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Mar 08, 2019 (LBO) – As Sri Lanka steps-up to middle income status, Sri Lankans are stepping up to new opportunities and challenges. Based on their experience in working with brands and interacting with consumers on a regular basis, Dilini Jayasuriya – Executive Director of Breakthrough Business Intelligence (Pvt) Ltd. and Abhishek Hariharan – Associate Vice President & Head of Planning of MullenLowe Sri Lanka spell out some of these interesting changes that will impact your brand. Blurring of the differences between segments Well-established segmentation norms of education, occupation or lifestyle markers are losing their potency. Easy finance schemes, trade -in offers and accessible prices mean that so-called ‘premium’ products & services are now a whole lot more accessible. Trips abroad, high-end electronics and appliances are just some of the categories that are seeing changes in their usership profile. Brands need to be mindful about this change in the axe ....