Marketing Case Study: Bonia Corporation Berhad

1. INTRODUCTION

Bonia Corporation Berhad, an investment holding company which are engages in the design, manufacture, promotion, marketing, distribution, wholesale, and retail of branded leatherwear, footwear, apparel, and accessories for men and women. The company operates through Retailing, Manufacturing, and Investment and Property Development segments. Its products include handbags, bags, shoes, eyewear, timepieces, and fragrances, as well as business and casual wear products.

The company is also involved in the investment, development, management, and rental of commercial properties; franchise of leather goods and apparels; interior design, advertising, and promotion activities; product design, research, and development activities;

Chiang Sang Sem registered the brand name in 1977. Brand name itself came from the sculpture work by Giambologna when he visited the Leather Trade Fair in Bologna that located in Italy. Bonia had entered into the Malaysian market in 1978 and then became market leader in Singapore and Malaysia in 1980 by using aggressive advertising and promotion strategy. In 1990, Bonia managed to go in the market into Indonesia, Hong Kong, Brunei and Taiwan and keenly contributed in the International Leather Trade Fair that located in Germany, Italy, Middle East, Hong Kong and Singapore.

The brand concept of Bonia is being a leader in Asian leather fashion industry by offering a broad scope of high quality leather and fashion products right through innovative ideas and artistic marketing strategies. Aside from that, the brand itself gives people image in providing classy, glamorous, contemporary, elegant and sophisticated leather goods. In summation, the brand took in more than a few labels in the line which included bone, Sembonia, Carlo Rino, CR2, Jeep, Santa Barbara Polo and Racquet Club, Savile Row, Valentino Rudy, Enrico Coveri, Austin Reed and

The Board is assisted by Management in embedding risk management and control framework in all aspects of the Group’s activities, implementing the board-approved policies and procedures on risk appetite and tolerance, designing and operating effective internal control system to manage and control these risks, and evaluating and monitoring the efficiency and effectiveness of the risk management and control activities to ensure that they provide reasonable assurance that the risks are managed within tolerable