Marketeers need to brand differently to millennials


Millennials have different expectations when it comes to branding, said Pang.

Millennials have different expectations when it comes to branding, said Pang.

PETALING JAYA: How do you market your product to millennials?

Mamee Double-Decker (M) Sdn Bhd sales and marketing director Pierre Pang will share his knowledge on the matter at the Export Excellence Awards 2019 Klang Valley roadshow at New World Petaling Jaya Hotel on April 30.

“My focus will be on the changing consumer landscape.

“Millennials have different expectations when it comes to branding, so how can we attract them to the value of our product and buy it?” said Pang who has been with the company for 11 years as the third generation in the family business.

For millennials, marketeers need to push the “emotional value” of the product, like how the customer could have “a good feeling when consuming or using it”, said Pang.

He related the history of his family’s instant noodle business which his grandfather and father founded 48 years ago.

In the early days the product was called Lucky noodles but it failed to capture market share. So the Pangs pulled the plug on Lucky noodles and later launched Mamee instant noodles.

Today, the company markets between 500 and 600 products, and exports to 80 countries, with South-East Asia and Australia as its major markets.

“Our Mister Potato (chips) records the highest export in the snacks category,” he said.

Pang, who holds an information system degree from Melbourne University and has undergone a year of post-graduate executive programme at Harvard University’s Business School, said that it is crucial to choose the right trading partner.

“We have 80 business partners abroad,” he said.

The Export Excellence Awards 2019 roadshow provides a platform for entrepreneurs and businesses to share best practices and challenges faced by Malaysian companies in the export industry.

Malaysia External Trade Develop­ment Corporation (Matrade) senior manager Muhd Shahrulmiza Zakaria will be the moderator in a forum on Critical Aspects of Exporting featuring Pang as well as Getha Bedding (M) Sdn Bhd chief executive officer Melissa Tan and PKT Logistics Group Sdn Bhd chief operating officer P’ng Tean Hau.

Meanwhile, Standard Chartered Bank (Singapore branch) Asean and South Asia chief economist Edward Lee and Standard Chartered Bank Malaysia Bhd transaction banking head of trade Segar Govindasamy will speak on facilitating trade and investment in Malaysia and beyond.Lee will also be a panellist in the forum on Capturing Growth Opportunities in Asean. He will be joined by LH Plus Sdn Bhd managing director and chief executive officer Callum Chen, and PwC Growth Markets Centre leader and partner David Wijeratne, while Standard Chartered Bank Malaysia Bhd managing director and chief executive officer Abrar A. Anwar will be the moderator.

In the final session, Top Glove Corporation Bhd managing director Datuk Lee Kim Meow will talk about The Secrets of a Successful Exporter.

To register for the roadshow, go to exportawards.com.my.

Star Media Group in partnership with Standard Chartered launched the inaugural Export Excellence Awards 2019, with PKT Logistics as co-sponsor and Matrade as patron.

The seven main award categories are electrical and electronics; oil and gas; chemical, mineral and alloy; agriculture; machinery, equipment and automation; services; and, other industries. Three companies will receive the Exporter of the Year title, while a special award will be given in the halal products category.

Deadline for entry submission is Aug 2, and winners will be announced at the awards ceremony in November. For details, go to exportawards.com.my.