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Target the poor
Over the next ten years, one billion people in emerging economies are set to enter the global middle class, in what will be the biggest period of wealth creation in history. Following the legendary dream of every Hong Kong entrepreneur ‘to sell a toothbrush to every Chinaman’, this is a market few should ignore.
However, the term ‘middle class’ is relative. In many countries you would qualify with a disposable income of just $4 a day.
This is forcing companies to think more creatively about how they package their products. For some, it’s a ‘sachet economy’ where they shrink products to smaller sizes. Or follow Levi’s in India who allow fashion-conscious but cash-strapped customers to rent their most desirable jeans. Or ...
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