Donated by: Varsha Jain

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.

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.