For multinationals and other companies looking for opportunity in China, look no further than to connected spenders, a young, affluent and connected group eager to engage with brands and their conversations.
While consumer confidence declined in 10 of 14 Asia-Pacific markets, the region still leads all global regions with an index score of 107. Among the four markets that improved from the previous quarter, the Philippines showed the biggest quarterly country-level confidence increase of seven index points, rising to a score of 122—the country’s highest level on record.
Consumer confidence in Asia-Pacific increased in nine of 14 markets measured by Nielsen in Q1, compared to only three that rose in Q4 2014. Nine markets in the region remained at or above the 100-baseline level of optimism. At 130, India reached its highest level since 2011—up one-point from Q4. Confidence in India has been on the rise for six consecutive quarters.
In a scenario where brands are keen to be prudent with spends, rationalizing distribution and sales strategy are imperative to maximize performance of brands in the last mile to the consumer. In an effort to break down this formidable task into actionable steps, we have evolved a four-step guide to maximize efficiency.
Market segmentation is all set to change with the advent of the ‘super consumer’. Traditional marketing too will undergo an overhaul and change the way brands approach marketing as we crack the code of identifying the most profitable and engaged consumer, thereby promising better marketing effectiveness.
What are today's Future Talent—students close to graduating or college-educated, newly working professionals—looking for when seeking employment or making purchases? A recent study on corporate reputation explores the factors these young future leaders consider.