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Whether it’s your first time or your fiftieth, moving is never fun. Sure, you might be excited to settle into a new home and start a new part of your life, but the actual process of packing your entire life into boxes and hauling it across the city (or the country) can only be described as stressful.
But it doesn’t have to be. The right set of websites can help you every step of the way, from finding a new place to live to making sure you don’t forget anything in those hard-to-reach cupboards.
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If you’re looking for a new place to live based on the culture of the city rather than the location or the name, chúng tôi is the place to go. The site specializes in exploring the culture of small and medium sized cities.
They explore things like the food scene in Des Moines or the best cities for people that like to travel. If you aren’t picky about where you live, Livability can be a great way to discover new options.
AreaVibes is a great resource for finding out important information about individual neighborhoods. They do so by assigning a 100-point “Livability Score.” Neighborhoods are rated based on amenities, cost of living, crime rates, education, employment, air quality, and the availability of housing.
The website also provides a lot of information about each neighborhood, such as demographics and crime rates.
If your search for a great place to live requires you to be able to walk from your apartment to the grocery store and to a variety of local shops and eateries, then chúng tôi is your go-to resource.
Just search for a neighborhood or an address and chúng tôi will provide you with the distance from major attractions, how easy it is to bike the area, what public transit is like, and how easily you can get around by foot.
WalkScore also provides a list of the best cities to live in if you’d rather not own a car.
Finding a reliable moving company is a lot like finding a great mechanic – nearly impossible, and worth their weight in gold once you do find them.
You can also view a comprehensive list of reviews of moving companies in the United States, Canada, Australia, and many other countries.
When it comes to finding a place to live – and finding reviews, floor plans, price points, and much more – there are few options better than Zillow. Users can see homes for rent and for sale, as well as accommodations like single-room rentals in larger homes (perfect for that big move to Manhattan you’ve always dreamed of.)
It’s one of the most popular and well-informed sites on the web. On the other hand, there are other alternatives:
Finding a new place to live is a long, drawn out process – and moving is another drawn out process. But with these tools and websites, you can find the right place to live that suits your desires, find a great apartment, and find the best movers with ease.
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There you are, sitting on your office chair. Feeling comfortable and good about yourself. Let me tell you something. You are lost. You are a nobody. Why? Because you don’t have a mechanical keyboard in your life! Like some evangelical preacher, I have an idea I need to sell you. That is the glory of the mechanical keyboard. If you accept the mechanical keyboard into your life, you could be experiencing increased comfort, improved productivity, and glory! It will change the way you type forever! Don’t just ask me, there are plenty of fanatics that have forever converted from using cheap, rubber-dome keyboards to high-quality mechanicals. I have made a short list of five reasons why you should switch to a mechanical keyboard. I have faith that you will see the light.
The second reason why you need to switch to a mechanical keyboard is ergonomics. Mechanical keyboards generally have higher quality keycaps which are rounded to let your fingers rest on them more comfortably. Traditional laptop keys, with the exception of Lenovo’s, are flat. Flat keys are good for space-saving designs but you not only lose precision, but also comfort. I find flat keys uncomfortable to type on for long periods because I have to hit them “head on” in order not to make an error. Also, it is very easy to hit these keycaps on the corners which will cause your fingers to slip and mis-type. If you hit the corner of a keycap on a mechanical keyboard, you still have a good chance of registering the input. The longer “throw” of mechanical keyboards are also more comfortable for long typing sessions compared to the short engagement point of chicklet-style keyboards. For a long time, I thought the main attribute of an ergonomic keyboard is shape. After using the Microsoft Natural Ergonomic keyboard for 2-3 years and using my Leopold Tenkeyless for about 5 months, I realize that it’s not about the shape. The main reason mechanical keyboards are better is the key switches.
