A

Project Report onLaunching a product

HALDIRAMS

InGEORGE TOWNMalaysia -the truly ASIA

Submitted by: Guided by:

Simmi Great Hina RaufSemester -3 NIS AcademyA-4, R Block, Rampur Garden BareillyAcknowledgementIn the name of god, the most merciful and most beneficial

I am deeply indebted my deep regards to Mr. Sandeep kumar Saxena (head of the location), NIS, Bareilly for providing me facilities support, guidance and providing me an opportunity to show my creativity.

Words are inadequate in expressing my profound sense of thankfulness to Miss Hina Rauf for her excellent guidance and support through out this study. I am highly grateful to her for her exemplary supervision and stimulating academic session. I am indebted to her for encouraging and initiating me to work in a field of Food and Beverages sector. I remain grateful for her invaluable support, guidance, encouragement, inspiration and help rendered to me at both academic and personal level.

Owe my sincere thanks to my team member Simmi for her co-operation, and last but not the least I would like to thank my parents and friends for their moral support at each stage of my project.

ASTHA GUPTA

PGDAM Semester -3INDEX Acknowledgement Executive Summary

Methodology

Introduction

Mission of the company

Companys Background

Company details

Country selection

About Target City

Strategies used

SWOT Analysis

Conclusion

AppendixEXECUTIVE SUMMARY

Haldirams is one of the branded products which is leading in the Indian market with a name and fame for its famous Sweets as well as Savories. From a humble beginning in Bikaner in 1937, Haldirams has grown into a household name in India Ganga Bishan Agarwal (popularly known as Haldirams), opened a sweets shop in Bikaner, a small district in Rajasthan, India It is the market which has the potential to attract the customers towards its Traditional range of Food. A C Nielson ranked Haldirams as the 98th most trusted brand in India. It was the first company in India to brand Namkeens. It was also one of the first companies in India to open a restaurant in New Delhi offering traditional Indian snack food items. The Product is exporting its varieties of products in the Indian market. Here this project is for Launching Haldirams in Malaysia which is the country known for its varieties of Population and its Food habits as well as Taste. It is going to launch its product in Malaysian market in the state Penang, which is known as food paradise of Malaysia. Haldirams has a successful response all the world, Global market. METHODOLOGYThis Project is made with the help of basically primary data. All the information is gathered usually from internet. Magazines and Newspapers are quite helpful for the project. Firstly we have to gone through the details of the company. After the desired output we have to choose the country in which we have to launch the product. Then we go though the countrys detailed information about the economy, government, trade issues, entry strategies, rules and regulations, culture, customer needs, their preferences and their buying behaviour. Then we came to an output that the product will show the positive response in the target market.INTRODUCTION

Glimpse of Indian Sweets and Snacks:

India, more than in any other country in the world, has a colorful and diverse range of food and tastes to offer. For centuries, Indian food and spices have been known far and wide for their authentic taste and rich quality. India has a variety of dishes, be it North Indian food or South Indian food in different combinations and flavors to enhance the pleasure of a meal. While Indians are great lovers of food, their second love without a doubt, is the love for traditional Indian sweets and Indian beverages. India is a country of sweets, and Indians would like to have sweets with almost every meal. Each region has its own specialties. The Indian version of ice-cream and is extremely popular with the old as well as the new generation. The variety of refreshments available in India is as diverse as the country itself. Each region has its typical and local specialty but some common features are that they are usually spicy, easily available, and inexpensive. To relish these snacks, one should develop the taste for thembut once you do, you want them again and again and again.

MISSION OF THE COMPANYCombination of consistent quality, best packaging strategy, huge market coverage and autumns of experience has given the company a cutting edge vis--vis other competitors. Motto of the company is to manufacture & supply delicious sweet and food which meet customers satisfaction.

HISTORYHaldirams today is Indias leading Mithais (sweet meat) and Namkeens (salty snacks) brand, spreading its network on all continents. From a humble beginning in Bikaner in 1937, Haldirams has grown into a household name in India Ganga Bishan Agarwal (popularly known as Haldiram), opened a sweets shop in Bikaner, a small district in Rajasthan, India. In 1941, the name Haldirams Bhujiawala was used for the first time. Ganga Bishans son, Rameshwar Lal Agarwal and grandson, Prabhu Shankar Agarwal, expanded the business by establishing a small manufacturing unit in Calcutta (Kolkata) in 1950.The demand for Haldirams products was increasing. The Agarwals decided to set up a large manufacturing facility in Nagpur, Maharashtra in 1970. By 1983, they were ready to open a major retail outlet in New Delhi. During the 1980s and 1990s, Haldirams grew at a significant pace. A restaurant was opened in 1995 in Delhi and in 1997, a manufacturing unit for Namkeens was also established. By the beginning of the 21st century, Haldirams were exporting their products to Australia, Europe, Far East, Japan, Middle East and North America. It is truly a Global Brand with sizable customer loyalty. A C Nielson ranked Haldirams as the 98th most trusted brand in India. The company has sales of upward of $100 million (Rupees 400 crore).

It is presently headquartered in Nagpur in Maharastra and has regional offices in Bombay, Bangalore, New Delhi and Chennai Over a period spanning six and a half decades, the Haldirams Group (Haldirams) had emerged as a household name for ready-to-eat snack foods in India. In 2001, the turnover of the Haldirams was Rs 4 billion. Till the early 1990s, Haldirams comprised of three units, one each in Kolkata, Nagpur and NewDelhi. The Agarwals family that owned Haldirams was always conscious of the need to satisfy customers in order to grow their business. The company offered a wide variety of traditional Indian sweets and snacks at competitive prices that appealed to people belonging to different age groups. Haldirams had many firsts to its credit. It was the first company in India to brand namkeens. The group also pioneered new ways of packaging namkeens. Its packaging techniques increased the shelf life of namkeens from less than a week to more than six months. Since the very beginning, the brand Haldirams had been renowned for its quality products. It is owned by PepsiCo Now.PRODUCTSHaldirams offered a wide range of products to its customers .Indian Sweets, Namkeens (Savories), papad, 3-D Snacks, 3-D Pellets, Vermicelli, Pasta ,Sharbats, Bakery items, dairy products, Ice-creams & other ready to eat snacks, which are sold under the brand names Haldiram's .In additional to these packaged products, Haldiram has its own outlets where it sells sweets and eatables. It also has a range of restaurants in and around Nagpur. Raj Kachori is one of the most popular snacks sold by Haldiram'sHowever, namkeens remained the main focus area for the group contributing close to 60% of its total revenues. By specializing in the manufacturing of namkeens, the company seemed to have created a niche market. While the Nagpur unit manufactured 51 different varieties of namkeens, the Kolkata unit manufactured 37 and the Delhi unit 25. The raw materials used to prepare namkeens were of best quality and were sourced from all over India. Haldirams sought to customize its products to suit the tastes and preferences of customers from different parts of India. It launched products, which catered to the tastes of people belonging to specific regions. For example, it launched Murukkus, a South Indian snack, and Chennai Mixture for south Indian customers.Similarly, Haldirams launched Bhelpuri, keeping in mind customers residing in western India. The company offered certain products such as Nazarana, Panchratan, and Premium only during the festival season in gift packs. These measures helped Haldirams compete effectively in a market that was flooded with a variety of snack items in different shapes, sizes and flavors.

