CHEN MANWEN A24FM4003

LIXIANG A24FM4013

1. Product/Service Selection + Theoretical Model

For Maslow's Hierarchy of Needs.

Brand: Calm App (meditation and sleep guidance app)

Needs met: Safety & Love/Belonging

Uniqueness: Non-material consumption, but with a sense of healing, highly consistent with the psychological anxiety of modern young people

2. Target market + pain point analysis

Target market: 18-35 years old students/newcomers in the workplace, with great psychological pressure and concern for their own mental state

Pain points: Academic or workplace anxiety, difficulty falling asleep.

Mental exhaustion, difficulty concentrating.

Overloaded with information on social media, urgent need for inner "restart".

Seeking spiritual comfort and relaxation.

3.Creative campaign design

Inner Island Soul Clean Island Project

Concept: Create a "digital retreat experience" and spread "10 minutes of meditation every day"

Format:

Users can enter the "Clean Island Map" by opening the App and unlock 1 island by meditating every day

Check-in for 21 days to get a Calm co-branded meditation music card or an offline meditation experience voucher

Link with psychology bloggers to release a "Soul Self-Help Guide" short film

Channel: YouTube Shorts, Instagram, TIKTOK

CHEN MANWEN A24FM4003

LIXIANG A24FM4013

1. Product/Service Selection + Theoretical Model

For Murray's Psychogenic Needs

Brand: Red Bull Energy Drink

Needs met: Achievement & Excitement

Uniqueness: Red Bull provides a quick boost while symbolizing adventure, challenge and an efficient lifestyle. It is more than just a drink. it is an attitude of "pushing the limits"

2. Target market + pain point analysis

Target market: 18-35 years old college students, young professionals, extreme sports enthusiasts, e-sports players

Pursue a high-efficiency, fast-paced lifestyle, and love to challenge themselves

Pain points: Work and study are stressful and easy to get tired.

Need to concentrate in a short time (preparing for exams/rushing projects).

Lack of "refreshing + emotionally stimulating" beverage options.

Hope the product can symbolize a "drive" and "no limits" attitude towards life.

3.Creative campaign design

PushYourLimits Extreme Awakening Challenge

Concept: Encourage young people to break through their daily limits and use Red Bull to awaken their "physical + mental" state

Format:

Initiate the "Extreme Early Rising Challenge" (check-in at 6am for a week + morning tasks)

Cooperate with interest communities such as skateboarding, rock climbing, and e-sports to carry out the "Red Bull Extreme Competition"

Users can get Red Bull limited cans & peripherals by checking in

Channels: Douyin, Instagram, university campus communities, Red Bull official website event page

MUHAMMAD ZAKWAN AQIL BIN FADLY REZA

KEK JIA YI

CHIA QIU TING

JIANG DI

Maslow’s Hierarchy of Needs

Product: McDonald’s Value Meals

Related Need: Physiological Needs (basic food and hunger)

Target Market:

-Low to middle-income groups, especially students and busy workers.

-Age range: 16–45

-Busy lifestyle

-Values: convenience, affordability, and familiarity

-Personality: efficiency-seeking, loyal to consistent brands

Pain Points:

-Not enough time or money to cook.

-Need something quick and satisfying during lunch or dinner breaks.

-Want consistency. They know exactly what to expect from McD.

Campaign Name: “#FastFillHappy”

Campaign Concept: A campaign targeted at busy youth and workers who need a quick, affordable, yet tasty solution. It emphasizes speed, value, and happiness in every bite.

Campaign Offering:

-Short videos and reels on TikTok and Instagram showing people purchasing McD value meals quickly.

-Limited-time combo deals such as “Lunch under RM10” meals for specific hours.

-Hashtag Challenge: “#FastFillHappy” where users show how McD helps them have their quick meal during their busy day.

-Partnerships with food delivery apps for RM1 delivery fee promos during peak lunch or dinner hours.

