Image Identity And Reputation Marketing Essay

3289 words (13 pages) Essay

1st Jan 1970 Marketing Reference this

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Introduction

We had being assigned by our lecture, Ms. Loh Yit Phing to do an assignment regarding to her subject. We had being demand to do a group of at least 6 students to focus on the assignment. The report is about the subject we being study of AHMC5004 Corporate Communication and our group members included Bernard Ling Rui Pang, Lim Ping Jin, Lo Mong Ling, Loke Wai Yee, Josceline Lee and Lee Mun Tung to focus on the assignments.

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The report is to let the student brainstorming about an organization and this assignment are needed us to experience the cooperate communication running in the particular company. We have chosen Old Town White Coffee as our assignment topic and the reason why we choose Old Town White Coffee is because it already had many franchise and outlet in the whole Malaysia and also Singapore. Old Town White Coffee had a very good reputation, so it is easier to be interviewing and having survey on their corporate communication that allows us to complete our assignment.

Besides that, this assignment also helps us on the way we learning the subject of Corporate Communication. It let us know how to investigate the important of cooperate communication, and it also let us know how does a corporate function and get used of their communication between them to have a good business and reputation.

Company Profile

White Café Sdn. Bhd which is founded in1999 that they had made a history when the company became the first and pioneer White Coffee Producer to manufacture and launch the famous Malaysian Ipoh White Coffee as a 3-in-1 Instant Blend.

The introduction of OLDTOWN White Coffee 3-in-1 classic with the original recipe from 1958 spearheaded a breakthrough in the coffee industry. The company single-handling captured the original authentic taste of an otherwise localized white coffee, turning it into a mobile commodity – a fast moving consumer good (FMCG), capturing the South East Asia Market.

In the first year, White Café achieved RM5 Million revenue – an accomplishment to be proud of. They have never looked back since and have been growing from strength to strength at steady rate of 20% annually. The company has been at the helm of the White Coffee Market locally and is spreading its wings across the region.

As the owner of the well-known OLDTOWN Brand, the company strives to the Malaysia’s leading White Coffee producer with profitable growth through a combination of organic growth coupled and strong aftermarket business.

The phrase ‘Take Your Time’ is an encapsulation of the brand promise. White Café is geared to consistently deliver the best cup of coffee that you savior sip by sip, whilst maintaining the taste and authenticity of the original white coffee, a tradition that is truly Malaysian.

The OLDTOWN Brand has evolved and crossed over into the food and beverage business in the form of retail chains of OLDTOWN F&B Outlets.

The flagship in Ipoh has grown successfully into a full-fledged licensed chain, stands at over 100 outlets with 3 new outlets targeted to open every alongside appetizing Malaysian cuisine.

Today, according to a recent market research conducted by AC Nielsen, they are Malaysia’s leading White Coffee producer, leading the differential White Coffee Market segment with a 46% value. They are positioned 4th in the coffee industry against other well-established names and grants.

OLDTOWN White Coffee is recognized as a high quality Malaysian product. It bears unique product characteristics; making OLDTOWN a household brand that is known to have the original and authentic taste of Malaysia’s Ipoh White Coffee. Within a short span of 8 years, the company’s global reach stands at 15 countries, spanning across most of South East Asia, Hong Kong and Taiwan.

White Café Sdn. bhd. celebrates 8 years of consistency in providing Malaysians with quality White Coffee. Recently, the company won the prestigious Golden Bull Award 2007, an award given to the top 100 SMEs (Small and Medium Enterprises) in Malaysia. In addition, we also carry the HACCP and HALAL certification, making White Coffee a beverage that can be enjoyed by all.

Image, Identity and Reputation

The image of Old Town can be called as a restaurant or people will know as a “Kopitiam”. It had being set to modern restaurant and they had kept the traditional theme and taste with provide Halal food for the Muslim to enjoy their time in Old Town. The company also consists by providing meals that person needs of food in their daily live such as: breakfast, lunch, teatime, lunch, dinner and supper. Apart from this, the image of them is that we also know as we can enjoy a pure taste and fragrance of coffee in Old Town.

