Destination

Johannes

Charleen

Hannes

meet charly

charly lives in...

and loves ...

she is addicted to…

charly cheers …for

and saves …formoney

HOW to

COMBINE

both ?

Destination Africa

TM

ChristmasTM

The idea

„Urlaub in den Händen halten“

„Holiday in your hands“

„Vacacciones en tus manos“

International Market Research

“Marketing managers have to base decisions on a solid foundation of knowledge and focus strategic thinking on the needs of the marketplace, rather than the product.”

(International Marketing Strategy, Doole & Lowe, 2008)

The research process

Defining the problem

Developing the approach

Designing the research

Gathering the data

Analyzing the data

Preparing the report &

presentation

Which countries do we want to enter with our product?

Defining the Problem

“A problem well defined is a problem half solved”

What Information is needed? What are our core objectives?

Defining the Problem

Scanning international markets

•To assess tariffs, government regulations & import regulations

Accessibility

•Factors that could render the market unprofitability

•Availability of currency, exchange regulations & substitutes

Profitability

•Assessment of the potential market size to evaluate if future investments are reasonable

Market size

Market Segmentation• Geographical criteria

Country attractiveness

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Defining the Problem

Who is in our target markets?

LangneseMagnumCornetto Solero

Ben & Jerry’s

Häagen DazsMövenpick

Nestlé Schöller

Defining the Problem

We want to enter the first market in 2011.

We want to have a market share of 20 % after

3 years in the desired countries.We want to be known by 70% of our

target group.

Developing the approach

Should we take a qualitative or quantitative approach?What is our timescale? Do we have available resources?

Designing the research

What is our plan of action?Which methods and procedures should we use?

We first of all analyze secondary data to find our target markets, than

conduct surveys (online & offline).

Gathering the data

How will the questionnaire be administrated? Who will do the work?Which resources are required?

Online questionnaire (50%), personal interviews (25%), focus groups (25%),

Local research agencies will do the work.

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Country attractiveness

Analyzing the data

Mining the information content from the raw data. Involves determining consistent patterns and summarizing the relevant details.

Report and presentation

Most important job is to communicate the research results.It includes interpreting the research results, describing the implications and drawing the appropriate conclusions.

There is a strong need for a premium segment ice cream which combines

excellent taste with a modern image.

Branding

social dimension:

Destination ice is a modern, cool and rebellious brand that shows, that I am different form others. Destinantion ice builds a community

functional dimension:

High quality ice cream with new unconventional flavours

mental dimension:

„U go for I“Destination ice makes friendship with others easier, hence consumers are a community

spiritual dimension:

Get People together to live in a global village and therefore create a world that is more likely to be peaceful

What is branding?Creating an emotional bond between customer and a product ,through:

Brands create trust The consumer paradox – create a USP The brand is part of the equity/ product value Fluctuation of products Influence on stakeholders

Why does destination ice need branding?

How to intodruce a new brand

Airplane

Big Bang

longterm view: slow growthshort term view: high awareness

Optimal usage of the advantages of both possibilities

How to intodruce OUR brand

Subbrand 1 (Destinantion

Africa)

Subbrand 2 (Destination Asia)

Subbrand 4 (Christmas)

Subbrand 3 (Destination Latin

America)

Masterbrand (Destination ice)

Brand architeture

How is our brand perceived?By whom?

What is the idendity of our brand?

Background: milestones of the brandcreation by young urbans for young urbans, cultural exchange

values: what does the brand stay for?A global community and social networking

Purpose/ ambition: link from a company's mission and vision to the brand

create a symbol for a new young, rebellious generation

visual identity: outward manifestationunique design for instant recognition

How do we control our brand?

Get it in the head of our customers Positioning

Get to know the head of our customers constant market research

Get consumers to think coherent brand communication

Branding as well as brand communication and market research is a dynamical and constant process!

Marketing Communications

External MarketingExternal stakeholders

Build relationship

Communicate the product

Convey the Corporate Idendity

Destination clubConsistency in CI and branding

Internal Marketing

Cross-departmential strategy awareness

Achieve firm‘s missions and objectives

Include external firms in communication process

Supply chain Management

Marketing Communications

Integrated Communication Brand Identity is common

Personal Selling

Sales Promotion PR

Public Relations

Customer

Supplier

Competitors

Investors

Employees

Politics

NGOs

Marketing Communications

Integrated Communication Brand Identity is common

Personal Selling

Sales Promotion PR

Advertising

Sponsorship Merchandising

Product Placement

Advertising

Internet – Web 2.0

News Media – Mobile devices

TV Cinema

Outdoor (Posters)

Print

Marketing Communications

Integrated Communication Brand Identity is common

Personal Selling

Sales Promotion PR

Direct Marketing

Event Marketing Advertising

Merchandising

Product Placement

Event Marketing

Awareness Consideration

Purchase

+ Trade shows- Email / Newsletter

+ Forum / Blogs+ Magazines- Direct Mail

+ Industry conference

Events

• optimize brand expirience• IMC (Integrated Marketing

Communications)• People access different channels (one-way

broadcasting became outmoded)• Events require support from other

marketing channels

Marketing Communications

Integrated Communication Brand Identity is common

Personal Selling

Sales Promotion PR

Direct Marketing

Event Marketing Advertising

Sponsorship Merchandising

Product Placement

Which should we

apply

Marketing Communications

Integrated Communication Brand Identity is common

Personal Selling

Sales Promotion PR

Direct Marketing

Event Marketing Advertising

Sponsorship

Product Placement

Merchandising

Financial External perspective

Specialist knowledge Creative input

Agency

Agency

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Agency

Agency

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Agency

Agency

Agency

AgencyAgency

Agency

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Agency

Agency

Guerrilla

Presence marketing—marketing for being thereGuerrilla marketing online -- Guerrilla marketing on the Internet

Buzz marketing -- word of mouth marketing

Viral marketing -- through social networks

Reverse Graffiti -- clean pavement adverts

Undercover marketing -- subtle product placement

Wild Posting Campaigns

Anyonegot

HUNGRY ?

Bibliography• Aaker, D. A.; Joachimsthaler, E. (2000) Brand Leadership. New York: The Free Press • Bradley, F. (2003); Strategic Marketing. West Sussex: John Wiley& Sons Ltd. • Docters, M. G.; Dürr, M. (2005); Pricing and Branding. Frankfurt a. Main: Campus Verlag • Doole, Lowe (2008); International Marketing Research.

• Florack, A.; Scarlis, M.; Prissosch, F. (2007); Psychologie der Markenführung. München: Franz Vahlen • Gad. T. (2005); 4 D-Branding. Heidelberg: mi-Fachverlag • van Gelder, S. (2005); Global Brand Strategy. London/ Sterling: Kogan Page • Ghauri, P.; Cateora, P.(2005); International Marketing; New York: McGrawHill Education • Haedrich, G., Tonczak, T.; Kaetzke, P. (1997). Strategische Markenführung. Bern: Hamptverlag • Hollensen, S. (2007); Global Marketing. Essex: Pearsson Education Limited • Ries, A.; Ries L. (2005); Die Entstehung der Marken. Frankfurt: Redline Wirtschaft

• Zikmund, W. G.; Babin, B. J. (2003); Exploring Marketing Research: Thomson South-Western