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Managerial MarketingBM6053 1

Buy Malaysian Products Campaign

1.0 Introduction

Buy Malaysia Campaign is aiming to encourage consumers to buy Malaysian made

products. This is because they are not only priced reasonable but also helping local

entrepreneurs to grow. The campaign is focusing to increase public awareness of the products

offered by the Malaysia producers and can compete with international products standard. It is

also response to the economic slowdown a couple years ago. These studies explain about the

important of buying of the Malaysian products campaign. According to Datuk Rohani, Deputy

Minister of Domestic Trade, Cooperatives and Consumerism (MDTCC) issue from Borneo Post

Online. By launching the Buy Malaysian Products Campaign it will create an awareness and

patriotic spirit among the Malaysian consumers toward the local products, as a result it will help

the country to boost the domestic economy. When the Malaysia economy is strong, it will help

the country for future development and growth.

The buy Malaysian Product Campaign also can be recognized as one of the added value

activities that can penetrate the foreign market that accelerate the national economic growth.

Example of Malaysian product is Khind which produces electrical goods such as home

appliances, kitchen appliances, lightning applications, and electrical wiring appliances. It is a

global brand from Malaysia Country. Most of the products sales international such Afrika ,

Middle east , Hong kong , Singapore and China. It means that buy Malaysian product campaign

is not for the domestic trade but also to promote the Malaysian products to global market.

According to Deputy Minister of MDTCC, Datuk Rohani, Malaysian consumers should have the

positive perception to the Malaysian products are comparable, price reasonable and better

quality than those from overseas global products.


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2.0 Problem

2.1 Perception

The problem and issue that incur to buy the Malaysian products campaign is regarding

the perception of the local consumers toward the Malaysian products. Perception is the meaning

that a person attributes to incoming stimuli gathered thought the five senses of human being

such as sight, hearing, touch, taste and smell according to Kurtz (2012). Most certainly in

Malaysian context, a buyers behavior is influenced by his or her perception toward the good

and services. For example, how the consumers of Malaysia perspective and what is the

perception toward Khind products are as good as the global brand such as Tefal a leading of

non -stick cookware maker worldwide cooking appliances. Normally, the buyer perception of the

products or services results of the interactions of two types of factors which is positive and

negative perception. First factor is the stimulus factors characteristics by the physical object

such as size, color, weight and shape of the products and services. Second factor is individual

factors which mean unique characteristics of the individual; this is including previous

experiences and expectations when the local but the Malaysian products.

Maznah Ghazali, M.Said Othman, Ahmad Zahiruddin Yahya & M. Sarif Ibrahim (2008),

Based on their studied of products and Country of Origin effect: the Malaysian consumers

perceptions, The researchers conclude that in general, the Malaysian consumers fairly agrees

that it is important for them to look for country of origin information in purchasing a products.

It means that when the Malaysian consumers buy a certain product such as food products, they

prefer to look at the origin of the product came from either from Malaysia or overseas. It

showed that consumersperceptions on products origin country play a major role in influencing

a consumers choice of products. This will affect the buy Malaysian products campaign.


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2.2 Attitude

The attitude of the Malaysian consumers sometimes affects the buy the Malaysian

products campaign. Attitudes are a person enduring favorable and unfavorable evaluations,

emotions or action tendency toward some products and services. In this case, this may affect

the campaign. These attitudes make the consumers not confident and accept the Malaysia

products or services are good as the global brands.

2.3 Product Quality

One of the most important issues in this campaign is the quality of the products itself.

Products are bundle of physical, services and symbolic attributes designed to satisfy a

customers wants and needs Kurtz (2012). The product quality is based on the durable and

packaging of the products. Durable means how the products can last long during the usage.

Packaging is the label and decoration of the products that can attract the local consumers.

Malaysian consumers assume that the global products are far more qualities than the Malaysia

products. The price competitive also affects the Malaysian consumers to buy Malaysian

products.

2.4 Awareness

The awareness of the Malaysian consumers still not convinces them to buy the

Malaysian products. Because they still did not know the quality and important to buy Malaysian

products. The lack of mentality awareness of the Malaysian consumers, stop the attempt to buy

Malaysian products campaign. For example, Japanese and Korean had high positive awareness

and always proud with their own products. These make them increase the economic growth on

their country.


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3.0 The Challenges

The challenge that the buy Malaysian products campaign facing is promoting the brand

of the Malaysia product. According to ( Norjaya, Mohd Nasser and Osman,2007), by building a

strong brand it can become a marketing priority for many entrepreneurships firm today because

it give a number of advantages. If the Malaysia products had a strong brand, it can help the

firm to establish and identify in the market places. For example Khild products, every consumer

in Malaysia know about the electrical appliances. This is because most Malaysia consumers

prefer international brand rather than Malaysia products brand.

The equity of a brand is the result of Malaysia consumers perception of it which is

influenced by many factors. Some of factors is influences is through experiences and family

members. Experiences mean past experiences when the Malaysian consumers buy or had been

using the Malaysian products but give a negative and positive outcome when using the

products. Influences by family member means that they have use the international products

many times in the family uses rather than using the Malaysia products. This gives a big

challenge to the buy Malaysia products campaign. It is to change their perceptive regarding the

Malaysia products.

When the government establish the buy Malaysian products campaign, according to

previous research done by (Norjaya, Mohd Nasser and Osman,2007), it show that many

consumers use country of origin stereotypes to evaluate a certain products. It says that brands

from countries that have a favorable image generally find that their brands are eagerly

accepted than those from countries with less favorable. So, the challenge here is to change the

Malaysian consumers mentality, perception, and opinion toward the Malaysia products.


