CORPORATE

REPUTATION
MANAGEMENT
INDIVIDUAL ASSIGNMENT

Cherisa Ng Wen Hui /APR

S10172971G
T2P2
Tutor: Ms Zalina

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Content Page

An Overview of the Company 3 – 4
Corporate History 3
Expansion to North America 3
Khong Guan and Arnott’s 3 – 4
Mission and Vision 4
Awards and Accolades 4
Corporate Identity 5 – 6
Logo and Packaging 5
Factory 5
Distribution and Retail 5
Website 6
Social Media 6
Brand Positioning 7 – 8
Company Story 7
Social Media Benchmarking 7
Local Prejudice 7
World Wildlife Fund (WWF) and CSR 8
Consumer Perspective 8
Corporate Image 9 – 10
Survey Results 9
Product Image 9 – 10
Recruitment Image 10
Social Image 10
Brand Communication and Management 11 – 12
Promise of the brand 11
Social Media 11
Traditional Media 11 – 12
Recommendations 13 – 15
Environmentalism and CSR Efforts 13 – 14
Increase Awareness on Corporate Culture 14
Revamping Khong Guan’s Online Presence and Corporate Website 14 – 15
Banking on Nostalgia and Product Design 15
Work Cited 16 - 17
Appendix 18 - 28
Figures 1 – 22 18 - 22
Survey results 23 - 28

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An Overview of the Company

Corporate History
Khong Guan Biscuit Factory is a home-grown brand which manufactures confectionary
products and biscuits. Some of the key products the company produces are lemon puffs,
cream crackers, chocolate wafers, digestive biscuits and cheese crackers. However, it is truly
the classic cream crackers which is the most popular and well-known product from Khong
Guan. The cream cracker is a plain flat savory biscuit. It is also perceived as a snack which
perennials love and an essential during local tea time.

Khong Guan Biscuit Factory is under the parent company Khong Guan Limited which was
formally known as Khong Guan Flour Milling Limited before the name change occurred in
November 2016 (Chua). Today, the company has grown into a multinational organisation
with three main sectors – Trading of wheat and consumer goods, investment trading and
investment holding.

To date, Khong Guan has expanded its business worldwide and even has presence in Japan,
the Middle East, South America and Canada.

Khong Guan was founded in 1947 by two brothers, Chew Choo Keng and Chew Choo Han,
from the Fujian province in China. The first biscuit factory was established in Paya Lebar,
Singapore. Soon after, the company begin to expand its business into Malaysia in the 1950s.
Following that, the company ventured to both Indonesia and Thailand in the 1960s and
1970s respectively and the Philippines in the 1980s. Notably, after expanding to China in
1981, Khong Guan has since further developed its manufacturing base to Chinese cities such
as Shanghai and Chengdu in the 1990s.

Expansion to North America
In the process of expanding Khong Guan worldwide, the company soon saw the potential
the United States (US) market presented. In order to reach the North American market,
Khong Guan Corporation was then set up in 1982 by the owners to import and market Asian
food flavours and products into the West (Khong Guan Corporation). In its prime, Khong
Guan’s market share in the United States grew from a mere 4% in 1986 to becoming the
market frontrunner in 1989. Furthermore, it was also the very first Asian biscuit
confectionary manufacturer to produce television and newspaper advertisements in the
United States. Currently, all of Khong Guan’s warehouses are strategically located in the
West Coast – predominantly in California.

Khong Guan and Arnott’s
In addition, it is important to mention that Khong Guan signed an agreement with Australian
manufacturer, Arnott’s biscuits, in 1974 (Hunt). The agreement gave Khong Guan the access

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to Arnott’s recipes, formulas, production methods and processes. Hence, the company was
able to double its production rate in South-East Asia.

Mission and Vision
Interestingly enough, neither Khong Guan Limited nor Khong Guan Biscuit Factory has a
corporate mission nor a corporate vision. On the other hand, Khong Guan Corporation’s
mission is “Our Company is dedicated to identifying quality products and consumer needs,
while building manufacturer, supplier, and consumer confidence in our abilities to serve in
the development, marketing, representation and distribution of these products”. Moreover,
its vision is “To provide quality products with strong marketing support at a reasonable
price.”

