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Research7 min read

How Marketing Works in Uzbekistan Businesses

7 Qadam market research and marketing ladder: 54 entrepreneur interviews and tax data from 157K companies.

Take the test · 3 minutesDownload research, PDF
54companies completed in-depth interviews157Kcompanies and $93B revenue according to I-Hamkor data16 · 7industries and business states in the research
KEY FINDING

The main factor that determines a company's marketing is its size. At every revenue level, companies from different industries face the same challenges and fall into the same traps.

01Marketing structure depends on size, not industry
02Steps cannot be skipped
03Understanding of results changes first, then marketing
04Business and marketing grow at different speeds
05Industry sets the ceiling
06The owner is usually the bottleneck
MARKETING LADDER

7 Qadam

Seven steps by revenue. Each has its own marketing: who owns it, what counts as a result, what tools they use, and where they go wrong.

STEP 1 · до $100 тыс.

Micro

Intuitive marketing

Instagram stores, home bakeries, workshops, private craftsmen, marketplace sellers.

71,8%
of market companies
1,7%
of market revenue
WHO HANDLES MARKETINGOwner
MAIN METRICRevenue and number of sales
MAIN TOOLSSocial media, signage, word of mouth, marketplaces
ANNUAL BUDGETup to $5K
TRAPCopying big brand solutions. Budget runs out before results appear.
MARKET

Most companies are at the bottom, most money is at the top

72% → 1.7%

Micro-businesses with turnover up to $100K: almost three quarters of companies and less than two percent of market revenue.

0.05% → 18.9%

Companies with turnover above $100M. Their revenue exceeds that of 146,000 companies in the first two tiers combined.

Market already splitAviation, telecom, finance. Top tiers are taken.
Competing nowAuto, FMCG, IT, construction, logistics, distribution, tourism.
Not yet dividedRetail, education, B2B, real estate, food service, clinics.

SELF-DIAGNOSIS

Does your marketing match your business

The business step determines turnover, the marketing step determines how it works. A five-question test will show both steps, priorities and the main trap.

Take the test · 3 minutes

Ahead marketing

Budget goes to tasks the company is not yet ready for.

Lagging marketing

The company grows using the same methods that worked before.

HOW IT WAS DONE

Interviews

54 in-depth interviews with owners and marketing directors of companies of various sizes.

Market data

I-Hamkor tax data: 157K companies in 18 industries, tier determined by turnover.

Limitations

One year of data, excluding the informal sector and banks. Details in the full document.

RESEARCH

How Marketing Works in Uzbekistan Businesses

Full research

23 pages: seven steps in detail, data on 16 industries, priorities and traps of each step, methodology.

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