MARKETING PUBLIC RELATION : PERODUA

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FACULTY OF COMMUNICATION AND MEDIA STUDIES

BACHELOR OF COMMUNICATION (HONS) INTERPERSONAL COMMUNICATION

MC227

MARKETING PUBLIC RELATION (PRO 422)

ASSIGNMENT 1

MPR EVENT JOURNAL:

PREPARED BY:

NURSHAYYIDAH SYUHADAA BT CHE HARUN

2008334269

GROUP: MC 227S3A

PREPARED FOR:

PUAN NORAINI YUSOF

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Abstract

Today… Ahhh! It is today!

Thousands in our target demographic are "trying on" our product in experiential events across 20 major markets.

People are blogging like crazy over our latest product intro.

Our buzz is heard round the world and brand awareness is spreading like a virus – from MySpace, Facebook, YouTube to B2B sites and blogs.

From the Internet to the street, from print to streaming video, radio and TV – our brand has hit the big time publicity machine.

This assignment breaks from the norm by presenting public relations from

marketing in communications studies or journalism perspective. What’s more, it

recognizes the similarities between PR, word-of-mouth, and social media, and

creates a framework for constructing business and marketing strategies that

incorporate these highly cost effective tools. During completing this assignment, I

have seen technology change the way that we communicate, and that change in

communication has transformed the practice of marketing. In fact, these forces are

so strong that we are witnessing a convergence of new and traditional media that will

undoubtedly shape the media landscape of the future. We call the place where new

and traditional media meet to publicize businesses, brands, people and ideas

Marketing Public Relations (MPR). MPR is now the most powerful method of

promoting products, services, and ideas. In essence, this assigment provides the

basis for turning what we know about being a consumer of products and media into a

skill that is in demand by a growing number of companies around the globe.

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Introduction

This assignment provides all the tools an organization needs to optimize an

event’s fundraising or reputation raising potential. To date, the organization that had

been chosen has featured both for-profit and not-for-profit entities and many more. In

addition, events have ranged from traditional and new media used. The organization

that had been chosen is Perodua.

Company Background

The Perusahaan Otomobil Kedua Sendirian Berhad usually abbreviated to

Perodua is Malaysia's second automobile manufacturer after Proton. It was

established in 1993 and launched their first car, the Perodua Kancil in late 1994. The

shareholders of Perodua are UMW Corporation Sdn Bhd with 38% stake, Daihatsu

Motor Co. Ltd. (20%), MBM Resources Bhd (20%), PNB Equity Resources

Corporation Sdn Bhd (10%), Mitsui & Co. Ltd (7%) and Daihatsu (Malaysia) Sdn Bhd

(5%).

Perodua mainly produces small-compact cars and therefore does not actually

compete with Proton for the same market niche. Perodua does not actually produce

any in house designs or engineering for the main components (i.e engine,

transmission). Historically, Perodua cars are badge engineered from previous

Daihatsu designs. That is why Daihatsu used to own a majority stake in Perodua.

The Perodua logo

Perodua officially launched the new corporate logo on 24 August 1998 when

they launched Malaysia's first 4x4 vehicle, the Perodua Kembara. The designer

claimed that the inspiration of the design was the 'P' plate of probationary drivers,

who would be the most likely to drive Perodua vehicles.

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The new logo maintains the 'P' and '2' and the colours of the old, but has been

stylised further to become more fluid and dynamic to represent excellent quality and

reliability. The green colour represents social responsibility to the environment and

the community, while the red colour symbolises the development of competent

workforce and resilience in meeting challenges in the globalised world. However, the

cars in Malaysia are still among the most expensive in the world.

Perusahaan Otomobil Kedua Sdn Bhd (PERODUA), established in 1993, is a joint

venture company between Malaysian and Japanese partners. The shareholders of

Perodua are UMW Corporation Sdn Bhd 38%, MBM Resources Berhad 20%,

Daihatsu Motor Co. Ltd 20%, PNB Equity Resource Corporation Sdn Berhad 10%,

Daihatsu (Malaysia) Sdn Bhd 5%, Mitsui & Co. Ltd 4.2% and Mitsui & Co, (Asia

Pacific) Pte Ltd 2.8%.

