1.
Building a
B2C Brand
MASTER
CLASS
Arun Rawat
HEAD OF GROWTH, E-COMMERCE, APAC
OLAM
SINGAPORE ~ SEPTEMBER 15 - 16, 2022
DIGIMARCONSOUTHEASTASIA.COM | #DigiMarConSoutheastAsia
DIGIMARCONSINGAPORE.SG | #DigiMarConSingapore

2.
Building a
B2C BRAND
on DIGITAL
Arun Rawat
Head, Ecommerce APAC
Olam International Limited

3.
MY JOURNEY
2011 2014 2016 2020

4.
OLAM’S JOURNEY
1989 2005 2016 2020
ECOMMERCE

5.
WHERE DID WE START
EXTERNAL INTERNAL
▪ Consumer Preferences
▪ Industry Trends
▪ Size of Addressable
Market
▪ Competition
▪ Existing Geo-Presence
▪ Supply Chain Strength
by Category
▪ Cannibalization across
businesses
RESEARCH, RESEARCH AND MORE RESEARCH

6.
TAKEAWAYS
Consumers are becoming increasingly experimental
All-Natural and Sustainable food demand at an all time high
Consumers are searching more, consuming more content and
making decisions online
Consumers are willing to pay more for brands that do good

7.
TAKEAWAYS

8.
TAKEAWAYS

9.
MARKETING APPROACH
DIGITAL
CHANNEL FIRST
AWARENESS
SUPLEMENTED
BY
PERFORMANCE
TEST AND
LEARN
THEN OPTIMIZE
INCREASED ROI
FOCUS OVER
TIME

10.
MARKETING CHANNEL MIX
60%
50%
40%
30%
38%
35%
10% 10%
20%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Month 1 Month 3 Month 6
Marketing Media Mix
Youtube Meta Google Search and Shopping Others

11.
WHY REFOODS.COM
FIRST PARTY DATA

12.
WHY REFOODS.COM
OPTIMIZE
MARKETING
CHANNEL MIX
UNDERSTAND
PERFORMING
CATEGORIES,
PRODUCTS
UNDERSTAND
PLATFORM
STRENGTHS,
SHORTFALLS
UNDERSTAND
PRODUCT
CROSS-
STICKINESS
SAY THE RIGHT
THING AT THE
RIGHT TIME TO
THE RIGHT
CONSUMER
IMPROVE
PERFORMANCE
OF OTHER
CHANNELS

13.
WHERE ARE WE NOW

14.
WHERE ARE WE NOW

15.
WHERE ARE WE NOW

16.
WHERE ARE WE NOW
▪ Fair Price Finest
▪ Cold Storage
▪ Cheers
▪ Giant Supermarkets
▪ Redmart
▪ Refoods.com

17.
AND VERY SOON
ACROSS SOUTH-EAST ASIA

18.
THANKS