1. ADAPTIVE MARKETING PROGRAM
adapting marketing
strategy to local conditions

2. GLOBAL SIMILARITIES & DIFFERENCES
Cultural dimensions
• Individualism / collectivism
• High / Low power distance
• Masculine / Feminine

3. • Weak / Strong uncertainty avoidance
• Long-term / Short-term orientation
• Indulgence / restrain
GLOBAL SIMILARITIES & DIFFERENCES
Cultural dimensions

4.  PRODUCT FEATURES
 LABELING
 COLORS
 MATERIALS
 SALES PROMOTION
 ADVERTISING MEDIA
MARKETING ADAPTATION
Determine elements adding more revenue than cost if adapted
 BRAND NAME
 PACKAGING
 ADVERTISING EXECUTION
 PRICES
 ADVERTISING THEMES

5. GLOBAL PRODUCT STRATEGIES
Some products cross borders
without
adaptation better than others
Product standardization

6. Product
Adaptation
Strategies
STRAIGHT EXTENTION
PRODUCT ADAPTATION
PRODUCT INVENTION
Introduce product without change
• Regional version
• Country version
• Backward (reintroduce earlier forms)
• Forward (new product)
• City version
• Retailer version

7. GLOBAL PRODUCT STRATEGIES
Marketers need to change
certain brand elements
Brand Element Adaptation

8. GLOBAL COMMUNICATION STRATEGIES
Changing marketing communications for each local market
Communication Adaptation

9. GLOBAL COMMUNICATION STRATEGIES
1. Ensure communications are legal & acceptable
2. Check creative strategies & approach
3. Vary the message appeal
Global Adaptation

10. GLOBALPRICING
STRATEGIES • Uniform price
• Market-based price in country
• Cost-based price in country
PRICE ESCALATION
One unit charges another unit in the same company
a transfer price for goods shipped to foreign subsidiaries
TRANSFER PRICES
GREY MARKETS
diverts branded products from authorized distribution channel
COUNTERFEIT PRODUCTS

11. GLOBAL DISTRIBUTION STRATEGIES
• International marketing headquarter
• Channels between nations
• Channels within foreign nations
Channel Entry

12. GLOBAL DISTRIBUTION STRATEGIES
• Distribution channel complexity
• Size & character of retails
• High markups
• Incomes
Channel Differences