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1、PART3MESSAGEOPTIMIZATIONChapter1MessagingAcrossNationalMarkets–EffectivenessandSegmentationGillieGabay,Professor,CollegeofManagementAcademicStudies,RishonLetzion,TelAviv,IsraelP:972-526-431-805;E:gillie.gabay@gmail.comSamuelRabino,Professor,NortheasternUniversity,360HuntingtonAve
2、.,202HaydenHall,Boston,MA02115USAP:617-373-4565;E:s.rabino@neu.edu*HowardR.Moskowitz,President,MoskowitzJacobsInc.,1025WestchesterAve.,4thfl.,WhitePlains,NewYork,USA10604P:914-421-7400;Fax:914-428-8364;E:mjihrm@sprynet.com*CorrespondingauthorABSTRACTTheobjectofthestudyistoidentif
3、yeffectivecommunicationmessages(s)forconsumersfacingproduct/brandoptions,whenthecategoryisapackagedgood,inacompetitiveandsaturatedcategoryindifferentcountries.Thechallengesfacingmultinationalsincludedifferentiatingtheirbrandsfromcompetitors,andcreatingbrandequity.Segmentationdete
4、rminesgroupsofindividualconsumerssimilarinpreferencesandinintendedbuyingbehaviors.Thesesegmentsmaytranscendnationalboundaries.Identifyingsuchsegmentssimplifiesthedesignofadvertisingmessagesappealingtoaudiencesregardlessoftheircountryoforigin,andreducespromotionalcosts.Thispaperpr
5、esentswaystoidentifyeffectivecommunicationmessagesforconsumersinthetoothpastecategoryforthreedevelopingcountrieswithdevelopedmarkets.Thestudydeterminedwhethertraditionalproductsegmentationstrategybasedonattributes(forms,flavorsandingredients)couldbeaugmentedbyamind-setsegmentatio
6、n.Theresultssuggestthreekeysegmentsthattranscendthecountries,andprovideabasisforasuccessfulcommunicationstrategy.Thestudy’smajorcontributionisthedelineationofaframeworkfordataassemblyandidentificationofmetricsmeasuringdifferentaspectsofconsumptionpatternsinahighlycompetitivepacka
7、gedgoodscategory.INTRODUCTIONManyfast-movingconsumergoodsareexhibitingslowgrowthindevelopedandemergingeconomiesaswellasinsaturatedmarkets.Whiletheseproductsmaybecomecommodities,competitorsmayfindnewproductcategoriesthathavenotbeenexploited.Thus,itisimpossibletoabandontheseproduct
8、stothecompetition.Suchopportunitiesoffin
