MALAYSIA’s AN INSIGHT INTO MALAYSIA’S STRONGEST BRANDS Argentina, Australia, Austria, Azerbaijan, Bangladesh, Bosnia and Herzegovina, Brazil, Bulgaria, Cambodia, Canada, Chile, China, Colombia, Croatia, Czech Republic, Denmark, Dominican Republic, East Africa, Ecuador, Egypt, Estonia, Finland, France, Germany, Greece, Guatemala, Honduras, Hong Kong, Hungary, Iceland, India, Indonesia, Ireland, Italy, Japan, Jordan, Kazakhstan, Kuwait, Latvia, Lebanon, Lithuania, Malaysia, Maldives, Mexico, Morocco, New Zealand, Nigeria, Norway, Pakistan, Panama, Philippines, Poland, Portugal, Romania, Russia, Saudi Arabia, Serbia, Singapore, Slovakia, Slovenia, South Africa, South Korea, Spain, Sri Lanka, Sweden, Switzerland, Taiwan, Thailand, The Baltic States, The Netherlands, Turkey, United Arab Emirates, United Kingdom, United States of America, Uruguay, Vietnam AN INSIGHT INTO MALAYSIA’S EXCELLENT BRANDS
SUPERBRANDS MALAYSIA VOLUME XVI AN INSIGHT INTO MALAYSIA’S EXCELLENT BRANDS Chief Executive, Superbrands Malaysia Mike English Brand Liaison Director Shirley Wong Tel. +6012 214 1032 E-mail shirley.wong@superbrands.com Brand Liaison Managers Cleone Lim Tel. +6012 867 7338 E-mail cleone.lim@superbrands.com Marcus Kong Tel. +6016 233 5216 E-mail ks.kong@superbrands.com Design Jacinta Johnson Printed by Jetprint Published by Superbrands 35, Ballards Lane London N13 1XW E-mail mike.english@superbrands.com All rights reserved. No part of this publication may be reproduced or transmitted in any form or by any means, electronic, digital, or mechanical, including scanning, photocopying, recording or any information storageand retrieval system relating to all or part of the text, photographs, logotypes without first obtaining permission in writing from the publisher of the book together with the copyright owners as featured. The trademark of SUPERBRANDS is a trademark of Superbrands Limited. The logo is the subject of copyright of Superbrands Limited © Superbrands Limited 2013. All of the companies who own the Superbrands featured in this publication have given their consent for the use of the brand name, logo and photographs shown. Any enquiry regarding a specific Superbrand should be made to the relevant company. ISBN 0-233927694-1
VOLUME XVI www.superbrands.com
4 | SUPERBRANDS VOLUME XV
MALAYSIA’S STRONGEST BRANDS | 5 Foreword The Superbrands Organisation Superbrands TV APACS BLANK MALAYSIA BUNGA RAYA KU’S CROLLA® DENTIST MALAYA DORRA SLIMMING DR ANNE SKINCARE DR COVE RELUIRE EMPIRE SUSHI EPLAS FAZSFAOZI FITZTOX GKB G-TECH HAIER HERBAL RECIPES HURIX’S JONSSON PROTEIN JORAYC COSMETIC INTERNATIONAL JV AUTO LUBE KAPTEN BATIK 6 8 10 12 14 16 18 20 22 24 26 28 30 32 34 36 38 40 42 44 46 48 50 52 Contents LONDON WEIGHT MANAGEMENT MASDORA MAVERICK SCHOOLS MEGALIVE MULTIMEDIA UNIVERSITY MY FLAVOR MYDOBI NEW YORK SKIN SOLUTIONS PAN UNIFORM PERFUME PARADISE PINKANDBELLE RUBY-CELL MALAYSIA SHAKURA PIGMENTATION BEAUTY SKISET SOMMER ST GUCHI SUPERCUBE SWEETLAB TCK BON VEMPIRE VICTORIA FACELIFT WIRAKATA GLOBAL YAYA EMPIRE YUN NAM HAIR CARE 54 56 58 60 62 64 66 68 70 72 74 76 78 80 82 84 86 88 90 92 94 96 98 100
6 | SUPERBRANDS VOLUME XV Foreword Branding is more than just a name, logo, or slogan; it is the entire perception of a company or product as shaped by the experiences, emotions, and expectations of consumers. It encompasses the values, personality, and promises conveyed by a business, aiming to create a unique and lasting impression in the minds of customers. The importance of branding cannot be overstated in today’s competitive marketplace, where differentiation and customer loyalty are crucial for success. This essay explores the multifaceted significance of branding, highlighting how it impacts consumer perception, business growth, competitive advantage, and overall market presence. Building Consumer Trust and Loyalty One of the foremost reasons branding matters is its role in building consumer trust and loyalty. A well-crafted brand conveys reliability and credibility, essential factors for gaining and retaining customers. When consumers encounter a consistent and positive brand experience, they are more likely to develop trust in the company. Trust is the foundation of customer loyalty, which in turn drives repeat business and longterm profitability. Companies like Apple and Coca-Cola have mastered the art of branding, creating a loyal customer base that continues to support their products despite the availability of cheaper alternatives. Differentiation in a Crowded Market In a market flooded with similar products and services, branding is the key to differentiation. Effective branding allows a company to stand out from competitors by highlighting its unique selling points (USPs) and creating a distinct identity. For instance, Nike’s branding emphasizes athletic excellence and innovation, while also fostering a strong emotional connection through its “Just Do It” campaign. This distinct identity sets Nike apart from other sports apparel brands and resonates deeply with its target audience. Differentiation through branding not only attracts customers but also positions the company favorably in the market, making it a preferred choice over others. Creating Emotional Connections Emotional branding goes beyond the functional aspects of a product or service to create a deeper, more