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International Journal of Management Research and Development (IJMRD) ISSN 2248-938X
(Print), ISSN 2248-9398 (Online) Volume 3, Number 1, April-May (2013)
1
IMPACT OF EMERGING MARKET CHARACTERISTICS ON
MARKETING PROGRAMS
Dr. Reena Patel,
Assistant Professor, School of management, RK University,
Rajkot, Gujarat-India,
ABSTRACT
Global Marketing becomes the necessity for all the business whether small big or
multinational where the phrase ‘Global Village’ considered as the integral part of the
international vocabulary. The main purpose of this paper is to highlight global marketing
challenges through identifying the emerging market characteristics where all the marketers
thinks to have global consumers from emerging markets like china, America, Indonesia and
making efforts to wove global network and. The emphasis is on the changes and new
challenges that the marketing environment poses to the global marketer and how it force
marketer to rethink on marketing programs. We identify three key factors that characterize
emerging markets: (1) low incomes, (2) variability in consumers and infrastructure, and (3)
the relative cheapness of labor. Research throws light on how emerging markets like India
and China would lead their marketing efforts and understand how to incorporate these
changes into marketing programs. This research concluded with major global marketing
challenges in emerging markets and its implications which draws an approach for
multinationals, helps them to rethink on their marketing programs. This paper as exploratory
in nature explores the way in which marketers can rebuild their marketing strategies.
Keywords: Emerging Market, Global Consumer, Marketing Programs
INTRODUCTION
Flourishing market place ever requires due care to keep changing and insist to rethink.
Globalization appears to be resolving itself into the growth of trading blocs, with the
inevitable tensions of individual nations due to changing demographics of world population
and so world economy, power of super national government policies, social changes. China
and India are both dealing with economic slowdowns but are on completely different footings
to tackle the challenge. Beijing has a range of fiscal and monetary options to revive growth,
while New Delhi must make tough political decisions to stem its decline. As India’s GDP
growth rate is speedily moving down as in 2012 it is 5.8% comparative to 8% of china, (See
IJMRD
© PRJ
PUBLICATION
International Journal of Management Research and
Development (IJMRD)
ISSN 2248 – 938X (Print)
ISSN 2248 – 9398(Online), Volume 3, Number 2
April - May (2013), pp.01-07
© PRJ Publication, http://www.prjpublication.com/IJMRD.asp
International Journal of Management Research and Development (IJMRD) ISSN 2248-938X
(Print), ISSN 2248-9398 (Online) Volume 3, Number 1, April-May (2013)
2
Chart-1). Growth in both countries is essential if the global economy is to expand, given the
recession in Europe and the sluggish recovery in the U.S. and Japan. "India had the fastest
export growth among major traders in 2011, with shipments rising 16.1 per cent. Meanwhile,
China had the second-fastest export growth of any major economy at 9.3 per cent," World
Trade Report 2012 of WTO said. China and India are the world’s two most populous
countries. India’s current rate of population growth is about twice that of China (1.55 percent
annually, versus 0.66 percent for China). Hence with life expectancy rate is increasing
indicates inclusive impact of economic growth. Technology advancement and adoption
capacity of any nation also gear up businesses to rethink for marketing programs. China
currently has the world’s third-largest GERD (after the United States and Japan). Also, the
business component (BERD), which may have the greatest early effects on productivity, has
increased from 0.25 percent of China’s GDP in 1996 to more than 1 percent in 2006. China’s
GERD has subsequently risen further in absolute amounts and as a share of China’s GDP.
India’s GERD is 0.8 percent of GDP.
Chart-1: GDP and CPI Comparison of China and India
Products and services offered in the marketplace have become highly sophisticated as
organizations today offer not one product or service but a ‘complete solution’. Instead of
targeting Mass Market or affluent market, adapt to local market conditions in every emerging
economy will undermine core assumptions about standardization that are fundamental to the
success of multinationals. Emerging market veterans such as Unilever, Colgate Palmolive,
and South African Breweries have amply demonstrated the viability of mass markets in
emerging economies, as well as the benefits of rapidly transferring knowledge gained in one
emerging market to others. Specifically, we look at three fundamental characteristics of
emerging market environments: income, young populations, demanding culture,
underdeveloped infrastructure, weak distribution channels, changing market, which is often
substituted for capital by both companies and consumers. These characteristics have profound
implications for the conceptualization and implementation of marketing programs. We
organize our discussion of the effects of each of these fundamental differences around the
central pillars of marketing: segmentation and the key program ingredients of product, price,
distribution, and communication.
