brics - challenging the status quo
DESCRIPTION
Dynamic, fast-growing, much hyped and increasingly powerful Brazil, Russia, India and China present significant opportunities and challenges to marketers. If you’re planning to enter one or all of these markets, this presentation will help you to understand some of the issues involved. In examining four perceptions marketers might hold towards BRICS, including the nature of the market(s), digital channels, global leadership and investment potential, we help to formulate an approach that will lead to greater business success in these regions.TRANSCRIPT
BRICS - Challenging the Status Quo
One market
Digital channels
Global leaders
Investment
Referring to BRICs as one market
In marketing we often refer to BRICs as one singular region
You would have to fly for nearly 24 hours to visit them all
BRICs covers
has 4 different languages
BRICs covers
and 4 very different cultures has 4 different languages
BRICs covers
Treat BRICs as 4 entities
Digital channels do not work in BRICs
Marketers believe only traditional channels of communication to be effective in BRICs
Indian smartphone users access social media
China is the world’s
smartphone market
has more mobile subscriptions than people (195 – 240m)
has more mobile subscriptions than people (195 – 240m)
of their
internet population
use
social media
and
Businesses are more likely to use social media in BRICs than counterparts in the UK, Australia, Germany or Canada
Develop a SoLoMo strategy
Develop Content that has community interest
Develop Content that has community interest
is locally relevant
has community interest
Develop Content that
is locally relevant
and highly consumable
Stick with global leaders
Marketers assume in BRICs we should use Google and Facebook as they are global leaders
Local markets have different leaders
Baidu
Yandex.ru 64%
40% Orkut
share market
Localise channels, medium and platforms
Research each market as a unique environment Re-purpose content for use across many platforms Localise search terms, do not just directly translate
Don’t invest in BRICs as growth has slowed
has led to a return in focus on domestic markets
BRICs is now seen as a:
BUT at worst BRICs is set to grow by more than G20 in 2012
UK
2011 2012
2%
ANNU
AL G
ROW
TH
0%
UK
2011 2012
2%
4%
6%
0%
ANNU
AL G
ROW
TH
Treat each investment opportunity on its individual merit
Understand the: opportunities values risks of each country
www.lbdga.com