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I Marketing - Coggle Diagram
I Marketing
1- Dual Extension
Same P & Mar in new market
When C need & value similar across country
Coca Cola- same “Happiness” messaging- US, VN
- P Extension- C Adaptation
Same product, change C to adapt
When C same need, dif perception or value
Colgate - Eu whitening - Asia cavity prevention
- P Adaptation, C Extension
Adapt P, same message
When Same value, dif needs and preferences
Honda scooters smaller -narrow road in VN- Same slogan The power of Dream
- Dual Adaptation
Change both
When customer needs and values are different
McDonald's India- change beef = chicken, theme 'fun 4 kid' -> family happiness
- Innovation
Not stop in Adaptation, new product
Unilever mini shampoo pack 1st India
low income, low purchasing power
*Element to decide: product, market need/preference, manufacture cost, adaptation, feasibility
Product placement
P intentionally placed in media content
Ad: memorable/ wide audience
Dis: ✘ Expensive
✘ Can be rejected if too forced
Ansoff Matrix 
4P -> 7P
4P Simple, widely used
✘ easy to apply, focus on product, easy to measure and adjust/
✘ not engough for service industry (only product)- no Tech & Innovation mentioned - lack customer interaction/ human relationship
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Process (delivery, systems)
Physical Evidence (design, branding, music)
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I Market Research
Poland
- Define objective
Analyse market trend/ customer behavior/ competitor or all
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- Competitor Analysis- SWOT
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- Consumer Behavior Research
Data
Secondary Data
available in company docs, trade report, library
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- Marketing Strategy Options
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Porter's Five Forces Model
Useful for Strategic Planning
✘ Not about internal ability of firm/ dif in some specìic industry changing like tech, startup, no consider Macro Environment Factors like PESTEL, Hard to measure
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Market Skimming - Financial Objectives
high price- max profit early stage
Apple- high price- new iPhone- customers willing to pay more
Penetration Pricing - Nonfinancial Objectives
Low price- market share/ brand awareness/ drive out competitors
Netflix - new markets - low subscription fee
Companion Products: Captive Pricing
Low price main P- Companion P high price
Gillette - cheap razors - expensive replacement blades
Calculate
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Flexible cost-plus pricing
Still based on cost, but adjusts the markup depending on the market
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Indirect Channel
Manufacturer → Wholesaler → Retailer → Consumer.
Unilever - BigC
Market cover/lower ops cost- less control/ profit share
Dual Distribution
Both Direct n indirect
Nike- offline store + online shopping
Risk of conflict/ complex ops
Online Channel
e-commerce , platform
Amazon
high competition/ digital infrastructure
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Promotion
Push
producer promotes the product through channel [agent Sales, trade promotions] then -> final consumers
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Definition
business activities to plan, promote, and direct company’s goods and services to consumers for a profit
Integrated Marketing Communications (IMC)
Coca Cola - Same core message “Open Happiness” across online content, sponsorships, packaging, and social media
Retail ops
Department stores, shopping mall
Specialty retailers - Sephora
Convenience stores
Supermarkets
Discount retailers
Hypermarket (discounter, supermarket, and warehouse club)
Enter Market
Market Research -> M Selection -> M Segmentation + (Entry Mode Decision- export, FDI etc, e-commerce) -> Marketing Mix Strategy (Product Strategy + Pricing + Distribution)
Ansoff Matrix