3. WHAT STANDARD MARKETING
DOESN’T TAKE CARE OF?
SPECIFIC CUSTOMER NEEDS
CONSUMER RESPONSES
LEGAL ENVIRONMENT
ADMINISTRATIVE PROCEDURE
4. 4 DIMENSIONS OF CULTURE
Individualism (USA) vs.
Collectivism (Japan)
High power distance(less
egalitarian like Russia) vs.
Low Power distance (more
egalitarian like Nordic
countries)
Masculine (Japan)
Vs.
Feminine (i.e. Less male
dominated like Nordic
countries)
Weak uncertainty
avoidance (Greece) vs.
Strong uncertainty
avoidance (Jamaica)
5. BRANDS ARE POSITIONED DIFFERENTLY IN
DIFFERENT MARKETS
HIGH-END, SUPER PREMIUM
IN THE U.S.
MIDDLE-OF-THE-ROAD IN
DUTCH MARKET
REPRESENTS SPEED, YOUTH
AND ENERGY IN JAPAN
KNOWN FOR TRUST AND
RELIABILITY IN THE U.S.
11. STRAIGHT EXTENSION
THIS STRATEGY COULD BE TEMPTING
BECAUSE
LESS R&D EXPENSES
LESS MANUFACTURING COSTS
LESS PROMOTIONAL MODIFICATION
BEWARE!!
Campbell Soup Company lost an estimated $30
million introducing condensed soups in England;
consumers saw expensive small-sized cans and
didn’t realize water needed to be added.
12. PRODUCT ADAPTATION
REGIONAL VERSION
COUNTRY’S VERSION
CITY’S VERSION
RETAILER VERSION
The Euro Disney theme park, launched
outside Paris in 1992, was harshly criticized
as an example of U.S. cultural imperialism
that ignored French customs and values,
such as serving wine with meals.
Renamed Disneyland Paris, the theme park
eventually became Europe’s biggest tourist
attraction—even more popular than the
Eiffel Tower—by implementing a number of
changes and more local touches.
14. GLOBAL COMMUNICATION STRATEGY
One message, different languages,
names and colors
Same message and theme but adapt
the execution
Global pool of ads
15. When launching Chik shampoo in rural areas
of South India, where hair is washed with soap,
CavinKare showed people how to use the
product through live “touch and feel”
demonstrations and free sachets at fairs.
In certain developing markets in Asia,
consumers loved the Coca-Cola brand but had
never tasted it. They needed to be advised to
drink it cold
16. GLOBAL PRICING STRATEGY
GLOBAL
PRICING
STRATEGY
Price
escalation
Transfer
Prices
Gray
Markets
Counterfeit
Products
3 available options
• Uniform Price
everywhere
• Market-based price in
each country
• Set a cost-based price
In each country
It refers to the price which one unit
charges another unit of the same
company for the goods it ships.
Selling Product made for low
price countries in the high price
countries.
This harms distribution
relations and undermines the
integrity of distribution channel
Fake-products cost a lot of
money to the companies.
Companies should have
strategies to tackle
counterfeiting activities