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Buttercup stays smooth and top in Malaysia Listen with ReadSpeaker

Creative marketing engagement with consumers and retailers helps Buttercup to maintain the leading market share in Malaysia.

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Business Units

Consumer Goods

Business Lines

Fast Moving Consumer Goods

Services

Marketing and sales

Markets

Malaysia

Buttercup is the leading brand in the overall butter-blend category in Malaysia. With an established track record as a key ingredient for creating aromatic and delicious baked goods, the product is renowned for its quality ingredients, exceptional aroma, smooth texture and consistency.

Buttercup stays smooth and top in Malaysia

Challenge

On the consumer front, the brand is seen as being priced higher than most of its competitors. This is mainly due to the quality ingredients used to produce the item.

Another market challenge is that due to the popularity of its brand, some key account retailers have been selling the product at a loss so that they can better attract shoppers who often stock up during the festive periods. This is done to ensure that it can compete during the “price war” during these holidays and shopping seasons.

Approach

Because of our wide distribution coverage and strong business relationship with our customers, we were able to help Buttercup negotiate for more prominent display positions in the stores, especially during the peak sales period. We utilized creative points-of-sale displays, to help boost its brand presence on the retail floors.

We planned, supported and implemented joint promotional marketing activities for win-win results for the brand and the retailers. In addition to introducing a new incentive scheme for wholesalers, DKSH also ran customized consumer contests and lucky draws where consumers stood to win attractive prizes like cash vouchers and motorcycles.

In addition to creating awareness through our customers’ newsletters, mailers and other in-house promotional materials, we also organized roadshows with our in-house chefs at selected baking stores.

Result

The brand successfully captured over 75 percent of the Malaysian market share following this marketing campaign. It also achieved sustained engagement over the social media channels through its well-liked content like recipes and product contests.

Buttercup also took home the Giant Family’s Choice Awards in the Best Butter and Margarine category for the following two years.

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The partnership between DKSH and Buttercup is indeed a winning combination. DKSH has the extensive capillary reach and deep market relationship to help Buttercup maintain the top spot as the leading butter-blend brand in Malaysia.

Michael Chew, Vice President, Food Services & Brand Development, Asia Pacific, DKSH Malaysia

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