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A

Project Report on
Launching a product

HALDIRAMS

In

GEORGE TOWN

Malaysia -the truly ASIA

Submitted by:
Simmi Great
Semester -3

Guided by:
Hina Rauf

NIS Academy
A-4, R Block, Rampur Garden Bareilly

Acknowledgement
In the name of god, the most merciful and most beneficial

I am deeply indebted my deep regards to Mr. Sandeep


kumar Saxena (head of the location), NIS, Bareilly for
providing me facilities support, guidance and providing me
an opportunity to show my creativity.
Words are inadequate in expressing my profound sense of
thankfulness to Miss Hina Rauf for her excellent guidance
and support through out this study. I am highly grateful to her
for her exemplary supervision and stimulating academic
session. I am indebted to her for encouraging and initiating
me to work in a field of Food and Beverages sector. I remain
grateful
for
her
invaluable
support,
guidance,
encouragement, inspiration and help rendered to me at both
academic and personal level.
Owe my sincere thanks to my team member Simmi for her
co-operation, and last but not the least I would like to thank
my parents and friends for their moral support at each stage
of my project.
ASTHA GUPTA
PGDAM
Semester -3

INDEX

Acknowledgement
Executive Summary
Methodology
Introduction
Mission of the company
Companys Background
Company details
Country selection
About Target City
Strategies used
SWOT Analysis
Conclusion
Appendix

EXECUTIVE SUMMARY
Haldirams is one of the branded products which is leading in the Indian market
with a name and fame for its famous Sweets as well as Savories. From a
humble beginning in Bikaner in 1937, Haldirams has grown into a household
name in India Ganga Bishan Agarwal (popularly known as Haldirams),
opened a sweets shop in Bikaner, a small district in Rajasthan, India It is the
market which has the potential to attract the customers towards its Traditional
range of Food. A C Nielson ranked Haldirams as the 98th most trusted brand
in India. It was the first company in India to brand Namkeens. It was also one
of the first companies in India to open a restaurant in New Delhi offering
traditional Indian snack food items. The Product is exporting its varieties of
products in the Indian market. Here this project is for Launching Haldirams in
Malaysia which is the country known for its varieties of Population and its Food
habits as well as Taste. It is going to launch its product in Malaysian market in
the state Penang, which is known as food paradise of Malaysia. Haldirams
has a successful response all the world, Global market.

METHODOLOGY
This Project is made with the help of basically primary data. All the information
is gathered usually from internet. Magazines and Newspapers are quite helpful
for the project. Firstly we have to gone through the details of the company.
After the desired output we have to choose the country in which we have to
launch the product. Then we go though the countrys detailed information
about the economy, government, trade issues, entry strategies, rules and
regulations, culture, customer needs, their preferences and their buying
behaviour. Then we came to an output that the product will show the positive
response in the target market.

INTRODUCTION
Glimpse of Indian Sweets and Snacks:
India, more than in any other country in the world, has a colorful and diverse
range of food and tastes to offer. For centuries, Indian food and spices have
been known far and wide for their authentic taste and rich quality. India has a
variety of dishes, be it North Indian food or South Indian food in different
combinations and flavors to enhance the pleasure of a meal.
While Indians are great lovers of food, their second love without a
doubt, is the love for traditional Indian sweets and Indian beverages. India is
a country of sweets, and Indians would like to have sweets with almost every
meal. Each region has its own specialties. The Indian version of ice-cream and
is extremely popular with the old as well as the new generation.
The variety of refreshments available in India is as diverse as the
country itself. Each region has its typical and local specialty but some common
features are that they are usually spicy, easily available, and inexpensive. To
relish these snacks, one should develop the taste for thembut once you do,
you want them again and again and again.

MISSION OF THE COMPANY


Combination of consistent quality, best packaging strategy, huge market
coverage and autumns of experience has given the company a cutting edge
vis--vis other competitors. Motto of the company is to manufacture & supply
delicious sweet and food which meet customers satisfaction.

HISTORY
Haldirams today is Indias leading Mithais (sweet meat) and Namkeens (salty
snacks) brand, spreading its network on all continents. From a humble
beginning in Bikaner in 1937, Haldirams has grown into a household name in
India Ganga Bishan Agarwal (popularly known as Haldiram), opened a sweets
shop in Bikaner, a small district in Rajasthan, India. In 1941, the name
Haldirams Bhujiawala was used for the first time. Ganga Bishans son,
Rameshwar Lal Agarwal and grandson, Prabhu Shankar Agarwal, expanded
the business by establishing a small manufacturing unit in Calcutta (Kolkata) in
1950.
The demand for Haldirams products was increasing. The Agarwals decided to
set up a large manufacturing facility in Nagpur, Maharashtra in 1970. By 1983,
they were ready to open a major retail outlet in New Delhi. During the 1980s
and 1990s, Haldirams grew at a significant pace. A restaurant was opened in
1995 in Delhi and in 1997, a manufacturing unit for Namkeens was also
established. By the beginning of the 21st century, Haldirams were exporting
their products to Australia, Europe, Far East, Japan, Middle East and North
America. It is truly a Global Brand with sizable customer loyalty. A C Nielson
ranked Haldirams as the 98th most trusted brand in India. The company has
sales of upward of $100 million (Rupees 400 crore).
It is presently headquartered in Nagpur in Maharastra and has regional offices
in
Bombay,
Bangalore,
New
Delhi
and
Chennai
Over a period spanning six and a half decades, the Haldirams Group
(Haldirams) had emerged as a household name for ready-to-eat snack foods
in India. In 2001, the turnover of the Haldirams was Rs 4 billion. Till the early
1990s, Haldirams comprised of three units, one each in Kolkata, Nagpur and
NewDelhi.
The Agarwals family that owned Haldirams was always conscious of the need
to satisfy customers in order to grow their business. The company offered a
wide variety of traditional Indian sweets and snacks at competitive prices that
appealed to people belonging to different age groups. Haldirams had many
firsts to its credit. It was the first company in India to brand namkeens. The
group also pioneered new ways of packaging namkeens. Its packaging
techniques increased the shelf life of namkeens from less than a week to more
than six months. Since the very beginning, the brand Haldirams had been
renowned for its quality products. It is owned by PepsiCo Now.

