International Marketing Strategy

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We combined the topics of international research, branding and marketing communications by introducing a ficticious ice cream to a foreign market: destination ice

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International Marketing Strategy

  1. 1. Destination<br />Johannes <br />Charleen<br />Hannes<br />
  2. 2. meet<br />charly<br />
  3. 3. charly<br />in...<br />lives<br />
  4. 4.
  5. 5. ...<br />and<br />loves<br />
  6. 6.
  7. 7. sheis<br />to…<br />addicted<br />
  8. 8.
  9. 9. …<br />for<br />charly<br />cheers<br />
  10. 10.
  11. 11. and<br />saves<br />…<br />money<br />for<br />
  12. 12.
  13. 13. ?<br />HOW<br />to<br />COMBINE<br />both<br />
  14. 14. Destination<br />TM<br />Africa<br />Christmas<br />TM<br />
  15. 15. The idea<br />
  16. 16. „Urlaub in den <br /> Händen halten“<br />„Holiday in your<br />hands“<br />„Vacacciones en <br />tusmanos“<br />
  17. 17.
  18. 18. International Market Research<br />
  19. 19. “Marketing managers have to base decisions on a solid foundation of knowledge and focus strategic thinking on the needs of the marketplace, rather than the product.”<br />(International Marketing Strategy, Doole & Lowe, 2008) <br />
  20. 20. The research process<br />
  21. 21. “A problem well defined is a problem half solved”<br />What Information is needed? <br />What are our core objectives?<br />Which countries do we want to enter with our product?<br />
  22. 22. Scanning international markets<br />
  23. 23. Market Segmentation<br />Geographicalcriteria<br />Country attractiveness<br />Companies compatibility with each country<br />
  24. 24. Who is in our target markets?<br />
  25. 25. Should we take a qualitative or quantitative approach?<br />What is our timescale? <br />Do we have available resources?<br />We want to enter the first market in 2011.<br />We want to have a market share of 20 % after <br />3 years in the desired countries.<br />We want to be known by 70% of our target group. <br />
  26. 26. What is our plan of action?<br />Which methods and procedures should we use? <br />We first of all analyze secondary data to find our target markets, than conduct surveys (online & offline).<br />
  27. 27. How will the questionnaire be administrated? <br />Who will do the work?<br />Which resources are required?<br />Online questionnaire (50%), personal interviews (25%), focus groups (25%),<br />Local research agencies will do the work.<br />
  28. 28. Mining the information content from the raw data. <br />Involves determining consistent patterns and summarizing the relevant details.<br />Country attractiveness<br />Companies compatibility with each country<br />
  29. 29. Most important job is to communicate the research results.<br />It includes interpreting the research results, describing the implications and drawing the appropriate conclusions. <br />There is a strong need for a premium segment ice cream which combines excellent taste with a modern image. <br />
  30. 30. Branding<br />
  31. 31. Whatisbranding?<br />Creating an emotional bondbetweencustomerand a product ,through: <br />functionaldimension: <br />High qualityicecreamwithnewunconventionalflavours<br />socialdimension: <br />Destination iceis a modern, cool andrebelliousbrandthatshows, that I am different form others. <br />Destinantionicebuilds a community<br />mental dimension:<br />„U go for I“<br />Destination ice makes friendship with others easier, hence consumers are a community<br />spiritual dimension:<br />Get People together to live in a global village and therefore create a world that is more likely to be peaceful<br />
  32. 32. Whydoesdestinationiceneedbranding?<br /><ul><li>Brands create trust
  33. 33. The consumer paradox – create a USP
  34. 34. The brand is part of the equity/ product value
  35. 35. Fluctuation of products
  36. 36. Influence on stakeholders</li></li></ul><li>Howtointodruce a newbrand<br />Big Bang<br />Airplane<br />
  37. 37. Howtointodruceourbrand<br /><ul><li>longterm view: slow growth
  38. 38. short term view: high awareness
  39. 39. Optimal usage of the advantages of both possibilities</li></li></ul><li>Brand architeture<br />Subbrand 4 (Christmas)<br />Subbrand 3 (Destination LatinAmerica)<br />Subbrand 1 (DestinantionAfrica)<br />Masterbrand (Destination ice)<br />Subbrand 2 (Destination Asia)<br />
  40. 40. Howisourbrandperceived?<br /> By whom?<br />
