2636 T3 2021/22 BRANDS AND MARKETING IN ASIAN MARKETS WEEK ONE

BRANDS AND MARKETING IN

ASIA’S EMERGING MARKETS
MONDAY 31ST JANUARY– CLASS ONE
2636 T3 2021/22 BRANDS AND MARKETING IN ASIAN MARKETS WEEK ONE

HAPPY NEW YEAR

YEAR OF THE WATER TIGER

2022 is a year of the Water Tiger. It starts from February 1st, 2022, and
ends on January 21st, 2023. A Water Tiger year occurs every 60 years.

The Tiger is known as the king of all beasts in China. The zodiac sign Tiger
is a symbol of strength, exorcising evils, and braveness. 
2636 T3 2021/22 BRANDS AND MARKETING IN ASIAN MARKETS WEEK ONE

ANDREW HARRISON
PROFESSOR AUXILIAR CONVIDAR

• NOVA SBE & DURHAM UNIVERSITY BUSINESS SCHOOL

• BASED IN HONG KONG SINCE 2014
• CMO AND CEO ROLES SINCE 1998
• >30 YEARS EXPERIENCE IN BUSINESS – INC:
2636 T3 2021/22 BRANDS AND MARKETING IN ASIAN MARKETS WEEK ONE

TOMAS AMBROSIO
TEACHING ASSISTANT

• NOVA SBE & RENMIN UNIVERSITY, BEIJING

• BUSINESS ANALYST
• PRAAVA CASE STUDY FOR BANGLADESH
2636 T3 2021/22 BRANDS AND MARKETING IN ASIAN MARKETS WEEK ONE

AVAILABILITY
NOVA CAMPUS – MONDAYS AND THURSDAYS
09:30-11:30

E; Andrew.Harrison@novasbe.pt
Whats app: +852 91320855
Linked-In: andrewjharrison1
WeChat: AndrewJHarrison
2636 T3 2021/22 BRANDS AND MARKETING IN ASIAN MARKETS WEEK ONE

COURSE ACCESS
MOODLE AND TEAMS

Students should enrol in the Teams class workspace using the code:
 gdk1ydm

Course password (for students' self-enrolment on Moodle:

BrandsMarketingAsia
2636 T3 2021/22 BRANDS AND MARKETING IN ASIAN MARKETS WEEK ONE

AGENDA
MONDAY 31ST JANUARY – CLASS 1

• Introduction to the course aims, content and

assessment
• The background to Asia’s extraordinary breadth
and brand opportunity in emerging markets
• Initial class discussion
• Briefing on “unicorns” group project
• Preparation for next class
2636 T3 2021/22 BRANDS AND MARKETING IN ASIAN MARKETS WEEK ONE

YOUR
EXPECTATIONS
HOPES AND DREAMS

• Course aims and content?

• Topic areas?
• Companies and sectors?
2636 T3 2021/22 BRANDS AND MARKETING IN ASIAN MARKETS WEEK ONE

