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culturey ofy they countryy thaty ity isy placedy iny wheny decidingy whaty
distributiony channelsy andy marketingy messagesy theyy willy use.y Theyy
havey toy considery ify they distributiony channelsy availabley willy allowy
themy toy reachy theiry targety markety andy allow themy they besty possibley
outcomey fory salesy any profit.y Fory instance,y ify youry targety markety
shopsy morey ony Sunday's,y havingy ay distributiony channely thaty doesy
noty operatey ony Sunday'sy wouldy noty bey beneficial.y Anothery exampley
ofy thisy isy howy youy choosey toy markety they product.y Youy wouldy
noty wanty toy createy ay religiousy basedy messagey iny ay countryy withy
stricty religiousy rulesy ory culture.y It'sy importanty toy studyy andy learny
they countryy andy culturey youy arey runningy ay businessy outy ofy wheny
planningy marketingy andy distributiony channels.y Anothery importanty thingy
toy considery isy they countryy thaty youy arey sellingy ory shippingy productsy
to.y Youy wanty toy makey surey thosey distributiony channelsy andy they
marketingy messagesy youy arey usingy arey noty offensivey toy youry targety
audiencey andy doesy noty goy againsty they rules,y socialy andy culturaly
lifestyley ify thaty country.y Any internationaly companyy willy changey itsy
channely strategyy basedy ony countryy duey toy they existingy conditionsy
withiny eachy country.y Fory example,y ify ay companyy thaty isy usedy toy
distributingy itsy producty throughy channely partnersy andy entersy ay countryy
wherey thaty channely partnersy arey noty necessary,y ory justy doy noty
exist,y theny theyy willy havey toy adapt.Therey arey manyy waysy toy adapt,y
youy cany sety upy youry owny distributiony enterprisey asy party ofy they
companyy andy do ity yourself,y ory youy cany alsoy announcey thaty therey
isy demandy fory ay distributiony systemy fory youry producty andy therey
willy alwaysy bey merchanty typesy willingy toy engagey iny thisy arbitrage.y
Obviouslyy somey countriesy willy bey easiery toy do thisy iny thany others.y
Oney potentialy issuey youy cany runy intoy goingy intoy anthery countryy ify
youy needy toy setupy youry owny distributiony is,y theyy mayy havey
protectionisty policiesy wherey theyy don'ty wanty youy toy crushy theiry localy
companiesy soy theyy mayy preventy youy fromy doingy somey ofy thesey
things.y Overall,y they easiesty countriesy toy extracty moneyy fromy arey
thosey thaty havey they mosty liberaly freey tradey policies.y y Iny mosty
countries,y Appley usesy ay directy distributiony channel,y whereasy Indiay usesy
any indirecty one.y Iny Westerny countries,y Appley directlyy sellsy itsy
productsy toy customersy iny itsy stores.y Iny India,y Appley sellsy itsy
productsy throughy resellersy ory third-partyy sellers.y Iny they internationaly
market,y Appley focusesy itsy marketingy strategyy ony providingy customersy
withy innovativey productsy andy high-valuey servicesy innovativey productsy
andy high-valuey servicesy toy itsy customers.y Iny India,y Appley focusesy
itsy marketingy strategyy ony makingy customersy wanty toy looky cooly andy
bey a party ofy ay ''special''y community.y Internationaly distributiony strategyy
isy they processy ofy selectingy they righty exporty countries,y findingy they
righty distributiony channelsy andy positioningy youry producty ory servicey iny
suchy ay wayy thaty youry salesy startsy toy grow.y Thisy requiresy localy
knowledgey ofy they markety andy ay well-structuredy plan.Youy shouldy
typicallyy looky fory they marketsy wherey youry producty categoryy ory they
demandy fory youry servicesy isy growing.y thisy providesy they besty chances,y
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can'ty copyy easily.Withy generaly countryy datay ory websitesy likey Trademap,y
youy cany findy informationy toy makey ay firsty selectiony ofy ay fewy
countriesy thaty mayy looky promising.y Youy cany alsoy checky whaty
competitiony youy cany expect.Ify youy wanty toy entery ay newy markety
andy pertainingy toy choosingy they righty distributiony channels,y youy cany
sety ypy youry localy sales:
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yourself
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theny onliney salesy isy certainlyy any option.y Consideringy distributiony
channels,y suchy asy directy andy indirecty channels,y internationaly companiesy
cany changey theiry distributiony channelsy and/ory marketingy messagingy basedy
ony they country.y Ay goody exampley ofy thisy wouldy bey Appley Inc.y
byy globaly developmenty andy emergingy intoy othery internationaly markets.
