The Retail Imbalance In Emerging Markets – BrandSquare Live Session 4/24
For most multinationals, the centre of gravity is shifting. There’s no question of the growing importance of emerging economies. And, in most markets, there’s no question of the significance of traditional retail trade. Yet, this integral space between brand owners and shoppers is often misunderstood and neglected.
With experts projecting the growth of the middle class in emerging markets to rise from $1.8 billion to $3.2 billion by 2020, it’s even more important for brands to find their right point of connection. However, agencies and their client partners are guilty of applying methodologies and approaches that have been developed in Western markets, rather than adjusting to regional nuances.
In the next BrandSquare Live Session, Thursday, April 24 at 9 a.m., Spencer Ball, Creative Director at Anthem’s Singapore office (part of our brand development group) and Kathryn Sloane, Director of Growth at SGK, Singapore discuss the imbalances of modern thinking and traditional trade in emerging markets. And how these markets can now be broken down into three categories, instead of two.
Traditional Traders: such as India, Nigeria, and Indonesia, where small proprietors account for more than 85% of the market.
Mostly Moderns: such as China, Mexico, and South Africa, where modern trade already accounts for more than half of sales, yet there is a plethora of channels between.
Hybrids: modern retailers quickly gaining share away from owner-operator, like Turkey’s modern trade, which has increased from 26% in 2005 to 46% in 2011.
Learn how to navigate The Retail Imbalance In Emerging Markets Thursday, April 24, 2014 at 9 a.m. EDT. See you there!