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Targeting/Positioning Strategies in Emerging Markets—BOP or No BOP?

Targeting/Positioning Strategies in Emerging Markets—BOP or No BOP?

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4. Entry Strategies for Emerging Markets

• Timing of Entry is crucial. Reasons first movers

can fail:

– Unaware of market pitfalls like lack of demand

– Underdeveloped infrastructure like distribution

channels

– Steeper learning curve than later entrants



• Reasons first moves have advantages:

– Government support

– Pent-up demand for foreign goods

– Access to key marketing resources

– Higher productivity of marketing dollars

Copyright © 2017 John Wiley & Sons,

Chapter 18

Inc.

– Ability to outmaneuver larger,

established rivals



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5. Product Policy

• Product Innovation

– Global corporations must adapt their offerings to the

local culture in emerging markets and be willing to

experiment with their product development and

marketing approaches.

– Backward or reverse innovation

– Frugal innovation



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Copyright © 2017 John Wiley & Sons,

Inc.



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5. Product Policy

• Branding

– The wealthy can be sold the global brand

– The BOP group needs a brand that emulates local

brands



• Packaging

– Smaller sizes advisable to make products affordable

– Use local materials that are recyclable or

biodegradable



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Copyright â 2017 John Wiley & Sons,

Inc.



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6. Pricing Strategy

Thin margins and big volumes generally successful

• Saturate all price points to shut out local competition

• Improve cost structure of products by lowering fixed

and variable costs

• Marketers should keep in mind that emerging

market consumers are not always obsessed with

price



Chapter 18



Copyright © 2017 John Wiley & Sons,

Inc.



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Exhibit 18-7: Hindustan Unilever’s Brand

Portfolio



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Copyright â 2017 John Wiley & Sons,

Inc.



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7. The Distribution Challenge

Be first on the shelf with rural retailers.

• Be prepared to create your own distribution system.

• Managing Distributor Relationships

– Four areas of distribution policy in which MNCs

should adapt the approaches used in developed

markets:









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Distributor partner selection criteria

Direct selling

Local autonomy

Exclusivity

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Inc.



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Exhibit 18-8: Project Shakti



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Copyright © 2017 John Wiley & Sons,

Inc.



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8. Communication Strategies

for Emerging Markets

• Prioritizing promotion tasks—educating about

product use and benefits, raising brand awareness,

and creating brand image—is crucial.

• Push versus Pull Activities

– Push strategies are very important.

• Retailers have more power with trade-directed

promotions than in developed markets

• People shop more frequently, hence get more exposure

to push strategies via in-store promotions



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Copyright © 2017 John Wiley & Sons,

Inc.



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8. Communication Strategies

for Emerging Markets

– Pull strategies should be altered

• Mass media typically less effective

• Targeted media preferred

• Communicate in the local language



• Mass Media vs. Nontraditional Marketing

Approaches













Tastes of consumers on EMs tend to be fickle

Illiteracy and language diversity difficult to navigate

Grassroots marketing can be effective

Reliance on social networks or opinion leaders

Event marketing can be a very potent tool



Chapter 18



Copyright © 2017 John Wiley & Sons,

Inc.



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