SIMON CROWTHER Should brands be packaged differently, not only demographically but emotionally?
SENIOR MARKETING MANAGER SEA MARKETING BISCUITS MONDELEZ INTERNATIONAL (MALAYSIA)
How is the company coping in the current economic climate without compromising its brand presence?
The economic environment will have its ups and downs, but as the top producer of biscuits in Malaysia, we at Mondelez are focused on achieving sustainable growth even in the face of uncertainties.
We keep up closely with our consumers’ changing needs and continue to delight them with great products through strategic investments in our supply chain, our people and innovation as well as foraying into new markets.
It is vital for brands to establish a strong emotional connection with consumers. We achieve this through our innovative approach which includes personalising product experiences in line with their needs beyond just packaging. Our customisation extends to taste profiles, variants, and formats that are closely related to our consumers’ customs. For example, we’ve introduced Chipsmore gifting formats themed especially for local festivities such as Hari Raya and Chinese New Year so that we can be part of their celebrations too.
what is the most significant aspect of creating powerful, effective branding?
At Mondelez, we live up to our consistent purpose of empowering people to snack right.
As the maker of Malaysians’ beloved brands, we are passionate about bringing people the right snack for the right moment made the right way.
Focusing closely on consumer-centric growth, we’ve succeeded in strengthening our brand love and loyalty as well as solidifying our number one position in biscuits segments all these years.
In an increasingly transparent world, how can brands strengthen their brand equity? Today’s consumers comprise largely of millennials, who are very different from their predecessors as they shift to online shopping and place more emphasis on digital media as opposed to traditional media.
We are consistently working towards broadening and building our capabilities in order to stay close to our consumers.
We also increase the distribution and visibility of our products by strengthening our presence in e-commerce, marketing through digital media and making our brands more prominent at the point of sale.
what makes a brand memorable given the short attention span and all sort of content screaming at customers?
At Mondelez, we seek to understand our consumers’ interest first in order to deliver the best product and brand experience to them.
Tapping into our extensive research involving thousands of consumers globally, we ensure our products and marketing approach remain fresh and relevant to Malaysians across all palates and preferences.