1. Global Marketing
Mix Strategy

2. Global Marketing Mix Strategy
How far should each aspect of the marketing mix
• Price
• Products
• Promotion
• Place
be standardised or varied locally?

3. Product
Product
strategy
strategy
Global
Global
product
product
National
National
product
product
Hybrid I
Hybrid I
marketing
marketing
strategy
strategy
Hybrid II
Hybrid II
marketing
marketing
strategy
strategy
Ideal global
Ideal global
marketing
marketing
strategy
strategy
Ideal national
Ideal national
marketing
marketing
strategy
strategy
National
National
market
market
segments
segments
Global
Global
market
market
segments
segments
Segmentation strategy
Segmentation strategy
Toyne & Walters
Toyne & Walters
1993
1993
Global Marketing Mix Strategy

4. IDEAL GLOBAL
MARKETING
STRATEGY
Global Market
Segments
Global
Product
Marketing a standard product to a global market using uniform
marketing programmes
Replicated its direct
selling practices
across the world
Ideal Global Marketing Strategy
Athletic, Style,
Comfort

5. National Market
Segments
National
Product
IDEAL
NATIONAL
MAKETING
STRATEGY
Marketing mix locally adapted for each national market
Ideal National Marketing Strategy
Caters to Indians
in India & Abroad
Caters to rural &
low income
segments in
India

6. HYBRID I
MARKETING
STRATEGY
National Market
Segments
Global
Product
Standardisation of products but adaptation of other elements
of the mix
Hybrid I Marketing Strategy
Customized for
Indian audience
Launched with
different names
in different
countries

7. Global Market
Segments
National
Product
HYBRID II
MARKETING
STRATEGY
Standardisation of one key element of the mix but adaptation of
others
Retailing formula & Marketing activities are same
throughout the World & product offerings
modified to suit local tastes.
Hybrid II Marketing Strategy

8. • Most important element of the mix
• Must consider:
– product range
– new product development
– rate of acceptance
– product standardization or variation
– packaging, branding, after sales service
Product

9. Global price or local variations?
Global pricing
Advantage:
Simple, fair, removes possibility of grey markets.
Disadvantage:
Not responsive to local demand and market conditions
Local pricing
Advantage:
Market responsive, maximises revenues
Disadvantage:
Grey markets
Price

10. All forms of marketing communication that seek to
influence buying behaviour
Standardisation of promotion has advantages –
Economies of scale, uniform brand and image, spread of good ideas,
universal standards, use of global media
Disadvantages –
Cultural, linguistic, legal differences, high costs of co-ordination, ‘not
invented here’ syndrome
Promotions I

11. Factors determining extent of standardised promotion:
– corporate strategy - is it global?
– uniformity of the product
– how global is the brand?
– legal factors
– cultural factors
– socio-economic conditions
– uniformity of competitive situation
Promotions II

12. Thank You