Isaac Lee

Unlocking success in Vietnam's FMCG sector demands a keen understanding of distribution channels, not just focusing solely on brand building. Over-reliance on brand equity can limit company growth. In every industry and category, there's a unique business model. To gain an edge over competitors, deep insights are essential. From traditional to digital platforms, it's about being where consumers are. In a nutshell: know your channels, tailor your approach, and stay agile to win in this dynamic market. #FMCG #Distribution #Businessmodel #Vietnam

32

2 Komen

We Know this & have been saying this for years, Our customers believed it, And now.... Even Industry recognises the same "The Retailers will NOT BUY in the same way" eB2B/Retailer self ordering app is the way forward. Launched in October 2023, Coke Buddy has transformed the way general trade outlets operate in Malaysia, achieving: ↗️ 70% market penetration within a year 🕦 Seamless 24/7 ordering capabilities ☑️ AI-powered recommendations for hyper-personalized shopping experiences 🔀 Simplified inventory management, order tracking

24

Food and beverage in the workplace is an investment. If you don't get it right both for employees and commercially, it can end up costing a lot more than it brings into the business. What if I told you that vending doesn't have to be a tired fridge in the corner, full of unhealthy snacks that spends more time broken down than it does working? How we can help make your vending solution work for you: 🪙Only vend what sells. Your dedicated account manager will visit at leastonce a quarter (more often if required). In your regular sessions, they canadvise on which products are selling well, which can be swapped out and anypromotions or engagement sessions we can run to help keep it profitable. Wecan even run regular surveys to ask your employees about their preferences. 🍬Say goodbye to the sugar crash. We don't just offer crisps and sweets -the market has moved on in recent years. Alternatives we can offer include protein bars, porridges and soups, sushi, salads and many more. There's been a lot of focus on workplaces encouraging healthier lifestyles in the last few years, so if you're looking to both future proof and ensure you offer better options for staff, look no further. ✳️ Make the numbers work for you. As well as working with you using a consultative approach to find the right solution functionality and scale for your business, we can discuss how this can work for you commercially. Whether it's a subsidy on food for staff or offering 'meal deal' style promotions, there's plenty of options to make sure the solution pays for itself. Have a chat with our team to discuss the best options for your business. 📧 [email protected] 📱07720825166 - 01865 341011 #vending #coffee #foodandbeverage #workplace #healthyfood #culture #finance #commerciality #food #micromarket Connect Vending #freshfood

6

1 Komen

Yesterday, I attended the launch of Ray’s 6th outlet at Orchard Cineleisure (#B1-08/09), and it was a masterclass in operational planning and brand-building strategy. Key Takeaways: 1. Stress Testing the Operation: By inviting influencers, family, and friends before the official opening, the team effectively turned a media event into a soft launch. This allowed them to spot bottlenecks in the kitchen workflow and refine their processes—ensuring a smoother operation on Day One. 2. Organic Buzz & Brand Awareness: The guests weren’t just there to enjoy the food. Their subsequent social media posts created genuine, organic buzz around the new outlet. This kind of word-of-mouth marketing helps the brand hit the ground running. 3. High-Quality Execution from the Start: By proactively ironing out kinks during the pre-launch phase, the outlet can open its doors to paying customers with confidence and operational excellence. If you’re in the area, do drop by and support them at Orchard Cineleisure, #B1-08/09. Whether you’re a fan of their new-gen mala or just curious about experiencing a strong F&B brand on the rise, it’s worth a visit! #FNB #BrandLaunch #Entrepreneurship #Marketing #CustomerExperience #SingaporeFoodScene #ahothideout