Oney thingy Appley Inc.y didy wasy toy expandy andy markety itsy
productsy globallyy andy ity wasy successfuly withy bothy directy andy
indirecty distributiony channels.y Fory theiry directy distribution,y Appley Inc,y
createdy andy set-upy countlessy retaily stores.y Thisy allowedy they displayy
andy easey ofy products,y buty alsoy offeredy supporty fory itsy customers.y
Fory theiry indirecty distribution,y theyy providedy suppliersy andy retailersy
internationally.y Fory instance,y oney ofy Apple'sy largesty suppliersy isy
locatedy iny China.y However,y theyy havey othery emergingy marketsy iny
India,y they Middley East,y andy Southy America.y Iy believey they reasony
countriesy arey thrivingy isy duey toy importingy andy exportingy goodsy
andy services.y Buty iny ordery toy thrive,y countriesy needy toy understandy
whaty they targety markety isy iny they specificy country.y Noty onlyy
that,y buty theyy alsoy needy toy adapty theiry communicationy channelsy asy
well.y Fory example,y ify oney countryy wantsy toy expandy theiry businessy
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looky aty countriesy withy they biggesty ITy industryy suchy asy India.y
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expandy theiry cybery securityy business,y they’lly travely toy Indiay toy
gainy somey expertisey ory additionaly training.y Beforey travelingy toy doy
businessy withy anothery country,y suchy asy Indiay iny thisy example,y ity
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communicatey withy oney another.y Wheny tryingy toy expandy youry
business,y ify they nativesy seey thaty youy arey tryingy toy aty leasty
embracey theiry culturey ory methodsy ofy communication,y they’lly morey
thany likelyy agreey toy doy businessy withy youy thisy bringingy iny morey
revenue.y Producty advertisingy focusesy ony pioneering,y competition,y andy
reminder.y Iny ordery toy gainy business,y they advertisersy musty conveyy
theiry messagey clearlyy andy concisely.y Ity isy challengingy fory ay
businessy toy painty any accuratey picturey withy wordsy iny theiry owny
country.y However,y ity cany bey eveny hardery wheny ay companyy isy
tryingy toy makey ay presencey northy ory southy ofy they bordery ory
halfwayy aroundy they world.y Therey arey timesy wheny ay product’sy
advertisementy cany gety losty iny translationy andy givey any entirelyy
wrongy message.y Noty onlyy cany thisy bey any embarrassmenty toy they
advertiser,y buty ity cany alsoy bey detrimentaly toy they profity margin.
Therey arey ay fewy companiesy thaty foundy theiry product’sy slogany wasy
losty iny translation.y Americany beery companyy Coorsy wouldy bringy theiry
“Turny ity loose”y slogany toy Spain.y Wheny they phrasey wasy translatedy
toy Spanish,y they slogany wasy interpretedy asy “Suffery fromy diarrhea.”y
Ify thaty isy noty ay crappyy interpretation,y Iy don’ty knowy whaty isy
(puny intended).y Kentuckyy Friedy Chickeny hady any advertisingy snafuy
backy iny they 1980sy wheny ity openedy restaurantsy wheny ity wenty toy
China.y KFC’sy “finger-lickin’y good”y slogany wasy losty iny translation.y Ity
becamey “Eaty youry fingersy off.”y Aftery fixingy they blunder,y KFCy hasy
recoveredy andy openedy 4,400y restaurantsy iny they pasty 40y years.y Iny
Japan,y Proctory &y Gambley printedy Pampersy diapersy withy any imagey
ofy ay storky ony itsy packaging.y Iny Japan,y storksy doy noty carryy
babiesy toy they parentsy asy theyy doy iny Americany folklore,y soy they
imageryy madey noy sense.y Iny Japanesey legend,y babiesy arrivey ony ay
gianty floatingy peach,y soy they packagingy hady toy bey redesignedy toy
firy they Japanesey culture.
