An Unknown U.S. Brand

The group believes an unknown U.S. brand like Pert Plus to Europe is market effective, given that it is not virtually present. It has to go pan-European so it can have the first mover advantage over its global competitors. It should use the Pert Plus brand so there won’t be much of a problem localizing the brand and standardizing it. Customers can easily identify the brand if they happen to know Pert Plus brand before. A new product under a known brand name are accepted and adopted more easily (given the success in the US). With an established brand it makes easier to penetrate a new market. As for the pricing, it should be at a premium price to communicate the quality of the product. Value-based pricing should be used since between the brands there were price differences of over five times for the same quantity. A 250mL bottle should be used for the launch since it’s already under way. Speed is important when introducing this new BC-18 technology to the European market so it can have the first mover advantage. The company should launch first in the southern European countries to get the most market share.

The group believes an unknown U.S. brand like Pert Plus to Europe is market effective, given that it is not virtually present. It has to go pan-European so it can have the first mover advantage over its global competitors. It should use the Pert Plus brand so there won’t be much of a problem localizing the brand and standardizing it. Customers can easily identify the brand if they happen to know Pert Plus brand before. A new product under a known brand name are accepted and adopted more easily (given the success in the US). With an established brand it makes easier to penetrate a new market. As for the pricing, it should be at a premium price to communicate the quality of the product. Value-based pricing should be used since between the brands there were price differences of over five times for the same quantity. A 250mL bottle should be used