FACULTY

FACULTY OF MANAGEMENT

SUBJECT TITLE/CODE
SBSF4043-01 BRAND MANAGEMENT

PROPOSAL
JHC STABLE SQUAD :
JOHOR HORSE CARRIAGE BRANDING STRATEGIES

PREPARED BY:
NOR SUHAIZI BINTI MAHDAN
DIRECTOR OF
JHC STABLE SQUAD
Introduction In the realm of brand management, innovation and adaptability
are pivotal for sustained success. This proposal outlines a
dynamic branding strategy for Johor Horse Carriage, Tanjung
Balau, crafted by a diligent brand management student. The
focus is on introducing the JHC Zoo-lunteer program and a
tailored social media strategy, with the target market being
families. The central brand message, "JHC Delights: Creating
Family Memories in Every Stride," underscores our commitment
to enhancing family experiences.

This proposal is a culmination of rigorous research, strategic

thinking, and creative insights, aligning with academic principles
and industry relevance. The subsequent sections detail the
objectives, date & venue, tentative, budget estimation, list
participants for the JHC Zoo-lunteer program and social media
branding strategy. Our goal is to position Johor Horse Carriage
as a facilitator of cherished memories, fostering brand loyalty
and market prominence.

Objectives 1. Enhance Brand Engagement

The primary objective is to elevate brand engagement by

introducing the JHC Stable Squad (volunteer program).
This initiative aims to actively involve families in the
Johor Horse Carriage experience, creating profound
connections and unforgettable moments. Through this,
we anticipate fostering lasting relationships and building
brand loyalty.

2. Optimize Online Visibility

A pivotal focus will be placed on enhancing Johor Horse

Carriage's online visibility through a tailored social
media branding strategy. By strategically curating
engaging content, promotions, and interactive campaigns,
we seek to expand our reach to families. A strengthened
online presence is integral to attracting new customers
and retaining existing ones, aligning with contemporary
consumer behaviors.
 3. Exemplary Project Management Proficiency

This project aims to enhance the student's project

management skills by successfully executing the JHC
JHC Stable Squad (volunteer program) and social media
branding strategy. The objective is to refine
organizational and time-management abilities,
demonstrating the student's capability to navigate
complexities, mitigate risks, and deliver successful
outcomes within defined timelines. This hands-on
experience underscores practical application and
contributes to the student's professional growth in brand
management.

Date & Venue Friday

22 December 2023
Johor Horse Carriage, Tanjung Balau, Johor

Activities Plan Refer Attachment I

Tentative Refer Attachment II

Budget Estimation Refer Attachment III

List Participants Refer Attachment IV

Conclusion In essence, this proposal aims to guide Johor Horse Carriage

towards becoming a brand synonymous with unforgettable
family experiences. Through strategic innovation, we aspire to
elevate the brand into a vital part of the familial tapestry,
creating a lasting legacy in the world of experiential brand
engagement.

Prepared by

……………………………..
(Nor Suhaizi Binti Mahdan)
Director of JHC V-Force
011-1930 9983
Verified by

……………………………..
(Ahmad Sharifuddin Bin Shamsuddin)
Lecturer of
SBSF4043 Brand Management
0xx-xxxx xxxx
 Attachment I
JHC Stable Squad Activity Plan

1.0 Objective
Elevate Brand Engagement through JHC Stable Squad

1.1 Introduction
The JHC Stable Squad initiative is designed to actively involve families in the Johor Horse
Carriage experience, fostering lasting connections and building brand loyalty. The following
activity plan outlines the tasks and activities under the JHC Stable Squad program.

1.2 Activities
1.2.1 Horse Stable Cleaning
● Objective: Ensure the well-being of our horses and maintain a clean, safe
environment.
● Activity: Volunteers will be trained in proper horse stable cleaning procedures,
including removal of waste, arranging bedding, and sanitizing stable areas.

1.2.2 Horse Food & Drink

● Objective: Provide hands-on experience in horse care and nutrition.
● Activity: Volunteers will assist in preparing and serving food and drinks for the
horses, learning about proper nutrition and feeding schedules.

1.2.3 Horse Carriage Cleaning

● Objective: Maintain the cleanliness and appeal of Johor Horse Carriages.
● Activity: Volunteers will be responsible for cleaning and polishing the horse
carriages, ensuring they are presentable and well-maintained.

