ABSTRACT
Imagine yourself in charge of a company, which is about to enter the European market for the first time. Your company and brand are unknown. You sell one product, in one flavour, in one size, in one packaging format. You do not offer a private label, or discounts or price promotions. Your product is completely unique in Europe and an entirely new and unknown concept to consumers. You keep advertising to a minimum and prefer to communicate to consumers face-to-face. And by the way, the selling proposition is that your product is good for the digestive system.
