1 / 20

Marketing Management Of International Trade

Marketing Management Of International Trade. October - December 2011 Ing. Ilona Bergquist, MBA. LESSON 4: MARKETING RESEARCH; LEVERAGING KNOWLEDGE. Unit 1: International Marketing (cont’d) Distribution Communication Mix Unit 2: Marketing Research Role of marketing research

jacqui
Download Presentation

Marketing Management Of International Trade

An Image/Link below is provided (as is) to download presentation Download Policy: Content on the Website is provided to you AS IS for your information and personal use and may not be sold / licensed / shared on other websites without getting consent from its author. Content is provided to you AS IS for your information and personal use only. Download presentation by click this link. While downloading, if for some reason you are not able to download a presentation, the publisher may have deleted the file from their server. During download, if you can't get a presentation, the file might be deleted by the publisher.

E N D

Presentation Transcript

  1. Marketing Management Of International Trade October - December 2011 Ing. Ilona Bergquist, MBA

  2. LESSON 4: MARKETING RESEARCH; LEVERAGING KNOWLEDGE • Unit 1: International Marketing (cont’d) • Distribution • Communication Mix • Unit 2: Marketing Research • Role of marketing research • Types of marketing research • Qualitative and quantitative research techniques • Trends in mktg research

  3. LESSON 3: INTERNATIONAL MARKETING DISTRIBUTION (cont’d): • Trend 1: Internationalization and concentration of retailers • Top retailers gaining more power (WM, Carrefour, Metro, Tesco) • Growth of discount retailers (Schwarz, Costco) and Russian / Chinese firms • Trend 2: Effort to be the dominant power in global markets • Strong negotiating power of large retailers • Markets where retailers have small share create too high cost –> leaving • Trend 3: Diversification strategies of retailers • More than one store concept • Diversification of their private label brands • Private label share on store sales: Schwarz 60%Tesco 50%WM 40%

  4. LESSON 3: INTERNATIONAL MARKETING DISTRIBUTION (cont’d): • Trend 4: Growing cooperation between retailer and supplier (mnfg company) • Trade marketing dept – responsible for distribution, pricing, shelving, merchandising • Key account manager on the side of manufacturing company • Shopper marketing importance growing • Trend 5: Use of modern information technology • RFID – on pallets, on products, smart chip on carts and in the shopping area (possible to identify most attractive section of store) • Loyalty cards (consumer and retailer benefits) • Future Store – Metro Germany http://www.bbc.co.uk/news/business-12310810 Future Store's app lets you scan barcodes of items as you pick them off the shelves. When you finish shopping, the app generates a final bar code displayed on your phone, which you then scan at a self-service checkout.

  5. LESSON 3: INTERNATIONAL MARKETING DISTRIBUTION (cont’d): • Trend 5: Use of modern information technology • Stop & Shop in 117 stores, in the CT/NY/NJ • Swipe your loyalty card, pick up personal scanner and start…. Scan an item and put it in the cart or the bag! • Personal scanner gives you running total of purchases - > saves you time • http://newyork.cbslocal.com/2011/06/27/scan-it-shopping-device-helps-clifton-grocery-shoppers-save-time-and-money/ • Trend 6: Internet shopping • Boom since 1995 (Amazon) • Pure internet firms • Internet auctions • Internet as complementary to brick & mortar stores

  6. LESSON 3: INTERNATIONAL MARKETING COMMUNICATION: • Strategies need to consider the development level of the country (availabilities of media, large ad agencies, media regulation) and socio-culture environment • Global communication strategy – same global ad, concept, slogan • Local company only translates and uses appropriate media • Local company can request in the development phase certain scenes, claims etc. • Appropriate for standardized products or when we want to emphasize foreign image • Local communication strategy – developed locally, typical for decentralized companies, also when products are only available in that 1 market • Product adv. vs. Corporate adv. • Corp. ads can show positive financial performance or environmental programs or sponsorships – goal to create positive image among consumers and employees • Determining the budget • Depends on: Life stage, priority of the product in the portfolio, innovation newsP&L - > typically 20 – 30% of turnover

  7. LESSON 3: INTERNATIONAL MARKETING COMMUNICATION: • Additional ways of communication: Guerilla marketing, Teasing, Viral marketing http://www.oldspice.com/videos/video/22/the-man-your-man-could-smell-like/ http://www.youtube.com/watch?v=iYhCn0jf46U

  8. LESSON 3: INTERNATIONAL MARKETING COMMUNICATION: • Within advertising, TV still the dominant medium (37% of global ad expenditures), followed by daily papers, magazines and radio. • Advantages vs. Disadvantages for each medium • Kagome test market – radio campaign • For 2012, forecasted growth of 5,3 %. Fastest growing will be internet. PRICE DERIVED FROM: TV: GRPs Radio: listening level Print: circulation mostly Outdoor: size and location Internet: page views, pay per click

  9. LESSON 3: INTERNATIONAL MARKETING COMMUNICATION STRATEGY BRIEF: Additional information on brand, past research, about competition activities is also useful.

