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Getting to Know Our Businesses

  • Writer: Ahmad Ahseek
    Ahmad Ahseek
  • May 4, 2020
  • 4 min read

So we've decided to divide the work between group members just so that the work is done much more quicker. The research that I'll be posting here will be just mine, I might post the link to the other members of the group later on. We've decided to research on the history, foundation, values/moto, important events and the most successful campaign for each businesses, I was to look into the most successful campaigns and their motos.


PAWS



Most Successful Campaigns


Paws did a campaign in 2018 in with the help of “FOREFRONT” in the occasion of Chinese New Year. The called the campaign Pawsperity, since this was the year of the Dog. They used some nostalgic chinese name for the campaign such as wàngcái. The aim was to create awareness about unwanted animals, because one major issue most animal shelter community face since most people want a breed dog or cat, healthy, young and cute, and the others are left alone. Apparently they had an online mini game to depict this issue on Forefront’s website which is currently unavailable. They also designed special angpaos which they selling to obtain money to take care of the 500 unadopted they had.



PAWS in partnership with PLC tried to raise money in the occasion of Christmas in 2019 to reduce the cost of the daily food of the unadopted pets. There was also SASM, CBS and HOPE who participated in this campaign.




After some research on PAWS I found that they are not as affluent as other non business companies who who share the same cause.



They barely talks about themselves, I wasn't able to find any of their core values or whatever, but from the articles that I've read, I found that their aim is to fight against animal violence around Malaysia and help unwanted animals to find a home.


MAYBANK



Key Asset

Teamwork, Integrity, Growth, Excellence and efficient and Relationship Building (TIGER)


Aim

  • Boost socioeconomic condition of society

  • Allow poor credit background at the condition they can prove their situation



They also have 6 substantive value;

  1. Go Ahead (to develop Maybank’s financial strength further while keeping promises intact and even exceeding customer expectations)

  2. Grow (to develop its employees through investment in learning and development)

  3. Fly (promoting regional and international prospects to its employees)

  4. Lead (to achieve excellence and maintain its leadership position)

  5. Create (to encourage creativity in serving all its local and international customers)

  6. Brand (to create strong brand presence and to be continuously committed to achieving leadership positions that align its customers to the talents within the bank)



Most Successful Campaigns


Together with ‘LeoBurnett’ they did a campaign of about 30secs in 2018 showing people jumping around in Malayisa, with words like, ‘Get Ahead’, ‘Want it, Have it’ and ‘Live your dreams’. The video itself has a very ‘teenager’ style with it since it was targeting the youth. From the other sentences that it use you’ll understand that actually Maybank2u is offering various offers, discounts if you use their app. Their approach was specially for young bank users, so it was a good commercial.




Maybank in partnership with ‘Lite FM’, ‘Sinar FM’, ‘Melody FM’ did a campaign to provide assistance to SMEs with Initiative Media (M) SDN BHD. The add is made of very simple drawings to create a friendly atmosphere among the SMEs and themselves and it even shows the example of a man talking of the Radio with the DJs to give an example how this particular service work. They promise through this add that their aim is totally to give aid to these small businesses and not to gain more money from them, that the campaign will be totally funded by Maybank themselves, which is quite interesting. Having the example there also helps for each individuals to understand the message.




They did a campaign at Grange St.Paul’s Hotel, London for the occasion of ‘The Malaysian Career & Education Fair’ to attract young international students. The also have a video on ‘Graduan TV’ on ‘YouTube’ where they show different youngsters from Kazakhstan, Malaysia, Bangladesh, to talk about how it is to work with them. This is a good strategy for international recognition.



I did some additional research since I felt it was important and that it was on the same article.


1. Low adoption of M2U

Maybank launched a campaign to create awareness about Internet banking, both to warn users of cyber crime and guide them.


“Love Earth Campaign” from 1 April 2010 to 30 June 2010



The aim of the campaign was to save mother earth through the use of M2U, less paper used therefore less pollution is made and thereby also promoting the use of their interface.

2. Security and Phishing Issue

Prevent scam, sending phone messages to users to educate them about Cyber Crimes

Deactivate a suspicious account temporarily

"Maybank discovered a serious security problem in your account as several unauthorized transactions were attempted. We deactivated and also restricted access to your account for security and safety reasons. Your urgent attention is required to reactivate your account. Please be informed that your account will be terminated if not activated now."

They sent users these messages when they found a suspicious transaction

3. Transaction System Delay

They re did the online system to resolve the slowness of their TAC system

4. Complain Handling

The project GIFT (Get Involve and Follow Through) was launch

Complain were handled by CFRM (Customer Feedback & Resolution Management) team

complaints received via various touch points were logged into a centralised system. This allows CFRM to focus relentlessly on complaint resolution by providing status update until the issue is fully resolved.




From my research I found the Maybank is very up to date, their main target are the youth and they try to get themselves a generous and helpful image. They are also very concern about complains, trying their best to solve every issues. They also seem to be contributing to help solving the issue of the gap between the different classes in society in Malaysia. From article it states that Maybank allow some special opportunities to some poor people if they have an official letter to prove their situation.



From what I've concluded, there's a world of difference from PAWS and Maybank but I believe through the fact that Maybank want to keep a generous image and that they has already contributed to a 'Mother Earth' cause in the past they might be willing to help PAWS in their cause to protect animals.

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