meaningful Mike English CEO Superbrands Malaysia connection with consumers. Brands that tap into emotions can foster strong attachments and advocacy. Consider the case of Dove’s “Real Beauty” campaign, which focuses on body positivity and self-esteem. By addressing societal issues and promoting a message of inclusivity and self-acceptance, Dove has created an emotional bond with its audience. This connection encourages customers to align themselves with the brand’s values and mission, leading to increased brand loyalty and advocacy. Consistency and Recognition Consistency is a crucial element of effective branding. When a brand maintains a consistent message, visual identity, and customer experience across all touchpoints, it reinforces recognition and recall. This consistency helps consumers quickly identify the brand and associate it with specific qualities and values. For example, McDonald’s golden arches and redand-yellow color scheme are instantly recognizable worldwide. This level of recognition simplifies the decision-making process for consumers, as they know what to expect from the brand regardless of where they are. Driving Business Growth Branding is not just about aesthetics or marketing; it is a strategic tool that drives business growth. A strong brand attracts customers, retains them, and turns them into brand advocates. These advocates, in turn, influence others, creating a ripple effect that expands the customer base. Additionally, a well-established brand can command premium pricing, as consumers are often willing to pay more for a product or service they trust and value. This premium pricing contributes to higher profit margins and overall business growth. Furthermore, strong branding can attract talent, investors, and partnerships, all of which are essential for scaling a business. Facilitating New Product Launches When a company with a strong brand reputation launches a new product, it benefits from the established trust and recognition associated with the brand. Consumers are more likely to try a new product from a brand they already know and trust, reducing the barriers to entry in the market. For example, when Apple introduces a new device, it receives significant attention and anticipation because of the brand’s reputation for quality and innovation. This trust and recognition make it easier for companies to successfully launch and promote new products. Enhancing Marketing Efforts Effective branding enhances all marketing efforts by providing a clear and compelling narrative that resonates with the target audience. A strong brand story creates a cohesive framework for all marketing communications, ensuring that messages are aligned and reinforce the brand’s values and mission. This alignment increases the effectiveness of marketing campaigns, as consumers are more likely to engage with and remember messages that are consistent with the brand they know and trust. Additionally, branding provides a foundation for content creation, social media engagement, and other marketing activities, making them more impactful and efficient.
MALAYSIA’S STRONGEST BRANDS | 7 Photo credit: www.flickr.com/photos/naimfadil/10121316715 Leveraging Brand Equity Brand equity refers to the value a brand adds to a product or service beyond its functional benefits. This value is built over time through consistent delivery of quality, positive customer experiences, and effective marketing. Strong brand equity can be leveraged in various ways, such as expanding product lines, entering new markets, or forming strategic partnerships. For example, the Disney brand, known for its family-friendly entertainment, successfully extends its brand equity to various sectors, including theme parks, merchandise, and media networks. This extension of brand equity allows Disney to capitalize on its reputation and reach, driving further growth and diversification. Navigating Crises and Challenges In times of crisis or negative publicity, a strong brand can serve as a buffer, mitigating damage and helping the company recover more quickly. Brands that have built a solid reputation and strong relationships with their customers are more likely to receive the benefit of the doubt and maintain customer loyalty during challenging times. For instance, when Johnson & Johnson faced the Tylenol tampering crisis in the 1980s, the company’s strong brand reputation and swift, transparent response helped it regain consumer trust and restore its market position. This resilience underscores the importance of maintaining a strong brand image to navigate unforeseen challenges. Conclusion Branding is a multifaceted and dynamic aspect of business that plays a crucial role in shaping consumer perception, driving business growth, and maintaining a competitive edge. By building trust and loyalty, differentiating in the market, creating emotional connections, ensuring consistency, and leveraging brand equity, companies can establish a strong and lasting presence. Effective branding not only attracts and retains customers but also enhances marketing efforts, facilitates new product launches, and provides resilience in times of crisis. In today’s competitive and ever-evolving marketplace, the importance of branding cannot be overstated, as it is a key determinant of a company’s success and longevity.
