MULTIMEDIA UNIVERSITY OF KENYA

BACHELOR OF APPLIED COMMUNICATION

IMMANUEL KIPNG'ETICH

MCS 233_049/2019

CORPORATE ADVERTISING

MAC 2321

SERVICE, PRODUCT &PROGRAM CONCEPT PAPERS

CONCEPT PAPER FOR INSURANCE SERVICE

TITLE

Royalty Insurance Co LTD

Insurance Services

BACKGROUND

Royalty Insurance company provides insurance services.The company's is headquartered at

Nairobi Kenya.It is also one of the largest insurance services provider in East Africa and has
branches in all countries in the East Afrucam Community. .It offers various insurance services
which include the following:

 Health insurance
 Motor
 Travel
 Life Insurance

The company has opted to employ the use of a poster to advertise its services to the

market.

Location: Head Office at Power Centre, Ring Road Parklands

Contact Information

Mobile no: (+254) 792725536 Safaricom

(+254) 734001230 Airtel

Email: royaltyinsurance@gmail.com

Website: www.royaltyinsurance.ke

Features of Insurance Contract

 Contribution
 Mitigation of loss
 Subrogation
 Insurable Interest
 Contract of Utmost Good Faith
  Indemnio

Benefits of the Insurance Contract

 Contribution Ensures that compensation occurs hence putting the insured into the prior
position
 Mitigation of Loss aims at minimizing the loss,
 Subrogation_ Ensures that compensation occurs when a risk occurs
 Insurable Interest Ensures that claims are settled between the insurer and the customer
and that the customer is the one who will be covered.
 Contract of Utmost Good Faith_. It is important to the insurer that they have a full and
accurate picture of the risk that is proposed
 Indemnio_nominates insurer's dependents to receive the policy amount in the event of
his death, prior to the stipulated or agreed period.

OBJECTIVES OF THE INSURANCE SERVICES

 Minimization of losses arising from future risks and uncertainties

 It minimizes the risk through proper planning and administration
 Generation Of Capital
 Granting security against losses and damages to people

USP

Power insurance is the largest and no 1 insurer in East Africa providing insurance services to
over 1million people

Slogan

A Day Without Insurance is Like a Day Without Sunshine.

Tagline

Insuring better life, happiness and wellbeing.

TARGET MARKET

 Life Insurance policy targets adults in the 31–45 age group. These consumers are in the
process of getting married, having children and buying homes.
 Motor_ targets vehicle owners, both in the private and public domain
 Pet policy_ target pet owners in Kenya
 Health insurance policy_ includes patients and families, communities, doctors, medical
personnel, hospital staff, and society
  Travel policy_ the target market is people who regularly travel in via air .

DESIGN ELEMENTS

Shape _Rectangle

Text color __blue ,white and black

Orientation_ Portrait orientation

Size_ The poster will be of standard size 8.5×11

Color _ background colours will be_red,yellow and dark blue

Texture_tactile texture

Lines_Straight lines

Logo

 Blue in color
 Placement is at the left top corner of the poster

BUDGET

The first production will entail 1000 copies being distributed

Item Cost(ksh)

Personell 50,000

Design and Production 30,000

Printing and Distribution 20,000

Total 100,000
CONCEPT PAPER FOR PRODUCT

TITLE

Royalty Sports Wear

Stats Tracker Training Kits

BACKGROUND

Royalty Sports Wear Company is a corporation that is engaged in the design, development,
manufacturing and marketing of sports kits. The company has its headquarters in Nairobi and is
the largest supplier of sports wear in the country.

The company has introduced a new product which is sports training kits into the market
recently and is looking forward to advertise it. The company has opted to advertise the product
by means of a billboard in order to attract more sales.
Contact Information

Mobile no: (+254) 701659430 Safaricom

Email: royaltysports@gmail.com

Website: www.royaltysportswear.ke

FEATURES AND BENEFITS

Our product is a stats tracker training kit that that can be worn during training to track distance
covered, speed, sprints, heart rate, and more which is key to improving your physical ability and
to see what kind of training is punishing you to your limits.

