When the entire world was caught in the downturn spiral, some Asians economies, including India and China, were still churning out healthy growth numbers.
Asians obviously are the most sought-after consumers in the world today. All multinational and home-grown brands are jostling for their attention and money. But, do brands really understand Asian consumers?
A study, Eye On Asia, by WPP’s marketing communications company Grey Group identifies five tribes unique to Asia based on how Asians think, feel and choose brands.The research claims these brand tribes can help marketers better understand how to target Asian consumers. The survey covers 16 countries from the Asia-Pacific region, including India, China, Australia and New Zealand.
The five brand tribes are:
‘NEW’ BRAND ENJOYERS: Typically, Indian and Chinese consumers constitute this tribe. They have high curiosity levels about the new brands and look for exclusivity. Chances are they would go and buy a mauve Benetton tee not because they think it would suit their complexion but because it’s a colour that stands out and it’s a unique experience for them. This type of consumer is always on the look-out for the next new thing, brands that are entering the market for the first time should look at where people are more likely to buy into the latest thing when planning how to execute a launch. It makes sense to begin campaigns in regions with a high number of “New Brand Enjoyers” where they can pick up the buzz. The shopping experience is key for ‘New’ Brand Enjoyers. It’s all about the hunt and discovery.
l 21% Asians and 35% Indians are ‘New’ Brand Enjoyers
PERCEIVED VALUE SEEKERS: This tribe looks beyond functions or features of the product. They are emotional at heart. They would rather pick up a brand over the other because one promises them that it uses greenest of ways to produce a tee (emotional connect) and it’s cheaper (additional value). This group of people won’t necessarily buy the cheapest product available. Nor will this tribe automatically buy the top brand in a category simply because it is the market leader. Instead, they might consider a recognisable brand name with a reasonable price tag attached, looking for a balance between reputation and cost.
l 23% Asians and 25% Indians are Perceived Value Seekers
INDIVIDUALIST BELIEVERS: More developed economies tend to lean towards the “Individualistic Believers” tribe. These consumers want brands that fit into their fashions or trends. Brands need to be much more personalised to appeal to this audience. They do not want a one-size-fits-all solution. Individualistic believer prefer buying online to avoid annoying sales staff, long cues and even parking hassles. They can choose their tee material, design and size online and get it custom-made for themselves.
l 21% Asians and 14% Indians are Individualistic Believers
STATUS SEEKERS: For this tribe, logos are their face. They wear brands on their heart and flaunt them. Status Seekers are consumers with high-end fashion products and sporting prominent logos. They demonstrate a certain level of wealth and taste to other people in society.They are always found in the elite designer stores on the highstreet.
l 19% Asians and 18% Indians are Status Seekers
FUNCTION FIRSTS: Pragmatic and practical. The two words that define this tribe. They go more by the functional qualities for the product than the brand name. These consumers demand much more from their brands than simply a luxury label. They expect performance above all else. But that doesn’t mean branding isn’t still important to this tribe. It simply needs to effectively link the brand with the product or service’s action. This group is most prominent in New Zealand and Australia.
l 16% Asians and 9% Indians are Function First
The report concludes that more than the Function Firsts or Individual Believers, it is the ‘New’ Brand Enjoyers and Status Seekers who are finding themselves more stressed with their modern lifestyles. The predominance of these tribes in Asian countries like Vietnam, India and China suggests that brands need to play a larger role there. The opportunity for marketers is to provide experiences that invite the consumer to indulge in those brands. Marketers and brand owners need to recognise that a sense of ‘development’ is less about realising western values, but reassessing and reinforcing local values/beliefs in a contemporary manner.
Comments