International Journal of Management Research and Development (IJMRD) ISSN 2248-938X
(Print), ISSN 2248-9398 (Online) Volume 3, Number 1, April-May (2013)
3
OBJECTIVES
The main purpose of this paper is to highlight global marketing challenges through
identifying the emerging market characteristics where all the marketers thinks to have global
consumers from emerging markets like china, America, Indonesia and making efforts to
wove global network and. The emphasis is on the changes and new challenges that the
emerging market faces and how it force marketer to rethink on marketing programs.
METHODOLOGY
This paper as exploratory in nature explores the way in which marketers can rebuild
their marketing strategies. The whole business world is taken as universe and India and china
as emerging market selected as sample through convenience sampling. Websites, news
papers, journals, magazines are used as secondary sources to reach at findings and
conclusion.
REVIEW OF LITERATURE
Personal inequalities in Indian rural and urban areas as well as regional disparities are
the emphasis in the study of India’s inequality, which uses the National Sample Survey
(NSS) data that cover most states in India. Most of the studies look into the overall inequality
in India and measure the Gini index by taking consumption or expenditure as a proxy. Other
empirical studies have found increasing regional inequality, particularly since 1991 when the
economic reforms and openness were launched (Das and Barua, 1996; Rao, Shand and
Kalirajan, 1999; Kurian, 2000).
Very few studies focus on the comparisons of income inequality between China and
India. Many scholars make comparative studies based only on the World Development
Indicators (WDI) that show most countries’ Gini index. They point out that inequality is
much higher in China than in India according to the latter’s low Gini index shown in WDI.
The problem here is that the variable of Gini index’s measurement is different in China and in
India. The Chinese Gini Index is measured by income, but that of India is by expenditure or
consumption. Apparently, in the latter, the Gini calculation is lower than that of the former
(Heng Quan, 2006). So it is not right to compare the two nations’ inequality using this
method.
EMERGING MARKETING CHARACTERISTICS
Income level
The inner-urban income inequality in China and India increased in the 80s, but
apparently, Indian urban inequality is much higher than that of China, although the latter’s
inequality is also increasing fast. There are three reasons like 1.) The fast development of
service sectors in the Indian urban areas, 2.) The employment and income gap between the
organized and unorganized sectors in the urban areas, 3.) The urban slums. Now nearly 40
million people living in the Indian urban slums. They are poor and have no stable job,
contributing to urban poverty. In urban China there are no slums due to the very strict
residents’ registration system (Hukou) which discourages labor mobility It is Very clear that,
viewed from either income or consumption, the gap between rural and urban areas in India
International Journal of Management Research and Development (IJMRD) ISSN 2248-938X
(Print), ISSN 2248-9398 (Online) Volume 3, Number 1, April-May (2013)
4
are smaller than that in China. The reason for this is that in India, free labor mobility helps in
narrowing the gap between rural and urban economies, but also contributes to inner-urban
inequality.
Large disparities in consumers’ incomes imply the existence of multiple segments
with very different levels of purchasing power. Segments that vary in income allow some
savvy firms to create innovative opportunities. The marketing implications are far-reaching.
Not only are pack sizes, and price points affected, but it turns out that consumers’ trade-off
purchases across a much wider array of product categories. As a result, the nature of
competition for any given product is much broader. A manufacturer of soft drinks competes
not just with other soft drink manufacturers, but with a broad set of purchases that the
consumer considers ‘treats.’
Regional Difference and Population
Looking at the geographic sizes of these two nations, it is not surprising that there is
considerable variation by region within them. In China, dependency ratios are, likely to
remain, most favorable for economic growth in the more densely populated urban areas in the
east. In China’s most urbanized provinces, total fertility rates are considerably below
replacement level, average health status is much better than in rural areas, and large numbers
of migrant laborers from rural areas are helping to sustain economic growth. In comparison,
rural areas are aging as working-age people move to cities, leaving the elderly behind. Rural-
to-urban migration may also affects other aspects of family life (e.g., the likelihood of
marriage, whether those who marry live together) in China and India. Since 1990, China has
had a higher proportion of its population living in urban areas than India, and China is
continuing to urbanize more rapidly than India. The United Nations Population Division
estimates that in 2007 China’s population was 42.0 percent urban while India’s was only 28.7
percent urban . As region differs demands, taste, media habits, preferences, price
consciousness varies which could lead the path for developing marketing programs within
and outside countries.
