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BRICs - Challenging the Status Quo
 

BRICs - Challenging the Status Quo

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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 ...

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.

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    BRICs - Challenging the Status Quo BRICs - Challenging the Status Quo Presentation 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
    • BRICs covers You would have to fly for nearly 24 hours to visit them all
    • BRICs covers has 4 different languages
    • BRICs covers has 4 different languages and 4 very different cultures
    • 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) and of their internet population use social media
    • 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
    • Develop Content that has community interest 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%
    • Orkut 40% market share
    • 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 0% 2012 ANNUAL GROWTH 2%
    • 6% 4% UK 2011 0% 2012 ANNUAL GROWTH 2%
    • Treat each investment opportunity on its individual merit
    • Understand the: opportunities values risks of each country
    • www.lbdga.com