Marketing Plan

Marketing Strategy of Mydin – a Hypermarket from Malaysia

Mydin Mohamed Holdings Berhad (Mydin) first established its presence in the Klang Valley of Kuala Lumpur (KL) through their 2 emporiums in the early 80s. They sold mostly economically-priced clothes and Muslim prayer equipment and apparel.

Today, the outlets are nicknamed “KL’s best kept secrets” and have diversified their product lines offering a wide range of different goods. Nevertheless, they are still perceived as the best place to buy Muslim clothes, prayer rugs and other attire related to Islamic worship at affordable prices.

In the years that followed, Mydin developed a vision to become Malaysia’s leading hypermarket – appealing to Muslims and non-Muslims alike. 25 Mydin branches, a Mydin mart and 2 Mydin wholesale hypermarkets later – these establishments are challenging the large foreign players Tesco, Carrefour and Giant.

In a recent interview with Mingguan Editor (a Malaysian business and economic newspaper), Managing Director Dato’ Ameer Ali Mydin revealed that Mydin’s hypermarket was set to reap MYR1 billion (approximately USD310 million) annually.

In 2007, Dato’ Ameer Ali, was recognized as Malaysia’s Master Entrepreneur Of The Year driving the enterprise into head on competition with large foreign players and has emerged as one of the largest in terms of retail trade among hypermarkets in Malaysia.

Here is an overview of Mydin’s marketing strategies that have led to its success to-date.

Halal-wide Product Lines for Halal-wide Target Market

Mydin’s entrepreneurship vision takes a wholesome point of view, embracing the concept of halal (permissible) products. In accordance to Islam, nothing is haraam (forbidden) unless explicitly declared as forbidden (by the Qur’an or Prophetic Sunnah). Visit any one of the Mydin emporiums and consumers will find themselves walking single-file down jam-packed shelves and baskets of goods ever imaginable to the human need or want.

The...