Finding a locally-inspired positioning for a leading international brand

The Research Question:

When an international company was preparing to launch one of its brands into the Myanmar market, they asked MSR to find out whether the positioning that is used within the region could be re-used locally. After a lukewarm reaction from local consumers, the client realised that to come up with a positioning which truly resonated with the target group of young adults, they'd need to first understand what this group was all about.

Our Approach:

MSR designed an immersive, multi-stage research approach which took us deep into the world of young locals, their lifestyles, values and aspirations.

Finally, we brought everything together in a dynamic co-creation workshop with the client team and a crop of experts specialising in youth culture in Myanmar and experienced in helping brands crack the market.

The Result:

We came up with two brand concepts, which felt unique, emotional, and most importantly true to the realities of local young adults in Myanmar. The appeal has already been validated quantitatively.