The identities of Old Town is that the name and theme of the restaurant, their logo, slogan or tagline, uniform and products. In the first create, Old Town is name because of the first business of the restaurant had started in Ipoh in which the venue of the company is name as “Old Town” therefore their company’s founder had named the restaurant as “Old Town”. They used wooden color which is dark brown as their theme to create their restaurant that make more traditional feel and also by using tables and chairs which is made by wooden and paint with dark brown. This theme will give customer to familiar with the restaurant, especially the elder and older because the theme have gave a feeling of bringing them back to the childhood and traditional.

In maintaining their reputation, they will keep their unique style and maintaining the QSC (Quality Service and Cleanliness) which is the four main points in quality of food, quality of service provided cleanliness of outlet and to maintaining reputation. Old Town will make sure that all food is serving in hygiene and server is clean, tidy as well as the services. Due to that Old Town is a F&B industry, the food and service had taken the most important part of this and by this way they can achieve and maintaining their reputation and maintain loyalty to the customer. In addition, Old Town also had been award in many honors such as the Most Promising Brand of the Year 2012 in gold; the Product Excellence Award (Industry Excellence 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 logo of Old Town, the logo of theirs had an advantage that they had directly told the customer on what they have selling in their restaurant, and also because of they had put the “white coffee” inside of their logo. By this, they let people to know this is the Old Town logo and its make quite a successful logo because of sending the true meaning of traditional and direct message to the public.

The fifth is slogan of Old Town, which is “Take Your Time” which means that savor every moment in your life. We also can say that it also means need to treasure every second we have just like the way we drink and enjoy a cup of white coffee. The fifth is uniform of employees in the Old Town, they have using the color which is the same concept with the theme of their restaurant. Because it can match with the color of their restaurant theme and gives customer a feeling of they are all in neat and clean to serve customers and matching with the traditional concept of the identity of Old Town White Coffee. It is the most comfortable color for customer look at the staff and server and when people look at the server, they will know the server directly that they are Old Town staff because of the color of the uniform and also the logo of Old Town. Lastly is Old Town signature drink which is the white coffee, they have use the white coffee images in their logo that allow people to know that Old Town famous signature drink is white coffee.

Goal, Mission and Vision

Old Town had their own goal, mission and vision which allow them to archieve their own reputation and maintain the relationship with the customer. The main goal of the Old Town is to let everyone enjoy every sip of authentic Ipoh White Coffee in Malaysia anytime and anywhere by opening Old Town White Coffee Restaurant on every single state and places. Their vision and mission is to become the first Asia Pacific’s leading white coffee producer that they had provide high quality products to the customer all around the world. They had advertise and promote their unique and special taste of Malaysia and would continuously innovation and improve the expectation of the customer can lead the market.

As market leader, Old Town White Coffee was pride in themselves to be at the first of the group and they made a standard as a balance excellence and pushing other brands to do the same on what they did by embracing the diversity, adopt the standards of international, accept the challenge and lastly having a good business practices at the same moment by inspiring the rest of the other company to follow their path on becoming a successfully market leader. Old Town White Coffee strive so hard and continuously improve on what they lack and weaknesses in the market and incorporate innovation with the technology in their commitment by increasing and maintaining the customer value in both of their products and services that they had provide to the customer. By the core value of Old Town, they are more consistency, continuity of the growth that can uphold their brands reputation as a praise of “the early and yet the best” by giving services and deliver their product to the customer. Their performances had given them confident on the growth that never end and customer had trusted their quality of the product.

On together with the core value of Old Town White Coffee’s on the transparency policies and achievement goals, they enable to move forward as one of the responsive team and deliver their best services and products to the customer. On the originality and creativity aspect, they had spread through the new on setting the precedence in the local market and develop a new extension line on creating new products to the consumer by having analysis and survey on the customer need and wants according to the changing time and changing environment. Old town had successfully embrace good services and products and they keep on practicing the quality of it and conduct their company and business integrity that they earn the respect of the customer and earn their trust and loyalty.

