150 CHAPTER 6 MARKETINGIN GLOBAL MARKETS
"Thisis goingtobea bigUnileverbrand,"saidSeniorBrandDevelopmentManagerSusan-
nahDayatitsU.K.launch,backedbya $7.8millionmarketingcampaignthatalsoincludesan
'.ntemetsite,a freephone" careline,"retailertraining,pointofpurchasedisplays,anddirectmail-
ingstothemedical profession.O&M, a Unileverrosteragency,wasappointedin 1995 tocreate
adsthatwould workinternationally.
Firstevidencethat allthiswasnotmerelaunchpufferycameatUnilever'sresultsmeeting,
whenCo-ChairmanNiallFitzGeraldrevealedsparklii1gsalesandawarenessstatistics anddetailsof
theproduct'smarchjustintoItalyand-relandandthenintotheNetherlands,Scandinavia, and
Germany.
InthefirstfewweeksoftheU.K.launch,Personawasthebiggest sellingitembyvalueinthe
1,247storesnationwideofBoots-theretailerthroughwhichthebrandwasexclusivelylaunched-
andit achieved 55 %consumerawarenesswithina month.Inprelaunchresearchamonghundredsof
womenintheU.K.andGermany,30%saidtheywerelikelytobuytheproduct.
"WeexpectPersonatobea mainstreamformofcontraceptioninmostmarketsinEuropeand
theU.S.,"notesMs. Day.Plansaretotakethebrandinto 20 countriesby2000,includingAustralia
andultimately,itisexpectedtogoonsaleworldwide.ThisoccurredinJulyof2000.
Personaworksbymeasuringa woman'shormonelevelsviahome urinelestsandrevealing
thedaysina monthwhensheisleastatriskofbecomingpregnant.Anelectronicmonitorrecords
theuaysina woman'scycle.Onthemorningswhena testisrequired,a yellowlightflashes,asking
fora stickcan-yinga urinesampletobeinsertedintothemonitor.Afterthehormonelevelismeas-
ured,either 8 redlightdenotinghighriskora greenlightdenotinglowappears. Reliabilityisclaimed
tobe95%-thesameascondoms.
Source:SuzanneBedlake,"Birthofa GlobalBrand,"AdAgelnternational,March1997,p.126;RainerHengst,
"PlottingYourGlobalStrategy."DirectMarketing,August 2000 , pp.52-55;EileenP.Moran, " In cludeOverseas
MarketstheRightWay."MarketingNews.April24,2000,pp.47-48.
Questions:
1.WhatwillbesomeoftheproblemsPersonafacesasit entersmarketsoutsideofEurope?
2.Theinitialmonitoringmachinecosts$78,plus$16a monthforthesticks.Willthesecostspresent
problems?
References
I. Isobel Doole , RobinLowe,andChrisPhilips,InternationalMarketing
Strategy,IntemationalThompsonBusinessPress:London, 1999,pp.
14-15.
- TheodoreLevitt."TheGlobalizationoflvlarkels."HarvardBusiness
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- S.BarkerandE.Kaynak,"AnEmpiricalInvestigationoftheDif-
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JournalofMarketers,Vol.26,No.3,J992.
- Ibid.
- AnneChenand MaltHicks , "GoingGlobaPAvoidCulture
Clashes," PCWeek,April3,2000,pp.68-69.
- BarkerandKaynak,op.cit.
- EileenCassidyImbach,"U.S.CommercialCenters:TheFutureof
DoingBusinessAbroad," Business America,November,1994,
pp.25-26.
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