Multi-national companies are now focussing on grabbing a pie of the Asian market. The reason is simple – the region accounts for more than 60 per cent of the world population with countries such as China and India constituting more than half of it. It isn’t surprising when international brands set up shop in Asian countries to rake in the moolah!
Picture this, Manchester United has its fan following spread across the globe; Asia stands second in terms of fan following at 325 million fans; China leads this with 107.6 million fans, followed by India which is at 34.7 million fans. So how did the brand create a successful revolution especially in a cricket following nation like India?
Jamie Reigle, Managing Director, APAC, Manchester United said at the on-going Festival of Media Asia 2013 that local activation is the key with retail outlets, branded licensed products, football jerseys, basket value uplift, etc. In Hong Kong, Manchester United developed football activities at grass root levels by tying up with the local schools and coaching classes.
Volkswagen, one of the first joint ventures to enter China in the year 1985, now enjoys being labeled ‘People’s Car’ for the region too. In 2012, the brand sold 13.5 million passenger cars. However, it was a massive challenge for Volkswagen to find any takers for their sports car – Scirocco. The brand has been organising Scirocco Race Cup for many years where approximately 170, 000 + spectators participate.
Paul Hu, Managing Director, Volkswagen Group Import China, who was one of the key speakers at Festival of Media Asia 2013, shared that Scirocco has become one of the most successful car brands in China and the racing event has much to do with it. “Racing is one of the key marketing components when you market a sports car. In China, the sports car marketing is interesting but not matured. So in order to introduce the car, you need to make people feel the force and the excitement and nothing does better than the racing track. When we used the racing track, it was a useful platform.” Did Scirocco Race Cup do the trick? Looks like it did as the brand has sold 26485 Scirocco cars in the last four years.
exchange4media is the exclusive Indian media partner for the Festival of Media Asia 2013. The Festival of Media Global 2013 will be held at Montreux, Switzerland in the month of April from 28 to 30, 2013.