Based on actual examples with high end and premium brands, this masterclass aims at explaining the key points to consider when working out an international strategy of business development for a brand. Where to go? How to go? When to Go? Which channels? Should we act local or global? How does marketing and sales work together for a successful brand development internationally?
A brief description about International marketing, nature of international marketing, evaluating international marketing, develop international marketing objectives,product marketing strategies
A brief description about International marketing, nature of international marketing, evaluating international marketing, develop international marketing objectives,product marketing strategies
403 Competing in Global Markets Unit 1ashishjaswal
This presentation covers the following points:
1.Introduction to the curriculum
2.International Marketing Concepts
3.Reasons For Entering Global Markets
4.INTERNATIONAL MARKETING ORIENTATION
International Marketing Management - Promotion & Distribution StrategiesSOMASUNDARAM T
Promotions; international advertising; sales promotion in international markets; international advertising; direct mailing; personal selling; exhibition; generic promotions in international marketing
Global Distribution; distribution as competitive advantage; rationalizing local channels; wholesaling; retailing; global logistics; parallel distribution; global channel design; Entry modes: Licensing, Strategic Alliances, Manufacturing Subsidiaries; optimal entry strategies.
Introduction to export marketing. Tips for developing your marketing message, touchpoints to reach buyers and a toolbox of resources to get your message across.
Global marketing - international marketing definedRECONNECT
This is the lecture of course "Global Marketing"
This slideshare network of RECONNECT will provide all the presentation related to case studies, project presentations, educational, motivational slides & much more.
Follow Reconnect on slide share.
Official fb page: facebook.com/reconnectt
Official fb group: facebook.com/groups/reconnecting.tech/
Rights are reserved for this presentation. Please inbox 1st to get permission to use this
Presentation - International Marketing PlanMarco Cucco
In this work, we create an international marketing plan in order to extend the production and distribution of a famous sunglasses brand, Gentle Monster.
Module 3.2 - International sales
The SENSES project co-funded by the European Union funds (ERDF and IPA)
For more information check the official website: http://www.interreg-danube.eu/senses
Module 3.1 - Sales and pipeline managementszpinter
Module 3.1 - Sales and pipeline management
The SENSES project co-funded by the European Union funds (ERDF and IPA)
For more information check the official website: http://www.interreg-danube.eu/senses
403 Competing in Global Markets Unit 1ashishjaswal
This presentation covers the following points:
1.Introduction to the curriculum
2.International Marketing Concepts
3.Reasons For Entering Global Markets
4.INTERNATIONAL MARKETING ORIENTATION
International Marketing Management - Promotion & Distribution StrategiesSOMASUNDARAM T
Promotions; international advertising; sales promotion in international markets; international advertising; direct mailing; personal selling; exhibition; generic promotions in international marketing
Global Distribution; distribution as competitive advantage; rationalizing local channels; wholesaling; retailing; global logistics; parallel distribution; global channel design; Entry modes: Licensing, Strategic Alliances, Manufacturing Subsidiaries; optimal entry strategies.
Introduction to export marketing. Tips for developing your marketing message, touchpoints to reach buyers and a toolbox of resources to get your message across.
Global marketing - international marketing definedRECONNECT
This is the lecture of course "Global Marketing"
This slideshare network of RECONNECT will provide all the presentation related to case studies, project presentations, educational, motivational slides & much more.
Follow Reconnect on slide share.
Official fb page: facebook.com/reconnectt
Official fb group: facebook.com/groups/reconnecting.tech/
Rights are reserved for this presentation. Please inbox 1st to get permission to use this
Presentation - International Marketing PlanMarco Cucco
In this work, we create an international marketing plan in order to extend the production and distribution of a famous sunglasses brand, Gentle Monster.
