Big Emerging Markets

5
January 22-23, 2011
Supported by
Innovative
Marketing
Strategies
for
Big Emerging Markets
5
Innovative
Marketing Strategies
for
Big Emerging Markets
January 22-23, 2011
IMS-2011“Innovative Marketing Strategies
for Big Emerging Markets”
Background
What are Emerging Markets ?
Currently, there are 28 emerging markets in the world, with the economies of China and
India considered to be by far the two largest. According to The Economist many people
find the term dated, but a new term has yet to gain much traction. The ASEAN–China
Free Trade Area, launched on January 1, 2010, is the largest regional emerging market in
the world. Originally brought into fashion in the 1980s by then World Bank economist
Antoine van Agtmael, the term is sometimes loosely used as a replacement for
emerging economies, but really signifies a business phenomenon that is not fully
described by or constrained to geography or economic strength; such countries are
considered to be in a transitional phase between developing and developed status.
Emerging markets are countries that are restructuring their economies along marketoriented lines and offer a wealth of opportunities in trade, technology transfers, and
foreign direct investment. According to the World Bank, the five biggest emerging
markets are China, India, Indonesia, Brazil and Russia. Other countries that are also
considered as emerging markets include Mexico, Argentina, South Africa, Poland,
Turkey, and South Korea. These countries made a critical transition from a developing
country to an emerging market. Each of them is important as an individual market and
the combined effect of the group as a whole will change the face of global economics
and politics.
In recent years, new terms have emerged to describe the largest developing countries
such as BRIC that stands for Brazil, Russia, India, and China, along with BRICS (BRIC +
South Africa), BRICM (BRIC + Mexico) and BRICK (BRIC + South Korea). These countries
do not share any common agenda, but some experts believe that they are enjoying an
increasing role in the world economy and on political platforms. Our focus for this
summit is on The Big Emerging Market (BEM) economies, namely, Brazil, China,
Pakistan, Egypt, India, Indonesia, Mexico, Philippines, Poland, Russia, South Africa,
South Korea and Turkey.
How are these markets different from others?
Emerging markets stand out due to four major characteristics.
1. They are regional economic powerhouses with large populations, large resource
bases, and large markets.
2. They are transitional societies that are undertaking domestic economic and
political reforms. They adopt open door policies to replace their traditional state
interventionist policies that failed to produce sustainable economic growth.
3. They are the world's fastest growing economies, contributing to a great deal of the
world's explosive growth of trade. By 2020, the five biggest emerging markets'
share of world output will double to 16.1 percent from 7.8 percent in 1992.
4. They are critical participants in the world's major political, economic, and social
affairs. They are seeking a larger voice in international politics and a bigger slice of
the global economic pie.
Challenges and Opportunities
Let us examine the comparative state of three major players of emerging markets
namely India, Brazil and China on doing business in the world . The rank is out of 183
countries in 2010. The higher the rank the more difficult it is to do business in that
country.
As is evident from the above data , in their effort to create a market economy and to
ensure sustainable development, emerging markets still face big challenges that come
from fundamental problems associated with their traditional economic and political
systems. Even with these problems BRIC companies in FT 500 have more than
quadrupled in 2006-08 from 15 to 62. In the next few years multinational companies
expect a growth of over 70% from emerging markets only with India and China
contributing close to 40%.
5
Innovative
Marketing Strategies
for
Big Emerging Markets
January 22-23, 2011
A market economy requires these countries to redefine the role of the government in
the development process and to reduce the government's undue intervention. Another
serious problem that these countries have to confront is controlling corruption, which
distorts the business environment and impedes the development process. Even with
several obstacles existing in the way of getting things done in day – to - day life the
satisfaction levels of natives of India , Brazil and China stand at 94%,87% and 85%
respectively (As per Pew Global attitudes project 2009). An even more challenging task
for these countries is to undertake structural reforms in their financial, legal and political
systems, so as to guarantee a disciplined and stable economy that is relatively free of
political disturbances and interference.
Still, no one can deny Emerging markets are the "key swing factor" in the future growth
of world trade and global financial stability, and they will become critical players in
global politics. With India and China annually churning out 3 and 5 million graduates and
60,000 and 75,000 engineers and computer professionals respectively in higher
education, the whole world is shifting its base of innovation and R&D towards these
markets. Currently, large global multinationals have 98 R&D centers in China and 63 in
India with a few of them having more than one in each country. The next decade would
see a further addition of hundreds of millions of people as middle class in these
economies. These countries have a huge untapped potential and they are determined
to undertake domestic reforms to support sustainable economic growth. If they can
maintain political stability and succeed with their structural reforms, their future is
promising.
Reverse innovation is becoming the key to success. There are 21,500 multinational
companies belonging to emerging markets( As per a UN world investment report) which
are enjoying the high volume and low margin ride by churning out a $3000 car, a $300
laptop and a $30 mobile phone.
Objective of IMS 2011
In the context of the changing world economy and shift of economic dynamism to Asia,
the major objective of this summit is to understand and showcase the innovative
strategies being practiced by all levels of companies in BEM ( Big Emerging Markets) in
particular to reshape the world economic order.
Suggested Areas for Submission of Research Papers / Case studies /Articles
This summit seeks to contribute to the academia as well as industries in emerging
markets through deliberating on fresh insights, research and success stories
particularly on the varieties of innovative market strategies adopted and implemented.
The summit encourages submissions of research papers/case studies/articles
exclusively for this summit, in the following Marketing areas, with special reference to
Big Emerging Markets.
