Marketing Management
Of International Trade
October - December 2011
Ing. Ilona Bergquist, MBA
LESSON 4: MARKETING RESEARCH; LEVERAGING KNOWLEDGE
 Unit 1: International Marketing (cont’d)
– Distribution
– Communication Mix
 Unit 2: Marketing Research
– Role of marketing research
– Types of marketing research
– Qualitative and quantitative research techniques
– Trends in mktg research
Page 1
LESSON 3: INTERNATIONAL MARKETING
DISTRIBUTION (cont’d):
 Trend 1: Internationalization and concentration of retailers
– Top retailers gaining more power (WM, Carrefour, Metro, Tesco)
– Growth of discount retailers (Schwarz, Costco) and Russian / Chinese firms

Trend 2: Effort to be the dominant power in global markets
– Strong negotiating power of large retailers
– Markets where retailers have small share create too high cost –> leaving

Trend 3: Diversification strategies of retailers
– More than one store concept
– Diversification of their private label brands
– Private label share on store sales:
Schwarz
60%
Tesco
50%
WM
40%
Page 2
LESSON 3: INTERNATIONAL MARKETING
DISTRIBUTION (cont’d):


Trend 4: Growing cooperation between retailer and supplier (mnfg company)
–
Trade marketing dept – responsible for distribution, pricing, shelving,
merchandising
–
Key account manager on the side of manufacturing company
–
Shopper marketing importance growing
Trend 5: Use of modern information technology
–
RFID – on pallets, on products, smart chip on carts and in
the shopping area (possible to identify most attractive section of store)
–
Loyalty cards (consumer and retailer benefits)
–
Future Store – Metro Germany
http://www.bbc.co.uk/news/business-12310810
Future Store's app lets you scan barcodes of
items as you pick them off the shelves. When
you finish shopping, the app generates a final
bar code displayed on your phone, which you
then scan at a self-service checkout.
Page 3
LESSON 3: INTERNATIONAL MARKETING
DISTRIBUTION (cont’d):

Trend 5: Use of modern information technology
– Stop & Shop in 117 stores, in the CT/NY/NJ
– Swipe your loyalty card, pick up personal scanner and start…. Scan an item and
put it in the cart or the bag!
– Personal scanner gives you running total of purchases - > saves you time
– http://newyork.cbslocal.com/2011/06/27/scan-it-shopping-device-helps-cliftongrocery-shoppers-save-time-and-money/

Trend 6: Internet shopping
– Boom since 1995 (Amazon)
– Pure internet firms
– Internet auctions
– Internet as complementary to brick & mortar stores
Page 4
LESSON 3: INTERNATIONAL MARKETING
COMMUNICATION:

Strategies need to consider the development level of the country
(availabilities of media, large ad agencies, media regulation)
and socio-culture environment

Global communication strategy – same global ad, concept, slogan
– Local company only translates and uses appropriate media
– Local company can request in the development phase certain scenes, claims etc.
– Appropriate for standardized products or when we want to emphasize foreign
image

Local communication strategy – developed locally, typical for decentralized
companies, also when products are only available in that 1 market

Product adv. vs. Corporate adv.
–

Corp. ads can show positive financial performance or environmental programs or
sponsorships – goal to create positive image among consumers and employees
Determining the budget
– Depends on: Life stage, priority of the product in the portfolio, innovation news
P&L - > typically 20 – 30% of turnover
Page 5
LESSON 3: INTERNATIONAL MARKETING
COMMUNICATION:
Advertising
Sales support
PR
Direct mktg
TV
POS material
PR articles,
Personal sales
Print
Gift packages
Events
Press conferences
Showing of products in
people’s homes
Radio
Exhibitions, booths
Sponsorships
Exhibitions
Outdoor / Indoor
Samples, tastings
Webpages
Catalog sales
Internet
Sweepstakes
Presentation in media
Telemarketing/shopping
Cinema ads
Coupons, discounts
Presence on
conferences
Direct mail
Additional ways of communication: Guerilla marketing, Teasing, Viral marketing
http://www.oldspice.com/videos/video/22/the-man-your-man-could-smell-like/
http://www.youtube.com/watch?v=iYhCn0jf46U
Page 6
LESSON 3: INTERNATIONAL MARKETING
COMMUNICATION:

