Skills of Thye Manager

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					Our Commitment to
Stakeholder Engagement

GAB places great emphasis on stakeholder
engagement as we believe it is important that we
listen and respond to the varied needs and concerns
of our diverse groups of stakeholders.
By having regular dialogue and interaction
with our stakeholders, we are able to align
our thoughts better and build stronger and more
meaningful ties with all the important
touch points of our business.

Engaging Shareholders, Analysts and Media               improving our communications to ensure that we are
In our efforts to keep our stakeholders informed on     able to report in a transparent and consistent manner
company developments and our performance, we            and outperform the expectations of our investors.
disseminate financial and non-financial information       GAB also holds analyst and media briefings every
relating to our operations in a timely and consistent   half yearly.
manner through press releases, regular briefings and
via our website at                      Our engagement with the media is on an on-going
                                                        basis. We have press conferences to announce our
Additionally, our shareholders are given the            half-yearly and final financial results and we also
opportunity to seek clarification and share their        invite them for all our major activities – be it on the
thoughts at a Question & Answer session at our          Corporate, Brand and Foundation front. As a token
Annual General Meeting (AGM). A survey held at our      of our appreciation to the media for their continued
AGM has shown that our shareholders are pleased         support, we also held a media appreciation evening
with our Annual Report and we will strive to continue   in July.

                                                                                                                  GUINNESS ANCHOR BERHAD (5350-X)   13
Our Commitment to Stakeholder Engagement

Engaging Distributors                                 Engaging Trade Partners                                 Trade Programme for business owners and the HERO
During the period under review, three distributor     To better understand the needs of our trade partners,   Academy for service staff.
engagement sessions were held in Penang, Kuala        we conduct a Customer Satisfaction Survey once in two
Lumpur and Johor Bahru. This year, we decided to      years. This survey seeks concrete customer feedback     For the period under review, three sessions were
engage our top 30 distributors at each session to     to help us design programmes that are relevant and      held in September 2009 in Penang, Johor and Kuala
work with smaller groups to have better interaction   complementary to our customers’ business. The last      Lumpur. A total of 165 participants representing 93
and more focussed discussions.                        survey was conduct in 2008 and the next one will be     outlets from all over Malaysia attended the sessions
                                                      conducted in end-2010.                                  where we also launched GAB Academy officially and
During the sessions, we updated distributors on                                                               updated trade partners on our business progress. We
corporate developments and presented a proposal       Taking trade engagement one step further, we            also shared with our trade partners emerging trends
on a new distributor incentive scheme. We also        initiated GAB Academy which has been active since       in F&B culture in Asia along with new media trends.
had a Question & Answer session to give them the      October 2008, and officially launched in September       This was followed by a Question & Answer session.
opportunity to give us feedback on how we can         2009. Our objective is to engage trade partners while
                                                                                                              • VIP Trade Programme
improve our partnerships.                             building and retaining long term and sustainable
                                                                                                                GAB Academy’s latest effort, the VIP (Very
                                                      relationships through value-added offerings; to
                                                                                                                Important Partners) Trade Programme, has been
                                                      engage service staff of trade partners to improve
                                                                                                                developed exclusively for business partners with
                                                      their service levels and inculcate advocacy; and
                                                                                                                the main purpose of building and retaining long
  “I think it (the Distributor Engagement             ensuring the best consumption experience of our
                                                                                                                term and sustainable relationships through value-
  Forum) is very beneficial to all the                 brands for our consumers. Offering a total Trade
                                                                                                                added offerings that includes the development of
  distributors as well as GAB because we              Engagement programme, the Academy includes a VIP
  are able to communicate more and we are                                                                       actionable business ideas.
  able to understand each other’s problem.”
  Tricia Lim, Management Executive
  and Lim Pay Kaon, Managing Director
  Thong Thye Siang Sdn Bhd (GAB distributor)

  “It (the Distributor Engagement Forum) is
  very good because they make it a point to
  explain to us and make us understand the
  problems and issues.”
  Wong Chin Wui, Business Management Executive
  Wong Long Cheong Sdn Bhd (GAB distributor)

• HERO                                                       of the alcohol content of various drinks,           We also engage with the different government
  One of the initiatives under the GAB Academy               responsible bartending skills and tips on how to    agencies such as the Drainage and Irrigation
  is HERO (Hotel, Entertainment Outlets &                    deal with difficult customers.                       Department, the Department of Environment, the
  Restaurant Operators), which is a series of skill                                                              Petaling Jaya City Council, the Selangor Water
  training workshops. Training sessions were held        Engaging the Authorities                                Management Board and the Fisheries Department
  across Malaysia with close to 1,000 participants       As the clear market leader in the malt liquor market,   on a regular basis on the GAB Foundation’s River
  to-date.                                               we proactively engage with the government and other     Rehabilitation Project.
                                                         stakeholders on a regular basis to present our views
    Overall, the participants found the product          of the industry and forge better working ties with      Recently, we participated as a panellist in an
    training very beneficial. In a post workshop          these groups.                                           International Indirect Tax Forum organised jointly
    survey, most modules received high scores from                                                               by KPMG Malaysia and the International Tax and
    the participants. 80% of the participants rated      GAB representatives regularly engage with relevant      Investment Centre (ITIC) where we had the opportunity
    the trainers to be very good and 100% were           government bodies on issues affecting the industry.     to present our views on the impending implementation
    looking forward to the next training session.        We engage with the Ministry of Finance, the Customs     of Goods and Services Tax (GST) in Malaysia and the
                                                         Department, the Ministry of International Trade and     impact it would have on our Industry.
    To reward the top participants, GAB provided an      Industry, and the Ministry of Domestic Trade, Co-
    all-expense paid internship to train at Melbourne,   operatives and Consumerism on various industry
    Australia for the top 4 HEROs.                       issues. On top of that we also engage with the
                                                         Ministry of Information and Culture for our brand         “For an establishment to maintain high
    As part of our plan to promote responsible           activation events and we present materials to the         service standards, staff members need
                                                                                                                   to work together to ensure smooth daily
    drinking, GAB has also introduced a Responsible      Ministry of Tourism on how our Industry supports
                                                                                                                   operations. I am very pleased that GAB
    Drinking and Serving module into the GAB             music tourism and the economic impact of our
                                                                                                                   offers bar staff this opportunity to hone
    Academy. This provides bar staff with knowledge      activities, for example, Arthur’s Day 2009.               their skills and build team spirit.”
                                                                                                                   Andrew Cheah Weng Hoe, Bar Caption Bamboo9
                                                                                                                   (HERO participant)

                                                                                                                   “It was very good; the trainer taught us
                                                                                                                   information and knowledge that we never
                                                                                                                   thought of, and now we can do better,
                                                                                                                   especially on how to handle difficult
                                                                                                                   guests and on drinking responsibly.
                                                                                                                   I appreciate so much that they’ve given
                                                                                                                   us this opportunity, and I hope this is an
                                                                                                                   ongoing thing.”
                                                                                                                   Nur Shahada Lim @ Bee Hwan, Training Manager
                                                                                                                   Chili’s Empire Subang (HERO participant)

                                                                                                                         GUINNESS ANCHOR BERHAD (5350-X)          15

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