Oreo Brand Audit Case Study

Chap 6

• Strategic marketing planning: examine the foreign environment, opportunity and threats, detect and develop goals and objectives, their competitive advantages against other, strategy and implementation in new environment.
• International strategic planning include

1. Mission: summary of company and target customer
2. Vision: company future state
3. Situation analysis: Swot + entry mode
4. Marketing objective & strategy: competitive aadvantage, segmentation, positioning, marketing mix (7Ps)
5. Implementation
6. Performance monitoring

• Compatetive strategy

1. Cost leadership: low cost orientation
2. Differentiation: Uniqueness perceived by customer
3. Focus/Niche: on particularly fewer segment

• Cost leadership: achieve low cost through economy of scale and access to input with fewer cost. (Walmart, IKEA, 7-Eleven)
• Differentiation: creating uniqueness through product innovation, quality or service (MercedesBenz- tech, style, safety, design, Hellofresh – organic and healthy food, Breeges – no children)
• Niche: serving narrow market segment ( Toyota Prius– buyers who are interested in environmental friendly cars, promote the cars through channels which people are concerned about environment)

• Market segmentation: Demographic(age, gender, income), Lifestyle(attitudes, opinions and core value), ethnicity(background, country of origin), location, diffusion(quick/slow adaptation or learning to something inoovative)=> digital savvy: early adopters of new technology.
• Inter-market Segmentation: segment consumers who have similar needs and preferences although they are located in different countries. (eg. Teenagers)
• Consumer segments by countries:

1. Price sensitive: is affected more by price than brand, slow adopter of innovative but pricy product => matched with cost leadership
2. Variety seekers: more likely to buy new things before even give a thought about it, also don’t pay much attention about brand reputation
3. Brand loyal customer: don’t care about price and only stick to products from favourite brand.
4. Info seeker: believe advertising is informative, exchange info with other, buy from well known brands and also try new brands.

• Product positioning: how critical features of products affects customer mindset. Should plan the position before the marketing mix(think of a position in the target market that will give firm’s products greatest advantage, then design marketing mix)

Chap 7

• Product

1. International product: has the potential to go oversea
2. Multinational product: adapted and customized locally and is offered to many foreign market
3. Global product: standardized and is the same in every market

• Brand: name, term, symbol, sign or design used by a firm to differentiate its offerings from those of its competitors.
• Brand name: critical impact factor impacts customer purchasing decision => well modified brand name leads to profit.(Unilever Heartbrand, Cocacola – translitaracy, Mcdonald’s  => Macca’s for australian)
• Packaging

1. Protection: enhance the product capabilities to travel long distance while maitaining quality condition, temperature sudden chage.
2. Promotion: packaging makes image which differentiate firm’s products from other, should be related/sensitive with culture or pelple life-style, eye catching and attention gathering => direct vehicle for product promotion
3. Convenience: compatible with warehousing activities and consumer household
4. Adding value: by adapting packaging based on consumer preferences.

Chapter 8

• Global advertising: standardized marketing, apply the same marketing method in home country (messages, arts, photographs, music, video) for worldwide segment.
• Legal constraints

1. Control of advertising on television
2. Accessibility to broadcast media
3. Limitations on length and number of commercials
4. Internet services
5. Special taxes that apply to advertising

• Linguistic Limitations

1. Language is the first thing to considersince in can pose a risk as major barrier to communicate effectively through advertising
2. Low level of literacy in many countries
3. Multiple languages within a country

• Should run a demo in new country with a group of target consumer to analyze and effectivvely cope with linguistic problems that can arise in the future.

• Cultural diversity

1. Advertising project should be closely related to culture of host cities. Consideration for culture shown through firm’s marketing scheme will let clients now we are considerate about their culture.
2. Long-existing tradition and perception posed as risks for our products entrance are often hard to overcome
3. Took advantage of changing tradition.

• Basic framework of global marketing

1. Perform market research => should be conducted carefully

2. Specify the goals of the communication

3. Develop the most effective message(s) for the market segments selected => should be creative and modified to be simple enough for audience to grasp, the elemant of culture should also be considerate

4. Select effective media

5. Compose and secure a budget