University Of Finance – Marketing Faculty Of Marketing International Marketing.pdf

These sources of secondary data can be used in international market research to: • Know information regarding the market attractiveness of either nation.. Social Media Monitoring: Analys

UNIVERSITY OF FINANCE – MARKETING

FACULTY OF MARKETING

INTERNATIONAL MARKETING

THE EXERCISES OF GROUP 7

Member: Hu ỳnh Tri ệu Tâm Anh - 2121013584

Ph ạm Nguy ễễn Thy Anh - 2121012365 Đinh Văn Dũng - 2121012228

Võ Thiễn B ảo - 2121000294 Nguy ễễn Ng ọc Ngân Hà - 2121012472

HCM city, 2023

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Culture impact on international marketing?

Culture encompasses our entire lifestyle and personality It defines who we are, includingour manner of dress, speech, diet, thoughts, learning methods, attitudes, beliefs, values,and norms International marketing refers to the marketing efforts undertaken by acompany in foreign markets Culture plays a significant role in international marketing,and marketers must thoroughly study the local culture before introducing a product This

is crucial because every marketing promotion aims to communicate product features tocustomers and persuade them to make a purchase Here are some ways in which cultureinfluences international marketing strategies:

Religion: Religion is a major cultural variable and has significant if not always

apparent effects on marketing strategy For example, the identification of scaredobjects and philosophical systems, beliefs and norms as well as taboos, holidaysand rituals is critical for an understanding of a foreign market The impact ofreligion on the worth systems of a society and the effect of value systems onmarketing must not be undervalued Religion affects people’s behaviour, theirattitude on life, the products they buy, the way they buy them, and even thenewspapers they read Attractiveness of certain types of foods, clothing, andbehaviour is often affected by religion, and such control can extend to theacceptance or negative reply of promotional messages

is in line with the culinary and religious requirements of the Muslim community, wherepork is considered inappropriate for eating behavior Instead, Burger King will offerproducts that do not contain pork or other options such as chicken, beef, fish andvegetarian food to cater to consumers in the Muslim community Tailoring the menu tocultural and religious requirements is a way for Burger King to adapt and respect thecultural diversity in different countries

Language and Communication: Language is a fundamental aspect of culture,

and effective communication is vital for successful marketing campaigns.Adapting marketing messages to the local language, idioms, and culturalreferences is crucial to resonate with the target audience and avoidmisunderstandings or offense

For example: If a marketing manager of Saudi Arabia has a strong grip on the Chinese

language then he can easily perform his business activities in China

Social Norms and Values: Different cultures have distinct social norms, values,

and taboos Marketing campaigns that align with these norms and values are morelikely to resonate with the target audience Conversely, violating cultural tabooscan lead to negative perceptions and damage brand reputation

For example: Apple entered the Vietnamese market with a localization strategy, changing

the logo color to the color of the Vietnamese flag on its bank website

Buying Habits and Decision-Making: Cultural factors influence consumer

buying habits and decision-making processes Some cultures are more risk-averseand prefer extensive research before making a purchase, while others are moreimpulsive and influenced by emotions Understanding these cultural differenceshelps marketers tailor their strategies accordingly

For example: In many Western countries, consumers are accustomed to using credit

cards or mobile payment apps for their transactions They value convenience, speed, andsecurity in their payment methods On the other hand, in certain Asian countries, such asChina, mobile payment platforms like Alipay and WeChat Pay have gained widespreadpopularity These platforms offer a seamless and integrated payment experience, allowingusers to make payments through their smartphones for a variety of goods and services.International marketers entering these markets need to adapt their payment systems toinclude these mobile payment options to accommodate the cultural preferences andbuying habits of the local consumers

Education: Although the education system of certain countries reflects their

media and culture, education can significantly impact how consumers perceiveexternal marketing techniques The education system also influences theworkforce and managerial capabilities International companies need to havecultural sensitivity to recognize these differences and leverage them in harnessingtalent

For example: A global education consulting firm may need to tailor its marketing

messages to highlight the benefits of studying abroad and obtaining prestigious degrees toappeal to students from countries with a strong focus on education, such as China or

India Laws and Politics:The legal and political environments in a foreign market are

usually regarded as consequences of the cultural traditions of that market Legal andpolitical systems are often a simple codification of the norms of behavior deemedacceptable by the local culture Cultural sensitivity to political issues in internationalmarkets is of the utmost importance

For example: John Wick 4 movie was banned in Vietnam and China because of its casts

related to political problems

In conclusion, culture has an important influence on the marketing of a business So,businesses need to learn the culture carefully to build a successful marketing strategywhen they want to penetrate the market Otherwise, the business may fail without aholistic approach to culture

Case study of a business whose culture influences marketing

On April 9, 2019, Burger King made a bold and unprecedented marketing move TheNew Zealand branch of Burger King posted a video on Instagram featuring a womaneating a burger with chopsticks The video was titled "Vietnamese Sweet ChilliTendercrisp Burger," directly referencing Vietnam

