UNIVERSITY OF MAURITIUS

PROJECT DECLARATION FORM

UNIVERSITY OF MAURITIUS

PROJECT DECLARATION FORM

UNIVERSITY OF MAURITIUS

PROJECT DECLARATION FORM

UNIVERSITY OF MAURITIUS

PROJECT DECLARATION FORM

GROUP PROJECT SUBMISSION FORM

LIST OF TABLES
Table
1
2
3
4
5
6
7
8
9
10
11
12
13
14

List of companies servicing the cleaning

services sector
Press Advertising
Brochures
Flyers
Magazines
Roll-up Banners
Hanging Banners
Production of Radio Spot
Broadcast
Production of Corporate Clip
Advertising in Cinemas
Show Reel for Potential Clients
Display on bus stop
Facebook advertising and Web bannners

Page
4
23
23
24
24
24
25
25
25
26
26
26
27
27

LIST OF ANNEXURES
Annexure
A
B
C
D

GDP Per Capita

Occupation and Residential permits
issued
Labour force, Employment and
Unemployment First quarter 2013
Quotations

Page
5
5
7
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ACKNOWLEDGEMENT
We would like to express our gratitude and appreciation to all those who
gave us the possibility to complete this report. A special thanks to our final
year project coordinator, Dr. J. Matadeen, whose help, stimulating
suggestions and encouragement, helped us to coordinate our project
especially in writing this report. We would also like to acknowledge with
much appreciation the crucial role of the staff of UoM Trust and of the
University of Mauritius, who gave the permission to use all
required resources and the necessary material.
Our wholehearted thanks go to our parents, colleagues and friends for their
unconditional and constant support throughout this journey.
Many thanks goes to our program coordinator, Mr. Ram Goolaup who
gave his full effort in guiding the team in achieving the goal as well as his
encouragement to maintain our progress in track. We appreciated the
guidance given by other supervisors as well as the lecturers especially in
our project presentation that has improved our various skills by their
comments and tips. We are also grateful to all lecturers who have been
coaching us since the beginning of our lecture and who altogether helped us
in making this project.

Table of Contents
PROJECT DECLARATION FORM......................................................................ii
PROJECT DECLARATION FORM.....................................................................iii
PROJECT DECLARATION FORM.....................................................................iv
PROJECT DECLARATION FORM......................................................................v
GROUP PROJECT SUBMISSION FORM...........................................................vi
LIST OF TABLES........................................................................................... vii
LIST OF ANNEXURES..................................................................................viii
ACKNOWLEDGEMENT................................................................................... ix
Company Overview...................................................................................... 1
Problem Statement....................................................................................... 3
Scope of Proposal......................................................................................... 4
Situation Analysis......................................................................................... 4
Customer Analysis..................................................................................... 5
Environmental Analysis............................................................................. 6
SWOT Analysis.......................................................................................... 9
Communication Strategy............................................................................10
Branding Strategies................................................................................. 10
Corporate Identity................................................................................ 13
Corporate Image..................................................................................19
Market Presence................................................................................... 21
Communication Tools..............................................................................23
Prints.................................................................................................... 23
Audio/ Radio Advertising:.....................................................................25
Audio-visual / Video advertising...........................................................26
Outdoor Advertising.............................................................................27
Online Media........................................................................................ 27
Financial Forecast.................................................................................... 28
10

Time forecast of Communication Campaign............................................30

Implications................................................................................................ 31
Ethical Implications................................................................................. 31
Advertising agency..................................................................................31
Financial implication................................................................................32
Implementation Benchmark.......................................................................34
Recommendation....................................................................................... 35

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Company Overview
Rent-A-Maid (Mauritius) Co. Ltd (herein referred to as RML) has been
incorporated in October 2012 with scope of providing housekeeping services
to upper-class families (high income earners households and affluent twoincome households) in the region of Quatre-Bornes and Curepipe.
RML was among the first companies in Mauritius to provide residential
cleaning services. A simple search on myjob.mu (a job portal in Mauritius)
or local newspaper can support this as no other company has started
advertising anything in relation with the above.
Company details
Registered Office:
Mauritius

Letord Road, Rose-Belle, Republic of

Business Registration Number:

Contact details:
Website:

C12112645

rentamaid@orange.mu
http://www.rentamaid.bizonline.mu

Services offered
RML main business activity is to outsource housekeepers to affluent
families. In this respect, RML employs eligible maids for the services
required.
Among the various services offered the most solicited ones are cleaning,
cooking and laundry.
As at January 2014, RML had over fifteen clients and ten workers in the
region of Curepipe and Quatre-Bornes.

