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

Prepared by : Hsint Sanda 1

A Part of Myanmar Market, Economy & Trends

Prepared by : Hsint SandaB.A (English)

Dip in Marketing – ICM ( UK )[email protected]

Thursday, May 07, 2015



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.




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 .



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 )Thursday, May 07, 2015


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%).



The Population of Myanmar by Sex and State/Region



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%).



Proportion of Population by State/Region



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.



Sex Ratio



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.



Population in Towns and Cities



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).



Population Density



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.



Average Household Sizes



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.



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.





https://yanjamesaung.files.wordpress.com/2014/10/telecom-timeline1-e1413271067280.png


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


https://yanjamesaung.files.wordpress.com/2014/10/telecom-timeline1-e1413271067280.png


TELECOM: The Fastest Marketing Growing Market


https://yanjamesaung.files.wordpress.com/2014/10/telecom-market1.png


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.


https://yanjamesaung.files.wordpress.com/2014/10/telecom-market1.png


TELECOM: Segmentations


https://yanjamesaung.files.wordpress.com/2014/10/mapping.png


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.




Mobile War around the Cities of Myanmar


https://yanjamesaung.files.wordpress.com/2013/12/dsc_0240.jpg

https://yanjamesaung.wordpress.com/2013/11/04/advertising-in-myanmar-is-samsung-doing-it-right/


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.





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.





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.




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.





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 .




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. Thursday, May 07, 2015



Myanmar’s Consumer Behavior in Cultural PerspectiveMyanmar 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.




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




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




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




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.




5) Market Facts

55% of international brands in Myanmar come from USA (according to WordPress.com)




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)




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%)




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.




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.




References

Myanmar Census August 2014

en.wikipedia.org

MMRD

wearesocial.net

mediadiet.wordpress.com




Thanks for your Precious Time and Considerations.

Thanks & Best Regards, Hsint Sanda

B.A (English)

Dip in Marketing – ICM ( UK )

[email protected]



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

Marketing

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