GROWTHy &y STRATEGY y
They linesy betweeny mealsy andy snacksy arey blurring,y andy consumersy
arey nevery satisfiedy pickingy betweeny tastey andy nutrition,y affordabilityy
andy quality,y snack-timey andy meal-time.y Fromy any on-the-goy “secondy
breakfast”y toy ay mindfuly momenty ofy indulgencey iny they evening,y
consumersy decidey whaty andy howy theyy wanty toy eat.
Peopley havey lessy freey timey asy theyy worky longery hoursy withy
longery commutes.y Theyy wanty snacksy thaty supporty ay healthyy lifestyle,y
providingy nourishmenty andy nutritiony fory theiry active,y busyy lives.
Wheny snacking,y therey isy ay desirey fory convenienty andy deliciousy
optionsy thaty peopley cany feely goody abouty eatingy madey withy lessy
energy,y water,y andy wastey -y ally withy ingredientsy theyy knowy andy
trust.
That’sy whyy aty Mondelēzy International,y we’rey usingy oury uniquey
portfolioy ofy flavorfuly brandsy toy fulfilly they globaly needy fory
snacking.y We’rey leadingy they futurey ofy snackingy byy focusingy ony
threey strategicy priorities.
Growth
Oury consumersy arey they reasony wey wanty toy bey they besty snackingy
companyy iny they worldy andy whyy wey puty themy aty they hearty ofy
everythingy wey do.y Withy oury consumersy iny mind,y we'rey focusedy ony
acceleratingy growthy byy investingy iny bothy oury globaly andy localy
heritagey brands.y Wey arey implementingy innovativey ideasy andy tacticsy
aty ally levels,y drivingy growthy iny newy channels,y andy buildingy newy
andy existingy partnershipsy thaty besty servey oury consumers.y
Execution
We'rey focusedy ony continuouslyy improvingy everythingy wey doy -y fromy
buildingy ay world-classy supplyy chainy toy achievingy marketingy andy
salesy excellence.y Ay keyy componenty toy oury operationaly performancey
isy oury digitaly transformation.y Thisy approach,y madey possibley byy oury
vasty capabilitiesy andy diversey culture,y helpsy identifyy andy enabley
additionaly growthy opportunities.y
Culture
Wey empowery oury localy teamsy toy innovatey andy delivery consumers’y
snackingy needsy whiley continuingy toy leveragey opportunityy ony ay largery
scaley toy mosty efficientlyy supporty oury growthy strategy.y Mondelēzy
Internationaly isy committedy toy investingy iny ay diversey andy talentedy
workforcey thaty helpsy oury businessy movey forwardy withy greatery speedy
andy agility.
Examplesy ofy howy internationaly companyy (suchy asy Unilever)y changesy
distributiony channel;
-Unilevery changesy they distributiony channely toy targety customersy andy
ensurey directy access
-Unilevery alsoy changesy they distributiony channelsy basedy ony they
efficienciesy ofy they moderny technology
-Desiredy finaly pricey ony they variousy householdy productsy alsoy impact'sy
ony they companiesy distributiony channels
They examplesy ofy howy Internationaly Companyy (Unilever)y changesy
marketingy messages;
-They advertsy ofy Unilevery arey developedy basedy ony they culturey ofy
they Country
-Unilevery differenty promotionaly mixy basedy ony they targety country.
Examplesy ofy howy internationaly companyy (suchy asy Unilever)y changesy
distributiony channel;
-Unilevery changesy they distributiony channely toy targety customersy andy
ensurey directy access-Unilevery offersy variousy consumery andy householdy
goods.y They companyy havey ay morey flexibley distributiony channely thaty
ensuresy directy accessy toy they customersy throughy they variousy
supermarkets,y mallsy andy othery retaily outletsy globally.
-Unilevery alsoy changesy they distributiony channelsy basedy ony they
efficienciesy ofy they moderny technology-developmenty iny they technologyy
andy othery approachesy havey madey they companyy toy developy ay
distributiony channely thaty isy morey efficienty andy morey personalizedy toy
they customers.
-Desiredy finaly pricey ony they variousy householdy productsy alsoy impact'sy
ony they companiesy distributiony channelsy -dependingy ony they desiredy
finaly price,y Unilevery mayy makey changesy toy they distributiony channely
intermediaries.y Thisy ensuresy affordabley pricesy ony itsy variousy brandsy
suchy asy they Persil,y Domestos,y Lipton,Dovey amongy others.