Martha Stewart Living Omnimedia and Hain Celestial Group have hired you to devel

Question

Martha Stewart Living Omnimedia and Hain Celestial Group have hired you to develop a marketing plan for the purpose of expanding the distribution of their “Martha Stewart Clean” line of eco-friendly cleaning products to the regions of Asia and South America.

Prepare a marketing plan proposal to sell the cleaning products in one country located within either of those two regions. You should make sure to answer the following questions in your marketing plan:

• What alterations might have to be made to the product or it’s packaging to succeed in the target country?
• How should the products be distributed?
• What about pricing?
• Is there a large potential market in the target country? Why or, why not?

Explanation / Answer

Martha Stewart Living Omnimedia and Hain Celestial Group have hired you to develop a marketing plan for the purpose of expanding the distribution of their “Martha Stewart Clean” line of eco-friendly cleaning products to the regions of Asia and South America.

Prepare a marketing plan proposal to sell the cleaning products in one country located within either of those two regions. You should make sure to answer the following questions in your marketing plan:

• What alterations might have to be made to the product or it’s packaging to succeed in the target country?
The "cover" may have to be replaced to feature a photo of an Asian or South American individual, rather than an American. The product designs may also have to be swapped for more "Asian" and "South American" designs. Finally, the language on the packaging would have to be written in the local language.

• How should the products be distributed?

Via smaller farmer's markets, which are much more popular in those regions.
• What about pricing? Lower, because incomes are substnatially lower than average incomes in the U.S.

• Is there a large potential market in the target country? Why or, why not? No, because most of South America and Asia is still "developing" and thus has less need for cleaning products. Moreover, most of these individuals cannot afford to spend a month's earnings on a cleaning product.

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