Corporate Advertising

Corporate advertising can be defined as the paid use of media that seeks to benefit the image of the corporation and the corporate image advertising should “brand” a company that the way product advertising brands of a product. There are three categories of corporate advertising which is advertising to reinforce identity or enhance image, advertising to attract investment and also the advertisement to influence opinions. Besides that, the reasons that companies invest in corporate advertising campaigns are to increase company sales, create a stronger reputation of the organization as well as retain and recruit employees.

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Old Town White Coffee had very success in the corporate advertising and they did a very well job on this. During the interview with the Pavilion brunch’s manager of Old Town White Coffee, she told us that the way they do the corporate advertising is to placed TV advertisement, radio and print advertisement as well as bunting and banners. Those advertising channel that they using is to aim and enhance their brand image and reputation and make their brand become more famous and popular. On the other hand, she has informed us that their companies, Old Town White Coffee will done the company advertise when the there is a Low Sales Marketing Plan (LSM) promotion is launching soon. The advertisement will been advertise around four months once. It is able to inform and announce the news or promotion to the public and also let the public recall their “Old Town White Coffee” brand. Thus, indirectly increase their sales and enhance their reputation and image.

These LSM Project which is the Low Sales Marketing Plan that carrying by Old Town White Coffee has bring the meaning to increase sales and achieve sustainable competitive advantages in the process that can allow them to concentrate with its limited resources on the greatest opportunities. They have making a few of corporate advertisement through places such as TV commercial, newspaper and internet throughout the years. When the advertisement or a promotion cannot succeed and meet the target revenue in the first expectation, the corporate will apply the second proposal to the advertising purpose. It is the action that taken by the Old Town White Coffee corporate company to carry out a better plan to cover with the failed advertising plan. With the marketing strategy, they will not totally give up the failure plan. Although there is a second plan coming up, the company will still continue advertising the failure advertisement to have a second try for up selling to the consumer. 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 correction and make it to a better plan.

Old Town White Coffee has impressed lots of customer with their advertisement. One of the most welcomed advertising plans is the breakfast and lunch set advertising. From the advertisement, customers get the information and knowledge from the value of the advertising plan. The marketing strategy can meet the customer expectations wants and needs. Besides that, Old Town White Coffee corporate also advertises with Genting Highland Berhad and given out the cash voucher of RM10.00. It is and collaborates between Old Town White Coffee and Genting Casino for the advertising purpose. Consumer has to gain points from their Genting card in order to get the cash voucher. This is what Old Town White Coffee has created a plan to advertising the brands and benefits in return to their customer. Furthermore, the most impressed for the customer is the ”My Set” set menu that still now available in the old town menu. The advertising plan mostly boosts up the revenue and attracts lots of customer. Customer willing to spent time to get their valuable menus item to fulfill their satisfaction. It is a successful advertising plan that can impress and also a benefits return back to the customer. There is a win-win situation in term of the corporate and also the consumer.

The summary of the corporate advertising’s spot and insertion by Old Town White Coffee:

Corporate Communication

First of all, what is the corporate communication? Actually corporate communication also can know as public relation in the last time. Corporate communication is a method that giving out the message of the corporation wants to perform to public. Corporate communication helps company to build up the image, identity and reputation. It is important and necessary 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 belief to the company itself.

According to our interviewer, Old Town Manager Mrs. Loo, she stated that corporate communication is very important to Old Town. She had clearly mentioned that corporate communication could help to increase their reputation. Old Town could able to compete and survive in between strong competitors around if they had a successful corporate communication. Besides that, it also may help to retain the customer loyalty and bring the return business to Old Town.

Mrs. Loo had explained that Old Town had done many hard works on corporate communication issues. From the corporate communication, it can be divided into internal communication and external communication. According to Mrs. Loo, Old Town had practiced the internal communication among the employee and company. Internal communication is the communication that exists within the organization. Old Town will provide training to their employee to improve and nurture their skill and knowledge. Training is necessary to make sure they can perform well on the job. Besides that, all potential and valuable employee will have a promotion opportunity to become supervisor or manager by go through training and study classes. And the manager level employee will have a chance to invest to Old Town outlet that they working on. By this, employee will continuously work for Old Town, increase employee’s loyalty and decrease employee’s turnover rate. Internal communication is important because it can help to retain the loyalty of employee. A failure internal communication will make Old Town encounter the loss of skillful and knowledgeable employee if they quit from the job.

