MALAYSIA. Malaysia Airports (Niaga) – which trades as Eraman Malaysia – is planning to update its branding and corporate identity by December this year. The company has engaged an agency to examine its brand strengths, its consumer base, the competitive environment and the duty free value proposition.
“This will set the platform for the next phase of positioning, which is fundamental to the whole exercise of the brand refresh,” said Eraman General Manager Zulhikam Ahmad.
The main objectives are:
- To strengthen Eraman’s brand presence across all airport terminals by introducing a distinctive corporate identity;
- To build a clarity of brand positioning and a story behind the visual identity to ensure stakeholder understanding, commitment and engagement;
- To strengthen and build brand awareness through elements that are engaging, meaningful, easily recognisable and transferable to retail outlets as well as on other platforms such as the website, staff uniforms, advertisements, office stationery and façade;
- To enhance the ambience of Eraman retail outlets.
The rebranding and some planned store investment should help the retailer build on good early 2017 sales momentum, which in turn follows a +10% rise in sales in 2016.
Zulhikam said: “The sales trend for the first quarter of the year is pretty strong and encouraging, especially in March where we recorded the second highest monthly sales for the past three years, with perfumes & cosmetics and chocolates leading the way.”
In related news, the company is planning to launch its Shopping Extravaganza 2017/18 campaign in June.
The company said it would work with parent Malaysia Airports Holdings Berhad to create more excitement in the airport, offering bigger and better prizes than in previous editions, with the grand prize of a BMW 318i car for each phase. In return for a minimum spend, shoppers can enter a series of prize draws.
The cycle of the campaign will be:
- Phase one: June/July 2017
- Phase two: November/December 2017
- Phase three: April/May 2018
The 2016/17 campaign contributed incremental revenue of MYR27 million (US$6.1 million), said Eraman.
*Full details will appear in the May issue of Moodie Davitt Interactive, our fusion of print & digital titles, with bonus hard copy distribution at TFWA Asia Pacific.