Yomiuri Shimbun











Tuesday October 9, 2012; 8:30AM breakfast through 10:45

Bloomberg Tower

731 Lexington Avenue at 59th Street New York, NY 10022

Check-in at reception with photo ID upon arrival

Asia’s three marketing powerhouses are Japan, China and India. Each is distinctly different in terms of advertising sophistication, media usage, consumer spending, retail distribution and global brand development. However, all three markets are critical to achieving multinational marketing success today.


With a population of 128 million, Japan may not be a giant in the densely inhabited Asia region; however, its economic influence and technical pioneering cannot be ignored. It is second only to the United States in advertising expenditure and has long been one of the world’s leading markets in the purchase of luxury goods. Consumer spending comprises more than half of the country’s economic activity. Japan is a key originator of consumer trends and new media ideas, particularly in light of its mature mobile sophistication.


China is now the world’s 3rd largest ad market; a decade ago its ranking was insignificant. Not only does one need to understand the often enigmatic outlook of the Chinese consumer or business person, but geo-political and macro-economic issues can factor in basic marketing strategies. Growth beyond “Tier 1” cities is now critical, particularly as the government steers the country from an export-based economy to a consumption driven one. Marketing now plays a huge role in this significant shift. Yet, communicating long-established brand values to a new consumer with a different mindset can be challenging.


India, Asia's third largest economy, ranks among the world’s top ad growth markets. Its advertising industry has evolved from a small-scale business to a one of the country’s major sectors—generating award-winning creative work from well-recognized local ad leaders. The world's largest democracy and second most populous country is also home to a burgeoning middle class of 300 million people. Although chain stores are expanding at 20% a year-- fueled by new shopping malls, small family-run shops currently comprise 90% of all retailers. India’s challenge to brands is its retail structure, particularly after last year's indefinite suspension of a move to open the $450 billion retail market to foreign partners.