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Ahmad Nugraha Bayu Mukti
Prita Widiastuti
Widya Arie Susanti
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Deciding Whether to Go Abroad
Deciding Which Markets to Enter
Deciding How to Enter The Market
Deciding on The Marketing Program
Deciding on The Marketing Organization
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Higher Profit Opportunities
Larger customer
R educe market dependant
Counterattack global competitor
Serve customer abroad
Attractivefactor
Lack of foreign preference
Lack of business culture
Lack of foreign regulation Lack of experience
Changeable in foreign country law
R iskfactor
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How many marketto enter
Develop VsDeveloping market
Evaluatingpotential market
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Indirectexporting
directexporting
Licensing
Joint ventures
DirectInvestment
Commitment, Risk, Control, and Profit
Potential
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Seller
Sellersinternational
marketing
headquarters
Channelbetweennations
Channels within foreign
nationsFinal buyers
Priceescalation
Transfer prices
Dumpingcharges
Gray markets
Price
Distribution channel
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Attractcompany locate itsbusiness
Sell goods inother country
Buildingcountry
images Attribute indecisionbuying-making
Symbolicheritage andculture
Consumerperceptionof country
of origin
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ExportDepartment Internationaldivision Globalorganization
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Product and Communication
Product
Do not change
product Adapt Product
Develop New
Product
Communica
tion
Do not changecommunications
StraightExtension
ProductAdaption
Product
Invention
Adapt
Communications
Communication
adaptation Dual adaptation
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y Established 1930 merged between Netherland and UK
y Operated in more than 90 countries
y They applied regionalized system because Unilever
has its subsidiaries and each countries by joint venture or agreement with local partner
y The have 400 hundred brands
y They chose d tapping Global Market
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1900-1910
Established with soapproduct andmargarine
1920
Unilever agree tomerge
1940 Unilever
operationaround the
world
Expand intofood market and
investment inR&D
1960
Developing
new product R unning highly
ambitiousacquisitionprogram
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1980 Become on of the
biggest company R ationalizes its
business to focuson core productand brand
21st century
Launch path of Growth
5 years strategicplan
2000
Announcenewcorporate
visions
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Margarines, spreads, oils
Frozen Foods
Icecreams
Tea-based beverages
CulinaryHealth and Wellness
Fragrances
Deodorants/toiletry
Oral Care
Soaps, lotions, skin care
Laundry
Househould care
Cleaning Products
Ireland
Korea
Neverlands
Italia
US
Global Enabling
TeamRegional Leadership
Team
Global Process Owners
Customer Business
Development
Finance
Human Resources
IT
Market Research
Government Relations
Product Supply
Public Affairs
Cross Functional Management Team
Global Business Units
Global
Business Services Corporate Functions
Market
DevelopmentOrganization
One Unilever
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y First launched in 1890 in India by Lever Bros
y LUX in Latin words means light and luxury
y 1925 launched in USA as toilet soap and 1928
launched in UK as brand extension of LUX soapflakes
y LUX currently product of Unilever
y Products are hand wash , shower gel, cream bath
y 2009 100 countries (Pakistan, Nepal, Nigeria,Norway (1950-1960), Indonesia)
y Here is LUX distribute in Indonesia market because itis seen as the 2 biggest market after India
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y Based on types:
y Shampoo
y Hair spray
y Shower gelsy Shampoo conditioner
y Based on sizes
y 40gm, 80gm and 120gm
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y Unilever established 1933 Levers Zeepfabrieken N.V.owned by Dutch government
y Now days named by PT. Unilever Indonesia.Tbk
y Shares owned by N.V (85%) and public (15%)y Head office in Jakarta
y There are two factories in Cikarang and R ungkut(Surabaya)
y They has slogan dimana bumi dipijak langitdijunjung
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y 1920 -30 (1924) Import by van den Bergh, Jurgen andBrothers
y Produced by Unilevers manufacture at R ungkut
(Surabaya)y According to research in 2009 Unilever dominates
72% toilet tries market
y 39,99% market share and LUX becomes the market
leader.
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y Based on types:
y 14 types of body showers gel
y 1 type white spa scrub
y 5 types of soap bary Based on sizes:
y 250 gram
y 100mg
y 450 gram
y 90 gram
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y Indonesias Prices
y 250 mg R p 11.500
y 100 mg R p 5.800
y 90 mg R p 2.400
y Internationals prices in Indonesia
y US $ 0.5 - $ 1.9
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China Australia Japan
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y Low cost
y Differentiation
y Market opportunity
y Consumer and suppliery Advertisement
y PR & publicity
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y LUX Beauty Lounge
y 16 November09-3i july10 in Jakarta
y Price offers R p 100.000
y Give a luxury shower experience to woman, they getmake up and hair consultation, LUX special package,
workshop with cooperate with community, they alsocan get LUX voucher.
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y This strategy has two types of aims which are
y Short Term as product communication
y Long Term can get enclose with customer
and make the customer more recognize the product.Build loyalty, and brand equity
The other strategy is using advertisement with super star
as their brand ambassador.