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    IM Case Study

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    Narelle Lee
    Navitas is using an adaptation strategy to market camu camu in the U.S. They are researching the health industry and regulations to tailor their brand image and position camu camu as a healthy superfood supplement. While focusing on its vitamins and minerals in Peru, in the U.S. they promote its health benefits and sell it as a juice or supplement. This allows them to adapt to different cultural values around food and compete locally against established brands. Peru may need a different strategy in each new market, balancing global consistency with local adaptation through marketing and advertising. The best approach is a combination of standardization and adaptation - maintaining a consistent brand image while altering promotion to suit each subculture.

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    IM Case Study

    Uploaded by

    Narelle Lee
    1K views3 pages
    Navitas is using an adaptation strategy to market camu camu in the U.S. They are researching the health industry and regulations to tailor their brand image and position camu camu as a healthy superfood supplement. While focusing on its vitamins and minerals in Peru, in the U.S. they promote its health benefits and sell it as a juice or supplement. This allows them to adapt to different cultural values around food and compete locally against established brands. Peru may need a different strategy in each new market, balancing global consistency with local adaptation through marketing and advertising. The best approach is a combination of standardization and adaptation - maintaining a consistent brand image while altering promotion to suit each subculture.

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    Navitas is using an adaptation strategy to market camu camu in the U.S. They are researching the health industry and regulations to tailor their brand image and position camu camu as a healthy superfood supplement. While focusing on its vitamins and minerals in Peru, in the U.S. they promote its health benefits and sell it as a juice or supplement. This allows them to adapt to different cultural values around food and compete locally against established brands. Peru may need a different strategy in each new market, balancing global consistency with local adaptation through marketing and advertising. The best approach is a combination of standardization and adaptation - maintaining a consistent brand image while altering promotion to suit each subculture.

    Copyright:

    © All Rights Reserved
    Download as DOCX, PDF, TXT or read online from Scribd
    Download as docx, pdf, or txt
    1K views3 pages

    IM Case Study

    Uploaded by

    Narelle Lee
    Navitas is using an adaptation strategy to market camu camu in the U.S. They are researching the health industry and regulations to tailor their brand image and position camu camu as a healthy superfood supplement. While focusing on its vitamins and minerals in Peru, in the U.S. they promote its health benefits and sell it as a juice or supplement. This allows them to adapt to different cultural values around food and compete locally against established brands. Peru may need a different strategy in each new market, balancing global consistency with local adaptation through marketing and advertising. The best approach is a combination of standardization and adaptation - maintaining a consistent brand image while altering promotion to suit each subculture.

    Copyright:

    © All Rights Reserved
    Download as DOCX, PDF, TXT or read online from Scribd
    Download as docx, pdf, or txt
    of 3

    1.

    If no immediate change regarding the Novel Food Regulation (EU) is


    foreseen, what could be an alternate use of camu camu?
    Super Foods: Camu Camu in Peru
    - It produces and sells functional foods
    - finds superfoods that can be catered for modern consumers for both
    medical and nourishment purposes.
    Entering the US market:
    - The FDA has regulations on companies importing products mainly
    addressing foods and drugs.
    - The restrict the sales of drugs and companies wishing to make any health
    claims.
    Example of Super foods:
    -Acai Berries, Noni Juice, Camu Camu, Goji Berries, Maca.
    Camu Camu could be sold in the EU as:
    -A dietary supplement similar to the USA
    -This includes tablets, powders, capsules, juices
    -Eventually could be added to food such as ice cream, wines, jellies.
    -It would satisfy the requirements to be sold in the EU
    2. What brand strategy is Navitas following to adapt camu camu to the U.S.
    market?
    Navitas strategy
    - research done on the health industry resulted in Navitas being more aware
    of the increase demand of healthy foods.
    - from regulations enforced it is evident that this industry is hugely important
    in that market
    -higher advantage over local brands "prestige and status global brands will
    receive higher esteem scores than local only brands.
    - they could use their mission and vision of the business to market in these
    foreign markets.
    -The brand image may need to be tailored to a foreign market based on that
    countrys core values and its consumers preconceived notions of product
    value.
    Nativas in Peru:
    focus on the promoting the essential vitamins and minerals
    Foreign Competition
    Lee, Clement
    Lipaopao, Kevin
    Lorete, Shienly
    Carado, Rhan Diane
    Ojerio, Rhea

    MM 4-3

    September 30, 2016

    Existing firms in that industry that will become their competition.

    3. Would you recommend that Peru use the same brand strategy Navitas is
    using in the U.S. and in other international markets?
    -Marketing strategy is defined as the means by which a firm responds to the
    interplay of internal and external factors to meet the objectives of the export
    venture
    -A firms branding strategy should be refelctive of the businesses vision and
    mission
    - To be able to differentiate themselves by adopting a different brand strategy
    altogether-The branding strategy must always recognise and accommodate
    the competition present in that country.
    4. Amazon Herbs follows in the U.S. camu camu. Would you recommend this
    strategy to other American importers of camu camu?
    -Camu camu needs to be adapted to the specific culture of the target market
    Food is now seen as something more than just a substance used to satisfy
    hunger
    People are attracted to "healthy" and "organic" products
    Promote camu camu in North American market as a health beneficial product
    such as a health juice or dietary supplement.
    - Navitas in the US
    dietary supplement
    -Globalisation and Technology changed the nature of competition,
    Opportunities and risks when entering a new market.
    Two strategies identifies
    -

    Standaisation- globe consumer culture positioning, having one brand


    and product image that uses symbols (logos, colors, labelling, brand
    image) that consumers all across the world can recognise.
    Adaptation foreign consumer culture positioning, associates the brand
    with a foreign culture, which would mean that peru would have to
    adapt its strategy for every different market as they have different
    ideas of that they foreign culture means and would have to adapt to
    the cultural differences through their advertising of the product.

    Lee, Clement
    Lipaopao, Kevin
    Lorete, Shienly
    Carado, Rhan Diane
    Ojerio, Rhea

    MM 4-3

    September 30, 2016

    5. What international marketing strategy would you recommend to Peru in


    order to promote camu camu in the North American market?
    Both have pros and cons BUT
    a combination of both would be the best option
    - one consistent brand image with slightly altered marketing and advertising
    in each submarket

    Lee, Clement
    Lipaopao, Kevin
    Lorete, Shienly
    Carado, Rhan Diane
    Ojerio, Rhea

    MM 4-3

    September 30, 2016

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