Outline: 5. The Tools of Demand Management As Operational Marketing

1
Outline
1. 2. 3. 4. 5. 6. 7. 8. 9. Marketing challenges in global corporal activity Data collection und diagnoses in international marketing Market research in international marketing Strategic decisions in international marketing The tools of demand management as operational marketing Product and programme policy Contract and price policy Distribution policy Communication policy
10. The Marketing and Management of Innovation
SS 2011
HS Karlsruhe - HTW
International Marketing
Dr. Philipp Plugmann MSc MBA
5. The tools (TOOL BOX) of demand management as operational marketing
Product and Programme Policy
Communication Policy
Target group or target persons in selected countries on selected markets should be provided with service offerings appropriate to their needs
The challenge lies in directly or indirectly informing or influencing target persons through messages by efficiently using various communication instruments
Distribution Policy
Contract and Price Policy
Decisions are made on which ways the international market will be developed and through which distribution channels products are provided to customers
All elements of the contracts (prices, terms, conditions of credit, conditions of payment and delivery) constitute independent areas of international marketing
SS 2011
HS Karlsruhe - HTW
Outline
SS 2011
HS Karlsruhe - HTW
Outline
6. Programme and Product Policy 6.1 6.2 6.3 6.4 6.5 6.6 Overview over programme and product policy Topics of programme and product policy Alternatives of decision in programme/product policy Determining factors of product-line decision Innovations Advantages and Disadvantages of various market strategies
Digression: Brand piracy
SS 2011
HS Karlsruhe - HTW
6.1 Overview over programme and product policy
Service policy includes all elements of decision referring to a market-driven organisation of all services offered on the market by the enterprise. Product policy as part of service policy should be understood as all actions that aim at the development, design, change or elimination of the service package forming the object of business activity. Programme policy as part of service policy should be understood as all actions that aim at the arrangement of the product line. From the supplier`s view, product line (programme) is understood as the sum of all selfproduced or producible and externally procured or procurable service packages offered at a particular time by a supplier to his customers.
SS 2011
HS Karlsruhe - HTW
6.2 Topics of programme and product policy
Product and Programme Policy
Product decisions
(Which particular products?)
Programme decisions
Product shaping
(Which product features?)
Product development Product variation Product elimination
Products and product lines Broadness and depth of product line External procurement or own production
Product quality Product design Product packaging Product marketing
SS 2011
HS Karlsruhe - HTW
6.3 Alternatives of decision in programme/product policy
Retention
Decision alternatives due to product-line policy
Change of structure
Shifting of weight Product variation Depth of product line Product differentiation Vertical diversification Broadness of product line Horizontal diversification Lateral diversification
Forward integration Backward integration
Extension
Change Narrowing
Depth of product line Broadness of product line

Standardisation Specialisation
SS 2011
HS Karlsruhe - HTW
6.4 Determining factors of product-line decision
Determining factors of product-line decision
Technological reasons
Reasons of costs
Reasons of proceeds
Purchase advantage
Utilisation of potentials
Use of demand networks
Targets of growth
Safeguarding of proceeds by balancing risks
SS 2011
HS Karlsruhe - HTW
6.5 Innovations
Degree of novelty for the supplier
high
Products are in existence already, but new for the supplier
New introduction of products in product lines already existing on the market
World novelty
medium
Product improvements
Extension of already existing product lines
Country-specific adaptation and new launch of products that are established in other countries
low
Product adaptations (e.g. cost reductions) at existing products low
Repositioning of existing products
Launch of products that are already established on other countries`markets
SS 2011
HS Karlsruhe - HTW
medium high Degree of novelty for the customer/country`s market Dr. Philipp Plugmann MSc MBA International Marketing
6.6 Advantages and Disadvantages of various market strategies I
10
Individual brand strategy Meaning

For every product area only one brand is planned, only occupying one segment each - High potential for a global brand - Creation of brand identity - Low need of coordination between brands
Multiple brand strategy