Upon its release, the video sparked a strong reaction across social media platforms,particularly in the Asian community Many believed that Burger King was mocking theAsian culture of using chopsticks, specifically targeting Vietnamese people

EXE_1 DATE 16/6/2023

- The ASEAN Free Trade Area (AFTA) is a trade agreement among the member states of the Association of Southeast Asian Nations (ASEAN) It was established in 1992 with thegoal of promoting economic integration and enhancing trade and investment within the ASEAN region The advantage of the opportunities presented by AFTA:

- The World Trade Organization (WTO) is the primary international body to help promote free trade, by drawing up the rules of international trade The advantage of the

opportunities presented by WTO

• Rules-Based Trading System

• Dispute Settlement Mechanism

• Market Access

• Non-Discrimination

• Trade Capacity Building

• Intellectual Property Rights Protection

• Consensus-Based Decision-Making

- EU-VietNam Free Trade Agreement (EVFTA) is a new generation FTA between VietNamand 28 European Union member states The advantage of the opportunities presented by EVFTA:

• Tariff Elimination and Market Access

• Services and Investment

• Services and Investment Liberalization

• Intellectual Property Protection

• Government Procurement

• Standards and Technical Barriers

• Sustainable Development and Labor Standards

• Technical Assistance and Capacity Building

2 List the opportunities and threats when Vietnam became a member of Asean and WTO

When Vietnam became a member of ASEAN (Association of Southeast Asian Nations) and the WTO (World Trade Organization), it presented various opportunities and threats

in the field of marketing Here's a list of some of them:

Opportunities:

Expanded Market Access: Membership in ASEAN and the WTO provided Vietnamese businesses with increased access to a larger regional and global market, enabling them to reach more customers and expand their customer base

Trade Facilitation: ASEAN and WTO membership facilitated trade facilitation measures, such as the simplification of customs procedures and the reduction of trade barriers, making it easier and more cost-effective for Vietnamese companies to engage in

international trade

Foreign Market Penetration: The integration into ASEAN and the WTO allowed

Vietnamese marketers to explore and enter foreign markets with more ease, benefiting from reduced trade barriers and improved market conditions

International Collaboration and Networking: Membership in ASEAN and the WTO provided Vietnamese marketers with opportunities to collaborate and network with marketing professionals, businesses, and organizations from other member countries, fostering knowledge exchange, partnerships, and business opportunities

Brand Visibility and Recognition: Being part of regional and global trade organizations can enhance the visibility and recognition of Vietnamese brands in international markets, increasing consumer trust and facilitating brand expansion

Access to Marketing Best Practices: ASEAN and WTO membership exposed Vietnamese marketers to international marketing best practices, allowing them to learn from

successful marketing strategies implemented by other member countries and apply them

to their own marketing efforts

competitiveness

Compliance with International Standards: ASEAN and WTO membership often

necessitates compliance with international marketing standards and regulations, which may require additional resources, investment, and expertise to ensure conformity

Intellectual Property Rights (IPR) Concerns: Membership in the WTO involves adherence

to stricter IPR regulations and enforcement, which can present challenges for Vietnamese marketers in terms of protecting their intellectual property and avoiding potential

infringements

Price Pressure: Increased market access can lead to price pressures as Vietnamese

marketers compete with foreign businesses offering similar products or services This may require them to optimize their pricing strategies to remain competitive while

maintaining profitability

Cultural and Language Barriers: Expanding into new markets within ASEAN and the WTO may involve navigating cultural and language differences, requiring Vietnamese marketers to invest in market research, localization, and effective communication

strategies to resonate with diverse audiences.t's important to consider that the impact of ASEAN and WTO membership on marketing in Vietnam can vary across industries, markets, and individual businesses The opportunities and threats listed above serve as a general framework but should be evaluated within the specific context and dynamics of the Vietnamese market

Social class:the distribution of benefits in the context of globalization is unequal

Countries with low development levels will enjoy fewer benefits The distribution of benefits is also unequal within a country Globalization will increase the risks of

bankruptcy for certain enterprises, unemployment, and the gap between the rich and the poor

With the great achievements recorded in the past 20 years of renewal, the ongoing

positive process of competition and international integration and the WTO accession experience and outcomes learnt from other WTO member countries, we firmly believe that we are absolutely able to make the most of the opportunities and overcome the challenges While some enterprises might face difficulties, even fall bankrupt, most will survive and develop and many others will enter the market Our economy will develop according to the objectives and orientation set by us

EXE_1 DATE 30/6/2023

researcher consider during each phase with regard to international market research? Which phase is most important?

• Step 1: Problem Definition - An integral aspect of the market research process isarticulating the problem or scenario faced by the organization Accurate delineation of theproblem is pivotal for the success of any market research project Hastily or inadequatelydefined problems can lead to distorted data and faulty conclusions When defining amarketing issue, it's crucial to assess whether the stated problem truly encapsulates thecore problem or merely reflects a symptomatic aspect

• Step 2: Cost-Benefit Assessment - Generally, international decisions demand varyingdegrees of research involvement Some research endeavors can be carried out at a modestexpense, while others require substantial financial commitment Opting for researchentails the marketing team evaluating the importance of attaining necessary information,the timeframe for data collection, juxtaposed with the benefits of the information and theoverall complexities in data procurement

• Step 3: Crafting the Research Framework - In this stage, the researcher decides betweenprimary and secondary data sources, and chooses between micro or macro-level data Theresearcher also determines the qualitative or quantitative data collection approach andselects the appropriate technique

• Step 4: Sample Creation - Define the target population and construct a sample thataccurately mirrors this population

• Step 5: Data Gathering - This phase involves reaching out to your sample and collectingthe required data, which can often be a complex process

• Step 6: Data Analysis and Interpretation - In this step, you delve into the collected data

to extract insights and decipher the underlying messages

• Step 7: Drawing Conclusions and Crafting Reports - The final stage of internationalmarket research encompasses drawing conclusions and preparing the research report.Decision-makers draw inferences about expanding global marketing initiatives and selectthe most suitable approach The research report should be composed in a lucid andinformative manner, facilitating international marketing decision-making Generally,international market research reports should offer conclusions that are bothcomprehensive and concise The initial problem definition stage takes precedence, as anerroneously identified problem can undermine the value of subsequent meticulous steps,rendering the outcomes devoid of significance.

Which type of research is probably best for micro-level analysis? For a level analysis?

macro-• Secondary research involves existing data that is usually affordable or free However,this data wasn't originally collected for your specific problem, so it might not fullyaddress your identified issues

• Primary data is customized to answer your particular research question and is rich invaluable information Yet, it often comes with a high cost

• Primary data is most suitable for in-depth analysis at the micro-level

• In contrast, secondary data is more appropriate for comprehensive analysis at the level

Big data has become a buzzword in recent years, with companies and organizationsinvesting heavily in collecting, storing, and analyzing massive amounts of data While bigdata has its merits and has the potential to revolutionize various industries, it is important

to critically examine its impact and limitations

One of the main criticisms of big data is the issue of privacy Collecting vast amounts ofdata often involves the collection of personal information, which raises concerns abouthow that data is used and protected With data breaches and privacy scandals becomingmore common, individuals are rightly worried about the security of their personalinformation The misuse or mishandling of data can lead to severe consequences,including identity theft, discrimination, and invasion of privacy

Another criticism of big data is the inherent bias present in the data sets used for analysis.Big data is often collected from various sources, such as social media, online platforms,and consumer transactions However, these sources may not be representative of theentire population and may introduce biases into the analysis For example, if certaindemographic groups are underrepresented in the data, the insights derived from it may notaccurately reflect the reality or needs of those groups This can perpetuate existinginequalities and lead to unfair or discriminatory outcomes

Furthermore, big data analysis can be complex and requires specialized skills andresources Many organizations lack the expertise or infrastructure to effectively harnessthe power of big data This can lead to erroneous or misleading interpretations of the data,ultimately leading to poor decision-making Additionally, the sheer volume of data can beoverwhelming, making it difficult to identify meaningful patterns or extract actionableinsights Without proper data governance and analytical frameworks in place, big data canbecome more of a burden than an asset

Another concern is the potential for overreliance on big data, leading to the neglect ofother valuable sources of information While big data offers vast quantities ofinformation, it often lacks context and nuance Important factors such as human intuition,qualitative insights, and domain expertise may be overlooked or undervalued in favor ofpurely datadriven decision-making The exclusive reliance on big data can limit creativityand innovation, as it may prioritize conformity to existing patterns rather than exploringnew possibilities

Lastly, the rapid advancement of technology has enabled the collection and analysis ofbig data, but it has also raised ethical concerns The use of data for surveillance purposes,targeted advertising, or manipulating consumer behavior has sparked debates aboutindividual autonomy and the ethics of data collection and usage Striking a balancebetween innovation and privacy protection is a challenge that requires carefulconsideration and robust regulations

In conclusion, while big data holds great promise and potential, it is crucial to approach itwith a critical mindset Privacy concerns, bias, skill and resource limitations,overreliance, and ethical considerations are significant challenges that need to beaddressed By acknowledging these limitations and working towards responsible and

ethical data practices, we can harness the true power of big data while minimizing itsdrawbacks

international market researchers What type(s) of information do you find? How

do you think these sources could be used for international market research?

