ON

INDENTIFIED TOP 5 INTERNATIONAL BRANDS AND HIGHLIGHTS

THEIR INTERNATIONAL MARKETING STRATEGY
Submitted by :-
Shriya Khanna
Sheetal Pawa
Lalit Dagar
Rahul Singh
 Apple
 Amazon
 Patanjali
 Samsung
 Google
Mission Statement:
“Apple is committed to bringing the best
personal computing experience to students,
educators, creative professionals and
consumers around the world through its
innovative hardware, software and Internet
offerings.”
 Apple’s journey began with personal
computers,continued by MAC,moved to
the iPodand the iPad then ultimately
defined by the revolutionary iPhone
 Target market segment :- People between
theages18-24
 Technologyenthusiasts
 Those who seek the peak of quality or
premium services.
 People who usecell phones primarily for
work
 In recent years, Apple has faced more
serious competition for its smart
phones, tablets and other handheld
devices, especially from HTC and
Samsung.
 Investment in R&D is just one way
the company remains a leader in
thiscutthroat industry.
 Convenience: Age 25-54 On
the g omultitaskers.
 Entertainment, techsavvy:A ge
18-24 trendsetters, usea
lot ofapps.
 Premiummarkets:Uppermiddle
Class people who want to ma
kestatement.
 TheiPhone hasbeen
 Apple’s most successful product which brings
in the most revenue. This canbe attributed to
the combination of an innovative product,
pre existing brand equity and right marketing
strategy.
 Segmentation, targeting, positioning in the Marketing strategy of Amazon
 Competitive advantage in the Marketing strategy of Amazon
 BCG Matrix in the Marketing strategy of Amazon –
 Distribution strategy in the Marketing strategy of Amazon –
 Brand equity in the Marketing strategy of Amazon
 Competitive analysis in the Marketing strategy of Amazon
 Customer analysis in the Marketing strategy of Amazon
 E-commerce giants like Amazon uses demographic & psychographic segmentation to
segment the markets. Amazon’s segmentation is based on actual purchase behaviour:
not what people might have expressed interest in, but what they actually did. Amazon’s
micro-level segmentation targets each customer individually, allowing the company to
convert visitors into long-term, high-value customers.
 E-commerce segmentation often involves creating personas who will buy in a certain
way & certain products. Similarly Amazon targets the middle class & upper class people
who have got hands on experience in the basic technology but don’t have time or prefer
convenience over shopping from the physical outlets.
 Amazon has successfully positioned itself as a Glocal (Go global Act local) e-commerce
giant where one can buy anything & get it delivered at any remote locations. Using the
catchphrase #AurDikhao in its most recent campaign in India, it has further helped them
carve a distinct space in the consumer’s mind.
 Mission – “To be Earth’s most  Vision- “To leverage technology and
customer-centric company, where the expertise of our invaluable
customers can find and discover employees to provide our customers
anything they might want to buy with the best shopping experience
online, and endeavours to offer its on the internet”
customers the lowest possible
prices,”
Competitive advantage BCG Matrix
 In order to differentiate itself, company acquired On BCG matrix Amazon have certain businesses which
many IT & e-commerce start-ups like pets.com, are cash cows while others are stars & question marks.
audible.com, Junglee.com, IMBD.com, Zappos.com,
Woot etc. which helped them in providing high  E-books, movies on demand & Amazon prime are
value to their customers using existing technology of practically cash cows giving the maximum margins to
the acquired partners at low cost. Amazon has also Amazon. In fact, Amazon was a book store before it
achieved economies of scale through extensive started electronics.
product offerings which include electronics, toys and
games, apparels, DIY and many more.  Kindle, VOD (Video on demand) & Amazon web
services are question marks because with the advent
 These offerings help Amazon to keep its prices low of technology these services have become obsolete &
thereon passing on the benefits to the consumers. have low demand. Electronics and other consumer
Amazon’s robust customer centric approach to durable products are stars for Amazon because these
analyse the customer buying behaviour based upon products have high growth rate but the market
preferences has helped them to have competitive share of Amazon is also high for these products.
edge over their competitors. More than 50% of the
consumers are the repeat buyers at Amazon.com.