1.2.4 Garbage Disposal

● Objective: Foster a clean and eco-friendly environment around the stables.
 ● Activity: Volunteers will manage garbage disposal, segregating waste, and
ensuring proper disposal practices.

1.3 Training and Orientation

● All volunteers will undergo an orientation session to familiarize them with horse care and
safety protocols.
● Task-specific training sessions will be conducted to ensure volunteers are proficient in
their assigned activities.

1.4 Recognition and Rewards

● Acknowledge the efforts of JHC Stable Squad volunteers through a recognition program,
including e-certificates.

1.5 Evaluation
● Conduct periodic evaluations to gather feedback from volunteers and assess the
program's effectiveness.
● Use feedback to make necessary adjustments and improvements to the JHC Stable Squad
initiative.

By implementing this activity plan, Johor Horse Carriage aims to create a mutually beneficial
and engaging experience for both volunteers and the brand, enhancing overall brand engagement
and loyalty within the community.
2. JHC Social Media Branding Strategy Activity Plan

2.0 Objective
Enhance JHC's Online Presence and Brand Image through Engaging Content**

2.1 Poster Campaign

2.1.1 Introducing "JHC Stable Squad" Volunteer Program:**
● Design: Create visually appealing posters introducing the JHC Stable Squad
volunteer program.
● Content: Highlight the benefits of joining, tasks involved, and the sense of
community. Include a call-to-action for interested individuals to sign up.
● Frequency: Launch the poster campaign bi-weekly for a month across Instagram
stories and posts.

2.1.2 Overall Package at JHC

● Design: Develop an informative poster showcasing the comprehensive experience
package at JHC, including carriage rides, stable tours, and volunteer
opportunities.
● Content: Emphasize the unique offerings, pricing details, and a captivating visual
collage of the overall JHC experience.
● Frequency: Share the poster monthly as a part of a recurring promotion series.

2.2 Video Campaign

2.2.1 JHC Brand History
● Video Style: Create a visually engaging video using a combination of historical
footage, images.
● Content: Showcase the progression of JHC over the 8 years, emphasizing key
milestones, memorable events, and contributions to the community.
● Frequency: Launch the video quarterly as part of a series highlighting JHC's
legacy.
 2.2.2 Behind the Scenes: Carriage Maintenance
● Video Style: Develop a behind-the-scenes video showcasing the meticulous
maintenance of horse carriages, featuring interviews with the dedicated staff.
● Content: Offer insights into the care and commitment invested in preserving these
historical vehicles.
● Frequency: Share the video monthly to provide a recurring look into JHC's
commitment to maintaining quality.

2.2.3 JHC Family Riding Diaries (Customer Experience Review)

● Video Style: Curate a series of short videos capturing genuine family riding
experiences, including interviews, scenic views, and reactions.
● Content: Highlight the joy and excitement families experience during horse
carriage rides, incorporating positive customer testimonials.
● Frequency: Share a new episode bi-weekly to maintain a consistent flow of
customer-centric content.

2.3 Monitoring and Analytics

● Regularly analyze engagement metrics such as likes, shares, and comments.
● Adjust the content strategy based on audience feedback and evolving trends.

By executing this activity plan, JHC aims to not only elevate its online presence but also create a
dynamic and engaging social media environment, fostering a sense of community and
showcasing the brand's commitment to history, maintenance, and positive customer experiences.
 Attachment II

TIME ACTIVITY

6.00 Departure from UTM

7.30 Arrival at JHC Tg Balau

7.30 - 8.00 Briefing

8.00 - 10.00 JHC Stable Squad

10.00 - 12.00 Video Shoot

12.00 - 3.00 ● Lunch

● Friday Prayer

3.00 - 4.00 Closing Ceremony

4.00 Departure back to UTM

 Attachment III
BUDGET ESTIMATION

Section A: Income Estimation

Faculty of Management RM1,000

Participation Fee (RM15 x 42 students) RM630

TOTAL RM1,630

Section B: Expenses Estimation

No. Expenses Price Per Unit Quantity Total

(RM) (X) (RM)