Why RML?

RML ensures that there is always a maid at the customer place

for replacement in the case of absence
Lower risk of thefts
Provides add-on services (additional maids may be provided for
events, outdoor cleaners, gardeners and others)
Ensures and monitors quality of service
Welcome complaints/suggestions

Problem Statement
When it comes to cleaning their houses, Mauritians are more keen to look
for individual maids mainly by word of mouth; a culture since years now.
In addition to the above, RML seems to have no brand presence in Mauritius.
Taking into consideration the Consumer Buying Decision Process, the need
that RML and an individual maid satisfy is the same. However, the customer
is still under the perception that only individual maids can solve their
problem. Even when they go for information search, they can only find
information about individual maids as RML has not been involved in
promotion and communication. The only minimal information that some
customers may get is from existing customers of RML (word of mouth) and if
RML relies on this for its growth, it shall have a very slow one and find itself
surrounded by new competitors which shall be a major threat to its survival.
This is due to the fact that there is little advertising and inadequate
branding strategies that have been adopted in order to make the brand
more popular in the eyes of its targeted consumers.
Because of the aforementioned issue, it is difficult for RML to acquire new
customers. One year after its creation, RML has still not been able to
acquire a major share of its targeted market. At the time of its
incorporation, it was expected that after one year of operation, it shall
acquire at least 25% of the market. Unfortunately this has not been the
case because it has not been able to promote the company and its service.
Yes, the company has till now not been marketed in the right way. At the
start, we believed that this business idea was so brilliant that it shall be
hugely spread through word of mouth and not through marketing. However,
one year later we came to know that we were wrong. Our service was
indeed an innovative one, better than anyone could expect. While founding
RML, I was comparing our service to the innovative products that Steeve
Jobs brought in; created a need for his products. The reason why Apple was
not a failure is that he promoted it in the right way. Thus if properly
promoted, I have no doubt that RML will be a major success.
Founder and Director of Rent A Maid (Mauritius) Co. Ltd

Scope of Proposal
The scope of this project is to solve the major issue RML is facing. It shall be
proposing measures and communication strategies that will boost
awareness of the company. All related information shall be included so that
no further major research shall be carried out. The final aim of the project is
to:

develop strategies to promote the company,

boost market share,
be more popular, and
attract more customers.

Situation Analysis
In Mauritius, the cleaning services industry can be categorised into:

Residential cleaning services - involve home cleaning for

individual households
Corporate cleaning sector - involve cleaning services on a
larger scale

In Mauritius, the main service providers concentrate more on corporate

cleaning services, for instance, over 20 cleaning companies that are
registered with the Registrar of Companies of Mauritius, none directly
provide residential cleaning services.
Among the various companies servicing the corporate cleaning sector in
Mauritius, the main ones are:Alpha Cleaning
Keep Clean
Sotraclean Ltd
Clean Team Services
Mauriclean
Tidy & clean
Dynapro Cleaning
Professional Cleaners
Services
Ideal Cleaning
Service 2000
Table 1: List of Companies servicing the corporate cleaning sector
The residential cleaning services sector is being served by individual maids
in Mauritius. Depending on the size of a house, one to four maids may be
needed. They usually perform specific limited tasks such as cooking,
cleaning, or laundry.
Therefore, based on the above, it can be said that RML has no direct
residential competitor on the Mauritian Market. However, it has individual
competitors but most of them are not registered as employees and do not
contribute to National Pension Fund (NPF) and National Solidarity Fund
(NFS).

Customer Analysis
To determine which particular segment to target, RMLs used the following
bases for segmenting its market:-

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Based on the segmentation process, RML decided to focus on:

customers (single or two income affluent families) whose

monthly income is over Rs 30,000 and are typically aged
between 28 years to 60 years,
customers in the region of Curepipe and Quatre Bornes.