Types of information:

• Government Websites: Many government agencies provide statistical data, tradereports, economic indicators, and demographic information about their respectivecountries

• International Organizations: Institutions such as the World Bank, United Nations,and International Monetary Fund (IMF) offer extensive data on global economics,trade flows, development indicators, and market insights for various countries

• Market Research Reports: Numerous commercial market research firms publishreports containing detailed industry analysis, market forecasts, consumer behaviorstudies, and competitor analysis across different regions and countries Thesereports often require a subscription or purchase, but they offer valuable insightsinto specific markets and industries

• Trade Associations: Industry-specific trade associations often providepublications, industry statistics, and market research reports related to theirsectors These sources can provide valuable data on market trends, consumerpreferences, and industry performance

• Academic Research Papers: Academic databases, such as JSTOR, Elsevier, andGoogle Scholar, contain research papers by scholars and experts covering variousaspects of international markets These papers can provide in-depth analysis,theoretical frameworks, and empirical studies relevant to specific market researchobjectives

• News Sources: Online news platforms, business publications, and financialwebsites offer news articles, opinion pieces, and industry insights that can helpunderstand current events, emerging trends, and changes in international markets

• Ex: U.S Department of Commerce, U.S Department of Commerce International

Trade Association, Euromonitor, Organization of Economic Co-operation andDevelopment, International Monetary Fund, CIA, World Information, The World Bank,

Europa, These sources of secondary data can be used in international market research to:

• Know information regarding the market attractiveness of either nation

• Understand market size, growth rates, and potential opportunities

• Analyze consumer behavior, preferences, and purchasing patterns

• Identify market trends, emerging markets, and industry dynamics

• Assess the competitive landscape, including key players and their strategies

• Evaluate regulatory frameworks, legal requirements, and political risks

• Gain insights into cultural, social, and economic factors influencing consumerbehavior

• Support decision-making processes related to market entry, product positioning,and marketing strategies

1-What issues of confectionery consumption and expectations exactly should be

researched at this stage of product development?

At this stage of product development, Nestlé should research the following issues related

to confectionery consumption and expectations:

1 Consumer preferences: Understand the specific preferences of consumers when itcomes to confectionery products This includes aspects such as flavors, textures,sweetness levels, and ingredient preferences Identify the most appealing flavorcombinations, such as different types of fruits and nuts, and determine the level ofsweetness that consumers find desirable

2 Health considerations: Investigate consumers' expectations regarding health andwellness in confectionery products Determine the level of importance placed onfactors like reduced sugar content, natural ingredients, organic or clean labeloptions, and the inclusion of nutritional elements such as fiber or protein Assess

the perceived trade-offs between taste and health benefits in confectioneryproducts

3 Portion sizes and packaging: Explore consumer expectations regarding portionsizes and packaging formats for confectionery products Investigate whetherconsumers prefer individually wrapped bars, shareable formats, or on-the-gooptions Additionally, understand the ideal portion sizes that consumers considerappropriate for a healthy snacking experience

4 Dietary restrictions and preferences: Assess consumers' dietary restrictions andpreferences, such as gluten-free, dairy-free, or vegan requirements Determine thelevel of demand for confectionery products that cater to specific dietary needs andpreferences This can help identify potential opportunities for specialized productofferings

5 Perceptions of healthy confectionery: Understand how consumers define andperceive "healthy" confectionery Explore their understanding of terms like

"natural," "nutritious," or "wholesome" in relation to confectionery products.Identify any misconceptions or gaps in consumer knowledge and educate themabout the nutritional value of healthy fruit and nut bars

6 Price sensitivity: Investigate consumers' price sensitivity when it comes to healthyconfectionery products Assess how much consumers are willing to pay forproducts that align with their preferences for taste, health, and quality Determinethe perceived value of these products compared to traditional confectioneryofferings

7 Target consumer segments: Identify the specific consumer segments that are mostlikely to be interested in healthy fruit and nut bars Understand theirdemographics, lifestyle preferences, and purchasing behavior This informationwill help in tailoring marketing and communication strategies to effectively reachand engage the target audience

2-What secondary data would be helpful in conducting initial market analysis?

In conducting initial market analysis for the launch of a new healthy fruit and nut bar,Nestlé can leverage secondary data from various sources Here are some examples ofsecondary data that would be helpful:

Industry Reports: Research reports and publications specific to the confectionery andhealthy snack industry, including market trends, growth rates, and forecasts for the fruitand nut bar segment

Consumer Surveys: Existing surveys conducted by market research firms or industryassociations that provide insights into consumer preferences, behaviors, and purchasingpatterns related to healthy snacks and confectionery products

Sales Data: Internal sales data from Nestlé and other competitors, which can offerinformation on the performance of existing fruit and nut bar products, market shareanalysis, and growth potential

Nutritional Guidelines and Regulations: Data on nutritional guidelines and regulationsspecific to the region of interest, which can provide insights into the requirements andrestrictions for developing and marketing a healthy fruit and nut bar

Social Media Monitoring: Analysis of social media platforms and online forums tounderstand consumer discussions, trends, and sentiments related to healthy snacks andfruit and nut bars

Trade Publications and News Articles: Relevant articles and publications that coverindustry news, innovations, product launches, and consumer preferences in theconfectionery and healthy snack sector

Demographic and Psychographic Data: Data on the target market's demographic profiles(age, gender, income, etc.) and psychographic characteristics (lifestyle, values, attitudes)can help in identifying the specific consumer segments that would be interested in a newhealthy fruit and nut bar

3-What types of research would need to be performed in order to establish what

products should be developed?

