BU7411 International Marketing Strategy: Bisleri Pop Case Study

This case study analyzes Bisleri Pop's international marketing strategy, focusing on its expansion into the UAE market. It examines the company's competitive position, marketing strengths and weaknesses, consumer awareness, and cultural differences. The study employs descriptive research, utilizing primary data from online sources and secondary data from Bisleri's website and competitor analysis. The findings highlight the importance of individualized and global marketing strategies, including advertising, pricing, and B2B marketing, while emphasizing the need to adapt to cultural differences and consumer behavior in new markets. The report concludes that a company's performance in international markets hinges on its ability to effectively address these factors. The study explores various marketing strategies like niche, social media, and cross-promotion marketing, and it also provides a SWOT analysis of the company's international venture.

INTERNATIONAL MARKETING STRATEGY
Module Title: International Marketing Strategy Module Code: BU7411
Assessment number: J90006 Words Count: 1324
Module Leader: Wilhelm Loibl
BISLERI POP BUSINESS
CASE

Abstract
This module titled as “International Marketing Strategy”. For case study took
BISLERI POP, the carbonated soft drinks company in India, focuses on some of the
key issues like competitive position that bisleri Pop holds, the strengths and
weaknesses of the company’s Marketing Strategies, consumer’s awareness,
customer’s perception, cultural differences etc. The company needs to implement
its products worldwide as a competition for other soft drinks giants. First they
start to carry out their operations in UAE. The sample size for this study is 11
pages. The research design carried out for this study is descriptive research.
Primary data are collected from the google and other online source. Secondary
data are gathered from the websites of bisleri PVT lmt. and other companies for
the purpose of making a comparative analysis. Statistical tools like graphs, chart,
and other details have been used for the purpose of analysis. Some of the major
findings of the study relate to increased necessity of International Marketing
Strategies, individualized marketing strategy, Global marketing strategy tools of
marketing strategies such as advertisement, price promotions, B2B marketing etc.
Some of the suggestions of the study are to make amendments in the cultural
difference and consumer behavior changes in a new business environment The
Assessment is been concluded that the performance of a company will depend on
the strategy applied related to the cultural difference and consumer behavior.
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Contents
Pages
1. Abstract 1
2. Contents 2
3. Introduction 3
4. History of Bisleri 4
5. International Marketing 4
6. ADVANTAGES OF INTERNATIONAL MARKETING 5
7. DISADVANTAGES OF INTERNATIONAL MARKETING 6
8. TYPES OF MARKETING STRATEGIES 7
9. CULTURAL DIFFERENCES IN MARKETING – WHAT BUSINESSES NEED TO CONSIDER IN
INTERNATIONAL MARKETS 8
10. SWOT ANALYSIS 9
11. Summary 10
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Introduction
India is the world's fastest growing major economy and has already made it to the
list of 10 biggest economies of the world. According to the International
Monetary Fund (IMF), India is the ninth largest economy with a nominal GDP
estimated at around US$ 2.04 trillion. With US$ 7.96 trillion PPP in terms of the
Purchasing Power Parity (PPP), India is the third largest economy with US$ 7.96
trillion, and that is what makes it one of the biggest markets in the world. India is
a major manufacturer and importer of soft drink beverages. The Indian soft drink
industry is vast and is has been rapidly growing by the day. No matter what time
of the year it is, soft drink beverages are consumed in great volume.According to
official reports, the volume of soft drinks consumed in India stood at a whopping
11,755 million litres in 2013. These numbers suggest that there was an increase of
about 170 percent in the consumption of soft drinks in comparison to 2008. It is
further expected that the sale of soft drinks may go up by an annual 19 percent till
until 2018.
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History of Bisleri
Bisleri was originally set up by an Italian entrepreneur Felice Bisleri, who first
brought the idea of selling bottled water in India. Bisleri then was introduced in
1965 in Mumbai in glass bottles in two varieties – bubbly & still. Parle bought
Bisleri Ltd. from the Italian entrepreneur in 1969, when the brand could not carve
out a market for bottled water in India. The company after taken up by Chauhans
(Parle Group) had a dream run ever since. Bisleri Pop was launched in early 2016,
almost 22 years after Chauhan sold Thums Up and some of his other brands to
Coca-Cola. For the company, it didn’t make sense going back to the same category
which they sold decades back. Lack of interest amongst distributors, since they