PRODUCTS
Haldirams offered a wide range of products to its customers .Indian Sweets,
Namkeens (Savories), papad, 3-D Snacks, 3-D Pellets, Vermicelli, Pasta
,Sharbats, Bakery items, dairy products, Ice-creams & other ready to eat
snacks, which are sold under the brand names Haldiram's .In additional to
these packaged products, Haldiram has its own outlets where it sells sweets
and eatables. It also has a range of restaurants in and around Nagpur.
Raj
Kachori is one of the most popular snacks sold by Haldiram's
However, namkeens remained the main focus area for the group contributing
close to 60% of its total revenues. By specializing in the manufacturing of
namkeens, the company seemed to have created a niche market. While the
Nagpur unit manufactured 51 different varieties of namkeens, the Kolkata unit
manufactured 37 and the Delhi unit 25. The raw materials used to prepare
namkeens were of best quality and were sourced from all over India.
Haldirams sought to customize its products to suit the tastes and preferences
of customers from different parts of India. It launched products, which catered
to the tastes of people belonging to specific regions. For example, it launched
Murukkus, a South Indian snack, and Chennai Mixture for south Indian
customers.Similarly, Haldirams launched Bhelpuri, keeping in mind
customers residing in western India. The company offered certain products
such as Nazarana, Panchratan, and Premium only during the festival
season in gift packs. These measures helped Haldirams compete effectively
in a market that was flooded with a variety of snack items in different shapes,
sizes and flavors.

PRICING
Haldirams offered its products at competitive prices in order to penetrate the
huge unorganized market of namkeens and sweets. The companys pricing
strategy took into consideration the price conscious nature of consumers in
India. Haldirams launched namkeens in small packets of 30 grams, priced as
low as Rs.5. The company also launched namkeens in five different packs
with prices varying according to their weights

PROMOTION
Haldirams product promotion had been low key until competition intensified in
the snack foods market. The company tied with Profile Advertising for
promoting its products. Consequently, attractive posters, brochures and
mailers were designed to enhance the visibility of the Haldirams brand.
Different varieties of posters were designed to appeal to the masses.
The punch line for Haldirams products was, Always in good taste.
Advertisements depicting the entire range of Haldirams sweets and namkeens
were published in the print media (magazines and newspapers). These
advertisements had captions such as millions of tongues cant go wrong,

PLACEMENT
Haldirams developed a strong distribution network to ensure the widest
possible reach for its products in India as well as overseas. From the
manufacturing unit, the companys finished goods were passed on to carrying
and forwarding (C&F) agents. C&F agents passed on the products to
distributors, who shipped them to retail outlets. While the Delhi unit of
Haldirams had 25 C&F agents and 700 distributors in India, the Nagpur unit
had 25 C&F agents and 375 distributors.
Haldirams also had 35 sole distributors in the international market. The Delhi
and Nagpur units together catered to 0.6 million retail outlets in India. C&F
agents received a commission of around 5%, while distributors earned
margins ranging from 8% to 10%. The retail outlets earned margins ranging
from 14% to 30%. At the retail outlet level, margins varied according to the
weight of packs sold

POSITIONING

The above initiatives helped Haldirams to uniquely position its brand.


Haldirams also gained an edge over its competitors by minimizing promotion
costs. Appreciating the companys efforts at building brand, an analyst said,
Haldiram once was just another sweet maker but it has moved into trained
brands first by improving the product quality and packaging.
Through its clever products and brilliant distribution it had moved into the star
category of brands. Haldirams earned recognition both in India and abroad.
The Nagpur unit of Haldirams was conferred the International Food Award.
The Delhi unit was awarded the Keshalkar Memorial Award by the All India
Food Preservers Association in the mid 1980s in recognition of its efforts for
popularizing ethnic Indian foods in India and abroad. In 1994, the unit was
awarded the International Award for Food & Beverages by the Trade Leaders
Club in Barcelona, Spain. The unit also received the Brand Equity Award in
1998. Manoharlal Agarwal, who played a key role in the success of the Delhi
unit, was included in the eighth edition of Distinguished Leadership by the
Board of Registrars of The American Biographical Institute. Haldirams was
also admitted as the member of Snack Food Association, US.

MANUFACTURING

Our three modern manufacturing plants located in India are state-of-art


amalgamation of tradition and world-class technology. The frying of products is
done on continuous frying machines controlled through Programmable Logic
Controllers (PLCs). Our R&D division has suitably modified traditional recipes
of Indian Sweets making us pioneers in exporting perishable sweets kaju barfi,
soan papdi at ambient conditions to EU by the application of MAP (Modified
Atmosphere Packaging). Our canned sweets like Gulab Jamun, Rasogolla,
Raj bhog and Petha have captured the taste buds of most of our customers
abroad. There are post-production checks to ensure that every batch conforms
to lay down standards of quality.

AWARDS AND RECOGNITION


Haldiram's have achieved the following awards and
recognitions:
It was the first company in India to brand Namkeens
It was also one of the first companies in India to open a restaurant in
New Delhi offering traditional Indian snack food items.
The company was conferred with the prestigious International Award
for Food and Beverages from the Trader Leaders Club in Barcelona,
Spain in 1994.
The Brand Equity Award was presented to Haldiram in recognition of
its creating a highly successful Indian Brand 'Haldirams'
Haldirams is an ISO 9002 and HACCP recognized company with
several awards.
International award for Food and beverages awarded by trade
leaders club in Barcelona Spain in 1994
KASHALKAR Memorial Award presented by All India Food preserve
Association in 1996at its golden jubilee celebration for manufacturing
the best Quality food products
Brand equity award 1998 was awarded by progress harmony
developed chamber of commerce & industry reorganization of
crediting a successful Indian brand
APEDA Export award 2001-2002 was awarded by agricultural &
processed Food products Export developing authority for outstanding
contribution to the promotion of agricultural processed food Products
during the year 2001-2002
Ranked on 98th in overall ranking in the "India' Most Trusted Brands
2003" Survey done by A.C. Nielsen ORG MARG commissioned by "
The Economic Times.

INFRASTRUCTURE
Encouraged by the tremendous response of consumers, "Haldiram" decided to
go in for up-gradation in technology, packing and production with the
installation of plant and machinery of the order of best available state-of-theart technology and sophistication. By dint of hard work, complete dedication
and uncompromising Quality.

FOOD QUALITY
At Haldiram's, quality is an obsession, enjoyed and trusted by millions of
families. Salty snacks and delicious sweets conform to international standards
of hygiene. All the products are made in the traditional way using modern
norms of hygiene. Spic and Span work environment as well as procedures
ensure optimum levels of cleanliness.

QUALITY CHECKS
There is a strong emphasize on international standards of manufacturing &
quality control. Our products taste like they have arrived fresh out of grannys
kitchen, we share the Indian grannys proverbial fresh for hygiene.Our ethos
may date back to India, but our out look is every bit as professional as that of a
progressive modern day Indian company. Vintage We have regular laboratory
check to ensure that the quality parameters of EDA,VSA & safety Act are met
to every level raw-material to finished products. We also have advanced in
house testing facilities for Aflatoxin, pesticides, Sudan colors and other
microbiological tests.

GROWTH
We are growing at rate of 40% in the international market and confident of
maintaining the pace for the next five years. This is not only been because of
Indians living in abroad but also because Indian food is finding a world wide
audience.
To keep up with incessant we have increased our production capacities
considerably. Presently we have 4 plants in and around Delhi that produce 50
tones of namkeens,20 tones of chips and other food ,5 tones of sweets. When
we started exporting in the year 2001 our figure stood at $1.7mn.Today we
export $6.00mn and hope to sustain a 40% growth over the next 5 years which
is why we have increased our production capacity to keep pace. Today we
have 4 state of the art plants that can churn out 50 tones of quality traditional
namkeens.

