How to build_a_brand_in_uae: 10 Rules for marketers

Customer Trends, Insights and analysis from UAE by Ayesha Saeed How to dominate the World – Simon Silvester Adding insights from UAE – Ayesha Saeed CustomerTrendlog.com

Customer Trends, Insights and analysis from UAE by Ayesha Saeed Prologue The world is full of global brands. Which were never designed to be global brands. How to dominate the world is about how to beat them. This presentation adds insights from United Arab Emirates to the points raised by Simon Sylvestor CustomerTrendlog.com

Per capita income is major differentiator betweenCustomer Trends, Insights and analysis from UAE by Ayesha Saeed the west & rest of the world? “brands were designed for people today earning typically $40,000 a year. But they are now being sold to customers on $3,000 a year. The consumer they were designed for looks nothing like the global consumer of today.” Simon Silvester: How to dominate the world UAE Trend: UAE GDP per capita for 2010: USD 40,200 higher than western world But UAE customer is different in a lot of other aspects - on an average he is 10 years younger than western audience - and UAE is a melting pot for 208 nationalities and not all speak Arabic (the national language) CustomerTrendlog.com

Customer Trends, Insights and analysis from UAE by Ayesha Saeed Rule 1- Think ZEITGEIST “Many Western marketers say it’s impossible to build a global brand from scratch because there is no global culture to base one on. But there is a shared global culture. It’s just that they can’t see it because they are not part of it. Last 20 years have been an exciting rollercoaster for emerging world, brands should become a part of it” Mantra for brand: Think Trial - Raise your sight - Think positive - Don’t be arrogant Simon Silvester: How to dominate the world UAE Culture: • Capture human imagination • Capture it faster than human imagination • And last 20 years witnessed growth at exponential rate – brands needs to reflect that in their identity Example: Burj Khalifa | Yas Marina Circuit | The Palm – Nakheel Mantra for brand: Raise your sight – Think positive –Be ambitious – Fuel ambitions Ayesha Saeed: www.customertrendlog.com CustomerTrendlog.com

Customer Trends, Insights and analysis from UAE by Ayesha Saeed Rule 2: Think TRIAL “Westerners have stretched the target audiences of their brands by age. In very old countries in Scandinavia, consumer goods brands can have target audiences aged 20 to 60. Marketing budgets have shifted from trial to retention. Mantra for brand: Think brand essence – Think product sampling Simon Silvester: How to dominate the world UAE Culture: • Be visible at retail – retail reach is stronger and less fragmented • Malls in UAE are a source of entertainment & recreation Mantra for brand: Think Retail – Think trial at retail Ayesha Saeed: www.customertrendlog.com CustomerTrendlog.com

Customer Trends, Insights and analysis from UAE by Ayesha Saeed Rule 3: Think VISUAL “There are hundreds of languages in use in the world today. So any brand which relies on its name meaning something in English has problems. Even the abstract Italianate names favored by car companies struggle in Chinese, where no sound is abstract, and always has to mean something. Big part of the world’s population has problems with reading. Mantra for brand: Think Visual – Think Strong Visual UAE Insight: • Multiple languages, multiple cultures Culture Icons in main square of Abu Dhabi • A lot of exposure • Icons ensure strong communication Mantra for brand: Think Visual – Think cultural icons Ayesha Saeed: www.customertrendlog.com CustomerTrendlog.com

Customer Trends, Insights and analysis from UAE by Ayesha Saeed Rule 4: Think YOUTHQUAKE “Today, the generation gap in the West is less, as parents did the same stuff at college that their kids are about to do. But it doesn’t hold true for the rest of the world, so consider targeting youth” Mantra for brand: Think Themes for youth Example: cosmetics should think dating not ageing Simon Silvester: How to dominate the world UAE Insight: • Average age in UAE is 27, most of the population is under twenty • Dubai Dream: Financial stability | Melting pot| Accelerated Ambitions – This dream attracts so many young expats to this country and fuels the youth of the nation forward Mantra for brand: Young – Dynamic – Digital Ayesha Saeed: www.customertrendlog.com CustomerTrendlog.com

