RODNEY WONG

CHIEF EXECUTIVE OFFICER MUNCH WORLD MARKETING SDN BHD)

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

Social media is an integral part of the marketing mix for Munchy’s, which has increased our brand exposure and visibility. It has given the business and brands a venue for communication to and from consumers on our product innovations, activations and activities. It also plays an important role for our brand presence regionally.

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

Publicity gained through digitalisation efforts will naturally attract the interest of social influencers. We believe some of these influencers will then become our brand advocates as our followers or fans and thereby promote our brands to their followers in turn.

Challenges faced by your company in a

challenging economic environment.

With the uncertainties in the global economic environment, it has negatively affected businesses costs. Being able to stay ahead of consumer needs and their ever-changing trends is crucial to the development of our brands and winning product innovations. For example, Munchy’s saw the need for convenience very early on with the busy lifestyles Malaysians were leading, hence developed convenient packaging offerings across brands such as Munchy’s, Lexus, Oat Krunch, and launched 7Days in the pre-packed croissant category.

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

Social media and digital communication across borders play a role in boosting the company’s brand image regionally. We believe in giving the best to consumers, hence pride ourselves with giving the best, high quality ingredients when producing our biscuits and prepacked croissants.

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

Building an emotional connection between brands and consumers is key to the ‘love of our brands’ by Malaysians. For example, Munchy’s Lexus is not just about the yummy vegetable cracker with various cream fillings but the brand is about empowering