Clean Batik Initiative - National Policy Dialogue -
Transcript of Clean Batik Initiative - National Policy Dialogue -
Clean Batik Initiative
- National Policy Dialogue -
Marketing Survey Results
2012
Partners
Supporting Organisations
CLEANER
PRODUCTION
(CP)
Marketing Seminar
Note: Only for Batik SMEs that pass evaluation
POLICY DIALOGUES
CBI Timeline
CBI Implementation 2nd Half Year 2012 Marketing Seminars & Policy Dialogues
Marketing Seminar for Multipliers
12.09.12
KELANTAN
TERENGGANU
Policy Dialogue
Marketing Seminar for SMESs
*16 or 17.10.12
Policy Dialogue in Kuala Lumpur
*28.11.12
Policy Dialogue in Kota Bharu
12.09.12
Policy Dialogue in Kuala Terengganu
19.09.12
Marketing Seminar for SMESs & Multipliers
*27.09.12
Policy Dialogue in Kuala Lumpur
*28.11.12
Policy Dialogue
Marketing Seminar for SMESs*22.10.12
CR Conference Kuala Lumpur
2.10.2012,
IGEM Exhibition Kuala Lumpur 10 - 13.10 .12
Question 1: Number of Staff
2%
32%
39%
16%
2% 1% 8%
Number of staff
1
2 to 5
6 to 10
11 to 15
16 to 20
21 to 25
n.a.
• 39% of Batik SMEs employ 6 – 10 staff
• 32% of Batik SMEs employ 2 – 5 staff
• 16% of Batik SMEs employ 11 -15 staff
• The industry provides 3703 – 5999 jobs
Question 2: Type of produced Batik
18%
11%
0%
9%
43%
19%
Type of produced Batik
Cap (stamped)
Tulis (written)
Printing (printed)
Kombinasi (combination)
Lukis (drawn)
n.a.
• “Chanting” has widely replaced “Cap”
• “Drawing” is the most common “chanting”
• The Batik SMEs are highly specialized
• Only 9% combine Batik techniques
• “Printing” SMEs are excluded from CBI
Question 3: Batik product variation
30%
8%
20%
24%
6%
2%
2% 2% 2%
4%
Batik product variation
Kain Batik (Batik cloth)
Sarung (Sarong)
Busana Wanita (Womens attire)
Busana Lelaki (Mens attire)
Selendang, Syawl, pashmina (scarf,syawl,pashmina) Tali lehar (Necktie)
Cadar (Bed cloth)
Lukisan (Drawing)
Alas meja (table cloth)
Lain-lain (others)
• 30% of Batik products are Batik clothes
• Followed by Batik clothing for men and women
• Accessories are only a small share of production
Question 4: Type of cloth used for Batik production
20%
33%
3% 6% 3%
16%
4%
2%
3% 2% 4%
4%
Type of cloth used for Batik production Kapas (cotton)
Sutera (silk)
Crepe
Jacqart
Cotton
Fuji
Rayon
Poplin
Kaftan
Chiffon
lain-lain (others)
n.a.
• Silk, cotton and Fuji are the main raw materials
• Other materials are only subordinate sources
Question 5: Main Batik product
13%
11%
45%
7%
5%
3%
2%
2% 1% 7%
4%
Main Batik product
Kemeja
Kaftan
Kain Batik
Sarung
Busana Wanita
Busana Lelaki
Pakaian Siap
Sutera
Jubah
Lain-lain
n.a.
