By Niklas Schaffmeister
This booklet combines clinical examine insights on model and business plan improvement in significant rising development markets. It offers an in depth define of the Brazil, Russia, India and China (BRIC) markets to appreciate their cultural and socio-economic complexity. With rising markets on the heart, significant paradigm shifts are defined similar to 'one international strategies'. the writer finds the significance of market-driven positioning that makes use of neighborhood changes and client personal tastes as possibilities with out contradicting a corporation’s international positioning. execs in overseas advertising and company strategists will locate the hands-on assistance to twenty-five new luck options rather worthy. This e-book can also be a must-read for individuals facing branding and advertising in a ‘glocalized’ world.
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Extra resources for Brand Building and Marketing in Key Emerging Markets: A Practitioner’s Guide to Successful Brand Growth in China, India, Russia and Brazil
Example text
Fiat has announced that it wants to create a low-cost car brand to take on the Dacia. Nissan has re-launched the Datsun name as an entrylevel brand for emerging markets. Volkswagen is also planning a low-cost brand and its management has confirmed that the German carmaker is working on a new budget brand, which might be based in China. “One thing is clear,” says Remy Pothet, global practice head of TNS Automotive. “Traditional OEMs need to rethink their marketing strategies quickly and find innovative ways to reposition themselves in this increasingly dynamic market if they don’t want to see their market share being squeezed further by the low-cost car phenomenon” (Pothet 2011).
In this case, one could further boost one’s local success by emphasizing one’s German origin even more—in order to enhance the aspirational appeal of a brand that Chinese consumers are actively seeking out. 4 The One-World Strategy 25 does not automatically mean that a company’s foreign or international roots have to be hidden, and in fact it can actually mean exactly the opposite. It shows that “localization” is actually the wrong term to use unless you really mean that you want consumers to believe that the brand really is a local one.
Levitt famously predicted a worldwide consumer convergence of tastes. Levitt’s underlying assumption was that consumers—no matter where they live on the planet—are increasingly motivated by the same desires, most of all to buy quality and value at a low price. According to Levitt, the world is one large market, and superficial regional differences can be ignored. Selling the same products in the same way throughout the world would be the best recipe for long-term success. ” Wellmanaged companies, Levitt asserted, should move from customizing items to offering globally standardized products that are advanced, functional, reliable and sold at a low price.