Hellers Packaging Strategies towards Indonesian market

 

It has been noted that 59 percent of all purchases are not properly planned before customers patronize the seller. As such, proper planning incitements therefore have a great relevance in attracting international markets in terms of effective product packaging and positioning.

 

A new product may have a relatively large advantage and unique benefits or satisfies customers’ needs better than existing products. More over the communication of this relative advantage however, largely determines whether the product succeeds or fails. Consequently, some of this communication that needed to be done to alert customers about the product advantages can be done using product packaging and positioning.

 

Packaging is in fact a form of advertising as long as it carries a strategic message such as logos and marketers who do not have good packaging strategies always pay the price. Hellers should adopt the adaptation strategy in penetrating the Indonesian market by displaying the halal certified logo on their packaged products informing the Indonesian consumers that they strictly conform to authorized standard and procedures associated with halal certification and as such their flavored sausage meets with the relevant issues related with food ingredients in relation to Islamic Law.

 

Their adaptation strategy should focus on the needs of the Indonesian consumers such as using ingredients that does not contain swine or intoxicants, and must not be standardized with that of the New Zealand packaging system if it does not conform to the standard procedures of the halal principles in relation to Indonesian markets. One other thing is to consider the colors they use in the packaging of their products and such colors that could be used are White and Red meaning peace and honesty and hardness, bravery, strength and valor irrespectively.

 

Hellers Positioning Strategies towards Indonesian market

 

According to Sair there is a need to position these products effectively and effectively to attract Indonesian consumers however, decision making for marketing executive is associated with the evaluation of positioning strategies. Positioning strategies are the major source to shape the consumer preferences towards a brand,  it is essential to assess the consumer behavior and psyche how they perceive the offered brand by recalling the company’s communications, since right positioning strategy at the right time is required to build right image of a brand in the mind of consumer.

 

The first thing to put in place by Hellers is segmentation where there is need to break down the market of their product into groups of consumers who differ in their response to their organizations marketing mix program. The segmentation decision is very essential and instrumental in setting Hellers product positioning strategy. Hellers segmentation and positioning strategies will dictate their marketing mix policies in terms of product, price, promotion and place. Why this is important is that one problem faced by international marketers is striking a balance between standardization and customization.Apparently, Hellers should adopt the customization or localization strategy in positioning their flavored sausage to meet the needs of the Indonesian consumer, where there is a need to move through the following steps:

• Identifying the relevant competing products or brands,

• Determining the current perceptions held by  consumers about the flavored sausage and the competition,

• Developing possible positioning themes,

• Screen the positioning alternatives and select the most appealing strategies,

• Developing a marketing mix strategy that will implement the chosen positioning strategy, and

• Monitor the effectiveness of the positioning strategy that will implement the chosen positioning strategy over time.

 

Below is a recommended model to be adopted by Heller in positioning their flavored sausage.