Century Bond in brand building campaign


  • Business
  • Thursday, 06 Nov 2003

BY ZAZALI MUSA IN SENAI, JOHOR

KLSE second board company Century Bond Bhd will be spending about 8% of its revenue on advertising and promotion (A&P) activities to enhance its brand. 

Executive director (marketing-consumer division) Sharon Tan said the big budget was deemed necessary as the recently-listed company was embarking on a brand building campaign. 

For the financial year ended March 31, the company recorded RM95mil in revenue and it has forecast RM100.8mil in turnover for year 2004. 

Sharon Tan and Century Bond deputy managing director Loi Tuan Ee with some of the company's products.

Tan said the campaign, which would kick off soon, would focus on creating awareness among consumers of the company’s household care products under the brand Leo

“The most important thing now is to create brand awareness of our products,'' Tan said in an interview with StarBiz. 

The company’s products include floor care, dishwashing liquid and paste, toilet cleaners, bleach, clear glass cleaners, multi-purpose cleaners, mosaic cleaners and laundry care. 

In Malaysia, these products are sold at Giant, Carrefour and Jaya Jusco outlets and it would be available in Tesco outlets by year-end. 

In Singapore, the products are sold at Carrefour, NTUC and other supermarket outlets. 

Tan said the brand had already secured a strong footing in the southern region, especially in Johor, and the company wanted to expand its presence nationwide. 

She said it was easy to capture a new set of users as the local household care products market was fragmented and there were too many locally produced and imported brands. 

She said that previously, the company had directly distributed its products but it now planned to appoint 10 distributors - four in the central region, two in Johor, one each in the east coast, Malacca, Kedah and Negri Sembilan - to do the job. 

“We are slowly building our network nationwide, starting with the peninsula and eventually, we’ll expand to Sabah and Sarawak,” she added. 

Tan said the company would also target traditional trades, namely Chinese medical halls or sinseh and neighbourhood mini markets, to build up its brand.  

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