in this issue Rolling out a Product on a National Basis What Products Do They Like In Japan and Croatia?

The Japanese look at two factors when judging a successful DRTV test (Return on investment and ratio return). Usually products that range between $50 to $80 as a sales price work best in Japan. In Croatia the magic selling price is 146 KUNA or ranging between $19.95 and $29.95. These sales prices are driven by media costs, and what the market will bear according to each respective country's television buyers.

Rolling out a Product on a National Basis

Global's Croatian partner sees no advantage whether a product was made or originates in the US, while in Japan this could be a advantage depending on the product. It would require the marketing savvy and perception of the Japanese marketing company to understand this factor and either to use it or not in their campaign.

Information is scarce as to how and how much the Global Marketing, Inc.'s Japanese partners "roll-out" products on TV. Since the Japanese marketing company utilizes several companies for television, each company has its own format for national distribution. Global's Japanese partner likes to have at least 400-500 products on hand when the test begins on TV, and once a roll-out is underway they prefer to have 2000- 3000 products on hand "at-all-times" during the television campaign.

Croatia will utilize all 25 stations in the country to the degree the product sells successfully. Media costs are high, however it is probable that thousands of products can be sold and distributed before this method of advertising reaches saturation. If the product is selling successfully it will take anywhere from two to four months before TV sales are exhausted.

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	What Products Do They Like In Japan and Croatia?
Apparently the Japanese like household items that are innovative and have an appealing product design. These are popular items in that country, and usually get mentioned as an United States product. Croatian TV consumers love fitness, beauty, and music products. Since the popular selling prices range from $19.95 to $29.95 only small fitness items would "find a home there" however beauty products and music fit these price points, and could also be part of an ongoing continuity program. In both countries the sales do not stop with television. Just like the United States the TV sales creates a groundswell of demand at retail as well as numerous other ways of distribution. Although Croatia is a small country , TV sales can number in the thousands, and it is normal to multiply those amounts many times once the product rolls into retail. The same holds true in Japan, however the population, income, and media distribution is significantly greater. Next week we will take a look at Australia and Home Shopping European style. Read on... »

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