Learning unit: International Segmentation, brand and positioning. Syllabus:
This learning unit consists of 3 themes:
1- International market segmentation
2- Global brand strategy
3- Positioning in the international markets
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:
Sample of the learning unit Segmentation, brand and positioning:
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 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:
International Targeting strategies:
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.
(c) EENI- Business School (1995-2015)