Marketing
Docente: Antonio Picciotti
Tesina: International to Integrated Global Marketing,

Standardization or Adaptation ...
Global strategies emphasize how firms can develop
a competitive advantage operating in
interdependent national markets
 f...
 The first shift, the search for similar transnational target markets rather than

international market differences, is a...
Target market ad effections
The marketing communications
system
Push verses pull promotion
strategy
 Promotional tools

The company’s total marketing communications mix, also referred to as the
promotional mix, consists o...
Cross-functional view of marketing communication
Example: Levi’s campaign “live unbuttoned”

Francia
http://www.youtube.co...
Ad market
Searching for growth-mobile ads
 UK digital advertising market

continues unstoppable growth as
mobile doubles market sha...
Searching for growth- internet ads
 Search remains the

leading category with 59
percent, or £1.8 billion, of
the total, ...
 44 percent is spent on

old-fashioned banner ads
 Mobile advertising
grew 127 percent

• Advertising via social
media i...
• Advertisers Will Spend As

Much On Social Media As
They Do On Online Video Ads
By 2015

• spending on social media

ads ...
•

Mobile Advertising Revenue In 2013

• worldwide mobile advertising revenue in 2013 will

crossover $11.4 billion figure...
Spending for ads
 Etymax- Offer a solution that

includes concept
checking, transcreation , incountry copy
consultancy, subbing and
artwor...
Global ads
AT&T recently launched a
colorful and creative
advertising campaign using
painted hands to represent
familiar i...
http://www.youtube.com/watch?feature=player_embedded&v
=gsxigPA1KPk

 ASICS-”A Sound

Mind, in a Sound
Body”- is running
...
Standartization -attributes of a truly global
brand:
 1) Consistent, easy to pronounce name in all markets
 2) Dispersed...
 China Shampoo Ad - Values of Success and Strength:

http://www.youtube.com/watch?v=imWeRR2GtxU
 The All New Garnier Fru...
Adaptation
 The globalization of economies and trade intensification lead

companies to communicate with consumers of dif...
 The debate between the upholders of global standardization

and those of local adaptation
•The standardization of consum...
 Every part of these could be a problem when transferring it from

one language to another. And every one reflects a face...
 http://www.youtube.com/watch?v=6HBiD3mNZew Tuscany per

Donna – Donna protagonista
 http://www.youtube.com/watch?v=6e41...
 B.The cultural “added-value” -the translator/ localizer of the

21stcentury is a professional of culture able to decode ...
 Esample of adaptations ads Reno

Reno Twingo
http://www.youtube.com/watch?v=2QnF6JKyMQQ
Reno Twingo due donne FATA IN IT...
Panadol
 http://www.youtube.com/watch?v=6aEz4K_EMNc this video
was shown in Sudit Aarabia on Tv
 http://www.youtube.com/...
 General ads Mcdonald
 http://www.youtube.com/watch?v=igLxzl5V14c Big pack Fannny

Mcdonald – wish your chicken was bigg...
Cigarette
Italia vieta di fumare in tutti i locali, utilizzabili a qualunque titolo
dalla pubblica amministrazione e dalle...
Pubblicita di cigarete
Serbia
 http://www.youtube.com/watch?v=2tu_DscvPxY
Lucky strike Bulgaria
 http://www.youtube.com/...
Amsterdam To Weed Smokers:
Party On
 In The Netherlands, and especially Amsterdam, coffee shops are

the only establishme...
Coffee Shop Law
•no advertising
•no hard drug sales on the premises
•no sales to children (under Dutch
law that is people ...
 In the United

Alcohol

States, spirits advertising
has self-regulatory bodies
that create standards for
the ethical adv...
Countries with Alcohol
Prohibition to drink
 Afghanistan,
 Bangladesh,

 Brunei,
 India (only in the states of Gujarat...
Advertising of alcohol
 http://www.youtube.com/watch?v=vRsTz8MvsoU Vodka

Russia- Vodka sempre vi crea buon umore- compra...
Advertising of beer
 http://www.youtube.com/watch?v=zqYypvW2UJo Ariana

Birra with Maria
 http://www.youtube.com/watch?v...
What ads don’t show?
 http://www.youtube.com/watch?v=qFENyemgk8 Deadly Persuasion: The
Advertising of Alcohol & Tobacco C...
Funny ads !
http://www.youtube.com/watch?v=GVaQ5aeGiO0
Pubblicità sucitoria
 http://www.youtube.com/watch?v=E_hjM35VPnk
C...
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Standardization or adaptation of the international company Ads, different lows and banned ads, i hope you enjoy it!

