Musings from Dennis #268. When it comes to our perception of product quality, we are often guided by frameworks shaped by local traditions, cultures, values, and socio-economic contexts. This can lead us to assume that our own definition of “good quality” is universal, when in reality it varies widely across countries depending on consumer expectations, market conditions, and lived experiences.
Having
lived in Singapore all my life, I began to appreciate these differences more
deeply when I took on a regional role in Southeast Asia for Disney CP’s
stationery category in the mid 2000s. For me, a notebook was only acceptable if
the paper was at least 70g in thickness. That assumption was challenged when I
visited one of the outlets of the National Book Store chainstore in the
Philippines, where every notebook -regardless of the character on the cover -
used 40g paper. The explanation was simple yet profound: children often walked
to school, and lighter paper reduced the weight of their school bags, sparing
young students from unnecessary strain.
My
perspective continued to evolve as I travelled across the region. In Indonesia,
I visited Ramayana, a major retail chain serving middle-low and lower-income
consumers. There, I examined a school bag priced under $10. It lacked a
secondary protective layer beyond the external PVC, yet the print overlays were
neat and presentable. For the customer, this was acceptable and affordable -
meeting their needs without excess.
With this
new lens, we collaborated with our Malaysian licensee to design pencil cases
for hypers which cater to lower-income segments (we call them Type C or D
stores). To maintain quality while reducing costs by 60% compared to
middle-class stores, we simplified the design: a single-color outline print of
characters. While these products were not Disney Store-level offerings, and we
still have products out there catering to the middle and upper class, they met
minimum standards and aligned with our mantra of being inclusive rather than
exclusive. By doing so, we ensured that our IP could reach everyone who loves
our characters—regardless of their economic circumstances. So quality is
contextual and business decisions must adapt to local realities without losing
sight of brand values.
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