Target Market - Halal Industry Development Corporation

Introduction
Kart’s is an established food brand specializing in authentic
Malaysian ethnic food and finger-food snacks.
Started as a home-based industry, and today Kart’s brand is
synonymous with Premium, Halal “Deliciously Convenient” food,
a market leader in its category.
Kart’s borrowed its name from the wife of the founder,
Pn.Kartini who was intrumental in perfecting Kart’s Roti Canai
(a truly authentic Malaysian hand tossed layered flatbread) which remains
the same to this day. We are proud to be the market leader for
frozen Roti Canai/Paratha, Steamed Buns(Pau), Pizza and
various finger-food snacks.
Our Office and Factory:
Lot 9&11, Jln Bawang Putih 24/34,
40300 Shah Alam,
Selangor Darul Ehsan, Malaysia.
KB Factory:
Lot 8 & 9, Jln Padang Tembak,
Kaw. 2, 16100 Pengkalan Chepa,
Kelantan Darul Naim, Malaysia
Kart’s Brand Evolution
1988
Perfected and introduced Frozen Roti Canai
(Hand Tossed layered Flatbread)
Later introduced Pizza, Charkoay & Murtabak
1990
1st Product exported – Singapore & Brunei
1994
Introduced Frozen Pau (1st to retail market)
1997
100% subsidiary of Oetker (Germany)
2002
100% subsidiary of Amtek Bhd.
1st. manufacturer to be HACCP certified
Sept, 2006
100% subsidiary of Meriah Saujana Sdn Bhd
Mission Statement
“Reposition Kart’s into
a PREMIUM and HALAL Food brand
delivering QUALITY & INNOVATIVE products
thus enriches lives for its convenience.”
Brand Values
Kart’s
delivering functional & emotional deliverables
 TRUST - All products are Halal
PRIDE - Malaysian made product
 SATISFACTION –
For its authentic taste & convenience
Certifications
ENVIRONMENTAL
SYSTEM
CERTIFIED TO OHSA18001
CERTIFIED TO MS ISO14001
Latest achievement…
ISO 22000
Roti Canai & Roti Booom
Hand Tossed Layered Flatbread
“Nothing else beat Roti Canai as Malaysia’s favourite food for all walks of life”.
“A superb snack when you a not having a meal, 24hrs a day 7 days a week”.
”A must have in any Malaysian restaurant”.
Roti Paratha
“Tastes so good on its own”
“Taste even better with the right complement”
Steamed Buns with Fillings
“A perfectly healthy way to fill you up”
Malaysian Spring Rolls
 Mix Vegetable
 Chicken
“Great for quick snacks and finger food
– parties’ favourite”
Samosa
– CRISPY TRIANGULAR PASTRY
 Savoury Vegetable Curry
“Superb for quick snacks
– parties’ finger food favourite”
Karipaf
SAVOURY SPIRAL
SHORTCRUST PASTRY
 Savoury Potato
 Chicken Curry
“Uniquely Malaysian finger-food snack –
parties’ favourite”
Doughnuts
- with ICING SUGAR
 Original
 Chocolate
“Kiddies favourite and favoured
by grown-ups too…”
Handmade Pizza
“Malaysians’ favourite”
“Deliciously Convenient meal solution on
those lazy days, just heat & serve”
Mineral Water
Local Presence
And All Major
Hyper/Supermarkets
Local Presence
Kart’s products are also in the food service section.
 SHAKEYS PIZZA - Pizza Bases, Karipaf Pusar & Donuts
 DUNKIN DONUTS – Croissant & Frankfurter
 KING PIE - Donuts
 AYAMAS – Karipaf
 FLIGHT SERVICE – Pau & Karipaf Pusar
 Hotels, Resorts & Clubs
Our latest Project is Petronas Mesra foodservice
Appointed as SME Anchor
 Ready cook steamed pau & malay kueh
 Ready to serve pastries & assortments
 Take-home packs
Export Markets
Singapore
Brunei
France
Vietnam
Canada
Germany
Indonesia
UK
Myanmar
Australia
Ireland
South Africa
UAE
USA
Netherlands
Tesco UK
& Wing Yip Stores
Paris Stores
France
Lulu Hyper/supermarkets
Dubai & Abu Dhabi, UAE
Pick & Pay stores
South Africa
Widely Available in Brunei
Mainstream Hypermarkets
Indonesia
Carrefour, Makro
Giant, Hypermart,
Foodmart, Hero,
Alfa, Lion, Ranch,
Sogo, Ramayana
Others
Mainstream Hypermarkets
Vietnam
Kart’s Promotion
shot in Kart’s factory
aired on TV9
Over 26 episodes
Other Product Placement & Credit Titles in;
 “Akademi Polis”, “Gerak Khas” and “Air Mata Maria”
by SKOP Productions
 Movie “Papadom” by Afdlin Shauki/Tayangan Unggul
 “STAMP” and “KL Menjerit” by Tayangan Unggul
 “Dia Datang” by Saiful Apek / Noradz Production
 Theater “KKLU” by Fauziah Nawi Productions
 “Mahsuri” Drama by Layar Consult
Kart’s News
Kart’s News
Introduction
Kart’s Mission
Brief History
nd.
8PM 22
Nov, 2006
8PM 5
th
Sept, 2007
9PM 2
th
Mar, 2008
8AM 5
Brand Values
nd.
May, 2008
th
Aug, 2008
Certifications
Products
Local Presence
Kart’s Export
Kart’s News
CSR
8PM 19
Awards
th.
Dec, 2006
5PM 14
CSR – Vendor Program
Kart’s Vendor Development Program
Introduction
Kart’s Mission
Brief History
Brand Values
Certifications
Products
Local Presence
Kart’s Export
Kart’s News
CSR
Awards
AZ Food, Puchong – Samosa & Pohpia (2 variants)
Aina Food, Kelantan - Karipaf Pusar (2 variants)
Keropok House (Glenmarie) – Keropok Lekor (2 variants)
My Beverage – Mineral Water
Magic Taste Syrup – Fruity Fun Drink (3 variants)
Rabbani – Roti Rabbani with Kuzi/Gulai Kambing


