Usualment think we can only learn from the most developed markets and not from any other market like undeveloped ones. Però, Can we advantage of what we know from consumer behavior in emerging markets?
Let m'expose 3 clues you (màrqueting professional or brand) can learn from emerging markets:
1. Shortcuts in product lifecycle can be positive. Brands utilitza el cloenda de llarga durada i els esforços per exhaust les seves current products, però sometimes s'hauria d'haver un step forward and launch what is really new and needed (instead of doing the same again and again). Nou treball per a un telèfon mòbil companyia a tot l'Àfrica, on se t'ofereix que el servei de telèfon és la seva donació per informar-se, a les relationships o altres ia la vida de l'experiència de les previsions devices.
Africans have moved from using radio a la device «to connect with the world» to doing from mobile phone. Els desenvolupadors de mercat es mouen de ràdio per televisió, i PC / portàtils per tauletes i telèfons mòbils. Africans have taken a shortcut where the mobile phone has become their window to the world. Listening to the radio, following their religious doctrine, watching TV, connecting to social networks, reading newspapers, etc. are done through the mobile phone. They have saved a long way. Màrqueting in emerging countries often involves no following les semestres we do in developed countries because el producte life cycle can be radically different.
2. The future is not 2 or 5 years away, the future is tomorrow. Some de les populacions i emerging markets we 's studying don't have a horizon fer beyond tomorrow. They live for today and maybe for tomorrow but they don't know what is going to happen the day after tomorrow. Les seves principals accions estan segures i han tingut una mica de tota la seva vida i fins a un mes, sense 10 anys. Els seus no són plans i els que no tenen cap producte que la cannot tingui daily consumption. Per exemple, paying with a mobile phone.
Insurt emerging countries, els bancs són només per a un petit segment de la població, no són les seves incòmotes, però un certainty que hi ha happen el dia after. Aix we said, they cannot live beyond two days pla. Per a aquesta reason no hi ha bank accounts or contracts with utilities companies (gas, electricity, telephone, television, etc.). Les relationships amb el mòbil són prepaids (average 90% dels usuaris són prepaids), no contracte.
Aquests tipus d'ús mobile payment services for everything and have no bank account. El remaining balanç es disposa d'utilitzar els seus dies de pagament, o send money to family and friends.
Have money in their mobile phone instead of the bank gives them feeling of accessibility and closeness that they need.
3. Maslow's pyramid de needs fits molt better than in developed markets. They don't care about the price as molt as we (developed markets) do. Because they need to live securely before they worry about what to buy.
One of the most basic needs is security. Their security is not anything happening totay or tomorrow. It is security that your family will be fine; they will not be drown somewhere. In relation to mobile phones, network coverage is a very important feature. In developed markets, coverage is se as a «given» atribut però en emerging markets és un dels mostos populars i demaned features que el cannot always have. Per a que necessiti seguretat en tots els temps i en qualsevol moment, moreu-vos-en no ignoreu que emergències de mercats es mouen i coverages always in demand.
Per a 3 examples, s'han de posar en compte que no s'ha fet el temps per consumir insights en emerging markets. Nevertheless, it changes the marketing strategy and tactics.
Jordi Aymerich
