global business marketing strategy

Aussi-LifestyleLuggage and bags

Global Business- Group 1

Aussi-Lifestyle

Current Company Strenth

• Customer Oriented Products• Excellent brand loyalty • Well-known range of "no-frills"

products, with fashionable, modern styling.

• Family-orientated customers, or those on a limited budget

Global marketing strategy

Global branding and product development

Global Pricing

Global marketing communications and distribution

Ethical issues in global marketing

GLOBAL MARKETING STRATEGY

Asian Market

Each country has a diversified needs and requirements.

We segment the market with respect to travelling habits

Middle East Countries

• Minimal traveling

South East Asia

• Medium travelling (mainly internal traveling)

South Asia

• Maximum travelling (internal and external)

GLOBAL MARKETING STRATEGY MARKETING SEGMENTATION

Global Factors influencing strategy

• Political Stability• Social• Economic• Technology• Export market• International Market• International

Competitiveness• Trade• International Growth

MARKETING SEGMENTATION [Opportunity & Risk]

[India Travel Statistics (2011)]

2004-5

2005-6

2008-9

2009-10

20011-120

100000200000300000400000500000600000700000800000

Travel Statistic in IndiaDomastricInternational

Peop

le

Global Market Risk vs Opportunity

Asia

Africa

AmericaEurope

Risk

opportunity

Too Expensive

Cheap

Excellent qualityPoor quality

Competitor‘s current PositioningGLOBLE MARKETING STRATAGY

MARKETING SEGMENTATION

AdaptationStandardization

Size, weight

MaterialShapeDesignColor, Cost

Stranded

• In case of India we would use the Adaptation International Marketing Program.• Culturally people of India travel a lot both within and outside the country.• Aussi-Lifestyle would give them a high quality product, designed to accommodate the basic

needs of the customer.

GLOBAL BRANDING AND PRODUCT DEVELOPMENT

Branding

Create the sub-brand to suit to international needs

Cooperate with the other international brand names such as Tiffany, Toyota, Apple, American Express, or Starbucks…

Imprint the brand name via 4 general engagement methods: platform (TV/ online), context (program/ webpage), message (ads/ communication), experience (store/ event)

Product Development

Find a trustable ambassador to deputise for Aussi-Lifestyle luggage and bags

Pay international celebrities to use our products

Create a chat topic around the products: http://www.youtube.com/watch?v=4tML1z720C4Socialise the brand nameUp grade the webpage for customer to design bags and luggage themselves

GLOBAL BRANDING AND PRODUCT DEVELOPMENT

Customer Oriented Brand LoyaltyInternational Warranty

Customer ServiceQuality Stranded Product Benefit

Strong Impression Logo & Repetition

GLOBAL PRICING

GLOBAL PRICING

PRICINGFACTORS

Nature of Product

Location of Product Facilities

Type of Distribution

system

Foreign Market

Consideration

Internal to form

External-

Customer expectation,

Buying power Framework – Setting Price

(estimated)

Step Price

Landing Price : +Profit Margin (20%)

$20- 200$24-240

Ceiling price Floor price

$300$25

Competitor’s Price End user price

$25-300$24-240

• Counter Trade (unconventional trade-financing transaction)• Transaction PricingCommon Currencies

arrangement

• Government Trade regulation & Standers ,Export /Import licenses & Country Stranded Authorities

• E.g.- Quality Control & Inspection Act ,1963Standers & Regulation

• Exporting involves more steps here risk than domestic marketing

• modify components, parts, Packing materialsAdditional Cost Considerations

• Direct retail loyalty partners • Nature of Channels-customers views • Set up Profit Center

Distribution Channels

• Rename Export product avoid high taxes • Transaction Pricing• Use government & Open trade facilities. Or Free on board

Trade Barriers (taxes, Re-classified using a different tariff

classification)

• Price escalation• Assemble/Manufacture product foreign market• E.g.- Packed Commodities rules 1997 India

Cost of Manufacturing, Marketing (packing ,shipping,

insurances, warehousing)

