RMM17 Website - Runcit Media

Transcription

RUNCIT MALAYSIA MAGAZINE ISSUE 17
PAGE 1 OF 52
TINJAUAN RUNCIT
IS THE ECONOMY GETTING YOU DOWN?
The global economic crisis has dampened our economy and although not
badly affected, reports showed that there are fundamental changes in the
FMCG market due to changing consumer spending habit. Eager to find out
more, we conducted a survey on 560 retailers between February and April
2009. Interestingly, we found that the majority of respondents thought that
their businesses are slowing down due to the economy.
This brought us to come up with a Rencana Runcit on “Thriving in
Challenging Times” where we present the survey findings as well as The
Nielsen Company’s update of the FMCG market and TNS Worldpanel
Malaysia’s data about shifts in consumer trends. We are also very pleased
to feature some leaders of major FMCG companies in the article. Learn of
their views of the economy and companies’ strategies to overcome the
challenges.
In addition, we have a special feature on Southern Lion Sdn Bhd. Find out why partnering with this company
will help you get through these tough times more successfully. In our Sahabat Runcit entitled “Integrity,
Involvement and Transparency”, we bring you closer to the Lein Hing Group, a successful FMCG
distributor that incorporates moral values into its business.
Also, we celebrate the success of a few brands that had recently won the Reader’s Digest Trusted Brands
Awards 2009 in Penghormatan Runcit and present Cotra Enterprises Sdn Bhd and its commitment in
promoting digestive health. We also have Fokus Runcit, which presents theft situation in the traditional
trade and some tips to eliminate the opportunities for it to occur. We have two insightful Kategori Runcit
articles on Tea and Cold Products & Facilities to help you understand and better manage the categories
too.
We hope this issue will provide the information you need to drive better business despite the challenges that
the economic downturn brings. Happy reading!
William Khoo
Executive Director
Infovantage Sdn Bhd
[email protected]
PAGE 2 OF 52
GALLERY
PAGE 3 OF 52
RENCANA RUNCIT
THRIVING IN TOUGH TIMES
The FMCG (fast-moving consumer goods industry) swings into action to cope with
consumer reactions to the economic challenges.
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RENCANA RUNCIT
The bleak global economy is making consumers alter their purchasing and consumption behaviors. As
described by AT Kearney, an international management consultancy, people are shifting from ‘conspicuous’ to
‘virtuous’ consumption. Some of the signs include eating in more (and eating out less); switching stores in
search of better value; and trading down to cheaper brands to lower their overall bill at the store. All this has
caused business to slow down.
Eager for a better feel of the impact, RUNCIT MALAYSIA spoke to traditional retailers as well as senior
management personnel from market research, manufacturing and distribution companies. All agreed that
these are tough times. Like it or not, we have to work harder to attract the same consumer spending and
margins as before. However, it’s not all doom and gloom. There are reasons to feel optimistic and stay
motivated during these tough times.
POSITIVE SIGNS
To uplift your business
1. Consumers are shopping. The economic downturn has had a softer-than-expected impact on
Malaysia. So, while Malaysian consumers are now more careful with their cash, they are still able to
continue shopping. This has helped prop up our FMCG retail industry and prevent it from slowing to a
slump, as seen in many other countries.
2. Brands are growing. A good number of companies are now reaping the benefits of their previous
efforts to build strong brand awareness, deliver high product value, and maintain consumer loyalty.
3. Traditional trade is holding on. In spite of the furious price wars in the modern trade, consumers
are continuing to frequent their neighbourhood traditional trade outlets for emergency purchases and
to top-up depleting supplies.
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RENCANA RUNCIT
MODERATELY AFFECTED
Impact of slowdown less than expected on traditional trade.
From February 3 to April 14, 2009, Runcit Media Sdn Bhd conducted a survey of 560 traditional retailers.
Out of the total respondents, 66% were from the Central Region, 15% from the East Coast, 12% from the
North and 7% from the South. It was found that the traditional trade had been faring much better than
expected.
SURVEY HIGHLIGHTS
1. Consumers are still patronising traditional trade outlets, despite the lure of the modern trade.
2. Overall, store performance did not decline as much as expected; the majority of retailers
experienced a drop of up to 20% only.
3. Efforts by retailers and suppliers to better manage inventories and promote sales helped to
keep the situation under control.
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RENCANA RUNCIT
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RENCANA RUNCIT
MORE CAUTIOUS
Consumer research specialist, TNS, advises retailers to understand and keep up with shoppers’
changing needs and inclinations.
Nelson Woo
Regional Director
New Business
Development
TNS Worldpanel Asia
www.tnsglobal.com
Business conditions and consumer sentiment levels
are low. Consumers cannot be faulted for becoming
more cautious with their cash. You would do well
to understand their changes and plan how to
maintain their patronage.
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RENCANA RUNCIT
CONSUMER FAVOUR
Traditional trade business likely to pick up this year, says market research firm, The Nielsen Company.
RICHARD HALL
Executive Director
The Nielsen Company (Malaysia)
Sdn Bhd
The last few months since Chinese New Year have
been tough for most modern retailers. The same
would be true for retailers like you too.
Nevertheless, our research found several factors
may be working strongly in favour of the traditional
trade.
PAGE 9 OF 52
RENCANA RUNCIT
DRIVING CONSUMPTION
HANS LAARAKKER
Managing Director
Dutch Lady Milk Industries
Berhad
Dutch Lady Milk
Industries, is the No 1
dairy company in the
country. The company is
market leader in
important segments such
as liquid milk and GUM
(growing up milk). The
brands are Dutch Lady,
Friso, Yes! and Shine. Last year, we recorded about
18% sales growth. However, profits were a bit
lower, as we were affected by high dairy raw
material prices and the economic crisis. As a
consequence of the crisis, consumers shifted
between product formats, and slightly reduced their
dairy purchases per shopping trip.
The good news, of course, is that consumers didn’t
leave the category. In fact, dairy consumption
continues to grow, also because penetration is still
very low. Thus, even through the economic
downturn, we continue to make every effort to
encourage consumers to drink more milk. We also
help the traditional trade drive dairy sales and
maximise turnover by providing appropriate SKUs
and merchandising solutions, to make the products
more appealing. We have a merchandising
department to help maximise space and display the
products properly.
Besides this, we also educate retailers about food
safety and store hygiene. We believe they can do
much better if they could focus more on
improving themselves and the service to their
specific customers instead of fixating on the ‘big
boys’.
PLAN AHEAD
We work together for overall results by mainly
focusing on developing a portfolio of brands that
cover different consumer groups and drinking
occasions.
CHARLES IRELAND
Managing Director
Guinness Anchor Berhad
For Guinness Anchor
Berhad (GAB), the
economic downturn
brings a lot of positive
changes. About a year
ago, we saw some signs
of the economic
downturn coming to
Malaysia. This was
when we started
reshaping
our
commercial agenda to focus more on delivering
short-term performance as well as long-term brand
equity growth. We chose to grow our market share
than growing the overall market. We have made
decisions and taken approaches that we might have
not have taken if there was no clouds in the sky.
Furthermore, we strongly believe in growing people,
as they are the real defining factor of a company’s
performance. You may have great brands and
strong balance sheets, but only companies with
great people will perform well in the long run. Our
brands operate like a well-balanced football team.
We are also looking at improving our route to
market to ensure that our products are readily
available to consumers. We have been through
enough changes over the last 20 years to realize
that they are necessary in business. Although
worries about the advantage and risk of making
changes do arise, these skeptics have enabled us
to be more disciplined and careful in our planning
and approaches. In addition, we took advantage of
the lack of continuity and direction of our
competitors to build a great business.
Traditional retailers would do well to partner with
companies that are prepared to face any
challenges, especially those resulting from
economic changes. Long-term partnerships do not
necessarily give you the most benefit, especially at
times like these. Survival and quick action is key.
Therefore, you need to take a look at and revise the
choices you make in business relationships and
decide whether it will help you survive or lead you to
a dead-end.
PAGE 10 OF 52
RENCANA RUNCIT
TAPPING THE TRADE
KK SIM
General Manager – Distribution,
Sales & Merchandising
Munchworld Marketing Sdn Bhd
We are not letting the
economic downturn disrupt
our vision of making
MUNCHY’S the leading
world-class brand in
every market where we
compete. We are
continually renovating and
innovating products,
looking at expanding into new product categories,
new sales channels and new sale territories. We
remain committed to brand-building and making our
products available to all the retailers wherever their
outlets are located.
More than ever, we are putting a great deal of
emphasis on the traditional (general) trade. It is
a big part of our business and contributes
approximately 55% of our sales. The fact that the
outlets are spread all over the country presents vast
opportunities for us. We are making every effort to
effectively tap this channel so as to properly
represented our products to consumers.
We believe that, by partnering with us, retailers will
also be able to grow. However, they need to realise
that they are an important part of the community’s
way of life. With excellent service, good
merchandising, fair pricing and promotions, coupled
with a friendly attitude and generous advice to
shoppers, retailers will ensure that their customers
keep coming back.
STABLE IN DIVERSITY
KUEK BAK HENG
Executive Director - Marketing
Lam Soon Edible Oils Sdn
Bhd
As a company, we have
been able to maintain
our volume sales. Value
has declined slightly,
mainly due to lowering
some of our prices in
line with the drop in
petroleum and raw
material prices. In our
non-food side, we are
still able to show growth. As for our foods,
especially edible fats and oils, we are able to hold
our ground, in spite of competition from private
labels (house brands) of the modern trade. This just
reaffirms the fact that consumers seek value-formoney and will not compromise on quality. This
suits us just fine because we have always
emphasised equivalent, if not better, quality at
affordable prices.
We are also able to thrive because of our efforts to
avoid being dependent on any one type of
product or channel. Our food and non-food