Festival Products

Raksha bandhan Gift

COMPANYS PROFILE
Business Type

Exporter , Manufacturer , Importer

Export Turnover

Rs 200 crore

Import Turnover

$ 3 million

Capital in Dollars

10 million

Export Percentage

20%

Primary Competitive
Advantages

Commitment to superior quality, hygenic factory conditions, market friendly


policies, receptive to consumer tastes and trends.

Sales Volume

Rs 200 crore

Import Value

$ 3 million

No of Staff

2000

Year of Establishment

1941

No of Production Lines

Export Markets

U.K., USA, Europe, Benelux countries, Middle East.

Import Markets

Holland, Australia & USA.

Investment on
Rs 3 million
Manufacturing Equipment
Production Type

Semi-automatic

No of Engineers

Monthly Production
Capacity

1000 tonnes

Memberships

APEDA

Credit Rated

No

Product Range

Sweets, Namkeens, Traditional Indian foods, Confectioneries, Pickles,


Syrups, Sharbats, Biscuits.

Website

www.haldiram.com

Factory Address

F-12, Mohan Co-operative Area, New Delhi.

Staff

Production Deptt: 1500; Quality Control


Deptt: 15; R&D Deptt: 10.

Site Description and Advantages

Located at Gurgaon, Noida, 2 unit Mathura


Road, New Delhi. Superior quaility plant and
machinary, extremely hygenic conditions.

Machinery, Equipment Used and Production Process State-of-the-art imported machinary worth 3
million dollors sourced from Holland,
Australia & USA.
Material Used for Production Process

Highest quaility agro product sourced from


India, certain ingredients are imported like
almonds from USA and raisin from
Afghanistan.

Advantages/Recent Developments

Fully automatic plant based in Nodia


confroming to the highest prevaility
standards and state-of-the-art technology.

OUTLETS

We have 6 restaurants that are as popular with NRIs as they are with the
locals situated in places that are seen as meccas of street food they are
always packed to the last inch international food chains &street vendors not
with standing. We are providing 96 varieties of Namkeens, 77 varieties of
sweets for breakfast, lunch, dinner and snacks for celebrations. We plan to
leverage our equity in the domestic and international market to become food
cooperation with no just branded product our belt but also diversifying into fast
food retail chains all over the country.

PRODUCTS
The entity is known for its variety of mouth watering food products such as
Sweets, Namkeens, Pickles, Syrups, and Biscuits in the world. The prime
focus of the company is to serve sweets and savories directly to consumers.
The impeccable range of products at Haldiram's includes:
Sweets:
Jamphal, Bengali Rasgulla, Pateesa, Raj Bhog, Nargisi Rolls, Milk
peda, Soan papdi etc.
Syrups/Sharbats: Khus, Thandai, Rose Flavor, Orange Flavor, Badam and
Pineapple Flavor
Pickles:

Green Chili, Lime, Mango and Mixed Pickle.

Namkeen: Aloo Bhujia, Hara Chiwda, Kaju Mixture, Navrattan, Moong Dal,
Bhujia, Cornflakes Mixture, Kashmiri Mixture, Nut Cracker, Khatta Meetha
Snacks: Takatak, chips,
Food:

Raj kachauri, fast foods, complete lunch and dinner.

PRODUCTS

Haldirams Bhujiya

Moong Daal

Classic Rasgulla

Haldirams Aloo Bhujiya

Khasta Mixture

Milk Peda

Khatta meetha mixture

Classic Potato Chips

Kaju Katli

Participants
The processed food market in India is characterized by the presence of a number of
multinational food manufacturers and brands such as Heinz, Mars, Pepsi, Nestle,
Cadbury and Pillsbury. Key local players recognized for their national brands include
ITC Agro, Parle, Marico, Gits, Weikfield, Bikanerwala, Godrej, Britannia, Dubur,
Amul and Surya Food. Most Indian food companies are small compared with their
global competitors, with food sales of the top five companies collectively totalling
$2.4 billion in 2003. Food sales of Nestle alone (the world's leading food company)
were $73.5 billion

Contacts
e exports @Haldirams.com (International).
e sales @ Haldirams.com (Domestic).

NEWS
New Delhi, July 2: Haldiram's, India's popular namkeen and snacks maker, will expand
its retail presence in the northern region, with the Delhi unit planning to set up one
outlet every year in the national capital and NCR.
The company presently has six retail outlets in Delhi and NCR, including Noida and
Gurgaon, and targets to have a 15-20 per cent growth in the next fiscal.
''With a total turnover of Rs 500 crore in 2005-06, our namkeens account for 60 per
cent of the turnover, while about Rs 150 crore is contributed by the retail business.
We are targeting a growth of 15-20 per cent annually,'' Images Retail magazine
quoted Haldiram's GM-operations,Delhi, S K Verma as saying.
The company also plans to open express outlets in malls and high footfall areas.
''Details are yet to finalized, but we plan to open express outlets covering an average
area of 800-1000 square feet,'' Mr. Verma added.
On the franchising option he replied in the negative saying that quality is critical for
Haldiram's. Merely investment and expanded space will not help in gaining and securing
customer loyalty.

Current news
Haldirams plans new R&D Center in Noida
We are going to set up R&D center at Noida at end of December for our
continuous efforts for quality products
Sanjay Singhania Manager, commercial, haldirams told to the food and
Beverages News.
Haldirams does not have any policy of franchisees and that all the
showrooms are owned by & maintained by the company. The company has
25 of agents & more than 700 distributors in the domestic market & 25
sale distributors more than 35 buyers in the international market,
exporting products in more than 40 countries included Nepal, Srilanka ,
middle East , far-east, USA, UK,
Germany, Australia, Japan and
Singapore.
Last year our exports was 20 crore, company is operating food hygiene
system that applies the codex alimentanius hazard analysis and critical
control point (HACCP) system and guidelines for its application apex to
CAC/RCP.

EXPORTER OF INDIAN SNACKS & SWEETS

And Haldirams was just one of the many small entrepreneurs in the business
of making namkeens & sweets till MANOHAR LAL AGARWAL set up
Haldiram's Sweets in Delhi in the year 1982.And instant acceptance was what
he received. Haldirams soon became one of India's largest brands of
namkeens and sweets growing five folds in the last ten years. The next step
was to upgrade its technology in packaging and production. Today it enjoys a
huge market share and has over 25 different varieties of packaged sweets,
And it's not only in India that Haldiram has made its mark. The USA, Europe,
Canada, Middle East, Australia & New Zealand too have sampled Haldiram's
authentic India Flavors. So much so, that Haldirams also went on to win the
prestigious award for Food & Beverages awarded by Trade Leaders club in
Barcelona, Spain. When Haldiram began it made its business to give people
things that taste good. And in the process, has tasted success itself.

