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Certifications - hdc

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IntroductionKart’s is an established food brand specializing in authenticMalaysian ethnic food and finger-food snacks.Started as a home-based industry, and today Kart’s brand issynonymous with Premium, Halal “Deliciously Convenient” food,a market leader in its category.Kart’s borrowed its name from the wife of the founder,Pn.Kartini who was intrumental in perfecting Kart’s Roti Canai(a truly authentic Malaysian hand tossed layered flatbread) which remainsthe same to this day. We are proud to be the market leader forfrozen Roti Canai/Paratha, Steamed Buns(Pau), Pizza andvarious finger-food snacks.Our Office and Factory:Lot 9&11, Jln Bawang Putih 24/34,40300 Shah Alam,Selangor Darul Ehsan, Malaysia.KB Factory:Lot 8 & 9, Jln Padang Tembak,Kaw. 2, 16100 Pengkalan Chepa,Kelantan Darul Naim, Malaysia


Kart’s Brand Evolution1988Perfected and introduced Frozen Roti Canai(Hand Tossed layered Flatbread)Later introduced Pizza, Charkoay & Murtabak19901st Product exported – Singapore & Brunei1994Introduced Frozen Pau (1 st to retail market)1997100% subsidiary of Oetker (Germany)2002100% subsidiary of Amtek Bhd.1st. manufacturer to be HACCP certifiedSept, 2006100% subsidiary of Meriah Saujana Sdn Bhd


Mission Statement“Reposition Kart’s intoa PREMIUM and HALAL Food branddelivering QUALITY & INNOVATIVE productsthus enriches lives for its convenience.”


Brand ValuesKart’s delivering functional & emotional deliverables TRUST - All products are HalalPRIDE - Malaysian made product SATISFACTION –For its authentic taste & convenience


<strong>Certifications</strong>ENVIRONMENTALSYSTEMCERTIFIED TO OHSA18001CERTIFIED TO MS ISO14001Latest achievement…ISO 22000


Roti Canai & Roti BooomHand Tossed Layered Flatbread“Nothing else beat Roti Canai as Malaysia’s favourite food for all walks of life”.“A superb snack when you a not having a meal, 24hrs a day 7 days a week”.”A must have in any Malaysian restaurant”.


“Tastes so good on its own”“Taste even better with the right complement”Roti Paratha


Steamed Buns with Fillings“A perfectly healthy way to fill you up”


Malaysian Spring Rolls• Mix Vegetable• Chicken“Great for quick snacks and finger food– parties’ favourite”


Samosa– CRISPY TRIANGULAR PASTRY• Savoury Vegetable Curry“Superb for quick snacks– parties’ finger food favourite”


KaripafSAVOURY SPIRALSHORTCRUST PASTRY• Savoury Potato• Chicken Curry“Uniquely Malaysian finger-food snack –parties’ favourite”


Doughnuts- with ICING SUGAR• Original• Chocolate“Kiddies favourite and favouredby grown-ups too…”


Handmade Pizza“Malaysians’ favourite”“Deliciously Convenient meal solution onthose lazy days, just heat & serve”


Mineral Water


And All MajorHyper/SupermarketsLocal Presence


Local PresenceKart’s products are also in the food service section.• SHAKEYS PIZZA - Pizza Bases, Karipaf Pusar & Donuts• DUNKIN DONUTS – Croissant & Frankfurter• KING PIE - Donuts• AYAMAS – Karipaf• FLIGHT SERVICE – Pau & Karipaf Pusar• Hotels, Resorts & ClubsOur latest Project is Petronas Mesra foodserviceAppointed as SME Anchor• Ready cook steamed pau & malay kueh• Ready to serve pastries & assortments• Take-home packs


Export MarketsSingapore Brunei Indonesia UKFrance Vietnam Myanmar AustraliaCanada Ireland South Africa UAEGermany USA Netherlands


Tesco UK& Wing Yip Stores


Paris StoresFrance


Lulu Hyper/supermarketsDubai & Abu Dhabi, UAE


Pick & Pay storesSouth Africa


Widely Available in Brunei


Mainstream HypermarketsIndonesiaCarrefour, MakroGiant, Hypermart,Foodmart, Hero,Alfa, Lion, Ranch,Sogo, RamayanaOthers


Mainstream HypermarketsVietnam


Kart’s Promotionshot in Kart’s factoryaired on TV9Over 26 episodesOther Product Placement & Credit Titles in;• “Akademi Polis”, “Gerak Khas” and “Air Mata Maria”by SKOP Productions• Movie “Papadom” by Afdlin Shauki/Tayangan Unggul• “STAMP” and “KL Menjerit” by Tayangan Unggul• “Dia Datang” by Saiful Apek / Noradz Production• Theater “KKLU” by Fauziah Nawi Productions• “Mahsuri” Drama by Layar Consult


Kart’s News


Kart’s NewsIntroductionKart’s MissionBrief History8PM 22 nd. Nov, 2006Brand Values<strong>Certifications</strong>ProductsLocal PresenceKart’s ExportKart’s NewsCSR8PM 19 th. Dec, 2006Awards8PM 5 th Sept, 20075PM 14 th Mar, 20089PM 2 nd. May, 20088AM 5 th Aug, 2008