Module 3.2 - International sales
The SENSES project co-funded by the European Union funds (ERDF and IPA)
For more information check the official website: http://www.interreg-danube.eu/senses
Module 3.1 - Sales and pipeline managementszpinter
Module 3.1 - Sales and pipeline management
The SENSES project co-funded by the European Union funds (ERDF and IPA)
For more information check the official website: http://www.interreg-danube.eu/senses
This presentation deals with the different methods of measuring brand equity, focusing on the method adopted by Interbrand, one of the most famous business agencies in the world.
This is a lecture I gave some time ago highlighting some of the key aspects to be considered if planning to develop international markets. I hope you find it of interest.
A brand platform, or corporate image, is the set of associations that customers make with your company. Some of these associations may be quite obvious and strong, like the brand Volvo is associated with safety. In other cases, the associations can be weak; BMW, for instance, may be associated with safety but only in a very weak manner. The possible associations that a brand may want to have actually comes from many sources. For example, it may come from the benefits the customers in a target market may care the most about. But it can also come from various descriptors or the self-image of the target audience. It can also come from a company’s history or core competency.
chapter2: global marketing strategies .pptxhiba423650
In this chapter, you will :
Understand the Concept of Global Marketing Strategies
Analyze the Benefits and Challenges of Global Marketing
Explore Effective Execution of Global Marketing Strategies
Develop Strategic Global Marketing Plans
Evaluate Different Types of Marketing Strategies
Understand the Role of E-commerce in Global Marketing
Appreciate the Importance of Localization and Global Standardization
Develop Adaptability and Agility in Global Marketing
Enhance Competitive Advantage in Global Markets
the article I have written is all about the International Marketing. In this article Innovations are made in International Marketing are described. This article is also published by National Conference Magazine named as Innovative Practices in Business Management and Information Technology in New Millennium which ISBN no is 978-93-83587-12-4.
The impact of culture is so natural and automatic that its influ.docxrtodd33
The impact of culture is so natural and automatic that its influence on behavior is usually taken for granted. An example here would be when consumer researchers ask people why they do certain things, they typically answer, “Because it’s the right thing to do.”
This seemingly superficial response partially reflects the ingrained influence of culture on our consumer behavior. Quite often, it is only when we are exposed to people with different cultural values or customs – such as when visiting a different region or a different country -- that we become more aware or informed of how culture has molded our own consumer behavior.
A true appreciation of the influence that culture has on our life requires some knowledge of other societies with different cultural characteristics. To understand why most Americans brush their teeth twice a day with flavored toothpaste requires some awareness that members of another society either do not brush their teeth at all or do so in a distinctly different manner than we do.
1. Why is the study and understanding of cultural variances so vitally important to marketers?
2. What are some culture behaviors that marketers try to exploit today?
3. I sometimes wonder about the current state of customer service in the airline industry (especially when I travel for work). To be specific, I've noticed, along with several others, a steady decline in customer service with some airlines over the past few years. We have also seen some prominent stories in the media and social networks where some customers were not treated well. My question is, can a loyalty/rewards program overcome recent negative customer service issues with some of these airlines?
4. I wonder if it makes sense for the parent company to place its name on all of its product and service offerings. For example, Walmart unveiled an ebook service. It's similar to Audible and I downloaded the app. However, I wonder if most consumers would even give Walmart a thought when first searching for a ebook or digital audio book? What do you think?
Some brands like to branch out into other area unrelated to their core product -- especially if the competition field is nonexistent or weak. They believe they can be successful in areas that lie outside of their product offering. For example, did you know that not long ago Frito-Lay, a company known for making salty snacks, actually introduced a powdery, sweet refreshment called Frito-Lay Lemonade? There was also Ben-Gay aspirin, Cracker Jack Cereal and Smucker's Premium Ketchup.
Why were these products a failure?
MKT 400 Brands
When selecting brands for your final project, please note that the brands may no longer be in the stages
identified below, but they should be from a prominent company that allows you discuss key brand
attributes, marketing mix elements, marketing strategies, and the role of stakeholders while the brand
was in this stage. If you are choosing your own brand from the respective categories, .
