Ricola, a Swiss cough drop brand, uses celebrity endorsement in international markets to appeal to local consumers and increase brand awareness. They have partnered with famous actors, athletes, and musicians from various countries to promote the Ricola brand and products. This localization strategy allows Ricola to tailor their marketing message and celebrity selection based on each unique culture and market for maximum effectiveness.

1. Introduction

2. Class Policies

3. 1. Be Present (attendance)
1
Attendance required taken
Leaving class early =
absence
2
Sickness/School events
excused with written
support from office
3
Sports, Job Interviews,
leaving early for vacation,
puentes. Not excused

4. 1. Be Present
(Lateness)
15 minutes grace on entry except in exams,
late admission in not allowed in exams (or early exit)
Leaving class early = absence
Sickness/School events Excuses
Sports, Job Interviews,

5. 2. Be Professional
You’re practicing for a
professional life.
Practice being professional

6. 2. Be Professional
1. No cell phones
2. All bags go on the floor
3. Don’t pretend you are
not chatting or playing
Robloks when you’re
hiding behind your bag.

7. If other electron devices become a
problem, I will ban all devices

8. 2. Be Professional
1
All paper/speeches
original to this class,
cannot recycle
assignments from
other classes
2
Presentation times
assigned
3
Come dressed
professionally to
present.

9. 3. Be Prepared
All cases, negotiation preparations,
and reading should be completed
before class.

10. Plagiarism

11. Plagiarism Intention
It is unnecessary to show that you intended
to cheat for the offence of plagiarism

22. Ara

40. Hello Kitty- Appealing to
Consumers
One can virtually live in a Hello Kitty world:
Wake up in a Hello Kitty bedroom, have breakfast
made with Hello Kitty appliances, work from a Hello
Kitty computer on a Hello Kitty desk, relax in front of
a Hello Kitty TV set, ride a Hello Kitty scooter to the
beach, and ride a Hello Kitty surfboard in a Hello
Kitty wetsuit.
40

41. © 2012 Principles of Marketing: An Asian
Perspective
41
Hello Kitty- Appealing to Consumers
Nowadays, Hello Kitty fans can choose to
customize anything they want, in Hello Kitty
style—including car registration plate numbers.

42. Shintaro Tsuji

43. Food

44. Kitty Café Comic Con

45. Philadelphia
Candies Licensed
Hello Kitty Milk
Chocolate
Covered OREO
Cookies

46. Lesson 1
Successful Businesses Must Proactively Expand and Improve the Brand

47. Lesson 2
Don't Be Afraid to Experiment

48. Lesson 3
Never Forget Current Fans

49. Lesson 4
Word-of-Mouth Advertising Is a Better Tool for Long-Term Sustainability

53. 10/29/2019

54. Global Yogurt Continues to Grow
2011-16 absolute growth
***4.1% and $16 Billion***
Global Retail Sales of Yogurt 2011-2016
4
%
4.2% 4.4% 4.1% 4%
*Year on year growth

56. Top Yogurt Markets
• Largest Consuming Yogurt Countries
 Fastest Growing Yogurt Countries
Rank Country 2011-16 CAGR % Value 2011 Value ($Millions)
1 Japan 2.0% $ 7,890.4
2 USA 2.3% $ 7,605.7
3 China 10.2% $ 5,551.1
4 Brazil 10.5% $ 5,393.3
5 Germany 1.3% $ 3,517.0
Rank Country 2011-16 CAGR % Value 2011-16 Absolute ($Millions)
1 India 20.1% $ 781.6
2 Egypt 13.7% $ 248.6
3 Brazil 10.5% $ 3,505.0
4 China 10.2% $ 3,473.5
5 Colombia 8.7% $ 268.0

57. Pots of Gold

59. General Mills/Yoplait

62. 10/29/2019

63. Global Trends
•Eco-friendly packaging has become a standard in yogurt packaging.
• 16 % of launches featured the environmentally friendly claim
•Market witnessed a shift from traditional, spoonable products towards yogurt drinks
•On-the-go marketability claims were pushed, especially for school age children, as a benefit
of drinkable yogurt
•There is a heightened demand for:
• low/no/reduced fat, low/no/reduced sugar, organic, no additives/preservatives, all natural, and GMO free
products
•U.S. consumers are willing to pay a premium price of ~$3.52 per 16 oz package on average
for Greek yogurt
• It is a filling, high in protein, low fat and low carbohydrate food

