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86 Percent Solution, The: How to Succeed in the Biggest Market Opportunity of the Next 50 Years
- By Vijay Mahajan, Kamini Banga
- Published Sep 14, 2005 by FT Press.
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Description
- Copyright 2006
- Pages: 256
- Edition: 1st
- eBook
- ISBN-10: 0-7686-6814-X
- ISBN-13: 978-0-7686-6814-8
Most global businesses focus nearly all their efforts on selling to the wealthiest 14% of the world's population. It's getting harder and harder to make a profit that way: these markets are oversaturated, overcompetitive, and declining. The Invisible Market shows how to unleash new growth and profitability by serving the other 86%. Vihajan Mahajan offers detailed strategies and implementation techniques for product design, pricing, packaging, distribution, advertising, and more. Discover radically different 'rules of engagement' that make emerging markets tick, and how European and Asian companies are already driving billions of dollars in sales there. Mahajan shows how to understand and manage lack of infrastructure and media, low literacy levels, and 'unconventional' consumer behavior. Learn how to redefine the 'real' competition; tap into the informal economy and unconventional channels; leverage expatriate word-of-mouth; pool demand to reach critical mass; piggyback innovations on local tradition; and price and package to reflect local realities. As traditional markets become increasingly unprofitable, emerging markets become the #1 opportunity for growth.
Sample Content
Table of Contents
About the Authors.
Seeing Geeti.
Preface: Do You Want to Be in This Market? Can You Afford Not to Be?
Acknowledgments.
1. The Lands of Opportunity.
The 86 Percent Opportunity
Opportunities at Many Levels
Characteristics of Emerging Markets and Opportunities They Create
Finding Solutions
The 86 Percent Solution
Notes
2. Don’t Build a Car When You Need a Bullock Cart.
Designing for Six-Yard Saris
Back to Basics
Riding the Bullock Cart
The 86 Percent Solution
Notes
3. Aim for the Ricochet Economy.
The Ricochet Economy
Taking Aim
More Bounce
The 86 Percent Solution
Notes
4. Connect Brands to the Market.
Market-Stall Economies
Brand Consciousness
Strategies for Harnessing Local Brands
Brands on the Run
The 86 Percent Solution
Notes
5. Think Young.
A Fountain of Youth
Strategies for the Youth Market
Youth Leads to Growth
The 86 Percent Solution
Notes
6. Grow Big by Thinking Small.
Inverted Pricing
Small Homes
Strategies for Thinking Small
Small Wonders
The 86 Percent Solution
Notes
7. Bring Your Own Infrastructure.
A Tale of Two Markets
Regulatory and Financial Infrastructure
Finding Opportunities in Infrastructure
Overlapping Infrastructures
The 86 Percent Solution
Notes
8. Look for the Leapfrog.
Leapfrog Strategies
Beyond Appropriate Technology
The 86 Percent Solution
9. Take the Market to the People.
Complex Distribution
Strategies for Taking the Market to the People
Seeing Opportunities That Are Off the Grid
The 86 Percent Solution
10. Develop with the Market.
Strategies for Developing with the Market
Four Paths
Evolving Opportunities
The 86 Percent Solution
Notes
Conclusion: An Opportunity Not to Be Missed.
Appendix A: Complex Tapestry.
Convergence of Civilizations
Realizing the Gains
Population Equals Profits
Notes
Index.