HEADLINES: Marketers urged to use foresight

With the rapid acceleration in media fragmentation and information flow, consumption patterns in Asia have become a complex mosaic with which advertising creativity is struggling to catch up. Consumers all over Asia are now being exposed to and influenced by similar trends, not just in fashion but also in high-tech and product development. But despite the fact that consumption patterns are becoming similar across the region, advertising campaigns must still cater to local tastes and sensibilities. According to speakers at the recent Seikatsusha (Consumer) Forum held by Hakuhodo in Tokyo, the recent failure of various Japanese department stores proved that marketers should seriously consider differences in lifestyle, social environment and cultures across Asia. Ryukoku University business administration professor Motoo Kawabata said local marketing factors determined whether a brand would thrive or perish. As it becomes increasingly difficult to foresee sales patterns of a new product, Mr Kawabata noted it was important for marketers to devise marketing tactics to support sales prior to new product introduction. For example, despite the growing popularity of mega-supermarkets across Asia, marketers needed to keep in mind diversity in food culture and preferences in order to ensure long-term business prospects. In addition, rent is so high in many Asian cities that even strong retail sales turnover cannot cover such overheads, Mr Kawabata noted. For a successful campaign, Hakuhodo strategic planning director Akinori Toma said it was crucial to reflect the lifestyle of the consumer. Citing the launch of a Japanese skin care campaign in Thailand, Mr Toma said both the strategy and creative approach came from local markets, underlining the importance of local knowledge. Marketers had to establish an open communication channel in building up a dialogue between brands and local consumers, who needed to be a part of the whole brand experience rather than simply being exposed to a brand message. It is in the youth market that the mosaic of consumer behaviour and growing similarity in trends is most apparent. Within Tokyo, Shibuya is clearly the centre of cool for Asia's youth, bringing forth such trends as the mobile phone accessory, high platform sandals and beach fashion. Months later, these pop trends and fashions can be seen in the Shibuya equivalents around Asia - Bangkok's Siam Square, Hong Kong's Mongkok and Taipei's Hsimentin - popular shopping locations among the young. It is the Internet and related multimedia developments which have facilitated the expansion of these mosaic youth trends across Asia, said Hakuhodo senior researcher Masakazu Ota. According to Hakuhodo's Seikatsusha survey, television, video and the mobile phone are three main media information sources for Japan's 15-19 year-olds. Rapidly changing trends in the marketplace mean that the old marketing paradigm - study, plan and act - no longer applies, said Hakuhodo strategic planning director Hiromichi Nagata. The new paradigm is acting and learning at the same time, he said.

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