businesses used to have a 80:20 split; they are
about equal today. We also continue to manage our
own distribution network with direct coverage of
over 16,000 modern and traditional outlets. We
have also initiated a Traditional Trade Development
Programme as a long-term commitment to further
enhance our ability to reach out and service more
small retailers.
Trying times can sometimes bring out the best in
people. So, we encourage traditional retailers to
take advantage of this downturn (and lower market
prices) to reinvent themselves, renovate their
stores and reinforce their businesses with
positive change for the long haul.
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RENCANA RUNCIT
PREMIUM PERFORMANCE
MICHAEL TOH
Sales & Marketing Director – (Malaysia, Singapore, Vietnam)
Wyeth Malaysia Sdn Bhd
Up until March this year, the premium milk market (including the GUM or growingup-milk segment) had been growing at over 20%. This, in turn, contributed to our
company’s double-digit growth. Our performance was also due to insights-based
marketing and our successful introduction of lutein in our products, a true scientific
innovation in children’s milk. This has met with tremendous response from the
market, in spite of our premium pricing.
The traditional trade contributes about two-thirds of our business. This is why we try
to strengthen our partnerships with traditional retailers. Based on our insights, we
advise them to focus on providing useful services (eg home deliveries) to housewives who need
convenience. Besides this, we encourage the retailers to give us feedback that can enable us to anticipate
and cater to consumers’ needs and desires.
PREMIUM INSIGHTS
•
•
•
•
Parents plan their shopping.
Moms have an idea of the nutritional milk formula they want and take 18 seconds to browse the
shelves before making their selection.
A lot of parents prefer a formulation that provides balanced nutrition for well-rounded benefits,
rather than just being high on one particular ingredient.
Special promotion price tags work well to attract attention.
MOMENTS OF TRUTH
GERRY BASAS
Sales Director
Procter & Gamble (Malaysia)
Sdn Bhd
The challenge for
manufacturers and
retailers is to get
consumers to buy more
every time they shop.
Our approach, in P&G,
is to deliver great value.
It is able to drive sales
growth despite the fact that our brands are not
necessarily the cheapest in the market. For
example, DYNAMO is not the cheapest laundry
detergent but it offers great value. Using one cup of
DYNAMO liquid detergent is like using two scoops
of powder. Thus, the consumer spends the same
amount of money and gets a much better cleaning
performance. This undeniable value proposition is
driving DYNAMO sales and market share growth.
This is true even in small stores where we sell our
smaller sizes like the 1 kg bottle.
We are essentially trying to win in 2 ‘moments of
truth’. The 1st moment of truth is about getting
consumers to buy P&G brands, instead of others. In
order to do this, we have to make sure our brands
are available in-store. Furthermore, we
communicate their superior value to shoppers
through effective POSM (point of sale material).
When consumers get a positive initial experience
with our brands, we win big time in the 2nd
moment which results in repeat purchases and
strong consumer loyalty. When this happens, we
help retailers grow their sales and we grow our
market share. It’s a win-win situation.
Clearly, our efforts to succeed in-store will benefit
the retailers too. However, they need to practise
good turnover selling. They should focus their
inventory investments on strong brands and SKUs
to maintain a healthy cash position. Retailers should
avoid tying up precious cash in unproductive, slowmoving inventory. Also, retailers would do well to
extend to us the fair share of support we deserve as
market leaders in our categories. As our partners,
they will be able to better serve the needs of the
consumer who is boss, and win in the battle for their
patronage and loyalty.
PAGE 12 OF 52
RENCANA RUNCIT
HONOUR COMMITMENTS
DATO’ KONG HONG MENG
Founder and Managing Director
Lein Hing Group
Retailers are buying
lesser volumes in order to
better manage their cash
flow. They are also less
willing to invest in new
launches or to expand
the range of products they carry. This presents
distributors with the challenge of increasing sellout
volume and to drive deeper distribution. However,
increasing call frequencies affects operational
costs. Maintaining the morale of the sales force is
also more difficult. Additionally, distributors face
trade financing challenges – both in terms of
offering credit to customers as well as timely
collection. At the same time, payment to the brand
owners cannot be delayed.
So as to overcome all these issues, distributors
make it a practice to collect post-dated cheques
from the brand owners to prevent disruption to the
supply of goods to the trade. For sales staff, training
and coaching actually help make a difference.
Delivery capacity, in terms of truck load and drop
points, is also maximised. Finally, when dealing with
the retailers, portfolios are rationalised to just the
key SKUs that can deliver faster turnover at the
retail front.
In Lein Hing, we have been able to balance our
need to secure higher volumes with the driving
down of our operational costs, to achieve a most
ideal return on investment. Our measures have also
strengthened our position to brand owners looking
for one strong distributor to handle the management
of stocks, distribution and merchandising over a
large area or region.
Traditional retailers clearly benefit from our ability to
continue supporting them. However, they need to
manage their cash flow very carefully. They should
work towards becoming model stores characterised
with appropriate product range and SKUs, leading
brands, good shoppers relationships, and prompt
payment to prevent disruption to business.
Distributors will be inclined to extend more credit,
better deals and better allocations of promotional
stocks to retailers who pay promptly.
CONCLUSION
Although battered by the economic events of the past year, retailers are reminded that crisis can create
advantage. Let’s conclude with these additional thoughts:
•
•
•
•
•
•
In changing their aspirations, consumers have reprioritised their understanding of values.
Some experts believe that the consumer changes resulting from the present economic downturn may be
lasting.
Rationalisation, which is a new cost-cutting agenda among retailers, is consumer-driven, with customers
telling retailers that they do not need so much choice.
Thus, understanding consumer behavior and using insights to predict and influence sales is at the core of
price and promotion optimisation.
Shoppers’ positive attitudes towards their primary retailer promotes healthy relationships, trust, loyalty
and referrals.
Don't waste a good economic downturn. Start planning for, and working towards, recovery.
Article in collaboration with
Stephen Tan – Runcit Malaysia
PAGE 13 OF 52
SAHABAT RUNCIT
LEIN HING: INTEGRITY, INVOLVEMENT & TRANSPARENCY
Lein Hing has gone a long way from its humble start. Today, with a reputation as one of
the largest distributors in Malaysia, the company’s legacy of success is achieved by
prioritising the best service to both its principals and customers at all times. Dato’ Kong
Hong Meng, the founder and Managing Director of this company holds true to three
main philosophies that are to
engage in integrity, personal
involvement and transparency
in business.
“The only way to gain trust is
by honouring your words and
keeping to your commitments.
For Lein Hing, this applies to
our principals, customers as
well as our employees. Every business owner too
needs to be personally involved in the company’s
operation. This allows for quick decision making that
will enable the company to respond to high market
demands and expectations,” explained Dato’ Kong. In
addition, Lein Hing remains fair to and continuously
develops its employees to create a team of highly
capable and motivated individuals to drive the
company to a higher level.
JOURNEY TO SUCCESS
The following is a chronological of events that had led Lein Hing to its present admirable position:
1977: Established as a Sole Proprietor company for wholesaling of sundry goods.
1985: Evolved into a Limited company and obtained its first distributorship.
1993: Gained 3 more distributorships and built own warehouse.
2001: Became the first local distributor to cover entire Kuala Lumpur and Selangor.
2003: Achieved a group turnover of RM290 million and 9 distributorships.
2007: Group turnover increased to RM600 million with a total of 11 distributorships and built a 5 acre
warehouse & office space.
PAGE 14 OF 52
SAHABAT RUNCIT
LEIN HING AT A GLANCE
Lein Hing aims to become Malaysia’s biggest, highly reputable, technologically advanced and progressive
distributor. With a meticulously structured and professional organisation, the company distributes a large
number of brands from its 9 principals.
Brand Owner
Main Brands
Danone Dumex
DUMEX
Philip Morris
MARLBORO
Reckitt Benckiser
SHIELDTOX, DETTOL, HARPIC
Sara Lee
RIDSECT, BRYLCREEM, AMBIPUR, KIWI
P&G
Kraft
PANTENE, REJOICE, HEAD&SHOULDER, PAMPERS, GILLETTE, FAB, DYNAMO, OLAY, PRINGLES, VICKS, DURACELL
JACOB’S, CHIPSMORE, TIGER, OREO, TWISTIES, CHEEZELS
Al Meswak Mu’min
MU’MIN HALAL TOOTHPASTE
Monopole
CUTICURA, FA, POPINJAY
Mandom
GATSBY, LUCIDO‐L, MANDOM, LOVILLEA, TANCHO, PIXY
For orders and enquiries, please contact:
Lein Hing Sales & Marketing Sdn Bhd,
Lot PT 1756, Jalan Persiaran KIP Utama, Taman Perindustrian KIP, 52200 Kuala Lumpur.
Tel: (03) 6286 8686; Fax: (03) 6286 8682
Freda Abd Manan – Runcit Malaysia
PAGE 15 OF 52
KATEGORI RUNCIT
MANAGING COLD PRODUCTS & FACILITIES
Did you know that selling cold products could
increase your sales? Cold products, including cold
drinks and ice-cream, drive more impulse purchases
because most consumers prefer ice cold drinks and
purchase them for immediate consumption. In
addition, those who stop to grab a drink might also
purchase other products, too.
In order to drive sales of cold products, you must first
know which products fall in the category (please refer
to graphic below). However, a good range of cold
products needs to be merchandised properly so that it
will meet your sales objectives. This is why it is highly
important for you to note and practise the correct and
desirable practices for your cold facilities.
TYPES OF COLD PRODUCTS
PAGE 16 OF 52
KATEGORI RUNCIT
CHILLER MANAGEMENT IN THE TRADITIONAL TRADE
Interested to find out more about traditional retailers’ knowledge, attitudes & practices on cold products,
Runcit Media Sdn Bhd conducted a survey on 1,160 retailers in the South and East Coast from May 19 till
June 20, 2009. The following are some interesting findings from the survey.
⇒
⇒
⇒
⇒
⇒
Out of 1,160 outlets surveyed, 1,077 have chillers and 1,039 have ice-cream boxes.
Only 478 outlets have chest freezers and 183 have fridges.
73.7% of respondents believe that cold products help to boost their sales.
Having cold products in their shops will attract more shoppers, according to 71.3% of respondents.
70.5% of respondents said that cold products may enhance their product offerings.
PAGE 17 OF 52
KATEGORI RUNCIT
GETTING THE BEST OUT OF CHILLERS
Our survey also traced some of the desirable and undesirable practices that retailers adopt for their chillers.
The following are the practices and the number of respondents who admit to practising it.
DESIRABLE