MUHAMMAD ZAKWAN AQIL BIN FADLY REZA

KEK JIA YI

CHIA QIU TING

JIANG DI

Murray's Psychogenic Needs

Service: GrabCar

Related Need: Autonomy (To seek freedom, independence, resist coercion)

Target Market:

-Individuals from low to middle-income backgrounds, particularly students and city workers, many of whom do not have a car or a driver’s license

-Age range: 18–40

-Fast-paced and hectic lifestyles

-Seek convenience, affordability, and consistent performance

-Comfortable with technology and efficiency-driven

-Loyal to brands that offer steady, dependable service

Pain Points:

-Long waiting times for public transport

-Lack motivation to drive

-Negative experiences with public transportations.

Campaign Name: Drive On Your Terms (Promotion and Price)

Campaign Concept: Emphasize autonomy and freedom of choice that Grab offers

Campaign Offering:

-Short video advertisements: Stories about university students use Grab to get to campus on their own time, without being tied to tight public transport schedules

-Student Discount: Save up to 20% off rides with verified student ID card

1. Tan Jing Yee

2. Phang Jin Han

3. Chia Re Jia

4. Tay Wu Wei

Product：UTM 's bachelor degree in marketing

Target market - Local Pre University Graduates

( STPM,Matrikulasi, Foundation,Diploma )

Age：18-23

Pain point

1.uncertainty about career paths

2.financial constraints

3.fear of irrelevance

4.competition

5.transport issue

Maslow needs

1. Physiological needs, Utm provide hostel to local student with lower price, example RM 528 per semester. Faculty management also prepared water dipenser for student without any charges and FM square for eating.

2. Safety needs, this program meet the needs through industry recognized certification to increase student's employability and job security. Also always improve the syllabus to protect against skill obsolescence.

3. Love and Belonging needs, almost of course in this program demand student to complete their group project and case studies to encourage peer collaboration between student. And also mentorship programme provide guidance and sense of belonging.

4. Esteem needs, this programme provide chance to student take part global exchange programme, they can study overseas such as Japan, Finland and so on.It can enhances self-worth and professional credibility.

5. Self-actualization need. This programme have many course to allows student to held a champaign or activity under monitor lectures. Student can play tole as marketer and innovative thinking.

Campaign: Future Marketer by UTM

Target audience is high school leavers who are interested in business bit unsure about specialization.

1. Product. Make an informative website regarding to the Marketing programme that must include the course that offer to the student that just getting SPM or any pre u certificate. Besides, website can also provide the potential study road map to the student after finish the degree programme in the website.

2. Price, positioning high ROI education ehich is affordable tuition with strong job placement rates. Introduce scholarship based on academic merit or financial need, such as waive study fee if CGPA 4.0, zakat utm for muslim student and also study loan.

3. Palce, digital channel such as FM official page at Tiktok, Facebook and Instagram to post latest local and oversea activity of marketing student, and also important information. Use google advertisement to target student seaching for any university course related about business field or marketing.

4. Promotion, encourage existing marketing students shoot short vlog to share their real and amazing study life at UTM at social media.Invite alumni or industry experts for testimonials and career proof, to share their own experiences and have Q&A session to clear doubts

1. Ma qianqian

2. Phang Qing

3. Cheng Yee Rou

4. Lee Jing Xian

5. ⁠Fang YiFei

Maslow (esteem need)

- Product: LV handbag

- Target Market: People who work as middle/top management in company / people have middle income.

- Pain point: show identity through LV handbag to recognize their social status.

- Campaign: place-high class shopping mall (eg: JPO/midvalley southkey) to emhance brand value; promotion-invite influences such as famous celebrities or actor to promote this product.

1. Tan Jing Yee

2. Phang Jin Han

3. Chia Re Jia

4. Tay Wu Wei

Product: Foundation Program at Universiti Teknologi Malaysia (UTM)

Target Market:

Demographics: Students aged 17-19 who have completed secondary school with SPM certificate.

Psychographics: These students are aiming to pursue higher education at a reputable institution with high aspiration.

Pain Points:

Concerns regarding academic degree-level readiness: Students who may not ready for university courses can benefit from a foundation year that helps build their skills in some areas such as mathematic and communication.

Difficulty in Choosing the Right Programmes: Many students are not sure what to study after high school. UTM’s foundation programme lets them explore different subjects, so they can choose the right degree for their future.

