Opinion: will local brands dominate emerging markets?

local brand brazil fizzy drink

The global market of consumer packaged goods is US$ 1.2 trillion and global brands are facing strong competition from local brands in emerging markets. And what’s the global companies’ strategy to remain in relevant in emerging markets? They act fast to acquire these established and already much profitable local brands. In India, for example, the government policy from the invasion of foreign brands made local brand Thumbs Up cola the country’s market leader. In the early 90’s, when the Indian government opened the market to multinationals, Coca-Cola was more than quick…

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