PRICING

Haldirams offered its products at competitive prices in order to penetrate the huge unorganized market of namkeens and sweets. The companys pricing strategy took into consideration the price conscious nature of consumers in India. Haldirams launched namkeens in small packets of 30 grams, priced as low as Rs.5. The company also launched namkeens in five different packs with prices varying according to their weights

PROMOTIONHaldirams product promotion had been low key until competition intensified in the snack foods market. The company tied with Profile Advertising for promoting its products. Consequently, attractive posters, brochures and mailers were designed to enhance the visibility of the Haldirams brand. Different varieties of posters were designed to appeal to the masses. The punch line for Haldirams products was, Always in good taste. Advertisements depicting the entire range of Haldirams sweets and namkeens were published in the print media (magazines and newspapers). These advertisements had captions such as millions of tongues cant go wrong,PLACEMENTHaldirams developed a strong distribution network to ensure the widest possible reach for its products in India as well as overseas. From the manufacturing unit, the companys finished goods were passed on to carrying and forwarding (C&F) agents. C&F agents passed on the products to distributors, who shipped them to retail outlets. While the Delhi unit of Haldirams had 25 C&F agents and 700 distributors in India, the Nagpur unit had 25 C&F agents and 375 distributors.

Haldirams also had 35 sole distributors in the international market. The Delhi and Nagpur units together catered to 0.6 million retail outlets in India. C&F agents received a commission of around 5%, while distributors earned margins ranging from 8% to 10%. The retail outlets earned margins ranging from 14% to 30%. At the retail outlet level, margins varied according to the weight of packs sold

POSITIONINGThe above initiatives helped Haldirams to uniquely position its brand. Haldirams also gained an edge over its competitors by minimizing promotion costs. Appreciating the companys efforts at building brand, an analyst said, Haldiram once was just another sweet maker but it has moved into trained brands first by improving the product quality and packaging.

Through its clever products and brilliant distribution it had moved into the star category of brands. Haldirams earned recognition both in India and abroad. The Nagpur unit of Haldirams was conferred the International Food Award. The Delhi unit was awarded the Keshalkar Memorial Award by the All India Food Preservers Association in the mid 1980s in recognition of its efforts for popularizing ethnic Indian foods in India and abroad. In 1994, the unit was awarded the International Award for Food & Beverages by the Trade Leaders Club in Barcelona, Spain. The unit also received the Brand Equity Award in 1998. Manoharlal Agarwal, who played a key role in the success of the Delhi unit, was included in the eighth edition of Distinguished Leadership by the Board of Registrars of The American Biographical Institute. Haldirams was also admitted as the member of Snack Food Association, US.MANUFACTURING Our three modern manufacturing plants located in India are state-of-art amalgamation of tradition and world-class technology. The frying of products is done on continuous frying machines controlled through Programmable Logic Controllers (PLCs). Our R&D division has suitably modified traditional recipes of Indian Sweets making us pioneers in exporting perishable sweets kaju barfi, soan papdi at ambient conditions to EU by the application of MAP (Modified Atmosphere Packaging). Our canned sweets like Gulab Jamun, Rasogolla, Raj bhog and Petha have captured the taste buds of most of our customers abroad. There are post-production checks to ensure that every batch conforms to lay down standards of quality. AWARDS AND RECOGNITIONHaldiram's have achieved the following awards and recognitions:

It was the first company in India to brand Namkeens It was also one of the first companies in India to open a restaurant in New Delhi offering traditional Indian snack food items. The company was conferred with the prestigious International Award for Food and Beverages from the Trader Leaders Club in Barcelona, Spain in 1994. The Brand Equity Award was presented to Haldiram in recognition of its creating a highly successful Indian Brand 'Haldirams' Haldirams is an ISO 9002 and HACCP recognized company with several awards. International award for Food and beverages awarded by trade leaders club in Barcelona Spain in 1994 KASHALKAR Memorial Award presented by All India Food preserve Association in 1996at its golden jubilee celebration for manufacturing the best Quality food products Brand equity award 1998 was awarded by progress harmony developed chamber of commerce & industry reorganization of crediting a successful Indian brand APEDA Export award 2001-2002 was awarded by agricultural & processed Food products Export developing authority for outstanding contribution to the promotion of agricultural processed food Products during the year 2001-2002 Ranked on 98th in overall ranking in the "India' Most Trusted Brands 2003" Survey done by A.C. Nielsen ORG MARG commissioned by " The Economic Times. INFRASTRUCTUREEncouraged by the tremendous response of consumers, "Haldiram" decided to go in for up-gradation in technology, packing and production with the installation of plant and machinery of the order of best available state-of-the-art technology and sophistication. By dint of hard work, complete dedication and uncompromising Quality.FOOD QUALITYAt Haldiram's, quality is an obsession, enjoyed and trusted by millions of families. Salty snacks and delicious sweets conform to international standards of hygiene. All the products are made in the traditional way using modern norms of hygiene. Spic and Span work environment as well as procedures ensure optimum levels of cleanliness.QUALITY CHECKSThere is a strong emphasize on international standards of manufacturing & quality control. Our products taste like they have arrived fresh out of grannys kitchen, we share the Indian grannys proverbial fresh for hygiene.Our ethos may date back to India, but our out look is every bit as professional as that of a progressive modern day Indian company. Vintage We have regular laboratory check to ensure that the quality parameters of EDA,VSA & safety Act are met to every level raw-material to finished products. We also have advanced in house testing facilities for Aflatoxin, pesticides, Sudan colors and other microbiological tests. GROWTHWe are growing at rate of 40% in the international market and confident of maintaining the pace for the next five years. This is not only been because of Indians living in abroad but also because Indian food is finding a world wide audience.To keep up with incessant we have increased our production capacities considerably. Presently we have 4 plants in and around Delhi that produce 50 tones of namkeens,20 tones of chips and other food ,5 tones of sweets. When we started exporting in the year 2001 our figure stood at $1.7mn.Today we export $6.00mn and hope to sustain a 40% growth over the next 5 years which is why we have increased our production capacity to keep pace. Today we have 4 state of the art plants that can churn out 50 tones of quality traditional namkeens.Festival Products Raksha bandhan Gift

COMPANYS PROFILEBusiness TypeExporter , Manufacturer , Importer

Export TurnoverRs 200 crore

Import Turnover$ 3 million

Capital in Dollars10 million

Export Percentage20%

Primary Competitive AdvantagesCommitment to superior quality, hygenic factory conditions, market friendly policies, receptive to consumer tastes and trends.