The vests come with a GPS Performance Tracker which records the stats .

The product is fitted with a Athlete Series App where you can compare live data with friends
and teammates which can be used to compete to help push each other further during practice.

Ultimately, the Royalty Stats tracker training Kits are a high-end product that should provide
useful data surrounding your training so you can see where you need to improve physically.

OBJECTIVES

1.To provide sports wear that will assure comfort to the athletes

2.To promote the health of the wearer using the product

3.Our product will have features that will improve the athlete's performance.

4.Generation of capital

TARGET AUDIENCE

 Sporting clubs as the kits will be useful in training as it has many benefits which have
been outlined.
 Athletes who wish to track their performance while conducting their training
 Sporting Academies in the country as the kit will boost performance of the kids in the
academies
 The product will also target people who engage in fitness practices such as runs
USP

Royalty Stats Tracker Training kits is best tracker kit providing the best performance to the
users.

TAGLINE

Ensuring better sporting performance

DESIGN ELEMENTS

Shape _rectangular in shape

Orientation_Portraut

Size_standard sizev 8.5×11

Color _background colour will be black,yellow and white to make the poster more appealing to
the audience

Texture_tactile

Lines_straight line

Text color _black

Contact Details

At bottom left place of posters

BUDGET

500 copies will be produced at first production

Item Cost (ksh)

Personell 50,000

Design and Production 30,000

Printing and Distribution 20,000

Total 80,000
CONCEPT PAPER FOR PROGRAM

TITLE

Nutrition Awareness Program

BACKGROUND

The Royalty Foundation is a non_profit organization that has partnered with the Ministry Of Health
Kenya since 2015 in the development and implementation of this highly-successful initiative that targets
the eating habits of children in the country. Integrating a dietary workshop into parent engagement
programming enables the initiative to further expand participants’ focus to include improving the
overall health and wellness outcomes of their families, a critical factor in the overall goal of improving
the educational outcomes of their children.The workshops underscore the importance of delivering
nutrition based sessions to all schools in the country and also to parents.

With the National Nutrition Week being observed in June, the foundation has proposed to set off a
series of interventions in the form of awareness programmes in schools on nutritional health in the
district. The program will also include workshops that will target parents. The awareness programmes
will be followed by a National Nutrition Awareness Walk that will take place in the last day of the
nutrition week. A fee will be required for one to talk part in the workshops and walks with the schools
also required to pay for the programmes. The proceeds from the initiative will go to the feeding program
for Orphanages in Kenya.
The awareness program shall be planned through the Ministry Of Health Kenya in coordination with the
ministry of education.A poster will be employed to advertise the programme in order to attract the
attention of the audience.

CONTACT INFORMATION

Mobile no: (+254) 701659430 Safaricom

Email: royaltyfoundation@gmail.com

Website: www.royaltyfoundatiob.ke

GOALS

The goal of nutrition education is to reinforce specific nutrition-related practices or behaviours to

change habits that contribute to poor health

OBJECTIVES

1. Promoting desirable food behaviour and nutritional practice

2. Increasing the nutrition knowledge and awareness of the public and of policy-makers.
3. Increasing the diversity and quantity of family food supplies.
4. Improving health behavior at home and in schools

TARGET AUDIENCE

 Schools as the programme will provide useful information about nutrition

 Parents will obtain useful information that will enable them to boost the nutrition of their
children.
 Children will be taught about the importance of nutrition and how to achieve it.
 Ministry of Health as the programme will provide information for the nutritional needs of the
population and of individuals and the importance of ensuring the quality and safety of the food
supply.

DESIGN ELEMENTS

Shape _ rectangular shape

Orientation_portrait

Size_standard size 8.5×11 to accomodate all the information

Background color_ green and white colour to make the poster colourfull hence will attract more
attention

Texture_ tactile texture

Lines_ Straight lines

Text color _gold,black and brown

Contact Details_placement is at left bottom of the poster

BUDGET

1500 copies will first be produced

Item Cost

Personell 50,000

Design and Production 30,000

Printing and Distribution 30,000

Total 110,000