Many companies and marketers have viewed emerging markets as traditional markets, and are adopting a more conservative approach in their marketing and advertising campaigns. However, there has been an increasing number of open-minded consumers who are becoming more receptive to bold advertising campaigns.
It is believed that with the emergence of global consumers, campaigns that push the boundaries are getting more quirky and providing more risqué experiences are well-accepted by consumers in emerging markets. Brands such as Diesel and Johnson & Johnson have launched such campaigns in China and India, and were pleasantly surprised with the outcome.”
As such, it can be concluded that consumers from the emerging markets have similar needs and wants as the global consumers, despite the cultural differences.”
Do you think this trend is a mind-set shift or merely a passing fad?
Spire Research and Consulting is the leading research consultancy in global emerging markets. Spire's competitive advantage lies in its ability to deliver actionable intelligence on the external business environment in support of its clients’ strategic decision-making in marketing and business development. Spire's clients include 50 Global Fortune 1000 companies and government agencies in 15 countries. For more information, please visit www.spireresearch.com.