Main International Marketing Takeaways:
International marketing refers to any marketing activity that occurs across borders.
Types of international marketing include export, licensing, franchising, joint venture, and foreign direct investment.
Global marketing aims to satisfy the needs of global customers.
International marketing enables the effective utilization of surplus production.
International marketing can help create bigger and better opportunities for business expansion.
Along with a broader customer base, global marketing also protects against potential economic downturns.
Cultural restrictions between the home and host countries could hinder international marketing strategies.
Other downsides of international marketing include high competition, government restrictions, and war situations.
International marketing is now a viable option for businesses, thanks to advancements in communication, transportation, and financial flow. According to the World Trade Organization, the volume of international merchandise trade increased 33 times between 1951 and 2010.International marketing, also known as global marketing, involves marketing products to people across the world. In other words, it’s any marketing activity that occurs across borders. According to the American Marketing Association, international marketing is a multinational process of planning and executing the conception, pricing, promotion, and distribution of ideas, goods, and services to create an exchange that satisfies individual and organizational objectives.
It’s somewhat similar to export management. However, export management only involves managing the flow of goods and services from the host country to the guest country.
International marketing, on the other hand, covers production, finance, and personnel activities. It also entails several post-sales activities.
What are the Characteristics of International Marketing?
All the features of modern marketing apply to international marketing. However, the latter aims to satisfy the needs of global customers. So, it takes place across borders.
As a result, international marketing has specific characteristics, such as:
It involves two or more countries
Unique marketing strategies for specific countries
It enables exchange between a company and foreign customers
Decisions are taken with reference to the global business environment
As you may have guessed, global marketing offers attractive opportunities to companies that are successful at it. However, it also comes with several threats and challenges.
Before we consider the benefits and challenges of international marketing, let’s address an equally important question.International businesses looking to sell their products or service in a new country usually start with export or licensing. Besides these options, other international marketing types include contract manufacturing, joint venture, and foreign direct investment (FID).
Let’s delve a little deeper.
1. Export
Exp
Since among the most relevant problems when referring to brands are those related to the management of a multi-brand system (Hill et al., 2005), a company must formulate its basic strategic brand principles in view of two central themes, which are:
Brand Architecture; and a Brand Portfolio.
In today's digital world, customers are just a click away. "Grow Your Business Online: Introduction to Digital Marketing" dives into the exciting world of digital marketing, equipping you with the tools and strategies to reach new audiences, expand your reach, and ultimately grow your business.
website = https://digitaldiscovery.institute/
address = C 210 A Industrial Area, Phase 8B, Sahibzada Ajit Singh Nagar, Punjab 140308
Everyone knows the power of stories, but when asked to come up with them, we struggle. Either we second guess ourselves as to the story's relevance, or we just come up blank and can't think of any. Unlocking Everyday Narratives: The Power of Storytelling in Marketing will teach you how to recognize stories in the moment and to recall forgotten moments that your audience needs to hear.
Key Takeaways:
Understand Why Personal Stories Connect Better
How To Remember Forgotten Stories
How To Use Customer Experiences As Stories For Your Brand
The digital marketing industry is changing faster than ever and those who don’t adapt with the times are losing market share. Where should marketers be focusing their efforts? What strategies are the experts seeing get the best results? Get up-to-speed with the latest industry insights, trends and predictions for the future in this panel discussion with some leading digital marketing experts.
Mastering Dynamic Web Designing A Comprehensive Guide.pdfIbrandizer
Dynamic Web Designing involves creating interactive and adaptable web pages that respond to user input and change dynamically, enhancing user experience with real-time data, animations, and personalized content tailored to individual preferences.
What’s “In” and “Out” for ABM in 2024: Plays That Help You Grow and Ones to L...Demandbase
Delve into essential ABM ‘plays' that propel success while identifying and leaving behind tactics that no longer yield results. Led by ABM Experts, Jon Barcellos, Head of Solutions at Postal and Tom Keefe, Principal GTM Expert at Demandbase.
