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14
G U I N N E S S A N C H O R B E R H A D
( 5 3 5 0 - X )
Our Commitment to Stakeholder Engagement
Engaging Distributors
During the period under review, three distributor
engagement sessions were held in Penang, Kuala
Lumpur and Johor Bahru. This year, we decided to
engage our top 30 distributors at each session to
work with smaller groups to have better interaction
and more focussed discussions.
During the sessions, we updated distributors on
corporate developments and presented a proposal
on a new distributor incentive scheme. We also
had a Question & Answer session to give them the
opportunity to give us feedback on how we can
improve our partnerships.
Engaging Trade Partners
To better understand the needs of our trade partners,
we conduct a Customer Satisfaction Survey once in two
years. This survey seeks concrete customer feedback
to help us design programmes that are relevant and
complementary to our customers’ business. The last
survey was conduct in 2008 and the next one will be
conducted in end-2010.
Taking trade engagement one step further, we
initiated GAB Academy which has been active since
October 2008, and officially launched in September
2009. Our objective is to engage trade partners while
building and retaining long term and sustainable
relationships through value-added offerings; to
engage service staff of trade partners to improve
their service levels and inculcate advocacy; and
ensuring the best consumption experience of our
brands for our consumers. Offering a total Trade
Engagement programme, the Academy includes a VIP
Trade Programme for business owners and the HERO
Academy for service staff.
For the period under review, three sessions were
held in September 2009 in Penang, Johor and Kuala
Lumpur. A total of 165 participants representing 93
outlets from all over Malaysia attended the sessions
where we also launched GAB Academy officially and
updated trade partners on our business progress. We
also shared with our trade partners emerging trends
in F&B culture in Asia along with new media trends.
This was followed by a Question & Answer session.
• VIP Trade Programme
GAB Academy’s latest effort, the VIP (Very
Important Partners) Trade Programme, has been
developed exclusively for business partners with
the main purpose of building and retaining long
termand sustainable relationships through value-
added offerings that includes the development of
actionable business ideas.
“I think it (the Distributor Engagement
Forum) is very beneficial to all the
distributors as well as GAB because we
are able to communicate more and we are
able to understand each other’s problem.”
Tricia Lim,
Management Executive
and
Lim Pay Kaon,
Managing Director
Thong Thye Siang Sdn Bhd (GAB distributor)
“It (the Distributor Engagement Forum) is
very good because they make it a point to
explain to us and make us understand the
problems and issues.”
Wong Chin Wui,
Business Management Executive
Wong Long Cheong Sdn Bhd (GAB distributor)