Infrastructure
Poor infrastructure as one of the key bottlenecks to growth in India (Pinto, Zahir, and
Pang 2006), China has invested heavily on infrastructure. Since the mid-1990s, China has
invested between 15-20 percent of its GDP on infrastructure. Infrastructure investment in
India, in contrast, has averaged less than 7 percent of GDP. In absolute terms, China’s
infrastructure investment is about 8 times that of India’s since the mid-1990s to the early
2000s. Indicators of Infrastructure and comparative capacity in India and china are a)
percentage of population with access to improved water sources (as defined by the World
Bank)(b) percentage of urban population with access to improved sanitation c) number of
internet users(d) personal computers per 1000 people (e) commercial energy use per capita and(f)
electricity consumption per capita. Despite the much heralded information technology boom
in India the rate of growth of computer infrastructure and computer literacy has lagged
behind the Chinese rate of growth in the last five years. Nevertheless, the gap between India
and the developed world has narrowed. Internet users in India are more than 16 million where
Internet users in China are 78million.Broadband users in China are 17.4 million where in
Broadband users in India are Quiet Low. People habits, expectations and awareness towards
products are vary with respect to infrastructure availability. Marketers must develop
strategies to remain line with to find broad market for their products and services.
International Journal of Management Research and Development (IJMRD) ISSN 2248-938X
(Print), ISSN 2248-9398 (Online) Volume 3, Number 1, April-May (2013)
5
Demanding Culture
It is important to note that national cultural differences have remained fairly stable.
The persistence of cultural value differences is particularly relevant for large multinational
companies that are exposed to multiple national cultures in their daily operations. This
suggests that managing across borders introduces substantial complexity because it forces
multinationals to tailor their practices and approaches to each and every cultural context they
operate in. Although chines pattern of buying is each time more focused in buying the very
best, the latest technology and most well known brand maintaining and effective
‘guanxi’relation with decision makers helps to enhance business performance. Cultural
values in India are good health, education, respect for age and seniority. But in our culture
today, time scarcity is a growing problem, which implies change in meals. Some changes in
our culture like convenience, education, physical appearance and materialism. Emerging
market in a country like India and china where mixed cultured people living with their own
expectations demands for products and services of their own interest.
Differences in firm Characteristics
Chinese firms are much larger than Indian firms, whether we measure firm size by
value added or by the number of employees. While the mean number of employees is only 88
in India, it is roughly 400 in China. The distribution of firm size measured by the number of
employees in either the China sample or the India sample is skewed to the left. The median
firm in the China sample employs 134 workers while the median firm in the Indian sample
employs only 15 workers. If measured in total value added (in millions of 1999 U.S. dollars),
China’s mean is 6 times as large (6.4 million versus 1 million), China’s median is almost 14
times as large. Chinese firms also tend to be younger. The median firm in the China sample is
8 years old, 4 years younger than its Indian counterpart, a fact suggesting a more dynamic
economy in China.
How the emerging markets were—and still can be—won
The companies that thrive in emerging markets often tend to be the pioneers. Colgate,
for example, can lay claim to a century-long legacy of overseas operations. There are certain
attributes of such companies like 1.) A taste for Risk. Unilever is consumer Products
Company embracing the opportunities in emerging markets while being aware of the risks.
Shifting much of its business to new markets will mean a lot of changes, as Unilever CEO
Paul Polman explained in an interview for PwC’s 14th Annual Global CEO Survey,
published last year: “Within 10 years, 70 percent of our business will come from the Far
East,” Polman said5. 2.) Leave Conventional wisdom at the border. For companies that are
agile and adaptable, this is a huge opportunity to create new market share, as well as to
protect the market share they already have.3.) Commit for the long Haul. Demographics in
virtually all emerging markets work in any company’s favor. Take Africa, Turkey, and
Brazil. Africa contains more than one billion people and some of the fastest-growing
countries in the world in terms of GDP, including Ghana, which grew the fastest in 2010
(China was the fourth fastest growing). It is estimated that in 30 years’ time, one in every five
children will live in Africa, and the continent will have the largest working-age population.
