Makiko Ono, the first female CEO of Suntory Beverage & Food and the 3rd most influential woman in Asia in 2024, unveils strategies driving the organization, emphasizing innovation, sustainability, and equality for global market growth, while focusing on the Thai market to meet the needs of all consumer groups.
Bangkok, Thailand – Makiko Ono, President and CEO of Suntory Beverage & Food (SBF), has made history in the global beverage industry by becoming the first female leader of the Japanese giant. During her visit to Thailand for the annual meeting with Suntory Beverage & Food (Thailand) Co., Ltd. and Suntory PepsiCo Beverage (Thailand) Co., Ltd., she revealed her vision and key strategies for driving the organization towards the future, not only focusing on business growth but also emphasizing sustainability and equality.
From Japan to the Global Stage: A 40-Year Journey of Determination
Makiko Ono began her career at Suntory 40 years ago, when the company’s business was still primarily focused on the domestic market. With her determination and broad vision, she played a key role in leading Suntory’s expansion into the global market, starting with the acquisition of Château Lagarde, an old vineyard in France. This process took 18 months of negotiation and demonstrating respect for the traditions and community of wine producers in Bordeaux.
“I had to move to Paris and London,” Makiko Ono recalls. “In London, I led the team to acquire British beverage brands such as Lucozade and Ribena, which was a significant turning point for Suntory in the global market.”
Another important step was the acquisition of Cerebos Pacific Limited in 1990, which opened the door to Suntory’s Asian market. The company brought innovative products and modern production technologies to help propel BRAND’S to become one of the most popular health products in the region.
“Yatte Minahare”: The Spirit of Bold Action Leads to Success
Makiko Ono’s success in leading Suntory to the global market is partly due to her commitment to the corporate value of “Yatte Minahare,” or “the spirit of bold action.” This spirit has driven her to face challenges and create new things.
In addition, her ability to integrate the work of teams with different cultures was another important factor that led to her recognition and rise to the top leadership position of Suntory Beverage & Food.
“Seikatsusha”: The Heart of Business: Deeply Understanding Consumers
Makiko Ono emphasizes that the success of an organization is not measured solely by financial performance figures. It is also crucial to strive for a deep understanding of people’s life experiences and diverse needs, according to the “Seikatsusha” philosophy, which is at the heart of Suntory Beverage & Food’s operations.
“We don’t see consumers as just customers, but as part of our lives,” she said. “Therefore, we must invent and develop products that meet their needs, not just during the time of product consumption, but throughout all periods of daily life.”
“Gemba”: Going to the Actual Place to Understand Every Need
To truly understand the needs of consumers, partners, and employees, Makiko Ono emphasizes “Gemba,” or going to the actual place. The information obtained helps Suntory see new opportunities to create and develop products and services.
Thai Market: Innovation and Tailored Products
For the Thai market, Suntory Beverage & Food focuses on developing products that meet the lifestyles and market trends of Thai consumers. This includes increasing the variety of flavors, product formats, and health features in the health food and beverage category.
For example, BRAND’S has developed a variety of formulas to meet the needs of consumers of all ages, including BRAND’S Essence of Chicken with Carnosine and Vitamin B12, BRAND’S Bird’s Nest beverage, and BRAND’S Veta Astaxanthin, which offer innovative product formats and health features to meet the needs of the new generation.
Suntory PepsiCo Beverage (Thailand) Co., Ltd. also offers ready-to-drink tea and coffee products that use special production technology based on Suntory Japan’s standards, giving the products quality and unique characteristics. Examples include TEA+ unsweetened formula, TEA+ Honey Lemon, TEA+ Brown Sugar, and Boss Coffee Black unsweetened formula, and Boss Coffee Yuzu Black.
Research Collaboration: Developing Nutritional Science
Suntory is also focused on developing scientific innovation through research collaborations with leading universities in Thailand. The goal is to respond to the trend of an aging population in the country and the needs of health-conscious consumers.
4 Key Strategies Driving the Organization Towards Sustainability
Since taking over as CEO, Makiko Ono has driven the organization with four key strategies:
- Brand Strategy: Strengthening the brand.
