Global Business #9 July 2, 2011 Dept of Technology Management for Innovation (TMI), Graduate School...
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- Slide 1
- Global Business #9 July 2, 2011 Dept of Technology Management
for Innovation (TMI), Graduate School of Engineering Professor
Kazuyuki Motohashi http://www.mo.t.u-tokyo.ac.jp
- Slide 2
- Todays Class What is marketing, why important? Marketing
strategy planning steps 4P: Product, Price, Place and Promotion
Marketing for emerging economies: China, India, BOP Introduction to
the next class: Shiseido in China
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- Marketing and Sales MarketingSales New customers, potential
customer needs Existing customers Forward looking (for new product,
services) Existing products Market analysis for value creation
Actions (Eigyo), and sales force management Involves whole process
of marketing strategy Focus on Promotion in marketing 4P
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- How marketing fits in corporate strategy ?
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- Strategic Marketing Planning Market Analysis and Identifying
Opportunities (SWOT analysis) Market Segmentation Identifying
target market and product (service) positioning Marketing Mix (4P)
and Execution
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- Ansoffs Product and Market Growth Matrix Global Business
Context: CAGE and AAA framework
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- Example of Market Segmentation
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- Target Segment Identification
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- Marketings 4P
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- Product
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- Price To what extent you can be a price setter, instead of
price taker ?
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- Place (Channel)
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- Promotion (AIDMA) Changing to AISAS in Internet Era
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- Promotion tools (in detail)
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- Promotion in global business Some caveats Regulations over
promotion activities: such as whether you can do comparative
advertising Terminology in foreign language Brand creation
(difference in customers perception) Importance of local ad agency
Lack of product knowledge at local distributors
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- Marketing mix by product life cycle
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- Market Intelligence: China and India Concept of PPP Purchasing
Power Parity)
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- Targeting? Profit=gross margin * sales volume (size of market
and competition) Difference between durable and consumption goods,
customer preference?
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- BOP(Bottom of the Pyramid) Over 20,000 US$ 1500 20,000 US$
1500US$ and under 75 mil. -100 mil. 150 mil.-1,750 mil. 4,000 mil.
The fortune at the bottom of the pyramid (C.K. Praharad)
- Slide 20
- BOPs Business Chance The fortune at the bottom of the pyramid
(C.K. Praharad)
- Slide 21
- Example: ICICIs micro payment The fortune at the bottom of the
pyramid (C.K. Praharad)
- Slide 22
- Next Class: Shiseido Case Is China is important for Shiseido?
Evaluate based on Shiseidos domestic and global operation
statistics List merits and demerits of operating in China, as
compared to operations in US and Europe Characterize Shiseidos
marketing strategy in China. Take Urara as an example, and discuss
its targeted customer and marketing 4P. Do they have a consistent
story? Compare Shiseidos marketing in China with those of US and
European mega players such as lOreal and P&G. It is better to
keep such strategy, when Shiseido competes with them in Chinese
market?