Keeping brand pride amid tough times
Datuk Pang Chin Hin is the man behind Mamee- Double Decker Bhd, the company known for its noodle snack which bears the iconic blue monster mascot.
The manufacturing company was founded in 1971 in Malacca, rolling out its first product – Mamee Monster noodle snack.
Today, Mamee produces snacks, instant noodles and beverage, across brands such as Mamee Chef, Mamee Slrrrp, Mister Potato, Corntoz and Nutrigen.
The current market conditions surely pose some challenges to foodstuff manufacturing companies.
For Mamee, one of its challenges faced is that the market is not growing, which means that there will always be competition.
“Competition will always be there. “So, we have to work harder to gain more sales and sustain our market share,” says Pang.
He believes that there are a lot of opportunities for the company to widen its distribution to improve product availability.
He adds that it is vital to provide customers with more competitive pricing, in both good times and bad.
Mamee invests heavily on its branding, using cutting edge marketing strategies to enhance the brand.
Some of its strategies are promotions to offer consumers better value during the poor market conditions, as well as intensive samplings to get more consumers to taste Mamee’s products.
“In fact, we are going to launch our new Mamee Monster biscuits next month. These biscuits will be in the form of crackers, mainly targeted towards children,” says Pang.
Based on the company’s performance for the first half of the year, Mamee remains optimistic about the market. “The second half ( of the year) will still be good.
“Based on our estimates, we expect to get about 5% growth in terms of revenue, from last year’s figures,” says Pang.
He attributes Mamee’s success to the company’s four core values, known as the 4I’s – Integrity, Involvement, Innovative and Intensity.
“We are ecstatic to have won the Putra Brand Personality Award. Being awarded this after 44 years of hard work definitely gives us more motivation and inspiration to work harder and make our brand a stronger one,” he notes.
Mamee- double decker Sdn Bhd executive chairman Datuk Pang Chin hin