Build strong brands and develop communications

Michael O'Donohue and Tamsin Addison

Segmentation using values related variables is increasingly being used in Asia to help in the positioning of brands and to drive marketing communications.

Build Strong Brands and Develop Communications

An argument for using consumer need states over values

Michael O'DonohueMcKinsey and Tamsin AddisonDecision Science

INTRODUCTION

Many Asian markets, particularly though not uniquely fmcg markets, are often characterized by an unusual degree of single brand dominance. A common experience is that U&A studies frequently reveal that one brand has 40% - 50% market share. Moreover it is often the case that the market structure has remained relatively stable over a considerable period of time.

Within the last few years there has been a substantial interest in market segmentation in many...

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