Dairy Champ - Super Brands

MARKET
The market outlook for Dairy Champ Sweetened
Condensed Milk and Evaporated Milk (“Dairy
Champ”) remains positive in Malaysia due to
the tremendous popularity of “Teh Tarik” (milk
tea). Whether it is enjoyed at a mamak stall, a
coffee shop, or made at home any time of day,
the specialty beverage has become part of
the Malaysian lifestyle. While some prefer the
distinctive creamy taste as a bread spread, a
topping, or a cooking ingredient, Dairy Champ
has proven to satisfy the taste buds of a broad
consumer following.
The world dairy market is constantly
developing and evolving, and many of the
challenges and opportunities it faces are driven
by population and income growth; consumer
health concerns; and changing worldwide
dietary patterns. However, to its credit, Dairy
Champ was one of the pioneer brands that
managed to capture the mamak stall segment
for “teh tarik”, which is now one of its biggest
business operations.
Today, Dairy Champ products are distributed
domestically in Malaysia and many other parts
of the world, constituting approximately 45%
and 55% respectively, of total annual sales
turnover. In the domestic market, the products
are supplied to all major hypermarkets,
supermarkets, dealers, wholesalers, and food
service outlets including restaurants, coffee
shops and mamak/teh tarik stalls. In export,
Dairy Champ products are distributed to more
than 60 countries including the ASEAN, North
and Central Asia, the Middle East, the
Asia Pacific region, South and Central
America, the Caribbean, and Africa.
ACHIEVEMENTS
Dairy Champ Sweetened Condensed
Milk
and
Evaporated
Milk
are
manufactured by Etika Dairies Sdn Bhd
(EDSB). Formerly owned by Etika
International Holdings Limited
(EIHL), it is one of the world’s
largest manufacturers and
distributors of sweetened
condensed milk. On 30 June
2014, EDSB was acquired
by one of the leading publicly
listed Japanese food and
beverage companies; a
comprehensive
operation
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SUPERBRANDS VOLUME VIII
employing a workforce of 18,000 people.
The collaboration between EDSB and the
Japanese company presents a solid competitive
market advantage for Dairy Champ. It enables
EDSB to continue satisfying customer needs
by interpreting and understanding evolving
expectations;
applying
relevant
insights
collected through market research; and
effectively planning for continued growth.
HISTORY
Founded in 1997, Etika Dairies Sdn Bhd was
set up by a group of experienced dairy industry
veterans to engage in the manufacture and
distribution of milk products in Malaysia. In
1999, EDSB completed the installation of its
first modern and fully automated sweetened
condensed milk production line in the Meru,
Klang, Selangor, Malaysia factory. That same
year, it launched a commercial line of sweetened
condensed milk products throughout the country
under the brand Dairy Champ; an achievement
which was followed by export sales to Malawi.
In 2003, Etika International Holdings Limited
was incorporated in Singapore, and then in
2004, it became the holding company for
Etika Dairies. Initially listed on the SGX Catalist
Exchange, it was upgraded to the Mainboard in
June 2009.
On 30 June 2014, EDSB was acquired
by one of the leading Japanese beverage
companies as part of its overseas business
expansion. The collaboration is expected
to enhance the long term development of
EDSB’s business operations.
PRODUCT
Dairy Champ Sweetened Condensed Milk
(SCM) and Evaporated Milk (EM) are made
from the highest quality dairy cow milk and
vegetable oil, which are further enriched
with vitamins. The products are processed
under the most stringent quality and hygienic
conditions, with random production line
samples frequently tested and recorded
before any product is released to
the market. Quality control is a top
priority at every level of Dairy Champ’s
production process. The company has
achieved ISO:9001 certification, and is
in full compliance with the Department
of Veterinary Services Inspection regulations and
requirements. Dairy Champ has implemented
QAP and HACCP programmes to ensure quality
consistency, with an even broader commitment
that ensures all its products are certified Halal.
Both Dairy Champ SCM and EM are the
perfect complement for coffee and tea to
smoothen and enhance the taste and texture.
