This document provides an overview of branding and product decisions in global marketing. It discusses key concepts like brands, brand equity, local vs global brands, and product design considerations. It also outlines various strategic alternatives companies can take to extend their brands and products globally, such as extension, adaptation, or creation. Lastly, it discusses new product development and testing in international markets.
In international marketing, the marketers are required to come up with a decision as to whether they are going to standardize the product or to modify the existing products which is one of the challenging decisions that they have to make. And this decision can make impacts on the organization in terms of the Research and development expenses, finance, production, organization structure, procurement, marketing mix etc. And the decision as to which to choose depending on the attitudes towards the different cultures. So in this article, we are going to cover these two concepts so that you can have an idea about the two concepts in depth.
In international marketing, the marketers are required to come up with a decision as to whether they are going to standardize the product or to modify the existing products which is one of the challenging decisions that they have to make. And this decision can make impacts on the organization in terms of the Research and development expenses, finance, production, organization structure, procurement, marketing mix etc. And the decision as to which to choose depending on the attitudes towards the different cultures. So in this article, we are going to cover these two concepts so that you can have an idea about the two concepts in depth.
WTO & Trade Issues - International Product Policy.pptxDiksha Vashisht
International product life cycle discusses the consumption pattern of the product in many countries. This concept explains that the products pass through several stages of the product life cycle.
The, product is innovated in country, usually a developed country, to satisfy the needs of the consumers.
The innovator country wants to exploit the technological breakthrough and start marketing the products in foreign country.
International marketing mix: global products and servicesluispachon
International marketing mix: global products and services takes into account what are the characteristics that companies must consider in order to satisfy the local customer's needs.
RMD24 | Debunking the non-endemic revenue myth Marvin Vacquier Droop | First ...BBPMedia1
Marvin neemt je in deze presentatie mee in de voordelen van non-endemic advertising op retail media netwerken. Hij brengt ook de uitdagingen in beeld die de markt op dit moment heeft op het gebied van retail media voor niet-leveranciers.
Retail media wordt gezien als het nieuwe advertising-medium en ook mediabureaus richten massaal retail media-afdelingen op. Merken die niet in de betreffende winkel liggen staan ook nog niet in de rij om op de retail media netwerken te adverteren. Marvin belicht de uitdagingen die er zijn om echt aansluiting te vinden op die markt van non-endemic advertising.
Taurus Zodiac Sign_ Personality Traits and Sign Dates.pptxmy Pandit
Explore the world of the Taurus zodiac sign. Learn about their stability, determination, and appreciation for beauty. Discover how Taureans' grounded nature and hardworking mindset define their unique personality.
WTO & Trade Issues - International Product Policy.pptxDiksha Vashisht
International product life cycle discusses the consumption pattern of the product in many countries. This concept explains that the products pass through several stages of the product life cycle.
The, product is innovated in country, usually a developed country, to satisfy the needs of the consumers.
The innovator country wants to exploit the technological breakthrough and start marketing the products in foreign country.
International marketing mix: global products and servicesluispachon
International marketing mix: global products and services takes into account what are the characteristics that companies must consider in order to satisfy the local customer's needs.
RMD24 | Debunking the non-endemic revenue myth Marvin Vacquier Droop | First ...BBPMedia1
Marvin neemt je in deze presentatie mee in de voordelen van non-endemic advertising op retail media netwerken. Hij brengt ook de uitdagingen in beeld die de markt op dit moment heeft op het gebied van retail media voor niet-leveranciers.
Retail media wordt gezien als het nieuwe advertising-medium en ook mediabureaus richten massaal retail media-afdelingen op. Merken die niet in de betreffende winkel liggen staan ook nog niet in de rij om op de retail media netwerken te adverteren. Marvin belicht de uitdagingen die er zijn om echt aansluiting te vinden op die markt van non-endemic advertising.
Taurus Zodiac Sign_ Personality Traits and Sign Dates.pptxmy Pandit
Explore the world of the Taurus zodiac sign. Learn about their stability, determination, and appreciation for beauty. Discover how Taureans' grounded nature and hardworking mindset define their unique personality.
Remote sensing and monitoring are changing the mining industry for the better. These are providing innovative solutions to long-standing challenges. Those related to exploration, extraction, and overall environmental management by mining technology companies Odisha. These technologies make use of satellite imaging, aerial photography and sensors to collect data that might be inaccessible or from hazardous locations. With the use of this technology, mining operations are becoming increasingly efficient. Let us gain more insight into the key aspects associated with remote sensing and monitoring when it comes to mining.
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3.0 Project 2_ Developing My Brand Identity Kit.pptxtanyjahb
A personal brand exploration presentation summarizes an individual's unique qualities and goals, covering strengths, values, passions, and target audience. It helps individuals understand what makes them stand out, their desired image, and how they aim to achieve it.
