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Crafting BOH Tea’s Award-Winning Distribution Success in Malaysia Listen with ReadSpeaker

In the competitive and crowded Malaysian tea market, BOH Tea partnered with DKSH to help enhance its business and marketing strategies while focusing on expanding distribution and elevating consumer engagement.

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Business Units

Consumer Goods

Business Lines

Fast Moving Consumer Goods

Services

After-sales services, Distribution and logistics, Marketing and sales

Markets

Malaysia

BOH is Malaysia’s trusted tea grower based in Cameron Highlands with over 90 years of expertise in crafting teas of exceptional quality and taste that give tea lovers that truly sensorial and satisfying cup of tea.

As one of the few fully-integrated tea companies in the world, it grows, processes, packs, and markets its brand of authentic and sustainably grown highland teas. This allows BOH to ensure the freshness and quality of its teas, direct from tea bush to teacup. Its range of teas includes single garden teas and specially-crafted blends catering to different preferences and tastes.

Crafting BOH Tea’s Award-Winning Distribution Success in Malaysia

Challenge

The tea industry in Malaysia is very competitive with many brands placed as similar ranged products in the retail stores. As such, tea brands need customized marketing strategies and creative product placement ideas to stand out in the crowded beverage space.

The COVID-19 pandemic also brought various challenges to the client including its distribution, warehousing, and logistics operations. Throughout the market’s lockdown period, the company also had to deal with disruptions to outlet operations and safety risks to its employees at all its operating locations.

Approach

Having recognized the client’s need to critically enhance its distribution processes, we planned out a customized full-service distribution model for BOH. Spearheaded by an exclusive and experienced sales team, we focused on expanding its distribution coverage across the market while ensuring timely marketing and promotion execution.

To boost trade activities in key retail areas, we supplied detailed market intelligence information and the necessary resources to carry out the planned marketing strategies. As part of the full-distribution model, DKSH supported BOH with all above-the-line and below-the-line marketing programs and activities for its range of products available in the market.

Result

As a result, BOH continues to enjoy high visibility and positive consumer engagement in the market and this has been instrumental in BOH winning numerous awards and recognition over the years. The brand’s continued commitment to marketing and branding initiatives has also won it a global accolade as Brand of the Year 2021/22 under the Malaysia Tea category at the prestigious World Branding Awards.

Thank you DKSH for your continued commitment, support, and passion towards BOH’s successful brand journey through the years. We are pleased to celebrate with you our latest recognition by the World Branding Awards.”

Jason Foo, CEO, BOH Plantations Sdn Bhd

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