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.

1. BRICS Challenging the Status Quo

4. One
market
Digital
channels
Global
leaders
Investment

5. Referring to BRICs
as one market

6. In marketing we often refer to BRICs as one singular region

8. BRICs covers
You would have to fly for nearly 24 hours
to visit them all

9. BRICs covers
has 4 different languages

10. BRICs covers
has 4 different languages
and 4 very different cultures

11. Treat BRICs as
4 entities

13. Digital channels
do not work in BRICs

14. Marketers believe only traditional
channels of communication to be
effective in BRICs

17. Indian smartphone
users access
social media

18. China is
the world’s
smartphone market

19. has more
mobile
subscriptions
than people
(195 – 240m)

20. has more
mobile
subscriptions
than people
(195 – 240m)
and
of their
internet
population
use
social
media

23. Businesses are more likely to use social media in
BRICs than counterparts in the UK, Australia,
Germany or Canada

24. Develop a SoLoMo strategy

25. Develop Content that
has community interest

26. Develop Content that
has community interest
is locally relevant

27. Develop Content that
has community interest
is locally relevant
and highly consumable

28. Stick with
global leaders

29. Marketers assume in BRICs we
should use Google and Facebook
as they are global leaders

31. Local markets
have different leaders

32. Baidu

33. Yandex.ru
64%

34. Orkut
40%
market
share

35. Localise channels,
medium and platforms

36. Research each market as
a unique environment
Re-purpose content for
use across many platforms
Localise search terms,
do not just directly translate

37. Don’t invest in BRICs
as growth has slowed

38. has led to a return in focus on domestic markets

39. BRICs is now seen as a:

40. BUT at worst
BRICs is
set to grow by
more than G20 in 2012

41. UK
2011
0%
2012
ANNUAL GROWTH
2%

42. 6%
4%
UK
2011
0%
2012
ANNUAL GROWTH
2%

43. Treat each investment
opportunity on its
individual merit

44. Understand the:
opportunities
values
risks of
each country

45. www.lbdga.com