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DELIMA OIL PRODUCTS SDN BHD IN MYANMAR
MARKETING OF MALAYSIAN PALM OIL
THE DELIMA OIL’S EXPERIENCE PRESENTATION BY MICHAEL LEE, SENIOR GENERAL MANAGER
DELIMA OIL PRODUCTS SDN BHD
MALAYSIA-MYANMAR PALM OIL TRADE FAIR & SEMINAR 28 JUNE 2013 TRADERS HOTEL, YANGON, MYANMAR
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EVERY JOURNEY BEGINS WITH A SMALL STEP…..
In 2010, a group of 10 delegates from Myanmar comprising of representatives from MEODA & UMFCCI visited FELDA Group Head Office in Kuala Lumpur for the purpose of:- Establishing business relationship and understanding Exploring the Malaysian palm oil business and its processes from plantation,
mills, refinery and marketing operations Site visits to plantations, mills and refinery
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EVERY JOURNEY BEGINS WITH A SMALL STEP…..
DEC 2012 – DOP commenced operations Yangon
2 NOV 2011 – Felda Rep Office, Located at Sakura Tower -
Opening in Yangon officiated By Tun Dr. Mahathir bin Mohamad,
4th Prime Minister of Malaysia
DEC 2011 – THE FIRST MAIDEN DELIVERY OF 6,000 MT CP8 OLEIN WAS SHIPPED TO MYANMAR ECONOMIC CORPORATION
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BUILDING OUR
FOOTPRINT IN
MYANMAR
JOINT INDUSTRY PROMOTION WITH MPOC TRADE
EXHIBITION IN YANGON
CONSUMER & TRADE
ROADSHOW
DISTRIBUTION AGREEMENT
WITH GRAND WYNN ENT
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Geo-Political Map
Yangon
Other than the United States, China and India have a substantial geopolitical interest in Myanmar because of the common border & its natural resources
India China
Population 1.1 Billion
Population 1.5Billion
Both China and India serves as an important market for products from Myanmar in the future
Thailand Population 80 Million
A NEW POTENTIAL GROWTH ENGINE FOR THE CONSUMER GOODS INDUSTRY
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MYANMAR’S NEW OPPORTUNITIES
PRESENCE OF LARGE CONSUMER MARKET FOR COOKING OIL
COOKING OIL WIDELY USED IN INDUSTRIAL MARKETS
LARGE CONSUMER MARKET
BREAK BULK INDUSTRIAL MARKET
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Types of Edible Oil Consumed in Yangon, Mandalay and Mawlamyine (Based on a consumer research study)
60% 60%
85%
8%
36% 34%
8%
91%
2% 7% 2% 3% 1%
TOTAL Yangon Mandalay Mawlamyine
Groundnut Oil Palm Oil Sesame Oil Other Oil
• 60% of respondents consume groundnut oil followed by 36% palm oil.
• Groundnut oil is more consumed in Yangon and Mandalay while 91% of housewives
in Mawlamyine area rely on palm oil
THERE IS POTENTIAL TO EXPAND PALM-BASED COOKING OIL, AS SHOWN BY HOUSEWIVES IN THE MAWLAMYAINE AREA
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Consumers' perception on attributes of edible oil
Attributes
Ground nut oil
Sesame oil
Palm oil Other
Vegetable oil Soy bean
oil Sunflower
oil Olive oil
Don’t know
Taste 97% 19% 3% 5% 2% 1% 2%
Smell 92% 34% 2% 2% 2% 3% 3%
Fresh 93% 15% 2% 5% 1% 1% 1% 2%
Convenient
to use
59% 7% 54% 5% 1% 1% 1%
Availability 65% 12% 72% 6% 2% 1% 1% 1%
Cheap 4% 2% 96% 5% 1%
Expensive 91% 19% 1% 2% 2% 2% 8% 3%
Nutritious 90% 10% 1% 4% 2% 1% 1% 5%
Suitable for
health
90% 18% 1% 5% 2% 1% 2% 1%
Packing 80% 8% 6% 8% 5% 3% 7% 16%
THE OPPORTUNITY : PALM-BASED COOKING OIL WIDELY AVAILABLE, IS CHEAP BUT MAINLY PURCHASED IN POOR
PACKAGING AND UNHYGIENIC CONDITION
DOP CHALLENGES IN MYANMAR
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THE MYANMAR CONSUMER PROPOSITION
● A BRANDED COOKING OIL
- SAJI Brand - Affordable Price
● RIGHT WEIGHT
● RIGHT SIZE
● RIGHT QUALITY
- Fresh From Our Own Plantations - Vitamin E
- Free Cholesterol - Excellent In Frying
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OUR STRATEGIC ENTRY IS
BEARING FRUIT
AND STRENGTHENS FURTHER WITH SAJI LAUNCH IN
MYANMAR MARKET
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SAJI LAUNCH IN MYANMAR - OUTDOOR
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SHOP BANNERS EVERYWHERE
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EVEN ON SALES & DELIVERY VEHICLES
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SAJI FOOD CARNIVAL AT JUNCTION MALL MAWTIN
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PROMINENT DISPLAYS IN SUPERMARKETS
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AVAILABILITY IN ALL
COOKING OIL RETAIL
OUTLETS
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WORKING IN CLOSE PARTNERSHIP WITH OUR LOCAL DISTRIBUTOR-GRAND WYNN ENTERPRISES,YANGON
FRONTLINE SALES TEAM FROM GRAND WYNN 18
OUR MYANMAR LEARNINGS
UNDERSTANDING THE LOCAL MARKET AND CULTURE IS KEY – Consumers are looking for good quality cooking oil at the right price
COLLABORATIVE RELATIONSHIP WITH LOCAL PARTNER – Working closely together to face a dynamic competitive environment
SALES & LOGISTICS – Make best use of existing infrastructure whilst welcoming new ways of doing things better
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ACKNOWLEDGEMENT OF OUR SINCERE THANKS
MALAYSIAN PALM OIL COUNCIL (MPOC)
MYANMAR EDIBLE OILS DISTRIBUTORS ASSOCIATION (MEODA)
MYANMAR ECONOMIC CORPORATION (MEC)
GRAND WYNN ENTERPRISES LTD
MAJOR (R) AMIR ALIAS, FORMER FELDA SPECIAL REPRESENTATIVE
CONTRIBUTORS TO THE SUCCESS OF DELIMA OIL PRODUCTS IN MYANMAR
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