To give back to society, Old Town has done great social responsibility through Old Town Children Care Fund (OCAF). Though OCAF, Old Town are looking a way to help those underprivileged children having a better lives around Malaysia. Old Town had organized a lot of activities such as school program, money donation, charity movie outing, trips, festival visitation and others. Besides that, Old Town also established Old Town Earth Care to nurture the environmentally thinking practices with a variety of activities such as garden greening competition and published earth care coloring book to primary school students. Through these activities, Old Town hopefully sent out the environmentally conscious message to the public. Through the social responsibility that did by Old Town, it may help to strengthen Old Town’s image and maintain their reputation on this society. Besides that, the brand name also can easy to recall back my people while Old Town’s contribution to society had got a lot of attention and followed by people.

Conclusion

In a conclusion, by doing this assignment, we have a better understanding about the corporate communication of a particular cooperation. For example we already learn about how the corporate shaping their identity, image and reputation. Besides that, we also know how the corporate advertise and the importance of corporate communication.

Other than that, on the ways to completing the assignment, we also learn the ways on how to find the information from the internet and also some of the sources that allow us to find the information. We also appreciate that the managers that we interviewed were giving us fully and enough of information to complete our report.

Moreover, we would like to give our thanks to our lecture and our tutor, Miss Loh in order for giving information and guidelines to us while we are completing the assignment. Lastly, we would also like to give thanks to each of our group and also class member who also associate us in completing this report.

References

Reference

Old Town White Coffee, Our Life, Our Philosophy, viewed 10 June 2012,

Old Town White Coffee, Outlets Menu, Set Menu, viewed 13 June 2012,

Old Town White Coffee, Our Business, Company Profile, viewed 17 June 2012,

Old Town White Coffee, Our Business, Social Responsibility, viewed 27 June 2012,

Introduction

We had being assigned by our lecture, Ms. Loh Yit Phing to do an assignment regarding to her subject. We had being demand to do a group of at least 6 students to focus on the assignment. The report is about the subject we being study of AHMC5004 Corporate Communication and our group members included Bernard Ling Rui Pang, Lim Ping Jin, Lo Mong Ling, Loke Wai Yee, Josceline Lee and Lee Mun Tung to focus on the assignments.

The report is to let the student brainstorming about an organization and this assignment are needed us to experience the cooperate communication running in the particular company. We have chosen Old Town White Coffee as our assignment topic and the reason why we choose Old Town White Coffee is because it already had many franchise and outlet in the whole Malaysia and also Singapore. Old Town White Coffee had a very good reputation, so it is easier to be interviewing and having survey on their corporate communication that allows us to complete our assignment.

Besides that, this assignment also helps us on the way we learning the subject of Corporate Communication. It let us know how to investigate the important of cooperate communication, and it also let us know how does a corporate function and get used of their communication between them to have a good business and reputation.

Company Profile

White Café Sdn. Bhd which is founded in1999 that they had made a history when the company became the first and pioneer White Coffee Producer to manufacture and launch the famous Malaysian Ipoh White Coffee as a 3-in-1 Instant Blend.

The introduction of OLDTOWN White Coffee 3-in-1 classic with the original recipe from 1958 spearheaded a breakthrough in the coffee industry. The company single-handling captured the original authentic taste of an otherwise localized white coffee, turning it into a mobile commodity – a fast moving consumer good (FMCG), capturing the South East Asia Market.

In the first year, White Café achieved RM5 Million revenue – an accomplishment to be proud of. They have never looked back since and have been growing from strength to strength at steady rate of 20% annually. The company has been at the helm of the White Coffee Market locally and is spreading its wings across the region.

As the owner of the well-known OLDTOWN Brand, the company strives to the Malaysia’s leading White Coffee producer with profitable growth through a combination of organic growth coupled and strong aftermarket business.

