Malaysian consumers are a unique group of people. What works in other markets might not work here and vice-versa because of the multicultural set up of the people.
A robust approach for marketing
Your marketing plan is one that will outline what you need to do and why you are doing it. That is the best way to start. But in your plan, you need to outline a workable marketing strategy and when you are approaching the Malaysian market, you need to be mindful of who your customers are. While the market is very diverse, it does not mean you have to come up with various approaches (although that can be possible). To work out a sure-win marketing strategy in Malaysia, think along with the following issues.
Focus on what the customers want from you
You might not know what your customers need from the get-go. A lot of big brands started out by offering something they thought the customers wanted. But in the digital age, you can now carry out market research and survey to identify these traits before setting out to sell. Once you know what the customers want, then you need to focus on that. Expand on the selection to capitalize on the customers’ needs.
Be consistent and no surprises
Studies have shown that Malaysian consumers like to buy something that they are accustomed to. Think McDonalds’ and their Prosperity Burger promotions which come around usually around the Chinese New Year. This is one promotion that goes on for more than 10 years now. There is no reason to change when it is the Chinese New Year because Malaysian customers are expecting it. Anything new might not go as well because they know exactly what they are going to be getting from you. Here, consistency is the key.
Go local in brand messaging
When it comes to going local, it does not mean just using local lingo. It means speaking the language of the Malaysian consumer. Brands like KFC and Tesco always use everyday phrases in their ads. This allows them to connect better to the customers and to ensure that they know what the ads are all about. In going local in your brand messaging, it gives your customers the confidence that you know what they are after and that you have their needs in mind. It makes a lot of difference because you gain their trust along the way.
