'Sales are all about stealing customers' minds'

Jang In-soo, Oriental Brewery CEO, takes part in a campaign with police officers to promote responsible drinking among youths in southern Seoul on Nov. 8, 2012. / Courtesy of Oriental Brewery

By Lee Hyo-sik

“Sales are all about stealing customers’ minds.” This is the motto of Oriental Brewery (OB) CEO Jang In-soo, dubbed “the master of sales” in Korea’s liquor industry.

“Since I became the CEO last year, I have always given a speech to new recruits,” Jang said. “I don’t talk about the textbook definition of sales. I tell them to keep their minds open. That will encourage customers to open theirs as well.”

Many think OB is in the manufacturing business, the CEO said. “But I think it is a service-oriented business, meaning we have to serve not only consumers, but also distributors and other business partners. That way, they can help us market our products and maintain the customer base.”

Jang stressed the importance of open communication among employees.

“I think our executives do not communicate enough with junior employees. I always talk about two kinds of leadership. First, executives need to lead employees like an Israeli army officer. They should charge first. Then employees will follow,” the CEO said.

Jang said communication has to be meticulous. Seniors have to communicate with juniors about every detail. “Many CEOs these days say they engage in so-called field management. But I don’t think they do because they do not communicate with worker on a candid manner.”

Jang held a series of dinner meetings with workers at OB’s three plants from June to December 2012.

“At first, they were reluctant to say what was on their minds. But once they realized that I was genuinely interested in what they had to say, they became candid with me. They talked about their workplace environments and made constructive proposals for the company,” the CEO said. “The meetings turned out to be very successful. They now interact with me without reservations.”

He said he wants to turn OB into a happier and more energetic workplace. “It is important to become an industry leader and maintain that position. But the more important thing is that I would like to see all the employees eager to come to work on Monday. I will do everything within my power to create such a workplace.”

Oriental Brewery employees participate in a tree-planting event in Mongolia on May 30, 2012.

Active in CSR activities

The brewer has been engaged in a wide range of corporate social responsibility (CSR) activities.

The company has reduced greenhouse gas emissions at its plants and has conducted environmental protection campaigns. It has also introduced a responsible drinking campaign to prevent underage drinking and discourage adults from drinking excessively.

OB has also organized a slew of charity events to support the livelihoods of low-income households and the underprivileged, while improving living conditions of local communities in which its plants operate.

Since 2010, OB employees have flown to Mongolia every year to plant trees to help counter the desertification there. The firm has initiated a “green saving project” in which it upgrades plant facilities and improves the manufacturing process to cut CO2 emissions and save energy.

In cooperation with local municipalities and nonprofit organizations, the company has been involved in a wide range of campaigns to discourage drunk driving and underage drinking.

Since 2008, OB employees have been engaged in volunteer activities to support visually-impaired students. They organize a field day and climb a mountain with them.

The company also donates funds to provide meals for students of low-income families, while organizing concerts for patients and their family members at hospice wards across the country.

OB has established scholarship funds for students residing in Icheon, Cheongwon and Gwangju where its three plants are located. The firm also hires from local communities, and purchases all its malted barley from local farmers.