Further more, Amazon is one of the longest players to
be present in the online sector and has a solid hold in
European countries and US. This bottom line is
helping the company to expand in new markets.
Distribution strategy Brand equity
 Amazon realizes that the most important  From being merely an e-book provider to
thing that customers want is the quick emerging as the 2ndlargest e-commerce
delivery of products they order. This is company in the world, Amazon.com has
where Amazon’s extensive distribution steadily increased its spending on
systemhas come into play. Amazon now has advertising and promotion to make
more than 55 fulfilment centres exceeding its brand stronger and have a
43 million square feet. higher brand equity.
 This does not include Amazon’s new “under-  By April 2015, the brand of Amazon.com
the-tent” strategy of using existing vendor was worth US$ 176 billion. “A brand for a
warehouse space for consumer- company is like a reputation for a person.
packaged goods to more quickly serve You earn reputation by trying to do hard
customers. Their aggressive strategy of things. With more than 55% repeat buyers,
infiltrating warehouses and improving their the numbers tells everything about the
distribution lines brings Amazon to new brand. It is among 13 world’s most valuable
areas and customers. brand” (Forbes list).
 Amazon had created a deep & structured
network in order to make
the productavailable at remote locations
that too free of cost delivery charges up to
certain limit. Amazon has developed an
extensive global distribution network that
continues to grow at frenzied rate.
Competitive analysis Customer analysis
 Short listing the competitors of Amazon depends on what  Amazon customers consist of upper & middle class social
business sector of Amazon is being considered. Apple would groups who have inclination towards using E-commerce
be the largest competitor when considering book or content portals and are comfortable with online shopping.
related delivery such as books, movies, magazines, and Majority of the customers are professionals or
audiobooks. The itunesstore will always be a threat to the businessmen who are busy with their business/Job & find
amazon store because of Apples devices like it convenient to purchase anything online rather than
the ipad, iphone, and Macbook. When considering web visiting the physical outlet in order to save time & money.
services Google would emerge as the largest competitor.
 Furthermore, the customers might also be the ones who
 Walmart is the biggest threat to Amazon in US as reports roll are searching for deals. Due to this, the portal is known to
in of various attempts to compete with the large online have specific days where they give massive discounts to
retailer. Reports of Walmart testing a locker system for their buyers.
consumers where shoppers can order and pay online and
pickup at their convenience are surfacing. 
 Walmart is also still testing same-day delivery in four cities
and remains the fourth largest online retailer. Walmart rakes
in about $9 billion in Internet sales, which Amazon more than
doubles in a quarter. However, Amazon does not have the
physical structure base that Walmart has to start with.
 In developing countries as well as in developed, there are
many local portals which give tough competition to Amazon.
For example – Snapdeal, Flipkart are some of the competitors
of Amazon. Similarly, groupon, first cry (targeted towards
moms) are specialised e-commerce portals which take away
traffic from Amazon. Thus, these local competitors of each
country also react strongly to Amazon’s presence.
 Market analysis in the Marketing strategy of Amazon- The
global E-commerce market is still in the evolving phase. With
the adaptation of technology in the developing economies
customers are now becoming more comfortable with online
shopping. Fierce competition from Biggies like Alibaba, Ebay,
start-ups & local ecommerce players like Flipkart, Snapdeal is
more of resulting into overall growth of the industry which is
good for the industry.
Founded in 1967 Nike has emerged as
the most preferred footwear company
for the athletes. However, over the
period of time,
it extended its product line to apparels
and accessories like clothing, socks,
digital devices, eyewear, and
equipment for sports. Nike has
achieved compounded annual growth
rate (CAGR) of 11% for the period of 5
years i.e. 2011-15 and revenue of $
30,601 million.
 Nike uses psychographic segmentation variables to make its offerings more attractive
to the target customers. It uses separate campaign or strategy to cap the market
potential of the different segments.
 Targeting is the important aspect of the marketing strategy, especially when a
company is in different businesses. Being present in footwear, sports equipment,
clothing and many others Nike uses differentiated targeting strategy.
 Product and usage-based positioning are used by Nike to create the image in mind of
the consumers.
