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MADE FOR MALAYSIA BY MALAYSIANS It was a defi ning moment for Protonʼs top brass; the unveiling of the fi rst Malaysian MPV that was shaped from ideas elicited from Malaysians. By Raghunath 4 Brand Equity Volume 1, 2010 COMMUNICATIONS STRATEGY
IN particular, Proton invited Malaysians to name the product in a contest that was held nationwide; the call went digital. The company received a whopping 251,763 entries; 210,724 online submissions and 41,039 SMS entries between September and November 2008. It explains in part why the new brand had an enviable rate of adoption. And in time, the paired words ‘No Stock’ glared at anxious consumers! The brand ‘Exora’ could not cope with rising demand. Delivery took a brief pause, and bookings in early November last year hit the roof at 16,000. The ‘No Stock’ situation still shows up at times, heightening potential customer anxiety. And there is talk that owners are pleased with its performance to date. The 7-seater Exora is giving Proton that much needed chance to redeem itself, and to tweak the public’s perception in its favor. Granted, their pricing structure continues to deliver value. But they have to be alert, given the presence of closer non-national auto brands, and pockets of still cynical customers. But there are lessons to be learnt here. Brands that receive any form of inequitable advantage will eventually get into troubled waters. Brand builders must have the opportunity to compete so they can constantly shift the goalpost in the space of product design, quality assurance, supply chain management and CRM. And the key message that spotlighted the principal advantage of Exora was inspired by an expression used persistently by Proton’s Managing Director whilst giving the folks of Huang Ean Hwa McCann Worldgroup a sneak preview. McCann is the brand communications agency that partnered with Proton to unveil Exora to the Malaysian public. “The expression was ‘You’ll Be Amazed’,” reveals Huang Ean Hwa, McCann’s Deputy Chairman and Executive Creative Director Brand Equity Volume 1, 2010 5
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