Sustaining growth through 2020 Aspiration
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CEREBOS Pacific Limited, whose flagship product BRAND’S Essence of Chicken is a household name in China and other Asian countries and regions, remains upbeat on the Chinese market and pledges to seek further growth while expending new digital efforts to enhance engagement with consumers.
Gen Saito, chief executive officer of Cerebos Pacific Ltd, Health Supplement Division of Suntory Beverage & Food Asia Group, is proud to announce that Cerebos will continue to commit the necessary resources toward becoming a best practice company by focusing on six areas: Innovation & New Product Development, Human Resources, Digital Marketing, Speed of Expansion into New Markets, Value Chain Management and Corporate Social Responsibility.
“The strategic direction of Cerebos is determined and unwavering and I am excited with the direction of Cerebos and we’re seeking prospects for further growth through our own considerable resources,” he said.
“Our path to sustainable growth, the Cerebos 2020 Aspiration, remains undiminished.”
He added: “And we’ll be more focused on our business to consumer (B2C) business model and main flagship product BRAND’S Essence of Chicken in the future.”
BRAND’S Essence of Chicken, which was actually created in a British royal kitchen more than 180 years ago, has been focusing on efforts to put more science behind the product.
“It’s still an unpolished jewel,” he said, “and we want to identify more of the science behind its benefits and get the best out of it.”
To stand by its commitment, Cerebos Pacific Limited launched the BRAND’S Quality Statement. It includes a five-point pledge which places special emphasis on quality, safety and regulatory compliance, effective listening to feedback and communicating in an easy-to-understand manner.
After its flagship product BRAND’S Essence of Chicken was first introduced in China over 20 years ago, the company has launched a series of localization efforts.
BRAND’S Brain Research Centre was set up in 2010 to raise scientific efforts in sustaining its core brand values. It has also launched dozens of scientific studies by closely collaborating with renowned scientific institutes, research facilities and colleges around the globe.
Engaging with consumers in a digital age in such a massive market as China is also the company’s priority as he is also leading his team to actively look at new and better ways of getting the message to consumers.
“This is not a simple food or beverage product,” he noted. “It is a health supplement. So, to help our consumers, we want to embark on digital direct engagement. It is not the traditional way of doing things, such as TV commercials or magazines.”
Cerebos is also among the earliest companies to realize that personalized health management is the next stage in engaging consumers instead of just offering them products.
It is also aiming to increase the ticket size of customers and growing customer data to offer customized offerings.
Cerebos is planning to improve customer acquisition, retention, internal business efficiency by CEM (customer experience management) and digital front-end platform.
“We are now investing heavily in creating a back-end system so that it can identify each individual customer’s profile and craft specific offerings for them, based on very accurate data tracking,” he said.
BRAND’S will set up a holistic eco-system to increase touch points and intimacy to consumers by proactively exploring commercial innovation, such as direct sales model.
He also said he has always been trying to inculcate a sense of corporate social responsibility in his employees. CSR, or sustainability, is also a strategic priority for the Cerebos Group’s 2020 aspiration.
“We encourage employees to participate in CSR projects and activities for the needy, and we have been working on our CSR strategy to achieve a sustainable business through enhancing our brands, developing our people and via community support initiatives,” he said.
“There is a project we have been conducting for about 20 years in Thailand called summer camp. Every year, we invite more than 10,000 students to come and provide them with textbooks before their important exams. It usually lasts for 2 weeks with support from experienced professors and BRAND’S Essence of Chicken. It’s also a great opportunity to reach those who really need our product. And we are now considering bringing this project to China.”
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