Aussi-Lifestyle is an Australian luggage and bag company with strong brand loyalty and customer-oriented products. To expand globally, the company plans to use market segmentation and adaptation strategies. For the large Indian market, Aussi-Lifestyle will develop high-quality yet affordable products tailored to Indian customers' basic needs and travel behaviors. The company will also focus on strong branding, product development, pricing frameworks, and ethical business practices in international markets.

1. Aussi-LifestyleLuggage and bags Global Business- Group 1

2. Aussi-LifestyleCurrent Company Strenth Customer Oriented Products

3. Excellent brand loyalty

4. Well-known range of "no-frills" products, with fashionable, modern styling.

5. Family-orientated customers, or those on a limited budget

6. GLOBAL MARKETING STRATEGY

7. GLOBAL MARKETING STRATEGY MARKETING SEGMENTATIONGlobal Factors influencing strategyPolitical Stability

8. Social

9. Economic

10. Technology

11. Export market

12. International Market

13. International Competitiveness

14. Trade

15. International GrowthMARKETING SEGMENTATION [Opportunity & Risk]Global Market Risk vs OpportunityAfricaRiskAsiaEuropeAmericaopportunity[India Travel Statistics (2011)]

16. GLOBLE MARKETING STRATAGYCompetitor‘s current PositioningToo ExpensiveCheapExcellent qualityPoor quality

17. MARKETING SEGMENTATION In case of India we would use the Adaptation International Marketing Program.Culturally people of India travel a lot both within and outside the country.Aussi-Lifestyle would give them a high quality product, designed to accommodate the basic needs of the customer.AdaptationStandardization Size, weightMaterialShapeDesignColor, CostStranded

18. GLOBAL BRANDING AND PRODUCT DEVELOPMENT

19. GLOBAL BRANDING AND PRODUCT DEVELOPMENTBrandingProduct DevelopmentCreate the sub-brand to suit to international needsCooperate with the other international brand names such as Tiffany, Toyota, Apple, American Express, or Starbucks…Imprint the brand name via 4 general engagement methods: platform (TV/ online), context (program/ webpage), message (ads/ communication), experience (store/ event)Find a trustable ambassador to deputise for Aussi-Lifestyle luggage and bagsPay international celebrities to use our products Create a chat topic around the products: http://www.youtube.com/watch?v=4tML1z720C4Socialise the brand nameUp grade the webpage for customer to design bags and luggage themselves Strong Impression Logo & Repetition Customer ServiceCustomer Oriented Brand LoyaltyProduct Benefit Quality Stranded International Warranty

20. GLOBAL PRICING

21. GLOBAL PRICING Framework – Setting Price(estimated)

22. GLOBAL PRICING

23. GLOBAL PRICING –STRTAGY SELECTION Target Return Pricing

24. Psychological PricingCOMMUNICATION AND DISTRIBUTION

25. COMMUNICATION AND DISTRIBUTIONGlobal marketing communication purpose as marketing to people or companies outside of your own domestic market by the use of adapted advertising via different media forms such as radio,television,billboards,etcIndividual purchase of the products, offers, coupons, demonstration , free airport outletMaintain good relationship with business partnersSpend more time with themEx- use country languages(china English literacy rate lower than India)Adapt to country culture

26. COMMUNICATION AND DISTRIBUTION

27. Aussi-Lifestyle

28. Aussi-Lifestyle

29. Aussi-Lifestyle

30. ETHICAL ISSUES IN GLOBAL MARKETING

31. ETHICAL ISSUES IN OUR MARKETINGProducts to poor consumersExample: According to a new Oxford University study, 55 percent of India’s population of 1.1 billion, or 645 million people, are living in poverty. So, develop low-cost products that more people can use. [India Travel Statistics (2011)]Corporate social responsibilitiesExample: environment protectionIndia had made environment protection one of its basic national policies. Aussi-Lifestyle should develop recycle bags and luggage.- Approval from India Pollution control board)

32. ETHICAL ISSUES IN OUR MARKETINGA business cannot claim to be ethical firm if it ignores unethical practices by its suppliers. For Example: Use of child labour and forced labour Violation of the basic rights of workers Production in sweatshops Ignoring health, safety and environmental standards

33. CONCLUSION

34. REFERENCECkhard, K. (1997). An International Strategy for pricing and profits. Scrip Magazine-Implementation,pricing,strategy, Talking points pp 30-32.

35. Cavusgil,Knight,Riesenberger,(2008), 14 Marketing in the Global Firm. In: Pearson International Edition ,International Business-Strategy , Management and the New Realities, New Jersey: Pearson Education , p514-541.

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