NITIN DARBARI

COMMERCIAL DIRECTOR P&G MALAYSIA, SINGAPORE, VIETNAM E-COMMERCE AND EXPORTS

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

(n sH1O the consumer is Bosss ’ow that social media has become an integral part of the lives of many consumers, it’s essential that brands be present there as well. We expect platforms to keep evolving (in the same way that is has evolved from radioO to 2O and now digitalKS serhaps what’s unique about social media is the scale at which it has exploded, the extent to which it is consumed in the sense that consumers are online 24/7, and the level of engagement that it makes possible (whereas TV is one-way, social media can be a lot more interactive). It opens up a lot of room for creativity while also posing a challenge to brand managers in terms of finding the sweet spot of being present without being too Intrusives

Challenges faced by your company in a challenging economic environment.

Challenges are part and parcel of any business. In a tough economic environment, we need to be even more in-touch with the needs and habits of our consumers. Downy and Dynamo are considered premium brands and we need to be very clear with why we are worth paying for, especially when most other players in the category are into heavy discounting, and in an environment where many shoppers are very value driven. The good thing is that Malaysians are very receptive to innovation and are very welcoming of new products that have genuine impact on their day-to-day lives.

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

(nnovation is at the heart of sH1’s business and we take pride in Downy and Dynamo being noticeably superior products to consumers. Innovation is in our DNA and we will continue to glean insights into the everyday lives of Malaysians and consumers all over the world, and continue to bring to life breakthroughs that combine ‘what’s needed’ with ‘what’s possible.