Đổi mới không ngừng vì một hành tinh mạnh khoẻ - Soren Bech, General Director, Reckitt/Mead Johnson

TL;DR

Soren Bech discusses Reckitt's strategies and growth in Vietnam.

Transcript

good morning everyone it's your host Howe I'm the CEO of Etc and welcome to another episode of Vietnam innovators today we've got a guest who is the general director of Wreck it Mead Johnson Nutrition Vietnam uh his name is sorenbeck he's been in the business for a long time but with the company here in Vietnam for five years and he's got a lot to ... Read More

Key Insights

• Soren Bech, General Director of Reckitt/Mead Johnson Vietnam, emphasizes integrity as a foundational career value, learned through challenging professional experiences.
• Reckitt/Mead Johnson's brand portfolio in Vietnam includes well-known names like Durex and Enfamil, emphasizing quality and scientific backing in their products.
• Vietnam's eagerness for improvement and education is a key factor in Reckitt's growth strategy, as the company aims to meet the rising demand for quality consumer goods.
• The Vietnamese market is characterized by a high mobile phone penetration, aiding digital marketing and consumer engagement strategies for brands like Durex.
• Collaborations with government bodies like the Ministry of Health enhance Reckitt's credibility and outreach in Vietnam, particularly in educational initiatives.
• Reckitt/Mead Johnson is focusing on cost efficiency and productivity to manage rising costs and maintain consumer loyalty amid economic challenges.
• The Vietnamese consumer market is resilient, with a growing middle class and increasing consumer awareness, fostering a competitive FMCG landscape.
• Reckitt is actively hiring, seeking talents who are motivated and eager to contribute to the company's growth and innovation in Vietnam.

Questions & Answers

Q: How did Soren Bech come to work in Vietnam?

Soren Bech, originally from Denmark, was recommended for a position in Vietnam by the CEO of Mead Johnson. He accepted the challenge to address operational issues in the company and moved to Vietnam in 2017, where he has since led the business through significant growth and integration with Reckitt Benckiser.

Q: What are some key brands under Reckitt/Mead Johnson in Vietnam?

Reckitt/Mead Johnson's key brands in Vietnam include Durex, Enfamil, Gaviscon, and Lysol. These brands are well-known for their quality and scientific backing, catering to diverse consumer needs ranging from infant nutrition to sexual health and hygiene solutions.

Q: How does Reckitt/Mead Johnson maintain product quality?

Reckitt/Mead Johnson maintains product quality by emphasizing scientific research and rigorous quality checks. For example, their infant formula products undergo additional testing before reaching the market, ensuring they meet high standards essential for products consumed by infants.

Q: What role does education play in Reckitt's strategy in Vietnam?

Education is crucial in Reckitt's strategy, particularly in promoting safe sex and proper nutrition. Collaborations with the Ministry of Health and NGOs help the company educate consumers, break taboos, and build credibility, essential for engaging with young consumers and promoting informed choices.

Q: How is the Vietnamese market different from other Southeast Asian markets?

The Vietnamese market is distinct due to its rapid adoption of mobile technology and eagerness for self-improvement. This creates a favorable environment for digital marketing and consumer engagement strategies, allowing brands like Durex to quickly gain traction and influence consumer behavior.

Q: What challenges does Reckitt face in the Vietnamese market?

Reckitt faces challenges such as rising costs and competition from local brands. To address these, the company focuses on cost efficiency, productivity, and maintaining strong brand equity to ensure consumer loyalty and sustain growth in a competitive FMCG landscape.

Q: How does Reckitt collaborate with local institutions in Vietnam?

Reckitt collaborates with local institutions like the Ministry of Health to enhance its credibility and reach. These partnerships facilitate educational initiatives on topics such as sexual health, allowing the company to effectively engage with consumers and contribute to public health education.

Q: Is Reckitt/Mead Johnson hiring in Vietnam?

Yes, Reckitt/Mead Johnson is actively hiring in Vietnam. The company seeks motivated individuals who are eager to contribute to its growth and innovation, offering opportunities to work with a dynamic team and gain valuable experience in the FMCG industry.

Summary & Key Takeaways

• Soren Bech, with extensive experience in Southeast Asia, leads Reckitt/Mead Johnson Vietnam, focusing on integrity and quality in their product offerings. The company leverages scientific backing and brand equity to maintain a competitive edge.

• Vietnam's dynamic market, characterized by a young, motivated population, offers significant opportunities for Reckitt's diverse brand portfolio. The company collaborates with local institutions to enhance credibility and consumer engagement.

• Reckitt/Mead Johnson is navigating economic challenges by optimizing cost structures and focusing on productivity. The company is also expanding its workforce, seeking motivated individuals to join their innovative team in Vietnam.