Report on International Marketing Sample

International Marketing

Table of Contents
1. INTRODUCTION.......................................................................................................................1
1.1 About the Brand.................................................................................................................1
(Source: - Stapleton's California Prune Health Drink, 2017)..................................................2
1.2 Reasons for entering Hong Kong Market..........................................................................2
1.3 Aim and Objectives............................................................................................................3
2. JUSTIFICATION AND EVALUATION OF THE SELECTED TARGET MARKET.............3
2.1 Segmentation......................................................................................................................4
2.1.1 Criteria for selecting Market Segments..................................................................4
2.1.2 Segmenting Consumer Markets..............................................................................4
2.2 Targeting ...........................................................................................................................6
2.2.1 Target Market Strategies.........................................................................................6
2.3 Positioning ........................................................................................................................6
2.3.1 Choosing a Differentiation and Positioning Strategy.............................................7
2.3.2 Differentiation and Positioning...............................................................................7
3. Market Entry Recommendation...................................................................................................8
3.1 Criteria for selecting Appropriate Market Entry Method..................................................8
3.2 Market Entry Recommendation.........................................................................................9
4. Marketing Objectives and Marketing Mix Strategies................................................................10
Reasons for success and failure of products entering into Hong Kong market :-..........................12

1. INTRODUCTION
1.1 About the Brand
Stapleton's Prune health drink is a natural, refreshing and a very tasty natural drink that is
designed to provide several health benefits and prevent the consumers from various health
diseases. It is a product of MA&J Vitalife company. It satisfies the thirst and also provides a
burst of goodness every time the customers drink it. It is made with natural minerals and is
highly effective for people who are suffering with anti-ageing problems (Akaka, Vargo and
Lusch, 2013).
It is a 100% pure drink with no conservatives, nasties , unnecessary salts. It is a natural
drink which uses only bright Californian sunshine and rich , fertile soil. The sole mission of this
food and beverage product is to promote a healthier and fitter lifestyle.
Since people now-a-days are becoming more health conscious, therefore, they are
consuming more juices. But these fruit juices contain high level of conservatives and sugar
which is very unhealthy for a person. So, this juice was developed by Californian Company. It is
consumed in small quantity and thus it’s over consumption is not possible. It is considered as a
source of Fibre, potassium and sorbitol as well as fat-free.
This California Prune Health Drink is having the following benefits:-
 Strengthens the heart
 Balances cholesterol and sugar level
 Prevents diabetes
 Relieves constipation
 Packed with minerals and vitamins A & C, etc.
The best way to drink this prune juice is before bedtime or 1 hour before leaving for work
in the morning (Berthon and et. al., 2012). It is not advised to be drunk at social events as it is
not a social drink but a healthy drink.
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(Source: - Stapleton's California Prune Health Drink, 2017)
1.2 Reasons for entering Hong Kong Market
From a survey conducted, it has been evaluated that people of Hong Kong are becoming
more health conscious and realising the importance of sports and physical activities (Cadogan,
2012). It has been realised that the Hong Kong consumers are thinking about their health more
now and more than 50% of Hong Kong people consider themselves to be overweight and another
56% are trying every possible way to lose their weight. They are using all means through which
their weight could be reduced like cutting down fats and chocolates, sugars, etc.
The manufacturers who are supplying food items there are now producing products by
reducing the sugar level become otherwise their products will not be sold in the market. Since
Stapleton's California prune health drink is promoting healthier lifestyle and are having various
health benefits into it so, it will be a perfect product that could be launched in Hong Kong. It will
be easily accepted by the customers and will be a success due to the following reasons:-
 It is a healthy drink which is currently unavailable in the markets of Hong Kong.
Therefore, they are not having any of their competition there (Cavusgil and Cavusgil,
2012).
 As the people of Hong Kong are moving towards a healthy life style so, it will be a
perfect product for them to consume. Stapleton's California prune health drink contains
lots of health benefits which will benefit the consumers of Hong Kong.
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