Sales VolumeRs 200 crore

Import Value$ 3 million

No of Staff2000

Year of Establishment1941

No of Production Lines5

Export MarketsU.K., USA, Europe, Benelux countries, Middle East.

Import MarketsHolland, Australia & USA.

Investment on Manufacturing EquipmentRs 3 million

Production TypeSemi-automatic

No of Engineers6

Monthly Production Capacity1000 tonnes

MembershipsAPEDA

Credit RatedNo

Product RangeSweets, Namkeens, Traditional Indian foods, Confectioneries, Pickles, Syrups, Sharbats, Biscuits.

Websitewww.haldiram.com

Factory AddressF-12, Mohan Co-operative Area, New Delhi.

Staff Production Deptt: 1500; Quality Control Deptt: 15; R&D Deptt: 10.

Site Description and AdvantagesLocated at Gurgaon, Noida, 2 unit Mathura Road, New Delhi. Superior quaility plant and machinary, extremely hygenic conditions.

Machinery, Equipment Used and Production ProcessState-of-the-art imported machinary worth 3 million dollors sourced from Holland, Australia & USA.

Material Used for Production Process Highest quaility agro product sourced from India, certain ingredients are imported like almonds from USA and raisin from Afghanistan.

Advantages/Recent Developments Fully automatic plant based in Nodia confroming to the highest prevaility standards and state-of-the-art technology.

OUTLETS We have 6 restaurants that are as popular with NRIs as they are with the locals situated in places that are seen as meccas of street food they are always packed to the last inch international food chains &street vendors not with standing. We are providing 96 varieties of Namkeens, 77 varieties of sweets for breakfast, lunch, dinner and snacks for celebrations. We plan to leverage our equity in the domestic and international market to become food cooperation with no just branded product our belt but also diversifying into fast food retail chains all over the country. PRODUCTSThe entity is known for its variety of mouth watering food products such as Sweets, Namkeens, Pickles, Syrups, and Biscuits in the world. The prime focus of the company is to serve sweets and savories directly to consumers.

The impeccable range of products at Haldiram's includes:

Sweets: Jamphal, Bengali Rasgulla, Pateesa, Raj Bhog, Nargisi Rolls, Milk peda, Soan papdi etc.Syrups/Sharbats: Khus, Thandai, Rose Flavor, Orange Flavor, Badam and Pineapple Flavor

Pickles: Green Chili, Lime, Mango and Mixed Pickle.

Namkeen: Aloo Bhujia, Hara Chiwda, Kaju Mixture, Navrattan, Moong Dal, Bhujia, Cornflakes Mixture, Kashmiri Mixture, Nut Cracker, Khatta MeethaSnacks: Takatak, chips,

Food: Raj kachauri, fast foods, complete lunch and dinner. PRODUCTS

Haldirams Bhujiya Haldirams Aloo Bhujiya Khatta meetha mixture

Moong Daal Khasta Mixture Classic Potato Chips

Classic Rasgulla Milk Peda Kaju Katli

ParticipantsThe processed food market in India is characterized by the presence of a number of multinational food manufacturers and brands such as Heinz, Mars, Pepsi, Nestle, Cadbury and Pillsbury. Key local players recognized for their national brands include ITC Agro, Parle, Marico, Gits, Weikfield, Bikanerwala, Godrej, Britannia, Dubur, Amul and Surya Food. Most Indian food companies are small compared with their global competitors, with food sales of the top five companies collectively totalling $2.4billion in 2003. Food sales of Nestle alone (the world's leading food company) were $73.5billion Contacts

e exports @Haldirams.com (International). e sales @ Haldirams.com (Domestic).NEWSNew Delhi, July 2: Haldiram's, India's popular namkeen and snacks maker, will expand its retail presence in the northern region, with the Delhi unit planning to set up one outlet every year in the national capital and NCR. The company presently has six retail outlets in Delhi and NCR, including Noida and Gurgaon, and targets to have a 15-20 per cent growth in the next fiscal. ''With a total turnover of Rs 500 crore in 2005-06, our namkeens account for 60 per cent of the turnover, while about Rs 150 crore is contributed by the retail business. We are targeting a growth of 15-20 per cent annually,'' Images Retail magazine quoted Haldiram's GM-operations,Delhi, S K Verma as saying.

The company also plans to open express outlets in malls and high footfall areas. ''Details are yet to finalized, but we plan to open express outlets covering an average area of 800-1000 square feet,'' Mr. Verma added.

On the franchising option he replied in the negative saying that quality is critical for Haldiram's. Merely investment and expanded space will not help in gaining and securing customer loyalty. Current newsHaldirams plans new R&D Center in NoidaWe are going to set up R&D center at Noida at end of December for our continuous efforts for quality products

Sanjay Singhania Manager, commercial, haldirams told to the food and Beverages News.

Haldirams does not have any policy of franchisees and that all the showrooms are owned by & maintained by the company. The company has 25 of agents & more than 700 distributors in the domestic market & 25 sale distributors more than 35 buyers in the international market, exporting products in more than 40 countries included Nepal, Srilanka , middle East , far-east, USA, UK, Germany, Australia, Japan and Singapore.

Last year our exports was 20 crore, company is operating food hygiene system that applies the codex alimentanius hazard analysis and critical control point (HACCP) system and guidelines for its application apex to CAC/RCP.

EXPORTER OF INDIAN SNACKS & SWEETS

And Haldirams was just one of the many small entrepreneurs in the business of making namkeens & sweets till MANOHAR LAL AGARWAL set up Haldiram's Sweets in Delhi in the year 1982.And instant acceptance was what he received. Haldirams soon became one of India's largest brands of namkeens and sweets growing five folds in the last ten years. The next step was to upgrade its technology in packaging and production. Today it enjoys a huge market share and has over 25 different varieties of packaged sweets,

And it's not only in India that Haldiram has made its mark. The USA, Europe, Canada, Middle East, Australia & New Zealand too have sampled Haldiram's authentic India Flavors. So much so, that Haldirams also went on to win the prestigious award for Food & Beverages awarded by Trade Leaders club in Barcelona, Spain. When Haldiram began it made its business to give people things that taste good. And in the process, has tasted success itself. Future Existing Countries

Tobago, Trinidad, Finland, Sweden, West Indies, Armenia, Egypt, Algeria, Jordan, Yemen, Taiwan, Columbia, Cyprus, Ukraine, Libya, Tunisia.EXPORTING COUNTRIES -Switzerland

-Peru

-U.S.A.

