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NEWS
ADABI GEARS UP TO ENTER MASS MARKET
Monday, September 24, 2007
The Star
ADABI Consumer Industries Sdn Bhd, which
plans to reduce dependency on wholesalers to distribute its
products, would focus strongly on brand building.
“As a medium-sized company, we need to
build a strong brand to penetrate the mass market so that
consumers and retailers can recognise our brand,” managing
director Datuk Syed Manshor Syed Mahmood said in an interview.
He believes that the company needs a strong
brand and quality products to compete with bigger players like
Nestle.
Syed Manshor said that over the past few
years, Adabi realised that its biggest challenges were in
trading and retailing.
Currently, Adabi markets its products mainly through wholesalers
and retailers, apart from selling directly to 20% of its clients,
which constitute hypermarkets and supermarkets.
“In the next five years, we want to increase our direct clientele
to 50%,” he said, adding that Adabi would boost the number of its
van sales operators which directly service the retail outlets.
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Datuk Syed Manshor Syed
Mahmood wiith some of the chicken flavoured spices. |
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Syed Manshor said Adabi spent RM4mil to RM5mil a year on advertising
and promotion to strengthen its brand.
It also organises cooking competitions, product demonstrations and
cooking sessions for consumers as well as sponsoring cooking events to
raise its public profile, he said.
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