Future Existing Countries


Tobago, Trinidad, Finland, Sweden, West Indies, Armenia, Egypt, Algeria,
Jordan, Yemen, Taiwan, Columbia, Cyprus, Ukraine, Libya, Tunisia.

EXPORTING COUNTRIES
-Switzerland
-Peru
-U.S.A.
-Australia
-New Zealand
-Singapore
-Hong Kong
-Bangladesh
-Nepal
-Afghanistan
-Pakistan
-Qatar
-Saudi Arabia
-Kuwait
-U.A.E.
-Russia
-Amsterdam
-Germany
-Spain
-France
-U.K.
-Norway
-Canada
-Nigeria etc.

THE COUNTRY

Motto:
Capital:
Official languages:
Anthem:
Demonym
Government

Density
Population
Water (%)
Area
GDP (PPP)
Per capita
GDP (nominal)

"Bersekutu Bertambah Mutu"


"Unity Is Strength"1
Kuala Lumpur308N, 10142E
Malay
Negaraku "My Country"
Malaysian
Federal constitutional
Monarchy and
Parliamentary democracy
83/km (110th) 216/sq mi
27,496,000 (43rd)(feb.2008)
0.3%
329,847 km (67th) 127,355 sq mi
$357.9 billion (29th)
$14,400 (57th)
$165 billion (41st)

Gini (2002)

46.1

HDI (2007)

0.811 (high) (63rd)

Currency

Ringgit (RM) (MYR)

Time zone
Calling code

MST (UTC+8)
+60

THE COUNTRY
An introduction
Malaysia is located in the heart of Southeast Asia, slightly north of the Equator.
It is made up of two geographical regions; viz; Peninsular Malaysia or West
Malaysia comprising of eleven states and the Federal Territory of Kuala
Lumpur and East Malaysia which has two states and the Federal
Territory of Labuan. Approximately 80% of the nations total population
occupies the main peninsula.

HISTORY

Malaysia (pronounced /mle/ or /mlezi/) is a country that consists of


thirteen states and three federal territories in Southeast Asia with a total
landmass of 329,847 square kilometres (127,355 sq mi). The capital city is
Kuala Lumpur, while Putrajaya is the seat of the federal government. The
population stands at over 25 million. The country is separated into two regions
Peninsular Malaysia and Malaysian Borneo by the South China Sea.
Malaysia borders Thailand, Indonesia, Singapore, Brunei and the Philippines.
The country is located near the equator and experiences a tropical climate.
Malaysia is headed by the Yang di-Pertuan Agong and politically led by a
Prime Minister. The government is closely modeled after the Westminster
parliamentary system.
Malaysia as a unified state did not exist until 1963. Previously, a set of
colonies were established by the United Kingdom from the late eighteenth
century, and the western half of modern Malaysia was composed of several
separate kingdoms. This group of colonies was known as British Malaya until
its dissolution in 1946, when it was reorganized as the Federation of Malaya
and later recognized as an independent nation in 1957. Singapore, Sarawak,
British North Borneo and the Federation of Malaya joined to form Malaysia on
16 September 1963. The early years of the new union were marred by an
armed conflict with Indonesia and the expulsion of Singapore.The Southeast
Asian nation experienced an economic boom and underwent rapid
development during the late 20th century. With a GDP per capita standing at
USD14,400, it has, from time to time, been considered a newly industrialized
country. As one of three countries that control the Strait of Malacca,
international trade plays a large role in its economy. At one time, it was the
largest producer of tin, rubber and palm oil in the world. Manufacturing has a
large influence in the country's economy.
The Malays form the majority of the population. Some Malays are of Arab
descent and there are sizable Chinese and Indian communities. Islam is the
largest as well as the official religion of the federation. The Malay language is
the official language. Malay was originally written in Jawi, based on Arabic
script, but nowadays, the Roman alphabet (Rumi) is more often used.
Malaysia is a founding member of the Association of Southeast Asian Nations
and participates in many international organizations such as the United
Nations. As a former British colony, it is also a member of the Nations. It is
also a member of the Developing 8 Countries.

ETYMOLOGY

The word Malaysia is visible on a 1914 map published in Chicago, United


States.The name "Malaysia" was adopted in 1963 when the Federation of
Malaya, Singapore, North Borneo and Sarawak formed a 14-state federation.
However the name itself had been vaguely used to refer to areas in Southeast
Asia prior to that. A map published in 1914 in Chicago has the word Malaysia
printed on it referring to certain territories within the Malay Archipelago. The
Philippines once contemplated naming their state "Malaysia", but Malaysia
adopted the name first in 1963 before the Philippines could act further on the
matter. Other names were contemplated for the 1963 federation. Among them
was Langkasuka (Langkasuka was an old kingdom located at the upper
section of the Malay Peninsula in the first millennium of the Common Era).
Even farther back into history, the English ethnologist George Samuel Windsor
Earl in volume IV of Journal of the Indian Archipelago and Eastern Asia in
1850 proposed to name the islands of Indonesia as Melayunesia or Indunesia
though he favored the former.

ETHNIC COMPOSITION
The Bumiputera (indigenous) population comprising of the Malays and the
Aborigines account for about 59% with the Chinese at about 29.5% , Indians
at about 10.5% and the balance of 1% represented by other races.

GOVERNMENT AND POLICIES

The Parliament building

Malaysia PM's office, Putrajaya

Malaysia is a federal constitutional elective monarchy. The federal head of


state of Malaysia is the Yang di-Pertuan Agong, commonly referred to as the
King of Malaysia. The Yang di-Pertuan Agong is elected to a five-year term
among the nine hereditary Sultans of the Malay states; the other four states,
which have titular Governors, do not participate in the selection.
The system of government in Malaysia is closely modeled on that of
Westminster parliamentary system, a legacy of British colonial rule. In practice
however, more power is vested in the executive branch of government than in
the legislative, and the judiciary has been weakened by sustained attacks by
the government during the Mahathir era. Since independence in 1957,
Malaysia has been governed by a multi-party coalition known as the Barisan
Nasional (formerly known as the Alliance).
Legislative power is divided between federal and state legislatures. The
bicameral parliament consists of the lower house, the House of
Representatives or Dewan Rakyat (literally the "Chamber of the People") and
the upper house, the Senate or Dewan Negara (literally the "Chamber of the
Nation).The 222-member House of Representatives are elected from singlemember constituencies that are drawn based on population for a maximum
term of five years. All 70 Senators sit for three-year terms; 26 are elected by
the 13 state assemblies, two representing the federal territory of Kuala
Lumpur, one each from federal territories of Labuan and Putrajaya, and 40 are
appointed by the king. Besides the Parliament at the federal level, each state
has a unicameral state legislative chamber (Malay: Dewan Undangan Negeri)
whose members are elected from single-member constituencies.
Parliamentary elections are held at least once every five years, with the last
general election being in March 2008.The cabinet is chosen from among
members of both houses of Parliament and is responsible to that body.