1 Banner (4ft x 6ft) 24 1 24

2 Breakfast 2 44 88

3 Mineral Water 16 2 32
(500ml x 24)

4 Lunch 10 44 440

5 Bus 1 1000

6 Souvenir - 2 -

TOTAL RM1,584
 Attachment IV
NO. NAME MATRIC I/C / GENDER CITIZENSH
IP
PASSPORT

1. AMELIA CHEN CHWEE WEI A20BS0011 000604-10-1348 FEMALE MALAYSIA

2. ENG JIA RUI A20BS0025 001007-01-1488 FEMALE MALAYSIA

3. JEONGYEON CHOI X23BS0011 202309F10326 FEMALE KOREA

4. JONG SOON TING A20BS0039 000119-13-1076 FEMALE MALAYSIA

5. LEN JIA YUAN A20BS0046 000601-08-1038 FEMALE MALAYSIA

6. LI RUNHAN X23BS0008 202309F10299 FEMALE CHINA

7. LIM MING XUE A20BS0050 000724-01-0862 FEMALE MALAYSIA

8. LIM SI QI A20BS0051 990918-01-5130 FEMALE MALAYSIA

9. LIM XIN YUN A20BS0054 001026-02-0494 FEMALE MALAYSIA

10. LING CHEE YEN A20BS0055 000729-13-0804 FEMALE MALAYSIA

11. NOR LAILY BINTI ABDUL

LATIFF A20BS0080 011128-01-0384 FEMALE MALAYSIA

12. NOR SUHAIZI BINTI MAHDAN A20BS0081 000227-01-1186 FEMALE MALAYSIA

13. NORWAJIHAH BINTI ZAILANI A21BS0077 000926-01-0502 FEMALE MALAYSIA

14. NUR AINA BADRINA BINTI

MOHD RAHIM A20BS0084 000704-11-0460 FEMALE MALAYSIA

15. NUR ATHIRAH BINTI ANWAR A20BS0086 225140902 FEMALE MALAYSIA

16. NUR HANNANI BINTI MOHD

HAZLEY A20BS0091 000917-05-0094 FEMALE MALAYSIA

17. NUR NADIA NAJIHAH BINTI

AZADAN A20BS0094 000412-01-2340 FEMALE MALAYSIA
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19. PANG SIEW YING A20BS0110 000411-14-1028 FEMALE MALAYSIA
20. PHUA SWEE SHI A20BS0111 990515-10-7276 FEMALE MALAYSIA

21. SIA KAI YEE A20BS0124 000810-01-0850 FEMALE MALAYSIA

22. SILJA ANNA KRISTIINA

NIKKANEN X23BS0005 202309F10273 FEMALE FINLAND
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24. SOON YI SIAN A20BS0136 000719-01-1246 FEMALE MALAYSIA

25. SYARIFAH FATIMAH BINTI

SYED ALI A20BS0139 000419-01-1922 FEMALE MALAYSIA
26. TAM YI TING A20BS0141 991018-01-5746 FEMALE MALAYSIA

27. TAN JIA LE A20BS0142 001003-01-0824 FEMALE MALAYSIA

28. TAN SU HAN A20BS0145 000105-01-1612 FEMALE MALAYSIA

29. TENGKU KHAIRUNNISA BINTI

TENGKU MAHMUD MAYIDIN A20BS0147 000111-03-1396 FEMALE MALAYSIA
30. THARISINI DEVI A/P
SUGUMAR A20BS0149 000510-05-0260 FEMALE MALAYSIA
31. UMI SURAYA BINTI MOHD
JAMIL A20BS0151 010219-14-0526 FEMALE MALAYSIA

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NO. NAME MATRIC I/C / GENDER CITIZENSH
IP
PASSPORT

EN. AHMAD SHARIFUDDIN

1. BIN SHAMSUDDIN LECTURER - MALE MALAYSIA
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3. MUHAMMAD KHALIFATWA
ADHIE A19BS3006 202001M10352 MALE INDONESIA
4. MUHAMMAD SHAPIE BIN
MUSA A2PBS0066 010819-01-0047 MALE MALAYSIA
5. MUHAMMED USLU A20BS0226 202010M10531 MALE TURKEY

6. STEPHEN WONG XIN JIAN A20BS0138 000717-01-0055 MALE MALAYSIA

7. TEO KUAN WEI A20BS0148 000430-01-0111 MALE MALAYSIA

8. WEI YISONG X23BS0010 202309M10318 MALE CHINA

9. YAP SENG KLAT A20BS0161 000217-05-0659 MALE MALAYSIA