Keep­ing brand pride amid tough times

The Star Malaysia - Star2 - - PUTRA BRAND AWARDS -

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

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