Question

This week’s discussion will allow you to combine what we learned about global marketing with the product you are using for your marketing plan.

Assume that you are being sent to another country other then Canada to market the baby boomer app (activities for active boomers) product you are using in your class marketing plan.

Considering everything we have learned so far about the marketing mix, environment and other factors you need to develop a plan to sell your product. Prepare your plan as if you were giving a briefing to the staff that is coming with you. Thus, it must be clear, concise and in professional business language.

Your briefing should include:

Will you standardize or adapt each of the four Ps in the marketing mix. Why? Be specific.

Review each of the four traits in the Hofstede cultural index. What should your staff be aware of regarding differences between the US and your destination? Think carefully, you don’t want to embarrass your firm or insult your hosts.

What is the country’s currency and exchange rate against the dollar? Average income? What does this suggest about how affordable your product will be for the average consumer?

Finally, list one thing that your staff should know about the economic environment (what is important about the country – do NOT use exchange rates or PPP). Also, list one “just for fun fact” that your staff will enjoy knowing about their destination.

Answer 1

Name, price, position and promotion are the four p's of marketing. Since India is the host country, every four Ps in the marketing mix needs to be tailored. India is a place of cultural diversity, it is well known, where the feelings of rising culture must be made conscious.

1. In India, the majority of the populations have been found to be vegan, so you must be confident that no animal ingredients or animal byproducts are used in the manufacture of the food.
2. While the country is developing, its "Rupee" currency is still weak compared to the United States. This would then lead to a lower average income for the country than the USA, which would demonstrate the importance of managing the price of the product. Though some of the top milliardaires worldwide come from India, at the same time half the population of the country falls below the poverty line. The price of the commodity must thus be adjusted to the economic condition in the country in order to enter the global market.
3. Before launching a product, the marketing team must study the country. You need to ask that it would help people from that particular position otherwise the bottom line would be hindered.
4. Taking into account cultural and religious differences, the right sort of advertising and marketing policy must be followed. For example, slang and attacking languages must be free of product-related advertising, preventing destructive and obscene pictures.

In comparisons between the United States and India, this Hofstede cutting index may be used, which can demonstrate the cultural differences between these two countries:

India has a more strong distance index than the U.S., which shows clearly that the power distribution is unequal.The culture of India is collectivist, while the US has an individualistic culture.In the event of Masculinity, the United States is very slightly ahead of India. Therefore, Indians may often be humble and compassionate, making surveys a little difficult. It has been noted that India often refuses blunt remarks as in any other South Asian nation and usually coats a sugar conversation in order to respect other people's feelings.In the event of an index of avoidance of confusion, Indians are assumed to be emotionally motivated and always accommodating of their counterparts in America.

Therefore, the team needs to consider Indian cultural nuances and ethics. One must realize that although Indians are nice in English, the emphasis may be different. It is therefore necessary for both parties to comply with and avoid misunderstanding language barriers. There's a amusing saying that the Indians are shaking their heads when they consent to a scenario. Here, it is important to be careful and observant when you go to another country because it takes time to build a long lasting relationship. This is especially relevant when a new product is launched in the Indian market with the goal of globalization.