UNDESIRABLE
Clean products before displaying
Service facilities regularly
Clean facilities regularly
Regularly check on damaged/expired products
Place bigger products at bottom part of facilities
Put ambient ready-to-drink products in chillers
Put point-of-sale materials on/in facilities
 Turn off facilities at night to save energy
 Place competitors’ brands in sponsored
facilities
 Place unrelated products in sponsored
facilities
Source: RMSB, May 19 – June 20, 2009, South and East Coast, 1,160 outlets
DID YOU KNOW?
57% of respondents often clean their facilities while 43% often check on damaged/expired products. However,
63% turn off interior light in chiller unit to save electricity.
ADVICE FROM THE EXPERT
In order to help you maintain and gain maximum advantage from your
chillers, we seek advice from Nestle Products Sdn Bhd on the best practices
for chillers.
1.Place chiller at a clean and spacious area with proper ventilation.
2.Always ensure that chiller is placed on an even surface and not too close
against the wall (3 inches away).
3.Replenish stocks in chiller regularly but avoid overloading the shelves.
4.Clean the glass door, top and sides with a damp cloth as a routine.
5.Leave the chiller light switched on at all times to attract shoppers.
6.Remove any unrelated or outdated stickers from the chiller.
7.If you are using a sponsored chiller, honour your sponsor by not displaying
competitors’ products inside the chiller. Follow their planogram too, if
provided.
PAGE 18 OF 52
ADVERTORIAL RUNCIT
BEST SERVED COLD
When the weather is hot, consumers go for these popular drinks from
MILO has been Malaysians’ favourite chocolate malt drink for over 60 years. With exclusive
ingredients like Protomalt, Actigen-E and many other nutritious contents, MILO is not only
healthy for kids but also adults! And best of all, MILO is great and wholesome to be enjoyed
cold. There are 2 types of MILO than you can stock in your chiller: MILO packs and MILO
cans. There are 2 sizes of MILO packs which are 250ml and 125ml. While MILO cans are only
available in 240ml, it comes in 3 exciting variants: Original, Hi-Calcium and Mocha.
Nothing beats a sip of cold NESCAFE, the No 1 best selling coffee brand in
Malaysia to wake one up and provide the energy needed to do more in a day!
Furthermore, coffee naturally contains antioxidants. Stock up on all 6 tasty
variants: Original, Latte, Mocha, Black Roast, Ice and ENERGO Tongkat Ali.
There surely is a NESCAFE for every shopper!
PAGE 19 OF 52
FOKUS RUNCIT
THEFT IN TRADITIONAL TRADE
Learn from others’ experiences with theft
Last issue, we shared with you the findings of The Global
Retail Theft Barometer 2008. To find out how serious theft is
in the traditional trade, we conducted a survey on 560
retailers in Peninsular Malaysia from Feb 3 till April 14,
2009. One of the most shocking findings is that in 2008,
shoplifting made up a total of 89% theft in the traditional
trade. The following charts and testimonials prove that theft
is a real problem and that actions must be taken to prevent
and stop it.
PAGE 20 OF 52
FOKUS RUNCIT
THEFT IN TRADITIONAL TRADE
Learn from others’ experiences with theft
Mohd Syukur, Pasaraya
Seri Baling, Seri
Kembangan.
Tan Soong Hee, Kedai Woh
Hing, Ampang.
“The burglary happened six
years ago when the area is
newly opened. Burglars
came in through a hole that
they made in the toilet wall.
The neighbouring shop was
also broken into the same
way.”
“Some areas in my shop are
prone to shoplifting which
usually occured during peak
hours. After installing CCTV,
it has majorly decreased.”
Ting Hong Sing, Pasaraya
Shop In, Serdang.
“My shop was burgled twice.
The thieves posed as
shoppers during daytime to
plan the break-in. Now I
always make sure that extra
cash & expensive products
(like Ginseng) are taken
home or kept in the safe
when we close.”
Ooi Lai Cheng, Eng
Hock Minimarket, Batu
Caves.
“ Tw o m e n c a m e b y
motorcycle, one waited
outside while the other
came in to rob. I didn’t
resist but I lodged a
police report afterwards.
There were also petty thefts where small items like
stationeries and personal care items were stolen.”
Saraswathy
A/P
Thiagarajan, Pasar Mini
Daiya, Kelana Jaya.
“Two men came into my
shop wearing motorcycle
helmets and threatened me
and a shopper with a
parang. Terrified by the
incident, I installed CCTV
and prohibit my shoppers
from wearing helmets in the
shop.”
Liyakathali Mohamed
Ismail, Pasar Raya Tasek,
Ampang.
“Most shoplifters caught are
between 20 – 30 years old.
Surprisingly, many came
from rich families and were
my regular shoppers. They
usually wear loose clothes
like jackets and steal during
rainy days.”
PAGE 21 OF 52
Chia Jian Jou, Pasar Raya
YS Maju, Seri Kembangan.
“I experienced robbery 5
years ago but I managed to
retrieve recordings from my
CCTV and gave them to the
police. I also installed a
burglary alarm in case I need
it for insurance claim.”
Kumaravalla A/L Chinniah,
Pasar Mini Sri Kumara,
Klang.
“In 2008, I was robbed at
parang point by two men. I
lost personal belongings,
cash and stocks worth more
than RM10,000. Now, I have
CCTV, alarm system and
even grilled check-out
counter for theft prevention.”
FOKUS RUNCIT
DEALING WITH PERPETRATORS
Eliminate Opportunities
Mior Roslan bin Mior Mohd Jaafar
Market Security Manager – Malaysia/Singapore
Nestle Products Sdn Bhd
Our findings also show that most theft
occurred because the opportunity existed.
Therefore, we talked to Mior Roslan bin
Mior Mohd Jaafar, Market Security Manager (Malaysia/Singapore) of
Nestle Products Sdn Bhd to get his advice on measures that can help
you eliminate and avoid creating opportunities for thieves.
1. “Merchandise Well.” You can trace any discrepancy faster and
track which products are most stolen or which areas are more
prone to theft if you have good record of your stocks.
2. “Make It Difficult.” Do not display valuable merchandise in
doorways or crowded aisles as this will obstruct view and make
stealing easier.
3. “Identify the Signs.” Be vigilant. Watch out for potential shoplifters eg those who watches other
shoppers or pretends to look at a product but look around nervously, carries empty large bags and hovers
around.
4. “Hello, I’m Watching You.” Acknowledge every person who walks into your shop especially those who
come in group. This will forewarn potential shoplifters that you will be watching them.
5. “Limit The Access.” Use the best security measure that you can afford to guard your exits and
entrances. In certain places, even dummy theft detector may be an effective theft prevention tool.
6.“Mayday, It’s Payday.” End or early of
month call for higher traffic since most of your
shoppers will receive their salaries during the
times. Therefore, be extra careful to avoid loss
in times when you are supposed to be making
profits.
PAGE 22 OF 52
PAK RUNCIT
BUCKLE DOWN NOW!
Half the year has gone. You have six more months
to improve your performance so you must act
immediately. Otherwise, any corrective actions may
not give you the expected impact. The trading
environment is still unsatisfactory as consumers are
still cutting back on purchases and buying only the
necessities.
However, this second half of the year does bring
good news for you. With a few major national
festivals coming up, you can take the opportunity to
boost your sales. Monitor your shoppers’ needs and
wants to keep offering them the right type of
merchandise so they won’t switch to your competitors. With the
prolonged economic downturn, any loss in sales must be avoided.
Still, it is essential that you continuously attract new shoppers to
widen your clientele base.
It may interest you that generally, the modern trade has reported a
drop in their sales and a few of the hypermarket operators are still
engaged in a price war. Therefore, as long as you know your
shoppers well and your stocks are readily available at a competitive
price, you will be in a strong position to fight off any competition!
One way to do this is to brush up your customer service.
Also, do not lose sight of your expenses as this could foul up your
bottom line! Closely monitor your productivity and efficiency levels to
meet your monthly profit objective. We hope the remaining months
of the year will end up on a more positive note and that you will
continue to grow in your business and profits!
Look Forward To These Holidays