Several brands in one product area -Better penetration of the market because of more choice -Keeping off brand switchers -Possibility of cross-national differentiation -Protection of regular brands at launch of campaign brands - Danger of over-segmentation - Danger of cannibalisation - Lower cost-degression effects
Advantages
Disadvantages
- Brand costs must be borne by one product - High need of coordination between countries - Short product life-cycle, often not cost-effective
Example
Nestl with Alete, Maggi, Thomy, Buitoni
Philip Morris with Benson&Hedges and Marlboro, Eckes with Chantr and Mariacron
SS 2011
HS Karlsruhe - HTW
6.6 Advantages and Disadvantages of various market strategies II

Brand-family strategy
Several brands of related products are offered under one name that is not the company name
11
Umbrella-brand strategy Meaning

All products of one company are operated under one umbrella - Transfer of positive image effects on other brands - Brand costs are borne collectively by products - Decreasing risk of flop
Advantages
- Mutual support of the brands leads to better acceptance at commerce and customers - Lower costs for brand establishing because of synergy effects
-Too high diversification weakens brand image - Negative image transfer is also possible - Coordination need among brands Disadvantages - Danger of cross-national inflation of the brand product-line
- Danger of negative image transfer
Example
VW Bora, VW Passat, VW Golf, VW Polo
Beiersdorf with Nivea (shampoo, deodorant, cream, suntan oil) and Hansaplast (patches and spray)
SS 2011
HS Karlsruhe - HTW
12
Digression Brand Piracy

The prohibited imitation and copying of goods and the unauthorized use of protected brand names, trademarks and logos. Estimated annual damage Worldwide approx. 250 thousand million Euro (= 250 American billion Euro) !! In Germany approx.25 thousand million Euro (= 25 American billion Euro) !! Estimated job loss Europewide approx. 300,000 jobs !! In Germany approx. 50.000 jobs !!
Hardware - software - textiles - CDs - watches - medicine -spare parts for cars - cars - toys
Levi Strauss Beispiele

12 million forgeries since the beginning of the 1990th
Ferrari
At least 10 illegal workshops in G and the USA, where (among others) the Ferrari 355 GTS was completely copied
Lego
At least 14 lawyers of the enterprise control and prosecute forgeries in 15 countries
SS 2011
HS Karlsruhe - HTW
13
Digression Brand Piracy - Claims of the Manufacturer Claims of the Affected Brand Manufacturer
Lets talk about :

Replacement Equipment
Injunctive and Damages Claim Claim of Destruction of Pirate Goods
Claim of Disclosure of Origin and Distribution Channels
Claim to Hold the Goods at the Customs

SS 2011 HS Karlsruhe - HTW International Marketing Dr. Philipp Plugmann MSc MBA
14
Digression Brand Piracy - Measures against Product Piracy
Attending to Channels Product Identification Exchange of Experiences Enquiries
Information of distribution partners about forgers`activities, check of distribution channels, selective choice of new market intermediaries Addition of forgery-proof product features,: holograms, microchips, etc
Use of fora, organisation committees, clubs etc for information transfer
Cooperation with authorities, assignment of private investigators, incentives for customers to identify forgeries, tracing of ditribution channels of confiscated forgeries Complaints of offence are possible, if trademark rights have been reserved
Prosecution
Public Relations
Advice about economic damage, hints at safety endangerings (e.g. forged original brake covering at cars) Standardisation of the legal EU-framework, improvements of customs checks at Eu borders, membership in relevant associations
Lobbying
SS 2011
HS Karlsruhe - HTW
15
Outline
SS 2011
HS Karlsruhe - HTW
16
Outline
7. Contract and price policy 7.1 Position of price policy in the framework of sales marketing 7.2 Price policy in international marketing 7.3 Price strategies in international marketing 7.4 Price elasticities 7.5 Price differentiation 7.6 Price-bundling strategy as a special form of price differentiation Digression: Opening rituals in business negotiations
SS 2011
HS Karlsruhe - HTW
17
7.1 Position of Price Policy in the Framework of Sales Marketing I