Furthermore, RML applies a service specialization targeting strategy. It

focuses on its main services and adapts its services to the needs of its
target market.
In addition, RML uses a price-quality positioning approach. It offers more in
terms of service features, quality and performance while maintaining a
reasonable price.
To be able to maintain a high perceived value in the mind of its customers,
RML accentuates on the following:

staffs to be properly trained to meet customers expectations,

maids performance is being closely monitored,
that the service that is been delivered if of high quality.

Based on the above, RML positions itself as a professional, and trustworthy

residential cleaning service provider.

Environmental Analysis
Political
5

RML considers the minimum rate per hour and the number of working hours
per week, so that it can properly calculate overtime to be paid if any. In
addition to this, RML takes into consideration frameworks mentioned in the
Employment Rights Act (2008) and Employment Relations Act (2008) of
Mauritius.
RML also takes into consideration Health and Safety issues (under the
Occupational Safety and Health Act 2005) as its employees will be working
with chemical products. As such, RML has to provide its employees with
appropriate equipment or in its contract with the clients, it states that the
client will be responsible to provide adequate equipment.
Being a company, RML has to abide to various statutory requirements
imposed by the local authorities. For example it has to;

file its annual tax return with the Mauritius Revenue Authority
and pay taxes accordingly,
pay the annual registration fee with the Registrar of Companies,
contribute to National Empowerment Fund /National Solidarity
Fund for its employees.

Economical
For the first quarter of 2013, the unemployment rate was estimated to be
around 8.7% (Annexure C). The main characteristics of the unemployed at
the first quarter of 2013 were:

The 52,500 unemployed comprised 22,100 males (42%) and

30,400 females (58%)

This represents an opportunity for RML as it has more labour at its

disposal and can undertake better screening before recruiting.

19,300 or about 37% of the unemployed were aged below 25

years.

This can prove to be both a threat and an opportunity for RML.

Threat - if this trend continues, the prospect for market growth
among local population might be reduced. Also, most probably,
those 37% youth under 25 years will not be eager to be
employed as maids.
Opportunity the government is currently offering incentives
(such as Youth Empowerment Programme in collaboration with
the Ministry of Finance and Economic Development) for
enterprises to employ youngsters. Hence, with the rise in youth
unemployment, RML can use the incentives to employ
youngsters (from 18 to 30 years) to work as Sales
Representatives at a lower cost.
Mauritius has also witnessed an increase in its standard of living over the
past decade. Hence, there is more and more demand for residential house
cleaning services and people are willing to pay a premium price for it.

Socio-Cultural
Attitudes toward work, leisure, career and retirement have changed during
the past decades. Mauritians are becoming more career oriented, health
conscious amongst others. This means that many of them especially the
professionals will go to fitness clubs, undertake outdoors sport, go to pubs,
work longer hours and so on. This trend can be viewed as an opportunity
for RML as these persons will have less time to devote to house cleaning
and will be more willing to outsource this task to a cleaning company.

Technology
Many may think that cleaning services is not linked with technology, but in
fact it is.
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With the use of technology, RML can:

develop a massive online presence by being more interactive,

develop mobile applications that will allow the customer and
the company to be in constant communication without incurring
any cost,
research on how new technologies can be used to facilitate the
maids in their daily tasks
use system such as an Enterprise Resource Planning Software
to facilitate its processes such as invoicing, record keeping,
human resource, marketing and so on.

SWOT Analysis
The below SWOT analysis has been developed following the above situation
analysis.

S tre n g th s
G o o d C u s to m e r S e rv ic e
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L o w P ric e
F in a n c ia l C o n s tra in ts
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T hpr pe ao tr touf nniet iwe se n t r a n t s

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T hn er ema pt sl o y m e n t o f u n s k i l l e d ( n o t d e g r e e
hI nocl dr eear ss e a innd uHn eS mC phl oo lydme resn) t l raabt oe u r
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s t iat iudt i o n
I nr da ii vn ii dn ug aIln M
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Based on the above analysis, it can be seen that one of the major weakness
of RML is that it lacks public awareness and in addition to this, there is no
barrier to entry in the sector in which RML is operating. Hence, in the
forthcoming years, it is expected that new competitors will penetrate the
market.
Therefore to address this issue, RML will have to set up different barriers of
entry to prevent potential competitors from entering the market. It can do
so by creating brand awareness and eventually brand loyalty.
To build brand awareness, RML will have to develop a communication
strategy.