High tuition fees: The cost of education, including foundation programmes, can be a financial burden for some students. This can cause stress and make it hard to focus on studies because of worries about tuition and living expenses.

Murray needs:

Achievement: Foundation programme helps students get ready for university by focusing on strong academics and building

important skills such as critical thinking and research methods. Coursework and assessments such as quizzes, exams, and projects help students strive for high performance.

Exhibition: Presentations group projects in front of the class allow foundation students to showcase their talents, including communication skills, subject knowledge and teamwork. They can also take part in clubs such as the dance club and public speaking club to encourage self-expression and build confidence.

Affiliation: Foundation students

can attend orientation week and join the mentorship programme such as senior-junior bonding to build stronger social connections. Getting involved in clubs and societies also helps them make friends with similar interests. Joining class WhatsApp groups allows them to stay connected and form meaningful friendships.

Power/Dominance: In the foundation programme, students can take on roles such as class representative, club president, committee member or project team leader to develop themselves as a leader and build a resume-friendly track record.

Change: Foundation students have opportunities to seek new experiences. They can explore campus by taking different routes to class daily and changing their study environments to library or at outdoor cafes. They can also attend various workshops held on campus to reduce anxiety about the unknown.

Order: Foundation program has a structured syllabus with clear academic progression. Students have the fixed timetables to follow their classes. Students are encouraged to follow the study plans and seek advice from academic advisors, who help them plan their study path effectively.

Campaign: Side by Side with UTMSPACE

This campaign target audiance is parents. Although SPM leavers is main consumer, parents normally become key decision maker for foundation program option. There are many pre university choice in Malaysia, almost of parent more know about STPM, Matrikulasi and A Level. So that less let their childrem study UTMSPACE Foundation.

1. Product. Product, show curriculum advantages which is seamless progression. Guaranteed pathway to UTM degree programme and highlight popular major such as engineering and it.

2. Price, offer an early bird bonus for early applicants. Also, provide a sibling referral bonus and offer discounts for families with multiple enrollment.

3. Place, to target parents, offline channel become a focus. Create a WhatsApp community group for parents to receive the latest updates. Organize school roadshows to visit secondary school, incorporating interactive quizzes or games to engage both student and parents directly. It is a face-to-face strategy to boost awareness, answer questions, and drive enrollments.

4. Promotion, host an open day to allow students and parents explore the class facilities, hostel conditions, transportation services, and meet the staff and lecturers. For students and parents located far from Johor, organize a virtual open day through live Q&A session on social media platforms such as Facebook, Instagram and TikTok. This will allow them to engage without leaving their homes

1. Joel Koh Jia Le

2. Lim Ting Ze

3. Tan Tzuen Hong

4. Lim Fu Qiang

5. Lai Wei Leung

1.     Murray’s Need

Brand/Product: Nike – “Nike Running Shoes”

Murray’s Need is about the drive to accomplish the difficult tasks and attain high standards. Meanwhile, Nike taps into this by positioning itself as the choice of athletes and achievers.

Target Market:

• Demographic:

-          Customer’s age is around 18–35-year-olds

-           Active in sport lifestyle individuals

-           Both starter and professional athletes.

• Psychographic:

-          Motivated

-          Competitive

-          Health-conscious

-          Goal-driven.

-          Discipline

• Pain Points:

-          Struggle to improve health and reach fitness goals daily.

-          Searching for reliable gear that boosts training.

-          Desire to feel a sense of accomplishment.

Campaign Idea:
Campaign Name: “Unlocking your Future Self”

Concept:

-          Highlighting real people achieving their personal bests other than elite athletes.

-          Use Instagram Reels or TikTok showing people hitting their first 5KM, losing 10kg, or coming back from injury.

Slogan: "It’s not about running; it’s about unlocking full potential to become your Future."

Activation:

• #UnlockingyourFutureSelf challenge encouraging people to share their fitness journey.

• QR codes in stores and shoe boxes linking to mini docs of runners’ personal stories.

• Collaborate with fitness influencers to showcase their real progress.