COURSE UNIT AIMS AND

CONTENT
PROFESSOR ANDREW HARRISON
2636 T3 2021/22 BRANDS AND MARKETING IN ASIAN MARKETS WEEK ONE

COURSE UNIT • The background to the extraordinary

breadth and the opportunity of Asia’s
AIMS emerging markets
• India’s role today in ecommerce and social
change
• Brand differentiation in one key emerging
The course will combine brand strategy and initial understanding of India sector – telcos in Myanmar
and South East Asia to enable students to gain a contemporary insight into
marketing in the emerging markets of this important region
• Emerging Markets study – Vietnam &
Indonesia
• Emerging Markets study – Malaysia and
Thailand
• South East Asia’s Unicorns: Go-Jek, Grab
and Traveloka
2636 T3 2021/22 BRANDS AND MARKETING IN ASIAN MARKETS WEEK ONE
COURSE CONTENT
WEEKS 1-5
The background to the extraordinary breadth and opportunity of
Asia’s emerging markets. An introduction to the scale of India and the
dynamism and velocity of emerging markets in South East Asia. Gain an
immediate understanding of the breadth of businesses from established
multinationals (like Apple in india) to the start-ups and unicorns of Indonesia.
Introduce the Asian consumer and the inter-connected trading relationships of
ASEAN, TPP and Belt & Road.
 India’s role today in e-commerce and social change. Assess India’s
technological leadership in selected e-commerce sectors (looking at Flipkart,
Amazon India and PayTM Mall); This module will then look at media and
sponsorship through the annual multi billion dollar IPL cricket tournament.
 Asian brand differentiation in two key sectors – health and telcos.
Understand tnew brand models in healthcare in Bangladesh (Praava) and
telcos in Myanmar).
 Emerging Markets Study – Vietnam and Indonesia. Gain an initial
understanding of market dynamics and brand approaches in Vietnam and
Indonesia. This module will study two specific contrasting case studies from
different sectors –Marou Chocolate, an artisan Vietnamese start up, alongside
O-jek, the original bicycle taxi start up in Indonesia.
 Emerging Markets Study – Malaysia and Thailand. Gain an initial
understanding of market dynamics and challenges in two very different
countries. This module will study two specific contrasting case – looking at
Malysian Airlines and Thailand’s tourism sector
2636 T3 2021/22 BRANDS AND MARKETING IN ASIAN MARKETS WEEK ONE

UNICORNS
GOTO - GoTo Group, a unicorn tech startup created in May as a result of a
merger between Indonesia’s internet startups Gojek and
Tokopedia announced in November it has secured $1.3 billion from
investors.
GRAB - Born out of Malaysia in June 2012, Grab was initially competing
with Uber and in 2018, Grab acquired  Uber’s Southeast Asian operations
and became one of the prime ride-hailing services in the region. Today,
Grab is the region’s first decacorn  (a startup with a valuation of over
US$10 billion.)
TRAVELOKA - In 2013, in Indonesia a small start up called Traveloka saw
the opportunity to provide more than price comparisons. It pivoted to
ticketing and grew with soaring market demands. Five years later,
Traveloka is a billion-dollar company that has established itself as the
leading startup in Indonesia’s travel industry.

MYNT - Mynt, the Philippine fintech company backed by China's Ant Group
and Globe Telecom of the Philippines, has become the first unicorn in the
country after raising US$300 million from global investors such as US-
based Warburg Pincus and Insight Partners
2636 T3 2021/22 BRANDS AND MARKETING IN ASIAN MARKETS WEEK ONE

COURSE PROJECT Teams of 4 OR 5

All teams should have a good gender, nationality and CEMS

SOUTH EAST ASIA’S UNICORNS mix

15-20 page powerpoint report. Submission by March 8th 2021.

25% of final marks

Group presentations on the background, strategy and expansion plans of 5 page class presentation. 15 minutes. 5% of final marks
one of four leading unicorns – Grab/Tokopedia, Go-Jek, Mynt and
Class discussion on parallels, similarities and differences.
Tarveloka
2636 T3 2021/22 BRANDS AND MARKETING IN ASIAN MARKETS WEEK ONE

ASSESSMENT  35% Individual Exam (mandatory)

 10% individual class and course contribution
EXAM DATE: SATURDAY 19TH MARCH 09:00 AM
 15% Individual peer evaluation from group work

 10% Class Case Study Groups work (inc preparation,

questions, answers)
60% INDIVIDUAL
 30% Unicorns group case study and presentation (inc
40% GROUP CONTRIBUTIONS
preparation, presentation, delivery, Q&A)
2636 T3 2021/22 BRANDS AND MARKETING IN ASIAN MARKETS WEEK ONE

PEER EVALUATION
2636 T3 2021/22 BRANDS AND MARKETING IN ASIAN MARKETS WEEK ONE

THE BACKGROUND TO THE

EXTRAORDINARY BREADTH
AND BRAND OPPORTUNITY OF
ASIA’S EMERGING MARKETS
2636 T3 2021/22 BRANDS AND MARKETING IN ASIAN MARKETS WEEK ONE

THE BACKGROUND
TO THE
EXTRAORDINARY
BREADTH AND
BRAND
OPPORTUNITY OF
ASIA’S EMERGING
MARKETS
2636 T3 2021/22 BRANDS AND MARKETING IN ASIAN MARKETS WEEK ONE

