Expensive products that are not in the reach of the masses Case Study

Expensive products that are not in the reach of the masses - Case Study Example Any marketing campaign will need to set the groundwork for yak milk benefits rather than Land 'o Lake branded yak milk features. i. The team of professionals working on the project is experienced, and has the expertise required. Simultaneously, the local Chinese team of Dr Wu and Mr. Dongzhou is a very suitable partner, as they have the government contacts; the local perspective and the experience of working in the country that the team can count on to formulate a successful and far-reaching campaign. Further to the fact that Dr. Wu and Mr. Dongzhou have good government contacts, the political structure of the country is such that if the right officials are on board and are agreeable to the project, the campaign has better chances of success. ii. The government is interested in developing the Tibetan region and has been working on developing the infrastructure to empower the impoverished herdsmen. Thus the team will have the government's support on its side if the team and the local partners lobby it with the officials as being a tool to improve the lives of the poor in that region. The team can promote the idea to the government that by selling their cattle's milk, the herdsmen will be provided a viable opportunity for conducting business and raising the standard of living in the region. The disadvantages of alternative #1 i. Even though the team from Land ' o Lakes has local partners, the team itself has relatively little experience of working in developing countries and therefore it will be difficult for them to truly grasp the nuances of local culture. ii. The advertising campaigns currently being undertaken are well developed and sophisticated, given this context, the yak milk project will have a very slight to nil margin of error in depicting local tastes and selling the brand as a foreign product, given that consumers view foreign goods as being of better quality. 2. The advantages and disadvantages of option 2 are: Advantages : i. Catering to a niche market is simpler and will allow for testing the viability of the brand with advantage of having lower losses in case the product fails to make an impact. ii. As it is an acquired taste, yak milk, if catered to such a market will not need marketing or sales push as much as it would need if it was catered to the mass consumer. Disadvantages i. Niche market consumers will be hard to target as their demographics and geography are not restricted to a certain class of households. Given this, targeted marketing campaigns pertaining to consumers' tastes will be difficult through conventional means therefore the campaign will have to be restrictive and yet catering to common tastes. ii. Targeting niche consumers will limit the brand's potential as there might be prospects for yak's milk for the general market. Recommendations: Recommend alternative #1, because catering to the mass market will also target consumer with the acquired taste and will also help create mass awareness about the nutritional value of the milk being superior to that of cow's milk. Further to the alternative, targeting