Within advertising, TV still the dominant medium (37% of global ad expenditures),
followed by daily papers, magazines and radio.
PRICE DERIVED FROM:
TV: GRPs
Radio: listening level
Print: circulation mostly
Outdoor: size and location
Internet: page views, pay per click

Advantages vs. Disadvantages for each medium
–

Kagome test market – radio campaign
For 2012, forecasted growth of 5,3 %. Fastest growing will be internet.
Page 7
LESSON 3: INTERNATIONAL MARKETING
COMMUNICATION STRATEGY BRIEF:
Business Situation
Brand Assets
Target consumer, Insights
Campaign Initiatives
• Why do we want a new advertising?
• What is the situation of the brand on the market? Market
size and trends.
• Brand Footprint – benefits, RTB, essence, personality
• Who is the target audience (quant and qual. criteria)?
What is their behavior? What are they interested in?
• For what products / variants is the new campaign?
Marketing Objectives
Communication Objectives
• What is the marketing goal(s)?
• What is the key message to convey?
• What is the goal for the advertising? How do we want
the target group to behave after seeing the ad?
• What other communication support do we have?
• Can also have info on previous campaigns and results.
Content and Media
Key Metrics (KPI)
• Specific requirements for the campaign.
• Impressions / reach in target group, cost / % reached,
penetrace, trial, registration, etc.
Timing / Budget
• Key milestones (first creative, pre-test, live, post-test…)
• Available budget.
Additional information on brand, past research, about competition activities is also useful.
Page 8
LESSON 3: INTERNATIONAL MARKETING
MARKETING CALENDAR:
FY' 2012 Kibbles 'n Bits Bistro Meals Consumer Marketing Calendar
Tactic
May
TV Bistro
TV KnB Base
July
Aug
Sep
Oct
Nov
Dec
Jan
Feb
Bi s tro
5/15
March
April
Bi s tro
Ba s e
FSI Bistro
FSI KnB Base
Catalina - Bistro
June
7/17
Ba s e
1/8
2/5
9/25
5/16 - 6/12
9/6 - 10/3
1/25 - 2/21
Shopper Mktg - Bistro
Online program - Bistro
Cross-Ruff - Bistro
PR activity - Bistro
Activities are planned according to the target groups: example
 End consumer
 Professional support
 Customer (pharmacies)
 Trade support
Page 9
LESSON 3: INTERNATIONAL MARKETING

Digital media growing on importance – using internet and social networks

Factors of successful digital marketing
– Engage: be relevant, interesting and entertaining (news, sweepstakes, ..)
– Be visual: use video when possible
– Inform and Listen and React
– Be part of discussion, but don’t control it
– Integrate with other media
– Build brand community
– Measure – Reach, Engagement,
Quality
(Source: CPG Digital Creative Best Practices, 2010. Ipsos Open Thinking Exchange in conjunction with Yahoo!)
Page 10
LESSON 4: MARKETING RESEARCH
 Unit 1: International Marketing (cont’d)
– Distribution
– Communication Mix
 Unit 2: Marketing Research
– Role of marketing research
– Types of marketing research
– Qualitative and quantitative research techniques
– Trends in mktg research
Page 11
LESSON 4: MARKETING RESEARCH

