In Maeil Premium Baby Formula,
Baby’s Health Is the Most Important Thing
Maeil Dairies Co., Ltd., a representative Korean milk product company, is actively promoting high quality Korean dairy goods at home and abroad. In 1981, it was the first among the Korean dairy producers to start exporting milk goods. The products currently exported to over 20 countries around the world range from baby formula and yogurt to soybean milk and so on. By implementing an aggressive marketing strategy, Maeil was able to noticeably increase its exports from USD$77,000 in 1981 to USD$500,000 in 1990, USD$7.432 million in 2000, and USD$15 million in 2010. This year, Maeil is planning to meet the target of USD$21 million through the expansion of markets using its main items - baby formula (exported to the Middle East, China, and Vietnam) and a coffee-milk beverage (North America.)
One of Every Five Babies in the Middle East Drinks the Powdered Milk
“Maeil Mam’ ma”
The Middle East is the largest market for Maeil Dairies’ products. One in five babies in the Middle East has eaten one of the Maeil baby formula products - Maeil Mam’ma or Maeil Mam’ma Advanced. When Maeil Dairies first exported its formula to the Middle East in 1981, the product was distributed under the OEM (Original Equipment Manufacturing) brand “ABS-50.”By 1987, the company succeeded in selling to Saudi Arabia its milk powder products under the original brand name “Maeil Mam’ma.” Maeil Dairies’ milk powder became famous through word of mouth and its consumption gradually increased and expanded to the UAE, Egypt, Jordan, Yemen, and Syria. It took time to promote the Maeil brand in the Middle Eastern markets, but during this period the company was able to accumulate neatly the know-how about the export business. As of today, Maeil Dairies is one of the top brands in the Middle East and one of the best-known milk formulas.
Chinese Moms in High Income Bracket Choose “Maeil 金典名作”
Maeil Dairies has spared no effort to enter the Chinese market. The number of consumers in China who are concerned about food safety has been increasing since the melamine dairy products shock of 2008. The high-income bracket is looking for imported premium milk formulas. This inspired the Maeil Dairies to release a premium milk formula “Maeil 金典名作” targeting the wealthy Chinese families. The launch of the product was accompanied by an aggressive campaign demonstrating the quality of the formula through advertising in the media (TV and magazines) and sales promotions in big supermarkets. Since then, “Maeil 金典名作” has gone viral in China, with the exports reaching USD$2 million in just two years. Another formula of Maeil Dairies, “Absolute Gung,” was introduced along with other Korean agri-foods at the international food fair “SIAL China 2008” and received the “Trend & Innovation” award. What’s more, in September 2010, China’s national television station “CCTV” reported on the dairy production system of Maeil Dairies, focusing on the company’s formula safety control system. The TV coverage rapidly increased the awareness of the brand in China.
Making Inroads into Vietnamese Premium Milk Powder Market
Lately, Maeil Dairies has started exploring the Southeast Asian markets where the consumers, on account of Hanryu (Korean popular culture wave), are becoming more and more interested in “made in Korea” products. The populations and birthrates in Southeast Asia are steadily increasing, so the market for a baby formula is also growing rapidly. Maeil Dairies is trying to expand the exports of its baby formula to Vietnam, especially the country’s premium milk powder market. Currently, a number of global formula brands - such as Abbott, Mead Johnson, and Dumax - are dominating Vietnam’s premium formula market. Maeil Dairies has succeeded in developing milk powders customized for Vietnamese babies - “Angelac” and “Angelgrow” - and released them in the premium market. The products are distributed throughout the country, including in Ho Chi Minh City. Maeil Dairies is planning to use Vietnam as a bridge to the Southeast Asian baby formula market.
Thorough Sanitary Supervision:
“ESL System” and “HACCP”
According to Kim Jung-wan, the CEO of Maeil Dairies Co., Ltd., “All manufacturing stages, from processing the fresh milk to finished dairy products, are carried out in the bacteria-free milk production system “ESL”(Extended Shelf Life) and the HACCP (Hazard Analysis Critical Control Point) system. We are the first among Korean milk producers to introduce the two systems. The Maeil Dairies’ baby formula was developed with the mom’s heart, that is the consideration of the baby’s health (digestion, nutrition, development of brain, and immunity), to be above all.”
Park Sung Eun email@example.com
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