How to reach emerging market consumers with new ... - Roland Berger

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Roland Berger Strategy Consultants introduction Key questions for reaching CONSUMERS in emerging markets
Study 5 In 2030, about 80% of global middle-class consumers will live outside the US and Europe. In this fifth publication, we highlight the trends that are likely to influence how these consumers in emerging markets weigh up their purchases, choose particular items and complete their transactions. 1 We examine four areas in particular: product portfolio, brand positioning, marketing and distribution. In each area, we ask some key questions: Rapidly growing economies attract competitors and empower consumers. How can companies identify new consumer profiles and design versatile product portfolios? How do brand reputation and consumer values influence consumers' buying behavior? What techniques ensure that marketing messages really resonate with consumers in emerging markets? How can companies use new mobile technology and networks to build their market share? Distribution strategies need to closely reflect local conditions. What distribution strategies work in countries with predominantly low-density rural populations? 1) Some of these consumer trends are also discussed in publication 1. We will repeat these briefly wherever necessary to show the impact of the trend on a company's strategy.
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How to reach emerging market consumers with new ... - Roland Berger

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