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IIM-K IB-E 2022-23 AB S13-14 Marketing Branding
IIM-K IB-E 2022-23 AB S13-14 Marketing Branding
©2019-2022 P Rameshan
PGP-25 IB-E 2022-23 S13-14: International
August 8, 2022 2
Marketing & Branding
International Marketing Experiences
P&G marketing of diapers in Japan failed (late 1970s & early 1980s)
because the product was bulky when the Japanese preferred trim-fits.
Later, the modified product was highly successful
P&G marketing of dish wash soap was a huge success in Japan (late
1990s) because the product was well-designed, based on good research,
to address the needs of Japanese customers, & the product was backed
up with excellent marketing campaigns
https://youtu.be/75NpeAN-z4k;
(778) Kraft Marketing Oreos Globally - YouTube
Unmet Market
Potential Usage Gap Total Market
Potential
Lost due to
Competition Competitive Gap
Sales Lost to
Lost due to Poor
Product Line Gap
Competitors
Product Line
©2019-2022 P Rameshan
PGP-25 IB-E 2022-23 S13-14:
August 8, 2022 6
International Marketing & Branding
Determinants of Market Potential
Purchasing power
Leapfrogging trends
Income elasticity
Substitution effects
Income inequality
Product policy
Pricing policy
Distribution policy
Promotion policy
Lenovo
If yes, how?
If no, why?
ThinkPad was associated with IBM: Will customer accept it with Lenovo?
Only major overlap in culture, customer focus, innovation & trust factor
Assurances to Customers
on Raising Quality &
Innovation
If yes, why/how?
If no, why?
Cost & Pricing Efficiency & Low Cost Promotion Channels Optimum Returns
Strong Brand
Acquisition
Perception Gap
Product
Strengthening
Perception
Management
Rebranding
©2018-2022 P Rameshan
PGP-25 IB-E 2022-23 S13-14:
August 8, 2022 18
International Marketing & Branding
Customer-Acquirer Role in Product Survival
Product
Competences
Customer Loyalty
©2018-2022 P Rameshan
PGP-25 IB-E 2022-23 S13-14:
August 8, 2022 19
International Marketing & Branding
Will a Product Survive With Another Company?
©2018-2022 P Rameshan
PGP-25 IB-E 2022-23 S13-14:
August 8, 2022 20
International Marketing & Branding
Did Lenovo have a clear strategy to sustain IBM Think PCs?
IBM Think
Balanced
Investment
Lenovo
Required