Communication Strategy
Before starting to work on strategies, it is important to know where RML
services fall in the Product Life Cycle (PLC). Even though RML has been
operational for nearly eighteen months, it has still not been able to grab a
big share of the untapped market it initially identified.
Taking into consideration the number of customers RML currently have and
its forecasted increase in customers, it can be concluded that RML is in the
early growth stage. Thus, the most appropriate strategy during this stage
would be to create Brand Awareness. Being currently the sole player, RML
must seek the opportunity to grow at a much faster pace. However, prior to
developing Brand Awareness, RML will have to work a structured and
strategic plan.

RML

Source: http://tinyurl.com/m5kncwa

Branding Strategies
According to about.com-Marketing, American Marketing Association defines
branding as a name, term, sign, symbol or design, or a combination of
them intended to identify the goods and services of one seller or group of
sellers and to differentiate them from those of other sellers. 1
Below are the steps towards brand development
1. The first step towards brand development would be the creation of
1 http://marketing.about.com/cs/brandmktg/a/whatisbranding.htm
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a corporate identity which will comprise of the following:

Vision and Mission Statement
RMLs main constraint is the fact that it has not yet developed a
proper Vision and Mission Statement which is the most
important strategic tool of any Company.
Logo creation
It is generally a logo that brings the first touch of an
organisation. A great logo highlights the Companys
distinctiveness and helps to stand out from the crowd.
Brand Message
The brand message will help to communicate the main aspects
of RMLs brand. A brand message usually aims all stakeholders
such as; employees, customers, shareholders, the government,
the community, and so on.
Advertising message/Tagline
Having an advertising message will give RML an easy way to
bring forward its services across the market place rapidly based
on its different campaigns in various ways.
Website
The fact that RML cannot input too much information on its
posters, banners, signage, and other adverts, the website will
be the ideal tool to provide its customers with maximum
information regarding RMLs routine.
As the corporate identity is the most important step, RML should be
consistent in all communication campaigns for instance it should use
the same colour pattern, logo alignment and the look and feel.
2. The second step shall be to develop a Corporate Image which
will consist of:
o Customised stationery
o Business Cards
o Personalised vehicle
o Staff uniforms
o Give-aways
o Developing a QR Code
3. The third step will be to emphasise RMLs presence in the
market. To achieve same RML will make use of the tactics
mentioned below:
o

Use of social networks

In todays era, platforms such as Facebook, Google +,

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LinkedIn are opened to facilitate communication

worldwide.
o

Event and workshop participation

To demarcate itself RML will have to participate in fairs,

exhibitions and workshop.
o

Mobile Applications

RML observed that the new trend is mobile applications and

thus decided to emphasise on this tool to update its clients
as well as attract potential customers.
o

Others
a. RML will have to be involved in quality article writing
may it be on its own website, on its facebook page
through blogging or in magazines and other available
platforms.
b. RML should not hesitate to join private clubs, events,
and social gathering such as Happy Hours.
c. RML shall get listed on business directories as well as
the Yellow Pages of the Mauritius Telecom.

Corporate Identity
The core values of RML shall be:

The above core values shall be communicated not only to employees but to
all stakeholders of RML.
Vision and Mission Statements
Vision Statement
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ChosenTo be the leading residential cleaning service provider in

Mauritius
Mission Statement

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CHOSEN:
To provide with high quality residential cleaning
services to reduce cleaning burdens at an affordable price

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Creation of Logo
Several companies have been contacted for a logo conception and below
are the various proposals RML received:Proposal 1:-

Proposal 2:-

Proposal 3:-

CHOSEN:

Proposal 2

Proposal 2 has been preferred for the following reasons:E

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The lotus flower also emanates peace of mind and purity which reflects the
services RML provide.

Brand Message
Out of many brand messages that were proposed, the best ones were:-

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Chosen:

Because RML cares for your homes

The reason behind this choice is because:

of its simplicity
it reflects the vision of RML
it is easy to communicate

15

Advertising Message/Tagline
Different taglines will be used for different occasions. Below are the taglines
that were proposed:
Occasion 1: Launching of the
campaign
o For brighter homes
o Repos! Maison! Lucrative
Brillance
o You Rest! We Clean!
CHOSEN: You Rest! We Clean!

Occasion 2:Reminder Campaign

o Forget Not! RML is here!
o RML Clean Homes Always
o Toujours la! Toujours propre !
RML
CHOSEN:
Toujours La! Toujours Propre !
RML
Reason: The word toujours
Reason: It is concise and directly
emphasise on the reminding aspect of
conveys what RML aims at.
the campaign. RML opted for a French
word this time as it is linked with our
Mauritian jargon. The reminder
campaign will last longer than other
campaigns thus this tagline will suit
Occasion 3:Fairs, Events and Workshops
o We provide cleaning services that will impress your mother in law
o Cool down! RMLs here
o Relax! Meditate! Love!
o Party Hard, We Clean Hard!
CHOSEN:
o We provide cleaning services that will impress your mother in law
workshop and fairs
o Relax! Meditate! Love! social gatherings
o Party hard, we clean hard! - happy hours
Reasons: all the chosen messages are cool and Zen which is perfect for these
situations
Occasion 4:Special Days/International Days

Environment Day 5 June (Starting on 1st of

June )
Proposals:
o Clean home for better living
o A clean world starts at home
CHOSEN:

A Clean World Starts At Home

RML thinks that it is the responsibility of each individual to have

a clean home and eventually care for their environment.

Mothers Day (Starting as from 20 - 31 of May)

Proposals:
o

Because mothers need quality time for their kids

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Because RML values our mothers

CHOSEN:

Because Mothers Need Quality Time For Their Kids

The main purpose of RML is to facilitate the routines of mothers

so that they can have more time for their offspring.

International Womens Day 8 March (Starting 1 -8

March)

Proposals:
o
o
CHOSEN:

Empower yourselves while we take care of your

home
In Women we trust, In RML you trust!
In Women We Trust, In RML You Trust!

RML believes in the power that women possess and thus

decided to use this tagline to depict same.

17

Family Day 15 May

Proposals:
o
o
CHOSEN:

La famille! Cest lessentielle

Go and enjoy your family life, RML is
here
Go And Enjoy Your Family Life, RML Is Here

RML noticed a lack of socialisation and leisure time in families

and thus felt the need to devise a special campaign for family day
with a distinguished message.
Note: Most of the proposed tagline will be updated (change) accordingly on
RMLs online pages and platforms as it is less costly.

Page intentionally left blank

18

Website
It has been observed that the current website (below is a print screen of the
actual web page) of RML calls for improvement in the following ways:
1. Provide more information on existing website
2. Make it more lively
3. Accentuate on services that RML provides
4. Emphasize on our flexibility
5. Create a feedback platform
6. Cross Linking Panel
7. Update news Feed
8. Update website constantly to increase traffic
9. Include a Photo gallery with pictures of staffs, events and so on.
10.Link to Twitter/Linkedin
11.Enhancing the website page by making it an interactive one

Corporate Image
Customised Stationery
RML will make use of customised letterhead, envelopes, company
seals, receipts and invoices to maintain its professional image.
Personalised Vehicles
RML will make use of magnetic adverts on company vehicles. Below
is an example of a proposed magnetic advert for RML

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Staff Uniforms
To integrate its brand, RML will ensure that all its staffs wear a proper
uniform with the logo and its brand message clearly printed on it.

Give-Aways
RML had the following personalised items as gift item proposals:1.
2.
3.
4.
5.
6.
7.
8.

Eco- Friendly Pens

Eco- Friendly Bags
Calendar
Folders
Fridge magnets
Pen holders
Key Rings
Bottle Openers

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QR Code
RML has developed a QR Code that carries all contact
information. By simply scanning the QR Code with their
smartphones, prospects shall have at their disposal all RML
contact details. In this fast changing world, more people have
sophisticated phones and wishes to connect and access
information from wherever they are. Thus, the QR Code will help
those targeted individuals.

Market Presence
Social Networks
To accentuate its presence on the market, RML will use online platforms
such as Facebook, Google+ and Linkedin.
Facebook and Google+ are loud and popular and therefore prove to
be very important tools in marketing. RML will make sure its Facebook and
Google+ pages are updated and interesting. For instance, RML will
frequently share thoughts, post related pictures, organise competitions and
most importantly share customers testimonials on its page.
As more professionals have an account on LinkedIn, RML need to join same
so as to be closer to them.
E-Mail Signature
RML has to make use of an e-mail signature while communicating with
stakeholders to enhance its professionalism. Below is an example of a
signature which it may use:-

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Mobile Application
2013 was a banner time for the technology side of the events and meetings
world. Nowhere was this more evident than in the mobile app space, as
more and more organisations caught on to what this experience-shifting
technology has to offer. Investments in audience-enabling solutions
continued to grow even as the event industry as a whole remained flat. Like
most event planners - or any business professional for that matter RML is
constantly look for ways to be better, faster, more productive and more
successful.
If one can get RMLs application into the hands, the company can take
advantage of their natural motivation to connect and contribute to help
make the campaign even more meaningful and successful. The more RML
can inspire and facilitate connection, the more valuable it will be.

