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Identifying opportunities in developing markets

Identifying opportunities in developing markets. Karthik Rao May 2, 2013. Where is the growth coming from?. DEVELOPING MARKETS WILL BE 80% OF WORLD GDP. OF WORLD POPULATION THAT WILL BE MIDDLE CLASS BY 2020. A STORY OF tailwinds AND HEADWINDS. LOCAL COMPETITION – formidable… growing.

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Identifying opportunities in developing markets

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  1. Identifying opportunities in developing markets

    Karthik Rao May 2, 2013
  2. Where is the growth coming from? DEVELOPING MARKETSWILL BE 80% OF WORLD GDP OF WORLD POPULATIONTHAT WILL BEMIDDLE CLASS BY 2020
  3. A STORY OF tailwinds AND HEADWINDS
  4. LOCAL COMPETITION – formidable… growing Manufacturer Sales Projection 5 Categories Aggregated– All BRIC Markets POINTS OF DIFFERENTIATION They innovate Strong in mid/lower price tiers Stronger in Rural areas / Traditional Trade Relentlessly work distribution +57% +102%
  5. Local Giants Launch: China Example Blue Moon in China, 1st major brand to enter the liquid laundry segment, gaining share Blue Moon Share Trend Value Share by Fiscal Year BLUE MOON PRODUCTS FIRST MAJOR LIQUID LAUNCH IN CHINA
  6. formidable challenger to market leader - INDIA WHAT THEY DID WELL 1. Innovation 2. Optimal Distribution Expansion WEIGHTED DISTRIBUTION NESTLE INDO NISSIN GSK HUL ITC
  7. formidable challenger to market leader - INDIA HOW DID THEY WIN Market Share Results Differentiated Yippee successfully from Maggi noodles Captured nearly 10% of market in 2 years ITC YIPPEE % MARKET SHARE LAUNCH
  8. PREMIUMIZATION CHINA INDIA THAILAND INDONESIA VALUE CAGR OF ‘PREMIUM’ SEGMENT: 2010-2012
  9. Innovation……FINDINGS FROM CHINA… BUILD A SEPARATE INNOVATION TEAM MAKE TIME FOR IDEATION LAUNCH WITH EXCELLENCE HAVE A RIGID AND CONSISTENT PROCESS 9
  10. summary Headwinds, tailwinds…..who cares….long ways to go with tons of opportunity…….local competition: study them, partner with them…..buy them! Turn consumer diversity & retail fragmentation into your friends……there is no other way Premiumization is real – think of it as a consumer trend that needs marketing, not the other way around Innovation & process…..it’s what differentiates MNCs against local competition 10
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