REQUEST FOR PROPOSALS FOR THE PRASARANA STATION NAMING RIGHTS PROGRAMME

Transcription

1 REQUEST FOR PROPOSALS FOR THE PRASARANA STATION NAMING RIGHTS PROGRAMME Release Date: 7 Feb 2018 Closing Date and Time: 6 April 2018, 3.00 pm 1

2 REQUEST FOR PROPOSALS FOR THE PRASARANA STATION NAMING RIGHTS PROGRAMME: TABLE OF CONTENTS PAGE SECTION I SECTION II SECTION III SECTION IV SECTION IV FOREWORD..03 INTRODUCTION AND INSTRUCTIONS TO PROPONENTS...04 ENTITLEMENTS...09 PACKAGES PROPOSAL FORMS...19 APPENDICES APPENDIX A APPENDIX B SYSTEM MAP...29 PROFILE OF PRASARANA COMMUTER

3 SECTION I FOREWORD The content of this document is based on information known at the time of writing This document has been created in order to request for proposals (RFP) for the Prasarana Malaysia Berhad ( Prasarana ) Station Naming Rights Programme. This document is available for provision to the companies who are interested in making a submission for the Station Naming Rights Programme based on the framework and criteria outlined in this document. This document should be used by applicants as an aid to assist in the formulation of a submission to Big Tree Outdoor Sdn. Bhd. ( BTO ). It is anticipated that the successful Proponent shall be subject to a minimum 5 years contract with BTO. 3

4 SECTION II - INTRODUCTION AND INSTRUCTIONS TO PROPONENTS 1.0 INTRODUCTION Prasarana is the owner of the Ampang, Sri Petaling and Kelana Jaya LRT systems as well as the KL Monorail system ( the Rail Assets ). Pursuant to relevant agreements between Prasarana and BTO, BTO has been granted the exclusive right to operate and manage outdoor advertising activities within the Rail Assets which rights include, among others, the Station Naming Rights. Following this Prasarana has licenced BTO to conduct this RFP process on its behalf for Prasarana s Station Naming Rights Programme ( the Programme ). In addition, Phar Partnerships Sdn. Bhd, a specialist agency that has been involved in naming rights projects worldwide is assisting the parties. On an average month, approximately 14.5 million rides are taken on the Prasarana network. Prasarana is an integral part of the Kuala Lumpur regional economy and its vision is to be the preferred provider of a world-class mass public transport system with the goal of increasing public transportation usage through reliable, affordable, efficient, integrated and dynamic services on a sustainable basis. The Programme is a strategic initiative designed to create partnerships with wellestablished brands for a range of Prasarana s world class iconic assets. The distinctive characteristic of this Programme is that the naming rights partner acquires the right to name a station and thereby obtains a marketing property to holistically promote products and services, stimulate customer retention and increase market share. The Programme intends to provide partners with an opportunity for creative integration. The goal is to develop long-term partnerships that will provide sustained value. Strategic partnership opportunities may be customised to meet specific business objectives and will include a holistic combination of benefits that include station naming rights, branding, advertising, communication, promotion, plus online and on-site activation. This document outlines Prasarana s intentions, requirements and conditions for the Programme with a proposed commencement date in or around quarter 2 of INTENT OF INVITATION 2.1 The Request for Proposal ( RFP ) is issued to invite eligible brands and corporations to make an offer for the identified stations. 2.2 This Instructions to Proponents ( ITP ) shall be complied with strictly and should be used as the basis for the preparation and submission of proposals which shall form part of the resulting Definitive Agreement that will ensue should the proponent succeed. 3.0 RFP DOCUMENT 3.1 This RFP document comprises the following sections: Section I Foreword Section II Introduction and Instructions to Proponents Section III Entitlements 4