The third benefit is reduced strain. I realize this is closely related to comfort but I felt that this deserved its own section simply because of RSI(Repetitive Strain Injury). We use our computers for hours and some of us do not take RSI seriously. I take good care of my hands. And so should you. For most people, their hands are their livelihood. Hand health is very important if you are a musician, laborer, or athlete. One thing I’ve notice after spending a few months with my mechanical keyboard compared to keyboards of my past is finger pain. I use to get finger pain after prolonged typing on the rubber dome keys. They were all I knew so I didn’t question. It wasn’t until I was in the market for a better keyboard where I found out about mechanical key switches. Subsequently, it wasn’t until I was typing on them for hours until I realized my finger pain was mainly caused by the cheap rubber-dome keyboards. If you are on the computer for hours, or if your profession involves extensive amounts of typing, consider investing on a mechanical keyboard for this very reason. These key switches will reduce finger strain. Your hands will thank you.
The fourth benefit of using a mechanical keyboard is improved speed. A more precise, comfortable keyboard means improved typing speed. I was never a speed typist. Barely being able to type 25 WPM, after a few months of serious training, I can now type 60-70 WPM. Your mileage may vary but you will improve your speed. If not in burst typing, definitely in endurance typing. That’s typing long essays or reports. Wiki has the average typing speed rated at 33 WPM. If you are over this, you are doing very well.
The last and most important reason why you need a mechanical keyboard? They’re fun! That may sound silly to say but after getting one, I now enjoy typing. I like the sound of these Cherry MX browns. Some people like the blues. You can’t go wrong either way. They’re great to type on. Mechanical keyboards have their own unique personalities. From the simple Leopold Tenkeyless to the highly sought after HHKB Pro 2. Typing shouldn’t be a chore. Most people probably won’t be competing on typeracer for leisure, but mechanical keyboards will make you smile. It’s like buying a luxury car. Sure, you don’t NEED leather heated seat with power everything but if you can afford it, why not treat yourself? Especially a tool that you will spend years using. Once you punch the keys, you will see the light
There are some indisputable truths on PPC measurements that any practitioner can relate to:
There is no shortage of PPC metrics available.
There is no shortage of PPC metrics that will be of zero use to the optimization of your campaigns.
There is no shortage of debate among PPC practitioners about which metrics matter and which ones don’t.
PPC campaign objectives will dictate which metrics need to be reviewed and analyzed.
To truly optimize a PPC campaign, there is never just “one metric” and you always need to dig deeper to find your way forward.
So many people who run PPC campaigns have no idea where to start.
This post is not meant to reveal “the ultimate PPC KPIs” or serve as “the definitive guide to PPC metrics once and for all”. Instead, see this as a useful starting point.
Looking at any one of these metrics alone will not give you the needed answers for optimizing your campaign, but at a universal level, each one can point you in the proper direction towards understanding:
Why the numbers are what they are.
What needs to be addressed.
I surveyed a few team members from my staff just to get their insights on “starting point metrics” and below are the most common ones:1. Cost Per Conversion
At the core, this measurement is a very simple calculation:
Ad Spend / Conversions = Cost Per ConversionWho Should Look at This?
Everyone.Why Is This Important?
When you start by looking at your cost per conversion, you can quickly see which campaigns might not look quite right.
Which campaigns are outside of what you deem to be an acceptable cost per conversion?
How does the cost per conversion goal vary by campaign or ad group?
Which ones are bringing the overall average up or down?
Based on what you see here, you may decide to:
Reallocate budget from an under-performing campaign to one that’s more worthy.
Perform a deeper analysis on why a successful campaign is working. Can that campaign scale and maintain performance? Is there a lesson to be learned and applied to other campaigns or ad groups? There may not be, you at least need to make the effort to confirm.Critical Context
To state the obvious, not all conversions are created equal.
For example, a download of a whitepaper or research guide will have a different value than a prospect directly requesting a quote.
Generally, you should be willing to pay more for a customer wanting a quote than for one downloading a free guide. With that in mind, always remember “Cost Per Conversion” is not a “one-size-fits-all-campaigns”.2. Conversion Rate
This measurement is also a simple calculation:Who Should Look at This?
Everyone. It makes no difference whether it’s B2C retail, B2B manufacturing, ecommerce, local services, nonprofit, or another category.Why Is This Important?
When you start by looking at your conversion rate early, you will see the highs and lows of various campaigns.
Start with the lowest ones. How did they perform in the current period vs. last month or last year? (If applicable.)
Just like the “cost per conversion” metric above, paying attention to this number will point the way to improving the campaign.
Based on what you see here, you may decide to:
Test a new Call to Action (CTA) on your landing page.
Similar to “cost per conversion”, this metric points the way to a deeper analysis on why a successful campaign is working. Can that campaign scale higher? Is there a lesson to be learned and applied to other campaigns or ad groups? There may not be, you at least need to make the effort to confirm.Critical Context
Again, not all conversions are created equal. Therefore, some are naturally much easier to attain than others.
For example, in the consumer software world, converting someone to a free direct download of a trial version is much easier to than having a trial version that forces a user to enter personal information and a credit card up front that will automatically convert to a paid subscription after 14 days.
You will ultimately need to decide which method will lead to more paying customers.3. Search Impression Share
Your ad campaigns are set up to (or at least they should all be) be seen by a specific audience with a specific intent.
Simply put, if there were 100 opportunities that your ad could show (again, based on the criteria you specify) and it shows 80 times, then you have an 80 percent “search impression share”.Who Should Look at This?
Everyone. It makes no difference whether it’s B2C retail, B2B manufacturing, ecommerce, local services, nonprofit, or another category. (Notice a pattern here?)Why Is This Important?
This isn’t the first metric you need to look at, but it should be near the top and a critical part of your analysis.
To state the obvious, you want your ad to show up for every applicable opportunity and see numbers on the report as close to 100 percent as possible.
A couple of common factors that play into this are:
Budget allocation (see below in #4).
Quality Score: Many studies, blogs, and conference presentations have covered (and debated) quality score in depth so I won’t here, but generally speaking, you can be reasonably confident that having a high-quality score is never a bad thing.
Below is the same exact graphic as the one directly above this, but note the metrics in the line that’s highlighted.
The “search impression share” is 63 percent. This one is the most expensive in terms of CPC, total cost, and cost per conversion. Looking at the cost per conversion first would point you to dig deeper on this segment.
Some of the things this examination could lead you to might be:
An analysis of the true value of these conversions. At $38.34 it’s the most expensive one. As stated earlier, not all conversions are created equal, so this one better be more valuable than the rest.
Additional question: If these conversions truly are more valuable than the others, do you just need more budget or do you need to put intense focus into optimizing the path?Critical Context
For newer campaigns (especially in a highly competitive space), you’re trying to find your footing. Don’t panic if it’s low right out of the gate.
As you get more data, be prepared to take action, but try not to feel too defeated if the number doesn’t look as good that first month.4. Search Impression Share Lost Due to Budget
This measurement is an extension of what was covered in #3. Whereas the first three metrics were calculations, this one comes directly from Google.Who Should Look at This?
Once again – everyone. It makes no difference whether it’s B2C retail, B2B manufacturing, ecommerce, local services, nonprofit, or another category.Why Is This Important?
This number is a clue that the path to scaling this segment may be easier than others.
The closer the number is to the difference between 100 and the “search impression share”, the more likely you are to find additional conversions simply by boosting the budget.
If, however, there is a significant gap, you have other issues (see #3 above).Critical Context
In more than 15 years of PPC experience, I’ve yet to have Google tell me that I’m spending too much money! Just keep that in the back of your mind.
If this report tells you that you’ve lost 20 percent of search impression share due to budget, don’t automatically assume that increasing your spend will result in your other critical metrics remaining consistent (cost per conversion, conversion rate, etc.).5. Conversions Directly From the Ad
Huh?!? What does this mean?
Well, a conversion doesn’t always require a landing page.
The most obvious example of this would be a “call extension” that places a phone number directly in the ad.Who Should Look at This?
If you’re doing that, then this is the first metric you should look at.Why Is This Important?
If the fastest way to earning a paid customer means getting a phone call or text message, then optimizing for that objective becomes your business lifeline.
In the context of the ad example above, a storm has taken out a tree in a someone’s yard and created a horrible mess.
The context of the query and intent of the searcher is very clear. That searcher wants to connect with someone quickly who can solve their problem.
The ad copy must clearly address the searcher’s need in order to earn that phone inquiry.Critical Context Conclusion & Parting Advice
Never rely on one single measurement to be the final arbiter of the success (or lack thereof) of your campaign. Instead, look for those singular measurements that can give you a place to start.
Always look to dig deeper to find the “why” that that helps you take action. Follow through on that action and over time you will see improvements to your PPC performance.
More Paid Search Resources:
In-Post Photo: RCarner / Can Stock Photo
Best 5 Free Visio Alternatives for Mac you Should Use
Flowcharts can be incredibly useful, and when it comes to flowcharts, the most popular tool for creating them is Microsoft Visio.
If you’re not a fan of the Office suite, today we’ll show you the best free Microsoft Visio alternatives for Mac.
Want to learn more about Mac OS? This dedicated Mac OS article has a all information your need.
Looking for more Mac-oriented articles? You can find them in our dedicated Mac section.
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Microsoft Visio is a useful software if you need to create diagrams, but it’s a part of Microsoft Office, and many users don’t want to purchase the entire Office suite just to use Microsoft Visio.
Luckily, there are many free alternatives, and today we’re going to show you the best free Microsoft Visio alternatives for Mac.What are the best free Microsoft Visio alternatives for Mac?
Edraw Max is a multi-platform diagram software, and it’s available on all major desktop platforms and as a web app.
The software supports over 280 types of diagrams, and it’s incredibly simple to use, so you won’t have any issues with it, even if you’re a first-time user.
Regarding compatibility, Edraw Max works with various file formats, including Visio formats, PDF, Office formats, images, etc.
The software can be used to create flowcharts, timelines, fishbones, UMLs, network plans, floor plans, and engineering plans.
There are 26,000 symbols and 2000 templates available, so you can immediately start creating flowcharts. Sharing is also available, and you can easily collaborate with others on your charts.
Edraw Max is an amazing flowchart software, with an abundance of templates and elements, and with its simplicity, it might be the Microsoft Visio alternative that you’re looking for.
Edraw Max features:
Compatible with Visio, PDF, Office, images and other formats
Can create flowcharts, timelines, fishbones, UMLs, network plans, floor plans, engineering plans
26,000 symbols and 2000 templates available
Incredibly simple to use
Available on multiple platforms
Edraw Max is an application for creating diagrams on Mac and PC, and it’s one of the best Visio alternatives on the market.
Check price Visit website
Lucidchart is a web-based flowchart solution that allows you to easily create flowcharts and diagrams. Since the service is web-based, you can collaborate with others in real-time.
The service is incredibly simple to use, and thanks to the more than 500 templates and simple drag and drop interface, you can create flowcharts in a matter of minutes.
Lucidchart supports diagrams and you can import data from Excel, Zapier, Salesforce, LinkedIn Sales Navigator, and other services.
The service offers full integration with productivity platforms such as G Suite, Atlassian, Slack, Salesforce, and Microsoft Office, which is also a major plus.
Overall, Lucidchart is great for collaboration and if you need to create flowcharts with your team, be sure to consider Lucidchart.
Supports real-time collaboration
Can import data from Excel, Zapier, Salesforce, LinkedIn Sales Navigator, and other services
Offers integration with G Suite, Atlassian, Slack, Salesforce, and Microsoft Office
⇒ Get Lucidchart
If you prefer using web apps for creating diagrams, chúng tôi might be a great choice for you. The service offers a great number of shapes divided into more than 50 groups.
All groups are sorted by categories, and you can easily add a group of shapes to your project simply by checking it. If needed, you can also create your own custom shape libraries.
As for the type of charts you can create, you can easily create flowcharts, process diagrams, network diagrams, organizational charts, UML diagrams, and more.
Draw.io is compatible with Gliffy and Visio files, so you can import them right to chúng tôi and continue where you left off.
The service also works with cloud storage services such as Google Drive, OneDrive, and Dropbox, as well as GitHub and GitLab.
Overall, chúng tôi offers great features, and since it’s completely free, there’s no reason not to try it out.
A wide array of shapes sorted into 50 groups
Can create flowcharts, process diagrams, network diagrams, UML diagrams, and more
Works with Gliffy and Visio files
Offers integration with cloud storage
⇒ Get chúng tôi
SmartDraw comes in two versions, a web version that you can use on any platform and the Windows desktop version. The software can import and export Visio files, so it can work great alongside Visio.
The service can create chart-based diagrams, graph-based diagrams, schematic diagrams, and other 70 different types of diagrams.
There is also a wide array of templates available, and all templates are nearly organized in 25+ different categories.
Regarding integration, SmartDraw works with Microsoft Office, OneDrive, SharePoint, Google Docs, Google Sheets, Google Drive, Confluence, Jira, Trello, and Dropbox.
With its high number of supported diagrams and templates, and with great third-party integration, SmartDraw is one of the best alternatives to Microsoft Visio on Mac.
Can create 70 types of diagrams
An abundance of templates sorted into 25+ categories
Can import and export Microsoft Visio files
Compatible with Microsoft Office, Google Docs, Confluence, Jira, Trello, and cloud storage services
Available as a web app and Windows application
⇒ Get SmartDraw
Creately is another flowchart web app that can create flowcharts, diagrams, mindmaps, and more. The service offers real-time collaboration, so you can easily create flowcharts with your team.
The service offers thousands of different templates, and thanks to the drag and drop interface you can create your own templates quickly and with ease.
As for supported diagram types, Creately supports 70 different diagram types. Of course, you can use different themes and styles and ensure that your workflows and consistent and professional.
Regarding integration, the service works with Google Drive, Slack, Confluence, with support for Zapier and OneDrive on its way.
Overall, Creately is a great service, and you might want to consider it.
⇒ Get Creately
While Microsoft Visio is one of the most popular tools for creating flowcharts, there are many great free alternatives available for Mac.
In this article, we covered some of the most popular alternatives, and we hope that you’ll consider them.
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There’s a whole world outside the English-speaking corner of the internet, so you have likely come across a website in a language that’s not your own.
When you do, resist the temptation to instantly tap the back button, as modern-day mobile browsers can translate the text with just a couple of taps. The accuracy of these tools isn’t perfect but the technology behind them is getting better, and even with some errors, you’ll still be able to understand the main idea and details in a story.
What you need to do to translate a website on your mobile device will depend on your browser of choice. In most cases, the app will assume the language you’re fluent in is the one your phone is set to, which is controlled via System and Languages and input in Settings on Android, and via General and Language & Region in Settings on iOS.How to translate websites on the Google Chrome app
Google has both a popular mobile web browser and a translation engine, so when you open up a foreign language website in Chrome you’ll see an overlay pop up at the bottom (Android) or top (iOS) of the screen, offering to translate it for you. Tap on English (Android) or Translate (iOS) to decode the content.
[Related: 7 language apps and tools to help you navigate the world]
The translation will continue throughout the website until you turn it off, so if you’re browsing around links on the site, text will still appear in English automatically. If you need to jump back to the original language on an Android device, tap it on the translation bar. On iOS, tap the Google Translate icon to the left of the address bar and select Show Original.
Tap the three dots (Android) or cog icon (iOS) on the right-hand side of the translation pop-up to automatically translate certain languages or sites. You can also manage these options by tapping the three dots in the top-right (Android) or bottom-right (iOS) corner of the Chrome interface and choosing Settings and Languages.How to translate websites on the Microsoft Edge app
Edge (for Android and iOS) comes with its own translation engine as well. Open up a website in a language that’s not your own, and you’ll see an offer to translate it pop up at the bottom (Android) or top (iOS) of the screen. Tap to accept the translation, which will continue as long as you stay on the same site.
If Edge has detected a language incorrectly, you want translations to run automatically, or you’d like to exempt the current site from future translations, tap on the three dots (Android) or cog icon (iOS) on the overlay that appears. On Apple devices, these extra options will also appear as an additional step before translating a site.
To go back to the original language, reload the page and don’t accept the translation when prompted. You can also configure how the browser manages translations through the browser app settings: Tap the three dots at the bottom of the Edge interface, then choose Settings, General, and Microsoft Translator.How to translate websites on the Apple Safari app
Safari comes as the built-in browser on iOS and can take care of all of your translation needs. Load up a website in a language other than your iPhone’s default one, tap the AA icon to the left of the address bar at the bottom of the screen, and choose Translate to English from the menu that appears.
You’ll also need to tap Enable Translation on the next dialog box to confirm that you’re happy with Apple sending the site’s text to its servers for translation. If you’re not, you’ll have to rely on your own language skills. Safari will remember which sites you’ve given it permission to translate for the next time you visit them.
The translation will stick until you leave the current website, so any links that you tap within the same site will be automatically translated, with no extra privacy pop-up to get through. To return to the original language on a page, tap the translation icon to the left of the address bar, and then View Original.How to translate websites on other mobile browsers
Many other mobile browsers are available, including some that have built-in translation options (Brave) and some that don’t (Opera). You can always use the translation features integrated into your phone’s software to decode blocks of text, if you need to. It’s not quite as helpful as translating entire pages, but it’s better than nothing.
[Related: How to translate any website from your browser]
On Android, you’ll need to start by installing the Google Translate app. Open it, tap your profile picture (top right), choose Settings, and then Tap to Translate to enable the feature. Once that’s done, you should be able to select text in any of your apps and pick Translate from the pop-up overlay to do just that.
On iOS, simply select a block of text and the Translate option should appear (if it doesn’t, tap the right arrow icon). You’ll need to confirm that you’re okay with Apple analyzing the text, and if you are, you’ll then get a panel showing the translated text. You can have it read out to you, or copy it to the clipboard on your iPhone.
When companies decide to move out of their comfort zone for business expansion and more market share, they have to take up various calls. These calls are difficult and have their own set of pros and cons to offer the company. Companies can no longer be the leading player in the local market and be satisfied because the competition that they are getting is from around the world. Today, brands like Amazon, Flipkart, Ajio, Blinkit, and others make it possible to deliver every international brand to your doorstep with the utmost efficiency. When the competition is international, companies also have to work internationally to survive and thrive both in the long run and the short run.
In this article, we will be discussing what could be the various ways through which a company can plan expansion. We will also back up all this information with examples of renowned businesses like Body Shop, Starbucks, and others to ensure that this is possible and is followed in the industry.Questions to answer for deciding which markets to enter
For a successful business expansion, companies have to ask themselves these simple questions. While finding these answers, the business will find the rough plan for its expansion already chalked out.
How many markets is the business planning to enter during its expansion?
What parameters will they be used to decide on the potential markets, or, in simpler terms, how are they going to evaluate the market?
How is the business planning to succeed in the developing markets?How many markets are there to enter?
When the business has decided that it will be entering various markets, it is time for them to decide how it will be entering those markets. It can be done in two ways by the brand.
When the business has decided that it will be entering various markets, it is time for them to decide how it will be entering those markets. It can be done in two ways by the brand.
Waterfall method for entering different markets − in this method, the company plans to enter one market at a time. So, for example, the business has decided that they will be entering the Indian market, the Chinese market, and the Korean market based on customer preference and need data. So now they will first be ticking off one country and then another. This ensures that the business has an optimal time to plan things out and that there is no strain on financial and other resources.
