GLOBAL BUSINESS MARKETING STRATEGY
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Transcript of GLOBAL BUSINESS MARKETING STRATEGY
Aussi-LifestyleLuggage and bags
Global Business- Group 1
Aussi-Lifestyle
Current Company Strenth
• Customer Oriented Products• Excellent brand loyalty • Well-known range of "no-frills"
products, with fashionable, modern styling.
• Family-orientated customers, or those on a limited budget
Global marketing strategy
Global branding and product development
Global Pricing
Global marketing communications and distribution
Ethical issues in global marketing
GLOBAL MARKETING STRATEGY
Asian Market
Each country has a diversified needs and requirements.
We segment the market with respect to travelling habits
Middle East Countries
• Minimal traveling
South East Asia
• Medium travelling (mainly internal traveling)
South Asia
• Maximum travelling (internal and external)
GLOBAL MARKETING STRATEGY MARKETING SEGMENTATION
Global Factors influencing strategy
• Political Stability• Social• Economic• Technology• Export market• International Market• International
Competitiveness• Trade• International Growth
MARKETING SEGMENTATION [Opportunity & Risk]
[India Travel Statistics (2011)]
2004-5
2005-6
2008-9
2009-10
20011-120
100000200000300000400000500000600000700000800000
Travel Statistic in IndiaDomastricInternational
Peop
le
Global Market Risk vs Opportunity
Asia
Africa
AmericaEurope
Risk
opportunity
Too Expensive
Cheap
Excellent qualityPoor quality
Competitor‘s current PositioningGLOBLE MARKETING STRATAGY
MARKETING SEGMENTATION
AdaptationStandardization
Size, weight
MaterialShapeDesignColor, Cost
Stranded
• 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.
GLOBAL BRANDING AND PRODUCT DEVELOPMENT
Branding
Create the sub-brand to suit to international needs
Cooperate 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)
Product Development
Find a trustable ambassador to deputise for Aussi-Lifestyle luggage and bags
Pay 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
GLOBAL BRANDING AND PRODUCT DEVELOPMENT
Customer Oriented Brand LoyaltyInternational Warranty
Customer ServiceQuality Stranded Product Benefit
Strong Impression Logo & Repetition
GLOBAL PRICING
GLOBAL PRICING
PRICINGFACTORS
Nature of Product
Location of Product Facilities
Type of Distribution
system
Foreign Market
Consideration
Internal to form
External-
Customer expectation,
Buying power Framework – Setting Price
(estimated)
Step Price
Landing Price : +Profit Margin (20%)
$20- 200$24-240
Ceiling price Floor price
$300$25
Competitor’s Price End user price
$25-300$24-240
• Counter Trade (unconventional trade-financing transaction)• Transaction PricingCommon Currencies
arrangement
• Government Trade regulation & Standers ,Export /Import licenses & Country Stranded Authorities
• E.g.- Quality Control & Inspection Act ,1963Standers & Regulation
• Exporting involves more steps here risk than domestic marketing
• modify components, parts, Packing materialsAdditional Cost Considerations
• Direct retail loyalty partners • Nature of Channels-customers views • Set up Profit Center
Distribution Channels
• Rename Export product avoid high taxes • Transaction Pricing• Use government & Open trade facilities. Or Free on board
Trade Barriers (taxes, Re-classified using a different tariff
classification)
• Price escalation• Assemble/Manufacture product foreign market• E.g.- Packed Commodities rules 1997 India
Cost of Manufacturing, Marketing (packing ,shipping,
insurances, warehousing)
GLOBAL PRICING
Penetration pricing strategy• Low entry price as compared with
competitive offerings for market accept and secure
Everyday low pricing• Continuously low price
Gray Market Activities• Improve method to monitor foreign price,
key customers
International Pricing Approaches • Monitoring and adjust price according to
current market• Discount (Trade/Cash/Seasonal/Quantity)• Skim Pricing : high- end products
Rigid cost-Plus pricing -
Global Products
Flexible cost plus pricing
- Asian Market
Incremental Pricing -
competitors
GLOBAL PRICING –STRTAGY SELECTION
• Target Return Pricing• Psychological Pricing
COMMUNICATION AND DISTRIBUTION
Global 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,etc
COMMUNICATION AND DISTRIBUTION
International Marketing
Communication
International Promotion
Activities
International Advertising
Global Account
Management
Ex- use country languages (china English literacy rate lower than India)Adapt to country culture
Maintain good relationship with business partnersSpend more time with them
Individual purchase of the products, offers, coupons, demonstration , free airport outlet
COMMUNICATION AND DISTRIBUTION
Auss i - L i fes ty le
Auss i - L i fes ty le
Auss i - L i fes ty le
ETHICAL ISSUES IN GLOBAL MARKETING
Products 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)
ETHICAL ISSUES IN OUR MARKETING
Because of market globalization, firms’
marketing activities strongly influence the buy decisions of consumers worldwide.
Develop and align products and services to create greater value
for society.Shareholders values
A 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
ETHICAL ISSUES IN OUR MARKETING
• Differentiate product according to market segmentation consider marketing mix. & customer orientated products
• Maintain Price strategy and techniques according to market adaptation globally and internationally
• Clear Distribution channel, Marketing Promotion activates according to market adaptation
• Corporate responsibilities will add value to branding and reputation for product.
CONCLUSION
REFERENCE Ckhard, K. (1997). An International Strategy for pricing and profits. Scrip Magazine-
Implementation,pricing,strategy, Talking points pp 30-32.
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.
Great Human Capital (2011) Available [Online]; http://2.greathumancapital.wordpress.com/2007/01/03/swot-matrix-of-india-analysis-of-indian-social-economic-portal-technological-conditions/ . Last accessed: 21st August 2011
International Marketing and Pricing (2011) Available [Online]; : http://marketingteacher.com/lesson-store/lesson-international-marketing-
price.html Last accessed: 21st August 2011
Marieke De Mooij(2010), Global Marketing and Advertising Understanding cultural paradoxes 3rd Edition, Published by SAGE Publications,Inc,California.
Net MBA (2010), Marketing> Pricing Strategy , Internet center for Management and business Administration,Inc. Available [Online]; Marketing> Pricing Strategy Last Accessed 23rd August 2011.
Travel Statistics (2011) Available [Online]; : http://scstsenvis.nic.in/tourinflow.html. Last accessed: 21st August 2011
The Indian Dairy Industry,(2000) 5th Edition, Import-Export Regulations , Available [Online] ; http://www.indiadairy.com/zone_importexport.html Last accessed: 21st August 2011
Questions & Answers THANK YOU !
Ain, Alextrandra, Layan, Iqbal,Chard