“The More You Know, the More You Will Love” (更了解，更爱我) is the tagline of Unilever’s Marmite in Malaysia. Due to the British colonial rule and the ingenious way of the ethnic Chinese incorporating Marmite into their dishes, Malaysia and Singapore have become small but important overseas markets for Marmite.
Marmite is eaten with porridge and most famously in the form of Marmite chicken (妈蜜鸡). Some consumers do not like Marmite but they can accept it when it is used in cooking. The potential for Marmite is therefore the biggest in foodservice.
Marmite Chicken Rice being served at Kechara Oasis restaurant at Jaya One (image above)
To celebrate Malaysian fascination with Marmite chicken, the brand even organised a search in 2016 for the best Marmite chicken restaurant in the Klang Valley. The titles went to Hiing Fatt Restaurant in Puchong.
On social media since July 2016
Marmite Malaysia has its own official Facebook account on 21 July 2016. The has since attracted around 14,000 fans as of 28 December 2016.
Marmite in the stores
Marmite stand in a traditional Chinese medicine hall in Seri Kembangan, Selangor. Image above was taken by the author
The Marmite stand seen in a traditional Chinese medicinal hall is unique because this is not seen previously. The stand probably ties in with the “The More You Know, the More You Will Love” campaign. It comes with Marmite-inspired recipes as part of an effort to increase consumption by turning Marmite into a cooking ingredient.
Marmite 470g comes with a free container and free recipe (image above)
In modern supermarket/hypermarket, Marmite is often placed along side Bovril. The latter is less popular than Marmite as it has a beefy taste. Consumers are still confused about the halal status of Bovril. According to GBA, the distributor of Marmite and Bovril, both products are certified halal.
The size of the Marmite jars in Malaysia is smaller than the UK. As you can see, a jar of Marmite is Malaysia is slightly lighter than the one in the UK. Price wise, it appears Marmite is more expensive in Malaysia than the UK probably due to the depreciation of the ringgit versus the pound. At Waitrose in the UK, a 500g jar costs GBP 4.00 (RM 22), while a 470g jar in Malaysia costs RM 31.25 at Cold Storage.
Marmite is just like durian, either you love it or you hate it. The key challenge is to start ’em young, which means the role falls on the shoulders of their parents. But the highest potential continues to be in foodservice as well as the Malay market, which is still untapped.
The two ready-to-drink (RTD) teas of Charoen Pokphand Group’s PT Singa Mas Indonesia, Fiesta White and Fiesta Black, surprisingly have different focus. According to Santo Kadarusman, Singa Mas public relations and marketing event manager, 70% of Fiesta White Tea sales come from the modern channel, while the remaining 30% is derived from the traditional channel.
This is totally in contrast with Fiesta Black Tea, which is 70% traditional channel and 30% modern trade. The 70-30 ratio also applies to Teh Serrr, Fruitamax and Frozen bottled water.
Fiesta White Tea introduced in 2015
Fiesta White Tea was launched in May 2015. This RTD tea is made from white tea (Asian silver needle tea), the first of its kind in Indonesia. It has three flavours – Lychee, Jasmine and Peach.
Fiesta Black Tea launched in 2016
The Fiesta Black Tea (jasmine) marked its debut in September 2016, slightly over one year after the launch of Fiesta White Tea.
Fiesta Black Tea focuses on mass market with smaller bottle
Image above from Sriwijaya Post – 31 October 2016
Fiesta Black Tea focuses on the mass market with the jasmine taste, which is the most popular flavour in the RTD tea category in Indonesia. Fiesta Black Tea also comes in a smaller size of 350ml compared with Fiesta White Tea’s much larger 450ml. Fiesta White Tea’s higher price point and the use of Asian silver needle tea probably makes it more suitable for the modern trade.
On 28 November 2016, Indonesia’s PT Sari Enesis Indah announced the launch of the new ready-to-drink (RTD) Adem Sari Ching Ku Sparkling Herbal Lemon. The Adem Sari Ching Ku range is a ‘cooling water’ designed to relieve and prevent heat. Adem Sari comes in sachet and RTD format.