As remuneration the price is opposite to the supplier`s service package which is subject to the offer. Apart from the supplier`s service package the price is affected by other market factors (customers, competitors, other environment). Even though these are in interaction with the factors influencing the supplier`s price, the supplier can only exert limited influence on them. The price decision is generally connected with the decision about the amount. The price is the sharpest, but also the most dangerous marketing instrument In the companies, the price decision often is paid too little attention to. Often there is considerable uncertainty about the price decision on the side of the supplier .
Quelle: in Anlehnung an Engelhardt, W. H. (1990): Aktionsparameter des Marketing, Bochum.
SS 2011
HS Karlsruhe - HTW
18
7.1 Position of Price Policy in the Framework of Sales Marketing II At commodities (products that are perceived as of similar type) price has a strong effect on sales. Price-political instruments cause a change of behaviour in the customer that is up to twenty times stronger than that of other instruments (product and communication policy) Compared to other instruments, price policy can be employed at shorter notice and causes comparatively low costs.
SS 2011
HS Karlsruhe - HTW
19
7.2 Price Policy In International Marketing

Trends of globalisiation Effects on price policy
Increasing standardisation of internationally distributed products
Cut of piece prices and increasing of price transparency and with that increase of price competition
The introduction of the Euro
Higher price transparency in Europe
Decrease of trade barriers and exchange rate risks
Greater difficulty to keep up internationally different price levels
Globally active enterprises increasingly position themselves in the Internet
Possibilities of international price comparisons increase
Quelle: in Anlehnung an Engelhardt, W. H. (1990): Aktionsparameter des Marketing, Bochum.
SS 2011
HS Karlsruhe - HTW
20
7.3 Price Strategies In International Marketing I
Skimming strategy High Price Strategy Premium strategy
When entering the market or when launching new products respectively, boarding with high price that is gradually lowered after exhaustion of the demand potential or appearance of several competitors. High price level is permanetly kept: -if market entry is made impossible for others through barriers -if advance of quality is protected by patent -if a uniquie selling proposition is gained by building up a brand image
Penetration strategy Low Price Strategy Promotionprice strategy
Penetration of the market through lower price level and discouraging competitors. Low profit margins are supposed to be profitable through mass effect.
In the course of the product life cycle the lower price level is established
SS 2011
HS Karlsruhe - HTW
21
7.3 Price Strategies In International Marketing II
Advantages High gains on short term possible already in early phases Skimming Strategy Quick amortisation of research and development costs ! Positive quality and prestige effects (High quality assumed at high prices)
Risks Not enough elite consumers might be reached Competitors enter the market too early with campaign prices
Quick increase in sales possible Penetration Strategy Quick decsend to experience curve Reduced flop risk because high acceptance is probable due to low prices
Sales and piece price degression stay behind the planned values Competitors are not discouraged long enough and enter the market with even lower prices -
SS 2011
HS Karlsruhe - HTW
22
7.4 Price Elasticity Of The Demand
15 DM
15 DM 10 DM
Price
10 DM
100 105 Demanded amount per sales period
50
150 Demanded amount per sales period
Low price elasticity, inelastic demand
High price elasticity, elastic demand
Quelle: Kotler/Bliemel: Marketing-Management, 10. Auflage, Stuttgart 2001, S. 827.
SS 2011
HS Karlsruhe - HTW
23
7.5 Price differentiation
In the framework of price differentiation customers demand prices of differing height for identical service packages. Therefore it is an instrument of differentiated market cultivation, the application of which is based on the results of market segmentation Forms of price differentiation personal spatial concerning human resources quantitative Price-bundling as a special form of price differentiation
Quelle: Meffert, H: (2000): Marketing, 9. Aufl., Wiesbaden, S. 550 ff.
SS 2011
HS Karlsruhe - HTW
7.6 Price-Bundling As A Special Form Of Price Differentiation

Buyer composes an individual service package or bundle out of standardised components Example: Buyer arranges various hardware components of different capacities as a complete package and pays less than the sum of the individual prices
24
All products can only be bought as part of a bundle, not individually Example.:VW special edition with in-built, particular equipment
When buying a product the customer receives vouchers for the purchase of another product with weaker sales at reduced price. Example: Coca-Cola with voucher for reduction at the purchase of Minute Maid
Price Building Block Cross Vouchers
Pure PriceBundling Mixed Price Bundling