5 3.1.4 Section IV Package Section V Proposal Forms Appendices 3.3 In the event of any contradicting statements contained in this RFP, the interpretation thereof by BTO shall be final and conclusive. 4.0 SCOPE OF PROPOSAL 4.1 All Proponents are expected to fill in the Proposal Forms in Section V in full: Form A: Letter of Proposal Form B: Background Information with relevant attachments Form C: The Offer Form D: Checklist 4.2 Form A will confirm the Proponent s intent to submit a proposal and the acceptance of all relevant Terms and Conditions. 4.3 Form B will provide all necessary background information of the Proponent including attachments of the Proponent s company registration certificate and the company s audited financial statements. 4.4 Form C will outline the following: The compulsory Naming Rights fee. A reserve price has been set for each station and it represents the starting offer for the Naming Rights fee per annum. The reserve price is the minimum fee that a Proponent may offer for a station per annum The compulsory offer of term. The minimum term for the Naming Rights program has been set and the Proponent may make an offer at or above the set term The production costs for all inventory in each station The lighting costs for all relevant inventory in each station. 4.5 Form E is a checklist to ensure the Proponent has submitted all required forms and documentation. 5.0 THE ENTITLEMENTS ON OFFER 5.1 Primary entitlements overview: - Right to name station. For example: AirAsia Bukit Bintang - Right to be integrated into station signage (refer to Section III) - Right to create a composite logo (refer to Section III) - Right to Rapid KL marks, logos and images (refer to Section III) 5.2 Advertising entitlements overview: - Right to utilise all advertising inventory provided in the station naming rights package 5.3 Media entitlements overview: - Reference to partnership in all related Prasarana media efforts - Official media launch of partnership (optional) 5

6 5.4 On-site entitlements overview: - Right to use station for sampling activities and or experiential marketing 5.5 A comprehensive list and complete details of all entitlements is available in Section III. 6.0 ELIGIBLE PARTIES 6.1 This RFP is only open to parties who meet the following general criteria: a. Business already established in Malaysia or has fulfilled all legal requirements/compliance to establish a business within Malaysia. b. Established for at least two (2) years. c. Financially stable (must provide audited financial statements for the last 2 years). d. Business in the following categories will not be considered for participation: Adult content, Betting/Gambling, Political Parties and Messages, Arms/Guns, Family Names, Religious Groups and Associations 7.0 SUBMISSION OF PROPOSAL DOCUMENTS 7.1 The proposal shall be submitted in five (5) distinct parts as follows:- PART ONE (FORM A) LETTER OF PROPOSAL PART TWO (FORM B) - BACKGROUND INFORMATION AND RELEVANT ATTACHMENTS PART THREE (FORM C) OFFER PART FOUR (FORM D) THE CHECKLIST Each of the parts shall be completed as described in the following clause: 7.2 The Proponent shall submit its proposals in two (2) complete sets in the following forms:- One (1) set of the ORIGINAL copy; marked as ORIGINAL One (1) set of the DUPLICATE copy; marked as DUPLICATE. 7.3 The complete proposal must be submitted in a sealed envelope and marked as follows:- REQUEST FOR PROPOSALS FOR THE PRASARANA NAMING RIGHTS PROGRAMME 7.4 All Proposals shall be submitted BY HAND and placed inside the Prasarana Naming Rights Programme Proposal Box at Big Tree Outdoor Sdn Bhd, not later than 3.00pm on 6 th April 2018 (hereinafter referred to as Closing Date and Time ) at the address below:- BIG TREE OUTDOOR SDN BHD Second Floor, Balai Berita, Anjung Riong, No. 31, Jalan Riong, Bangsar, Kuala Lumpur, Malaysia 7.5 Courier or faxed or ed proposals WILL NOT be accepted. 6

