Beruflich Dokumente
Kultur Dokumente
Vol 6/2017
04 09 15
SB Ramlah Food Koko Minda Food Norlina Zubir Home
Enterprise Industries (M) Made Cookies
Sdn. Bhd.
YOUR SUCCESS
OUR STORY
Contents
04 SB Ramlah Food Enterprise
Editorial Team
Executive Editor
Khairil Anuar Mohammad Anuar
Small Medium Enterprise Development
Editor Bank Malaysia Berhad (49572-H)
Abdul Latiff Puteh Menara SME Bank
Jalan Sultan Ismail
Photographer 50250 Kuala Lumpur
Wan Badaru Sukry Wan Abdullah
Tel: +603 2615 2020
Contributors Fax: +603 2698 1748
Saripah Radziah Sayed Hamid Call Centre : 1800 88 3131
Raja Sharizat Raja Redzwa
Norsalwa Zakaria
02
FOREWORD
SME Bank has achieved many milestones in its participants in various SME entrepreneurial training
journey to improve financial inclusivity, access to programmes. These have contributed in expanding
financing and enabling the SME sector to contribute SME Banks market share to 38% among the financial
towards achieving the economic agenda as aspired development institutions in the country.
by the Government. Efforts are being made to bridge
the financing gap especially among the unserved Our recent achievements stem from our transformation
and underserved segment of the SME community. programme, which was implemented from 2011
Financial inclusivity is the Banks main focus and to 2015. The five-year Transformation Plan (2011-
reaching the target groups directly is the key to our 2015) is the foundation and key that brought various
success, and this is done through a structured and positive changes in SME Bank. We will constantly
dedicated outreach programme which is the SME look at ways to improve our services and come out
Bank XCESS. with better initiatives because what we do is integral
to the development of the countrys SME sector.
The Banks unique value proposition that goes
beyond financing has seen the rolling out of customer The marketplace is becoming more challenging
engagement programmes such as SME Bank Outreach, against the backdrop of global economic and
i-SMART and online applications which include Book geopolitical uncertainties. Nevertheless, with the right
Your Banker (BYB) online registration, 4SME and support and effective strategies, SME entrepreneurs
SME Banks Mobile App. can overcome any challenges and turn adversity into
opportunity.
Being the first Development Financial Institution in
Malaysia and ASEAN to be a member of the USD2 I am pleased to see many home-grown SMEs have
trillion, TMG or The Montreal Group is a landmark penetrated the international market with product
achievement for SME Bank. This accomplishment differentiation and innovative strategies. In this
has partly realised our mission to be a specialised edition of INFRONT Magazine, we feature three more
financial institution with international benchmarking entrepreneurs with winning attitudes in building
to nurture SME excellence. businesses from scratch, overcoming disability
in running a viable business, and turning a family
Since the Banks establishment in 2005 until December business into a sustainable enterprise.
2016, it has approved a total financing of RM27 billion
and assisted more than 15,000 SME entrepreneurs. Thank you and wassalam.
The Banks Upward Migration programme has
benefited about 1,085 entrepreneurs, producing Dato Razman Mohd Noor
robust and sustainable SMEs in the country. The Chief Operating Officer
Banks wholly-owned subsidiary, CEDAR or Centre Operations & Group Corporate Management
for Entrepreneur Development and Research Sdn. SME Bank
Bhd., has successfully coached more than 34,000
04
SB RAMLAH
Food Enterprise
MA 0187153-U
Customer of SME Bank since 2010
If there are any work-related issues, distributing dodol and wajik sirat,
the management and the staff will which are traditional food that is
sit down and talk to find ways and synonym with Melaka. What makes
means to overcome them. the Companys products different
SB Ramlah Food
from others is the traditional recipes
Enterprise is a Located at Kg Pulai in Merlimau, which the current owner, Hajah
family-run business Melaka, SB Ramlah Food Enterprise Ramlah Muhamad, inherited from
which has been is a family-run business which previous generations.
in operations for has been in operations for three
three generations, generations, for the past 100 years Dodol is a chewy sweet confection
before it was taken over and given which is thick, does not stick to the
for the past 100 a fresh start. The Company, which fingers and is deep golden brown in
years before it was was initially known as Ramlah Food colour. It is made of palm sugar or
taken over and Enterprise has been rebranded as jaggery, coconut milk and rice flour,
given a fresh start. Sinar Baru Ramlah Food Enterprise in and requires a painstaking process
line with the current dynamic market of stirring its ingredients in a big
and competitive SME industry. wok for nine hours non-stop. Dodol
is usually cut into smaller pieces and
The main activity of SB Ramlah wrapped in plastic, and packed into
Food Enterprise is processing and boxes for easier transportation.