Customer Trends, Insights and analysis from UAE by Ayesha Saeed Rule 5: Think SMALL “The global consumer has a lot less space than the Western consumer. Global marketers ignore this at their peril. Most American brands comes in big boxes and that doesn’t fit with the emerging consumer’s lifestyle – either because of pocket size or apartment size” Mantra for brand: Just in time consumers – Small packets/sachets Simon Silvester: How to dominate the world UAE Trend: • A large percentage of population esp. expats are living a bachelor’s life • For Emiratis, they don’t have problem with price or storage space but they are becoming environment sensitive Example: Bu Tinah | EAD Campaigns | Heroes of UAE –WWF Mantra for brand: Be Green and thus be small Ayesha Saeed: www.customertrendlog.com CustomerTrendlog.com

Customer Trends, Insights and analysis from UAE by Ayesha Saeed Rule 6: Think Television (in UAE think Print) “Many global marketing managements in Europe and the United States quietly gave up on television because of boom in media vehicles. The future of marketing is digital. But the future of digital may look remarkably like analog TV.” Mantra for brand: Experiment with media vehicles Simon Silvester: How to dominate the world UAE Trend: • Print Media is leading • Digital media is catching up Mantra for brand: Think Print – Think digital engagement Ayesha Saeed: www.customertrendlog.com CustomerTrendlog.com

Customer Trends, Insights and analysis from UAE by Ayesha Saeed Rule 7: Think Fast “Whilst the West stagnates, the global consumer is living through the fastest changes in history. Young adults in emerging markets are all about here and now. Check your cultural references. The fashions of 2005 were very cool. But 2005 was a long time ago if you’re 19.” Mantra for brand: Talk about Now Simon Silvester: How to dominate the world UAE Trend: • Understand everybody in UAE is living a life on the go • Speed is key, if you are not fast enough your competition is Mantra for brand: Be Dynamic Ayesha Saeed: www.customertrendlog.com CustomerTrendlog.com

Customer Trends, Insights and analysis from UAE by Ayesha Saeed Rule 8: Think cultural neutrality “Western Brands remain heavily western centric, Western countries need to consider – are they alienating an entire generation of customers for their goods and services?. Mantra for brand: Normalize the westernized brands – make them global Simon Silvester: How to dominate the world UAE Culture: • Value national values & Emirati history • Keep on building on to your history • So many cultures, languages but one dream – Dubai Dream Example: Aldar Hoyamal campaign | Our Father Zayed Mantra for brand: Value UAE’s values Ayesha Saeed: www.customertrendlog.com CustomerTrendlog.com

Customer Trends, Insights and analysis from UAE by Ayesha Saeed Rule 9: Think KIASU “‘Kiasu’, a Hokkien Chinese word, meaning a mixture of ‘competitive in all acts of life’ and ‘afraid to fail’ In rapidly growing societies, you have to run just to stay still Mantra for brand: Recognize Ambitions – Reward achievements Simon Silvester: How to dominate the world UAE Culture: • One Common motivator: Ambition • Dubai is all about aggressive & swift ambitions Mantra for brand: Recognize Ambitions – Reward achievements Ayesha Saeed: www.customertrendlog.com CustomerTrendlog.com

Customer Trends, Insights and analysis from UAE by Ayesha Saeed Example: ADCB campaignCustomerTrendlog.com

Customer Trends, Insights and analysis from UAE by Ayesha Saeed Rule 10: Think Mobile “Technology is now ahead of big consumer goods companies. The tendency of emerging countries to adopt the latest technology fast means that these countries are likely to leapfrog Europe and the US in the sophistication of their phone use. Western-centric marketers watch out.” Mantra for brand: Evolve with emerging technologies Simon Silvester: How to dominate the world UAE Culture: • Strong penetration of 3G handsets (on an average 1 individual carries two handsets) •Incredible internet usage statistics in UAE pushes brands to evolve through new media Mantra for brand: Evolve with emerging technologies Ayesha Saeed: www.customertrendlog.com CustomerTrendlog.com

Customer Trends, Insights and analysis from UAE by Ayesha Saeed For more log on to www.customertrendlog.com Trends, insights and analysis from UAE by Ayesha Saeed CustomerTrendlog.com

How to build_a_brand_in_uae: 10 Rules for marketers

by Ayesha Saeed on Mar 02, 2011

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How to build_a_brand_in_uae: 10 Rules for marketers — Presentation Transcript