The beauty of success in Malaysia

Challenge
One of the brands that DKSH continued managing by full agency arrangement was Rosken skin repair cream, a household skincare name in Australia. A relatively unknown brand outside Australia at the time, PharmaCare wanted to focus on Rosken’s expansion in Asia. It invested in the skincare brand with above-the-line marketing campaigns and required a partner with local expertise and reach to make an impact in Malaysia.

Approach
To help PharmaCare meet its growth objectives, DKSH mobilized its marketing and sales team to manage the product across Malaysia. Leveraging DKSH’s extensive market coverage, spanning all pharmacy chains and nearly all independent pharmacies in Malaysia as well as long-standing relationships with the pharmacy channel, allowed the client to drive sales quickly. Special execution campaigns, category headers and merchandising were introduced to improve brand visibility in chain pharmacies. DKSH teams’ regular and up-to-date market feedback and insights helped PharmaCare create even more effective marketing campaigns.

Results
The collaboration between PharmaCare and DKSH was successful from the start. In the past five years, PharmaCare has tripled its annual sales, in particular in the independent as well as certain retail pharmacy channels. With DKSH’s capillary distribution network across Malaysia, the partnership with DKSH also offers opportunities to tap into other modern trade channels, like supermarkets, hypermarkets and retail beauty chains such as Sasa.

“We are impressed with DKSH’s excellent trade executions, strong customer relationships and, most importantly, DKSH’s commitment in building the health supplement and skin care business with us. The good cultural fit between the two organizations is important for the success of the brands we introduce in Malaysia,” said Chris Ang, Country Manager, PharmaCare (Asia) Sdn. Bhd.