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The Malaysian government currently has a cartographic agency known as JUPEM (Jabatan Ukur dan Pemetaan - Department of Survey and

Mapping). This government agency conducts detailed topological and street surveys; data from these surveys are used to produce various maps (such

as cadastral, topological, political maps, street maps and more).Unfortunately, due to limitations such as equipment, manpower and funds, JUPEM is

unable to conduct regular map updates. Updates are only published every 2 years or sometimes even longer. Also, as JUPEM is required to handle

various mapping requirements for the entire Malaysia, it does not have the resources to produce detailed street maps that meet the demands and

requirements of consumers and businesses. Realizing the fact that there is increasing demand for accurate street-level maps, especially with the

popularity of online mapping and navigation systems, and that at the moment no single company in Malaysia provides street-level mapping that meet or

surpasses the stringent requirements imposed by online mapping service providers and navigation system manufacturers, Navi & Map would be

establish as a joint-venture company between Soji tz Corporation of Japan and Mapping Experts Sdn. Bhd., a private equity investment company with

business interests in the automobile, property, plantation and retail industries.

Why we choose this business?



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Business Description

Navi & Map Sdn. Bhd. would be Malaysia¶s fully integrated mapping data provider. Navi & Map would produces and publishes GPS-referenced maps in

various formats and projections, which will be used for various applications including GIS (Geographical Information Systems), business intelligence,

tracking services, online mapping and navigation.

Navi & Map also will produces street directories, folded and customized maps, and provides services such as customized mapping for various

corporate clients and government/municipal agencies.



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Geographical Markets

Navi & Map would be producing maps that are specific to Malaysia, including Sabah and Sarawak. However, the finished product

would be sold in different markets, both locally and abroad. A summary of the geographical market for each product is as follows:

Street Directories

Local (Malaysia) 60%

Neighboring Countries

(Singapore, Thailand)30%

Foreign 10%

Commercial Sheet Maps




Foreign 20%

Customized Sheet Maps


Digital Maps

Local & Foreign 100%



Marketing & Communications

Street Directory



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Product Profile

The Street Directory would be the company¶s most

visible product. The maps will contain within theStreet Directory is a physical representation of a

fraction of the company¶s extensive map database.

Unique Selling Proposition

The Street Directory series will provides detail coverage for major

cities in Malaysia. It will contains a comprehensive index, listing over

35,000 roads and streets, as well as buildings, point of interests and

house numbers.

Maps in the Street Directory will be GPS-referenced for accuracy, andprinted in full color for ease of use and visual clarity.

The product will be designed to fit in a car glovebox compartment

without sacrificing legibility or map detail.

Target Market

Across demographic classes; usage will not be limited to

professionals, managers, executives and businessmen, but also blue-

collar

workers, housewives and students.

A secondary market for the Street Directory will be the businesses.

Businesses can advertise on the Street Directory and point out their premise location within the Street Directory.

Sales Channels

Navi & Map will be publishing 100,000 copies of the Street Directory,which will be made available at bookstores, news stands, tourist-

frequented areas and appointed sales agents. The Street Directory willalso be sold online via online book retailers such as amazon.com and

barnesandnoble.com



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Marketing Mix: Price and Promotion

Pricing Concept

The product must be affordable enough to be owned by taxi drivers

and delivery/courier personnel. Depending on content (i.e. number of pages), the product will be priced between RM18 to RM35.

Promotion

As the product would be the most visible product produced by the

company, promotional and advertising activities for the productwould be crucial. The promotional and advertising objectives are to:

� Create product awareness, which would translate to sales of the Street Directory and increased advertising within the

Street Directory pages.

� Build the company¶s profile as a mapping provider. The Street

Directory is one of the few tangible company products that are

made for the mass market. The quality of maps and

information in the Street Directory would reflect the work

quality of the company.

� Promote usage of the Street Directory. The product will be

positioned as useful and indispensable as it saves time andreduces stress; the customer would know where they are

going and how to get there.

PRODUCT PRICE (per unit, RM) 35.00

Item Cost per unit (RM)

Survey & data collection

5.00Map Digitizing

Design & Layout

Production 6.00

Sales & Marketing 3.50

Distributor Margin 7.00

TOTAL COST (RM) 21.50

GROSS PROFIT (RM) 13.50

Setting the Price



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Marketing Mix: Promotion

Advertising

The following media mix will be used for promotional activities:

Magazines

Full page, full color advertisements on magazines that rate the highest in the respective

demographic: expatriates and housewives, young adults (21-35), PMEBs and motorists.

Out of Home

Sponsoring maps in LRT stations (based on the Street Directory design) which depict the

area surrounding the LRT station. These maps serves as an µexample¶ or excerpt from the

Street Directory, with a caption encouraging people to buy the Street Directory for more

details and wider coverage area.

Advertising on toll-barriers/media boxes, especially at toll booths entering a city that has aStreet Directory already published.

Point of Sale

Posters, hanging mobiles, buntings and standees at point-of-saleRadio

Time slots to be allocated to promote the Street Directory, particularly during the product

launch period and during holiday seasonE-mail Blasts & Direct MailMedia kits are sent to

advertising agencies to promote the Street Directory as a viable advertising medium for their

clients

Posters

Point-of-Sale items (wobbler &

standee, top and middle), Media Kit

(bottom)



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Marketing Mix: Place

�InternetThe company¶s website will be enhanced to includeinteractive tutorial/lessons on how to use the Street Directory.

�Ads on Google to promote the Street Directory when selected

keywords are entered for a Google search.

Place (Distribution)

The Street Directory will be sold at µbrick and mortar¶bookstores such as Kinokuniya, Borders, MPH, Popular and

more, news stands, convenience stores and tourist-frequented

areas. To facilitate product distribution, the company willappoint a distributor with presence in Malaysia, Singapore and

Thailand.

The Street Directory will also be sold online through onlinebookstores such as amazon.com and barnesandnoble.com

The company would also solicit sales by directly approaching

companies that would have a need for Street Directories. Thesecompanies would enjoy discounts on volume purchases, with

the option of customizing the front and back cover of the StreetDirectory to match their corporate/brand visual identity.

Geographical Market% of

salesSales Channel/Availability


� Bookstores

� News stands

� Convenience Stores

� Petrol Stations

� Corporate Purchases



� Bookstores

� Petrol Stations/Convenience

Stores near Malaysian border

� Online

Foreign 10% � Online




Sheet Maps



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Product Profile

Sheet Maps will provide the greatestflexibility in terms of size, design, map

coverage area, and the information

contained within the map.

Unique Selling Proposition

Commercial sheet maps will provide

comprehensive and up-to-date street levelinformation, including information on tourist

attractions and point of interests. Map contents

include shopping malls, tourist attractions, placesof interest, hotels, integrated transit network,

embassies, hospitals and clinics. For quick

reference, there will be an index for streets, hotels

and useful phone numbers.

Customized sheet maps, as the name suggests, can

be customized limitlessly. Sheet maps can be

produced in any size, featuring street-level maps of

any area or a combination of areas, with therequested information or data shown.

All maps will be GPS-referenced for accuracy, and

printed in full color for ease of use and visual

clarity. Commercial sheet maps will be designed to

be easy to use and should easily fit in a pair of

jeans¶ back pocket.

C ommercial sheet maps

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Product Profile

Target Market

Primary market for commercial sheet maps would be

tourists (local and foreign) and motorists.

For customized sheet maps, the target market wouldbe Government agencies such as Tourism Malaysia

and local councils such as DBKL, as well as

corporations.

Businesses are also targeted to take up advertising

space in selected sheet maps. Sheet maps are a

perfect platform for cost-effective, localizedadvertising. This is because maps are a constant

source of reference, which translates to multiple

impressions. Maps are also kept longer by the buyer compared to newspapers or magazines. The map¶s

wide circulation ensures that the advertisementreaches out further geographically.

