HEADLINES: Marketers urged to use foresight

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