Role of marketing research: provide companies / managers with information for
better decision making and reducing risks
1. Research of target country environment (STEEP analysis)
Helps to answer whether to enter foreign market and how/mode of entry
Socio-demographic / ethical
Technology
Economy
Ecology
Political
Cultural values, education levels, population growth/ structure (age,
ethnics), regional split….
Science research expend., communication technol. dev., e penetration
GDP, inflation, Avg. HH income, banking structure, HH debt level,
initiating business, capital / financing sources
Environmental protection, using renewable sources of energy, …
Tariffs, taxes, consumer protection laws, hygienic cond. In food mnfg…
2. Research of market dynamics
Helps to answer business potential and provide benchmarking
Category
Competition
Supplier / retailer
Customer / consumer
Size, growth, seasonality, promo volumes, prices, segments, trends
Share, growth, innovation, strengths/weakness, target segments,
pricing strategy
Stability of suppliers, retailer structure/distrib.channels, margins, prices
Consumer needs, expectations, motivations, attitudes and behaviors
3. Marketing strategy/communication effectiveness research
Helps to increase the success of our new product and communication
Advertising
Innovation
Brand
Pre-test, Post-test, Creative Idea testing
Concept, product, package, price testing
Image, Attitudes, satisfaction, loyalty
Page 12
LESSON 4: MARKETING RESEARCH
Research methods:
– Secondary (desk) research
– Primary research
Primary Research

Continuous research (typically syndicated)
– Retail audit and retail panels
– HH panels (2 – 10 000 households), People meters
– Omnibus research (various topics)

Ad hoc research

Marketing research agency divisions (example Ipsos):
Innovation
& Brand
Research
Customer &
Employee
Loyalty
Public
Affairs
Advertising
Research
Media,
Technology
incl. Shopper
B2B
Pharma
Page 13
LESSON 4: MARKETING RESEARCH
Methods of marketing research:
1. Qualitative Tools:
– Focus Groups (consumers, opinion leaders, BA, industry experts), workshops
– IDI (in-depth interviews)
– Ethnographies
– Online blogs, FG, mobile research
– Neuroscience
–
Key goals of qual. research:
Understanding
Customers &
Brand perceptions
Evaluation of
Innovation
Understanding
Shopping Behavior
Optimalizing
Communication
or Brand
Page 14
LESSON 4: MARKETING RESEARCH
Methods of marketing research:
2. Quantitative Tools:
–
Sample sizes of min. 120 respondents (homogenic group)
–
Face to face
–
CAPI
–
CATI
–
Online research (panel of respondents or separately recruited respondents)
–
CLT
–
In-home tests
–
Retail Lab
–
Exit surveys or in-store tests (assisted shoppings or hot spots analysis)
–
Mystery shopping/calling
–
Social Listening
Page 15
LESSON 4: MARKETING RESEARCH
• Ipsos technical & human resources
Page 16
LESSON 4: MARKETING RESEARCH
Marketing research areas:

Advertising
Research
ASI tools help you improve return on advertising investment by
maximizing the effect of your communication strategy.
– Can cover the whole advertising development process and offer a
comprehensive portfolio from copy testing to brand audits.
– Key measures: Recall, Pursuation, Intention to buy, + diagnostics

Innovation
& Brand
Research
Innovation & Brand research solutions to help you identify strong new
opportunities and allow you to develop your product idea for a successful
launch.
–
Understanding markets, identifying opportunities for brand positioning
–
Identifying and optimizing best ideas / development opportunities
–
Evaluating the strategy to be adopted (product, pricing, communication)
–
Developing and managing strong brands, tracking brand performance
–
Sales forecasts; follow-up of launching and re-launching
–
Evaluating shopper experience, needs, optimal shelf set-up, etc
Page 17
LESSON 4: MARKETING RESEARCH
Shopper Experience:

Eye-tracking - respondent either wearing a pair of special spectacles (mobile camera) and
walking round a store or being in front of a computer screen/data projector on which store
images are shown (fixed camera).

Diagnostics are required to help interpret the data, usually followed by in-depth interviews to
gain deep understanding of shopper behavior
Page 18
LESSON 4: MARKETING RESEARCH
Marketing research areas:
Customer &
Employee
Loyalty
Public
Affairs
Media,
Technology
–
Loyalty research tools will lead you to an effective customeroriented business management and more productive work force by
understanding your customers and your employees better
–
Understanding needs + quality and satisfaction + loyalty and value
–
Customer Journey (CEM)
–
PA research provides an understanding of public opinion and needs,
and bridges the gaps between the public, government, local
government, non-profit-making and private sectors.
–
Media and technology research helps to understand media
environment – ie media consumption and ratings, consumer
behavior as they view / read / listen to and use media, tracking how
people use devices to access content, media brand equity
Page 19