Reinventing kitchenware game

Lai: You can have a great product, a trendy brand and effective marketing, but it will not mean much if you aren’t able to get the product into consumers’ hands. — IZZRAFIQ ALIAS/The Star

IN the highly competitive consumer goods industry, where shelf space is limited and long-standing, big-name international players dominate, new brands often face an uphill climb.

Breaking into the market requires new entrants to not only offer a distinct value proposition, but also continuously grow its brand awareness, earn customer trust and maintain control over costs.