s Developed20%

Developing80%

What are the Differences between marketing in a developing and a developed market ?

Marketing challenges in a Developing country

Low income

< $2/day

Russia$12 /day

Indonesia

<$2/day

High Transporting costs

Cost of transporting eats 13% of Brazil’s GDP

Cost in US is 5% less

Internal Politics

Climate and lack of distribution channels

Indonesia, an archipelago with hot & humid climateLarge Exporters have established distribution networks

Bad roads , unrelaible electricity , famine , disasters

According to world bank 27 of 35 least business friendly countries are in sub Saharan Africa

Marketing strategies used in developing countries

Smaller Packaging and lower sales prices

98% food in India is purchased in Mom-and-Pop stores

Unilever’s 2Rs. sachet were a big hit in rural India

Research their needs

Nokia sends its staff to rural China , Thailand , Kenya to observe how they use phones

Use the Western Image

Coca cola succeeded over local brands in China

Thankyou!

Disclaimer Created by Tanushree Shukla ,MNNIT-Allahabad during an internship by Prof. Sameer Mathur, IIM Lucknow.www.IIMInternship.com