The products are also well suited for baking,
desserts, bread spread, and as a base in
soups and sauces. For those seeking a more
indulgent taste experience, Dairy
Champ Sweetened Condensed
Filled Milk, Sweetened Creamer
Vitaminised,
Evaporated
Filled Milk, and Full Cream
Evaporated Milk are widely
popular choices amongst
consumers.
The
company
also
repackages and distributes
a range of other products
that include full cream milk
powder, instant coffee
powder, chocolate malt
powder, and tea dust.
RECENT
DEVELOPMENTS
In order to meet the
demands of Etika’s growing
business, and to expand Dairy Champ’s
market share, Etika Dairies embarked on UHT
technology in 2012. This development, targeting
the ready to drink segment for both domestic
and export markets, created additional capacity
for the company. A plant, to accommodate the
growth, was built on a two storey factory and
warehouse, with an attached multi-storey office,
located in Meru, Klang, Malaysia.
Dairy Champ UHT milk production
commenced in January 2013, when four
variants were launched that included Chocolate
and Strawberry Flavoured Milk, Full Cream Milk,
and Low Fat High Calcium Milk. The flavoured
milk range targets the market for children,
whereas full cream is targeted more for family
consumption, and the low fat, high calcium
range is geared toward young, health, weight
conscious adult females.
In 2013, the company extended its
production line for sweetened condensed milk in
response to additional demand from both local
and export markets.
PROMOTION
In support of the increasing number of Malaysians
who choose Dairy Champ as their preferred
sweetened creamer, the company has embarked
upon numerous targeted marketing campaigns.
Every year it participates in a variety of
events and functions organised by
both government bodies and
private companies. Crowds
are entertained by “Teh Tarik”
performances, and ample
wet samplings of Teh Tarik
are an integral part of creating
a positive brand experience.
During Hari Raya Puasa,
Dairy
Champ
produced
a series of creative press
advertisements
in
the
national newspapers, and
an
attractively
designed
recipe booklet was specially
launched for distribution during
this festive season.
In addition to active ground
events, in recent years Dairy
Champ has initiated marketing
activities that include TV advertising, print
media, nationwide brand billboards, and TV
drama sponsorship, in an effort to bring the
brand to a wider consumer base.
Although primary marketing campaigns are
designed to appeal to the domestic market, the
company is also well tuned-in to the international
market. The export division is an active member
of MATRADE; this enables Dairy Champ to reach
global buyers by participating in international
trade fairs such as the Halal Showcase, which
provides access to an emerging market.
BRAND VALUES
Recognising that in today’s complicated retail
environment consumers are looking beyond
what a brand offers on the surface, Dairy Champ
strives to satisfy the mass market with quality
products, at affordable prices, while still meeting
the discerning taste expectations of consumers.
The brand is readily identifiable by its
distinctive logo of a champion’s trophy, and
its tag line “Champion by Choice”, which not
only signifies quality products, but provides
consumers with a sense of identification and
connection to champions. It aims to inspire
consumers to make positive choices, and
motivate them to achieve greater heights.
By keeping up with market needs and
trends; investing in new technology; widening
its distribution channel; introducing new
products; and carrying out extensive marketing
activities, while at the same time maintaining
an uncompromising commitment to product
quality, Dairy Champ remains a significant force
in the region’s dairy industry.
www.dairychamp.com
THINGS YOU DIDN’T KNOW ABOUT
DAIRY CHAMP
•The brand’s Sweetened Condensed
Milk and Evaporated Milk can be jointly
added to tea or coffee to make the drinks
smoother and tastier.
• Dairy Champ Vitaminised Milk is fortified
with six vitamins, calcium and protein;
packed in 500g packages, it is available
in all hypermarkets.
• UHT stands for Ultra Heat Treatment; this
sterilisation process is used primarily for
sensitive products such as milk, soya,
and fruit juice. UHT products typically
have a shelf life of six to 12 months, and
do not require refrigeration until they are
opened.
• Etika Dairies products are also exported
under the brand names Dairy Star, Mr
Farmer, My Choice, Doreen, and Gold
Cow.
• Generally, sweetened condensed milk is
not suitable for infant feeding, as it is not
formulated as a breast milk substitute.
M A L AY S I A’ S S T R O N G E S T B R A N D S
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