7 8.0 GENERAL INSTRUCTIONS OR REQUIREMENTS 8.1 The proposal and all correspondence relating thereto that is prepared and submitted by the Proponent shall be in the English language. 8.2 The proposal must state the full company name, company number and the contact details (inclusive of position within the company) of the authorised persons that can act in relation to this RFP. 8.3 The Proponent must state in the proposal the name and brand it intends to place on the Identified Stations. 8.6 Submission of Proposal By submitting the proposal for the Programme, the Proponent shall be deemed to accept all the terms and conditions stipulated in Clause herein BTO s decision on the selection of the successful Proponent shall be final and the Proponent shall agree that: BTO reserves the right to accept and/or reject any or all Proposal documents without assigning any reason thereto BTO shall not be bound to accept the proposal of the Proponent with the highest offer The Proponent understands that the receipt of the proposal submitted is part of the evaluation process and is in NO event whatsoever to be interpreted and/or construed as an acceptance of a proposal This RFP is neither assignable nor transferable. 8.7 No Claim Clause BTO and Prasarana reserve the absolute discretion to award the contract to the Proponent deemed to have submitted the Proposal of best value and best fit to BTO and Prasarana. BTO and Prasarana also reserve the right NOT to make any award of contract to any of the Proponents. The Proponent understands the contents of this Clause 8.7 and hereby covenants that Proponent has in effect waived all rights to protest and/or make any claim against BTO and Prasarana for any decision and/or contract awarded or not awarded pursuant to the RFP exercise. Any decision made by BTO and Prasarana is final and is not to be questioned by any Proponent BTO and Prasarana shall not be held responsible for any expenses incurred in connection with the preparation, loss or delay in the delivery and submission of documents and information related to the RFP exercise. Proponents will not be reimbursed for any expenses incurred by it in the preparation of the Proposal. The costs incurred shall be totally borne by the Proponent. 7

8 8.8 Form of Acceptance The award of this RFP exercise shall be made in the form of a Letter of Award to the successful Proponent followed by a definitive agreement. 8.9 Submission by Proponent If the submission made by the Proponent contains discrepancies and or false information, BTO shall reserve the right to reject the submission at any time during or after the bidding and before or after the issuance of the Letter of Award as stipulated in Clause 8.8 without providing any explanation whatsoever. Any Proposal which contains fictitious and/or fraudulent information shall be rejected immediately Authorised Signatories All documents shall be executed by such person or persons duly authorised for and on behalf of the Proponent s organisation. Such authorisation shall be in the form of power of attorney or the Extract from the relevant Board of Directors Resolution which provides for such authorization or delegation of power and authority Headings and Captions The headings and captions in this RFP are inserted for convenience only and do not form a part of this RFP and in no way define, limit, alter or enlarge the scope of meaning or any term of this RFP Currency to be used in the Proposal All fees, costs and other prices shall be quoted in Malaysian Currency that is in Ringgit Malaysia (RM). [End of Section II] 8

9 SECTION III - ENTITLEMENTS MASTER ENTITLEMENTS FOR A NAMING RIGHTS PARTNER OF A PRASARANA STATION 1. Primary - Right to create Composite Logo Signage: o Composite Logo Signage denotes station signage that will bear the Naming Rights Partner s logo and brand combined with the station name that will appear at agreed locations within the identified station. Please refer to Pages 11 and 12 below for visual examples. - Right to create exclusive marketing programmes o Right to use station for sampling activities. *# o Right to use station for experiential marketing. *# - Right to the Rapid KL mark, logo and image: o Please refer to Page 14 below for visual examples. o Use of the RapidKL logo and marks in ATL communication. 2. Branding - Right to be integrated into station signage and advertising sites: o All advertising sites that are included in the package. o Internal concourse and platform branding. o External façade branding (where available). o In-train station arrival announcements (on applicable trains). 3. Digital Assets - Right for Brand to be integrated onto Prasarana / My Rapid digital platforms: o Creation of own exclusive partnership announcement content section on My Rapid Prasarana. o Click through from home page o Sponsor Hyperlinks on the MyRapid Prasarana website. o Branding in selected Prasarana / MYrapid social media communications Tweets containing the sponsor s message in addition to the station name mentions that will occur via service updates etc. Facebook posts containing the sponsor s message in addition to the station name mentions that will occur via service updates etc. 4. Access to Prasarana station assets and facilities; a. Access to space in station to carry out product display / experiential marketing / sampling activities for marketing campaigns. *# 9

