National Trade Blueprint

42 National Trade Blueprint 8 Strategic Thrusts Objective / Pain points Malaysian SMEs lack product marketing capabilities, mainly due to poor communication/ storytelling and lack of emphasis. Limited product branding exposure. Key Stakeholders: MITI/MATRADE (Lead), SMECorp Implementation timeline : Short-term Action plans 1. Intensify the existing efforts on promoting “Made in Malaysia” products a) Promote one product per sector on a weekly basis through the input from industry players through social media and/or various touchpoints of global buyers. 2. Support exporters in engaging professionals who can help establishments, especially SMEs to carve out their products unique value proposition for the export markets a) Develop a list of marketing and branding agents to be registered with MATRADE. b) Provide access of funding (e.g., through MDG) in the form of matching grants which is capped, incentives or vouchers. c) Grants may be disbursed to the marketing companies rather than the exporters to prevent abuse. 3. Extend the coverage of grants to help exporters develop branding of their products a) Extend MDG to cover for claims on branding initiatives (e.g., marketing collateral for on-trade and off-trade channels, copywriting, packaging IP rights protection for trademark etc.). 4. Extend coverage of capacity building programme and provide necessary tools and support to cover the aspects of product branding and marketing: a) Provide the hard and soft support or tools in product branding (e.g. Access to marketing specialists for advisory services, online guideline on product marketing, access to online interactive tools to support SMEs in branding including logo, and packaging design, provisions of tools such as studios, cameras for product modelling, packaging design, etc.). b) Identify successful businesses and invite them to share best practices, guide and mentor SMEs in developing a storyline for their products. c) Provide training on trademark, social media channels and live streaming. The learning programme should be integrated with the export academy and the single information portal. It can also take place in the form of online self-learning to ensure sustainability of the programme. Objective / Pain points Attract interest among foreigners to learn about Malaysia and instil a positive image towards the nation, places, people, and products. Key Stakeholders: MITI/MATRADE (Lead), Key Opinion Leaders (KOLs) / Influencers Implementation timeline: Medium-term Action plans 1. Initiate an influencer marketing programme a) Determine the goal of the marketing campaign. b) Recruit the ideal influencers who can convey the message effectively. c) Evaluate growth potentials and criteria to determine ROI. d) Manage expectations and next course of action. Nurture SMEs in terms of product branding and marketing to reach a wider audience 6.3 Leveraging on key influencers in the target markets to raise awareness and promote Malaysian products 6.4 Promoting Malaysia’s Brands and Product Thrust 6: