How they do it: Procter & Gamble developed a lower-price diaper line with a reduced set of features for its Brazilian market in 2010. Customers who were unable to afford the company’s more expensive diapers were willing to pay for a solution that would keep babies dry overnight, given that many co-sleep with their children. The basic tier of products now exists around the world under different brand names (e.g. Simply Dry in Western Europe).
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How they do it: GE develops many products especially for the needs of emerging markets. One example is an ultrasound device which had to be portable to be suited for use in rural india. GE then developed an ultra low cost, portable, battery-operated ultrasound device for rural India and China. This invention has now also found wide approval in developed economies where the increased portability allows the machine to be used e.g. in accident first response.
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How they do it: When Logitech introduced its high-tech wireless computer mice in China it experienced limited interest due to the high price and the circumstance that due to the high population density wireless mice signals would interfer with each other. The company then introduced a more basic version of its mouse which it could then offer on a competitive price level. This redesign was not only in China but globally a success.
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How they do it: Krating Daeng is a sweetened, non-carbonated energy drink, developed in Thailand in the 1970s. It was introduced in Thailand as a refreshment for rural Thai labourers. Krating Daeng was discovered by Austrian entrepreneur Dietrich Mateschitz while working in Thailand. He subsequently introduced Red Bull in the Western market with a different formula and branding concept.
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How they do it: Since 2004, Renault and its subsidiary Dacia produce a model called ”Logan”, a small family vehicle targeted at the bottom of the pyramid. It is among the most affordable vehicles available on the market today. Initially, it was sold in markets such as Latin America or Eastern Europe. With considerable success in these markets, it has since been introduced in developed markets too.
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