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  1. 1. Marketing Docente: Antonio Picciotti Tesina: International to Integrated Global Marketing, Standardization or Adaptation ? Yoana Hristova Todorova
  2. 2. Global strategies emphasize how firms can develop a competitive advantage operating in interdependent national markets  focuses on the role and the importance of international marketing and the deployment of country-specific marketing strategies  Sheth supports the view that the traditional orientations of international marketing will be replaced by integrated global marketing, which involves a global-wide integration of all global marketing activities, as well as the focus strictly on transnational market similarities.  1) focus on transnational similarities; focus more on transnational similarities for target markets across national boundaries and less on international differences.  2) cross-functional global integration of operations and activities, focus more on crossfunctional integration and coordination as opposed to functional adjustments across national boundaries
  3. 3.  The first shift, the search for similar transnational target markets rather than international market differences, is a result of the increased globalization of markets and industries in order to reap the benefits that are involved  The second shift, the tendency towards a greater cross-functional and global integration, is a result of the global markets targeted.
  4. 4. Target market ad effections
  5. 5. The marketing communications system
  6. 6. Push verses pull promotion strategy
  7. 7.  Promotional tools The company’s total marketing communications mix, also referred to as the promotional mix, consists of a blend of marketing tools that include the following five main promotional tools: Advertising, Personal selling, Sales promotion, Public relations, Direct marketing.
  8. 8. Cross-functional view of marketing communication Example: Levi’s campaign “live unbuttoned” Francia http://www.youtube.com/watch?v=m92Dy9yDBGQ Germania http://www.youtube.com/watch?feature=player_embed ded&v=5TIttG_h41I#t=2 English+Francia !!! http://www.youtube.com/watch?v=3hTRbqJmjj0
  9. 9. Ad market
  10. 10. Searching for growth-mobile ads  UK digital advertising market continues unstoppable growth as mobile doubles market share  New figures from the IAB and PwC show that digital ads pend grew £435 million to £3.04 billion in the first half of 2013, a 17.5 percent increase year on year
  11. 11. Searching for growth- internet ads  Search remains the leading category with 59 percent, or £1.8 billion, of the total, but display is the fastest growing, with a 23 percent like-for-like growth on last year, to a total of £738 million.
  12. 12.  44 percent is spent on old-fashioned banner ads  Mobile advertising grew 127 percent • Advertising via social media isn't significant, reaching £250 million in the first half of 2013
  13. 13. • Advertisers Will Spend As Much On Social Media As They Do On Online Video Ads By 2015 • spending on social media ads shown on mobile devices is expected to increase 170% over last year
  14. 14. • Mobile Advertising Revenue In 2013 • worldwide mobile advertising revenue in 2013 will crossover $11.4 billion figure, up 18.75%
  15. 15. Spending for ads
  16. 16.  Etymax- Offer a solution that includes concept checking, transcreation , incountry copy consultancy, subbing and artwork in every language. Involve the creative process of a global campaign meansensure translated copy reads as if originated in the local target language and that copy retains the style and tone of the original creative source language copy
  17. 17. Global ads AT&T recently launched a colorful and creative advertising campaign using painted hands to represent familiar images from various countries around the world where they offer mobile phone and data coverage
  18. 18. http://www.youtube.com/watch?feature=player_embedded&v =gsxigPA1KPk  ASICS-”A Sound Mind, in a Sound Body”- is running an integrated advertising campaign with the tag line, “Sport Releases More Than Just Sweat”.
  19. 19. Standartization -attributes of a truly global brand:  1) Consistent, easy to pronounce name in all markets  2) Dispersed sales, not a dominant market  3) Possible to develop the same brand positioning in all markets and cultures  4) Satisfying same consumer needs or serving the same target market everywhere  5) Consistently presenting the brand through packaging, pricing, adv in all markets Standardization depends on     1) Type of brand 2) Nature of the category 3) Level of aspiration 4) Nature of the local culture
  20. 20.  China Shampoo Ad - Values of Success and Strength: http://www.youtube.com/watch?v=imWeRR2GtxU  The All New Garnier Fructis Long & Strong 2011 India Commercial: http://www.youtube.com/watch?v=YoV_xfvTViA Great Job !!!  Chinese Pizza Hut Ad: Created in Italy http://www.youtube.com/watch?v=HXPNTUt763U&feature=r elated  Indian Pizza Hut Ad: http://www.youtube.com/watch?NR=1&v=XvfyPJ3Q5b4
