| Authors | |
| Publisher | Financial Times |
| Year | 01/06/2016 |
| Edition | First |
| Pages | 256 |
| Version | hardback |
| Readership level | Professional and scholarly |
| Language | English |
| ISBN | 9780134434957 |
| Categories | Sales & marketing |
How big is your emerging market opportunity? Potential annual consumption will hit $30 trillion by 2025, with $10 trillion in India and China alone. Emerging economies are transforming markets worldwide–attracting multinationals, strengthening domestic firms, and launching local brands onto the global stage. Best of all, there are now proven best practices for succeeding in these markets. They’ve been developed the hard way: through the experiences of pioneers who’ve learned from mistakes and listened to their customers.
This book’s brand stories reflects these winning strategies. You’ll learn from high-profile leaders like Gillette, Levi’s, Starbucks, Alibaba, GlaxoSmith-Kline, and WeChat–and
from great companies you’ll discover for the first time. Linking theory to practice, the
authors offer expert guidance on attracting non-users, adapting products, aligning with local culture, optimizing channels, building brands, upscaling, strengthening relationships,
and much more.
You’ve never had an opportunity this enormous. Nobody has. Get it right–with
the right advice, right from the trenches. Emerging markets offer the biggest growth
opportunity in the history of capitalism. This practical guide offers a comprehensive, strategic marketing perspective tailored to these new markets. Leading experts demonstrate how companies can succeed both today and tomorrow, no matter what happens in the global economy.
Breakout Strategies for Emerging Markets integrates insights drawn from the authors’ extensive primary research worldwide, their pioneering academic research and case development, practical consulting and management experience, and their conversations with industry leaders on several continents.
You will learn about the experiences and actions of both local and global enterprises in industries ranging from consumer goods to entertainment, apparel to finance. The authors share new insights for attracting non-users by developing products, aligning with
local traditions, upscaling, selecting channels, financing, brand messaging, using e-commerce, building relationships, and more.
Discover how to…
Breakout Strategies for Emerging Markets
Contents
Chapter 1 Converting Nonusers to Users
References
Chapter 2 Creating Functional Fusion
Adapting to Climate
Considering Genetic Differences
Overcoming Infrastructural Limitations
Incorporating Local Essence
Aligning to Regulatory Requirements
Capital Markets and Banking in Emerging Markets
References
Chapter 3 Designing Cultural Fusion
Incorporating Traditions
Using Local Languages
Considering Social Norms
Respecting Faith
Understanding Sensory Preferences
References
Chapter 4 Democratizing the Offer
Reducing Economic Barriers to Purchase
Overcoming Noneconomic Obstacles
to Purchase
Achieving Reverse Innovation
Extending Product Value
Developing Creative Financing
References
Chapter 5 Upscaling the Offer
Adding or Changing Packaging
Positioning
Enhancing Services and Benefits
Reversing the Brand Lifecycle
Leveraging the Country of Origin
References
Chapter 6 Managing Reach
Adapting to Traditional Channels
Navigating Indigenous Channels
Developing Channel Partnerships
Building for Access
Managing Channel Ownership
References
Chapter 7 Reinventing Reach
Modernizing Retailing
Setting Up E-Commerce
Accessing Self-Service Technologies
Enabling Payments
Providing Financing
References
Chapter 8 Building Brand Identity
Establishing Product Knowledge
Identifying Sources of Communication
Developing Appropriate Messaging
Using Traditional Channels of Communication
Leveraging New and Unconventional Media
References
Chapter 9 Engaging Stakeholders
Educating Consumers and Markets
Involving Communities and Leaders
Engaging Employees
Co-opting Suppliers
Developing Partnerships with Public, Private, and
Nonprofit Companies
References
Chapter 10 Connecting the Dots
Overcoming Emerging Market Challenges
The Way Forward
References
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