Customer has the choice to buy the individual product or the whole system - Example: Microsoft offers the complete Office as over-all price or individual prices for Word and Excel separately
Linked Business
Supplier offers complementary goods at a lower price Example: Mobile phone contract plus inexpensive mobile phone with 24months contract
SS 2011
HS Karlsruhe - HTW
25
Digression: Opening Rituals In Business Negotiations ( Culture-Management)

Nation Germany Finland USA UK France 5 min 5 min 5 min 15 min 20 min 20 min Introductory Phase Formal introduction, take a seat, begin Formal introduction, take a seat, coffee, begin Casual introduction, jokes, coffee, begin Formal introduction, coffee, biscuits, 10 minutes small talk (weather, sports), begin Formal introduction, 15 minutes small talk (politics, scandals), begin Formal introduction, preliminary talk, seating arrangements, green tea, 15 minutes small talk, abrupt signal of highest executive, begin 20-30 minutes small talk (soccer, family), as long as additional participants arrive. Begin when everybody has arrived.
International Marketing Dr. Philipp Plugmann MSc MBA
Japan
Spain / Italy
30 min
SS 2011
HS Karlsruhe - HTW
26
Outline
SS 2011
HS Karlsruhe - HTW
27
Outline
8. Distribution policy 8.1 Distribution entities and channels 8.2 Forms of direct marketing 8.3 Assignment of sales personnel 8.4 E-Commerce as channel of distribution and instrument for customer loyalty
SS 2011
HS Karlsruhe - HTW
28
8.1 Aims and Function of Distribution Policy
Aims and functions of distribution policy lie in - choosing the appropriate marketing intermediaries and distribution entities - determining suitable storage locations and sizes - determining adequate packaging units - choosing the partners involved in the physical distribution.
SS 2011
HS Karlsruhe - HTW
29
8.1 Distribution Entities and Channels I

Distribution Entities
Intra-Corporate Distribution Entities
Extra-Corporate Distribution Entities
Internal Distribution Entities

Members of the executive board Inside-sales people Other employees with customer contact
External Distribution Entities

Travelling salespeople Customer consultants
External Distribution Entities

Sales representatives .. Commission merchants Agents
SS 2011
HS Karlsruhe - HTW
30
8.1 Distribution Entities and Channels II

The decisions about the distribution channels are concerned with the question, which distribution channels including all persons and organisations involved in the process are to choose . Specific to individual countries, particular attention must be paid to : Restrictions on currency or state control of the economy
In which coutries do those restrictions exist - how far has the state to be engaged as intermediary institution?
Influence of Sogo Shoshas in Japan
These huge universal trade companies (Mitsubishi Corp. and Mitsui & Co. Ltd.) have to be engaged to develop the Japanese market Particular pharmaceutical wholesalers in Austria list German pharmaceuticals only under the condition of exclusive distribution rights in Germany In how far are large supermarkets and their location factors transferable to other indutrial countries, which buying habits are dominant?
International Marketing Dr. Philipp Plugmann MSc MBA
Feedback trials of highly influential wholesalers
Market forms typical for Germany - transferrable to a foreign country?

SS 2011 HS Karlsruhe - HTW
31
8.1 Distribution Entities and Channels Example Japan