Competitive scenarios
• Innovation in Product Development
• Environmental Imperatives
• Globalization
• Innovative Market Strategy
• Marketing to the Bottom of the Pyramid
• Inclusive Marketing
• Consumer Behavior
• International Marketing
• Regional Trade
• Organized Retailing
• Digital Marketing
• Marketing Metrics
• Supply Chain Management
• Current and Future Trends
• Innovative Media Strategies
• Marketing of Services
• Strategic Pricing
• Strategic Alliances
• Collaborative Marketing
• B2B Marketing
The above are only indicative and the participants may submit their
manuscript in related fields also.
Important Dates
5
Innovative
Marketing Strategies
for
Big Emerging Markets
January 22-23, 2011
Best Paper Awards
HEADINGS AND SUB-HEADING
A Sum of Rs. 50,000 has been set aside as prize money for awarding papers in the
summit.
All headings should be in 14-pt Times New Roman and boldface. Place a blank line below
each heading before starting a paragraph. Do not number the headings.
Sub-headings should be in 12-pt Times New Roman, boldface and italicized. Capitalize
the first letter of nouns, pronouns, verbs, adjectives, and adverbs.
Broad guidelines for Abstract
Length
: 500-1000 words excluding title/cover page and references
Margins
: 2.5 cm. or 1 inch
Font
: Times New Roman, 12 point
Spacing
: 1.5
Title page Title, author(s), affiliation(s), contact details ( This should be separate from
the abstract to facilitate blind review of the paper)
Key words : Four
Broad guidelines for Final Paper/Case study/Article
Max length : 6,000 words excluding title/cover page and references
Margins
: 2.5 cm. or 1 inch
Font
: Times New Roman, 12 point
Spacing
: 1.5
Title page Title, author(s), affiliation(s), contact details ( This should be separate from
the abstract to facilitate blind review of the paper)
Key words : Maximum six
Guidelines to Contributors
TITLE AND AUTHORS’ INFORMATION
The cover page shall contain the title of the manuscript, the author’s name and
affiliation. This page should have the contact information (including name, address,
telephone and fax number, and e-mail address). The First page of the text should show
the title but NOT the author’s name.
ABSTRACT
The title “Abstract” should be in 14-pt Times New Roman and boldface. Place a blank
line between the title “Abstract” and the abstract. The abstract is to be in 12-pt Times
New Roman and should contain 500-1000 words. The abstract should be one and a halfspaced and justified in the left column.
MAIN TEXT
The main text or body of the paper should follow the abstract. The main text should be
in 12-pt Times New Roman and one and a half-spaced. All text should be fully justified.
Please place a blank line between paragraphs
All but very short mathematical expressions should be displayed on a separate line and
centered. Equations should be numbered consecutively on the right margin, using
Arabic numerals in parentheses. The author should explain the meaning of
mathematical proofs.
TABLES AND FIGURES
Figure and Table captions should be in 10-pt Times New Roman and boldface and should
be numbered in numerals. Capitalization requirements for figures and tables are similar
to the requirement mentioned for headings and subheadings. Figures and tables are to
be numbered separately. Both figure and table captions are to be centered. The source
should be given below the figure or table in 9-pt Times New Roman.
FOOTNOTES AND ENDNOTES
Footnotes may be used if necessary. Footnotes should be numbered consecutively, in 9pt Times New Roman and single-spaced. Endnotes are preferred to be used for
explanations or indication to immediate source.
PAGE NUMBERING
Provide page numbers in the manuscript sent to the summit.
5
Innovative
Marketing Strategies
for
Big Emerging Markets
January 22-23, 2011
REFERENCES
Reference should be given as follows• Berger, Lawrence A, J David Cummins, and Sharon Tennyson, July
1992, Reinsurance and The Liability Insurance, Journal of Risk and Uncertainty,
pp. 253-72.
• Britt, Newhouse, Aug. 2001, A Study on Reinsurance market Capacity,
Guy Carpenter, www.guycarp.com/publications/newhouse.html.
• Carter, R.L., 1983, Reinsurance, 2nd Ed., Kluwer Publishing.
• Lamba, S. L., July 2001, Indian Insurance Industry: Expansion and Convergence,
Confederation of Indian Industry, Proceeding of International Conference on
Insurance.
• Cummins, J. David, and Weiss, Mary A., 2000, The Global Market for Reinsurance:
Consolidation, Capacity and Efficiency, Brooking Wharton Paper, ed., Litan, Robert
and Anthony Santomero, Brooking Institute Press.
*Registration Fees
Corporate/SME/Industry
Academia/Researcher
Management Students
:
:
:
Rs 6000.00
Rs 3500.00
Rs 2000.00
A participant whose paper/case study/article is accepted for presentation
shall be required to pay a registration fees of Rs 1500.00 only.
Special offers can be considered for more than one participant from the
same organization.
*The Registration fees includes two days access to the summit , summit kit,
Tea /coffee and Lunch for both the days at the venue.
THE SUBMISSION
Authors are required to submit one hard copy to Professor Dhruva Chak at the address
given below:
5th Indian Marketing Summit-2011
Birla Institute of Management Technology
Plot No 5,Knowledge Park II
Greater Noida( NCR)
Uttar Pradesh 201306
A soft copy of the same should be submitted through email to
[email protected].
Mr Anshuman Srivastava
Event Manager
5th Indian Marketing Summit -2011
Birla Institute of Management Technology
Plot No 5, Knowledge Park II
Greater Noida
UP-201306
Phone : 0120-2323001-10 (Ext.412)
Mobile : + 91-9873788681
Email : [email protected]
URL : www.bimtech.ac.in
www.indianmarketingsummit.net
COPYRIGHTS
The 5th Indian Marketing Summit 2011 copyrights all published material but does not take responsibility for the views expressed by contributors. It also reserves the full and
unfettered right and the sole discretion to accept or refuse a paper/case study /article for acceptance to the summit and is under no obligation to assign reasons for this
decision. This does not limit authors’ rights to use their own material after taking permission from the summit organizers.