ASTEEL Sdn Bhd | APEA - Asia Pacific Enterprise Awards Asia Pacific Enterprise Awards

INSPIRATIONAL BRAND CATEGORY

ASTEEL Sdn Bhd

Information about the Company and Brand
ASTEEL Group started from humble beginnings in 1996 as a trading company under YKGI Holdings Bhd. In 2013, it changed its name to ASTEEL Sdn. Bhd with the restructuring of its East Malaysia operations. It has since become a one-stop building solutions provider for roofing and walling.

ASTEEL’s mission to provide quality and affordable roofing and building materials that everyone prefers is reflected in its tagline, ‘Affordable Shelter for Everyone’, which in line with the Government’s efforts in providing more affordable homes.

ASTEEL’s brand story emphasises showcasing the growth and impact of ASTEEL Group in Malaysia and across East Asia towards providing high quality and affordable building materials. Its unique selling proposition is illustrated based on its four pillars; people, product, process, and culture.

Brand Elements
ASTEEL’s PR and marketing campaign objectives are in line with ASTEEL’s group branding efforts which aim to position the company as the leading building materials solution provider and a company that provides affordable shelter for everyone.

ASTEEL’s marketing promotes product specifications, recommendations, product awards and overall brand. High-quality building materials are expensive and monopolized by affluent players in the industry. ASTEEL’s Envio Concept Store is a one-stop concept store that provides quality and affordable building materials. The objective of the concept store is to enable everyone to build their own safe, strong and sustainable shelter.

ASTEEL’s marketing efforts are conducted via owned media channels, marketing collaterals, product talks, built industry exhibitions and advertising. In addition, its public relations efforts are tasked with reputational management according to the four pillars: brand, people, product, and culture.

The grand prize winner drove home with a brand new Perodua Ativa, while other lucky winners walked away with exciting prizes, such as Thermomix, Sharp 50-inch Full HD TV, Dyson Supersonic Hairdryer, Apple iPhone 13 Pro (128GB), and many more.

With this, ASTEEL hoped that the lucky draw would encourage people to buy quality products to spur the growth of the local property market, in line with its mission to provide more affordable shelter for everyone, especially to families who are looking into home renovations as everyone deserves a safe and comfortable home. The lucky draw campaign aimed to also create awareness of the brand as one of the leading building materials solution providers in the region by promoting its physical and online Envio Concept Stores.

Due to the pandemic, the participation rate was much lower when it started. ASTEEL Group extended the campaign to garner more participation and succeeded with the extended duration.
Achievements and Impact
ASTEEL remained steadfast in promoting its key pillars, brand, people, products, and culture. Its marketing ROIs involve improving overall repeated product specifications by consultants by 70% in a year generated from project tender launches and improving overall monthly customer retention by 95% in a year, generated from customers returning consistently for the products every month.

ASTEEL’s increased its ROI by 20%. The investment in the A&P campaigns, enhances the visibility of ASTEEL’s brand and draw more attention to specifier (i.e., architect or project consultant), and increases the sales of its premium products, enabling ASTEEL to open more outlets in various locations to serve its customers better. ASTEEL’s sales increased sales by 15% and its customer satisfaction percentage is at 81.38%. In 2021, it generated a total of 52 media clippings in both East and West Malaysia, with the breakdown of an Equivalent Advertising Value of RM 205,286.00 and a PR Value of RM615,858.00. Some of the media stories included its efforts on expansion plans, R&D, cross-collaboration partnerships, sharing expert views on current issues/ policy-related matters in the steel industry, business, new technology and much more.

Future Direction
The future direction of ASTEEL’s PR and Marketing campaign is to communicate how the Sarawak Homegrown company is forging ahead with 25 years of stellar performance. It will require a 360-communication approach which is three-prong, including earned media, paid media and social media marketing.

INSPIRATIONAL BRAND CATEGORY

ASTEEL Sdn Bhd

Information about the Company and Brand
ASTEEL Group started from humble beginnings in 1996 as a trading company under YKGI Holdings Bhd. In 2013, it changed its name to ASTEEL Sdn. Bhd with the restructuring of its East Malaysia operations. It has since become a one-stop building solutions provider for roofing and walling.

ASTEEL’s mission to provide quality and affordable roofing and building materials that everyone prefers is reflected in its tagline, ‘Affordable Shelter for Everyone’, which in line with the Government’s efforts in providing more affordable homes.

ASTEEL’s brand story emphasises showcasing the growth and impact of ASTEEL Group in Malaysia and across East Asia towards providing high quality and affordable building materials. Its unique selling proposition is illustrated based on its four pillars; people, product, process, and culture.

Brand Elements
ASTEEL’s PR and marketing campaign objectives are in line with ASTEEL’s group branding efforts which aim to position the company as the leading building materials solution provider and a company that provides affordable shelter for everyone.

ASTEEL’s marketing promotes product specifications, recommendations, product awards and overall brand. High-quality building materials are expensive and monopolized by affluent players in the industry. ASTEEL’s Envio Concept Store is a one-stop concept store that provides quality and affordable building materials. The objective of the concept store is to enable everyone to build their own safe, strong and sustainable shelter.

ASTEEL’s marketing efforts are conducted via owned media channels, marketing collaterals, product talks, built industry exhibitions and advertising. In addition, its public relations efforts are tasked with reputational management according to the four pillars: brand, people, product, and culture.

The grand prize winner drove home with a brand new Perodua Ativa, while other lucky winners walked away with exciting prizes, such as Thermomix, Sharp 50-inch Full HD TV, Dyson Supersonic Hairdryer, Apple iPhone 13 Pro (128GB), and many more.

With this, ASTEEL hoped that the lucky draw would encourage people to buy quality products to spur the growth of the local property market, in line with its mission to provide more affordable shelter for everyone, especially to families who are looking into home renovations as everyone deserves a safe and comfortable home. The lucky draw campaign aimed to also create awareness of the brand as one of the leading building materials solution providers in the region by promoting its physical and online Envio Concept Stores.

Due to the pandemic, the participation rate was much lower when it started. ASTEEL Group extended the campaign to garner more participation and succeeded with the extended duration.
Achievements and Impact
ASTEEL remained steadfast in promoting its key pillars, brand, people, products, and culture. Its marketing ROIs involve improving overall repeated product specifications by consultants by 70% in a year generated from project tender launches and improving overall monthly customer retention by 95% in a year, generated from customers returning consistently for the products every month.

ASTEEL’s increased its ROI by 20%. The investment in the A&P campaigns, enhances the visibility of ASTEEL’s brand and draw more attention to specifier (i.e., architect or project consultant), and increases the sales of its premium products, enabling ASTEEL to open more outlets in various locations to serve its customers better. ASTEEL’s sales increased sales by 15% and its customer satisfaction percentage is at 81.38%. In 2021, it generated a total of 52 media clippings in both East and West Malaysia, with the breakdown of an Equivalent Advertising Value of RM 205,286.00 and a PR Value of RM615,858.00. Some of the media stories included its efforts on expansion plans, R&D, cross-collaboration partnerships, sharing expert views on current issues/ policy-related matters in the steel industry, business, new technology and much more.

Future Direction
The future direction of ASTEEL’s PR and Marketing campaign is to communicate how the Sarawak Homegrown company is forging ahead with 25 years of stellar performance. It will require a 360-communication approach which is three-prong, including earned media, paid media and social media marketing.