The sparkling platform is often used by brands to reach out to the young consumer segment. Similarly, the new sparkling drink is targeted at young consumers who are “active, dynamic and in need of a drink that can improve their body endurance to ensure they are fit to last for an extended period”, said Adem Sari Ching Ku product manager Diki Rustaman.
Proman Energenesis Green Spirit
The company early added a new variant to the Proman Energenesis carbonated energy drink range in July 2016. The new product is called Green Spirit with the sparkling apple cider taste. It is available in glass bottle and aluminum can packaging. The Proman Energenesis series is said to provide 5 hours of energy. The existing flavour for the red bottle is grape.
Proman is very masculine and is often associated with macho male riding in big bikes as well as football.
Proman Energenesis Green Sprit contains vitamin, multi high concentrate ginseng, vitamin, caffeine and minerals. The Proman Red Fire was also given a new formula and improved taste.
CEO and founder of Classic Worldwide International Group (CWIG) Datuk Seri Dr. Rozaini Hasan. Image from http://malaysiagazette.com
Malaysia’s Classic Worldwide International Group (CWIG) has launched the new Kopi Pak Belalang in ready-to-drink (RTD) format in a ceremony on 17 December 2016. The RTD coffee will be sold nationwide on 3 January 2017 and in Indonesia starting March 2017.
It comes in three varieties – mocha, latte and capuccino. Each tin is priced at RM 2.0 to 2.2. The interesting thing about the Pak Belalang RTD coffee is they contain lutein and honey. Lutein is believed to improve the eyesight. The Kopi Pak Belalang Ori and Kopi Pak Belalang White Coffee will be launched in the future.
In Indonesia, the company will introduce tea products Teh Musang Berjanggut and Teh Puspa Wangi besides the new RTD coffee.
The company’s 1Thousand Exclusive Partner will be the distributor of the RTD coffee selling through multi-level marketing (MLM). The company, however, does have physical presence in shopping malls through the CWC Republic kiosks. But we will not be seeing Pak Belalang RTD coffee in the modern trade anytime soon.
About Pak Belalang coffee
The Pak Belalang coffee was launched in Malaysia in 2014 and in Indonesia in March 2016. CWIG sells its products using the direct sales model (MLM). Pak Belalang is a good example of functional coffee where coffee is used as a platform to improve health and well being. The key ingredients are arabica coffee, acai berry, honey, luban (frankincense), habbatus sauda and maqui berry.
What Mini Me thinks
RTD coffee works well in the impulse channels such as convenience stores. Using the MLM approach to sell RTD coffee is therefore an interesting concept.
For the Chinese New Year (CNY) in 2017, Coca-Cola Bottlers (Malaysia) Sdn Bhd has released three designs for its flagship Coke. Unlike the auspicious cans in CNY 2015-16, the key theme for CNY 2017 is all about food pairing with the slogan “It is better with” to make your Chinese New Year Meals more special with Coca-Cola.
The message is to encourage consumers to choose Coca-Cola while entertaining or dining with friends and family during the festive season. The ultimate goal is to turn Coca-Cola into the top of the mind for consumers during CNY, a title currently being held by F&N’s 100Plus isotonic drink.
Three generations
From left to right: 2015-2017 designs
During CNY 2015, Coca-Cola was still in a normal wider can. The theme was “Share a Coca-Cola for Fortune.” This has evolved into a slim can for CNY 2016 and the theme was “Share a Coca-Cola to Wish.”
Food motifs on the packaging
Now there is no longer any strong CNY motifs on the packaging such as gold coin or pineapple as they have been replaced with motifs associated with food. The three bottle designs are Dip and Sip, Toss and Toast and Slurp and Gulp.
Dip and Sip is represented by the auspicious Chinese words 蒸蒸日上 (continue to thrive). The 蒸 (steam) character is linked to the image of a steamboat or hot pot popularly consumed on CNY or social gathering.