The company started operations in 1994 and the ever so popular Perodua Kancil

was introduced to the Malaysian market in August the same year. To date, the

following vehicles have rolled out of the Perodua plant:

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The Perodua Rusa - March 1996

The Perodua Kembara - August 1998

The Perodua Kenari - June 2000

The Perodua Kelisa - August 2001

The Perodua Myvi - May 2005

The Perodua Viva - May 2007

The Perodua Nautica 4WD - May 2008

The Perodua Alza – November 2009

The three active entities within the Group are:

Perodua Sales Sdn Bhd (PSSB) is responsible for the sales, marketing, and

distribution of all Perodua vehicles as well as after sales service and spare parts

operations. Perodua Manufacturing Sdn Bhd (PMSB) is the company responsible

for the manufacturing of Perodua vehicles. Perodua Engine Manufacturing Sdn

Bhd (PEMSB) undertakes the assembly of the vehicle engines and also

manufacturing of selected engine component parts.

Workforce

The total number of manpower of Perodua was some 10,000 staff as of June 2009.

Production capacity

The plant currently has the capacity to produce 250,000 units per annum on 2-shift

cycle.

Sales and service network

To date, PSSB has 41 sales branches and 139 sales dealers nationwide to

serve its customers efficiently. It also has 46 service branches and 117 service

outlets throughout Malaysia for customers’ convenience.

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Overseas

Perodua vehicles are sold in countries such as the UK, Singapore, Brunei,

Fiji, Nepal and Sri Lanka.

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Product Background

This assignment will trace a product by which produce by Perodua. The

product is Perodua Myvi. As one of the country’s foremost car producers, Perodua

has emerged to be a key layer with its successful launch of the MyVi. While the

success has caught even the brand’s leaders by surprise, it is indeed a key factor in

rebuilding Perodua’s position and image with Malaysian car users.

Brand Recognition

A measurement of the ability of consumers to recall their experience or

knowledge of a particular brand. Brand recognition forms part of brand awareness.

Key competitor of Proton, Perodua distinguishes itself through its compact cars,

designed for customers seeking a smaller and cheaper alternative. Autocar Malaysia

named the Perodua Myvi, launched in 2005, its “Car of the Year” since 2005.

Malaysia’s compliance with the WTO anti-protection rules has removed much of the

competition, leaving the way clear for Perodua to excel in the domestic market. WTO

stands for The World Trade Organisation (WTO) is the only international body

dealing with the multilaterally agreed rules on trade among its member nations.

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These agreements provide the legal ground-rules for international commerce. They

are essentially contracts, binding governments to trade policies within agreed limits.

The WTO promotes global trade through market opening measures and

establishment of rules. These rules:

• Provide transparency, security and predictability

• Prevent adoption of unilateral measures on trade matters

• Provide redressal of differences through dispute settlement mechanisms

• Allow for protection on legitimate grounds and to pursue developmental

goals

• Allow for remedial action on unfair trade practice through anti-dumping,

countervailing measures to protect local industries affected by unfair trade

practice

• Provide relief through safeguard measures against sudden surge of imports

• Are evolving and are decided by consensus

• Are not perfect but provide safeguards against actions by bigger trading

partners will be strengthened through negotiations.

Brand Valuation

Brand value usually refers to Brand equity refers to the marketing effects or

outcomes that accrue to a product with its brand name compared with those that

would accrue if the same product did not have the brand name. And, at the root of

these marketing effects is consumers' knowledge. In other words, consumers'

knowledge about a brand makes manufacturers/advertisers respond differently or

adopt appropriately adept measures for the marketing of the brand.

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David Mitchell, COO of DiGi’s creative agency NagaDDB, in an interview with

The Edge Financial Daily recently said that NagaDDB’s campaign for the launch of

the Perodua Myvi in 2005, which focused on the passion and commitment Perodua

had for the Myvi, helped the car maker exceed its target of selling 20,000 units in the

first month. According to Mitchell, Perodua sold 35,000 units in the first month alone.