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Memorandum Of Association Constitution of Company.pptseri bangash
www.seribangash.com
A Memorandum of Association (MOA) is a legal document that outlines the fundamental principles and objectives upon which a company operates. It serves as the company's charter or constitution and defines the scope of its activities. Here's a detailed note on the MOA:
Contents of Memorandum of Association:
Name Clause: This clause states the name of the company, which should end with words like "Limited" or "Ltd." for a public limited company and "Private Limited" or "Pvt. Ltd." for a private limited company.
https://seribangash.com/article-of-association-is-legal-doc-of-company/
Registered Office Clause: It specifies the location where the company's registered office is situated. This office is where all official communications and notices are sent.
Objective Clause: This clause delineates the main objectives for which the company is formed. It's important to define these objectives clearly, as the company cannot undertake activities beyond those mentioned in this clause.
www.seribangash.com
Liability Clause: It outlines the extent of liability of the company's members. In the case of companies limited by shares, the liability of members is limited to the amount unpaid on their shares. For companies limited by guarantee, members' liability is limited to the amount they undertake to contribute if the company is wound up.
https://seribangash.com/promotors-is-person-conceived-formation-company/
Capital Clause: This clause specifies the authorized capital of the company, i.e., the maximum amount of share capital the company is authorized to issue. It also mentions the division of this capital into shares and their respective nominal value.
Association Clause: It simply states that the subscribers wish to form a company and agree to become members of it, in accordance with the terms of the MOA.
Importance of Memorandum of Association:
Legal Requirement: The MOA is a legal requirement for the formation of a company. It must be filed with the Registrar of Companies during the incorporation process.
Constitutional Document: It serves as the company's constitutional document, defining its scope, powers, and limitations.
Protection of Members: It protects the interests of the company's members by clearly defining the objectives and limiting their liability.
External Communication: It provides clarity to external parties, such as investors, creditors, and regulatory authorities, regarding the company's objectives and powers.
https://seribangash.com/difference-public-and-private-company-law/
Binding Authority: The company and its members are bound by the provisions of the MOA. Any action taken beyond its scope may be considered ultra vires (beyond the powers) of the company and therefore void.
Amendment of MOA:
While the MOA lays down the company's fundamental principles, it is not entirely immutable. It can be amended, but only under specific circumstances and in compliance with legal procedures. Amendments typically require shareholder
[Note: This is a partial preview. To download this presentation, visit:
https://www.oeconsulting.com.sg/training-presentations]
Sustainability has become an increasingly critical topic as the world recognizes the need to protect our planet and its resources for future generations. Sustainability means meeting our current needs without compromising the ability of future generations to meet theirs. It involves long-term planning and consideration of the consequences of our actions. The goal is to create strategies that ensure the long-term viability of People, Planet, and Profit.
Leading companies such as Nike, Toyota, and Siemens are prioritizing sustainable innovation in their business models, setting an example for others to follow. In this Sustainability training presentation, you will learn key concepts, principles, and practices of sustainability applicable across industries. This training aims to create awareness and educate employees, senior executives, consultants, and other key stakeholders, including investors, policymakers, and supply chain partners, on the importance and implementation of sustainability.
LEARNING OBJECTIVES
1. Develop a comprehensive understanding of the fundamental principles and concepts that form the foundation of sustainability within corporate environments.
2. Explore the sustainability implementation model, focusing on effective measures and reporting strategies to track and communicate sustainability efforts.
3. Identify and define best practices and critical success factors essential for achieving sustainability goals within organizations.
CONTENTS
1. Introduction and Key Concepts of Sustainability
2. Principles and Practices of Sustainability
3. Measures and Reporting in Sustainability
4. Sustainability Implementation & Best Practices
To download the complete presentation, visit: https://www.oeconsulting.com.sg/training-presentations
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𝐓𝐉 𝐂𝐨𝐦𝐬 (𝐓𝐉 𝐂𝐨𝐦𝐦𝐮𝐧𝐢𝐜𝐚𝐭𝐢𝐨𝐧𝐬) is a professional event agency that includes experts in the event-organizing market in Vietnam, Korea, and ASEAN countries. We provide unlimited types of events from Music concerts, Fan meetings, and Culture festivals to Corporate events, Internal company events, Golf tournaments, MICE events, and Exhibitions.
