2 minute read
Unless the latest war cry for our oil palm industry is a domestic uplifting exercise for the faithful, I find it difficult to fathom how our new tagline will appeal
3 ISSUE257AUGUST2020 | WEEKENDER EDITOR’S NOTE
Calling BMW, Mercedes, Maserati, Jaguar, Lexus, Volvo, Mini Cooper…
As I had mentioned in a previous article, automotive marketing is on an upward trend with the reduction of sales tax: Proton sold 13,216 cars last month, the highest in eight years.
Proton’s year-to-date market share as at July 2020 was 21.8%, which is a growth of 6.7% when compared with the previous corresponding period.
According to various sources based on rate card info, the premium segment also saw an uptake in advertising expenditure.
Brands like Mercedes spent RM1,582,857 in the first half of this year, and BMW invested RM704,910 in the month of June alone.
If media planners for these brands want to advertise with us, they’ll be shocked to learn that we have a 30,000-strong affluent audience.
So please call Jarrod on 018-220 0682 soon. Because he’ll be busy the later part of the month; he is finally tying the knot.
4 ISSUE257AUGUST2020 | WEEKENDER COVER STORY
Holystic Marketing off target?
By The Hammer
Unless the latest war cry for our oil palm industry is a domestic uplifting exercise for the faithful, I find it difficult to fathom how our new tagline will appeal to current markets.
5 ISSUE257AUGUST2020 | WEEKENDER COVER STORY
Throwing aside the need for continuity, the slogan has been changed from Love MY Palm Oil to Palm Oil is God’s Gift.
The Malaysia Palm Oil industry provides for more than half a million jobs and we are the world’s second-largest producer after Indonesia.
Tinkering with our market positioning is a matter of global consequence for our image, and certainly not an exercise in prophecy.
God has undoubtedly blessed us with many gifts, and that goes beyond Palm Oil….
The 5-month old Terengganuborn (so am I) Minister, YB Ustaz Dato’ Dr. Mohd Khairuddin Aman Razali, is from a party that has invoked God’s name for heavenly reasons so I can understand the need to stay on theme.
But he obviously needs to align the messaging with our target audience which is mainly international, unless I missed the memo.
Keeping in step, Primary Industries and Commodities Deputy Minister Willie Mongin has echoed his boss’ wish to promote palm oil as God’s Gift in international markets.
If I read both Ministers’ collective wisdom accurately,
