Messaging Across National Markets–Effectiveness and Segmentation.docVIP

PART 3MESSAGE OPTIMIZATION Chapter 1Messaging Across National Markets – Effectiveness and Segmentation Gillie Gabay, Professor, College of Management Academic Studies, Rishon Letzion, Tel Aviv, Israel P: 972-526-431-805; E: gillie.gabay@ Samuel Rabino, Professor, Northeastern University, 360 Huntington Ave., 202 Hayden Hall, Boston, MA 02115 USA P: 617-373-4565; E: s.rabino@ *Howard R. Moskowitz, President, Moskowitz Jacobs Inc., 1025 Westchester Ave., 4th fl., White Plains, New York, USA 10604 P: 914-421-7400; Fax: 914-428-8364; E: mjihrm@ *Corresponding author Abstract The object of the study is to identify effective communication messages(s) for consumers facing product/brand options, when the category is a packaged good, in a competitive and saturated category in different countries. The challenges facing multinationals include differentiating their brands from competitors, and creating brand equity. Segmentation determines groups of individual consumers similar in preferences and in intended buying behaviors. These segments may transcend national boundaries. Identifying such segments simplifies the design of advertising messages appealing to audiences regardless of their country of origin, and reduces promotional costs. This paper presents ways to identify effective communication messages for consumers in the toothpaste category for three developing countries with developed markets. The study determined whether traditional product segmentation strategy based on attributes (forms, flavors and ingredients) could be augmented by a mind-set segmentation. The results suggest three key segments that transcend the countries, and provide a basis for a successful communication strategy. The study’s major contribution is the delineation of a framework for data assembly and identification of metrics measuring different aspects of consumption patterns in a highly competitive packaged goods category. INTRODUCTION Many fast-moving consumer goods are exhibiting sl