Mercedes-Benz Fashion Week Australia 2012 might be over, but now is the time to go global. Janine Garner and Kirsten Basford present the final part of their strategy series.
With careers spanning 35 years, Script Marketing founders Janine Garner and Kirsten Basford have executed local and global marketing strategies for the likes of Oroton and Jurlique.
Desk research is a good place to start but also consider running your own focus groups – tap in to international university students, friends and contacts to help you get some objective views on the market you are considering.
This is an affordable approach to market research and one utilised by both of us in our previous roles as marketing director, Jurlique and group marketing director Oroton Group.
A simple and cost effective exercise which can save you from making the costly mistakes of not understanding your core target market and where your brand is positioned in the country that you are wanting to enter.
Information is imperative to implement successful and appropriate marketing tactics that cut through to the core consumer.
The world is big and the opportunities are endless.
Don’t under estimate the importance of getting your own backyard cleaned and focused.
With thorough and objective research you will be sure to make informed decisions that will favour you in your journey to international brand expansion.