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Global Marketing Best Practices

Global Marketing Best PracticesAvi Dan, Founder and President

What We’ll CoverWhat We’ll Cover

The Global Consumer Selecting A Global Strategy Best Practices In Segmentation Dealing With Gray Markets Pricing Best Practices Media Best Practices For Selecting An Ad Agency

Auditing

The Global Consumer Selecting A Global Strategy Best Practices In Segmentation Dealing With Gray Markets Pricing Best Practices Media Best Practices For Selecting An Ad Agency

Auditing

The Emergence of the Global Consumer Culture

The Emergence of the Global Consumer Culture

Cheaper travel, increased exposure

Communications became global

Immigration trends

Luxury Consumption Class

Global Consumption Homogenization

Cheaper travel, increased exposure

Communications became global

Immigration trends

Luxury Consumption Class

Global Consumption Homogenization

Why Go GlobalWhy Go Global

Competition Regional Integration Technology Economic Growth Product Life Cycle High New Product Development Cost Production Economies Of Scale

Competition Regional Integration Technology Economic Growth Product Life Cycle High New Product Development Cost Production Economies Of Scale

EthnocentricPolycentricRegiocentricGeocentric

EthnocentricPolycentricRegiocentricGeocentric

Strategic Models Strategic Models

Types of MarketsTypes of Markets

Developed MarketsUnderdeveloped MarketsEmerging MarketsN11: Bangladesh, Egypt, Indonesia, Iran, Mexico, Nigeria, Pakistan, the Philippines, South Korea,Turkey, Vietnam

Developed MarketsUnderdeveloped MarketsEmerging MarketsN11: Bangladesh, Egypt, Indonesia, Iran, Mexico, Nigeria, Pakistan, the Philippines, South Korea,Turkey, Vietnam

Entry Mode AlternativesEntry Mode Alternatives

Exporting

Licensing

Franchising

JV

Consortia

Wholly Owned Subsidiary

Alliances

Exporting

Licensing

Franchising

JV

Consortia

Wholly Owned Subsidiary

Alliances

Determining Market Receptivity

Determining Market Receptivity

Differential response MeasurabilityDifferential response Measurability

Actionability Sustainability

Accessability Stability Over Time

Consumer Target Best Practices

Consumer Target Best Practices

Demographic PsychographicUrbanization/IncomeSocial ClassEducation

Demographic PsychographicUrbanization/IncomeSocial ClassEducation

Rate Of Adoption Best Practices

Rate Of Adoption Best Practices

Product Factors Market Factors

Product Factors Market Factors

New Product/Service Adoption

Advantage

Compatibility with Adopter’s needs

Media

Trial

CulturalSimilarity

Economic similarity

Consumer AdoptersConsumer Adopters

Innovators

Early Adopters

Early Majority

Late Majority

Laggards

2.5%

13.5%

34%

34%

16%

Targeting Strategies Best Practices

Targeting Strategies Best Practices

Differentiating Targeting Strategy - Identify Market Segments That Want Different Benefits And Target With Different Brands

Concentrate Targeting - Companies Select Only One Market Segment And Target With A Single Brand

Undifferentiated Targeting - Aiming The Product At All Markets Using A Single Strategy

Differentiating Targeting Strategy - Identify Market Segments That Want Different Benefits And Target With Different Brands

Concentrate Targeting - Companies Select Only One Market Segment And Target With A Single Brand

Undifferentiated Targeting - Aiming The Product At All Markets Using A Single Strategy

Gray GoodsGray Goods

A Distribution System Unauthorized

By The Manufacturer Whereby TheProducts Purchased In A Low-Price

Market Are Diverted To AnotherMarket.

A Distribution System Unauthorized

By The Manufacturer Whereby TheProducts Purchased In A Low-Price

Market Are Diverted To AnotherMarket.

Charge SimilarPricesWorldwide

Methods of CombatingParallelimports

Create products For low marketsThat are not as Attractive or areNot a perfect fitWith an up market

Litigate

Complicate theRepair and Servicing

Inform consumers About gray marketgoods

Price ConsiderationsPrice Considerations

Intuition-driven and highly decentralized

The influence of currency fluctuations

Price paid to the marketing supply chain

Labor, raw materials Share vs.. Profitability Competition

Intuition-driven and highly decentralized

The influence of currency fluctuations

Price paid to the marketing supply chain

Labor, raw materials Share vs.. Profitability Competition

Media ChallengesMedia Challenges

Availability Reliability Restrictions Costs

Choosing Ad Agency Choosing Ad Agency

Consolidation Vs. Localization

ControlEfficienciesHolding Co. Bundling Vs. Best In Class

Consolidation Vs. Localization

ControlEfficienciesHolding Co. Bundling Vs. Best In Class

Best Practices In Agency Review

Best Practices In Agency Review

Hire A Culture Process Talent Decide Who Are The Deciders Set Expectations Focus On Few Agencies Precise Contract

Hire A Culture Process Talent Decide Who Are The Deciders Set Expectations Focus On Few Agencies Precise Contract

Best Practices Agency Audits

Best Practices Agency Audits

Annual, Less For New Agency Joint Improvement Plans, Who Owns Initiatives, Timing

Online Tools Tie To Compensation Get Management, Agency Support 360 Degrees Evaluations Qual, Quant, Business Metrics,Tech Platforms

Annual, Less For New Agency Joint Improvement Plans, Who Owns Initiatives, Timing

Online Tools Tie To Compensation Get Management, Agency Support 360 Degrees Evaluations Qual, Quant, Business Metrics,Tech Platforms

More Resources From The ANA School of MarketingMore Resources From The ANA School of Marketing

• Join us for a one day course on Global Marketing Management Scheduled for November 8th in NYC: http://www.ana.net/training/show/id/GM-NOV10

• Join us for a one day course on Global Marketing Management Scheduled for November 8th in NYC: http://www.ana.net/training/show/id/GM-NOV10