5

January 22-23, 2011

Supported by
Innovative
for
Marketing Strategies
Big Emerging Markets
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January 22-23, 2011
IMS-2011“Innovative Marketing Strategies
for Big Emerging Markets”
Background
What are Emerging Markets ?
Currently, there are 28 emerging markets in the world, with the economies of China and
India considered to be by far the two largest. According to The Economist many people
find the term dated, but a new term has yet to gain much traction. The ASEAN–China
Free Trade Area, launched on January 1, 2010, is the largest regional emerging market in
the world. Originally brought into fashion in the 1980s by then World Bank economist
Antoine van Agtmael, the term is sometimes loosely used as a replacement for
emerging economies, but really signifies a business phenomenon that is not fully
described by or constrained to geography or economic strength; such countries are
considered to be in a transitional phase between developing and developed status.
Emerging markets are countries that are restructuring their economies along market-
oriented lines and offer a wealth of opportunities in trade, technology transfers, and
foreign direct investment. According to the World Bank, the five biggest emerging
markets are China, India, Indonesia, Brazil and Russia. Other countries that are also
considered as emerging markets include Mexico, Argentina, South Africa, Poland,
Turkey, and South Korea. These countries made a critical transition from a developing
country to an emerging market. Each of them is important as an individual market and
the combined effect of the group as a whole will change the face of global economics
and politics.
In recent years, new terms have emerged to describe the largest developing countries
such as BRIC that stands for Brazil, Russia, India, and China, along with BRICS (BRIC +
South Africa), BRICM (BRIC + Mexico) and BRICK (BRIC + South Korea). These countries
do not share any common agenda, but some experts believe that they are enjoying an
increasing role in the world economy and on political platforms. Our focus for this
summit is on The Big Emerging Market (BEM) economies, namely, Brazil, China,
Pakistan, Egypt, India, Indonesia, Mexico, Philippines, Poland, Russia, South Africa,
South Korea and Turkey.
Innovative
for
Marketing Strategies
Big Emerging Markets
How are these markets different from others?
Emerging markets stand out due to four major characteristics.
1. They are regional economic powerhouses with large populations, large resource
bases, and large markets.
2. They are transitional societies that are undertaking domestic economic and
political reforms. They adopt open door policies to replace their traditional state
interventionist policies that failed to produce sustainable economic growth.
3. They are the world's fastest growing economies, contributing to a great deal of the
world's explosive growth of trade. By 2020, the five biggest emerging markets'
share of world output will double to 16.1 percent from 7.8 percent in 1992.
4. They are critical participants in the world's major political, economic, and social
affairs. They are seeking a larger voice in international politics and a bigger slice of
the global economic pie.
Challenges and Opportunities
Let us examine the comparative state of three major players of emerging markets
namely India, Brazil and China on doing business in the world . The rank is out of 183
countries in 2010. The higher the rank the more difficult it is to do business in that
country.
As is evident from the above data , in their effort to create a market economy and to
ensure sustainable development, emerging markets still face big challenges that come
from fundamental problems associated with their traditional economic and political
systems. Even with these problems BRIC companies in FT 500 have more than
quadrupled in 2006-08 from 15 to 62. In the next few years multinational companies
expect a growth of over 70% from emerging markets only with India and China
contributing close to 40%.
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Innovative
for
Marketing Strategies
Big Emerging Markets
January 22-23, 2011

A market economy requires these countries to redefine the role of the government in Suggested Areas for Submission of Research Papers / Case studies /Articles
the development process and to reduce the government's undue intervention. Another This summit seeks to contribute to the academia as well as industries in emerging
serious problem that these countries have to confront is controlling corruption, which markets through deliberating on fresh insights, research and success stories
distorts the business environment and impedes the development process. Even with particularly on the varieties of innovative market strategies adopted and implemented.
several obstacles existing in the way of getting things done in day – to - day life the
satisfaction levels of natives of India , Brazil and China stand at 94%,87% and 85% The summit encourages submissions of research papers/case studies/articles
respectively (As per Pew Global attitudes project 2009). An even more challenging task exclusively for this summit, in the following Marketing areas, with special reference to
for these countries is to undertake structural reforms in their financial, legal and political Big Emerging Markets.
systems, so as to guarantee a disciplined and stable economy that is relatively free of
political disturbances and interference. Competitive scenarios • Digital Marketing
• Innovation in Product Development • Marketing Metrics
Still, no one can deny Emerging markets are the "key swing factor" in the future growth • Environmental Imperatives • Supply Chain Management
of world trade and global financial stability, and they will become critical players in • Globalization • Current and Future Trends
global politics. With India and China annually churning out 3 and 5 million graduates and
• Innovative Market Strategy • Innovative Media Strategies
60,000 and 75,000 engineers and computer professionals respectively in higher
education, the whole world is shifting its base of innovation and R&D towards these • Marketing to the Bottom of the Pyramid • Marketing of Services
markets. Currently, large global multinationals have 98 R&D centers in China and 63 in • Inclusive Marketing • Strategic Pricing
India with a few of them having more than one in each country. The next decade would • Consumer Behavior • Strategic Alliances
see a further addition of hundreds of millions of people as middle class in these • International Marketing • Collaborative Marketing
economies. These countries have a huge untapped potential and they are determined
• Regional Trade • B2B Marketing
to undertake domestic reforms to support sustainable economic growth. If they can
maintain political stability and succeed with their structural reforms, their future is • Organized Retailing
promising. The above are only indicative and the participants may submit their
manuscript in related fields also.
Reverse innovation is becoming the key to success. There are 21,500 multinational
companies belonging to emerging markets( As per a UN world investment report) which
Important Dates
are enjoying the high volume and low margin ride by churning out a $3000 car, a $300
laptop and a $30 mobile phone.

