The boxes must be moved from the shelves: that is the premise behind what drives Kellogg's marketing initiatives, according to its Regional Marketing Lead of APAC and Africa, Sanjib Bose.
"I personally believe that we come from an industry where everything is linked to the number of boxes we sell," he said at the recent Content Marketing Summit Asia in Singapore.
"Everything we do better ensures that the boxes are moved from the shelves – that is what FMCG is all about."
Having 116 years of history means Kellogg's has had its own challenges to contend with in terms of...