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Levi Strauss's Asia Pacific Headquarters – Driving exciting branding strategies

Levi Strauss is one of the world's largest brand-name apparel companies and a global leader in jeanswear. Its Asia Pacific headquarters situated in Singapore and made up of more than 130 people from 16 countries, oversees operations across 53 markets. Activities undertaken in Singapore include brand management, marketing, consumer insights, retail development as well as shared services such as finance and legal. A Global Sourcing Organisation (GSO) in Singapore also oversees 1000 global employees and conducts sourcing across 45 countries.

 

 
LVMH's Regional Distribution Centre – Connecting to the rest of the world from Singapore

The LVMH group is the world's largest luxury goods company. Several of its business units including LVMH Fragrances & Cosmetics as well as key brands such as Moet Hennessy move their products through a logistics hub in Singapore. LVMH leverages Singapore's central location in Asia and simple customs clearance procedures to distribute its products in a timely and efficient manner. This distribution centre is also viewed as a key element to support the development of its brands in Asia-Pacific and parts of North America and Europe. With the need to customize its product range to suit the needs of its growing Asian clientele, a range of value-add services such as labeling, repacking and kitting for promotional operations are also conducted in the distribution centre.


In addition, the various business units also have their regional headquarters in Singapore which oversee shared services and marketing. DFS Group Limited, the world’s largest travel retailer and partly owned by LVMH group, also has a 300-man global shared services centre and regional trading hub in Singapore.

 


 
Mead Johnson Nutrition (MJN) – High valued-added manufacturing

Mead Johnson Nutrition (MJN) is one of the top five infant and nutrition companies whose products include the Enfa family of products, e.g., Enfamil.  MJN announced in December 2011 that it was investing US$325 million in new manufacturing and R&D facilities in Singapore. The project is the largest capital investment in the company's history and will support its fast-growing business across the Asia region. To maximize the effectiveness of its new facilities and improve regional innovation by being more responsive to local consumer needs and increasing its speed to market, MJN has also brought together senior leadership and various supply chain, marketing and R&D staff in Singapore.

 

 
Procter & Gamble's Singapore Innovation Centre – Innovating for Asian Consumers

P&G, the world's largest personal and household care company by revenue invested S$250 million into a 500-man Singapore Innovation Centre (SgIC) for end-to-end innovation in beauty and male grooming. SgIC will be one of two mega R&D centres of P&G in Asia, which is a key growth market for the company. P&G has also signed a Master Research Collaboration Agreement with all 14 research institutes of public research agency  A*STAR to strengthen the partnership between the SgIC and Singapore's research community, thus allowing the company to leverage the strong research capabilities available here. The planned 32,000 square metre facility, expected to open in 2013, will make P&G the largest private sector representative at Biopolis and provide easy access to the research cluster at one-north.


In addition to its innovation activities, the P&G has its Asia-Pacific headquarters in Singapore, which coordinates various global and regional functions, including global brand management activities. It also recently incorporated its regional training base, the Asia Leadership Development Centre into its Singapore operations.

 

 
Pokka's R&D Centre – Creating new "Made in Singapore" flavours for the world

Pokka is a leading Japanese food and beverage group in Asia Pacific. The company today innovates, manufactures and markets more than 40 varieties of beverages from Singapore for the global market outside Japan. Its R&D and marketing strategy, developed through the Singapore office, has allowed Pokka to become a niche and leading player in the Ready-To-Drink (RTD) market. The company has also successfully expanded overseas with its beverages now sold in more than 50 countries across Asia, Middle East and Europe.


It was through the intimate understanding of Asian consumers and leveraging the creativity of students from Singapore Polytechnic, their collaboration partner, that successful new flavours were created from Singapore, including the Lemonsi Delight and Elderflower tea.

 

 
Nestlé's R&D Centre – Customising for Asian Food Preferences

Nestlé is the largest food company in the world and has been a partner to Singapore since 1968. Nestlé's R&D Centre in Singapore was Nestlé's first in Asia and is now the Asia Pacific Innovation Hub for Culinary, Beverages and Packaging Solutions, providing innovative and great tasting food and beverage solutions with nutritional superiority. Recent award-winning innovations include Yang Sheng Le, a concentrated herbal soup developed in collaboration with leading traditional chinese medicine company Eu Yan Sang, specially made to suit the needs of busy Asian consumers looking for a nutritious yet convenient meal.


Singapore is the base with the most comprehensive network of operations in the Asia, Oceania and Africa region. Other than local business management and the regional R&D centre, it is also home to the world's largest Protomalt plant, the key ingredient to MILO, and other regional business management and support functions such as managing global brands like Nespresso.

 

 
Unilever's Four Acres Singapore – Developing Leaders with an Asian perspective

Unilever, a global leader in consumer products, will set up a global centre for leadership development in Singapore. Named Four Acres Singapore, it is modelled after and complements the iconic Four Acres leadership centre in London. It will train 900 participants annually to build a pipeline of global leaders with a pan-Asian perspective for Unilever. Through Four Acres Singapore, Unilever will work with human capital consultancies, other companies and top academics from local and foreign Institutes of higher learning to develop and conduct programs in Singapore. Four Acres Singapore will play a significant role in building the talent and leadership required to achieve Unilever's ambition of doubling the size of its business while reducing its environmental impact by 2020.


In addition to grooming regional talent out of Singapore, Unilever also manages its Asia, Africa, Central and Eastern Europe operations here. It manages six global brands and its Food Solutions operations from Singapore, which is supported by its Customer Insight and Innovation Centre (CiiC), Digital Media Lab and Culinary Studio Research Academy.

Last updated:01 February 2012
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