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A Part of Myanmar Market,Economy&Trends - presentation by Hsint Sanda

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My presentation is particularly relevant to those of us who work for advertising agency like as media planner and marketer .

The objective of my presentation is that I believe these facts and information can help planner and marketer .

Publicado en: Marketing

A Part of Myanmar Market,Economy&Trends - presentation by Hsint Sanda

  1. 1. A Part of Myanmar Market, Economy & Trends Prepared by : Hsint Sanda B.A (English) Dip in Marketing – ICM ( UK ) hsintsanda27@gmail.com 1Prepared by : Hsint SandaThursday, May 07, 2015
  2. 2. A Part of Myanmar Market, Economy & Trends  3 Parts  Part I - About Myanmar .  Part II – One of example for the fastest growing industry in Myanmar  Part III - Sharing important facts of Myanmar, TVCs and anticipating about digital marketing. 2Prepared by : Hsint SandaThursday, May 07, 2015
  3. 3. A Part of Myanmar Market, Economy & Trends  My presentation is particularly relevant to those of us who work for advertising agency like as media planner and marketer .  The objective of my presentation is that I believe these facts and information can help planner and marketer . 3Prepared by : Hsint SandaThursday, May 07, 2015
  4. 4. Burma, Officially the Republic of the Union of Myanmar  Myanmar is a state in Southeast Asia bordered by Bangladesh, India, China, Laos and Thailand.  Capital : Naypyitaw  Currency : Myanmar Kyat  President : U Thein Sein  Continent : Asia  Population : 51,419,420 ( According to the Census 2014 ) 4Prepared by : Hsint SandaThursday, May 07, 2015
  5. 5. Provisional Population of Myanmar  The number of people and households in Myanmar according to the Census 2014 are:  Total Number of People – 51,419,420  Males - 24,821,176  Females - 26,598,244  Total number of Households - 10,889,348  More females (51.8%) were counted than males (48.2%). 5Prepared by : Hsint SandaThursday, May 07, 2015
  6. 6. The Population of Myanmar by Sex and State/Region 6Prepared by : Hsint SandaThursday, May 07, 2015
  7. 7. Proportion of Population by State/Region  The most populated States/Regions are Yangon (14.3%)  Ayeyarwady (12.0%) and Mandalay (12.0%).  The least populated States/Regions are Nay Pyi Taw (2.3%), Chin (0.9%) and Kayah (0.6%). 7Prepared by : Hsint SandaThursday, May 07, 2015
  8. 8. Proportion of Population by State/Region 8Prepared by : Hsint SandaThursday, May 07, 2015
  9. 9. Sex Ratio  Overall, there are 93 males for every 100 females in Myanmar.  Only in Kachin State are there more males than females; in Kayah and Shan States the numbers of males and females are almost equal.  The rest of the States/Regions have more females than males. 9Prepared by : Hsint SandaThursday, May 07, 2015
  10. 10. Sex Ratio 10Prepared by : Hsint SandaThursday, May 07, 2015
  11. 11. Population in Towns and Cities  There are 14,864,119 persons living in Wards (urban areas) throughout the country. This represents 29.6% of the total population.  Yangon has the highest urban proportion (70.1%), followed by Kachin (36.0%).  Magway and Ayeyarwady have the lowest proportions of urban population at 15.1% and 14.1%, respectively. 11Prepared by : Hsint SandaThursday, May 07, 2015
  12. 12. Population in Towns and Cities 12Prepared by : Hsint SandaThursday, May 07, 2015
  13. 13. Population Density  The Provisional Results show that, overall, there are 76 persons per square kilometer in Myanmar.  The most densely populated State/Region is Yangon, (723 people per square kilometer), followed by Mandalay (206).  The least densely populated States are Kachin (19) and Chin (13). 13Prepared by : Hsint SandaThursday, May 07, 2015
  14. 14. Population Density 14Prepared by : Hsint SandaThursday, May 07, 2015
  15. 15. Average Household Sizes  According to the census 2014, there are 10,889,348 households in Myanmar.  On average, 4.4 people live in each household in the country.  The average household size is highest in Kachin and Chin States at 5.1.   The lowest household sizes were observed in Ayeyarwady, Bago, Magway and Nay Pyi Taw, each at 4.1. 15Prepared by : Hsint SandaThursday, May 07, 2015
  16. 16. Average Household Sizes 16Prepared by : Hsint SandaThursday, May 07, 2015
  17. 17. TELECOM: The Fastest Growing Industry in Myanmar  In 1884, Sir Graham Bell invented telephone.  In 1993, MPT introduced its first cellular mobile phone.  Unbelievable price tag: 1,500 USD per SIM cards officially. 17Prepared by : Hsint SandaThursday, May 07, 2015
  18. 18. TELECOM: The Past of the Future 18Prepared by : Hsint SandaThursday, May 07, 2015
  19. 19. TELECOM: The Past of the Future  In 1993, MPT introduced with 1,500 USD per mobile phone system  In 1996-97, Digital AMPS and CDMA introduced .  In 2002, GSM commercially launched  In 2008 , providing first 3G service network to limited number of phones.  In 2013 MPT introduced 1.5 USD SIM cards with limited availability and the government welcomed two international telecom operators; Qatar based Ooredoo and Norway based Telenor.  In 2014, Official launched of Ooredoo and Telenor. 19Prepared by : Hsint SandaThursday, May 07, 2015
  20. 20. TELECOM: The Past of the Future 20Prepared by : Hsint SandaThursday, May 07, 2015
  21. 21. TELECOM: The Fastest Marketing Growing Market  According to the Sales figures of the three telecom companies; they estimated 15% of country’s population owns a SIM card.  60 % of mobile phones are Smartphones  58% of Smartphone users are male 21Prepared by : Hsint SandaThursday, May 07, 2015
  22. 22. TELECOM: The Fastest Marketing Growing Market 22Prepared by : Hsint SandaThursday, May 07, 2015
  23. 23. TELECOM: Segmentations  They divided 5 different categories .These segments are _  Techno-enthusiasts; the nerds and the geeks  Pragmatic Professionals; the business savvy people  Classic Users; the moms and the common users  Dream Chasers; those who dream to own a mobile phone and  Tech Laggards; the tech conservatives. 23Prepared by : Hsint SandaThursday, May 07, 2015
  24. 24. TELECOM: Segmentations 24Prepared by : Hsint SandaThursday, May 07, 2015
  25. 25. Mobile War around the Cities of Myanmar  Possession of the latest mobile phone is associated with high socio-economic status.  iPhone is considered to be among the highest status but usually regarded as “out of reach” product.  Samsung is top of mind good brand followed by HTC, Sony and Nokia.  Mobile phones made in China are generally perceived as cheap, low in quality and have no warranty. 25Prepared by : Hsint SandaThursday, May 07, 2015
  26. 26. Mobile War around the Cities of Myanmar 26Prepared by : Hsint SandaThursday, May 07, 2015
  27. 27. Television Commercials in Myanmar  TVCs represent 68% of total advertising expenditure and it has grown 12% in the last year. (Source: MMRD)  There are 7 television channels in Myanmar. Only two channels, MRTV and MWD is available nationwide.  Skynet, the only pay channel of Myanmar do not feature local TVCs as it air foreign contents directly.  Average TVCs per hour in Myanmar across all channels is around 14 minutes. 27Prepared by : Hsint SandaThursday, May 07, 2015
  28. 28. Television Commercials in Myanmar  TVCs as part of the entertainment programs  Most of the local made TVCs are in “song and dance” format  A consumer buys a product because of its functions or somebody recommended it.  There is only seldom situation where a consumer buys a product because he or she is emotionally evoked by a product advertisement. 28Prepared by : Hsint SandaThursday, May 07, 2015
  29. 29. Television Commercials in Myanmar  Most of the consumer forget the brand’s name. By putting celebrities into TVCs, local consumers remember the product and the celebrity.  It is common in Myanmar buyers ask for the product with the celebrity’s name. For example; “ Rainy season Slipper & Shoe brand with Sai Sai & Wine Su in its TVC”.  One of the problem with local celebrities here in Myanmar are likely feature in two different TVCs in the same product category which leads to low brand differentiation. This results drive to confuse brand name and decrease brand loyalty from local consumers. 29Prepared by : Hsint SandaThursday, May 07, 2015
  30. 30. Television Commercials in Myanmar  According to the research of Myanmar Marketing Research & Development _MMRD, majority of the women rated television as their best companion according to the poll (perhaps even before the husbands).  It shows that 100% of respondents have at least one television set at their house and 13% own more than one television.  Majority enjoys Korean drama series and other entertainment programs aired from free channels. 30Prepared by : Hsint SandaThursday, May 07, 2015
  31. 31. Television Commercials in Myanmar  From observation, average person spends approximately 3-5 hours in front of television.  On the side note, this research is done at major cities where respondents belong to higher socioeconomic level relative to rural areas, where radio is the dominant media channel.  Most of rural areas didn’t get enough electricity. As a result, they can not watch TV program even they own TV. For them, TV is mostly for watching Myanmar Video attached with DVD player by using battery . 31Prepared by : Hsint SandaThursday, May 07, 2015
  32. 32. Myanmar’s Consumer Behavior in Cultural Perspective  Usually elders hold authoritative power and younger members are willing to listen to them.  Consumers are more likely to listen to authoritative figures in this society. For example, an advertisement with doctor recommendations is likely to work better in this society.  Myanmar culture is more feminism, i.e. caring and quality of life oriented and men are still household decision makers.  “word of mouth” is relatively more effective tool. 32Prepared by : Hsint SandaThursday, May 07, 2015
