PRODUCT MANAGENT,
 
 
 

MARK, PACKING AND

 
 
 
 

BUSINESS CULTURE
 
 
 
 
LOGISTICA
  Y MERCADEO INTERNACIONAL
 
 
AUTOR: Javier Arles López Astaiza
 
Translation
  and update: Johana Paola Hoyos Jiménez
 
 
 
 INDEX  

1. Product  management,  mark,  packing  and    business  culture  

1.1  Strategic  management  product  positioning  

1.2  Packaging  in  international  trade  

1.3  International  business  culture  

2 POLITÉCNICO GRANCOLOMBIANO
 THEMATIC  DEVELOPMENT  

1. Product  management,  brand,  packing  and    business  culture  

1.1. Strategic  management  product  positioning  

 
Figure  1.  Package  

Source:  Robuart  (s.f)  

In  a  competitive  business  world,  companies  must  constantly  examine  their  products  and  services  
to  better  serve  customers.  What  worked  and  gave  profits  last  year  may  not  work  this  year  too.  
Product  differentiation  and  positioning  are  key  parts  of  the  marketing  strategy  of  a  company  and  
are  required  to  stay  ahead  of  the  competition.  They  also  require  an  innovative  spirit,  along  with  
a  careful  analysis.    
 

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LOGISTICA Y MERCADEO INTERNACIONAL 3
 Product  differentiation  

 
Product  differentiation  is  the  incorporation  of  attributes,  such  as  quality  or  price  of  a  product  to  
encourage  customers  intended  to  perceive  it  as  different  and  desirable.”It  is  a  marketing  strategy  
whereby   businesses   attempt   to   make   their   product   unique   to   stand   out   from   competitors.  
Businesses   do   this   to   gain   an   edge   in   industries   where   multiple   competitors   produce   similar  
products”.  (Hawks,  2016)  
 
Differentiation  in  the  context  of  business  is  what  a  company  can  hang  its  hat  on  that  no  other  
business  can.  For  example,  for  some  companies  this  is  being  the  least  expensive.  Other  companies  
credit  themselves  with  being  the  first  or  the  fastest.  Whatever  it  is  a  business  can  use  to  stand  
out  from  the  rest  is  called  differentiation.  

 
Figure  2.  Product  differentiation  

Source:  Radiantskies  (s.f)  

4 POLITÉCNICO GRANCOLOMBIANO
 Product  Positioning  

Positioning  is  how  to  offer  the  brand  identity  of  your  product  or  service  as  you  advance  in  the  
market.  It  is  the  next  step  after  determining  how  to  differentiate  your  product  or  service.  

It  is  how  the  product  is  designed  to  be  perceived  in  the  marketplace  by  the  target  market  against  
its   main   competitors.   In   other   words,   it   is   basically   how   consumers   understand   the   product  
offering  and  how  it  differs  from  similar  competitive  offerings.    

Positioning  is  a  fundamental  principle  that  show  its  essence  and  philosophy,  as  what  is  done  with  
the   product   is   not   the   end   but   the   means   by   which   access   and   works   with   the   mind   of   the  
consumer:  a  product  is  positioned  in  the  mind  consumer.      

“The   term   was   first   published   in   1969   by   Jack   Trout   in   the   paper   “Positioning”   is   a   game   people  
play  in  today’s  me-­‐too  market  place”  in  the  publication  Industrial  Marketing,  in  which  the  case  is  
made  that  the  typical  consumer  is  overwhelmed  with  unwanted  advertising,  and  has  a  natural  
tendency  to  discard  all  information  that  does  not  immediately  find  a  comfortable  (and  empty)  
slot  in  the  consumer’s  mind”.  (SMK  University  of  Applied  Social  Sciences,  2015)  

Position  Statement  

A  positioning  statement  is  a  short  sentence  or  phrase  that  expresses  the  essence  of  differentiation  
and   positioning   strategies.   This   statement   is   used   as   a   marketing   tool,   a   description   of   the  
objectives  of  a  positioning  strategy.  It  states  how  the  firm  defines  its  business  or  how  a  brand  
distinguishes   itself,   how   the   customers   will   benefit   from   its   features,   and   how   these   benefits   or  
aspects  will  be  communicated  to  the  intended  audience.  