In Japan extensive self-service department stores are of much lesser importance than in Europe or Northern America. This is essentially due to two reasons:
Large self-service department stores had to be built outside of the big cities. These are only accessible by car many Japanese do not own a vehicle, because the costs (e.g. parking space) in the big cities such as Tokyo are nearly unaffordable.
Due to the high property prices singles as well as families live in most constricted conditions therefore there is little store room in the flats (deep freezer etc for groceries), so that many Japanese are forced to go shopping several times a week.
The self-service department store Carrefour with 17.000 sqm, recently opened in Tokyo, unfortunately did not yield the demand hoped for Continuative Question Can these tendencies be imagined in European countries as well? In which countries could such a trend take place? What would it depend on?
32
8.2 Forms of Direct Marketing

a) b) c) d) e) Authorised Dealer is bound by a contract, sells exclusively products of one manufacturer Branch Offices are legally dependent, therefore part of the manufacturing company Telephone Selling Consumer is served without engagement of location-dependent trade. Advantage: individual, comfortable, low marketing costs. Marketing through catalogue, direct mailing or fax - low marketing costs, but rather impersonal MLM-Marketing (Multi-Level-Marketing) early structured marketing, independently working employees sell products to private persons and recruit additional salespeople by themselves, in whose turnovers they are also participating (amway, tupperware) Factory-Outlet-Center (FOC) Sales locations direktly at the manufacturer for the sale of goods with minor faults or from the early season respectively - has established as one of the leading distribution channels for designer fashion in Germany.
f)
SS 2011
HS Karlsruhe - HTW
8.3 Assignment of Sales Personnel

Assignment of sales personnel from the country of origin (Expatriates) Assignment of local sales personnel (Locals) Assignment of sales personnel from third countries (Third-Country-Nationals)
33
Advantages:
-Usually particularly high competence at complex, technically demanding products -- Positve omage effects from the view of the foreign customer possible -Good knowledge of the company and the company policies
Advantages: - Best local market knowledge

--Cultural fit between buyer and seller -- Usually more cost-effective than expatriates
Advantages:
-Positive image effects at the customer possible in the sense of a global enterprise --Possibly highest competence, if allocation of sales personnel to a country is carried out independent from nationality but only according to qualification
Disadvantages:
-Very cost-intensive -- Possibly politically or legally conditioned restrictions as regards work possibilities of foreigners in the country (e.g. at high unemployment in the country) -- Low local market knowledge -- Possible low cultural affinity between buyer and seller -- Often low inclination of sales personnel to move abroad
Disadvantages:
-Decision possibly not according to company policies --Often low knowledge about products and their areas of application
Disadvantages:
-Customer might get confused about actual origin or head quarters of the enterprise -Possibly large cultural divergence between buyer and seller -- Possibly politically or legally conditioned restrictions as regards work possibilities of foreigners abroad (e.g. at high unemployment in the country)
Source: Berndt/Fantapi Altobelli/Sander 2005, p. 232.

8.4 E-Commerce As Channel of Distribution And Instrument For Customer Loyalty

First of all E-Commerce has the advantage of low distribution costs and various possibilities of generous product presentation For this reason, E-Commerce supplements and replaces: - Advertising, sales promotion, product presentation - Price negotiations and carrying out of payments - Service, handling of complaints, consultation E-Commerce also serves to enhance customer loyalty - How does this work? The wealth of information that can be yielded, structured and stored about a customer allows a better diagnosis of the needs structure of this particular customer - This diagnosis becomes the basis of an individual, client-centred direct approach- The technical term for this is eCRM electronic costumer-relationship management Thanks to eCRM conclusions can be drawn from former purchases and on this basis individual offers can be placed the next step is to install customer fora in the Internet (virtual communities), where customers can get into conversation, exchange purchase experiences with each other, communicate latent needs and with this increase their identification with the brand / the manufacturer.
34
SS 2011
HS Karlsruhe - HTW
8.4 E-Commerce As Channel Of Distribution And Instrument For Customer Loyalty Restrictions and Questions in E-Commerce
Language barriers in Internet presence Elimination of local trade intermediaries abroad Safety in payment transactions A various choice of languages is necessary - at luxury consumer goods e.g. English, French, Spanish, Russian, Chinese and Japanese. Not in all cases are Internet prices allowed to lie under the sales prices of local merchants to avoid conflicts and keep up the merchants`favourable attitude. Data security systems or forms of electronic signature are getting increasingly more expensive and complex; additionally there is no international standard in existence yet. Does the customer live in an EU or Non-EU-State? Private or business customer? Can the German exporter prove the foreign customer`s identity? Organisations such as Trustedshop offer certification about confidentiality, safety of order, payment transactions, AGB and data security
35
Tax questions can become difficult
Certification as proof of seriosity
SS 2011
HS Karlsruhe - HTW
36
Outline
SS 2011
HS Karlsruhe - HTW
37
Outline
9. Communication policy 9.1 Tasks and topics of communication policy 9.2 Advertising in international marketing 9.3 Limitations and possibilities in the international communication policy 9.4 Cultural meaning of colours in different countries 9.5 Marking in international marketing 9.6 Cross-Media-Marketing
SS 2011
HS Karlsruhe - HTW
38
9.1 Tasks and Topics Of Communication Policy

