PROJECT 2

Project proposal Dutch Lady Malaysia

Design Studio

DGB 2314

NAME

MASYKUR BIN MU’EIZ

ID STUDENT

20190737-01-11726

NAME LECTURER

Sir. Simon
TABLE OF CONTENT

NO CONTENT PAGES

1. INTRODUCTION 1-2

2. CREATIVE RATIONAL (Concept) 3-4

3. OBJECTIVES 5

4. ADVERTISING/PROMOTION STRATEGY 6-8

5. CONCLUSION 9
INTRODUCTION

Dutch Lady Milk Industries Berhad (DLMI) is incorporated in 1963 and operating based on
dairy business. Dutch Lady is the first dairy company who listed in Bursa Malaysia and the top
three companies in Malaysia which produce dairy product. The primary activities of Dutch Lady
are manufacture dairy products and distribute local export. During the 45 years of management,
the business operation of Dutch Lady has been well expanded throughout Malaysia. Dutch Lady
Malaysia is leading in milk categories such as UHT milk, Sterilised milk and Growing-Up Milk.
Dutch Lady Malaysia is also the largest purchaser of local fresh milk from the Veterinary
Services Department. It emphasizes taste, health, convenience and reliability. The product range
consists of consumer milk, milk in powder and concentrated form, dairy drinks, yoghurts,
desserts, cream, coffee creamers, baby and infant food, cheese, butter and ingredients. However,
in early 2018 Malaysian’s are shocking by the news of fake milk or milk batch issued after a
child reportedly fell ill from drinking its milk. The milk from the fake Dutch Baby packets Dutch
Lady Curious (900g) product with the specific batch no. 1023C7WA. were labelled 102 while
the original milk was labelled 101 and other significant differences in terms of colour and the
word ‘Calcium’ which was said to be written differently the incident has seen a triggered
widespread discussion and speculation on social media. The purpose of this case study is to
understand business activity of Dutch Lady and its problems. We also would like to explore
further on actions taken by Dutch Lady after the issued complain by the customers and how they
gain back customer trust and stay relevant in the dairy products business. We will explore on the
nature of entrepreneurship and how entrepreneur think when they get into business risk such as
this issue. To understand more about this case study, we need to know further about Dutch Lady
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Milk. Dutch Lady milk product which include Dutch Lady Pure farm UHT milk, Friso Gold and
formulated milk powder for children Dutch Lady Nutri plan with 5X DHA are distributed to
Peninsular and East Malaysia. Dutch Lady Malaysia's products are certified Halal by the Halal
Hub Division of the Department of Islamic Development,

Malaysia (JAKIM) and the relevant recognized Foreign Halal Certification Bodies and
Authorities. Dutch Lady Malaysia respects the rule of law and therefore, they keep informed of
all legal obligations by complying with legal requirements in all jurisdictions in which the
organization operates, even if those laws and regulations are not adequately forced, ensuring that
our relationships and activities comply with the intended and applicable legal framework and
periodically reviewing compliance with applicable laws and regulations, including those outlined
in Malaysia Food Act 1983 and Regulation 19

In the final negotiation project proposal that I did this aims to tell about what I did in this project
to explain more carefully about the research writing project. Next, in this project explains about
the packaging design of Dutch Lady Malaysia company that I have done to improve the design
of Dutch Lady packaging to be better. In addition, in this process is also done selling to improve
the packaging design problems experienced by Dutch Lady Malaysia companies such as
improving the shape of the packaging box and changing the lid of the box to look like a bottle
because it is safer than spilled to sponsor product quality better.

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CREATIVE RATIONAL (Concept)

In this creative rational packaging design Dutch Lady Malaysia is done to explain the new design
that I did to help Dutch lady Malaysia. Next, in terms of the shape of the packaging that I
designed, they design a unique box to attract customers to buy their product and this unique box
will be able to make it easier for the buyer to hold this milk box because the shape can meet the
palm so that the buyer does not let go or drop this milk box. Apart from that, I also designed the
same milk box lid as the bottle cap and my purpose for this lid is so that the Dutch Lady milk
product does not spill easily and can maintain the quality of the milk. However, the product
details that will be written in full around this milk box for example right left and back and on the
front I put some design of milk that is poured into a cup. In addition, the green land design in
front of this milk box shows the area of cow breeding and food farms for cows. So, I also
designed some details about 100% fresh milk low fat milk and put it down.

CURRENT DESIGN

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NEW DESIGN 3D VERSION

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OBJECTIVES
In the final negotiation project proposal I focused on the objectives of Dutch Lady Malaysia
packaging because their packaging is not very able to attract buyers. Next, my purpose in doing
this project proposal is to help the Dutch Lady Malaysia company renew their packaging design.
In addition, I emphasize the form of packaging design that is more unique than the old packaging
design from Dutch Lady Malaysia. Therefore, I do the same lid design as the bottle because if
you use this bottle cap, the Dutch Lady product will be safer than spilled, it will be able to make
the milk quality better. However, the design on the packaging also plays a very high role to
attract the attention of buyers and therefore I have also created a new design for Dutch Lady
Malaysia.

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ADVERTISING/PROMOTION STRATEGY

STRATEGY

In the packaging design strategy that I do to attract the attention of buyers is to change the
original design to be more unique and very useful to buyers. Apart from that, there are various
ways I try to find out how to help Dutch Lady Malaysia companies to promote fresh milk
products from Dutch Lady Malaysia including using advertisement on social media and ads
signboards. Next, i come out a marketing strategies below:

MARKETING STRATEGIES

To launch an advertisement promoting new packaging on social media poster and ads signboard
for attract consumer buy their product.

 Social media marketing

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 SOCIAL MEDIA MARKETING
Facebook Ads

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 ADS SIGNBOARD MARKETING
Highway Ads

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CONCLUSION
In the conclusion of the final negotiation project proposal that I did to improve the marketing
of Dutch Lady Malaysia In addition, from the effect of the design of Dutch Lady fresh milk
packaging design, I hope buyers will be interested in buying this product. Therefore, I have
also helped the Dutch Lady Malaysia company make new social media poster ads and
signboard ads so that this company can redevelop their product more advanced. However,
with the new packaging design and ads I hope this product will be able to attract the attention
of buyers to try and taste this product.

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