AGMs make for good marketing opportunities

AT THE annual general meetings (AGMs) of Fraser & Neave (F&N) in the past, there was a nice touch - thirsty shareholders could gulp down Fruit Tree juices, 100 Plus, F&N Orange and Sarsi. There was even Magnolia ice-cream or yoghurt.

On display - but, unfortunately, not for consumption - were beer products Tiger, Heineken and Anchor.

The marketing show gave shareholders a tangible sense of what they were investing in and what the company stood for. Before the sale of most of its beer businesses in recent years, the food and beverage segment had made up around half of F&N's revenues and profits.

As corporates here gear up for the AGM season, they should…