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Supported by

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January 22-23, 2011

for

Big Emerging Markets

Innovative Marketing Strategies



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January 22-23, 2011

BackgroundWhat are Emerging Markets ?

Currently, there are 28 emerging markets in the world, with the economies of China and

India considered to be by far the two largest. According to The Economist many people

find the term dated, but a new term has yet to gain much traction. The ASEAN–China

Free Trade Area, launched on January 1, 2010, is the largest regional emerging market in

the world. Originally brought into fashion in the 1980s by then World Bank economist

Antoine van Agtmael, the term is sometimes loosely used as a replacement for

emerging economies, but really signifies a business phenomenon that is not fully

described by or constrained to geography or economic strength; such countries are

considered to be in a transitional phase between developing and developed status.

Emerging markets are countries that are restructuring their economies along market-

oriented lines and offer a wealth of opportunities in trade, technology transfers, and

foreign direct investment. According to the World Bank, the five biggest emerging

markets are China, India, Indonesia, Brazil and Russia. Other countries that are also

considered as emerging markets include Mexico, Argentina, South Africa, Poland,

Turkey, and South Korea. These countries made a critical transition from a developing

country to an emerging market. Each of them is important as an individual market andthe combined effect of the group as a whole will change the face of global economics

and politics.

In recent years, new terms have emerged to describe the largest developing countries

such as BRIC that stands for Brazil, Russia, India, and China, along with BRICS (BRIC +

South Africa), BRICM (BRIC + Mexico) and BRICK (BRIC + South Korea). These countries

do not share any common agenda, but some experts believe that they are enjoying an

increasing role in the world economy and on political platforms. Our focus for this

summit is on The Big Emerging Market (BEM) economies, namely, Brazil, China,

Pakistan, Egypt, India, Indonesia, Mexico, Philippines, Poland, Russia, South Africa,

South Korea and Turkey.

How are these markets different from others?Emerging markets stand out due to four major characteristics.

1. They are regional economic powerhouses with large populations, large resource

bases, and large markets.

2. They are transitional societies that are undertaking domestic economic and

political reforms. They adopt open door policies to replace their traditional state

interventionist policies that failed to produce sustainable economic growth.

3. They are the world's fastest growing economies, contributing to a great deal of the

world's explosive growth of trade. By 2020, the five biggest emerging markets'

share of world output will double to 16.1 percent from 7.8 percent in 1992.

4. They are critical participants in the world's major political, economic, and social

affairs. They are seeking a larger voice in international politics and a bigger slice of the global economic pie.

Challenges and OpportunitiesLet us examine the comparative state of three major players of emerging markets

namely India, Brazil and China on doing business in the world . The rank is out of 183

countries in 2010. The higher the rank the more difficult it is to do business in that

country.

As is evident from the above data , in their effort to create a market economy and to

ensure sustainable development, emerging markets still face big challenges that come

from fundamental problems associated with their traditional economic and political

systems. Even with these problems BRIC companies in FT 500 have more than

quadrupled in 2006-08 from 15 to 62. In the next few years multinational companies

expect a growth of over 70% from emerging markets only with India and China

contributing close to 40%.

IMS-2011“Innovative Marketing Strategies

for Big Emerging Markets”

for

Big Emerging Markets Innovative Marketing Strategies



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January 22-23, 2011

A market economy requires these countries to redefine the role of the government in

the development process and to reduce the government's undue intervention. Another

serious problem that these countries have to confront is controlling corruption, which

distorts the business environment and impedes the development process. Even with

several obstacles existing in the way of getting things done in day – to - day life the

satisfaction levels of natives of India , Brazil and China stand at 94%,87% and 85%

respectively (As per Pew Global attitudes project 2009). An even more challenging task

for these countries is to undertake structural reforms in their financial, legal and political

systems, so as to guarantee a disciplined and stable economy that is relatively free of

political disturbances and interference.

Still, no one can deny Emerging markets are the "key swing factor" in the future growthof world trade and global financial stability, and they will become critical players in

global politics. With India and China annually churning out 3 and 5 million graduates and

60,000 and 75,000 engineers and computer professionals respectively in higher

education, the whole world is shifting its base of innovation and R&D towards these

markets. Currently, large global multinationals have 98 R&D centers in China and 63 in

India with a few of them having more than one in each country. The next decade would

see a further addition of hundreds of millions of people as middle class in these

economies. These countries have a huge untapped potential and they are determined

to undertake domestic reforms to support sustainable economic growth. If they can

maintain political stability and succeed with their structural reforms, their future is

promising.

Reverse innovation is becoming the key to success. There are 21,500 multinational

companies belonging to emerging markets( As per a UN world investment report) which

are enjoying the high volume and low margin ride by churning out a $3000 car, a $300

laptop and a $30 mobile phone.

Objective of IMS 2011In the context of the changing world economy and shift of economic dynamism to Asia,

the major objective of this summit is to understand and showcase the innovative

strategies being practiced by all levels of companies in BEM ( Big Emerging Markets) in

particular to reshape the world economic order.

Suggested Areas for Submission of Research Papers / Case studies /ArticlesThis summit seeks to contribute to the academia as well as industries in emerging

markets through deliberating on fresh insights, research and success stories

particularly on the varieties of innovative market strategies adopted and implemented.

The summit encourages submissions of research papers/case studies/articles

exclusively for this summit, in the following Marketing areas, with special reference to

Big Emerging Markets.