CSR – Vendor ProgramIntroductionKart’s MissionBrief HistoryBrand Values<strong>Certifications</strong>ProductsLocal PresenceKart’s ExportKart’s NewsCSRAwardsKart’s Vendor Development ProgramAZ Food, Puchong – Samosa & Pohpia (2 variants)Aina Food, Kelantan - Karipaf Pusar (2 variants)Keropok House (Glenmarie) – Keropok Lekor (2 variants)My Beverage – Mineral WaterMagic Taste Syrup – Fruity Fun Drink (3 variants)Rabbani – Roti Rabbani with Kuzi/Gulai Kambing• Samirah Food, N9 – Kueh Koci & Kueh Cara• AMN Food – Roti JalaFuture products• Fish based products• Naan, chappati• Malay Kueh• Gulai Ayam, kari kambing etc• Masak Lemak Daging Salai• Pergedil, Vadey


Kart’s moving forward


Brand Perspectives“Simply put, A brand is an experience”.By identifying and authenticating a product or serviceit delivers a pledge of satisfaction and qualityWalter Landor (1913-1995),one of the greats of the advertising industryConsumers’ PerspectiveConsistently meeting expectation.Brand Owners’ PerspectiveBrand promise allowing greater permissions1. Access2. Latitude3. Recovery4. Scale5. Set Standards


SWOT AnalysisSTRENGTH•Strong brand presence•Established distribution network•Capable team - 4Star SCORE rating•Good Product range•Various certificationsOPPORTUNITIES•National Mark / Halal Champion•Various Govt Grants and assistance•MoF certifications•Halal awareness•Acceptance of healthy, convenientfrozen foodWEAKNESSES•Low Tech Manufacturing•Labour Intensive operations•Weak •Spending R&D on team Research & Development•Weak •Financial financial resources standingTHREATS•Competitive markets dictated byconsumers and hypermarkets•Increasing raw material material cost•Currency fluctuations•Trade Barriers


Target MarketTarget Customers - Domestic• Medium income household• Working mothers• Young professionalsIndonesia- Kart’s consistent growth over the last 3yrs.- Rapid growth in number of hyper/supermarkets- Very large populationVietnam- Emerging market, relatively untouched- Large populationSingapore- Market reference & window to Asean countries- Industry benchmarkUAE- Market reference & window to the mid-east- Very large population requiring halal products


Target MarketGeneral Information on Target MarketsMalaysia Indonesia Vietnam UAE SingaporePopulation(million)GDP (ppp)USD Billion25.7 240.3 88.5 4.8 4.6381.1(30 st )969.2(16 th )258.1(42 th )201.4(52 th )235.7(49 th )GDP growth -2.2% 4.5% 5.3% -3.5% -2.1%GDP percapitaUSD/rankInternationalH/S’marketschainsLocalH/S’marketschainsConvenienceStores14,800(77 th )TescoCarrefourGiantJuscoSogoMydinStoreBillionEconsave7 ElevenKiosk4,200(155 th )CarrefourMakroGiantSogoRanch 99HeroMatahariFoodmartHypermart2,900(165 th )42,00(17 th )50,300(8 th )Information from World Factbook www.cia.govRanks out of 227 countriesMetroBig CParksonWellcomeIntimexHaproCoopmartMaximartShop&GoGourmetCarrefourHpr’PandaLuluLe MarcheGeantAl MayaChoithramEmiratesLifcoCarrefourGiantIsetanNTUCS. ShiongMustaffa


Future FocusKart’s is focusing on these areas• Domestic – continue to create more awareness Karts’brand and further expand our market share in thegeneral trade business.• Exports – to establish a strong foothold in currentmarket and to secure new customers.• Food service businesses• KFI’s responsibility as Halal Champion company• KFI’s CSR role as an anchor company for other microand small industries.


Future FocusAppointment as Anchor company for 3 categories1. Ready to Eat – Malay kueh, fresh pastries and cakes2. Ready to serve – Assorted Pau3. Take Home Packs – Frozen4. Signature products - oem300 Mesra outlets by end,2009*


Company StructureMeriah SaujanaSdn BhdIntroductionKart’s MissionBrief HistoryBrand Values<strong>Certifications</strong>ProductsLocal PresenceKart’s ExportKart’s NewsCSR100%Kart FoodIndustriesSdn BhdManufacturingproducts for thegroup100%Kart FoodMarketingSdn Bhd100%Kart FoodMarketingSdn BhdTrading productsfor foodservicesector100%Kart FoodSales &DistributionSdn BhdTrading productsfor retail andexport sectors100%Kart FoodManufacturingSdn BhdManufacturing ofKart’s readymeals productsKart’s CafeSdn BhdKart’s café andkioskCurrently KFI and subsidiaries are categorise under SMI and100% bumiputra status company.100%


Capitalising OpportunitiesDemand for Convenient & Functional FoodReady to Cook, Ready to Serve Halal FoodHygienic and Safe Food ProductionHACCP, Vhm, GMP, ISO22000Convenient OutletsHypermarkets, 24hr stores, Petrol kiosksExport Promotion, Malaysian brandingvarious gov’t agenciesHalal PromotionMatrade, HDC (Halal Champion) & National Mark (SDC)Brand BuildingTrusted Premium brand, Quality & Reasonable PricesStrategic MarketingGuerilla marketing – unconventional but effective


AwardsMalaysian Canadian Business CouncilBusiness Excellence Award 2008ForIndustry Excellence for Environment

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