Partnering for Success
Interview with ABF Taiwan and Hong Kong GM Vicky Chang
Associated British Foods plc Taiwan (ABF Taiwan) has successfully cultivated a strong market presence in Taiwan over the years. THL has long represented the company's well-known brands Ovaltine and Twinings in Taiwan, and together the two sides have garnered many results and successes. ABF Taiwan and Hong Kong Regional General Manager Vicky Chang shares her insights on the strengths and achievements of this partnership in an exclusive interview for this issue.
When you walk into a conference room with Vicky Chang, you quickly realize you are in the company of a powerful and highly capable manager. Dressed in neat, casual attire the ABF Taiwan and Hong Kong Regional General Manager has a candid smile that immediately draws you close. Vicky rose up through the food industry and is deeply versed in the nutrition field. Since joining ABF in 2003, she has embraced challenge and the spirit of innovation, drawn on her keen market insights, and built close trust-based partnerships to power the Ovaltine and Twinings Tea brands to success in the Taiwan market.
THL introduced Ovaltine to Taiwan in 1991 as agent for the nutritional malted drink brand. "Strong cooperation and partnerships are the driving force for future growth," Vicky says. In recent years, Ovaltine has promoted nutritional breakfasts at schools, developed tea shop and baking channels, and more recently has partnered with well-known Thai restaurant Woo Taiwan to introduce 13 Thai dishes made with Ovaltine. Public service activities, including the Ovaltine Family Breakfast Day and Charity Run, Mini Cup soccer tournament, and sponsorship of the winning Taiwan team in the First IBAF World Little League Championship, have also further strengthened Ovaltine's brand image and driven sales higher.
"This is not just cooperation: it's a solid, long-term partnership," says Vicky. She believes that the past successes enjoyed by the two sides have been built on the spirit of partnership. Thanks to this partnership, Ovaltine has integrated with Taiwan's food and beverage channels and Twinings Tea is sold through department stores and restaurants, and convenience stores. FamilyMart alone sells more than four million cups of co-branded Let's Cafe Twinings Tea each year. "Steady, long-term relationships are important for brands. THL has strong advantages in the industry and market, while ABF brings brand equity, marketing, and innovation. Both sides complement each other in a winwin relationship. The strong results we enjoy today are rooted in this strong and close partnership."
Vicky also praises THL GM Terence Chen: "He is a driven and forward-looking leader. I feel incredibly fortunate to have such a good partner," she says. Looking to the future, she hopes that, on this foundation, both sides can "embrace new marketing approaches and business models to further add value to this partnership!"