International Marketing Paper - Essay Example

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International Marketing Paper

This assignment aims at understating the varied demographic issues faced by a tube gel manufacturing and distributing organisation while entering the markets of Mexico, Chile, Argentina and Brazil. Thus, in order to cope up with the demographic challenges such as preferences, demands and tastes of the targeted customers, the team members had to undergo vivid researches and evaluate and analyse the scenario persisting within the economies which are likely to create a substantial impact over the penetration strategies adopted by the company. Moreover, the team members had to undertake extensive hard work in order to identify the accurate demand present in these target markets. Brand Equity Brand equity is a concept which is commonly utilised in a marketing organisation in order to describe the value of a particular brand or product. It is described as the additional worth which is endowed to the products and/or services offered (Kotler et al, 2006). ...Show more


International Marketing Table of Contents Table of Contents 2 Introduction 3 Brand Equity 3 Relation of Brand identity and Brand equity 4 Product Standardisation 4 Regional Diversification 5 Consolidated Country Brand Equity 6 Benefits of Positioning 6 Market Segmentation 6 Customer Preferences 7 Brand Image 7 Creative Execution 7 Price Position 7 Sales Leadership 8 Share of Mind 8 Country and SKU Selected 8 Pricing 9 Advertising and Sales Force 9 Capacity, Contribution, Distribution 10 Conclusion 11 References 12 Introduction Brand management is often considered as an art to manage and improve the identity of a particular product or brand in the minds of the customers, which helps in creatin…
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