Like Corona beer identify a recent example of a firm that wa

Like Corona beer, identify a recent example of a firm that was cited as having a competitive advantage due to its innovative marketing plan. Respond to the following:

Discuss implementation activities that positively impacted customer satisfaction.

Describe three advantages and three disadvantages of standardizing the marketing mix worldwide.

Solution

We can take BIRA as an example to explain how they attracted the customers with their innovative marketing plan in India. Bira targeted the youth of the country and they played with the physical aspects of the beer, logo, and the name of the beer.The company used a monkey as a logo telling people that there is a monkey inside all of us. This caught the attention of the crowd and they gave the beer in a unique taste and color which is not available in the market with any other beer brand. They did not spend a huge amount of money on running marketing campaigns and instead made the beer available in the local bars at an affordable price. This made the product click instantly and became the favorite of the crowd within no time. These implementation activities made the brand very popular and currently, they have almost 30% of the market share in India for beer.

The advantages would be:

The disadvantages would be: