Tune Into Buyers’ Preferences

Common Mistakes
Failure to be aware of local ecosystems in the BRIC and other emerging nations prevents marketers from getting a competitive edge that will differentiate their brand from others. For example, First Flight, an Indian logistics/courier service, provides a service called “emotional bond” on its website. Customers using this service can select from a variety of prepackaged Indian cookies and other traditional desserts along with a greeting card to be sent to friends and family for special occasions celebrated in the country. Similary, EMS China provides a “Mooncake Delivery” service for the Chinese New Year.