Foreign direct investment overall still is quite low, accounting for less than five percent into
emerging markets, so there still are plenty of opportunities.
International Journal of Management Research and Development (IJMRD) ISSN 2248-938X
(Print), ISSN 2248-9398 (Online) Volume 3, Number 1, April-May (2013)
6
Marketing Programs for Emerging Markets
However, the localization-globalization debate is much more pronounced in the
context of emerging markets, where consumer behavior is so different, and the future stakes
so high with the variability in Characteristics like Income level, Regional Difference,
Infrastructure, Culture, Firm Characteristics, it must be the due concern of all the marketers
to rethink about their marketing programs to grab opportunities received through them.
Segments Products Price Distribution Communication
Income Level
Segments are
coarse and
diverse
because the
large gap between
purchasing power
due to urban rural
disparity
Products need
to be functional,
available in
different pack
size, rapid
obsolescence
is a mistake due
to varied
preferences with
time
Large volumes,
and
low margins
drive
Profitability.
Consumers
gauge prices in
relation to a
local basket of
purchases
Retail
distribution is
highly
fragmented
Convince consumers
to adopt the product
and consume more by
showing same benefits
as previously used
products
Regional
Difference
Variability due to
co existence of
urban rural
population lead
complex
segmentation
Product line
needs to have
more length &
depth to satisfy
differ regional
populations
Price
promotions
yield large
volume gains
Compare to
occasional
Promotions.
Urban and
rural retailers
look similar
but operate on
different
principles.
Selecting local
channels and most
preferable medias than
crating mass media
Infrastructure
Lead number of
varied
segmentations due
to availability and
awareness
Offered products
which could be
facilitate
through
available
infrastructure
Price baskets
available due
to options
available under
infrastructure
way selected to
Distribute
products differ
Selecting local as well
as global channels to
promote products
Culture
Scope for small
segmentation due
to existence of
various culture
Products can be
offered
according to
festivals, set
values
Huge
variations in
price due to
differed value
Various way
available to fit
with customers
and norms
Culture focused
messages lead huge
return out of products
Firms
Characteristics
Despite huge
differences in
consumers’
cost of time,
the market
cannot be
segmented on
this dimension
because time is
bought and
sold.
Products can
be reengineered
to
replace some
elements with
consumers’
labor. Makes
the product
more
affordable to
the mass
market.
Consumers’
make versus
buy decisions
drive value
perceptions.
Competition
also comes in
shape of
home-made
products.
People rather
than machines
provide a cost
effective
means of
delivering
products to
consumers.
Mass media
don’t always
have a cost
advantage over
face-to-face
customer
interaction.
Sales forces can
be used to
communicate
product benefits
and usage more
effectively.
International Journal of Management Research and Development (IJMRD) ISSN 2248-938X
(Print), ISSN 2248-9398 (Online) Volume 3, Number 1, April-May (2013)
7
CONCLUSION
One means of justifying the pain is to abandon the traditional practice of having
country-focused strategies, such as a “China strategy” and an “India strategy,” and to begin to
consider the firm’s “emerging market strategy.” Rethinking the marketing strategies in this
ways on common basis for emerging markets and potential size enables marketer to reach
mass and satisfy them with accurate assessment of cost and benefits of localization.