Awards and Accolades
Notably, Khong Guan Biscuit Factory has also won numerous accolades and awards (Fig 1).
Ever since 1982, Khong Guan has been awarded multiple Monde Selection Gold medals
which is one of the highest international recognition that consumer products can be
awarded. Moreover, Khong Guan has been honoured with the ISO Certification
consecutively ever since 1995, the latest being the ISO 2200:2005 Certification to both its
factories in Johore and Butterworth (Khong Guan). The ISO Certification helps to assure
consumers that products are reliable, safe and of quality. Also, Khong Guan is halal certified.

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Corporate Identity

Logo and Packaging
The logo for Khong Guan Biscuits has seen two main changes since its humble beginnings.
When it was first launched, the logo had no wording (Fig 2). Rather, it was a simple yellow
and red symbol which was seen most notably on its classic assorted biscuit tins (Fig 3).

Today, the brand logo has been formally changed to the following image (Fig 4). However, it
is indeed important to take note that most of its current products are not consistent with
the corporate logo (Fig 5). From the example provided, Khong Guan’s products – which are
available locally - do not include the mandarin characters as seen on the corporate logo.
Rather, the full corporate brand is only found on products which are available in the Chinese
market (Fig 6).

Moreover, it seems that Khong Guan lacks cohesive packaging as well. A good example is
the sultana crackers (as shown in both Fig 5 and 6). Currently, the sultana crackers come in
many other different packaging (Fig 7, 8 and 9) which may potentially confuse the
consumer. The biggest differing packaging would definitely have to be Fig 10. The crackers
are not even labelled as ‘sultana crackers’, but rather, ‘raisin crackers’.

Factory
Previously, Khong Guan Biscuit Factory was established in Paya Lebar (Fig 11). Today, the
factory has relocated to 338 Jalan Boon Lay, Singapore 619526 (Fig 12). Currently, Khong
Guan offers factory tours. However, it is not opened to the public but rather, it is reserved
solely for educational institutes only.

Distribution and Retail
Khong Guan biscuits does not have a specific retail outlet. Instead, it is mainly sold by
distributors. Mainly, they found in hyper-markets like NTUC FairPrice, Giant and Sheng
Siong. They are also available online on the websites of the above mentioned as well as
online-only retailers such as Redmart and Amazon.

Notably, NTUC FairPrice has a Supplier Support and Development Programme for local small
and medium-sized enterprises (SMEs) which Khong Guan biscuits is under ( FairPrice). Under
this scheme, FairPrice invests more than $1 million annually to offer a 50% discount on
product and listing fees as well as host knowledge and networking seminars. Furthermore,
FairPrice pays firms within a month instead of the usual two. Also, it carries more than 4500
local products which roughly makes up 10% of FairPrice’s total range. Thus, it is not
uncommon to see Khong Guan biscuits being prominently displayed at NTUC FairPrice
outlets (Lee). This is an advantage for Khong Guan as FairPrice supports the brand by
promoting it in its stores.

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Website
Khong Guan has two main websites – Singaporean (Fig 13) and Malaysian (Fig 14). The
website layouts for the two are relatively the same and the two provide similar information.

However, three main differences stand out. Firstly, the Malaysian website has a ‘What’s
New’ section on the home page which showcases a slideshow of the newest Khong Guan
biscuit range. Secondly, there is a ‘Food for Thought’ section which is only shown on the
Singaporean website. In it, Khong Guan showcases various different ways of utilising its
biscuits rather them just consuming them plain (Fig 15); For example, using them as chip
dips or crushing them to create cheesecake bases. It is a notable effort made by the
company in attempts to be adventurous with its products. However, the page seems
outdated and the pictures provided seem of low quality. Lastly, Khong Guan’s Singaporean
website has a ‘Khong Guan Classics’ section (Fig 16). Under this section, Khong Guan
specifically outlines the six confectionary products it manufactures which they deem to be
classics. It includes wafer, cream crackers, lemon puffs, sultana crackers, marie biscuits and
cheese crackers. Despite the attempts taken by Khong Guan to make the websites
appealing, the two sites –Singaporean and Malaysian- lack a ‘Careers’ and ‘Press Releases’
section which is crucial. Furthermore, the fonts and format of the websites look old and
dated. There is also a lack of corporate information on the website such as the missing
mission and vision statements.