Product  differentiation,  positioning  and  positioning  statements  go  together,  one  after  another.  
Once  you  have  decided  the  best  way  to  differentiate  your  product  based  on  the  needs  and  desires  
of   the   client,   the   next   step   is   to   determine   how   to   position   themselves   in   the   market.   The  
positioning  statement  then  follows  the  positioning  strategy.  

Repositioning   is   to   change   the   position   that   the   product   or   service   is   in   the   customer's   mind,   or  
sometimes  remind  one  that  had  been  forgotten.  The  ability  to  identify  a  positioning  opportunity  
is  a  good  test  to  see  the  skills  of  an  expert  in  marketing.  Successful  positioning  strategies  result  in  
the   acquisition   of   a   competitive   advantage.   Repositioning   a   company   involves   more   than   a  
marketing  challenge.  It  involves  making  hard  decisions  about  how  a  market  is  shifting  and  how  a  
firm’s  competitors  will  react.  Often  these  decisions  must  be  made  without  the  benefit  of  sufficient  
information,   simply   because   the   definition   of   “volatility”   is   that   change   becomes   difficult   or  
impossible  to  predict  

5   LOGISTICA Y MERCADEO INTERNACIONAL

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LOGISTICA Y MERCADEO INTERNACIONAL 5
 1.2. Packaging  in  international  trade  

The   packaging   study   shows   that   there   are   some   benefits   discovered   as   they   examination   and  
comparison   of   the   successes   of   companies   that   constantly   evolve   into   new   forms   and  
presentation  of  their  products.  A  lot  of  products  need  packaging  for  storage,  transportation  and  
sale,  each  time  executives  give  more  attention  to  the  packing  role  in  the  marketing  strategy.  Until  
recently   in   developing   countries   the   package   had   little   relevance   in   the   sales   panorama,   its   true  
potential   was   estimated   only   by   companies   that   had   advice   from   abroad.   That   situation   has  
changed,  and  executives  have  introduced  into  the  overall  structure  of  sales  as  a  means  to  achieve  
a  leading  position  in  the  market.  In  a  broad  sense  packaging  is  the  processes  handler  (such  as  
cleaning,   drying,   and   preserving)   and   materials   handler   (such   as   glass,   metal,   paper   or  
paperboard,   plastic)   employed   to   Contain,   handle,   protect,   and   /   or   transport   an   article.   Role   of  
packaging   is   broadening   and   May   include   functions:   such   as   to   attract   attention,   assist   in  
promotion,  Provide  machine  identification  (barcodes,  etc.),  and  additional  information  or  impart  
essential,  and  help  in  utilization.  

Package  Functions  

The  functions  of  packaging  are  many  and  are  divided  into  two:  structural  and  modern.  Structural  
are   called   all   those   that   have   to   do   with   the   physical   part,   while   modern   are   those   related   to  
subjective  aspects.    

• Containing:   this   is   the   oldest   feature   of   the   package.   The   package   must   have   a  
specific  capacity  for  the  product  is  well  distributed.  Neither  too  loose  nor  too  tight.    
• Compatibility:  The  packaging  must  be  compatible  with  the  product  to  prevent  the  
transmission  of  flavors  or  microorganisms  contaminating  the  product.  The  package  
should  not  affect  the  product  or  the  product  affect  the  packaging.  
• Retaining:   It   means   that   the   packaging   must   retain   all   product   attributes.   This  
function  and  containing  are  precisely  the  main  purpose  of  packaging  for  exported  
products  to  be  sold  fresh.  Practical:  The  package  that  performs  this  function  is  one  
that   build,   fills   and   seals   easily.   Moreover,   it   is   convenient   for   handling   by   the  
trader  and  the  carrier.  A  practical  package  allows  opening  the  package  and  dispose  
of  the  product  without  any  effort.  

