Description :

Name :  Kensington Strategy Sdn Bhd
Address:  44, Jalan Mutiara Emas, 5/15, Tmn Mount Austin, 81200, Johor Bahru, Johor DT
Telephone:  07-358 3395
Fax: 07-351 1950
Email: Kssb03@rioceramics.com
Website: www.rioceramics.com
Date Of Incorporation:  7th May 2002
Commencement of operation :  15th August 2002
Paid-Up Capital:  RM 100,000.00
Total Factory Capital:  3,200.00 Sqft.
Workforce:  10
Nature of Business: Manufacturing & marketing of RIO Ceramic water filters, RO Drinking water, water filtration, dispenser and water treatment products
Product capacity: RM2.5million 
Board of Directors: Mr. James Te Hock Tan DMS MBA (CEO)
                                  Mr. Tang Guan En (Bsc. Chemical)

Our Vision

 

We aim to be the market leader in manufacturing and marketing of water filtration, water dispenser and water treatment machineries in water filtration technology and we believe, with our continual R&D efforts, Kensington Strategy Sdn Bhd (KS) will be setting the pace of water treatment development for a long time.

 

Already, RIO™ is set to succeed as the next generation water filtration .i.e. 0% interest free flexi payment scheme.  An innovation poised to take the global market by storm and revolutionize the world of water treatment machinery products.

 

Our Mission

 

1. To sell the most innovative and creative of high quality products at affordable price to our customers.

2. To build acceptance for a socially and environmentally improved products through R&D and new technology e.g. like ceramic water filter that can be easily cleaned washable and reuse again.

3. To satisfy consumer needs with advance and tomorrow’s technology.

4. To achieve greater performance and market penetration with value for money products.

5. To provide high standards of service to the customer.

6. To commit to the global environmental strategies and quality standards of HACCP & ISO 14000.

 

Introduction

 

Kensington Strategy Sdn Bhd (KS) is established in 2002 and specialized in water filtration, water dispensers and water treatment project. Kensington Strategy Sdn Bhd manufactures Reverse Osmosis (RO) drinking water under the brand name of RIO™ in this region. In order to enhance our marketing strategy, KS also manufactures ceramic filter element which are made from special selected clays and natural materials. Not only that our ceramic filter have had obtained SIRIM approval. It provides pure & clean drinking water to a wide spectrum of industries including household. It customer base include many MNC such as Panasonic, Hitachi Cable, Hitachi Koki, Classic Advantage, Flextronics Technology, Marushin Canneries, Penerbitan Pelangi Sdn Bhd, & etc. 

 

The ceramic manufacturing process we adopt is traditional slip casting which has proved to be the most effective method of producing the highest quality porous filter for purifying drinking water over the last two hundred years. The use of the most advanced and ecology conscious technologically controlled casting, drying and firing equipment that we ensure controlled quality and performance that surpasses the strict requirements of the World Health Organization, Drinking Water Safety and Quality Standards. The genuine ceramic filter elements are produced using the latest ceramic techniques which are fired at a temperature in excess of 1,000 degrees Celsius.

At KS, quality is our first priority. Stringent quality assurance procedures are practiced to maintain the highest quality with technical assistance from our British counterparts. Our plant in JB has modern filtration system facilities and advance support equipment. At the same time, we practice strict quality control to ensure conformity with stringent international standards.

Therefore, we are committed as follows:-
1. To provide our customers with drinking water and ceramic filters & services that fully meets their healthy, safety and hygienic
2. Quality assurance is integrated into every phase of our business
3. We conduct our affairs with the highest level of ethics and integrity.
4. Customer satisfaction is our top priority

Setting a consistent goal, this is in order to cope with high-tech industries of 21st century and a leading role of world class water filtration and water dispenser marketer. KS is fully supported by the up to date equipment and highly competent specialists in different fields and it is actively undertaking R&D projects to enhance our product quality and continuous develop new innovative and creative products

Welcome to the World of RIO™ Bioceramic Technology

Our improvements in the product quality and consistency have been achieved with significant investment in the high technology modern manufacturing equipment for ceramic water filter elements. The ceramics are made to strict quality and dimensional standards and combine the essential characteristics of high flow rate (at least 5 litres per minute at 3 bar pressure) with maximum filtration efficiency (down to 0.5 microns with optimum reduction of particles down to 0.3 microns).

