Global case challenge de Mexico. Develop a product strategy for the international entry

1.

GLOBAL CASE CHALLENGE
DE MEXICO A
MALAYSIA/RUSSIA/COLOMBIA
CHALLENGE

2.

ABOUT THE CHALLENGE
Run a short research of opportunities
to export (for example, gastronomic food)
from Mexico to Malaysia / Russia /
Colombia applying a product adaptation
strategy due to cultural differences and
market needs
Be in contact with MALAYSIAN/ RUSSIAN /
COLOMBIAN students to test your idea and
get their timely feedback
Prepare a video with your results using
the methodology of 5 minutes, 5 slides,
4-5 people per team
DEADLINE 03.05.2021

3.

CASE
YOUR Mission:
Develop a Product Strategy for the international entry
a. Originate a business opportunity with a SPECIFIC product from Mexico
b. Find a market fit (consumer segment) in Malaysia / Russia / Colombia
c. Adapt a RUSSIAN product to the MEXICAN market needs
d. Propose a VALUE for the MEXICAN consumer
e. Estimate the possible success and challenges

4.

REQUIREMENTS:
555
5 slides = 5 mins
5 persons per team

5.

TO START:
1. MEXICAN ORIGINAL PRODUCT :
1.1. Original Image
1.2. Characteristics
1.3. What needs does it satisfy in MEXICO?
2. Any ALIKE products in MALAYSIA/ RUSSIA COLOMBIA?
2.1. Show the images of the similar products in your new country

6.

CUSTOMER-CENTERED
CULTURE
• TARGET CUSTOMER PROFILE with the segmentation
criteria
• PERSON (place a photo image)
• NEW NEEDS for the perspective market
• UNIQUE BENEFITS for a customer
• SLOGAN matching needs with benefits

7.

8.

1
Chapter
??WHO YOU ARE TARGETING TO??
TARGET
Complete the description of your TARGET SEGMENT using
demographic (age, gender, income, ethnic group, family life
cycle), geographic, psychographic (personality, motives, lifestyle,
etc.), benefits, usage-rate characteristics … so LATER you can
directly relate to THAT SPECIFIC TARGET SEGMENT
contemplating your product/service by VALUE PROPOSITION
FOR THIS SPECIFIC SEGMENT

9.

10.

1. Social Media Is Number One for
Shopping Information
2. They Want to Engage with Brands
on Social Network
3. They Embrace Loyalty Programs
4. They Respond to Personalized
Marketing
5. Price Is Critical, But Brands Matter
6. Dedicated to uniqueness and
independence
7. They Favor Word of Mouth
Recommendations

11.

PRODUCT ADAPTATION
• HOW YOU WILL ADAPT a RUSSIAN PRODUCT to the NEEDS,
CULTURAL DIFFERENCES, CONSUMPTION HABITS, BUYING
BEHAVIOR, etc. of your MEXICAN MARKET
• PLACE a NEW IMAGE / MAKE a PROTOTYPE OF YOUR
BUSINESS OFFER for the MEXICAN MARKET

12.

13.

ADAPTING LISTERINE TO A
GLOBAL MARKET
The 135-year-old mouthwash brand offered for a century
not changed its four core germ-killing ingredients. However
lately long time well-known mouthwash offers adapted
varieties around the world as, for example:
The alcohol-free Listerine Zero, popular in Muslim
countries where spirits are forbidden;
Green Tea Listerine, made specifically for Asian markets;
Listerine Naturals, a mouthwash geared toward
Americans’ obsession with non- synthetic ingredients that
was introduced last year in the United States

14.

MARKETING MIX ADAPTATION
APART THE PRODUCT ITSELF AND
ITS FEAYURES WHAT OTHER
INSTRUMENTS OF MARKETING MIX
SHOULD GET ADAPTED:
- PRICE
- PROMOTIONAL CHANNELS
- DISTRIBUTION

15.

VALUE-CREATING
• POSITIONING based on VALUE
PROBLEM
SOLUTION
BENEEFITS
In this slide you need to answer to the following questions:
• Why a customer will be with you instead of a
competitor?
• How you will create a special place (position) in a
consumer mind against competition?
• Make the Value Proposition Statement.
• How would you build relationships with the customers?

16.

Value Proposition Formula
We
(Ghandi.com.mx) help World
Wide Web book lovers (target
customer) who is looking to enjoy
books anytime and anywhere
(problem) by
providing instant access to over 1.1
million books (solution)
Unlike traditional book retailers
(competitor), we provide a combination
of extraordinary convenience, low
prices, and comprehensive selection
(unique benefits) .

17.

VALUE PROPOSITION (VP) SLOGAN
Is a marketing statement that a company uses to summarize why a
consumer should buy a product???
This statement convinces a potential consumer that YOU (particular product) will
add more value/or better solve a problem than other similar offerings!
Is a statement (sometimes hidden, psychological) how your
product
• 1. Solves customers problems
• 2. Delivers benefits and
Improves their situations

18.

SLOGAN - a memorable motto or phrase used in a
communication context as a repetitive expression of an
idea with the goal of persuading defined target group.
Slogan is a short form of a Value Proposition

19.

CHARACTERISTICS of VP
in “CUSTOMER LANGUAGE”
• Short
• Specific
• ANSWER THE QUESTION:
WHY SHOULD YOUR IDEAL PROSPECT BUY FROM YOU
RATHER THAN ANY OF YOUR COMPETITORS???

20.

PROJECT BENEFITS AND CHALLENGES
•Who are you going to partner with (alliancing) in a local new market
• How would you define the possible trend/tendency for the product
consumption you adapted for the new market in a short and long run?
• If you would take the same product to another country what would be
changed in marketing strategy?
• What challenges could you meet due to the factors of macro- and
micro- environment disorder as now
• Finish your 5 mins speech with good reasons to make your idea of
the adapted product to MEXICAN be successful and promising!!!

21.

TESTING/EXPERIMENT
• During all the stages 1,2,3,4,5 of your RESEARCH:
Involve future prospects to test your IDEA (a value proposition and
benefits of your offer) and find out if there are any other ways to help
them with their problems and finding the best solution to feed on their
needs, do you meet their expectations?
Any corrections necessary in any stage?
Be more proactive in partnering with MEXICAN students who know
the needs of the market more authentically!

22.

EVALUATION
EVALUATION´ll be made by the MEXICAN STUDENTS who vote for the best IDEA by
the criteria:
• ORIGINALITY and CREATIVITY
• FEASIBLE / REALIZABLE
• ENTREPRENEURIAL THINKING SKILLS / USEFUL and BENEFITIAL
• EFFECTIVE PITCH with an appropriate TIME MANAGEMENT (5 mins)
• THE TEAM SPIRIT = PASSION and ENGAGEMENT of EACH TEAM MEMBER

23.

VIDEO PRESENTATIONS
3 MAY
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