65. Compound Annual Growth Rate

66. Australia

75. Yogurt-NA
• Industry Background-NA
• $9.9+ billion industry
• 2011-16 CAGR % Value growth: 9.9%
• Greek yogurt share has grown to 13.2%
• Over 50% of the market is dominated
by Danone, Groupe and Sodiaal SA
• Major Marketers (Brands)
• Danone, Groupe (Danone, Activia)
• Sodiaal SA (Yoplait)
• Private Label(Private Label)
• Agro Farma Inc (Chobani)
Company $ Share

76. Yogurt-NA
• Packaging
• Plastic cups sealed with an aluminum foil top is typical
• Set type packaging is when fruit is in the bottom of the cup and yogurt is on top
• Swiss type packaging is when fruit
and yogurt are blended together
• FDA regulates the label
• must indicate whether the yogurt has
been ‘heat-treated’ or ‘active cultures’
• Drinkable styles are found in bottles

77. Yogurt-NA
• Packaging-NA
Danone, Groupe Sodiaal SA
Agro Farma IncPrivate Label
Plastic Bottle
Foil Seal closure
Graham Packaging
$4.68 (12x3 10 fl oz)
Plastic Tub
multi laminate seal
closure
Spartech Packaging
$7.41 (16x3. 53 oz)
Tube
Flexible packaging
Unknown company
$7.55 (32x2. 25 oz)
Plastic Tub
Foil seal closure
Unknown
company
$0.98 (6oz)
Plastic Tub
Foil seal closure
Unknown company
(6oz)
Plastic Tub
Foil seal closure
Unknown packaging
company
$0.45 (6oz)

78. Yogurt-LA
• Industry Background-LA
• $10.2US+ billion industry
• 2011-16 CAGR % Value growth: 15.8%
• Danone #1 Market share at 32.3%
• Major Marketers-LA
• Danone (Danone, Activia)
• Nestle SA (Nestle, Chamyto)
• Yakult Honsha (Yakult)
• Alpina Productos (Alpina)
Company $ Share

79. Yogurt- LA
• Packaging
• Yogurt is typically found in plastic cups and sealed
with an aluminum foil top
• Drinkable yogurt styles found in bottle
• Also available in Flexible Packages

80. Baby Formula-Brazil
• Packaging
80
Danone
Brf Brasil Foods Alpina Productos
Nestle
Plastic Tub
Foil seal closure
$1.60 (5.3 oz)
Plastic Tub
$0.54 (5.12
oz)
Plastic Tub
Foil seal closure
$0.58 (3.88oz)
Plastic Bottle
Foil seal closure
$0.44 (8.65oz)
Plastic Tub
$0.94 (6.18
oz)
Plastic Bottle
Plastic cap
closure
$1.13 (9.47 oz)
Plastic Bottle
Plastic cap
closure
$3.30 (30 oz)

81. Yogurt – Europe
• Industry Background – Europe
• $28.6 billion industry
• CAGR % value growth for 2011-16
• EE: 9.8%
• WE: 3.9%
• Largest markets: Germany, France,
UK, Spain, and Italy
• Major Marketers (Brands)
• Danone (Danone, Activia, Nutriday)
• Private Label (Private Label)
• Molkerei Alois Muller (Muller, Froop)
• Sodiaal SA (Yoplait)
Company $ Share

82. Yogurt – Europe
• Packaging
• Yogurt found in plastic cups and sealed
with an aluminum foil top
• Drinkable yogurt styles found in bottle
• Occasionally found in glass jars

83. Yogurt- Europe
• Packaging – Europe
Danone Sodiaal
Molkerei Alois MullerPrivate Label
Plastic Tub
Foil seal
closure
$1.65 (4x4 41
oz)
Plastic Tub
Multi laminate seal
closure
$3.49 (4x4 24 oz)
Plastic Tub
Paper seal closure
$2.48 (8X4 41 oz)
Plastic Tub
Foil seal
closure
Optipack
Packaging
$0.66 (5.3 oz)
Plastic Bottle
Foil seal closure
$2.40 (6x3 53 oz)
Plastic Tub
Foil seal
closure w/
plastic overcap
$0.52 (17.65 oz)

