The document discusses consumer behavior research and decision making. It notes that early consumer behavior research in the 1980s focused on the decision making stage, viewing shopping as problem solving. More recently, research has looked at how consumers resolve dilemmas through market decisions characterized by tensions between ideal states and conditions needed to activate incentives and decision mechanisms.
This document discusses various topics related to international product planning and marketing, including:
1. It defines what a product is and distinguishes between national, local, and international products. It also notes that a product is not the same as a brand.
2. It describes the new product development process and identifies sources for new product ideas such as customers, competitors, and employees. It also discusses establishing an international new product department.
3. It covers topics like product segmentation, positioning, adoption, and standardization for international markets. It also discusses differences between standardizing and modifying products for international markets.
4. The document concludes with sections on marketing services internationally, factors that influence transfer pricing between subsidiaries
This document provides an outline for Chapter 16 of a marketing textbook. The chapter discusses international marketing strategies and the marketing mix from a global perspective. It examines reasons why companies may standardize or adapt their products, pricing, promotions and distribution for different countries. The chapter also explores orientations like production, sales and customer orientations that influence a company's globally integrated or locally responsive strategies. Case studies are provided on how companies like Avon develop standardized and adapted marketing approaches in over 120 countries.
MBA 6601, International Business 1 Course Learning Ou.docxaryan532920
MBA 6601, International Business 1
Course Learning Outcomes for Unit VI
Upon completion of this unit, students should be able to:
8. Examine the major marketing considerations applicable to international business.
Reading Assignment
In order to access the following resource(s), click the link(s) below:
Dev, C. S., & Schultz, D. E. (2015). From the four Ps to the four ‘why’s’. Marketing News, 49(9), 40–47.
Retrieved from
https://libraryresources.columbiasouthern.edu/login?url=http://search.ebscohost.com/login.aspx?direc
t=true&db=bth&AN=109289010&site=ehost-live&scope=site
Seeds, D., & Khade, A. S. (2008). Transforming a multi-national corporation from a centralized organization to
a decentralized organization. Journal of International Business Strategy, 8(3), 99–104. Retrieved from
https://libraryresources.columbiasouthern.edu/login?url=http://search.ebscohost.com/login.aspx?direc
t=true&db=bth&AN=35637667&site=ehost-live&scope=site
Van Meir, C. (2016). Branding benefits: Apply the four Ps of marketing to make benefits more engaging.
Benefits Magazine, 53(3), 34–39. Retrieved from
https://libraryresources.columbiasouthern.edu/login?url=http://search.ebscohost.com/login.aspx?direc
t=true&db=bth&AN=113183936&site=ehost-live&scope=site
Unit Lesson
There are two ways to look at global marketing strategies. One way is to look at a company’s marketing
orientation. Marketing orientation refers to the philosophy that guides a company’s marketing strategies. In
the United States, marketing orientation started with the production concept (1920s) and evolved to the
present day holistic marketing concept. Along the way, several distinct variations emerged that seem to work
well in the foreign markets. These orientations depend on the types of products produced and the types of
buyers purchasing the goods. The second way to study global marketing strategies is to analyze the
marketing mix of the product. The marketing mix is the 4 Ps: product, place, price, and promotion.
Marketing Orientations
There seem to be five types of marketing philosophies that have managed to stay significant. Typically, a
company’s marketing strategy will depend on whether the company is production oriented, sales oriented, or
customer oriented. A combined strategy of all three yields a strategic marketing concept. Last and still
emerging is the force of social marketing, sometimes referred to as nonmarket strategies.
Production orientation: The production concept focuses on products that are mass produced, have a low
price relative to disposable income, come with a standard design, have low risk of product failure, and a short
window from purchase to consumption. These types of products require advertising and sales promotion to
pull them through the distribution channel. Consequently, manufacturers achieve high production efficiency,
low costs, and mass distribution. This type of product could be a low value-add ...
This document discusses international marketing and business strategies. It outlines key considerations for developing a marketing plan, including deciding whether to standardize or adapt marketing approaches across different international markets. The document then discusses the 4 P's of marketing - product, price, promotion, and placement decisions. It provides details on how product strategies, pricing methods, promotional tools, and distribution choices may differ internationally. The document also covers financial requirements, working capital management, and organization strategies for international businesses.
More communication and technological advances have made it possible than ever for companies to offer their services and products internationally. Today, to achieve success, even the smallest businesses ought to plan on their global marketing strategies in order to attract consumer interests outside of their local markets. You can learn more by visiting our blog. https://www.laowaicareer.com/blog/contrast-global-marketing-strategies/
The document provides an overview of key marketing concepts including:
1) Marketing involves facilitating exchanges between parties where each party has something of value to the other. It can involve the marketing of goods, services, and other offerings.
2) Marketing takes place within environments including micro and macro factors that impact organizations.
3) The marketing mix, also known as the 4Ps, involves decisions around product, price, place, and promotion.
This document discusses international product policy and planning. It begins by outlining the international product life cycle, from innovation in developed countries to import competition from developing countries. It then discusses standardization versus adaptation of products for international markets. The document also covers international marketing segmentation and influences on international marketing plans and budgets, including internal factors like finances and external factors like competitor actions. It concludes that international product policy and planning is crucial for successful global marketing operations and requires adapting products to meet customer needs in different markets.
Market segmentation of colgate convertedPreetiSha2
Colgate-Palmolive segments its consumer base using demographic factors like age, gender, income, and other variables. It offers different toothpastes and oral care products targeted at specific age groups from infants to seniors. Products are tailored to needs across the lifespan. Colgate also segments between male and female consumers, with gender-specific products featuring popular characters. While mass marketed, Colgate finds most of its sales from middle-income consumers. Demographic segmentation allows Colgate to develop a wide range of oral care solutions to serve diverse consumer groups.
This document discusses various topics related to international product planning and marketing, including:
1. It defines what a product is and distinguishes between national, local, and international products. It also notes that a product is not the same as a brand.
2. It describes the new product development process and identifies sources for new product ideas such as customers, competitors, and employees. It also discusses establishing an international new product department.
3. It covers topics like product segmentation, positioning, adoption, and standardization for international markets. It also discusses differences between standardizing and modifying products for international markets.
4. The document concludes with sections on marketing services internationally, factors that influence transfer pricing between subsidiaries
This document provides an outline for Chapter 16 of a marketing textbook. The chapter discusses international marketing strategies and the marketing mix from a global perspective. It examines reasons why companies may standardize or adapt their products, pricing, promotions and distribution for different countries. The chapter also explores orientations like production, sales and customer orientations that influence a company's globally integrated or locally responsive strategies. Case studies are provided on how companies like Avon develop standardized and adapted marketing approaches in over 120 countries.