56

3 Komen

Honasa Consumer is proud to announce its Q4 and FY24 results, demonstrating significant growth and enhanced profitability. Some highlights from the business performance:  - HonasaConsumer continues to deliver disruptive growth in Q4, much ahead of FMCGindustry, with 23% (like-for-like) YoY revenue growth - Businesscontinues to grow efficiently, with full year PAT of INR 111 Cr and 7.1%EBITDA; delivered ever-highest quarterly PAT of INR 30 Cr- Strongofftake momentum continues for Mamaearth with faster than market growth, with120 bps offline market-share growth YoY for facewashes, and 40 bps for shampoos- The DermaCo hits INR 500 Cr+ ARR, achieving break-even in all quarters of FY24. -Acquisition of Cosmogenesis laboratories, to strengthen Honasa's R&Dcapabilities and add rich formulation experience (built through 5000+formulations over 25+ years of experience)- Launched its first impact assessment report highlightssignificant contributions to economic value generation, student engagement, andwomen-focused interventions delivered across brands Thank you to all our consumers, shareholders, investors and employees for their support through this journey!  We are committed to building in India, for India!  #performancemax #quarterresults #businessupdate

25

Today I turn 35, and here’s what my journey in FMCG marketing has taught me about… well, aging: 🎉 Target Market 🎯 Like any good product, I know my audience—mainly family and friends, who love reminding me that I’m “only getting better with age.” (A classic example of positive brand reinforcement.) Product Lifecycle 📈 I’m somewhere between “growth” and “maturity,” but let’s be honest: we all dread that “decline” stage. I’m just hoping R&D (a.k.a. regular exercise) will extend my prime years. Innovation 💡 Just like a product lineup, I've “expanded my range” this year with new interests like cycling and squash. The pain afterward? Consider it the "learning curve." Product Packaging 📦 It might not be the same as when I launched, but I’d say the packaging has “character” now. It’s all about embracing that vintage look, right? So here’s to another year of refining the “brand”! 🥂

50

3 Komen

Way how FMCG businesses can leverage advanced analytical tools for data-driven decision-making, enhancing efficiency and competitiveness in the market.

16

2 Komen

Marketing in FMCG: Marketing in the Fast-Moving Consumer Goods (FMCG) sector requires a blend of traditional and modern skills due to the dynamic nature of consumer behavior and market competition. Here are key skills and strategies: 1. Brand Management - Brand Positioning: Developing a unique value proposition that differentiates the brand from competitors. - Brand Equity Building: Maintaining and enhancing the brand's reputation and perceived value. 2. Consumer Insight and Market Research - Market Analysis: Understanding market trends, consumer behavior, and competitive landscape. - Consumer Segmentation: Identifying and targeting specific consumer segments with tailored marketing strategies. 3. Product Development and Innovation - New Product Development (NPD): Innovating and launching new products that meet consumer needs. - Product Lifecycle Management: Managing products from introduction to growth, maturity, and decline stages. 4.Sales and Distribution Strategy - Channel Managemen: Effectively managing relationships with distributors, retailers, and other sales channels. - Retail Execution: Ensuring product availability, visibility, and promotion at the point of sale. 5 Promotions and Advertising - Integrated Marketing Communications (IMC): Coordinating promotional activities across multiple channels to deliver a consistent message. - Campaign Management: Planning, executing, and measuring marketing campaigns to achieve specific objectives. 6. Data Analytics - Customer Data Analysis: Using data to understand customer preferences, predict trends, and make informed decisions. - Performance Metrics: Tracking key performance indicators (KPIs) to measure the effectiveness of marketing activities. 7. Pricing Strategy - Competitive Pricing: Setting prices based on market conditions, competitor pricing, and consumer demand. - Promotional Pricing: Using discounts, offers, and promotions to drive sales and increase market share. 8. Sustainability and Ethical Marketing - Sustainable Practices: Incorporating eco-friendly and ethical practices into the marketing strategy to meet consumer expectations. - Corporate Social Responsibility (CSR): Communicating the brand's commitment to social and environmental causes. 9. Customer Relationship Management (CRM) - Loyalty Programs: Developing programs to retain customers and encourage repeat purchases. - Customer Engagement: Building and maintaining strong relationships with customers through personalized interactions and excellent service. Developing these skills and effectively integrating them into a cohesive marketing strategy can significantly enhance the performance and competitiveness of FMCG brands in the market.