- Business Structural Transformation: Restructuring the organization to be more agile and responsive to change.
- Diversity, Equity, and Inclusion (DE&I): Promoting diversity, equity, and inclusion.
- Sustainability: Conducting business with responsibility to society and the environment.
“Who We Are – Always Together with Seikatsusha”: A Pledge to Consumers
Makiko Ono has established the philosophy of “Who We Are – Always Together with Seikatsusha” as the organization’s pledge to consumers and as a guiding principle that connects the diverse businesses of Suntory Beverage & Food.
“Looking ahead, we will drive the company’s growth by leveraging our shared strengths within the organization and adhering to the concept of ‘Gemba’,” she said.
Challenges in the First 2 Years: A Test of Leadership
Leading during a time of global uncertainty is a significant test. Makiko Ono acknowledges that her first two years as CEO were full of challenges, including a volatile global economic situation, rising raw material costs, and driving diversity within the organization.
She dealt with these challenges by managing under the concept of “Gemba,” going to the actual place to investigate problems and find appropriate solutions.
Mission to Create an Equal Organization: Opening Opportunities for Everyone to Grow “After taking office, I traveled to various branches, including sales offices, where there were very few female employees in management positions, to talk and give them the opportunity to show their potential,” said Makiko Ono about the commitment to building a organization.
Suntory Beverage & Food established the DE&I Promotion Council in 2023, focusing on increasing the proportion of women in management positions and promoting flexible work.
“Currently, we are starting to see clearer changes, such as assigning more female executives to work abroad,” she said.
Suntory Beverage & Food (Thailand) has 40% women in management positions and up to 60% female employees throughout the organization, while Suntory PepsiCo Thailand has 51% female managers.
“Creating equality in the organization is not just about numbers, it’s about opportunity and ability,” said Makiko Ono. “I want all women to dare to become leaders.”
3 Core Values Driving Suntory Beverage & Food
Suntory Beverage & Food operates under 3 core values:
- Growing for Good: Creating positive change for society and the environment.
- Yatte Minahare: The spirit of daring to face challenges and create new things.
- Giving Back to Society: Giving back to society and the community.
Sustainability Projects: “Mizuiku” and “One Suntory Mizuiku: We Love Water”
Suntory operates many sustainability projects. Examples include the Mizuiku project, a global water conservation project, and the “One Suntory Mizuiku: We Love Water” project in Thailand, which expands cooperation with government agencies and increases the number of students and teachers who receive knowledge about water conservation.
Plastic Resource Circulation: “Bottle-to-Bottle Recycling”
Suntory is committed to sustainable packaging management. Suntory PepsiCo Beverage (Thailand) Co., Ltd. is the first beverage company in Thailand to use 100% recycled plastic bottles (100% rPET bottles) for its beverage products.
“One Suntory Helping Hands” and “BRAND’S Young Blood”
Both Suntory companies operate the “One Suntory Helping Hands” project, encouraging employees to show their volunteer spirit. Suntory Beverage & Food (Thailand) Co., Ltd. has partnered with the Thai Red Cross Society to implement the “BRAND’S Young Blood” project, promoting sustainable blood donation among young people.
The Future of the Beverage Business: Health, Sustainability, and New Experiences Makiko Ono believes that the future of the beverage business will focus on three main issues:
- Health: Consumers place importance on holistic health.
- Sustainability
- Experiences.
Convenience is the Key
The current generation needs more convenience and fast-paced lifestyles. Ready to drink (RTD) tea and Suntory Oolong tea are popular because of this.
Conclusion Makiko Ono’s visit to Thailand is to show a commitment to all the employees that Suntory is committed to building a better world.
#Suntory #SuntoryBeverageAndFood #MakikoOno #FemaleLeader #Sustainability #Equality #Innovation #Beverage #Thailand #Seikatsusha #Gemba #YatteMinahare #GrowingForGood #GivingBackToSociety #Mizuiku #BottleToBottleRecycling #OneSuntoryHelpingHands #BrandsYoungBlood #GenZ #RTD
