Red Bridge Strategy

Business lore is full of stories of advertising slogans and product names which did not translate well into other languages and new markets.  Yet translation of slogans and marketing materials is really only the end of the process for entering new regional or country markets.  In entering new countries or regional markets, companies need first to consider:

• Will the product sell to the same target market in the new country, or will it sell to a different demographic?  Will a mass-market product become a niche product in another region?  Or does the product have a “global tribe”* for a market?
• Will the product have similar positioning across all markets?  Will a mid-market product in a developed country become a luxury product in an emerging economy, or vice versa?
• How do the marketing channels change for the target market in this region?  What will be the right mix of online, traditional media, and direct sales force?  Will sales in the new region need a local sales team, or be able to sell from existing countries?
• Will the business be able to leverage existing distribution channels in the new region, or will it need to establish new, perhaps different distribution channels?
• Will the product design or packaging need to be tailored to a particular country or region?
• How will the legal and regulatory environment affect the marketing strategy?

Red Bridge Strategy will work with your corporate and regional marketing organizations to develop a successful cross-border product introduction.  We will facilitate an environmental scan to identify the key issues that will affect your local marketing strategy, develop a regional marketing strategy, and then help you determine the extent to which your marketing should be globally consistent, or must be tailored to the specific market.  Cultural and geographic diversity can be leveraged to optimize growth opportunities, and minimize the business risks.  We will work with your organization to develop an approach that integrates sales, marketing, and operations support needed to successfully introduce your product into the new region.

*Hymowitz, Carol. “Marketers Focus More On Global 'Tribes' Than on Nationalities,” Wall Street Journal, December 10, 2007.