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Marketing Management 500

In: Business and Management

Submitted By 26lori
Words 1007
Pages 5
Branding, Pricing, and Distribution
Deloise Perkins
Marketing Management 500
DR. William Bonaparte Jr.

Branding, Pricing, and Distribution

Branding, pricing, and distribution are all integral parts of a strategic marketing plan. Each segment of the plan needs to be developed individually with the entire culmination of the plan in mind. The purpose of this paper is to create the domestic and global product branding strategy, determine the optimum pricing strategy, and examine how the company’s pricing strategy supports the branding strategy.

Domestic and Global Strategy

A global marketing strategy that totally globalizes all marketing activities is not always achievable or desirable (differentiated globalization). In the early phases of development, global marketing strategies were assumed to be of one type only, offering the same marketing strategy across the globe. Leverage is gained from competing in the same category country after country and may come in the form of product technology or development costs. This strategy will single out no one and try to involve everyone. Since Toys" R" Us stores are not physically available in some countries, technology will helped with global marketing.Selecting the form of global product category implies that Toys" R" Us will stay within that category will consider targeting different segments in each category or varying the product, advertising and branding according to local market requirements. Toys" R" Us domestic and global category strategy will leverage knowledge across markets without pursuing standardization.
Toys" R" Us is willing to have cross-border advertising through international TV channels. Global branding will allow Toys" R" Us to take advantage of such existing goodwill cross-country.
Toys" R" Us strategy will involve multi-domestic marketing approach-tailoring marketing strategies to local…...

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