Differences Between Marketing In A Developing And Developed Market

1. DEVELOPED
VS
DEVELOPING MARKET

2. DEVELOPED NATIONS
(Lesser Demand and morespending power)
Developing nations
(Moredemand and lesser spending power)

3. SOME STATISTICS...
DEVELOPED NATIONSACCOUNTFOR ONLY 20% OFTHE POPULATION
DEVELOPING MARKETSMAKE UP 40%OF CADBURY’SMARKET,50% OF TUPPERWARE’SMARKET
COCACOLA EARNS15%REVENUEFROM THETHREELARGESTEMERGINGASIANMARKETS-INDIA,CHINAAND
INDONESIA

4. MARKETING
FOR
DEVELOPING
NATIONS IS
AN ART

5. EXAMPLES
Grameenphone marketed cell phones to
35,000 villages in Bangladesh by hiring
village women as agents who leased phone
time to other villagers, one call at a time.
Colgate-Palmolive rolled into Indian
villages with video vans that showed
the benefits of tooth-brushing

6. KEY DEVELOPING MARKETS
o It forms one of the fastest growing economies
o Contains 87% low income groups
o 25% of the population earns less than2$ a day

7. HOW DID THE MARKETERSSELL IN THESEREGIONS ?
Size shrinkage
Price reduction
Use of native names

8. Smaller packaging and lower sales prices are often
critical when incomes and housing spaces are limited.
A Western image can be helpful. It symbolizes values of
modernity and affluence.
It should be noted that 80% of the customers still buy
from bodegas, stalls and kiosks.
SOME STRATEGIES FOR
DEVELOPING MARKETS

9. References
 Marketing Management 14th Edition- Philip Kotler, Kevin L. Keller
 www.buddingmarkets.com

10. Created by Akash Yadav, IIT Kharagpur, during an
internship by Prof. Sameer Mathur, IIM Lucknow.
www.IIMInternship.com