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Change Agent March 2006 - in the palm of your hand

Change Agent March 2006 - in the palm of your hand

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Published by Almohannad Alsbeai
A Magazine published by Synovate.
In the Palm of Your Hand: Reaching Out to Multicultural Markets
A Magazine published by Synovate.
In the Palm of Your Hand: Reaching Out to Multicultural Markets

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Published by: Almohannad Alsbeai on May 18, 2009
Copyright:Attribution Non-commercial

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02/02/2013

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IN THE
PALM OF
YOUR HAND

THE MARKET RESEARCH MAGAZINE THAT IS DRIVING CHANGE IN GLOBAL BUSINESS \u2013 ISSUE 7 / MARCH 2006
CHANGEAGENT
REACHING
OUT TO
MULTICULTURAL
MARKETS

BRANDING A COUNTRY18
VIRTUAL PACKAGING24
SPECIAL REPORT: HEALTHCARE31

his is a mixed-up world. Figuratively and literally. Changing demographics,

especially in the West, is creating a huge, growing multicultural and multiethnic marketplace. And this increas- ingly a\ue001\ue001luent diverse range o\ue001 consumers is bringing \ue001antastic opportunities \ue001or manu\ue001acturers and brand companies.

In our cover story,Multicultural
Marketing, Rebecca L. Weber shows

that racial and ethnic minorities in the United States alone number about 100 million, or about a third o\ue001 the nation\u2019s population. And this new marketing majority is continuing to grow at a rate \ue001ar \ue001aster than that o\ue001 the general market.

Understanding how to use market research to reach the multicultural

consumer
\u2014
Hispanics, A\ue001rican-Americans and
Asian-Americans \u2014 is not only the key to survive, but to succeed.

Speaking o\ue001 survival and success, millions o\ue001 baby-boomers are approaching retirement, with a collective buying clout expected to reach US$900 billion by 2007. We take a look at the green potential o\ue001 targeting grey.

Companies are not the only ones competing \ue001or market share. Countries are rivalling each other \ue001or consumers, tourists and investor dollars. In Branding A Country, author Simon Anholt takes us on a global tour to show how some countries have used brand management so success\ue001ully that they\u2019ve become \u201cmegabrands\u201d in themselves, while others have done their MR to reposition their national image or ward o\ue001\ue001 a negative image \ue001or something more positive \u2014 and pro\ue000table.

New to this issue is an expanded section on healthcare, which replacesSynapse. One o\ue001 the \ue001eatures is on the latest developments in HIV treatment and how pharmaceutical companies are e\ue001\ue001ectively marketing their new products.

We also ring up the mobile phone industry to hear about new marketing potential, \ue000nd out i\ue001 consumers want to buy what they cannot touch, and discover why keeping the customer satis\ue000ed is a long-term commitment, not a one-sale a\ue001\ue001air.

We hope that you enjoy this very diversi\ue000ed issue.\u25b2
T
MARCH 2006CHANGEl AGENT 3
DELIVERING DIVERSITY
EDITOR\u2019Sl NOTE
EDITORIAL TEAM
ALICIA KANFounding Editor
PAUL EHRLICHManaging Editor
EMILIO RIVERA IIIDesign Director
RYAN SWIFTAssistant Editor
CONTRIBUTORS

SIMON ANHOLT
BOB DOUGLAS
RANDALL FROST
DARREN LEWIS
RHODA SCHMUECKING
REBECCA L. WEBER
REBECCA WEBSTER

DAVE WONG
PUBLISHING AND BUSINESS TEAMS
ALICIA KANPublisher
alicia.kan@synovate.com
BJORN FJELDDAHLPublisher
bjorn@eightpublishing.com
GERALDINE MOOREditorial Director
geraldine@eightpublishing.com
ELLIS TSANGAccount Manager
ellis@eightpublishing.com
JENNIFER WANCirculation Manager
jennifer@eightpublishing.com
Have a great idea \ue001orCHANGEI AGENT?
Contact us and tell us what you\u2019re thinking!
EDITORIAL OFFICE21/F, East Exchange Tower
38 Leighton Road
Causeway Bay, Hong Kong
Tel (+852) 2892 1322
Fax (+852) 2893 0320
www.eightpublishing.com
SUBSCRIBEwww.synovate.com/changeagent
FEEDBACK ELLIS TSANG
ellis@eightpublishing.com
Respect\ue001ully,
ALICIA KAN
EDITOR
CHANGEl AGENT
THE MARKET RESEARCH MAGAZINE
THAT IS DRIVING CHANGE IN GLOBAL BUSINESS
Change Agent is published by Eight Publishing

Ltd. on behal\ue001 o\ue001 Synovate Ltd. All rights reserved. This publication may not be sold. No part o\ue001 this publication may be otherwise reproduced, adapted, per\ue001ormed in public or transmitted in any \ue001orm by any process without the prior authorisation o\ue001 Synovate Ltd. \u00a9Synovate Ltd., 2006.

The articles in Change Agent do not
necessarily refect the views o\ue001 Synovate.
BRANDING
A COUNTRY

Nations are brands
because people perceive
them as brands

18
24
4CHANGEl AGENT MARCH 2006
THIS ISSUE
VIRTUAL
PACKAGING

Success\ue001ul brands
seek to appeal to
all \ue000ve senses

IN THE PALM
OF YOUR HAND
10
Reaching out to
multicultural markets

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