Question

felecia sells her designer backpacks in the us where consumers appreciate the durability of the product and the convenience provided with snap enclosures. she will launch her designer backpacks in another country. she found out that consumers in the foreign market like the brand name and durability, however they value zippers or snaps for the enclosures. which product promotional strategy should she use?

Answer 1

Felecia should use product adaptation as her promotional strategy. Specifically:

1. Change the product's functional features to meet the needs of the foreign consumers. In this case, that means changing the snap enclosures to zippers which are preferred by consumers in the foreign market.

2. Retain the elements of the product that appeal to foreign consumers, like the brand name and durability.

3. Communicate the product adaptations through the product promotion in the foreign market, highlighting how the updated features meet their preferences while still providing the same durability and quality they value.

In summary, product adaptation, where she modifies specific functional features of the product while keeping the core benefits, brand and quality, is the best strategy. This will allow her to capitalize on what appeals to consumers in the foreign market while addressing their specific preferences regarding enclosure type. The product promotion can then focus on showcasing the updated product features and benefits tailored for that market.

Hope this helps! Let me know if you have any other questions.