Shift in the Positioning Strategies

“Measurable Shift in the Positioning Strategies of the Mega Brands created by ‘First-World-Nations’ while entering into the Developing-Economies.” By Latika Rochlani & Jitendra Verma:

“Measurable Shift in the Positioning Strategies of the Mega Brands created by ‘First-World-Nations’ while entering into the Developing-Economies .” By Latika Rochlani & Jitendra Verma 6 TH SIMSR ASIA MARKETING CONFERENCE JAN 2011

New world order after World War II:

New world order after World War II Introduction

Success Story of Baby Boom Generation:

Success Story of Baby Boom Generation Introduction

Evolution of Global Brands :

Evolution of Global Brands Introduction Need of bigger market, high production and demand created the importance of 3 rd world Nations ENTREPRENEUR MANUFACTURER WORLD SERVICE PROVIDERS WORLD MARKET

Purpose of Research :

Purpose of Research

Slide 6:

Identifying Target Segment Positioning Strategies adopted by Mega Brands in Third-World-Nations Opinionators Informed target audience Prone to Lifestyle and status quo Internet savvy or professionally connected Cognitive to hygienic , courteous and delicious food

Slide 7:

Middle & Upper Middle Class Income-Group Positioning Strategies adopted by Mega Brands in Third-World-Nations Because Elite society looks for the uniqueness & lower class is scattered and under privileged Middle class is having sufficient Time & Disposable income

Slide 8:

Middle & Upper Middle Class Income-Group Positioning Strategies adopted by Mega Brands in Third-World-Nations This class is more attracted towards the foreign origin factor of Brands Contd …

Country and Social Concerns :

Country and Social Concerns Pizza Hut: Hunger Is Unacceptable Positioning Strategies adopted by Mega Brands in Third-World-Nations Emotional connect by promoting the trust and NGO for helping poor, under privileged Third-World-Nations have recently gained independence and so are emotionally attached with it. Middle or Upper Middle Income class is remarkably sympathized with their hungry and poor brethren but ill-governance bars them to lift the cause.

Pricing Factor & Local Brands:

Pricing Factor & Local Brands In March 2004 McD promoted ‘ Aap ke zamane mein , baap ke zamane ka daam !!’ Combo Offers (Value for Money): Price E lasticity Tool In Buddhist Culture where consumerism is discouraged price became the crucial factor Positioning Strategies adopted by Mega Brands in Third-World-Nations

Made Global Taste Local Factor:

Made Global Taste Local Factor Appeal of staple needs None of the cooked food recipe have universally accepted taste attribute Neither any recipe can gain mass selling product status even if it is absorbable to a few social groups across the globe. Positioning Strategies adopted by Mega Brands in Third-World-Nations Made Global Taste Local Factor

Product Delivery:

Product Delivery Different family structures gives an opportunity to utilize ‘Product Delivery’ as a smart tool to differentiate. Innovations in door-step delivery and winning related social criticism helped in brand building. Positioning Strategies adopted by Mega Brands in Third-World-Nations

Augmented Services:

Augmented Services Kids involvement by gifting toys, use of customer loyalty cards wrapped augmentation in product delivery. Open kitchen for consumer to see and entrust the services. Positioning Strategies adopted by Mega Brands in Third-World-Nations

Local Expectations:

Local Expectations Halal cut and religion based categorization along with the certification of local authority provided remarkable mileage in brand building. Ethnic orientation of likes and dislikes of any particular food source (like Pork, beef) have been taken care of by Mega brands Positioning Strategies adopted by Mega Brands in Third-World-Nations

Implications of Research :

Implications of Research