Mamee budgets RM30m for A&P


SENAI: Mamee-Double Decker (M) Bhd will embark on aggressive advertising and promotion (A&P) activities to capitalise on more competitive rates offered by media companies amid the economic slowdown, said executive director Datuk Pang Tee Nam.

Many print and electronic media companies adopted a more flexible business approach in slower times, he noted.

“We are allocating RM30mil for our A&P budget this year, of which an equal ratio will be spent on print and electronic media,’’ Pang told StarBiz after the company AGM on Thursday, adding that continuous brand building was important during both good and bad times.

Apart from the print and electronic media, the food manufacturer will also go for below-the-line promotional activities such as giving product samples to consumers at supermarkets and major outdoor events.

Interestingly, Pang said the company would stop using local celebrities as spokespersons for its products, as “we are selling products and not the persons and our consumers still buy our products with or without endorsement from these celebrities.’’

He said the company would be launching three new flavours of instant noodles in the third quarter of the year, revealing that the new varieties would be hot and spicy, and curry-based.

For the financial year ended Dec 31, 2008 (FY08), Mamee-Double Decker posted RM23.60mil in profit on revenue of RM396.96mil.

In FY07, it made RM14mil in profit on the back of RM359.74mil in revenue.

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