National Day – 31 August

Hari Raya Puasa – 20 -21 September

Deepavali – 17 October

Hari Raya Qurban – 27 November

Awal Muharam – 18 December

Christmas Day – 25 December
PAGE 23 OF 52
PAK RUNCIT
PAK RUNCIT Q&A
STOCK RETURN
would want to dispose off such items through a
small retailer.
Suppliers from the same companies always change.
When I asked for product return, they refused to do 4) Check on the affected products to find the
so. They said it was because they did not liaise with
contact details of the brand owners. Then, call the
me before. They always come late too.
office and speak to the General Manager/Sales
P/M Sri Sepakat Enterprise - Kuala Rompin,
Director/person in charge to lodge a complaint.
Pahang
For those who had experienced this, take it as an
Some suppliers refused to take back expired stocks. expensive lesson. Check on the suppliers thoroughly
They would send us stocks that are nearing before making any purchases especially for cash
expiration and sell to us at cheaper prices. Upon transactions. We hope the affected products will be
expiration, they would claim that the products are not attended to by the respective brand owner without
returnable since I bought them at discounted prices. any further delay. All the best!
When they were selling, they didn’t mention any of
this.
K/R Tym Sweet Enterprise - Damar Laut, Pulau
DELIVERY TO CAR
Pinang
Some of my shoppers like to wait in their cars and ask
Answer
me to send the products they purchase to them. The
distance from my shop front to the roadside is about
We have tackled this issue many times but still a lot of 40 feet. It’s very hard for me to handle both shoppers
retailers, ended up with losses due to unsellable but in the shop and those waiting outside, especially
non-returnable stocks. You are in business to make when traffic is high. How do I solve this problem?
money and if the products you purchase are not K/R Chop Chye Hin - Kuala Kurau, Perak
meeting this objective, you should look for other
alternatives. The following is our recommended Answer
approach:
As part of your customer service, you surely have
1) Buy from the right suppliers. If the brand gone out of your way to pamper your shoppers.
owners do not do own distribution, get your Otherwise, they will not be taking so much advantage
supplies from their appointed agent, distributor, of it! If this special service is suddenly withdrawn, it
key wholesaler or long term partner. This applies may have an adverse repercussion on your sales. To
to products that are sold on a Closed Market avoid this, we suggest you give a one-month’s grace
system. If they are handled by a trading company period to effect the change. In analyzing your case,
which operates on an Open Market basis, you we assume that you are running your business
can buy directly from them or their appointed single-handedly. Such shoppers have to be duly
wholesalers.
informed of this based on the following:
2) Buy on credit and sell on cash. Always check
the credit and trading terms which should cover
trade returns (damaged, expired, not in saleable
condition etc). Generally, unless otherwise stated
during transaction, all purchases made are
returnable and exchangeable. Do not over order
non-returnable products. Take a small trial order
and test the market for new products. Credit
transactions will allow you to hold back payments
and to ensure continuity in supplies, always
honour the credit terms.
1) You are short-handed so you have no choice but
to stop providing this special service.
2) You have to personally attend to shoppers in the
shop.
3) The distance and traffic during peak hours no
longer allow for the delivery.
4) Leaving your shop especially your cash register
unattended is a risky act.
3) Do not take in any near expiry items, unless We hope your shoppers will fully understand your
the offtake of the product is proven good in your plight and that your sales will not be seriously
outlet. Don’t be easily tricked by discounted affected. Good luck!
prices as the stocks are usually on a nonreturnable basis. Remember, no brand owners
PAGE 24 OF 52
PAK RUNCIT
DARING COMPETITOR
I have a very determined competitor. He is even
willing to sell at cost price just to get more shoppers. I
believe this is not a good business practice but
should I compete with him to save my business?
K/R Hassan Niaga - Kemaman, Terengganu
Answer
2) There will be no loyal shoppers and
purchases will be dictated strictly by the
selling price.
3) Nobody can afford such strategy as the
business will end up losing money! It will also
not survive for long with the escalating cost of
operation.
4) Suppliers will not endorse such a move and
This is a common strategy deployed by new
will very likely withdraw their products from
operators in order to gain shoppers. It is usually
the outlet by cutting off their supplies. If they
applicable to a range of selected items for a limited
take no action, other retailers can stage a
period and is classified under “Promotions”. However,
boycott of the affected items or delete them
if it becomes a permanent feature, the person may
altogether!
not be in business to make profit but for a different
reason! If this continues, it will not be good for other For whatever hidden agenda this retailer may have,
shops in the area and the consequences will be as we strongly recommend against it, as it is not in line
follows:
with any FMCG business practice that we know of.
We suggest you monitor the situation closely and if it
1) This will lead to a price war where no one will continues, do refer to the brand owners for a quick
benefit, except the shoppers. Selling prices action. We hope the situation will return to normal as
will end up in a complete chaos, even to the quickly as possible and that you will be able to win
extent of getting below cost!
back all your shoppers. All the best!
PAGE 25 OF 52
SAHABAT RUNCIT
PAGE 26 OF 52
SAHABAT RUNCIT
THE DEPENDABLE PARTNER
Retailers laud Southern Lion for over 20 years of prospering the trade.
“Even when business is
tough, I can depend on
Southern Lion to
continuously provide me
the support and products
I need to keep winning
my shoppers’ hearts.”
“BIO ZIP, TOP, DOBI and
FRESH & WHITE are
among the fastest-selling
brands in my shop.”
Wee Poh Guan, Perniagaan
Runcit & Borong Wee Boon
Heng, Pasir Puteh, Kelantan.
Johnson Ho, Pasaraya CH
(Taman Medan) Sdn Bhd,
Petaling Jaya, Selangor.
“I have been partnering
with Southern Lion for
over 20 years. I have
the whole range of its
products available in
my shop because they
bring in good
business!”
“LION Fair 2009
comes just in time to
help boost my
business. After all, the
company gives you
brands that have
everything that
consumers want and
need.”
Roslina Mohd Ali, Kedai
Runcit Gong Pasir, Dungun,
Terengganu.
Kamalnorina Mustaffa,
Pasaraya U5 Mart, Shah
Alam, Selangor.
“I have been
participating in LION Fair
for more than 10 years.
The new product
launches and consumer
promotions always helps
to boost my business.”
Aziz Deraman, Wan Azizah
Trading, Tanah Merah,
Kelantan.
“A few years of business
with Southern Lion has
proven to me that it is a
company that not only
cares about consumers,
but also retailers.”
Haji Kamarudin Mohd Diah,
Pasaraya Dinar Emas, Sungai
Rambai, Melaka.
“LION Fair is a great
initiative, especially in
challenging times like
these. Everything
from incentive
programs, consumer
promotions, new
product launches and
advertisements
contribute to drive
sales into my shop.”
“Good quality,
interesting
advertisements and
attractive promotions.
These are what my
shoppers and I like
about Southern Lion
products.”
Nalini Devi Ayavoo, Value
Shop, Petaling Jaya,
Selangor.
Ahmad Nazhrul Badri
Mohd Zain, Pasaraya
Khaleef Besut, Besut,
Terengganu.
PAGE 27 OF 52
SAHABAT RUNCIT
“Nothing beats the
quality and value
that Southern Lion
products offer.
These are the
reasons for why I
have been
supporting the
company for the
past 15 years and
will continue to do
so.”
“I am getting more
sales from Southern
Lion products as the
promotions are
frequent and very
attractive.”
Mogan A/L Bala, Snazzy
Minimarket, Bukit
Mertajam, Penang.
Gafoor, BP Curry House Misiriya Sdn Bhd, Lenggeng, Negeri
Sembilan.
“I look forward to the
consumer promotions
during LION Fair.”
“LION Fair not only
provides good trade
support, it also helps in
boosting my sales.”
Aimie, Aimie Mini Mart, Pasir
Puteh, Kelantan.
Chim Lai Woon, Pasaraya Suria
Sdn Bhd, Kota Damansara,
Selangor.
“For me, LION Fair
is a yearly present
from Southern Lion.
There are just so
many benefits you
can expect from it.”
Lee Looi, Chuan Fong
Mini Market, Ipoh, Perak.
PAGE 28 OF 52
“Congratulations to
Southern Lion for
turning its products
into consumer
choices!”
Haji Wan Abdullah Wan
Jusoh, Gedung Borong Hj
Wan Abdullah, Besut,
Terengganu.
SAHABAT RUNCIT
POSITIVE ATTITUDE, POSITIVE BUSINESS
WINNING CUSTOMERS IN TOUGH TIMES
Dear PARTNER,
Regardless of the hard times in the current economic downturn, it is wise
to remain all the more optimistic in our outlook and act positively to make
that difference.
Understandably consumers want to stretch their ringgit and will inevitably
be more careful when choosing the brands to meet their needs. So, if we
want to win their hearts, it won’t do if we only think too much about cost
cutting and pricing down. There will be no end to it.
Understanding the changing consumer insight and seeking the
opportunity to add values and provide better service is a much better
approach. There are always rooms for innovation. The quick response of
the fast food industry in winning their customers during these hard times
is a good example. Cutting corners in Southern Lion is always our last
resort.
This is really how we, in Southern Lion, have chosen to face the
economic downturn, and thankfully it has worked well. Almost all our
major brands have surged ahead of competition since the start of the economic crisis.
The key in business is about sustainability. While maintaining our investment in Research & Development, we
took positive steps to expedite new product launching and equally important, stepping up our activities in
advertising, promotion, consumer research and CSR.
All these were done in building a better organization and also in building the continuous trust with our
customers and end consumers. I believe the trust together with our relentless quest for innovation will
continue to drive the growth of the company. In hard times like these, we believe both the trade and the
consumers are smarter and they will be discerning enough to know the difference.
Thinking positively does make the difference.