MBA 6601, International Business 1 Course Learning Ou.docxaryan532920
MBA 6601, International Business 1
Course Learning Outcomes for Unit VI
Upon completion of this unit, students should be able to:
8. Examine the major marketing considerations applicable to international business.
Reading Assignment
In order to access the following resource(s), click the link(s) below:
Dev, C. S., & Schultz, D. E. (2015). From the four Ps to the four ‘why’s’. Marketing News, 49(9), 40–47.
Retrieved from
https://libraryresources.columbiasouthern.edu/login?url=http://search.ebscohost.com/login.aspx?direc
t=true&db=bth&AN=109289010&site=ehost-live&scope=site
Seeds, D., & Khade, A. S. (2008). Transforming a multi-national corporation from a centralized organization to
a decentralized organization. Journal of International Business Strategy, 8(3), 99–104. Retrieved from
https://libraryresources.columbiasouthern.edu/login?url=http://search.ebscohost.com/login.aspx?direc
t=true&db=bth&AN=35637667&site=ehost-live&scope=site
Van Meir, C. (2016). Branding benefits: Apply the four Ps of marketing to make benefits more engaging.
Benefits Magazine, 53(3), 34–39. Retrieved from
https://libraryresources.columbiasouthern.edu/login?url=http://search.ebscohost.com/login.aspx?direc
t=true&db=bth&AN=113183936&site=ehost-live&scope=site
Unit Lesson
There are two ways to look at global marketing strategies. One way is to look at a company’s marketing
orientation. Marketing orientation refers to the philosophy that guides a company’s marketing strategies. In
the United States, marketing orientation started with the production concept (1920s) and evolved to the
present day holistic marketing concept. Along the way, several distinct variations emerged that seem to work
well in the foreign markets. These orientations depend on the types of products produced and the types of
buyers purchasing the goods. The second way to study global marketing strategies is to analyze the
marketing mix of the product. The marketing mix is the 4 Ps: product, place, price, and promotion.
Marketing Orientations
There seem to be five types of marketing philosophies that have managed to stay significant. Typically, a
company’s marketing strategy will depend on whether the company is production oriented, sales oriented, or
customer oriented. A combined strategy of all three yields a strategic marketing concept. Last and still
emerging is the force of social marketing, sometimes referred to as nonmarket strategies.
Production orientation: The production concept focuses on products that are mass produced, have a low
price relative to disposable income, come with a standard design, have low risk of product failure, and a short
window from purchase to consumption. These types of products require advertising and sales promotion to
pull them through the distribution channel. Consequently, manufacturers achieve high production efficiency,
low costs, and mass distribution. This type of product could be a low value-add ...
This document discusses international marketing and business strategies. It outlines key considerations for developing a marketing plan, including deciding whether to standardize or adapt marketing approaches across different international markets. The document then discusses the 4 P's of marketing - product, price, promotion, and placement decisions. It provides details on how product strategies, pricing methods, promotional tools, and distribution choices may differ internationally. The document also covers financial requirements, working capital management, and organization strategies for international businesses.
More communication and technological advances have made it possible than ever for companies to offer their services and products internationally. Today, to achieve success, even the smallest businesses ought to plan on their global marketing strategies in order to attract consumer interests outside of their local markets. You can learn more by visiting our blog. https://www.laowaicareer.com/blog/contrast-global-marketing-strategies/
The document provides an overview of key marketing concepts including:
1) Marketing involves facilitating exchanges between parties where each party has something of value to the other. It can involve the marketing of goods, services, and other offerings.
2) Marketing takes place within environments including micro and macro factors that impact organizations.
3) The marketing mix, also known as the 4Ps, involves decisions around product, price, place, and promotion.
This document discusses international product policy and planning. It begins by outlining the international product life cycle, from innovation in developed countries to import competition from developing countries. It then discusses standardization versus adaptation of products for international markets. The document also covers international marketing segmentation and influences on international marketing plans and budgets, including internal factors like finances and external factors like competitor actions. It concludes that international product policy and planning is crucial for successful global marketing operations and requires adapting products to meet customer needs in different markets.
Market segmentation of colgate convertedPreetiSha2
Colgate-Palmolive segments its consumer base using demographic factors like age, gender, income, and other variables. It offers different toothpastes and oral care products targeted at specific age groups from infants to seniors. Products are tailored to needs across the lifespan. Colgate also segments between male and female consumers, with gender-specific products featuring popular characters. While mass marketed, Colgate finds most of its sales from middle-income consumers. Demographic segmentation allows Colgate to develop a wide range of oral care solutions to serve diverse consumer groups.
This document contains the notes on marketing management from Sanjeev Kumar Singh, an assistant professor. It includes 16 questions and answers on topics related to the nature and scope of marketing management, the various marketing orientations adopted by firms, the differences between marketing and selling, the marketing environment, marketing challenges in a global context, factors influencing buying behavior, consumer and industrial buying decision processes, types of consumer buying decisions, differences between organizational and household buying, the Consumer Protection Act of 1986, target marketing strategies, market segmentation, differences between market aggregation and segmentation, differences between consumer and industrial markets, and bases for identifying target customers.
The document discusses the process of international marketing research in 6 steps:
1) Define the research objective and problem to be solved
2) Determine the appropriate research design and method such as surveys, interviews, or experiments
3) Design the specific research instrument such as a survey questionnaire
4) Implement the research by collecting data
5) Analyze the collected data through methods like summaries or regression analysis
6) Present the findings in a report to inform business decisions
1. The document discusses key aspects of consumer behavior and the consumer decision-making process. It covers cultural, social, and personal factors that influence consumer behavior as well as the various stages involved in purchase decision making.
2. The stages of the consumer decision process include problem recognition, information search, market partitioning, and evaluation of alternatives. Marketers must understand consumer behavior and target consumers at each decision stage.
3. The second document discusses considerations for companies going global. It outlines the stages of internationalization and factors to consider when deciding which foreign markets to enter, such as competitive dynamics, growth opportunities, and country characteristics. Developing markets like Brazil, China, India, and South Africa offer large potential but also
Global brands face challenges in expanding to new markets that have different cultures. While products that succeeded in Western markets in the past could sometimes be easily adapted to other countries, today's globalism requires understanding local differences. Companies must ensure their offerings are culturally appropriate for target markets. Both product-focused and culture-focused research are needed to understand consumers, but each has advantages and limitations. Successful companies coordinate globally while allowing local responsiveness in areas like product delivery and marketing.