In 2008’s MMVB, Perodua was ranked 11th with a brand value of RM2.8 billion;

Proton, with a brand value of RM150 million, was ranked 28th. Sales were up 58% in

2006,with marginally increased operating profit margins at 5% of revenues.Market

capitalisation in 2006 was up 58% at rm5,084 million.

Myvi sales have reportedly far surpassed initial expectations. In my view,

successful campaigns that help sell products don’t have to be big. “They just have to

be talked about.”

Brand Future

Since 1995, Perodua has been aggressively participating in motor sports events

such as rallies and track racing. The brand has entered a joint venture with radio

stations, Hot FM and Fly FM, providing vehicles for the radio stations’ mobile crew.

One million vehicles sold since 1994, when the first car, the popular Perodua Kancil,

was introduced to the Malaysian market. Below are the campaigns and promotions

that participate with Perodua.

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Radio stations’ mobile crew

Hot FM and Era FM

Achievement

FROST & SULLIVAN ASEAN AUTOMOTIVE AWARDS – Myvi Best Model of the

Year (Malaysia)-The company honors and recognizes companies in a variety of

regional and global markets for demonstrating outstanding achievement and superior

performance in areas such as leadership, technological innovation, customer service

and strategic product development.

Award recipients at the Frost & Sullivan ASEAN Automotive Awards is noted to

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clearly demonstrate outstanding leadership in their own market segments and have

utmost focus on a customer –centric strategy.

Yet, there also an enormous awards that received by Perodua Myvi. The details

attached in the Appendixes section.

Perodua Myvi and Media

Newspaper Used

Mass media denotes a section of the media specifically designed to reach a

large audience. Traditional media of nationwide are radio networks, mass-circulation

newspapers and magazines. However, some forms of mass media such as books

and manuscripts had already been in use for centuries.

New media includes Internet media (like blogs, message boards, podcasts,

and video sharing) have a means to exposure that is comparable in scale to that

previously restricted to a select group of mass media producers. Below is the

example from UTUSAN MALAYSIA ONLINE newspaper that reflect to Perodua

Myvi’s MPR.

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ARKIB : 27/01/2009- UTUSAN MALAYSIA ONLINE

Dakap kutip RM685,860

KUALA LUMPUR 26 Jan. - Sebanyak RM685,860.41 berjaya dikutip oleh Dana Kemanusiaan Palestin (Dakap) anjuran Kumpulan Utusan dan Islamic Relief Malaysia (IRM) setakat ini.

Pengurus Negara IRM, Zawahir Abdullah berkata, hari ini pihaknya menerima sumbangan Kelab Myvi Malaysia Bahagian Selatan, Melaka sebanyak RM1,630.41.

''Kita berterima kasih kepada semua pihak yang terus menyalurkan sumbangan kepada Dakap bagi membantu mangsa-mangsa kezaliman tentera Israel di Gaza, diharapkan usaha ini tidak berhenti di sini sahaja,'' katanya di sini hari ini.

Sementara itu di MELAKA, Ketua Kelab Myvi Malaysia Bahagian Selatan Melaka, Khairil Shah Anuar, 25, tidak menyangka konvoi sempena menghadiri kenduri kahwin salah seorang ahli mereka, bertukar menjadi Konvoi Amal Dana Kemanusiaan Palestin.

Menurutnya, dia bersama 28 ahli lain merancang untuk menyumbang ke tabung Dakap sebagai tanda prihatin meringankan beban rakyat Palestin.

"Alhamdulillah, dalam masa singkat, IRM membantu menyediakan tabung dan keperluan lain untuk memudahkan kutipan dana," katanya.

Beliau berkata demikian pada majlis penyerahan sumbangan berkenaan kepada Ketua Kewangan dan Pentadbiran IRM, Farouq Zauji di Rumah Anak Yatim PAYASUM, Sungai Udang, Melaka hari ini.

Tambah Khairil, konvoi tiga hari bermula Sabtu lalu disertai 25 buah Myvi dan 28 ahli yang membawa 10 tabung Dakap.

"Bermula di Plaza Tol Skudai, kami berhenti di kawasan Rawat dan Rehat (R&R) Machap bagi mengadakan kutipan tabung itu selain mengedarkan risalah tabung Dakap.