10 b. Use of stations for corporate events (subject to approval from Prasarana.*# 5. Media Benefits - Sponsor led PR campaigns; a. Official launch of Naming Rights Partnership (optional). *# b. Ongoing campaigns to promote benefits of partnership. *# - Right to use station for media campaigns; c. Curation and utilization of footage and still images d. ATL and BTL campaigns *subject to the prior agreement of the Naming Rights Partner and Prasarana and subject to the relevant processes and procedures laid by Prasarana (will be confirmed in the Definitive Agreement between the Naming Rights Partner and Prasarana) #some of the above activities can only be implemented with the agreement of both Prasarana and the Naming Rights Partner and may be subject to additional costs. 10

11 Composite Logo Signage Composite Logo Signage denotes station signage that will bear the Naming Rights Partner s logo and brand name (in the font of the brand name) combined with the station name. 11

12 EXAMPLES OF TYPES OF COMPOSITE LOGOS AND LOCATIONS 12

13 EXAMPLES OF ADVERTISING SITES 13

14 RAPID KL MARKS Connecting us all 14

15 EXAMPLES OF HOW MARKS CAN BE USED BY NAMING RIGHTS PARTNERS Please note that the brand names used in the images below are for illustrative purposes only. 15

16 SECTION III - PACKAGES Package 1 KELANA JAYA LINE AMPANG LINE KL MONORAIL LINE Gombak Sentul Timur Titiwangsa Wangsa Maju Sentul Chow Kit Sri Rampai Titiwangsa Medan Tuanku Setiawangsa PWTC Bukit Nanas Jelatek Sultan Ismail Raja Chulan Dato' Keramat Bandaraya Imbi Damai Plaza Rakyat Hang Tuah Ampang Park Hang Tuah Maharajalela Kg. Baru Pudu Tun Sambathan Dang Wangi Chan Sow Lin Abdullah Hukum Miharja Kerinchi Maluri Taman Jaya Pandan Jaya Asia Jaya Pandan Indah Tmn Paramount Cempaka Tmn Bahagia Cahaya Kelana Jaya Ampang Lembah Subang Cheras Ara Damansara Salak Selatan Subang Jaya Bandar Tun Razak SS15 Bandar Tasik Selatan SS18 Sungai Besi USJ7 Bukit Jalil Taipan Sri Petaling Wawasan Awan Besar USJ 21 Muhibbah Alam Megah Alam Sutera Subang Alam Kinrara BK5 Putra Heights IOI Puchong Jaya Pusat Bandar Puchong Taman Perindustrian Puchong Bandar Puteri Puchong Perdana Puchong Prima Putra Heights 16

17 PACKAGE 1 DETAILS o o o o o The recommended Naming Rights fee is RM 1,000, per year for each Identified Station above. Proposals with the recommended Naming Rights fee or higher will automatically be under consideration. Proposals with offers closest to the recommended Naming Rights fee will be evaluated on a case-to case basis. The Naming Rights fee is subject to a set 5% escalator per annum. The one time Production fees for the Package will be between a range of RM250,000 and RM400,000 depending on the size of the station. It is noted that there are individual fees for each advertising site which will be payable whenever there is a change made to an advertising site after the initial installation. The annual Lighting fees will be between a range of RM25,000 and RM80,000 depending on the size of the station. Should a company be interested in submitting a proposal, an inventory for all the composite and advertising assets available in a specific identified station will be provided upon request. Interested proponents should fill out Form A, Form B, Form C (i) and Form D to complete their proposal and make an offer. 17