85. Yogurt – Asia
• Industry Background – Asia
• $17.7 billion industry
• 2011-16 CAGR % value growth: 9.6%
• Private label only accounts for 0.7% of
market
• Major Marketers (Brands)
• Yakult Honsha (Yakult)
• Meiji Holdings (Bulgaria, LG21)
• Morinaga & Co (Morinaga)
• China Mengniu Dairy (Mengniu)
Company $ Share
52.1%

86. Yogurt- Asia
• Packaging
• More variety in drinkable yogurt packages
• Found in plastic bottles, pouches, and cardboard cartons

87. Yogurt- Asia
• Packaging
Yakult Honsha
Morinaga & Co
Meiji Holdings
China Mengniu Dairy
Pouch
$1.79 4.59
0z
Plastic Tub
$1.22
(4.24 oz)
Plastic Bottle
$0.58 (11.83
oz)
Plastic Lined Board
Carton
$3.34 (3x3 38 oz)
Plastic Tub
$1.93 (4x2 82
oz)

88. • Opportunities to improve packaging include:
• Innovative design changes that include
spoon with the container
• Similar to individualized ice cream containers
• Pouches offer excellent visual appeal,
portability, and are sustainable
• BAP technology to ensure freshness of the
product and create an easier opening
experience
Packaging Considerations and Opportunities

89. Yogurt – Aptar Developments
• Aptar Developments
89
110mm Non-Dispensing
Scoop n’ Lid
110mm Dispensing
Scoop n’ Lid
o Features/Benefits
• Convenient
• Attached spoon
• Hinged Closure
• Prevents missing caps

90. Yogurt – Aptar Developments
• Aptar Developments
Valve captured between
fitment and snaptop overcap
o Features/Benefits
• Differentiating design
• Dispensing convenience
• Accurate product placement and
cutoff

91. • Aptar Developments
Yogurt – Aptar Developments
Non-Choke
Elliptical spout
SimpliSqueeze
o Features/Benefits
• Differentiating design
• Dispensing
convenience
• Accurate product
placement and cutoff
• Child-safe
• Larger branding space

92. Yogurt- Aptar Dairy Developments
2035 Frost Snap Top
SimpliSqueeze
2234 Snap Top
SimpliSqueeze

93. Yogurt- Aptar Dairy Developments
Custom Snap Top
Custom Widemouth
Closure

94. Custom Snap
Top
SimpliSqueeze
Custom Snap Top
SimpliSqueeze
2-1/8’’ Snap Top
38-400
SimpliSqueeze
Custom Snap
Top
SimpliSqueeze

95. Yogurt- Aptar Dairy Developments
54 mm Snap Top
33-400
SimpliSqueeze Ribbed Pour
Spout
38-400
2-1/8’’ Snap Top
33-400 Frost
Directional Pour
Spout
33-400

96. 96

97. 97

98. 98

99. 99

100. Situation of
British
Leyland in the
late 1970s
100

101. 10
1

104. 10
4

105. Retro

106. Long tail

107. Longtail niche

108. Compression of R&D cycles and product life cycles
108

109. Development and test periods for suppliers to the car industry
109

110. Three
Dimensional –
The markets
of Japan,
Korea, and
China
Asia is one of the worlds most dynamic regions, and offers multiple opportunities for
business and investorsDynamic
Asian consumers have different tastes, preferences, and moderated by different
income levels.Consumers
A tendency has occurred to group these countries together but should not be done
because they are so differentClustering
o Japan – $4.80 trillion, $4 trillion
o China - $1.84, $7 trillion
o Korea - $.72 trillion, $1 trillion
GDP and
purchasing
power
Japan Korea and China differ in their brand orientations, attitudes toward domestic
and foreign products, quality and price perceptions, and product feature preferenceBrand