In order to establish what products should be developed, Nestlé would need to conductthe following types of research:

Market Research: This research involves analyzing the market trends, consumerpreferences, and competitor offerings in the target market It includes gathering data onmarket size, growth rates, customer demographics, and psychographics Market researchhelps identify gaps or unmet needs in the market that Nestlé can address with newproduct development

Consumer Research: Consumer research is crucial for understanding consumers' needs,preferences, and behaviors This research can include surveys, focus groups, interviews,and observational studies to gather insights into consumer motivations, purchase drivers,usage patterns, and desired product attributes It helps identify consumer pain points andopportunities for innovation

Competitive Analysis: Examining the competitive landscape is essential to understandwhat products are currently available in the market and how Nestlé can differentiate itself.Competitive analysis involves evaluating competitors' product offerings, pricingstrategies, marketing tactics, and distribution channels This research helps identify gaps

in the market that Nestlé can capitalize on with unique and compelling product ideas

Technology and Innovation Research: This research focuses on emerging technologies,scientific advancements, and innovation trends in the food and beverage industry Itinvolves monitoring industry publications, attending trade shows and conferences, andcollaborating with research institutions to stay updated on new ingredients, processingtechniques, packaging innovations, and other relevant developments This research helpsidentify opportunities for developing cutting-edge and innovative products

Concept Testing: Concept testing involves presenting potential product ideas or concepts

to target consumers to gather feedback and evaluate their level of interest and acceptance.This research helps assess the viability and appeal of different product concepts beforeinvesting in their development It can be conducted through surveys, focus groups, oronline testing platforms

Feasibility Studies: Feasibility studies assess the technical, financial, and operationalaspects of product development This research involves evaluating factors such as

production capabilities, ingredient sourcing, manufacturing costs, regulatoryrequirements, and time-to-market considerations Feasibility studies help determine thepracticality and viability of developing specific products

By conducting these types of research, Nestlé can gather comprehensive insights intomarket dynamics, consumer preferences, competitive landscape, technologicaladvancements, and feasibility factors This information will guide the decision-makingprocess and enable Nestlé to identify and prioritize the most promising productdevelopment opportunities that align with consumer needs and market trends

4-Prepare a research proposal for detailing the following: a) research objectives; b) sampling approach and sample structure; c) specific research methods to be used; d) materials needed,

Research Proposal

Title: Understanding Consumer Preferences for Healthy Fruit and Nut Bars in EasternEurope

a) Research Objectives:

1 To identify consumer preferences for healthy fruit and nut bars in Eastern Europe

2 To assess consumer perceptions of healthiness and nutritional benefits associatedwith fruit and nut bars

3 To understand the factors influencing consumers' purchase decisions for fruit andnut bars

4 To segment the target market based on consumer preferences and characteristics toidentify potential consumer segments for the new product

b) Sampling Approach and Sample Structure:

1 Sampling Approach: A combination of probability and non-probability samplingtechniques will be utilized

2 Probability Sampling: Stratified random sampling will be employed to ensurerepresentation from different demographic groups and regions within EasternEurope

3 Non-probability Sampling: Convenience sampling will be used for the selection ofparticipants in focus groups and interviews

4 Sample Structure: The target population will be individuals aged 18-45 who areregular consumers of confectionery products and reside in key Eastern Europeanmarkets such as Russia, Poland, and Ukraine The sample size will beapproximately 500 respondents, with a proportional distribution across the targetcountries

c) Specific Research Methods:

1 Online Surveys: A structured online survey will be conducted to collectquantitative data on consumer preferences, purchasing behavior, and perceptionsrelated to healthy fruit and nut bars The survey will include closed-ended andLikert scale questions to measure preferences, attitudes, and demographics

2 Focus Groups: Qualitative focus group discussions will be conducted to gainindepth insights into consumer attitudes, motivations, and opinions towards fruitand nut bars The focus groups will be conducted in each target country, consisting

of 6-8 participants per group, and will be guided by a moderator using apredefined discussion guide

3 In-Depth Interviews: Face-to-face or virtual in-depth interviews will be conductedwith key opinion leaders, nutritionists, and industry experts to gather expertinsights on consumer trends, product development, and market dynamics inEastern Europe

4 Transcription services for transcribing qualitative data from focus groups andinterviews

Statistical software for data analysis, including descriptive statistics and qualitative datacoding

5-What aspects of consumer behavior with regard to conducting market research should be considered when conducting consumer research in Eastern Europe?

