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GLOBAL
PRODUCT
STRATEGIES
PRESENTED BY: AKASH MONDAL
DIKSHA VASHISHT
Example Of Product Extension
(COLGATE)
COLGATE TOOTH PASTE & BRUSHES
 COMPELEMENTARY PRODUCT
 WORLDWIDE USAGE
 WITHOUT CHANING COMMUNICATION &
PRODUCT
 BASIC AGENDA OF COLGATE IS SECURE THE OARL
HEALTH OF THE WORLD
 IT’S A THIRD LARGEST SUCCESSFUL IN ORAL CARE
MARKET
Example Of Product Extension
(LEVI’S TAILORED CLASSICS)
Introduced in 1980 tailored classic they already owned a large
market share of their target market
so they wanted to enter into new market to sustain their high
growth rate.
 their brand was heavily associated with a casual, rugged &
outdoor lifestyle
Levi’s new product line conflicted with their core identity & fail
to catch up on.
Customer trusted Levi's to produce durable clothing (denim)
that’s why people not trust them to produce high end of
tailored suits
Example of Product Adaption
(LAYS)
COUNTRY BRAND CUSTOM FLAVORS
Australia SMITH’S Vegemite(popular after Australian bread
spread)
Brazil ELMA’S Traditional Brazilin Cheese
China LAY’S Numb & Spicy hot pot
India LAY’S Magic masala(combination of Indian spicy, sour,
sour, hot tastes)
Mexico SABRITAS Abobadas
Spain LAY’S Pawns, garlic, chili flavour
Russia LAY’S Red caviar, crab flavoured, pickled cucumber
flavour
Example of Product Adaption
(MC DONALD’S)
PRODUCT EXAMPLE Mc DONALD’S
Consumer need satisfied Fast-food
Product strategy Adaptation Add local
products to range
MARKET CONDITION Drawn criticism & lawsuits
for promoting obesity .
Got ban in many countries
for advertisement of fast
food
Mc Donald's initiative To become friendly &
healthy food restaurants.
Example of Product
extension communication
adaption (APPLE)
PRODUCT EXAMPLE iPod
Consumer need satisfied Music soundtracks
Product extension worldwide
MARKET CONDITION Apple is now dominant
leader on mp3 player market
(900million songs were sold
out through iTunes music
stores)
Example of Product extension
communication adaption
(DIET COKE)
Example of Product Adaption
(KFC)
• KFC in Japan reflects the local preference for dark meat
over white meat, and serves rice bowls and bento boxes
familiar to Japanese consumers
• KFC restaurants in China have much larger eating areas.
The kitchens are also larger to allow for more extensive
and localized menu items, such as rice dishes, soy milk
drinks, egg tarts, and youtiao fried dough sticks.
• The KFC Russia menu is largely familiar to Americans with
a couple of quirks, such as oatmeal on the breakfast menu
and draft beer on the drinks menu.
• KFC Philippines has a number of menu items that will
either absolutely horrify you or that will make your mouth
water. Maybe both. In 2015, they did a promotion on the
Double Down Dog, a cheese-filled hot dog smothered in
more cheese and set in a "bun" made of a fried chicken
patty.
Example of Product Adaption
(OREO)
• In 1996 in China the company launched a clone of the
American version with little success. The problem? Too
much contrast between the sweet cream and the bitter
cookie. If you didn’t grow up with Oreos, it can be weird-
tasting.
• Chinese division of Kraft of rethinking what the essence
of an Oreo really is. They made it less sugary and it
started to sell.
They continued to expand ideas by asking questions:
Why should it be black and white?
• Oreo with green tea filling
• Oreo divided between mango and orange flavor.
Why should an Oreo be round?
• Developed Oreos shaped like straws and others shaped
like a long rectangular Oreo wafer.
Example of Product Invention
(Blue Bottle Coffee)
•For attempting to upend Starbucks’ market domination by
choosing quality over quantity, with no compromises.
•Model Californian James Freeman -- freelance musician
and coffee fanatic. He vowed to make, serve and sell only
real, fresh-roasted coffee, serving his first cups of Blue
Bottle out of a kiosk in 2005.