18 Package 2 i) Masjid Jamek Station o Interested proponents should fill out Form A, Form B, Form C (ii) and Form D to complete their proposal and make an offer. o Should a company be interested in submitting a proposal, the inventory for all the composite and advertising assets available in the Masjid Jamek station will be provided upon request. ii) Pasar Seni Station o Interested proponents should fill out Form A, Form B, Form C (iii) and Form D to complete their proposal and make an offer. o Should a company be interested in submitting a proposal, the inventory for all the composite and advertising assets available in the Pasar Seni station will be provided upon request. iii) Taman Melati Station o Interested proponents should fill out Form A, Form B, FORM C (iv) and Form D to complete their proposal and make an offer. o Should a company be interested in submitting a proposal, the inventory for all the composite and advertising assets available in the Taman Melati station will be provided upon request. 18

19 SECTION V - FORMS Form A (On the Letterhead of the Proponent) Chief Executive Officer Big Tree Outdoor Sdn Bhd Second Floor, Balai Berita, Anjung Riong, No. 31, Jalan Riong, Bangsar, Kuala Lumpur, Malaysia. Date: Dear Sir, PROPOSAL FOR THE PRASARANA NAMING RIGHTS PROGRAMME We refer to the Request For Proposal document dated 24 January 2018 ( the RFP Document ) We, [ THE PROPONENT ] (Company No. ) ( the Proponent ) having examined the RFP Document in its entirety and understood their contents, hereby submit the PROPOSAL FOR THE PRASARANA NAMING RIGHTS PROGRAMME ( the Proposal") to one BIG TREE OUTDOOR SDN BHD (Company No M) ( BTO ) (the Proponent and BTO shall collectively referred to as Parties ) to set forth the Proponent s interest and intention with respect to the aforementioned Programme. The Proposal is unconditional, unqualified and shall henceforth signify the unequivocal acceptance by the Proponent on the Programme and the terms and conditions as stipulated in the RFP Document. 2. Brand Proposal For station ( INSERT STATION ) propose the brand ( INSERT PROPOSED BRAND ) for the Programme. 3. Warranties We undertake, represent and warrant that: a. the brand being proposed is not used for marketing products, services, etc. which are considered ineligible as per the Clause 6.0 of the RFP document; b. we shall make available to BTO any additional information it may find necessary or require to supplement or authenticate the Proposal; 19

20 c. that in the last three years, the Proponent has neither failed to perform on any contract, as evidenced by imposition of a penalty or a judicial pronouncement or arbitration award, nor been expelled from any project or contract nor have had any contract terminated for breach on our part; d. that the Proponent has no history of fraudulent/unethical behaviour; and e. all information provided in the Proposal and in the Attachments are true and correct. 4. Validity and Definitive Agreement We acknowledge that the Proposal shall remain valid for a period of six (6) months from the Closing Date and Time as specified in the RFP ( Validity Period ). In the event that the Proponent receives a letter of Award, the terms stipulated in the Proposal shall be stipulated into the definitive agreement. This Proposal shall bind the Proponent and the terms therein shall not, without the approval of BTO, be amended, varied and or changed during the Validity Period. 5. Exclusivity We acknowledge the exclusivity of BTO on its right to reject the Proposal without assigning any reason or otherwise and hereby waive our right to challenge the same on any account whatsoever. 6. Amount and Cost Whereupon the Proposal is accepted by BTO, we hereby agree to commit our resources, forego other potential opportunities, and incur the legal, accounting and incidental expenses necessary properly, and to forgo the right to evaluate and the possibility to renegotiate the terms of payment and the proposed financial offer contemplated therein. We acknowledge that the production cost stipulated in the RFP Document does not constitute part of the Naming Rights fee and/or the proposed financial offer and they are of a separate payment. We further agree that the submission of this Proposal shall be at our own cost. 7. Governing Law This Proposal shall be governed by and construed in accordance with the laws of Malaysia. The Parties agree that the courts of Malaysia shall have exclusive jurisdiction to hear and determine any action or proceeding arising out of or in connection with this letter. The Proponent hereby stipulates that the undersigned is authorised to conduct all acts, deeds and things necessary or required in connection with or incidental to the submission of this PROPOSAL FOR THE PRASARANA STATION NAMING RIGHTS PROGRAMME including but not limited to the signing and the submission of all documents and attachments, participation or assignment of relevant parties in the pre-bid session or any 20

