International Marketing Plan
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Transcript of International Marketing Plan
Alfred Gratiens export marketing plan
An extensive review of the enterprise of Gratien’s new product launching in the
Asian Market
Overview
Market research Segmentation strategy Product planning Pricing strategy & decisions Place decision Promotional objectives & strategy Summary Q&A session
Market research
Key findings•Economic disparity•The ‘Asian Flush’•Large diversity of ethnicity & religion• Females drink less alcohol than males•Clear growth markets•Children treasured in China•Seven geographical areas of China
Segmentation strategy
Geographically
3 geographic areas North - Beijing, Tianjin,
Hebei Shandong East – Shanghai,
Yangshau South – Guangzhou,
Hong Kong
Demographically Urbanicity: Urban Income: 30,000 – 60,000 yuan Age: 14 – 35 Income producing assets:
Moderate Ethnicity: Han (91%), Mongol,
Tibetan, Dong Religion: Taoism, Buddhist, Shenism, Muslim Employment: White collar, Mix Education: Graduate Language: Mandarin, Cantonese,
Shangainese CIA WORLDFACTBOOK 2010
Adoption of a multi variable segmentation strategy
Segmentation strategy
Psychographic Social group – The
affluentials Life stage group –
Young accumulators Social grade B & A
Lifestyle Religious Health conscious Luxury seekers Fashion forward Traditionalist
Target market & positioning
Differentiated strategy
1. 20 – 35 Female market, traditionalist, health conscious, affluent urbanites,
town and city areas 2. 14 – 19 Teenage market, young
accumulators, opinion leaders, enthusiastic of foreign brands
Product Planning
A new non alcoholic premium champagne to enter the Chinese market• Organic qualities• Two sizes • Labelling to contain all regulatory information• TQM scheme • NPD process • Portfolio balance • Just to enter Chinese market initially due to extending downward• Seasonal limited edition packaging and labelling
HALF Half Bottle - 375ml(13 oz.)Equivalent to - 1/2 Bottle9.5" Length - 2.25 Diameter (241 x 57 mm)
Champagne Bottle - 750ml(25 oz.)Equivalent to - 1 Bottle11.5" Length - 3.5" Diameter (292 x 75 mm)
Dimensions
Perceptual Map
Price Alfred Gratien - Brut $13.00
Navarro – Chenin blanc $11.50
Ariel – Brut Cuvee $9.00
Quality Quality
Fre – All wines Brut, Merlot $5.00
Carl Jung – Merlot $4.00
Price
BCG Matrix for Gratien
Market share
Stars Question marks
Market growth
Cash Cows Dogs
Brut Classique NV Cuvee Paris brut rose
Brut Non-alcoholic Blanc de blancs
Place
Plan to assess each region separately due to Qui & Lin research – same strategy for all of Chinese regions dangerous
Will be sold to the consumer in hotels, bars and premium wine merchants
Long channel distribution channel
Place decisions
Distribution channelLong channel - B2C
Producer
Agent
Distributor
Retailer
Consumer
Distribution channelDirect short supply –
B2C(Internet order)
Producer
Distributor
Consumer
Pricing strategy
Objectives • Financial objective – focus on market share & position• Prestige pricing
Tactics • Price skimming • Trade in US dollar• Aim for elastic demand curve 1%• Use of a breakeven analysis • B2B promotional pricing • Zoned priced geographically for logistics
Wholesale - $ 6.00Recommended retail – 84.50 CNY ($13.00)
Promotional pricing strategy Focus on B2B market
Trade discounts Seasonal discounts
Mark-up pricing strategy
No promotional discounts to be used for consumers in store due to prestige of brand
Market share pricing objectives
Demand assessment – Breakeven analysis
Pricing strategy – Skimming
Mark-up decision
Negotiations – trade/distribution discount
Promotional strategy
Introduction stage on PLC – initial high expenditure
Objectives • Increase brand preference• Increase brand awareness• Stimulate search and repeat purchase
Corporate objective• Improve financial position• Improve portfolio balance
Promotional strategy
Promotional methods POS – point of sale
display & sites Exhibition feature – Food
& wine Social networks Sponsorship – broadcast
and brand collaboration Launch event in key
cities PR – women's weeklies Marketing seasonal
calendar
Media Channels TV
Internet Print
Billboard
Summary
Alfred Gratien have created a non alcoholic addition to strengthen its portfolio responding to promising growth market in China
Economic evaluation, religious consideration and lifestyle traits are paramount in China being the best location for the product variation
Long channel distribution, price skimming techniques and strong promotional aims will enable the Gratien brand to enter and succeed in the Chinese market
Thank you
Questions and answers are now welcome