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 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

  1. 1. BRICS Challenging the Status Quo
  2. 2. One market Digital channels Global leaders Investment
  3. 3. Referring to BRICs as one market
  4. 4. In marketing we often refer to BRICs as one singular region
  5. 5. BRICs covers You would have to fly for nearly 24 hours to visit them all
  6. 6. BRICs covers has 4 different languages
  7. 7. BRICs covers has 4 different languages and 4 very different cultures
  8. 8. Treat BRICs as 4 entities
  9. 9. Digital channels do not work in BRICs
  10. 10. Marketers believe only traditional channels of communication to be effective in BRICs
  11. 11. Indian smartphone users access social media
  12. 12. China is the world’s smartphone market
  13. 13. has more mobile subscriptions than people (195 – 240m)
  14. 14. has more mobile subscriptions than people (195 – 240m) and of their internet population use social media
  15. 15. Businesses are more likely to use social media in BRICs than counterparts in the UK, Australia, Germany or Canada
  16. 16. Develop a SoLoMo strategy
  17. 17. Develop Content that has community interest
  18. 18. Develop Content that has community interest is locally relevant
  19. 19. Develop Content that has community interest is locally relevant and highly consumable
  20. 20. Stick with global leaders
  21. 21. Marketers assume in BRICs we should use Google and Facebook as they are global leaders
  22. 22. Local markets have different leaders
  23. 23. Baidu
  24. 24. Yandex.ru 64%
  25. 25. Orkut 40% market share
  26. 26. Localise channels, medium and platforms
  27. 27. Research each market as a unique environment Re-purpose content for use across many platforms Localise search terms, do not just directly translate
  28. 28. Don’t invest in BRICs as growth has slowed
  29. 29. has led to a return in focus on domestic markets
  30. 30. BRICs is now seen as a:
  31. 31. BUT at worst BRICs is set to grow by more than G20 in 2012
  32. 32. UK 2011 0% 2012 ANNUAL GROWTH 2%
  33. 33. 6% 4% UK 2011 0% 2012 ANNUAL GROWTH 2%
  34. 34. Treat each investment opportunity on its individual merit
  35. 35. Understand the: opportunities values risks of each country
  36. 36. www.lbdga.com

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