Selling to the bottom of the bottom of the pyramid
Wednesday, June 25, 2008 at 2:50AM ARTICLE: "Fisher-Price Game Plan: Pursue Toy Sales in Developing Markets," by Nicholas Casey, Wall Street Journal, 29 May 2008, p. B1.
Always watch the kids markets for the first signs of change, as I noted in PNM.
Fisher-Price is targeting emerging markets for the bulk of future growth. Getting edged out by electronics back home, FP sees virgin markets in the New Core, where brand consciousness is just beginning and growing middle classes are just beginning to figure out how best to pamper their kids.
The rise of the global middle class, located largely in the New Core, will shift everything, just like the Boomers got all the attention here in the States for so long, no matter their age.
Being the supply center is nothing. Being the demand center is everything.
Now, says FP execs, they talk about America as just another market.
The rise of the rest, as Zakaria puts it.
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