• Cultural Differences: Eastern Europe is a diverse region with various culturalbackgrounds and preferences It's important to understand the cultural nuances andhow they impact consumer behavior This includes factors such as traditional foodhabits, flavor preferences, and dietary customs

• Health Consciousness: As mentioned in the provided information, Consumers arenot willing to give up the pleasure the sweets give them, however, at the sametimethey have started to pay attention to what they eat Understanding their level ofhealth consciousness, their attitudes towards healthy eating, and their perception

of "healthy" confectionery products will be crucial in developing the new product

• Product Preferences: Conducting market research to identify consumerpreferences for fruit and nut bars is a good starting point However, it's essential todelve deeper into specific aspects like taste preferences, ingredient preferences(e.g., organic, natural), packaging preferences, and any unique regionalpreferences

• Price Sensitivity: Consider the price sensitivity of Eastern European consumers.Understand their willingness to pay for healthier confectionery options and howprice influences their purchasing decisions This information will help determinethe appropriate pricing strategy for the new product

• Distribution Channels: Evaluate the preferred retail channels for confectioneryproducts in Eastern Europe Some countries might have a higher preference forsupermarkets, while others rely more on convenience stores or online platforms.Understanding the distribution landscape will aid in effective product placementand marketing strategies

• Marketing and Communication: Analyze the most effective marketing andcommunication channels in the region This includes understanding the media

consumption habits, social media usage, and advertising preferences of EasternEuropean consumers Tailor marketing messages to resonate with their values andaspirations

• Regulatory Environment: Take into account the regulatory environment regardingfood labeling, health claims, and nutritional guidelines in Eastern Europe Ensurecompliance with local regulations while developing and promoting the newproduct • Competitor Analysis: Study the existing competition in the fruit and nutbar segment in Eastern Europe Evaluate competitor products, pricing, marketingstrategies, and customer reviews This analysis will help identify gaps in themarket and areas where Nestlé can differentiate its product offering

EXE_1 DATE 7/7/2023

1 Consumer market segments in India

Income level: the high-income south, middle-income north and

west, and low-income east Education:

Middle class

Trendsetters: This age group comprises the younger

generation who are college students, young professionals,

or just starting their careers They are highly influenced by Western music trends and are open

to various genres like pop, hip-hop, EDM, and regional music fusion They actively engage with social media

platforms, music streaming apps, and online communities

They attend music festivals and concerts, both by Indian and international artists

They are more

Urban Millennials:

This age group includes young adults who are establishing their careers and may have started families

They have a mix of Western and Indian music preferences and enjoy genres likeBollywood, Indipop,rock, and fusion

They actively use streaming services, both for music and podcasts They may attend concerts and music events occasionally, especially for their favorite artists Theyare also likely to engage in

musicrelated activities like

Mature Listeners: This age group consists of individuals who are more settled in their personal and

professional lives They have a strong connection to Indian classical music, Bollywood classics, ghazals, devotional music, and regional music They

appreciate the nostalgia associated with music from theiryouth and often have

a preference for renowned artists and singers They may attend classical music concerts, live performances by established artists, and traditional music festivals

likely to explore independent artists and follow viral music trends

karaoke nights or jam sessions

Includes young adults residing in metropolitan cities like Mumbai, Delhi, Bengaluru, Chennai, Kolkata, etc They are influenced by global music trends and have diverse preferences ranging from Bollywood andIndipop to

international genres like pop, hip-hop, EDM, and rock

They actively engage with social media platforms, streaming services, and online

communities They attend music festivals, concerts, and gigs by both Indian and international artists

College Culture:

This segment comprises students enrolled in colleges and universities across various cities and towns in India

They are exposed to

a mix of regional music, Bollywood hits, and popular Western music genres They activelyparticipate in collegefests,

Urban Professionals:

Includes working professionals residing in metropolitan and tier-1 cities They have a blend of Indian and Western music preferences, enjoying Bollywood music, Indipop, rock, fusion, and other popular genres

They use streaming services extensively and may engage with music-related content on social media They attend concerts, music events, and live performances occasionally, often opting for

established artists and bands

Suburban Listeners:

This segment comprises individuals living in suburban areas and smaller towns across India Their music preferences are often influenced by

regional music, Bollywood hits, and devotional music

They engage with regional music streaming platforms and local radio

Traditional Enthusiasts: Includesindividuals residing

in both urban and rural areas who have

a strong connection

to traditional Indian music, classical music, ghazals, devotional music, and regional folk music They appreciate the nostalgia associated with music from their youth and often have a preference forrenowned artists and singers They engagewith traditional music concerts, live performances, and cultural festivals, both in urban and rural settings

talent shows, and music competitions

They may have a preference for regional music from their home states and actively follow emerging

independent artists

stations They may attend local music festivals, cultural events, and religious music gatherings

Geodemographic

for diverse music genres They are likely to appreciate both traditional Indian folk songs and international music and are willing to invest in concert tickets, music festivals, and premium music platforms

Rural Traditionalists: This segment represents individuals residing

in rural areas who have a strong connection to their local culture and traditional Indian folk songs They prefer music that resonates with their cultural heritage and actively participate in local music events and performances