Outsourced Manufacturing Units: Strong product portfolio:
Nike receives footwear from more than Nike have strong product portfolio as
140 factories located in 13 countries being present in various interrelated
across the globe. Outsourcing of the business segments is helping the
manufacturing helps the company in company in retaining its customers and
keeping its operational cost low and at provide a bundled products to them.
the same time focus its competencies Nike has subsidiaries such
on sales and marketing activities to as Converse, Hurley and Jordan for
drive the sales. driving growth with the help of the
different brands.
BCG Matrix Distribution strategy
The Nike brand and its offering are Nike distributes its products
Stars in the BCG matrix while worldwide through different channels
Converse, Hurley and Jordan are the such as resellers, supermarkets, e-
question mark in the BCG matrix due commerce sites, retailers, licensees
to their presence in the limited and company-owned outlets. There are
countries. 697 Nike brand factory stores, 106
inline stores and 99 converse stores
and 29 Hurley stores globally.
Brand equity
Nike is the well-known brand globally and its association with the various sports events such as
Cricket world cup, FIFA cup, Olympics and many others has helped the company in creating
high TOMA (top of mind awareness) and brand pull.
Competitive analysis in the Market analysis in the Marketing
Marketing strategy of Nike – strategy of Nike –
The apparel, athletic footwear and Business segments in which Nike
sports equipment industry are highly operates has a large number of local &
competitive due to the presence of a national players. The major threat to
large number of local Nike is the imitation that goes hand in
and international players. Nike hand in various markets which are
competes with the company like affecting its revenues and businesses.
Lululemon, Puma, Adidas, V.F Corp., Also, Nike is in the industry which is by
athletic UNIQLO and many others. and large affected by the product life
The demand graph is shaped by cycle which means that sometimes it’s
variables such as the change in the very difficult for the company to
fashion, technology, taste and respond to the fad timely.
preferences of the customers. Factors
such as quality, performance,
reliability, competitive pricing, connect
with the consumer plays the critical
role for the companies operating in
this business. Here are the Top Nike
Competitors.
Customer analysis in the Marketing strategy of Nike –
Customers of Nike ranges from individual customers to companies. Nike targets
customers from different age groups and middle / upper-middle or upper-income
social groups.
 They struggled to keep up with the
smartphone market, but now Samsung has
progressed so much that they are the main
competitor of the Apple Inc.
 Furthermore, Samsung is the largest tech
business by revenue and seventh most
valuable brand today.
 What helped Samsung to become an
industry leading technology company, was
the marketing strategy they applied.
 ue to the ever-changing tastes of consumers
in the technology industry, companies had
to follow the pace and offer progressive and
evolving gadgets to their customers.
 So, Samsung also had to change in order to
gain the upper hand on the market and the
new Samsung marketing strategy was the
key to evolution.
 Growth and development are  Today, Samsung has sparked in terms
essential parts of the technology. of innovation and instead of satisfying
the needs of the society, they have
 Consumers were never attached with literally started to create the need for
certain technology products, they people.
always strive to have the best. Such
situation has obliged technology  Besides, Samsung has an interesting
manufacturers to rapidly create new and vast product portfolio. Their
gadgets that would satisfy the needs product range includes laptops,
of customers, and for several years, tablets, smartphones, TVs,
Samsung has never failed in this cameras, Refrigerators, etc.
component.
 By this, I mean that the Samsung
 Society has always loved when the marketing strategy has helped the
gadget maximizes their life comfort firm to build trust on every product
and they manufacture.
Now, let’s start discussing and analyzing parts of the
well-praised marketing strategy of Samsung.
MARKETING MIX
 Samsung has reached unbelievable heights with its smartphones, which helped
the brand to become a symbol of quality and reliability for its consumers.
 Besides the product, Samsung is famous for its customer service (Samsung has
one of the fastest product services). Though, product variation is the most
powerful aspect of the marketing mix of Samsung.
