Podcast
Questions and Answers
What distribution strategy did Unicharm adopt to increase its market share in Indonesia?
What distribution strategy did Unicharm adopt to increase its market share in Indonesia?
Consumers in Eastern cultures value immediate consumption more than those in Western cultures.
Consumers in Eastern cultures value immediate consumption more than those in Western cultures.
False
What was the market share percentage increase for Unicharm's diapers after adopting their distribution strategy?
What was the market share percentage increase for Unicharm's diapers after adopting their distribution strategy?
7%
Which country reported the highest percentage of omnichannel consumers conducting product searches on multiple channels?
Which country reported the highest percentage of omnichannel consumers conducting product searches on multiple channels?
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Consumers from French culture expect a resolution within _____ minutes when waiting for customer service.
Consumers from French culture expect a resolution within _____ minutes when waiting for customer service.
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The waterfall strategy involves a simultaneous introduction of a new product in all markets.
The waterfall strategy involves a simultaneous introduction of a new product in all markets.
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Match the following consumer behavior scenarios with their respective countries:
Match the following consumer behavior scenarios with their respective countries:
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What aspect of consumer behavior greatly impacts satisfaction with product delivery times?
What aspect of consumer behavior greatly impacts satisfaction with product delivery times?
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What is the primary factor influencing the choice between the waterfall and sprinkler strategies?
What is the primary factor influencing the choice between the waterfall and sprinkler strategies?
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Coca-Cola increased sales in Costa Rica by implementing traditional distribution channels.
Coca-Cola increased sales in Costa Rica by implementing traditional distribution channels.
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In recent years, strong demand for Hollywood movies in ______ has led to some blockbusters opening there before the US.
In recent years, strong demand for Hollywood movies in ______ has led to some blockbusters opening there before the US.
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Match the following countries with the reported percentage of omnichannel consumers:
Match the following countries with the reported percentage of omnichannel consumers:
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In terms of patience for customer service response, which culture is identified as being the most patient?
In terms of patience for customer service response, which culture is identified as being the most patient?
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What trait is essential in omnichannel consumers as indicated by research?
What trait is essential in omnichannel consumers as indicated by research?
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Consumer behavior has no impact on distribution strategy in omnichannel purchasing.
Consumer behavior has no impact on distribution strategy in omnichannel purchasing.
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What is one commonality in the sales techniques used with omnichannel consumers across different countries?
What is one commonality in the sales techniques used with omnichannel consumers across different countries?
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Study Notes
Consumer Behavior and Distribution Strategy
- Varying Distribution Strategies: Marketing distribution strategies differ based on consumer behavior within a specific society.
- Emerging Economies: Consumers in emerging economies often prefer small retailers, street food, and local bazaars (e.g., Egypt, Indonesia, Thailand, Morocco). This presents challenges for foreign companies entering these markets.
- Unicharm's Indonesian Strategy: Unicharm, a Japanese company, successfully increased diaper market share (from 23% to 30%) in Indonesia by building close relationships with local "mom-and-pop" retailers.
- Contrast with Developed Markets: Japan has a high density of vending machines, allowing consumers to purchase even basic items like eggs via automated systems. Coca-Cola utilized non-traditional channels (pedestrian areas) to stimulate impulse consumption in Costa Rica.
- Time Perception and Satisfaction: Consumers' perception of time affects their satisfaction with product delivery and customer service. Western cultures tend to be less patient and value immediate consumption more than Eastern cultures.
- Cultural Differences in Patience: French consumers are the least patient when waiting for customer service responses (73% expect a resolution within 30 minutes), while Japanese are the most patient (50% expect resolution within 30 minutes).
- Omnichannel Consumption: Brazilians are the most active omnichannel consumers, while consumers in other countries (Germany, France, US) also use multiple channels to purchase goods. Sales techniques for omnichannel customers vary by location–for example, the demand for more control is higher in Russia than in Singapore.
- Product Launch Strategies: Companies use either a waterfall or sprinkler strategy to launch new products internationally.
- Waterfall Strategy: This is a sequential product launch in different markets, typically starting in a larger market like the US.
- Sprinkler Strategy: This method involves simultaneous product introductions across all target markets.
- Consumer Demand & Market Timing: Consumer demand strongly influences product launch timing, which can challenge traditional waterfall strategies. Blockbuster movies have adapted their launch plans to accommodate strong market demand in China.
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Description
Explore how consumer behavior influences marketing distribution strategies across different economies. This quiz delves into the unique preferences of consumers in emerging markets and contrasts them with developed market strategies. Learn from real-world examples like Unicharm's approach in Indonesia and Coca-Cola's innovative channels in Costa Rica.