  21. 21. Adaptation  The globalization of economies and trade intensification lead companies to communicate with consumers of different languages and cultures. Within the framework of international marketing strategies, advertising plays a key role. It has to resolve a dilemma which can be summarized in the following question: How can we sell a standardized product to local and different consumers?  International advertising consists of using the same strategy of communication in all targeted countries. The advantage of this approach lies mainly in the economies of scale generated because of the standardization of the campaign
  22. 22.  The debate between the upholders of global standardization and those of local adaptation •The standardization of consumer behaviors in many countries (a tangible evidence of the cultural homogenization). •The emergence of similar new categories of consumers on the international level (new transnational markets). •The introduction of international themes and icons thanks to the television networks and the pop music (movie stars and supermodels)  The risks of a forced standardization are not insignificant. The relevance and the influence of the local culture are still very substantial in numerous countries around the globe including in Western Europe. It is indeed very risky not to adapt communication to some local markets.
  23. 23.  Every part of these could be a problem when transferring it from one language to another. And every one reflects a facet of the cultural issues. To understand the stakes of the problem, one should think in semiotic terms , that is to say that culture is embedded in linguistic, plastic, graphic and pictorial signs that constitute the message.  1.The first example of international advertising is what we can call the "graphic adaptation". In the advertisement for the perfume Tuscany the adaptations of the advertising image can be divided in two categories:  a) Regarding the iconography: we find the same graphic elements in the French and Arabic versions  b) Regarding the meaning: this graphic stratification renders the background elements that are decisive in determining the meaning of the advertising message
  24. 24.  http://www.youtube.com/watch?v=6HBiD3mNZew Tuscany per Donna – Donna protagonista  http://www.youtube.com/watch?v=6e41xA_Y7Lw Tuscany per Uomo classico Europa  http://www.youtube.com/watch?v=ZLZyW5KvGJE Tuscany Francia e paesi Arabi Protagonista Uomo 2.Textual adaptation that illustrates, among other things, the ideological dimension of advertising message. This textual adaptation is visible on two levels. A. Adaptation of Text + Image + Praxis = Localization The striking graphic adaptations in this version can be summarized in three prominent points: •Dealing with nudity and adapting it to the culture ("blurring" the model's chest). •The writing style (the undulating and colored calligraphy) •The layout of the catching line (writing/reading direction)
  25. 25.  B.The cultural “added-value” -the translator/ localizer of the 21stcentury is a professional of culture able to decode and encode the cultural signs within the advertising communication. His role has become all the more important since globalization has paradoxically exacerbated the feelings of local identity in a culturally globalized era. As example, we shall take the advertisement of the luxurious watches Tissot  http://www.youtube.com/watch?v=HFU32E9GSfI Tissot English Europa  http://www.youtube.com/watch?v=GPnJkEeqlIE Tissot Cinese !!  http://www.youtube.com/watch?v=quzPUKbE7DM Tissot Italiano versione corta  http://www.youtube.com/watch?v=yMl57Mx7Zmw Tissot Italiano versione non censurata !!!
  26. 26.  Esample of adaptations ads Reno Reno Twingo http://www.youtube.com/watch?v=2QnF6JKyMQQ Reno Twingo due donne FATA IN ITALIA- Forbitten in Italy, can see in Est Europa. http://www.youtube.com/watch?v=C8FTngdO18c Reno Twingo due uomini – in Francia. http://www.youtube.com/watch?v=8auqWp00bck Reno Twingo in Italia. ! Tattuaggio Reno Clio http://www.youtube.com/watch?v=mLD1plXHmLY Reno Clio Stati Uniti –drive the change!!! http://www.youtube.com/watch?v=z5TldgHUQnM Reno Clio – Europe – drive the change !!
  27. 27. Panadol  http://www.youtube.com/watch?v=6aEz4K_EMNc this video was shown in Sudit Aarabia on Tv  http://www.youtube.com/watch?v=Lvh5S2oEb_o Panadol in Europ Mcdonald  http://www.youtube.com/watch?v=twUk31_R0Ls Saudi Arabia – India 2013 (big mac!) Do anything for Love  http://www.youtube.com/watch?v=Ff9T4q2RkVI UK Parallel lives Happy Meal  http://www.youtube.com/watch?v=iuy0MSCDHk8 Philipianes 2013 Nanny (happy meal)!!  http://www.youtube.com/watch?v=Bhafv55-Qzc Global 2013 Angry (happy meal)!!!
