Docente: Antonio Picciotti
Tesina: International to Integrated Global Marketing,
Standardization or Adaptation ?
Yoana Hristova Todorova
Global strategies emphasize how firms can develop
a competitive advantage operating in
interdependent national markets
focuses on the role and the importance of
international marketing and the
deployment of country-specific marketing
Sheth supports the view that the traditional
orientations of international marketing will
be replaced by integrated global
marketing, which involves a global-wide
integration of all global marketing
activities, as well as the focus strictly on
transnational market similarities.
1) focus on transnational similarities; focus
more on transnational similarities for target
markets across national boundaries and less on
2) cross-functional global integration of
operations and activities, focus more on crossfunctional integration and coordination as
opposed to functional adjustments across
The first shift, the search for similar transnational target markets rather than
international market differences, is a result of the increased globalization of
markets and industries in order to reap the benefits that are involved
The second shift, the tendency towards a greater cross-functional and global
integration, is a result of the global markets targeted.
The company’s total marketing communications mix, also referred to as the
promotional mix, consists of a blend of marketing tools that include the following
five main promotional tools: Advertising, Personal selling, Sales promotion,
Public relations, Direct marketing.
Cross-functional view of marketing communication
Example: Levi’s campaign “live unbuttoned”
Searching for growth-mobile ads
UK digital advertising market
continues unstoppable growth as
mobile doubles market share
New figures from the IAB and
PwC show that digital ads pend
grew £435 million to £3.04
billion in the first half of 2013, a
17.5 percent increase year on
Searching for growth- internet ads
Search remains the
leading category with 59
percent, or £1.8 billion, of
the total, but display is the
fastest growing, with a 23
growth on last year, to a
total of £738 million.
44 percent is spent on
old-fashioned banner ads
grew 127 percent
• Advertising via social
media isn't significant,
reaching £250 million in
the first half of 2013
• Advertisers Will Spend As
Much On Social Media As
They Do On Online Video Ads
• spending on social media
ads shown on mobile
devices is expected to
increase 170% over last
Mobile Advertising Revenue In 2013
• worldwide mobile advertising revenue in 2013 will
crossover $11.4 billion figure, up 18.75%
Etymax- Offer a solution that
checking, transcreation , incountry copy
consultancy, subbing and
artwork in every language.
Involve the creative process
of a global campaign meansensure translated copy reads
as if originated in the local
target language and that copy
retains the style and tone of
the original creative source
AT&T recently launched a
colorful and creative
advertising campaign using
painted hands to represent
familiar images from
various countries around
the world where they offer
mobile phone and data
Mind, in a Sound
Body”- is running
campaign with the
tag line, “Sport
Than Just Sweat”.
Standartization -attributes of a truly global
1) Consistent, easy to pronounce name in all markets
2) Dispersed sales, not a dominant market
3) Possible to develop the same brand positioning in all markets and
4) Satisfying same consumer needs or serving the same target market
5) Consistently presenting the brand through packaging, pricing, adv in all
Standardization depends on
1) Type of brand
2) Nature of the category
3) Level of aspiration
4) Nature of the local culture
China Shampoo Ad - Values of Success and Strength:
The All New Garnier Fructis Long & Strong 2011 India
Chinese Pizza Hut Ad: Created in Italy
Indian Pizza Hut Ad:
The globalization of economies and trade intensification lead
companies to communicate with consumers of different
languages and cultures. Within the framework of
international marketing strategies, advertising plays a key role.
It has to resolve a dilemma which can be summarized in the
following question: How can we sell a standardized product
to local and different consumers?
International advertising consists of using the same
strategy of communication in all targeted countries. The
advantage of this approach lies mainly in the economies of
scale generated because of the standardization of the
The debate between the upholders of global standardization
and those of local adaptation
•The standardization of consumer behaviors in many countries (a
tangible evidence of the cultural homogenization).
•The emergence of similar new categories of consumers on the
international level (new transnational markets).
•The introduction of international themes and icons thanks to the
television networks and the pop music (movie stars and
The risks of a forced standardization are not insignificant.
The relevance and the influence of the local culture are still
very substantial in numerous countries around the globe
including in Western Europe. It is indeed very risky not to
adapt communication to some local markets.
Every part of these could be a problem when transferring it from
one language to another. And every one reflects a facet of the
cultural issues. To understand the stakes of the problem, one should
think in semiotic terms , that is to say that culture is embedded in
linguistic, plastic, graphic and pictorial signs that constitute the
1.The first example of international advertising is what we can
call the "graphic adaptation". In the advertisement for the
perfume Tuscany the adaptations of the advertising image can
be divided in two categories:
a) Regarding the iconography: we find the same graphic
elements in the French and Arabic versions
b) Regarding the meaning: this graphic stratification renders
the background elements that are decisive in determining the
meaning of the advertising message
http://www.youtube.com/watch?v=6HBiD3mNZew Tuscany per
Donna – Donna protagonista
http://www.youtube.com/watch?v=6e41xA_Y7Lw Tuscany per
Uomo classico Europa
Francia e paesi Arabi Protagonista Uomo
2.Textual adaptation that illustrates, among other things, the ideological
dimension of advertising message. This textual adaptation is visible on two
A. Adaptation of Text + Image + Praxis = Localization
The striking graphic adaptations in this version can be summarized in three
•Dealing with nudity and adapting it to the culture ("blurring" the model's
•The writing style (the undulating and colored calligraphy)
•The layout of the catching line (writing/reading direction)
B.The cultural “added-value” -the translator/ localizer of the
21stcentury is a professional of culture able to decode and encode
the cultural signs within the advertising communication. His role
has become all the more important since globalization has
paradoxically exacerbated the feelings of local identity in a
culturally globalized era.