REFERENCES
[1] Evert Jan Schouwstra, “Doing business in emerging markets” Chamber of Commerce
for the Northern Netherlands
[2] Heng Quan, 2007. “Income Inequality in China and India: Structural Comparisons”,
Economic and Political Weekly
[3] John Maxwell, “Beyond the BRICS: How to succeed in emerging markets”,
http://www.pwc.com/us/en/view/issue-15/succeed-emerging-markets.jhtml
Niraj Dawar and Amitava Chattopadhyay, 2000. “Rethinking Marketing Programs for
Emerging Markets”, William Davidson Institute Working Paper Number 320
Rajan Kohli,” Growth Strategies for 2012 and Beyond”, Forbes-Insights
[4] Recep Yücel, Halil Elibol, Osman Dağdelen, 2009 “Globalization and International
Marketing Ethics Problems” International Research Journal of Finance and
Economics, Issue 26
[5] Marria Fernanda,” Chines Cultural Characteristics and Effective
Business”,Chinalogus
[6] Michel J White,Inku Subedi, 2008.” The Demography of China and india:Effects on
Migration to High income Countriesthrough 2030”Transatlantic councileon Migration
[7] Wei Li,Taye Mengistae,Lixin Colin Xu,2011.” Diagnosing development Bottlenecks
China and India”, Policy Research Working Paper, WPS5641

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Impact of emerging market characteristics on marketing programs

  • 1. International Journal of Management Research and Development (IJMRD) ISSN 2248-938X (Print), ISSN 2248-9398 (Online) Volume 3, Number 1, April-May (2013) 1 IMPACT OF EMERGING MARKET CHARACTERISTICS ON MARKETING PROGRAMS Dr. Reena Patel, Assistant Professor, School of management, RK University, Rajkot, Gujarat-India, ABSTRACT Global Marketing becomes the necessity for all the business whether small big or multinational where the phrase ‘Global Village’ considered as the integral part of the international vocabulary. The main purpose of this paper is to highlight global marketing challenges through identifying the emerging market characteristics where all the marketers thinks to have global consumers from emerging markets like china, America, Indonesia and making efforts to wove global network and. The emphasis is on the changes and new challenges that the marketing environment poses to the global marketer and how it force marketer to rethink on marketing programs. We identify three key factors that characterize emerging markets: (1) low incomes, (2) variability in consumers and infrastructure, and (3) the relative cheapness of labor. Research throws light on how emerging markets like India and China would lead their marketing efforts and understand how to incorporate these changes into marketing programs. This research concluded with major global marketing challenges in emerging markets and its implications which draws an approach for multinationals, helps them to rethink on their marketing programs. This paper as exploratory in nature explores the way in which marketers can rebuild their marketing strategies. Keywords: Emerging Market, Global Consumer, Marketing Programs INTRODUCTION Flourishing market place ever requires due care to keep changing and insist to rethink. Globalization appears to be resolving itself into the growth of trading blocs, with the inevitable tensions of individual nations due to changing demographics of world population and so world economy, power of super national government policies, social changes. China and India are both dealing with economic slowdowns but are on completely different footings to tackle the challenge. Beijing has a range of fiscal and monetary options to revive growth, while New Delhi must make tough political decisions to stem its decline. As India’s GDP growth rate is speedily moving down as in 2012 it is 5.8% comparative to 8% of china, (See IJMRD © PRJ PUBLICATION International Journal of Management Research and Development (IJMRD) ISSN 2248 – 938X (Print) ISSN 2248 – 9398(Online), Volume 3, Number 2 April - May (2013), pp.01-07 © PRJ Publication, http://www.prjpublication.com/IJMRD.asp
  • 2. International Journal of Management Research and Development (IJMRD) ISSN 2248-938X (Print), ISSN 2248-9398 (Online) Volume 3, Number 1, April-May (2013) 2 Chart-1). Growth in both countries is essential if the global economy is to expand, given the recession in Europe and the sluggish recovery in the U.S. and Japan. "India had the fastest export growth among major traders in 2011, with shipments rising 16.1 per cent. Meanwhile, China had the second-fastest export growth of any major economy at 9.3 per cent," World Trade Report 2012 of WTO said. China and India are the world’s two most populous countries. India’s current rate of population growth is about twice that of China (1.55 percent annually, versus 0.66 percent for China). Hence with life expectancy rate is increasing indicates inclusive impact of economic growth. Technology advancement and adoption capacity of any nation also gear up businesses to rethink for marketing programs. China currently has the world’s third-largest GERD (after the United States and Japan). Also, the business component (BERD), which may have the greatest early effects on productivity, has increased from 0.25 percent of China’s GDP in 1996 to more than 1 percent in 2006. China’s GERD has subsequently risen further in absolute amounts and as a share of China’s GDP. India’s GERD is 0.8 percent of GDP. Chart-1: GDP and CPI Comparison of China and India Products and services offered in the marketplace have become highly sophisticated as organizations today offer not one product or service but a ‘complete solution’. Instead of targeting Mass Market or affluent market, adapt to local market conditions in every emerging economy will undermine core assumptions about standardization that are fundamental to the success of multinationals. Emerging market veterans such as Unilever, Colgate Palmolive, and South African Breweries have amply demonstrated the viability of mass markets in emerging economies, as well as the benefits of rapidly transferring knowledge gained in one emerging market to others. Specifically, we look at three fundamental characteristics of emerging market environments: income, young populations, demanding culture, underdeveloped infrastructure, weak distribution channels, changing market, which is often substituted for capital by both companies and consumers. These characteristics have profound implications for the conceptualization and implementation of marketing programs. We organize our discussion of the effects of each of these fundamental differences around the central pillars of marketing: segmentation and the key program ingredients of product, price, distribution, and communication.
