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Working Paper Title: Challenges of Marketing Consumer Products in BRICS Countries Eric Drouart Emerging countries under the acronym BRICS have registered high rates of economic growth. This descriptive paper will provide a review of macroeconomic statistics for the five countries, summarize recent articles published on this topic, and will present case studies of the local marketing strategies used by global consumer companies to generate consumer demand and build brand loyalty for their products and services. Case studies will focus on specific product and promotional strategies that are aligned with the cultural and product usage behavior of consumers in these emerging countries. They will demonstrate the need for international companies to adapt their strategies to the local conditions in these key countries. Track: Marketing (International marketing) _____________________________________________ Eric Drouart, MSBA, Visiting Assistant Professor of Management and Marketing, Assumption College, 500 Salisbury Street, Worcester, MA 01609-1296, USA,Tel: (508) 767-7457 Fax: (508) 767-7252E-mail: [email protected]