-Australia

-New Zealand

-Singapore

-Hong Kong

-Bangladesh

-Nepal

-Afghanistan

-Pakistan

-Qatar

-Saudi Arabia

-Kuwait

-U.A.E.

-Russia

-Amsterdam

-Germany

-Spain

-France

-U.K.

-Norway-Canada

-Nigeria etc.

THE COUNTRY

Motto: "Bersekutu Bertambah Mutu" "Unity Is Strength"1 Capital: Kuala Lumpur308N, 10142E Official languages: Malay Anthem: Negaraku "My Country"

Demonym Malaysian Government Federal constitutional Monarchy andParliamentary democracy

Density 83/km(110th) 216/sqmi Population 27,496,000(43rd)(feb.2008) Water(%) 0.3%Area 329,847km(67th) 127,355sqmi

GDP(PPP) $357.9 billion(29th) Per capita $14,400(57th)GDP (nominal) $165 billion(41st)

Gini(2002) 46.1 HDI(2007) 0.811(high)(63rd)

Currency Ringgit (RM) (MYR)

Time zone MST (UTC+8)

Calling code +60THE COUNTRYAn introduction

Malaysia is located in the heart of Southeast Asia, slightly north of the Equator. It is made up of two geographical regions; viz; Peninsular Malaysia or West Malaysia comprising of eleven states and the Federal Territory of Kuala Lumpur and East Malaysia which has two states and the Federal Territory of Labuan. Approximately 80% of the nations total population

occupies the main peninsula.

HISTORYMalaysia (pronounced /mle/ or /mlezi/) is a country that consists of thirteen states and three federal territories in Southeast Asia with a total landmass of 329,847square kilometres (127,355sqmi). The capital city is Kuala Lumpur, while Putrajaya is the seat of the federal government. The population stands at over 25 million. The country is separated into two regions Peninsular Malaysia and Malaysian Borneo by the South China Sea. Malaysia borders Thailand, Indonesia, Singapore, Brunei and the Philippines. The country is located near the equator and experiences a tropical climate. Malaysia is headed by the Yang di-Pertuan Agong and politically led by a Prime Minister. The government is closely modeled after the Westminster parliamentary system. Malaysia as a unified state did not exist until 1963. Previously, a set of colonies were established by the United Kingdom from the late eighteenth century, and the western half of modern Malaysia was composed of several separate kingdoms. This group of colonies was known as British Malaya until its dissolution in 1946, when it was reorganized as the Federation of Malaya and later recognized as an independent nation in 1957. Singapore, Sarawak, British North Borneo and the Federation of Malaya joined to form Malaysia on 16 September 1963. The early years of the new union were marred by an armed conflict with Indonesia and the expulsion of Singapore.The Southeast Asian nation experienced an economic boom and underwent rapid development during the late 20th century. With a GDP per capita standing at USD14,400, it has, from time to time, been considered a newly industrialized country. As one of three countries that control the Strait of Malacca, international trade plays a large role in its economy. At one time, it was the largest producer of tin, rubber and palm oil in the world. Manufacturing has a large influence in the country's economy. The Malays form the majority of the population. Some Malays are of Arab descent and there are sizable Chinese and Indian communities. Islam is the largest as well as the official religion of the federation. The Malay language is the official language.Jawi HYPERLINK "http://en.wikipedia.org/wiki/Malaysia" \l "cite_note-CONSTITUTION_152-16#cite_note-CONSTITUTION_152-16" \o ""

Malay was originally written in , based on Arabic script, but nowadays, the Roman alphabet (Rumi) is more often used. Malaysia is a founding member of the Association of Southeast Asian Nations and participates in many international organizations such as the United Nations. As a former British colony, it is also a member of the Nations. It is also a member of the Developing 8 Countries.ETYMOLOGY

The word Malaysia is visible on a 1914 map published in Chicago, United States.The name "Malaysia" was adopted in 1963 when the Federation of Malaya, Singapore, North Borneo and Sarawak formed a 14-state federation. However the name itself had been vaguely used to refer to areas in Southeast Asia prior to that. A map published in 1914 in Chicago has the word Malaysia printed on it referring to certain territories within the Malay Archipelago. The Philippines once contemplated naming their state "Malaysia", but Malaysia adopted the name first in 1963 before the Philippines could act further on the matter. Other names were contemplated for the 1963 federation. Among them was Langkasuka (Langkasuka was an old kingdom located at the upper section of the Malay Peninsula in the first millennium of the Common Era). Even farther back into history, the English ethnologist George Samuel Windsor Earl in volume IV of Journal of the Indian Archipelago and Eastern Asia in 1850 proposed to name the islands of Indonesia as Melayunesia or Indunesia though he favored the former. ETHNIC COMPOSITIONThe Bumiputera (indigenous) population comprising of the Malays and the Aborigines account for about 59% with the Chinese at about 29.5% , Indians at about 10.5% and the balance of 1% represented by other races.GOVERNMENT AND POLICIES

The Parliament building Malaysia PM's office, PutrajayaMalaysia is a federal constitutional elective monarchy. The federal head of state of Malaysia is the Yang di-Pertuan Agong, commonly referred to as the King of Malaysia. The Yang di-Pertuan Agong is elected to a five-year term among the nine hereditary Sultans of the Malay states; the other four states, which have titular Governors, do not participate in the selection.

The system of government in Malaysia is closely modeled on that of Westminster parliamentary system, a legacy of British colonial rule. In practice however, more power is vested in the executive branch of government than in the legislative, and the judiciary has been weakened by sustained attacks by the government during the Mahathir era. Since independence in 1957, Malaysia has been governed by a multi-party coalition known as the Barisan Nasional (formerly known as the Alliance).

Legislative power is divided between federal and state legislatures. The bicameral parliament consists of the lower house, the House of Representatives or Dewan Rakyat (literally the "Chamber of the People") and the upper house, the Senate or Dewan Negara (literally the "Chamber of the Nation).The 222-member House of Representatives are elected from single-member constituencies that are drawn based on population for a maximum term of five years. All 70 Senators sit for three-year terms; 26 are elected by the 13 state assemblies, two representing the federal territory of Kuala Lumpur, one each from federal territories of Labuan and Putrajaya, and 40 are appointed by the king. Besides the Parliament at the federal level, each state has a unicameral state legislative chamber (Malay: Dewan Undangan Negeri) whose members are elected from single-member constituencies. Parliamentary elections are held at least once every five years, with the last general election being in March 2008.The cabinet is chosen from among members of both houses of Parliament and is responsible to that body.

