Strategy Document for RMN 15to5 Transformation Programme

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Pedoman Pelaut

Kami adalah pelaut
Lautan adalah dunia kami
Anak kapal adalah saudara kami
Cekap, selamat dan bekerjasama adalah rukun hidup kami

Kami adalah Perwira
Darah kami darah pahlawan
Keberanian, kesetiaan dan kemuliaan jadi pegangan
Membelah ombak, mengharung lautan
Demi Raja dan negara, nyawa kami pertaruhkan

Kami adalah Patriot
Bangga berkhidmat
Sedia Berkorban!

EDITORIAL
TEAM

AUTHOR Admiral Tan Sri Ahmad Kamarulzaman PUBLICATION TEAM
ORIGINAL IDEA bin Haji Ahmad Badaruddin
First Admiral Ahmad Shafirudin bin Abu Bakar
& CONCEPT Vice Admiral Datuk Mohd Reza Commander Shahril Amir bin Mohd Mokhtar RMN
ADVISOR bin Mohd Sany Commander Mohd Zulkarnain bin Mohd Rawi RMN
Commander Shamsul Amery bin Zainuddin RMN
CO-AUTHOR/ First Admiral Lieutenant Commander Karimah binti Awi RMN
CHIEF EDITOR Baharudin bin Wan Md Nor Lieutenant Commander Ir. Ahmad Azahari bin Mohmmad RMN
Lieutenant Commnder Ir. Lee Juan Jym RMN

CREDIT

• Ministry of Defence Malaysia • Ministry of Finance Malaysia • Bank Negara Malaysia • Sea Power Centre - Australia
• Defence Governance and Management Team. US DoD • CIMB Bank Berhad

ROYAL

#15TO5MALAYSIAN
NAVY TRANSFORMATION PROGRAMME

RMN #15TO5 AS A BRAND

Success of RMN #15TO5 Transformation Programme depends to a large extend
on buy in from various stakeholders. In view of this requirements, the leadership of
the Navy has decided that stake holder perception must be given special attention.
This led to the development of RMN #15TO5 Transformation Programme Branding
Strategy. Branding is a long-term plan for the development of a successful product in
order to achieve specific goal. A well-defined and executed brand strategy include all
aspects of promotion process and is directly connected to perception management.

The proliferation of social media in our daily lives has influence how the Navy’s
execute its branding strategy. Platforms such as Facebook, Twitter and Instagram
are used to disseminate information to both internal and external stakeholders with
each platform having their own focus in terms of content and strategy.

Smart partnerships have also contributed to building the RMN #15TO5 Brand. In
January 2018, the RMN has released a limited edition Touch ‘n Go card in collaboration
with CIMB Bank and the pre-paid electronic cash card provider. 2018 also saw the
Navy being featured on the silver screen with the production of PASKAL: The Movie
which premiered in September. The film showcased the Navy’s Special Forces and
strategic assets and received very positive response with a total receipts of RM22
million within 18 days of screening – a box office by local film industry standard.

The overwhelmingly encouraging response to the movie is not only an endorsement
on the smart partnership between the RMN and Asia Tropical Films Sdn Bhd which
produce the movie, but carry with it further awareness and support for RMN #15TO5
Transformation Programme.

@tldm_rasmi RoyalMalaysianNavy @tldm_rasmi Tentera Laut Diraja Malaysia

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