal sport (football, badminton, etc) B. Meditating (yoga, aerobic, etc) C. Extreme sport (rock climbing, bmx, etc) 6. Are you aware that Malaysia have the highest obesity rate in Southeast Asia?

A. Yes B. No 7. Have you try rock climbing?

A. Yes B. No 8. If yes, how often would you climb weekly?

A. Once a week B. 3 times

C. More than 2 times

9. If no, would you like to try rock climbing?

A. Yes B. No 10. Have you ever heard the brand Petzl A. Yes B. No

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Advertising Design Project 1

Chapter 11 Appendices

11. If yes, how many gear you own from Petzl brand?

A. 1 B. 2-3 C. More than 3 12. If yes, what make you trust Petzl as you safety gear?

A. Because of its looks B. Recommendation from a friend (mouth to mouth) C. Because professional athletes wear them D. Because of its branding (print advertisment, video, and social media) 13. If no, from what perspective would you trust a safety gear?

A. From its branding information (print advertisment, video, and social media) B. Recommendation from a friend C. Visual and testing the product it self 14. Would you trust a safety gear from an advertisment (prints and online)?

A. Yes B. No 15. Would you purchase a safety gear online or rather visit the actual store?

A. I like shopping online B. I would rather see the product by my own eyes

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Advertising Design Project 1