Marketing in a

Developing Country
P.Aruna Devi
MBA-I year
 Marketer
A marketer cannot take initiatives and introduce a state-of-
the-art marketing system on a developing country or economy.

Marketing efforts must match to each situation and made for

each set of circumstances.
 Scope of Market Development

The scope of market development will go with of economic

development.

Economic cooperation
Technological change, and
Political,
Social and Cultural
factors play a role in market development.
 Demand in a Developing Country

Market demand in less developed countries involves a number

of challenges.

The three kind of markets in each country

The rural / agricultural sector.
The modern urban / high income sector,
Very large transitional sector usually represented by low-
income urban slums.
 THREE SECTORS
The modern sector is located in the posh areas of the city and
has airports, star hotels, new factories, and an expanding
westernized middle class.

The traditional rural sector tends to work in the countryside

as it has for decades or centuries.

Production and consumption patterns vary across the three

sectors.
 MARKET SEGMENTS
Developing countries have at least three different market
segments.

Each can prove profitable

Each requires its own marketing program and

Products and services appropriate for its market characteristics.

Example - advertising targeting high income consumers

reaches low-income consumers.
 Market Investment
Market investment today is necessary to produce profits
tomorrow.
THANK YOU