The 2015 IBC Global Forum kicked off yesterday in Mexico City with a tour the retail marketplace with stops at many of Mexico City’s key housewares retailers. See the listing for a taste of some of the retailers we visited.
The annual Global Forum is sponsored by The International Business Council, a member group of the International Housewares Association (IHA) focused on international trade. The goal of this annual event is to bring education, networking and knowledge of the global housewares market to all participants in the housewares industry worldwide.
The official program begins today with a presentation on Export 101 presentation former IBC Board Chairman, Jeff Murphy of Wilton Brands which offered tips to those relatively new to international business on how to be successful in this global marketplace.
Next on the calendar is Dr. Richard Ettenson, Professor at the Thunderbird School of Global Management. Dr. Ettenson’s focus today is Brand Portfolio Management, It’s Decision Time for Managing Growth.
Dr. Ettenson took a deep dive into the importance of brand in driving business globally. Brand is a platform for growth. A brand is a promise that generates loyalty both with the consumer and with your retail partner.
Other insights from Dr. Ettenson:
– Developing and executing a Brand Portfolio Strategy is essential to a company’s success.
– A company cannot grow its business by competing on price.
– Rationalizing brand hierarchy and the use of the master brand as it relates to sub-brands is a key to the brand strategy creation and on-going brand management process.
– Never, ever assume your own behavior is average. Understand the market.
– Brand portfolio is all about seeing your brand through the eyes of your consumer.
– Just because you can does not necessarily mean you should.
About the Speaker:
Dr. Richard Ettenson
Professor
Thunderbird School of Global Management
Richard Ettenson, Ph.D., is Professor and Keickhefer Fellow of Global Marketing and Brand Strategy, Global Business Faculty at the Thunderbird Scholl of Global management. His area of expertise include helping companies align their business, marketing and brand strategies to create value for customers, employees and shareholders. Dr. Ettenson is also a senior partner in Type 2 Consulting, a NYC-based business strategy and brand consultancy.
