Singer on brand awareness campaign

  • Business
  • Wednesday, 16 Jul 2003


THE Singer brand is synonymous with domestic sewing machines and Singer (M) Sdn Bhd wants to modify this popular perception of its products among Malaysians. 

According to its senior manager for corporate sales and marketing Jackie Wong, almost every house in the country has a sewing machine of this brand and many people grew up knowing the Singer brand well. 

As such, the company’s sewing machines had become so famous that the general public thinks the company only produces sewing machines, she said. 

“The company aims to create more awareness on its wide range of household products among the public especially the younger generation. 

“Singer's product durability and our 97 years of operations in this country speak volumes on our performance,” Wong said. 

Wong was speaking at a press conference on the launching of the company’s nationwide promotional road show in Kuantan. 

Kuantan was selected as the starting point for Singer's road show, which would be organised over the next 10 months in 10 other towns. 

The venues are Alor Star, Bukit Jambul (Penang), Kota Baru, Johor Baru, Ipoh, Malacca, Kota Kinabalu, Kuching, Seremban and Kuala Lumpur. 

Wong said the company had been lying low for quite a while now. 

She said the road show was part of its campaign to rejuvenate Singer brand by introducing its latest products and services to the market. 

She said the company aimed to hold regular programmes to promote its products. 

“The road show is also in line with our plan to build up the momentum towards our 100th anniversary celebration,” she added. 

According to Wong, Singer now has more than 130 shops, over 400 dealer shops and is supported by about 3,000 sales canvassers. 

She said the company also had about 350 authorised contractors providing services to its customers nationwide. 

The company’s household items included audio-visual equipment, home appliances, furniture and home improvement products. 

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