Page 228 - Foundations of Marketing

Reaching Global Markets

OB JEC T I V E S

1. Understand the nature of
global marketing strategy.
2. Analyze the environmental
forces that affect global
marketing efforts.
3. Understand several impor-
tant international trade
agreements.
4. Identify methods of inter-
national market entry.
5. Understand how cus- © iStockphoto.com /hazimsn
tomization differs from
globalization.

M A R K E T I N G I N S I G H T S

Procter & Gamble Reaches Out to Consumers in Vietnam

Procter & Gamble, the world’s largest consumer- advertisements and visually stimulating motor
products company, has been expanding rapidly into vehicles labeled with the brand logos.
Vietnam since first entering the country in 1995. In P&G encourages consumers to provide feed-
order to reach potential consumers, P&G is using back on the products they buy and the reasons for
its own employees within Vietnam to increase why they buy them. This information helps P&G to
community outreach and obtain information about adapt products to the culture. For example, P&G
consumer behavior. With Vietnam being a young put a twist on the popular deodorizer Febreze,
culture, P&G decided to educate the young demo- commonly used on furniture, to eliminate odors
graphic by starting in local schools. The company within helmets of motorbike riders. This quickly
showcases the benefits of its extensive product became one of the fastest growing products in the
lines and holds events within the school classrooms country due to motorbikes being the primary mode
to research whether the brands are recognizable of transportation. Also, after extensive research,
enough to its target market. the company found that large containers of fabric
This emerging market is projected to have a softener were not successful within the country.
significant growth in consumer spending by 2016. P&G modified the softener to be a one-time use,
In order to fully capture its audience, P&G began less expensive product that comes in a smaller
to further its outreach toward the community by package. The softener went on to become a best-
fundraising for local schools to create lasting rela- selling product within the country. With Vietnam
tionships with consumers. To further reach potential having the 57 th largest economy, efforts to capture
consumers, P&G is producing influential marketing this market clearly are in Procter & Gamble’s best
1
campaigns using various media, such as television interest.

Copyright 2014 Cengage Learning. All Rights Reserved. May not be copied, scanned, or duplicated, in whole or in part. Due to electronic rights, some third party content may be suppressed from the eBook and/or eChapter(s).
Editorial review has deemed that any suppressed content does not materially affect the overall learning experience. Cengage Learning reserves the right to remove additional content at any time if subsequent rights restrictions require it.