group a presentation-tapping into global marketing

8/8/2019 Group A presentation-Tapping Into Global marketing

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Ahmad Nugraha Bayu Mukti

Prita Widiastuti

Widya Arie Susanti



Deciding Whether to Go Abroad

Deciding Which Markets to Enter

Deciding How to Enter The Market

Deciding on The Marketing Program

Deciding on The Marketing Organization



Higher Profit Opportunities

Larger customer

R educe market dependant

Counterattack global competitor

Serve customer abroad

Attractivefactor

Lack of foreign preference

Lack of business culture

Lack of foreign regulation Lack of experience

Changeable in foreign country law

R iskfactor



How many marketto enter

Develop VsDeveloping market

Evaluatingpotential market



Indirectexporting

directexporting

Licensing

Joint ventures

DirectInvestment

Commitment, Risk, Control, and Profit

Potential



Seller

Sellersinternational

marketing

headquarters

Channelbetweennations

Channels within foreign

nationsFinal buyers

Priceescalation

Transfer prices

Dumpingcharges

Gray markets

Price

Distribution channel



Attractcompany locate itsbusiness

Sell goods inother country

Buildingcountry

images Attribute indecisionbuying-making

Symbolicheritage andculture

Consumerperceptionof country

of origin



ExportDepartment Internationaldivision Globalorganization



Product and Communication

Product

Do not change

product Adapt Product

Develop New

Product

Communica

tion

Do not changecommunications

StraightExtension

ProductAdaption

Product

Invention

Adapt

Communications

Communication

adaptation Dual adaptation



y Established 1930 merged between Netherland and UK

y Operated in more than 90 countries

y They applied regionalized system because Unilever

has its subsidiaries and each countries by joint venture or agreement with local partner

y The have 400 hundred brands

y They chose d tapping Global Market



1900-1910

Established with soapproduct andmargarine

1920

Unilever agree tomerge

1940 Unilever

operationaround the

world

Expand intofood market and

investment inR&D

1960

Developing

new product R unning highly

ambitiousacquisitionprogram



1980 Become on of the

biggest company R ationalizes its

business to focuson core productand brand

21st century

Launch path of Growth

5 years strategicplan

2000

Announcenewcorporate

visions



Margarines, spreads, oils

Frozen Foods

Icecreams

Tea-based beverages

CulinaryHealth and Wellness

Fragrances

Deodorants/toiletry

Oral Care

Soaps, lotions, skin care

Laundry

Househould care

Cleaning Products

Ireland

Korea

Neverlands

Italia

US

Global Enabling

TeamRegional Leadership

Team

Global Process Owners

Customer Business

Development

Finance

Human Resources

IT

Market Research

Government Relations

Product Supply

Public Affairs

Cross Functional Management Team

Global Business Units

Global

Business Services Corporate Functions

Market

DevelopmentOrganization

One Unilever



y First launched in 1890 in India by Lever Bros

y LUX in Latin words means light and luxury

y 1925 launched in USA as toilet soap and 1928

launched in UK as brand extension of LUX soapflakes

y LUX currently product of Unilever

y Products are hand wash , shower gel, cream bath

y 2009 100 countries (Pakistan, Nepal, Nigeria,Norway (1950-1960), Indonesia)

y Here is LUX distribute in Indonesia market because itis seen as the 2 biggest market after India



y Based on types:

y Shampoo

y Hair spray

y Shower gelsy Shampoo conditioner

y Based on sizes

y 40gm, 80gm and 120gm



y Unilever established 1933 Levers Zeepfabrieken N.V.owned by Dutch government

y Now days named by PT. Unilever Indonesia.Tbk

y Shares owned by N.V (85%) and public (15%)y Head office in Jakarta

y There are two factories in Cikarang and R ungkut(Surabaya)

y They has slogan dimana bumi dipijak langitdijunjung



y 1920 -30 (1924) Import by van den Bergh, Jurgen andBrothers

y Produced by Unilevers manufacture at R ungkut

(Surabaya)y According to research in 2009 Unilever dominates

72% toilet tries market

y 39,99% market share and LUX becomes the market

leader.



y Based on types:

y 14 types of body showers gel

y 1 type white spa scrub

y 5 types of soap bary Based on sizes:

y 250 gram

y 100mg

y 450 gram

y 90 gram



y Indonesias Prices

y 250 mg R p 11.500

y 100 mg R p 5.800

y 90 mg R p 2.400

y Internationals prices in Indonesia

y US $ 0.5 - $ 1.9



China Australia Japan



y Low cost

y Differentiation

y Market opportunity

y Consumer and suppliery Advertisement

y PR & publicity



y LUX Beauty Lounge

y 16 November09-3i july10 in Jakarta

y Price offers R p 100.000

y Give a luxury shower experience to woman, they getmake up and hair consultation, LUX special package,

workshop with cooperate with community, they alsocan get LUX voucher.



y This strategy has two types of aims which are

y Short Term as product communication

y Long Term can get enclose with customer

and make the customer more recognize the product.Build loyalty, and brand equity

The other strategy is using advertisement with super star

as their brand ambassador.

group a presentation-tapping into global marketing

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