1. Joel Koh Jia Le

2. Lim Ting Ze

3. Lim Fu Qiang

4. Tan Tzuen Hong

5. Lai Wei Leung

Maslow’s Need

Brand/Product: Starbucks – “Starbucks Café Experience”

Need Link: Maslow’s Need relates to connection and social interaction. Starbucks doesn’t just sell coffee; it also offers a place to connect and feel part of a community.

Target Market:

• Demographic:

-          Customer around the age of 20 to 40-year-olds,

-          Students

-          Casual meet-up places for people

• Psychographic:

-          Value comfort

-          Seeks routine coffee daily

-          Social bonding.

• Pain Points:

-          Feeling isolated and relax in a busy city.

-          Needing a casual, welcoming place to work or meet.

-          Seeking comfort in their daily life.

Campaign Idea:

Campaign Name: “Your Comfort Zone”

Concept:
Reflect Starbucks as a cozy place where they can take a break from their busy routine, neither home nor work but a familiar and comforting place to connect with people.

Slogan: “It’s a place to take a break from everything.”

Activation:

• “Bring a Friend” days: discounts for duos to encourage social connection.

• Loyalty app features that show how many times you've visited with friends.

• Short films featuring diverse stories of connections that started at Starbucks which include romance, friendships, even job offers.

Product & Brand (Maslow’s Need)

Laboni Foundation – Reflects the need for self-actualization in Maslow’s hierarchy.

It helps users express their most beautiful, confident selves through makeup.

Target Market

Demographics:

• Age: 18–45 years old

• Gender: Primarily female

• Income: Middle to upper-middle income, quality-conscious consumers

Psychographics & Pain Points:

• Desire for natural-looking, lightweight foundation

• Struggles with shade matching, cakey finish, and lack of long-wear in humid weather

Campaign: #ShineYourTrueGlow

Tagline: “Laboni – Beauty from Within”

Campaign Strategy:

• Social media challenge: Users post before-and-after photos and share personal stories of transformation

• Collaborations with beauty influencers: Live makeup demos with Q&A

• Video content featuring diverse skin tones to highlight the foundation’s natural and lasting finish

1. NUR A'LIAH SOFIAH BINTI IBRAHIM

2. DEVENI A/P SELVARAJOO

3. WAN FAALIHAH AINA BINTI WAN AZROL

4. NURIN ADILLA BINTI RAZALI

1. Product: Nike Pegasus 41 (Murray’s Need - Achievement)

Price: RM609.00 - RM659.00

♦️Target Market:

Demographics:

• Age: 20–40

• Gender: All genders

• Income: Middle to upper-middle class

• Occupation: Students, young professionals, fitness enthusiasts

• Location: Urban cities in Kuala Lumpur, Johor Bahru and Penang.

Psychographics:

• Health-conscious and fitness-oriented

• Ambitious and disciplined

• Interested in self-improvement

• Active on social media and fitness communities

♦️Pain Points:

• Confused about which shoes support performance best

• Lack of motivation to stay active

• Discomfort during long runs

♦️Campaign: Your Run Story with Nike Pengasus 41

- Host a community based event where the Nike Pengasus 41 highlighted as the shoe that helps runner to overcome obstacles and achieve their goals

- Invite and encourage people to share their running journey using Nike Pengasus 41 on social media using the hashtag #RunStory and display the selected videos at all Nike stores across Malaysia

- Launch a limited edition Nike Pengasus 41 with quotes printed on it that only available during the event

- Collaborate with local runners and fitness influencers to share their stories, emphasise on how Nike Pengasus 41 help them in their running journey

- Start a fun challenge via the Nike Run Club App where users can earn special rewards and badges by tracking their run distance

♦️Psychological Hook (Murray’s – Achievement)

- Helps users reach fitness milestones and feel a sense of accomplishment through challenge completion.

