Herbal Essences

General

With faster communication, transportation and financial flows, the world is rapidly shrinking. Products and services developed in one country are finding enthusiastic acceptance in others. More and more countries are becoming increasingly multicultural. Companies need to be able to cross boundaries within and outside their country.

In deciding to go abroad, the company needs to define its marketing objectives and policies. The company must deicide how many countries to enter and how fast to expand. The main risk is the substantial resources needed and the difficulty of planning entry strategies into many diverse markets. The country must also decide on the countries to consider. Their attractiveness is influenced by the product and by geography, income and population, and political climate.

Although the world is becoming flatter, there is still some “roundness”. However much nations and regions integrate their trade policies and standards, each nation still has unique features. Its readiness for different products and services, and its attractiveness asa a market depend on its economic, political-legal and cultural environments. Once a company decides to target a particular country it must determine the best mode of entry. Its broad choices are indirect exporting, direct exporting, licensing, joint ventures and direct investment.

International companies must decide how much to adapt their marketing strategy to local conditions. At one extreme are companies that use a globally standardized marketing mix worldwide. Standardization of the product, communication and distribution channels promises the lowest costs. At the other extreme is an adapted marketing mix, where the producer, consistent with the marketing concept, holds that consumer needs vary and tailors marketing programs to each target group.

Herbal Essences Products

1. Hello Hydration (Moisture and Shine Collection):

Moisture and Shine shampoo

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