(Marketingmagazine.com.my) – Travellers in Malaysia are a diverse lot: multi ethnic by nature, unique in shopping habits and needless to say disparate in travel preferences.
Mindshare set out on a segmentation exercise and identified four consumer clusters basis GroupM’s proprietary research tool 3D.
The tool measures three aspects of the marketplace – consumer relationship with brands, attitudes and lifestyle of consumers and media behaviour. (Attached is the infographic that details out the various segments).
According to Dheeraj Raina, head of strategic planning at Mindshare Malaysia: “Despite consumer confidence being low over the past two years, we noticed an upswing in the travel intent of the Malaysian consumers. When we deep dived into the inherent motivations behind traveling, four distinctive segments emerged.
“While Faith tourism is at a nascent stage right now, it will be the segment to watch out for in future.”
Enter the prestigious APPIES Malaysia Marketing Awards today!
Known as the ‘TED for Marketing’, campaign entries are presented by their brand marketers or campaign creators in an interactive format comprising of a 4-minute creative reel summarising the overall marketing campaign, followed by a 6-minute oral presentation highlighting significant aspects of the campaign, and finally a Q&A with the audience.
Entrant campaigns must have run between 1 January 2015 and 29 February 2016 in any of these categories:
1. Consumer Durables
2. Consumer Services
3. Food and Beverage
4. Non-food FMCG
5. Business Services
6. Government, Cultural, Social and Environmental campaigns.
Top brands including P&G, Mondelez International, Coca-Cola, Google, IKEA, IBM,
Unilever, Amazon, Shangri-La Hotels & Resorts and Asia Pacific Breweries have
all won at the APPIES over the years. Will your Brand or Agency be next?
Download details and your Entry Kit here:
Closing Date: 31 March, 2016
All entries are to be submitted to [email protected] via file transfer protocol.
MARKETING Magazine is not responsible for the content of external sites.