PENANG Port Sdn Bhd (PPSB) is carrying out a rebranding exercise which will see it enhancing its facilities and services to clients while positioning its entire port operations under a new image.
Its managing director, Datuk Ahmad Ibnihajar said the entire rebranding process will not only involve the services the port is offering but also the image, delivery and the work structure of the organisation and its employees.
He said the changes are in order for PPSB to play a bigger role in driving the region’s logistics industry, in line with the government’s aspirations to make Penang the logistics hub for the Northern Corridor Economic Region (NCER).
When met by Bernama recently, he said that PPSB so far has identified several image solutions that were suited for the company to adopt for its rebranding exercise and hoped to finalise them by the first quarter of next year.
A rebranding programme could then be carried out to give workers a fresh inspiration and encourage them to work harder and make Penang Port relevant to the region’s logistics industry.
“We also want to attract users in the northern region including Southern Thailand to use the Penang Port as a main hub for exporting halal products to the rest of the world,” Ahmad said.
He said PPSB was also working to attract bigger ships from the Middle East and India to use the Penang Port as their cargo delivery and loading centre in the future.
“To enable the bigger ships to call here, we need to deepen the Pulau Pinang Straits and this will need a huge amount of money,” he said.
Ahmad also said that people often had a wrong view of PPSB and thought of it as being only a provider of ferry services and used the services to measure the entire capability of the company.
“That is not accurate, as besides the ferry (services), we are also involved in cargo handling, landing of cruise ships and others. We recorded profit in all the other services except the ferry services,” he added. – Bernama