8 | SUPERBRANDS VOLUME XV The Superbrands Organisation
MALAYSIA’S STRONGEST BRANDS | 9 A Mark Of Excellence From its conception in 1993 and UK launch in 1994, Superbrands has grown into a global organisation and today operates in more that 92 countries around the world and across five continents – which makes “Superbrands” a truly global brand. Superbrands History The Superbrands concept originated in the United Kingdom in 1993 after its founder, Marcel Knobil, an advertising executive lost a two-way pitch for lack of client information (The business was retained by the clients’ existing agency). Frustrated by the fact that an otherwise outstanding presentation came to naught he launched Superbrands. Superbrands began life in 1994 as a radio show on GLR (now BBC London 94.9). This broadcast aimed to give ordinary consumers an insight into the significant brands that touched upon their lives. After the success of the show the Superbrands organisation was founded in 1995. Its mandate focused on promoting the discipline of branding and identifying and paying tribute to exceptional brands. At the time it was not imagined that within only a few years the organisation could have achieved such phenomenal success – or be the global authority that it is today. The first Superbrands reference book published in the UK contained brands ranging from international icons such as American Express and Coca-Cola to UK favourites like British Airways and Cadbury. The trend of mixing international and local brands highly rated by the relevant national selection process continues today. Sixteen percent of the brands from that first publication qualified and were featured in the tenth anniversary edition of Superbrands UK, published in 2005. Thirty-eight percent of those brands continue to be members internationally. Two further UK editions, each increasing in size and stature, were completed in 1996 and 1997. This paved the way for the first international Superbrands programme to be launched in Australia. Its publisher was Stephen P. Smith who created the Superbrands concept and founded the international organisation. In 2000, a sustained period of international growth ensued with Denmark, France, Hong Kong, Spain, Sweden and the USA beginning programmes. More recently, Argentina, Canada, Germany, Japan and South Africa have joined the international network. Exceptional growth has occurred in Asia, Europe and the Middle East. Today, Superbrands is the world’s leading brand recognition platform and is established in more than 92 countries around the world. International operations are run on a license basis whereby local rights are awarded to experienced and highly qualified individuals. Each operational head forms part of the international editorial board acting as gate keepers to the Superbrands accolade and responsible for the integrity of the programme. Superbrands presents expert and consumer opinion on branding. The organisation promotes the discipline of branding and recognises the exceptional and most valued brands. THINGS YOU DIDN’T KNOW ABOUT SUPERBRANDS Superbrands started life as a radio talk show broadcast on Greater London Radio (now BBC Radio London) in the UK. Superbrands launched in 1994 and the first book was published in London in 1995. Today, Superbrands operates in more than 92 countries worldwide, across five continents. Superbrands has published more than 15,000 brand case histories for over 4,500 of the worlds biggest and most valuable brands. Brands participating in more than 20 editions of Superbrands include international icons such as American Express, Avis, Coca-Cola, DHL, Gillette, McDonalds, Nokia, Philips and Sony. Coca-Cola has participated in over 50 Superbrands programmes around the world. The iconic Superbrands logo is widely recognised by consumers as a mark of brand excellence and distinction. On average, 70% of Asian consumers say that they are more likely to consider buying a brand they see associated with the Superbrands logo. Asian consumers also say that they consider brands displaying the Superbrands logo to be more trustworthy and of higher quality than other brands. • • • • • • • • •
10 | SUPERBRANDS VOLUME XV Creative Marketing Superior Products Exceptional Brands
MALAYSIA’S STRONGEST BRANDS | 11 Superbrands Television The SBTV video productions mirror the text and images from the brand presentations in the Superbrands books. This is the most effective way to showcase the brands strengths and Superbrands Status through an important new digital delivery platform. SBTV creates high quality video footage for our Superbrands clients. Brands can use this footage to promote their brand stories of successes to their clients, shareholders, investors, staff, customers and within the brands supply chains. This video can be used on Social Media outlets such as Facebook, Twitter, Google+, and YouTube, etc. to create the viral effect. In addition, the QR codes for SBTV videos can also be used across brands’ above-the-line marketing channels, e.g. television, print, any out-of-home media as well as the TVs at the office reception areas, at conferences, seminars, road shows or conventions. We have also created a SuperbrandsTV site on YouTube where all the brand videos from around the world are posted. To-date, the site has received almost 5,000,000 views and has more than 12,000 subscribers. Suggested ways to use SBTV videos SBTV clients can incorporate a QR Code on their existing print advertisements which will allow consumers with Smartphones the ability to scan the QR Code from the print advertisement providing a direct link to the brand’s SBTV video. Consumers will then be able to learn more about the brand and its achievements through scanning the QR Code and receiving the SBTV brand video on their Smartphones. SBTV videos are perfect for brands to run on their company websites and social media outlets such as Facebook, Twitter, MySpace, Google+, YouTube and web sites generally. SBTV is a wonderful and long lasting presentation about the brand for your most important customers and suppliers. SBTV can be presented to your directors, senior management and key executives nationally and internationally. SBTV can be used as an excellent promotional video for visiting dignitaries, senior personnel and other guests. SBTV is a perfect video to run on TV’s in reception areas. SBTV can be used to reinforce your brands’ great achievements and successes at seminars, conventions, trade shows and conferences. SBTV is an ideal video medium to support your investor relations programmes. It will provide the investment community with a better understanding of your brand’s positioning, strengths and value within the market. SBTV is a useful medium for all Human Resources and Staff Development programmes. SBTV can play an important part in your briefings to journalists, researchers, academics and students, and it will underline your strengths and points of difference. SBTV will prove to be an excellent communicator of information about the brand with advertising agency executives, as well as those involved with public relations and corporate communications. For more information visit www.superbrandstv.com & YouTube channel www.youtube. com/user/superbrandstv/videos SuperbrandsTV (SBTV) is a new service offered exclusively to clients of Superbrands. Through our production team in New York, brands which have attained the prestigious ‘Superbrands Status’ can now bring their presentations in the Superbrands books to life through video animation. • • • • • • • • • •