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According to TechSci Research report, “India Orthopedic Devices Market -Industry Size, Share, Trends, Competition Forecast & Opportunities, 2030”, the India Orthopedic Devices Market stood at USD 1,280.54 Million in 2024 and is anticipated to grow with a CAGR of 7.84% in the forecast period, 2026-2030F. The India Orthopedic Devices Market is being driven by several factors. The most prominent ones include an increase in the elderly population, who are more prone to orthopedic conditions such as osteoporosis and arthritis. Moreover, the rise in sports injuries and road accidents are also contributing to the demand for orthopedic devices. Advances in technology and the introduction of innovative implants and prosthetics have further propelled the market growth. Additionally, government initiatives aimed at improving healthcare infrastructure and the increasing prevalence of lifestyle diseases have led to an upward trend in orthopedic surgeries, thereby fueling the market demand for these devices.
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1. Global
Marketing
Warren J. Keegan Mark C. Green
Branding and
Product
Decisions in
Global Marketing
Chapter 10
Copyright 2013, Pearson Education
Global
Marketing
Warren J. Keegan Mark C. Green
Global
Marketing
Global Edition
Warren J. Keegan Mark C. Green
Branding and
Product
Decisions in
Global Marketing
Chapter 10
2. Copyright 2013, Pearson Education
Learning Objectives
• Brand and product
concepts
• Local, international, and
global brands
• Product design issues
• Maslow’s needs
hierarchy
• Country of Origin brand
element
• Strategic alternatives
• New product continuum
• Types of innovation
110v or 220v ?
3. Copyright 2013, Pearson Education
Basic Product Concepts
• A product is a good,
service, or idea
– Tangible Attributes
– Intangible Attributes
• Product classification
– Consumer goods
– Industrial goods
PVC pipe is an example of
an industrial product.
5. Copyright 2013, Pearson Education
Brands
• Bundle of images and experiences in the
customer’s mind
• A promise made by a particular company
about a particular product
• A quality certification
• Differentiation between competing products
• The sum of impressions about a brand is the
Brand Image
6. Copyright 2013, Pearson Education
Brand Equity
• The added value that accrues to a product as a
result of investments in the marketing of the
brand
• An asset that represents the value created by
the relationship between the brand and
customer over time
7. Copyright 2013, Pearson Education
Brand Equity Benefits
• Greater loyalty
• Less vulnerability to marketing actions
• Less vulnerability to marketing crises
• Larger margins
• More inelastic consumer response to price increases
• More elastic consumer response to price decreases
• Increased marketing communication effectiveness
8. Copyright 2013, Pearson Education
Local Products and Brands
• Brands that have achieved success in a single
national market
• Represent the lifeblood of domestic
companies
• Entrenched local products/brands can be a
significant competitive hurdle to global
companies
9. Copyright 2013, Pearson Education
International Products
and Brands
• Offered in several
markets in a particular
region
– ‘Euro-brands’
– Honda 5-door hatchback
auto is known as Fit in
Japan and Jazz in Europe
Offered in several markets in a particular
region
‘Euro-brands’
Honda 5-door hatchback auto is
known as Fit in Japan and Jazz in
Europe
10. Copyright 2013, Pearson Education
Global Products and Brands
• Global products meet
the wants and needs of a
global market and are
offered in all world
regions
• Global brands have the
same name and similar
image and positioning
throughout the world
In any language Gillette’s trademarked brand promise is
easy to understand.
11. Copyright 2013, Pearson Education
Global Products and Brands
“A multinational has operations in different countries.
A global company views the world as a single
country. We know Argentina and France are
different, but we treat them the same. We sell them
the same products, we use the same production
methods, we have the same corporate policies. We
even use the same advertising—in a different
language, of course.”
- Alfred Zeien Former Gillette CEO
12. Copyright 2013, Pearson Education
Global Brand Characteristics
• Quality signal—allows a company to charge
premium price in a highly competitive market
• Global myth—marketers can use global
consumer culture positioning to link the brand
identity to any part of the world
• Social responsibility—shows how a company
addresses social problems
13. Copyright 2013, Pearson Education
Global Products and Brands
• Global brands are not
the same as global
products
– iPod = brand
– mp3 player= product
14. Copyright 2013, Pearson Education
Branding Strategies
• Combination or tiered branding allows marketers to
leverage a company’s reputation while developing a
distinctive identity for a line of products
– Sony Walkman
• Co-branding features two or more company or
product brands
– NutraSweet and Coca-Cola
– Intel Inside
CPU
15. Copyright 2013, Pearson Education
Brand Extension
• Brand acts as an umbrella for new products
– Example: The Virgin Group
• Virgin Entertainment: Virgin Mega-stores and MGM Cinemas
• Virgin Trading: Virgin Cola and Virgin Vodka
• Virgin Radio
• Virgin Rail (UK only)
• Virgin Media Group: Virgin Publishing, Virgin Television,
Virgin Net (UK only)
• Virgin Hotels
• Virgin Travel Group: Virgin America Airways, Virgin Holidays,
Virgin Galactic
17. Copyright 2013, Pearson Education
Global Brand Development
• Questions to ask when management seeks to
build a global brand:
– Does this move fit the company and/or its
markets?
