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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

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Marketing Management Of International Trade

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  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

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