Gillette Indonesia Marketing Case

International Market Entry Strategies

Market Attractiveness – Scoring Modell

Waterfall versus Shower Modell

Market Entry Form

• Exporting
• Licensing
• Franchising
• Joint Ventures
• wholly owned subsidiaries

International Product Developement

Branding

Brand Positioning Bull´s Eye

Honda India Case

Prof. Dr. Christiane Prange – Lyon Business School

International Marketing Management

who to find corrupt countries to avoid business there

CIA factbook

transparency.org

cultural index

Geert Hofstede Cultural Index

STP – Segmentation / Targeting / Positioning

85% of the marketing messages won´t reach your targets.

A- Attention

I – Interest

D – Desire

A – Action

Segmentation – 4C Modell – invented by Young and Rubicam

Targeting – which product fits which segment

Positioning – Perceptual Mapping

After having some nice morning run we start at 09:00 again with marketing communication.

“Telling is not selling” – we do some practical work, planing a marketing campaign for a new youth tv station.

Communication Management – Prof. Hans Bachmann

Paul Watzlawick – 5 pragmatic axioms

• One Cannot Not Communicate
• every communication has a content and relationship aspect
• The nature of a relationship is dependent on the punctuation of the partners communication procedures
• Human communication involves both digital and analog modalities
• Inter-human communication procedures are either symmetric or complementary

Rosenthal´s Pygmalian Effect or the self fulfilling prophecy

Herold Laswell – Wer sagt was wem auf welchem Weg mit welchem Effekt ?

Paul Felix Lazarsfeld – Die Arbeitslosen von Marienthal

John Bargh – social psychological phenomena

Maslow – Hierarchy of Needs

Macht / Geschwindigkeit – Paul Virilio Geschwindigkeits- und Virtualisierungstheoretiker

Mikunda – Marketing Inszenierung

07:00 get up for jogging, 5km through the nice old town of krems

09:00 strategic management – professor stockport

We are doing a nice case study about airtransport deregulation efforts in australia during the late 1980´s.

We´re doing a 5 forces analysis – a toolset developed by michael porter – of this case study. there are two issues with that toolset, first of all it is static in time, and second of all there is an issue with business boundries.

An important outcome for me is the following sentence:

Price is never an strategic issue, it is only a variable of marketing costs.

Next Theory we´re playing with is game theory – it´s all about PARTS. we go through different models like egocentric and allocentric games. Great ideas about changing the game from playing win – loose games to win – win situations like cooptition.

We learned that price wars are not a good option for capturing the value – so it´s better sometimes to

Raise the fog

After looking onto a nice Michael Porter Video about his 5 Force Analysis we´re getting again to the core of strategic management, it´s all about

Creating Value and capturing it.

if the businesses are not capable of capturing it, it is a industry which is not favourable and we should focus on a strategy for improving this. For example frequent flyer programs of airlines or credit card programms are solutions for getting out of the price war trap.

we finished with a video about apricot computer, which has three different lines of business but one of them is in a quite bad shape.

Business is very often about killing your favorite child to save the family.

a hard lesson to learn.

20:30 Weingut Nigl – after a hard day some nice food.