GLOBAL PRICING

Penetration pricing strategy• Low entry price as compared with

competitive offerings for market accept and secure

Everyday low pricing• Continuously low price

Gray Market Activities• Improve method to monitor foreign price,

key customers

International Pricing Approaches • Monitoring and adjust price according to

current market• Discount (Trade/Cash/Seasonal/Quantity)• Skim Pricing : high- end products

Rigid cost-Plus pricing -

Global Products

Flexible cost plus pricing

- Asian Market

Incremental Pricing -

competitors

GLOBAL PRICING –STRTAGY SELECTION

• Target Return Pricing• Psychological Pricing

COMMUNICATION AND DISTRIBUTION

Global marketing communication purpose as marketing to people or companies outside of your own domestic market by the use of adapted advertising via different media forms such as radio,television,billboards,etc

COMMUNICATION AND DISTRIBUTION

International Marketing

Communication

International Promotion

Activities

International Advertising

Global Account

Management

Ex- use country languages (china English literacy rate lower than India)Adapt to country culture

Maintain good relationship with business partnersSpend more time with them

Individual purchase of the products, offers, coupons, demonstration , free airport outlet

COMMUNICATION AND DISTRIBUTION

Auss i - L i fes ty le

Auss i - L i fes ty le

Auss i - L i fes ty le

ETHICAL ISSUES IN GLOBAL MARKETING

Products to poor consumersExample: According to a new Oxford University study, 55 percent of India’s population of 1.1 billion, or 645 million people, are living in poverty. So, develop low-cost products that more people can use.  [India Travel Statistics (2011)]Corporate social responsibilitiesExample: environment protectionIndia had made environment protection one of its basic national policies. Aussi-Lifestyle should develop recycle bags and luggage. - Approval from India Pollution control board)

ETHICAL ISSUES IN OUR MARKETING

Because of market globalization, firms’

marketing activities strongly influence the buy decisions of consumers worldwide.

Develop and align products and services to create greater value

for society.Shareholders values

A business cannot claim to be ethical firm if it ignores unethical practices by its suppliers. For Example: Use of child labour and forced labour Violation of the basic rights of workers Production in sweatshops Ignoring health, safety and environmental standards

ETHICAL ISSUES IN OUR MARKETING

• Differentiate product according to market segmentation consider marketing mix. & customer orientated products

• Maintain Price strategy and techniques according to market adaptation globally and internationally

• Clear Distribution channel, Marketing Promotion activates according to market adaptation

• Corporate responsibilities will add value to branding and reputation for product.

CONCLUSION

REFERENCE Ckhard, K. (1997). An International Strategy for pricing and profits. Scrip Magazine-

Implementation,pricing,strategy, Talking points pp 30-32.

Cavusgil,Knight,Riesenberger,(2008), 14 Marketing in the Global Firm. In: Pearson International Edition ,International Business-Strategy , Management and the New Realities, New Jersey: Pearson Education , p514-541.

Great Human Capital (2011) Available [Online]; http://2.greathumancapital.wordpress.com/2007/01/03/swot-matrix-of-india-analysis-of-indian-social-economic-portal-technological-conditions/ . Last accessed: 21st August 2011

International Marketing and Pricing (2011) Available [Online]; : http://marketingteacher.com/lesson-store/lesson-international-marketing-

price.html Last accessed: 21st August 2011

Marieke De Mooij(2010), Global Marketing and Advertising Understanding cultural paradoxes 3rd Edition, Published by SAGE Publications,Inc,California.

Net MBA (2010), Marketing> Pricing Strategy , Internet center for Management and business Administration,Inc. Available [Online]; Marketing> Pricing Strategy Last Accessed 23rd August 2011.

Travel Statistics (2011) Available [Online]; : http://scstsenvis.nic.in/tourinflow.html. Last accessed: 21st August 2011

The Indian Dairy Industry,(2000) 5th Edition, Import-Export Regulations , Available [Online] ; http://www.indiadairy.com/zone_importexport.html Last accessed: 21st August 2011

Questions & Answers THANK YOU !

Ain, Alextrandra, Layan, Iqbal,Chard