Professional Documents
Culture Documents
10
Local Marketing
in Emerging Markets
Both are defined primarily by low per capita income levels &
severe lack of marketing infrastructure
Why NDC Markets Are Different
3 SPECIAL FEATURES OF NEWLY DEMOCRATIZED COUNTRIES
• Initial
offerings are usually • Policies
are dominated by the
standardized simpler selections balance between affordability
from existing lines & upper end positioning
• Pricing fluctuates between a
• Limited features make it
skimming price and a lower
possible to sell through low-
penetration price
service outlets
• Innovative financing:
• Smaller sizes/smaller communal buyers, smaller
packaging packaging that’s less
expensive, store credit
Marketing in Developing Countries:
The 4Ps (cont’d)
DISTRIBUTION PROMOTION
•Russia is a large
geographical country,
surrounded by previous
Soviet member states, now
independent but still
economically linked,
including Belarus, Ukraine
and Kazakhstan.
Marketing in Russia
MARKET BACKGROUND (CONT’D)
• Based on ethnicity
• National borders can be less important than
ethnicity.
• Western-oriented younger segments.
PRODUCT POSITIONING
• Service training
•Common advertising media
may not be available or may
have only limited reach
•Lack of credibility of
advertising claims is a problem
•Old values can crumble along
with the political system
Marketing in Russia
2005: RUSSIA AT THE CROSSROADS
ENTRY BARRIERS
TRADE REGIONS
• Chinese talk about "Four big things" (shi da zen), the four products
everyone aspires to. In the 1970s, they were a bicycle, a black &
white television set, a refrigerator, and a washing machine. In the
1990s they have become a video camera, a CD hi-fi system, a
personal computer, and an air conditioner.
• National
product roll-outs close • Advertising still strictly
to impossible due to large size controlled by government
and weak infrastructure • Media penetration is weak (e.g.
• Most channels are government TV)
run • Advertised products are not
• Most department stores are considered counterfeit
state-owned • Print & outdoor ads & in-store
• Personal contacts (guanxi) play promotions play a large role
an important role in transactions
Service in the new China: Outlawed comments
•By 2000, the annual growth rate was a strong 6.5%. Western
outsourcing FDI very strong.
• Domestic firms are forced to become more efficient, and can draw
upon a large and well educated pool of workers.
Marketing in India: MSPP
MARKET SEGMENTATION PRODUCT POSITIONING
They may expect too much while not wanting to accept the
uncertainties that free markets bring.
Emerging markets are not all the same and do not even
necessarily move in tandem.
For example, in the new millennium as Russia has faltered,
China & India still more than hold their own.