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Developing the International Marketing Plan • Before you can develop international plan you must identify and understand the target market • Determine if there is or is not a global marke

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Developing the International Marketing Plan • Before you can develop international plan you must identify and understand the target market • Determine if there is or is not a global marke Powered By Docstoc
					Developing the International
Marketing Plan
• Before you can develop international plan, you
  must identify and understand the
  target market
• Determine if there is or is not a
  global market
Is there a global homemaker market?
• Global market segments present important
  opportunities for standardized marketing
• Are there any global markets
      Global youth segment
      Global elite
International Target Marketing
Defined as the process of identifying and focusing on those

international marketsegments           that the company
can serve most effectively and designing products, services,
and marketing programs with these segments in mind.
International Segmentation
The process of identifying countries and/or
consumers that are similar with regard to key
traits, such as product-related needs and wants, that
would respond to a product and related marketing
mix.

MUST BE performed at country level AND at the
consumer level.
Effective International Segmentation
Requirements (contd.)
• Measurability:
      The ability to estimate the size of the market.
      Important questions:
        - Are population statistics and economic development
          data reliable?
        - Are consumers accessible for data collection?
          Are they willing respondents?
Effective International Segmentation
Requirements (contd.)
• Substantiality:
      The extent to which the international market is large
       enough to warrant investment.
      Important questions:
        - What is the segment’s growth potential?
        - What is the projected per capita income in the
          following ten years?
        - Are population statistics and economic development
          data reliable?
Effective International Segmentation
Requirements (contd.)
• Stability over time:
      The extent to which international consumer preferences
       are stable over time.
      Important questions:
        - What is the likelihood that the segment will change
           as a result of a rapidly changing environment?
        - How often should we re-evaluate our market
           segment?
Effective International Segmentation
Requirements (contd.)
• Accessibility:
      The ability to communicate with the international target
       market.
      Important questions:
        - Are population statistics and economic development
           data reliable?
        - Are consumers willing respondents for marketing
           research studies?
        - Is it possible to effectively communicate with the
           target consumers?
Effective International Segmentation
Requirements (contd.)
• Actionability:
       The extent to which the international target market is responsive
        to the marketing strategies used.
       Important question:
          - Will consumers buy the company’s product?
• Differential response:
       The extent to which international market segments respond
        differently to marketing strategies.
       Important questions:
          - Can we distinguish segments from each other? Do
              consumers have different preferences in this international
              market?
Bases for Segmentation
• Demographic:
     Age
     Occupation
     Education
     Income
     Ethnicity
     Race
     Nationality
     Life-cycle stage
     Social class
Bases for Segmentation (contd.)
• Demographic (contd.)
      Psychographic: lifestyles, values, attitudes, interests, opinions
        -   Hofstede dimensions:
              Power-distance
              Masculinity-femininity
              Uncertainty avoidance
              Individualism-collectivism
        -
Bases for Segmentation (contd.)
• Benefit Segmentation
      Example: Cooking oil markets can be
       segmented based on benefits sought—
       olive oil is targeted to consumers who
       seek health benefits.
• Geographic Segmentation
Bases for Segmentation (contd.)
• Usage and User status (contd.)
      Usage
       -   Nonusers
       -   Occasional users
       -   Medium users
       -   Heavy users
      User Status
        - User of competitors’ products
        - Ex-users
        - Potential users
        - First-time users
        - Regular users
Describe the target market discussed in the article “Women in
Italy Like To Clean The Quick and Easy,” Deborah Ball, WSJ, April 25,
2006, p. 1.




          Demographic
          Geographic
          Psychographic
          Benefit
          User Status
What marketing decision(s) did P&G make
regarding its Swiffer product line?

Were they effective?

Were they standardized or adapted?
• http://www.swiffer.net/index_flash.shtml
What marketing decision(s) did Bosch,
Whirlpool, Electrolux AB and Reckitt
make regarding their dish washing
machine product line?

Were they effective?

Were they standardized or adapted?
What marketing decision(s) did Unilever
make regarding its Cif product line?
Were they effective?
Were they standardized or adapted?
• http://www.unilever.com/ourbrands/homecare/default.as
  p
The arrival of Cif in 1969, first launched in France and later rolled out in 45 countries, heralded the
    end of scouring powders. Initially, the brand focused on cream cleansers for the kitchen and
    bathroom, underpinned by its famous 'Skater' ads, which highlighted how scouring powders can
    'scratch like skates on ice'
What marketing decision(s) did Bosch,
Whirlpool, Electrolux AB and Reckitt make
regarding their dish washing machine product
line?
Were they effective?
Were they standardized or adapted?


   http://www.bosch.com/content/language2/html/index.htm
Were P&G’s Target Market Decisions
 • Differentiated?
       Identify or create market segments desiring different
        product benefits and target each segment with a different
        brand and different marketing strategies

 • Concentrated?
       Select only one market segment and target it with a single
        brand.
       Example: Mont Blanc pens

 • Undifferentiated?
       Aim the product at the market with a single strategy
        regardless of the number of market segments.
       Example: powder milk, beans
How was Swiffer duster positioned in
Italy?
     Attribute/Benefit
     Price/Quality
     Uses or Application
     Product User
     Product Class
     Competition
International Target Marketing
Is Used by Companies to:
   Identify consumer segments with similar traits.
   Select segments company can serve efficiently.
   Develop products tailored to each segment.
   Offer products to the target market, communicating through
    the marketing mix, product traits and benefits that
    differentiate it in the consumer’s mind.

				
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