|
|
 |
 |
| Sunday, 20 July 2003 |
 |
|
 |
Business |  |
| News Business Features Editorial
|
Focus on the 'New Emerging Consumer' by Pelham Juriansz Australian Michael Halliday, a Professor of Management at the Sydney Graduate School of Management, who specialises in marketing, was in Sri Lanka to assess the situation before his address at the Chartered Institute of Marketing National Seminar on 'Discovering the New Consumer for Managing Brands'. He will speak on the 'New Emerging Consumer'. At the seminar, there will also be addresses by Dr Meena Kaushik of Quantum Market Research of India on 'The roles and place of research in discovering the new consumer' and 'Shift in focus from an image consumer to knowledge consumer'. Prof Halliday's expertise and research are value-based marketing and managing for value, brand positioning, strategic planning and marketing strategy based on market analysis. His clients include Telstra, Dow Chemical Pacific (Australia, Hong Kong and Japan), Merck Sharp and Dohme (Australia and New Zealand), Pfizer, Parke Davis and American Express. He has also co-authored three books - Marketing and Finance-Working the Interface, The Australian Business Start-up Guide and The Australian Market Planning Guide. "Some aspects that a customer would look for in an item is its image," said Prof Halliday. "For instance, a person wearing a Rolex watch will feel more important and probably, look more important than a person wearing an ordinary watch. "Nowadays, the consumer is knowledgeable and cannot be fooled easily," emphasised Halliday. "We are interested in the market ability of a product. That, Market Ability, is the name of the company that I work for. I do training and consulting in value-based marketing. I will speak on value-added quality, products, services and cost efficiency of new products. We have to concentrate on the needs of the consumer. The questions that need to be answered are 'What really is the essence of the business?' and 'What are customers' needs in terms of products and services?' I will also focus on the tools and techniques of branding. "Branding is one of the most powerful ways of differentiating the offering. Customers brand your company all the time. Branding is the image that a particular product has received in the eye of the consumer," Halliday commented. |
|
News | Business | Features
| Editorial | Security Produced by Lake House |
