SACHIN GOEL

BUSINESS EXECUTIVE OFFICE CONFECTIONERY BUSINESS UNIT (ASEAN) NESTLÉ MALAYSIA

How is the company coping in the current economic climate without compromising its brand presence?

The company stays relevant to our consumers via strong local consumer understanding.

This is evident from our initiatives of launching new variant Milk Tea, which was inspired from local jewel Teh Tarik; the launch of KITKAT Chocolatory which brings consumers special editions also inspired from local favourites such as Nasi Lemak, Durian and Air Kacang, among many others.

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

Yes definitely, at KITKAT we believe in putting a smile in one’s break, and in doing so, we will go at great lengths to create new products and also aim to provide our consumers with an immersive brand experience, where one can co-create their much loved KITKAT in our KITKAT Chocolatory, where there are over 10,000breaks in one place.

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

Understanding our consumers. Nothing is more valuable than understanding our consumers and subsequently knowing how the brand can be part of their lives and consistently build on the brand’s purpose and beliefs.

In an increasingly transparent world, how can brands strengthen their brand equity?

Trust is crucial in building a brand, hence we believe by being transparent with our consumers, it contributes to building trust which in return helps build brand equity.

At KITKAT we are transparent with the way our products are produced which is under the Nestle Cocoa Plan; where consumers can visit our website to understand every single step we take to in choosing beans of the highest quality in producing our products.

From Bean to Bar, we source sustainable cocoa to ensure that whilst creating the perfect chocolate bar, we are also in the journey of improving lives of our cocoa farmers living by the motto of “Better Lives”, “Better Cocoa” and “Better Farming”.

what makes a brand memorable given the short attention span and all sort of content screaming at customers?

In this day and age, a brand needs to stay connected to consumers in different ways in order to build brand love – one of it being providing consumers the avenue to co-create the brand so consumers feel connected.

Hence, it is important to provide a meaningful brand experience, customised for consumers, localised in a way that consumers can relate.

A testimony of this is our newly launched KITKAT Chocolatory, which provides an amazing brand experience via customisation with Create Your Own range and localisation via local variants such as the best-selling Nasi Lemak, Ondeh-ondeh and Ais Kacang – which we believe is the formula to build brand love.