Toss and Toast is linked to the words 越捞越旺, a greeting accompanying the prosperity toss when eating Yee Sang, a Malaysian dish comprising strips of raw fish, mixed with shredded vegetables and a variety of sauces and condiments. The words 越捞越旺 mean the “more you toss, the more prosperous you will become”.
The Slurp and Gulp packaging design features the auspicious words 多幅多寿 (happiness and longevity). The word 寿 (longevity) is represented by the image of the longevity noodle.
Sprite CNY packaging
It is the first time in three years Sprite has a Chinese New Year design on the actual pack. The image of the rooster is featured on the 1.5L packaging but not in the can or 500ml PET bottle.
The four-can pick & mix pack has joined the Chinese New Year celebration as well.
The company has also introduced the 24-can prosperity pack featuring a mix of four products – Coca-Cola, Sprite, Fanta and A&W.
Free travel bags
As part of the CNY 2017 promotion, Coca-Cola is giving away exclusive Coca-Cola travel bags. The promotion ends on 31 January 2017.
What Mini Me thinks
Food pairing is a more direct approach of saying think of Coca-Cola when you are dining with your friends and family during CNY. For CNY 2017, Coca-Cola is competing against Pepsi, which has produced a set of eight designs with more vibrant colours. When it comes to the attractiveness of the packaging, Pepsi does have a more eye-catchy design this time around.
Nestle Just Milk, which was wrapped in a new packaging since October 2016, now has a new commercial called Be Moovelous with Nestle Just Milk.
Cows on a mission
The cows are drones on a mission to give Malaysian fans who uploaded photos of Nestle Just Milk on social media a surprise by dropping off a thank you note and Nestle Just Milk straight to their doorstep.
The fans were interviewed on why they like Nestle Just Milk. Apart from taste and price, the key point highlighted in the clip is the fans simply love the Instagram-ready packaging, which is described as colourful and classic.
Healthy, active fans
Raymond received the goody pack in the gym (image above)
The fans were carefully selected to ensure they project the brand attributes of healthy and active. These individuals also represent the key consumer groups such as family, middle-age adult and young adult.
Suzana Ismail represents the middle-age adult segment. Her goal is to become healthy and fit as she will be reaching 40 in 2017. Suzana received her package of milk and a thank you note from the drone while jogging in the park. Raymond Goh represents the fitness enthusiast segment. He received his goodies when he was working out in the gym.
Aimi Fahmi epitomes the family segment. The drone gave Aimi and her young family a pleasant surprise they were playing trampoline in an indoor sports centre.
Anis Talib was shown with a group of young friends in a restaurant. She represented the young female segment who cared about calcium, which helps to prevent osteoporosis.
Advertises on Malaysiakini.com
Nestle has picked the country’s top news portal Malaysiakini.com as the site to showcase the Be Moovelous with Nestle Just Milk clip. Malaysiakini.com is increasingly popular with FMCG brands as an online platform to launch new campaigns.
What Mini Me Insight thinks
The Be Moovelous with Nestle Just Milk campaign is unique because it employs drones to thank its consumers. The choice of drone shows Nestle is keeping up with the times. The chosen fans are representative of the segments Nestle Just Milk is trying to reach out to including young consumers, fitness enthusiasts, family and middle-aged adults. Most importantly, the campaign shows Nestle Just Milk new packaging resonates with its core audience.
Nestle Maggi instant noodle has entered the bowl segment in Malaysia with the new Hot Mealz. The range consists of Kari Kari Kaw and Kari Laksa Ayam (chicken curry laksa). Both are made with 12 spices.
Go big
The portion size of Hot Mealz is much bigger at 89g for Kari Kari Kaw and 97g for Kari Laksa Ayam. As a comparison, the Maggi Letuk Goreng Kari Berasap Cup is only 64g and Maggi Hot Cup Asam-Asam Laksa is 60g. The bigger packaging size for the bowl noodle serves the purpose of making Maggi Hot Mealz a complete instant meal solution for those who need to satisfy their hunger pang on the go.