41

9 Komen

"Some days are simply meant for catching your breath, reflecting on your journey, and preparing for the path ahead. Today was one of those days" As I sit at home, the day finally winding down, I find myself reflecting on the whirlwind of activities that filled my Monday. From early morning meetings to project deadlines and unexpected tasks, it was one of those days that demanded my full attention and energy. In the hustle and bustle of our professional lives, it's easy to get caught up in the momentum, pushing ourselves to meet every demand and challenge head-on. Today was a prime example of that. My schedule was packed, leaving little room for anything but work. Yet, now that I'm home, I am able to process everything. Busy days like this remind me of the importance of balance. It's crucial to carve out moments to catch our breath, to reflect on what we've accomplished, and to prepare for what's next. The exhaustion I feel right now is a testament to my dedication and hard work, but it's also a gentle nudge reminding me to slow down and recharge. Taking time to reflect isn't just about acknowledging the workload; it's about appreciating the journey. Every meeting, every task, and every decision today was a step forward. While it might feel overwhelming in the moment, these experiences shape our path and contribute to our growth. As professionals, we often focus on productivity and achievements, but we must also recognize the value of rest and reflection. These moments of stillness are where we gather strength, gain clarity, and find inspiration for the road ahead. They allow us to celebrate our wins, learn from our challenges, and plan our next steps with a refreshed perspective. So, as I unwind and let the fatigue of the day melt away, I encourage you all to do the same. Whether your day was filled with meetings, creative pursuits, or problem-solving, take a moment to breathe. Reflect on your journey and appreciate how far you've come. Prepare for the path ahead, knowing that these pauses are as vital as the strides forward. Let's embrace balancing knowing that some days are meant for catching our breath and finding our center. After all, it's in these moments of reflection that we truly understand the value of our efforts and prepare ourselves for the next chapter in our professional journey. Blessed reflective Monday night my LinkedIn Family.

3

Part 1: Developing Brand Strategy In FMCG Context Developing a brand strategy in the Fast-Moving Consumer Goods (FMCG) sector requires a deep understanding of the market, consumer behavior, and the competitive landscape. Here's a structured approach to creating an effective FMCG brand strategy for the first 5 elements and the next 5 will be shared on part 2: 1. Market Research and Consumer Insights - Consumer Behavior Analysis: Understand the purchasing habits, preferences, and needs of your target consumers. This includes factors like price sensitivity, brand loyalty, and consumption patterns. - Market Segmentation: Segment the market based on demographics, psychographics, and purchasing behavior to identify key target groups. - Competitive Analysis:Analyze competitors’ strengths, weaknesses, market position, and strategies. Identify gaps and opportunities in the market. 2. Brand Positioning - Unique Value Proposition (UVP):Define what makes your brand unique in the market. This could be product quality, innovation, affordability, or sustainability. - Target Audience: Clearly identify the primary audience you are targeting with your brand, including their motivations and challenges. - Positioning Statement: Develop a concise positioning statement that communicates the brand’s unique value and differentiates it from competitors. 3. Brand Identity Development - Brand Name and Logo: Choose a brand name and logo that resonate with your target audience and reflect the brand’s personality and values. - Visual Identity: Design packaging and visual elements (colors, fonts, imagery) that are appealing and stand out on retail shelves. - Brand Personality: Define the brand’s personality traits (e.g., trustworthy, innovative, fun) to ensure consistency in all brand communications. 4. Brand Messaging - Core Brand Message: Develop a core brand message that communicates the brand’s essence, values, and promise to consumers. - Tagline: Create a memorable tagline that encapsulates the brand’s positioning and resonates with the target audience. - Storytelling: Craft a brand story that connects emotionally with consumers and highlights the brand’s journey, mission, and values. 5. Product Strategy - Product Development: Innovate and develop products that meet the specific needs of your target market. Consider product differentiation, quality, and packaging design. - Pricing Strategy: Set a pricing strategy that aligns with the brand’s positioning—whether it’s premium, value-based, or competitive pricing. - Distribution Channels: Choose distribution channels (traditional retail, online, direct-to-consumer) that ensure your product reaches the target audience effectively. By following this roadmap, FMCG brands can create a strong, resilient brand that resonates with consumers, stands out in the marketplace, and drives long-term growth.

