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Innovation Management Global

Sanex is a personal care brand owned by Colgate-Palmolive that is sold across several European countries. To expand its market, Sanex launched simultaneously in multiple European markets to gain a first-mover advantage before competitors could copy its products. This strategy was successful, with Sanex gaining market leadership in Spain within a year of its 1984 launch. When selecting new international markets, Sanex follows a thorough screening process involving setting objectives, evaluating criteria like resources and market conditions, preliminary screening to eliminate unsuitable markets, shortlisting top markets, further evaluation and selection of the best market based on attractiveness, and small-scale test marketing before a full launch.

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47 views2 pages

Innovation Management Global

Sanex is a personal care brand owned by Colgate-Palmolive that is sold across several European countries. To expand its market, Sanex launched simultaneously in multiple European markets to gain a first-mover advantage before competitors could copy its products. This strategy was successful, with Sanex gaining market leadership in Spain within a year of its 1984 launch. When selecting new international markets, Sanex follows a thorough screening process involving setting objectives, evaluating criteria like resources and market conditions, preliminary screening to eliminate unsuitable markets, shortlisting top markets, further evaluation and selection of the best market based on attractiveness, and small-scale test marketing before a full launch.

Uploaded by

vaksoo vai
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© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
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Download as PDF, TXT or read online on Scribd
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BBA3823 NAME:-Kanchan Shrestha

Innovation management for global competitiveness LC:-00023000193


BBA
Six Semester
1. Explain the market expansion strategies of sanex.
Sanex is a brand of personal care products owned by Colgate Palmolive.It is sold in
European countries including united kingdom,Netherlands,Belgium,Spain etc. The
product of sanex include deodorant, shower gel, liquid hand soap and body, face and
hand moisturizers.
Market expansion is a business growth strategy. Companies adopt a market expansion
strategy when their growth peaks in existing channels. Success depends on confirming
that they have fulfilled existing markets. Companies must then identify other markets
that are easy to reach.
The market expansion strategy of sanex was to launch the product simultaneously on
a number of European markets.the idea behind this strategy was that sanex should
obtain a first-mover advantage,which meant that the big competitors did not have time
to copy the product concept before sanex had product extensions ready for
international market launching.similarly sanex concept of sanex shower gel was well
understood in most countries,but the potential for the brand would be different.

2. Elaborate with the reason behind the success of sanex.


Sanex was developed as a liquid personal soap in 1984. its success was established
quickly-with in a year it had gained market leadership in Spain.
Creating positive and sustainable consumer conversations around fast moving
consumer goods can be problematic. The Sara Lee brand, Sanex, sought to directly
meet this challenge by marrying a powerful advertising campaign, ‘Celebrating Skin’,
with complementary social media activity.A key aim of the ‘Celebrating Skin’
campaign was to take ownership of the ‘healthy skin territory’ across European
markets.
The main success of sanex are:-
 Cultural differences are not a problem
 Possible resistance of country managers
 Market research
 Market segmentation and positioning
 Marketing mix:-product and promotion
 Single brand

3. Describe the international market selection screening process of Sanex.


Market selection plays a crucial role at the international level. Market selection is
based on a thorough evaluation of the different markets with reference to certain
well-defined criteria, given the company resources and objectives.The international
market selection process is different in small and medium-sized enterprises (SMEs)
and large-scale enterprises (LSEs).

The following are the steps involved in the market selection process:
A. International Marketing Objectives: The first step in market selection process
is to determine or ascertain the export marketing objectives of the organization.
The market selected to serve a particular international marketing objective need
not necessarily be the best suited to achieve some other international marketing
objective.

1
B. Parameters for Selection: For proper evaluation and selection of the markets, it
is essential to clearly lay down the parameters and criteria for evaluation. The
different parameters for the selection of a market are firm's resources,
international environment, market situation, nature of competition, government
policy, etc.

C. Preliminary Screening: The objective of the preliminary screening is to


eliminate the markets which are not potential. The parameters used for the
preliminary screening may vary from product to product. However, parameters
like the size of population, per capital income, structure of the economy,
infrastructural factors and political conditions are commonly used.

D. Short Listing of Markets: Preliminary screening enables to eliminate markets


which obviously do not meet consideration at the very outset. There would be a
large number of markets left even after the preliminary screening. They are
further screened with the help of more information than was used at the
preliminary screening stage

E. Evaluation and Selection: The short listed markets are further evaluated with
reference to the cost-benefit analysis and feasibility study. They are then, ranked
on the basis of their overall attractiveness. Of the markets, the best one is chosen
for the launching of product considering the company’s resources and external
environment

F. Test Marketing: Initially, the market is tested on a smaller scale by launching


the product in a part of the markets This provides a feedback to the producer
about the market. At the same time, it helps the producer in assessing overall
response of the consumers from a specific market, after tested success, the
production can be undertaken on a mass scale.

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