Danish cheese promotion in Malaysia

Arla Foods will from March until June conduct supermarket promotions in all the major cities along the East coast of Malaysia to promote its full range of cheese products.
     “By the end of the year I expect to see the result of this activity to be an increase in our cheese sales volume of at least 20 percent,” says Lars Moller Henriksen, Arla Foods Area Director for South East Asia based in Kuala Lumpur.
     “Our distribution is well in place in all these cities. What we need is for the consumers to try out our products directly in the supermarket where they usually shop,” Mr. Henriksen says.
     To conduct the in-shop demonstrations, Arla Foods has selected a local marketing company with a good experience in brand name promotion from similar activities for among others Nestle and Walls.
     The current consumption of cheese in Malaysia is modest, probably below one kilo per person per year, Mr. Henriksen estimates. In Denmark the consumption is between 13 and 14 kilos per person per year.

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