Suburban Families: This segment includes families residing in suburban areas who appreciate traditional Indian folk songs as a way to preserve their cultural roots They may also have an interest

in exploring music from other countries as a form of entertainment and education for themselves and their children

College Students: This segment comprises students enrolled in colleges and universities They are likely to have a diverse taste in music and actively seek out new genres and artists They may enjoyboth traditional Indian folk songs and international music,

attending campus events and music festivals

Tourists and Expatriates: This segment represents tourists visiting India and expatriates residing in the country They have a global outlook and are interested in experiencing local culture, including traditional Indian folk songs They also appreciate music from theirhome countries and actively seek out international music events

Usage

consists of young adults who heavily

Multi-Platform Users: This segment includes young professionals who

Traditional Listeners: This segment consists of individuals who

rely on digitalplatforms for music

use a combination of digital streaming

have a preference fortraditional music

consumption Theyuse streamingservices like Spotify, Gaana, JioSaavn, and YouTube to discover, listen to, and share music

They createplaylists, follow artists, engage withmusic-related content on social media, and actively participate in online music communities

They enjoy a widevariety of genres,including Bollywood, pop, hip-hop, EDM, andregional music

Social Music Engagers: Thissegment comprisesyoung adults who actively engage withmusic on social media platforms

They follow artists,music influencers,and music-related pages, and oftenparticipate in challenges and trends related to music They sharetheir music preferences with friends, comment on music videos, andengage in

services, offline music, and social media platforms

They may use streaming services for convenience and on-the-go music consumption, but also have collections

of offline music stored on devices

They engage with music-related content on social media platforms and may follow artists, playlists, and music blogs They enjoy genres like

Bollywood, Indipop, rock, fusion, and may also explore regional music

Music Event Attendees: This segment comprises individuals who actively attend music events, concerts, and live performances

They value the experience of live music and may follow their favorite artists or bands on tour They engage with ticketing platforms and stay updated with upcoming music events and festivals

consumption methods They may still rely on physical formats like CDs, cassettes, or traditional radio for music listening Theyengage with regional music channels, listen to devotional music, and enjoy classical music Theymay also attend traditional music concerts, classical music performances, and cultural festivals

Streaming Explorers:This segment

includes individuals who have embraced digital streaming services for music consumption They use streaming platforms to discoverand listen to a wide range of genres, including Bollywoodclassics, Indipop, regional music, ghazals, and devotional music They may follow curated playlists, explore new releases, and engage with music-related content on streamingplatforms

discussions about music on platformslike Instagram,

They have a diverse range of music preferences and enjoy genres like Bollywood, Indipop, TikTok, and

Facebook

rock, fusion, classical, and regional music

1 Case 6: Uniqlo apparel and segmentation

1 Discuss how issues of culture, language, climate, and religion would affect

marketing programs for UNIQLO clothes in international markets

Answer: When a company starts doing business in a foreign country, they will face differences from culture, language, climate, etc These factors have a specific impact on the marketing program

• Cultural Factors

Countries worldwide exhibit diverse cultures, with people's habits, preferences, and customs varying depending on the region This diversity is reflected in the unique

clothing styles of different countries This cultural variation poses a significant

consideration as UNIQLO expands in the global market Clothing, styles, and colors reflect distinct cultures in each nation; for instance, Vietnamese attire includes long robes,while Indians commonly wear Saris Consequently, the standards for good dress differ among countries due to this cultural diversity UNIQLO's marketing efforts encounter challenges due to this global cultural diversity UNIQLO distinguishes itself by adhering

to minimalist fashion, offering staple items like trousers, basic shoes, and t-shirts that remain consistent from year to year However, failure to innovate designs could hinder consumer appeal, especially in countries with varying cultures

• Language Barrier

The language barrier at the international level presents notable obstacles for businesses aiming to enter new markets Even experienced companies may grapple with

miscommunication caused by language differences, which can jeopardize their

international business plans UNIQLO should be meticulous in reviewing advertising content to prevent any misleading language in translations Beyond spoken language, the brand must also be attentive to signs and body language

• Climate Considerations

UNIQLO needs to be attentive to climate-related considerations in each region and country when selecting raw materials for product manufacturing Factors such as climate significantly influence product selection in different weather conditions If UNIQLO intends to introduce its products to numerous countries, it should manufacture finished products using materials suited for the targeted countries' climates For instance, while UNIQLO promotes winter clothing in regions with cold climates, it focuses on

lightweight, cool products for hot and humid areas like Vietnam Similarly, in locations with humid subtropical climates like Shanghai, where seasons are distinct, clothing choices change based on the weather, just like in Vietnam and the UK UNIQLO's

product offerings should align with the climate-specific needs of each market

• Religions:

