Supermarket showcase of Bumi entrepreneurs
Satiman Jamin
2009/01/17
High-quality products are normally a sure buy. But such is not the case for many Bumiputera entrepreneurs, who are bogged down by low sales figures despite their good quality.
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| LOW RENTAL: Entrepreneurs pay only RM5 per month for shelf space at the supermarket. |
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| FLAWLESS: The products of some entrepreneurs already come in excellent packaging that fulfills market requirements. |
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| FOR PERSONAL CARE: Beauty products are also available at the supermarket. |
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There are several reasons for this, including poor packaging and failure to adhere to market requirements.
Realising that many of the products by Bumiputera entrepreneurs have the potential to go big, the Entrepreneur and Cooperative Development Ministry has set up various programmes to overcome the obstacles faced by this group.
Towards this end, a company called Kobest Sdn Bhd had been tasked with spearheading the mission to help these entrepreneurs become better market players by gathering all their products in one place for the purpose of marketing and product development.
For this, Kobest has initiated the Product Collection Centre for Entrepreneurs (4PU) at the Holiday Plaza shopping complex in Johor Baru. The company’s focus on business marketing strategy, which it intends to spread to the entrepreneurs, is reflected in the centre’s supermarket-concept operations.
Kobest director Abdul Halim Rafii said the supermarket concept not only complements the shopping complex in which it is located but also conveys the message that the centre means business.
He said proactive measures have been taken to ensure that the entrepreneurs get the best deals at the centre such as low rental of stalls and shelve space facilities.
“Most shopping centres would charge thousands of ringgit for a sales floor area of nine square metres but we only charge RM200 for the same space.”
The rental of freezers and shelve space at RM5 per month shows Kobest’s seriousness in cutting the entrepreneurs’ overhead costs.
He said the low rentals are to ensure the success of the centre as a collection, marketing, promotion and distribution hub for entrepreneurs, especially the new ones who need all the support they can get.
“We even have a seminar room to hold training sessions on business development and product improvement for entrepreneurs. This is truly a great deal, one that the entrepreneurs can’t dream of getting elsewhere.”
The display freezers at the centre are filled with ready-to-cook curry puffs and murtabak as well as meat- and fish-based products manufactured by Bumiputera entrepreneurs in Johor. However, Halim said, some of these products still need to be worked on before they can go big.
“Many do not fulfil the food packaging standards imposed by all major retailers in Malaysia, not to mention the overseas market.”
He said a product that is common here could be a much sought-after item in the overseas market, as was proven with the humble coconut biscuit.
“We took the coconut biscuit to Eastern Europe and it was sold out in no time at all. This, despite the issues we had with the clear plastic packaging at the time.”
Kobest later helped the manufacturer develop a cylindrical container for the biscuit, making the packaging far more attractive.
“Many entrepreneurs were not too concerned about packaging, not realising that this could determine the success or failure of their product.”
It is, therefore, encouraging to see how many of the entrepreneurs have grasped the concept of marketable packaging, based on the appealing boxes, bottles and containers on display at the centre.
Also on sale is an extensive range of innovative products — from fruit jams to eco-friendly washing detergent — which Halim believes can become market leaders in the future.
“We will groom the entrepreneurs and help them overcome any weaknesses in their products.”
Abdul Halim said the products at the centre are categorised as “ready for sale”, “in need of labelling, packaging or certification improvement” and “in need of major research and development to fulfil market requirements”.
“It does not matter in which category the products are because the improvement process will be conducted at another section of Kobest.”
The improved labels and promotional fliers are designed by Kobest itself, thus cutting the cost to a minimum for budding entrepreneurs.
With such impressive ideas, it looks like 4PU is the ideal stepping stone for entrepreneurs who aspire to take their product and business to greater heights.
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