Pakistani people are gradually getting accustomed to different cultures. However, it is not possible to set up a business in Pakistan without the local market knowledge. This is best achieved by hiring local agents to understand and provide council about the local market trends. To enter into Pakistan, the best mode of entry is by partnering with the local agents. As a first step the company should appoint a local agent to gain market intelligence. These agents who operate in Pakistan are typically provided with some percentage of the profits (Amjad and Burki, 2015). Exclusive agency agreement is the prescribed mandate. This would enable the company to gain an understanding of the local culture.
Market segmentation of the brand is dividing the population into a distinct set of consumers. The famous product that represents the Australian flavour is the wattle seed toffee crunch and wild lime jelly. There is also preference given to the consumers about their package design. This is a unique strategy that has enabled the company to sustain Australia. The company needs to use a similar strategy of allowing the consumers to experience a little of Australian flagship products. It has been found that the people in Karachi, Lahore and Islamabad are some of the developed cities. These are the tie 1 cities where there is a more integrated culture. The company needs to focus on selling the products in these cities as a first phase. For this chocolate both the gender will be given equal weight age.
However the age demography for people will be less than 35. It has been found from conventional analysis that the younger people are willing to experiment with the local culture of the place (Kotler and Armstrong 2013). Behaviourally the people in the cities exhibit an eclectic unique take of their culture. They have been found to embrace innovative product (Kotler and Armstrong, 2013). If the taste is towards the preference of the brand, then the company will have more requirements for the products. Psychographic segmentation states that the consumers are willing to buy chocolates based on their emotional need. The promotional message of the product should be the celebration of both the cultures and enable the Pakistani consumer to experience authentic Australian dessert. The people in these segments can be reached in the cities.