International Business Emerging Markets
Advertisement is a form of promotion that is meant to communicate information about a product and is usually passed through the mass media. Mass media items include radio, television advertisements and posts in daily newspapers or magazines. For example, “Sugar & Spice & Everything nice” is an advertisement from “China Daily” that advertises Gingerbread to its readers. This advertisement uses the legal standard policy of product promotion by designing a good advertisement that fits the food and beverage industry advertisements. It also uses clear information about the Gingerbread and explains the target customers as being the children (China Daily, 2013).
“Mobile changes lives of Thai farmers” is an advertisement from “The Daily Star” in Thailand. This advertisement uses the policy of purpose because it is targeting farmers and advising them to utilize mobile technology to increase their agricultural yields by getting important information related to crop production (The Daily Star, 2013). Another advertisement “Bangkok Post Classifieds” is on “Bangkok Daily” that aims to create demand for sale of various properties, for example, cars and houses. It also advertises services such as tailors and accounting services. This advertisement has employed the policy of purpose in its design. The main information the advertisement is passing is that the various products and services being advertised are meant to be sold or leased. It also reveals that the products and services are unique and are only meant to promote the products not the business (Bangkok post classified, 2013).
The Gingerbread advertisement applies price matching policy in the market and in an attempt to woo customers. It is sold at a slightly lower price that other kinds of bread and snacks such as hotdogs, French bulldogs and sandwich. The ingredients are also cheap compared to those used in snacks. The packaging is likely to be less complex as shown in the advertisement. These characteristics, therefore, offer a competitive price for gingerbread lovers (China Daily, 2013).
The Thailand advertisement uses price reduction policy. This is because the service aims at reducing the time and resources spent when going out to field extension officers to seek for agricultural advice. In this case, the mobile services company will reduce the cost of consulting agricultural officers. Farmers will instead subscribe to this service that is billed per each message received. This reduces the price of practicing agriculture (The Daily Star, 2013).
The Bangkok Post Classifieds uses price adjustment policy from time to time. This is because the prices of cars, houses and services keep on changing depending on demand. These items are also manufactured, and long term and thus their prices remain constant for some time but still change in the long run. The prices of services are likely to be adjusted to meet the various expenses associated with them, for example, increases in permit charges (Bangkok post classified, 2013).
Gingerbread can enter the market by joining hands with other companies that sell the same line of products such as snacks, hot dogs and biscuits. This would give them an advantage because a customer will be buying bread plus other snacks in the same retail shop (China Daily, 2013). The same can apply for the mobile phone service because it would be very expensive to set up a mobile company to transmit such a message to farmers. Therefore, joining a mobile phone company is the best approach to marketing the product (The Daily Star, 2013). In addition, the Bangkok classified can sell it products by joining other newspaper and magazine companies. They should produce a pull-out and insert into each daily such that a newspaper reader finds it as part of the paper (Bangkok post classified, 2013).
China Daily. (2013)Lifestyle retrieved from http://www.chinadaily.com.cn/food/2013-12/18/content_14250489.htm
The Daily Star. (2013) Mobile changes lives of Thai farmers Retrieved from http://www.thedailystar.net/beta2/news/mobile-changes-lives-of-thai-farmers/
Bangkok post classified. (2013) retrieved from http://classifieds.bangkokpost.com/