Tough times? Go guerrilla marketing

Article Abstract:

Marketing organizations in Asia should learn to be resourceful in times of economic crisis. Instead of using gorilla marketing they should switch to guerrilla marketing which entails a change from heavy reliance on big marketing budgets to using ingenuity instead. Guerrilla marketing techniques include reassessing threshold levels and redeploying funds, creating trade-ups within the product range, leveraging partnerships with noncompeting products, creating presence at key locations, offering samples, rewarding customers, thinking small and negotiating the unusual.

Marketing procedures, Marketing, Process, Physical Distribution, and Logistics Consulting Services, Marketing Consulting Services, Methods, Finance, Marketing industry

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English brands give Asian firms an edge in cross-border markets

Article Abstract:

Asian companies are increasingly using English words as a branding strategy in order to make their products more memorable. Since Western products are often perceived as having better quality, brands with English names tend to be more appealing. If the marketing is not done well, however, such branding strategies may backfire by alienating English speakers with strange grammar or confusing non-English speakers who are unable understand what is being sold.

Geographic, Market Targeting & Approach, Usage, Column, English language, Asian advertising, Market strategy

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Kao studies Asian tastes

Article Abstract:

Kao Corp director Hitoshi Kato has observed that advertising and imagery are important in selling consumer products in Asia. Hence, he made Kao's products' packaging and formulations similar. However, he also believes that some modifications should be made to products to suit local tastes, and thus, increase saleability of the products. According to him, the amount of modification that will be made for a product will be determined by its product category.

Advertising and Related Services, Product management, Advertising services, Consumer goods industry, Kao Corp., Kato, Hitoshi

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