Ceramic Water Filter Elements

The ceramic water filter elements are manufactured by RIO™ Bioceramic Technology in a range of controlled pore sizes giving high consistency of porosity, maximum filtration efficiency and excellent flow rate. The control and quality systems in operation in the manufacture of our ceramic water filter elements allow us to deal with specific environmental problems in drinking water provision by making adjustments to the mixtures and adding special ingredients to remove various forms of bacteria, parasites and water borne contaminants

There are two basic grades of element in each range:

STERILIZER - Provide effective treatment to reduce harmful bacteria and chemical contaminants, remove rust, sediment and suspended solids.

CARBONIZER - Sterilizer ceramic water filter element in combination with granular activated carbon.
            - Provide effective treatment to reduce harmful bacteria and chemical contaminants, remove rust, sediment, suspended solids, chlorine taste and unpleasant odor.

 

The range of Ceramic Water Filter Elements:

 

1. Product Name:       CANDLE
    Description:       Candle shaped with ¼ in. BSP threaded mouth (long or short)
    Measurements:Standard of Length 250 mm x Diameter 50 mm

 

 

2. Product Name:     OBE 50

    Description:       Cartridge with open both end design

    Measurements:  Standard of Length 250 mm x Diameter 50 mm

     

 

3. Product Name:   OBE 73

    Description:       Cartridge with open both end design

    Measurements:  Standard of Length 250 mm x Diameter 73 mm

 

PERFORMANCES	STERILIZER
Reduces Harmful Bacteria, E.Coli, Cholera, Salmonella	>99.90%
Removes Rust, Sediment, Suspended Solids, Algae	>99.90%
Turbidity Reduction	>99.90%
Absolute Filtration (To 0.50 Microns)	>99.99%
Nominal Filtration (To 0.40 ?0.30 Microns)	99.90%
Flow rate (Litres) @ 3 Bar	at least 8.0 LPM

   Advantages of RIO™ Ceramic Water Filter ElementsThe ceramic water filter element is designed to provide simple and safe drinking water with the following advantages and characteristics:-

1.Genuine Ceramic Elements - Specially selected clays and natural materials
2.Fully Handmade with the ecology conscious technology scheme
3.Performances tested as bacteriologic ally sterile and safe
4.Quality controlled with high consistency porosity
5.Maximum filtration efficiency and high flow rate
6.Removes harmful microbes, particulates and contaminants
7.Removes unpleasant taste, odors and chlorine (Carbonizer Grade)  Strategy and Implementation Marketing Strategy Our alliance and partnerships in key markets allows us the benefits of a global corporation with local knowledge and experience.  With partners that understand and appreciate our mode of operation, this will give us maximum flexibility to pursue our marketing strategy. Our strategy is to penetrate the mass consumer retail segments of the water filter markets, with a combination of advertising, value pricing, promotions and PR campaigns.  As a product with significant innovation, consumers expect a certain amount of marketing communication.  The absence of this effort has cause some of our competitors to be less than successful in their international expansion.  Our product is a relatively high-involvement product, and several key messages need to be delivered to consumers through below-the-line information material and above the line advertising. Target Market We will be targeting the major retail markets of the individual country, such as China, Pakistan, Turkey, England, Indonesia, Middle East & etc for 2007, as well as other supporting markets where our partnerships have progressed to a reasonable level in the region. Geographic SegmentationKSSB has formed or will form associate companies in the following territories for 2007: 

1. Malaysia
2. Singapore
3. China
4. Pakistan
5. Turkey
6. Indonesia
7. Vietnam
8. Thailand
9. Middle-east
10. Philippines
11. Australia
12. South Africa

 

In addition, licensed distributors will be appointed in other key markets.

 

Demographic Segmentation

 

In our marketing and communication plans, we target the high volume water filter users: household buyers with 2-3 children.  Our research has been based on preliminary market data retrieved from our test markets in Malaysia, Singapore and China, which indicates these segments appreciate most the savings and environmental aspects provided by our RIO™ water filtration system.

