In Malaysia, Giant is synonymous with everyday low prices, big variety and great value and recognised for offering the most vibrant, comfortable and complete shopping environment.
Giant, which turned 65 in 2009, pioneered the concept of modern supermarket shopping – buying everyday groceries, fresh produce and fresh foods under one roof and in a hygienic environment. As the pioneer, Giant sets the pace and standards for the industry with innovative marketing, store design and product pricing and variety.
The list of accolades for the Giant brand is growing. Interbrand ranked Giant as Malaysia's 11th Most Valuable Brand in 2007, and in 2008, the 12th Most Valuable Brand. Giant was awarded the Top Retailer in Malaysia and Best of the Best in Asia Pacific Retailers' Award for 2 consecutive years in 2007 and 2008. Other awards won in 2008 include:-
- The Best Brands in Consumer (Hypermarkets), The Brand Laureate Award 2007/2008 for Corporate Branding.
- Excellence Service Quality Award in the 7th Asia Pacific International Entrepreneur Excellence Award
Serve the Customers Better
For the consumer, Giant has thrown its weight fully behind the Malaysian Government's programme to create smart consumers of Malaysians through continuous marketing innovations, which help them seek out the best value deals. In the past few months, Giant collaborated with the Government to launch numerous campaigns that effectively brought prices of daily essentials and consumables to even lower levels, including a Price subsidy campaign for Fresh Produce. As the leading hypermarket chain in Malaysia, this campaign was a first of its kind in the industry.
Suppliers Development Programmes
For suppliers, particularly SMEs, Giant offers development programmes to help them improve production processes and marketing knowledge. Since 2005 Giant has been actively providing technical assistance and marketing support to Malaysian SMEs through various Government agencies and industry associations. One such programme is the five-year collaboration with the Persatuan Pengilang Industri & Perkhidmatan Bumiputera Malaysia (PPIPBM) to help its members.
Supporting Malaysian SMEs and helping them grow into world class SMEs is one of Giant's priorities as a responsible corporate citizen. Towards this end, Giant organizes special trade missions for Malaysian SMEs through its sister companies in Hong Kong, Singapore and in Indonesia.
To date, Giant has lent a helping hand to at least 216 SMEs, most of which are involved in food production and services related to retailing. Some have been contracted to produce Giant's house brand items.
On another collaboration, Giant and Majlis Amanah Rakyat (MARA) have teamed up in a special campaign themed "Citarasa Malaysia Untuk Dunia" or Malaysian Flavours for the World. Here, a wide range of SME manufactured food items were promoted at all Giant hypermarkets with the objective to support SME product development into world class standards.
In recognition to SMEs who have contributed to Giant's business and overall operations, 10 SMEs received Giant's Outstanding Bumiputera Entrepreneurs' Award, 2009. The Award, the first of its kind in the retailing industry, became a motivating factor for trade and non-trade business partners of Giant to continue to improve their product range and services.
Promotion of Malaysian Products
To support Malaysian-made products, especially those manufactured by SMEs, Giant organizes special promotional events locally and abroad. Among the campaigns which have been launched include 'Buy Malaysian-made Campaign' and the Taste of Malaysia Campaign. In Malaysia, the "Produk Malaysia, Citarasa Kita", series has been highly successfully in helping SME producers to reach Giant's millions of customers throughout the country. Giant has been equally successful in helping to promote these products through the Taste of Malaysia campaign in countries such as Hong Kong, Singapore and Indonesia, where its sister companies operate.
Recognising the importance of the development of the Malaysian agricultural sector, Giant has teamed with the Federal Agricultural and Marketing Authority (FAMA), to promote Malaysian-grown fresh produce and fruit at all its stores.
In keeping with its philosophy of giving back to the community, Giant undertakes fund-raising events for charity. As the leading retailer in Malaysia, Giant stores are also selected as collection centres for raising donations to the Malaysian Association of the Blind, the Women's Aid Organisation, The Pink Ribbons Deed (Pride), the Selangor and Federal Territory Association for the Mentally Handicapped, and others. Throughout the years, Giant continues to contribute to orphanages, welfare homes and to the elderly. Donations are also made during all Malaysian festive occasions to help bring cheer to those in need, such as orphans and the old in Selangor, Sabah, Trengganu, Pahang, Kelantan, Negri Sembilan, Perak, Cheras, Gombak and Klang.
Another charity initiative which has recently kicked off is the 'MyKasih, Love My Neighbourhood' programme. 160 poor and needy families under this programme have benefited as they are provided an allowance which is credited into their MyKad. The MyKad is in fact the identification card carried by Malaysian citizens. It now serves as a debit card for the selected families under the programme to help them budget their monthly groceries. Using a specially developed electronic payment system, the families would be able to obtain their essential groceries at Giant without using cash.
Support Programmes for the Disabled
Giant, has been awarded a Special Certificate of Appreciation from the Government, in recognition of its outstanding contribution to the training and hiring of Malaysians with disabilities.
Since the company's Job Coach Training Methods for People With Disabilities (PWD) was launched in October 2007, Giant has embarked on continuous recruitment and training of PWDs in line with its policy as an equal opportunity employer. Today, Giant has trained hundreds of PWDs and 105 are now full time employees. In preparation for this initiative, selected trainers underwent 'PWD Job Coaching', to understand and learn the methods related to training PWDs. As a result of this commitment and competency in training PWDs, a Certificate of Recognition was accorded from the Ministry of Human Resource acknowledging the efforts and perseverance of our Job Coach Trainers for PWDs.
Giant takes pride in its role as an equal opportunity employer, and has initiated programmes for people with disabilities to enable them to be gainfully employed. Giant's human resource policy is to hire as many local staff as possible, including Malaysians with disabilities, and train them to take on greater responsibilities. This programme is implemented by a dedicated team of 15 trainers who work with NGOs and parents, so that they fully understand the needs of the special group of Malaysians.
As one of the largest employers in the country, with 16,000 employees currently, Giant endeavors to maintain an environment that allows and encourages its employees to work in a congenial and pleasant manner, whilst striving for personal learning and development, and professional growth.