Successful strategies sales and marketingStephen Bibby
This document discusses strategies for linking corporate marketing to strategic management models. It covers key marketing concepts like the 4 P's of marketing (product, price, promotion, and place) and tools for segmentation, product lifecycles, and market growth matrices. The document emphasizes understanding customer needs and exceeding their desired satisfaction. It also discusses linking marketing strategies to external factors like national strengths using Porter's Diamond model. The overall goal is to shape marketing strategies that reflect strengths in the competitive environment.
KMB- 302 : Unit -3: Lecture _4 (International Segmentation)Dr.B.B. Tiwari
This document discusses international market segmentation strategies used by Lenovo for their computer products. It explains that Lenovo segments the global market into mature markets, emerging markets, and four main regions: China, North America, EMEA, and Asia Pacific/Latin America. Lenovo also uses demographic segmentation based on gender, age, and income levels. The document notes that Lenovo has been successful targeting business and enterprise segments in China and India.
Over view of internationa lmarketing SIDDANNA M BALAPGOLSiddanna Balapgol
This document provides an overview of international marketing. It defines international marketing and discusses the major reasons companies become involved in international markets. It also describes the major actors in international marketing, including multinational corporations, exporters, importers, and service companies. Additionally, it covers the scope of international marketing and some of the challenges companies face, such as differences in market characteristics, cultural factors, political conditions, industry standards, marketing institutions, legal restrictions, and trade barriers across countries.
The document discusses different target marketing strategies. It begins by describing a study conducted in South Korea that found the target market to be the busy working class who had money but less free time. It then discusses Tesco's strategy in South Korea of launching a "Virtual Store" on subway platforms, allowing commuters to shop for groceries using their smartphones. This led to a 130% rise in Tesco's sales within 3 months. The document concludes by emphasizing the importance of segmentation strategies like demographic, behavioral, and technographic segmentation when identifying a target market.
Importing, Exporting and SourcingWhat’s this chapter aboutMalikPinckney86
Importing, Exporting and Sourcing
What’s this chapter about?
Important aspects of importing, exporting and sourcing
Key influencers for import, export and sourcing decisions
Multinational vs. Global Strategy
Companies engaged in international business activities can approach the market using either a multinational or a global strategy.
Export selling vs. Export marketing
Multinational strategy
A strategy of adapting products and their marketing strategies in each national market to suit local preferences.
Global strategy
A strategy of offering the same products using the same marketing strategy in all national markets.
Benefits and Drawbacks
Multinational strategy
Benefits
Drawbacks
Global strategy
Benefits
Drawbacks
Monitor and respond quickly to changes in buyer preferences
Inability to exploit scale economies
Costs savings from scale economies
Knowledge sharing
Only simple modifications to product features can be implemented
The Exporter “Must Do” List
Gain in depth understanding of the target market.
Conduct marketing research and identify market potential.
Make strategic decisions concerning 4Ps (marketing mix).
Expanding the “Must Do” List
Logistics
Packaging, transportation, etc.
Legal Procedures
Contracts, customs procedures, tariffs, etc.
After-sales service
Product discontinuation, parts availability, product repair, etc.
Sales Promotions
Advertising
Foreign Market Intelligence
Competition
Government Influence on Trade
Governments have long intervened in the trade of goods and services for political, economic and cultural reasons.
Encouraging Exports
Subsidies, tax breaks, export financing, etc.
Discouraging Imports
Tariffs, quotas, embargo, local content requirements, etc.
Encouraging Exports (Example)
Encouraging Exports (Example)
Discouraging Imports
Can you think of examples?
Sourcing
What is sourcing?
What makes it so important?
In class discussion!
Factors that Affect Sourcing
Factory costs and conditions (land, labor, etc.)
Logistics
Infrastructure
Political risk
Exchange rates / currency convertibility
On Wednesday
Licensing, Investment, and Strategic Alliances (Part 1)
Segmenting, Targeting and Positioning
What’s this chapter about?
Important aspects of STP marketing
STP Marketing
Segmenting
Dividing a market based on demographics, lifestyles, behavioral measures etc.
Targeting
Selecting the most appropriate market(s)
Positioning
Target marketing messages using the 4Ps
Market Segmentation
Market segmentation is the division of consumer markets into meaningful and distinct groups.
Why is Market Segmentation important?
Marketers can better define consumer needs.
Decision makers can define objectives and allocate resources accurately.
Competitive advantage.
Segmentation Base …
is a group of characteristics that is used to assign segment members.
Demographics
Psychographics
Needs
Behavioral
Demographic ...
This document provides an overview of international marketing. It begins by defining international marketing as marketing across national boundaries to satisfy human needs and wants. It discusses reasons why companies become involved in international markets, including to increase profits through economies of scale. It then describes major actors in international marketing, such as multinational corporations, exporters, and importers. The document outlines how the scope of international marketing has broadened to include industries like retail, services, and advertising. Finally, it discusses challenges in international marketing, including differences in market characteristics, cultural factors, political conditions, and industry conditions between countries. Adaptation may be needed to address these differences.
Globalization is the increasing integration of economies and societies globally through trade and cultural exchange. It has led businesses to operate internationally and markets to become more interconnected. Key factors driving globalization include improved communication, transportation, trade agreements, and the growth of multinational corporations. While globalization creates new market opportunities, it also presents threats from increased competition and requires adaptation of marketing strategies to different cultural and economic environments around the world.
This document provides an overview of marketing concepts and terms. It defines marketing as "the process involved in identifying, anticipating and satisfying consumer requirements profitably." The key aspects of marketing discussed include the 4Ps (product, price, place, promotion), market segmentation, the product life cycle, and various marketing research methods. It also examines the role of branding, pricing strategies, distribution channels, and advertising.
The document discusses various marketing concepts like market segmentation, targeting, positioning, and niche marketing.
It defines market segmentation as dividing the total heterogeneous market into homogeneous subgroups based on variables like gender, age, income, lifestyle etc. It explains the five conditions for effective segmentation.
It then discusses various bases of segmentation like demographic, behavioral, geographic etc. and provides examples of companies using different segmentation strategies.
It also summarizes the steps involved in target marketing like evaluating and selecting target segments. Positioning is defined as how a brand is placed in consumers' minds relative to competitors. Common positioning errors are outlined.
