asae.ic09.product panel.v3
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International Conference 2009Products & Services Panel
Jim Gurowka, Institute of Management AccountantsMichael Michaud, CAE, American Society of Mechanical EngineersChristina Hale, Kiwanis InternationalHoward Wallack, SHRMPeter Turner, MCI Group (moderator)
Friday, March 6th 1115-1215pm
Connecting Great Ideas and Great People
Rapidly Expanding Middle Class
in Emerging Markets
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Panel Snapshot
Annual Conference, otherconferences, seminars,certification prep materials andcourses, e-Learning,membership
Beijing, China
Mumbai, India
China
India
Canada
$2.379million
! 4,528
! 143
! 1.8%
250,000SHRM
Annual convention, regionalconventions (Europe and Asia-Pacific) regional governancesupport, literature, magazine(limited), district officer andgrowth education
Office: Ghent,Belgium
Staff: Manila,Philippines, andHo Chi Minh City,Viet Nam
India
UK
$2.4 million! 60,000
! 90
! 24%
260,000KIWANIS
Annual conference,certification prep courses andmaterials, chapters, seminars.
Beijing, China
Dubai, UAE
China
MiddleEast
$4.2 million! 10,100
! 128
! 17%
60, 000IMA
Codes and Standards,Accreditation and Certification,Courses, Publications. AndJournals
Brussels, Belgium
Beijing, China
New Delhi, India
Europe,China,India
$70million(10 & 50% byproduct line);no overalldataavailable
! 20,000
! 160
! 15%
127,000ASME
Key Products/Services for non-
US members
Offices Outside
US
Target
Countries/
Regions
International
Revenue
(2008)
! Non-US
members
! # of
Countries
! % of total
membership
Total
Membership
Association
Topic Areas
! Sizing Market
Opportunities
! Product Development
! Portfolio
Performance
! Marketing & Sales
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Sizing Market Opportunity
! How do you evaluate market potential ofa product for a given region?! Regional Economic, Business, Social,
Technical Trends
! Local Adoption of Standards/Practices
! Country Analysis
! Non-US Member/Customer Need
! Competitive Analysis
! Product Audit
Portfolio Performance
! What types of products do you offer to
non-US audiences?
! Do you track product sales by region,
country, etc?
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Product Development
! When do you adapt product design to a
given region?
! How does this impact…
! Localization of content
! Internal process management
! Product delivery
! Product pricing
Marketing & Sales
! When you target a region how is your
product marketing campaign different?
! Localized value proposition
! Translation of promotions…
! What types of partnerships do you seek?
! What sales channels work best for you?
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Lessons from the Road
! Mistakes you learn from…
For More Information
! Economist Special Report! http://www.economist.com/specialreports/displayStory.cfm?story_id=13063298
! Pew “Global Middle Class” Study! http://pewglobal.org/commentary/display.php?AnalysisID=1051
! Roy Adler Fulbright professor marketing
at Pepperdine University! http://www.miller-mccune.com/article/counting-on-the-middle-class
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ASAE & The Center Study Mission
April 19-30, 2009
Singapore, Dubai, Abu Dhabi