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PR Center > News & Notice > Oversea
Coway, the first Korean company that has presented product to Malaysian Parliament (Dec. 26, 2006)
On the occasion of the opening of its Malaysian subsidiary on Nov. 30, Coway presented Malaysian parliament on Nov. 26 with its products of over 20 sets, including water filtration systems, air purifiers and digital bidets. The presentation of gifts to the parliament by a foreign company was the first case of the kind, which made the topic for conversation of the community. The event that was made at the initiation of advance into the Malaysian market attracted attention as a strategy for advertising brands.
With the presentation, Coway could advertise products to national leaders of Malaysia and form a good corporate image on them.
Malaysian lawmakers admired at products of Coway
The members of Malaysian parliament reportedly chose products of Coway in a desire to drink filtered water instead of water from dispenser-type water filtration device which they had used to the time.
In addition to the current rental marketing, Malaysian subsidiary of the company plans to make an MOU with BSN at early 2007. BSN is a national bank in charge of payment of wages for over 200,000 public officials and Coway intends to help public officials easily purchase its products through wage subtraction system by the bank.
The company promotes the MOU in a strategy to capture the Malaysian market by capturing first government officials of which 95% are Malays.
''As the brand of Coway has not been recognized at all in Malaysia, it is important to use experiencing marketing technique for us,” said Jaeyoung Park, head of Malaysian subsidiary. ''In the context, we will present facilities for disadvantaged and poor people, such as orphanages, asylums for the aged and homes for the disabled, with our products so that the image as a foreign business that takes responsibility for the community could be formed on Malaysians,” he added.
At the opening ceremony of Malaysian subsidiary, Coway made it clear that it would use Malaysia as an outpost to make inroads into markets of Indonesia, Singapore, Vietnam, Philippines, Australia and West Asia.
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