So, let’s take this journey together and we may emerge sweeter than we would have thought.
Best regards,
Ho Mun Woh
Managing Director
Southern Lion Sdn Bhd
PAGE 29 OF 52
SAHABAT RUNCIT
DARE TO BE DIFFERENT
Winning the hearts of consumers in good and bad times over the last 20
years has not been easy. Nevertheless, Southern Lion, constantly try to
improve ourselves and be passionate in making changes and creating
innovations to meet consumers’ demands and maintain their loyalty.
Nothing beats being responsive in this age. Speedy decision-making
enables us to act fast on problems and opportunities, alike. We also put
great emphasis on innovation. We invest a lot to understand and monitor
new changes in consumer trend. This enable us to find better
opportunities to market products that are of superior value, function &
quality and introduce various promotions so that consumers will continue
to support our brands.
We have, in the past, been somewhat ahead of the times. We recognised
and started acting upon emerging social trends even before consumers
realised it themselves. Once convinced of a winning concept, we deploy
cutting-edge Japanese technology, good local R&D and communications
to present the market with an innovative product through the most suitable
channel. With the support from our partner, Lam Soon, our products have
succesfully penetrated into both modern and traditional trade sectors.
We would like to thank the traditional retailers for the support that have been given to us over the last 20
years. Hence, we ensured that we continue serving as their pillar of strength. Despite the financial crisis, we
were able to maintain our investments in the sector while lessening the effects of the crisis on consumers.
Through these efforts, we have managed to become one of the most affordable brands.
On behalf of the company, I thank all of you who have not only made Southern Lion No 1 in the market, but
also in consumers’ hearts.
Although there may be challenges ahead of you, keep in mind that Southern Lion will always be your trusted
and dependable partner.
Yours truly,
KUAN MUN JEN
General Manager – Marketing Division
PAGE 30 OF 52
SAHABAT RUNCIT
INNOVATIONS FOR BETTER LIVING AND BUSINESS
SOUTHERN LION SDN BHD EMERGED AS THE SOLE WINNER OF THE
PLATINUM AWARD IN THE “MALAYSIA MANUFACTURING EXCELLENCE
AWARD”
On April 2, 2009, Southern Lion
became the only winner of the
Platinum Award (Process
Manufacturing) in the prestigious
Malaysia Manufacturing Excellence
Award, MMEA that is organised by a
global consultancy firm, Frost &
Sullivan. About 60 companies from
automobile, healthcare and
engineering sectors submitted their entries. All selected
candidates were evaluated based on 20 criteria that include
Quality, Safety & Environment System, Focus on Customers as
well as Supply Chain and Inventory.
The award symbolises the hardwork and strong teamwork that were developed for over 20 years in search of
more product innovation, quality assurance and providing satisfaction to customers; in line with Southern
Lion’s mission towards a cleaner, healthier and happier life for all Malaysians.
TOP, CONSUMERS’ GOLDEN CHOICE.
The annual Readers’ Digest Trusted Brands
Award is based on a massive, independent
readers’ survey. It is truly exceptional for
TOP laundry detergent to win the Gold Award
after just 6 years market introduction. TOP
clearly reaffirms the power of innovation.
This is what Southern Lion is about –
delivering brands of technological
superiority to assure maximum consumer
value and acceptance.
PAGE 31 OF 52
SAHABAT RUNCIT
WINNING CUSTOMERS IN TOUGH TIMES
In Southern Lion, we try hard to create the best
partnership with you. So, besides LION Fair 2009,
we also invite you to keep winning customers with
us by sharing your thoughts, ideas and even
complaints with us through our consumer care
hotline and website. Every bit of feedback is taken
seriously and analysed to see what improvements it
might inspire.
Tough times come and go. But a winning attitude
enables us all to succeed always.
For information, please contact
Consumer Care Hotline: 1 800 880 133
Website: www.southernlion.com.my
PAGE 32 OF 52
KATEGORI RUNCIT
TEA TALES
Many tales have linked the origin of tea to China. For
hundreds of years, China was the sole producer of tea.
Although other countries like India, Britain, Japan and
Malaysia too produce tea in the present, China still holds
18% of world exports for tea. In the mainland, 1,431, 300
hectares are allocated for tea plantation alone! Tea has
been central to the lives of Chinese since thousands of
years ago. However today, people from all over the world
enjoy this beverage. This makes the tea market very big and
important.
Now, let us get to know this much-loved drink. Tea refers to
the aromatic beverage prepared by steeping the processed
leaves of Camellia Sinensis in hot or boiling water. There
are about 1,500 varieties of Camellia Sinensis in the world.
There are 4 common types of tea; black, white, green and
oolong that are differentiated by the ways they are
processed. In the market, Chinese tea, Japanese Green tea
and Black tea are 3 popular tea categories.
Did You Know?
Technically, herbal tea (like chrysanthemum, rooibos and chamomile) is not tea as it does not contain
Camellia Sinensis at all. However, it is regarded as tea because it is prepared the same way as tea i.e
steeping the leaves/flowers in hot or boiling water.
PAGE 33 OF 52
KATEGORI RUNCIT
CHINESE TEA
Chinese tea is enjoyed mostly by the Chinese but many are
starting to opt for this variety especially during Chinese meals.
The following are some examples of famous Chinese teas:
1. Lapsang Souchong - A famous Chinese black tea that has a
unique smoky aroma and flavour. This is acquired by drying
the leaves over wood fires to maintain its quality for a longer
period.
2. Puerh - This tea goes through double fermentation process
and is expensive. There are 2 types of Puerh tea; naturally
and artificially fermented. It has an earthy, smooth flavour and
aroma.
3. Tie Guan Yin - The most famous oolong tea and has a very
fragrant smell. Legend has it that a farmer planted a tea shoot
that he found in the Iron Goddess of Mercy’s temple. The
bush that grew from it is said to be the parent of all Tie Guan
Yin.
4. Gunpowder - This tea looks like a lead shot. It has a soft
honey with a herby light taste. To make Gunpowder tea, tea
leaves are pan-fried and rolled into small pellets before dried.
5. Keemun – A popular ‘gonfu’ black tea that it is made with disciplined skills to produce thin tight strips of
leaves without breaking them. It has a light nutty flavour and delicate aroma.
JAPANESE GREEN TEA
Green tea originated from China but was popularised
by the Japanese. Research has shown that it may
prevent heart disease and certain types of cancer.
The following are some famous Japanese green
teas:
1. Bancha – Made from leaves harvested between
summer and autumn. It is the lowest grade of
green tea. It has a unique, strong organic straw
smell.
2. Gyokuro – A fine, expensive tea. The tea leaves
used are grown under shade and not full sun.
The name means ‘jade dew’ that refers to the pale green colour of the infusion.
3. Kukicha – Also known as twig tea. It is made of stems, stalks and twigs. It has a mildly nutty and creamy
sweet flavour. It is very low in caffeine and helps neutralise body’s acid levels.
4. Matcha – Powdered green tea that is also made of shade-grown tea leaves. Only the finest leaves are
picked for matcha. It is used in tea ceremony and for flavouring & food dye (eg for soba noodles, ice
cream and confectionary).
5. Kamairicha – Comes as pelleted or flat leafed tea. It is fired in iron pans and rolled after withered. It has a
PAGE 34 OF 52
KATEGORI RUNCIT
BLACK TEA
Black tea is the most popular tea and takes up 75% of overall tea production. The British regards it as their
national drink. In the 17th century, Britain’s East India Company began to import tea from China. Then, in the
19th century the company established plantations in India. India then
became top black tea producer for nearly a century until China
displaced them in the 21st century.
Most tea innovations, either in form, format or flavour are done on
black tea. It can be found in the form of loose leaves, sachet or
dust. There are also pre-mix (eg milk, iced or iced lemon tea) and
ready-to-drink black teas in TetraPak and bottles. You can even
enjoy black tea that is flavoured with bergamot, peppermint,
strawberry and other flavours.
LOCAL TEA MARKET
 Overall tea market is growing in value but not in volume due to
price increases. There is no change in buyer base for the past 2
years since consumers are not consuming more tea.
 Malays remain main tea consumers (67%) but involvement of
Indian and other ethnic group is significant to the market
compared with average FMCG products.
 Teapot bags and instant tea are growing rapidly and continuing
to win new consumers.
 Loose tea still holds the highest share in tea market and is
picking up sales this year. However, this market is not attracting
new consumers.
 Loose tea is the main supplier to overall traditional trade tea
volume (more than half). Therefore, the channel should be
focusing on growing overall loose tea buyer base.
Source: TNS Worldpanel Malaysia, In-Home Consumption Tracking, 2,500 Households in Peninsular
Malaysia.
THE BEST TEA AT ALL TIMES
Here are some tips to ensure both you and your shoppers get to enjoy the best tea always:
1. Seal It – Make sure the wrapping plastics for packaged teas seal the boxes properly. You should also
store loose tea in tin containers with tight-sealing lids.
2. Away from Light – Do not display tea at areas that are exposed to strong lights. If you have no choice,
try displaying it in opaque containers to allow less light exposure.
3. No Other Smell – Avoid displaying tea near strong-smelling
products. Even if it is properly sealed, the odours could still
compromise the fine flavours of tea.
4. Not Too Warm - Tea is best stored in a cool place like closed
cabinets. Avoid placing these cabinets at areas exposed to strong
lights, as this will increase the surrounding temperature.
5. Keep It Dry - Tea will go mouldy if it is moist. If you have airconditioning system, place the unit far from your tea display. If you
notice water spots in the container, quickly transfer the teas into a dry
container.
PAGE 35 OF 52
ADVERTORIAL RUNCIT
PUTS THE UMMPH! IN BUSINESS
“Our anniversary celebration is not just about us,
but also about the people who have supported and