28

5 Komen

🏃‍♂️ RUNNING YOUR OWN RACE 🏃‍♂️ Often that I would like to compare myself with others. How am I doing? Am I doing better than others? Am I being judged by others? These questions have always been revolving in my mind and for such a long time, this has caused much unnecessary lost of selflessness. Having to meet new faces throughout my life, especially recent years, has taught me that enjoying the processes are more important than anticipating the results. As long as I realised what I need and asking myself “Am I doing ok?”, “Am I doing better than my past?” and “Am I reflecting on myself?” Continue to allow others to judge and to do better, but they don’t really bother me. Found some tips might be useful, at least to me and what’s important to me (its a bonus if the tips benefit others). ⭐ 1. Avoid comparing yourself to others. Comparing yourself to others can lead to frustration and demotivation. Look to peers, mentors, and role models for inspiration, but focus on your own progress. Celebrate the growth you've made and keep moving forward. ⭐2. Define what “success” looks like for you. Setting goals is essential for measuring success. Define what success means for you, whether it's building a successful business, achieving financial independence, or having more time with family. Clarify your goals to stay motivated and focused. Regularly documenting your goals can help you overcome challenges and achieve personal growth. ⭐3. Some rules were made to be broken. Following your own path often means being prepared to give the status quo a bit of a rattle. Lisa Messenger and Beverley Honig have disrupted their industries by challenging the status quo, showing strength and courage in trail-blazing new paths despite opposition. “Those people who trail-blaze must possess the strength and courage of heart to work against the norms and those who say it won’t work.” ⭐4. Back yourself. In business, trust your instincts and experience, even when others doubt you. Your vision is key. When you back yourself, it empowers your team and leads to breakthroughs in your business, team, and leadership. ⭐5. Say NO a LOT more. Successful individuals prioritise saying NO in order to protect their time, focus, and resources to move closer to their goals. It's essential to decline opportunities that are not aligned with your vision, like irrelevant contracts or distractions. By carefully selecting which opportunities to pursue and which to reject, you can steer yourself towards success. It's about saying NO as much as saying YES.

51

1 Komen

As we move further into 2023, consumer-packaged goods (CPG) companies in emerging markets are challenged to meet growth objectives while concurrently addressing rising input costs.

11

even within the best team system, there should always be space to celebrate individual excellence. that's how i view team building now and always. star players need recognition. star players don't need the same type of check-ins as the b-team. star players dream (a lot) and want to see things come to life. it doesn't take much to keep people happy. let them create and then give them recognition. simple. like pharrell here for his debut collection for vuitton. puts on an amazing show and ends with bringing out the entire team. for every cmo, head of marketing, head of creative that wins awards, there are tens, hundreds, thousands of people that contributed to those awards. or simply - created the ideas that led to those awards. i want those people. building out creative fire power here at Lucky Beverage Co. so hit me up. we can chit chat and see if there's something we can do together. is this how linkedin works? we network and what not. love.

