Operating In International Markets

There is a great deal of difference when marketing in a global market rather than a local one. Globally culture and laws need to be observed when trying to market globally.

I am the Manager in Conserra's International Business Division a Virginia based company a giant in the consumer packaged goods industry. Being the manager I am faced with major packaging and advertising decision to stay market leaders in international business division. Conserra plans to enter Abanovia a new country with a JusFruitz a brand of fruit juice.

I am faced with deciding on a packaging and advertising strategies that will increase market shares for Conserra. Based on per serving costs I went with a 1.5 liter glass jar and the 2 liter carton to create an immediate product association with local consumers and minimizing the cost of serving respectively. I also decided to select a celebrity based advertising which has been found to be highly effective in Abanovia.

a. What will confuse the consumers more--if Conserra adopts the same packaging as the local fruit juice concentrate brands, or if they introduce a different packaging?

Introducing the same packaging as local fruit concentrate brands will confuse the consumer more, that is due to one being from concentrate and the other being more natural. Introducing a different packaging will allow Conserra to be branded and recognized in this industry.

b. Will the use of a local celebrity dilute JusFruitz's brand equity, since it is a global brand? How does this work for other global brands? On the contrary the use of local celebrity endorsement will only increase and prosper brand equity due the impact the product will have on consumers, which in turn will increase sales and market shares in the market.

c. By shifting its best performing brands to a joint venture, will Conserra jeopardize their future success? Justify your answer. I decided