BRILLIANT Achievement Sdn Bhd, a leading maker of paper-based filing products, will launch a new brand name for its products on July 24.
“We have come up with a new brand name, Lion File, for our new range of lever arch and manila files. Previously our brand name was simply ‘Lion’. We have now added the word, ‘File’, to highlight the fact that our core products are files.
“And to complement the new name, we have also come out with a new logo – the head of a lion – to highlight the quality, reliability and multi-purpose usage of our filing products,” managing director K.S. Khoo told StarBiz.
Khoo said in tandem with the new brand name and logo launch, the group was also setting aside an allocation for advertisements in the print media to create awareness among the public.
“We are also establishing a new division to market our fresh image. A new corporate business department has also been created to look after our corporate clients from the banking, insurance, and government sectors,” he said.
Khoo said with the new brand name, the group expected its exports to increase to 45% this year from 35% in 2003.
“Our European customers have been introduced to the new brand name products and have placed orders for them” he added.
The group exports to some 20 countries in the Middle East, Europe, the Mediterranean, and African countries.
“We expect our export sales to go up this year because it is expensive for our overseas customers to buy from Europe, due to the strong euro,'' he added.
Khoo said the group had just moved to a new RM15mil plant in Bukit Minyak industrial park.
“The new plant is capable of producing 8 million files per year. We are targeting 4.5 million pieces a year, compared with about 2.5 at the old plant in Seberang Prai,” he said.
Khoo said the group currently had a 30% share of the market for filing products in the country.
Besides the Lion File brand name, the group is also an original equipment manufacturer (OEM) for reputable hypermarkets in the country. “Our OEM manufacturing activity contributes about 20% to yearly revenue,” he added.