12 | SUPERBRANDS VOLUME XV MARKET Apacs Sports was established in 2002 to provide high quality sporting equipment such as racquets, sportswear, footwear, and accessories for the local and international badminton, squash, and tennis markets. They have not only products that are specialised for professional athletes, and also options for casual players. The brand has thoughtfully covered the full market spectrum from entry level to high-end. To date, the company has developed its wholesale distribution network across Malaysia, with more than 700 sporting goods dealers and retail stores. They have also developed their wholesale distribution network in more than 50 countries across several regions including the Middle East, South Africa, Europe, North America, South America and Southeast Asia. Apacs Sports is proud to declare that they are among the top three market share holders in Malaysia’s graphite badminton product segment. Their company’s annual growth in sales is estimated at 32%. ACHIEVEMENTS One of Apacs’ highest achievements was the recognition of its Aero-Flight 800 shuttlecock for international level play, awarded in year 2018 by the Badminton World Federation (BWF), the global governing body for the sport of badminton. AeroFlight 800 earned the same approval in each of the subsequent years from 2019 to 2022, 2023 to 2024 and 2024 to 2025. Additionally, together with another international level certificate of recognition awarded in year 2010 to 2011 for their badminton netting (BN-001), as well as 2011 and 2012 for badminton 5.0mm (AP-204F) floor mats, these recognitions have further affirmed Apacs’ excellency in badminton product standards and quality assurance. Apacs Sports (M) Sdn. Bhd. has won ‘Product of The Year’ at the fourth Business of The Year Award in 2009 and was honoured as the Crystal Winner of the ‘2nd Global Award 2010’. Apacs was also awarded Quality Product at the International Standard Quality Awards (ISQ) in 2011 and 2012. The company has pioneered and introduced numerous innovations to help improve accuracy and power in a player’s game. Some of its first-in-the-market innovations include the ‘Hexagon Throat’ joint; the ‘BuiltIn Graphite T-throat’ joint; ‘Chrome Braided’ graphite; ‘Plated Jacquard’ graphite; ‘Scale Netting’ graphite; ‘Inner Tapered Shafts; ‘Slimmest 6.0mm’ shafts; ‘Vacuum Intensive’ racquets; ‘Double Shaft’ racquets; ‘Arrow Tapered Fins Shaft’ racquets; dual-material processed grommets; the ultra-light 55g racquet with a 30 lbs maximum tension strength (compared to other brands maximum tension strength of 25 lbs); professional racquets with 45 lbs maximum tension strength (compared to 35 lbs offered by other brands); and the lowest shaft torsion tilt in the market at four degrees (compared to the six degrees found in other brands. In 2009, Apacs added yet another feather in its cap as the biggest rubber mat supplier in Malaysia, with a total of 120 varieties. HISTORY Anthony Lim and Jebbery Lim founded Apacs in 2002 with the aim of promoting and distributing high quality sports equipment in the local and international marketplace. The dynamic duo created top quality products using the artful combination of technology and craftsmanship. PRODUCT Apacs Sports features a wide selection of badminton racquets created for different levels of players. For example, Fantala Pro 101 is developed for Olympics silver medalist Tan Wee Kiong and Honor Pro is used by Bronze medalist of World Championships Tommy Sugiarto. Innovative racquets such as Asgardia, which is lightweight but can handle high tension are enjoyed by intermediate players. Apacs’ accesible assortment of entry level models such as NFS722 are beloved by not just Malaysians but the international markets as well. Apart from badminton racquets, Apacs has developed a range of footwears to meet the different needs of athletes. For instance, PRO shoes are the best choice for professional players. Professional players acknowledge the benefits of narrow-shaped outsoles and thick cushioning for the heel and toes that were
MALAYSIA’S STRONGEST BRANDS | 13 THINGS YOU DIDN’T KNOW ABOUT APACS •• Apacs has been awarded as Superbrands Malaysia for fifteen years (15) and is top three in terms of product ranking. •• Apacs sells more than 1300 racquets daily. •• Apacs’ innovative world’s lightest racquet with only 55g, which is roughly the weight of a bar of soap. •• Apacs created a unique twelvesteps technology process for testing racquets to ensure compliance with the highest quality. designed to minimise injuries, such as heel pain that are caused by landing hard on the floor following a jump smash. Apacs apparel features an extensive variety of sportswear and accesories. The brand’s DryFast t-shirts and shorts are made with heat reflective, sweat absorbent, lightweight, high elasticity, quick dry and anti-UV ray fabric. Other accessories offered include bags, grips, grip powder, strings, shuttlecocks, nylon shuttles, and much more. RECENT DEVELOPMENTS Apacs’ Woven Racquet is built to bring better structural strength and reinforcement with striking power, air resistance, responsiveness and vibration absorption compared to the common racquet. The latest Nano Sponge Carbon (NSC) material has improved the quality of high-end racquets and enabled these racquets to be much more stronger structually. Other advancements in technology include the built-in T-Graphite Throat, Hexagon Throats, Slim shafts, Titanium shafts, Plated Jacquard, Extreme Power Tech frames, Muscle Wave Heavy Impact frames, in addition to High-Speed Muscle frames, Power frames, and Wide frames. The built-in T-Graphite Throat stabilises the racquet joint between the frame and the shaft. It helps minimise racquet torsion, maximise accuracy of shuttlecock direction, and expand the sweet spot. The unique hexagon throat boosts the function of built-in T-Graphite Throat by up to two times and reduces air resistance to provide consistent and stable shots. The Slim 6.0mm shaft is the thinnest in the badminton market with its low wind resistance o f f e r i n g comfort and stability. The Super Slim 6.0mm s h a f t - maintained r a c q u e t stiffness and offers low torsion, as well as higher sma s h i n g power and shuttlecock velocity. The C o m p a c t High Speed series frame have been developed for swift doubles games. It generates swing speeds and shortens the contact time between racquet and shuttlecock. Latest released version of Plated Jacquard and Scale Netting are advanced technology solutions designed to reduce vibration, stabilise frames and strengthen frame structures. Apacs Sports’ had recently launched their latest innovative racquet series such as Fantala 6.0 with the world’s slimmest shaft 6.0mm; Duplex 78 with the high-performance dual carbon-wood reinforced handle; and Feather Weight 55 with world’s lightest racket. Apacs endorses world-class players like Tan Wee Kiong from Malaysia, an Olympic silver medalist from Rio 