A grassroots approach to emerging-market consumers

Companies serving low-income consumers in developing countries face daunting problems, such as security, customer acquisition, distribution, and collection.
What's more, for obtaining information about local developments, shaping viewpoints, and sanctioning behavior, companies are frequently in a weaker position than communities.
The solution involves enlisting community leaders and residents to monitor and influence developments on the ground and to create a positive dynamic that helps companies adapt their business models to the challenge of serving low-income consumers.
Building awareness and providing economic benefits that extend beyond core products and services are often key elements of a community strategy.

Exhibit 1: Special attention is needed where expected profit is low but potential impact on economic development is high.
Exhibit 2: One can map the dynamics of commercial and community interactions.
Exhibit 3: Three models address different aspects of the low-income challenge.

It’s hard for brand managers to keep pace with the shifting attitudes of Chinese consumers. But some trends can be discerned amid the noise.

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