07
Wajik Sirat is another traditional sweet confection made Besides traditional retail channel, SB Ramlah Food
of glutinous rice, flavoured with palm sugar, coconut Enterprise also taps into online channel to market
milk and pandan leaves. Wajik sirat is a rare specialty its products, where it reaches out to customers via
as not many people know how to make it these days. Facebook and Whats App applications. The Companys
Roasted and coarsely blended glutinous rice is used in expansion is supported by SME Bank, which extended
making Wajik Sirat, which gives its sandy texture. The financing facility to SB Ramlah Enterprise in October
ingredients need to be poured into the wok at precisely 2010 for the purchase of a shop lot.
the right time as timing is essential in preparing this
traditional rice snack. Today, SB Ramlah Food Enterprise products have
also penetrated large retail outlets where currently,
SB Ramlah Food Enterprise would not have lasted for a its products are on the shelves of selected Mydin
century if the traditional delicacies that it produces do not supermarkets during Hari Raya Aidilfitri season. SB
meet customer expectations and tastes. The Company Ramlahs achievements did not go unnoticed. In
maintains strong customer demand by producing only November 2006, the Company won the Agro-based
good quality, original products and using high quality Product Competition in conjunction with MAHA (The
ingredients. Malaysia Agriculture, Horticulture and Agrotourism),
which was organised by the Ministry of Agriculture.
Besides customer focus, other factors that support In March this year, the Company was awarded with
business longevity of companies like SB Ramlah Anugerah Jutawan Melayu 2017 by SME Corp Melaka.
Food Enterprise include leadership, understanding of
market trend, marketing strategy and forward-looking On his advice to young entrepreneurs, Mohd Najib said:
management. Previously, SB Ramlah Food Enterprise In any businesses, product quality is the most important
only ran a small business operation, serving clients in the factor compared to quantity. Anyone can produce
surrounding areas and in Melaka since the demand for products in a large volume but it is not easy to produce
its products that time was not that high. The business products of high quality. Customers today are more
has since grown into a moderate set-up, with business discerning and they prefer good products with high
focusing on areas within Melaka, Kuala Lumpur, Johor quality.
and Perak. Demand for the Companys products has
also increased.
08
SB Ramlah Food Enterprise has Moving forward, SB Ramlah Food SB Ramlah Food Enterprise does not
overcome a lot of challenges to be Enterprise plans to expand its neglect advertising and promotional
where it is now. The Companys business further. Besides increasing activities as it strongly believes
biggest challenges were working sales volume, the Company seeks that marketing is essential in any
capital and cash flow. This is because to broaden its market locally and business. As such, the Company
the Company had to pay cash to raw abroad. It also intends to expand plans to draw up the best marketing
material suppliers. The length of its sales network by marketing plan that encompasses various
credit period for customers had also its products to all prominent media including social media, print
impacted the Companys cash flow. supermarkets and hypermarkets in media and mass media.
the country.
The mushrooming of new For a company that runs the
entrepreneurs selling the To realise its plans, SB Ramlah Food business for four generations, the
same products creates intense Enterprise will add more machinery outlook is bright for SB Ramlah
competition. However, SB Ramlah and manpower to meet the Food Enterprise. Despite selling
Food Enterprise is still going strong increasing demand for its products. traditional delicacies, the Company
after having accumulated skills and It will also expand and improve the adopts progressive and visionary
experience and establishes strong infrastructure of its building to make business strategies. Armed with
foothold in the business. it conducive for its employees and heritage recipes and the right
customers. business and marketing strategies,
SB Ramlah Food Enterprise has
what it takes to maintain the growth
momentum for more generations to
come.
KOKO MINDA
Food Industries
(M) SDN. BHD. 887869-A
Customer of SME Bank since 2015
Salim Salleh
Chief Executive Officer
of Koko Minda Food Industries (M) Sdn. Bhd.
10
To overcome competition,
Koko Minda looks inward for
improvements and draws up better
and more aggressive marketing
plans to promote its strengths
and opportunities for prospective
contract manufacturers. This
strategy will also enhance product
acceptance and consumer
confidence in its products. In facing
uncertain economy, Koko Minda
manages its finance prudently. The
Company sees high R&D cost as an
opportunity cost needed to attract
more potential entrepreneurs to be
its contract manufacturers. That is
why the Company makes sure that
each ringgit spent in the R&D will
generate good returns.
NORLINA ZUBIR
Home Made Cookies
MA 0135839-X
Customer of SME Bank since 2009
Norlina Zubir
Managing Director of
Norlina Zubir Home Made Cookies
16
NZHMC, a
manufacturer of
cookies gift packs,
started operations
RECIPE FOR BUSINESS NZHMC, a manufacturer of cookies in 1996 as Julikin
SUSTAINABILITY gift packs, started operations in 1996 Food Industry Sdn.
as Julikin Food Industry Sdn. Bhd.