There  are  other  very  important  functions  when  perishable  and  delicate  products  are  packaged,  
they  are  separate,  isolate,  cushion,  fixing  and  sealing.  These  functions  must  be  taken  into  account.  
Among  modern  packaging  features  stand  out:  the  presentation  and  exhibition.  Do  not  forget  that  
package  is  the  first  contact  that  has  the  buyer  with  the  product.  Therefore,  the  image  formed  in  
the  first  time  is  essential  to  reach  an  effective  negotiation.  These  functions  are  very  important,  
especially  now  when  self-­‐service  marketing  has  reached  a  big  boom.  

6 POLITÉCNICO GRANCOLOMBIANO
 Packing  

It   is   the   preparation   of   packing   the   product   or   commodity   for   proper   storage   and   /   or  
transportation.  It  May  entail  blocking,  bracing,  cushioning,  marking,  sealing,  strapping,  weather  
proofing,  wrapping,  etc.    

 
Figure  3.  Packing  

Source:  Karen  Sarraga  (s.f)  

7   LOGISTICA Y MERCADEO INTERNACIONAL

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LOGISTICA Y MERCADEO INTERNACIONAL 7
 The  products  are  classified  into  three  groups,  namely  consumer  products  or  commercial  products,  
institutional  and  industrial  products.  The  consumer  products  are  those  sold  retail  to  a  consumer  
who  purchases  on  impulse,  by  necessity  or  influenced  by  advertising.  Institutional  and  consumer  
products   sold   at   retail.   The   difference   with   the   consumer   is   that   they   have   a   specific   consumer.  
Industrial  products  are  raw  materials  used  by  a  converter  in  the  manufacture  of  products  of  mass  
consumption  or  institutional.    

Types  of  Packaging  

• Crates  and  Pallets  

• Shrink  Wrap  
• Vacuum  Packaging  
• Preservation  Packaging  
• Shock  Mount  Packaging  
• Corrugated  Boxes:  
• Boxboard  or  Paperboard  Cartons:  
• Strapping  &  Banding  
• Stretch  Wrapping  &  Pallet  Containment  
• Containers  

8 POLITÉCNICO GRANCOLOMBIANO
  
 

Figure  4.  Packing  Symbols  

Source:  Diego  Alies  (s.f)  

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LOGISTICA Y MERCADEO INTERNACIONAL 9
 1.4 International  business  culture  

 
Figure  5.  Business  Culture  

Source:  tang90246  (s.f)  

Unlike  what  happens  in  the  domestic  business  practices,  there  is  widespread  consensus  about  
the   role   that   culture   plays   for   introducing   and   sustaining   products   in   foreign   markets.   The  
achievement   of   the   fundamental   objective   of   organizations   to   conquer   and   preserve   markets  
regardless  of  frontiers  is  directly  influenced  by  the  culture  and  daily  demonstrations.  Sometimes,  
culture   become   in   one   of   the   main   obstacles   to   standardize   decisions   and   processes   in  
multinational  companies.  

Culture  illustrates  the  accepted  norms  and  values  and  traditional  behavior  of  a  group.  However,  
culture   also   evolves   over   time.   The   culture   of   each   country   has   its   own   beliefs,   values   and  
activities.     Culture   has   an   impact   on   the   strategic   direction   of   business.   Culture   influences  
management,  decisions  and  all  business  functions  from  accounting  to  production.  You  may  now  
be   thinking   predominantly   about   national   culture   but   this   is   only   one   aspect,   business   culture   is  
its   own   unique   dimension   that   includes   getting   off   on   the   right   foot,   meetings,   negotiation,  
formalities,  social  media  use,  internships  and  work  among  others  

10 POLITÉCNICO GRANCOLOMBIANO
 Companies   interested   in   international   markets   must   consider   and   study   carefully   foreign  
consumers,  in  order  to  define  the  best  strategy  and  the  most  efficient  programs  that  meet  their  
needs   and   desires   in   a   timely   and   accurate   manner.   To   do   this,   it   is   required   that   the  
administrative  unit  in  charge  of  international  business  to  undergo  its  professionals  to  a  slow  and  
careful  process  of  acculturation  that  guarantees  learning  about  the  reality  of  the  foreign  markets.  
Therefore,  they  can  obtain  the  benefits  derived  from  the  confluence  of  three  cultures  that  make  
up   the   current   consumption   phenomenon:   the   members   of   the   markets,   the   professional   in  
international  business  and  the  market.  

