The value propositions designed for countries at the upper end of the global income spectrum seldom work sustainably to meet the needs of the Emerging Middle. Instead, companies have to develop a nuanced understanding of the aspirations and unique trade-offs of this segment and develop solutions to meet these needs. Value propositions can’t simply focus on low cost if they are also going to connect with the segment’s aspirational framework. Nor can companies treat the Emerging Middle as a homogeneous set of customers. Differences based on location (urban vs. rural), age, religion, and language require customised products and services based around a standard and scalable platform. The right value proposition will fuel rapid growth.
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Shashank Tripathi on ensuring strong profitable growth