Brand re-positioning helps Sustagen grow consumer base

THERE have been a lot of marketing activities around Sustagen in the last three years, and possibly the biggest is its total change in market positioning. 

Initially promoted in Malaysia as general nutrition for brain development, the children’s milk brand was put on the immunity platform – i.e. protecting children from illness – when Ferdinand Sarfati became general manager of Mead Johnson Nutritionals for Malaysia, Singapore and Brunei in 2001.