Best Brand Award
Shane Mun Phang Choong’s father is not a very well uneducated man. Having gone through only six years of formal education, he has a very limited English vocabulary range. When he was asked to name the new company, which is a spin-off from Leonfast Sdn Bhd that he founded, he decided to call it Big Bath. The name is nothing fancy but he wanted people to remember Big Bath as a place that offers a wide variety of bathroom products.
It is exactly what the company aims to do – to offer a wide selection of luxurious bathroom and kitchen products at an affordable price. It also wants to do away with the stigma that the quality of Malaysian products is not as good as those from the United States or European countries.
“Most of the European bathroom and kitchen products are not suitable for Malaysians. For example, their basins for dish washing are shallow and small, which meet their needs but not ours.
“In Malaysia, families tend to enjoy their meals together and we use more plates and bowls during mealtime compared to our European counterparts. Therefore, bigger and deeper basins are more practical for Malaysians.
“Other than that, wooden bathroom products are also not suitable for us because of our climate. That is why stainless steel and aluminium products are more sought after in Malaysia,” Mun said.
It was with this deeper understanding of Malaysian consumers’ needs that the company managed to compete with other well-established brands from overseas.
Currently, Big Bath carries the brand TORA, Celebrity Kitchen and Le’ Celebrity and covers more than 10,000 bathroom and kitchen products.
“Our product design is based on the daily habits of Malaysians. Better localisation, effective after sale services and longer warranty terms as well as easy access to spare parts and repairs, are some of the reasons that make our brand a better choice,” Mun said.
The company also uses Facebook users and behaviour research to understand customers’ needs and wants. This analytical method helps the company measure and understand what customers and consumers do when they use its app, website and other social media platforms.
“We also use an online tracking system to get feedback from customer on their purchase.
“Currently, our purchase online feedback system and Facebook review system have reached 97% of five star satisfied review on our Facebook page,” Mun said.
Big Bath is the first company in Malaysia that offers six years warranty for all its products. Customers are also allowed to exchange any goods, including toilet bowls, within 30 days without giving any reason.
In order to raise brand awareness, the company uses Facebook marketing to share information on its products and services. Through this online to offline (O2O) strategy, more customers are drawn to visit our stores and make purchases. It also helps the company to reach out to a bigger pool of customers compared to the previous door-to-door sale method.
As of now, Big Bath’s Facebook page has a total of 178,775 followers, which is the highest following rate in the Malaysian bathroom and kitchen industry.
The company has also differentiated itself from its competitors by giving emphasis to its bath and kitchen showrooms across the country.
“Having our customers view our products installed in proper bathroom and kitchen settings helps them visualise the functionality of our products. This is important as it makes their decision-making process easier.
“We also want our customers to keep up with the latest design trend and that is why we make sure our showrooms are redesigned every two years,” he said. -24 Oct 2018
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