Question

This week’s discussion will allow you to combine what we learned about global marketing with the product you are using for your marketing plan.

Assume that you are being sent to the country you were assigned at the beginning of the module (no, you cannot change) to market the product you are using in your class marketing plan.

Considering everything we have learned so far about the marketing mix, environment and other factors you need to develop a plan to sell your product. Prepare your plan as if you were giving a briefing to the staff that is coming with you. Thus, it must be clear, concise and in professional business language.

Your briefing should include:

Will you standardize or adapt each of the four Ps in the marketing mix. Why? Be specific.

Review each of the four traits in the Hofstede cultural index. What should your staff be aware of regarding differences between the US and your destination? Think carefully, you don’t want to embarrass your firm or insult your hosts. Country is India

What is the country’s currency and exchange rate against the dollar? Average income? What does this suggest about how affordable your product will be for the average consumer?

Finally, list one thing that your staff should know about the economic environment (what is important about the country – do NOT use exchange rates or PPP). Also, list one “just for fun fact” that your staff will enjoy knowing about their destination.

As always, college level writing is expected and if you use a source be sure to give credit (it is not necessary to cite the material directly from the course).

In your responses, comment on the conditions in the country as if you were going with your classmates. Your instructor will be looking for insight questions and/or useful feedback on the country in question.

Answer 1

The four P's of marketing are Product, Price, Place and Promotion. Since, the host country is India we need to adapt each of the four P's in the marketing mix. It is a well known fact that India is a place of cultural diversity, where one has to be aware of the sentiments related to each of this culture.

1. In India it has been observed that most of the population is vegan and hence, one has to be sure that no animal ingredients or animal byproduct is used in the manufacturing of the product.
2. Though the country is developing but still their currency "Rupee" is weak as compared to USD. As a result, the average income of the country would be subsequently lower than United states, which bring to light the importance of managing the product's price. Although, some of the world's top billionaires are from India, but at the same time half of the country's population is below the poverty line. Therefore, to reach the global market the product price need to be adapted according to the country's economic condition.
3. The marketing team need to research the country before launching a product. They need to be sure whether the people of that specific place would be benefitted through its use, otherwise it would hamper the organization's bottom line.
4. The right kind of promotion and marketing strategy need to be followed keeping in mind the cultural and religious differences. For example, the advertisements associated with the product need to be free of slang and offensive languages, destructive and obscene images should be avoided.

Hofstede cutural index can be used to compare between United States and India, which may clear the cultural differences between these two countries:

• India has a higher power distance index as compared to United States, which clearly states that there is an unequal distribution of power.
• India has collectivist culture while the United States has a individualistic culture.
• The United states is in very slight margin ahead of India, in case of Masculinity. Hence, Indians can be modest and caring sometimes which would make the surveys a bit difficult. It is observed that like any other South Asian countries India too is reluctant towards harsh comments and normally sugar coat the conversation to respect the sentiments of the other person.
• In case of uncertainty avoidance index, Indians are believed to be emotionally driven and often their tolerance level is high as compared to their American counterparts.

Hence, it is necessary for the team to understand the cultural differences and ethics prevalent in India. One has to be aware that although Indians are good in English, there accent may be different. Hence, it is necessary that both the parties respect each others language barriers and avoid misunderstanding. There exist a funny saying about the Indians, whenever Indians agree to a situation they shake their heads. It is important here that, one need to be patient and observant when visiting a different country as creating a long lasting relationship needs time. This is important especially when one is launching a new product and aiming for globalization in Indian market.

Note: Today's currency rate, 1 USD = 71 INR