 

Pricing Strategy

 

Because of the re-useable nature of our water ceramic filter, a premium can be placed on our product, but it must nevertheless be affordable to those who use single use filter.  Part of the problem of other water filter was the quality problem and the price-point for these systems was too high.

 

Depending on the maturity of the market and the strategies of existing competitors, our RIO™ water filter will retail from 1.5 to 2.5 times the price of low quality brand water filter in the markets and lower than premium brand from 1-2 times the price. 

 

Promotions

 

Our entry promotion is usually a Promo value package of in house water filter and outdoor housing filter as well as 0% interest flexi payment scheme.  This is to push the products out in to the home and gain a critical mass of first-time users who will thereafter have an incentive to exclusively use RIO™ ceramic water filter because of their investment in the whole water filtration system.

 

 

Thereafter, promotions will be scheduled according to seasons and will also utilize new products that are developed by KSSB.  Such new products can go through this promotional phase initially in some markets to test consumer response before becoming saleable items.

 

Distribution

 

The choice of distribution network in the local market depends heavily on the nature of the partnership we have arrived at and the maturity of the market in which we are targeting.  For instance, in Singapore, we deal directly with retailers because of the relative lack of credit problem and prevalence of competing logistics companies.  However, in less developed markets such as Philippines, Vietnam, China, Indonesia, and Turkey or in Malaysia, resource to large distributors or franchise may be preferred.

 

 

New Products

 

Every technology has a certain natural ‘ally’ and a certain natural ‘enemy’. In terms of technology, we compete directly with our natural enemies, the existing water filter companies i.e. Diamond, Nesh, Amway, Electrolux. Elken, Delcol & etc, as well as other water filter systems available at the mass-consumer retail markets.

 

However, we do have an important ally- the RIO™ ceramic filter.

 

The promise of the ceramic filter has always been the promise of effortless power, of power this is continually being renewed, a perpetual recycle & reusebale system which does not exhaust the natural resources of our planet.  No. 1 in Asia.

                          

It is an irony that ceramic filter function best in direct uninterrupted rust, provide effective treatment to reduce harmful bacteria and chemical contaminants, sediment and suspended solids.

 

With the combination of granular activated carbon, it has become even closer and further treatment to reduce chlorine test and unpleasant odor.   With the above combination system and its extended life of easily cleaned washable ceramic filter, the ceramic filter has found its natural ally.  In the poor countries, it will provide a true alternative source of reuseable filter, but in more developed countries, KSSB is now able to take ceramic water filter and more advance ODM of water filtration system from the novelty market segment to the mass consumer with this simple concept:  Essential water filtration for healthy living, the ultimate convenience item where one does not have to worry about one’s water filter until the end of their useful cycle life of self-indicating reduce flow indicates needs to clean or replace.

Market Potential

 

        For the initial period, KS’s focus will be on the markets in the Asia Pacific region before moving to US and Europe during the medium term.  The company expects a turnover of approximately RM 1 million and RM 1.6 million for the 4 & 5 years and an average of RM 2 million per annum from the six year onwards.

 

        Worldwide, the fast-expanding water filtration market and growing affluence spell lucrative business opportunities for RIO™ products.  The market size of water filtration users is enormous, ant it represents a ready market for RIO™ to capitalise on.

 

        Within Malaysia, the increasing demand for water filtration products because of dirty water means higher demand for RIO™ products.  The task of hand is to convert these consumers into RIO™ water filtration users and achieve market dominance.

 

        Adopting the marketing concept of ‘Act Local, Think Global’, KS is working in alliance with a leading distributor in Asian countries. For, e.g. Indonesia, China, Pakistan, Vietnam and Thailand markets. Currently, KS have market RIO™ products especially ceramic filter into Indonesia, China & Pakistan markets to maximize market strengths.  The extensive national network covered by the distributors, coupled with its powerful local influences and domestic marketing expertise, will help propel RIO™ as a key player in the rapidly expanding market. 