Competitor bowl noodles
Bowl noodle is not a new concept in Malaysia. Nongshim, Nissin and Samyang have all made available bowl instant noodles in the country and their pack size is mostly at least 100g. However, they are expensive. For example, the popular Nongshim Kimchi Bowl costs RM 5.00 (117g), while the Nissin Instant Noodle Bowl is priced at RM 5.45 (129g).
Maggi Hot Mealz is sold at a cheaper price of RM 3.50 for both variants.
MyKuali is the only major local competitor with the bowl format selling at a price of RM 4.1.
MyKuali bowl noodles
Going premium
Within the Maggi cup range, the most expensive is the Maggi Royale series. With the introduction of the new Hot Mealz, Nestle is now able to push up the price further to RM 3.50, thus enabling the brand to improve growth in terms of value. This comes as growing volume proves to be much more difficult as consumers are eating less instant noodles nowadays.
MAHA, the biennial Malaysia agriculture, horticulture & agrotourism show, saw a number of new food innovations and concepts on display during the 11-day event. The show, held from 1 December 2016 to 11 December 2016, attracted nearly 4 million visitors with sales and agreement sales reaching around RM 380 million, up from RM 152 million in 2014. The key theme for this year was “Our Food Our Future.”
Matoa fruit
Matoa (Pometia pinnata), also known as island lychee, is a new fruit that is being introduced in Malaysia. The fruit is described to taste like lychee, durian and rambutan. According to the banner (image above), the fruit is highly nutritious and has high commercial value.
Sakan Jabeen
Khall Sakan Jabeen claims to be a botanical drink that is good for the heart and helps prevent cholesterol and obesity with just two spoonful a day. The company Sakan Niaga Network Sdn Bhd is working with celebrity health expert Dr Zubaidi Hj Ahmad, a Specialist in Penawar Medical Group, to promote the botanical drink.
Khall Sakan Jabeen is made from ginger extract, white garlic, dates, white kidney bean, honey, habbatus sauda as well as cider from dates, apple, lemon and pomegranate.
Pop, The Soda!
Pop, The Soda! is the official drink of MAHA 2016. The beverage is known as the first artisan and premium tropical fruit soda drink in Malaysia. It is produced by Transcendence Venture (M) Sdn Bhd. Pop, The Soda! is sweetened with stevia and is wrapped in a retro packaging where 1957 is also the year Malaysia gained its independence from the British. The image above was taken by the author.
Pegro turmeric and kesum chips
Perak Agro Marketing Sdn Bhd (Pegro) showcased its kesum leaf chip and turmeric leaf chip. Turmeric is known as daun kunyit in Malay and this chip rides on the growing popularity of turmeric as a food ingredient. Turmeric is commonly used in local cooking but not in snack food, which makes this chip interesting.
Kesum (Persicaria odorata) is also called Vietnamese coriander or daun laksa in Malay. Kesum leaf is an essential ingredient in laksa, one of the country’s famous dishes.
Xgene Royale
Xgene Royale is a men’s care cream designed to strengthen the male sexual organ. This product is endorsed and formulated by Dr. Isamil Tambi, a consultant clinical andrologist and a reproductive and sexual health specialist. The cream contains Tongkat Ali extract, an aphrodisiac and remedy for age-related sexual disorders.
Stevia
Stevia has become increasingly applied in food and drinks made by small and medium enterprises in Malaysia. At MAHA 2016, SteviaSugar Corporation (M) Sdn Bhd displayed its StebianA range in the form of powder, spoonable and drop. The image above was taken by the author.
Black ginger
The Malaysian Agricultural Research and Development Institute (MARDI) showcased its Nutrima range featuring Kaempferia Parviflora (black ginger). Black ginger or Krachai Dum in Thai is a popular herb used in traditional Thai medicine for treating metabolic ailments and improving vitality.