It  is  necessary  to  establish  trade  links  with  people  with  origins,  traditions  and  different  customs,  
it   is   essential   to   know   the   style,   forms,   moments   and,   above   all,   beliefs   and   ways   of   negotiating  
in   other   cultures.   All   of   this   with   the   firm   intention   of   creating   a   long-­‐term   relationship,  
characteristic  of  a  market-­‐oriented  approach  to  business,  in  order  to  obtain  the  highest  levels  of  
profitability  in  foreign  markets.  Many  international  efforts  have  failed  due  to  ignorance  of  the  
cultures   with   which   it   intends   to   negotiate,   or   take   reprehensible   attitudes   associated   with  
ethnocentric   positions   contempt   for   others   or   of   an   alleged   supremacy   of   their   own   cultural  
patterns.  

thematic    exemplification  

There  are  three  clear  points  between  which  the  whole  issue  of  trade  in  fruits,  vegetables  and  
products  generally  arises;  these  are  Production,  distribution  and  marketing.  The  purpose  of  the  
packaging  system  is  thus  facilitate  the  collection,  packaging  and  ordering  in  quantities  suitable  for  
release.  In  addition,  it  will  protect  the  physical  and  environmental  hazards  during  storage  and  
transportation.  Its  last  function  is  to  motivate  the  consumer  to  purchase  guaranteeing  that  it  is  in  
the  same  quality  that  had  at  the  time  of  collection  or  manufacture.      With  the  analysis  of  each  of  
the  three  media  environments  in  which  the  packaged  product  moves,  production,  distribution  
and   marketing   ,   the   characteristics   of   the   packaging   that   should   be   used   for   the   transport   of  
certain  fruit  or  manufactured  product  are  determined.  Also,  the  functions  of  the  packaging  on  
which   more   emphasis   will   be   to   achieve   the   goal   of   bringing   production   with   the   quality  
demanded   by   the   consumer.   Subsequently,   general   aspects   to   be   taken   into   consideration   to  
design   a   package   that   ensures   product   protection   are   analyzed.   Henceforth   the   fundamental  
objectives  that  must  have  a  packaging  for  fruits,  vegetables  and  products  in  general  are  analyzed.  

First,  it  must  be  known  the  purpose  of  the  product.  If  it  is  for  domestic  consumption  or  to  export.  
The  means  of  transport  to  be  used  and  the  conditions  thereof,  for  example,  whether  it  will  or  not  
refrigerated   for   perishable   products.   It   must   be   known   the   product   susceptibility   to   different  
types  of  mechanical  stresses.  This  has  much  to  do  because  it  will  help  for  choosing  a  package  with  
greater   resistance   to   impact   and   crushing.   Also,   to   choose   the   material   with   the   softness  
necessary  to  prevent  abrasion.  Any  deterioration  suffered  by  a  product,  not  only  discredits  its  
presentation  but  can  suspend  negotiations.  

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LOGISTICA Y MERCADEO INTERNACIONAL 11
 Vibration  is  a  risk  that  produces  shock  or  friction  against  the  walls  of  the  packaging  and  products.  
Therefore,  any  product  that  is  affected  by  this  risk  must  be  packaged  so  that  they  are  as  fixed  as  
possible  in  the  packaging.  This  will  prevent  change  position  and  suffer  abrasion  by  contact  with  
themselves  or  the  walls  of  the  packaging.  When  the  product  is  very  uneven,  then  materials  to  
help  fix  them  or  fill  in  the  spaces  that  are  free  are  used.  These  latter  elements  should  be  used  
when   road   conditions   are   not   optimal.   A   very   important   issue,   especially   in   the   packaging   for  
fruits,  is  the  loss  by  dehydration.  In  these  cases,  each  fruit  should  be  wrapped  in  a  single  package  
or  accommodate  several  fruits  in  a  package  that  does  not  allow  evaporation.  The  packaging  must  
be  resistant  to  moisture  because  ports  are  areas  where  humidity  is  high.  