Social Media
Khong Guan uses three main social media platforms – Facebook, Twitter and Pinterest - as
linked on their Singaporean website.

On Facebook (Fig 17), the visuals include a simple image of biscuits as their cover page and a
red logo of Khong Guan. The Facebook page is flooded with promotional information.
However, the promotional posts are poorly designed, making it unappealing. Furthermore,
photos taken of events and people look unprofessional due to the poor picture quality.
Khong Guan’s Twitter page is not well-maintained (Fig 18). The display photo of Khong Guan
is an extremely pixelated close-up image of the logo. No content was ever put out on
Twitter. On Pinterest (Fig 19), the photos uploaded are of low quality. Furthermore, the
display photo is not even pixelated, but it is also not even centralised.

Moreover, all three social media platforms do not have consistent usernames. Khong Guan’s
Facebook is @KhongGuanBiscuits while its Twitter account is @Khong_Guan. It’s Pinterest
username is @KhongGuan. Such problems may cause confusion for consumers.

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Brand Positioning

Company Story
Khong Guan was started by two brothers, Chew Choo Keng and Chew Choo Han. The two
left their village in Fujian, China and in search of a future in Singapore. The brothers then
settled down in Singapore and begun work in a local biscuit factory. Unfortunately, their
happiness was short-lived due to the Japanese Occupation. This forced the two brothers to
flee the country to Perak, Malaysia where they then started a small business making and
selling soap. After the Japanese retreated, the brothers returned to Singapore. The humble
beginnings of Khong Guan began after Chew Choo Han chanced upon war-damaged biscuit
making machines which were to be sold as scrap. Immediately, he purchased the machines
and soon set up a semi-automated biscuit production line after much determination.
Impressively, the machines were made with bicycle chains to mimic a conveyor belt system
(Khong Guan). Hence, although Khong Guan has a rather interesting and compelling
company origin story, it is not reflected in any of its owned media. Without the proper use
of storytelling, Khong Guan is unable to express their values and personality to the public.
Thus, the company may be positioned as a company which is more traditional and serious
due to the lack of emotional attachment and appeal.

Social Media Benchmarking
It is important to note that Khong Guan does not have an Instagram account. It is surprising
as Instagram is the second most used social media platform in Singapore according to a
2016 report done by We Are Social (Fig 20). Comparing this to Khong Guan’s closest
competitor, Julie’s, the company is at a loss. Julie’s not only has an Instagram account but
possess constant engagement with the public among all their social media platforms as well.
Moreover, Khong Guan’s website is outdated while Julie’s website is interactive and well-
planned. Thus, all the above factors position Khong Guan as a brand with a smaller social
media presence.

Local Prejudice
According to a Factivia article, locally manufactured biscuits are “crumbling against the wall
of local prejudice” (Straits Times). Locally produced biscuits have declined while imported
biscuits have almost doubled. In addition, foreign biscuits are also growing in popularity
despite the fact that local biscuits are cheaper. For example, local cream crackers were
reported to cost an average of 38 cents a pound and 50 cents for the sweetened varieties.
On the other hand, foreign biscuits cost $2.03 a pound and $2.24 respectively. This insight
positions Khong Guan on the losing end as there is a growing trend of Singaporeans leaning
towards imported goods instead of supporting local products.

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World Wildlife Fund (WWF) and CSR
Singapore plays host the world’s largest palm oil-based diesel plant. Thus, the use of palm
oil is one which environmentalists in Singapore take seriously. In the 2017 WWF Palm Oil
Questionnaire, Khong Guan marked “non-respondent”. This indicates that the company is
not transparent with their sourcing methods of palm oil. Furthermore, according to WWF,
those who did not reply to the questionnaire cited reasons such as the lack of consumer
demand, expensive and the lack of internal capacity to switch to sustainable palm oil. WWF
Singapore has also publicly announced that they are currently spamming emails and
references to the CEOs and Managing Directors of the non-respondent companies
(Coconuts Singapore). Moreover, it is important to take note that Khong Guan has yet to
launch any official CSR effort since its beginnings. These two instances position Khong Guan
as a corporation that is not socially and environmentally responsible. This may then
potentially hurt and damage the reputation of the company.

