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

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

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

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

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

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

??WHO YOU ARE TARGETING TO??
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
TARGET

Social Media Is Number One for Shopping Information
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

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

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

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

VALUE-CREATING
POSITIONING based on VALUE
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?
PROBLEM
SOLUTION
BENEEFITS

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) .

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

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

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???

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!!!

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!

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

VIDEO PRESENTATIONS
3 MAY
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