Global Marketing Project
, 1
EXECUTIVE SUMMARY
The following report provides a detailed plan for market entry regarding the introduction of
Manitobah Mukluks, a high-quality Canadian winter footwear brand, into the country of
Kazakhstan. Kazakhstan, with its very cold winters and the people’s appreciation for well-made,
stylish products, is a very good opportunity for the brand to reach international growth. The
product will be upgraded for local preferences with thicker insulation and Kazakh-inspired
designs without losing the original mukluk style. The packaging will have eco-friendly materials
with cultural patterns, merging sustainability with a touch of luxury. Manitobah Mukluks will be
sold in high-end stores in major cities like Astana and Almaty. To be more available to potential
customers and make Manitobah Mukluks more recognizable and trusted by Kazakh people, the
website in Kazakh will be created and a few famous platforms, like Wildberries and Kaspi.kz.
, 2
TABLE OF CONTENTS
PRODUCT.......................................................................................................................................3
LAUNCH.........................................................................................................................................6
TARGET MARKET........................................................................................................................ 8
MARKETING STRATEGY.......................................................................................................... 11
PROMOTIONAL STRATEGY..................................................................................................... 14
CONCLUSION..............................................................................................................................15
APPENDIX....................................................................................................................................16
, 1
EXECUTIVE SUMMARY
The following report provides a detailed plan for market entry regarding the introduction of
Manitobah Mukluks, a high-quality Canadian winter footwear brand, into the country of
Kazakhstan. Kazakhstan, with its very cold winters and the people’s appreciation for well-made,
stylish products, is a very good opportunity for the brand to reach international growth. The
product will be upgraded for local preferences with thicker insulation and Kazakh-inspired
designs without losing the original mukluk style. The packaging will have eco-friendly materials
with cultural patterns, merging sustainability with a touch of luxury. Manitobah Mukluks will be
sold in high-end stores in major cities like Astana and Almaty. To be more available to potential
customers and make Manitobah Mukluks more recognizable and trusted by Kazakh people, the
website in Kazakh will be created and a few famous platforms, like Wildberries and Kaspi.kz.
, 2
TABLE OF CONTENTS
PRODUCT.......................................................................................................................................3
LAUNCH.........................................................................................................................................6
TARGET MARKET........................................................................................................................ 8
MARKETING STRATEGY.......................................................................................................... 11
PROMOTIONAL STRATEGY..................................................................................................... 14
CONCLUSION..............................................................................................................................15
APPENDIX....................................................................................................................................16