Consumer perspective
Local lifestyle blog, The Smart Local, has a section where users can rate and review products
(The Smart Local). Khong Guan is one of the many products under it. The company has a
remarkable user rating of 79%. Scrolling through the user review posts, majority of people
would actually recommend Khong Guan biscuits to a friend. Furthermore, almost all of the
reviews mentioned Khong Guan along with their childhood.

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Corporate Image

Survey Results
In order to dive deeper and find out more about the public’s perspective on Khong Guan, I
recently ran a survey to further understand the matter. The survey was sent out on 5
November 2017 and it was closed on 19 November 2017. In total, 35 responses were
gathered. The competitors chosen for Khong Guan in the survey are Julie’s, FairPrice house
brand and Hup Seng. Please refer to the full survey results in the appendix.

Product Image
The company does not have a positive overall product image.

The awareness and familiarity of Khong Guan biscuits is rather high. According to the
survey, when asked to rank Khong Guan among its competitors in terms of brand familiarity,
Khong Guan came in first with 19 respondents selecting it as the brand they are most
familiar with. This shows that there is high brand awareness and recognition of Khong Guan.
However, its brand favourability is not as strong. When asked to rank Khong Guan among its
competitors in terms of brand favourability, Khong Guan came in third. This insight indicates
that despite people generally know of Khong Guan biscuits, they are not inclined to
purchase and consume it. Furthermore, when asked to rank Khong Guan among its
competitors in terms of brand quality, Khong Guan came in third as well. This shows that
there is a huge room for improvement in terms of product quality of Khong Guan biscuits.

When asked what first comes to mind when Khong Guan is mentioned, more than half
associated the brand to “Old”, “Local”, “Childhood” and “Kids”. Only a few negative
associations such a “Cheap” and “Mediocre” were given. Out of the 35 responses, a unique
association given by 6 respondents is “Biscuit tins”. Also, when asked if respondents have
had Khong Guan biscuits in the past year, only 34.3% of respondents answered “Yes”. Out of
the 34.3%, all respondents were able to remember the name and list the confectionary
product consumed. A few of the most popular products mentioned were the cream crackers
and the lemon puffs.

The above shows that consumers have a strong brand association of Khong Guan and
childhood. The mentions of “Biscuit tins” are unique as biscuit tins were the original
packaging of Khong Guan biscuits. Thus, many still see their childhood synonymous with
Khong Guan.

In addition, respondents were asked to rank factors – price, taste, nutritional information,
quality, attractive product design, recommendations and eco-friendliness of product- in
terms of importance when purchasing confectionary goods. Survey results showed that
price, taste and nutritional information were the top three factors.

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In a nutshell, Khong Guan can still further improve its product image. Although it has strong
brand awareness and brand association, its brand favourability and brand quality is weak.
Only with an overall positive product image can Khong Guan truly succeed. Not only will
consumers be loyal but the corporate image and reputation of the company will be
strengthened. Thus, it is important that Khong Guan should continuously work on its
product image.

Recruitment Image
Khong Guan has an extremely weak recruitment image. When asked if respondents would
recommend their friends or family to work at Khong Guan, 65.7% said “No”. Many cited
reasons such as not knowing the work culture and environment of the company. This
highlighted the fact that exposing work culture is highly beneficial. Also, some respondents
felt that should their friends or family were to work for a confectionary brand, they should
instead work for places like Oreo’s or Julie’s as they are “better”.

A poor recruitment image may cause employment issues for Khong Guan. The company may
find difficulty retaining and attracting prospective employees. This, in turn, weakens
employee loyalty. Furthermore, a weak recruitment image would also result in a weakening
corporate image and reputation.

Social Image
Khong Guan does not have any social efforts at all. As a result, a question based on the
company’s CSR efforts was not able to be crafted and asked. Thus, the brand is not socially
responsible as it does not give back or contribute to society. With a weak social image,
Khong Guan would have a weak association with being socially responsible. Hence,
prospective employees may be less inclined to work for the company and consumers may
refrain from purchasing the product. This would then weaken Khong Guan’s overall
corporate image.