CITIZENSHIP
Most Malaysians are granted citizenship by lex soli. All Malaysians are Federal
citizens with no formal citizenships within the individual states, except for the
states of Sabah and Sarawak and the federal territory of Labuan in East
Malaysia, where state citizenship is a privilege and distinguishable from the

Peninsula. Every citizen is issued a biometric smart chip identity card, known
as MyKad, at the age of 12, and must carry the card at all times. A citizen is
required to present his or her identity card to the police, or in the case of an
emergency, to any military personnel, to be identified. If the card cannot be
produced immediately; the person technically has 24 hours under the law to
produce it at the nearest police station.

GEOGRAPHY
Map of

Peninsular Malaysia and East Malaysia (Malaysian Borneo)


The two distinct parts of Malaysia, separated from each other by the South
China Sea, share a largely similar landscape in that both West and East
Malaysia feature coastal plains rising to often densely forested hills and
mountains, the highest of which is Mount Kinabalu at 4,095.2 metres
(13,435.7 ft) on the island of Borneo The local climate is equatorial and
characterized by the annual southwest (April to October) and northeast
(October to February) monsoons. Tanjung Piai, located in the southern state of
Johor, is the southernmost tip of continental Asia. The Strait of Malacca, lying
between Sumatra and Peninsular Malaysia, is arguably the most important
shipping lane in the world.
Putrajaya is the newly created administrative capital for the federal
government of Malaysia, aimed in part to ease growing congestion within
Malaysia's capital city, Kuala Lumpur. Kuala Lumpur remains the seat of
parliament, as well as the commercial and financial capital of the country.
Other major cities include George Town, Ipoh, Johor Bahru, Kuching,
Kota Kinabalu, Miri, Alor Star, Malacca Town, and Klang

Administrative divisions
Administratively, Malaysia consists of 13 states (11 in Peninsular Malaysia and
2 in Malaysian Borneo) and 3 federal territories.

Healthcare
Malaysian society places importance on the expansion and development of
health care, putting 5% of the government social sector development budget
into public health carean increase of more than 47% over the previous
figure. This has meant an overall increase of more than RM 2 billion. With a
rising and aging population, the Government wishes to improve in many areas
including the refurbishment of existing hospitals, building and equipping new
hospitals, expansion of the number of polyclinics, and improvements in
training and expansion of telehealth. Over the last couple of years they have
increased their efforts to overhaul the systems and attract more foreign
investment.

Population
Malaysia has a population of approximately 22 million and 80% of them are in
West Malaysia. Malaysia is a multi-racial, multi religious and multi-cultural
society.

Religion
Islam is the national religion. However, the Constitution provides that every
person has the right to profess and practise his own religion and also the right
to propagate his faith, although the right to propagate other religions amongst
the Muslims is prohibited. In addition to Islam other major religions are
Christianity, Buddhism: Chinese religions; Hinduism and Sikhism.

Language
The official language is Bahasa Melayu (although the official language is often
referred to as Bahasa Malaysia). English is widely used in business and
Mandarin and other Chinese dialects, Hindi and Tamil, are also widely used.

Local Customs
Everyday etiquette is relaxed and straightforward. Although no host will insist
upon it, it is polite to remove ones shows at the door of a house upon

entering. It is also customary to do so upon entering a mosque or an Indian


temple.
Comfortable and informal clothing is suitable during the day and
recommended all year around because of the tropical climate. However,
Malaysia is a predominantly Muslim country, conservative dress is most
appropriate; For formal occasions or evening wear, formal attire is expected.
Men should wear a suit and tie or long-sleeved batik shirt. Evening dress or
cocktail dresses are recommended for women .

Climate
Malaysia is in the tropics and enjoys an equatorial climate. The average
temperature range from 32 degrees Celsius in the day to 24 degrees Celsius
in the night. The humidity is high and averages 80%. This is due to the high
temperature and high evaporation. Rainfall is common throughout the year
with afternoon thunderstorm. The average annual rainfall is 2,500mm .

Politics
Malaysia, which consists of Peninsular Malaysia, Sabah and Sarawak, is not
governed by the same set of laws. In recent decades, there has been some
attempts to achieve uniformity.
Malaysia is a constitutional monarchy and practices parliamentary democracy
with a written Constitution. The constitutional system envisages three
branches of the government

The Judiciary
The Legislature

The Executive

It has a stable government since independence. The present governing party


is the Barisan Nasional comprising of all the major political parties. The major
political party is the United Malays National Organization.
The Yang Di Pertuan Agong (the King) is elected by a Conference of Rulers
comprising of all the hereditary rulers of the nine Malay sultanates for a term of
five years.Malaysia has diplomatic relations with over 100 countries and there
are over 100 diplomatic missions in Kuala Lumpur.

Indians in Malaysia

Most Indians migrated to Malaysia as plantation laborers under British rule.


They are a significant minority ethnic group, making up 7% of the Malaysian
population. Most of these are Tamil but some Malayalam- and Teluguspeaking people are also present. They have retained their languages and
religion -- 80% of ethnic Indians in Malaysia identify as Hindus. Hinduism in
Malaysia diverges from mainstream (post-Vedantic) Hinduism: its main feature
is Mother-goddess (Amman) worship; caste deities, tantric rituals, folk beliefs,
non-Agamic temples, and animal sacrifice are its other characteristics.
Deepavali and Thaipusam are the main festivals. However, there is an
increase in agamic worship in Malaysia, due to the efforts of the Malaysian
Hindu Sangam and several notable Hindu leaders such as Subhramanya
Swami of Hinduism Today.
There is also a small community of Indian origin, the Chitty, who are the
descendants of Tamil traders who had emigrated before 1500 AD, and
Chinese and Malay women. Considering themselves Tamil, speaking Malay,
and practicing Hinduism, they number about 2,000 today.

Country facts
Capital: Kuala Lumpur
Area: 328,550 sq km
Population: 24.53 million
Language: Malay
Government: Federal constitutional monarchy
Currency: Ringgit
Electricity: 230V/50Hz (British plug)
Currency: Ringgit (RM)
Time zone: GMT+8
GDP: $143.9 billion (2007 est.)
GDP per capita: $6,146
Calling code: +60

Local Time
Standard Malaysian Time is 8 hours ahead of Greenwich Mean Time (GMT).

Economy
The economic policies and strategies of the country are set out in the National
Development Policy. These are implemented through the Outline Perspective
Plan. The current action plan is the Seventh Malaysia Plan (1996 - 2000).
Over the last ten years Malaysia has enjoyed an average gross domestic
product (GDP) growth of 8%. Unfortunately economic events of late have
resulted in negative growth for the first two quarters of 1998. The GDP for
1997 is RM141,139 million and the per capita GDP stands at about RM12,000.

Electricity and Water


There is piped water and drinking from the tap is safe. Electricity supply is 240
volts and 50 cycles.

