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Unlocking The Potential Of Emerging Markets To Drive Global Brand Extension

Emerging Markets Conference Programme

8.30 Registration And Morning Refreshments

9.15 Chair’s Welcome And Opening Remarks

9.25 Facilitating A Global Understanding Of Emerging Markets And How They Differ From Mature Markets: Where, Which, How And Why?

• Map out the most lucrative emerging markets and analyse why now is a good time to invest in expansion
• Where is the money coming from in these markets and are the revenue streams as big, and as guaranteed, as marketers are led to believe?
• Investigate how the business models on offer in emerging markets differ from mature markets and how to select the best option for your brand

Patrik Öqvist
Managing Director, Europe
Viator

Key Considerations For Marketing Success In A New Locale: Consumers, Channels, Competition, Communication And Market Capabilities

EMERGING MARKET SNAPSHOTS
9.55 Gain Insights Into Local Consumer Demographics, Motivations And Attitudes And The Most Effective Marketing Channels In The Four Key Emerging Markets

• Demographics: assess differences in consumer demographics, how to approach market research and how to decide where to focus your marketing spend
• Attitudes or motivations: build a picture of how different consumer groups work in emerging markets by understanding their motivations, attitudes and disposable incomes
• Channels: identify and evaluate the popular media channels to effectively target your marketing spend
• Competition: guarantee successful market placement by identifying your key rivals in a new market to ensure that your brand is a worthy competitor

10.00 Russia And Eastern Europe
Nigel Truphet, Regional Brand Director

Jack Daniels – Greater Europe & Africa Brown-Forman Company

10.25 India
Christian Birck, Senior Vice President Branding
Holcim

10.50 Morning Refreshments And Networking Break

11.10 China / Asia
Steven Sturgeon, Global Marketing Director
William Grant & Sons Distillers Ltd

11.30 Middle East
Premal Patel, Senior Director – Marketing
American Express (Middle East)

11.55 Weber Shandwick Case Study:

Global Vs. Local - Irresistible Force Meets Immoveable Object The proliferation of ethnic, cultural, religious and social groups shows that there has never been such a hunger for local autonomy and for a sense of ‘local or group belonging’. How do brands that are global – or aspire to be global – navigate these deeply troubled waters in emerging markets?
Weber Shandwick discuss the possibility of achieving the holy grail of being both global and local.

Tim Sutton, Chairman
Weber Shandwick Asia Pacific

David Liu, Managing Director
Weber Shandwick China

Understand The Legal Restrictions, Cultural Conventions And Physical And Economic Infrastructure Of Emerging Markets To Decide Which Market
Is Right For Your Brand

12.20 "If You Want Insights Into Russian Consumers, Ask A Russian; If You Want To Understand India, Ask An Indian."

Marketing And Communications In Emerging Markets: Levergaing Local Insights While Maintaining Control Of Your Brand Equity

• Gain in-depth understanding into how your brand, product and service will fit into local cultures, habits, attitudes and supply chains from leading experts who have spent their lives in the markets you are moving into
• Utilise local expertise and existing infrastructures to give your marketing campaign flexibility and increase your brand's speed to market
• Draw on a network of cross-discipline local specialists, to create brand advocacy and positive word-of-mouth, by engaging with your consumers, rather than just talking to them

Julian Boulding, President

thenetworkone

13.00 Lunch Break And Informal Networking

14.10 An Insight Into The Legal Restrictions And Regulations You Are Likely To Face In An Emerging Marketplace

• Clarify local taxation and legal regulations, such as different federal and state taxes and rules on the sale and consumption of alcohol

• Regulatory frameworks: what restrictions are there? How easy is it for a consumer to buy a product and use it immediately?

• Steps involved in getting approval for a product to pass health and safety regulations: how do regulations in emerging markets differ from those in established markets and what can you do to accommodate the differences?

Panel Participants To Be Confirmed

MINI BREAKOUT CASE STUDIES

14.40 Investigating The Potential For Expansion Into A New Market And Tackling The Associated Communication And Trust Issues

• How big does your presence on the ground need to be when setting up a business in a new market? Can effective marketing and business development be done from a distance?

• Targeting potential clients’ perceptions of using a western company and pros/cons of choosing a western service provider over a local firm: what do you need to do to ensure that your brand is trusted and recommended?

David Keene
Vice President
Large Enterprise Marketing and Competition
SAP EMEA

Identifying The Wealthy Consumer In An Emerging Market And Targeting Them In A Creative Way

• Is the level of wealth the same across all emerging markets? How does interest in products differ geographically?

• Explore the best ways of reaching the wealthy consumer: which magazines do they read? Which associations and clubs do they belong to?

Vadim Grigorian
Marketing Director, Eastern Europe & Russia
Pernod Ricard

15.10 SABMiller Case Study: Emerging Markets Vs. Mature Markets

How does entry into an emerging market differ from entry into an established market? Should a company’s approach change in any way? SABMiller discuss how they have adapted their business model to fit new market infrastructures and enhance their brand portfolio and global profitability.

Dave Carruthers
Marketing Director Africa & Asia
SABMiller

15.30 Afternoon Refreshments And Networking Break

15.50 Tailor Your Brand To Your Chosen Market And Adapt Your Marketing Strategy To Ensure Product Popularity And Consumer Loyalty

• Design successful marketing strategies for a new market to ensure enduring brand loyalty and a competitive edge in the global market
• Cultural considerations: how does your marketing campaign or product design need to be altered to be accepted in your chosen emerging market?
• Advertising style and language: consider national ideals, preferences and dislikes to understand what style of campaign will have the strongest appeal

Panel Chaired And Introduced By:
David Millican
Corporate Marketing Manager
Developing Markets Operations
Xerox

Panel Participants:
Kasia Jablonska
Regional Manager Central Europe
Fox International Channels

Panel Participants To Be Confirmed

Balancing Global Brand Positioning With Local Market Sensitivity To Maintain A Unified Global Brand Message Whilst Successfully Unlocking The Potential Of An Emerging Local Market

• Global vs. local: how should you differentiate between the markets and what is the best approach for local campaigns?
• Maintaining brand integrity whilst debating localisation vs. global consistency of a message:to what extent can you afford to significantly change your brand on a local level e.g. brand name, colours?
• Local sensitivity vs. global brand placement: how can you tailor a campaign without losing the overall message? Do messages for new markets need to be harder/softer/more subtle/less subtle?

Martyn Lambert
Vice President, EMEA Marketing
Avaya

16.50 Chair’s Closing Remarks And Close Of Conference

“An extremely interesting event with key relevant case studies from top brands”
Previous Marketing conference attendee, Marketing Manager, Rail Europe

"Excellent"
Marketing Magazine's B2B Marketing Conference 2008, Marketing Manager, JCB

"Thought provoking and insightful, it was a great re-kindler of passion about the industry"
Marketing Magazine's B2B Marketing Conference 2008, Head of Marketing Europe, HSBC

"An extremely interesting event with key relevant case studies from top brands"
Marketing Magazine's Marketing Tech Conference 2008, Marekting Manager, Rail Europe
Visit Marketing magazine's website at www.brandrepublic.com/marketing
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