As a newcomer to Milan after decades in the tropics, it first appeared to me that many - if not most - things were vastly different. However, as a strategic marketer, I was driven to explore this apparent diversity and to determine how the Caribbean (specifically Trinidad) was both like and unlike Milan.
Of particular interest was the influential female market, which makes 70% of consumer purchases (Brand Channel.com, 2006) and how a marketer from the Caribbean has to modify strategy to successfully introduce brands in Milan. Pause for a minute…and think of any Caribbean island and your image of the women there. Would you imagine that these women were comparable to Milanese women in the reasons they chose brands?
For the study, I surveyed an equal number (135) of randomly selected women in each market and asked them how each of ten key brand elements factored in its importance in their brand decision-making process. The elements were:
- aspirational lifestyle
- brand name
- personalisation of product/service
- emotional reaction to advertising
- clear, consistent brand message
- corporate social responsibility
- country of brand origin/national identity
- physical appearance of product, colour, design, shape, scent
- promise of improving personal beauty
- cultural trends
It was found that of the top five elements that each group of women chose as most important, four of those elements were the same in both the Trinidadian and Milanese samples. Furthermore, the elements chosen as the top two were identical for both groups.
Comparative Table of Top Five Elements
So despite being thousands of miles as well as a language apart, the women within the Trinidadian and Milanese samples both felt that “physical appearance of product” was the most important element in their choice of a brand. They also believed that “personalisation” was the second most important element. The rankings of the other top elements are illustrated in the table above.
Notwithstanding these trends, one has to wonder what this means for a strategist from one market trying to introduce a product in the other. With the benefit of the complete research findings, which also include the influence of price on both markets, I compiled an abbreviated list of suggestions for marketers:
Practitioners from Trinidad attempting to penetrate the Milanese market:
- Approach the market with a mind that is open to the cultural nuances as well as language of Milan. Cultural trends factored highly (3rd) among the top brand elements in the Milanese market. Therefore, even though all the other top elements were identical to those in the Trinidadian market, this one element could upset the mix that would yield success in the new market.
- Less straight talk, more creative action. As the Milanese respondents made apparent, the role of clear, consistent brand message (8th) was overshadowed by most other brand elements. This coupled with the high rating of “physical appearance of product”, “personalisation” and the intertwining rating of “cultural trends”, “brand name” and “country of origin/national identity” signalled the need for high levels of Italian savoir faire in marketing strategy and brand development.
Practitioners from Milan attempting to penetrate the Trinidadian market:
- Keep it simple and steady. While beautiful images of models, creative designs and personalised products appeal to the Trinidadian market, it must come wrapped in a clear, consistent brand message. Less has to be implied with this market and more expressed in a way that communicates basic and pertinent information on the product or service itself and not just the aura around it.
- Tread carefully when marketing to diverse cultures. It is far more difficult to comprehend the nuances of the Trinidadian market; the Milanese marketer must invest time in studying what pertains in the marketing realm and why. Messages are rarely applicable to the market as a whole so, various versions of marketing / promotional plans have to be translated to appeal to the various races or religious groupings.
Similarities Abound Indeed
The overwhelming result, however, is that the two markets are indeed more similar than not and that as we strive to be global marketers with a little research we can find out what are the little tweaks /changes that need to be effected to reap positive responses and demand for our brands.