Malaysia: Carlsberg Brewery Malaysia Bhd expects better financial performance in 2007

Carlsberg Brewery Malaysia Bhd expects its 2007 financial performance to be better than last year's, as it steps up its marketing campaign to commemorate Carlsberg's 160th anniversary, The Edge Daily has recently posted.

General manager for sales, distribution and marketing Datuk Cheah Teng Lim said on Jan 4 that Carlsberg Malaysia was bullish as it had lined up “enough programmes for the whole year”.

This would also see the company investing "slightly more" money in advertising and promotions (A&P) to celebrate the occasion, compared with last year's budget, he said after launching its fleet of Toyota Avanza in Shah Alam.

Cheah said the bulk of the A&P would be in the print media and cinemas and some would go to “ambience” advertisements.

For the first nine months ended Sept 30, 2006, its net profit rose 8.6% to RM79.97 million from RM73.63 million from a year ago. Revenue rose 6.61% to RM751.1 million from RM704.55 million.

Cheah said Carlsberg Malaysia would introduce several new products this year, which would include a special 160th year commemorative edition of Carlsberg beer. It will also continue its support for football events such as the UEFA Cup 2007, English FA Cup 2007 and sponsorship for Liverpool FC. “Watch out for the middle of this year, starting March until the end of the year,” he said.

Cheah said using new vans, painted with the company’s green and white corporate colour and logo, was one of its brand-building initiatives this year.

Carlsberg Malaysia purchased 42 units of the automatic version of Toyota Avanza 1.3-litre five-seater from UMW Toyota Motor Sdn Bhd for RM2.4 million. The van will be used to ferry Carlsberg promoters to the events.

04 January, 2007