2. What is market entry ??
• A market entry strategy is the planned method of
delivering goods or services to a new target market
and distributing them there.
• The target market maybe:
Domestic market International market
3. Steps premier to launch a product
Define the market
(which market to
enter?)
Time and scale
of entry
Assess
Internal
Capabilities
Perform
market
analysis
Modes of entry
Tracking of
launch
6. Product suitability for a new market
Inhibitions
•Indian men did not
consider shaving a
significant activity to
pay such premium.
•Most lacked running
water
•Unsatisfied existing
double razor
technology as it
caused frequent cuts
Solution
•Affordability
•Safety and ease of
use with lesser
irritation
•Easy-rinse
cartridges that help
save water and
ensure the blades
are clean, even if
running water is not
available.
8. Time of entry
The choice of market-entry time is one of the major reasons for new product
success or failure
Pioneers Late arrivals Time of the
year
Wave,
Sprinkler,
Waterfall
Types of entrants
9. Pioneers v/s late arrivals
Late
arrivals
Pioneers
Pioneers outweigh late arrivals
10. Is it true always?
Late arrivals outweigh pioneers
Browser wars
Pioneer Late arrivals
11. Time of the year
The time of year can have a big effect on chances of success. A
product designed for sale at a special occasion of year should be
released early enough in the year to gain momentum by the time
the peak shopping season arrives.
On Valentines day
introduce roses, love birds,
sweetheart jewel boxes for
Valentines
Released in September 2006,
targeting new year’s day, as a
new year resolution for weight
control and weight loss
19. Franchising
“a franchisor firm that undertakes to transfer a
business concept that it has developed, with
corresponding operational guidelines, to non-
domestic parties for a fee.”
20. Investments
Sharing core
strengths with each
other
Open door
relationship with
another entity and
will mostly retain
control.
Strategic alliance
Legal partnership
where in they both
make a new entity
for competitive
advantage
Completely new
entity with a board,
officers, and an
executive team.
Joint venture
23. Time of entry…???
As income increased,
people shifted to DEO
from Talcs.
Did not launch FOGG
right away.
After talc, 18+ Deo
helped built strong
dealer network.
“KITNA BODY ME LAGAYA”, “KITNA GAS ME UDAYA”, AND “800 SPRAYS GUARANTEED”
24. TARGET MARKET.…???
Young and
middle class
Women
People with similar
psychographic as
outdoor-oriented
and trendy.
Initially Blue fogg.Black FoggFor women
25. LEARNINGS FROM FOGG FOR MARKET ENTRY DECISIONS
MARKET RESEARCH
BEFORE LAUNCH IS
MUST.
THIS IS THE HALLMARK OF
CREATIVITY.
YOU DON’T NEED TO BE
100% INNOVATIVE
BEFORE ENTERINGBINTO
AN ESTABLISHED MARKET.
GET THE RIGHT
CONSUMER INSIGHTS
AND GIVE THEM
SOMETHING THAT IS
ONLY 10% NEW.
FIG: MARKET SHARE OF FOGG
27. Time of entry…???
BJP LOK
SABHA
ELECTIONS
2014
TARGET MARKET.…???
o YOUTH OF INDIA
o 198 MILLION
INTERNET USERS
o 150 MN FIRST TIME
VOTERS
o WOMEN
28. THE SUCCESS OF NAMO IS HIDDEN TO NO ONE.
#Namo has become a household name or a name for which people wanted to make him win.
FACEBOOK TWITTER
GOOGLE +
Start Early & Set Clear Goals
Follow ‘Small is Big’ Policy
Make Communication Effective:
Use Technology Effectively:
Do SWOT Analysis of Your Competitors:
Editor's Notes
To win the first Browser War, Microsoft used their ubiquitous Windows operating system (and the nearly endless financial resources it afforded them) to deliver a deadly combo. First, they packaged Internet Explorer as the default browser in all Windows releases. And secondly, they made it free.
The end of the First Browser War meant that for years Microsoft’s Internet Explorer went largely unchallenged. At their peak in 2002, Internet Explorer had attained 96% marketshare. Something no other browser has done before or since. But, a lack of competition also often means a lack of innovation.
That was certainly the case with Internet Explorer.
n 2004, Mozilla launched Firefox and the battle was officially back on. This time, users fed up with the sub par Internet Explorer were actually rooting for Firefox to win and their growing user base proved it.
From 2004-2010 Firefox steadily grew in popularity until it peaked out at a little over 30% marketshare. Since then it has had the most consistent market share percentage of the top five browsers. Hovering between 20-30%.
n 2005 the longtime but small player in the Browser Wars, Opera, became free. Having always been a solid browser (lean, fast, secure) with lots of innovative features
Apple with Safari and Google with Chrome.
Apple’s main strategy was two fold: 1) make their browser the default browser on all of their devices; and 2) use their clout and influence to dictate web standards that would give them an advantage.
Google also had a two fold strategy: 1) adopt an ultra fast cycle of iterative development; and 2) use their search engine, popular web apps, and considerable marketing budget to push users towards Google Chrome.
n the beginning Google focused almost exclusively on one thing: speed. They made sure that their browser was the fastest on the market and that everyone knew it too. This is what attracted their earlier adopters, many of which were actually Firefox users who felt that their browser of choice was sacrificing speed for endless features.
Ranbaxy, Dr. reddy’s, sun pharma, lupin, wockhardt are export oriented coompanies.
Divi’s Laboratories is engaged in the manufacture of generic active pharmaceutical ingredients (APIs), custom synthesis of active ingredients and other specialty chemicals such as peptides and nutraceuticals. Of its total sales, more than 90 per cent of the revenue comes from exports while the remaining comes from the domestic markets.
Goa-based Sesa Goa is India’s largest private producer and exporter of iron ore with operations in Karnataka too. The company produces 18.8 MT of iron ore and receives 80 per cent of its revenue from exports and the rest through domestic sale.
FDC- 6 manufacturing site, electral mfg at nasik, sinnar. Catering to world markets and have overseas division at UK and SA.
Licensing is a simple way to engage in international marketing. The licensor issues a license to a foreign company to use a manufacturing peocess, trademark or other rights.
1954: Pact with Daimler Benz
Tata Motors (then known as TELCO) entered into a deal with Daimler Benz AG, West Germany (Germany at that time was divided into East and West), to manufacture medium commercial vehicles.The first vehicle rolled out within 6 months of the contract.
In 1982, license and JV agreement was signed between Maruti Udyog and Suzuki Motor of Japan wherein Maruti had the license to import 40,000 cars per annum.
Sanofi gave global rights to mannkind for their promising insulin powder Afrezza but it never really took off so by april 2016 this licensing aggrement will completely terminate and sanofi will continue to sell it till then. It laid out $150 million in cash for global rights promised up to $775 million in milestone payments.
Pizza hut, macD, KFC, naturals have this concept.
Unitech Group and Telenor Group agreed to enter a joint venture where Telenor would inject fresh equity investments of ₹61.35 billion into Unitech Wireless to take a majority stake in the company.