2016 and holder of the Best World Ranking No. 1, along with Cheah Liek Hou, a two-time gold medalist from the Tokyo 2020 and Paris 2024 Paralympics. Other endorsed players include Malaysia’s Muhammad Fareez Bin Anuar, Korea’s Lee Hyun Il, Vietnam’s Le Duc Phat, Italy’s Giovanni Toti, Indonesia’s Tommy Sugiarto and Shesar Hiren Rhustavito, India’s Ajay Jayaram and Subhankar Dey, and many others from countries like Australia, Bangladesh, Costa Rica, Egypt, El Salvador, Japan, Jordan, Kazakhstan, Mexico, Nigeria, Norway, Pakistan, Philippines, Russia, Sri Lanka, Ukraine, Uzbekistan etc. Cheah Liek Hou’s incredible journey to becoming the 2020 Tokyo Paralympic Games Champion, supported by Apacs Sports, is truly inspiring. Although Cheah’s training and progress was severely hindered by Covid-19 lockdowns, he remained disciplined and formulated his own workout programs at home, keeping himself fit and ready to fight. Cheah showed everyone the results of his relentless determination when he returned to international tournaments 1 year later, where he went on a streak of outstanding performances around the world. After months of preparation and hard work, Cheah was up on the Tokyo Paralympics 2020 world stage, and he was determined to be the first ever Malaysian to obtain a Gold in the Paralympic Games badminton event. Apacs Sports is proud to be Cheah Liek Hou’s partner and sponsor on his journey. Unveiling a tale of resilience and triumph: Apacs proudly presents our partnership with “Gold”, following Cheah Liek Hou’s inspiring journey to the top. In a thrilling and emotional performance, we see the Paralympian’s remarkable story and his conquest come to life. PROMOTION Apacs Sports firmly believes in product research development for all its target markets, enabling the brand to continue advancing in its prioritized product segments. To support its branding and sales efforts, Apacs has created a range of point-of-sale materials including product stand banners, posters, as well as light boxes that carry the company logo. Its products are highlighted in catalogues and flyers and making sure its brand is actively seen in national newspapers such as The Star, Berita Harian, Sin Chew Daily. Apacs has also launched its online marketing such as Facebook, Instagram, TikTok, Douyin (Chinese Version of TikTok) and Litte Red Book (“Xiao Hong Shu” Chinese social media platform) and Google search engine advertising, as well as e-catalogue distribution. BRAND VALUES Apacs Sports promises quality control, testing and BWF approval for all its products. It remains committed to standards of high durability and high usability for players across all products. Apacs values and supports initiatives in educating and inspiring Malaysian youth in the sport of badminton. www.apacssports.com
14 | SUPERBRANDS VOLUME XV MARKET Blank Malaysia is a premier fragrance company dedicated to producing the finest car fresheners in Malaysia, ensuring every journey is accompanied by a refreshing and pleasant aroma. Their customers range across all demographics, essentially anyone who owns an automobile. This diverse market includes individuals from various income levels, ensuring their products appeal to a wide audience. They reach their customers through a multifaceted marketing approach. Their primary channels include online marketing and social media advertising, utilising platforms such as Instagram, Facebook, and various e-commerce sites like Shopee and Lazada. They also collaborate with top influencers and celebrities who promote their products on their social media platforms. Additionally, traditional marketing methods such as printed flyers and strategic billboard placements are employed to increase brand visibility. In 2021, Blank Malaysia achieved a remarkable total revenue of RM 1,280,000. Their market analysis reveals that 59% of their customers come from the middle-income category, 23% from the low-income group, and 18% from the high-income segment. This distribution underscores their product’s broad appeal and accessibility. The cornerstone of Blank Malaysia’s success has been the unparalleled quality of their fragrances combined with a highly effective marketing team. This synergy has driven significant sales growth and enhanced brand recognition across Malaysia. Looking ahead, Blank Malaysia is poised for substantial growth. The brand anticipates a 30% increase in turnover and a 50% expansion in market share within the next five to ten years. This optimistic outlook is based on the current economic trends and their strategic initiatives to meet growing customer demand through innovative marketing and robust delivery partnerships. ACHIEVEMENTS Recognition and awards:- In 2021, Blank Malaysia was honoured with an award for the most natural health vehicle fragrance. This prestigious recognition was bestowed upon them for their commitment to producing chemical-free products that ensure customers enjoy a healthy and natural aroma. In addition, they were recognized as Superbrands Malaysia’s choice in 2022 and even more thrilled their brand receives the same recognition in 2024! Proud achievements:- Blank Malaysia take immense pride in their pioneering spirit and innovation. One of their most ambitious goals is to be the first car fragrance brand to enter the metaverse, blending traditional sensory experiences with cutting-edge digital environments. Blank Malaysia’s aspiration to introduce fragrance to the metaverse highlights their innovative approach and dedication to staying ahead of industry trends. HISTORY Blank Malaysia was founded in 2020 during the first COVID-19 lockdown in Malaysia, a period marked by significant challenges and disruptions. The company was established by Mr. Woi and Mrs. Woi in Kelantan, Malaysia. They started the business from their hometown with a vision to revolutionise the car fragrance market. Their success can be attributed to the high quality and affordability of their products, coupled with effective marketing strategies. These factors were especially crucial during the pandemic, a time when many were seeking new ways to enhance their personal environments. Despite facing initial challenges such as shipping and packaging issues, Blank Malaysia has seen impressive growth. Their dedication to quality and affordability has attracted widespread attention, leading to increased sales and brand expansion. This growth is supported by a dedicated marketing team, influential social media personalities, and loyal customers who have provided invaluable feedback and support. PRODUCTS Blank Malaysia specialises in premium car fresheners, designed to create a pleasant and unobtrusive aroma inside vehicles. Their products are engineered to leave a lasting impression without being overpowering. Blank Malaysia’s car fresheners stand out due to their superior quality, natural ingredients, and innovative packaging design. This design significantly reduces damage during shipping and ensures the product reaches consumers in pristine condition. RECENT DEVELOPMENTS Blank Malaysia have recently launched a new natural-based room fragrance, designed to provide a pleasant and restful night’s sleep. This product extends their commitment to natural, high-quality scents beyond the automobile market.