"Kami juga membuat kutipan di Eye On Malaysia Melaka dan beberapa kawasan lain," katanya.

Tambahnya, walaupun berasa penat, mereka juga bersyukur kerana dapat menamatkan Konvoi Amal Dana Kemanusiaan Palestin dengan selamat.

"Inilah yang dapat kami sumbangkan kepada rakyat di Palestin sebagai tanda keprihatinan dan hasil sumbangan masyarakat Malaysia tanpa mengira bangsa dan agama," katanya.

Dalam pada itu, orang ramai yang ingin menderma boleh berbuat demikian dengan mendepositkan wang ke akaun IRM menerusi akaun Maybank 5621-4270-8704 atau akaun CIMB 1259-0000-8040-58 atau cek berpalang atas nama Islamic Relief Malaysia Berhad.

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Perodua is happen not to neglect of the media used neither traditional nor

new media used. Perodua used the media for various purposes. The organization

uses media for advocacy, both for business and social concerns. This can include

advertising, marketing, propaganda, public relations, and political communication.

Besides, A public service announcement (PSA) or community service

announcement (CSA) is used by Perodua to advertise broadcast on radio or

television, for the public interest. PSAs are intended to modify public attitudes by

raising awareness about specific issues. The most common topics of PSAs are

health and safety. A typical PSA is part of a public awareness campaign to inform or

educate the public about an issue such as safety seat belt and drive carefully in the

festival seasons.

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Blogs

A blog is a type of website, usually maintained by an individual with regular

entries of commentary, descriptions of events, or other material such as graphics or

video. Entries are commonly displayed in reverse-chronological order. A typical blog

combines text, images, and links to other blogs, Web pages, and other media related

to its topic. The ability of readers to leave comments in an interactive format is an

important part of many blogs. Most blogs for Perodua are primarily textual, focus on

motorsports, specification, videos, photos of cars, testimonials, comments, events

and activities and many more.

There are many different types of blogs, differing not only in the type of

content, but also in the way that content is delivered or written. There are many

blogs that represent Perodua Myvi. For instance the MYVIans Club Blog, the product

review blogs, and not leaving behind tha blog that compare another cars with Myvi

cars. These are the example of MPR elements that Perodua used with or without the

organization intentions.

Blogs also can be tools for either media connectors or NMC’s. Blogs can be

citizen marketers if they meet the three criteria. They can be non-media connectors if

they are independent of any news medium, or they can be an extension of the media

itself. Blog posts can simultaneously act like a media mention, spur word of mouth,

and increase sales.Below is the example of URL from Myvi’s blogs:

1. http://myviuthm.blogspot.com/

2. http://speedenso.blogspot.com/2007/12/myvi-bodykit.html

3. http://thevblog.wordpress.com/2005/06/18/myvi-vs-savvy-the-great-

malaysian-debate/

4. http://blog.thestar.com.my/permalink.asp?id=17415

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5. http://panjangakal.com/blog/2008/08/26/gambar-myvi-keluaran-terbaru-

myvi-facelift.html

6. And many more.

TV commercials

Perusahaan Otomobil Kedua Sdn Bhd (Perodua) has launched its Myvi

Special Edition, which features a brand new body kit that should get the plastic

brigade absolutely drooling and goggle-eyed. The launching get into a TV

commercial. Recently Perodua has campaign their product at Carnival Jo Heboh.

The promotions including advertising and media mentions in all mainstream channel,

traditional and also electronic media.

Still, the advertisement of Myvi and also Perodua products shown at the peak hour of

Buletin Utama TV3. The advertisement is to create the brand awareness to the

consumer that compact cars is such come in choose for consumer.

Theory used-Elaboration Likelihood Theory

The elaboration likelihood model (ELM) of persuasion is a model of how attitudes are

formed and changed effect to the change of attitude. Persuasion occurs when a

person causes someone else to change. The change may either be to their inner

mental systems or to their external behavior. Inner systems include values, attitude,

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beliefs, schema, goals. The change may creation of something new, or extinguishing

or modifying something that already exists.

