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Noodles & pastas of Asia's evolving markets

A study on implications of market changes for marketers

Manish Makhijani & Nehal Medh

Abstract

An in-depth analysis of  the unique challenges for marketers in Asia. On the one hand there are a lot of brands coming from outside the region who need the Asian market to grow, on the other hand the Asian market is characterised by the existence of strong ‘home-grown’ brands.

Supported by Unilever case studies, this longitudinal analysis illustrates how markets have evolved in Asia and whether the direction of this evolution is similar to the evolution of markets in Europe.

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