  • 3. International Journal of Management Research and Development (IJMRD) ISSN 2248-938X (Print), ISSN 2248-9398 (Online) Volume 3, Number 1, April-May (2013) 3 OBJECTIVES The main purpose of this paper is to highlight global marketing challenges through identifying the emerging market characteristics where all the marketers thinks to have global consumers from emerging markets like china, America, Indonesia and making efforts to wove global network and. The emphasis is on the changes and new challenges that the emerging market faces and how it force marketer to rethink on marketing programs. METHODOLOGY This paper as exploratory in nature explores the way in which marketers can rebuild their marketing strategies. The whole business world is taken as universe and India and china as emerging market selected as sample through convenience sampling. Websites, news papers, journals, magazines are used as secondary sources to reach at findings and conclusion. REVIEW OF LITERATURE Personal inequalities in Indian rural and urban areas as well as regional disparities are the emphasis in the study of India’s inequality, which uses the National Sample Survey (NSS) data that cover most states in India. Most of the studies look into the overall inequality in India and measure the Gini index by taking consumption or expenditure as a proxy. Other empirical studies have found increasing regional inequality, particularly since 1991 when the economic reforms and openness were launched (Das and Barua, 1996; Rao, Shand and Kalirajan, 1999; Kurian, 2000). Very few studies focus on the comparisons of income inequality between China and India. Many scholars make comparative studies based only on the World Development Indicators (WDI) that show most countries’ Gini index. They point out that inequality is much higher in China than in India according to the latter’s low Gini index shown in WDI. The problem here is that the variable of Gini index’s measurement is different in China and in India. The Chinese Gini Index is measured by income, but that of India is by expenditure or consumption. Apparently, in the latter, the Gini calculation is lower than that of the former (Heng Quan, 2006). So it is not right to compare the two nations’ inequality using this method. EMERGING MARKETING CHARACTERISTICS Income level The inner-urban income inequality in China and India increased in the 80s, but apparently, Indian urban inequality is much higher than that of China, although the latter’s inequality is also increasing fast. There are three reasons like 1.) The fast development of service sectors in the Indian urban areas, 2.) The employment and income gap between the organized and unorganized sectors in the urban areas, 3.) The urban slums. Now nearly 40 million people living in the Indian urban slums. They are poor and have no stable job, contributing to urban poverty. In urban China there are no slums due to the very strict residents’ registration system (Hukou) which discourages labor mobility It is Very clear that, viewed from either income or consumption, the gap between rural and urban areas in India
  • 4. International Journal of Management Research and Development (IJMRD) ISSN 2248-938X (Print), ISSN 2248-9398 (Online) Volume 3, Number 1, April-May (2013) 4 are smaller than that in China. The reason for this is that in India, free labor mobility helps in narrowing the gap between rural and urban economies, but also contributes to inner-urban inequality. Large disparities in consumers’ incomes imply the existence of multiple segments with very different levels of purchasing power. Segments that vary in income allow some savvy firms to create innovative opportunities. The marketing implications are far-reaching. Not only are pack sizes, and price points affected, but it turns out that consumers’ trade-off purchases across a much wider array of product categories. As a result, the nature of competition for any given product is much broader. A manufacturer of soft drinks competes not just with other soft drink manufacturers, but with a broad set of purchases that the consumer considers ‘treats.’ Regional Difference and Population Looking at the geographic sizes of these two nations, it is not surprising that there is considerable variation by region within them. In China, dependency ratios are, likely to remain, most favorable for economic growth in the more densely populated urban areas in the east. In China’s most urbanized provinces, total fertility rates are considerably below replacement level, average health status is much better than in rural areas, and large numbers of migrant laborers from rural areas are helping to sustain economic growth. In comparison, rural areas are aging as working-age people move to cities, leaving the elderly behind. Rural- to-urban migration may also affects other aspects of family life (e.g., the likelihood of marriage, whether those who marry live together) in China and India. Since 1990, China has had a higher proportion of its population living in urban areas than India, and China is continuing to urbanize more rapidly than India. The United Nations Population Division estimates that in 2007 China’s population was 42.0 percent urban while India’s was only 28.7 percent urban . As region differs demands, taste, media habits, preferences, price consciousness