GDP
$BN USD

NB:
Germany 3,780,553
UK 2,638,936
Portugal 221,000
2636 T3 2021/22 BRANDS AND MARKETING IN ASIAN MARKETS WEEK ONE

ASIA IS ON TRACK
TO 50% OF GLOBAL
GDP BY 2040
(MCKINSEY, ASIA’S FUTURE IS NOW, 14/7/2019)

• The common thread across this diverse region is an

upward trajectory across key economic and social
indicators
• In 2000, Asia accounted <1/3 of global GDP (in PPP
terms), and it is on track to top 50 percent by 2040.
• By that point, it is expected to account for 40 percent of
the world’s total consumption.
• Asia is making not only economic progress but rapid
strides in human development, from longer lifespans and
greater literacy to a dramatic surge in internet use
2636 T3 2021/22 BRANDS AND MARKETING IN ASIAN MARKETS WEEK ONE

ASIAN
CONSUMERS
OGILVY; VELOCITY 12
V12 STUDY:
METHODOLOGY

$4,000 –
$40,000 USD,
adjusted for PPP
VELOCITY 12 VELOCITY 12
RANKING
73% of world’s middle class

1. INDIA
7. EGYPT
2. CHINA
8. PHILIPPINES
3. PAKISTAN
9. VIETNAM
4. INDONESIA
10. BRAZIL
5. BANGLADES
11. MEXICO
H
12. MYANMAR
6. NIGERIA
THE VELOCITY 12 MARKETS
VELOCITY 12
RANKING

THE VELOCITY 12 MARKETS

SOUTH ASIA
EPICENTRE OF THE NEXT BILLION

THE VELOCITY 12 MARKETS

SHARE OF
FINANCIAL
IMPACT

THE VELOCITY 12 MARKETS

THE NEXT
BILLION
MIDDLE-CLASS

THE VELOCITY 12 MARKETS

TIPPING
POINT:
THE
MAJORITY IN
MANY
MARKETS

THE VELOCITY 12 MARKETS

VELOCITY
DRIVERS

THE VELOCITY 12 MARKETS

V12 VELOCITY
DRIVERS -
KEY FACTS

THE VELOCITY 12 MARKETS

V12 VELOCITY
DRIVERS -
KEY FACTS

V12 WOMEN
V12 Women accounted for over half (55%)
of the world’s new female labor force
participants in the past 14 years.

335 Million of 609 Million.

THE VELOCITY 12 MARKETS

FEMALE
EDUCATION: EDUCATION IN V12 COUNTRIES
A CRITICAL
BASIS FOR
GROWTH

THE VELOCITY 12 MARKETS

V12 VELOCITY
DRIVERS
- KEY FACTS

THE VELOCITY 12 MARKETS

V12 VELOCITY
DRIVERS -
KEY FACTS

V12 MUSLIM CONSUMERS

V12 middle-class Muslim consumers
estimated to more than double

From 202 MM in 2010 to 583 Million in

2030 (+381 Million)

9 out of the 12 V12 markets have some

form of muslim majority population

THE VELOCITY 12 MARKETS

V12 VELOCITY
DRIVERS -
KEY FACTS

Source: United Nations, Department of Economic and Social Affairs, Population Division
THE VELOCITY 12 MARKETS
V12 VELOCITY
DRIVERS -
KEY FACTS

V12 URBANIZATION
V12 urbanization tipping point in the next
decade

+ 450 Million more new urbanites in the next

decade

From 47% in 2015 to 53% in 2025

THE VELOCITY 12 MARKETS

 URBANISATION
VELOCITY:
MEGACITIES

By 2030, nearly 9
percent of the
world's population
will be living in
just 41 megacities.
Only 1 of them –
London – will be in
Western Europe.

NB: Lisbon = 504,000

China 50 cities >2million
WE = 5

THE VELOCITY 12 MARKETS

V12 VELOCITY
DRIVERS -
KEY FACTS

Scale and velocity

Source: InternetLiveStats.com
THE VELOCITY 12 MARKETS
V12 VELOCITY
DRIVERS -
KEY FACTS

V12TECHNOLOGY
V12 connectivity is now 1.7 BN – or half of
the current global connected population

From 1.7 Billion in 2015 to 2.7 Billion + in

2025

THE VELOCITY 12 MARKETS