Most small businesses struggle to see marketing results. In this session, we will eliminate any confusion about what to do next, solving your marketing problems so your business can thrive. You’ll learn how to create a foundational marketing OS (operating system) based on neuroscience and backed by real-world results. You’ll be taught how to develop deep customer connections, and how to have your CRM dynamically segment and sell at any stage in the customer’s journey. By the end of the session, you’ll remove confusion and chaos and replace it with clarity and confidence for long-term marketing success.
Key Takeaways:
• Uncover the power of a foundational marketing system that dynamically communicates with prospects and customers on autopilot.
• Harness neuroscience and Tribal Alignment to transform your communication strategies, turning potential clients into fans and those fans into loyal customers.
• Discover the art of automated segmentation, pinpointing your most lucrative customers and identifying the optimal moments for successful conversions.
• Streamline your business with a content production plan that eliminates guesswork, wasted time, and money.
Checkout Abandonment - CRO School by Mailmodosaba771143
Fear of abandonment’ means a whole different thing in eCommerce.
Because the loss is tangible. And felt right in your pocket.
But that also means there are real things you could fix.
One of the final stages of shopping abandonment occurs is the checkout page.
Which means it impacts your bottom line directly.
So here’s a rundown of:
→ Reasons shoppers abandon the checkout process
→ How other brands cope with these issues
→ Actionables to fix your checkout flow
Do it right, and you’ll feel the change in your revenue.
This is a part of our CRO School series - to help you fix the revenue leaks in your eCommerce store.
Sign up for CRO School and get these insights right in your inbox
(Visit the link to enroll ->https://www.mailmodo.com/cro-school/?utm_source=cro-school&utm_medium=slideshare )
#ecommerce
#cro
#cart
#abandonement
#checkout
#email
#course
#conversion
What is digital marketing And why is it used?125albina
Digital marketing refers to the use of digital channels, platforms, and technologies to promote products, services, or brands to a target audience. It encompasses a wide range of activities, including search engine optimization (SEO), social media marketing, email marketing, content marketing, pay-per-click (PPC) advertising, and more. The primary goal of digital marketing is to connect with potential customers where they spend much of their time: online. My Website: https://dev-topdigitalmarketingagency.pantheonsite.io/
How to Use AI to Write a High-Quality Article that Ranksminatamang0021
In the world of content creation, many AI bloggers have drifted away from their original vision, resulting in low-quality articles that search engines overlook. Don't let that happen to you! Join us to discover how to leverage AI tools effectively to craft high-quality content that not only captures your audience's attention but also ranks well on search engines.
Disclaimer: Some of the prompts mentioned here are the examples of Matt Diggity. Please use it as reference and make your own custom prompts.
Exploring the Top Digital Marketing Company in CanadaSolomo Media
Choosing Solomo Media as your digital marketing company in Canada can propel your business to new heights. With their expertise, innovative solutions, and client-centric approach, they are well-equipped to help you achieve your digital marketing goals. By focusing on strategic planning, leveraging cutting-edge tools, and delivering measurable results, Solomo Media proves to be a valuable partner in navigating the complex world of digital marketing.
Gokila digital marketing| consultant| Coimbatoredmgokila
Myself Gokila digital marketing consultant located in Coimbatore other various types of digital marketing services such as SEM
SEO SMO SMM CAMPAIGNS content writing web design for all your business needs with affordable cost
Digital Marketing Services | Techvolt Software :
Digital Marketing is a latest method of Marketing techniques widely used across the Globe. Digital Marketing is an online marketing technique and methods used for all products and services through Search Engine and Social media advertisements. Previously the marketing techniques were used without using the internet via direct and indirect marketing strategies such as advertising through Telemarketing,Newspapers,Televisions,Posters etc.
