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SPOTLIGHT ON
ENTERING MYANMAR – 10 KEY TAKEAWAYS
7
SELL THE EFFECT, NOT THE SPEC
Shoppers have not previously had many brands from which to choose, though they are open to trying new things. A sudden influx of choice can be difficult to navigate, so use packaging and communications to help guide people towards the product or service that meets their need. Make it easy to compare products, their functions and their prices – consumers are very price sensitive and will need convincing of a product’s value to their lives if they are to pay a premium. Emphasize what something can do for the user – the effect, rather than the technical spec. Show how buying can improve the life of the consumer, and the difference it can make.
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