Elements of persuasion include:

Intent- We usually persuades intentionally, but we can also accidentally

persuade. In fact every interpersonal interaction causes a change to both

parties.

Coercion- Coercion gains compliance, where behavior is changed, but

without any internal commitment or change of inner mental systems (in fact

these may be strengthened in the opposite direction).

Context- A changed behavior may be constrained to limited context.

Plurality- You can persuade one person or many people. You can even

persuade just yourself.

Presence- You can be physically with the other person (allowing maximum

communication) or communicating via such as the telephone or written words.

Media- Communication may be done via a range of media.

Much of persuasion and other forms of changing minds is based on a

relatively small number of principles. The organization (Perodua) would have used

many theory to persuade the consumer change their mind to buy their product.

On this situation, Perodua always put as much as information at their

promotion campaigns in mass media si that the message could be reach the

consumers. For examples, All the information was enough to impress people

about the goodness of the product. With the several informations, the consumer

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doesn’t have to think a lot about the product and consume the product with

confidence.

In my point of view the organization has had doing the good MPR elements in

their efforts to increase their sales in the century. The statement could be strength

by prove of the awards and achievement that organization had received in the

time being. However, the organization also need not to worry about the brand

awareness because of the achievement they received. They could come with

highly cost advertising though.

Eventhough the organization is at ease to advertise their campaigns and

promo, they also need a good MPR skills to pitch the connector to them because

word-of-mouth is the powerful elements of MPR to boost up or also can boost

down the company reputation and and sales.

Conclusion

National car manufacturers may tell you that they are in business for reasons

that are the same as with all other international players but actually what they are

doing is thinking of ways to come up with cars that will be the car for Malaysians.

The statement also could reflect to the Perodua that they may use other great

strategies to success in reaching the consumers. However they also use the MPR

stategies to depend on the connectors to intervene target market.

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Appendixes

1. Don't be fooled by disclaimers By : Lydia Gomez Date : 14/02/2009 Source : News Straits Times

PETALING JAYA: Who says that "goods sold are not returnable", "deposits are non-

refundable", or "once broken considered sold"? According to the National Consumer

Complaints Centre, the public should not be fooled by these disclaimers which are

not based on the law.Its chief executive, Muhammad Shaani Abdullah, said they

were unlawful and should not be displayed on receipts or within shops.

The centre received 1,500 complaints last year on warranty and guarantee

issues."The consumer has several laws to protect him from traders and retailers who

do not take responsibility for their products."It is wrong to exclude warranties and

guarantees for goods and services rendered." He said the culture of placing such

disclaimers was more of a case of "follow the leader"."Traders just follow this

practice without knowing that there are laws against it.

"It creates an impression that they can deny buyers the right to have their money

back or items replaced."Shaani said it was only when the law was pointed out to

them did they realise that it was unlawful to have disclaimers in their shops and on

receipts."When consumers read notices like this, they just follow them.

"In actual fact, when they adhere to it, they are losing out on their right to not buy

sub-standard products, especially in cases of automobiles, hand phones and

electrical goods." The problem also extended to misleading advertisements, delays

in warranty services, unavailable spare parts and parking lots."Parking lot operators

are offering a service and the consumer is paying for it. "They cannot make claims

like 'park at your own risk'. If there is theft or a break in, they should be responsible."

He traced the problem back to the lack of awareness and enforcement by

authorities.Muhammad said there were ethical guidelines for traders which have not

been promoted."Nobody has the right to hold deposits paid. "Consumers should ask

the service provider to justify why money has been forfeited. "It is not easy for the

authorities to track down all these traders, but they can send them circulars."

NCCC complaints manager Yesotha Balakrishnan said in many cases, the fault was

not solely with traders, but with manufacturers as well. Many retailers, when

approached by officers from NCCC, claimed that they were not given warranties by

manufacturers which made it "acceptable" not to provide customers the same

protection."They have not even heard of it. In the present economic crisis, people are

looking for cheaper goods and these traders should stick to quality standards.

"We have had cases where engines of brand new cars fall off, electrical items

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exploding and hand phones not returned after being sent for repair." She said

electrical goods had to be certified by Sirim.