111. Brand Orientation
• Japan
• Most brand conscious and status conscious
• Love high end luxury goods
• Country represents 20% of Gucci’s world
• Prefer brands that contribute to their senses of identity and self expression
• Highly group oriented consumers
• Korea
• Sophisticated tastes
• Show immense passion for new experiences and favor premium and expensive
imported products
• Great interest in generational fads and select products that follow their
generations judgments and preferences
• China
• Prefer luxury goods
• Brand and status conscious
• Consider luxury goods to be personal achievements, bringing higher social
status
• Purchasing behaviors are regional
• Fourth largest market
• “The new Japanese”
• Wealthy people hungry for brands and fanatical about spending

112. Domestic VS.
Foreign
China
Attitudes toward foreign products differ depending on consumers age groups
Believe imported products under foreign brands names are more dependable
Foreign companies such as Nike Nokia Sony have replaced well known brands
Country’s consumers are inspired by design and function they prefer domestic
brands because of their food value for the money
Korea
Consumers hold negative attitudes toward foreign businesses; the majority
believes that these businesses transfer local wealth to other countries and
crowd out small establishments
Consumers very product and demonstrate a complicated love hate relationship
with foreign brands
Korea campaigns require significant re-branding – use of localized brands to
influence local perceptions
Country is increasingly comfortable with the presence of foreign companies
Japan
Consumers extremely demanding and have different perceptions of product
made in other countries they are generally accepting of quality foreign
products.
Dominated by well established companies such as Canon, Sony, and Toyota

113. Quality and
Price
•Consumers are the worlds strictest when it comes to demand for
product quality and they clearly articulate their needs desires
about a product or package operation
•Foreign companies don’t fully understand and meet consumers
needs expectations struggle with their investments
•To cater to them manufacturers have adopted a total quality
approach
Japan
•Consumption has been sluggish since the financial crisis of 1997-
1999
•Younger generation is at the forefront of a new and emerging
patter and holds opposing expectations of preferences for low
priced and high priced goods
Korea
•Price sensitive and try to safeguard their income for investment
•Market is lucrative with growing demand foreign brandsChina

114. Technology
Features
• o Consumers prefer high tech gadgets
• o Consumer are willing to pay for better cooler features
and technological sophistication
• o Because of small living quarter, manufacturers have
become experts at minimizing and creating multifunction
devices
Japan
• o Most wired country in the world is a leader in
internet usage and high the industries such as mobile
phones, liquid crystals, and semiconductors
• o Cyberspace reaches more than ¼ of the population
Korea
• o Imperative for companies o understand the major
difference in consumer behavior between generations
• o Young consumers are passionate about the latest
developments
• o 40’s and 50s consumers are price conscious, brand
loyal, and less sensitive to technology
China

116. ‘Straight
extension’ of
Organics
shampoo to
Argentina
116

117. ‘Straight extension’
of Organics
shampoo to
Argentina
117

118. Advertisements
for Lux in the UK
and India
118

119. Advertisements
for Lux in the UK
and India
119

120. Kellogg’s dual adaptation for the Indian market
120

121. 121

122. Advantages and
disadvantages
of branding
alternatives
122

123. Three brand
options
123

124. Illustration of
co-branding
and ingredient
branding
124

125. Brands of six multinational companies in 67 countries
125

126. Ricola is using celebrity
endorsement in the
international
marketing of its herbal
drops
126

127. Product innovation through the internet
127

128. Long tail theory: online channels will fatten the long tail
128

132. Distribution of world vodka sales by volume and
value. V&S Absolut Spirits’ market share, 2011

134. Cut

135. Pricing

136. International
pricing
framework

137. Strategies
for pricing a
new product

138. A ‘market
pricing’ (‘mass
point’) strategy
in use:
Converse brand
comeback under
Nike ownership

139. The Gillette price premium strategy

140. Structural factors of standardized versus differentiated pricing in European consumer goods
markets

141. DESIGNING THE GLOBAL
MARKETING PROGRAM
COMMUNICATION DECISIONS

142. Figure 17.1 The shift from seller initiative to buyer initiative in buyer–seller relationships

143. 143
Figure 17.2 Elements of the international communication process

144. Promotional Mix
• Advertising
• Direct Marketing
• Promotion
• Public Relation
• Network

145. 145
Table 17.1 Typical communication tools (media)