Temporal permanent influencing of target persons and target groups to reach advertising goals, carried out with differing intensity. Promotions, catalogues, competitions, customer clubs, promotional gifts, Price actions, displays, presentations Direct customer communication with individual, personal effect, useful for products with high explanatory need. Activities of image building, not connected with products, but inform about values and norms of the enterprise to build up corporate identity. Representation, use or mentioning of products in films in a way that the brand is recognizable. Immediate approach of selected target persons by telephone, mailing, e-mail, fax
Advertising
Sales Promotion
Personal Marketing
Public Relations Product placement
Direkt Marketing
SS 2011
HS Karlsruhe - HTW
39
9.2 Advertising in international marketing

Content of Advertisement Message
Needs of Target persons
Language, Communicative Knowledge, behaviour, Educational Frequency of use Background, of which Reasonablechannels / ness of medium? technical details for e.g, goods that need explanation
Degree of utilizability of competing products
Basic conditions: -legal -socio-cultural
SS 2011
HS Karlsruhe - HTW
40
Example MedTech
Communication = Presentation
SS 2011
HS Karlsruhe - HTW
41
9.3 Limitations and Possibilities In The International Communication Policy
Cultural particularities are captured in market research and flow into shaping of the advertisement message.
The level of education of a nation determines the degree of abstractness of the advertisement message, the number of pictures in comparison to the text and the selection of technical details.
Offending religious feelings must be avoided The role of man or woman decides who is more likely to be the addressed buyer.
Norms like e.g. beauty ideals also determine the content of advertising A naked shoulder causes a sensation in China, while causing positive associations in Western Europe. A big person might personify a lack of discipline in Western Europe, not in the Middle East, where s/he is associated with wealth.
SS 2011
HS Karlsruhe - HTW
42
9.4 Cultural Meaning of Colours in Different Countries
Lets talk about the meaning of colors :

Black White Red Green Blue Yellow
Switzerland
Pessimism
Anger
China
Tolerance
Japan
Pakistan
Arabian Countries Brasil Peace Purity
SS 2011
HS Karlsruhe - HTW
43
9.5 Marking In International Marketing - Brand Name And Trademark I
Brand Name Trademark Standardisation Standardisation

Global Standardisation e.g. Marlboro Brand name cross-national identical, trademark different
Differentiation
Trademarkn cross-national identical, brand name adapted (Langnese, Iglu, Aldi, Deichmann)
Differentiation
Trademark and brand name adapted for the individual specific country
SS 2011
HS Karlsruhe - HTW
44
9.5 Marking In International Marketing - Brand Name And Trademark II
Langnese in Austria, Hungary, Rumania, Bulgaria und Czech Republic Iglu in UK
SS 2011
HS Karlsruhe - HTW
45
9.5 Marking In International Marketing - Brand Name And Trademark III
Aldi in Austria
The Swiss family enterprise Dosenbach, founded 1865, was taken over by the Deichmann Group in 1973, the name of the enterprise Dosenbach, however, has been kept in Switzerland.
in Germany
SS 2011
HS Karlsruhe - HTW
46
9.6 Cross-Media - Marketing
Crossmedia-Marketing means the use of different, inter-coordinated communication channels to advertise a product or a service. Supplementing the classical communication mix, particularly the new electronic media are employed. The advertising media are networked with each other to use their specific strengths in an ideal way. Therefore a consistent advertising line (CD/CI) is used to gain a high recognition value. (Example: print media plus radio advertising plus Internet plus mobile phone)
SS 2011
HS Karlsruhe - HTW
47
9.6 Cross-Media-Marketing
Lidl, grocery discounter in Austria, advertises with Internet offer, newspaper inserts, advertisements, SMS announcements and personal shopping list in the Internet
SS 2011
HS Karlsruhe - HTW
48
10. The Marketing and Management of Innovation