Niche marketing is defined as targeting narrowly defined customer subgroups seeking unique benefits in a segment. Examples
The document discusses corporate branding versus product branding strategies for firms entering emerging markets. It proposes that firms are more likely to use corporate branding when stakeholder interests are broad, corporate image is emphasized, markets are complex, marketing costs are high, and industrial products are being sold. Larger, more experienced international firms are also positively associated with corporate and product branding. Future research could develop and test additional hypotheses about branding strategies across different stages of market entry and expansion.
This document summarizes strategies for international consumer segmentation in the fast-moving consumer goods industry. It discusses how companies can develop broad brand platforms and niche sub-brands to target different demographic segments like gender, age, ethnicity, and income. It also explores psychographic segments based on lifestyle values and targeting specific consumer needs and daily consumption times. The document concludes that precisely targeting distinct consumer segments with tailored products can balance market demands while achieving economies of scale through umbrella branding.
Marketing strategy fo the special dark chocolate barVictoria Rock
The marketing strategy proposes positioning a new dark chocolate bar from Hershey as a premium, healthy product for adult consumers. It will be promoted through advertising emphasizing its health benefits from antioxidants. The chocolate bar will be priced competitively and distributed through major retail channels to support its positioning as a premium product. An integrated marketing communications strategy will be used to create demand through various promotional activities.
Marketing segmentation, targeting & positioningAgnes Miriam
This document discusses market segmentation, targeting, and positioning. It begins by defining market segmentation as dividing a broad market into subsets with common needs and interests. The four factors that affect segmentation are clear identification, measurability, accessibility, and appropriateness for a company's resources. Segmentation strategies include behavioral, demographic, psychographic, and geographic differences. Market segmentation allows companies to devise tailored strategies for each subset. The document then discusses the steps in segmentation, targeting, and positioning, including identifying segments and competitors, determining perceptions, selecting target markets, and monitoring positions over time.
This document contains the notes on marketing management from Sanjeev Kumar Singh, an assistant professor. It includes 16 questions and answers on topics related to the nature and scope of marketing management, the various marketing orientations adopted by firms, the differences between marketing and selling, the marketing environment, marketing challenges in a global context, factors influencing buying behavior, consumer and industrial buying decision processes, types of consumer buying decisions, differences between organizational and household buying, the Consumer Protection Act of 1986, target marketing strategies, market segmentation, differences between market aggregation and segmentation, differences between consumer and industrial markets, and bases for identifying target customers.
The document discusses the process of international marketing research in 6 steps:
1) Define the research objective and problem to be solved
2) Determine the appropriate research design and method such as surveys, interviews, or experiments
3) Design the specific research instrument such as a survey questionnaire
4) Implement the research by collecting data
5) Analyze the collected data through methods like summaries or regression analysis
6) Present the findings in a report to inform business decisions
1. The document discusses key aspects of consumer behavior and the consumer decision-making process. It covers cultural, social, and personal factors that influence consumer behavior as well as the various stages involved in purchase decision making.
2. The stages of the consumer decision process include problem recognition, information search, market partitioning, and evaluation of alternatives. Marketers must understand consumer behavior and target consumers at each decision stage.
3. The second document discusses considerations for companies going global. It outlines the stages of internationalization and factors to consider when deciding which foreign markets to enter, such as competitive dynamics, growth opportunities, and country characteristics. Developing markets like Brazil, China, India, and South Africa offer large potential but also
Global brands face challenges in expanding to new markets that have different cultures. While products that succeeded in Western markets in the past could sometimes be easily adapted to other countries, today's globalism requires understanding local differences. Companies must ensure their offerings are culturally appropriate for target markets. Both product-focused and culture-focused research are needed to understand consumers, but each has advantages and limitations. Successful companies coordinate globally while allowing local responsiveness in areas like product delivery and marketing.
Successful strategies sales and marketingStephen Bibby
This document discusses strategies for linking corporate marketing to strategic management models. It covers key marketing concepts like the 4 P's of marketing (product, price, promotion, and place) and tools for segmentation, product lifecycles, and market growth matrices. The document emphasizes understanding customer needs and exceeding their desired satisfaction. It also discusses linking marketing strategies to external factors like national strengths using Porter's Diamond model. The overall goal is to shape marketing strategies that reflect strengths in the competitive environment.
KMB- 302 : Unit -3: Lecture _4 (International Segmentation)Dr.B.B. Tiwari
This document discusses international market segmentation strategies used by Lenovo for their computer products. It explains that Lenovo segments the global market into mature markets, emerging markets, and four main regions: China, North America, EMEA, and Asia Pacific/Latin America. Lenovo also uses demographic segmentation based on gender, age, and income levels. The document notes that Lenovo has been successful targeting business and enterprise segments in China and India.
Over view of internationa lmarketing SIDDANNA M BALAPGOLSiddanna Balapgol
This document provides an overview of international marketing. It defines international marketing and discusses the major reasons companies become involved in international markets. It also describes the major actors in international marketing, including multinational corporations, exporters, importers, and service companies. Additionally, it covers the scope of international marketing and some of the challenges companies face, such as differences in market characteristics, cultural factors, political conditions, industry standards, marketing institutions, legal restrictions, and trade barriers across countries.
The document discusses different target marketing strategies. It begins by describing a study conducted in South Korea that found the target market to be the busy working class who had money but less free time. It then discusses Tesco's strategy in South Korea of launching a "Virtual Store" on subway platforms, allowing commuters to shop for groceries using their smartphones. This led to a 130% rise in Tesco's sales within 3 months. The document concludes by emphasizing the importance of segmentation strategies like demographic, behavioral, and technographic segmentation when identifying a target market.
Importing, Exporting and SourcingWhat’s this chapter aboutMalikPinckney86
Importing, Exporting and Sourcing
What’s this chapter about?
Important aspects of importing, exporting and sourcing
Key influencers for import, export and sourcing decisions
Multinational vs. Global Strategy
Companies engaged in international business activities can approach the market using either a multinational or a global strategy.
Export selling vs. Export marketing
Multinational strategy
A strategy of adapting products and their marketing strategies in each national market to suit local preferences.
Global strategy
A strategy of offering the same products using the same marketing strategy in all national markets.
Benefits and Drawbacks
Multinational strategy
Benefits
Drawbacks
Global strategy
Benefits
Drawbacks
Monitor and respond quickly to changes in buyer preferences
Inability to exploit scale economies
Costs savings from scale economies
Knowledge sharing
Only simple modifications to product features can be implemented
The Exporter “Must Do” List
Gain in depth understanding of the target market.
