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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 • 4P: Product, Price, Place and Promotion • Marketing for emerging economies: China,
India, BOP • Introduction to the next class: Shiseido in
China
Marketing and Sales
Marketing Sales
New customers, potential customer needs
Existing customers
Forward looking (for new product, services)
Existing products
Market analysis for value creation
Actions (Eigyo), and sales force management
Involves whole process of marketing strategy
Focus on “Promotion” in marketing 4P
How marketing fits in corporate strategy ?
Strategic Marketing Planning
Market Analysis and Identifying Opportunities (SWOT analysis)
Market Segmentation
Identifying target market and product (service) positioning
Marketing Mix (4P) and Execution
Ansoff’s Product and Market Growth Matrix
Global Business Context: CAGE and AAA framework
Example of Market Segmentation
Target Segment Identification
Marketing’s 4P
Product
Price
To what extent you can be a price setter, instead of price taker ?
Place (Channel)
Promotion (AIDMA)
Changing to AISAS in Internet Era
Promotion tools (in detail)
Promotion in global business Some 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
Marketing mix by product life cycle
Market Intelligence: China and India
• Concept of PPP(Purchasing Power Parity)
China India JapanGDP 3.45 14.67 129.55Consumption 3.46 13.58 129.16Food, beverages 5.52 21.33 238.42Alcohoic, tabacco 5.75 31.53 97.04Colothing 6.86 16.72 167.23Housing related 3.37 12.33 128.19Furnishing, durables 5.27 22.73 167.25Health 0.69 3.00 64.80Transport 5.98 32.46 162.32Communications 3.14 17.46 127.15Nominal Ex-rate 8.19 44.1 110.22
China India Japan0.42 0.33 1.180.42 0.31 1.170.67 0.48 2.160.70 0.71 0.880.84 0.38 1.520.41 0.28 1.160.64 0.52 1.520.08 0.07 0.590.73 0.74 1.470.38 0.40 1.15
Targeting?
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
1985 1995 2001
インドの所得別世代構成比
高所得層
(180,001ルピー
~)上位中所得層
(135,001~180,000ルピー)中所得層
(90,001~135,000ルピー)下位中所得層
(45,001~90,000ルピー)低所得層(~
45,000ルピー)
• Profit=gross margin * sales volume (size of market and competition)
• Difference between durable and consumption goods, customer preference?
BOP(Bottom of the Pyramid)
Over 20,000 US$
1500~20,000 US$
1500US$ and under
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)
BOP’s Business Chance
(出典)The fortune at the bottom of the pyramid (C.K. Praharad)
Example: ICICI’s micro payment
(出典)The fortune at the bottom of the pyramid (C.K. Praharad)
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?