List of Services offered in Digital Marketing |Techvolt Software :
Techvolt Software offers best Digital Marketing services for promoting your products and services through online platform on the below methods of Digital marketing
1. Search Engine Optimization (SEO)
2. Search Engine Marketing (SEM)
3. Social Media Optimization (SMO)
4. Social Media Marketing (SMM)
5. Campaigns
Importance | Need of Digital Marketing (Online Promotions) :
1. Quick Promotions through Online
2. Generation of More leads and Business Enquiries via Search Engine and Social Media Platform
3. Latest Technology development vs Business promotions
4. Creation of Social Branding
5. Promotion with less investment
Benefits Digital Marketing Services at Techvolt software :
1. Services offered with Affordable cost
2. Free Content writing
3. Free Dynamic Website design*
4. Best combo offers on website Hosting,design along with digital marketing services
5. Assured Lead Generation through Search Engine and Social Media
6. Online Maintenance Support
Free Website + Digital Marketing Services
Techvolt Software offers Free website design for all customer and clients who is availing the digital marketing services for a minimum period of 6 months.
With Regards
Gokila digital marketer
Coimbatore
Trust Element Assessment: How Your Online Presence Affects Outbound Lead Gene...Martal Group
Learn how your business's online presence affects outbound lead generation and what you can do to improve it with a complimentary 13-Point Trust Element Assessment.
Short video marketing has sweeped the nation and is the fastest way to build an online brand on social media in 2024. In this session you will learn:- What is short video marketing- Which platforms work best for your business- Content strategies that are on brand for your business- How to sell organically without paying for ads.
This session will aim to comprehensively review the current state of artificial intelligence techniques for emotional recognition and their potential applications in optimizing digital advertising strategies. Key studies developing AI models for multimodal emotion recognition from videos, images, and neurophysiological signals were analyzed to build content for this session. The session delves deeper into the current challenges, opportunities to help realize the full benefits of emotion AI for personalized digital marketing.
When most people in the industry talk about online or digital reputation management, what they're really saying is Google search and PPC. And it's usually reactive, left dealing with the aftermath of negative information published somewhere online. That's outdated. It leaves executives, organizations and other high-profile individuals at a high risk of a digital reputation attack that spans channels and tactics. But the tools needed to safeguard against an attack are more cybersecurity-oriented than most marketing and communications professionals can manage. Business leaders Leaders grasp the importance; 83% of executives place reputation in their top five areas of risk, yet only 23% are confident in their ability to address it. To succeed in 2024 and beyond, you need to turn online reputation on its axis and think like an attacker.\
Key Takeaways:
- New framework for examining and safeguarding an online reputation
- Tools and techniques to keep you a step ahead
- Practical examples that demonstrate when to act, how to act and how to recover
Dive deep into the cutting-edge strategies we're employing to revolutionize our web presence in the age of AI-driven search. As Gen Z reshapes the digital realm, discover how we can bridge the generational divide. Unlock the synergistic power of PPC, social media, and SEO, driving unparalleled revenues for our projects.
1. “An insight on international brand management
– from a strategy of business development to a strategy
of brand building on an international scale”
Barbara LEGRAS – 22/10/2015
2. Executive Summary
Based on actual examples with well known international brands, this
masterclass aims at explaining the key points to consider when working out an
international strategy of business development for a brand.
How does marketing and sales work together for a successful brand
development internationally?
How to go? Which channels?
Where to go? When to Go?
Should we act local or global?
3. A- Notion of brand positioning
Today, distribution and consumer’s expectations have evolved so much worldwide that
there is no more room for an intermediary brand positioning such as medium-end
Chapter 1 : Some key brand management concepts to master
before developping international business for a brand
4. B- Notion of competitor’s mapping
Where do I stand presently ?
Where do I wish to stand ?
Where does my competition
benchmark stand ?
5.
