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Obsolete Marketing Strategies Hinder Asian Brands.
- Article from:
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Bangkok Post (Bangkok, Thailand) (via Knight-Ridder/TribuneBusiness News)
- Article date:
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October 14, 2002
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Copyright informationCOPYRIGHT 2002 Bangkok Post. This material is published under license from the publisher through the Gale Group, Farmington Hills, Michigan. All inquiries regarding rights should be directed to the Gale Group. (Hide copyright information)
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Byline: Natalie Suwanprakorn
Oct. 14--Asian companies are persisting with traditional marketing methods that are at least 10 years out of date, limiting the number of well-known global Asian brands.
Matthew Kijotharn, the brand marketing director of PepsiCo Beverages International, made this point at a seminar hosted by the Marketing Association of Thailand at the Queen Sirikit Convention Centre in Bangkok.
Asian firms were locked into an old habit of straight product promotions without reaching out to their customers on an emotional level through an integrated marketing system, or brand platform, he said.
There were three components to building a strong brand ...
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