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CLASSIFICATION OF INTERNATIONAL MARKETING STRATEGIES EXISTING
APPROACHES
Naimova Nargiza Akbarovna
Asia International university
Abstract :
This in the article It is worth noting that the marketing strategy of companies has a
number of characteristics that differ depending
on the goals and strategies of each company and
their approaches.
necessary conclusion and recommendations brought passed .
Keywords :
Marketing , Company , strategic approach ,
marketing complex, brand strategy.
The marketing strategy of companies has a number of characteristics that differ depending on
the goals and strategies of each company, but, on the other hand, the marketing strategy every
always one kind to principles has and him/her done is based on several existing conditions for
increase.
The main elements of the marketing mix are:
– goods (to the market take arrived of the object characteristic);
– price (reflects the commercial relations of existing competitors and buyers of goods);
– promotion (reflects the relationship between the manufacturer and buyers);
– distribution (goods) movement) (to the product) ownership the right transfer
processes).
Marketing complex elements based on company components of a marketing strategy are formed.
Thus, the following areas can be distinguished:
1) Goods strategy.
2) Pricing strategy.
3) Communication strategy.
4) Trading strategy.
Product whole marketing of the complex is the basis. If the product buyer's needs if it
does not satisfy, then N o a m o u n t o f a d d i t i o n a l marketing spending will
improve its competitive position in the market – ultimately, its failure is inevitable.
Brand strategy is not only the purposeful formation and management of the assortment, but
also the internal processes that affect the product. and external factors into account to take,
him/her create, working to release, to market release and sell, such activity legal as a means of
ensuring, pricing, achieving commodity policy goals, etc.
Philip Kotler gave the example of Procter & Gamble's brand strategy . 1950s in the middle
Procter & Gamble everyone came to the conclusion that it was possible to improve the old-fashioned
potato chips that they were used to . For almost a hundred years since the appearance of chips, no
one had proposed any new technology for their production, and the corporation itself did not
have a clear idea of what improved chips should be. But the company clearly knew that
INTERNATIONAL JOURNAL OF ARTIFICIAL INTELLIGENCE
ISSN: 2692-5206, Impact Factor: 12,23
American Academic publishers, volume 05, issue 02,2025
Journal:
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page 684
consumers would not be satisfied with the chips in their current form.
Procter & Gamble experts interviewed many potato chip lovers. According to the results of
this market research, the company found that consumers most chips about any from
something found that they were dissatisfied. They specifically complained: the chips go stale
too quickly, sometimes even when they are already stale when you buy them, the chips are
not crispy enough, they almost always come out broken or burnt, they are too greasy, it is
difficult to close the bags of chips, and the bags of chips are inconvenient to store.
These eight claims, identified during a consumer survey, were made by the corporation's research
and development department. for elementary to the point became. Pringle's a new product called
potato chips or simply Pringles create for to the department ten from the year more time it took.
They dehydrated potatoes plant to the tissues convert the way they found and this tissues
easily They were cut into equal-sized pieces that could be assembled. These chips were vacuum-
fried and packed in tin cans similar to those used for selling tennis balls.
1968 in the fall Pringle Indiana of the United States Evansville went on trial sale in the city and tested
the local potato chip market 20 percent of them were healthy. After that, the corporation began to
carefully and gradually introduce them to other markets. By 1975, the product was distributed
throughout the country and reached $100 million, or about 10% of the potato chip market.
Pringle – from the beginning of research to the beginning of its nationwide distribution – finally
began to bear fruit. The corporation was very optimistic about the prospects for profit, because,
despite the fact that the cost of production equipment was higher than that of enterprises
producing traditional chips, the costs of distributing Pringle chips were low. Competitors were
able to deliver the new product to stores and him/her out of hand caught transfer for expensive
trade employees and unwrinkled boxes, although they must be stored in trucks and Pringle of
chips one annual suitability deadline It allowed Procter & Gamble to distribute goods through
traditional warehouses.