6. C- Notion of brand ladder
The notion of Brand Ladder refers to
the various benefit levels which a
brand provides to its consumers
with a view to gain customer loyalty
over its lifecycle
7. Core
Values :
Emotional Benefits :
- Red Bull gives you wings
- A taste of prohibition (liquid
cocaine/liquid Viagra)
- Boldness, self-transcendence, feeling
different and unique
Functional Benefits :
- Stimulation of body and mind
- RB increases physical endurance, improves concentration
and reaction, speed, improves and stimulates the
metabolism
- Kinetic virility and pugnacity
Attributes :
- Unconventional packaging : electric silver and red, 250 ml slender can
- Surprising aspect : fluorescent, carbonated drink
- Magic potion ingredients : components usually connotated with power and
energy (Taurine, Caffeine and Vitamin)
A unique and
differentiating
Lifestyle / Opening
minds and
challenging bodies
Example of
8. D- Notion of the brand’s identity matrix
Central values
Complementary values
Vision
Mission
Promise
Competition
Customer target
Aspirational target
Insight
Reasons to believe
9. Example of
Observation 1: no international brand development is possible without a brand
positioning, brand mission and consumer target which are clearly identified both
internally and externally. You can’t develop internationally without knowing your
competitors, their referential strategy and the own distinctive capacities of your
brand/company
10. Chapter 2 : The choice of distribution for a brand
A- Notion of multichannel distribution for a brand
1- Wholesale
→ direct export
→ sales via an agent
→ sales via a distributor
2- E-commerce (own E-boutique of the brand, pure players & « click & mortar » accounts)
3- Corners & Shop in Shop within department stores
4- Travel Retail (in-flight sales and airport corners)
5- Retail
→ branches
→ affiliation
→ franchises
Observation 2: A diversified distribution on a worldwide scale allows :
A/ to optimize the « risk/profitability» ratio for a brand
B/ to increase visibility of the brand across all channels
11. B- Criteria of distribution for a brand
3 big types of strategy prevail in terms of commercial distribution for a brand
1- Intensive : the product is offered within the largest number of POS possible =>
inappropriate for a brand with a high-end/luxury positioning, more adapted to
commodity goods
2- Exclusive : the number of POS authorized to officially distribute the brand is limited
=> some luxury brands such as LV or Chanel have an exclusive distribution with a
trend towards vertical integration
3- Selective : intermediary kind of distribution between intensive and exclusive. The
channel is selected based on predefined criteria such as:
Brand mix
Location of the POS (central/ premium vs off-center/low-end)
Size of the POS (eg sales surface in m²)
Quality of the facade, of the window displays, of the inside decoration, of the
merchandising, etc.
Observation 3: the choice of the distribution channels and thus of the criteria of
distribution are derived from the brand strategy and should be common to all
countries (one brand = one global voice)
12. C- Specific insight on the retail channel
Observation 4: A retail distribution allows:
A/ to better convey the codes of a brand
internationally; to better control them and to set
standards (merchandising, visual identity,
architectural concept, product mix, price
positioning, etc.). This concept expresses the best
the positioning chosen by the brand.
B/ to back-up the rest of the distribution
(wholesale, travel retail, etc.)
Q : what is a flagship store for a brand?
A : It is the emblematic store of a brand in a given country; the
standard bearer of a brand. Beyond an exceptional location (5th
Avenue in NYC, Ginza in Tokyo, etc.), the flagship store is also
distinguishable by its size and the events taking place there.
13. Chapter 3 : the choices of the brand behind its strategy to go
international
Several elements will help the brand defining its choice to go or not to go in a given
country, as well as setting the commercial priorities:
1. The sectorial information = is there already a market in the targeted country X for
the specific activity field of my brand? If not, am I ready to be a pioneer?
2. The strategy as regards current and potential targets = have I identified in the
given country X the existence of a current or potential consumer target likely to buy
the products of my brand in quantities that would be large enough to make it
profitable (eg for Repetto, a woman, inspired by the dream of dance, with a quite
high purchasing power?)
3. The intensity of competition = does the market that I have identified at step 1 & 2
show a fierce competition level?