CITIZENSHIPMost Malaysians are granted citizenship by lex soli. All Malaysians are Federal citizens with no formal citizenships within the individual states, except for the states of Sabah and Sarawak and the federal territory of Labuan in East Malaysia, where state citizenship is a privilege and distinguishable from the Peninsula. Every citizen is issued a biometric smart chip identity card, known as MyKad, at the age of 12, and must carry the card at all times. A citizen is required to present his or her identity card to the police, or in the case of an emergency, to any military personnel, to be identified. If the card cannot be produced immediately; the person technically has 24 hours under the law to produce it at the nearest police station.

GEOGRAPHY

Map of Peninsular Malaysia and East Malaysia (Malaysian Borneo)The two distinct parts of Malaysia, separated from each other by the South China Sea, share a largely similar landscape in that both West and East Malaysia feature coastal plains rising to often densely forested hills and mountains, the highest of which is Mount Kinabalu at 4,095.2 metres (13,435.7ft) on the island of Borneo The local climate is equatorial and characterized by the annual southwest (April to October) and northeast (October to February) monsoons. Tanjung Piai, located in the southern state of Johor, is the southernmost tip of continental Asia. The Strait of Malacca, lying between Sumatra and Peninsular Malaysia, is arguably the most important shipping lane in the world. Putrajaya is the newly created administrative capital for the federal government of Malaysia, aimed in part to ease growing congestion within Malaysia's capital city, Kuala Lumpur. Kuala Lumpur remains the seat of parliament, as well as the commercial and financial capital of the country. Other major cities include George Town, Ipoh, Johor Bahru, Kuching, Kota Kinabalu, Miri, Alor Star, Malacca Town, and KlangAdministrative divisionsAdministratively, Malaysia consists of 13 states (11 in Peninsular Malaysia and 2 in Malaysian Borneo) and 3 federal territories.HealthcareMalaysian society places importance on the expansion and development of health care, putting 5% of the government social sector development budget into public health carean increase of more than 47% over the previous figure. This has meant an overall increase of more than RM 2 billion. With a rising and aging population, the Government wishes to improve in many areas including the refurbishment of existing hospitals, building and equipping new hospitals, expansion of the number of polyclinics, and improvements in training and expansion of telehealth. Over the last couple of years they have increased their efforts to overhaul the systems and attract more foreign investment.Population Malaysia has a population of approximately 22 million and 80% of them are in West Malaysia. Malaysia is a multi-racial, multi religious and multi-cultural society. ReligionIslam is the national religion. However, the Constitution provides that every person has the right to profess and practise his own religion and also the right to propagate his faith, although the right to propagate other religions amongst the Muslims is prohibited. In addition to Islam other major religions are Christianity, Buddhism: Chinese religions; Hinduism and Sikhism.Language

The official language is Bahasa Melayu (although the official language is often referred to as Bahasa Malaysia). English is widely used in business and Mandarin and other Chinese dialects, Hindi and Tamil, are also widely used.Local CustomsEveryday etiquette is relaxed and straightforward. Although no host will insist upon it, it is polite to remove ones shows at the door of a house upon entering. It is also customary to do so upon entering a mosque or an Indian temple.

Comfortable and informal clothing is suitable during the day and recommended all year around because of the tropical climate. However, Malaysia is a predominantly Muslim country, conservative dress is most appropriate; For formal occasions or evening wear, formal attire is expected. Men should wear a suit and tie or long-sleeved batik shirt. Evening dress or cocktail dresses are recommended for women. ClimateMalaysia is in the tropics and enjoys an equatorial climate. The average temperature range from 32 degrees Celsius in the day to 24 degrees Celsius in the night. The humidity is high and averages 80%. This is due to the high temperature and high evaporation. Rainfall is common throughout the year with afternoon thunderstorm. The average annual rainfall is 2,500mm.

PoliticsMalaysia, which consists of Peninsular Malaysia, Sabah and Sarawak, is not governed by the same set of laws. In recent decades, there has been some attempts to achieve uniformity.

Malaysia is a constitutional monarchy and practices parliamentary democracy with a written Constitution. The constitutional system envisages three branches of the government

The Judiciary

The Legislature

The Executive

It has a stable government since independence. The present governing party is the Barisan Nasional comprising of all the major political parties. The major political party is the United Malays National Organization.

The Yang Di Pertuan Agong (the King) is elected by a Conference of Rulers comprising of all the hereditary rulers of the nine Malay sultanates for a term of five years.Malaysia has diplomatic relations with over 100 countries and there are over 100 diplomatic missions in Kuala Lumpur.Indians in Malaysia

Most Indians migrated to Malaysia as plantation laborers under British rule. They are a significant minority ethnic group, making up 7% of the Malaysian population. Most of these are Tamil but some Malayalam- and Telugu- speaking people are also present. They have retained their languages and religion -- 80% of ethnic Indians in Malaysia identify as Hindus. Hinduism in Malaysia diverges from mainstream (post-Vedantic) Hinduism: its main feature is Mother-goddess (Amman) worship; caste deities, tantric rituals, folk beliefs, non-Agamic temples, and animal sacrifice are its other characteristics. Deepavali and Thaipusam are the main festivals. However, there is an increase in agamic worship in Malaysia, due to the efforts of the Malaysian Hindu Sangam and several notable Hindu leaders such as Subhramanya Swami of Hinduism Today.

There is also a small community of Indian origin, the Chitty, who are the descendants of Tamil traders who had emigrated before 1500 AD, and Chinese and Malay women. Considering themselves Tamil, speaking Malay, and practicing Hinduism, they number about 2,000 today.

Country facts

Capital: Kuala LumpurArea: 328,550 sq kmPopulation: 24.53 millionLanguage: MalayGovernment: Federal constitutional monarchyCurrency: Ringgit Electricity: 230V/50Hz (British plug) Currency: Ringgit (RM)Time zone: GMT+8

GDP: $143.9 billion (2007 est.)GDP per capita: $6,146 Calling code: +60

Local Time

Standard Malaysian Time is 8 hours ahead of Greenwich Mean Time (GMT).EconomyThe economic policies and strategies of the country are set out in the National Development Policy. These are implemented through the Outline Perspective Plan. The current action plan is the Seventh Malaysia Plan (1996 - 2000).Over the last ten years Malaysia has enjoyed an average gross domestic product (GDP) growth of 8%. Unfortunately economic events of late have resulted in negative growth for the first two quarters of 1998. The GDP for 1997 is RM141,139 million and the per capita GDP stands at about RM12,000.

Electricity and WaterThere is piped water and drinking from the tap is safe. Electricity supply is 240 volts and 50 cycles.