helped shaped the company to where we are today.
We want to share our 80 years of Ummph! with all
Malaysians!”
Caroline Russell, Chief Executive Officer, BOH Plantations Sdn Bhd.
Mention BOH and who wouldn’t think of ‘Ummph!’? Since its inception in 1929,
BOH has always been dedicated to injecting ‘Ummph!’ in the lives of its
consumers, employees and most importantly retailers. It’s range of high quality,
uniquely tasting teas not only makes up for delightful refreshment but also highly
profitable business. Now, in its 80th year, BOH is a household favourite that
remains close to both consumers and retailers. Here are what some BOH retailers
have to say about this leading tea brand.
“I have been selling BOH for the past 20 years.
It has always been my preferred tea brand to
use and to sell. Nothing beats the great taste
of ‘Ummph!’” - Mohamad Aizril Bin Shuib, Pasaraya
CH Sdn Bhd, Subang Jaya.
“Having been selling BOH for almost 20 years, I’d
say that this successful brand truly has the
‘Ummph!’ With good quality and a wide range that
are supported by active consumer and trade
promotions, I’ll definitely continue to work with
BOH.” - Gan Lee La, Pemborong & Peruncit KHT (Sri
Petaling) Sdn Bhd, Petaling Jaya.
“Happy 80th anniversary BOH! Although I have only been in business for less
than ten years, I always know that consumers count on BOH for the best
quality and the most wonderful taste of tea.” - Leong Mee Yann, Pasar Raya M
Food Sdn Bhd, Kuala Lumpur.
“I thank BOH for the strong advertising support that has helped in driving its
sales in my shop. I believe with more
consumer promotions and activities, the
company will continue to help my
business.” - Lee Yoke Choo, MK Snack
Food Sdn Bhd, Petaling Jaya.
“BOH’s distinctive taste, wide range and affordability are what
makes the brand appeals to tea lovers. Congratulations BOH
for the strong 80 years of business!” - Mohamad Hisyam
Mohamad Saman, Pasar Mini Desa Subang, Shah Alam.
“BOH really brings the ‘Ummph!’ in my business. With a strong
consumer following and continuous trade support especially
in promotions, nothing will stop this brand from achieving
more success in the years to come.” - Lim Boon Aun, Pasaraya Aladdin Sdn Bhd, Petaling Jaya.
PAGE 36 OF 52
ADVERTORIAL RUNCIT
PROMOTING DIGESTIVE HEALTH
For over 30 years, VITAGEN, has been leading the cultured milk
drink category. This success is owed to the brand’s commitment
to helping consumers achieve and maintain healthy tummies. As
an effort to continuously benefit consumers, VITAGEN recently
championed good digestive health promotion in Malaysia where
it provided support to a number of health organisations to
educate the public about digestive health and diseases.
“ As a caring company, we take our
social responsibility seriously. And
what better way to contribute to the
community than to support health
and nutrition awareness initiatives,”
SB Cheah, General Manager of Malaysia Milk Sdn Bhd.
“As a cultured milk, VITAGEN is a form of probiotic that delivers billions of
good bacteria to the gut. This helps in digestion, absorption of vital
nutrients, boosting the immune system and reducing intestinal
disturbances. By taking a leadership role in consumer education, we
hope to further strengthen our image and consumer appeal as Malaysia’s
No 1 cultured milk drink,”
Michael Ong, Deputy General Manager of Cotra Enterprises Sdn Bhd
EATING FOR HEALTHY TUMMIES
Nutrition Month Malaysia is a national campaign organised by the Nutrition Society Malaysia, Malaysian
Dietitians Association, Malaysian Association for the Study of Obesity and the Ministry of Health Malaysia. As
part of the campaign, VITAGEN participated in the Nutrition Month Malaysia 2009 carnival and sponsored the
publication of press articles.
Series of Nutrition Month Malaysia 2009 advertorials sponsored by VITAGEN.
PAGE 37 OF 52
ADVERTORIAL RUNCIT
FIRST IN MALAYSIA
World Digestive Health Day is commemorated the world over on May 29 every year.
This year, VITAGEN came forward to help bring the celebration to Malaysia for the
first time by supporting the Malaysian Society of Gastroenterology & Hepatology, the
medical body that organised the event. VITAGEN contributed by sponsoring the
publication of booklets and a set of press articles as well as a series of public
roadshows.
From left – Mr Michael Ong (COTRA), Mr Vemanna Apannah (MAKNA), Ms
Tan Yoke Hwa (Nutrition Month Malaysia), Datin Dr Rugayah bt Hj Bakri,
Deputy Director, Health Technology Assessment Unit, Medical Development
Division from the Ministry of Health, Dato’ Dr Muhammad Radzi, President of
the Malaysian Society of Gastroenterology & Hepatology (MSGH), Datuk Dr
Zulkifli Ismail (Positive Parenting) and Mr SB Cheah (Malaysia Milk).
CARING FOR CHILDREN’S TUMMIES
Positive Parenting is a parent education program that was
initiated in the year 2000 by Malaysian Paediatric Association
(MPA). This year, VITAGEN extended its support to MPA to raise
parental awareness about children’s digestive health. Among
activities that were conducted for this was the publication of a
series of booklet, articles in the Positive Parenting magazine
and the newspapers.
Please contact Cotra Enterprises Sdn Bhd at 1 800 88 5587
PAGE 38 OF 52
PENGHORMATAN RUNCIT
MALAYSIA’S MOST TRUSTED
Reader’s Digest once again honoured the most trusted brands in Malaysia and Asia
through the Reader’s Digest Trusted Brand Awards 2009. Officiated by the Deputy
Minister of International Trade and Industry, YB Dato’ Mukhriz Tun Mahathir, the
ceremony witnessed 91 recipients of the awards. The awards were presented to
brands that have become consumers’ choice despite the presence of many other
brands in the market. According to Simon Cholmeley, Group Advertising Director for
Reader’s Digest Asia, the winning brands have proven their commitments to quality,
value, innovation and to answering consumer’s everyday needs. The following are the
award winners for Malaysia.
NATIONAL AWARD WINNERS
PLATINUM
GOLD
Child Nutrition
Cooking Oil
Packet Drink
Seasoning Products
Laundry Detergent
Rice
Cultured Milk
Laundry Detergent
PAGE 39 OF 52
Pest Control
Packet Drink
Beer
PENGHORMATAN RUNCIT
WHAT CONSUMERS WANT
For 2009, the Reader’s Digest Trusted Brand survey included social responsibility as another marker to
measure consumers’ perception. The following are some interesting findings gathered from the survey:
•
•
•
Brands’ social responsibility influences purchase decisions according to 79% of Malaysian
consumers.
63% of Malaysian consumers were satisfied with in-store customer service while 58% thought major
brands are able to address product problems.
Attending to consumers’ complaints is key as 36% of Malaysians surveyed claimed to have been
disappointed with purchases of major brands. Another 37% were unsatisfied with the result of their
complaints while 33% had their complaints resolved to satisfaction.
CONGRATULATIONS WINNERS!!
Commitment to Good Food, Good Life.
Nestle’s continuous initiative to build communication with consumers to deliver
childcare guidance, health and nutrition information won their hearts.
The Most Preferred Oils.
Lam Soon proudly received yet another awards for both
BURUH and KNIFE. Evidently, consumers still trust the
company to manufacture the best quality cooking oils.
The Natural Choice.
Yeo’s considers receiving the platinum award a privilege that honours its
efforts to respond and innovate to suit the ever-evolving consumers’ tastes.
Healthy Tummy, Healthy Choice.
For over 30 years, VITAGEN has been delighting consumers of all ages.
And as today’s market leader in the category, the brand truly deserves to
win the gold award.
Winning With Innovation.
Southern Lion’s TOP did not take long to become consumers’ choice.
Only six years after its inception, the truly ‘TOP’ detergent receives its
first gold award.
PAGE 40 OF 52
ADVERTORIAL RUNCIT
ALERT KIDS ADVANCE FASTER
With DUTCH LADY TT-RATIO ADVANCE™
Parents are becoming more demanding of the
products their children consume. Milk, for example,
should not only offer calcium but also many other
benefits. As a leading dairy company in Malaysia,
Dutch Lady Milk Industries Berhad recently launched
its all-new DUTCH LADY TT-RATIO ADVANCE™, a
specially formulated growing up milk powder to
improve children’s concentration and attention span
for more effective learning. Made with the best quality
ingredients, DUTCH LADY TT-RATIO ADVANCE™
will surely drive more discerning parents into your
shop.
“The newly improved formulation will reach out to more parents and consumers across
Malaysia whilst expanding our market share in the category. This innovation is moving us in
the right direction,” - Hans Laarakker, Managing Director of Dutch Lady Milk Industries Berhad.
SHARE THE GOODNESS OF MILK
Below are some product facts that make DUTCH LADY TT-RATIO ADVANCE™ the best choice
for growing, learning children.
 Tryptophan & Tyrosine to support mental alertness and information absorption as well as brain
structuring and information processing.
 Carbohydrates to help children lengthen attention span and concentration.
 Vitamin B1 to release energy from carbohydrates.
 Vitamin B2 and Niacin to release energy from protein, fats and carbohydrates.
 Vitamin B12 for red blood cell production.
 DHA, AA, SA, Taurine, Choline, Omega 3 and Omega 6 for brain development.
DUTCH LADY 123 TT- RATIO ADVANCE™ comes in 350g pouch, 650g pouch, 1kg pouch and 1.8kg
can. DUTCH LADY 456 TT RATIO ADVANCE™ is available in 650g pouch, 1kg pouch and 1.8kg can.
All come in 3 delicious flavours: Regular, Honey & Chocolate.
For orders & enquiries, please contact:
DUTCH LADY MILK INDUSTRIES BERHAD
13, Jalan Semangat, 46200 Petaling Jaya, Selangor Darul Ehsan.
Tel: (03) 7956 7477; Fax: (03) 7955 3804
PAGE 41 OF 52
MEDIA RUNCIT
PROVEN EFFECTIVE
Creating Brand Awareness Through RAP
Retail Advertising Panel (RAP) is one of Runcit Media Sdn Bhd’s
(RMSB) Structured Ambient Media (STRAM). At the moment, RMSB
has a base of 7,000 outlets. The majority of them are installed with
RAP. RMSB continuously monitors the effectiveness of RAP through
researches and evaluations. The following is the latest findings of a
study conducted on the effectiveness of RAP.
What is RAP?
o
o
o
o
A double-sided outdoor display panel that is about 7.5 feet long
and 3 feet wide.
Targeted at rural and suburban areas’ shoppers, mass
commuters and on-transit consumers.
An excellent brand awareness media for thematic and tactical messages.
Able to create “Category Exclusivity” by making messages stand out in less cluttered environment.
Shoppers are aware of RAP