RIO™ - Gives You Healthy Living To Take Asia By Storm

 

It is obvious that RIO™ is a remarkably attractive proposition.  We believe it will take Asia by storm.  Already we have been selected as winners of the following award;

 

i)                    2^nd Business of the year Award 2005 (28^th June 2006) for the category of Emerging company which organized by Tower Oriental Capital Sdn Bhd (authorized management company for SMI & SME Worldwide Network). 

ii)                   The 4^th Malaysia 100 outstanding SMEs-Golden Bull Award 2006 (26^th August 2006) for the category of emerging SMEs.

iii)                 The 5^th Asia Pacific International Honesty Enterprise-Keris Award 2006 - to attend the award presentation ceremony on 21^st Jan 2007 at Berjaya Times Square Hotel & Convention Centre, Kuala Lumpur.

 

As a recipient of this prestigious award, our esteemed organization is prominently recognized as one of the top 100 Malaysian SMEs for our outstanding performances, achievements and honesty enterprise, earning our esteem company a sterling reputation for excellence and trustworthiness.  At such, it will optimize commercial viability & environmental friendliness.  As an essential low cost water filtration marketer, it provides the world with a product that answers the healthy living of an ever-growing demand for cleaning waters.

KS has the technology and expertise to expand operations in Asia.  It is an opportunity of grand proportions and KS is optimistic that it will be a venture with equally grand returns. Well into the 21^st century.

 

        We believe we can achieve this and do ourselves and our country proud.

List Of Major Customers

No	CUSTOMERS LIST	No	CUSTOMERS LIST
1	ADVANCE PRECISION ENGINEERING WORKS	41	SHIMA ELECTRONIC INDUSRTY (M) SDN BHD
2	BEYONICS TECHNOLOGY (SENAI) SDN BHD	42	SHOWA PRECISIONSDN BHD
3	CELESTICA ELECTRONICS (M) SDN BHD	43	SUMITOMO INTERCONNENCT PRODUCT SDN BHD
4	CELESTICA  AMS SDN BHD	44	TITAN PP POLYMERS (M) SDN BHD
5	CFTC PRECISION SDN BHD	45	UNIVERSITI TEKNOLOGI MALAYSIA
6	CLASSIC ADVANTAGE SDN BHD	46	UPS SDN BHD
7	CMKS SDN BHD
8	COREPAX (M) SDN BHD
9	DELFI COCOA (M) SDN BHD
10	EVERGREEN EAVY INDUSTRIAL CORP. (M) BHD
11	ECO EDIBLE OILS SDN BHD
12	FLEXTRONIC INTERNATIONAL SDN BHD
13	FLEXTRONIC TECHNOLOGY SDN BHD
14	HITACHI CABLE SDN BHD
15	HITACHI KOKI SDN BHD
16	HITECH DISPLAYS SDN BHD
17	INNOVALUES PRECISION SDN BHD
18	IOI LODERS CROKLAAN OILS SDN BHD
19	JABATAN PENDAFTARAN NEGARA NEGERI JOHOR
20	K21-NITRO MOTORCYCLE SDN BHD
21	KABUSHIKI KAISHA TAIKI SDN BHD
22	KISWIRE SDN BHD
23	KISWIRE CORD SDN BHD
24	KOMAG USA SDN
25	KOVAX (M) SDN BHD
26	LAM SOON EDIBLE OILS SDN BHD
27	MARUSHIN CANNERIES (M) SDN BHD
28	MMI INDUSTRIES SDN BHD
29	MMI PRECISION MANUFACTURING SDN BHD
30	NASIM SDN BHD
31	NATURAL OLEACHEMICAL SDN BHD
32	NATURAL SOAP SDN BHD
33	PAN CENTURY EDIBLE OILS SDN BHD
34	PANASONIC COMMUNICATIONS (M) SDN BHD
35	PCA TECHNOLOGIES SDN BHD
36	PGEO SDN BHD
37	PREMIER LUBRICANTS SDN BHD
38	REMACO TNB SDN BHD
39	RIKEVITA SDN BHD
40	SANDEN INTERNATIONAL SDN BHD