3. SOME STATISTICS...
DEVELOPED NATIONSACCOUNTFOR ONLY 20% OFTHE POPULATION
DEVELOPING MARKETSMAKE UP 40%OF CADBURY’SMARKET,50% OF TUPPERWARE’SMARKET
COCACOLA EARNS15%REVENUEFROM THETHREELARGESTEMERGINGASIANMARKETS-INDIA,CHINAAND
INDONESIA
5. EXAMPLES
Grameenphone marketed cell phones to
35,000 villages in Bangladesh by hiring
village women as agents who leased phone
time to other villagers, one call at a time.
Colgate-Palmolive rolled into Indian
villages with video vans that showed
the benefits of tooth-brushing
6. KEY DEVELOPING MARKETS
o It forms one of the fastest growing economies
o Contains 87% low income groups
o 25% of the population earns less than2$ a day
7. HOW DID THE MARKETERSSELL IN THESEREGIONS ?
Size shrinkage
Price reduction
Use of native names
8. Smaller packaging and lower sales prices are often
critical when incomes and housing spaces are limited.
A Western image can be helpful. It symbolizes values of
modernity and affluence.
It should be noted that 80% of the customers still buy
from bodegas, stalls and kiosks.
SOME STRATEGIES FOR
DEVELOPING MARKETS