WorkingDay
Working days are from Mondays to Fridays and half-day on Saturdays with the
exception of Kedah, Perlis and Terengganu where the working days are from
Saturdays to Wednesdays and half-day on Thursday. The working days for
Kelantan is from Sunday to Thursday. Banking hours during weekdays is
between 9.30am to 4.00pm (or 10.00am to 3.00pm) and 9.30am to 11.30am
on half-days

PublicHolidays
These have to be gazetted and there are many public holidays reflecting the
multi-cultural society. On average there are about 16 days per annum and
holidays differ from state to state.

Health
Yellow fever vaccination is required for all arrivals from infected areas and
from Yellow Fever Endemic Zones

Capital Punishment
The trafficking of illicit drugs and the unlawful possession of live ammunition
and explosives are serious offences in Malaysia. Upon conviction, capital
punishment (death) is the penalty for such crimes.

Immigration
Travelers must possess valid travel documents. This also applies to travels
between east and West Malaysia. No visa is required for nationals of
Commonwealth countries (except Bangladesh, India, Sri Lanka and
Nigeria).No visa is required for a visit not exceeding more than one month for
nationals of ASEAN (Association of South East Asian Nations) countries.
Generally nationals of other countries (other than specific country restrictions)
are allowed to enter Malaysia without a visa for a visit not exceeding one
month. A Social or Tourist Visit is normally granted for a period of 14 days to
three months. Visas must be obtained before entering Malaysia.
Citizens of Israel are not allowed to enter Malaysia. Special approval must first
be obtained. Specific passes are required for employment, business or
professional work in Malaysia. Additional requirements imposed with effect
from 1 Oct 98 : Every person arriving or leaving Malaysia, and not just those
with more than the permissible amounts (of RM 1,000 in Ringgit Cash and
foreign currency up to an equivalent amount of RM10,000), would have to fill
in the TRAVELLERS DECLARATION FORM declaring whatever amounts
they might have.

Travel
Gateway to Malaysia
The major international air gateway into Malaysia is the Kuala Lumpur
International Airport at Sepang, situated about 75 kilometres from the City of
Kuala Lumpur. Other international airports are Penang and Johor Bahru in
Peninsular Malaysia and Kuching and Kota Kinabalu in East
Malaysia.Peninsular Malaysia can be accessed by road and rail from
Singapore in the south and Thailand in the north. The country has an
extensive network of roads and toll-ways. Driving is on the left. The major
seaport is Port Klang, 48 kilometres from Kuala Lumpur.

Major exports

Rubber (a leading producer of natural rubber - 24% of the world market)


Cocoa (world's fourth largest producer 7% of the world market)
Oil Palm (world's largest producer and exporter of palm oil)
Pepper (world's fourth largest producer17%of the world market)
Tin (world's leading producer)

Major Cities of Malaysia

George Town (1 January 1957; current status disputed)


Kuala Lumpur (1 February 1972)
Ipoh (27 May 1988)
Kuching (1 August 1988)
Johor Bahru (1 January 1994)
Kota Kinabalu (2 February 2000)
Shah Alam (10 October 2000)
Malacca Town (15 April 2003)
Alor Setar (21 December 2003)
Miri (20 May 2005)
Petaling Jaya (20 June 2006)
Kuala Terengganu (1 January 2008)
Klang (8 August 2008)
Kuantan (25 September 2008

George Town
George Town became a city on 1 January 1957 by a royal charter granted by
Her Majesty Queen Elizabeth II, becoming the first town in the Federation of
Malaya to become a city (Singapore became a city in 1951). However, as a
result of local government reorganizations in 1974, the City Council of George
Town was merged with the Penang Rural District Council to form the Municipal
Council of Penang Island.
Although the city status of George Town was never officially revoked, it is now
questionable whether George Town exists as a corporate entity, let alone as a
city. This is similar to the position of the former city of Rochester in England,
the site of England's second-oldest cathedral, which had been a city from 1211
until 1998, when it was merged with a neighbouring borough. As the new
council was not granted city status, and the city through oversight failed to
appoint charter trustees to inherit the city charter, the city ceased to exist.
This view has been supported by both the state and federal governments, but
is disagreed with by some local residents, who hold that as George Town's city
status has never been revoked it remains a city to this day. As city status is a
matter of law, the actual legal position will depend on an analysis of the Local
Government Act 1976 and the subsidiary legislation which created the
Municipal Council of Penang Island.
The issue of city status has lain dormant since 1974, but in recent years local
resentment has grown as relatively insignificant towns such as Alor Star have
been designated cities. The state government has announced its intention to
petition the Yang di-Pertuan Agong (King) of Malaysia for a regrant of city
status once the city's new boundaries are agreed .
Strategic Planning
Failure to grasp the specific needs of a new market can be costly, both
financially and in terms of damaged corporate image. In volatile, everchanging markets, mistakes can mean wasted costs in advertising, distribution
and production expenses, as well as damage to your brand name and equity.
Developing new products requires effective ways to minimize risk and
maximise gain. New ideas need to be thoroughly tested and evaluated to
reduce risks and helps fine-tune the marketing mix before launch. The key
issues range from idea generation to final marketing mix development:

Which of our concepts should we push for development?

How good is my concept and product?


What are the strengths and weaknesses of my concept and brand?
How likely is my new product to succeed?
Does our advertising communicate the right message?

Business & Industry


Industry Introduction
George Town's economy relies heavily upon the fortunes of the heavy
industrial zone and deep-water port of Bell Bay, which is well supported by a
number of light industrial companies, manafacturers, agricultural and
viticulture activity and, increasingly retail and tourism operators.In 1955 the
Comalco Aluminium smelter began operation at Bell Bay, becoming one of
Tasmania's major employers. The smelter directly employs around 600 people
and a number of contractors, many of whom have also made Bell Bay their
base.
The TEMCO ferro-alloy processing plant was first established at Bell Bay in
1962 and provides another major source of employment for the
area.Tasmanian Ports Corporation has its Northern Office in Bell Bay, and is
one of Tasmania's busiest and arguably most important ports. Other major
industries include the CHH Pine panels medium density fiberboard plant and
the Eckagranules aluminium powder plant, as well as a number of service and
light industry businesses that support the larger industries.

Other Important Industries


The George Town Seafood processing factory and SVP Industries plant,
woodchip mills at Long reach, and the famous vineyards and wineries of the
Pipers Brook area, are as vital to the local economy as the heavy industry
companies based at Bell Bay. The agricultural sector and the fruit producers
in the Hill wood area are also of importance to the local economy.

Ready access to the national highway (B-Double capabilities)


Ready access to the Bell Bay international port facilities
60 minutes from Tasmania' premier air freight port
Well serviced by the state rail system
A large flexible and skilled workforce
An established and diversified business base with opportunities for all sizes of
industry
high capacity energy supply

Our community of George Town has competitively priced accommodation with


town or country lifestyle, supported by excellent shopping, recreation, health
and education facilities in a clean, relaxed and friendly environment.
Bell Bay Industrial area is an example of the capabilities that the area can
deliver. Bell Bay is a production site for several large multinational companies
that require quality infrastructure, skilled workforce and ready access to the
world markets. These three key business inputs are all accessible in this
quality industrial estate.