•What they’ve built? Arguably the most recognizable cup in
San Francisco’s coffee-congested culture. The now bi-
coastal Oakland-based roasters bleed their beans no more
than 48 hours after roasting. Raising $25.75 million in
January this year from an eclectic group of investors
including Google Ventures and Tony Hawk (on top of $19.7
million raised in 2012)
Example of Product Adaptation and Communication
Extension
(BRITISH PETROLEUM)
• BP Progressive and profitable – Moving to
new and profitable sources of energy for
the future
• BP Business Alternative Energy sources –
Developing more efficient and alternative
forms of energy to move you ahead
• BP beyond Petroleum- Investing for a
greener future
• BP Quality – BP focusses on safety and
operational excellence
THANK YOU

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GLOBAL PRODUCT STRATEGIES (1).pptx

  • 2. Example Of Product Extension (COLGATE) COLGATE TOOTH PASTE & BRUSHES  COMPELEMENTARY PRODUCT  WORLDWIDE USAGE  WITHOUT CHANING COMMUNICATION & PRODUCT  BASIC AGENDA OF COLGATE IS SECURE THE OARL HEALTH OF THE WORLD  IT’S A THIRD LARGEST SUCCESSFUL IN ORAL CARE MARKET
  • 3. Example Of Product Extension (LEVI’S TAILORED CLASSICS) Introduced in 1980 tailored classic they already owned a large market share of their target market so they wanted to enter into new market to sustain their high growth rate.  their brand was heavily associated with a casual, rugged & outdoor lifestyle Levi’s new product line conflicted with their core identity & fail to catch up on. Customer trusted Levi's to produce durable clothing (denim) that’s why people not trust them to produce high end of tailored suits
  • 4. Example of Product Adaption (LAYS) COUNTRY BRAND CUSTOM FLAVORS Australia SMITH’S Vegemite(popular after Australian bread spread) Brazil ELMA’S Traditional Brazilin Cheese China LAY’S Numb & Spicy hot pot India LAY’S Magic masala(combination of Indian spicy, sour, sour, hot tastes) Mexico SABRITAS Abobadas Spain LAY’S Pawns, garlic, chili flavour Russia LAY’S Red caviar, crab flavoured, pickled cucumber flavour
  • 5. Example of Product Adaption (MC DONALD’S) PRODUCT EXAMPLE Mc DONALD’S Consumer need satisfied Fast-food Product strategy Adaptation Add local products to range MARKET CONDITION Drawn criticism & lawsuits for promoting obesity . Got ban in many countries for advertisement of fast food Mc Donald's initiative To become friendly & healthy food restaurants.
  • 6. Example of Product extension communication adaption (APPLE) PRODUCT EXAMPLE iPod Consumer need satisfied Music soundtracks Product extension worldwide MARKET CONDITION Apple is now dominant leader on mp3 player market (900million songs were sold out through iTunes music stores)
  • 7. Example of Product extension communication adaption (DIET COKE)
  • 8. Example of Product Adaption (KFC) • KFC in Japan reflects the local preference for dark meat over white meat, and serves rice bowls and bento boxes familiar to Japanese consumers • KFC restaurants in China have much larger eating areas. The kitchens are also larger to allow for more extensive and localized menu items, such as rice dishes, soy milk drinks, egg tarts, and youtiao fried dough sticks. • The KFC Russia menu is largely familiar to Americans with a couple of quirks, such as oatmeal on the breakfast menu and draft beer on the drinks menu. • KFC Philippines has a number of menu items that will either absolutely horrify you or that will make your mouth water. Maybe both. In 2015, they did a promotion on the Double Down Dog, a cheese-filled hot dog smothered in more cheese and set in a "bun" made of a fried chicken patty.
  • 9. Example of Product Adaption (OREO) • In 1996 in China the company launched a clone of the American version with little success. The problem? Too much contrast between the sweet cream and the bitter cookie. If you didn’t grow up with Oreos, it can be weird- tasting. • Chinese division of Kraft of rethinking what the essence of an Oreo really is. They made it less sugary and it started to sell. They continued to expand ideas by asking questions: Why should it be black and white? • Oreo with green tea filling • Oreo divided between mango and orange flavor. Why should an Oreo be round? • Developed Oreos shaped like straws and others shaped like a long rectangular Oreo wafer.
  • 10. Example of Product Invention (Blue Bottle Coffee) •For attempting to upend Starbucks’ market domination by choosing quality over quantity, with no compromises. •Model Californian James Freeman -- freelance musician and coffee fanatic. He vowed to make, serve and sell only real, fresh-roasted coffee, serving his first cups of Blue Bottle out of a kiosk in 2005. •What they’ve built? Arguably the most recognizable cup in San Francisco’s coffee-congested culture. The now bi- coastal Oakland-based roasters bleed their beans no more than 48 hours after roasting. Raising $25.75 million in January this year from an eclectic group of investors including Google Ventures and Tony Hawk (on top of $19.7 million raised in 2012)
  • 11. Example of Product Adaptation and Communication Extension (BRITISH PETROLEUM) • BP Progressive and profitable – Moving to new and profitable sources of energy for the future • BP Business Alternative Energy sources – Developing more efficient and alternative forms of energy to move you ahead • BP beyond Petroleum- Investing for a greener future • BP Quality – BP focusses on safety and operational excellence