Positioning that resonates
May 28, 2021
"Yes this milk-formula used to be very popular. But today they
Globally strong yet locally challenged
Expressing a global positioning effectively in local culture.
A global beer brand with a strong presence was struggling in new South East Asian markets. The appeal was lost in new cultures and the client needed to act fast. The challenge was how to remain true to the global brand but appeal to local drinking culture?
Cimigo to the trade and spent time with consumers in bars, clubs and restaurants. We knew that local consumers were not getting it and we knew we had to refine the brand to meet it. Cimigo worked to understand the difference between the brand promise and the brand experience. Only by digging deep into the local culture and immersing ourselves could we develop a locally relevant expression of the brand which resonated with the trade and consumers alike.
Cimigo synthesised the findings to deliver a refined positioning platform that resonated with the local identity (and got a nod of approval from the global brand custodian).
Positioning that resonates
May 28, 2021
"Yes this milk-formula used to be very popular. But today they
Globally strong yet locally challenged
May 28, 2021
"It’s a couple of beers and some snacks with the gang after
Hy Vu - Head of Research Department
Joe Nelson - New Zealand Consulate General
Steve Kretschmer - Executive Director
York Spencer - Global Marketing Director
Laura Baines - Programmes Snr Manager
Mai Trang - Brand Manager of Romano
Hanh Dang - Product Marketing Manager
Luan Nguyen - Market Research Team Leader
Max Lee - Project Manager
Chris Elkin - Founder
Ronald Reagan - Deputy Group Head After Sales & CS Operation
Chad Ovel - Partner
Private English Language Schools - Chief Executive Officer
Rick Reid - Creative Director
Janine Katzberg - Projects Director
Anya Nipper - Project Coordination Director
Dr. Jean-Marcel Guillon - Chief Executive Officer
Joyce - Pricing Manager
Matt Thwaites - Commercial Director
Aashish Kapoor - Head of Marketing
Kelly Vo - Founder & Host
Thanyachat Auttanukune - Board of Management
Hamish Glendinning - Business Lead
Thuy Le - Consumer Insight Manager
Richard Willis - Director
Ha Dinh - Project Lead
Geert Heestermans - Marketing Director
Louise Knox - Consumer Technical Insights
Aimee Shear - Senior Research Executive
Dennis Kurnia - Head of Consumer Insights
Tania Desela - Senior Product Manager
Thu Phung - CTI Manager
Linda Yeoh - CMI Manager
Cimigo’s market research team in Vietnam and Indonesia love to help you make better choices.
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Cimigo provides a range of consumer marketing trends and market research on market sectors and consumer segments in Vietnam and Indonesia.
Cimigo provides a range of free market research reports on market sectors and consumer segments in Vietnam and Indonesia.
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