Mr Ong Soon Hua - Kingfisher Automotive
JLM Distributor for South East Asia
We have chosen to launch JLM Lubricants in Cambodia and Vietnam as these are 2 fast growing automotive markets in South East Asia.
The key deciding factor for us was the sincerity of Mr Gilbert Groot. As a distributor we needed time and resources to build up the brand in our market and Mr Groot had given us the assurance that they are in this partnership with us for the long term.
The quality of products matter a lot to us too. The products that we deliver to our customers must perform what we promised. This is our business philosophy and this is what we see in JLM Lubricants.
While the individual drivers are the end consumers of our products, we count on the workshops as our main sales partners in this sales process. The drivers will go to the workshops they have trusted most and they are more receptive to the products recommended by the mechanics. And we see this as an effective way to promote our products.
We focused our marketing effort by creating brand awareness within the workshop through the use of large posters. Marketing effort by JLM has been great. But the reach to our markets has been limited by languages. We have to customize our own marketing materials as local languages are still the main languages in these countries.
(Starting with their very first purchase order in early 2018, their sales growth was the fastest to date of any JLM distributor and they’re set to continue at the same pace in 2019.)
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