WorkingDayWorking days are from Mondays to Fridays and half-day on Saturdays with the exception of Kedah, Perlis and Terengganu where the working days are from Saturdays to Wednesdays and half-day on Thursday. The working days for Kelantan is from Sunday to Thursday. Banking hours during weekdays is between 9.30am to 4.00pm (or 10.00am to 3.00pm) and 9.30am to 11.30am on half-days

PublicHolidaysThese have to be gazetted and there are many public holidays reflecting the multi-cultural society. On average there are about 16 days per annum and holidays differ from state to state.HealthYellow fever vaccination is required for all arrivals from infected areas and from Yellow Fever Endemic Zones

Capital PunishmentThe trafficking of illicit drugs and the unlawful possession of live ammunition and explosives are serious offences in Malaysia. Upon conviction, capital punishment (death) is the penalty for such crimes. Immigration

Travelers must possess valid travel documents. This also applies to travels between east and West Malaysia. No visa is required for nationals of Commonwealth countries (except Bangladesh, India, Sri Lanka and Nigeria).No visa is required for a visit not exceeding more than one month for nationals of ASEAN (Association of South East Asian Nations) countries.

Generally nationals of other countries (other than specific country restrictions) are allowed to enter Malaysia without a visa for a visit not exceeding one month. A Social or Tourist Visit is normally granted for a period of 14 days to three months. Visas must be obtained before entering Malaysia.

Citizens of Israel are not allowed to enter Malaysia. Special approval must first be obtained. Specific passes are required for employment, business or professional work in Malaysia. Additional requirements imposed with effect from 1 Oct 98 : Every person arriving or leaving Malaysia, and not just those with more than the permissible amounts (of RM 1,000 in Ringgit Cash and foreign currency up to an equivalent amount of RM10,000), would have to fill in the TRAVELLERS DECLARATION FORM declaring whatever amounts they might have.TravelGateway to MalaysiaThe major international air gateway into Malaysia is the Kuala Lumpur International Airport at Sepang, situated about 75 kilometres from the City of Kuala Lumpur. Other international airports are Penang and Johor Bahru in Peninsular Malaysia and Kuching and Kota Kinabalu in East Malaysia.Peninsular Malaysia can be accessed by road and rail from Singapore in the south and Thailand in the north. The country has an extensive network of roads and toll-ways. Driving is on the left. The major seaport is Port Klang, 48 kilometres from Kuala Lumpur.Major exports

Rubber (a leading producer of natural rubber - 24% of the world market)

Cocoa (world's fourth largest producer 7% of the world market)

Oil Palm (world's largest producer and exporter of palm oil)

Pepper (world's fourth largest producer17%of the world market)

Tin (world's leading producer) Major Cities of Malaysia George Town (1 January 1957; current status disputed)

Kuala Lumpur (1 February 1972)

Ipoh (27 May 1988)

Kuching (1 August 1988)

Johor Bahru (1 January 1994)

Kota Kinabalu (2 February 2000)

Shah Alam (10 October 2000)

Malacca Town (15 April 2003)

Alor Setar (21 December 2003)

Miri (20 May 2005)

Petaling Jaya (20 June 2006)

Kuala Terengganu (1 January 2008)

Klang (8 August 2008)

Kuantan (25 September 2008George TownGeorge Town became a city on 1 January 1957 by a royal charter granted by Her Majesty Queen Elizabeth II, becoming the first town in the Federation of Malaya to become a city (Singapore became a city in 1951). However, as a result of local government reorganizations in 1974, the City Council of George Town was merged with the Penang Rural District Council to form the Municipal Council of Penang Island.

Although the city status of George Town was never officially revoked, it is now questionable whether George Town exists as a corporate entity, let alone as a city. This is similar to the position of the former city of Rochester in England, the site of England's second-oldest cathedral, which had been a city from 1211 until 1998, when it was merged with a neighbouring borough. As the new council was not granted city status, and the city through oversight failed to appoint charter trustees to inherit the city charter, the city ceased to exist.

This view has been supported by both the state and federal governments, but is disagreed with by some local residents, who hold that as George Town's city status has never been revoked it remains a city to this day. As city status is a matter of law, the actual legal position will depend on an analysis of the Local Government Act 1976 and the subsidiary legislation which created the Municipal Council of Penang Island.

The issue of city status has lain dormant since 1974, but in recent years local resentment has grown as relatively insignificant towns such as Alor Star have been designated cities. The state government has announced its intention to petition the Yang di-Pertuan Agong (King) of Malaysia for a regrant of city status once the city's new boundaries are agreed.Strategic PlanningFailure to grasp the specific needs of a new market can be costly, both financially and in terms of damaged corporate image. In volatile, ever-changing markets, mistakes can mean wasted costs in advertising, distribution and production expenses, as well as damage to your brand name and equity.

Developing new products requires effective ways to minimize risk and maximise gain. New ideas need to be thoroughly tested and evaluated to reduce risks and helps fine-tune the marketing mix before launch. The key issues range from idea generation to final marketing mix development:

Which of our concepts should we push for development?

How good is my concept and product?

What are the strengths and weaknesses of my concept and brand?

How likely is my new product to succeed?

Does our advertising communicate the right message?

Business & Industry

Industry Introduction

George Town's economy relies heavily upon the fortunes of the heavy industrial zone and deep-water port of Bell Bay, which is well supported by a number of light industrial companies, manafacturers, agricultural and viticulture activity and, increasingly retail and tourism operators.In 1955 the Comalco Aluminium smelter began operation at Bell Bay, becoming one of Tasmania's major employers. The smelter directly employs around 600 people and a number of contractors, many of whom have also made Bell Bay their base.

The TEMCO ferro-alloy processing plant was first established at Bell Bay in 1962 and provides another major source of employment for the area.Tasmanian Ports Corporationhasits Northern Officein Bell Bay, and is one of Tasmania's busiest and arguably most important ports. Other major industries include the CHH Pine panels medium density fiberboard plant and the Eckagranules aluminium powder plant, as well as a number of service and light industry businesses that support the larger industries.

Other Important IndustriesThe George Town Seafood processing factory and SVP Industries plant, woodchip mills at Long reach, and the famous vineyards and wineries of the Pipers Brook area, are as vital to the local economy as the heavy industry companies based at Bell Bay. The agricultural sector and the fruit producers in the Hill wood area are also of importance to the local economy.

