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

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

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  • Copyright 2006
  • Dimensions: 6" x 9"
  • Edition: 1st
  • eBook (Watermarked)
  • ISBN-10: 0-13-278214-6
  • ISBN-13: 978-0-13-278214-2

Most global businesses focus nearly all their efforts on selling to the wealthiest 14% of the world's population. It's 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.

Sample Content

Table of Contents

About the Authors.

Seeing Geeti.

Preface: Do You Want to Be in This Market? Can You Afford Not to Be?


1. The Lands of Opportunity.

    The 86 Percent Opportunity 

    Opportunities at Many Levels 

    Characteristics of Emerging Markets and Opportunities They Create 

    Finding Solutions 

    The 86 Percent Solution 


2. Don’t Build a Car When You Need a Bullock Cart.

    Designing for Six-Yard Saris 

    Back to Basics 

    Riding the Bullock Cart 

    The 86 Percent Solution 


3. Aim for the Ricochet Economy.

    The Ricochet Economy 

    Taking Aim 

    More Bounce 

    The 86 Percent Solution 


4. Connect Brands to the Market.

    Market-Stall Economies 

    Brand Consciousness 

    Strategies for Harnessing Local Brands 

    Brands on the Run 

    The 86 Percent Solution 


5. Think Young.

    A Fountain of Youth 

    Strategies for the Youth Market 

    Youth Leads to Growth 

    The 86 Percent Solution 


6. Grow Big by Thinking Small.

    Inverted Pricing 

    Small Homes 

    Strategies for Thinking Small 

    Small Wonders 

    The 86 Percent Solution 


7. Bring Your Own Infrastructure.

    A Tale of Two Markets 

    Regulatory and Financial Infrastructure 

    Finding Opportunities in Infrastructure 

    Overlapping Infrastructures 

    The 86 Percent Solution 


8. Look for the Leapfrog.

    Leapfrog Strategies 

    Beyond Appropriate Technology 

    The 86 Percent Solution 

9. Take the Market to the People.

    Complex Distribution 

    Strategies for Taking the Market to the People 

    Seeing Opportunities That Are Off the Grid 

    The 86 Percent Solution 

10. Develop with the Market.

    Strategies for Developing with the Market 

    Four Paths 

    Evolving Opportunities 

    The 86 Percent Solution 


Conclusion: An Opportunity Not to Be Missed.

Appendix A: Complex Tapestry.

    Convergence of Civilizations 

    Realizing the Gains 

    Population Equals Profits 




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