Paysan Breton butters up to Malaysians’ premium dairy needs

Challenge

The brand had initially created a presence within the retail segment in Malaysia. It was hoping to increase its awareness in the hotel, restaurant and cafe channel as well as the bakery market segments. The challenge they faced was the lack of manpower resources and they did not have a strong logistics and distribution network in place to expand their market reach.

As business users and consumers were also asking for more information on how the products can be better used in food preparation, it also needed more product knowledge activities for business operators and at the stores.

Approach

We helped in the creation of customize recipes for customers by adding more variety of uses to its range of products. To increase brand awareness among the business industries, we participated in prominent trade fairs, organized roadshows and our specialists conducted food demonstrations and product sampling in retail outlets and bakery ingredient stores to increase brand visibility.

We helped organize exclusive food demonstrations to reach out to professional chefs and food and beverage operators to raise awareness on how the products can be used in different cooking methods. We also developed joint-marketing activities between the client and our customers to promote the brand.

Result

After these marketing initiatives, more hotels in Malaysia were using Paysan Breton’s products. The total number of stock-keeping-units introduced for each hotel customer increased from five to nine.

The numerous brand awareness campaigns also helped to increase media and public relations coverage including notable editorial presence in The Star newspaper, Sheraton marketing materials and DKSH’s external and internal publications.