Turn challenges into opportunity

Nestle (Thai) yesterday announced it is to invest Bt100 million in its largest-ever marketing campaign - dubbed Sales Blitz.

Under the two-month campaign, which began yesterday, more than 200 Nestle representatives are to visit the company's retail partners throughout the country and to advise them on decoration, product and shelf displays, as well as how to convey product information to customers.

Bear Brand powdered milk is targeting a 25-per-cent share of the Bt6-billion formula-milk market.

David Lawder, executive sales director of Nestle (Thai), the manufacturer and distributor of Bear Brand children's formula-milk products, said the Sales Blitz campaign was the first joint activity between Nestle and its retail partners.

The campaign aims to bring a new look and brighter image to shops, mini-marts and supermarkets.

Procter & Gamble (Thailand) has also announced plans to counter the economic downturn.

Managing director Parinda Hasdarngkul said innovation and quality were important for success, even in good times. However, when times are not so good, they are absolutely critical.

"As far as quality is concerned, sales of P&G products are built on consumer trust in the quality and value promised by the brand names. In times of economic uncertainty, one must never succumb to the temptation to compromise on quality; it would undermine the most valuable asset of a brand … consumer trust," she said.

Next to that, innovation has to be ongoing and this is even more important when the economy is faltering. Innovation is what keeps the consumer excited about a product. It is also what ensures that a product continues to evolve to better meet consumer needs.

As the economic climate changes, so do consumer requirements as well as spending patterns. Companies have to monitor consumer behaviour very closely in order to be prepared to meet those new demands before one's rivals, Parinda said.

She added that it was all about having very good insight into changing needs - and making sure you are able to meet those needs first. Companies should not look at times like these with pessimism, but rather with optimism for the opportunity it provides for talented marketers to help their brands gain competitive advantages.

She said P&G had thrived due to a winning combination of quality in its brands and its people.

"You need to keep investing and building people, just as you need to keep investing and building brands during times of economic uncertainty," she added.

Parinda said that if a company focused just on its brands and forgot about the people, by the time the economy picks up t would be at a competitive disadvantage because the talent would not be there to run the business.

"P&G has done very well in the last 10 years, and that is due to the fact that we continued to invest heavily in our people. We continued to promote and fairly reward our employees throughout the crisis years of 1997, 1998 and 1999 when many organisations were cutting back", she said.

Canon Marketing (Thailand) also said yesterday it was to invest Bt100 million in a new marketing campaign called Canon, It Works! The aim is to promote awareness of its business automation products, printers, projectors and network cameras used by organisations.

Warin Tantipongpanich, senior director and general manager of Canon's consumer imaging and information division, said the company's marketing strategy was aimed at presenting its new business solutions.

Target customers would see the interconnection among the firm's products that can handle various tasks in the workplace, leading to lower expenses.