LEE HON TONG

REGIONAL GENERAL MANAGER OF MALAYSIA, SINGAPORE AND HONG KONG SUNTORY BEVERAGE & FOOD MALAYSIA SDN BHD

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

As social media has high reach and affinity amongst mothers with kids, and young adults, social media is a key consideration for all brand communications campaigns. We are constantly reviewing the usage of social media in terms of importance.

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

Our consumers today are multiscreen, as well as constantly on the move, and hence the digital environment is an area where we are constantly building upon, both in terms of content and investment. The digital medium, used together with other media, has helped the brand to connect with consumers at different levels.

Challenges faced by your company in a challenging economic environment.

Despite a strong GDP growth, consumer sentiment is still below the 100% mark, with some key beverage categories seeing a decline this year versus the previous year.

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

Suntory Beverage and Food Malaysia strives to continuously deliver quality and unique tasting beverages to all Malaysians via its brands such as Ribena and Lucozade Sport. We invest heavily behind consumer research to constantly understand and meet consumers’ needs.

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

Consumers today are inundated with so much content and so many channels, that it’s no longer just about how to reach consumers, but also about ensuring that our messages are relevant and of interest, so that there’s a stronger emotional connect, between brand and consumer.