Unit 40 - Snowflake Gelato: International Marketing Plan Analysis

This presentation provides a comprehensive marketing plan analysis for Snowflake Luxury Gelato, focusing on international expansion. It explores the differences between global and local marketing strategies, using examples like McDonald's and Coca-Cola. The presentation details the marketing mix (product, price, promotion, and place) and various international marketing approaches, including transaction cost, global standardized, and evolutionary approaches. It also examines international and home orientation approaches, offering ways to assess competitors and different strategic orientations such as ethnocentric, polycentric, geocentric, and regiocentric approaches, providing a robust framework for Snowflake Luxury Gelato's international market entry and growth.

Marketing plan for Snowflake
Luxury Gelato

Table of Contents
INTRODUCTION...........................................................................................................................3
P5: Global v/s local......................................................................................................................3
P6: Marketing Mix of Snowflake Luxury Gelato.......................................................................4
P7: International marketing approaches......................................................................................5
P8: International and home orientation approaches.....................................................................6
CONCLUSION................................................................................................................................8
REFERENCES................................................................................................................................1

INTRODUCTION
 International marketing refers to the method where company search consumers and
customers in different country to grow their business in international market.
 Marketing plan help companies to grow their business in international market by creating
different marketing strategy to attract consumers.
 Snowflake Luxury Gelato is famous ice-cream brand. Its founder is Asad Khan and Chef
is Paolo Rivieccio.
 Objective: Build a business that create delicious Gelato for all consumers.
 Snowflake Luxury Gelato only use world’s finest natural ingredients.
 This presentation will show the marketing mix, and various international marketing
approach that can Snowflake Luxury Gelato adopt.
 It will also present global and local marketing and also compare home and international
orientation and ways to compete with competitors.
P5: Global v/s local
 Global marketing refers a strategy of conducting marketing activities on the global scale,
in numerous countries, simply selling the products across the national boundaries and
territories (Kotabe, 2020). On the other hand, local marketing refers a marketing strategy
where the company targets its nearby community and audience for selling the product.
 In global marketing all the activities like- pricing, promotion, distribution, and
advertisement are done for the people who are residing outside the borders where the
company is operating. But in local market all the marketing activities are done for the
people living in the same country, where the company has originated.
 In global market, companies provide their products and services to the large area, where
in the local market serve small area and market.
 The interruption of government policies is high because company has to follow different
rule, laws and regulations of various countries where it is operating but in local market
the interruption of government riles are less, as compared to the global market.
 In global marketing business get operated in more than one country but in local
marketing companies are restricted to sell its product in one country only.
 The benefit of operating in the global market, any company or business can learn new
techniques and technology from its competitor which is not possible in the local market.

 The competition in global marketing is very high, in the comparison of local marketing.
As in global market there are thousands of companies operates in the same platform.
 The expenses in global marketing is very high as compared to local marketing because of
some factors like- cultural differences, various rules and regulations, exchange rates etc.
 globalised marketing needs extensive research to know the needs and demands of the
customers but the expenses of research is low in domestic marketing as the company is
familiar with the customers. Examples- McDonald's, it operates globally but it changes its menu and taste of food
according to the different country and the as per the taste of the people living their it
needed huge research to know what is the different taste of people residing their so the
company can rule the market and as per the research they change their entire menu for
different countries.
 Coca- Cola - it operates in more than 200 countries, but they have not changes the taste
but they have made necessary changes in the size, shape, branding and labelling of the
bottle to follow the various norms and rules of various countries. It made changes in the
advertisement and in the tag lines according to the local culture so it didn’t harm any
specified community.
P6: Marketing Mix of Snowflake Luxury Gelato
 Snowflake Luxury Gelato implements complex marketing mix that consider different
products and markets around the globe (Kim, and Kim, 2018).
 4Ps (Product, Place, Price & Promotion) or Marketing mix reflects the combination of
business strategies to focus on the target market.
 Snowflake Luxury Gelato marketing mix (4Ps) involves a diversity of Gelato flavours
and markets.
◦ Product: Snowflake Luxury Gelato provide various flavours of Gelato Ice cream. It
uses different natural ingredients of Gelato. They target to customer who loves
different-different ingredients in ice-cream. They also try new flavours in Ice cream.
Its product attracts customers.
◦ Price: It maintain it pricing to attract different and new customers. Its price varies
with diversification of ice creams. For prices different pricing strategies is used by

