Perodua’s branding strategies: Advertising and promotional campaigns

Perodua has adopted a branding strategy that focuses on creating a strong brand image and positioning itself as a provider of affordable and reliable vehicles. The company has invested heavily in advertising to create brand awareness and promote its products. Perodua’s advertising campaigns use catchy slogans and creative visuals to appeal to its target audience. For instance, the company’s “Lagi Best” campaign for the Myvi model was a huge success, and it helped to establish the model as one of the best-selling cars in Malaysia (Tien, 2019).

Advertising is a critical aspect of Perodua’s marketing strategy as it helps to promote its products and build its brand image. The company’s advertising campaigns are designed to appeal to the emotional needs of its target market while also emphasizing the affordability and practicality of its products. According to Kotler et al. (2017), “advertising is any paid form of non-personal presentation and promotion of ideas, goods, or services by an identified sponsor” (p. 568).

Perodua’s advertising campaigns are primarily focused on television commercials, which are effective in reaching a wide audience. The company’s television commercials are designed to showcase the features and benefits of its products while also appealing to the emotional needs of its target market. For example, the “Myvi Lagi Power” campaign emphasized the improved features and performance of the third-generation Myvi while also appealing to the emotional needs of young professionals who are seeking a reliable and stylish car.

In addition to television commercials, Perodua also utilizes other forms of advertising such as billboards, print ads, and social media. The company’s billboards and print ads are designed to reach a local audience and promote its products effectively. Perodua’s social media pages are particularly effective in engaging with its target market and promoting its products. Perodua’s Facebook page, for example, has over 2 million followers and is used to showcase its products, promotions, and events.

Perodua’s advertising campaigns have been successful in attracting new customers and building its brand image. According to Euromonitor International (2021), Perodua is the leading automotive brand in Malaysia with a market share of 43.8% in 2020. The company’s focus on affordability and practicality is reflected in its advertising campaigns, which have helped to attract a loyal customer base.

Sales promotion and distribution channels

Perodua’s sales promotion and distribution channels comprise a network of dealerships and service centers across Malaysia. The company has established a strong presence in the Malaysian market by expanding its distribution network. Perodua also offers online sales and booking services, which enable customers to purchase its products from the comfort of their homes. The company’s after-sales services, such as maintenance and repair, are also an important part of its sales and distribution channels. Perodua has established a network of service centers across Malaysia to ensure that its customers have access to high-quality after-sales services.

Sales promotion is an important component of Perodua’s marketing strategy as it helps the company to encourage customers to purchase its products by providing incentives and discounts. According to Kotler et al. (2017), “sales promotion includes a wide assortment of tools that can be used to stimulate quicker and/or greater purchase of particular products or services” (p. 571).

Perodua utilizes various sales promotion techniques to promote its products and incentivize customers to make a purchase. One of the most common techniques is offering discounts and cash rebates on its products. For example, during festive seasons such as Chinese New Year and Hari Raya, Perodua offers cash rebates and discounts to customers who purchase its products.

Perodua also utilizes contests and giveaways as a sales promotion technique. For example, in 2020, Perodua launched the “Bezza Adventure Challenge” contest, which allowed customers to win a Perodua Bezza and other prizes by completing a series of challenges. The contest was successful in generating interest and increasing sales of the Bezza model.

Perodua also provides financing options and trade-in options to customers as part of its sales promotion activities. The company works with various financial institutions to provide financing options that are affordable and accessible to customers. Additionally, Perodua accepts trade-ins of older vehicles, which can be used as a down payment for the purchase of a new Perodua vehicle.

Perodua’s sales promotion activities have been successful in encouraging cus