BB Furniture Launches New Fire Resistant Products - Essay Example

BB Furniture Launches New Fire Resistant Products: A Hong Kong Public Relations Program for the Period July 2006 to June 2007 Fire resistant furniture are not only practical in office settings such as fire-resistant filing cabinets and safes. They are now more and more becoming useful and practical as fire retardant in homes and commercial establishments as more fire cases are brought to the attention of the Hong Kong Fire Services. This project proposal will promote the corporate image as well as the launching of the fire resistant products of BB Furniture Co., Ltd. It will capitalize on the quality of the products as well as the fire-resistant attributes that is best marketed in a fire-dangerous Hong Kong environment taking into account public information and awareness campaigns as well as the Hong Kong Fire Services projects and programs. BB Furniture Co., Ltd., shall also be promoting its corporate image by sponsoring fire emergency training programs of the departmnent in commercial and domestic settings taking advantage of the chance to build awareness about the fire-resistant products of the company. Introduction Hong Kong Fire Services Director Kwok Jing-keung acknowledged in his 2004 message that (Jing-keung, 2004) that the government's budgetary constraints continued to pose serious challenge although he admonished not to compromise the department's service standards. He outlined an alternative to trim expenditure and enhance cost-effectiveness as new fire-fighting appliances and equipment were procured as well as strengthening efficiency through fire-fighting programmes and rescue and risk management. He also noted over 65,000 volunteers from the community while leaders were appointed as Honorary Presidents for the Fire Safety Ambassador Clubs in local districts as early as 2005. He also added that between 1996 to 2005, the Department reports the following fatalities in fires between the same period: 66 recorded deaths in 1996, 47 in 1997, 14 in 1998, 29 in 1999, and 20 in 2000. Likewise, there were 32 recorded deaths in 2001, 25 in 2002, 25 in 2003, 9 in 2004 and 15 in 2005. Injuries in fires are 618 in 2000, 468 in 2001, 515 in 2002, 434 in 2003, 451 in 2004 and 367 in 2005. The report also indicated various classification of fire emergencies that occurred between 2004 and 2005 (please see Appendix). All these data point out to the fact the fire accidents actually occur and frequency cannot be predetermined as well as the place and time it could happen. This makes precaution, proper training and safety campaigns very important. Role of BB Furniture As fire-resistant furniture, BB Furniture products shall serve as fire-retardant whenever is used in domestic, institutional or commercial settings as in school, church, businesses, among other places where people or the public gather. BB Furniture, in its public relations campaign as sponsor for fire safety training and mass awareness campaign will also build awareness of its brand name and corporate image to the public, institutions, private and individual consumers alike. Rationale Fire emergencies have caused lives and damages in all parts of the world as accidents and arson cases were recorded all throughout. Hong Kong per se is not spared of this kind of emergency no matter how people may avoid this and no matter how prepared the private and public sector may be. Through mass-awareness campaigns, fire emergency damages may be diminished or entirely avoided. With a product that perfectly fit this setting, BB Furniture shall bank on fire safety trainings and awareness campaigns, working with the public and the private sector. In this way, BB Furniture shall make its indelible mark in the consumers' minds that will hopefully affect their purchase of the fire-resistant furniture, and lifestyle. Entering Public Consciousness. BB Furnitures and Co., Ltd. As well as its fire-resistant products could penetrate public consciousness through mass awareness campaigns that shall include multi-media advertising and promotions simultaneous with its public relations campaigns. Corporate image have always relied on the branded product promise and delivery of the promise. According to Gretz (2000), branded products are in demand and that the brand-conscious consumer is growing. Randall (1997) added that brands are more than just a name or logo as consumers are buying into the identity of the brand which to them has much more worth. The successful brands establish special relationship with their customers as they inspire loyalty and devotion based not only on tangible but also intangible attributes that evoke strong emotional responses (Randall, 1997). With the entry of fire-resistant BB Furniture in the market, it is necessary that the quality and the fire-resistant attributes be made known to the consumer. Simultaneous with the awareness campaign as the crux of this project must be the delivery of the promise which at most points could only be determined in actual fire emergency cases. It is then necessary that this fire-resistant attribute could be demonstrated to the public in all Hong Kong fire emergency training and awareness campaigns that BB Furniture shall sponsor. Hong Kong became the Hong Kong Special Administrative Region (SAR) of China in July 1997 under a "one country, two systems" formula (CIA, 2006) retaining the democracy as well as free-market economy it enjoyed prior to the turnover from the UK. Except for defence and external