With $4 trillion in new spending and 400 million new first-time consumers up for grabs, APAC is a dream come true for multinational CPG companies seeking sustained growth. But their current go-to-market approach will only give them nightmares. These CPG companies must change business-as-usual now to engage and reach these 400 million consumers across 20+ million outlets.

1. Copyright © 2017 Accenture All rights reserved. Accenture, its logo, and High Performance Delivered are trademarks of Accenture.

2. Copyright © 2017 Accenture All rights reserved. Accenture, its logo, and High Performance Delivered are trademarks of Accenture.
Growth across the consumer goods industry is increasingly elusive.
Yet opportunities await in Asia’s emerging markets.
How to seize them? Unleash digital to engage consumers, get
products on shelves where new and upgrading consumers shop,
and transform operations.
$4 TRILLION
IN NEW SPENDING
400 MILLION
FIRST-TIME AND UPGRADING
CONSUMERS

3. Copyright © 2017 Accenture All rights reserved. Accenture, its logo, and High Performance Delivered are trademarks of Accenture.
Asia’s emerging economies
are not one-size-fits-all. But
their new consumers have
some things in common:
1. Healthy disposable incomes
2. No existing brand and product
loyalties
3. Digital. More digital. Even more
digital.

4. Copyright © 2017 Accenture All rights reserved. Accenture, its logo, and High Performance Delivered are trademarks of Accenture.
Building awareness among new
consumers starts with going where
they are. Digital channels.
By cutting TV ad spend in half, companies can redirect
savings to innovative digital marketing tactics such as
social media marketing, gamification and augmented
reality that engage consumers digitally.

5. Copyright © 2017 Accenture All rights reserved. Accenture, its logo, and High Performance Delivered are trademarks of Accenture.
Most new consumer spending in Asia’s
emerging markets is with mom-and-pop outlets.
In fact, an overwhelming percentage of sales
occur at 25 million mom-and-pop stores across
Asia. Yet multinational CPG companies only
reach about 10 to 20 percent of these
traditional trade outlets.

6. Copyright © 2017 Accenture All rights reserved. Accenture, its logo, and High Performance Delivered are trademarks of Accenture.
Being digital means
operating digitally.
Develop regional centers of excellence to:
• Deliver faster and at scale
• Support local in-market
agility
• Fill talent gaps as needed

7. Copyright © 2017 Accenture All rights reserved. Accenture, its logo, and High Performance Delivered are trademarks of Accenture.
CPG leaders who want to be growth mavens in Asia’s
emerging markets must excel in three areas:
#1
Amp up smart digital to engage
consumers. Digital engagement is not
about posting stale web videos. Get
creative with social listening and
consumer dialogues to put products in
front of consumers.

8. Copyright © 2017 Accenture All rights reserved. Accenture, its logo, and High Performance Delivered are trademarks of Accenture.
#2
Experiment and refine constantly. Better
outcomes come from trial and error. Use
data and analytics to fuel test-learn-tweak
approaches and pursue the best solutions.
CPG leaders who want to be growth mavens in Asia’s
emerging markets must excel in three areas:

9. Copyright © 2017 Accenture All rights reserved. Accenture, its logo, and High Performance Delivered are trademarks of Accenture.
#3
Elevate in-house digital. Digital is not a
nights and weekend job. Invest to build
digital expertise inside the organization
instead of relying on a sea of third parties
to get the job done.
CPG leaders who want to be growth mavens in Asia’s
emerging markets must excel in three areas:

10. Copyright © 2017 Accenture All rights reserved. Accenture, its logo, and High Performance Delivered are trademarks of Accenture.
Learn more about how CPG companies can pivot to digital to
reignite profitable growth. Read the full report here:
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