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Two Dogs - Bites into the world market - (JAPAN)

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TWO DOGS: Bites into the world market Focus on Japan oAndreas oManjusha oEdward oMatthew oKamran oRogelio oKaran (325-640) Marketing Management Introduction  TWO DOGS is the world’s first commercially-brewed alcoholic lemon drink.  Created in Adelaide in 1994: the company began production by subcontracting to a local brewery.  In its first year, Two Dogs exceeded consumer demand with more than 400,000 cases sold. Brand Overview  TWO DOGS identified a consumer “niche” targeted at young adults.  The target market is characterised by low brand loyalty and susceptibility to social trends.  TWO DOGS is positioned as a “premium product” compared to its competitors. International Expansion  Started in 1995 with licensed production beginning in the UK.  In two years, Two Dogs established a presence in more than 35 countries, in three main zones (America, Europe, Australasia).  TWO DOGS’ strategy focuses company resources on high- impact advertising and effective distribution channels. Distribution Strategies Distribution Strategies Producing Country Exports To Licensed Production U.S.A. Canada Brazil United Kingdom TWO DOGS Direct Exports Australia European Union New Zeland China Japan U.A.E. Singapore Others Japanese Market: (日本市場)  Collectivist culture  High disposable income per capita  High Western influence Japanese Market: (日本市場)  New Packaging Needs  Distribution a ...
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