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4.0 Recommendation

4.1 Exhibition or Expo Program

One is the most common strategy to enhance the buy Malaysian products campaign is

through Expo or exhibition to promote local products. This could change the Malaysian

consumersawareness, attitude and positive perception to Malaysian products. Government can

established the expo carnival by enhancing the local entrepreneurship firms can create and

design products innovation to improve the Malaysian products. It is to ensure the Malaysian

products can compete with international products.

Malaysian products can be promote and sales the products by taking part as a exhibitor

to an yearly expo organized by The Malaysia External Trade Development Corporation

(MATRADE) to enhance business networking, business matching plan, exchange of ideas and

knowledge among the local and international communities from different countries, especially

those seeking to venture into the global market by introduces the Malaysia products oversea.

Luckily this year in November 2012, International Trade Malaysia (INTRADE) will held an

annual international trade and export exhibition with the theme for INTRADE 2012 is

energizing Export Growth. The location of this Expo is at Kuala Lumpur. This theme was

selected to reflect the importance of sustaining Malaysia export opportunities in the face of

increasing the level of competition in country and penetrated in the global economy. There are

4 specific industry sectors that will stimulate economic growth in this year INTRADE. They are

automotive, electrical and electronic and information communication technology, and

manufacturing support via lifestyle. In this case, buy Malaysian products is not focusing in local

market but also for global market.


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4.2 Establish supermarket for Malaysian Products

One of the initiate of the government agency is to promote the Malaysian products is

through opening a Kedai Rakyat 1 Malaysia. The entire products in this shop are 100%

Malaysia products. It is also emphasized and enhances the buy Malaysia products campaign.

This supermarket is a shop of operating on a mini market basis format which provides various

basic necessities products at the reasonable and value prices. This is inspired by the Prime

Minister of Malaysia YAB Dato Sri Najib Tun Razak. The objective of this shop is benefit for the

low income citizens located in the urban areas. The Existence of Kedai Rakyat 1 Malaysia will

also acts as the intermediate for the Government agency to control the prices and lessens the

monopolization of products which has been dominated by the international manufacturers. This

is to ensure the local products can sustain it market in domestic market.

The effect of established a Kedai Rakyat 1 Malaysia is helping and highlighting on

Malaysian Products manufactured by small and medium entrepreneurs (SME) .By the

government continuous support, this is will increase and enhanced local entrepreneurs to build

new local products and expand the SME products manufacturing capacity as well as sales. By

saying these, local entrepreneurs play an important roles to produces and create new local

Malaysia products that can replace the international products that we familiar with.

4.3 Product innovation

By increasing the attention of the buy Malaysia products campaign, local firms

need to create product innovation toward a certain product by changing the way of it

feature, benefit of the products and packaging. This is to attract the potential

consumers that Malaysia products are as good as international products.


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4.4 Advertising program

Upon using the marketing mix as marketing strategy, there are other methods that we

can use to promote and advertise the Malaysia products. By using advertising program, the

Malaysia customers will know Malaysia products were exists and it is good as global product in

the market. It is the ways to communicate and giving information about Malaysia products to

the public awareness and giving the attentions to customers to purchases it. It also positioning

the brand of Malaysia products and it can help informing people about the products benefit. For

advertising program that are available is print advertising, active media and outdoor advertising.

4.4.1 Printing advertising

For print advertising, it covers the newspaper, magazines, and directory. The reason

using this method is because people always read newspaper in the morning for them to update

daily what is happening in the society. When they read the newspaper, they will see the

Malaysian product in the promotion section. They local newspaper that can be use is Utusan

Malaysia, New Strait Times and Berita Harian. This is because a lot of people reading this

newspaper and there are the top three most reading newspaper in Malaysia.

4.4.2 Active Media

Active media include television and radio. They actually do something that always

attracts the customers. TV and radio probably the most passive media in most country. The

government and local firms can spent their advertising program to promote buy Malaysian

products campaign by choosing these media. These give the opportunities to Malaysia

customersto gather information and the benefit and advantages of Malaysia products.


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4.4.3 Outdoor Advertising

For outdoor advertising, it consists of billboard or poster and transport advertising. The

Outdoor display is the oldest form of advertising, and it has been in use for many years. The

reason that choosing the billboard is simply it can appear in the sides buildings, beside major

roads, beside railways line, and even in tower through the street. By putting the sign or banner

regarding the buy Malaysia products campaign, it can target the Malaysia consumers to change

their mentalities ,perception ,awareness and attitude toward the Malaysia products is ways

better and low pricing compare with international products.

The advantages using this method are low cost because billboard poster is relatively

cheap to design and the most important thing is the site rentals are also low. The approved for

display the billboard advertising can be applies to any district office for example the Dewan

Bandaraya Kota Kinabalu. Other than that, It can be targeted geographically are, in these case,

targeting the area of full of traffic and the density of the area.

For transport advertising, the government can choose the most use transportation of

that area which is the City Bus and the LRT train. This is the most people usually use to go to

work and sightseeing. When people see the campaign this will chance they perceptive and

perception toward the Malaysia products. By putting the advertisement banner at every city bus

in every state of Malaysia, it will enhance the buy Malaysia products campaigns.


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5.0 Conclusion

As a conclusion, the buy Malaysia product campaign is giving the awareness and

perception to Malaysia consumers that the important of Malaysia products is as good as

international products. It is also to help the country to grow it economic growth for future

development .The most important part is giving the local entrepreneurs to grow by producing

more Malaysia products through products innovations. By using the most innovative promotion

strategy to promote the Malaysia products to the public, this will increase the attention of

Malaysia consumers to change their perceptive and perception to buy Malaysia products.

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