Conduct marketing research and identify market potential.
Make strategic decisions concerning 4Ps (marketing mix).
Expanding the “Must Do” List
Logistics
Packaging, transportation, etc.
Legal Procedures
Contracts, customs procedures, tariffs, etc.
After-sales service
Product discontinuation, parts availability, product repair, etc.
Sales Promotions
Advertising
Foreign Market Intelligence
Competition
Government Influence on Trade
Governments have long intervened in the trade of goods and services for political, economic and cultural reasons.
Encouraging Exports
Subsidies, tax breaks, export financing, etc.
Discouraging Imports
Tariffs, quotas, embargo, local content requirements, etc.
Encouraging Exports (Example)
Encouraging Exports (Example)
Discouraging Imports
Can you think of examples?
Sourcing
What is sourcing?
What makes it so important?
In class discussion!
Factors that Affect Sourcing
Factory costs and conditions (land, labor, etc.)
Logistics
Infrastructure
Political risk
Exchange rates / currency convertibility
On Wednesday
Licensing, Investment, and Strategic Alliances (Part 1)
Segmenting, Targeting and Positioning
What’s this chapter about?
Important aspects of STP marketing
STP Marketing
Segmenting
Dividing a market based on demographics, lifestyles, behavioral measures etc.
Targeting
Selecting the most appropriate market(s)
Positioning
Target marketing messages using the 4Ps
Market Segmentation
Market segmentation is the division of consumer markets into meaningful and distinct groups.
Why is Market Segmentation important?
Marketers can better define consumer needs.
Decision makers can define objectives and allocate resources accurately.
Competitive advantage.
Segmentation Base …
is a group of characteristics that is used to assign segment members.
Demographics
Psychographics
Needs
Behavioral
Demographic ...
This document provides an overview of international marketing. It begins by defining international marketing as marketing across national boundaries to satisfy human needs and wants. It discusses reasons why companies become involved in international markets, including to increase profits through economies of scale. It then describes major actors in international marketing, such as multinational corporations, exporters, and importers. The document outlines how the scope of international marketing has broadened to include industries like retail, services, and advertising. Finally, it discusses challenges in international marketing, including differences in market characteristics, cultural factors, political conditions, and industry conditions between countries. Adaptation may be needed to address these differences.
Globalization is the increasing integration of economies and societies globally through trade and cultural exchange. It has led businesses to operate internationally and markets to become more interconnected. Key factors driving globalization include improved communication, transportation, trade agreements, and the growth of multinational corporations. While globalization creates new market opportunities, it also presents threats from increased competition and requires adaptation of marketing strategies to different cultural and economic environments around the world.
This document provides an overview of marketing concepts and terms. It defines marketing as "the process involved in identifying, anticipating and satisfying consumer requirements profitably." The key aspects of marketing discussed include the 4Ps (product, price, place, promotion), market segmentation, the product life cycle, and various marketing research methods. It also examines the role of branding, pricing strategies, distribution channels, and advertising.
The document discusses various marketing concepts like market segmentation, targeting, positioning, and niche marketing.
It defines market segmentation as dividing the total heterogeneous market into homogeneous subgroups based on variables like gender, age, income, lifestyle etc. It explains the five conditions for effective segmentation.
It then discusses various bases of segmentation like demographic, behavioral, geographic etc. and provides examples of companies using different segmentation strategies.
It also summarizes the steps involved in target marketing like evaluating and selecting target segments. Positioning is defined as how a brand is placed in consumers' minds relative to competitors. Common positioning errors are outlined.
Niche marketing is defined as targeting narrowly defined customer subgroups seeking unique benefits in a segment. Examples
The document discusses corporate branding versus product branding strategies for firms entering emerging markets. It proposes that firms are more likely to use corporate branding when stakeholder interests are broad, corporate image is emphasized, markets are complex, marketing costs are high, and industrial products are being sold. Larger, more experienced international firms are also positively associated with corporate and product branding. Future research could develop and test additional hypotheses about branding strategies across different stages of market entry and expansion.
This document summarizes strategies for international consumer segmentation in the fast-moving consumer goods industry. It discusses how companies can develop broad brand platforms and niche sub-brands to target different demographic segments like gender, age, ethnicity, and income. It also explores psychographic segments based on lifestyle values and targeting specific consumer needs and daily consumption times. The document concludes that precisely targeting distinct consumer segments with tailored products can balance market demands while achieving economies of scale through umbrella branding.
Marketing strategy fo the special dark chocolate barVictoria Rock
The marketing strategy proposes positioning a new dark chocolate bar from Hershey as a premium, healthy product for adult consumers. It will be promoted through advertising emphasizing its health benefits from antioxidants. The chocolate bar will be priced competitively and distributed through major retail channels to support its positioning as a premium product. An integrated marketing communications strategy will be used to create demand through various promotional activities.
Marketing segmentation, targeting & positioningAgnes Miriam
This document discusses market segmentation, targeting, and positioning. It begins by defining market segmentation as dividing a broad market into subsets with common needs and interests. The four factors that affect segmentation are clear identification, measurability, accessibility, and appropriateness for a company's resources. Segmentation strategies include behavioral, demographic, psychographic, and geographic differences. Market segmentation allows companies to devise tailored strategies for each subset. The document then discusses the steps in segmentation, targeting, and positioning, including identifying segments and competitors, determining perceptions, selecting target markets, and monitoring positions over time.
Similar to Consumer behavior is perhaps the most researched topic in customer.docx (20)
Unlock the secrets to enhancing your digital presence with our masterclass on mastering online visibility. Learn actionable strategies to boost your brand, optimize your social media, and leverage SEO. Transform your online footprint into a powerful tool for growth and engagement.
Key Takeaways:
1. Effective techniques to increase your brand's visibility across various online platforms.
2. Strategies for optimizing social media profiles and content to maximize reach and engagement.
3. Insights into leveraging SEO best practices to improve search engine rankings and drive organic traffic.
Title: Making Money the Easy Way: A Quick Guide to Generating IncomeWilliamZinsmeister
Welcome to "Making Money the Easy Way: A Quick Guide to Generating Income." This book is designed to provide you with practical, actionable strategies to generate income with minimal effort. Whether you’re looking to supplement your current income or create a full-time revenue stream, this guide covers a variety of methods to help you achieve your financial goals. We will explore opportunities available online, various investment strategies, profitable side hustles, creative approaches, and essential financial tips to ensure sustainable income growth.
