|The Creative label, with its
portfolio of some of the key leaders in specialised product categories, has
come of age in its core regional markets. It is now timely for Koh to gradually
complement and strengthen its existing network of distributors and agents in
Asia with its own network sales offices and manufacturing arrangements.
In October 1996, the company established its second sales office in the
Philippines market, after VK Creative Aromatics Sdn Bhd in Johor Bahru,
Malaysia. Setting up an office in the Philippines, according to Koh, is
important since Creative has not been particularly active in the market.
"We were selling small quantities to the Philippines
from Singapore directly. Today, the huge market has a lot of processed food
where our flavours will come in handy," he said,"Since we are late in
entering the market, it is only prudent that we intend to service manufacturers
directly. We want to work hand-in-hand with customers who may need to modify
the flavours we submit to them to suit their base."
That was my idea in 1996, having actually entered into the
Philippines market and employed a key personnel, Ms Leila Ricohermoso who has
techincal capability of helping customers in product development. Having work
in the market for the past 2 years, we have made a breakthrough from zero to a
foothold in the Philippines by December 1998. We have now two personnel in the
Philippines - Ms Leila Ricohermoso, our Technical Consultant, together with Ms
Nerissa T Gomez, our Sales Executive. We have now been able to strengthen our
position in the said market and in 1999, we will be able to expand our flavour
business to new horizon in Philippines. You can see our team
in Philippines by clicking here.
I am very happy to see that Philippines is our most
exciting growth market within our Asean market. Because of our foresight, we
have developed the Philippines market for the past 7 years since 1996. I am
very glad to see that this market has been a great help to us when our
Indonesia market collapses towards December 1997.
After 6 years, in October 2002, we expanded with 2
technical staffs, one for savoury and one for sweet flavour and started local
From this practical experience, our company intends to
develop a new market every 2 years and our present developing market is
Australia. This is another very difficult market to crack because
traditionally, this market is in the hands of MNC. But VK Creative has a
world vision and with hard work and dedication, we will break-in and establish
a foothold. We have already put in 5 years' effort since 1998 but we have to
put in much more effort in the years to come. We believe that our formula to
break into the market is a proven formula i.e. to engage a key technical
personnel to be stationed in Melbourne to spearhead the flavour business there.
We already have a manufacturing unit in Sydney at the following address:
Gold Coast Office & Manufacturing Centre
Unit 1, 19 Harvest Court, Southport 4215, Gold Coast
Tel: (07) 5528 2814 Fax: (07) 5528 4996
Our Southport office and Manufacturing unit has conducive
environment and is only 10 mins from Surfers Paradise. We are now making
flavours at your doorsteps in Gold Coast, Sydney & Melbourne. We are always
near to you. We have the ability to supply from 1kg, 5kg up to a container of
10 tons or 20 tons.
Once we have built up our team, I am sure we will penetrate the Australia
market because we have the products and infrastructure not only to service the
small business but the big and MNC companies.
We are already selling
our flavours right across the Asia Pacific region.
For the other parts of the world, we are looking
for partners or distributor who will help us to
penetrate our products in their respective markets.
We have a very good range of all the basic flavours
such as vanilla which is a universal flavour,
is our best seller in all over the region. It
is also our ticket to penetrate all the markets.
Hence, we are looking to build our potential distributor
network. If any company who think they can work
with us, please email to us.