2 out of 3 respondents are able to spontaneously made mention of RAP.
71% look at RAP when approaching the shop.
69% look at RAP before/while entering the shop.
59% stop and read new advertisements on RAP.
PAGE 42 OF 52
MEDIA RUNCIT
RAP caused changes in retailers’ behaviours


41% of retailers surveyed claimed that shoppers asked about manufacturers by its products and 38% said
by its campaigns.
Retailers claimed shoppers asked about products (62%) and brands (55%) being advertised.
RAP induced brand adoption by consumers


2 out of 3 respondents claimed to have bought products or brands after seeing them advertised on RAP.
RAP plays important role in reminding respondents to consider advertised products or brands.
Source: Evaluation On the Effectiveness of RAP – by Dynamic Search Sdn Bhd for Runcit Media Sdn Bhd
and Nestle Products Sdn Bhd, Jan 2009.
For further enquiries, please contact
Ms Elenie Tan
Client Service Head
Runcit Media Sdn. Bhd, Suite 12.01, 12th Floor, Menara Merais,
No 1 Jalan 19/3, 46300 Petaling Jaya, Selangor Darul Ehsan.
Tel: (03) 7957 1718; Fax: (03) 7956 5109; E-mail: [email protected]
PAGE 43 OF 52
MEDIA RUNCIT
GROOMED TO SERVE YOU
Intensive Training for Field Supervisors
Runcit Media Sdn Bhd (RMSB) constantly keeps it
promise to provide fair and excellent service to its
clients and panel of retailers. Therefore, RMSB
prepares its Field Supervisors (FS) with the right skills
that will enable them to successfully represent the
company and carry their duties in the trade. Every FS is
trained in three main areas: recruitment, media and
interpersonal skills. These testimonials explain the role
of training in creating a group of dedicated and
professional FS.
RECRUITMENT: WATCH AND LEARN
FS: SAM LEE TOCK NENG
MEDIA: ADJUST AND NEGOTIATE
FS: MOHD RODI MOHD NOR
Training for recruitment involves two stages. The
first is by reading a training manual that, among
others, explains why and how recruitment of outlets
is done. This takes about two to three days to
enable each FS to understand the basics. In the
second stage, a new FS will be sent out to the trade
with existing FS for practical training. In my case, I
watched, learnt and tried recruiting under the
guidance of the FS whom I followed. Soon, I was
able to perform the duties on my own.
When I first started four years ago, RMSB only has
two types of media which are STRAM and In-POP.
Installing and maintaining these are quite easy
because all we need to do is acquire advertising
space in outlets. As the company evolves, we now
p r o v i d e
customised media
like CHILL-AD,
SHELF-AD and
Ambient Shelf
O r g a n i s e r s
(AMSO) too.
Installing these
media is rather
tricky because
apart from putting
up
the
advertisements,
we also need to
merchandise the
products according
to the advertisers’
requirements.
There are a few criteria that an outlet needs to meet
to be recruited. Usually, I will go into an outlet and
look around to find out before approaching the
retailer. The
R u n c i t
M a l a y s i a
magazine is
the medium I
use
to
introduce
RMSB and
myself. Most
retailers are
welcoming as
long as we
address their
concerns
about who we
are and the
benefits they
will get if they
join our panel
of retailers.
Negotiation is key
when it comes to
this. Retailers need to understand our purpose and
we need to avoid violating their rights. Sometimes,
retailers hesitate to cooperate because they have
their own planograms, their shoppers are used to
existing displays, certain items are not suitable to
be placed elsewhere and even their beliefs in Feng
Shui! We always try to avoid persuasion and forcing
as these will create problems in future so if the
issues can’t be resolved, we will approach other
retailers.
PAGE 44 OF 52
MEDIA RUNCIT
INTERPERSONAL SKILLS: APPROACH AND IMPRESS
FS: KEK SOO GUAN
Every FS is trained to project good image for RMSB and its
clients. Being well mannered and friendly applies to every
duty that we perform. When recruiting, I always make sure
that I am honest and clear to the retailers. When doing my
rounds of maintenance, work won’t start until permission is
granted from the shop owners, even if it requires waiting
until they are free to entertain me. Patience is definitely
virtue in this line of work. I always avoid giving up and
feeling frustrated.
We encourage retailers to share their stories and problems
with us too. Apart from contributing to the magazine, we also
extend their issues to our clients. Most retailers would
respond very well especially when we conduct surveys as they know it will help their businesses. Sadly, I had
encountered a few difficult retailers who are too lazy and ignorant to share with us. These retailers need to get
out of their shells and realise that we are only here to help them help themselves.
PAGE 45 OF 52
ADVERTORIAL RUNCIT
presents
WORLD WATER DAY
Celebrating With A Music Festival
TINGE, a fast-growing flavoured mineral water brand recently called on
consumers to celebrate water as a source of life and health through
fun-filled activities. Held on April 25, 2009 at Berjaya Times Square,
TINGE World Water Day Music Festival was a successful event that
attracted consumers of all ages. The festival also marked the launch of
TINGE’s new packaging that is aimed at taking TINGE to a higher level.
With its exclusive new looks, this ‘more fun than usual’ drink is set to
make a bigger impact on young adults.
FUN FACTS ON WORLD WATER DAY
 Held on March 22 every year to focus on the importance of freshwater and sustainable management of its
resources.
 The first World Water Day was celebrated on March 22, 1993.
 The theme for 2009 was “Shared Water, Shared Opportunities” which focused on creating opportunities
for cooperation between countries in transboundary water management.
Spritzer Berhad
Tel: (05) 801 2663 Fax: (05) 801 2118
E-mail: [email protected] Web: www.spritzer.com.my
PAGE 46 OF 52
CAKAP-CAKAP RUNCIT
ATTRACT THEM
Customer satisfaction is key in driving success of your business. This issue,
we feature these stories to highlight some of the smart initiatives taken by
retailers to attract new shoppers and keep their existing ones happy.
FAST FOOD KIOSK
Phua Pick Thing has been running her business with her sister
for the past 20 years. In 2005, they started a fast food kiosk that
sells Corn-in-Cup and waffles in the shop. Phua got the idea
when she noticed that modern teenagers love fast food. The
kiosk has been receiving very good feedback from shoppers
especially school students. Phua had also renovated her shop to
accommodate an air-conditioned eating area complete with
attractive lighting. Phua plans to continue diversifying her
business so that she does not have to depend solely on grocery
sales as her source of income.
Name: Phua Pick Thing
Shop Name: Pasar Mini T & C
Town: Jelawat, Kelantan
FS: Mohd Rodi Mohd Nor
A UNIQUE NAME
For some, Kedai Pasar Malam may be a weird name for a grocery
shop but Wan Latifah Mohd Yunus begs to differ. When she opened
the shop in 1988, Wan knew it must be unique to attract shoppers.
Since it is located right in front of a night market area, Wan decided
to pick a name that can be associated to the night market so
shoppers can easily remember her shop. The idea spelt success for
her business. She has been getting a lot of shoppers who are
attracted by the shop’s name. On Wednesdays when the night
market is open, her sales will increase when shoppers take the
opportunity to purchase their necessities at her shop.
Name: Wan Latifah binti Mohd Yunus
Shop Name: Kedai Pasar Malam
Town: Kota Bharu, Kelantan
CLEANLINESS COMES FIRST
The owner of Pasar Mini Three Star, Goh Siew Ling prioritizes
cleanliness. Not only does she make sure her shop’s environment is
clean at all times, Goh even covers her toiletries gondola with
transparent vinyl! Knowing that shoppers usually touch such
products (eg to read the label or smell it) before buying, Goh tries
her best to keep them dust-free. She believes that spending some
money to keep her shoppers happy will go a long way to ensure
sustainability of her business.
Name: Goh Siew Ling
Shop Name: Pasar Mini Three Star
Town: Bertam Jaya, Melaka
PAGE 47 OF 52
CAKAP-CAKAP RUNCIT
TAILORING SERVICE
Years before moving her retail and tailoring business to the current
location, Nooraini Mat Noor operated both at her own house. Today,
her tailoring business is so successful that it even caters to major
customers like MAYBANK and JUSCO. Usually her orders will
increase during festive season and before new school term. When
she has a lot of orders, Nooraini will temporarily hire her neighbours
and other housewives. Although her shop is located in Kelantan,
Nooraini receives orders from as far as Kuala Lumpur. Apart from
maintaining good quality of her service, she believes that charging
fair price is one of the main reasons behind her success.
Name: Nooraini binti Mat Noor
Shop Name: Kedai Runcit Asnie Ent.
Town: Ketereh, Kelantan
BLOOD DONATION DRIVE
There are so many ways to attract shoppers apart from
conducting promotions. Pasaraya PKT has a very
interesting way to do this. Annually, it will conduct a blood
donation campaign in all its branches (five in Kelantan and
two in Terengganu). According to Azmi Abd Samad, its