or foreign affairs, Hong Kong will be as it is for about 50 years. With about 6,940,432 July 2006 population, Hong Kong is composed of a 73.7 workforce aged between 15-64 years old. As a free market, entrepot economy, Hong Kong is highly dependent on international trade since natural resources, food and raw materials are limited. With extensive trade relations with China and Macau (SAR), it is now slowly integrating its economy to the mainland and China's growing openness to the market economy (CIA, 2006) facilitated a harmonious trading relations. Availability of Information Information shall be easily available as BB Furniture will tie up with private entities such as retail outlet of products, supplier partners, among other companies where consumer may have direct contact with. Flier-brochures on fire safety and emergency awareness campaigns shall be positioned in these establishments as public service. Likewise, non-government and civic organisations shall also be tapped as partners in these campaigns in fire safety trainings like evacuation and building or domestic fire safety seminars. These organizations include (please list down three possible Hong Kong organisation that may promote fire safety trainings or seminars) The Hong Kong Fire Services Department shall also have a major role in this campaign as partner or co-presentor of free fire safety trainings and seminars. Further, multi-media approach for announcement of these trainings and workshops shall be tied up with co-sponsors and the media, from radio, print, internet, and television. Other forms of announcement such as direct mails and posters or streamers shall also be applied. Accessibility by the Public With the fliers and brochures in circulation among probable consumers, it is very likely that they will check out listed BB Furniture in their nearest furniture shop or dealer since all the outlets shall be listed in the fire safety brochure. Likewise, the distribution department shall be responsible with the availability of fire-resistant furnitures in acknowledged dealers and outlets as well as the company display room. Both information and product are accessible through the fire safety brochures and the product retailers and wholesalers. This is also backed up by news releases in major dailies and magazines (please provide a list of about five HK dailies & magazines), radio, television and internet information campaigns. Coordination with Schools There would definitely be a close coordination with schools as the institutions are also not spared of fire emergencies. BB Furniture shall establish contact and workshop with school administration or management as well as the teachers, staff and students. This will definitely add and multiply information awareness and probability of consumer movement. It is not very often that the private sector sponsor low-key events such as fire safety trainings and seminars and lack of government or public (Jeng-keung, 2004) budget all the more rarify these kinds of undertakings. It is with this premise that makes the campaign a welcome event among the academic sector. Entering Public Consciousness Already, with a very relevant and practical campaign, fire resistant BB furnitures will penetrate public consciousness. Fire safety trainings and seminars are very much welcome and never outdated among the private and public sector. Its practicality and usefulness is needed by all private enterprises, from retailers, wholesalers, manufacturers, and much more by all consumers since fire emergency cases do not pick age, gender, or class. BB Furniture is in a very advantageous position in this public relations campaign considering all of the posibilities of fire emergency and the lack of support by the private sector on these kinds of undertakings. Partnerships Much support in information dissemination, financial and manpower is already very possible from the Hong Kong Fire Services Department. From the printing and circulation of brochures and other information campaigns, there is much to expect from the government and public sector. The media shall also be very useful at this news dissemination campaign. Likewise, non-government and civic organizations are ready to lend their support in gathering participants for these trainings, provision of training or seminar venue, dissemination of information, among other participation. They, too, could definitely gauge the importance and practicality of such a campaign. Program/Campaign ACTIVITIES DURATION COST ESTIMATE Information Research July 2006 -August 2006 Printing (Brochures), multi-media promotions July 2006-September 2006 Press conference Monthly Actual Training September 2006 to June 2007 News Releases for radio, television, newspapers & news web-sites July 2006 to June 2007 Evaluation & Assessment June 2007 Breakdown of the Activities Information research shall focus on the details about the product that may include quality tests and international standard, as well as the risks for every consumer regarding fire accidents. The information shall also include retardant percentage of BB products in case of fire. These details, together with fire safety procedures in emergency cases shall be included the fire safe6ty brochures for public dissemination. In this instance, media listing is also finalized, to include names of beat writers or reporters, editors, or desk editors, contact number, mailing and e-mail addresses, office phone number and schedule of office report. This will assist in the proper and strategic