In an article, 2012 Technology vision published by Accenture talks about how technologies like data services can be used to cater to the unique needs of the customers in emerging market.
This portfolio of analytics for CPG covers the entire business lifecycle including shopper analytics, brand marketing analytics, digital analytics, portfolio, assortment and space analytics, price and promotion analytics, channel management analytics and retail execution analytics.
The CPG industry is leveraging data services to harness channel integration and a differentiated approach for mature versus emerging markets. A one-size-fit all approach for products and marketing will not work. Consumers in emerging markets have unique cultural tastes that sometimes require specialized line extensions for specific regions, while other times require brand new products. The retail environment is different in emerging markets also. It’s not all larger retail chains, and includes more individually-owned small shops that are often in rural areas and more difficult to reach. In this environment, Unilever, for example, uses a technology-driven micromarketing approach, a combination of national, provincial, and local approaches, to reach out to the highly complex market in China, which comprises more than 660 discrete markets.
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