Nutrima by Mardi Black Energy Booster is a product to boost the energy using “natural ways to feel more energized.” Nutrima contains black ginger, maca, tribulas and dates. The images above and below were taken by the author.
Taybah halal products
Halal products made by Muslims have become an important marketing strategy to promote products aimed at Muslim consumers in Malaysia. An interesting fact in Malaysia is non-Bumiputera companies dominate the halal market. According to Second Finance Minister Datuk Johari Abdul Ghani, Bumiputera companies accounted for only 39.5% in terms of halal certification, while non-Bumiputera companies comprised 60.5%.
The recent call by the Malaysia Institute of International Islamic Cooperation (Ikiam) with the cooperation of the Rubber Industry Smallholders Development Authority (Risda) for a new halal logo specifically for Muslim products is one step towards helping consumers distinguish products made by Muslims against that of non-Muslims.
Lega botanical drink
Lega Health Sdn. Bhd. (Lega Health) has introduced Lega botanical drink made from white garlic (bawang putih), honey, garlic, lemon and apple cider to improve immunity and cardio health. The bottom of the banner says “Produk Bumiputera Muslim,” which means a product by Bumiputera Muslim. White garlic appears to be a trending ingredient in health food. The image above was taken by the author.
Butterfly leafDuan rerama (Mariposa Christia Vespertilionis) or butterfly wing has become very popular nowadays as an alternative medicine for healing. Universiti Putra Malaysia (UPM) is undergoing a research using red butterfly wing to produce anti-cancer drugs. Researchers at the university has found anti-cancerous and anti-inflammatory characteristics, according to a press release by the university on 13 March 2016. Apart from cancer, the plant is also effective in treating “SLE, dengue, stroke, hypertension, diabetes, intestinal problems (such as gastritis, constipation and diarrhea), asthma, migraine, sinus and measles,” claimed researchers at the university.
Secret Butterfly Juice is a juice made from butterfly wing. Besides juice, butterfly wing is normally consumed as a tea. One interesting product innovation at MAHA 2016 is the use of butterfly wing in sauce. The Sambel Rerama Hijau Meletoop by Huczens Resources is a sambel (hot sauce) containing butterfly wing, garlic and chilli.
Tualang honey
Tualang honey, a honey harvested from the rainforest, is known to fight against inflammation, blood sugar disorders, infected wounds and respiratory problems. This honey was featured in Fox News in July 2016 with an interesting heading “Is this Malaysia’s healing secret?”
From Tayyibah website
At MAHA 2016, Tayyibah had a booth claiming it is the biggest supplier of tualang honey in Malaysia. On the company website, Tayyibah cited An-Nahl-69, Surah The Honey Bees Verse-69 in the Holy Quran to justify the health benefit of honey. The use of religion in marketing is a technique that has become very common among Bumiputera small and medium enterprises as it resonates with its core Muslim consumers. According to An-Nahl-69, Surah The Honey Bees Verse-69:
“Then eat of all the fruits, and returning with your loads follow the ways your Lord has made easy for you.” There comes forth from their bellies a fluid of varying color, wherein is health for human beings. Surely in this there is a sign for people who reflect.”
Sunnah food from the Middle East
SH Tamar Enterprise was selling ingredients from the Middle East commonly used in sunnah food. They include figs, dates, prunes, apricots, kiwi and raisins. Sunnah foods are the foods most liked by the Prophet to promote positive health and well-being. The image above was taken by the author.
Goat’s milk
Also a common feature at halal food festival is goat’s milk mainly in the form of powdered milk for children and infant. Faleeq Susu Kambing (goat’s milk) participated at MAHA 2016 with products for featuring the original, cocoa and date (kurma) flavours. Goat’s milk is part of the sunnah food diet.
Products showcased at MAHA 2016 are influenced by Muslim lifestyle (sunnah food), the use of local ingredients such as turmeric, kesum and tualang honey, and products that fight chronic health conditions like diabetes and cardiovascular disease.
* product images come from the respective brand website.