Objective of IMS 2011

In the context of the changing world economy and shift of economic dynamism to Asia,
the major objective of this summit is to understand and showcase the innovative
strategies being practiced by all levels of companies in BEM ( Big Emerging Markets) in
particular to reshape the world economic order.
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Innovative
for
Marketing Strategies
Big Emerging Markets
January 22-23, 2011

Best Paper Awards HEADINGS AND SUB-HEADING

A Sum of Rs. 50,000 has been set aside as prize money for awarding papers in the All headings should be in 14-pt Times New Roman and boldface. Place a blank line below
summit. each heading before starting a paragraph. Do not number the headings.
Sub-headings should be in 12-pt Times New Roman, boldface and italicized. Capitalize
Broad guidelines for Abstract the first letter of nouns, pronouns, verbs, adjectives, and adverbs.
Length : 500-1000 words excluding title/cover page and references
Margins : 2.5 cm. or 1 inch MAIN TEXT
Font : Times New Roman, 12 point The main text or body of the paper should follow the abstract. The main text should be
Spacing : 1.5 in 12-pt Times New Roman and one and a half-spaced. All text should be fully justified.
Title page Title, author(s), affiliation(s), contact details ( This should be separate from
the abstract to facilitate blind review of the paper) Please place a blank line between paragraphs
Key words : Four All but very short mathematical expressions should be displayed on a separate line and
centered. Equations should be numbered consecutively on the right margin, using
Broad guidelines for Final Paper/Case study/Article Arabic numerals in parentheses. The author should explain the meaning of
Max length : 6,000 words excluding title/cover page and references mathematical proofs.
Margins : 2.5 cm. or 1 inch
Font : Times New Roman, 12 point TABLES AND FIGURES
Spacing : 1.5 Figure and Table captions should be in 10-pt Times New Roman and boldface and should
Title page Title, author(s), affiliation(s), contact details ( This should be separate from be numbered in numerals. Capitalization requirements for figures and tables are similar
the abstract to facilitate blind review of the paper) to the requirement mentioned for headings and subheadings. Figures and tables are to
Key words : Maximum six be numbered separately. Both figure and table captions are to be centered. The source
should be given below the figure or table in 9-pt Times New Roman.
Guidelines to Contributors
FOOTNOTES AND ENDNOTES
TITLE AND AUTHORS’ INFORMATION Footnotes may be used if necessary. Footnotes should be numbered consecutively, in 9-
The cover page shall contain the title of the manuscript, the author’s name and pt Times New Roman and single-spaced. Endnotes are preferred to be used for
affiliation. This page should have the contact information (including name, address, explanations or indication to immediate source.
telephone and fax number, and e-mail address). The First page of the text should show
the title but NOT the author’s name. PAGE NUMBERING
Provide page numbers in the manuscript sent to the summit.
ABSTRACT
The title “Abstract” should be in 14-pt Times New Roman and boldface. Place a blank
line between the title “Abstract” and the abstract. The abstract is to be in 12-pt Times
New Roman and should contain 500-1000 words. The abstract should be one and a half-
spaced and justified in the left column.
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Innovative
for
Marketing Strategies
Big Emerging Markets
January 22-23, 2011

REFERENCES
Reference should be given as follows-
*Registration Fees
• Berger, Lawrence A, J David Cummins, and Sharon Tennyson, July
1992, Reinsurance and The Liability Insurance, Journal of Risk and Uncertainty, Corporate/SME/Industry : Rs 6000.00
pp. 253-72. Academia/Researcher : Rs 3500.00
• Britt, Newhouse, Aug. 2001, A Study on Reinsurance market Capacity, Management Students : Rs 2000.00
Guy Carpenter, www.guycarp.com/publications/newhouse.html.
• Carter, R.L., 1983, Reinsurance, 2nd Ed., Kluwer Publishing. A participant whose paper/case study/article is accepted for presentation
• Lamba, S. L., July 2001, Indian Insurance Industry: Expansion and Convergence, shall be required to pay a registration fees of Rs 1500.00 only.
Confederation of Indian Industry, Proceeding of International Conference on
Insurance. Special offers can be considered for more than one participant from the
• Cummins, J. David, and Weiss, Mary A., 2000, The Global Market for Reinsurance: same organization.
Consolidation, Capacity and Efficiency, Brooking Wharton Paper, ed., Litan, Robert
*The Registration fees includes two days access to the summit , summit kit,
and Anthony Santomero, Brooking Institute Press.
Tea /coffee and Lunch for both the days at the venue.
THE SUBMISSION
Authors are required to submit one hard copy to Professor Dhruva Chak at the address
given below:
Mr Anshuman Srivastava
5th Indian Marketing Summit-2011 Event Manager
Birla Institute of Management Technology
Plot No 5,Knowledge Park II 5th Indian Marketing Summit -2011 Phone : 0120-2323001-10 (Ext.412)
Greater Noida( NCR) Birla Institute of Management Technology Mobile : + 91-9873788681
Uttar Pradesh 201306 Plot No 5, Knowledge Park II Email : imspaper@bimtech.ac.in
Greater Noida URL : www.bimtech.ac.in
UP-201306 www.indianmarketingsummit.net
A soft copy of the same should be submitted through email to
imspaper@bimtech.ac.in.

COPYRIGHTS
The 5th Indian Marketing Summit 2011 copyrights all published material but does not take responsibility for the views expressed by contributors. It also reserves the full and
unfettered right and the sole discretion to accept or refuse a paper/case study /article for acceptance to the summit and is under no obligation to assign reasons for this
decision. This does not limit authors’ rights to use their own material after taking permission from the summit organizers.