Course discussion
SS 2011
HS Karlsruhe - HTW
49
Cardiac Pacemaker Innovation

Lets talk about the influence of Innovation and its value for the strategy of an international company
SS 2011
HS Karlsruhe - HTW
50
Out of the Box : Private Equity / Venture Capital Is this important for international marketing ?
SS 2011
HS Karlsruhe - HTW

Outline: 5. The Tools of Demand Management As Operational Marketing

Transféré par

Informations du document

Description originale:

Titre original

Copyright

Formats disponibles

Partager ce document

Partager ou intégrer le document

Options de partage

Avez-vous trouvé ce document utile ?

Ce contenu est-il inapproprié ?

Droits d'auteur :

Formats disponibles

Outline: 5. The Tools of Demand Management As Operational Marketing

Transféré par

Droits d'auteur :

Formats disponibles

1

10. The Marketing and Management of Innovation

Dr. Philipp Plugmann MSc MBA

5. The tools (TOOL BOX) of demand management as operational marketing

Product and Programme Policy

Contract and Price Policy

Dr. Philipp Plugmann MSc MBA

Dr. Philipp Plugmann MSc MBA

Digression: Brand piracy

Dr. Philipp Plugmann MSc MBA

6.1 Overview over programme and product policy

Dr. Philipp Plugmann MSc MBA

6.2 Topics of programme and product policy

Product and Programme Policy

Product development Product variation Product elimination

Product quality Product design Product packaging Product marketing

Dr. Philipp Plugmann MSc MBA

6.3 Alternatives of decision in programme/product policy

Decision alternatives due to product-line policy

Forward integration Backward integration

Depth of product line Broadness of product line

Dr. Philipp Plugmann MSc MBA

6.4 Determining factors of product-line decision

Determining factors of product-line decision

Use of demand networks

Safeguarding of proceeds by balancing risks

Dr. Philipp Plugmann MSc MBA

Products are in existence already, but new for the supplier

New introduction of products in product lines already existing on the market

Extension of already existing product lines

Product adaptations (e.g. cost reductions) at existing products low

Repositioning of existing products

Launch of products that are already established on other countries`markets

6.6 Advantages and Disadvantages of various market strategies I

Individual brand strategy Meaning

Multiple brand strategy

Nestl with Alete, Maggi, Thomy, Buitoni

Dr. Philipp Plugmann MSc MBA

6.6 Advantages and Disadvantages of various market strategies II

Umbrella-brand strategy Meaning

- Danger of negative image transfer

VW Bora, VW Passat, VW Golf, VW Polo

Dr. Philipp Plugmann MSc MBA

Digression Brand Piracy

Levi Strauss Beispiele

Dr. Philipp Plugmann MSc MBA

Lets talk about :

Injunctive and Damages Claim Claim of Destruction of Pirate Goods

Claim of Disclosure of Origin and Distribution Channels

Claim to Hold the Goods at the Customs

Digression Brand Piracy - Measures against Product Piracy

Attending to Channels Product Identification Exchange of Experiences Enquiries

Use of fora, organisation committees, clubs etc for information transfer

Dr. Philipp Plugmann MSc MBA

Dr. Philipp Plugmann MSc MBA

Dr. Philipp Plugmann MSc MBA

7.1 Position of Price Policy in the Framework of Sales Marketing I

Quelle: in Anlehnung an Engelhardt, W. H. (1990): Aktionsparameter des Marketing, Bochum.

Dr. Philipp Plugmann MSc MBA

Dr. Philipp Plugmann MSc MBA

7.2 Price Policy In International Marketing

Increasing standardisation of internationally distributed products