INSEAD Participant Interview

Powering Growth Programme

Elevate your company's value proposition

Angkana Likhitchanyakul

Vice President, Corporate Marketing
CPF (Thailand) Public Company Limited

"We cannot be too analytical during the process of customer discovery so we do not lose the essence of consumer value. You can only do that by asking the "whys" and getting more insights on what the "+++" is of your product which differentiates you from the rest of your competition."

Can you please introduce yourself?

I am the Vice President for Corporate Marketing of CPF, the leading Agro-Industrial and Food conglomerate based in Thailand. We have a vertically integrated business - farm, feed and food. I am responsible for growing the business of the fresh meat, ready to cook products and ready meal.

Why did you choose INSEAD?

It was my first time to attend a course at INSEAD and had heard a lot of positive things about INSEAD's reputation as a great learning academy and a renowned institution. I had proven that to be true. It was in fact a friendly and supportive environment.

In Thailand, competition in our line of business is really tough so you have to find differentiated ways to ignite growth in order to stay ahead. I chose INSEAD's Powering Growth Programme based on this core need to help me understand the best practices from other industries that may be applicable to my organisation and maybe relevant to our consumers in Thailand as well.

What were your key takeaways from the Powering Growth Programme?

In the food business, we have to escape from being a "commodity" and enlarge the scope of value for the consumers. The challenge is to find a way to elevate the value proposition compared to what the competitors offer. The programme helped me rethink our strategy to increase the consumer value whilst considering the cost and business impact as a whole. Through this programme, I managed to look at competition in a different way by tapping into the "white space" - which is basically the 'big idea' that no other competitors have thought of before. 

Which session of the programme had the most impact on your learning?

The computer simulation was a really good way to measure impact and how business decisions should consider ROI more systematically. I learned that we cannot be too analytical during the process of customer discovery so we do not lose the essence of consumer value. It is not only the product that matters but what other added value you can offer to the public. You can only do that by asking the "whys" and getting more insights on what the "+++" is of your product which differentiates you from the rest of your competition.

How did you find the INSEAD classroom experience?

Jean-Claude Larreche is a fantastic professor. He created a positive learning environment, offered good concepts and used relevant business cases that further illustrated those ideas.

The discussions amongst participants inside the classroom and even during lunch breaks were also quite interesting. We had a really diverse class. We had cases and theories and also the actual industry experiences from participants allowed us to re-evaluate the whole approach to customer engagement.

Interested in INSEAD's Powering Growth Programme?  Visit the programme page and download the brochure or get in touch with the programme advisor.

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