The phrase ‘Take Your Time’ is an encapsulation of the brand promise. White Café is geared to consistently deliver the best cup of coffee that you savior sip by sip, whilst maintaining the taste and authenticity of the original white coffee, a tradition that is truly Malaysian.

The OLDTOWN Brand has evolved and crossed over into the food and beverage business in the form of retail chains of OLDTOWN F&B Outlets.

The flagship in Ipoh has grown successfully into a full-fledged licensed chain, stands at over 100 outlets with 3 new outlets targeted to open every alongside appetizing Malaysian cuisine.

Today, according to a recent market research conducted by AC Nielsen, they are Malaysia’s leading White Coffee producer, leading the differential White Coffee Market segment with a 46% value. They are positioned 4th in the coffee industry against other well-established names and grants.

OLDTOWN White Coffee is recognized as a high quality Malaysian product. It bears unique product characteristics; making OLDTOWN a household brand that is known to have the original and authentic taste of Malaysia’s Ipoh White Coffee. Within a short span of 8 years, the company’s global reach stands at 15 countries, spanning across most of South East Asia, Hong Kong and Taiwan.

White Café Sdn. bhd. celebrates 8 years of consistency in providing Malaysians with quality White Coffee. Recently, the company won the prestigious Golden Bull Award 2007, an award given to the top 100 SMEs (Small and Medium Enterprises) in Malaysia. In addition, we also carry the HACCP and HALAL certification, making White Coffee a beverage that can be enjoyed by all.

Image, Identity and Reputation

The image of Old Town can be called as a restaurant or people will know as a “Kopitiam”. It had being set to modern restaurant and they had kept the traditional theme and taste with provide Halal food for the Muslim to enjoy their time in Old Town. The company also consists by providing meals that person needs of food in their daily live such as: breakfast, lunch, teatime, lunch, dinner and supper. Apart from this, the image of them is that we also know as we can enjoy a pure taste and fragrance of coffee in Old Town.

The identities of Old Town is that the name and theme of the restaurant, their logo, slogan or tagline, uniform and products. In the first create, Old Town is name because of the first business of the restaurant had started in Ipoh in which the venue of the company is name as “Old Town” therefore their company’s founder had named the restaurant as “Old Town”. They used wooden color which is dark brown as their theme to create their restaurant that make more traditional feel and also by using tables and chairs which is made by wooden and paint with dark brown. This theme will give customer to familiar with the restaurant, especially the elder and older because the theme have gave a feeling of bringing them back to the childhood and traditional.

In maintaining their reputation, they will keep their unique style and maintaining the QSC (Quality Service and Cleanliness) which is the four main points in quality of food, quality of service provided cleanliness of outlet and to maintaining reputation. Old Town will make sure that all food is serving in hygiene and server is clean, tidy as well as the services. Due to that Old Town is a F&B industry, the food and service had taken the most important part of this and by this way they can achieve and maintaining their reputation and maintain loyalty to the customer. In addition, Old Town also had been award in many honors such as the Most Promising Brand of the Year 2012 in gold; the Product Excellence Award (Industry Excellence 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 logo of Old Town, the logo of theirs had an advantage that they had directly told the customer on what they have selling in their restaurant, and also because of they had put the “white coffee” inside of their logo. By this, they let people to know this is the Old Town logo and its make quite a successful logo because of sending the true meaning of traditional and direct message to the public.

The fifth is slogan of Old Town, which is “Take Your Time” which means that savor every moment in your life. We also can say that it also means need to treasure every second we have just like the way we drink and enjoy a cup of white coffee. The fifth is uniform of employees in the Old Town, they have using the color which is the same concept with the theme of their restaurant. Because it can match with the color of their restaurant theme and gives customer a feeling of they are all in neat and clean to serve customers and matching with the traditional concept of the identity of Old Town White Coffee. It is the most comfortable color for customer look at the staff and server and when people look at the server, they will know the server directly that they are Old Town staff because of the color of the uniform and also the logo of Old Town. Lastly is Old Town signature drink which is the white coffee, they have use the white coffee images in their logo that allow people to know that Old Town famous signature drink is white coffee.