Companies understand that they have limited resources and that there are significant differences in the ethnicities and cultures of each country. Instead of making a mess, they try to stay calm and composed and establish themselves as renowned brands in the market. Brands like The Body Shop, BMW, General Electric, and Bennett have followed this method of market expansion.
It does put a strain on the financial resources and other resources, but it is like the company will be going through hardship all at once. KFC, Microsoft, and Starbucks have used this method of market expansion. When Microsoft was expanding as a company, it sold more than 60 million licenses and also entered 42 countries at the same time in 2012.Evaluating the potential markets
When a business has identified its marketing strategy, it is important for them to determine which geographical boundaries they have to cross. With globalization, privatization, and liberalization, companies might think that entering new markets is nothing but a cakewalk, but they could not be more wrong in their stance. Countries have greater differences in terms of culture and other operational factors. Before deciding on the markets that the business has to enter, they should understand −
Demographics of the population
Economic status of the population and the health of the economy
Natural factors like the weather, natural disasters that occur, and others.
Income statistics of the individual
The educational background of the country as a whole
Language barriers between nations.
Political environment and the legal framework of the company.
All these factors give the companies a coherent understanding of the market that is going to be there in the entering country. Most countries prefer their neighboring countries for the import and export of goods because of familiarity. The more promising countries might have equal risk associated with the expansion. For example, the major exporting countries for the United States are none other than Mexico and Canada. Examples of some renowned companies are −
Kentucky Fried Chicken (KFC) − When KFC entered the Chinese market, they introduced dishes like the dragon twister, a wrap stuffed with chicken strips, duck sauce, and others. When the brand entered the Nigerian market, it witnessed a shortage of chicken supply in the market, and it was illegal for them to import chicken from other countries, hence the brand started adding more fish-related dishes to its menu.
MacDonald’s − When MacDonald’s entered the Indian market, they knew that beef-related products would not only be acceptable but the company would also be frowned upon; hence, the brand came up with more and more chicken-based products and even started many poultry-related burgers and dishes for vegetarian consumers.Entry into the developing markets
Brands have to understand that the majority of the world’s population resides in developing nations, not developed or underdeveloped ones. India and China are the most populated countries in the world. Hence, with a growing population, these brands offer companies major opportunities for growth and success. Along with opportunities, brands will be facing major adaptation challenges as well. Brands have to adjust their pricing, promotional strategies, products, and distribution channels according to the customers and their needs.
Companies cannot and should not ignore these markets, as Nestle has more than 1 billion consumers in the merging market and 40% of the sales are derived from emerging countries. HUL’s 50% of the sales are derived from developing nations like BRICS (Brazil, Russia, China, India, and South Africa); Kraft has 30% of its sales derived from developing nations; and others. Businesses have adjusted themselves to position themselves in the BRICS market, and some of the examples could be −
McDonald’s − The brand is discussed here again. When McDonald’s entered the Indian market, it understood that customers were price sensitive and did not believe in wasting food; they wanted a value meal, so the size of all its fast food was reduced to better serve them.
Hindustan Unilever Limited (HUL) − The company understood that, though it has very strong distribution channels, not all of its customers are willing or able to afford those big boxes of shampoo, oil, and conditioner. Hence, the companies came up with the sachet system of packaging, which does not burn a hole in the purchaser’s pocket during purchase.
Companies should be entering international markets. There are a lot of opportunities in these markets for the company. The countries and their customers will also embrace the brand, but for that to happen, companies also have to understand their customers, their thinking process, their behavioral patterns, their beliefs, and their culture. It is a two-way road, and they must meet both ways.
Today, we see cold drinks like Thumsup, Fanta, Sprite, Limca, and Pepsi available in every nook and cranny of India, but for that, they understood their customers and adapted themselves. Most Indians today believe that HUL is a brand that originated in India, but this is not the case. Expansion is powerful, and companies should invest in the same.
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