SACHIN GOEL

BUSINESS EXECUTIVE OFFICER, CONFECTIONERY. NESTLE MALAYSIA

On how social media has impacted or promoted your business brand.

As a brand that advocates Break, social media is integral in our marketing effort as it bridges the brand and its fans. Where both the brand and the fans can engage and connect to generate better understanding of the consumer needs and at the same time build affinity for the brand.

On the company’s digitalisation efforts and how it has helped in branding.

Digitalisation enables the brand to extend its reach to the consumers and it has enabled the brand to customise and tailor its communication to the consumer’s individualistic nature. It helps the brand to engage more personally.

Challenges faced by your company in a challenging economic environment.

The increased pressures on cost of doing business is something that is currently challenging the business and coupled with challenging economic environment, we need to be continuously looking at initiatives to bring down our non-consumer facing costs as also create alternative and innovative sources of business and reaching our consumers – KITKAT’s foray into a boutique retail operation known as KITKAT Chocolatory and is also making KITKAT available through e-commerce platform across entire West Malaysia are examples of overcoming these challenges.

On strategies put in place to boost the company’s brand image.

Be emphatic and unpretentious in our communication. At the same time, continuously having products that delight consumers coupled with great communication that keeps the consumers closely engaged with the brand.

The importance of a meaningful connection between a brand and a consumer in brand-building.

Connection with the consumer is the key in brand-building, a brand is only meaningful when a consumer can relate to it and then they feel the brand speaks with their language.