Competitive scenarios

• Innovation in Product Development

• Environmental Imperatives• Globalization

• Innovative Market Strategy

• Marketing to the Bottom of the Pyramid

• Inclusive Marketing

• Consumer Behavior

• International Marketing

• Regional Trade

• Organized Retailing

• Digital Marketing

• Marketing Metrics

• Supply Chain Management• Current and Future Trends

• Innovative Media Strategies

• Marketing of Services

• Strategic Pricing

• Strategic Alliances

• Collaborative Marketing

• B2B Marketing

The above are only indicative and the participants may submit theirmanuscript in related fields also.

Important Dates

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January 22-23, 2011

HEADINGS AND SUB-HEADINGAll headings should be in 14-pt Times New Roman and boldface. Place a blank line below

each heading before starting a paragraph. Do not number the headings.

Sub-headings should be in 12-pt Times New Roman, boldface and italicized. Capitalize

the first letter of nouns, pronouns, verbs, adjectives, and adverbs.

MAIN TEXTThe main text or body of the paper should follow the abstract. The main text should be

in 12-pt Times New Roman and one and a half-spaced. All text should be fully justified.

Please place a blank l ine between paragraphsAll but very short mathematical expressions should be displayed on a separate line and

centered. Equations should be numbered consecutively on the right margin, using

Arabic numerals in parentheses. The author should explain the meaning of

mathematical proofs.

TABLES AND FIGURESFigure and Table captions should be in 10-pt Times New Roman and boldface and should

be numbered in numerals. Capitalization requirements for figures and tables are similar

to the requirement mentioned for headings and subheadings. F igures and tables are to

be numbered separately. Both figure and table captions are to be centered. The source

should be given below the figure or table in 9-pt Times New Roman.

FOOTNOTES AND ENDNOTESFootnotes may be used if necessary. Footnotes should be numbered consecutively, in 9-

pt Times New Roman and single-spaced. Endnotes are preferred to be used for

explanations or indication to immediate source.

PAGE NUMBERINGProvide page numbers in the manuscript sent to the summit.

Best Paper AwardsA Sum of Rs. 50,000 has been set aside as prize money for awarding papers in the

summit.

Broad guidelines for AbstractLength : 500-1000 words excluding title/cover page and references

Margins : 2.5 cm. or 1 inch

Font : Times New Roman, 12 point

Spacing : 1.5

Title page Title, author(s), affiliation(s), contact details ( This should be separate from

the abstract to facilitate blind review of the paper)

Key words : Four

Broad guidelines for Final Paper/Case study/ArticleMax length : 6,000 words excluding title/cover page and references

Margins : 2.5 cm. or 1 inch

Font : Times New Roman, 12 point

Spacing : 1.5

Title page Title, author(s), affiliation(s), contact details ( This should be separate from

the abstract to facilitate blind review of the paper)

Key words : Maximum six

TITLE AND AUTHORS’ INFORMATION

The cover page shall contain the title of the manuscript, the author’s name and

affiliation. This page should have the contact information (including name, address,

telephone and fax number, and e-mail address). The First page of the text should show

the title but NOT the author ’s name.

ABSTRACT

The title “Abstract” should be in 14-pt Times New Roman and boldface. Place a blank

line between the title “Abstract” and the abstract. The abstract is to be in 12-pt Times

New Roman and should contain 500-1000 words. The abstract should be one and a half-

spaced and justified in the left column.

Guidelines to Contributors

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January 22-23, 2011

Corporate/SME/Industry : Rs 6000.00

Academia/Researcher : Rs 3500.00

Management Students : Rs 2000.00

A participant whose paper/case study/article is accepted for presentation

shall be required to pay a registration fees of Rs 1500.00 only.

Special offers can be considered for more than one participant from the

same organization.

*The Registration fees includes two days access to the summit , summit kit,

Tea /coffee and Lunch for both the days at the venue.

*Registration Fees

COPYRIGHTSThe 5th Indian Marketing Summit 2011 copyrights all published material but does not take responsibility for the views expressed by contributors. It also reserves the full and

unfettered right and the sole discretion to accept or refuse a paper/case study /article for acceptance to the summit and is under no obligation to assign reasons for this

decision. This does not limit authors’ rights to use their own material after taking permission from the summit organizers.

REFERENCESReference should be given as follows-

• Berger, Lawrence A, J David Cummins, and Sharon Tennyson, July

1992, Reinsurance and The Liability Insurance, Journal of Risk and Uncertainty,

pp. 253-72.

• Britt, Newhouse, Aug. 2001, A Study on Reinsurance market Capacity,

Guy Carpenter, www.guycarp.com/publications/newhouse.html.

• Carter, R.L., 1983, Reinsurance, 2nd Ed., Kluwer Publishing.

• Lamba, S. L., July 2001, Indian Insurance Industry: Expansion and Convergence,

Confederation of Indian Industry, Proceeding of International Conference on

Insurance.

• Cummins, J. David, and Weiss, Mary A., 2000, The Global Market for Reinsurance:Consolidation, Capacity and Efficiency, Brooking Wharton Paper, ed., Litan, Robert

and Anthony Santomero, Brooking Institute Press.

THE SUBMISSIONAuthors are required to submit one hard copy to Professor Dhruva Chak at the address

given below:

5th Indian Marketing Summit-2011Birla Institute of Management Technology

Plot No 5,Knowledge Park II

Greater Noida( NCR)

Uttar Pradesh 201306

A soft copy of the same should be submitted through email to

[email protected].

Mr Anshuman SrivastavaEvent Manager

5th Indian Marketing Summit -2011Birla Institute of Management Technology

Plot No 5, Knowledge Park IIGreater NoidaUP-201306

Phone : 0120-2323001-10 (Ext.412)Mobile : + 91-9873788681

Email : [email protected] : www.bimtech.ac.in www.indianmarketingsummit.net

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