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There are two major elements to an international marketing strategy, the first concerned with adapting the product itself and its packaging to the specific local market and the second has to do with promotional strategies. For example, given the tremendous popularity of skin lightening products in India, a cosmetic company attempting to move into the Indian market should include skin lightening ingredients in all their products. A marketing campaign should use famous Bollywood stars rather than western models. Because the Indian market is very price sensitive, cosmetic products should be sold in smaller packages -- perhaps offer for sale what are in North America considered "sample sized" products.
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