Event and Workshop Participation

To reach its target market RML shall be present in pubs as well as in private clubs. Thus, as
most people are there during happy hours, that is on Friday night, RML shall be present to
distribute brochures and introduce the company. The selected pubs and clubs are Hennessy
Park Hotel, Le Suffren, Racing Club, Gymkhana Club among others.
RML shall also be present in

workshops that are organised by Small Medium Enterprise

Development Authority , Ministry of Business, Enterprise, and
Cooperatives, Ministry Of Finance and Economic Development,
Ministry of Gender Equality, Child Development and Family
Welfare

fairs such as Salon de la Maison, Salon de la Famille, Salon du

Marriage.

After having decided on the branding techniques, RML will have to

communicate them to potential consumers. RML believes that its
communication strategy will reflect its character to the public. Though the
organization is a small one and has limited financial capital, it can still
develop an effective advertising campaign.

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Communication Tools
RML considers communication media as the best mean to transmit its
advertising message. RML considers communication media as the best
mean to transmit its advertising message. The following media categories
can be used by RML for its communication campaign.
Prints
Press
Advertising
Newspapers

Le Mauricien, Weekend and LExpress

Period

8 to 10 days

Content
Position

Brief description of its services, contact details,

logo, Brand Message
Interior page

Advert Size

20 x 30 cols (applicable to all newspaper)

Table 2: Press Advertising

Brochures
Content

Printing

Company Information, all contact details, staffs and

clients pictures, other related pictures, testimonials
(feedback) of existing customers, QR code, tagline
(launching)
1 Front cover
1 Back cover
2 Interior pages
Quad Recto verso (stapled in the middle)

Paper

Recycled paper or FSC certified Paper

Finishing

Matt Lamination for covers

Size

A4

Amount

200 units

Distribution

In events, fairs, workshops and private clubs

Number of pages

Table 3: Brochures

Flyers
Content
Number of pages

Logo, basic information of services offered, contact

details, Brand message
1

Printing

Quad recto only

Paper

Recycled paper or FSC certified Paper

Size

A3
23

Amount

500 units

Distribution

In letterboxes of targeted clients, in supermarkets

and hypermarkets
Table 4: Flyers

Magazines
Newspapers

Essentielle, Business Magazine

Period

2 -3 times

Content

Brief description of its services, contact details,

logo, tagline
Table 5: Magazines

Roll up
banners
Content

Design, logo, company details, Brand message

Size

2m (H) x 80cm (W)

Printing

Quad Recto only

Material

Flex

Others

Including Stand Support

Amount

2 units

Usage

In workshops, fairs and events

Table 6: Roll-up banner

24

Hanging
Banners
Content
Size

Logo, design and company information, Brand

message
6 m x 3m

Material

Flex

Printing

Quad Recto

Finishing

Stitching with eyelets

Amount

Usage

In workshops, fairs and events

Table 7: Hanging banners

Audio/ Radio Advertising:

Production of
Radio Spot
Concept

Duration

The radio spot shall be composed of a couple

discussing about a difficulty to find a suitable maid.
After which there will be a voice over of a third
person stating the advantages of RML
30 seconds

Number of spots

Table 8: Production of Radio Spot

Broadcast
Radios

Best FM, Top FM, Radio Plus, Radio One

Time

Between 07.15am 09.30am and 04.15pm

05.30pm
Between 10 to 15 days

Period

Table 9: Broadcast
Note: RML decided to advertise at the peak times whereby its targeted
clients (working people) are driving to their offices or back home.