• 45% consider clothes as most important product
• Kemajas and Kaftans play an important role
Question 6: Product capacity per month/per product
0
5
10
15
20
25
30
Product capacity per month/per product
1 - 250
251 - 500
501 - 1000
1001- 2000
2001 - 3000
>3000
• Most Batik-SMEs have a capacity of up to 250 units per month
• Only a minority have a monthly output of 1000+
Question 7: The uniqueness of your
product compared to competitor
34%
20%
15%
23%
1%
5%
2%
The uniqueness of your product compared to competitor
Motif/corak (motive/pattern)
Mutu (quality)
Harga (price)
Warna (colour)
Penggunaan warna alam (usage of environmental colours)
Bahan material (material)
Lain-Lain (others)
• The pattern/motive is considered as unique
feature
• Colors and quality play an important role
• The price is of minor importance
Question 8: The pattern and motive of
your batik product is made:
32%
63%
4%
1%
The pattern and motive of your Batik product is made:
Sesuai dengan corak dan motif yang saya inginkan dan saya mampu sahaja (Suitable to the pattern & motive that I desire & only to my own capabilities)
Sesuai dengan keinginan dan keperluan pelanggan (Suitable with the desires & needs of customers)
Mengikut corak dan motif pesaing-pesaing saya (According to the patterns and motives of my competitors)
• Consumer preferences are determinants
• Followed by own preferences & capabilities
• Plagiarism hardly take place
Question 9: Does your product have a marking
or label?
0%
7%
7%
65%
21%
Does your product have a marking or label?
Tanda (marking)
Label (label)
Tanda & Label (marking & label)
Tanpa Tanda & Label (Without marking and label)
n.a.
• Batik SMEs hardly do branding
• Respectively 7% of the enterprises label or mark and label their products
Question 10: Where and how do you
sell your Batik products
20%
18%
9% 9%
30%
14%
Where and how do you sell your Batik products?
Dipasarkan sendiri (Door to door)
Menjual di gerai sendiri (Sell in own shop)
Memasarkan di internet (Via internet)
Meletakkan di gerai orang lain (Placed in other shops)
Melalui agen/distributor (via agents/distributors)
Lain-lain (others)
• Agents/distributors are the most important distribution channels
• Door to door distribution and sale in the own shops play an important role
Question 11: Method of promoting
your Batik products
13%
6%
20%
1% 4%
26%
9%
8%
13%
Method of promoting your Batik products
Tidak anda (none)
Risalah (Brochure)
Pameran (Exhibition)
Yellow pages
Majalah (Magazine)
Kad nama (Name card)
Internet
Lain-Lain (others)
n.a.
• The use of name cards is the most common promotion tool
• 20% are using exhibitions as opportunity to promote their products
• 15% do not promote their products at all
Question 12: How high is your annual turnover?
72%
2% 0%
0%
26%
How high is your annual turnover?
< RM 1 juta
RM 1-5 juta
RM 6-10 juta
> RM 10 juta
n.a.
• The vast majority of the Batik SMEs experience an annual turnover of <RM 1 million
Question 13: Have you got an organized
accounting?
54%
23%
2%
0%
21%
Have you got an organised accounting?
Belum (Not yet)
Sudah, tapi belum maksima (Done, but not maximised yet)
Sudah (done)
Lain-lain (others)
n.a.
• More than the half of the industry do not apply book-keeping
• 23% do not apply book-keeping methods consistently
Question 14: Your Batik product price
compared to similar products of your main
competitor
5%
66%
11%
18%
Your Batik product price compared to similiar products of your main-competitor
Lebih tinggi (higher)
Lebih kurang sama (almost equal)
Lebih rendah (lower)
n.a.
• The industry is characterized by a low price differentiation
Question 15: Competitor’s product advantages
16%
4%
3%
2%
3%
6%
2% 10%
54%
Competitor's product advantages motif/corak (Motive/pattern)
Lebih Kurang sama (More or less the same)
Reka Bentuk (Shapes and design)
Haga murah (Cheap price)
teknik (Technique)
tidak pasti (Not sure)
Boleh Produksi kuantiti lebih banyak untuk tempoh pendek (Higher productivity)
lain-lain (Others)
n.a.
