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NAIF Export Marketing Plan

how can Naif Baby Care enter the Mexican market succesfully?

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Rechten:Alle rechten voorbehouden

NAIF Export Marketing Plan

how can Naif Baby Care enter the Mexican market succesfully?

Open access

Rechten:Alle rechten voorbehouden

Samenvatting

Since 2013, the Dutch baby care brand NAÏF successfully sells their natural-based baby care products on the Dutch market. NAÏF’s main products include shampoo, wash gel, body lotion, diaper cream, nurturing cream, bath oil and baby oil. From 2013 to 2016, NAÏF has been expanding their sales on an international level. However, seeing as NAÏF is solely available in the United States on the American continent, an opportunity for further expansion became visible for the brand; commencing with gateway country: Mexico. Therefore, the purpose of this report is to document research conducted at The Hague University on the topic of exporting Dutch baby care brand to Mexico. The central question for this export marketing plan is: “How can NAÏF enter the Mexican market successfully?“ In order to answer this question, different research methods were chosen. Primary data is used for the elaboration of this report by conducting interviews with among others the founder of the Dutch brand Snooze Baby, who already operates on the Mexican market, and by conducting a questionnaire directed at the potential Mexican target group. In addition, secondary data has also been collected through the use of trustworthy websites, books, reports and marketing business methods.
The research showed that there is a demand for qualitative high and natural-based baby care products in Mexico, and NAÏF can thus enter the market successfully. In order to do this, it is recommended that NAÏF starts selling their products in Mexico City and work with an experienced and professional distributor in the Mexican market who has the right contacts and acquires sufficient financial capacity. The products will be exported Ex Works, meaning all export and transport costs are for the distributor. Furthermore, with regards to pricing, it is recommended that NAÏF lowers their Ex Works selling price to €2.50 per product. This selling price will allow the distributor to set retail prices which can optimally compete with the prices of the competitors and remain feasible for the Mexican customer. In addition, the price will allow NAÏF and the distributor to make a significant profit. It is further recommended that European quality, design and service remain the same in order to reach the target audience consisting of modern and conscious parents with a middle or high income, as well as to optimally differ from the competition. In order to attract the appropriate target audience, it is recommended to base retail on high-end department stores, children boutiques and pharmacies. Furthermore, promotion requires optimal focus in order to gain brand awareness within the Mexican market. NAÏF can do this by adapting their current promotion and marketing strategies to the Mexican market. These marketing strategies include collaborations with local bloggers, dermatologists and popular brands, as well as the optimal use of social media and the provision of great customer service.

Toon meer
OrganisatieDe Haagse Hogeschool
OpleidingMO Europese Studies / European Studies
AfdelingFaculteit Management & Organisatie
Jaar2016
TypeBachelor
TaalEngels

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