WPP and Millward Brown released the BrandZ: Spotlight on Myanmar, in June 30 at Sule Shangri-La Hotel, exploring critical business insights into the country’s economy and unfolding the psyche behind Myanmar consumers.
At the event Mr David Roth, CEO, The Store-WPP, EMEA & Asia delivered an opening remark, Mr Jason Copland, General Manager, TNS Myanmar. There was panel discussion of representatives form leading brands and agencies at the event.
Mr David Roth led the panel and Mr Takashi Shigeno (Chief Marketing Officer, MPT), Mr Richard See (Head of Marketing, Samsung), Mr Parag Wasnik (County Mananger, DKSH Smollan), Mrs Adeana Greenlee (Vice President, TODAY Ogilvy Public Relations) and Mr Peter Skalberg (CEO, Y&R Indochina) exchange experiences in launching successful brands in Myanmar and challenges they encountered.
The Spotlight on Myanmar findings are based on everyday buying decisions such as coffee, soft drinks as well as long-term purchase decisions around mobile service and handset sectors, it is said in the press release. [ Full report – http://wppbaz.com/admin/uploads/files/WPP_%20Myanmar_2016_Download.pdf ]
BrandZ Research in Myanmar includes 1,660 consumer interviews and covers 42 key international a sense of meaningful difference in Myanmar, based on either their global profile or their local activity. Findings show that:
- Apple show most differentiated brand in Myanmar followed by Coca_Cola and Samsung. Apple indexed 232, where the average brand indexes at 100.
- Mobile network is the most innovative brand in survey, indexing 125, with rivals MPT asnd Ooredoo coming second and third respectively.
- MPT is the most loved brand in the survey indexing 129, nine points ahead of Samsung and 11 point ahead of Telenor and Huawei.
- Huawei scored highest on brand power a brand’s ability to boost sales or gain market share due to consumer’s predisposition to choose this brand over another – indexing 436, significantly higher than it global average score of 81. Huawei performs better in Myanmar than it does in its home market, China, on this measure.
“There are huge opportunities for international brands to be successful in Myanmar, if they get their cultural message right and understand the diversity of the country, particularly in the border areas. Our teams have identified comparisons with the India of 30 years ago and indeed some aspects of rural India today. Also valid are comparisons with Indonesia, which also has a large population that lives off the land as well as a huge range of different climatic regions,” said David Roth, CEO at The Store, EMEA and Asia.