International consumer behavior

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International consumer behavior

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The function of this product is to limit the evaporation for up to 12 hours and also, avoid redness, moisturizes and irritations of the eyes. It's a new lubricant with an exclusive natural formula. This oil repairs the daily attacks and restore the natural protection on the eye (avoiding the dry and red eyes). The daily attacks are the pollution, the environment (particularly during the spring), the smoky places and the sun exposition. It's totally natural (that avoids negative side effects) and the results are better than the competitors in term of time period (efficient during 12 hours, compare to the competitors, it is 4 hours more). The new button system allows to the users to not care about the measure: it is only one press. This function removes the fear of the surplus of drops in the eyes and reassures the customers (it is also comfortable in term of using).

Sommaire

Launch a new product
1. What is its function?
2. Who is the target audience?
3. How is the product or service acquired, used, and disposed?
Analyze the macro consumer picture
1. Be very country-specific
2. Population
3. Economics
4. Usage
Analyze the micro consumer picture
1. How would you uncover and use the segmentation information about your target audience?
From the 'consumer looking out' perspective, how would you use such factors as motivation, exposure, knowledge, attitude formation, problem recognition, judgment and decision making, etc.?
From the 'marketer looking in' perspective, what information and techniques would you tell or instruct your sales force / advertising agency / store designer / marketing team / public relations agency / etc. in order to improve sales or increase usage?

Extraits

[...] It is a competitive advantage compare to our competitors. - The language : We need to adapt our product with a new packaging (colors, translations, etc . ) in order to be understood clearly and without ambiguity of the population talk in Japanese). - The distribution and the idea of “premium” : We need to work on the future distribution network. If we want to be seen as a premium solution eye drops (health and beauty), we need to work more on the definition of our network. [...]

[...] It is in our policy and commitments to propose a product which cans be reused. The Japanese lives in urbanized islands which are already polluted. It is becoming one of their concern because they are all the time confront with this kind of problems. Japan is 20th at the environmental performance index. Question 1 : Analyze the macro consumer picture. Be very country-specific. Overview: Japan is an island country located in the Pacific Ocean and composed of 6852 islands. The population is about 128 million people. [...]

[...] The use of famous characters allows to reinforce the decisions and post decisions of consumers. Marketing team The marketing team has to develop these ideas and propose a concrete plan (with more data and researches). The strategy has to become clearer: it is important to validate all the thoughts and find all the weaknesses. The plan seems to be interesting and the marketing team has to follow all the process in order to be sure that it is coherent and efficient. [...]

[...] "Cosmetics Market Information." Http://www.pic.or.jp. Web . [...]

[...] Advertising agency It is important to avoid cultural mistakes and misunderstandings in term of image and meanings. The marketing and communication strategy for luxurious products cans be adapted to our product in order to influence the Japan purchasing behavior. We have to play on the affective side for the beauty am better in my life when I feel good with my and the cognitive side for the health (Performance-related tactic). The calm and the beauty of the Japanese Mountains can be use for reminding the environmental proprieties of the product. [...]

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