Ready access to the national highway (B-Double capabilities)

Ready access to the Bell Bay international port facilities

60 minutes from Tasmania' premier air freight port

Well serviced by the state rail system

A large flexible and skilled workforce

An established and diversified business base with opportunities for all sizes of industry

high capacity energy supply

Our community of George Town has competitively priced accommodation with town or country lifestyle, supported by excellent shopping, recreation, health and education facilities in a clean, relaxed and friendly environment.Bell Bay Industrial area is an example of the capabilities that the area can deliver. Bell Bay is a production site for several large multinational companies that require quality infrastructure, skilled workforce and ready access to the world markets. These three key business inputs are all accessible in this quality industrial estate.Foreign TradeIn order to promote the expansion of Malaysias trade, the government provides for several incentives to promote growth in exports. The incentives can be obtained though foreign guidelines. In determining the percentage of approved equity, do refer to the following factors:

Level of technology

Size of Investment

Location of project

Spin-off effect

Infrastructures set up to support promotion of trade includes

Malaysian External Trade Development Corporation (MATRADE)

Malaysian Export Credit Insurance Berhad (MECIB)

Malaysian Trade Missions Overseas

Foreign Currency Exchange Accounts

Free Zones and Licensed Manufacturing Warehouses Trade and Bilateral Payment AgreementsEmployment Law - Rights and Liabilities

The main body of employment is Malaysia is found in three principal legislation and subsidiary legislation. They are:-

Employment Act, 1955

Industrial Relations Act, 1967

Trade Unions Act, 1959The employers in Malaysia also need to bear in mind the relevant legislations: Employees Provident Fund Act, 1991

Employees Social Security Act, 1969

Workmens Compensation Act, 1952

Workers Minimum Standards of Housing and Amenities Act, 1990

Wages Council Act, 1947

Children and Young Persons (Employment) Act, 1966

Occupational Safety and Health Act, 1994

Human Resources Development Act, 1992

Foreign Exchange

Foreign investments are an important factor in the growth of the country's economy. However, these must be compatible to the objectives of the National Development Plan. There are capital exchange controls on external accounts, trade settlements and currency. However, there are no restrictions on direct investment and repatriation of interest and dividends and capital.The ringgit is not freely convertible and can only be transacted through authorized depository institutions within Malaysia. Current account transactions will continue to be convertible. All settlements of exports and imports must be made in foreign currency. Withdrawals from external accounts require approval except for purchase of ringgit assets. Travelers are allowed to import or export ringgit currency of not more than RM1,000 per person. There are no limits on the import of foreign currencies. The export of foreign currencies by residents is permitted to a maximum of RM10,000 equivalent. The export of foreign currencies by non-residents is permitted up to the amount of foreign currency brought into Malaysia by the non-resident. Residents are required to obtain approval before they can borrow in foreign currency of more than the equivalent of RM5 million from non-residents. Non resident controlled companies operating in Malaysia are required to obtain permission for credit facilities exceeding RM10 million and are required to obtain at least 60% of their domestic credit facilities from Malaysian owned financial institutions.

Regulation There is only a single set of regulations for Malaysians and foreigners doing business in Malaysia. A foreign entity may carry out trade or services direct with any business entity in Malaysia. However, to carry on business in trade or services in Malaysia it has to be carried out through a registered business entity under the laws of Malaysia.This can be achieved in many ways. However, for foreign investors the avenues opened to them is either through a corporation limited by shares incorporated under the Companies Act, 1965 or through a branch registered under the Companies Act, 1965. Corporations incorporated or registered pursuant to the Companies Act, 1965 have to comply with the requirements of the Companies Act, 1965 such as the regulations of the corporation, maintenance of registers and books of accounts reporting, capital and distribution and incorporation and liquidation.

For Malaysians they are also able to carry on business through a sole proprietorship or a partnership registered under the Registration of Businesses Act, 1956.Foreign entities may also set up a representative office if they do not intend to carry out business activities but would like to oversee their operations or investments or to gather market information in Malaysia.

Malaysian laws are governed by statutes and the other principal statute that all businesses have to comply with is the Income Tax Act, 1967. Most industries are well regulated and specific legislation applies to specific businesses. Some of the applicable legislation is set out in the summary. The summary is not exhaustive and more information may be obtained from any of our member firm in Malaysia.Financial ReportingThe Companies Act, 1965 requires that a corporation should prepare annual accounts and have it audited before tabling it at an annual general meeting of members for their approval at least once in each calendar year. The accounts should be prepared in accordance with the Companies Act, 1965 which includes the compliance with approved accounting standards. Accounts have also to be prepared for the Inland Revenue Board for the purpose of assessment to income tax.

Accounting and AuditingMalaysia uses International Accounting Standards and International Standards on Auditing as a basis for the setting of approved accounting standards and approved standards on auditing respectively

TaxMalaysian taxation is based on the imputation system and is territorial. Malaysia has signed Tax Treaties with over 45 countries. The principal statute is the Income Tax Act, 1967 which governs the taxation of income. The income tax rate for corporation is 28% and for individuals is on graduated rates up to a maximum of 30%.Real Property Gains Tax is also assessable on realty related transactions and the rate of tax range between 5% to 30%.There is also direct tax legislation covering import duty and excise duty ranging from 5% to 300% and sales tax and service tax ranging from 5% to 10%.

Special Industries (a few categories) Banks - Banking income of a tax resident is subject to tax on a world-wide basis. Banking income of a non-resident is taxed only on the income accruing in or derived in Malaysia.

Investment Companies- Income of investment companies is taxed as investment income. Companies trading in stocks and shares are treated as trading companies.

Insurance companies-Income from insurance business of a tax resident is subject to tax on a world-wide basis, whereas non-resident is taxed on income accruing in or derived from Malaysia.

Leasing industry- There are special rules and regulations regarding the determination of taxable profits of a leasing business.

Petroleum Industry- Companies carrying on petroleum operations in Malaysia are taxed under the Petroleum Income Tax Act, 1967. Petroluem operations exclude the transportation outside Malaysia, the process of refining or liquefying of petroleum, dealings in petroleum products, or services involving the supply of rigs, derricks, ocean tankers and barges.

Multimedia Super Corridor (MSC) - The MSC is a regional launch site for companies developing or using leading multimedia technology by integrating ground-breaking cyber laws and outstanding information infrastructure in a green environment. The MSC is a 15km by 50 km zone spreading south of Kuala Lumpur. Putrajaya and Cyberjaya, the seat of electronic government and IT city respectively, are located in the centre of the MSC. Developers or heavy users of multimedia or information technology products and services satisfying certain criteria can qualify for MSC Status.

To ensure that the MSC achieves its objectives, the Multimedia Development Corporation (MDC) was established as a "one-stop super shop" with functions including permit and licensing approvals for companies setting up operations in the MSC.

Companies with approved MSC status will enjoy full exemption of their profits for a period of five to ten years, subject to level of technology transfer. Alternatively, these companies may be granted investment tax allowance (ITA) of 100% on new investments made in the MSC designated cyber cities.

