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Marketing Director, Fonterra Brands Indonesia
In the midst of Fonterra’s ongoing campaign to promote its Anlene brand of bone health products, eMarketer’s David Green spoke with Rohini Behl, marketing director of Fonterra Brands Indonesia, about the New Zealand-based dairy cooperative’s strategy to have a conversation about women’s health.
eMarketer: What do you do at Fonterra and how important is digital in that role?
Rohini Behl: I lead strategy, innovation and new product development, and brand equity for Fonterra’s portfolio of brands. Fonterra traditionally spends on TV, but that’s changing. The team right now is mapping consumer journeys. So just as much as we talk digital, we talk in-store. We use the language of the Zero Moment of Truth [ZMOT]—the first moment of truth being at the point of sale, followed by a second moment of truth, which is the product experience. ZMOT is the moment before, which is where [companies] use digital to influence consumers.
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