Author's blurb: I like to think that I'm usually a prepared person when I go out. I always make sure I have the necessities like handkerchiefs, damp tissues, some medicine, and hand sanitizer. But there will be times when I have a tendency to leave a little thing out or to finish because I didn't have one extra.
I am not surprised if many others are not well prepared, as I am used to pulling handkerchiefs and other necessities out of my pocket in my groups of friends.
When Bay Pui Ling found that most people usually never knew what it would take to prepare, he thought about developing practical and practical prep kits.
She saw this as a solution for overcoming smaller situations and started developing it under the In Case Of brand.
These kits include, for example, face masks, soap, hand sanitizer, a coffee bag, and mints, depending on which kit you choose.
You might think these are trivial products when compared to a first aid kit, but these are not intended for serious emergencies anyway.
Instead, think of them as care packages for unforeseen, little Alamak moments.
"We're tapping into the millennial market that wants a bespoke experience," said Bay.
“They want touching care, excitement, and love to share experiences with their own community. When they like something, they want to own one and even buy it for others. "
A really useful gift
Personally, I thought that with the Case Of prep kits, I wouldn't buy anything for myself because I could assemble something similar myself.
These aren't everyday gifts you would give someone else, but put them together and you will get a handy maintenance kit / photo credit: In the case of
Even so, I would still appreciate being given one as a gift and would definitely give it to someone as a gift.
Unsurprisingly, the team behind In Case Of have over 14 years of experience in the gift industry and have developed these products from customer feedback and insights.
"This helps develop a complete buyer personality and helps us develop ideas that are unique to our target customers," said Bay.
Since these kits are meant to be gifts, the team also put efforts into branding, which I noticed initially.
The brand is only 2 months old, but already has a strong brand image / Image Credit: In Case Of
Just because the branding is adorable and the contents of the prep kits are actually useful, I see these as thoughtful and fun gifts for someone you care about.
There are different preparation kits for offers and each one deals with a different situation like Balik Kampung, back to school or even just our daily life in the new normal.
“We create ideas from the customer's point of view. We encounter a lot of common situations in everyday life, ”said Bay.
"We relate products to events, we need to make sure they are well bundled and work in a practical way for the consumer."
Comfortable and cute
When I first saw the prices for the prep kits, I held back a little. Take, for example, the “On-The-Go” prep kit, which includes:
- 3x surgical mask,
- 3x pocket mask clip holder,
- 1x disinfectant wipes,
- 1x disinfectant spray,
- 1x soap,
- 1x soap container (different colors),
- 1x emergency pod that contains some plasters, stomach medicine, Panadol and more,
- 1x A5 memo bottle,
- 1x first aid bag.
It costs RM98 and I suspect it wouldn't quite reach that price if I assembled all of these products myself in the same amount.
The "On-The-Go" kit / Photo credit: In the case of
However, I would also spend time purchasing each of these products and they wouldn't come in cute packaging.
For convenience, cute packaging, and the fact that these are intended as a gift and not necessarily for yourself, I see why the price can be justified.
In fact, "On-The-Go" is a kit they have received an overwhelming response, which Bay attributes to the fact that it provides most of the basic needs for the daily new normal.
A growing demand
While refusing to share numbers, she said that her customer base and sales grew steadily during the two months they were in the market.
Mainly, they have received many company inquiries to look after the employees from home and to cheer them up during this challenging time.
Lifestyle stores have also reached out to the team to list In Case Of's products. This shows that there is a demand for what they offer.
However, customer needs change very quickly and this is one of the greatest challenges the team faces all the time.
“Customers get bored easily. We want to make sure our teams are reacting quickly enough to catch the changes and come up with ideas that are exciting enough to consumers, ”said Bay.
She thinks they'll see tremendous growth over the Christmas season, but they plan on bringing more than just seasonal gifts to the market.
Right now, their focus is on improving their products for the needs of the market while ensuring that the kits are fun and exciting enough for customers to recommend them to others.
Bottom line: I think what In Case Of is offering is actually a pretty attractive product once I understand that it's meant to be a gift. I've always struggled with finding meaningful or useful gifts, but I have no doubt that they will be used up directly by the recipient, whoever they may be.
- You can find out more about In Case Of here.
- You can read about other Malaysian startups that we have written about here.
Selected Image Source: In the case of