The 4 P's of marketing are product, placement, price, and promotion. They affect the way a
company moves through various phases to become and maintain dominance as an
international company. Promotion becomes most important for positioning the company in
such a manner that a product can be twisted instead of revamped for different consumer
markets. Unilever must define its target markets and determine those products that will
match most with those businesses and consumers. In addition to identifying which
distribution channels and price point would best serve those global marketers and country
markets. Unilever must ensure that their advertising campaigns take into how consumer
behavior is affected by interior conditions that are demographics, knowledge, attitude, and
external influences that are culture and ethnicity in local markets. The company should also
take into the count of language, beliefs, and business norms that are present in the country
and according to implement the strategies and pass on the marketing message of the
company. A clear example can be seen of difference in marketing message when Unilever
presents their product in Europe and when they present their products in India. When they
launched their product in Europe they can charge high price from consumers present in
Europe as the majority of the people living in Europe are in upper-middle-class whereas
when Unilever launched their product in India they tend to keep their product price low
compared to Europe as most of the people in India are under poverty. SC Johnson is a large
family owned company headquartered in Racine, Wisconsin. They make a variety of
common household brands such as Ziploc, Raid, and Off!. They have product presence in
nearly every country on the planet. As the marketing strategies are very different around the
world SC Johnson uses a combination of different naming conventions and targets different
primary groups.
One specific example of this particular strategy can be seen in a bundled product package
offered only in certain countries in an effort to eradicate malaria. In Ghana, the WOW
package combines several different product lines that are used to repel mosquitos and keep
the household clean and insect free. The individual products that make up the bundle have
also had their scents tailored to those preferred by the local communities. In addition,
product support offered in that country is much more detailed to educate the population on
how they can do their part to curb the spread of malaria. We do not see this type of bundled
product offering or education in the United States as malaria is not prevalent in our society.
International companies such as Unilever or Mondelez International change its distribution
channels or marketing messages based on the product market specifically for that country.
Being knowledgeable and informed about the culture of a country it makes it easier to
identify the marketing strategy that works the best. A big company that is international
would be Apple. They are able to export their products to different companies. Different
companies have different distribution channels and marketing messages based on the
country. An examples is, If Unilever wanted to sell its products in Hawaii then the market
researchers would do research that surrounds the communities there. Another possibility
could be to create a business relationship with a successful business in that country to
create a partnership to help market and promote the company's products, this is a great way
to become successful in another country too. You could also use someone for advertisement
that was born in that country such as a commercial and have that person in it. That would
draw in a lot of people from that country and could gain interest in the product even more.
Mondelez products are increasingly commoditized, making innovation and differentiation of
its products essential in developing a competitive advantage, in the snacking industry.
Mondelez products are increasingly commoditized, making innovation and differentiation of
its products essential in developing a competitive advantage, in the snacking
industry.Through selling products in over 160 countries, giving them less exposure to
region-specific turmoil, Mondelez grows organically by trimming unnecessary costs,
making the company leaner. This has significantly boosted vital performance indicators
over the years. Their diversification strategy has generated many cost synergies, and by
acquiring competitors in a particular category, Mondelez has gained market leadership
positions globally.They have been and still are looking to sell brands to make the company
leaner and more profitable. Recently, in May 2019, Mondelez completed the sale of its
Middle East and Africa (MEA) cheese business to Arla Foods, to increase its exposure to
the faster-growing snack categories such as biscuits and chocolates. Experimenting with
new product innovations, for example, Oreo 'Thins' range became a global success, with the
idea first being introduced in the Chinese market, to satisfy the consumer desire for
healthier, thinner cookies, while retaining the same taste and quality. The majority of
Mondelez's cost advantage is derived from economies of scale, achieved by leveraging its
global footprint as a response to the changing consumer preferences and trends, Mondelez
can leverage its current portfolio of power brands to fuel future growth investments and
marketing analysis to build and secure market share, as the industry shifts towards healthier
and premium snacking.