MALAYSIA’S STRONGEST BRANDS | 15 THINGS YOU DIDN’T KNOW ABOUT BLANK •• Blank Malaysia was founded in 2021. •• The brand helped many people generate income or side income during the pandemic. •• Blank Malaysia sold 625,000 units of car perfume in a single year. Currently, Blank Malaysia does not own a manufacturing facility but focuses on expanding its product line and improving sales. Their manufacturing team ensures high-quality production standards are met by their partners. PROMOTION Blank Malaysia employs a comprehensive marketing strategy that includes social media advertising, influencer and celebrity endorsements, and a strong presence on e-commerce platforms. They also utilise traditional marketing methods such as printed flyers and large billboards to maintain high visibility. Blank Malaysia regularly run unique promotions, such as a bi-monthly lucky draw campaign. Customers who make a minimum purchase can participate in the draw, increasing their chances of winning with more purchases. This campaign has been highly successful, doubling their monthly revenue. Their promotional activities include telemarketing, direct mailing, and proactive internet marketing. Additionally, they are deeply committed to CSR activities, promoting natural freshness and a healthy lifestyle. BRAND VALUES Essential qualities: Blank Malaysia is committed to providing highquality, natural, and health-focused products that enhance the driving experience and contribute to overall well-being. Promises to consumers: Blank Malaysia promise to deliver reliable, natural-based fresheners that ensure every journey is enjoyable and refreshing. Commitment: Blank Malaysia’s commitment is to become the leading natural-based freshener brand in Southeast Asia and expand their reach to neighboring countries. Quality control procedures: Although Blank Malaysia do not have their own manufacturing facility, they maintain rigorous quality control by sourcing the best materials from Japan and conducting thorough checks at their production site. This ensures every product meets their high standards and reaches customers in perfect condition. blankhq.com.my
16 | SUPERBRANDS VOLUME XV MARKET Bunga Raya Ku’s has been at the forefront of culinary innovation in Malaysia since 1957, offering a diverse range of baking and cooking ingredients that cater to every palate. With a steadfast commitment to quality, heritage, and customer satisfaction, the brand has become a household name and Bunga Raya Ku’s products have found their way into hearts and kitchens across the nation. By offering a wide range of products that simplify cooking and baking without compromising taste, the brand has made it easy for anyone to create delicious meals and desserts. Their dedication to preserving local flavours while embracing modern trends has earned them a loyal customer base that extends beyond borders. Their customers range from home cooks and bustling commercial kitchens to small and medium-sized food businesses, retail outlets, and industrial customers. Some notable customers include Lotus’s, Longwan, V-nion, Kejap Food, Zenso Ichiban, Mohd Chan and many more. With a market share of approximately 20% across Malaysia (and boasting some of bestsellers with up to 30% market share in their categories), Bunga Raya Ku’s success is built on a foundation of quality, innovation, deep love for local flavours and customer-centric approach. Looking ahead, Bunga Raya Ku’s aims to expand its reach both domestically and internationally, particularly in the ASEAN region. Through strategic partnerships, product innovation, and a strong online presence, the brand envisions a future marked by steady growth and increased market share. With a goal of becoming a leading player and the go-to brand in the Halal FMCG sector, Bunga Raya Ku’s is poised to continue its legacy of excellence and innovation for years to come. ACHIEVEMENTS Bunga Raya Ku’s numerous accolades over the years attest to the brand’s dedication to quality, excellence and innovation, including:- •• Lotus’s Top Ten SME Award for 2019 and 2020 •• The BrandLaureate: Brand of The Year SMEs BestBrands Award 2023 •• Malaysia Book of Records: the most variety of instant dessert premixes with Quicku Instant Dessert Premix 2023 •• Malaysia Book of Records: the Longest Lasting Crispiness for Frying Premix with Krispiku Frying Premix 2023 •• Superbrands Malaysia Award 2024 •• Cleanest factory premises in Northern Malaysia •• The Brandlaureate World Halal BestBrands Awards 2024 Bunga Raya Ku’s has also obtained: Halal by Jakim Malysia as well as ISO 22000 Food Safety Management System (FSMS), Hazard Analysis and Critical Control Points (HACCP), Good Manufacturing Practice (GMP), demonstrating their commitment to maintaining a high standard of food safety and quality management across all aspects of their operations. Bunga Raya Ku’s is proud of its commitment to its employees, fostering a supportive and inclusive work environment that has led to a high retention rate and avoided retrenchments, even during the challenging COVID-19 pandemic. HISTORY Bunga Raya Ku’s journey began in the 1957 as a modest coffee powder manufacturer under Kilang Kopi Swee Hin, founded by Mr Seow Qing Koon with only 2 employees. Over the decades, the company has evolved and expanded its offerings to become a leading provider of baking and cooking ingredients in Malaysia under Kasihku Marketing Sdn Bhd and the brand Bunga Raya Ku’s. Since its inception, Bunga Raya Ku’s has seen remarkable growth and advancement: •• 1950s: Coffee powder manufacturing under Kilang Kopi Swee Hin •• 1970s: Shifted to distribution (including for asam & spices) under Swee Hin Brothers •• 1980s: Transitioned manufacturing of pre-mixed curry power •• 1990s: Expanded to baking and cooking ingredients •• 2000s: Extended distribution across Malaysia; earned food safety accreditations •• 2010s to Present: Modernised operations, launched new products, and received awards Today, Bunga Raya Ku’s is helmed by 3rd generation leader, Mr Seow Sooncon with a dedicated team of young professionals and go-getters. Part of the brand’s secret to success lies in its empowering team culture, flat hierarchy, innovative leadership, and effective management. The company’s resilient and adaptable team has contributed significantly to its growth. From its humble beginnings, Bunga Raya Ku’s has evolved into a staple in Malaysian households and a leader in the food service, HORECA/BARECA, and industrial sectors. The brand’s ability to anticipate market trends, understanding local market and preferences,
