Pensonic on brand building


PETALING JAYA: Electrical appliances maker Pensonic Holdings Bhd has embarked on a two-pronged strategy to improve its income and create brand awareness. 

Marketing manager Nelson Chew said the company launched an aggressive marketing campaign called Pensonic With Friends in June last year and was enhancing the service at its 10 customer care centres. 

In conjunction with the campaign, Pensonic has changed its logo and introduced the marketing tagline Your Enjoyment

The first phase of the Pensonic With Friends initiative is called 12 Friends, whereby 12 celebrities have been chosen as its partners to promote its brand values - leadership, innovative, caring and trustworthiness. 

Nelson Chew

These celebrities are Alan Nun, Amber Chia, Angel Yeoh, Azizan Hin, Carrie Lee, Chef Ismail, J.J. Fernandez, Grace Peng Peng, Sean Lee, Sharifah Amani, Steve Yap, and Yang Wei Han. 

“We are also introducing a personal interactive Pensonic with Friends component on our website to enable people to vote for their favourite friends and to check out the latter's profiles and their upcoming activities,” Chew said. 

Pensonic also aims to boost its share of the local electrical appliance market through its branding activities. 

Chew said it had started on a series of roadshows in major towns nationwide to create brand awareness. 

The company has allocated RM7mil for advertising, promotions, signages and brand building for this financial year ending March 2006, a 50% increase from the previous year’s allocation. It is investing about RM1.5mil in a campaign to promote its new water-purifying and air-purifying products, which are expected to be introduced soon. 

Pensonic recorded annual sales of RM177mil in the last financial year, up from RM151.9mil previously. Domestic sales rose 17.3% to RM153.9mil, while export sales increased 11.6% to RM23.1mil. 

Its net profit rose 5.98% to RM3.3mil for the period. 

The company saw a 59% increase in profit to RM1mil for the quarter ended Aug 31, 2005, compared with the corresponding quarter in 2004. He attributed this improvement to branding activities and increased marketing efforts. 

Besides advertising, Chew said, Pensonic was in the process of enhancing its customer service to build trust and confidence among customers.  

The company kicked off that effort in September last year, starting with its customer care centre in Penang. 

“The centre in Penang was the first customer care centre in our group to have a kitchen. We are providing cooking classes to our customers to deliver the Your Enjoyment promise,” Chew said, adding that the group was targeting to furnish three more centres in Peninsular Malaysia with a kitchen.  

Pensonic boasts a wide range of over 300 models of electrical and electronic goods. 

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