Bird’s Nest still on top perch

• Cerebos ups Bird's Nest marketing
• Uses social media in Hong Kong
• Maintains marketing budget

Regional - As Cerebos looks to up its marketing efforts on its traditional product Bird's Nest it is looking at new platforms to get the message across Asia Pacific.

Having been a traditional health product for women over centuries, the marketing of Bird's Nest has fallen off somewhat in recent times as Cerebos became better known for its Brand's Essence of Chicken.

However as competitor products have begun to enter the market, Cerebos has begun to invest more in marketing Bird's Nest and has focused on promoting the proof behind its authenticity - something that competitors are unable to do.

"We haven't consciously communicated that in the past but now we're beginning to share that with customers," said Isabella Tan, vice president, regional marketing.

"We do use a lot of traditional media but we also use quite a lot of online advertising."

In Hong Kong the company has implemented a social media strategy, engaging health and beauty bloggers, as well as generating discussion around certain forums for the product.

The current recession also posed the dilemma of whether or not women would still view the expensive product as a necessity.

The company saw the economic climate as an opportunity, maintained its marketing budget, and even went as far as to launch a new premium product in the region. Tan says that fourth quarter results have remained robust.

"There is still a lot of opportunity in these times if you target the right segment with the right offering, so we haven't cut our marketing budget."

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