83

12 Komen

Sales vs Marketing: In FMCG In the context of Fast-Moving Consumer Goods (FMCG), sales and marketing have distinct but complementary roles. Here's a breakdown of each function: I. Sales a) Objectives - Revenue Generation: Directly responsible for generating sales revenue. - Customer Relationships: Build and maintain relationships with key accounts and distributors. - Market Penetration: Expand market reach and increase product availability. - Sales Targets: Achieve specific sales goals and quotas. b) Responsibilities - Sales Strategy: Develop and implement strategies to achieve sales targets. - Account Management: Manage relationships with key clients and accounts. - Distribution Management:Ensure products are available and adequately stocked in retail channels. - Sales Forecasting: Predict future sales and adjust strategies accordingly. - Customer Support: Provide support and service to existing customers. c) Key Performance Indicators (KPIs): - Sales Revenue: Total sales generated within a specific period. - Sales Growth: Percentage increase in sales over a period. - Conversion Rate: Percentage of leads converted to sales. - Average Order Value (AOV): Average amount spent by customers per order. - Sales Cycle Length: Time taken to convert a lead into a sale. II. Marketing a) Objectives: - Brand Awareness: Create and maintain strong brand recognition and loyalty. - Market Research: Understand consumer needs, preferences, and market trends. - Product Development: Innovate and improve products to meet consumer demands. - Promotions: Develop promotional campaigns to drive consumer interest and demand. b)Responsibilities: - Advertising: Create and manage advertising campaigns across various media. - Public Relations: Manage the company’s public image and handle communications. - Digital Marketing: Utilize online channels to reach and engage customers. - Content Creation: Develop content to support marketing initiatives (e.g., blogs, videos). - Market Analysis: Analyze market data to inform strategy and tactics. c) Key Performance Indicators (KPIs): - Brand Awareness Metrics: Reach, impressions, and social media engagement. - Market Share: Measure of the brand’s share within the market. - Customer Acquisition Cost (CAC): Cost to acquire a new customer. - Return on Marketing Investment (ROMI): Revenue generated from marketing activities. - Customer Lifetime Value (CLV): Total value generated from a customer over their relationship with the brand. In summary, while marketing focuses on creating demand and enhancing brand perception, sales is responsible for converting that demand into actual revenue through direct customer interactions and relationship management. Both functions are essential and must work together to drive the overall success of FMCG companies.

35

5 Komen

Rising to the Challenge: Beauty in FMCG Grocery Retail 🌍 As the cost of living continues to rise, we know our customers are feeling the pressure. As a beauty brand in FMCG grocery retail, we believe it’s our duty to ensure that everyone can still access high-quality products without breaking the bank. This isn’t just a challenge—it’s an opportunity to partner with our retailers to make a real difference. Here’s how we’re stepping up: 💪 Collaborative Pricing Strategies: We’re working closely with our retail partners to strategically lower prices, ensuring that our beauty products remain accessible to all. By streamlining our operations and negotiating better terms, we’re able to pass those savings directly to our customers, without compromising on the quality they trust. 🎁 Focus on Value: While we don’t offer larger sizes or product bundles, we’re dedicated to providing value in every product we sell. Through careful cost management and collaboration with retailers, we’re ensuring that our customers can continue enjoying their favourite beauty essentials at prices that respect their budgets. 🌱 Loyalty & Sustainability: Our commitment to customer loyalty extends to sustainability. We’re enhancing our retail partner programs to reward smart, eco-friendly shopping choices, offering savings and benefits that help our customers feel good about their purchases, both financially and ethically. 🌟 Standing Together: This is about more than just beauty products—it’s about community and support. By working hand-in-hand with our retail partners, we’re ensuring that our shelves are stocked with products that offer not just beauty, but trust, care, and reliability during these challenging times. Let’s embrace this challenge together and turn it into an opportunity to support our customers in meaningful ways. Together with our retail partners, we’re making a difference. #BeautyInRetail #FMCG #CostOfLiving #ValueForMoney #RetailPartnership #CommunitySupport #Australia #NewZealand #USRetail #ConsumerGoods

11

1 Komen

Singapore FMCG market is seeing stagnant value growth at +0.4% in the latest year which is similar to last year's +0.3%. But amidst this complexity, opportunities for growth still exist. Join our expert panelists as they share a comprehensive analysis of the current state of FMCG in Singapore and reveal key trend that will help expedite growth in 2025. Register now 👉 https://ow.ly/mWBw30sGEIY

