Brand Building in Emerging Markets I

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Brand Building in Emerging Markets(新兴市场的品牌建立) I by: Gilberto Duarte de Abreu Filho, Nicola Calicchio, and Fernando Lunardini source: The McKinsey Quarterly published : February 01, 2003 European and US consumer goods生活消费品 makers, confronted by slowing growth at home, are turning to the fast-growing countries of Africa, Asia, and Latin America. In 2002 the top 20 consumer goods companies spent more than $10 billion to expand their share of these markets, which now account for占 nearly 40 percent of all worldwide sales of clothing and grocery products (Exhibit 1). However, many such companies find that their expensive brands and management processes are more a hindrance妨碍 than a help in reaching the lower-income segments. Our study of global consumer goods makers1 operating in emerging markets revealed a consistent pattern一贯的模式: companies perform best in the vast low-income segment by adopting local branding and organizational strategies, which often run counter to established practice in more advanced regions.2 Most of the companies we studied entered an emerging market by acquiring a local competitor; they were essentially本质上，本来 buying access to local distribution networks分销渠道网络 and facilities工具，设备. Next they brought in brand managers from more developed markets, who typically overhauled检查 manufacturing processes and launched expensive marketing campaigns. In addition另外, most multinationals跨国公司 sought to integrate their acquisitions into the parent organization by extending their corporate functions to the local companies and allocating分派，分配 a share of those costs. In almost every case, the companies then had to raise prices.

智深勇沉

that's a good article;

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可参阅： http://www.marketingpower.com/live/content.php?Item_ID=17909&Category_ID=208

pinksun

该文属市场营销类的文章，其中对跨国公司全球营销战略的建议有深刻的意义。