Page 85 - myanmar
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ON MESSAGE
Culturally, Blick says the people of Myanmar have most in common
with their Buddhist neighbors in Cambodia and Laos. There is a laid- back gentleness to life, and conservative attitudes to spending and thrift that are markedly different to China and even Vietnam. To get rich in Myanmar is not considered glorious.
Consumers in China have been
proud to display the brands that their increasing wealth has enabled them
to buy; in Myanmar, there is a strong sense of modesty regarding wealth and ownership. Restraint and self-control are important. There is also less of the playfulness that is seen in Thailand; Myanmar is thoughtful, gentle and kind. Consumers tend to be very price- sensitive and need to see clear value for money.
“Consumers are brand loyal in this country and will have to be offered innovation and value-for-money products,” says Tanatchasai, from Nivea.
Effective brand communications are, therefore, those that position themselves as ways to improve consumers’ lives – not those that promise a different life. Emphasize conflict resolution and be reassuring. People here respect their heritage and their elders. “Coming
in with something very Western will alienate people,” says Mehra. “Talk about the benefits of your ingredients but don’t try to disrupt their beliefs.”
Consumers in Myanmar are interested in foreign brands, not simply because they’re foreign but because they offer something different and something great, and their heritage can be seen a marker of quality and safety, as they are in other neighboring markets, particularly China.
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