Another   forgotten   factor   is   the   relative   to   respiratory   capacity   when   packaging   for   fruits   are  
chosen.   Recall   that   the   breathing   capacity   means   the   heat   radiation   to   the   surface.   To   avoid  
overheating,  it  should  decrease  the  number  of  fruits  placed  one  above  the  other.  Therefore,  the  
distance  between  the  central  fruit  and  ventilation  areas  of  packaging  is  shortened.  

12 POLITÉCNICO GRANCOLOMBIANO
 GLOSSARY    

TERM   DEFINITION  

ADVERTISE   Make  publicity  for;  try  to  sell  

ADVERTISING  AGENCY   An   agency   that   designs   advertisement   to   call   public   attention   to   its  
clients  

BRAND   A  name  given  to  a  product  or  service  

COMMUNICATOR   A  person  who  communicates  with  others  

DELIVERY   Voluntary  transfer  of  something  from  one  party  to  another  

ENHANCEMENT   An  improvement  that  makes  something  more  agreeable  

IMPECCABLE   Without  fault  or  error  

INITIATIVE   Readiness  to  embark  on  bold  new  ventures  

INNOVATIVE   Being  like  nothing  done  or  experienced  or  created  before  

INTERNAL  CONTROL   An  accounting  procedure  or  system  designed  to  promote  efficiency  or  
assure  the  implementation  of  a  policy  or  safeguard  assets  or  avoid  fraud  
 
and  error  etc.  

INTERPERSONAL   Occurring  among  or  involving  several  people  

MAINTAIN   Keep  in  a  certain  state,  position,  or  activity  

MARKET  RESEARCH   Research   that   gathers   and   analyzes   information   about   the   moving   of  
good  or  services  from  producer  to  consumer  

MAXIMIZE   Make  as  big  or  large  as  possible  

METRIC   Based  on  a  decimal  unit  of  measurement  

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LOGISTICA Y MERCADEO INTERNACIONAL 13
 MOTIVATE   Give  an  incentive  for  action  

ONGOING   Currently  happening  

OPERATIONAL   Pertaining  to  a  series  of  actions  for  achieving  a  result  

PRICING   The  evaluation  of  something  in  terms  of  its  price  

PROFITABILITY   The  quality  of  affording  gain  or  benefit  or  profit  

STRATEGIC   Relating  to  an  elaborate  and  systematic  plan  of  action  

TIMELY   Done  or  happening  at  the  appropriate  moment  

TRACKING   The  pursuit  by  following  tracks  or  marks  they  left  behind  

14 POLITÉCNICO GRANCOLOMBIANO
 BIBLIOGRAPHY    

• Hawks,  D.  (2016,  September  20).  study.  Retrieved  from  Product  Differentiation  in  
Marketing:  Examples,  Strategies  &  Definition:  
http://study.com/academy/lesson/product-­‐differentiation-­‐in-­‐marketing-­‐examples-­‐
strategies-­‐definition.html  SMK  University  of  Applied  Social  Sciences.  (2015).  
Retrieved  from  EVENT  MARKETING  PLANNING:    

Figures  

• Robuart  (s.f)  Diseño  del  producto  en  estilo  plano.  Alimentos  frasco  contenedor  
paquete  y  el  icono  líquido  conjunto  con  la  sombra  [Vectores]  Recuperado  de        
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 Complementary  sources  

Han,  c.,  xiangyong,  z.,  xiaohu,  t.,  &  lei,  h.  (2013).  New  optimal  frequency  hopping  
sequence  sets  from  balanced  nested  difference  packings  of  partition-­‐type.  
International  Journal  Of  Foundations  Of  Computer  Science,  24(4),  533-­‐545.    
http://loginbiblio.poligran.edu.co:2048/login?url=http://search.ebscohost.com/login
.aspx?direct=true&db=aph&AN=91874914&site=ehost-­‐live  
 

16 POLITÉCNICO GRANCOLOMBIANO