Singapore has just announced that it will open a vaccinated travel line (VTL) with Malaysia at the end of November, as a first step on the way back to normal. PRecious Comms Malaysia director Kiran Sidhu shared with us the latest industry news from the northern neighbour, to get brands up to speed on what it takes to win in Malaysia’s new normal.
Here are her main takeaways:
FMCG brands have pivoted their communications to relate to consumer lifestyles and increasingly present themselves as top of mind in their category. We observe many collaborations with other industries, which reacted positively thanks to the versatile nature of FMCG goods and their brand personas.
Malaysia’s Digital Economy Blueprint, MyDIGITAL, a national initiative launched earlier this year, aims to transform the country into a digitally driven, high income nation and regional leader in the digital economy. Interestingly, the target only included attracting two unicorns—either home-grown or foreign—and increasing the number of startups to 5,000 in the coming years.
With a vibrant startup scene and new initiatives supporting the local digital ecosystem, Malaysia does present great growth potential for brands looking to penetrate the local market. However, much of their success would still depend on whether or not they are able to cut through the clutter and make their mark in a highly competitive market. Positioning brands strategically in the minds of the target audience entails knowing local nuances and having an in-depth understanding of industry trends in Malaysia. After all, communications tactics that work effectively in other markets may not necessarily resonate as well in Malaysia. Landing tier one Malaysia publications which have a substantial readership necessitates repackaging content and adding in local flavour. And this is where having a reliable communications partner in Malaysia can supplement brand building efforts and give brands a competitive edge through a hyper-local strategy.