86 Percent Solution The: How to Succeed in the Biggest Market Opportunity of the Next 50 Years (paperback)

About this book

Most global businesses focus nearly all their efforts on selling to the wealthiest 14% of the worlds population. Its 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.