A- Where to go?
14. 4. The entry barriers = there can be tariff barriers (custom duties and fiscality) and
non tariff-barriers or NTB (import licences, norms & regulations, quotas,
restrictions of importation on certain products, brand registration/IP issues,
corruption level, insolvency risks, currency risks, corporate laws, etc.)
5. The internal competences and ressources= does my company have the financial,
human and logistic means as well as the competences, skills and know how to
properly enter the country X and above all to remain there?
Observation 5 :
A/ chose the country targets based on their adequacy with your business sector =>
do a sectorial market study first (Ubifrance, federations and syndicates can help) but
also based on their adequacy with the brand vision
B/ chosing the « where to go » is not trivial and should be deducted from a SWOT
analysis specific to each targeted countries => carry out a full external and internal
analysis
19. What about the timing for a brand to develop internationally ?
OU ???
Is it better to go parallely or sequentially ?
B- When to go?
20. Chapter 4 : standardisation or adaptation ?
Global, local or glocal ? => This should be the real questioning of the international
marketing plan of a brand
1- Global = one homogeneous and standardised offer
→ but the risk is to miss some commercial opportunities (what about specific
climatic conditions; local habits, trends and practices; local do’s and don’ts;
specific sizes & measures; etc ?)
2- Local = the offer is completely adapted to local markets
→ but can there be several brand strategies?
→ what about the risk of image dissolution?
3- Glocal = the offer integrates both elements of global and of local
→ can be sometimes the best mean to mix commercial targets and brand strategy
21. Some recommendations…
Elements of global (everything which is highly identital to the
brand and should ideally not be reinterprated locally)
Elements of glocal (global charter to be followed but some local
adaptations possible to meet local laws and practices )
Elements of local
Brand positioning and brand mission Communication visuals and advertising campaigns SMU (local specific products)
Selectivity of the distribution channels Events Capsule collections per geographic areas
Product territory Window displays Specific cobranding per country
Visual Identity (global charter)
Product mix in the monobrand retail stores (brand's core items as
Must Have + local specific products)
Some specific local POS practices (such as give-aways)
Visual Merchandising (global charter) Competition benchmarking
Architectural charter Choice of the communication media and supports
Customer services
22. Some examples…
Global : Louis Vuitton has the same window displays in all its stores across
the globe
23. Some examples…
Mix of Global/Local : Mc Donald has the same store concept everywhere in
the world but does offer specific local products
24. Conclusions for a successful international brand development
1. There is no ready-made recipe. Each brand has to take decisions based on its own
specificities
2. The international development of a brand can only go through the establishment
of a steering wheel for the brand and through the assertion of ONE brand strategy
3. You should always question each country individually
4. The sales departments and the marketing departments of a brand are closely
intertwinned and must collaborate
25. Appendix : some examples of brands having failed part of their
international development
1. Sephora in Japan : the brand didn’t consider the need to adapt its merchandising
concept to the local habits. Cosmetics represent the core business in Japan and not
fragrances, contrarily to European practices. Cosmetics should thus not have been
relegated at the back of the Sephora stores in Japan. Besides, the concept of
« accessible luxury » specific to Sephora was not workable in Japan where local
femal consumers consider French beauty concepts as mandatorily high end.
2. Sephora in Germany : the brand didn’t consider properly the fierce competition
of Douglas who stands as the absolute leader on the local market with nearly 400
stores spread out through the whole territory and in all Länder.
3. Logan in India : the brand didn’t consider the several TB with the Indian market.
A car which is longer than 4 meters has to pay extra taxes. With its 4,25m length,
Logan was highly taxed and became too expensive for a car positioned as low-
cost
4. Chevrolet Nova in LATAM : the name of the car has not been thought for the
LATAM market. It means « doesn’t work » in Spanish. Mistakes with translations
of the brand products or brand names not having been tested with an international
panel leads to systematic failures in terms of business development outside
domestic bounderies.