21 other meeting called for by BTO in connection with this RFP Document, providing information/responses to BTO, signing and executing all contracts including this Proposal and undertakings consequent to an acceptance of our Proposal, and generally dealing with BTO in all matters in connection with or relating to or arising out the potential acceptance of the Proposal. Date: Name: I/C Number: Designation: Company Stamp: In the presence of: Witness Name: I/C Number: Designation 21

22 Form B BACKGROUND INFORMATION Name of Business: Business Industry: Website URL: Business Address: Telephone number: Fax number: RFP Contact Name of Contact Person: Contact Telephone Number: Contact Fax: Contact Address: Business Registration Number: Year of Foundation/Incorporation: Has the business filed for bankruptcy within the past seven years? Is the Corporation listed in the Malaysian Stock Exchange? YES If yes, provide discharge date: NO (please tick) 22

23 If the corporation is listed on the exchange other than the Malaysian Stock Exchange, the name of the exchange is: Please provide the following documents: a) Company registration certificate (labelled as Attachment 1) b) Audited financial statements for the last 2 years (labelled as Attachment 2) 23

24 Form C (i) NAME OF STATION: Brand ( INSERT BRAND NAME (COMPULSORY) ) Naming Rights Fee* (Recommended price is RM 1,000, per annum, any offers below the recommended price will be evaluated on a case-by-case basis) ( INSERT FEE (COMPULSORY) ) per annum * The fee is subject to an annual escalator of 5 % Offer of Term (The minimum term is 5 years) ( INSERT TERM (COMPULSORY) ) years 24

25 Form C (ii) MASJID JAMEK STATION Brand ( INSERT BRAND NAME (COMPULSORY) ) Naming Rights Fee* ( INSERT FEE (COMPULSORY) ) per annum (Reserve price is RM 2,400, per annum) * The fee is subject to an annual escalator of 5 % Production Costs Lighting Costs RM 550,000 for 36 months Nil Offer of Term (The minimum term is 5 years) ( INSERT TERM (COMPULSORY) ) years 25

26 Form C (iii) PASAR SENI STATION Brand ( INSERT BRAND NAME (COMPULSORY) ) Naming Rights Fee* ( INSERT FEE (COMPULSORY) ) per annum (Reserve price is RM 1,200, per annum) * The fee is subject to an annual escalator of 5 % Production Costs Lighting Costs Range of RM250,000 to RM350,000 for 36 months Range of RM20,000 to RM80,000 per annum Offer of Term (The minimum term is 5 years) ( INSERT TERM (COMPULSORY) ) years 26

27 Form C (iii) TAMAN MELATI STATION Brand ( INSERT BRAND NAME (COMPULSORY) ) Naming Rights Fee* ( INSERT FEE (COMPULSORY) ) per annum (Reserve price is RM 1,000, per annum) * The fee is subject to an annual escalator of 5 % Production Costs Lighting Costs RM350,000 for 36 months RM20,000 per annum Offer of Term (The minimum term is years) ( INSERT TERM (COMPULSORY) ) years 27

28 Form D Checklist 1) Form A - Letter of Proposal 2) Form B - Background Information Attachment 1 - Company registration certificate Attachment 2 - Audited financial statements for the last 2 years 3) Form C Details of Proposal 4) Form D - Checklist 28

29 APPENDICES APPENDIX A SYSTEM MAP 29

30 APPENDIX B PROFILE OF PRASARANA COMMUTER Note: Ridership information is historical and does not offer any guarantee of future ridership levels or characteristics on the part of Prasarana. Source: Ipsos END OF DOCUMENT 30