• Hardly able to identify competitor’s strength
• A large share consider motives/patterns as competitor’s advantage
Question 16: Competitor’s product weaknesses
7%
25%
7%
4%
2%
12%
43%
Competitor's product weaknesses
Kualiti (Quality)
Motif (Motive)
Warna (Colour)
Mahal (Expensive)
Tidak Pasti (Not sure)
Lain-lain (Others)
n.a.
• Hardly able to identify competitor’s weaknesses
• A large share identified the motives/patterns of their competitors as weakness
Question 17: Have your products ever
been exported?
18%
82%
Have your products ever been exported?
Ya (Yes)
Tidak (Never)
• Only 18% of the Batik SMEs export their products
• 82% produce for the domestic market
Question 17b: To which countries are
your products exported?
46%
8% 8%
8%
17%
13%
To which countries are your products exported?
Brunei
Singapore
Australia
USA
Europe
Others
• Brunei is the most important market for Malaysia’s Batik industry
• Followed by Europe
• Australia, USA and Singapore are only importing 8%
18%
82%
Did you/your Batik enterprise ever received marketing training previously?
Ya (Yes)
Tidak (Never)
Question 18: Did you/your Batik
industry ever received marketing training
previously?
• Hardly any Batik SME has participated in marketing trainings so far
50%
16%
17%
17%
Who offered this marketing training?
Kraftagan
Mara
others
n.a.
Question 18b: Who offered this
marketing training?
• Kraftangan has offered 50% of the marketing trainings for Batik
SMEs
• Mara has offered 16% of the marketing trainings for Batik SMEs
Question 19: Which marketing topic
does your Batik enterprise require?
17%
12%
12%
5% 7%
12%
8%
7%
10%
10%
0%
Which marketing topic does your Batik enterprise require?
Perancangan pemasaran (market planning)
Pembangunan produk dan reka bentuk (product development & design)
Iklan/Promosi (advertisement/promotion)
Tindakan susulan oleh pengguna (Follow-up actions by users)
Pembungkusan (Packaging)
Akses pasaran (market access)
Penentuan harga dan rundigan (pricing and negotiation)
Imej produk (jenama) (product image/branding)
Komunikasi perniagaan (business communication)
Pameran (exhibition)
Lain-lain (others)
• CBI covers all topics demanded by Batik SMEs
28%
69%
3%
Has your Batik industry ever had a loan from a bank?
Pernah (yes)
Tidak (never)
n.a.
Question 20: Has your Batik industry
ever had a loan from a bank?
• The vast majority has never had a bank loan
29%
12%
13% 8%
17%
17%
4%
Which bank gave you a loan?
SME Bank
Tekun
Mara
CIMB
Agro Bank
BSN
Amanah ikutiar
Question 20b: Which bank gave u a loan?
• The SME Bank and BSN provided most loans for the Batik SMEs
5%
2%
34%
22%
14%
6%
17%
Why did your Batik SME never applied for a bank loan?
Risiko (Risk)
Sukar Berpotensi (hard potential)
n.a.
Tidak tahu prosedur (do not know procedure)
Tidak ada keperluan (not necessary)
Susah mandapat pinjaman (hard to receive loan)
Lain-lain (Others)
Question 20c: Why did your Batik
SME never applied for a bank loan?
• 22% of Batik SMEs do not understand the procedure to apply for a loan
• 14% never considered a loan as necessary
26
21
1
11 12
28
20
26
0% 1% - 25% 26% - 50% 51% - 75% 76% - 99% 100%
To whom will you sell your batik?
Export Local n.a.
Question 21: To whom will you sell
your batik?
• 47 of the interviewed SMEs produce up to 50% for the export market
• 60 SMEs produce more than 50% of their production for the domestic market
2 3
35
11
6 7 7 6
45
4 3 3
0% 1% - 25% 26% -50% 51% - 75%
76% - 99%
100%
Local market which target groups?
in your own province
outside of your own province
Question 22: Local market which
target groups?
• Almost equal shares are produced for the local and national market
17%
35%
34%
14%
You sell Batik
via own shop/outlets
to distributors/wholesalers
directly to clients
n.a.