always wanted to promote Bisleri water instead of carbonated beverages.
International Marketing
Marketing strategy is a planned and systematic approach to develop a recall value
in the mind of the potential customers for the product and increase its sale. It
deals with building up of brand image in the market and enhance the sales of the
product along with maintaining a long term relationship with the customers.
For this case when we marketing a product in different country native marketing
employees should be placed in market. Here, there are multiple social media
pages of the company, on Twitter, Instagram or Facebook segregated according to
the country. Advertisements in the international market are tailored exclusively
for the local market and vary drastically from country to country. The promotional
strategies are designed individually for local market. Need to adopted
international marketing strategy by selling the products according to the
consumer’s liking and preference across the worldwide target markets.
WHAT IS INTERNATIONAL MARKETING?
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International marketing refers to the process of business expansion across the
domestic geographical boundaries by setting up subsidiaries in the target markets
of different countries.
These subsidiaries design and adopt the marketing principles and strategies
according to the needs of the target local market.
ADVANTAGES OF INTERNATIONAL MARKETING
International marketing has provided an opportunity for domestic companies to
meet the requirements of customers existing in vast and varied geographical
market segments.
Following are the multiple benefits of international marketing:
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 International marketing provides for expansion of the business units or
establishing subsidiaries in various countries.
 The sales of the organization can be increased as the company penetrates
other global markets, instead of operating only in the domestic market.
 All the marketing strategies are framed and customized according to the
customer’s needs in the target market.
DISADVANTAGES OF INTERNATIONAL MARKETING
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TYPES OF MARKETING STRATEGIES
These are the different marketing strategies that our company may adopt to
reach out to our target consumers
The company opts for a particular marketing strategy by taking into consideration
its finance, product specification, competition, customer’s need, etc.
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There are undoubtedly other factors, too, which influence the formation of a
company’s marketing strategy.
CULTURAL DIFFERENCES IN MARKETING – WHAT BUSINESSES NEED
TO CONSIDER IN INTERNATIONAL MARKETS
Cultural differences in marketing should receive primary attention when selling
goods or services internationally, as the cultural environment changes from one
country to the other. This means that multinational companies must understand
the culture of a specific state before selling the products. Here are some
significant cultural factors that businesses intending to move to UAE.
1. Language
Languages are some of the major cultural differences in marketing that
our company ought to understand before we market our products and
services in the UAE market.
2. Consumption Habits
Before marketing our products, We need to determine whether individuals
in this country make individualistic or collective buying decisions.
3. Religion
Religious beliefs are important cultural differences in marketing that should
be considered when selling in foreign markets. It influences how a
particular society perceives various products and services. We have to
understand the impact of religion and its role in society. For example, in
UAE, marketing secular women's outfits might be off as the religion in these
countries requires women to dress in a modest way, which is highly
regulated.
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SWOT ANALYSIS
The main strength of starting business here is because it’s a business eco hub and
a great tourist destination.
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SUMMARY
The following point-to-point explanation will further brief you on the topic. The
purpose of this report is to highlight the important factors that are needed to be
addressed by Bisleri POP in its “International Launch” decision. To be succeeding
in internationalization, the organization should be able to think globally.
International marketing is an important aspect in the internationalization of an
organization. That is the use of marketing mix in international markets to take the
advantage of opportunities in such markets with a view of achieving set objectives
of the organization. Based on the level of involvement, there are Different types
of international marketing: Niche Marketing, Trade Show Marketing, Social Media
Marketing, Freebie Marketing, Undercover or Buzz Marketing, Outbound
Marketing and Inbound Marketing, Cross Promotion Marketing.
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