  28. 28.  General ads Mcdonald  http://www.youtube.com/watch?v=igLxzl5V14c Big pack Fannny Mcdonald – wish your chicken was bigger? !!!  http://www.youtube.com/watch?v=h2HmAoaQgV4 comemrcial macdonald Usa 2013 spasy chiccen  http://www.youtube.com/watch?v=U4vfbtCpTck I am love in it ! Francia !!! IKEA  http://www.youtube.com/watch?v=vFJNPfpK2Tk Ikea Saudi Arabia !  http://www.youtube.com/watch?v=fFHRAuvjOtQ Ikea Europa – Up for your girlfriend !  http://www.youtube.com/watch?v=09ThzESqNC0 IKEA Franca! War !  http://www.youtube.com/watch?v=lQwrpmUmVeo Ikea start something new !!! Created for Spanish market- great Global Job !!!!!!  http://www.youtube.com/watch?v=9-_503Jf0L8 Ikea Trasgers Scandalous !!!!
  29. 29. Cigarette Italia vieta di fumare in tutti i locali, utilizzabili a qualunque titolo dalla pubblica amministrazione e dalle aziende pubbliche, nonché dai privati esercenti di servizi pubblici Pubblicità delle sigarette divieti in Europa.  Francia: proibita dal 1 gennaio 1993;  Austria: limitata dalla legislazione vigente e in parte da un codice volontario; consentita sul punto        vendita. Germania: consentita e disciplinata in parte da una legge dello Stato, in parte da codici di autoregolamentazione. Olanda: consentita e disciplinata in parte dalla legge e in parte da codici di autoregolamentazione; vietata a mezzo di affissioni. Gran Bretagna: consentita e limitata da leggi statali e in parte da codici di autoregolamentazione. Irlanda: consentita sulla stampa se non diretta a un pubblico inferiore ai 18 anni; consentite le sponsorizzazioni ma con restrizioni; le industrie produttrici devono indicare il contenuto di condensato e nicotina. Svezia: quasi totalmente vietata da una legge statale; soggetta a restrizioni sul punto vendita e per i prodotti diversi dalle sigarette (tabacco da pipa, sigari, tabacco da fumo). Italia: vietata dal 1962. Belgio: limitata da una legge dello Stato
  30. 30. Pubblicita di cigarete Serbia  http://www.youtube.com/watch?v=2tu_DscvPxY Lucky strike Bulgaria  http://www.youtube.com/watch?v=EsZJ44v7obc Don Korleone Bulgaria !!! Smoking Kills! Esagerata !  http://www.youtube.com/watch?v=saxEWkmUCPE  Marlboro  http://www.youtube.com/watch?feature=player_embed ded&v=-3EPOnvANOs
  31. 31. Amsterdam To Weed Smokers: Party On  In The Netherlands, and especially Amsterdam, coffee shops are the only establishments that the police ‘allow’ to sell small quantities of cannabis. The sale of other drugs or of alcohol is prohibited in these coffee shops, however most of them do serve food and soft drinks. Pure weed is still allowed to be smoked inside coffee shops in Amsterdam  The only limitation now in place is in relation to tobacco. If you prefer smoking weed mixed with tobacco products then you will either have to smoke in an upstairs or downstairs room in the coffee shop, or, if the cafe is small, not at all.
  32. 32. Coffee Shop Law •no advertising •no hard drug sales on the premises •no sales to children (under Dutch law that is people under the age of 18) •no sales transactions exceeding a quantity threshold (5 grams) •no public disturbances Because of the ban on advertising your shop as selling cannabis, most coffee shops have symbols or artwork associated
  33. 33.  In the United Alcohol States, spirits advertising has self-regulatory bodies that create standards for the ethical advertising of alcohol. The standard is that alcohol advertisements can only be placed in media where 70% of the audience is over the legal drinking age
  34. 34. Countries with Alcohol Prohibition to drink  Afghanistan,  Bangladesh,  Brunei,  India (only in the states of Gujarat, Manipur, Mizoram and Nagaland, and the union territory of Lakshadweep.)  Iran, Kuwait, Libya, Saudi Arabia, Sudan, UAE (only Sharjah),  Yemen Pakistan (only for Muslims).
  35. 35. Advertising of alcohol  http://www.youtube.com/watch?v=vRsTz8MvsoU Vodka Russia- Vodka sempre vi crea buon umore- comprate !  http://www.youtube.com/watch?v=A8nbFguyUto Russian standart vodka  http://www.youtube.com/watch?v=7WCxa9X6rQ4 Vodka Poland
  36. 36. Advertising of beer  http://www.youtube.com/watch?v=zqYypvW2UJo Ariana Birra with Maria  http://www.youtube.com/watch?v=pXL3-WwHRsQ Zagorka and calico  http://www.youtube.com/watch?v=W_cQTpCaW2Y Amstel The name is the game!!! Great ad!  http://www.youtube.com/watch?v=XMkI_06jvuo Heineken great ads!!!
  37. 37. What ads don’t show?  http://www.youtube.com/watch?v=qFENyemgk8 Deadly Persuasion: The Advertising of Alcohol & Tobacco Conference  http://www.youtube.com/watch?v=eOF37qFkS qA Bad effects of drinking!
  38. 38. Funny ads ! http://www.youtube.com/watch?v=GVaQ5aeGiO0 Pubblicità sucitoria  http://www.youtube.com/watch?v=E_hjM35VPnk Chanel N 5 Microsoft forbitten ad http://www.youtube.com/watch?v=oINYoy98JJo
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