Marketing and International Consumers Strategies

2652 Words Jun 15th, 2010 11 Pages
Marketing

And

the International consumer

Table of content

Introduction ……………………………………………………………3

Market segmentation…………………………………………………...3

Geographic segmentation…………………………………………………….………4

Demographic segmentation…………………………………………………………..4

Psychographic segmentation………………………………………………………….5

Behavioral segmentation………………………………………………………………5

Target market…………………………………………………………………………..6

Positioning……………………………………………………………………………..6

Marketing objectives……………………………………………………..6

Marketing mix strategies…………………………………………………7

Entry mode…………………………………………………………………………….7

Product strategy ……………………………………………………………………….7

Pricing strategy………………………………………………………………………...8

Distribution strategy…………………………………………………..……………….8

Promotion
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Income segmentation is a longstanding practice in categories such as cars, clothing, cosmetics, financial services and travel. However, income does not always predict the best customers for a given product. In this case, boost is affordable by middle class income group, as the price is above the average of the normal drinks such as bubble milk tea which is most popular drink and the major competitors of Boost. Furthermore, each generation is profoundly influenced by the times in which it grows up.

2.3. PSYCHOGRAPHIC SEGMENTATION

In Psychographic segmentation, buyers are divided into different groups on the basis of psychological/personality traits, lifestyle or values(Kotler, 2009).Based on the differentiation of consumer's brand preference, consumers has been divided into homogeneous groups using psychographic variable through the classification in VALS2 (values and lifestyles) and LOV (list values) systems. Products are the building blocks of lifestyles (Solomon, 1999). Thus, life style and personality variables are effective segmentation variables for identifying sub-market profiles and targeting consumers. Chinese people life style nowadays is more health then ever before, in 2010, it will be the healthy year. People have rapidly gained the knowledge about health in recent years. Boost is a healthy drink, so it will be easily accepted in China. Also, social class has strong influence on preference in many things
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