– Will anticipated scale economies materialize?
– How difficult will it be to develop a global brand
team?
– Can a single brand be imposed on all markets
successfully?
18. Copyright 2013, Pearson Education
Global Brand Development
• Global Brand Leadership
– Using organizational structures, processes, and
cultures to allocate brand-building resources
globally, to create global synergies, and to develop
a global brand strategy that coordinates and
leverages country brand strategies
19. Copyright 2013, Pearson Education
Global Brand Development
1. Create a compelling value proposition
2. Think about all elements of brand identity
and select names, marks, and symbols that
have the potential for globalization
3. Research the alternatives of extending a
national brand versus adopting a new brand
identity globally
4. Develop a company-wide communication
system
20. Copyright 2013, Pearson Education
Global Brand Development
5. Develop a consistent planning process
Assign specific responsibility for
managing branding issues
6. Execute brand-building strategies
Harmonize, unravel confusion, and
eliminate complexity
21. Copyright 2013, Pearson Education
Local versus Global Products and
Brands: A Needs-Based Approach
Maslow’s Hierarchy of Needs
23. Copyright 2013, Pearson Education
Country of Origin as
Brand Element
• Perceptions about and attitudes toward
particular countries often extend to products
and brands known to originate in those
countries
– Japan
– Germany
– France
– Italy
French perfume
24. Copyright 2013, Pearson Education
Packaging
• Consumer Packaged Goods refers to products
whose packaging is designed to protect or
contain the product during shipping, at retail, or
point of use
• Eco-Packaging is key because package designers
must address environmental issues
• Offers communication cues that provide
consumers with a basis for making a purchase
decision
25. Copyright 2013, Pearson Education
Labeling
• Provides consumers with
various types of information
• Regulations differ by country
regarding various products
– Health warnings on tobacco
products
– American Automobile Labeling
Act clarifies the country of
origin, and final assembly point
– European Union requires labels
on all food products that include
ingredients from genetically
modified crops
26. Copyright 2013, Pearson Education
Aesthetics
• Global marketers must
understand the
importance of visual
aesthetics
• Aesthetic styles (degree
of complexity found on
a label) differ around
the world
27. Copyright 2013, Pearson Education
Product Warranties
• Express Warranty is a written guarantee that
assures the buyer is getting what they paid for
or provides a remedy in case of a product
failure
• Warranties can be used as a competitive tool
28. Copyright 2013, Pearson Education
Extend, Adapt, Create: Strategic
Alternatives in Global Marketing
• Extension – offering product virtually
unchanged in markets outside of home
country
• Adaptation – changing elements of design,
function, and packaging according to needs of
different country markets
• Creation – developing new products for the
world market
30. Copyright 2013, Pearson Education
Product Invention
• Strategy 5:
– Important for reaching mass markets in less
industrialized nations and certain segments in
industrialized countries
• Hand-cranked radios for areas with no
electricity
• Total toothpaste by Colgate uses global benefit
segmentation
31. Copyright 2013, Pearson Education
How to Choose a Strategy?
• Two errors that management makes in
choosing a strategy
– NIH (Not invented here) syndrome means
managers ignore the advancements of subsidiaries
overseas
– Managers impose policies upon subsidiaries
because they assume what is right for customers
in one market is right in every market
32. Copyright 2013, Pearson Education
How to Choose a Strategy?
• The product itself, defined in terms of the
function or need it serves
• The market, defined in terms of the conditions
under which the product is used, preferences
of potential customers, and ability to buy the
product
• Adaptation and manufacturing costs the
company will incur
33. Copyright 2013, Pearson Education
New Products in Global Marketing
• Pursue opportunities in competitive arenas of
global marketplace
• Focus on one or only a few businesses
• Active involvement from senior management
• Ability to recruit and retain best employees
• Understand the importance of speed in
bringing product to market
34. Copyright 2013, Pearson Education
Identifying New Product Ideas
• What is a new product?
– New to those who use it or buy it
– New to the organization
– New to a market
35. Copyright 2013, Pearson Education
The International New Product
Department
• How big is the market for this product at various
prices?
• What are the likely competitive moves in
response to our activity?
• Can we market the product through existing
structure?
• Can we source the product at a cost that will yield
an adequate profit?
• Does product fit our strategic development plan?
36. Copyright 2013, Pearson Education
Testing New Products
• When do you test a new product?
– Whenever a product interacts with human,
mechanical, or chemical elements because there
is the potential for a surprising and unexpected
incompatibility
• Test could simply be observing the product
being used within the market