MALAYSIA’S STRONGEST BRANDS | 17 and deliver innovative products that delight consumers has been instrumental in its growth. By creating products that resonate deeply with Malaysian consumers, the brand has fostered strong brand loyalty. Strategic marketing initiatives have further enhanced Bunga Raya Ku’s visibility and reach. Bunga Raya Ku’s enduring success is a testament to its unwavering commitment to quality, innovation, and customer-centricity has also led to groundbreaking products like Quicku instant baking and dessert mixes and extensive food solutions. PRODUCTS Bunga Raya Ku’s offers a wide range of products including: premixes for baking, fried chicken and instant dessert, curry powder, spices, condiments, baking essentials, and more. Bunga Raya Ku’s products and services are set apart from competitors:- •• Quality and Reliability: Consistent and reliable products due to high-quality ingredients and strict quality control. •• Innovation: Market leader with innovative products like Krispiku Frying Premix and Quicku Instant Dessert Premix •• Ease of Use: Products designed for simplified cooking and baking •• Cultural Relevance: Incorporation of local flavours and preferences •• Award-Winning Products: Recognition for excellence in the industry •• Customer Engagement: Active interaction and relationship building thorugh online and offline activities •• Comprehensive Offerings: Diverse product range to cater to various needs RECENT DEVELOPMENTS Bunga Raya Ku’s are looking to expand their facility in Alor Setar and a warehouse site in the Klang Valley area in FY2024/25 to cater to growing demand and improve efficiency of service. Additionally, the company will be launching an experience centre at their HQ in Alor Setar to enhance customer experience and provide demonstrations for food service professionals. PROMOTION To connect with their diverse customer base, Bunga Raya Ku’s employs a multi-faceted marketing strategy that combines traditional and digital channels. The brand maintains a strong physical presence through its extensive distribution network across Malaysia. At the same time, the brand uses social media, e-commerce, print ads, influencer partnerships, in-store promotions, loyalty programs, trade deals, festive season specials and community engagement to effectively reach its diverse customer base. By fostering partnerships with retailers and actively engaging with consumers, Bunga Raya Ku’s aims to increase product visibility, drive sales, and build lasting relationships. To make a positive impact, Bunga Raya Ku’s actively supports local communities through various initiatives:- •• Provided 1,000 rice packets and 3,000 Dadih Premix packs during the Covid-19 pandemic •• Sponsored the PDRM Kedah Night Run 2023 with goodie bags and main prizes for 1,300 participants •• Supported the Pro Music Charity Fundraising Concert in 2023, benefiting three local charities •• Sponsored a fundraising movie project by the Rotary Club of Melawati in 2023 •• Supported various initiatives organised by the Lions Club Alor Setar BRAND VALUES Bunga Raya Ku’s is dedicated to providing high-quality, innovative, and authentic products that elevate the culinary experiences of its customers. The brand is synonymous with the following values:- •• Quality: Products are made with ingredients that meet the highest standards •• Innovation: Continuous innovation to bring exciting and convenient solutions to users •• Reliability: Consistent and outstanding results for all products •• Sustainability: Sustainable practices in sourcing, production, and packaging To ensure product consistency, Bunga Raya Ku’s prioritizes quality control, from sourcing raw materials to rigorous testing. The brand’s ISO22000 certification and commitment to customer feedback ensure exceptional products exceeding expectations. This dedication to quality and innovation has solidified Bunga Raya Ku’s position as a trusted and reliable brand in the food industry. kasihkumarketing.com THINGS YOU DIDN’T KNOW ABOUT BUNGA RAYA KU’S •• Quicku’s Instant Gratification: The Quicku instant dessert range can save up to 10 times of traditional cooking methods •• Krispiku’s Crunch Time: The Krispiku frying premix keeps food crispy, tasty, and fresh for at least 9 hours •• Essence of Excellence: Essence bottles sold annually could stretch across the entire globe if lined up end to end •• Versatile Powerhouse: Equipped with extruding lines, paste, liquid, and flour mixing, efficiency is among the highest in the industry •• Local Talent, Global Impact: Proudly employs exclusively local talents
18 | SUPERBRANDS VOLUME XV MARKET Crolla is renowned for its high-quality and affordable baby products, specialising in car seats, strollers, swings and playpens. Their customers are generally parents, caregivers, or family members of infants and toddlers. Crolla prioritise safety as the foremost concern for parents when selecting baby products. That’s why they exclusively offer items that adhere to rigorous safety standards and undergo thorough testing for quality and reliability. Their aim is to deliver premium baby products at a competitive price point, ensuring accessibility for families without compromising on safety or quality. In addition to their dedication to safety and affordability, they also emphasise user-friendliness and convenience. The Crolla team diligently selects products that are straightforward and practical to use, while upholding superior standards of safety and quality. Looking ahead over the next five to ten years, Crolla anticipate expanding their presence in the baby products industry by continuing to prioritise innovation, quality, and affordability. Their commitment to meeting and exceeding safety standards will remain central, ensuring that families trust Crolla as their preferred choice for reliable and accessible baby products. ACHIEVEMENTS Throughout the years, Crolla have expanded into various categories, ranging from car seats and strollers to playpens and swings. Their product lineup has tripled compared to when the company was first launched. Currently, they estimate that their products are available in approximately 100 retailers throughout West Malaysia and East Malaysia. Crolla received the Consumers’ Choice Award for 2023/24, acknowledging their steadfast commitment to excellence. Crolla car seat products adhere strictly to either the European Safety Standard ECE R44/04 or the more stringent ECE R129, ensuring the highest levels of safety and reliability for their customers. HISTORY Established in 2018, Crolla has swiftly gained trust as a reputable name in the baby products industry. Several factors have contributed to the success of the Crolla brand:- Commitment to Safety and Quality: Crolla prioritises safety by ensuring all products meet rigorous standards and undergo thorough testing for reliability and durability. Affordability: Competitive price points makes