 Skimming Price – Smartphones of  Competitive Pricing – One of my
Samsung are leading the market favorite parts of Samsung marketing
with Apple’s iPhone. As Apple, strategy. Due to the fact, that unlike
Samsung also uses skimming price to smartphones, Samsung has difficulties
gain the upper hand over their in gaining an edge over its competitors
competitors. For instance, Galaxy S6 with other products (for example,
and S6 Edge are the brands new Samsung has trouble keeping up
products of Samsung carrying the with robotic vacuums like the Roomba
slogan “Next is Now” and claiming that 650 and 880). Surely, Samsung is an
they are the most beautiful authentic brand, but in terms of home
smartphones ever created. Without a appliance, it can’t possibly surpass LG.
doubt, S6 Edge (64 GB) that costs 1 Furthermore, in Cameras Cannon and
180$ will brilliantly/smoothly sell Nikon are leading the market. So, for
around the globe. But, what will happen Samsung to withstand this fierce
when other competitors will launch a competition, it’s vital to use competitive
smartphone with identical features? pricing. Also, Samsung never is a late
Simple. Samsung will lower the price comer in production and non-
and easily steal customers from the innovative, but they are mostly the first
competitor. ones to introduce a change.
 Samsung uses channel marketing in its industry. And from this strategy, only service
dealers are taken into account for corporate sales.
 Retailers who present the technology chain are bound to include Samsung in their list,
because of the firm being a world-famous brand and Samsung can also serve as an
alternative for the consumers.
 The distribution is a compelling part of the Samsung marketing strategy.
 In certain cities, Samsung has a contract with a single distribution company that
distributes the product throughout the city.
 For instance, Mumbai is a great example of a city, where Samsung distributes its
product through a single company.
 These reasons may vary, but some of them might be like less concentration required
for monitoring distribution channels or paying less to distribution companies because
while placing a large order, discounts are always present.
 Samsung marketing strategy uses diverse Sponsorship –
forms of promotion. As Coca-Cola and Nike,
Samsung is convinced that advertising is one  Samsung is one of the largest companies in the
of the best forms of promotion to engage world. Today, they have 150,00 employees
potential consumers. worldwide.
 Besides advertising, Samsung approaches  Samsung is mostly famous for its product
different promotional tactics to make quality, but besides the gadgets, Samsung is
customers buy the product. known for being a sponsor giant. Current
sponsorship of Samsung is Sydney Opera
 For instance, quite often, Samsung introduces House, Australian Olympic Team, NSWIS
discounts, sponsors events, engages with Awards, Oceania Foundation, etc.
national and worldwide festivals, etc.
Advertising –
 Hence, the Samsung marketing strategy
simultaneously helps the organization progress  Samsung doesn’t concentrate on commercials
in different aspects. like Coca-Cola or Pepsi, but they always
promote their most important products.
 To get the hang of Samsung’s advertising
system, let’s review some of their famous and
most successful advertisements.
Vision Statement
 “To provide access to the world’s information in one click.”
Explanation:
 The company’s nature of business is a direct manifestation of this vision statement.
 For instance, Google’s most popular product is its searchengine service. This product
enables people to easily access informationfrom around the world.
 Google’s generic strategy of differentiation, based on Porter’s model,contributes to
the company’s leadership in the market.
 Such leadership is important for the firm to satisfy its mission statement and vision
statement.
 The combination of the intensive growth strategies of market penetration, market
development, and product development also contributes to the capability of Google
to maintain its leadership position, which in turn empowers the company to maintain
its financial viability.
 Google primarily concentrated on the areas of search, advertising,operating systems
and platforms, enterprise and hardware products.
 These programs include AdWords, AdSense, Google Display and Google
 Mobile, with Android and Google Chrome serve as its operating system and platforms.
 Google generate revenues primarily through delivering advertising to promote
products and services for businesses.
 Google launched Pixel this year which is a rebirth of Google’s unrealized Motorola
dream.
 It may seem like mere Nexuses in disguise, but the company's shift in strategy is far
more monumental.
 This new effort represents a renewed attempt at what Google sought to do with
Motorola when it bought that company in 2011 only with even more ambition and
without the accompanying complications
Nexus: Pixel:
 Stood for products created in  It is overtly poised to provide a "pure
partnership with a rotating cast of Google" experience, an extra
 Android manufacturers, typically  Google take on Android that puts
using an existing handset model as a Google services and concepts front
base and then tweaking it to make it and center.
feel like a Google original.
 It's "the best of Google," as the Pixel
 Google’s hand in Nexus hardware marketing materials explain it.
development generally started once
a device was already about 90%
done.