MARKETING WHITE BRILLIANCE IN CHILE

The marketing mix is composed of four components: product, distribution (place), promotion and price (Evans & Berman, 1995). Product refers to the specific product or service that is being offered for sale, and is the foundation for the remainder of the marketing decisions. Even within a particular product category, decisions must be made about the exact characteristics that a product will have, and whether the company will market variations on its primary product. For example, companies that sell salsa must decide not only on the basic recipe for the salsa, but whether the salsa will be available in both mild and "hot" varieties (or whether additional gradients will be added to the product line).

In addition to the physical characteristics of the product itself, the product que

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conomy, for example). This research considers the product strategy since this is one of the first areas to be considered for modification when a product is marketed outside the United States. If changes are needed to the product, it is critical to determine whether they can be made economically before determining whether it makes sense to enter the new market. SUMMARY OF WHITE BRILLIANCE'S DOMESTIC PRODUCT STRATEGY The product is sold in the United States through the Internet and by direct sales using television infomercials and advertisements on home shopping channels. At this point, White Brilliance is not available in department stores or discount stores. The product includes a paste that is spread into a tray and then worn by the consumer for a period of time. The product is packaged in a blue and white box with the name prominently displayed on the outside. All of the components of the system are contained in the box. Instructions, ingredients and product information are printed in English on the box. MODIFICATIONS NEEDED FOR CHILE The basic product formulation--that is, the paste used to whiten the teeth and the trays used to apply the paste--will not need to be altered for Chile. The formula has been created t
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Approximate Word count = 1527
Approximate Pages = 6 (250 words per page)