Operation Chief, the campaign is part of Pasaraya PKT’s
community service to help the Health Department gain
blood supplies for hospitals. Therefore, it does not only
attract shoppers to come to the shops but also encourage
them to do good for the society. So far, the campaign has
received very good feedback from shoppers. During the
latest campaign held in its Kota Bharu branch on February
15, Pasaraya PKT gave away Mystery Gifts to the first 60
blood donours. The gifts are sponsored by among others
PERMANIS, NESTLE, F&N DAIRIES and COLGATEPALMOLIVE. Pasaraya PKT is famous among shoppers
for its reasonable pricing and comfortable premise.
Name: Azmi Abd Samad
Shop Name: Pasaraya PKT
Town: Kota Bharu, Kelantan
PAGE 48 OF 52
WIRA RUNCIT
MENTORING SUCCESS
From Baby Steps To Giant Leaps
Name: Haji Ahmad Tajudin bin Said
Name of Shop: Pasaraya Pokok Sena, Pokok Sena, Kedah
Business Start Date: September 1, 1997
Motto: “Hard work begins after the first taste of success”
What if you were to drive in the suburb and see the same name repeating on the
signboards of shops just 10 to 15km away from one another? Most of you may
have not experienced it because it only exists in Pokok Sena, Kedah. The proud
owner of these shops shared his interesting stories with us.
WHY CAN’T I?
Haji Ahmad Tajudin bin Said or Pak Su, as he is known among his employees and
shoppers, used to admire the success of Chinese retailers in his neighbourhood. “They started small but
then became so successful that they could even afford sending their kids to study abroad. I thought if they can
do it, why can’t I?” explained him.
With no knowledge on retail business, Pak Su quit his job as a bank officer and opened the first Pasaraya
Pokok Sena. “I rented the ground floor of this Majlis Amanah Rakyat (MARA) building. I used my savings to
renovate the shop and fill it with stocks. I only had one
cash register then. I chose the name Pasaraya to
make my small shop more attractive to the
locals,” Pak Su recalled.
EVERY CLOUD HAS A SILVER LINING
Pak Su’s biggest challenge was to gain suppliers’
c o n f i d e n c e . “ H o n e s t y, c o n f i d e n c e a n d
perseverance will get you through this. Many of
them are careful with new retailers because they
have to avoid loss from delayed or missed payments.
It took me three months to gain better credit terms
from my suppliers,” said Pak Su.
Even so, suppliers did spread the good news. Pak Su
was then approached by new suppliers who had
heard of him from his existing ones. Pak Su
welcomed them with open arms. “Communicate with them as they can give you tips to improve business. I
mostly learnt of merchandising and stock management from my suppliers,” shared Pak Su.
SHOPPING MADE EASY
Pak Su always took advantage of suppliers’ promotions. However, he soon ran out of space to store his
stocks. “I tried doing promotions but my sales only improved slightly. Then it occurred to me that I could sell
them somewhere else!” told Pak Su. In 1998, Pak Su opened a branch in Langgar, Kedah. He admits that
branching out was a risk, especially when dealing with overhead cost but he rather accepts small turnover
than keeping the stocks in the storeroom.
Even more so, Pak Su wanted to provide convenience for the locals. “They had to go so far even to buy a
pack of salt. I wanted to make shopping more convenient and enjoyable for them. This is why, in this
district alone, there are four branches of Pasaraya Pokok Sena,” said Pak Su. He added that the key is to find
a good location and survey the competitors. When opening a new outlet, Pak Su ensures that it stands out
by being the biggest among the small shops.
PAGE 49 OF 52
WIRA RUNCIT
BIRTH OF A GREAT IDEA
However, Pak Su soon learnt that he was biting more than he could chew. “Managing four shops by myself
was really tough. Luckily, Permodalan Nasional Berhad (PNB) suggested I turn my business into a franchise.
I adopted the idea and came up with my own ‘Mentor-Protégé’ model. Today, apart from my seven
outlets, there are five branches of Pasaraya Pokok Sena owned by my protégés,” he explained.
Even with such success, Pak Su is not rushing to spread his wings. “We are still focusing on Kedah. We
evaluate interested parties thoroughly to see if they have what it takes to become successful retailers. As
for my own outlets, my wife is fully capable to co-manage them. We are also grooming our seven sons so
they can take over the business in the future. So far, my first son has stepped in and is doing well. Hope the
rest will follow suit,” said Pak Su cheerfully.
BUILD, RUN AND SELL
In his ‘Mentor-Protégé’ model, Pak Su aims to reach a minimum of one outlet per area in Kedah. With
five outlets (three in Pendang and two in Alor Star) successfully handed over to his protégés,
Pasaraya Pokok Sena is set to further expand in no time. The following are rules of ‘U and WE’ that
explain the concept of this model:
U: You have fund, entrepreneurship spirit and an identified location
WE: We set up the business according to your limitations
U: You pay all initial cost except for merchandises and work for us at the outlet
WE: We handover the business once it is stable and you are ready
U: You run the show
WE: We supply stocks and provide continuous consultancy and technical support
For those in Kedah who are interested to become Pak Su’s protégé, please contact him at
(04) 782 2959.
PAGE 50 OF 52
JALAN-JALAN RUNCIT
LANGKAWI
A Beautiful Island Not To Be Missed
After finishing our assignment in Pokok Sena, we decided to visit the popular northern island, Langkawi. It is not
only beautiful but also filled with many attractions. The following are places you must visit if you reach this
wonderful destination:
o
o
o
o
o
Pantai Chenang that has happening night scene, variety of shops, chalets, beachside restaurants, a dutyfree mall and even a convenient shop that provides WIFI service.
Dayang Bunting & Beras Basah Islands through an ‘island hopping’ trip. You can see dolphins and feed
eagles too!
The Mahsuri Mausoleum, Seven Wells & Cherita Cave that are beautiful and famous in legends.
The Bird Paradise, Crocodile Farm & Underwater World to see a large number of fascinating and rare
animal species.
Payar Island for snorkelling and Singa Besar island for camping.
SHOP, DINE AND REST
Langkawi’s Convenient Stop
While in Langkawi, the RMSB Field Supervisor, Rodi, took us to TCH Northview Sdn Bhd. It is a unique
place with a mini market, hawker centre and hotel under one roof. The owner, Tok Han Leong took over
the mini market from his brother in law in 2004. In the beginning, he stayed with his family on the first
floor of the building.
“My retail business was doing really well. Apart from locals, we also receive a lot of tourists and I noticed
that they appreciate convenience. This is why I decided to provide more than one service here. Besides,
it is a waste for my small family to occupy such a big space upstairs. Many suppliers like to stay in my
hotel while delivering goods on the island so I always give them special room rates!” Tok added.
TCH Northview mini market and hotel open from 8am till 2am (Saturday – Thursday) and 12noon till 2am
(Friday) while the hawker centre operates from 7pm till 3am everyday. For more information, contact Tok
Han Leong at (04) 966 8840.
PAGE 51 OF 52
GAYA HIDUP
LESS SALTY PLEASE
Be mindful of your sodium intake
Some of you like your foods salty. Although
they may taste good, salty foods are bad for
health. Table salt (sodium chloride), baking
soda (sodium bicarbonate) and most
seasonings (eg monosodium glutamate, MSG)
contain sodium. Although essential for the
body, adults only need 500mg of sodium a day.
That’s less than a quarter of teaspoon salt!
With Tracy Lew
Corporate Nutrition Advisor
Nestle Products Sdn Bhd
•
SALTY FOOD, NO GOOD
•Sodium may exist naturally or added in
certain foods during processing so you
should not put too much salt when cooking.
•Foods with excessive sodium are not always
salty so always refer to the labels for its sodium content.
Too much sodium makes the body gather fluid. This puts more
pressure on the blood vessels and may create hypertension/high blood
pressure in those who are sensitive to sodium. To reduce risk of
hypertension, WHO recommended sodium intake to be less than
2000mg (about one teaspoon salt) per day.
EATING HEALTHIER CAN BE FUN
 Use spices, herbs or other aromatic ingredients like garlic, ginger and
lemon more to compensate for the reduced amount of salt. Also, try
different recipes to combine and contrast each flavour to best suit your
main ingredient (be it fish, chicken or meat).
 Choose snacks that are low in salt.
 You may eat out but insist on less salt when ordering foods. When
eating soupy noodles, avoid finishing all the salty soups.
 Reduce intake of highly salted preserved food such as salted egg,
fish, vegetables, belacan, cencaluk and budu.
It will take some time to adjust to less salty foods. Therefore, do it
progressively and if possible, with your family. Remember, do not let the
food you eat come back to haunt you!
For more information, call Nestle Toll Free Line at 1 800 88 3433
END
PAGE 52 OF 52

RMM17 Website - Runcit Media

Transcription

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