The markets have transformed to international from local. With the increase in the exposure to masses and increased geographical market coverage, the need of quick and up to date information has also increased. With the changing business environment the buyers are also changing. With the increasing incomes the buyers have become more selective. For a company to launch its product in a new market it has become important to have the information from the buyer needs to buyer wants. On the other hand it is also important to have the knowledge of how to present the product in effective manner in order to reach the customer in an effective manner. With the changing business needs the new marketing techniques such as product differentiation, branding and advertising are also gaining immense importance. This paper is aimed at finding out the appropriate marketing communication strategy for Jalsberg cheese which is a famous branded cheese in American Market and ready to be marketed in new European market.
Norseland Inc. was founded in 1978. The purpose of the company was to market and distribute Jarlsberg and other Norwegian cheese in United States. The Company is a 100% owned subsidiary of TINE Norwegian Diaries, which has the main responsibility for the production and marketing of Jarlsberg cheese.
Introduction of Product:
Jalsberg cheese has some snob appeal. Customers want to show they have 'good taste'. Without complaining they accept the higher price of Jalsberg compared to other competitive products. The mild and creamy taste appeals to Americans, and many think that the taste of the traditional Swiss cheese, Emmenthaie is too sharp
Jalsberg cheese has a major supply share in the US cheese market. The characteristics of typical Jalsberg buyer are:
Earning more than US$ 80,000 per year.
Over 40 years
Now the company is aiming to introduce its Cheese brand Jalsberg in the newly extended European market. In order to undertake successful brand positioning Norseland has to design a marketing communication strategy, which should be crafted according to the European market conditions and consumer behaviour.
The successful product positioning and promotion is only possible if all the required information in this lieu is gathered and used in the right direction. In order to fulfil modern information needs, new information technologies have also been evolved. The information regarding the buyer preferences and behaviour plays an important part in helping the management to take important decisions regarding the product such as