The Star War franchise has a huge fan base in Southeast Asia. GCH Retail (Malaysia) Sdn Bhd, the operator of Giant and Cold Storage supermarkets in Malaysia, has made available Rouge One: A Star Wars Story merchandises. The two co-sponsors are Caltex and P&G.
RM 30 = 1 stamp
The stamp issuance period and redemption runs from 3 November 2016 to 31 December 2016. Every RM 30 spent in the store will entitle to 1 stamp. You need to collect a total of 10 stamps to make the purchase.
Now you can redeem up to 5 items
A lot of Star War fans have made the redemption including yours truly. However, with the redemption period about to end and with the premiere of the movie in cinemas nationwide, there are still a lot of Star Wars merchandises waiting to be redeemed. In order to clear the inventory, the supermarket operator has relaxed the rule allowing shoppers with 10 stamps to redeem up to 5 items instead of only 1 item.
Apparently, the supermarket operator has been too optimistic about the response for the Star Wars merchandise, which is not cheap with the travel luggage comes with a starting price of RM 109.90.
How Alfamart does Star Wars marketing
In Indonesia, the minimarket chain Alfamart has a similar Star Wars theme marketing for Rogue One. Unlike GCH Retail, it is focusing on the limited-edition collectible Star Wars medallions.
From 1 October 2016 to 30 November 2016, the cost to own a Star Wars medallion was IDR 5,000 (USD 0.37) for every spent of IDR 30,000 on designated products in store. For every spent of IDR 150,000 on designated products, one medallion would be given for free. The medallion could be bought outright for IDR 10,000 apiece.
From 1 December 2016 to 15 January 2017, the same condition applies but the requirement has been lowered. Instead of IDR 150,000, now it is only IDR 50,000 spending on designated products to get a medallion for free. The program ends on 15 January 2017.
There are a total 37 medallions including 1 gold medallion to be collected. Consumers who have collected all 37 medallions can redeem for an Alfamart voucher worth IDR 5 million (USD 373).
To get the gold medallion or the limited medallion, one has to engage in an online activity on jointherebellion.id (Join the Rebellion). Each gold medallion can be exchanged for a IDR 500,000 Alfamart voucher.
Limited edition medallions
Collaborates with radio station
Alfamart has also collaborated with the radio stations Global Radio and Radio Sindo Trijaya in a selfie competition. Consumers are required to take a selfie with 3 Star Wars medallions in the most unique way together with the receipt to win interesting prizes.
Key takeaways
The Star Wars promotion at Alfamart is much more engaging and interactive. It increases the desire to collect all 37 medallions, each with different designs featuring either The Rebellion or The Galactic Empire.
The cost of owning the merchandise is also very affordable unlike the campaign in Malaysia where the merchandises (bags, umbrellas and tin lunch box) are sold at a higher price and the redemption requirement is much higher.
Packaging is one focus area for dairy companies when it comes to product innovation. PT Indolakto, the subsidiary of Indonesia’s Indofood, has recently introduced a TV commercial for its Indomilk milk in 1L featuring NutriKeep.
The clips starts by showing how the milk is delivered to a modern and hygienic processing plant by milk trucks early in the morning. The milk is then heated to about 140 degrees C for four seconds to kill all the bacteria. The practical and safe cap is shown to protect and lock in all the goodness of the milk.
At home, the packaging fits nicely in the fridge and is easy to handle and pour out even by a child.
This commercial provides a strong message on the company’s efforts to ensure the goodness of milk stays within the bottle through the use of the new closure.
In China, Yili's Ambrosial ambient yogurt drink has transformed its packaging into a work of art through the use of UV fluorescent ink technology.
The...
The fans were interviewed on why they like Nestle Just Milk. Apart from taste and price, the key point highlighted in the clip is the fans simply love the Instagram-ready packaging, which is described as colourful and classic.
Duan rerama (Mariposa Christia Vespertilionis) or butterfly wing has become very popular nowadays as an alternative medicine for healing. 
