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

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.