Changing Economy and Future of

Marketing
Changing Environment and Marketing Scenario
 MEGA TRENDS
Individual Demographic Food, Water, Energy
Diffusion of Power
Empowerment Patterns Nexus
• Poverty reduction • No hegemonic • Demographic arc of • Demand will
• Growth of middle power instability would increase
class • Power will shift narrow substantially
• Greater towards networks • Economic growth • Tackling problems
educational and coalitions would decline in pertaining to one
attainment • Emergence of a aging economies commodity will be
• Widespread use of multi-polar world • Urbanization will linked to supply
new increase and demand for
communications • Migration will the others
• Manufacturing continue to rise
technologies
• Healthcare
advances

Global Trends 2030 – Alternative World by National Intelligence Council

 GAME-CHANGERS - 1
Crisis Prone Global
Economy
• Will global volatility
and imbalances among
players with different
economic interests
result in collapse?
• Will greater multi-
polarity lead to
increased resiliency in
the global economic
order?
Potential for Increased
Governance Gap
Conflict
• Will governments and • Will rapid changes in
institutions be able to shifts and power lead
adapt fast enough to to more conflicts?
harness change
instead of being
overwhelmed by it?

Global Trends 2030 – Alternative World by National Intelligence Council

 GAME-CHANGERS - 2
Wider Scope of
Regional Instability
• Will regional
instability, especially
in the Middle East
and South Asia spill
over and create
global instability?
Impact of New Role of the United
Technologies States
• Will technological • Will the US be able
breakthroughs be to work with new
developed in time to partners to reinvent
boast economic the international
productivity and system?
solve the problems
caused by a growing
world population,
rapid urbanization,
and climate change?

Global Trends 2030 – Alternative World by National Intelligence Council

Global Mega Trends and Their Impact on
Business, Cultures and Society

by
Sarwant Singh

1
Urbanization

3
Three Main Trends in Urbanization: Development of Mega Cities,
Mega Regions and Mega Corridors

MEGA
MEGA CITY MEGA REGIONS CORRIDORS
City With A Minimum Cities Combining With The Corridors
Population Of 5 Million Suburbs To Form Connecting Two Major
Regions. (Population Cities or Mega Regions
EXAMPLE: Greater
over 10 Million)
London EXAMPLE: Hong Kong-
EXAMPLE:
Shenzhen-Guangzhou
Johannesburg and in China (Population
Pretoria (forming “Jo- 120 Million)
Toria”)

4
Smart Cities - “Green” Replaced by “SMART” Concepts

Smart Diamond to define Smart city

‘S”
Governance

‘S’ Citizen ‘S’ Business

‘S’ City ‘S’ Buildings

Planning

‘S’ Mobility ‘S’

Energy
‘S’
Information
Technology

6
 “Smart” Market Opportunity : Convergence of Technology Will Lead to
Convergence of Competition
Energy/Infrastructure
Players
• T&D Technology
• Power Electronics
• Renewable Energy
• Integrated Distribution Management
• Substation Automation
• AMI-Enabled Metering
• Etc.

• IP Networks
• Digital Technology
• Analysis Software • Building Automation
• Wireless Communication • Demand-Side Management
• Technology Integration • Connectivity of devices
• Network Security • Monitoring and Sensing
• Etc. • Smart Grid Integration
• Etc.

IT Players Automation/Building
Control Players Source: Frost & Sullivan.

9
Social Trends

15
Reverse Brain Drain and Huge Shortage of CXO Positions In BRIC
Nations Will Make Us Look For Opportunities Overseas

Canada Russia
United
Kingdom
Japan
United States

Malaysia
UAE
India
Brazil
Australia

S. Africa

High Low High Low

Degree of NRIs and Overseas Chinese
Degree of Indians and Chinese living returning to Homeland (Reverse Brain Drain)
abroad

• Steady flow of foreign professionals and migrants returning back home to fill vacancies for CXO positions
• Salary on par with developed countries (in terms of purchasing power) and even more benefits
• 2 million BPO- KPO jobs for foreign nationals from China, Poland, Philippines,

17
Technology

20
 Future RoboSlave: Pervasive Robotic Technology in 2020 That
Will “Act as a Slave” in Everyday Life

Robots as Pets Robots for

Household
Chores

Robots to Wait
on Hand and
Robots for
Foot
Companionship

Robots as
Robots To Help
Waiters
With Strategic
Planning and
Business
Robots as
Nannies

23
Artificial Intelligence and Robotics: Future Machine Technology With
Multiple Applications
Welding Drilling Robots in Space Medical Robots Performing Low
Invasive Surgery

Robotic Industrial Applications in 2020

Material Handling Packaging

Transportation Robots Military Robots

24
AI
 3D Simulated Environment for Interaction and Experience Impacting Personal
Mobility

Virtual Shopping Allowing Customers to Try Virtual Surgeries

and Medical Training Virtual Business Conferences
Products without leaving their homes

Virtual Classes and

Laboratories and Daily 3D
Field Trips Social Networking: 3D Avatars
to Different Countries and Enabling People to Lead
Planets Multiple Lives

25
Next era of VR blurs line between virtual
world and reality
Healthcare

32
If Current Trends Hold, By 2050 Health Care Spending Will Almost Double
Claiming 20% - 30% Of GDP For Some Economies

Private Per Capita Spending (2007) Public Per Capita Spending (2007)
$7,000 Spending as % of GDP (2007)
30.0%
$6,000 Unsustainable
Levels!!! 25.0%
$5,000
$3,517
20.0%
$4,000 $717

$1,684 15.0%
$3,000 $854 $680
$914 $989 $760 $494
$1,018 $449
$1,165 $352
$593 $431 10.0%
$514
$2,000 $3,647 $646

$2,884 $2,693
$2,493 $2,665 $2,614 $2,469
$2,451 $2,337 $2,527 $2,371
$1,000 $2,110 $1,927 $1,938 $1,927 $1,829
5.0%
$1,609

$0 0.0%

In almost all countries worldwide, per capita healthcare spending is rising faster than per capita income.