Goal, Mission and Vision

Old Town had their own goal, mission and vision which allow them to archieve their own reputation and maintain the relationship with the customer. The main goal of the Old Town is to let everyone enjoy every sip of authentic Ipoh White Coffee in Malaysia anytime and anywhere by opening Old Town White Coffee Restaurant on every single state and places. Their vision and mission is to become the first Asia Pacific’s leading white coffee producer that they had provide high quality products to the customer all around the world. They had advertise and promote their unique and special taste of Malaysia and would continuously innovation and improve the expectation of the customer can lead the market.

As market leader, Old Town White Coffee was pride in themselves to be at the first of the group and they made a standard as a balance excellence and pushing other brands to do the same on what they did by embracing the diversity, adopt the standards of international, accept the challenge and lastly having a good business practices at the same moment by inspiring the rest of the other company to follow their path on becoming a successfully market leader. Old Town White Coffee strive so hard and continuously improve on what they lack and weaknesses in the market and incorporate innovation with the technology in their commitment by increasing and maintaining the customer value in both of their products and services that they had provide to the customer. By the core value of Old Town, they are more consistency, continuity of the growth that can uphold their brands reputation as a praise of “the early and yet the best” by giving services and deliver their product to the customer. Their performances had given them confident on the growth that never end and customer had trusted their quality of the product.

On together with the core value of Old Town White Coffee’s on the transparency policies and achievement goals, they enable to move forward as one of the responsive team and deliver their best services and products to the customer. On the originality and creativity aspect, they had spread through the new on setting the precedence in the local market and develop a new extension line on creating new products to the consumer by having analysis and survey on the customer need and wants according to the changing time and changing environment. Old town had successfully embrace good services and products and they keep on practicing the quality of it and conduct their company and business integrity that they earn the respect of the customer and earn their trust and loyalty.

Corporate Advertising

Corporate advertising can be defined as the paid use of media that seeks to benefit the image of the corporation and the corporate image advertising should “brand” a company that the way product advertising brands of a product. There are three categories of corporate advertising which is advertising to reinforce identity or enhance image, advertising to attract investment and also the advertisement to influence opinions. Besides that, the reasons that companies invest in corporate advertising campaigns are to increase company sales, create a stronger reputation of the organization as well as retain and recruit employees.

Old Town White Coffee had very success in the corporate advertising and they did a very well job on this. During the interview with the Pavilion brunch’s manager of Old Town White Coffee, she told us that the way they do the corporate advertising is to placed TV advertisement, radio and print advertisement as well as bunting and banners. Those advertising channel that they using is to aim and enhance their brand image and reputation and make their brand become more famous and popular. On the other hand, she has informed us that their companies, Old Town White Coffee will done the company advertise when the there is a Low Sales Marketing Plan (LSM) promotion is launching soon. The advertisement will been advertise around four months once. It is able to inform and announce the news or promotion to the public and also let the public recall their “Old Town White Coffee” brand. Thus, indirectly increase their sales and enhance their reputation and image.

These LSM Project which is the Low Sales Marketing Plan that carrying by Old Town White Coffee has bring the meaning to increase sales and achieve sustainable competitive advantages in the process that can allow them to concentrate with its limited resources on the greatest opportunities. They have making a few of corporate advertisement through places such as TV commercial, newspaper and internet throughout the years. When the advertisement or a promotion cannot succeed and meet the target revenue in the first expectation, the corporate will apply the second proposal to the advertising purpose. It is the action that taken by the Old Town White Coffee corporate company to carry out a better plan to cover with the failed advertising plan. With the marketing strategy, they will not totally give up the failure plan. Although there is a second plan coming up, the company will still continue advertising the failure advertisement to have a second try for up selling to the consumer. 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 correction and make it to a better plan.