Religious beliefs and practices can influence clothing choices and modesty requirements UNIQLO should be mindful of religious sensitivities and ensure that its clothing offeringsalign with the modesty standards of specific markets Adapting designs to include longer sleeves or looser fits, for example, may be necessary in certain regions to cater to

religious requirements

However, in some Paris markets, the company is still attempting to penetrate as well as make an impression on customers If Zara follows market trends by constantly updating the latest models, H & M follows market trends by "copying designs" from high-end fashion brands from the moment they are launched In contrast to the two brands

mentioned above, Uniqlo does not follow any trends; instead, it favors a minimalist fashion style that includes black pants, Oxford shoes, and cotton socks These items are widely available However, Korean customers are always looking for the most up-to-date fashion

2 Which segments should UNIQLO target to avoid failure in new markets? Answer:The reason why UNIQLO failed the first time bringing products to the international market was being compared and not recognized by other brands such as Zara, and Gap.The firm should therefore choose a consumer-product segment that targets each

relationship between products and customers This segment is targeted to the mass marketfor those who are willing to buy clothes with good quality and extremely low price.Moreover, UNIQLO should cope with the criterion that products are "Made for All" with

a variety of colors, and good quality, and can design their own logos based on customer preferences That makes the business easily recognized in the hearts of customers

3 How could UNIQLO market its clothes to local and global consumers? Answer:

•UNIQLO radiates broad appeal, as highlighted by its motto "Designed for Everyone

• UNIQLO's logo-free and vivid designs captivate a diverse spectrum of consumers

• The brand's central emphasis revolves around crafting affordable yet stylish clothing,addressing the everyday needs of all UNIQLO's dedication to quality and

affordability resonates throughout their collection of essential attire This deliberate strategy situates the brand to engage with every consumer segment

• UNIQLO veers from trend-chasing, channeling efforts towards ongoing research anddevelopment This ensures that their intended customers consistently receive top-tier products

• The Japanese concept of "kaizen," denoting constant improvement, permeates UNIQLO's marketing strategy, extending to the in-store customer experience

• UNIQLO's communication initiatives underscore its tangible contributions to societyand the community, fostering a wholesome brand image

• Through its Global Ambassador Program, UNIQLO sponsors acclaimed athletes to amplify brand visibility The brand's marketing tactics involve collaborating with influential athletes on a global scale to expand its international presence and convey the authentic essence of UNIQLO's brand

• UNIQLO acknowledges the significance of adapting to diverse local cultures and living standards in various markets This awareness has been pivotal in cultivating personalized connections with customers UNIQLO has adeptly

4 What potential market segments can you identify from the information provided in this case?

Answer:

A target market is a group of people to whom the company wants to sell its product The target market of Uniqlo is both male and female, in the age group of 18-40 It targets people who are attempting to find trendy clothes which are casual and laid back

Uniqlo clothing is not only limited to the wealthy The great quality and affordability indicate the great value for consumers This strategy has broadened the target market because all the consumers are trying to find affordable and high-quality clothes

Under geographic segmentation, Uniqlo targets the urban and suburban population.

Under demographic segmentation, it targets all the age categories and both the genders.People with low and middle income are mostly targeted Uniqlo also targets the

workingclass, middle-class, and upper-class people by psychographic segmentation to expand its business

5 Would there be a market for bottom-of-the-pyramid customers? Why or why not?

Answer:

Yes Because:

• Mission: This outsized philosophy is echoed in the company's mission statement:

"To create truly great clothing with new and unique value, and to enable people all over the world to experience the joy, happiness and satisfaction of wearing such great clothes.= To continuously provide fashionable, high quality, basic casual wear at the lowest prices in the market - casual wear that anybody can wear

whenever and wherever

• Uniqlo sells everyday clothing, from jeans and sweatshirts to socks and underwear,and the price tags may leave the impression that its business is all about wooing the thrifty

• The company's vision is to become the world's number one casual clothing brand

It provides basic items as "components= to be arranged with other components by the customers, yet offers high-quality items at an extremely low price Mass allure permeates

• UNIQLO's brand, underscored by its tagline, "Made for All UNIQLO offers colorful, logo-free designs that appeal to a wide range of consumers but this does not mean that everyone likes UNIQLO's clothing

• The brand aims to design low-cost garments with high-fashion sensibility, yieldingclothes that can complement both a faded pair of jeans and a designer coat

EXE_1 DATE 20/7/2023

Q1 Ethnocentrism, animosity, nationalism, and religiosity all influence consumer

perceptions of products Consider how these factors influence positioning for the

following brands when entering Vietnam: Xiaomi, Lifan, Samsung Galaxy, Sony

Galaxy

Sony

Ethnocentrism Xiaomi

emphasizes quality, innovation andcompetitivepricing, showingthat its productsmeet the specificneeds of

Vietnamese consumers

Ex: Xiaomi stated

Lifan focuses

on highlighting

features andbenefits in line

preferences ofVietnameseconsumers

guarantees byselecting

Samsung emphasizes international success, technological advancement and global recognition

Ex: Samsungestablished ajoint venture

Sony emphasizes thatits

technologicalexpertise andproduct qualitycan meet theneeds of Vietnamese consumers Ex: After