Approved MSC companies are also exempt from import duties on multimedia equipment used directly in facilitating their operational process. Incentives and facilities are also available under the various tax legislations.Factors Affecting Global MarketSocial

Political

Economic

Legal

TechnologicalAdvertising

The structure of the advertising industry in Asia Pacific has been affected by globalization and international alignments creating a smaller number of very large agencies and the growth of independent major media buying houses. It has also seen the emergence of a range of new boutique creative and/or strategic agencies.

Very sophisticated software optimization and planning systems are now integral to the industry, enabling agencies to offer a unique positioning in the marketplace to attract new business. At the same time agencies are looking to create an individual or unique perspective or process, again to offer a strategic point of difference.

Gaining the competitive edge Advertising agencies need to understand the business of their clients, be innovative in their thinking and planning, understand their clients competitors and develop strategies both creative and tactical - that guarantee success. They also need to be tough in their negotiations to achieve optimal and appropriate share of voice for their clients.

The advertising industry relies on an enormous range of research and information services to provide insight to make critical business decisions.

Only one organization can provide this level of understanding, integrating in-depth local market knowledge with the technology and resources of a premier market research company: Nielsen Media Research, one of the worlds leading media research organizations. Nielsen understands the research needs of the advertising industry, planning, organizing and managing a wide range of research services.

Media Globally, the media industry is embarking on one of the most significant and dynamic eras of change. Largely driving this change is technological development but the industry is also being affected by the impact of globalization of media ownership, the phenomenal growth of the internet, and other ambient media such as outdoor, point of sale television, bus and taxi sites.

At the same time each of the main media is increasing in complexity. Electronic media will be subject to the introduction of digital transmission and reception which, amongst other things, greatly increases the number of channels available for broadcasting and introduces the option of complementary datacasting services. All of these need to be measured appropriately so that audiences can be clearly and accurately understood by media owners, planners and buyers.

The process of creating media strategies has become more complex and dynamic with the introduction of very sophisticated software designed to optimise media selection against an unending range of criteria. There is a growing movement away from the use of simple age sex demographics for most media assumptions and an increasing appreciation of the need for a more holistic understanding of current and potential customers, including characteristics such as media usage, buyer behaviour, attitudes, lifestyle and interestsDistributionChannels of distribution

Port

Roadways

Warehouse

OutletsTarget Audience

Families

Teenagers

Indians living in Malaysia

Indian Food lovers

Measures of Publicity

TelevisionRadio

Telephones

Newspapers

Magazines

Word of Mouth

Gaining a competitive edge

Given an advertising expenditure approaching US$30 billion annually in Asia Pacific, it is important for advertisers to consider their target customers carefully and precisely, to achieve efficiency and effectiveness in their expenditure relative to the results they aim to achieve. Likewise, broadcasters must understand their audiences to help them fine-tune their programming schedules and to support airtime negotiations. Retailing

For the foreseeable future, most retailers will be faced with the challenge of attracting consumers to their store, persuading them to spend money once inside and achieving this with the most. The future of retailing has been the subject of significant speculation over recent years, particularly with the advent of direct marketing and internet shopping. For the foreseeable future, most retailers will be faced with the challenge of attracting consumers to their store, persuading them to spend money once inside and achieving this with the most efficient retail operations. Global retail trendsInternationally, the retail trade is becoming more concentrated with global retailers increasing in importance. In many countries, strong private labels put pressure on proprietary brands - an extreme example is the UK, where private label accounts for 55% of packaged grocery expenditure. In other areas of retail, the advent of category killers has driven categories such as toys and baby care out of traditional trade channels and into large specialized stores. From an operational point of view, many retailers are devoting significant effort to cutting costs out of the supply chain. The development of electronic commerce is a key to this process. The retail challengeBusiness practice in the Asia Pacific retailing industry has changed significantly in recent years. Retailers are becoming more sophisticated in their marketing strategies and need to understand the impact that their advertising and promotional activities are having on their retail brand. At the same time, the growth of category management in recent years has changed the way retailers view and manage their business. This process is designed to grow categories by attracting new customers and increasing loyalty amongst existing shoppers via efficient ranging, promotions, shelf management and replenishment. Whilst category management started in grocery retailing, it is now being adopted by other retail channels. Crucial to effective category management is the ability to use market information effectively to meet consumer needs, and hence drive sales and profit.Government & Social

Government departments are increasingly interested in the views and requirements of minority or special needs groups. These populations can be suspicious of market research, and difficulties in communication or a reluctance to divulge personal information can lead to inconsistencies and inaccuracies in the information collected.

Government research cannot be conducted with an off-the-shelf model: every project has unique criteria, requiring a tailor-made and often complex research survey design, yet limited government resources demand maximum efficiency from survey design. Additionally, the public sector often has to withstand greater scrutiny of its decision-making processes.

SWOT AnalysesStrengthThere is a large number of Indian population residing in Malaysia, for that they will not missing the traditional Indian food. Haldirams have a successful business in Singapore which is next to Malaysia. And last but not the least haldirams has a number of foreign customers who have being enjoying the Indian food for decades. WeaknessHaldirams have only the traditional Indian food and not the Global food.

OpportunitiesOpportunities of Haldirams are that it is going to target new audience and Making the Indian food popular in other countries. And a day will come when Indian food which is known for its taste and spices would be popular in the entire world.ThreatsA threat of haldirams is that some of the Global foods product may be dominant over the Haldirams. Conclusion

Here we end up with the conclusion that Haldirams is one of the branded products which is leading in the Indian market with a name and fame for its famous Sweets as well as Savories. From a humble beginning in Bikaner in 1937, Haldirams has grown into a household name in India Ganga Bishan Agarwal (popularly known as Haldirams), opened a sweets shop in Bikaner, a small district in Rajasthan, India It is the market which has the potential to attract the customers towards its Traditional range of Food. A C Nielson ranked Haldirams as the 98th most trusted brand in India. It was the first company in India to brand Namkeens. It was also one of the first companies in India to open a restaurant in New Delhi offering traditional Indian snack food items. The Product is exporting its varieties of products in the Indian market. Here this project is for Launching Haldirams in Malaysia which is the country known for its varieties of Population and its Food habits as well as Taste. It is going to launch its product in Malaysian market in the state Penang, which is known as food paradise of Malaysia. Haldirams has a successful response all the world, Global market. BIBILIOGRAPHY Government of Malaysia official site

Haldirams Encyclopedia

Malaysia Encyclopedia

George town Encyclopedia

Google.com AC Nielsen

Haldirams.co.in

Haldirams.tradeIndia.com

World Food and beverages Council Malaysia Hotels and food cooperation

NIS courseware