Bhd. The Company
Innovative ideas, creative marketing, The Company was renamed Norlina
Zubir Home Made Cookies in 2009.
was renamed
firm grasp of demand and building
The founder and Managing Director, Norlina Zubir Home
market niches are among strategies
employed by Norlina Zubir Home Norlina Zubir (Norlina) started the Made Cookies in
Made Cookies (NZHMC) that make it venture in 1996 after she heard about 2009.
possible for the Company to remain the Governments plan to promote
competitive for over 21 years. halal products globally. Norlina, who
has always had a keen interest in halal
With the right strategies, Melaka- food production, engaged the services
based NZHMC is now looking forward from MARDI for the production of her
to place its products on the shelves home-made cookies.
of large hypermarkets such as Giant,
AEON Big, Tesco and Mydin. Plans In the early stages, NZHMC was
are in the pipeline to expand beyond only active during festive seasons,
its existing exports markets of Brunei selling cookies gift packs. However,
and Singapore into China, Sydney and the Company had over the years,
Dubai.
17
The Company
would roll out its
innovative and
sophisticated
industrial products
and solutions in a
timely manner and diversified its offerings to corporate gifts, wedding door gifts and cookies sale
by maintaining the during Hari Raya, Chinese New Year and Deepavali. It also has a variety of cookies
highest quality so hampers. Its client base has also expanded. Initially, only friends and relatives
that they would purchase the products but now the products are available at tourist spots
around Melaka, Honda premises, Mydin Wholesale Hypermarket as well as online.
create a positive
NZHMC also supplies Hari Raya cookies to Fresco Supermarket in Jasin, Melaka
impact in the and Rembau, Negeri Sembilan in addition to receiving orders for weddings
industry. and festive gifts from individuals as well as orders from local distributors. The
Company is also supplying custom-made cookies for Melaka River Cruise.
So, how does a company selling home-made cookies manage to remain in the
market and still going strong? According to Norlina, she always looks for business
opportunities and come out with new ideas for domestic and foreign markets.
This has resulted in NZHMCs products having distinctive packaging from its
competitors in terms of size, colours and other features. Besides that, she also
studies consumer needs to create all-year-round demand for the Companys
products and not limited to festive seasons only.
Seeing high demand for her home-made cookies during festive seasons, Norlina
introduced the cookies as Corporate Gifts for the Chinese New Year, Deepavali
and Christmas celebrations by emphasising delicious, reasonably priced
Malaysian cookies in attractive packaging as its value proposition. The concept is
extended to door gifts for various occasions such as company events, meetings,
exhibitions, in-house training, birthday parties and weddings. Currently, NZHMCs
cookies for weddings are available in Singapore and Brunei.
For 2016-2017, the Company actively promotes wedding door gifts for the local
market. It is also positioning itself as a one-stop centre for all Malaysians to get
goodies cookies for various occasions. The Company targets its scrumptious,
18
She is a cautious
person who always
looks for effective
ways to market
the products. As
a role model for
employees, she
leads by example.
She describes
herself as a
disciplined person,
strict and honest
especially when
preparing halal
baked goods.
NZHMCs growth is also attributed to its reliable bankers cookies that are sold at a lower price, taste delicious and
such as SME Bank. NZHMC received financing from SME supported by extensive marketing and advertisement
Bank in 2009 in the form of a grant to acquire machinery campaigns. To overcome competition from larger
and equipment as well as for shop rentals. companies, NZHMC employs product differentiation in
terms of concept and presentation as well as creates market
Norlinas enterprising spirit was recognised by SME Corp that niche for its products.
awarded her Anugerah Jutawan Melayu J20 2017 for the
state of Melaka, in March this year. On her advice to young The outlook is appetising for NZHMC which always reinvent
entrepreneurs, Norlina said: I would advise them to go for its product and marketing strategies. With over two decades
the most feasible business. A prospective entrepreneur, of experience in domestic market as well as neighbouring
besides learning the intricacies of the business, must also countries, NZHMC is confident to expand farther to China,
choose the best-selling product in the market so that his India, Sydney and Dubai. It has also taken part in trade fairs
or her business is viable and sustainable. Earnings from such as Brunei and Saudi Expo to gain market exposure,
sales should be deposited into the bank account and be product visibility, brand building, interaction with potential
judicious when spending, prepare a proper balance sheet, customers and distributors, networking and understanding
always look for business opportunities, put in hard work, of overseas market.
gain suppliers trust so that you can buy goods on credit,
do not hold too much inventory, and develop various ways At the same time, NZHMC plans to expand its outreach
and means to market the products. locally where it aims to have its products on the shelves
of large hypermarkets such as Giant, AEON Big, Tesco
For NZHMC, the greatest challenge it faces is competition and Mydin all year round. It is also targeting chains of
from multinational companies with established brands of convenience stores like 7-Eleven and Speedmart.
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