Audio-visual / Video advertising

Production of
corporate clip
Concept

The clip shall feature a child studying while her

mother is in the kitchen. Then it shall show the
child growing up and being graduated and
eventually getting married. Thereafter, it will show
25

Duration

the young person with children and unable to

manage her house, then her mother will tell her
why she does not call RML for a help?
30 seconds

Number of clips

Table 10: Production of corporate clip

Advertising in
cinema
Location

Cine Star Bagatelle and Grand Baie La Croisette

Period

Between 2 to 4 weeks

Time

Before movies start

Table 11: Advertising in cinema

Note: RML chose these two specific cinema halls as most high income
earners go there.
Show reel for
potential
clients
Material

Printed CD & DVD/ customized flash card

Packaging
Amount

Transparent clear case / leather cover with

engraved logo
50 of each

Distribution

For a specific range of client

Table 12: Show reel for potential clients

Note: The corporate clip will also be uploaded on YouTube.

Outdoor Advertising
Display on busstops
Content

Services offered, company details, Brand Message

Location

Ebne

Printing

Quad Recto verso

Position

Left

Period

Between 8 to 10 days
Table 13: Display on bus stop

Note: Ebene consist of working people and the installation of this display is
recent and thus more appealing.

26

Online Media
Facebook
advertising and
Web Banner
Content

Tagline, advertising message and company details

Table 14: Facebook advertising

27

Financial Forecast
Following official quotations (Annexure D) received, RML will have to invest
approximately Rs. 605,000.00 for the whole campaign (branding and
communication) with details as below:Details

Amount in
Mauritian rupees
(Rs)

Branding
Uniforms
Customised T-Shirts and Polo
Shirts

Give Aways
Recycled Paper pens, Bottle
openers, Fridge Magnets

Mobile Applications
Event application and client
application

Logo
Conception

Others
Printing of Business Cards,
Personalised Stationery

10,000.00
30,500.00
30,000.00
5,000.00
30,000.00

105,500.
00
Communication and Advertising
Printing
Press Advertising, Flyers,
Corporate Brochure, Rollup
Banner, Hanging Banner

Audio
Production of Spot Broadcast
Audio Visual
Production of corporate clip
Broadcast, Show reel DVD / CD /
USB

Outdoor Advertising
Display on bus stop

Online Advertising
Facebook Advertising, Web
Banner

150,000.0
0

125,000.0
0
100,000.0
0
75,000.00
50,000.00

500,000.
28

00
605,500.
00

Gross Total
Note: RML will do all its designs and conceptions in-house.

29

Time forecast of Communication Campaign

Communication Campaign - Rent a Maid Ltd

Objectives

Tim
e

No. of
week
s

Branding
Strategy

Goal 1:Concept
Development

Goal 2: Creation of
Vision & Mission
statement

Goal 3: Creation of
Advertising and
branding messages

Goal 4: Request for

quotations for
branding proposals

Communication
Strategy

Goal 1: Design

2014

April

May

June

July

Aug

30

2015

Sept

Oct

Nov

Dec

Jan

Feb

Mar

Proposals & Media

Strategy Proposal

Goal 2: Design of Print

Materials, TV & Radio
Productions

Goal 3: Completion of
all Productions and
Media Planning

Goal 4: Completion of
all Deliverables

Action Plan

Apply for additional

grant - Soft loan

Engage Advertising
agency

Execution (distribution
of deliverables)

Evaluation
Process

Collect data

31

Process data

Evaluate data

32

Implications
Developing a communication campaign is not a simple project. RML has to
take into account the various implications the campaign will give rise to.
Below are some of the implications to be considered:

Ethical Implications
1) RML shall at all times
a. act responsibly, with honesty, fairness, integrity and
professionalism;
b. encourage consumers to transact in an ethical manner;
c. avoid aggressive or offensive sale practices;
d. demonstrate good faith and best intentions;
e. deal respectfully with the consumers or potential consumers
and ensure sufficient disclosure is made for them to make
informed decisions;
f. not provide unreasonable inducements or gifts to consumers
or potential consumers for their investment or saving
purposes;
g. preserve confidentiality of the consumers or potential
consumers information, and not take advantage of such
information for personal or another persons gain in
conformity with the Data Protection law in Mauritius; and
h. deal with the Commission in an open and cooperative
manner.