Efficient Website Management for Digital Marketing ProsLauren Polinsky
Learn how to optimize website projects, leverage SEO tactics effectively, and implement product-led marketing approaches for enhanced digital presence and ROI.
This session is your key to unlocking the secrets of successful digital marketing campaigns and maximizing your business's online potential.
Actionable tactics you can apply after this session:
- Streamlined Website Management: Discover techniques to streamline website development, manage day-to-day operations efficiently, and ensure smooth project execution.
- Effective SEO Practices: Gain valuable insights into optimizing your website for search engines, improving visibility, and driving organic traffic to your digital assets.
- Leverage Product-Led Marketing: Explore strategies for incorporating product-led marketing principles into your digital marketing efforts, enhancing user engagement and driving conversions.
Don't miss out on this opportunity to elevate your digital marketing game and achieve tangible results!
Basic Management Concepts., “Management is the art of getting things done thr...DilanThennakoon
The managers achieve organizational objectives by getting work from
others and not performing in the tasks themselves.
Management is an art and science of getting work done through people.
It is the process of giving direction and controlling the various activities
of the people to achieve the objectives of an organization Management is a universal process in all organized, social and economic activities. Wherever
there is human activity there is management.
Management is a vital aspect of the economic life of man, which is an organized group activity. A
central directing and controlling agency is indispensable for a business concern. The productive
resources –material, labour, capital etc. are entrusted to the organizing skill, administrative ability
and enterprising initiative of the management. Thus, management provides leadership to a
business enterprise. Without able managers and effective managerial leadership the resources of
production remain merely resources and never become production. Management occupies such an
important place in the modern world that the welfare of the people and the destiny of the country
are very much influenced by it.
1.2 MEANING OF MANAGEMENT
Management is a technique of extracting work from others in an integrated and co-ordinated
manner for realizing the specific objectives through productive use of material resources.
Mobilising the physical, human and financial resources and planning their utilization for business
operations in such a manner as to reach the defined goals can be benefited to as management.
1.3 DEFINITION OF MANAGEMENT
Management may be defined in many different ways. Many eminent authors on the subject have
defined the term "management". Some of these definitions are reproduced below:
In the words of George R Terry - "Management is a distinct process consisting of planning,
organising, actuating and controlling performed to determine and accomplish the objectives by the
use of people and resources".
According to James L Lundy - "Management is principally the task of planning, co¬ordinating,
motivating and controlling the efforts of others towards a specific objective",
In the words of Henry Fayol - "To manage is to forecast and to plan, to organise, to command, to
co-ordinate and to control".
According to Peter F Drucker - "Management is a multipurpose organ that manages a business and
manages managers and manages worker and work".
In the words of J.N. Schulze - "Management is the force which leads, guides and directs an
organisation in the accomplishment of a pre-determined object".
In the words of Koontz and O'Donnel - "Management is defined as the creation and maintenance
of an internal environment in an enterprise where individuals working together in groups can
perform efficiently and effectively towards the attainment of group goals".
According to Ordway Tead - "Management is the process and agency which directs and guides the
operations of an organisation in realising of established aim
Lily Ray - Optimize the Forest, Not the Trees: Move Beyond SEO Checklist - Mo...Amsive
Lily Ray, Vice President of SEO Strategy & Research at Amsive, explores optimizing strategies for sustainable growth and explores the impact of AI on the SEO landscape.
Top Strategies for Building High-Quality Backlinks in 2024 PPT.pdf1Solutions Pvt. Ltd.
As we move into 2024, the methods for building high-quality backlinks continue to evolve, demanding more sophisticated and strategic approaches. This presentation aims to explore the latest trends and proven strategies for acquiring high-quality backlinks that can elevate your SEO efforts.
Visit:- https://www.1solutions.biz/link-building-packages/
Can you kickstart content marketing when you have a small team or even a team of one? Why yes, you can! Dennis Shiao, founder of marketing agency Attention Retention will detail how to draw insights from subject matter experts (SMEs) and turn them into articles, bylines, blog posts, social media posts and more. He’ll also share tips on content licensing and how to establish a webinar program. Attend this session to learn how to make an impact with content marketing even when you have a small team and limited resources.
Key Takeaways:
- You don't need a large team to start a content marketing program
- A webinar program yields a "one-to-many" approach to content creation
- Use partnerships and licensing to create new content assets
We’ve entered a new era in digital. Search and AI are colliding, in more ways than one. And they all have major implications for marketers.
• SEOs now use AI to optimize content.
• Google now uses AI to generate answers.
• Users are skipping search completely. They can now use AI to get answers. So AI has changed everything …or maybe not. Our audience hasn’t changed. Their information needs haven’t changed. Their perception of quality hasn’t changed. In reality, the most important things haven’t changed at all. In this session, you’ll learn the impact of AI. And you’ll learn ways that AI can make us better at the classic challenges: getting discovered, connecting through content and staying top of mind with the people who matter most. We’ll use timely tools to rebuild timeless foundations. We’ll do better basics, but with the most advanced techniques. Andy will share a set of frameworks, prompts and techniques for better digital basics, using the latest tools of today. And in the end, Andy will consider - in a brief glimpse - what might be the biggest change of all, and how to expand your footprint in the new digital landscape.
Key Takeaways:
How to use AI to optimize your content
How to find topics that algorithms love
How to get AI to mention your content and your brand
Unlock the secrets to creating a standout trade show booth with our comprehensive guide from Blue Atlas Marketing! This presentation is packed with essential tips and innovative strategies to ensure your booth attracts attention, engages visitors, and drives business success. Whether you're a seasoned exhibitor or a first-timer, these expert insights will help you maximize your impact and make a memorable impression in a crowded exhibition hall. Learn how to:
Design an eye-catching and inviting booth
Incorporate interactive elements that engage visitors
Use effective branding and visuals to reinforce your message
Plan your booth layout for maximum traffic flow
Implement technology to enhance the visitor experience
Create memorable experiences that leave a lasting impression
Transform your trade show presence with these proven tactics and ensure your booth stands out from the competition. Download the PDF now and start planning your next successful exhibit!
How to Start Affiliate Marketing with ChatGPT- A Step-by-Step Guide (1).pdfSimpleMoneyMaker
Discover the power of affiliate marketing with ChatGPT! This comprehensive guide takes you through the process of starting and scaling your affiliate marketing business using the latest AI technology. Learn how to leverage ChatGPT to generate content ideas, create engaging articles, and connect with your audience through personalized interactions. From building your strategy and optimizing conversions to analyzing performance and staying updated with industry trends, this eBook provides everything you need to know to succeed in affiliate marketing. Whether you're a beginner looking to start your online business or an experienced marketer wanting to take your efforts to the next level, this guide is your roadmap to success in the world of affiliate marketing.