varies which could lead the path for developing marketing programs within and outside countries. Infrastructure Poor infrastructure as one of the key bottlenecks to growth in India (Pinto, Zahir, and Pang 2006), China has invested heavily on infrastructure. Since the mid-1990s, China has invested between 15-20 percent of its GDP on infrastructure. Infrastructure investment in India, in contrast, has averaged less than 7 percent of GDP. In absolute terms, China’s infrastructure investment is about 8 times that of India’s since the mid-1990s to the early 2000s. Indicators of Infrastructure and comparative capacity in India and china are a) percentage of population with access to improved water sources (as defined by the World Bank)(b) percentage of urban population with access to improved sanitation c) number of internet users(d) personal computers per 1000 people (e) commercial energy use per capita and(f) electricity consumption per capita. Despite the much heralded information technology boom in India the rate of growth of computer infrastructure and computer literacy has lagged behind the Chinese rate of growth in the last five years. Nevertheless, the gap between India and the developed world has narrowed. Internet users in India are more than 16 million where Internet users in China are 78million.Broadband users in China are 17.4 million where in Broadband users in India are Quiet Low. People habits, expectations and awareness towards products are vary with respect to infrastructure availability. Marketers must develop strategies to remain line with to find broad market for their products and services.
  • 5. International Journal of Management Research and Development (IJMRD) ISSN 2248-938X (Print), ISSN 2248-9398 (Online) Volume 3, Number 1, April-May (2013) 5 Demanding Culture It is important to note that national cultural differences have remained fairly stable. The persistence of cultural value differences is particularly relevant for large multinational companies that are exposed to multiple national cultures in their daily operations. This suggests that managing across borders introduces substantial complexity because it forces multinationals to tailor their practices and approaches to each and every cultural context they operate in. Although chines pattern of buying is each time more focused in buying the very best, the latest technology and most well known brand maintaining and effective ‘guanxi’relation with decision makers helps to enhance business performance. Cultural values in India are good health, education, respect for age and seniority. But in our culture today, time scarcity is a growing problem, which implies change in meals. Some changes in our culture like convenience, education, physical appearance and materialism. Emerging market in a country like India and china where mixed cultured people living with their own expectations demands for products and services of their own interest. Differences in firm Characteristics Chinese firms are much larger than Indian firms, whether we measure firm size by value added or by the number of employees. While the mean number of employees is only 88 in India, it is roughly 400 in China. The distribution of firm size measured by the number of employees in either the China sample or the India sample is skewed to the left. The median firm in the China sample employs 134 workers while the median firm in the Indian sample employs only 15 workers. If measured in total value added (in millions of 1999 U.S. dollars), China’s mean is 6 times as large (6.4 million versus 1 million), China’s median is almost 14 times as large. Chinese firms also tend to be younger. The median firm in the China sample is 8 years old, 4 years younger than its Indian counterpart, a fact suggesting a more dynamic economy in China. How the emerging markets were—and still can be—won The companies that thrive in emerging markets often tend to be the pioneers. Colgate, for example, can lay claim to a century-long legacy of overseas operations. There are certain attributes of such companies like 1.) A taste for Risk. Unilever is consumer Products Company embracing the opportunities in emerging markets while being aware of the risks. Shifting much of its business to new markets will mean a lot of changes, as Unilever CEO Paul Polman explained in an interview for PwC’s 14th Annual Global CEO Survey, published last year: “Within 10 years, 70 percent of our business will come from the Far East,” Polman said5. 2.) Leave Conventional wisdom at the border. For companies that are agile and adaptable, this is a huge opportunity to create new market share, as well as to protect the market share they already have.3.) Commit for the long Haul. Demographics in virtually all emerging markets work in any company’s favor. Take Africa, Turkey, and Brazil. Africa contains more than one billion people and some of the fastest-growing countries in the world in terms of GDP, including Ghana, which grew the fastest in 2010 (China was the fourth fastest growing). It is estimated that in 30 years’ time, one in every five children will live in Africa, and the continent will have the largest working-age population. Foreign direct investment overall still is quite low, accounting for less than five percent into emerging markets, so there still are plenty of opportunities.
