In many countries in the world, purchase intent and brand inclination is highly driven by celebrity endorsements. This is the same case with the consumer market in Taiwan, where a Senior Marketing Executive at Unilever speaks about marketing in the FMCG world , how it’s important to think creatively and play big when dealing with trade and channels.
Ping Wen, Wang
Senior Marketing Executive,
Unilever
What sites do you have to visit every day for marketing news?
Fast Company, Forbes, and our internal Unilever web
What sites do you go to at least once a day for fun and inspiration?
Greatest skill a good marketing professional requires?
Creativity, strategic thinking, on time management, bringing back consumer insights into company strategies for future product development
What's the recent "it" marketing phrase/trend of the moment that you hear almost every day and what does it mean for the industry and marketplace?
1. Mobile marketing is getting important and may bigger than internet search/ads in the next 5 years.
2. Social networking sites like facebook/twitter plays significant WOM power in terms of connecting people/ WOM opinions. These are most updated trends in real world, not yet reached validity in businesses but convincing
There have been fads in the marketing world. In your opinion, what are recent developments that are here to stay?
In terms of marketing activities, celebrity opinions play an important role in Taiwan. Any product endorsed by popular idols, singers or actors, will impact significantly on consumer purchase intention and image on a brand/product. In terms of consumer behavior changes, they are smart on the selections through price associated with quality. The channels is highly competitive in FMCG industry, any creative promotion fits with brand image and trend will bring effective result as return.
What is essential NOT to do when it comes to your specialty?
Play cheap to gain volume and neglect your brand image or quality check.
Depends on the different categories - in homecare, such as detergent and softener products, consumers are driven by price, so we are always facing the issue in how to keep the profitability and gain market share. We need to better manage the price in channels like big-box retailers ( such as Hyper) that play with lower prices. It is also important to know how to manage channel conflict when given the same marketing support.
Can marketing ideas travel across continents, countries and languages? Does globalization work or is localization more effective?
Ideas can surely go around the world. The more important thing is how local marketers adapt, leverage, utilize and maximize the effectiveness; whilst tying in culture differences based on different consumer needs. Concept is the key, and it only matters on the execution itself.
Best piece of advice you've received professionally or personally?
Don’t play safe.
From my regional Senior Vice President, he always reminds each of us to keep thinking what will be the best for your brand. We must be aggressive and win in the market instead of play the safe game because it will not lead you to success. Given the routines of daily work and non-stop competitions, it is easy to get used to what you have done in the past. If the current business situation is not yet satisfied, the only way to turn the situation around is to think differently and play big.
Is Marketing more of an art or more of a science?
I would say both. Based on activities, it is an art, it is about using creativity to impress our consumers. Based on ROI, it is a science, any investment must bring positive ROI with different KPI settings.
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