Question 23: You sell Batik
• Distributors/wholesalers and other clients are the most important customers for Batik SMEs
62
11
1 1
13
25 19
3 1 1 2
14 10
23
11
0% 1% - 25%
26% - 50%
51% - 75%
76% - 99%
100%
How many % of Batik is sold:
via Internet
Governmental institution/teachers/pupils
Distributors/wholesalers
Question 24: How many % of Batik is
sold
•Distributors/wholesalers purchase the most produced Batik
•Governmental Institutions/teachers and pupils are other important customers
4%
18%
17%
36%
25%
Percentage of your business with your one largest customer?
≤ 10%
≤ 25%
≤ 40%
over 50%
n.a.
Question 25: Percentage of your
business with your one largest customer
• 36% of all Batik SMEs are highly dependent on one customer
13%
18%
17% 28%
24%
Percentage of your business with your Top 3 largest customers
≤ 20%
≤ 40%
≤ 60%
≤ 80%
n.a.
Question 26: Percentage of your business with your
Top 3 largest customers
• 28% of all Batik SMEs depend on their Top 3 largest customers
22%
25%
16%
18%
2%
17%
Your sales activities out of your own state, are:
no outside activities
With Kraftangan events in Kuala Lumpur
With Kraftangan events in other states
Other exhibition
Overseas exibition
n.a.
Question 27: Your sales activities out
of your own state, are
• Kraftangan in Kuala Lumpur is the most important Exhibition for Batik SMEs in Malaysia
• Followed by other Kraftagan events Malaysia
• 22% of Batik SMEs do not use this opportunities
25%
21%
18%
36%
In the last 3 years, my company has attended:
1-3 sales events out of my state
3-6 sales events out of my state
more than 6 sales events out of my state
n.a.
Question 28: In the last 3 years, my company
has attended
• The companies who use exhibitions, do so frequently
Question 29: Have you ever tried to
work with natural dyes?
75%
15%
2% 8%
Have you ever tried to work with natural dyes?
No, never
Yes, but just for a trial once
Yes, we work permanently with it
n.a.
• Hardly any SME has ever tried natural dyes
• 15% have tried natural dyes once, but switched back
• Only 2% permanently work with natural dyes
41%
17%
21%
13%
8%
The price of fabric raw material increased over the last 2 years:
over 30%
over 50%
over 80%
over 100%
n.a.
Question 30: The price for raw materials
increased over the last 2 years
• Every Batik SMEs have experienced price increases from 30% up to 100% +
14%
35% 34%
7%
10%
The cheap batik imports from China are:
no threat at all for my sales
a normal challenge
a large threat
a threat on our existence
n.a.
Question 31: The cheap batik imports
from China are:
• 34% regard cheap batik imports from China as a large threat
• 35% as a normal challenge
• 7% as a threat to their existence
• Only 14% do not see a threat for their business
1%
36%
47%
8%
8%
Increase of raw material challenges my business:
Not at all
Just a little
Strongly
Threaten my existence
n.a.
Question 32: Increase of raw material
challenges my business
• 47% perceive this development as strong challenge
• 36% are only affected a little
• 8% consider it as a threat to their existence
11%
34%
37%
10%
8%
Batik import of China challenges my business:
Not at all
Just a little
Strongly
Threaten my existence
n.a.
Question 33: Batik import of China (open, no
customs, since January 2010) challenges my
business
• 37% consider imported Batik as a strong challenge
• 34% define it as a little challenge
• 10 % see a threat for their existence
• Only 11% perceive the development as no challenge
24%
14%
37%
17%
8%
Implementation of water regulation of DOE challenges my business:
Not at all
Just a little
Strongly
Threaten my existence
n.a.
Question 34: Implementation of water
regulation of DOE (with penalties) challenges
my business
• 17% consider the up-coming DOE water regulations as threat to existence
• 37% as a strong challenge
• 14% as a little challenge