  • 6. International Journal of Management Research and Development (IJMRD) ISSN 2248-938X (Print), ISSN 2248-9398 (Online) Volume 3, Number 1, April-May (2013) 6 Marketing Programs for Emerging Markets However, the localization-globalization debate is much more pronounced in the context of emerging markets, where consumer behavior is so different, and the future stakes so high with the variability in Characteristics like Income level, Regional Difference, Infrastructure, Culture, Firm Characteristics, it must be the due concern of all the marketers to rethink about their marketing programs to grab opportunities received through them. Segments Products Price Distribution Communication Income Level Segments are coarse and diverse because the large gap between purchasing power due to urban rural disparity Products need to be functional, available in different pack size, rapid obsolescence is a mistake due to varied preferences with time Large volumes, and low margins drive Profitability. Consumers gauge prices in relation to a local basket of purchases Retail distribution is highly fragmented Convince consumers to adopt the product and consume more by showing same benefits as previously used products Regional Difference Variability due to co existence of urban rural population lead complex segmentation Product line needs to have more length & depth to satisfy differ regional populations Price promotions yield large volume gains Compare to occasional Promotions. Urban and rural retailers look similar but operate on different principles. Selecting local channels and most preferable medias than crating mass media Infrastructure Lead number of varied segmentations due to availability and awareness Offered products which could be facilitate through available infrastructure Price baskets available due to options available under infrastructure way selected to Distribute products differ Selecting local as well as global channels to promote products Culture Scope for small segmentation due to existence of various culture Products can be offered according to festivals, set values Huge variations in price due to differed value Various way available to fit with customers and norms Culture focused messages lead huge return out of products Firms Characteristics Despite huge differences in consumers’ cost of time, the market cannot be segmented on this dimension because time is bought and sold. Products can be reengineered to replace some elements with consumers’ labor. Makes the product more affordable to the mass market. Consumers’ make versus buy decisions drive value perceptions. Competition also comes in shape of home-made products. People rather than machines provide a cost effective means of delivering products to consumers. Mass media don’t always have a cost advantage over face-to-face customer interaction. Sales forces can be used to communicate product benefits and usage more effectively.
  • 7. International Journal of Management Research and Development (IJMRD) ISSN 2248-938X (Print), ISSN 2248-9398 (Online) Volume 3, Number 1, April-May (2013) 7 CONCLUSION One means of justifying the pain is to abandon the traditional practice of having country-focused strategies, such as a “China strategy” and an “India strategy,” and to begin to consider the firm’s “emerging market strategy.” Rethinking the marketing strategies in this ways on common basis for emerging markets and potential size enables marketer to reach mass and satisfy them with accurate assessment of cost and benefits of localization. REFERENCES [1] Evert Jan Schouwstra, “Doing business in emerging markets” Chamber of Commerce for the Northern Netherlands [2] Heng Quan, 2007. “Income Inequality in China and India: Structural Comparisons”, Economic and Political Weekly [3] John Maxwell, “Beyond the BRICS: How to succeed in emerging markets”, http://www.pwc.com/us/en/view/issue-15/succeed-emerging-markets.jhtml Niraj Dawar and Amitava Chattopadhyay, 2000. “Rethinking Marketing Programs for Emerging Markets”, William Davidson Institute Working Paper Number 320 Rajan Kohli,” Growth Strategies for 2012 and Beyond”, Forbes-Insights [4] Recep Yücel, Halil Elibol, Osman Dağdelen, 2009 “Globalization and International Marketing Ethics Problems” International Research Journal of Finance and Economics, Issue 26 [5] Marria Fernanda,” Chines Cultural Characteristics and Effective Business”,Chinalogus [6] Michel J White,Inku Subedi, 2008.” The Demography of China and india:Effects on Migration to High income Countriesthrough 2030”Transatlantic councileon Migration [7] Wei Li,Taye Mengistae,Lixin Colin Xu,2011.” Diagnosing development Bottlenecks China and India”, Policy Research Working Paper, WPS5641