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Brand Communication & Management

Promise of the brand
According to my survey, when asked if Khong Guan’s belief statement, “Legacy for
generations. Taste of traditions” is represented by the brand, 100% of respondents agreed.
Moreover, all 35 respondents also agree that Khong Guan is perceived as a “traditional and
nostalgic local confectionary brand”. This shows that Khong Guan is effective in
communicating the brand’s key message to the consumer. Furthermore, consumers are also
able to recall the brand’s messaging which shows that Khong Guan has relatively strong
brand awareness among its stakeholders.

Social Media
As of 5 December 2017, Khong Guan’s Facebook page had a total of 1778 likes, 1765
followers and 150 visits. The page mainly posts about the available promotions, product
launches and the behind the scenes of the manufacturing and distribution process. It is also
not updated regularly, with the last update being posted on 24 November 2017. In addition,
there is a lack of engagement the company has with the public as the average number of
likes each Facebook post has is 5. So far, the post with the highest number of likes (8 likes) is
a video post highlight the nostalgia Khong Guan biscuits gives to people.

As of 5 December 2017, Khong Guan’s Twitter page (@Khong_Guan) has 4 followers.
However, no tweets were ever sent out despite the fact that the company have joined the
social networking site since May 2010.

As of 5 December 2017, Khong Guan’s Pinterest page (@KhongGuan) has 9 followers. The
Pinterest page shows all the product ranges Khong Guan offers.

The above shows that Khong Guan has a low social media engagement rate as well as a poor
social media presence. Thus, weakening the organisation’s corporate image.

Traditional Media
According to Factiva, Khong Guan biscuits have 42 publications which mentions them in the
past 5 years. However, in the period 1 January 2017 to 7 December 2017, only 7 articles
mentioned Khong Guan. The latest article being a market analysis posted on 29 September
2017 by The Straits Times. The article stated that though Khong Guan’s net profit rose from
$58,000 to $1.25 million for the fiscal year ending in July, the company’s revenue actually
fell 2.7% to 57.1 million (Straits Times).

Also, Khong Guan is almost always referenced or mentioned in the articles briefly, never in
full detail.

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The most recent stand-alone article for Khong Guan was published on 25 July 2016 in The
Straits Times. The article details the company’s efforts in selling their industrial building in
Tai Seng (Woo).

This shows that Khong Guan has a lack of public relations (PR) efforts in the media. Thus,
this may potentially decrease Khong Guan’s influence on the stakeholder’s perception of the
organisation. Also, low media engagement eventually leads to less buzz surrounding the
organisation, thus weakening the corporate image due to poor brand awareness.

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Recommendations

1. Environmentalism and CSR Efforts
Unfortunately, as Khong Guan’s palm oil usage is strictly operational, to restrict their use of
palm oil is impossible. Therefore, the recommended action for Khong Guan to take would
be to firstly, address the current palm oil situation.

The company should first be direct and acknowledge their past of using unethically sourced
palm oil. Then, Khong Guan should announce their plans to use ethically derived palm oil in
their future products. However, should Khong Guan continue to ignore the palm oil scandal,
the result will be detrimental to the company.

Research has shown that today’s consumers are beginning to place a premium on CSR
efforts. Notably, millennials in particular, are strongly demanding that companies begin to
be responsible. Furthermore, according to a Cone Communications Millennial CSR study,
91% would switch to brands associated with a cause. Moreover, survey respondents were
willing to make personal sacrifices for businesses which make ethical decisions – let it be
paying more for the item (70%) or taking a pay cut to work at a responsible firm (62%). In
addition, millennials are quickly making up the bulk of both the workplace and the
marketplace (Cone Communications). Hence, it is crucial that businesses must adapt to the
times and proceed with the necessary changes. If Khong Guan does not address the palm oil
issue immediately, the company could be losing both potential customers and employees.

Previously, if Khong Guan were to begin CSR efforts without addressing the palm oil scandal,
it may come off as hypocritical to the public. Now, with the newly announced plans to begin
sourcing for ethical palm oil, Khong Guan may proceed with CSR efforts related to
environmentalism.