Samirah Food, N9 – Kueh Koci & Kueh Cara
AMN Food – Roti Jala
Future products






Fish based products
Naan, chappati
Malay Kueh
Gulai Ayam, kari kambing etc
Masak Lemak Daging Salai
Pergedil, Vadey
Kart’s moving forward
Brand Perspectives
“Simply put, A brand is an experience”.
By identifying and authenticating a product or service
it delivers a pledge of satisfaction and quality
Walter Landor (1913-1995),
one of the greats of the advertising industry
Consumers’ Perspective
Consistently meeting expectation.
Brand Owners’ Perspective
Brand promise allowing greater permissions
1. Access
2. Latitude
3. Recovery
4. Scale
5. Set Standards
SWOT Analysis
STRENGTH
WEAKNESSES
OPPORTUNITIES
THREATS
 Strong brand presence
 Established distribution network
 Capable team - 4Star SCORE rating
 Good Product range
 Various certifications
 National Mark / Halal Champion
 Various Govt Grants and assistance
 MoF certifications
 Halal awareness
 Acceptance of healthy, convenient
frozen food
 Low Tech Manufacturing
 Labour Intensive operations
 Spending
Weak R&Don
team
Research & Development
 Financial
Weak financial
resources
standing
 Competitive markets dictated by
consumers and hypermarkets
raw material
 Increasing material
cost
 Currency fluctuations
 Trade Barriers
Target Market
Target Customers - Domestic
 Medium income household
 Working mothers
 Young professionals
Indonesia
- Kart’s consistent growth over the last 3yrs.
- Rapid growth in number of hyper/supermarkets
- Very large population
Vietnam
- Emerging market, relatively untouched
- Large population
Singapore
- Market reference & window to Asean countries
- Industry benchmark
UAE
- Market reference & window to the mid-east
- Very large population requiring halal products
Target Market
General Information on Target Markets
Population
(million)
GDP (ppp)
USD Billion
GDP growth
GDP per
capita
USD/rank
Malaysia
Indonesia
Vietnam
UAE
Singapore
25.7
240.3
88.5
4.8
4.6
381.1
969.2
258.1
201.4
235.7
(30st)
(16th)
(42th)
(52th)
(49th)
-2.2%
4.5%
5.3%
-3.5%
-2.1%
14,800
4,200
2,900
42,00
50,300
(77th)
(155th)
(165th)
(17th)
(8th)
Information from World Factbook www.cia.gov
Ranks out of 227 countries
Local
H/S’markets
chains
Tesco
Carrefour
Giant
Jusco
Sogo
Mydin
Store
Billion
Econsave
Convenience
Stores
7 Eleven
Kiosk
International
H/S’markets
chains
Carrefour
Makro
Giant
Sogo
Ranch 99
Hero
Matahari
Foodmart
Hypermart
Metro
Big C
Parkson
Wellcome
Intimex
Hapro
Coopmart
Maximart
Shop&Go
Gourmet
Carrefour
Hpr’Panda
Lulu
Le Marche
Geant
Al Maya
Choithram
Emirates
Lifco
Carrefour
Giant
Isetan
NTUC
S. Shiong
Mustaffa
Future Focus
Kart’s is focusing on these areas

Domestic – continue to create more awareness Karts’
brand and further expand our market share in the
general trade business.

Exports – to establish a strong foothold in current
market and to secure new customers.



Food service businesses
KFI’s responsibility as Halal Champion company
KFI’s CSR role as an anchor company for other micro
and small industries.
Future Focus
Appointment as Anchor company for 3 categories
1. Ready to Eat – Malay kueh, fresh pastries and cakes
2. Ready to serve – Assorted Pau
3. Take Home Packs – Frozen
4. Signature products - oem
300 Mesra outlets by end,2009*
Company Structure
Meriah Saujana
Sdn Bhd
Introduction
Kart’s Mission
100%
Brief History
Kart Food
Brand Values
Industries
Sdn Bhd
Certifications
Manufacturing
products for the
Products
group
100%
100%
Kart Food
Marketing
Sdn Bhd
Trading products
for foodservice
sector
100%
Kart Food
Sales &
Distribution
Sdn Bhd
Trading products
for retail and
export sectors
100%
Kart Food
Manufacturing
Sdn Bhd
Manufacturing of
Kart’s ready
meals products
100%
Kart’s Cafe
Sdn Bhd
Kart’s café and
kiosk
Local Presence
Kart Food
Kart’s Export
Marketing
Sdn Bhd
Kart’s News
CSR
Currently KFI and subsidiaries are categorise under SMI and
100% bumiputra status company.
Capitalising Opportunities
Demand for Convenient & Functional Food
Ready to Cook, Ready to Serve Halal Food
Hygienic and Safe Food Production
HACCP, Vhm, GMP, ISO22000
Convenient Outlets
Hypermarkets, 24hr stores, Petrol kiosks
Export Promotion, Malaysian branding
various gov’t agencies
Halal Promotion
Matrade, HDC (Halal Champion) & National Mark (SDC)
Brand Building
Trusted Premium brand, Quality & Reasonable Prices
Strategic Marketing
Guerilla marketing – unconventional but effective
Awards
Malaysian Canadian Business Council
Business Excellence Award 2008
For
Industry Excellence for Environment