  10. LESSON 3: INTERNATIONAL MARKETING MARKETING CALENDAR: • Activities are planned according to the target groups: example • End consumer • Professional support • Customer (pharmacies) • Trade support

  11. LESSON 3: INTERNATIONAL MARKETING • Digital media growing on importance – using internet and social networks • Factors of successful digital marketing • Engage: be relevant, interesting and entertaining (news, sweepstakes, ..) • Be visual: use video when possible • Inform and Listen and React • Be part of discussion,but don’t control it • Integrate with other media • Build brand community • Measure – Reach, Engagement, Quality (Source: CPG Digital Creative Best Practices, 2010. Ipsos Open Thinking Exchange in conjunction with Yahoo!)

  12. LESSON 4: MARKETING RESEARCH • Unit 1: International Marketing (cont’d) • Distribution • Communication Mix • Unit 2: Marketing Research • Role of marketing research • Types of marketing research • Qualitative and quantitative research techniques • Trends in mktg research

  13. LESSON 4: MARKETING RESEARCH • Role of marketing research: provide companies / managers with information for better decision making and reducing risks

  14. LESSON 4: MARKETING RESEARCH Research methods: • Secondary (desk) research • Primary research Primary Research • Continuous research (typically syndicated) • Retail audit and retail panels • HH panels (2 – 10 000 households), Peoplemeters • Omnibus research (various topics) • Ad hoc research • Marketing research agency divisions (example Ipsos): Innovation & Brand Research Customer &Employee Loyalty Public Affairs Media, Technology Advertising Research incl. Shopper B2B Pharma

  15. LESSON 4: MARKETING RESEARCH Methods of marketing research: • Qualitative Tools: • Focus Groups (consumers, opinion leaders, BA, industry experts), workshops • IDI (in-depth interviews) • Ethnographies • Online blogs, FG, mobile research • Neuroscience • Key goals of qual. research: Understanding Customers & Brand perceptions Evaluation of Innovation OptimalizingCommunicationor Brand Understanding Shopping Behavior

  16. LESSON 4: MARKETING RESEARCH Methods of marketing research: • Quantitative Tools: • Sample sizes of min. 120 respondents (homogenic group) • Face to face • CAPI • CATI • Online research (panel of respondents or separately recruited respondents) • CLT • In-home tests • Retail Lab • Exit surveys or in-store tests (assisted shoppings or hot spots analysis) • Mystery shopping/calling • SocialListening

  17. LESSON 4: MARKETING RESEARCH • Ipsos technical & human resources

  18. LESSON 4: MARKETING RESEARCH Advertising Research Marketing research areas: • ASI tools help you improve return on advertising investment by maximizing the effect of your communication strategy. • Can cover the whole advertising development process and offer a comprehensive portfolio from copy testing to brand audits. • Key measures: Recall, Pursuation, Intention to buy, + diagnostics • Innovation & Brand research solutions to help you identify strong new opportunities and allow you to develop your product idea for a successful launch. • Understanding markets, identifying opportunities for brand positioning • Identifying and optimizing best ideas / development opportunities • Evaluating the strategy to be adopted (product, pricing, communication) • Developing and managing strong brands, tracking brand performance • Sales forecasts; follow-up of launching and re-launching • Evaluating shopper experience, needs, optimal shelf set-up, etc Innovation & Brand Research

  19. LESSON 4: MARKETING RESEARCH Shopper Experience: • Eye-tracking - respondent either wearing a pair of special spectacles (mobile camera) and walking round a store or being in front of a computer screen/data projector on which store images are shown (fixed camera). • Diagnostics are required to help interpret the data, usually followed by in-depth interviews to gain deep understanding of shopper behavior

  20. LESSON 4: MARKETING RESEARCH Customer &Employee Loyalty Marketing research areas: • Loyalty research tools will lead you to an effective customer-oriented business management and more productive work force by understanding your customers and your employees better • Understanding needs + quality and satisfaction + loyalty and value • Customer Journey (CEM) • PA research provides an understanding of public opinion and needs, and bridges the gaps between the public, government, local government, non-profit-making and private sectors. • Media and technology research helps to understand media environment – ie media consumption and ratings, consumer behavior as they view / read / listen to and use media, tracking how people use devices to access content, media brand equity Public Affairs Media, Technology

More Related