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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 )
Responsible Marketing
Self-regulation is present throughout GAB in order
to ensure that the way we do business, engage the
community and communicate with our customers
is done in a responsible and ethical manner. In
order to ensure this, a Code of Marketing Practice,
which outlines strict guidelines by which employees
and company representatives are to follow when
marketing and promoting the Company’s products is
in place.
Together with our relevant business partners and
vendors, each new employee is familiarised with the
Code of Marketing Practice through refresher courses
and annual briefings to remind all parties of how
crucial it is to adhere by it.
It clearly spells out that we are to sell our products
in a responsible manner only to consumers of legal
drinking age, that all promoters who sell beer should
be over 18 years of age, that we never target minors
with our promotional events, and that even our
brands’ websites highlight the fact that the content
is suitable only for those over the legal drinking age.
Regular dialogues are held with our agencies to
ensure compliance with the Code of Marketing
Practice, with strict approval processes in place.
Essentially, our marketing code aims to ensure that
responsible marketing practices are ingrained in the
way all our people work.
We are happy to update that in the year under review,
there were no incidences of non-compliance with
the Code.
We update our consumers and the public on new
products in the market through print and electronic
media channels. Our policy on responsible Marketing
ensures the provision of transparent product
information and labeling during the period under
review. There also no incidences of non-compliance
with regulations or our own voluntary code with
regards to the health and safety impacts our
products.
Ethics Charter
As a pioneer company officially adopting the
Malaysian International Chamber of Commerce and
Industry’s Ethics Charter in 2006, GAB strives to abide
by the guide for member companies when conducting
business while pursuing their corporate and business
interests with VIGOUR, which represents the business
values of Value Creation, Integrity, Governance,
Obligation, Understanding & Responsibility.
Strategic Planning & Tracking
In order for the sustainable growth of GAB’s business
as well as to protect the interest of our shareholders,
strategic planning and tracking is an integral part of
how we conduct our business. This is achieved by
holding regular meetings between the Management
and the Board, during which operational performance
and related matters are discussed.
A three-year strategic and operational plan is prepared
annually by the Management, defining targets in
terms of Key Performance Indicators (KPI), that are in
turn tracked closely throughout the financial year.
Risk Management
The highly competitive and challenging environment
under which GAB operates requires an ongoing
process to identify, evaluate and manage risks, which
are inherent in pursuing our business objectives and
executing strategies.
These risks are reviewed and evaluated on a regular
basis by a Risk Control Workgroup comprising of
cross-functional Senior Managers and headed by the
Finance Director which is responsible for identifying
and managing key business risks faced by the Group
which may come in the form of:
• Reputational Risk
The integrity of GAB’s brands and products are
pivotal to its success and this is secured by
the rigorous quality standards and monitoring
procedures imposed on the production and
logistics infrastructure in order to ensure that
products of impeccable quality are consistently
Pre-implementation
of the Code of
Marketing Practice.
Post-implementation
of the Code of
Marketing Practice.