1. NUR A'LIAH SOFIAH BINTI IBRAHIM

2. DEVENI A/P SELVARAJOO

3. WAN FAALIHAH AINA BINTI WAN AZROL

4. NURIN ADILLA BINTI RAZALI

2. Product: ZUS Coffee Signature Spanish Latte (Maslow’s Need –Esteem Needs)

♦️Price: Between RM7.90 to RM16.20

♦️Target Market:

Demographics:

• Age: 18–35

• Gender: All genders

• Income: Middle class to Upper Middle Class

• Occupation: College students, young office workers

• Location: Urban and suburban areas

Psychographics:

• Socially active, enjoy cafe culture and meeting with friends

• Values comfort, convenience, and connection

• Loyal to local brands and experiences

♦️Pain Points:

• Expensive coffee options at international chains

• Want to feel part of a lifestyle or trend

• Lack of comfortable places to socialize/study/work

♦️Campaign: Moments with ZUS - Share your Best Moments with ZUS coffee

- Host event on social media platform where encourage users to share their best coffee moments with using hashtag #ZUSMoments. Users can share their stories of hanging out with friends, study sessions and work.

- Collaborate with local influencers to emphasise that ZUS coffee really is a part of Malaysians daily routine

- Introduce limited time discount vouchers and loyalty rewards for the users who participate in the social media campaign

♦️Psychological Hook (Maslow – Esteem Needs)

Makes customers feel seen, valued, and part of a stylish, friendly community.

Group member：

1. Ma qianqian

2. Phang Qing

3. Cheng Yee Rou

4. Lee Jing Xian

5. ⁠Fang YiFei

Murray (change)

- Product: electric car/EV-Car (Tesla)

- Target Market: people who care environment/ people who aware to environment protection willing to adapt new technologies in order to sustainable environment.

- Pain point: Try something new since people need to switch from traditional fuel vehicles to electric vehicles, so people are unfamiliar with it.

- Campaign: Promote through video with details information about new energy vehicles and highlight benefits on YouTube, Instagram, Facebook and so on. For example, battery capacity and charging time.

1. ONG LE XUAN

2. ⁠LOH LE XUAN

3. ⁠KIKO CHAN XIN YING

4. ⁠TER MIAO CHING

Maslow’s need

Product: Stanley Quencher H2.0 FlowState Tumbler

Target market:

- Demographics: Ages 18–40, students, professionals, moms, people who love gyms

- Psychographics: Health-conscious, eco-friendly, trend-aware, people who searching for high quality products

Pain points:

- Forget to drink water when busy

- Cheap bottles that don’t keep cold or hot drinks

- Concerns about plastic and health

- Desire for stylish, durable, and reusable alternatives

Campaign idea:

Create a 3-Day Challenge of Stanley on Instagram or TikTok

- Post 3 short videos (one each day) showing morning fill-up, midday break, and evening refill with using Stanley water bottle

- Boost engagement, ask people to share how many times they refill their bottle in a day to attract more people

1. ONG LE XUAN

2. ⁠LOH LE XUAN

3. ⁠KIKO CHAN XIN YING

4. ⁠TER MIAO CHING

Murray’s Need (Achievement)

Product: Apple Watch Series 9

Need Type: Achievement (People who want to reach fitness or productivity goals)

Target Market: Ages 20–40, fitness lovers

Pain points : Hard to stay on track with goals, want to measure progress such as steps or schedule, need motivation to stay consistent

Campaign Idea: “Your Goals. Your Watch.”

- Short videos of users closing their activity rings

- Motivational quotes like: “You don’t need a coach. You need a reminder.

- Challenge friends to reach weekly fitness targets

NURUL NAFISHA BINTI SABRI

ALYSSA AMYLEA BINTI AZLAN

SYAZA ADREENA BINTI SOPHIAN

AINA MAISARAH BINTI ANUAR

SAIYIDAH HAZIQAH BINTI IDRIS @ IDRUS

- choose any product/service with clear brand for Murray : Whatsapp

- target market

1. 18-45 but also use widely by older age groups & all genders

2. ⁠All income levels especially low to middle income segments due to free messaging

3. ⁠users who need to stay connected with friends & family & person who choose easy to use platform with minimum set up

• campaign to deliver the service offering to your target market

1. Social media Ads (Show short emotional stories like a daughter abroad video calling her mom for a recipe, or a group chat helping a friend through a tough time.)

2. ⁠referral incentives (Encourage users to invite friends with “refer and connect” perks.)