JV Carries Nielsen into Myanmar

Nielsen has announced a joint venture collaboration with Myanmar Marketing Research & Development Co. (MMRD), effective today. Nielsen MMRD will offer the services of both firms to companies established in Myanmar (Burma) or looking to enter the gradually opening market.

MMRD was established in 1992 as the country�fs first market research agency, and boasts 250 research professionals in thirteen regional offices throughout the country.

The firms say more than 56 million people currently live in Myanmar, 47 percent of whom are under the age of 24, but just four percent of consumer currently have Internet access. The number of foreign brands advertising in the country has increased significantly in recent years. In 2013 advertising investment by foreign brands in Myanmar was US$87.5 million, up from US$28.6 million in 2010.

Suresh Ramalingam, MD of Nielsen�fs Thailand, Vietnam and Myanmar Cluster, says the country represents �eone of the last remaining untapped frontiers for our clients�f and adds: �eWe are excited to begin this collaboration with MMRD, a highly respected and well�]established market research firm in Myanmar.�f For MMRD, Senior Advisor U Moe Kyaw comments: �eWe are honoured to partner with Nielsen and view the joint venture arrangement as a pivotal opportunity to realise our vision to deliver wider international exposure to our clients while broadening the depth of our services. We�fve seen a substantial increase in demand for insights on Myanmar, evidenced by the 88.5 percent net growth in market research reported by ESOMAR, and we are now much better�]positioned to help our clients here and abroad to understand our unique marketplace.�f Kyaw adds: �eRecent political reforms coupled with a large, young population and healthy economic outlook make Myanmar a highly attractive market.�f

Web sites: www.nielsen.com and www.mmrdrs.com .

All articles 2006-23 written and edited by Mel Crowther and/or Nick Thomas, 2024- by Nick Thomas, unless otherwise stated.

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