The Strategic Impact of Storytelling in the Age of AI
In the grand tapestry of marketing, where algorithms analyze data and artificial intelligence predicts trends, one essential thread remains constant — the timeless art of storytelling. As we stand on the precipice of a new era driven by AI, join me in unraveling the narrative alchemy that transforms brands from mere entities into captivating tales that resonate across the digital landscape. In this exploration, we will discover how, in the face of advancing technology, the human touch of a well-crafted story becomes not just a marketing tool but the very essence that breathes life into brands and forges lasting connections with our audience.
From Subreddits To Search: Maximizing Your Brand's Impact On RedditSearch Engine Journal
The search landscape is undergoing a seismic shift, and Reddit is at the epicenter. Google's Helpful Content Update and its $60 million deal with Reddit, coupled with OpenAI's partnership, have catapulted Reddit's real-time content to unprecedented heights.
Check out this insightful webinar exploring the newfound importance of Reddit in the digital marketing landscape. Learn how these changes make Reddit an essential platform for getting your brand and content in front of evolving search audiences.
You’ll hear:
- The evolution of Reddit as a major influencer on SERPS over the years.
- The impact of recent changes and partnerships on Reddit’s place in search.
- A comprehensive look at Reddit, how it works, and how to approach it.
- Unique engagement opportunities presented by Reddit.
With Brent Csutoras, a Reddit expert with over 18 years of experience on the platform, we’ll delve into the intricacies of Reddit's communities, known as Subreddits, and how to leverage their power without compromising authenticity or violating community guidelines in the age of AI-driven search experiences.
Don't miss this opportunity to stay ahead of the curve and leverage Reddit for your brand's success.
Boost Your Instagram Views Instantly Proven Free Strategies.pptxInstBlast Marketing
Join Performance Car Exclusive to drive the finest supercars, engineered with advanced materials and cutting-edge technology for peak performance.
https://instblast.com/instagram/free-instagram-views
Mastering The Best Restaurant Advertising Campaigns Detailed Guide
Consumer behavior is perhaps the most researched topic in customer.docx
1. TASK1
Consumer behavior is perhaps the most researched topic in customer-oriented research,
especially when it comes to selecting items from a variety of options. In many sectors of
consumer science, it has recently become a hot topic. Consumers' dilemma is solved through
market decision-making, which is characterized as "a conflict between an ideal state and ideal
conditions that are required for incentives and decision-making mechanism activation (Jeddi,
2013)." In summary, most of the research on consumer behavior in the early 1980s focused
strictly on the decision-making stage, while shopping was seen as a problem-solving activity,
essentially allowing consumers to Clients bypass the problem-solving stage (REISINGER, 2009).
1. Level of competition
You can decide whether to pursue or abandon a market based on the degree of
competition. Learn as much as possible about your competitors' products, including
their price points, quality, distribution technology, consumer loyalty, and after-sales
support capabilities.
If there is already a lot of competition, it is best to focus on smaller and expanding
industries where competition is less intense. For multinational companies, smaller
markets may not be profitable, but for small and medium producers it is more than
enough.
2. Country performance
Analyze the macroeconomic conditions and development of each country you choose.
Important indicators include population, per capita income and consumer demographic
data. If a country’s demand for your product is growing steadily, but the country’s
overall economic performance has deteriorated, then the demand for your product is
likely to decline. If the demand for products increases with the country’s economic
development, then the country may be a better long-term investment.
3. Trade Barriers
All tariff and non-tariff barriers (standards, rules, quotas, import licenses, etc.) must be
determined for each country/region you are going to, as well as necessary adjustments
and packaging and labeling restrictions. In other cases, significant trade barriers may
keep your product away from the market, and necessary changes may involve more
funds than you are willing to invest. For example, if the packaging and labeling
standards are not met, foreign customs authorities will seize the items.
4. Political Factors
2. It is vitally important to know the political stability of the export destination at all times,
especially if it is a developing country. For example, if a military coup occurs, the new
government may change its policies; if a country falls into social unrest, the interruption
of activities will basically ruin it. Furthermore, it is well known that the new government
will change its policies in response to various investment problems. These changes can
have a negative impact on your ability to generate and repatriate profits
5. Infrastructure
If the export market lacks reasonable channels for experienced staff, providing help
from headquarters can be very costly. Exports can be hampered by a lack of physical
infrastructure (such as roads, utilities, and telecommunications services). For example,
the inability to deliver perishable items on time or the inability to use refrigerated
storage facilities can be an effective deterrent.
6. Intellectual property protection
Proper enforcement of patent and trademark regulations will prevent foreign
companies from stealing your technology. For example, software exporters may wish to
avoid markets where patent or trademark restrictions are often weak or unenforced.
More than
governments have consistently listed China and several other emerging countries as
serious infringements of intellectual property rights. Therefore, before exporting art or
knowledge-intensive products, please carefully read the reports prepared by the United
Nations and the newly established World Trade Organization.
7. Cultural knowledge
It is important to understand the buyer’s culture and preferences. In one country,
friendly behavior may be considered offensive in another country. Product designs that
do not conform to cultural tastes may be rejected. Remember, many foreigners think
that being kind means agreeing without regard to the consequences or their ability to
act.
Having a bilingual or multilingual employee to show sincerity helps avoid typical
misunderstandings caused by improper translation.
TASK 2
MARKETING RESEARCH
Various marketing research / analysis concepts can be found in academic literature and
textbooks. The differences between them are rarely essential, because they rarely involve
questions of substance, but rather words used to construct concepts, as well as their breadth
and focus. The American Marketing Association's conceptualization of marketing analysis is one
3. of the most systematic and widely accepted concepts. Marketing research is a knowledge-
based function that identifies and describes marketing possibilities and difficulties for
marketers, as well as for customers, consumers, and communities (Parmar, 2010).
Focus groups are one of the most important tools for conducting primary consumer research.
This method requires gathering a group of people in a room or area and asking them questions
about the brand, production, expectations, and reviews. The focus group can be managed or
held in the most convenient place for the company or company. Thanks to technological
advances and social media, they can now be done remotely via video conferencing. But the key
element here is that there are some commonalities between the members of the group, such
as belonging to the same age group, having similar races, etc (Windows, 2012).
