Julie’s Biscuit

12 December 2016

The factory back then was small, operating a single oven line. In early 1984, two brothers, Sai Ah Sai and Sai Chin Hock, were invited to take over the factory as major shareholders. Sai Chin Hock’s vision played an important role in the development of the company. He purchased a second oven line in 1989, a third in 1991 and a fourth in 2004. Before the participation of the Sai brothers, the company’s biscuits were marketed through wholesalers. In 1985, Markins Corporation was appointed the sole distributor in the state of Johor.

Gradually, over a period of six years, Markins grew and expanded to eight branches throughout peninsular Malaysia. In the first few years of Perfect Food’s operations, it sold biscuits with no brand name other than the company’s own. Then in 1987, Perfect Food began to market its biscuits under the brand name “Julie’s”. As a relatively new biscuit manufacturer, Perfect Food faced some resistance from supermarkets in carrying its products. However through persistence and constant sampling exercises with the now popular Peanut Butter Sandwich, Julie’s earned its first supermarket entry at Pakson Grand, Johor Bahru in 1988.

Julie’s Biscuit Essay Example

The following year, Julie’s Love Letters (wafer rolls) gained popularity (also through regular sampling exercises) and soon made their way to become the most sought-after biscuits during festive seasons, particularly Chinese New Year. To expand the opportunity of widening its brand presence in European markets and Wal-Mart outlets, Perfect Food underwent further factory upgrading in late 2005 and was awarded the British Retail Consortium food standard certification in June 2006. Also, in early 2006, Perfect Food was awarded the Industry Excellence Award 2005 by the Ministry of International Trades and Industries.

In 2003, Markins revamped its distribution network and reduced to six branches. By then it had covered more than 10,000 outlets of the modern and general trade. Now it has its name changed to Julie’s Marketing with six branches and four sub-branches. Extracted from http://www. julies. com. my/corporateInfo1. php OUR VISION Our Vision is to be the leading quality biscuit manufacturer. We are confident that the quality of Julie’s biscuits matches, and in some cases better than many major renowned international brands.

As such, we envisage “Julie’s” to be one of the leading brands in the international arena, in the near future. OUR MISSION Our Mission is to constantly upgrade our baking technology and improve the quality of our products so that we will always remain ahead of our competitors. We invest in contemporary high-speed equipment, upgraded our ovens and introduced new packaging to satisfy the various needs of the consumers. Extracted from  In rapidly developing Malaysia, the demand for better quality biscuits is on the rise.

Julie’s Peanut Butter Sandwich and Love Letters (wafer rolls) are well received by Malaysians as well as overseas consumers. Julie’s has become a household name in the relatively short period. Since 2005, Julie’s biscuits have been exported to more than 50 countries, including Asean, the Middle East, Japan, Taiwan, China, Mongolia, Bhutan, Nepal, Bangladesh, India, France, Spain, Portugal, Pacific islands, Indian Ocean islands, South Korea, Africa, the US, Canada, New Zealand and Australia.

In Malaysia, Julie’s biscuits are widely distributed through all major hypermarkets, supermarkets, mini markets and other retail outlets. With the goal of becoming a renowned international brand, Julie’s maintains a strong commitment to producing better quality biscuits, catering primarily to the middle and upper class consumers. With this focused commitment, Julie’s aims to be a regional leader in quality biscuits. Extracted from http://www. julies. com. my/corporateInfo4. php

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