Sales Channels

Navi & Map will be publishing 100,000 copies of the

commercial sheet map for various areas. These mapswill be sold at major book stores, newsstands, hotels

and convenience stores. Sheet maps will also be soldonline via online retailers such as amazon.com and

barnesandnoble.com, and on travel/backpacking

websites that feature an online store.

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Marketing Mix: Product

Month Commercial Sheet Map Customized Sheet Map

2009

1st Quarter Kuala Lumpur & Klang Valley (5 editions)

2nd Quarter Kuantan, K. Terengganu & Kota Bahru

3rd Quarter Kuching & Kota Kinabalu

4th Quarter Ipoh, Alor Setar, Georgetown & Kangar

2010

1st Quarter Malaysia Highway & Federal Roads

2nd Quarter Golf courses in Peninsular Malaysia

3rd Quarter Johor Bahru, Seremban & Bandar Melaka

4th Quarter Malaysian Food Guide

2011

1st Quarter Kuala Lumpur & Klang Valley (5 editions)

2nd Quarter Kuantan, K. Terengganu & Kota Bahru

3rd Quarter Kuching & Kota Kinabalu

4th Quarter Ipoh, Alor Setar, Georgetown & Kangar

Product Concept

A full-colored map that is fully customizable

to meet the needs and specific requirements

of the customer.

Commercial sheet maps would contain

information that would be of interest and use

to tourists, such as shopping malls, tourist

attractions, places of interest, hotels,

embassies, hospitals and useful phone

numbers. The product must be pocket-sized,

or can be folded to fit in a pocket. Thematicmaps (such as the Food Guide and Golf

Course maps) would be produced as well.

Customized sheet maps would be tailored to

meet the customers¶ requirements.

Customers can define the size, format,whether the product needs to be folded,

rolled or wall mounted, and even the

material that the map would be printed on.

Customized maps would contain informationthat is selected by the customer from Navi &

Map¶s database of 130 different information

categories.

Product Development Timeline

throughout

the year



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Pricing Concept

For commercial sheet maps, the product must be priced at or below RM10. It

must seem very affordable that the customer would not think twice about

buying the product (compulsive buy), especially when traveling.

For customized sheet maps, the product price would be calculated based on

the production cost and/or contracted value.

PromotionSheet maps would be the key product in securing other contracted mapping

projects, whether printed or digital. The success of this product will also pave

an opportunity for Navi & Map to demonstrate the viability of printed maps as

an advertising medium; it is hoped that advertising and media agencies would

take note of µmapvertizing¶ and consider it as an effective advertising mediumfor their clients.

To summarize, the promotional and advertising objectives are:

� To create product awareness and promote its usage, which would

translate to sales of the sheet maps and increased advertising in sheet

maps.

� To demonstrate the flexibility of Navi & Map production processes,

which allows the customer to specify exactly what he/she requires,including the information that goes into the map.

� Eventually, to increase advertising revenue and viability of the product

as an advertising medium. Sheet maps have multiple impressions as it

is a constant source of reference, especially when traveling. Maps are

also kept longer by the buyer compared to newspapers or magazines,

and the map¶s wide circulation (e.g. the Tourist Map of Malaysia would

be distributed in over 40 cities worldwide by Tourism Malaysia) ensures

that the advertisement reaches out further geographically.

PRODUCT PRICE (per unit, RM) 10.00

Item Cost per unit

Survey & data collection

1.20Map Digitizing

Design & Layout

Production 2.00

Sales & Marketing 1.50

Distributor Margin 1.70

TOTAL COST (RM) 6.40

GROSS PROFIT (RM) 3.60

Setting the Price



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Marketing Mix: Promotion

Advertising

The following media mix will be used for promotional activities:

Out of Home

Sponsoring maps in LRT stations (based on the sheet map design) which depict the surrounding area.

These maps serves as an µexample¶ or excerpt from the commercial sheet map, with a caption encouraging

people to buy the sheet map for more details and wider coverage area.