"But if you buy a kettle and it bursts the first time you use it, do you just go back and

ask for a replacement? "If these standards are taken seriously, the whole batch

should be recalled."

NCCC manager Shashi Kumar Nagesvaran said it was unlawful for retailers not to

take responsibility for defects and malfunctioning goods as they were also

responsible for the buyer's safety.But what happens if the disclaimer notice has been

signed by the consumer?"They can still demand a warranty or guarantee because

that notice is not valid by law. "The consumer can take the manufacturer to the

Consumer Claims Tribunal and the responsible party can be fined."

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2. Challenger brands willing to take risks Written by Emily Tan Thursday, 10 September 2009

In one of DiGi’s latest television commercials launched in July, its mascot, the iconic Yellow Coverage Fellow (YCF), morphs into three dancing fat cats. In another TV commercial titled Love, the YCF dons a diaper and plays cupid. The commercials may seem a little out there for a mobile services provider. But challenger brands like DiGi are more open to trying new things. “Challenger brands are more likely to back out-of-the-box ideas whereas market leaders tend to play it more conservative,” observed David Mitchell, COO of DiGi’s creative agency NagaDDB, in an interview with The Edge Financial Daily recently. As Johan Dennelind, CEO of DiGi, said in an interview last year for Malaysia’s Most Valuable Brands (MMVB): “We dare to be different, we have the guts to try new things. With the DiGi brand you can do that because it is unconventional.” The MMVB is a joint brand valuation project between the Association of Accredited Advertising Agents Malaysia (4As), The Edge and global brand agency Interbrand. In the 2008 MMVB league table, DiGi was ranked ninth with a brand value of RM3 billion; Celcom, with a brand value of RM3.9 billion, was ranked sixth. The study is based on publicly available information so Maxis, which had been taken private, was not ranked. DiGi’s subscriber base of 7.2 million (as at 1Q09) places it third after Maxis and Celcom. Maxis had over 11 million customers as at 4Q08 while Celcom has over 9.7 million users. NagaDDB created the YCF in 2006 to address the public perception that DiGi had the poorest coverage of the three telcos. The YCF was used to personify the telco. “The idea was to create companionship, to make DiGi coverage a personality, not just a service,” said Mitchell who joined Naga DDB in January this year. The YCF became an almost-instant hit with a cult following. At the Asian Marketing Effectiveness awards in 2007, the campaign won Naga DDB a gold (Malaysia’s first) for Most Effective Use of Advertising in Asia and a silver for Best Idea. The current campaign featuring the YCF playing cupid and comical fat cat in two 40-second TV commercials was created to remind viewers that DiGi gives good value on call rates at 10 sen a minute. According to NagaDDB Blitz, the agency’s newsletter, blogs and forums began to feature the commercials a month later, in July. Part of the Foetus Group and allied to DDB Worldwide, NagaDDB has built up a strong track record of working with challenger brand clients such as DiGi and Mamee, said Mitchell. In 2007’s MMVB, Mamee Double Decker, which owns the Mamee brand, was ranked 29th with a brand value of RM87 million.

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“The agency’s ‘just get it done’ approach attracts challenger brands,” he said. “They are more likely to take a leap of faith with us.”In Malaysia, Maggi has about 55% share of the instant noodle market, according to a spokesperson for the company. NagaDDB created a TV commercial named the Fire Extinguisher for Mamee Sllrrrp which sought to position Mamee Sllrrrp as the “spicy hot noodle expert”. The creative team invented a “Mamee Rescue Squad” to rescue spicy noodle lovers, said Ted Lim, executive creative director of Naga DDB, in a statement in June this year after the agency won a Silver Lotus at the Asia Pacific Advertising Festival (AdFest) for the TV commercial which was launched in June last year. NagaDDB’s campaign for the launch of the Perodua Myvi in 2005, which focused on the passion and commitment Perodua had for the Myvi, helped the car maker exceed its target of selling 20,000 units in the first month. According to Mitchell, Perodua sold 35,000 units in the first month alone. In 2008’s MMVB, Perodua was ranked 11th with a brand value of RM2.8 billion; Proton, with a brand value of RM150 million, was ranked 28th. Last year, NagaDDB’s campaign for Nippon helped Nippon outsell market leaders ICI and Jotun. “As of 3Q last year, Nippon became Malaysia’s top-selling paint,” said Mitchell. The idea was to create an army of colourful paint drops called “blobbies” named after Nippon Paint colours. “In giving paint a personality, we took a completely different route from other campaigns in the category. And all it took was one simple creative idea.” In Mitchell’s view, successful campaigns that help sell products don’t have to be big. “They just have to be talked about,” he said. This is the first in a series of articles looking at branding and brand value in connection with Malaysia’s Most Valuable Brands. The awards ceremony for MMVB 2009 will take place on Nov 20. This article appeared on the Media & Advertising page, The Edge Financial Daily, September 10, 2009.

