Cracking the code for selling into the developing world

Consumers in the developing world are some of the world’s best customers – emerging economy markets have contributed more than half of the Coca-Cola Co.’s global revenue since 2006, and Mexico, China, and Brazil were the three largest non-US contributors. But the best way for large consumer packaged goods companies to reach these markets remains a challenge. New research suggests that different combinations of package sizes, price, and merchandising work more effectively depending on whether the products are moving through mom-and-pop stores or large, self-service chains. —> Read More