In the current day economy, brands face a formidable challenge – navigating a world where the following factors are at play.

There is this prevailing but unsettling view that brands are operating in a challenged economy.

• Retail prices have increased. Consumers are pickier these days.

• Reducing basket sizes or substitutions during shopping and trading-down to lower and/or purchasing products with value-based pricing is quite common these days.

Obviously, this would depend upon the consumer segment profile and their buying behaviour. Some segments are cautious in their monthly or long-term spend, while others need not be.

Channel-wise, the reactions of consumers to economic pressures can differ – retail setting, e-Commerce, direct marketing, and so on.

The key consideration is – how will brands and the teams behind them cruise the market with optimism, continue to endear to consumers and maintain growth momentum? What are the watch-outs, and the key success factors to manage moving forward? What are the key strategies and actions that will continue to deliver growth?

To tell us more and hopefully, learn the answers to these questions are Queenie Goh, the Chief Marketing Officer at CUCKOO International; and Shiao Chan, the Head of Marketing of Spritzer Group. Queenie and Shiao are two of our 25 speakers at the upcoming BFM the 19th BFM Brandfest, taking place on the 3rd and 4th of July at the CCEC @TheVertical, Bangsar South City.

Produced by: Carol Wong

Presented by: Richard Bradbury

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Categories:  markets,  Corporates,  managing

Tags:  marketing,  branding,  Brandfest,