Glico Malaysia Essay

The last point we will be discussing is how Glico went to Malaysia. Glico had to face another challenge in this country. Some markets are difficult to conquered, not because they have a huge number of competitors, but sometimes because they are not favorable.

In Malaysia, biscuits that exists because they are specifically Malaysian, the country is not really open to other country’s competition. It relies also in the fact that other countries are not ready to place hopes in Malaysia and to export their products there.

Still today, the regime, between authoritarian monarchy and parliament is a risk and makes political and economic situation very instable. However, what made this country attractive for Glico is this GDP growth (6% every year) still, Malaysia a very populous country, meaning a potential consumers population buying Glico’s products.

Contrary to the US, it wasn’t costly to build a factory to be able to produce in

So, in 2016 they decided to change their strategy and to restart from zero. To avoid the problems of the Malaysian economy, Glico try to take advantage of this emerging middle class especially in the capital city, Jakarta.

To compensate the losses, Glico’s strategy was to sell a lot lowering its price to allow people to buy it. For example, for Pocky Day, they created special discount five Pocky box for about two euros. To boost the sales, they use advert with a famous singer (almost same technique explained earlier that they used in Japan to promote Pocky Day) Yuna, advert where she simply describes how the taste of Pocky changed her life.

Glico went back to its brand identity to boost the sales, they made a new marketing slogan. Because of the distribution structure, products being very locally sold, Glico adapted, creating events, even selling products even in the streets to attract people. They even created a special mango flavor only available in Malesia. By so doing people can feel