Asian culture - the marketing consequences

Chris Robinson

This paper provides an overview of the cultural dimensions of Asian orientations and discusses their implications on brand values.
  

Asian Culture: The Marketing Consequences

Chris RobinsonMBL Asia Pacific Ltd

Many Asian packaged goods markets are characterised by an unusual level of single brand dominance. Typically in many fmcg categories it is often this one brand that accounts for 40-50% market share and this same brand has held its market share position for many years. This unusual situation can be found in everything from toothpaste to cognac. Some of these brand-dominant situations can even be traced back to pre-war.

So entrenched are these brands that in many instances they have become the category. Coke is the generic...

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