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#AsiaeCommerceAwards spills: Bayer Consumer Health Indonesia talks great marketing

#AsiaeCommerceAwards spills: Bayer Consumer Health Indonesia talks great marketing

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Taking home two gold awards and two silver awards at the Asia eCommerce Awards 2020 is Bayer Consumer Health Indonesia. The health company emerged champions for the categories "Best in eCommerce (Brands), Healthcare & Pharma", as well as "Best in eCommerce (Marketplace / eRetailer) – Health & Beauty". It also impressed the judges in the categories "Best eCommerce Campaign, Social Media" and
"Best Integrated eCommerce Campaign", claiming second place in both.  

Bayer Consumer Health Indonesia focuses on over-the-counter medications, supplements, and other self-care products that are broadly known worldwide. Covering various categories such as nutritional, dermatology, pain medicine and allergy, the company's portfolio of brands include Redoxon, Berocca, Zam-Buk, and CDR.

In an interview with MARKETING-INTERACTIVE, Kinshuk Kunwar, country head, Bayer Consumer Health Indonesia shared the extraordinary success the brand had in 2020, and how it ranked number one in the healthcare category on eCommerce platform Shopee. He also reveals what, in his opinion, makes great marketing in today's context.

Read more on the interview here.

What are some of the expectations your consumers now have for your brand?

Kunwar: Indonesian consumers trust Bayer’s high quality self-care brands such CDR, Redoxon, Canesten and Bepanthen to transform their everyday health. This was demonstrated with strong sales growth in 2020 and the number one rank for healthcare category on Shopee Indonesia with a high rating of 4.9, demonstrating the trust and confidence of our consumers.

How has your marketing plans shifted this year?

Kunwar: Our extraordinary success in 2020 was based on deep consumer insight, excellent execution and high agility. We partnered consumers in choosing healthy lifestyle and science based, high quality self-care solutions. Excellent and timely execution of great Integrated marketing campaigns by collaborating with trade, eCommerce platforms, agencies and media channels meant we were there when the consumers wanted us, and how they wanted us.

A great example of our success in 2020 is Redoxon #CesBeforeCus hashtag challenge on TikTok, which educated the young Indonesian consumer in a fun and interactive way to take care of his immunity need during the new normal. Our partnership with TikTok created a new record for ASEAN healthcare with Redoxon’s 2.9 billion views. Similarly our partnership with Shopee with Redoxon drove high conversion rates on Bayer - Shopee Super Brand Day making Redoxon to become number one Vitamin C brand on Shopee Indonesia.

What are some of the trends you see carrying on post-pandemic, and how are you readying your workforce to be ready with these trends?

Kunwar: We see continuing consumer need of healthy lifestyle and science based, high quality self-care solutions. We are reinforcing superior digital marketing and ecommerce capabilities to better serve our consumers needs and a highly agile and flexible mindset to stay ahead of the curve and continue winning.

What do you think makes for great marketing these days?

Kunwar: Personalisation and customisation! With big data we are able to locate the exact position of the shopper in the funnel, and then serve right message at the right moment

How are you planning for 2021?

Kunwar: Bayer aspires to continue serving Indonesian consumers’ need of healthy lifestyle and science based, high quality self-care solutions to transform everyday health. We will serve our consumers through self-care education and information, innovative products, made available to them where they want it and how they want it.

The experience of the pandemic and new normal has reinforced our belief that eCommerce is an important and accessible channel, hence we will bring the best online shopping experience and strengthen availability, visibility, trial and loyalty.

 

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