CNS Video Case
1. How successful do you feel CNS has been in trying to put their product in each of the markets it has entered? How does this success relate to brand equity?
I think CNS has made a wonderful job in placing their product (Breathe Right) around the world in all the different markets they have enter. They implemented a very successful strategy when entering other countries: finding great distributors partners. This really has helped them become known globally and ...view middle of the document...
The brand is seen in television, newspaper, and other medias in many different countries around the globe. With a very high acceptance of the product in every place it has entered, one can say that its brand image is definitely strongly positioned among millions worldwide.
3.Describe how the cultural factors would influence CNS's marketing approach toward entering New Zealand? What similarities exist in other markets where CNS already has a presence that could be duplicated in this market?
Cultural factors affect CNS when deciding to enter a new country. For example: when entering Europe, they tested the U.S. packaging with consumers and obtain a negative feel. The felt a closed-in feeling and were seeking more for a lighter package. Is very important to do consumer research when entering New Zealand to understand the sensitivity of the people. CNS helps many people around the world facilitation their sleep and breathe issues. They can show how they have helped millions and duplicate results in any new market they wish to enter.