As example, we shall take the advertisement of the luxurious watches
http://www.youtube.com/watch?v=HFU32E9GSfI Tissot English
http://www.youtube.com/watch?v=GPnJkEeqlIE Tissot Cinese !!
http://www.youtube.com/watch?v=quzPUKbE7DM Tissot Italiano
http://www.youtube.com/watch?v=yMl57Mx7Zmw Tissot Italiano
versione non censurata !!!
Esample of adaptations ads Reno
Reno Twingo due donne FATA IN ITALIA- Forbitten in
Italy, can see in Est Europa.
Reno Twingo due uomini – in Francia.
Twingo in Italia. ! Tattuaggio
Reno Clio Stati Uniti –drive the change!!!
Reno Clio – Europe – drive the change !!
http://www.youtube.com/watch?v=6aEz4K_EMNc this video
was shown in Sudit Aarabia on Tv
http://www.youtube.com/watch?v=Lvh5S2oEb_o Panadol in
http://www.youtube.com/watch?v=twUk31_R0Ls Saudi Arabia
– India 2013 (big mac!) Do anything for Love
http://www.youtube.com/watch?v=Ff9T4q2RkVI UK Parallel
2013 Nanny (happy meal)!!
http://www.youtube.com/watch?v=Bhafv55-Qzc Global 2013
Angry (happy meal)!!!
General ads Mcdonald
http://www.youtube.com/watch?v=igLxzl5V14c Big pack Fannny
Mcdonald – wish your chicken was bigger? !!!
macdonald Usa 2013 spasy chiccen
http://www.youtube.com/watch?v=U4vfbtCpTck I am love in it !
http://www.youtube.com/watch?v=vFJNPfpK2Tk Ikea Saudi Arabia !
http://www.youtube.com/watch?v=fFHRAuvjOtQ Ikea Europa – Up for
your girlfriend !
http://www.youtube.com/watch?v=09ThzESqNC0 IKEA Franca! War !
http://www.youtube.com/watch?v=lQwrpmUmVeo Ikea start something
new !!! Created for Spanish market- great Global Job !!!!!!
http://www.youtube.com/watch?v=9-_503Jf0L8 Ikea Trasgers Scandalous
Italia vieta di fumare in tutti i locali, utilizzabili a qualunque titolo
dalla pubblica amministrazione e dalle aziende pubbliche, nonché
dai privati esercenti di servizi pubblici
Pubblicità delle sigarette divieti in Europa.
Francia: proibita dal 1 gennaio 1993;
Austria: limitata dalla legislazione vigente e in parte da un codice volontario; consentita sul punto
Germania: consentita e disciplinata in parte da una legge dello Stato, in parte da codici di
Olanda: consentita e disciplinata in parte dalla legge e in parte da codici di autoregolamentazione;
vietata a mezzo di affissioni.
Gran Bretagna: consentita e limitata da leggi statali e in parte da codici di autoregolamentazione.
Irlanda: consentita sulla stampa se non diretta a un pubblico inferiore ai 18 anni; consentite le
sponsorizzazioni ma con restrizioni; le industrie produttrici devono indicare il contenuto di condensato e
Svezia: quasi totalmente vietata da una legge statale; soggetta a restrizioni sul punto vendita e per i
prodotti diversi dalle sigarette (tabacco da pipa, sigari, tabacco da fumo).
Italia: vietata dal 1962.
Belgio: limitata da una legge dello Stato
Pubblicita di cigarete
Lucky strike Bulgaria
Don Korleone Bulgaria !!! Smoking Kills! Esagerata !
Amsterdam To Weed Smokers:
In The Netherlands, and especially Amsterdam, coffee shops are
the only establishments that the police ‘allow’ to sell small
quantities of cannabis. The sale of other drugs or of alcohol is
prohibited in these coffee shops, however most of them do serve
food and soft drinks. Pure weed is still allowed to be smoked inside
coffee shops in Amsterdam The only limitation now in place
is in relation to tobacco. If you
prefer smoking weed mixed with
tobacco products then you will
either have to smoke in an upstairs
or downstairs room in the coffee
shop, or, if the cafe is small, not at
Coffee Shop Law
•no hard drug sales on the premises
•no sales to children (under Dutch
law that is people under the age of
•no sales transactions exceeding a
quantity threshold (5 grams)
•no public disturbances
Because of the ban on advertising
your shop as selling cannabis,
most coffee shops have symbols or
In the United
States, spirits advertising
has self-regulatory bodies
that create standards for
the ethical advertising of
alcohol. The standard is
that alcohol advertisements
can only be placed in
media where 70% of the
audience is over the legal
Countries with Alcohol
Prohibition to drink
India (only in the states of Gujarat, Manipur, Mizoram
and Nagaland, and the union territory of
Iran, Kuwait, Libya, Saudi Arabia, Sudan, UAE (only
Yemen Pakistan (only for Muslims).
Advertising of alcohol
Russia- Vodka sempre vi crea buon umore- comprate !
Russian standart vodka
Advertising of beer
Birra with Maria
Zagorka and calico
Amstel The name is the game!!! Great ad!
Heineken great ads!!!
What ads don’t show?
http://www.youtube.com/watch?v=qFENyemgk8 Deadly Persuasion: The
Advertising of Alcohol & Tobacco Conference
qA Bad effects of drinking!
Funny ads !
Chanel N 5
Microsoft forbitten ad