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3.

LOCAL NEWS

New corporate identity for Perodua

June 16, 2008 09:56 PM Author: Chips

In conjunction with its 15th anniversary, Perodua has carried out a re-branding exercise which sees, among other things, a revision of the corporate logo. The re-branding exercise is said to be aimed at strengthening the position of Perodua as the leading compact car manufacturer in Malaysia.

Anticipating greater challenges in a more liberalized market, Perodua wants to make its brand more visible to the public and intends to have the brand more strongly associated with high quality, value for money and a pleasant driving experience.

Evolution of the Perodua logo. Left one was original logo used between 1993 and 1998 when the second one (middle) was introduced. Latest version has more 3D look and new logotype

This initiative is driven by the brand vision ‘Fresh Thinking to Move Malaysia’ which requires the company to employ the best people as well as employ the best processes and technology to build ‘a world of value into Perodua products’.

“We are focusing on building a strong corporate brand that is closely aligned with the needs of Malaysian customers. We owe our success to the support from our customers and we remain committed to their continuing satisfaction and progress,” said Tan Sri Asmat Kamaludin, Chairman of Perodua, during the launch event tonight.

As for the enhancement of the logo, a close and long look will reveal that it now has a more 3-dimensional appearance with a ‘shiny finish’ and the company’s name in a new exclusive logotype.

Commenting on the market conditions after fuel prices increased, Datuk Syed Abdull Hafiz bin Syed Abu Bakar, MD of Perodua., revealed that more people were visiting Perodua showrooms during the past week. He said that reports from showrooms indicated that at least 50% were experiencing greater traffic than usual.

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“We find that more people have been asking about the Kancil and Viva, especially the fuel consumption of the Viva which can be as good as 18.7 kms/litre with the 660 cc version,” he said during a press conference. “It’s clear that consumers perceive compact cars as more fuel-efficient and economical and this is indeed the strength of our products.”

However, he believes that many customers are likely to hold back committing on a purchase until they re-evaluate their budget in the light of the new economic conditions. “I think that the full impact of what has happened recently may only become obvious in 6 months time,” he said.

Nevertheless, Datuk Syed Abdull Hafiz is optimistic that in spite of more expensive fuel prices, the Total Industry Volume for 2008 will not be less than what the Malaysian Automotive Association forecast of 510,000 units in January and in fact, it could even be higher! In his view, the TIV could be 520,000 units (obviously a large number being made up of Peroduas).

More people are asking about the Viva since fuel prices went up

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4. Perodua To Get New MD

Rawang, 4 November 2009 – Perusahaan Otomobil Kedua Sdn Bhd (PERODUA) today announced the appointment of En Aminar Rashid Salleh as its new Managing Director, to replace Y Bhg Datuk Syed Abdull Hafiz bin Syed Abu Bakar, who is not seeking to renew his contract which expires at the end of the year. En Aminar’s appointment is effective 16 November 2009. Y Bhg Datuk Syed Abdull Hafiz will complete his term in PERODUA on 31st December 2009.