Snowflake Luxury Gelato such as Market Oriented Pricing Strategy, Premium Pricing
Strategy, Product Bundle Pricing Strategy.
▪ Market Oriented Pricing Strategy: In this strategy pricing is set on based on
customer’s goods market factor. It means in this strategy company focus on
customers need.
▪ Premium Pricing Strategy: In this strategy company focus on customers who pay
premium price for better taste and service. In this strategy company also take high
price compare to competitors.
▪ Product Bundle Pricing Strategy: In this strategy company offer discount and
special offers such as buy1 get get1 free, 50% off etc.
◦ Promotion: Snowflake Luxury Gelato needs to promote its product for growth and
profit of the company. To achieve objective of the company and for high growth
company needs promotion of their product, services at high level. Snowflake Luxury
Gelato promote their product internationally (Souchon, 2018). They use different
methods for promotion such as advertising, sales promotion, public relation, personal
selling and direct marketing.
◦ Place or Distribution: The international market of Snowflake Luxury Gelato are
reflection of the wide range of the business in the customer’s goods market. They use
different places for distribution such as Retailers, Ice cream parlours, Stores and
Kiosks.
P7: International marketing approaches
International marketing needs huge capital to invest, because company need to identify its
intended audience for that company need to know its competitive edge and skills to become a
tough competition for others (Strizhakova, 2019). For the sake of cost cutting various companies
and organizations adopted different international marketing approaches.
 Transaction cost approach
This approach refers to the cost that how it can influence the decision of an organization to enter
in the global market. It includes all the cost which occurred to the organization for conducting
research, promotion, marketing, cost of negotiation, market conditions and trends etc. As per the

cost organisation make strategies to enter in the particular market and the specific country.
Snowflake luxury Gelato can adopt this approach as it helpful for the company in the reduction
of unnecessary cost.
 Global Standardized approach
It refers to the marketing mix for the company. It shows the different techniques of promotion,
pricing, placing, development of product etc. it states the different marketing strategy which an
organization should adopt for the promotion and advertisement of their product because every
market has different customers who have different needs, wants, demand and perceptions. In the
global market, the local seller of their can give a tough competition to others. Coca – Cola has
adopted this approach, they use various packaging, branding and labelling according to the
various countries.
 Evolutionary approach
This approach elaborates that when any company started working in international market it
should expand and updated its mode of working and strategies with the market trend. This entire
theory is based on the pattern which the company is following. Snowflake Luxury Gelato should
adopt this approach as it will help the company to change the pattern of their working in different
countries.
P8: International and home orientation approaches International orientation - It describes the presence, and availability of the company in
international market in the form of trade, export, import of goods and services. It states
the marketing strategies which a company implement on global market. Home orientation – this approach refers to the marketing tactics which a company adopts
to target the local audience for the selling of their products (Katsikeas, 2019). They don't
involve in the activities of trade and exchange.
Way to assess the competitors
As snowflake Luxury Gelato is one of the famous real ice- cream company in UK and also
operates globally but it has to face competition around the globe. So there are some ways
through which this company can assess its competitors-
 Conduct market research
conducting a market and field research helps the company to inspect and collect the information
about the competitors like- who are the particular companies which is selling the similar product,

any new company who has entered in the market which is about to sell the same product in
which Snowflake is already dealing (Cateora, 2020). For market research company can take
existing information which is available in the internet and on the websites of the competitors and
can use questionnaire, survey method as well.
 Assess to the offerings of the competitor
Snowflake can see the menus of its competitors like what prices of the product they are taking
from the customers. Is it low as compared to the prices of Snowflake's ice cream, what type of
customer services they are offering, what kind of marketing strategy they have adopted, this will
help the company to find out its competitors and their products. Feedback from customers
When the company wins the trust of customers they can ask them about other companies and
their products like – what bounds them to come at Snowflake instead of going to other products
they will reveal the loopholes of other companies.
 Internet and social media
To reduce competition Snowflake should update their website and post various offers on their
social media to attract the customers (Schiavone, 2019).
Approaches - ethnocentric - it refers the expansion of local products in the foreign markets. This
suggest the company to make policies in such a way which can satisfy the needs of the
local market as well as the international market. Poly-centric - this approach refers production of various goods and services which
satisfy the customers of different countries, for that company can adopt marketing mix
strategies. Geocentric -it says that company should consider the whole world as a single market, by
which company can implement the same strategies in the globe.
 Regiocentric – it describes the similarities among the political, economic, cultural and
social factor to fulfil the needs of the different customers.
CONCLUSION
 After analysing this report, it can be concluded that this report describes the difference
between the local and global marketing with taking example of McDonald's and Coca
Cola.

 It elaborates the various approaches of marketing mix including – product, price,
promotion and distribution.
 It defines the various international marketing approaches which can be adopted by the
organizations.
 This report shows the international and home orientation approaches and ways to reach
out its competitors, apart from this it explains different approaches as well.

REFERENCES
Books and Journals
Cateora and et.al, 2020. International marketing. McGraw-Hill Education.
Katsikeas and et.al, 2019. Revisiting international marketing strategy in a digital
era. International Marketing Review.
Kim, M.S. and Kim, J., 2018. Linking marketing mix elements to passion-driven behaviour
toward a brand. International Journal of Contemporary Hospitality Management.
Kotabe and et.al, 2020. Global marketing management. John Wiley & Sons.
Schiavone and et.al, 2019. Strategic marketing approaches for the diffusion of innovation in
highly regulated industrial markets: the value of market access. Journal of Business &
Industrial Marketing.
Souchon, A.L., and et.al., 2016. Spontaneity and international marketing
performance. International Marketing Review.
Strizhakova and et.al, 2019. Consumer cultural identity: local and global cultural identities and
measurement implications. International Marketing Review
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