Khind – into the fu­ture

The Sun (Malaysia) - - MEDIA & MARKETING -

KHIND is one of few madein-Malaysia brands that has suc­ceeded, not just in re­main­ing rel­e­vant in the mar­ket, but as a com­pet­i­tive in­dus­try player. This year, the com­pany cel­e­brates its 55th an­niver­sary and is proud to share its hum­ble be­gin­nings.

EARLY YEARS The brand Khind was founded by Cheng King Fa in 1961 in Sek­in­chan. It has since grown in leaps and bounds, with busi­ness op­er­a­tions through­out Malaysia, Sin­ga­pore, Hong Kong, Fushan in China and Dubai for the Mid­dle East and African mar­kets. The man­u­fac­tur­ing plant in Sek­in­chan also serv­ing as a ware­house and man­u­fac­tur­ing fa­cil­ity and a lo­gis­tics gate­way for the brand.

Shares Khind-Mis­tral (M) Sdn Bhd mar­ket­ing gen­eral man­ager Al­bert Tan: “Khind-Mis­tral Malaysia is a strate­gic unit of Khind Hold­ings, a pub­lic-listed com­pany. Khind-Mis­tral also ac­counts for a third of the group’s rev­enue and Khind is proud to pro­fess that we have more than 800 em­ploy­ees in the Khind fam­ily.”

Tan, with more than 23 years of ex­pe­ri­ence in mar­ket­ing man­age­ment, brand build­ing and prod­uct de­vel­op­ment, joined Khind some three years ago. “I joined the com­pany be­cause I saw the huge po­ten­tial it had in the ap­pli­ances in­dus­try,” in­formed Tan who sees to the over­all busi­ness per­for­mance and profit and loss (lo­cally and abroad), apart from work­ing closely with var­i­ous func­tional and op­er­a­tional di­vi­sions in prod­uct de­vel­op­ment, mar­ket­ing and ware­hous­ing/lo­gis­tics.

CALL FOR CHANGE For the man with this her­culean task, his big­gest chal­lenge is to en­sure the brand re­mains rel­e­vant in to­day’s mar­ket. “We do not want con­sumers to buy our prod­ucts just be­cause there is a pro­mo­tion. We want to shout out about the value our prod­ucts can de­liver, the spe­cial fea­tures,” shared Tan who de­vised a strat­egy to change con­sumers’ mind­sets.

Khind, hav­ing known to be us­ing the “con­sumer push ef­fect”, which at­tracts cus­tomers with its sales pro­mo­tions and of­fers, soon changed the sce­nario us­ing the “con­sumer pull ef­fect”. To­gether with his team, Tan came up with a strate­gic plan to trans­form the brand known for its good, safe, com­pat­i­ble and value-in-pric­ing goods to some­thing more, high­light­ing its strong prod­uct fea­tures and func­tions. A huge ex­er­cise was car­ried out, re­vis­it­ing Khind’s en­tire range of prod­ucts, relook­ing at its strengths and weak­nesses, re­vamp­ing and im­prov­ing along the way. Af­ter two years of prod­uct house­keep­ing, re­search, de­vel­op­ment and change, Tan, like a proud fa­ther, is pleased with the im­pres­sive range of prod­ucts Khind can of­fer con­sumers to­day.

There are six prod­uct cat­e­gories un­der Khind: fans; air-mov­ing prod­ucts; kitchen/cook­ing ap­pa­ra­tus; home gad­gets; big ap­pli­ances; and ac­ces­sories.

“On the av­er­age, we have be­tween 180 and 200 mod­els in the mar­ket to meet dif­fer­ent con­sumer needs,” in­forms Tan. Mis­tral, on the other hand, fo­cuses on the first two cat­e­gories and is po­si­tioned as a more pre­mium la­bel com­pared with Khind.

KEEP­ING WITH THE TIMES In re­al­is­ing the need to keep abreast of mod­ern trends and tech­nolo­gies to stay en­gaged and con­nected with con­sumers, Khind was led to ven­ture into on­line and e-com­merce mar­ket­ing. With the start of Khind On­line, cus­tomers can now learn about new and up­com­ing prod­ucts, com­mu­ni­cate and make pur­chases for both Khind and Khind-Mis­tral prod­ucts, while on the move. Recog­nised as an im­por­tant plat­form for growth and in­vest­ment, Khind also col­lab­o­rates with ma­jor e-com­merce play­ers like Lazada, Groupon, 11street and oth­ers.

A strong brand that has rid­den through many rough seas like the Forex cri­sis of 1997, the 2008 re­ces­sion and im­pact of the 2015 GST, Khind re­mains com­pet­i­tive among brands like Pen­sonic, Cor­nell, Faber, Elba, Te­fal and oth­ers. “In cer­tain prod­uct seg­ments, we can proudly say that we are on par with in­ter­na­tional brands from Ja­pan and Korea. But we are also aware of the emerg­ing China la­bels like Midea and Haier, which will soon be­come key com­peti­tors of Khind in the near fu­ture.”

With so much com­pe­ti­tion, the Khind brand still holds place as one of top three in its seg­ment, win­ning the hearts of con­sumers in prod­uct de­sign, com­pet­i­tive pric­ing and af­ter-sales ser­vice.

“Check out our range of dou­ble­boiler cook­ers of which we are lead­ing in the mar­ket,” shares Tan. Their air pu­ri­fier and stain­less steel “Sig­na­ture” se­ries also pro­vides hand­some look­ing prod­ucts that make beau­ti­ful “home fur­nish­ing” pieces.

VALUE IN PEO­PLE While a com­pany and its prod­ucts may be im­por­tant, Khind recog­nises the fact that it is the peo­ple who mat­ter most. With that, the com­pany has come up with a spec­tac­u­lar ap­proach in cel­e­brat­ing its 55 years in the mar­ket ... by “de­liv­er­ing hap­pi­ness”.

“In­stead of cel­e­brat­ing the many mile­stones we’ve crossed in just a day of cel­e­bra­tion, we de­cided to show our ap­pre­ci­a­tion to all those who have helped make Khind the suc­cess­ful brand it is,” in­formed Tan.

And so, the com­pany has since shown its ap­pre­ci­a­tion var­i­ous ways and means, “de­liv­er­ing hap­pi­ness” to the peo­ple who have played rel­e­vant roles in its suc­cess in­clud­ing em­ploy­ees, its man­age­ment teams, busi­ness as­so­ci­ates, man­u­fac­tur­ing part­ners, re­tail­ers, stake­hold­ers, share­hold­ers, sup­pli­ers, re­tail­ers and con­sumers.

A se­ries of events and cam­paigns to “de­liver hap­pi­ness” has been drawn up for the whole year: from team build­ing games and ac­tiv­i­ties held at fab­u­lous re­sorts to trea­sure hunts and busi­ness talks to in­spire al­beit gala din­ners and awards pre­sen­ta­tions, in­clud­ing pro­mo­tions, cam­paigns and more are set to de­liver hap­pi­ness to all the peo­ple who have played a role in the suc­cess of the Khind brand.

Tan, pho­tographed with some of Khind’s air-mov­ing prod­ucts.

Some of Khind’s slow cook­ers in­clud­ing the award-win­ning Anshin Rice Cooker.

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