Crolla accessible to a wide range of families, without compromising on quality. Innovation: Continuous innovation in product design and functionality keeps Crolla at the forefront of the industry. Brand Trust: Building trust among consumers through consistent delivery of reliable products that meet or exceed expectations. Customer-Centric Approach: Listening to customer feedback and preferences to tailor products and services accordingly. Effective Distribution Channels: Utilising a mix of retail partnerships, online platforms, and social media to reach and engage with a broad audience of consumers. Since its inception, the Crolla brand has demonstrated remarkable growth and advancement in the baby products industry:- Establishment and Early Years (2018-2020): Crolla was founded with a commitment to offering high-quality, affordable baby products. Expansion and Market Penetration (20212022): Crolla expanded its market presence domestically. The brand capitalised on strategic partnerships with retailers and online platforms to enhance distribution channels. Innovation and Product Development (2023-2024): Crolla innovated its product offerings, integrating advanced safety features and modern designs. Recognition and Awards (2023-2024): By focusing on quality and customer satisfaction, Crolla earned industry accolades such as the Consumers’ Choice Award, reinforcing its position as a trusted brand in the market. Retail Expansion and Direct Sales (20242025): Opening the first Crolla Official Store in mid-2024 marked a significant milestone, enhancing brand visibility and providing a direct channel to engage with customers. This move also facilitated greater control over brand presentation and customer experience. Future Outlook (Beyond 2025): Looking ahead, Crolla aims to sustain its growth trajectory by further expanding its product range, exploring new markets, and leveraging digital platforms for enhanced customer engagement. The brand remains committed to its core values of safety, quality, affordability, and customer-centricity, driving continued success in the competitive baby products industry. PRODUCTS Crolla offer a wide range of products to meet diverse needs, including car seats such as the
MALAYSIA’S STRONGEST BRANDS | 19 THINGS YOU DIDN’T KNOW ABOUT CROLLA •• As Crolla eagerly anticipate reaching their first decade milestone. •• Crolla is a brand they’ve built themselves, representing a parenting lifestyle treasured by both parents and their beloved child. •• In the event of a car accident, Crolla offer a one-to-one car seat exchange programme for their customers. •• Visit Crolla at “crollababy” Facebook, Instagram, Tik Tok and their website www.crollababy.com Crolla Nex360 R129, Crolla Nexus, and Crolla Alpha. For baby carriers, they provide options like the Crolla Air and Crolla Ezzy I-Size. Their playpen selection includes the Crolla Ally and Crolla Stella, while their swings feature models like the Crolla Zenn and Crolla Comfeo. Additionally, Crolla offer strollers such as the Crolla Air Swift Premium and Crolla Flexxi. Each product is designed to prioritise safety, comfort, and quality for parents and their little ones. Crolla’s products come with a standard oneyear warranty for their swings, playpens and strollers, ensuring coverage for any mechanical issues that may arise within the first year of purchase. For their car seats, they provide a generous three-year warranty, safeguarding against mechanical faults during this period. As a special benefit, Crolla ‘s valued customers have the option to enhance their coverage for car seats with an additional oneyear or three-year warranty extension, available at a nominal cost. This extended warranty further protects against any mechanical defects beyond the initial warranty period. Crolla also offer a Special Gift Service that includes an Exclusive Gift Box, a Customised Name Tag (available exclusively for car seats), a Cute Mini Bear, a Heartwarming Gift Card, and an Exclusive Wax Stamp Seal. At the Crolla Official Store, their dedicated staff provide personalised assistance by offering installation services for car seats. They also provide thorough explanations on how to use these products effectively. Additionally, their staff offer guidance specifically on the proper usage of car seats, swings, playpens, and strollers, ensuring that customers understand how to safely and correctly utilise their purchase. RECENT DEVELOPMENTS Crolla’s commitment is to ensure that their customers receive exceptional value and service, backed by products that meet the highest standards of quality, safety and reliability. With great pride, Crolla celebrated the inauguration of their inaugural Crolla Official Store in June 2024. This marks the first of many planned for the future as they expand their presence and reach to better serve their valued customers. Crolla’s new building, scheduled for completion in 2025, will encompass various essential areas including office spaces, warehouse facilities, a showroom, and a dedicated studio area. PROMOTION Crolla brand promotes itself using social media platforms such as Facebook, Instagram, TikTok, and Xiao Hong Shu (also known as Little Red Book). These platforms serve as vital channels for engaging with their audience, sharing product updates, and fostering a community around the brand. Crolla actively participate in various baby fairs throughout the year, ensuring consistent presence and interaction within the community. These events provide valuable opportunities to showcase their products, connect directly with customers, and stay updated with industry trends. BRAND VALUES Crolla’s slogan, “Quality tells the difference,” Embodies their dedication to providing products distinguished by their safety, reliability, and durability. They firmly believe that parents should never have to compromise on quality when ensuring their children’s safety and comfort. Crolla exclusively provide products that meet stringent safety standards and undergo rigorous testing for quality and dependability. Their commitment is to offer parents access to safe, reliable, and cost-effective baby products that support the care of their little ones. Crolla ensures product consistency through stringent quality control measures at every stage of production. They maintain close relationships with trusted suppliers and manufacturers who adhere to their exacting standards. Each product undergoes comprehensive testing and inspection to verify adherence to safety, reliability, and performance criteria. Their commitment to compliance with relevant regulations and certifications further guarantees the reliability and consistency of every Crolla product. crollababy.com
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