| Emerging Markets: The key to revenue
For the foreseeable future all economic growth, and very likely the growth of your business, will depend on emerging markets. According to the Boston Consulting Group, "Over the next few years, you will see a dramatic gap opening... between those who get it and are fully mobilized in China and India, and those that are still pondering."
For British firms, India (with a comparable legal framework and few language barriers) is the obvious place to start. Familiarity, English as the official business language, a growing consumer base and an 8% growth rate all indicate that the quickest – and among the highest – ROI will come from India.
But India's not an easy place to understand. For everything you can say about India, the opposite is also true. So how should you prepare? What should you do to understand the market and the people you'll deal with?
This one-day course will equip you with the key tools and understanding you need to create an India strategy, and execute it effectively and efficiently. Through an immersion into Indian business culture, practices and context, it will provide you with insight into the market, help you understand the decision-makers in client organisations, and be successful in India.
Who is it for?
If you've decided to enter the Indian market, this course will help you to understand the business landscape and make appropriate business decisions. If you're thinking about it, or looking for new markets to enter, this course will give you enough information to make a decision about India.
The course will most benefit you if you're in a marketing, sales or product / service head role, as you evolve an India strategy.
• Business Development Managers
• Sales/Account Managers
• Marketing Managers
• Business/Product Line Managers
• Regional Managers responsible for sales in India
What is it about?
This course helps you to understand India from a seller's perspective. It acquaints you with the economic, political and social environment you will encounter, the motivations of the people you'll be selling to and the obstacles you're likely to face, and helps you develop the knowledge and skills to anticipate and manage these challenges.
Course overview
The programme will cover the following areas:
• "When 'yes' means 'no', and other stories": understanding your prospects, their motivations, and what they mean
• "Under The Hood": A look at India as a business-scape – its regulatory framework, business norms and what it takes to "make it"
• "Getting beyond Namaste ": recognising and overcoming the gaps in business culture and expectations between you and your prospects
• News from the Front: success and failure stories from those who have trodden this road before, and the lessons they learnt
• Making it specific: creating a starter road-map for your India entry
You will participate in role-plays, simulations and exercises through the workshop. The workshop will also include some post-event calendared follow-ups on specific challenges and action items.
How do you benefit?
Familiarity with emerging markets, especially India, is fast becoming a survival skill. To start with, you will almost certainly need to sell to Indian companies – but in a few years, you could be working for an Indian multi-national.
And, with one sixth of the world's population being Indian, chances are you'll be working with Indians sooner rather than later, as team-mate, boss or junior. Being able to anticipate and manage challenges related to working with Indian firms and individuals could be the difference between your success and failure. And, of course, your ability to sell to, work with and manage Indian teams and individuals could be crucially important to your employer.
Course leader
The course will be led by Ved Sen, CEO of ThinkPLANK. Ved has work experience across consumer goods, advertising, business journalism, technology, media and start-ups, in India and the UK . He has worked with clients such as MTV, eBookers, Ebbon Dacs, Hannover Reinsurance, BT, Metlife, General Cologne Reinsurance and others.
Segments of the course will be led by:
• Shekhar Deshpande, Global Planning Director, JWT. Shekhar has several years of experience in sales, marketing, brands and advertising in India, helping his clients to grow their businesses.
• Pragna Sen, marketing and sales specialist, with experience across India, the US and the UK. Pragna has managed institutional and retail product launches in India, and managed relationships with clients such as GE, IKEA and The Coca-Cola Company.
• Guest speakers Alison Coburn, CEO, Common Purpose International, and Divya Sharma, Associate, Bird & Bird LLP
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