2012-11-28-Bain-Taking_a_new_consumer_goods_category_from_zero_to_100_in_no_time_flat_12页_1mb

Summary of Category Creation in Emerging Markets

The article discusses how companies can successfully create and grow new consumer goods categories from zero to significant scale in emerging markets. Based on Bain & Company's analysis, key themes include leveraging category creation to bypass market consolidation, identify unmet consumer needs, and achieve rapid growth.

Key strategies involve starting with a strong concept that addresses specific market gaps, such as food and beverage categories, by conducting thorough research and localization to adapt products, prices, and promotions to local tastes. For example, Unilever's introduction of Ades in Latin America and Nestlé's Maggi noodles in India demonstrate how targeted approaches can turn new categories into profitable businesses.

Successful category creators often use repeatable models, assembling experienced teams capable of executing sales and marketing effectively. Challenges include intense competition, difficulty in replicating ideas due to cultural differences, and the need for patience; some companies give up prematurely or fail to persist through consolidation.

The analysis shows that category creation can lead from small beginnings to global leadership in a few years, as seen with examples like Tan Hiep Phat in Vietnam and Savola in Sudan. In advanced markets, there's potential to bring new categories from emerging to developed economies for further growth.

Overall, category creation is prioritized as a tool for multinationals and local players alike, emphasizing innovation, persistence, and a deep understanding of consumer behavior to drive profits and market expansion.