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Chin Chin’s Global Marketing Strategy: A Super Brand based on Quality Products

February 26th 2007 18:32
The marketing plan mapped out by a company will come to a point that an organization would want to go global, stepping out of their roots and studying the external possibilities and behavioral factors for consideration in trying to penetrate the market for neighboring and potential countries. Global marketing addresses the needs of not just one part or group, but rather intend to cater and promote the same product using the same strategies and tactics that were used from its point of origin.

While the issue may not be as easy as that of simple marketing techniques that were researched and used for a particular culture, it needs to be tested with other behavioral acceptance and responses. In most cases, such strategies are sure to draw varied opinions and criticism, something that will show some overlooked aspects of a product or service towards local consumers which would surely have different tastes and expectations. Choosing the right territory to make products available basing it on demand as well, is something that will have to be worked on, especially for success products. It should not be entirely closed and focused on one genre or group of people.


Chin Chin or Kinglucky Foods, cater to this type of business, owing to its being a Super Brand by International experts. Being tagged as a super brand is something that is not spent upon. A super brand is something that truly has world class quality, despite conflicts of agreement with regards to considering such product or
Chin Chin Super Brand
Super Brand Award
as far as its price is concerned. The local items available such as Green Tea, Black Gulaman, Sports Drink and Naturally brewed drinks found in its product roster are of world class standard, owing to its international acceptance and acclamation.


There are also cases where the local town folks would not accept a product. Particularly in the consumer price conscious people of the Philippines, quality takes a back seat to majority of the target markets. Marketing schemes, market placement and the like, well, these marketing tactics are simply hard to achieve overnight. Large players expanding their product lines, such as Universal Robina Corporation for its C2 variants and Zesto for the One have been obviously testing the market for a low end drink that will be easy on the consumer’s pockets. However, bring this towards other country’s level of standards, and people can easily identify a low quality product, and perhaps only just try it out of curiosity. But a continuous purchase and expected increase in the demand for the product is highly unlikely, especially for the eagle eyes when it comes to craving for top quality products to satisfy consumer needs.
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