dissemination of information to the media. Likewise, media or press conference that predates all news releases and trainings is short-listed, whom to include, who will be the major speakers or resource persons, with preference to the director of the HKFSD and supporting organization/s. Press / News Releases It is necessary as a public relations campaign that BB Furniture use the media networks not only through advertisements but through public service which is through the sponsorship of fire safety trainings which may be given free to the public, through non-government organizations and schools or campuses. Following is the necessary content of the Media or News Releases: Fire Safety Training at HK International School BB Furniture Co., Ltd., in cooperation with the Hong Kong Fire Services Department and the Hong Kong Trade Development Council will conduct the first "Fire Safety Training" at the Hong Kong International School audio-visual room on October 28, 2006 at 4 in the afternoon. The training aims to inform and practice the student body and the school staff what to do in a fire emergency situation in order to save their own lives. They will be trained on how to detect an emergency and how to act accordingly in order to avoid stampede and other injurious acts. Hong Kong has thousands of fire emergency cases per annum and the last recorded fatalities in 2005 alone is 15 as reported by the Hong Kong Fire Services Department. The HKFSD coordinated with the BB Furniture for the free training which will be conducted once a month starting in September until June 2007 in other schools and institutions. This will also be in collaboration with various non-government agencies and organizations. Besides the trainings, BB Furniture and HKFSD also distributes free fire emergency brochures to the public. These may be availed in all BB Furniture outlet, schools, and at the local fire safety council. BB Furniture is the manufacturer of fire-resistant chairs, cabinets and chests available in all major department stores all over Hong Kong. BB furniture uses well-developed materials that also acts as fire retardant in case of fire emergency situation. These products may be used at home or in schools, churches, auditoriums, and where mass seating and mass gatherings are conducted. For details and more information, please call BB Furniture at _____. ### The news releases may be updated and released at least twice a month, at least 20 days prior to the corresponding schedule of training to allow news editors find appropriate date of release. The above news release may be distributed to major or local radio and television stations, web hosts and publications all throughout the duration of the campaign. This year-long campaign will build trust to BB Furniture as a brand and as a company, reliability, as well as recall among consumers. The campaign, with multi-media advertising support will have a sweeping information campaign effect. Research Details about the product Short-list of media for conference Brochure information completion Co-sponsors/ Cooperating Organizations Schedule of trainings Other details Progression Media Agency July News Release Aug News Release Sept. News Release Oct. News Release Nov. News Release Dec. News Release Jan. News Release Feb News Release Mar News Release April News Release May News Release Training Details Venue Date Training Materials Resource Speakers Logistics Others This Gantt Graph shall monitor the progression of each activity from research to distribution of at least 2 news releases monthly to at least 4 major media or news group (and may be adjusted depending on the availability or target news agencies) as well as training process itself. Conclusion With all of the above discussion and probability, BB Furniture Co., Ltd. will not only be able to practically promote its fire-resistant furniture but also do practical service and invaluable support to the public. With the product ready to deliver its promise and usefulness in a modern Hong Kong environment, from domestic to commercial, it is also ready to conquer the market. The proper use of the media, the public and the private sector in the information dissemination campaign through the sponsorship of trainings and seminars will add not only prestige to BB Furniture Co. Ltd. But also to its products and the sectors it will be working with, making the corporate image responsible in civic and social duties. Reference AC Nielsen. "Hong Kong People are Brand conscious." April 27, 2006. Central Intelligence Agency (CIA). "Hong Kong SAR." World Factbook. 2006. China Commercial News. "Revival of China's Private Enterprises.March/April 1994. Global Sources. "Fire-resistant sofa for children." Dec. 5, 2005. from http://www.globalsources.com/gsol/I/Childrens-furniture/a/9000000069430.htm Gretz, F. "The shop-in-shop concept." Stores & Shop January 2000. Jing-keung Kwok. Hong Kong Fire Services Review 2003-2004. From http://www.hkfsd.gov.hk/home/images/review_04_05/2_Director_review.pdf National Institute of Standards and technology (NIST). "NIST in Your Furniture." April 15, 1999. Randall, G. "Branding: a practical guide to planning, organizing and strategy." Kogan Page. 1997. Appendix: Fire Venue: Year: 2004 2005 Public areas 497 413 Squatter areas 100 47 Housing estates 1618 1526 Factory buildings 160 149 Institutional buildings 163 191 Commercial premises 452 472 Domestic building 2241 1827 Electric 85 94 Vegetation 2115 1664 Vessels 27 37 Unwanted alarms 480 414 Others 1,985 1649 Read More