Product adaptation

1. Product adaptation strategy

2. ¿What is product adaptation strategy?
It is the process of adjusting or adapting characteristics in a product,
service or procedure; with the aim of making them resemble a
common type, model or standard.
Fuente: Secretaría de Economía: https://www.gob.mx/se/articulos/que-
es-la-estandarizacion
B

3. Standardization allows the
creation of norms or standards
that establish the common
characteristics with which
products must comply and
which are respected in different
parts of the world.
Fuente: Secretaría de Economía: https://www.gob.mx/se/articulos/que-
es-la-estandarizacion

4. Most products require at least some adaptation. The following elements
should be examined, and we must identify which add more revenue than
costs if adapted:
• Product characteristics
• Labeling
• Colors
• Materials
• Sales promotion
• Brand
• Packaging
• Advertising
• Pricing
• Advertising media
Marketing adaptations

5. Product adaptation strategies
Developing strategies for global
products requires knowing
which types of products or
services can be easily
standardized, and which
adaptation strategies are
appropriate.

6. Some products can
cross borders without
adaptation, but
others, require
various adjustments.

7. High-quality products also benefit from standardization, because quality and
prestige can often be similarly marketed in all countries.

8. Cultural and monetary factors influence how quickly a new product will be accepted
in a country, despite the fact that adoption and diffusion rates are becoming
increasingly similar in all nations.

9. Philips reserves the highest quality
and price products to developed
markets.
Companies can highlight their products differently in each market.
In developing markets
they sell products with
basic and accessible
functionalities.

10. Philips brand had to make
their coffee machines
smaller to sell them in
Japan, due to the size of
the country’s kitchens.

11. In Spain, Coca-Cola withdrew the
2-liter presentation, as there is
not enough room in the
refrigerators for bottles of this
size.

12. When marketing specialists launch products and services globally,
they may need to change some elements of the brand.
Even a known brand
might require the choice
between its phonetic and
semantic translation.

13. P
¿Do do know the
meaning of the word
“trastes” in
Argentina?

14. In England, the slogan for this
vaccum is “Nothing sucks like an
Electrolux”
(Nada aspira como una Electrolux)
But in USA ”sucks” is a bad word
Sometimes it is
necessary to change
the slogans of the
brand advertisements

15. Thank you