You are an International Marketing consultant. You have been hired by a small co

Question

You are an International Marketing consultant. You have been hired by a small company, Popper%u2019s Ltd., which specializes in high quality microwave gourmet popcorn featuring different and unique seasonings, such as nacho cheese, seaweed, and cinnamon crunch. The popcorn is certified in North America as being %u201DOrganic%u201D [ no synthetic fertilizers or pesticides used during production of the popcorn]. This company has been highly successful in the North American market (Canada, U.S., Mexico) and would like to begin to export its products to other countries. The popcorn is packaged in boxes of 5 microwave packets each and promoted heavily on television and internet featuring advertisements of people watching sporting events on television eating the Popper%u2019s popcorn.

             You are asked to evaluate the marketing mix provide advice on the following:

            a) What specific recommendations would you give to the company about adaptations/modifications which may have to be made to the product attributes [ organic, microwave gourmet popcorn] in order to satisfy international market requirements? What other considerations regarding the %u201CProduct%u201D element of the marketing mix should Popper%u2019s take into account in preparing to sell their product in the international market ?

            b) Should Popper%u2019s apply a global standardized Communications program, using the same advertisements as they do in the U.S.? If yes, why? If no, why not? If no, what recommendations would you make to adapt their program to the international marketplace?

             c) What type of promotion program--- push and/or pull-- would you recommend? Why would you recommend this type of program?

Explanation / Answer

a) product attributes are ok but regarding marketing , we can't just rely on sporting features and television as these advertisements are almost inaccessible in some of the markets ..... the company has to switch to some marketting techniques such as through newspapers and magazines

b) no , they have to expand their techniques as i have mentioned in part a)

c) push - as the company is not a big one and only small market till now

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