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Global Business #9 July 2, 2011

Global Business #9 July 2, 2011. Dept of Technology Management for Innovation (TMI), Graduate School of Engineering Professor Kazuyuki Motohashi 工学系研究科 技術経営戦略学専攻教授 元橋一之 http://www.mo.t.u-tokyo.ac.jp. Today’s Class. What is marketing, why important? Marketing strategy planning steps

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Global Business #9 July 2, 2011

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  1. Global Business#9July 2, 2011 Dept of Technology Management for Innovation (TMI), Graduate School of Engineering Professor Kazuyuki Motohashi 工学系研究科 技術経営戦略学専攻教授 元橋一之 http://www.mo.t.u-tokyo.ac.jp

  2. Today’s Class • What is marketing, why important? • Marketing strategy planning steps • 4P: Product, Price, Place and Promotion • Marketing for emerging economies: China, India, BOP • Introduction to the next class: Shiseido in China

  3. Marketing and Sales

  4. How marketing fits in corporate strategy ?

  5. Strategic Marketing Planning

  6. Ansoff’s Product and Market Growth Matrix Global Business Context: CAGE and AAA framework

  7. Example of Market Segmentation

  8. Target Segment Identification

  9. Marketing’s 4P

  10. Product

  11. Price To what extent you can be a price setter, instead of price taker ?

  12. Place (Channel)

  13. Promotion (AIDMA) Changing to AISAS in Internet Era

  14. Promotion tools (in detail)

  15. Promotion in global businessSome caveats • Regulations over promotion activities: such as whether you can do “comparative advertising” • Terminology in foreign language • Brand creation (difference in customer’s perception) • Importance of local ad agency • Lack of product knowledge at local distributors

  16. Marketing mix by product life cycle

  17. Market Intelligence: China and India • Concept of PPP（Purchasing Power Parity)

  18. Targeting? • Profit=gross margin * sales volume (size of market and competition) • Difference between durable and consumption goods, customer preference?

  19. BOP(Bottom of the Pyramid) 75 mil. -100 mil. 150 mil.-1,750 mil. 4,000 mil. （出典）The fortune at the bottom of the pyramid (C.K. Praharad)

  20. BOP’s Business Chance （出典）The fortune at the bottom of the pyramid (C.K. Praharad)

  21. Example: ICICI’s micro payment （出典）The fortune at the bottom of the pyramid (C.K. Praharad)

  22. Next Class: Shiseido Case • Is China is important for Shiseido? Evaluate based on Shiseido’s domestic and global operation statistics • List merits and demerits of operating in China, as compared to operations in US and Europe • Characterize Shiseido’s marketing strategy in China. Take Urara as an example, and discuss its targeted customer and marketing 4P. Do they have a consistent story? • Compare Shiseido’s marketing in China with those of US and European mega players such as l’Oreal and P&G. It is better to keep such strategy, when Shiseido competes with them in Chinese market?

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