15

5 things you need to know about Health and Wellness in Asia Pacific! Last week, I had the privilege to represent NielsenIQ at Growth Asia Summit 2024, Asia’s biggest event for Food, Beverage and Nutrition. The 3 day event was held at Marina Bay Sands in Singapore with speakers and attendees coming from all around the globe. 🏥Health trends - The top concern for APAC Consumers is Increasing Food Prices whilst Health is #4. When we double click on health concerns we find that sleep is the top health concern in APAC, with mental health #2. Sleep and Mental Health related products are a huge opportunity to innovate, whilst managing the increase in prices and the pressure it puts on consumers also can help these concerns. 🏃‍♂️Sports Nutrition - Sports drinks are growing +9% in APAC and is growing as fast as +17% in Vietnam. 55% of APAC consumers claim to have gym/yoga/sports membership though 16% claim that they intend to decrease their gym spend in 2024. 🥚Protein trends - Eggs are the #1 means for APAC Consumers to get protein. We introduced the Eggquivalised index (yes that’s not a typo!) where we looked at the performance of different protein brands in APAC based on the amount of protein they contain but equivalised into eggs! As the average egg has 6g of protein, thus we looked at brands having from 1 egg’s worth of protein right through to those with 5 eggs’ worth of protein. 💡Innovation trends - In 11 out of 14 markets, “Improves Gut Health” is an unmet need for beverages with consumers stating that this of high importance but the current products available do not meet their needs. Microbiomes was a key area of interest with scientists, nutritionalists and academics supporting this insight by highlighting, at the Growth Asia summit, that this will become a huge area of growth in the next few years. ⌚️Technology trends - 89% of APAC consumers claim that they would change their consumer behaviour based on technology (wearables, DNA testing). Wearables with EDA (Electro Dermal Activity - to measure stress) are growing +77%. The rise in tech wearables will have a profound effect on changes in consumer behaviour, thus understanding these trends will be key for FMCG companies. Special thanks to Son for his support on this deck. Thanks Gary and Pearly for the invitation to present. If anyone is keen to learn more about health and wellness trends in Asia Pacific or globally then please feel free to reach out to NielsenIQ! #NIQ #GrowthAsiaSummit #health #apac #singapore

122

What’s better than a great tasting cuppa? A cuppa that tastes good AND does good! 🫖 ‼️ With every cup of Typhoo, we move one step closer to ending sexual violence in the tea industry, where 3 in 4 women working on plantations live in fear. Read our feature in The Grocer to learn more about our mission and how you can help us make a difference.. https://lnkd.in/eCtS6e_K

20

2 Komen

What a street food hawker taught me 🥟 My grandfather was born in China but migrated to Indonesia in hopes of a better life. Because of that, he had to hustle hard. He tried different jobs, failed multiple times, until he finally found his calling - making kwotie (Chinese dumplings). Nothing fancy, just honest street food that fed dreams. Because of that, I learned what real resilience looks like. Growing up, I watched my family build everything from scratch. No government handouts. No shortcuts. Just pure grit and determination. My earliest memory? Watching my dad rebuild his shop after it was destroyed by fire. Fast forward to my corporate journey. When COVID hit, I faced a crucial decision as a regional marketer: play it safe or create opportunities. When I saw mobile gaming usage explode with weekly downloads exceeding 1 billion and people spending 5+ hours weekly on their phones craving connection, I knew we had to act. I channeled my grandfather's entrepreneurial spirit. I built our region's first gaming integration campaign from the ground up. Until finally, we didn't just ride the digital wave - we created a new playbook for authentic brand engagement in Asia. My grandfather's dumpling cart taught me the most valuable lesson: success is not about what you're given, it's about what you create. 🔥 What family lessons shaped your leadership style? 📸 with my greatest mentor, my Dad who taught me that opportunities aren't given, they're created #AsianLeadership #Entrepreneur #CreateOpportunities #Lessonstreethawker

194

71 Komen