En Aminar Rashid, 49, is currently the Executive Director and the Head of Strategic Marketing Group at UMW Toyota Motor Sdn Bhd, a subsidiary company of UMW. He has served UMW Toyota Motor since 1992 in various capacities, benefiting from the job rotation system practised by the company. UMW is a major shareholder in PERODUA with a 38% stake. En Aminar Rashid holds a Degree in Civil Engineering from University Technology MARA and also has an Executive Diploma in Business Administration from University of Central Lancashire, United Kingdom. PERODUA, established in 1993, is a joint venture company between Malaysian and Japanese partners. Other shareholders of PERODUA are Daihatsu Motor Co. Ltd. (20%), MBM Resources Bhd (20%), PNB Equity Resources Corporation Sdn Bhd (10%), Mitsui & Co. Ltd (7%) and Daihatsu (Malaysia) Sdn Bhd (5%). The company started operations in 1994 and its first model, the ever popular Perodua Kancil was introduced to the Malaysian market in August the same year. Over the years, PERODUA has produced the Rusa, Kembara, Kenari, Kelisa, Myvi, Viva and Nautica 4WD. PERODUA vehicles are sold in countries such as the UK, Singapore, Brunei, Fiji, Nepal and Sri Lanka.

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5.Important milestones in the history of PERODUA

November 23 Launch of Perodua ALZA at Kuala Lumpur Convention Centre.

November 16 Announcement of En Aminar Rashid Salleh as new Managing Director of Perodua.

November 5 Media test drive for Perodua ALZA.

October 20 Officiating ceremony of Body & Paint hub, Subang Jaya.

July 23 Launch of Perodua ViVA Elite at Mandarin Oriental Hotel, Kuala Lumpur.

July 20 Perodua Kancil discontinue ceremony and launch of Perodua ViVA BX (Basic).

June 25 Perodua Viva receives the Best Value for Money Model of the Year (Malaysia) at Frost & Sullivan Asia Pacific Automotive 2009 Awards

June 20 Perodua Eco Challenge 2009 at Speedway PLUS Circuit, Subang Jaya.

April 27 Last unit of Kancil engine ceremony at Engine Shop, Perodua.

April 18 Perodua exhibits clay model of Perodua ALZA at Minggu Saham Amanah Malaysia Exhibition, Johor Bahru.

April 6 Officiating ceremony of Kota Kinabalu 2 Service Centre and rear seat belt mobile team for Sabah.

April 1 Officiating ceremony of Kuching 1 Service Centre and rear seat belt mobile team for Sarawak.

March 30 Perodua Myvi hand over ceremony to universities for Perodua Eco-Challenge 2009.

December 15 Perodua kicks off rear seat belt installation

December 4 Perodua launches the Perodua Learning Centre

October 10 Launch of the new Perodua Myvi Special Edition

August 28 The launch of Perodua Myvi facelift.

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June 26 Perodua Viva receives the Best Value for Money Model of the Year (Malaysia) at Frost & Sullivan Asean Automotive 2008 Awards

June 16 Perodua launches new corporate identity

May 9 The launch of Perodua Nautica 4WD

March 21 Perodua Myvi receives the JD Power‘s 2007 Best Compact Car Award

September 1 Perodua Viva receives Car of the Year Autocar Asean Award 2007 (Supermini)

June 28 Perodua Myvi receives the Best Model of the Year (Malaysia) Award at the Frost & Sullivan 2007 Asean Automotive Awards

May 10 The launch of Perodua Viva

March 20 Perodua Kelisa receives the JD Power‘s 2006 Best Compact Car Award

March 9 The launch of Perodua Myvi Special Edition

Febuary 15 The launch of One Hour Superservis (OHSS)

November 1 The launch of Perodua Kenari RS

October 17 The roll-out of the 100,000th Perodua Myvi

October 9 Perodua Myvi receives the Autocar Asean‘s Car of The Year 2005/2006 Award

August 22 The roll out of Perodua‘s 1,000,000th unit

May 25 The launch of Perodua Myvi

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References

http://forum.myviclub.com/lofiversion/index.php/t14559.html

http://www.theautoindustrieblog.com/2009/07/perodua-mpv-crossover-or-mpv.html

http://paultan.org/2008/08/22/new-perodua-myvi-facelift-launched-in-malaysia/

http://www.bizedge.com/media-a-advertising/149048-challenger-brands-willing-to-take-

risks.html

http://www.perodua.com.my/index.php?section=news&year=2010