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pense of making the brand equity and consumer loyalty suffer.

To avoid the impression that happened in 2001 that the re-launched lifebuoy was inferior to the other brands because of its price that way too low, the new pricing should be of equal to the leading brand or slightly lower.



Placement

Multinational companies will have greater regional coordination and cooperation. The retail trade liberalization will further force many multinational companies to coordinate activities with major regional retail trade players.

Success of the same brand in other countries can be benchmarked and shared with regional offices. This, of course, has the built-in disadvantage of having competition preempting you by sharing the success of your brand to their other regional offices so speed in new product introduction and marketing communications for international brands becomes a critical factor for success. Retail trade liberalization in the Philippines is another issue. Local marketing offices of multinationals may also be reduced as implementers of regional tie-ups negotiated between the multinational manufacturer and the retailer as the bargaining power of the latter will increase largely because of its scope of distribution coverage.

This fact is obviously seen, at SM Malraditional short-term immediate sales gain orientation of brand managers at the expense of making the brand equity and consumer loyalty suffer.

To avoid the impression that happened in 2001 that the re-launched lifebuoy was inferior to the other brands because of its price that way too low, the new pricing should be of equal to the leading brand or slightly lower.



Placement

Multinational companies will have greater regional coordination and cooperation. The retail trade liberalization will further force many multinational companies to coordinate activities with major regional retail trade players.

Success of...