Strategic Business Review
KH Roberts is considered a pioneer in the Flavour and Fragrance (F&F) industry in Southeast Asia. It has a rich legacy of proven expertise in the business of F&F in Singapore since the 1960s. The competition in the F&F industry is intense as it is dominated by a few international F&F companies. Over time, it became apparent to the management that there was a need to re-evaluate its business strategy and to establish a brand of its own that will appeal to a wider market
FT Consulting conducted a detailed competitive analysis of KH Roberts and its competitors and assisted the company to identify its unique selling propositions (USPs) vis-à-vis the competition. Taking into consideration the company's USPs, fundamental beliefs and core values, and the market's trends and demands, FT worked with KH Roberts to develop a new brand positioning that underscored its dedication to provide superior quality, authentic, safe and reliable products that will ultimately benefit end consumers. FT assisted the company to communicate this new brand position internally through brand culturalisation workshops and externally through a comprehensive visual communication system comprising corporate stationery, product packaging and marketing collaterals.
The Leap Forward
With the new brand positioning, KH Roberts is able to operate in a "less crowded" market space and compete more effectively. Using the new brand identity, the company also effectively launched new product ranges that cater to the market's demand for safe and quality flavourings. Through the brand culturalisation, head office and regional staff have become effective brand ambassadors and are able to speak a common brand language.