However In 1976 Pringle chips sales decreasing, sales
It cost
$90 million . The public
is increasingly concerned about dietary problems and has turned to more natural foods. And
Pringle chips seemed to many to be something synthetic, consisting entirely of preservatives
and additives, devoid of the pleasant natural taste of freshly made potato chips. One
consumer said that Pringle's taste is more like a tennis ball than a potato chip like since
leaving he groaned. This such as claims Chips Manufacturing issuers Institute led by new
chips served as a springboard for a counterattack by manufacturers. They stubbornly insisted
that Pringles were not a "real" product and even sued Procter & Gamble to ban the company
from calling them Pringles potato chips .
However, Pringle chips seemed too expensive for some consumers. These customers could
not believe that the same amount of chips was crammed into a tin can as in the competitors'
regular bags. Many returned to the new chips, and Pringles chips were purchased only on
special occasions.
Sales fell to $80 million. But Procter & Gamble was not going to give up. Instead, it delved
deep into its arsenal of professional marketing and technology tricks. Among other things, the
corporation changed its advertising campaign several times. Ads appeared showing people in
Pringles boxes filling a salad bowl with ordinary bags. Later, advertising focused on
production technology, emphasizing the absence of preservatives and artificial ingredients in
Pringle chips.
In 1980 Procter & Gamble to the product new life In the hope of giving the market a "new,
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ISSN: 2692-5206, Impact Factor: 12,23
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improved" version of Pringle, the corporation reduced the salt and fat in the product formula.
better combining, main from difficulties one believed that he had succeeded in overcoming
this and making chips "tasty." These new, improved chips were offered by Procter & Gamble
in plain, thin, and sweetened versions. To the market again when he entered, advertisement
expenses 339 in 1980 700 from dollars In 1981 8 million up to a dollar increased and advertising
company main topic "I new Pringle from the taste of chips crazy "I have lost weight." motto
was. As a result of the product Its share of the two billion dollar potato chip market rose from
4.5% to 5.5%.
Procter & Gamble is taking a real gamble on the market, believing that Pringle will win again this
time. A $200 million loss has not dampened the enthusiasm of this patient and determined
marketer, she is "Crest" tooth paste to create 10 year Head and Shoulders shampoo, which became
a huge success due to its high cost and market share working to go out one how many year to spend
no never regretted it.
The firm must have the ability to create new products. From this except, she is variable tastes,
production taking into account changes in technology and the competitive situation management
to the possibility has to be necessary. Every what product own there is was in the period, as if four
from the stage It goes through a life cycle consisting of:
market entry stage, growth stage,
maturity stage, and decline stage
.
means that a firm faces two major challenges. First, it is immediately to decline face caught
products replacement for must find new products (the problem of innovation development).
Secondly, company there is was products with must be able to effectively organize work at each stage
of their life cycle (the problem of a strategic approach to the stages of the product life cycle).
Some companies, not knowing how to work with existing products, focus their efforts on creating
new products they look. Others and, on the contrary, the future They direct energy into working
with existing products at the expense of creating enough new products with the aim of
Every one international marketing strategy choice depends on the company's experience, its
competitive strength, the nature of its activities, etc.
several organizational marketing strategies :
– internal to the market close strategy;
– adapted to the needs of the foreign market ;
– adaptive standardization or standard adaptation strategy- symbiosis;
– Strategy, standard for all foreign markets.
So the strategy is close to the domestic market. Here the company only external in the markets
to work is learning, does not yet have sufficient experience in international marketing and
knowledge of the foreign market. As a rule, such companies carry out their marketing in the
foreign market in a similar way to their actions in the domestic market, that is , they use the
same strategies and competitive advantages developed in the domestic market to capture and
expand market share. The reason for such behavior of the company danger is that, edge fifty
consumer to him/her may not accept the offered product or service.
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page 686
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