  33. 33. Myanmar’s Consumer Behavior in Cultural Perspective  Myanmar culture is heavily influenced by Buddhism, the religion 89% of population devoted to.  Moreover, 124 years of British colony left some western culture among the society.  Men are the main earners in the family, and women tend to stay at home, care the home and elders who share the house.  Majority of the families in Myanmar are extended families and Myanmar culture lean towards collectivism rather than individualism. 33Prepared by : Hsint SandaThursday, May 07, 2015
  34. 34. Facts you should know about Myanmar 1) Geographical Facts  Myanmar = 15 states, 67 districts, 330 townships, 2981 wards, 13,698 village tracts  In the world, Myanmar is 28th most populated, 40th largest and second largest in ASEAN  Rural area represents 37.6 million, urban 13 million and metro 5.66 million  Bordering countries with large population, approximately 41% of the world population is in this region 34Prepared by : Hsint SandaThursday, May 07, 2015
  35. 35. 2) Trade Facts  Top 5 export products of 2012 are; Natural gas, Pulses & beans, Jade, Fishery products and Forest products  Top 5 import products of 2012 are; Petroleum goods, Automobile & automobile applications, Iron & steel structure goods, Machinery & machinery accessories and Edible oil  Top 5 investing countries of 2012 are; China, Thailand, Republic of Korea, United Kingdom & Singapore  Top 5 foreign investing sectors of 2012 are; Power, Oil & gas, Mining, Manufacturing and Hotel & Tourism 35Prepared by : Hsint SandaThursday, May 07, 2015
  36. 36. 3) Population Facts  54% of Myanmar population is in economically active age range, i.e., 18-60  2% of population earns USD 12,000+ annually  37% of the population is unemployed  Average of 26% lives under poverty line 36Prepared by : Hsint SandaThursday, May 07, 2015
  37. 37. 4) Media Facts  1 in 3 person reads weekly newspaper. MRTV launched its first radio station in 1946 and television in 1979, later followed by Myawaddy in 1995. Currently there are 7 television channels.  Advertising expenditure is expected to hit USD 180 million at the end of 2013, still exponentially lower than Thailand.TVC (televised advertisements) average around 14 minutes across all the channels, lower than international rate.  TVC and print advertising are the leading media landscapes, representing 63% and 32% of total marketing activities. Top product categories spending on advertising; pharmaceuticals, beverages, cosmetics and personal cares. 37Prepared by : Hsint SandaThursday, May 07, 2015
  38. 38. 5) Market Facts  55% of international brands in Myanmar come from USA (according to WordPress.com) 38Prepared by : Hsint SandaThursday, May 07, 2015
  39. 39. Considerations for Digital Marketing  Total Population -51,419,420  Rural area represents 37.6 million  Urban represents 13 million  Metro represents 5.66 million  15% population own a SIM card  Estimate 583,564 people use internet  Estimate 1,240,000 active facebook users ( represent 2% of country’s population) 39Prepared by : Hsint SandaThursday, May 07, 2015
  40. 40. Facebook : Myanmar’s Favorite Webpage?  2% of the population.0.2%, 1.2 million, represent the top 0.2% of socio-economic level of the country.  Yangon represents 73% of while Mandalay, the city as developed only represents 12%. It is safe to assume that Mandalay population is more digitally conservative comparing to Yangon.  Facebook population of age 20-3o years old occupy 58% of total. Middle aged 31-60 represents a quarter (25%) 40Prepared by : Hsint SandaThursday, May 07, 2015
  41. 41. Facebook : Myanmar’s Favorite Webpage?  Facebook advertising is still expensive gauging with income in Myanmar.  Business can run big budget advertising campaigns on Facebook without major risks.  Facebook only represents 1.2 million out of 51 million population over 50% is young demographics of age 20- 30. 41Prepared by : Hsint SandaThursday, May 07, 2015
  42. 42. Is Myanmar ready for Digital Marketing ?  Myanmar is catching up (slowly & steadily) in this online arena after visit from Google’s Eric Schmidt and Facebook making its advertising service available in Myanmar.  Out of 51 million populations in Myanmar, the “guesstimation” of population with internet access is less than 4%.  Starting from 2012,even though it is as slow as turtle (the infamous Burmese metaphor for internet speed), more people are accessing internet in Myanmar. 42Prepared by : Hsint SandaThursday, May 07, 2015
  43. 43. References  Myanmar Census August 2014  en.wikipedia.org  MMRD  wearesocial.net  mediadiet.wordpress.com 43Prepared by : Hsint SandaThursday, May 07, 2015
  44. 44. Thanks for your Precious Time and Considerations. Thanks & Best Regards, Hsint Sanda B.A (English) Dip in Marketing – ICM ( UK ) hsintsanda27@gmail.com 44Prepared by : Hsint SandaThursday, May 07, 2015

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