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Spire does a Nostradamus on marketing trends for ‘07 media

Marketing Magazine Online
4 January 2007

Spire does a Nostradamus on marketing trends for ‘07

Synopsis

E-communities, team buying and ‘base of pyramid’ marketing strategies are the top three marketing trends for Asia for 2007, according to a recent study by strategic market intelligence consultancy Spire Research and Consulting.

There has been an explosive growth of internet access in the region and Spire expects marketers to reach out to target segments via E-communities, leveraging peer to peer linkages for word of mouth recommendations, referrals and collective buying.

Team buying, another version of the industrial bulk discount practice, is expected to popularise as more friends, relatives, colleagues and acquaintances made through E-communities consolidate their purchases for better prices.

More ‘base of pyramid’ marketing strategies are also anticipated as international and local companies in Asia innovate to address the mass-market opportunities created by income growth among low to middle income consumers.

According to Leon Perera, MD for Spire Research and Consulting Group, the regional economic landscape is undergoing a major transformation. Spire is seeing the emergence of several major trends which could revolutionise the business profile of countries in the region.”

A recent Spire survey also revealed Singapore as the leading choice for regional headquarters based on its infrastructure, political stability and availability of talent. The survey was conducted among 43 global manufacturing companies already based in Singapore.

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