No country can spend an ever-rising share of its output on health care, indefinitely. Spending growth must
eventually fall in line with growth in per capita income.

33
Health Economics Dictate a Shift in Spending - Away From Treating and
Towards Predicting, Diagnosing and Monitoring

Healthcare Spending by Type of Activity

100%
Monitor, 10% Monitor, 12%
90% Monitor, 16%

80%

70%
Treat, 35%
60% Treat, 60%
Treat, 70%
50%

40%
Diagnose, 27%
30%

20% Diagnose, 19%

Diagnose, 15% Predict, 22%
10%
Predict, 9%
0% Predict, 5%

2007 2012 2025

34
How life might look like in 2050
 Historical Preview of Marketing

Last Decade of
Decade of 90s
Pre Industrial 1940s-1960s Decade of 60s Decade of 70s Decade of 80s 20th Century
1880s-1920s 1920s-1940s Emergence of
Revolution Marketing Marketing Begining of E- Emergence of Emergence of
Production Era Sales Era CRM, IMC & Real
Simple Trade Era Department Era Company Era Commerce Branding Social & Green
Time Marketing
marketing

26
 Understanding of Fresh Marketing
Trends BEYOND 2015!
http://blog.flytxt.com/wp-content/uploads/2011/01/blog1.jpg
 Intelligent Data integration becomes mission critical to make
effective business decisions

http://t3.gstatic.com/images?q=tbn:ANd9GcQnL8HYDNjMdSLl0gcT6MaUY_-4rYLxjrsLpVTe2-iQnARza9p-&t=1
 Direct interaction with a customer has become a key to boost your
sales and the company’s brand image

http://elizabethtownwebdesign.com/wp-content/uploads/2011/03/Customer-Interaction.jpg
 Market segmentation has become schizophrenic to
understand “what your customer wants?”

http://www.biohealthpartners.com/wp-content/uploads/2011/02/Business+Plans1-199x300.jpg
Social media marketing will mature more with rapid
technological advancement
 Mobile marketing explodes with escalating smartphone adoption;
making it a viable channel for marketers to effectively communicate
with a customer
http://keenandijon.com/wp-content/uploads/2011/03/mobile-marketing-trends-2011.jpg
 Marketing analytics are red hot to identify, analyze and describe
constantly changing marketing patterns
http://www.boundscheck.com/wp-content/uploads/2011/01/2138514363_business_meeting_with_laptop_smaller.jpg
 As marketing becomes more social and mobile, privacy issues won’t
be going away anytime soon
http://farm4.static.flickr.com/3509/3859481896_fc87189892.jpg
 With increasing channels in a marketer’s toolbox, selecting the
right ones for the right messages to the right set of audiences
has become vital

http://affiliatebloggertips.com/wp-content/uploads/2009/06/affiliate-marketing-mistakes-to-avoid.jpg
Shared Economy!
Sharing…
 Bangladesh

http://www.triental.com/images/services/business_development_300x300_sat.jpg
GDP Growth forecast up to 2050 (pwc)
ICEF monitor
 Bangladesh

2005-2006
the volume of budget was Taka 61 thousand and 57
crore.
2023
the volume of the budget is Tk 7 lakh 61
thousand and 785 crore.

12+ times higher budget!!

 Bangladesh

2005-2006
The GNI per capita income was
2,150 US dollars

2021
it increased to 6,840 US dollars

3+ times higher GNI per

capita(PPP dollars) income!!
 Bangladesh

2005-2006
Poverty rate was 40%

2022
it is reduced to 10%

Poverty brought down by

75%!!
 Bangladesh

2005-2006
Remittance income was 4.80 billion dollars.

2022
It increased at 21.03 billion dollars

4+ times higher remittance received!!

 Bangladesh

• The production of electricity was 3,200

megawatts during 2005-2006
Now
our electricity production capacity is 25,700 MW.
Future Marketing Trends in Bangladesh
 Marketing Strategy: Future Direction 1

• The future of marketing should be driven by the following

seven principles:
– The Value of Human Spirit,
– The society not individual consumers,
– An inclusive business approach with central focus on marketing,
– Innovation for societal sustenance,
– Inclusive societal communication network,
– Building trust at all levels, and
– Value creation across the value chain.
50
 Marketing Strategy: Future Direction 2

• The marketing mix

Positioning

Planet Product

Physical Price
Evidence

Consumers

Process Place

People Promotion
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Packaging
 Marketing Strategy: Future Direction 3
• The mission of future of marketing should be:

• the core integrated activity of all types of institutions and processes,

through innovation that creates value for society and all the
stakeholders in the value chain, by providing experience that
strengthens mutual trust and results in creation of brands that reflects
the human spirit.
• The future of marketing should pay more attention to outcomes than
just output, because every organization creates some positives and
negatives and should do better job of minimizing the negative such as
pollution.
• This is expected to inspire marketing’s future in the hands of its
practitioners.
52
Future Marketing Trends - Bangladesh
Future Marketing Trends - Bangladesh
Future Marketing Trends - Bangladesh
Future Marketing Trends - Bangladesh
THANK YOU FOR YOUR ENGAGEMENT

Thank you for your engagement

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