The 86 Percent Solution

The 86 Percent SolutionHow to Succeed in the Biggest Market Opportunity of the Next 50 YearsAbout the Authors Vijay Mahajan, former dean of the Indian School of Business, holds the John P. Harbin Centennial Chair in Business at McCombs School of Business, University of Texas at Austin. He has received numerous lifetime achievement awards including the American Marketing Association (AMA) Charles Coolidge Parlin Award for visionary leadership in scientific marketing. The AMA also instituted the Vijay Mahajan Award in 2000 for career contributions to marketing strategy. Mahajan is author or editor of nine books. He is one of the world's most widely cited researchers in business and economics. He edited the Journal of Marketing Research, and has consulted with Fortune 500 companies and delivered executive development programs worldwide. Kamini Banga is an independent marketing consultant and managing director of Dimensions Consultancy Pvt. Ltd. Her clients have included Cadbury, Philips, Johnson & Johnson, Coca-Cola, and many others. She has traveled extensively in Asia and Southeast Asia, conducting training programs on market research and consumer behavior. During a three-year stint in London, she worked with the Harris Research Center as a consultant on ethnic issues for companies including British Airways and the BBC. Banga writes and edits business articles for Economic Times, The Smart Manager, Business Today, and other leading Indian business publications, and is a non-executive director on several company boards. She is a graduate of the Indian Institute of Management, the premier institute for MBA education in India. A former resident of Mumbai, India, she now lives in London. © Copyright Pearson Education. All rights reserved.

About the Authors.

Seeing Geeti.

Preface: Do You Want to Be in This Market? Can You Afford Not to Be?

Acknowledgments.

1. The Lands of Opportunity.

    The 86 Percent Opportunity 

    Opportunities at Many Levels 

    Characteristics of Emerging Markets and Opportunities They Create 

    Finding Solutions 

    The 86 Percent Solution 

    Notes 

2. Don’t Build a Car When You Need a Bullock Cart.

    Designing for Six-Yard Saris 

    Back to Basics 

    Riding the Bullock Cart 

    The 86 Percent Solution 

    Notes 

3. Aim for the Ricochet Economy.

    The Ricochet Economy 

    Taking Aim 

    More Bounce 

    The 86 Percent Solution 

    Notes 

4. Connect Brands to the Market.

    Market-Stall Economies 

    Brand Consciousness 

    Strategies for Harnessing Local Brands 

    Brands on the Run 

    The 86 Percent Solution 

    Notes 

5. Think Young.

    A Fountain of Youth 

    Strategies for the Youth Market 

    Youth Leads to Growth 

    The 86 Percent Solution 

    Notes 

6. Grow Big by Thinking Small.

    Inverted Pricing 

    Small Homes 

    Strategies for Thinking Small 

    Small Wonders 

    The 86 Percent Solution 

    Notes 

7. Bring Your Own Infrastructure.

    A Tale of Two Markets 

    Regulatory and Financial Infrastructure 

    Finding Opportunities in Infrastructure 

    Overlapping Infrastructures 

    The 86 Percent Solution 

    Notes 

8. Look for the Leapfrog.

    Leapfrog Strategies 

    Beyond Appropriate Technology 

    The 86 Percent Solution 

9. Take the Market to the People.

    Complex Distribution 

    Strategies for Taking the Market to the People 

    Seeing Opportunities That Are Off the Grid 

    The 86 Percent Solution 

10. Develop with the Market.

    Strategies for Developing with the Market 

    Four Paths 

    Evolving Opportunities 

    The 86 Percent Solution 

    Notes 

Conclusion: An OpportunityNot to Be Missed.

Appendix A: Complex Tapestry.

    Convergence of Civilizations 

    Realizing the Gains 

    Population Equals Profits 

    Notes 

Index.