  41. 41. Whatistheidendityofourbrand?<br />Background: milestones of the brand<br />creation by young urbans for young urbans, cultural exchange <br />values: what does the brand stay for?<br />A global community and social networking<br />Purpose/ ambition: link from a company&apos;s <br />mission and vision to the brand <br />create a symbol for a new young, rebellious generation<br />visual identity: outward manifestation<br />unique design for instant recognition<br />
  42. 42. How do wecontrolourbrand?<br /><ul><li> Get itin the head of our customers
  43. 43. Positioning
  44. 44. Get to know the head of our customers
  45. 45. constant market research
  46. 46. Get consumers to think coherent
  47. 47. brand communication</li></ul>Branding as well as brand communication and <br />market research is a dynamical and constant process!<br />
  48. 48. Marketing Communications<br />
  49. 49. External Marketing<br />Destination club<br />Consistency in CI andbranding<br />
  50. 50. Internal Marketing<br />Cross-departmentialstrategyawareness<br /><ul><li>Achievefirm‘smissionsandobjectives</li></ul>Includeexternalfirms in communicationprocess<br /> Supplychain Management<br />
  51. 51. Marketing Communications<br />Sales Promotion<br />PR<br />Personal Selling<br />Integrated Communication<br /> Brand Identity iscommon<br />
  52. 52. Public Relations<br />
  53. 53. Marketing Communications<br />Sales Promotion<br />PR<br />Personal Selling<br />Product Placement<br />Integrated Communication<br /> Brand Identity iscommon<br />Sponsorship<br />Merchandising <br />Advertising<br />
  54. 54. Advertising<br />
  55. 55. Marketing Communications<br />Sales Promotion<br />PR<br />Personal Selling<br />Product Placement<br />Integrated Communication<br /> Brand Identity iscommon<br />Merchandising <br />Advertising<br />Event Marketing<br />Direct Marketing<br />
  56. 56. Event Marketing<br />+ Trade shows<br />- Email / Newsletter<br />+ Forum / Blogs<br />+ Magazines<br />- Direct Mail<br />Awareness<br />Consideration<br />Purchase<br />+ Industryconference<br />
  57. 57. Events<br /> optimizebrandexpirience<br /> IMC (Integrated Marketing Communications)<br /> People accessdifferent channels(one-waybroadcastingbecameoutmoded)<br /> Events requiresupportfromothermarketingchannels<br />
  58. 58.
  59. 59. Marketing Communications<br />Sales Promotion<br />PR<br />Personal Selling<br />Product Placement<br />Integrated Communication<br /> Brand Identity iscommon<br />Sponsorship<br />Merchandising <br />Advertising<br />Event Marketing<br />Direct Marketing<br />
  60. 60. Whichshouldweapply<br />
  61. 61. Marketing Communications<br />Sales Promotion<br />PR<br />Personal Selling<br />Product Placement<br />Integrated Communication<br /> Brand Identity iscommon<br />Sponsorship<br />Merchandising<br />Advertising<br />Event Marketing<br />Direct Marketing<br />
  62. 62. Agency<br />Agency<br />Agency<br />Agency<br />Agency<br />Agency<br />Agency<br />Agency<br />Agency<br />Agency<br />Agency<br />Agency<br />Agency<br />Agency<br />Agency<br />Agency<br />Agency<br />Agency<br />Agency<br />Agency<br />Agency<br />Agency<br />Agency<br />Agency<br />
  63. 63. Guerrilla<br />Presence marketing—marketing for being there<br />Guerrilla marketing online -- Guerrilla marketing on the Internet<br />Viral marketing -- through social networks<br />Buzz marketing -- word of mouth marketing<br />Undercover marketing -- subtle product placement<br />Wild Posting Campaigns<br />Reverse Graffiti -- clean pavement adverts<br />
  64. 64.
  65. 65. ?<br />Anyone<br />got<br />HUNGRY<br />
  66. 66. Bibliography<br />Aaker, D. A.; Joachimsthaler, E. (2000) Brand Leadership. New York: The Free Press<br /> <br />Bradley, F. (2003); Strategic Marketing. West Sussex: John Wiley& Sons Ltd.<br /> <br />Docters, M. G.; Dürr, M. (2005); Pricing and Branding. Frankfurt a. Main: Campus Verlag<br /> <br />Doole, Lowe (2008); International Marketing Research. <br />Florack, A.; Scarlis, M.; Prissosch, F. (2007); Psychologie der Markenführung. München: Franz Vahlen<br /> <br />Gad. T. (2005); 4 D-Branding. Heidelberg: mi-Fachverlag<br /> <br />van Gelder, S. (2005); Global Brand Strategy. London/ Sterling: Kogan Page<br /> <br />Ghauri, P.; Cateora, P.(2005); International Marketing; New York: McGrawHill Education<br /> <br />Haedrich, G., Tonczak, T.; Kaetzke, P. (1997). Strategische Markenführung. Bern: Hamptverlag<br /> <br />Hollensen, S. (2007); Global Marketing. Essex: Pearsson Education Limited<br /> <br />Ries, A.; Ries L. (2005); Die Entstehung der Marken. Frankfurt: Redline Wirtschaft<br />Zikmund, W. G.; Babin, B. J. (2003); Exploring Marketing Research: Thomson South-Western<br />

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