A recommended CSR effort would be contributing to the reforestation process. In addition,
to educate and engage the public on the importance of saving the environment. One such
corporation that Khong Guan can emulate in terms of environmentalism CSR would be
LendEDU. LendEDU has CSR efforts to reforest the planet in North America, South America,
Asia and Africa (Blue & Green Tomorrow ). Similarly, Khong Guan can develop a ‘Plant a
tree’ campaign which will help to reforest the planet. Khong Guan can also donate a small
percentage of their annual profit to WWF. This CSR would differentiate Khong Guan from its
competitors as none of them have a CSR effort which is centred around the environment.
The CSR effort can also be published on Khong Guan’s social media platforms. This will help
to garner media attention and generate good public relations for the company. Thus, Khong
Guan will be placed in a good light as it will then be respected by both the public and the
stakeholders.

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Ultimately, CSR will help to enhance Khong Guan’s corporate image through social media
and strengthen its brand image. Moreover, it may also entice prospective employers and
consumers.

2. Increase Awareness on Corporate Culture
Khong Guan has not made any efforts to showcase its work style and corporate culture both
online and offline. Thus, majority of respondents from my survey would not recommend
their family or friends to work for Khong Guan. This shows that there is poor employer
branding. Hence, it will be recommended that Khong Guan embarks on Employer Branding
Programme to communicate its Employee Value Proposition (EVP) to prospective
employees.

Firstly, Khong Guan should include a ‘Careers’ section on their corporate website. Under
that section, the company should detail the incentives and employee benefits one can
expect to receive when working for Khong Guan. Examples of such would be insurance
coverage plans, paid leave and company trips. Testimonials of past and current employees
can even be presented. Importantly, Khong Guan should also include a list of qualities,
attitudes and characteristics a potential employee should have. This will help to filter and
attract the correct candidate. Thus, resulting in higher retention rate for employees.

Next, Khong Guan should develop corporate videos showcasing the work environment of
the organisation. The corporate videos can be posted on Khong Guan’s Facebook page. This
can potentially inspire and engage prospective employees. In addition, this could also garner
media attention.

Thus, by properly showcasing Khong Guan’s corporate environment, it will help to shape
and position the image of Khong Guan being an employer of choice.

3. Revamping Khong Guan’s Online Presence and Corporate Website
As shown and stated in the above report, Khong Guan’s social media presence is poor.
Having a poor online presence is detrimental in today’s tech-savvy society. Thus, it is a
definite threat to the company as well as its stakeholders. To combat this, it is crucial that
Khong Guan crafts a good social media engagement schedule to increase its online
presence.

To begin, Khong Guan can develop a simple weekly social media schedule. In the plan, it
would detail the posts to be posted as well as the frequency of updates. Moreover, Khong
Guan should also change all its usernames to be consistent so as to avoid
miscommunication and confusion among stakeholders and the public. This way, the
company will be easily recognised. Furthermore, Khong Guan’s online posts are not of the
best quality. To enhance the posts, Khong Guan can hire or train employees in basic Adobe

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Photoshop skills. In addition, Khong Guan can also hire a digital media strategist to overlook
and run the online sector of the company. This may ease the minds of stakeholders as the
company’s online presence will be more secured. Hence, increasing online presence and
engagement helps to strengthen corporate communication.

Next, Khong Guan should revamp its website as well. Currently, the company’s website is
outdated and unappealing. As mentioned in the above, a ‘Careers’ page should be included.
Furthermore, a ‘Newsroom’ section should be included as well. With that in place, people
would be able to look at all the recent updates of Khong Guan at a glance. It will also add a
sense of professionalism for the website. The website should be redesigned as well to be
more visually attractive. With better navigation and the inclusion of the two sections, Khong
Guan’s corporate website would be better facilitated to convey corporate messages to
stakeholders. Thus, improving corporate communication. The improved website would also
increase brand knowledge and hence, increase brand awareness through the strengthened
brand recall within stakeholders.

4. Banking on Nostalgia and Product Design
According to survey results, a significant number (65.7%) of people have not had Khong
Guan biscuits in the past year. Moreover, terms such as ‘nostalgia’ and ‘childhood’ were
commonly associated with the biscuits.

