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    Assignment No. 1: Deciding On An International Brand Communication Strategy

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    This document provides an assignment for a marketing communications course. It asks students to work in groups of 3-5 members to analyze the environments of three countries of their choice and determine if a standardized brand strategy for mass consumer goods could be suitable. They should consider if the target groups in each country share the same values and usage motives. The presentation should not exceed 15 minutes and each group member should present equally. Both digital and hard copies of the presentation are due by 8:00pm.

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    Assignment No. 1: Deciding On An International Brand Communication Strategy

    Uploaded by

    SK
    16 views1 page
    This document provides an assignment for a marketing communications course. It asks students to work in groups of 3-5 members to analyze the environments of three countries of their choice and determine if a standardized brand strategy for mass consumer goods could be suitable. They should consider if the target groups in each country share the same values and usage motives. The presentation should not exceed 15 minutes and each group member should present equally. Both digital and hard copies of the presentation are due by 8:00pm.

    Original Description:

    Briefing Sinus International

    Original Title

    Briefing Sinus International

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    This document provides an assignment for a marketing communications course. It asks students to work in groups of 3-5 members to analyze the environments of three countries of their choice and determine if a standardized brand strategy for mass consumer goods could be suitable. They should consider if the target groups in each country share the same values and usage motives. The presentation should not exceed 15 minutes and each group member should present equally. Both digital and hard copies of the presentation are due by 8:00pm.

    Copyright:

    © All Rights Reserved
    Download as PDF, TXT or read online from Scribd
    Download as pdf or txt
    16 views1 page

    Assignment No. 1: Deciding On An International Brand Communication Strategy

    Uploaded by

    SK
    This document provides an assignment for a marketing communications course. It asks students to work in groups of 3-5 members to analyze the environments of three countries of their choice and determine if a standardized brand strategy for mass consumer goods could be suitable. They should consider if the target groups in each country share the same values and usage motives. The presentation should not exceed 15 minutes and each group member should present equally. Both digital and hard copies of the presentation are due by 8:00pm.

    Copyright:

    © All Rights Reserved
    Download as PDF, TXT or read online from Scribd
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    Prof. Stefan E.

    Busch
    Marketing Communication Summer 2018

    Assignment No. 1: Deciding on an International Brand Communication Strategy


    When planning an international brand or product launch one of the first considerations
    always is to define the target group(s).

    In case of internationalisation of an existing brand that means we are very often looking for
    people having the „problem“ our brand can solve. We have to check whether they share the
    same usage motives and the same values or whether there are differences. This step helps
    to decide on a standardized brand communication strategy or a locally adapted strategy.

    In case we are considering a new brand designed to fit to several markets the method is the
    same, even though there is a different thinking behind: In this case we are looking for the
    similarities in order to develop a brand which is tailored to the target audiences in several
    countries by identifying their shared values and motives.

    It is up to you which approach you choose.

    Task:
    Work out the different environments of three countries of your choice and consider whether a
    standardised brand strategy for mass consumer goods (FMCGs, e.g. skincare products)
    could be suitable in these countries. Please note, that for a standardized strategy all target
    groups in the respective countries do not only have to share the same values but in particular
    the same usage motives.

    Hints for the Groupwork


    - Work on the case in a group of 3-5 members
    - Presentation should be in PowerPoint/any other presentation software
    - Do not forget to mention your group member´s names on the charts
    - Your presentation should not exceed 15 minutes (upper limit!). Each team
    member should present to the same extend.

    - Please hand over your presentation to your lecturer as a hardcopy as well


    as a digital version (pdf) before the presentation (08:00 o´clock p.m.).

    - The documents may not be changed afterwards.

    - Good luck!

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