OBSERVATIONS
In primary market research, there are two basic methods of observation or analysis: analysis
through dialogue and interaction with the subject and observation without dialogue and
interaction with the subject. This type of analysis is often used to evaluate or quantify the
behavior of users or customers, and is part of the main quantitative investigations. For
example, this strategy is more personalized than opinion polls and online surveys.
I used analysis through dialog with two consumers in rural area. Asked following questions each
of them to see the gaps of our product and unmet needs from the products.Key findings as
follows
When looking for this chocolate cream biscuits, our brand- Munchee comes into their
mind
Biggest competitor for our product is maliban chocolate cream biscuits
Favorite aspect of our product crispiness, softness, smoothness, crunchiness
Features that are better in our competitor’s product - flaky.
Changes they recommend making to our product to give us an edge over our
competitors is lower the biscuit density which gives more volume and a lighter bite
According to them our product has no issues when using our product
Something that has deterred you or would deter you from using our product is maliban
has using better marketing campaigned than us. So consumers used to buy maliban
sometimes in there area. So our product must be marketed better in other areas like we
do in urban areas.
Our product’s key weaknesses are expire date is short and packing is not attractive.
TASK 3
The marketing mix is defined as "a set of tactical marketing tools used by a business to achieve
expected results in its target market (Kotler, 2012)." Oreo's marketing strategy uses a marketing
mix framework to verify brands, which includes four Ps (product, price, location, promotion).
Product innovation, pricing strategy, promotion planning, etc. are examples of marketing
4. strategies. These business techniques based on the Oreo marketing mix contribute to the
success of the brand.
PRODUCT
Oreo is a recognized biscuit brand with global operations in hundreds of countries. Oreo’s most
famous product is the chocolate sandwich, which consists of two chocolate wafers with a layer
of cream in between. However, more progress has been made in launching other variants of
Oreo products to meet the needs of a larger customer base. They come in various shapes and
flavors, and some are not sandwich biscuits. Since its establishment, more than 500 billion
Oreos have been sold worldwide. Oreo's marketing mix includes a number of significant
products (www.oreo.com, 2021).
• Double Stuffed Oreo
• Sugar free Oreo
• Golden Oreo
• Oreo Thins
• Flavors: Green Tea, Lemon, Orange Ice Cream, Fruit Punch
• Oreo Fudges, Jell-O Oreo, Oreo Chocolate Candy Bar
The design of various product variants is a key component of attracting a large number of
consumers to buy products. Oreo packaging has also had a vital impact on expanding the
popularity of the product. It is generally believed that Oreo products taste better, and the
introduction of wet biscuits only adds to this perception.
PRICE
The brand has a lot of competition, but these products have managed to gain market share by
meeting expectations in terms of the value they provide. To gain greater market share in newer
and price-sensitive countries, Oreo initially adopted a lower marketing pricing strategy. Later,
when Oreo became more and more popular in the newly entered market, the price of the
products also increased. Due to the different pack sizes that are sold at different prices, the
brand can gain a greater influence on sales at the national level. Oreo was launched primarily to
gain market share in cities, leading to a slight increase in product prices.
PLACE
Oreo offers its products to customers through Mondelez's global distribution network. For the
different Oreo products, each continent has facilities to meet the needs and feelings of
manufacturing customers. They are believed to have been listed in approximately 100 countries
/ regions around the world. As part of the distribution strategy of the marketing mix, sales and
marketing teams ensure that products are marketed through appropriate distribution channels.
shopping malls, malls, mom and dad stores, retail stores, and other traditional channels that
provide these things can be found all over the world.
PROMOTION
5. The brand is most closely related to macerated and macerated biscuits with cream and rich
flavor. The distinctive packaging also helps consumers quickly identify the brand. Oreo is widely
known for his extensive use of visual media in television and print advertisements. His
advertising ideas target both young people and children. Customers have been interacting with
brands through social media platforms. During the brand's debut in various regions, both the
store display and outdoor advertising have been well publicized. Another platform that the
brand uses to reach the target audience is social networks. Movie stars have been recruited to
speak on behalf of the brand globally. It is one of the few products that was first launched a
century ago, but has gained fame in recent decades due to more aggressive marketing
activities. As a result, the Oreo marketing mix is complete.
TASK 4
Marketing activities are carried out using strategic technology, which is a series of wise
behaviors. It is not just a process of setting a series of options for the company, writing them
down, setting marketing goals related to the overall goals of the organization, and planning and
pricing related projects that are most likely to achieve the goals (Pachauri, 2004).
SEGMENTING
Segmentation Category Component
Geographic Urban
Semi Urban
Demographic- Age 6 to 18
18 to 24
24 to 39
Income Upper
Middle
Physchographics Outgoing
readiness to try new products
experimental by nature
dont mind spending a little extra on
snacking
brand-conscious
lifestyle is comfortable
TARGETING
Oreo's target segment should be divided into two parts:
1) Focus on the Primary Target Segment
2) Segment of Secondary Target
6. Primary Segment:
The target market of the product is the main market segment. The main target market will
generate most of the revenue. These customers have similar qualities and behaviors, generate
the highest sales, and are most likely to buy immediately.
Children and adolescents consume more milk. Biscuits are also butter biscuits, which are often
eaten by children who like to eat butter. Children appreciate the cute advertisements that show
the close relationship between children and their parents and siblings.
Secondary Segment:
In this segment there are adults, office workers and parents are all present. More importantly,
the snacking habits of this market segment make it unique. The target customer’s income is
increasing, the lifestyle is fast-paced, and working hours are unstable, all of which make people
more likely to eat snacks.
POSITIONING
Positioning is to gather multiple target audiences together, choose the right method, and at the
same time use the company's excellent ideas and advantages to surpass competitors. The
image on the right shows six different strategies for product placement. Pricing must be at the
forefront of strategic decisions, aiming to provide lower costs than competitors. Provide
products of higher quality than competitors (Kinra, 2006). Oreo uses emotional appeal to
reiterate that your product is the parent-child binding force in the ad. Oreo also adopted its
global "Twistlickdunk" positioning in the market, despite price and SKU manipulation. Help
attract the attention of children, who will beg their parents to buy them Oreo cookie. Oreo
have long been associated with leisurely consumption.
7. To occupy the youth and adult market, it has just hired the young and enthusiastic Neymar as
its brand ambassador. Neymar has over 159 followers in instagram and 85.3 followers on
facebook (Socialblade, 2021). Most of the target segmentation preferring football. So an
emerging young star like Neymar has been selected for better targeting perspective.