How can Malaysian products better compete in the global market? Advertisers weigh in

Malaysia will be unveiling its budget tomorrow, and in anticipation, chatter around budget plans has begun to ramp up.

The Ministry of Plantation and Commodities of Malaysia is planning to focus on research and development (R&D) and marketing the country’s products internationally in the re-tabling of the budget, said deputy prime minister and plantation and commodities minister Datuk Seri Fadillah Yusof. He added that the government needs to consult overseas experts to ensure that Malaysia’s products are accepted globally.

This comes as no surprise as Malaysia relies heavily on imports, said Fadillah. Moreover, to bolster the country’s self-reliance, the minister added that the government will look into other methods like community farming among smallholders which can then aid Malaysia’s export business. The Malaysian Sustainable Palm Oil (MSPO) certification scheme and the Roundtable Sustainable Palm Oil (RSPO) are set up to aid in marketing its products globally. To further its efforts, Fadillah also added that Malaysia is in talks with Indonesia to alert the European Union.

However, beyond setting the blueprint of the various routes through which Malaysian products can be sold, it is also imperative to determine how the products can be made marketable, especially on a competitive global front. Only when Malaysian products are accepted by consumers, can the market be profitable. To better understand how Malaysia’s products can be marketed globally, A+M speaks to industry experts.

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What are some ways to look at marketing Malaysia’s products globally?

Founder of advertising agency, Beatnk, Tanner Nagib, is of the opinion that Malaysia’s rich cultural heritage should be emphasized to enhance the uniqueness of Malaysian products. “This can be achieved by showcasing traditional Malaysian cuisine, fashion, music, and art in marketing to create a distinct brand identity and appeal to a global audience,” he said. Highlighting distinctive features of Malaysian products enhances Malaysian brands’ ability to differentiate themselves from competitors and to establish a strong reputation in the global market. Brands can draw inspiration from other Malaysian names that have gained the trust of not only locals but that have also marketed themselves successfully on a global scale. For instance, Petronas, Air Asia, Proton, Mamee and Top Glove are some notable brands to name a few.   

In addition to leveraging the country’s rich heritage, it is also important to have a clear and compelling value proposition. Graham Hitchmough, chief operating officer at The Bonsey Design Partnership believes that part of the challenge, in Malaysian brand context, boils down to framing the ‘national’ value proposition since the range of industries and application of products is so diverse. “The key is to turn this into a strength and build a quality proposition that can work seamlessly across multiple sectors of strength, from tech and mobility to agriculture, media, petrochemicals and renewable energy,” he said, adding that diversifying the Malaysian export story will only encourage reappraisal and help raise quality perceptions.

For David Lian, managing director of growth and innovation at Zeno Group Asia, the fundamentals of successful global marketing can be condensed into the creation of great products. Lian posits that there is no substitute for satisfied customers promoting and recommending a product to their friends which effectively enhances a brand’s reputation. Moreover, in today’s world, reputation is amped up through social media and the internet. The channels and tactics available to marketers have increased, but the fundamental of having a really good, high-quality product still remains.

Would a signature stamp help add credibility to Malaysian products?

Hitchmough believes that while a consolidated national quality or brand stamp could help bolster the process, there must be a clearly defined strategic and implementation framework. To ensure that the stamp gains trust amongst consumers to begin with depends on how much rigour is applied in focusing on the right sectors and if the standards set are being met.

Nagib echoed a similar sentiment, stating that it is crucial for the quality of the product to live up to its branding. “Ensuring that the quality of the products is consistent and meets international standards should also be a key focus. Doing so can help to build trust and credibility in Malaysian products and increase demand in the global market”, he said.

Marketing internationally is also about trust in quality in a nation’s brand. Do we have that in Malaysian made products?

Lian believes that there is trust in Malaysian exports as it has craved out a niche for itself when it comes to certain products. Based on anecdotal experience, Old Town White Coffee is one such brand that has seeped into global markets. In a saturated coffee market, this brand is able to maintain a loyal consumer base purely because of its quality.

Hitchmough believes that building trust in a brand requires work to be put in in the early stages. “Even more important is preparing industries, innovators and producers from an early stage to focus on export markets and international expansion.,” he said. Considering how vast and dynamic the Malaysian market is, it may not always serve to help brands that seek to expand beyond the country’s borders. “The quality and competitiveness of products across multiple sectors is undoubtedly there, but national and international growth strategies and commitments can often be difficult to reconcile,” he added.

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