Marketing in Asia: Lessons from Recessions Past

For consumer goods makers, a downturn is a time to trim costs, consolidate gains, and look for possible acquisitions

Asia's fast-growing emerging markets have been good to multinational consumer-product trailblazers like Coca-Cola (KO), Unilever (UL), Colgate (CL), Danone (DANO.PA), and PepsiCo (PEP) that now earn up to 20% of their total revenues in the region. The rising tide has lifted local players, too, benefiting everyone from Chinese health-food maker Celestial Nutrifoods to Indian personal-care company Godrej to Indonesian chocolate maker Petra.

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