Helping international brands find a local voice.

Part of our work in the FMCG category has revolved around understanding how international brands can crack the Myanmar market and talk to consumers who until very recently had limited awareness and understanding of brands. Quite often, this involved to understand the usage and attitude towards a category in the first place since Myanmar had and has unique quirks – e.g. the sorting of lower body-part laundry by gender to not ‘dilute the male powers’. Among other things, our research has focused on brand communications, how our clients can stand out – also on shelf, and resonate with local consumers.

Throughout the last few years, we have witnessed an increase in consumer literacy and a slow maturation of Myanmar citizens in their role as consumers. Nevertheless, consumer literacy hasn't progressed quickly enough - especially among rural consumers - to account for the huge lag which had built up from years of limited choice. Through our research, we have explored how 'first-time consumers' form their brand perceptions, establish preferences and ultimately make purchase decisions.