Foreign Trade
In order to promote the expansion of Malaysias trade, the government
provides for several incentives to promote growth in exports. The incentives
can be obtained though foreign guidelines. In determining the percentage of
approved equity, do refer to the following factors:

Level of technology
Size of Investment

Location of project

Spin-off effect

Infrastructures set up to support promotion of trade includes

Malaysian External Trade Development Corporation (MATRADE)


Malaysian Export Credit Insurance Berhad (MECIB)

Malaysian Trade Missions Overseas

Foreign Currency Exchange Accounts

Free Zones and Licensed Manufacturing Warehouses

Trade and Bilateral Payment Agreements

Employment Law - Rights and Liabilities


The main body of employment is Malaysia is found in three principal legislation
and subsidiary legislation. They are:

Employment Act, 1955


Industrial Relations Act, 1967

Trade Unions Act, 1959

The employers in Malaysia also need to bear in mind the relevant legislations:

Employees Provident Fund Act, 1991


Employees Social Security Act, 1969

Workmens Compensation Act, 1952

Workers Minimum Standards of Housing and Amenities Act, 1990

Wages Council Act, 1947

Children and Young Persons (Employment) Act, 1966

Occupational Safety and Health Act, 1994

Human Resources Development Act, 1992

Foreign Exchange
Foreign investments are an important factor in the growth of the country's
economy. However, these must be compatible to the objectives of the National
Development Plan. There are capital exchange controls on external accounts,
trade settlements and currency. However, there are no restrictions on direct
investment and repatriation of interest and dividends and capital.
The ringgit is not freely convertible and can only be transacted through
authorized depository institutions within Malaysia. Current account
transactions will continue to be convertible. All settlements of exports and
imports must be made in foreign currency. Withdrawals from external accounts
require approval except for purchase of ringgit assets. Travelers are allowed to
import or export ringgit currency of not more than RM1,000 per person. There
are no limits on the import of foreign currencies. The export of foreign
currencies by residents is permitted to a maximum of RM10,000 equivalent.
The export of foreign currencies by non-residents is permitted up to the
amount of foreign currency brought into Malaysia by the non-resident.
Residents are required to obtain approval before they can borrow in foreign
currency of more than the equivalent of RM5 million from non-residents. Non
resident controlled companies operating in Malaysia are required to obtain
permission for credit facilities exceeding RM10 million and are required to
obtain at least 60% of their domestic credit facilities from Malaysian owned
financial institutions.

Regulation
There is only a single set of regulations for Malaysians and foreigners doing
business in Malaysia. A foreign entity may carry out trade or services direct
with any business entity in Malaysia. However, to carry on business in trade or
services in Malaysia it has to be carried out through a registered business
entity under the laws of Malaysia.
This can be achieved in many ways. However, for foreign investors the
avenues opened to them is either through a corporation limited by shares
incorporated under the Companies Act, 1965 or through a branch registered
under the Companies Act, 1965. Corporations incorporated or registered
pursuant to the Companies Act, 1965 have to comply with the requirements of
the Companies Act, 1965 such as the regulations of the corporation,
maintenance of registers and books of accounts reporting, capital and
distribution and incorporation and liquidation.
For Malaysians they are also able to carry on business through a sole
proprietorship or a partnership registered under the Registration of Businesses
Act, 1956.Foreign entities may also set up a representative office if they do not
intend to carry out business activities but would like to oversee their operations
or investments or to gather market information in Malaysia.
Malaysian laws are governed by statutes and the other principal statute that all
businesses have to comply with is the Income Tax Act, 1967. Most industries
are well regulated and specific legislation applies to specific businesses. Some
of the applicable legislation is set out in the summary. The summary is not
exhaustive and more information may be obtained from any of our member
firm in Malaysia.

Financial Reporting
The Companies Act, 1965 requires that a corporation should prepare annual
accounts and have it audited before tabling it at an annual general meeting of
members for their approval at least once in each calendar year. The accounts
should be prepared in accordance with the Companies Act, 1965 which
includes the compliance with approved accounting standards. Accounts have
also to be prepared for the Inland Revenue Board for the purpose of
assessment to income tax.

Accounting and Auditing

Malaysia uses International Accounting Standards and International Standards


on Auditing as a basis for the setting of approved accounting standards and
approved standards on auditing respectively

Tax
Malaysian taxation is based on the imputation system and is territorial.
Malaysia has signed Tax Treaties with over 45 countries. The principal statute
is the Income Tax Act, 1967 which governs the taxation of income. The income
tax rate for corporation is 28% and for individuals is on graduated rates up to a
maximum of 30%.
Real Property Gains Tax is also assessable on realty related transactions and
the rate of tax range between 5% to 30%.There is also direct tax legislation
covering import duty and excise duty ranging from 5% to 300% and sales tax
and service tax ranging from 5% to 10%.

Special Industries (a few categories)


Banks - Banking income of a tax resident is subject to tax on a world-wide
basis. Banking income of a non-resident is taxed only on the income accruing
in or derived in Malaysia.
Investment Companies- Income of investment companies is taxed as
investment income. Companies trading in stocks and shares are treated as
trading companies.
Insurance companies-Income from insurance business of a tax resident is
subject to tax on a world-wide basis, whereas non-resident is taxed on income
accruing in or derived from Malaysia.
Leasing industry- There are special rules and regulations regarding the
determination of taxable profits of a leasing business.
Petroleum Industry- Companies carrying on petroleum operations in Malaysia
are taxed under the Petroleum Income Tax Act, 1967. Petroluem operations
exclude the transportation outside Malaysia, the process of refining or
liquefying of petroleum, dealings in petroleum products, or services involving
the supply of rigs, derricks, ocean tankers and barges.
Multimedia Super Corridor (MSC) - The MSC is a regional launch site for
companies developing or using leading multimedia technology by integrating
ground-breaking cyber laws and outstanding information infrastructure in a
green environment.

The MSC is a 15km by 50 km zone spreading south of Kuala Lumpur.


Putrajaya and Cyberjaya, the seat of electronic government and IT city
respectively, are located in the centre of the MSC. Developers or heavy users
of multimedia or information technology products and services satisfying
certain criteria can qualify for MSC Status.
To ensure that the MSC achieves its objectives, the Multimedia Development
Corporation (MDC) was established as a "one-stop super shop" with functions
including permit and licensing approvals for companies setting up operations
in the MSC.
Companies with approved MSC status will enjoy full exemption of their profits
for a period of five to ten years, subject to level of technology transfer.
Alternatively, these companies may be granted investment tax allowance (ITA)
of 100% on new investments made in the MSC designated cyber cities.
Approved MSC companies are also exempt from import duties on multimedia
equipment used directly in facilitating their operational process. Incentives and
facilities are also available under the various tax legislations.

