Live the Growth Dream in Asia

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Growth across the consumer goods industry is increasingly elusive.

Yet opportunities await in Asia’s emerging markets.

How to seize them? Unleash digital to engage consumers, get products on shelves where new and upgrading consumers shop, and transform operations.

$4 TRILLION IN NEW SPENDING

400 MILLION FIRST-TIME AND UPGRADING CONSUMERS


Asia’s emerging economies are not one-size-fits-all. But their new consumers have some things in common:

1. Healthy disposable incomes2. No existing brand and product

loyalties3. Digital. More digital. Even more

digital.


Building awareness among new consumers starts with going where they are. Digital channels.

By cutting TV ad spend in half, companies can redirect savings to innovative digital marketing tactics such as social media marketing, gamification and augmented reality that engage consumers digitally.


Most new consumer spending in Asia’s emerging markets is with mom-and-pop outlets. In fact, an overwhelming percentage of sales occur at 25 million mom-and-pop stores across Asia. Yet multinational CPG companies only reach about 10 to 20 percent of these traditional trade outlets.


Being digital means operating digitally.

Develop regional centers of excellence to:

• Deliver faster and at scale

• Support local in-market agility

• Fill talent gaps as needed


CPG leaders who want to be growth mavens in Asia’s emerging markets must excel in three areas:

#1Amp up smart digital to engage consumers. Digital engagement is not about posting stale web videos. Get creative with social listening and consumer dialogues to put products in front of consumers.


#2Experiment and refine constantly. Better outcomes come from trial and error. Use data and analytics to fuel test-learn-tweak approaches and pursue the best solutions.



#3Elevate in-house digital. Digital is not a nights and weekend job. Invest to build digital expertise inside the organization instead of relying on a sea of third parties to get the job done.



Learn more about how CPG companies can pivot to digital to reignite profitable growth. Read the full report here:

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Live the Growth Dream in Asia