Do More With Reuters
Partner Services

Direct marketing gains new clout in Asia

Tue Nov 3, 2009 8:28am IST
 
Email | Print | | Single Page
[-] Text [+]

By Ralph Jennings

TAIPEI (Reuters) - For hundreds of diners in Taiwan, 22-year-old Sheena Tsai is the billboard for Carlsberg, a Danish beer vying for a slice of Asia's competitive lager market.

The university student brings beer straight to tables at packed Taipei seafood restaurants with handy facts about Carlsberg's origin and flavour.

"Some don't know about it," said Tsai, who wears a beer-branded blouse to local seafood joints. "They like to meet sellers face to face. This kind of promotion is useful."

Carlsberg isn't the only one in Asia.

As major companies see growth potential in the region, many more are seeking a marketing strategy to suit it, giving new clout to the ages-old tool of bringing products directly to consumers.

Dozens of companies, from consumer goods maker Hindustan Unilever Ltd to delivery firms such as Fedex, are now using direct marketing methods to sell their products in increasingly crowded and competitive markets.

Direct marketing, broadly defined, covers any sales technique from pop-up stores and commercial gift bag giveaways to free sample handouts that puts sellers directly in touch with target customers, compared to indirect marketing such as advertising, product placement or sponsorships.

Asian consumers, long accustomed to doing business with trusted family or friends to avoid scams, see contact with direct marketers as safe avenues to get to study a product in a world of commercial uncertainty, experts say.  Continued...

India Investment Summit 2009
India Investment Summit 2009

Top executives and bankers discuss their own plans and the broader opportunities and challenges for India.  Full Coverage 

GLOBAL RECOVERY

A labourer works on a flyover bridge at a construction site in New Delhi October 14, 2009. REUTERS/Parth Sanyal/Files
Global economy in holding pattern - IMF

The global economy is in a holding pattern and vulnerable to more upheaval, the head of the IMF said, adding a lasting recovery will depend on policymakers taking the proper steps in the coming months.  Full Article 

Photo
A man walks past a bronze statue of a bull outside the Bombay Stock Exchange (BSE) building in Mumbai in this March 25, 2008 file photo. REUTERS/Punit Paranjpe/Files
Bubble trouble?

With India's benchmark stock index, the BSE Sensex, at around 17,000 points, are the Indian equity markets looking at a possible bubble?  Commentary 

Market Update

  • IndiaIndia
  • USUS
  • UKUK
  • Asia
  • Most Actives

BLOGS

Photo
Calculated Move

Reliance aims big with $12 bln bid for LyondellBasell.  Blog 

showcase

U.S. Recession
U.S. Recession

A trip through the epicenters of the American recession.  Full Coverage 

 
Central Banks Cautious
Central Banks Cautious

Reuters tracks the policies of the world's top central banks as the debate over global economic recovery rages on.   Full Coverage 

 
T P Raman
Column - RBI leads the world

Reserve Bank of India's approach ring-fenced the banking system.   Full Article 

 
Funding Blues
Funding Blues

A popular tactic used by Indian brokerages to raise money for rich clients is likely to be banned.  Full Article 

 
Not Enough Jobs
Not Enough Jobs

Venture capital creates jobs, but not enough.  Full Article 

 
Column - A Sweet Dream
Column - A Sweet Dream

There are good reasons for Ferrero to consider a combination with Cadbury.  Full Article