2) RML shall not cause misrepresentations regarding:a. its own credentials or that of the financial products which he
represents;
b. nature or characteristics of the financial products offered;
and
c. previous performances of the financial products he is
marketing

Advertising agency
For a successful campaign, RML will have to decide whether or not to use an
advertising agency. An agency has professionals who can arrange, build,
and place advertising which shall pull off established goals better than RML
can do on its own, but eventually the cost related with soliciting these
services is often high. An appropriate agency can be helpful in determining
and controlling RMLs advertising strategies.
Because of their resources and expertise, an agency shall be useful for RML
as it is developing a big advertising campaign for the first time.
RML will have to take the following criteria when choosing an agency:33

a. size of the agency

b. size of their clients - RML must not select an agency which is
associated with big clients as it might be considered as an
afterthought
c. length of time it wishes to work with the agency
d. the agency's general advertising philosophy
e. the primary nature of the agency's accounts

Financial implication
Given that RML will have to invest approximately Rs 600,000 for a
successful communication campaign, it will have to consider reliable source
of finance. There are two main ways that RML can raise funds, it can be
either through internal sources or external ones.
Internal Sources
As at 31 Dec 2013, the accounts of RML show the following:-

Total Income
Total Wage
Total Expenses
Profit
Based on the above figures,
o

Rs
1,500,000
1,263,000
105,780
131,220
RML can consider:

investing 80% of its profit for year ended 2013 into the
communication plan which shall be equivalent to around Rs
105,000
investing around 5% of its yearly sales income in its campaign
which shall be equivalent to an amount of around Rs 75,000 (in
the event that the sales figures for the coming year remain
similar to that of 2013).

External Source
As external sources, RML can approach financial institution such SMEDA,
Banks or apply for schemes offered by the government such as the
Mauritius Business Growth Scheme.

34

Implementation Benchmark
Very often advertising campaigns fail due to lack of monitoring. It is
essential that RML ensures that its advertising efforts are having the desired
outcome. RML will not merely toss a promotion out there and expect for the
paramount.
RML will have to determine whether to maintain, cease, or amend its
advertising campaigns. Thus, the organization shall ask its customers their
opinions which can be gathered in several ways. Below are some of the
techniques that can be applied by RML
o
o
o
o
o
o

Direct response survey

Interviews (one to one, key groups and so on)
Survey research (telephone, mail ,through website)
Online Traffic
Online discussions
Changes in customer response

35

Recommendation
Based on the cost to be incurred throughout the communication campaign,
it is quite obvious that RML, being a small company will not be able to
implement the project fully. Given that internal sources will bring an
approximate amount of Rs 180,000, RML will have to opt for external
sources simultaneously.
RML shall seek the help of the Mauritius Business Growth
Scheme to finance its communication campaign. It shall
need the 90-10 Payback Technical Assistance Scheme. It
can eligible to get a minimum amount of Rs 300,000. The reason for
recommending this scheme is that RML shall start repaying back the loan as
from the fourth year as the first three year is considered as moratorial.
The fact that RML will be able to raise only Rs 480,000, it will have to opt for
the best alternatives within the available budget. Eventually, among the
various proposals, RML will select only the following:

Uniforms are a must in this campaign and thus cannot be

ignored or removed, an investment of Rs 10,000 will have to be
made.

Giveaways being a promotional technique will help the

company acquire more customers. Thus, it is proposed to
invest Rs 30,500.

A logo will act as a differentiator as well as a stimulator to seek

people's attention thus RML shall invest Rs 5,000 in its logo
creation.

Being a tool which is frequently used, Business cards and

stationeries will have to be maintained. RML shall look forward
to invest Rs 30,000.

The mobile application is not a must but would have been an

innovative way of communicating. However the amount of Rs
30,000 is a bit too dear for this item. To save and reduce cost in
its creation, RML can organise a competition for its application
development, open to everyone. The person developing the
best application can be gifted a cash price of Rs 10,000. Thus
RML shall be getting the same application at a cheaper cost
while at the same time promoting itself during the competition.

The above will cost RML approximately Rs 85,500 for its Branding Strategy.
The remaining amount that is Rs 394,500 (Rs 480,000 RS 85,500) will be
used for its communication and advertising strategy.
RML shall be implementing all communication strategies except, the
36

production of a corporate clip which will prove to be too costly both for its
creation and broadcasting. However, it has been observed that there would
be a short fall of Rs 5,500 which can be gathered by allocating shares to the
shareholder or requesting for a loan from a shareholder.

-----END-----

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