Advertise on customized sheet maps that will be produced by Navi & Map and displayed in public places or

distributed to the public. For example, the DBKL project (following pages) is a perfect opportunity to

advertise the sheet map capability, while simultaneously increasing the company¶s profile at no media costto the company.

Point of Sale

Posters, wobblers, hanging mobiles and standees at point-of-saleRadio

Time slots to be allocated to promote commercial sheet maps, particularly during the launch period of a new

edition and during holiday seasons when traveling is at its highest.

The sheet map can also be µtied-in¶ with a national campaign. For example, tying in sheet maps with µCuti-

Cuti Malaysia¶ or the µMalaysian Year-End Sale¶ to help people find the best places for a holiday or the

location of shopping malls.

E-mail Blasts & Direct MailMedia kits would be sent to advertising agencies to promote the commercial

sheet map as a viable advertising medium for their clients, and customized sheet maps as a branding and

identity-building platform.Internet Ads on Google to promote the commercial and customized sheet maps

when selected keywords are entered for a Google search

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Marketing Mix: Place

Place (Distribution)

The commercial sheet maps would be sold at major bookstores

such as Kinokuniya, Borders, MPH, Popular and more, news

stands, hotels, convenience stores and tourist-frequented

areas. To facilitate product distribution, the company willappoint a distributor with presence in Malaysia, Singapore and

Thailand.

The sheet maps would also be sold online through online

bookstores such as amazon.com and barnesandnoble.com,and on travel/backpacking websites that feature an online

store.

The company would also solicit sales by directly approaching

companies that would have a need for customized sheet maps.

These are prospects for long-term contractual projects thatwould prove to be more profitable in the long run.

Geographical Market % of sales

Sales Channel/Availability


� Bookstores

� News stands

� Hotels

� Convenience Stores

� Petrol Stations

� Tourist Info Centers/Tourist-

Frequented areas



� Bookstores

� Petrol Stations/Convenience

Stores near Malaysian border

� Online

Foreign 20% � Online




Digital Maps



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Marketing Mix: ProductProduct Concept

Digital map data that would be used for specific purposes. The actual µproduct¶ (i.e. the digital map) would be produced by combining

different layers of information which will form the complete digital map as specified by the clients¶ requirements.

The actual product will be µdelivered¶ to the customer by e-mail, on a CD/DVD/hard disk, or uploaded to a server.

Product Development

Each product will has a different development timeframe, depending on the client requirements and data complexity. Data that forms the

different layers of information will be routinely collected by surveyors. The same dataset will also used to produce printed map products.

Producing a Digital Map

R oad Network Layer

Point of Interest Layer

Buildings Layer

Waterway Layer C omplete map (digital map product)+ =

Client provides

requirements and

specifications

³Road Network,

Buildings, Points of

Interest, Waterway, ...´

Produce map by selecting and combining layers



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Pricing Concept

The product would be priced based on the number of layers

requested by the customer and data complexity. If the data requiredby the customer is not available within the 130 layers, Navi & Map

would provide data collection and digitizing services to produce therequired data layer.

Promotion

As the product would be targeted to businesses and government

agencies, personal relationship building will be the key. Customers

need to be convinced by successful case studies, demonstrationsand appearances in high-profile trade shows.

Therefore, the objective are as follows:

� To create awareness of the digital map product range and

the map data quality.

� To build long term relationships with prospective clients.

Customers purchasing digital maps from Navi & Map are entitled to

receive annual updates for the layers that they have purchased bysubscribing to the update service. Each layer update costs between

RM3,000 to RM10,000 per year, depending on the amount of new

data. Subscription is free for the first year.

PRODUCT PRICE from RM500,000 onwards

Item Cost per unit (RM)

Basic Map Layer 280,000.00

Additional Map Layers (each) 20,000.00

Production 60,000.00

Sales & Marketing 20,000.00

TOTAL COST (RM) 380,000.00

Subscription (per layer) between RM3,000 to RM10,000per year

Setting the Price

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