Multinational consumer packaged goods (CPG) companies are eyeing emerging markets in China, India, Indonesia, the Philippines, Vietnam and Thailand. These markets are both attractive and difficult to penetrate. Advertising reaches only half of target audiences, traditional trade dominates retail and distribution networks outside major cities are underdeveloped.
The company that reaches and engages these missed consumers, and gets their products on more shelves, will capture disproportionate growth. To succeed, CPG companies will need to rebuild their value chains based on Asian characteristics and pursue the power of digital.READ THE REPORT [PDF]