Market segmentation. Global brand strategy. Positioning

EENI - Business School

Learning unit: International Segmentation, brand and positioning. Syllabus:

This learning unit consists of three themes:

1- International market segmentation

  1. The importance of the segmentation of international markets.
  2. The criteria for market segmentation.
  3. The steps of a process of international segmentation.
  4. The niche markets
  5. Worldwide Segmentation Strategy.
  6. Targeting strategies:
       - Concentrated
       - Differentiated
       - Product specialization
       - Market specialization
       - Full market coverage
    Case study:
       - Segmentation strategy of Volkswagen Group.
       - Matsushita Electric (Panasonic).
       - United Airlines.
       - BECEL / FLORA (Unilever).
       - VALS reports.

2- Global brand strategy

  1. The importance of the brand in the internationalization strategy.
  2. Brand value
  3. Brand strategies in foreign markets.
  4. The global, regional and local brands.
  5. Building an international brand.
  6. Case study:
       - Top global brands.
       - Unilever.
       - Wrigley Company
       - ACER
       - Gucci Group.
       - Nutrexpa.
       - Mitsubishi.

3- Positioning in the international markets

  1. Introduction to the Positioning in the international markets
  2. Stages of Positioning.
  3. Strategies of positioning.
  4. Global Brand Positioning.
  5. The twenty-two Immutable Laws of Marketing
  6. Case study:
       - United Biscuits.
       - Ford Motor Company.
       - Erste Bank.
       - Positioning new product in the Australian Market.

Objectives of the learning unit:

The main objective of this learning unit is to learn about market Segmentation, brand and positioning and its importance in International marketing:

  1. To understand the importance of international segmentation in our strategies of marketing and internationalization.
  2. To know the Targeting strategies: Concentrated, Differentiated, Product specialization, Market specialization, Full market coverage...
  3. To know the main brand strategies: global, regional or local.
  4. To understand the process of creating brand value in the global markets.
  5. To know the strategies of positioning a brand in international markets.

Sample of the learning unit Segmentation, brand and positioning:
Global brand strategy

This learning unit "Segmentation, brand and positioning" is part of the:
  1. Master in Foreign Trade and Marketing
  2. Master Executive in International Business (MIB)
  3. Diploma in international marketing
  4. Course: Advanced global marketing.

Languages of study: En or Fr Segmentation En Segmentacion Pt

Area of Knowledge: International marketing

Learning unit summary (Segmentation, brand and positioning):

Without doubt it would be ideal for a export enterprise to offer a tailored (or adapted) product or service to each of its clients (importers). As this is impossible, the exporter need develop products or services adapted for different segments of the market.

International market segmentation

International market segmentation is the basis of other international marketing plan. The International market segmentation will require a strong effort in order to focus the strategy in each market niche. The main objective of the international segmentation is to improve the position of the brand of the product or service.

International Market segmentation allows the exporter:

  1. Product or service differentiation.
  2. Manage local, regional or international distribution.
  3. To improve communication and promotion policy for each segment.

International Brand

International Targeting strategies:

  1. Concentrated strategy
  2. Differentiated strategy
  3. Product specialization
  4. Market specialization
  5. Full market coverage

Positioning is the process of designing a offer and image of the enterprise so that it occupies a distinct and valued place in the mind of the consumer. The objective of positioning a product or a service is to make sure that it occupies a certain place in the mind of the consumer (importer), differentiating it from the competition.

Positioning a product or service consists gaining a benign meaning in the mind of the customer as to where the product or service sits in the market segment to which it belongs. This may be achieved by the own attributes of the product (or the service) or through the international promotion policy.

Positioning a brand

EENI Business School