RAMJEET KAUR VIRIK

CONSUMER DAIRY DIRECTOR DUTCH LADY MALAYSIA

HOW is the company coping with the current economic climate without compromising on its brand presence?

We have continued to focus on our fundamentals; leveraging on our range of product offerings and the strength of our brands. and despite a challenging operating environment, our dairy category continues to grow, as consumers are making more informed choices on nutritious products like our dutch Lady milk range.

as market leaders, we continue to create awareness and engage with our consumers in multi-platforms to stay top of mind.

Should brands be packaged differently, not only demographically but emotionally?

it’s important for brands to connect with consumers on an emotional level as people remember stories rather than facts. and that is done based on our continuous market research on demographic needs; while for new media we can use a more lifestyle approach to find the best consumer fit for our brands.

What is the most significant aspect of creating powerful, effective branding?

The most significant aspect of creating a powerful and effective brand is knowing the needs of your company and consumers.

Through consumer insights and determining the most effective way of delivering our message to the consumers, in the simplest way – do not do too much, as less is more.

Most often finding that balance of “not doing too much” is the most challenging thing for marketers to overcome. at the end of the day, there is a lot we want to say about our brands and products.

In an increasingly transparent world, how can brands strengthen their brand equity? Brands need to clearly define what their brand(s) stands for and how it relates to the needs of the People (ie core human truths), and everything else should align with this core element.

it shouldn’t matter how transparent the world will get. as a brand, we must stay true to our brand’s purpose and also its beliefs.

What makes a brand memorable given the short attention span and other brand content screaming at customers?

You will need to keep things simple, direct and constant, and use creative ways to set the brand apart from the others.

Start with knowing which media channel you intend to use, and then work backwards to create your strategy to reach your target market. it is key to begin with the shortest length and not the longer way round.