Anja Janoschka – Page 6 – International Marketing Blog

Value-based pricing as a strategy to maximize profit

29. October 2012

A value-based pricing strategy includes both the value creation and the value appropriation. Firstly, it is important to understand exactly what drives sustainable value for people. Creating these values in products and services is the foundation of the value-based pricing. The cosmetic brand La Prairie, for example, launched their Caviar Collection for a very special skin treatment. By communicating the value of the visible improvement one’s face will receive, the perception and the willingness to pay a higher amount for …

Development and Realisation of International Marketing Campaigns

29. October 2012

Authors: Marc Helfenstein, Carla Sager und Natanja Rebsamen Pascal Schaub, Chief Strategic Officer at Saatchi & Saatchi, advises us in the development and realisation of international Marketing Campaigns, explains us the factors behind his success and the roll of Social Media. [youtube http://www.youtube.com/watch?v=22JUYBq3trs&w=530&h=298]

International Communication

29. October 2012

Author: Natanja Rebsamen Due to the globalization, International Communication is gaining a very high importance related to social interactions between different cultures. Entering new markets or commencing successful negotiations can be eased by cultural awareness. The most common approaches were developed by E.T. Hall and G. Hofstede: Besides the dimensions “space” and “time”, E.T. Hall (The Hidden Dimension, 1990) outlines the importance of the third factor called “context”. He differentiates between “high context cultures” which use a more indirect and …

Global advertising

29. October 2012

Author: Doris Kündig When operating globally a company must, among other things, raise the question about what and how to communicate. That’s where tradition and cultural values come in. The cultural values forming the basis of society must be analyzed carefully. Whether the society is individualist or collectivist, hierarchical, or family oriented. Whether there is an economic or a dominant political ideology, or there is a religion practiced by a majority. All these values are having an impact on an …

When the lights went off – a true global campaign

10. October 2012

Author: Simon Roth Sydney March 31st, 2007 – It was 7:30pm when the lights went out and the city turned dark. This very hour without lights from 7:30pm to 8:30pm marked the start of what can be described as one of the most powerful global campaigns, which – in the beginning – was not intended to become global at all. The Earth Hour was initiated by WWF Australia (www.wwf.org) and conceived by advertising agency Leo Burnett (www.leoburnett.com.au) to take a …

Pricing strategies

8. October 201229. October 2012

Author: Hannelore Tontsch In the past, prices were built on natural needs, rather than on the demand of the market. Therefore it was easy selling and practised everywhere with high margins. And these days ? A pricing strategy is one of the most important parts of managing any business – But how could we set a price? Cost versus value If you choose a cost-based pricing structure, decide on the gross profit you would like to make on top of the …

International communication? Yes, please. But no global steps without local touch!

8. October 2012

Author: Ana Ingold The new IPhone 5 is designed in California, made in China and held together by Swiss screws. 90’000 flights are starting from around 9’000 airports each day and over 900 million people are using social media channels. The entire world seems to be unified and working together however, remember, cultural barriers are still in place. Culture, values, needs, emotions, body language and the language patterns themselves – all these can tell you more about the way you …

B2B in international Marketing

1. October 20128. October 2012

What are the greatest challenges in content marketing in the B2B sector? Based on a worldwide survey conducted in its second year with 1,092 marketers in August 2011 by the Content Marketing Institute, the following key challenges were stated: producing the kind of content that engages prospects and customers (41% of respondents). producing enough content (20%) budget to produce content (18%) other (21%) The instruments mainly used in content marketing for 2012 are: articles (79%) social media (74%) blogs (65%) …

That calls for a Carlsberg: how youtube boosts the launch of an international campaign

1. October 2012

Author: Michael Domeisen The Carlsberg Group is one of the leading brewery groups in the world with a large portfolio of beer and other beverage brands. The flagship brand – Carlsberg – is one of the best-known beer brands in the world and the Baltika, Carlsberg and Tuborg brands are among the six biggest brands in Europe. Over the last decade, the Carlsberg Group has become the fourth largest brewer in the world. On 22 September 2011, Carlsberg launched its …

Same, same but different?

27. September 201227. September 2012

Author: Daniela Jenni [youtube http://www.youtube.com/watch?v=iBoXvgysltw&w=530&h=298] “Costly, irritating and interchangeable – the Swiss bank’s advertising.” This was the lead in a recent article in the Swiss daily Tagesanzeiger. It is precisely in times of crisis, the paper argued, that the banks should seize the opportunity to win back lost confidence, project a self-assured image and take a firm stand for customers. There is no place for interchangeable advertising, it said. Same, same but different? Is this bland uniformity in evidence beyond …