Having this information in mind, it is highly recommended that Khong Guan banks on the
nostalgic factor and feeling it gives the consumer in order to boost sales and strengthen the
brand image. Perhaps the most iconic visual image Khong Guan has to offer is the vintage
assorted biscuit tins (Fig 21). Thus, it would be suggested that Khong Guan rebrands its
packaging and bring back the old vintage style of product packaging. Furthermore, as shown
in the above report, Khong Guan lacks consistency in its product packaging. Hence, by not
only introducing new product packaging but also providing consistent packaging,
stakeholders would be more attracted to it.

Understandably, changing brand packaging will be a large step for Khong Guan. However, it
is necessary. Having a line with different packaging of the same product will only result in
confusion. Moreover, as shown in the above report, Khong Guan’s brand awareness and
recall is relatively high. Thus, stakeholders will already be able to easily identify the
products. Ultimately, introducing a more consistent packaging will only aid in brand
recognition.

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 Works Cited

Chua, Alvin. Khong Guan Biscuit Company. 2016. 30 November 2017.
<http://eresources.nlb.gov.sg/infopedia/articles/SIP_1670_2010-06-16.html>.

Khong Guan Corporation. About Us. n.d. 6 December 2017.
<http://www.khongguan.com/aboutkgc/>.

Hunt, Alison. 5 Things You Should Know About Khong Guan. 23 November 2013. 5 December
2017. <https://www.fool.sg/2013/11/25/5-things-you-should-know-about-khong-
guan/>.

Khong Guan. About Our Story. n.d. 5 December 2017.
<http://www.khongguan.com.my/welcome-to-khong-guan-malaysia/story/>.

FairPrice. Press Release. 30 July 2015. 6 November 2017.
<https://www.fairprice.com.sg/wps/portal/fp/pressreleases/2015/NTUC%20FairPric
e%20continues%20support%20for%20local%20businesses%20by%20extending%20S
ME%20Suppliers%20Support%20and%20Development%20Programme%20(SSDP)%2
0and%20brings%20back%20Made%20in%20Singapore%20Fair>.

Lee, Rachelle. NTUC FairPrice commits S$1m to extend support for local suppliers Read more
at https://www.channelnewsasia.com/news/singapore/ntuc-fairprice-commits-s-
1m-to-extend-support-for-local-9193168. 7 September 2017. 5 December 2017.
<http://www.channelnewsasia.com/news/singapore/ntuc-fairprice-commits-s-1m-
to-extend-support-for-local-9193168>.

The Smart Local. User Review. n.d. 7 December 2017.
<http://thesmartlocal.com/singapore/c/singaporeproducts?url=khong-guan_l1589>.

Khong Guan. About. n.d. 7 November 2017.
<https://www.facebook.com/pg/KhongGuanBiscuits/about/?ref=page_internal>.

Straits Times. That's the way the cookie crumbles. 5 December 2015. 7 December 2017.
<https://global.factiva.com/ga/default.aspx>.

Coconuts Singapore. 2 out of 3 Singaporean brands are shady about their usage of
unsustainable palm oil: WWF. 21 September 2017. 6 December 2017.
<https://coconuts.co/singapore/news/2-out-of-3-singaporean-brands-are-being-
shady-about-their-usage-of-unsustainable-palm-oil-wwf/>.

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Straits Times. Market highlights. 29 November 2017. 7 December 2017.
<https://global.factiva.com/ga/default.aspx>.

Woo, Jacqueline. Khong Guan puts Tai Seng property up for sale. 25 July 2016. 7 December
2017. <https://global.factiva.com/ga/default.aspx>.

Cone Communications. 2015 Cone Communications Millennial CSR Study. 23 September
2015. 7 December 2017. <http://www.conecomm.com/news-blog/new-cone-
communications-research-confirms-millennials-as-americas-most-ardent-csr-
supporters>.

Blue & Green Tomorrow . These 3 Companies Are Helping the Environment through
Corporate Social Responsibility. 27 January 2017. 6 December 2017.
<https://blueandgreentomorrow.com/features/3-companies-helping-environment-
corporate-social-responsibility/>.

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