Global Marketing

From a marketing standpoint, depending on the type of product and its target market, choosing from a uniform and global marketing campaign versus a local advertising campaign depends on various factors. When developing a modern marketing strategy managers need to be aware of objectives regarding short-term profits or long-term market share, customer targets, competitor targets, customer compatibility, and technical compatibility. If I launched a brand new thirst-quenching product in the United States, similar to Gatorade, launching a uniform marketing strategy would benefit the product tremendously. On the other hand a product like for example a cheeseburger with a new recipe, at a local restaurant would require a local advertising campaign. When focusing on the best possible marketing strategy for a specific product, it all comes down to where you see your product in the future; whether it can expand globally, or is mainly put together for the local environment.

With a thirst quenching sports drink similar to Gatorade, it is very essential to develop a very creative but effective global marketing strategy. Establishing a product like this, I would focus on having long-term market share. The product will draw consumers from all over the globe if advertisements are placed worldwide. A great technique to inspire people to drink this product would be to create a commercial or advertisements with pictures of the product with a professional athlete. Because of the success of products like Gatorade and PowerAde, if this product is any similar, it could possibly attract tons of attention, eventually globalizing into many different markets.

The target market for this product would consist of anyone roughly ages 13-35. This is because these are the ages for most people that are involved with sports and other recreational activities. The product has key ingredients that can help to prevent dehydration, which is very important for athletes. In regards to how this product should be positioned in comparison to our competitor markets, I would recommend advertising it throughout schools and youth sports environments. If this product was able to reach contracts with sports leagues across the globe it could potentially have its own competitive advantage over similar products. With that being said this could mark a huge increase in sales revenue.

On another note, from a customer compatibility standpoint, we can offer different ingredients of the product based on different cultures. For example, if a culture prefers more sweetness in an item we can certainly adapt to them and have a separate product formation. There are also possibilities of advertising the product throughout a website created for the company, where consumers can view this product and possible products in development for the future. As you can see from a global marketing perspective, that is the type of marketing strategy I would recommend if a thirst-quenching

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