Unearth & Bring to Life Common Emerging Market Truths
An ambitious power brand, holding leadership positions in developed markets, wanted to replicate its scattered developing market success, in a targeted, purposeful way across all developing markets. However, institutionalised knowledge was sporadic, scarce and dated, with seemingly no universal principles for success in emerging markets. Additionally, none of the multi-functional task-force had experience in these markets.
Insights & More dug out every piece of available market research and scrap of existing knowledge, going back more than 10 years. Synthesizing all market research and analyzing secondary content on social & cultural attitudes, we found the deep common human motivations, principles and reactions to the brand that were common across all emerging markets. This was used to create a tool-kit containing the Principles of Success and Current Best Approach for the brand, around consumer, communication, pricing, portfolio, and distribution. The most critical part was to deliver this to the task-force through an experiential workshop, that helped them deeply understand, internalise, and appreciate emerging market culture and challenges, without having stepped there. The new understanding immediately helped develop a highly successful concept & copy, and initiated several communication, retail and portfolio initiatives.
The team appreciated us bringing “the outside in”, “different thinking vs. the traditional (company) way”, “very well synthesized & articulated insights”, “important eye-opening moments”, and the “fabulous content & depth of knowledge”.