Factors Affecting Global Market


Social
Political
Economic
Legal
Technological

Advertising
The structure of the advertising industry in Asia Pacific has been affected by
globalization and international alignments creating a smaller number of very
large agencies and the growth of independent major media buying houses. It

has also seen the emergence of a range of new boutique creative and/or
strategic agencies.
Very sophisticated software optimization and planning systems are now
integral to the industry, enabling agencies to offer a unique positioning in the
marketplace to attract new business. At the same time agencies are looking to
create an individual or unique perspective or process, again to offer a strategic
point of difference.

Gaining the competitive edge


Advertising agencies need to understand the business of their clients, be
innovative in their thinking and planning, understand their clients competitors
and develop strategies both creative and tactical - that guarantee success.
They also need to be tough in their negotiations to achieve optimal and
appropriate share of voice for their clients.
The advertising industry relies on an enormous range of research and
information services to provide insight to make critical business decisions.
Only one organization can provide this level of understanding, integrating indepth local market knowledge with the technology and resources of a premier
market research company: Nielsen Media Research, one of the worlds
leading media research organizations. Nielsen understands the research
needs of the advertising industry, planning, organizing and managing a wide
range of research services.

Media
Globally, the media industry is embarking on one of the most significant and
dynamic eras of change. Largely driving this change is technological
development but the industry is also being affected by the impact of
globalization of media ownership, the phenomenal growth of the internet, and
other ambient media such as outdoor, point of sale television, bus and taxi
sites.
At the same time each of the main media is increasing in complexity.
Electronic media will be subject to the introduction of digital transmission and
reception which, amongst other things, greatly increases the number of
channels available for broadcasting and introduces the option of
complementary datacasting services. All of these need to be measured
appropriately so that audiences can be clearly and accurately understood by
media owners, planners and buyers.
The process of creating media strategies has become more complex and
dynamic with the introduction of very sophisticated software designed to
optimise media selection against an unending range of criteria. There is a
growing movement away from the use of simple age sex demographics for
most media assumptions and an increasing appreciation of the need for a
more holistic understanding of current and potential customers, including
characteristics such as media usage, buyer behaviour, attitudes, lifestyle and
interests

Distribution
Channels of distribution
Port
Roadways
Warehouse
Outlets

Target Audience
Families
Teenagers
Indians living in Malaysia
Indian Food lovers

Measures of Publicity
Television
Radio
Telephones
Newspapers
Magazines
Word of Mouth

Gaining a competitive edge


Given an advertising expenditure approaching US$30 billion annually in Asia
Pacific, it is important for advertisers to consider their target customers
carefully and precisely, to achieve efficiency and effectiveness in their
expenditure relative to the results they aim to achieve. Likewise, broadcasters
must understand their audiences to help them fine-tune their programming
schedules and to support airtime negotiations.

Retailing
For the foreseeable future, most retailers will be faced with the challenge of
attracting consumers to their store, persuading them to spend money once
inside and achieving this with the most. The future of retailing has been the
subject of significant speculation over recent years, particularly with the advent
of direct marketing and internet shopping. For the foreseeable future, most
retailers will be faced with the challenge of attracting consumers to their store,
persuading them to spend money once inside and achieving this with the most
efficient retail operations.

Global retail trends


Internationally, the retail trade is becoming more concentrated with global
retailers increasing in importance. In many countries, strong private labels put
pressure on proprietary brands - an extreme example is the UK, where private
label accounts for 55% of packaged grocery expenditure. In other areas of
retail, the advent of category killers has driven categories such as toys and
baby care out of traditional trade channels and into large specialized stores.
From an operational point of view, many retailers are devoting significant effort
to cutting costs out of the supply chain. The development of electronic
commerce is a key to this process.

The retail challenge


Business practice in the Asia Pacific retailing industry has changed
significantly in recent years. Retailers are becoming more sophisticated in their
marketing strategies and need to understand the impact that their advertising
and promotional activities are having on their retail brand. At the same time,
the growth of category management in recent years has changed the way
retailers view and manage their business. This process is designed to grow
categories by attracting new customers and increasing loyalty amongst
existing shoppers via efficient ranging, promotions, shelf management and
replenishment.

Whilst category management started in grocery retailing, it is now being


adopted by other retail channels. Crucial to effective category management is
the ability to use market information effectively to meet consumer needs, and
hence drive sales and profit.

Government & Social


Government departments are increasingly interested in the views and
requirements of minority or special needs groups. These populations can be
suspicious of market research, and difficulties in communication or a
reluctance to divulge personal information can lead to inconsistencies and
inaccuracies in the information collected.
Government research cannot be conducted with an off-the-shelf model: every
project has unique criteria, requiring a tailor-made and often complex research
survey design, yet limited government resources demand maximum efficiency
from survey design. Additionally, the public sector often has to withstand
greater scrutiny of its decision-making processes.

SWOT Analyses
Strength
There is a large number of Indian population residing in Malaysia, for that they
will not missing the traditional Indian food. Haldirams have a successful
business in Singapore which is next to Malaysia. And last but not the least
haldirams has a number of foreign customers who have being enjoying the
Indian food for decades.

Weakness
Haldirams have only the traditional Indian food and not the Global food.

Opportunities
Opportunities of Haldirams are that it is going to target new audience and
Making the Indian food popular in other countries. And a day will come when
Indian food which is known for its taste and spices would be popular in the
entire world.

Threats
A threat of haldirams is that some of the Global foods product may be
dominant over the Haldirams.

Conclusion
Here we end up with the conclusion that Haldirams is one of the branded
products which is leading in the Indian market with a name and fame for its
famous Sweets as well as Savories. From a humble beginning in Bikaner in
1937, Haldirams has grown into a household name in India Ganga Bishan
Agarwal (popularly known as Haldirams), opened a sweets shop in
Bikaner, a small district in Rajasthan, India It is the market which has the
potential to attract the customers towards its Traditional range of Food. A C
Nielson ranked Haldirams as the 98th most trusted brand in India. It was
the first company in India to brand Namkeens. It was also one of the first
companies in India to open a restaurant in New Delhi offering traditional
Indian snack food items. The Product is exporting its varieties of products in
the Indian market. Here this project is for Launching Haldirams in Malaysia
which is the country known for its varieties of Population and its Food habits
as well as Taste. It is going to launch its product in Malaysian market in the
state Penang, which is known as food paradise of Malaysia. Haldirams has
a successful response all the world, Global market.

BIBILIOGRAPHY

Government of Malaysia official site


Haldirams Encyclopedia
Malaysia Encyclopedia
George town Encyclopedia
Google.com
AC Nielsen
Haldirams.co.in
Haldirams.tradeIndia.com
World Food and beverages Council
Malaysia Hotels and food cooperation
NIS courseware