Old Town White Coffee has impressed lots of customer with their advertisement. One of the most welcomed advertising plans is the breakfast and lunch set advertising. From the advertisement, customers get the information and knowledge from the value of the advertising plan. The marketing strategy can meet the customer expectations wants and needs. Besides that, Old Town White Coffee corporate also advertises with Genting Highland Berhad and given out the cash voucher of RM10.00. It is and collaborates between Old Town White Coffee and Genting Casino for the advertising purpose. Consumer has to gain points from their Genting card in order to get the cash voucher. This is what Old Town White Coffee has created a plan to advertising the brands and benefits in return to their customer. Furthermore, the most impressed for the customer is the ”My Set” set menu that still now available in the old town menu. The advertising plan mostly boosts up the revenue and attracts lots of customer. Customer willing to spent time to get their valuable menus item to fulfill their satisfaction. It is a successful advertising plan that can impress and also a benefits return back to the customer. There is a win-win situation in term of the corporate and also the consumer.

The summary of the corporate advertising’s spot and insertion by Old Town White Coffee:

Corporate Communication

First of all, what is the corporate communication? Actually corporate communication also can know as public relation in the last time. Corporate communication is a method that giving out the message of the corporation wants to perform to public. Corporate communication helps company to build up the image, identity and reputation. It is important and necessary 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 belief to the company itself.

According to our interviewer, Old Town Manager Mrs. Loo, she stated that corporate communication is very important to Old Town. She had clearly mentioned that corporate communication could help to increase their reputation. Old Town could able to compete and survive in between strong competitors around if they had a successful corporate communication. Besides that, it also may help to retain the customer loyalty and bring the return business to Old Town.

Mrs. Loo had explained that Old Town had done many hard works on corporate communication issues. From the corporate communication, it can be divided into internal communication and external communication. According to Mrs. Loo, Old Town had practiced the internal communication among the employee and company. Internal communication is the communication that exists within the organization. Old Town will provide training to their employee to improve and nurture their skill and knowledge. Training is necessary to make sure they can perform well on the job. Besides that, all potential and valuable employee will have a promotion opportunity to become supervisor or manager by go through training and study classes. And the manager level employee will have a chance to invest to Old Town outlet that they working on. By this, employee will continuously work for Old Town, increase employee’s loyalty and decrease employee’s turnover rate. Internal communication is important because it can help to retain the loyalty of employee. A failure internal communication will make Old Town encounter the loss of skillful and knowledgeable employee if they quit from the job.

To give back to society, Old Town has done great social responsibility through Old Town Children Care Fund (OCAF). Though OCAF, Old Town are looking a way to help those underprivileged children having a better lives around Malaysia. Old Town had organized a lot of activities such as school program, money donation, charity movie outing, trips, festival visitation and others. Besides that, Old Town also established Old Town Earth Care to nurture the environmentally thinking practices with a variety of activities such as garden greening competition and published earth care coloring book to primary school students. Through these activities, Old Town hopefully sent out the environmentally conscious message to the public. Through the social responsibility that did by Old Town, it may help to strengthen Old Town’s image and maintain their reputation on this society. Besides that, the brand name also can easy to recall back my people while Old Town’s contribution to society had got a lot of attention and followed by people.

Conclusion

In a conclusion, by doing this assignment, we have a better understanding about the corporate communication of a particular cooperation. For example we already learn about how the corporate shaping their identity, image and reputation. Besides that, we also know how the corporate advertise and the importance of corporate communication.

Other than that, on the ways to completing the assignment, we also learn the ways on how to find the information from the internet and also some of the sources that allow us to find the information. We also appreciate that the managers that we interviewed were giving us fully and enough of information to complete our report.

Moreover, we would like to give our thanks to our lecture and our tutor, Miss Loh in order for giving information and guidelines to us while we are completing the assignment. Lastly, we would also like to give thanks to each of our group and also class member who also associate us in completing this report.

References

Reference

Old Town White Coffee, Our Life, Our Philosophy, viewed 10 June 2012,

Old Town White Coffee, Outlets Menu, Set Menu, viewed 13 June 2012,

Old Town White Coffee, Our Business, Company Profile, viewed 17 June 2012,

Old Town White Coffee, Our Business, Social Responsibility, viewed 27 June 2012,

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