LAPORANTAHUNAN 2014
Annual Report 2014
SEKTORBERPRESTASI TINGGI
High Performance Sectors
SEIRINGDENGANTRANSFORMASI
In SyncWithTransformation
088
MATRADE’s strategy to brandMalaysia through its unique cuisines
ultimately creates and enhances demand forMalaysian food products.
In the past five years, theMalaysia Kitchen Programme (MKP) has
made great strides in the four target markets namely United Kingdom,
United States of America,Australia andChina For the current phase
covering the 2012–2015 period, theMKP initiative carries the theme
“BringingMalaysia into Every Home”, fine tuning its promotion
campaigns towards gaining and opening upmore export opportunities
forMalaysian food products into the four targetedmarkets.
In 2014, a total of 34MKP programmes and activitieswere carried
out, including participation at iconic gastronomic and trade events,
promotions at mainstream supermarket, sourcingmissions to
Malaysia bymajor importers, advertising and promotion, public
relations activities,media engagementswith key influencers,
promotion through social media and utilisation of other promotion
collaterals
PENJENAMAANMALAYSIAMELALUI
PROGRAMMALAYSIAKITCHEN
Strategi MATRADE untukmenjenamakanMalaysiamelalui makanan
Malaysia yang unik telahmeningkatkan permintaan untuk produk
makananMalaysia. Dalam tempoh lima tahun yang lalu, Program
Malaysia Kitchen (MKP) telahmencapai kejayaan yang amat besar
di empat pasaran utama seperti United Kingdom,Amerika Syarikat,
Australia danChina. Fasa semasa yangmeliputi tempoh 2012-2015,
telahmenyaksikanMKPmenggunakan tema "MembawaMalaysia
ke Setiap Rumah". Kempen ini telah berjayamembuka lebih banyak
peluang eksport bagi produkmakananMalaysia ke empat pasaran
sasaran yang disebutkan.
Pada tahun 2014, sebanyak 34 program dan aktiviti MKP telah
dijalankan, termasuk penyertaan ke acara gastronomi dan
perdagangan ikonik, promosi di pasar raya utama,misi penyumberan
keMalaysia oleh pengimport utama, aktiviti pengiklanan dan
promosi, aktiviti perhubungan awam, penglibatanmedia dan individu
berpengaruh, promosi melalui media sosial dan bahan promosi yang
lain.
BRANDINGMALAYSIATHROUGH
MALAYSIANKITCHENPROGRAMME
