Post on 12-Apr-2017
Int. Marketing Global Product Strategies
Exam question
9
Meet Omar
Meet Mona
Meet Badr
Meet Beesa
How would you modify The Simpsons for
Arab countries?
Not a bar but a coffeehouse
Not a church but
a mosque
The annoyingly perfect Christian
neighbor
The annoyingly perfect Christian
neighbor
Do you think it was
successful?
Exam question
10
Product Standardization
Product Adaptation VS.
Cost pressures force companies to standardize, market pressures
require more customization of products
Economies of scale
Economies of scale
Manufacturing costs
Input costs
Research, design, …
Subsidies
Economies of scale
Manufacturing costs
Input costs
Research, design, …
Subsidies
Economies of scale
Manufacturing costs
Input costs
Research, design, …
Subsidies
Products with high development costs but short life cycles may need
to enter global markets rapidly
International customers may prefer the same product to
be available worldwide.
Which are the bene!ts of product
adaptation?
After years of insisting that foreign buyers adapt to the taste of French wine,
wine growers in Bordeaux began to develop lighter and more fruity wines.
Website usability results may differ from country to country.
Most adaptations are discretionary, some
adaptations are mandatory.
Exam question
11
Climatic, Infrastructure, and
Use Conditions
Air conditioners in Saudi Arabia must be able to operate under conditions
that are hotter and dustier.
Cheer was positioned in Japan to work
more effectively in cold water with fabric softeners
Battery-operated trimmers were used by the Japanese as lawn mowers. As
a result, the batteries did not last.
What do you use to clean your
windows?
What do you use to clean your
windows?
What do you use to clean your
windows?
Adapting products to Cultural Preferences
In Japan red and white have
happy associations
Strawberry-scented shampoo failed in
China where consumers shun
nonedible items that smell like food.
Japanese users complained they were afraid their co-workers could hear when they
made mistakes.
Nescafé is produced in more than 200 variations, more
variations than the number of countries
where it is sold.
Do you know Ukraine’s National
Dish?
BORSCH
What is the height of the Mont Blanc?
4808 m.
4807 m.
4810 m.
Exam question
12
Product size & dimensions
Some Japanese customers had to
return large refrigerators
because they could not get them through
the apartment doors.
The best ad ever
“I am introducing you to my parents tonight”
“I am introducing you to my parents tonight”
Cost & Price
Unilever introduced a mini deodorant stick
in several Asian countries, to be used
on special occasions.
Performance & Quality expectations
Global Standards Voluntary vs. Mandatory
Global Standards Voluntary vs. Mandatory
The cell phone charger horror
Kinder Eggs are illegal in the US due to the plastic toys which could represent a
choking hazard.
Manufacturers who meet the standard are allowed to include the European
Union Certi!cation Symbol.
International Standards Organization
International Standards Organization
ISO 9000 A generic management
system standard
Packaging & Labeling
Higher-income countries tend to
require larger unit sizes as they shop less frequently and can afford to buy larger packages.
Warranty & Service
NO, I didn’t …
NO, I didn’t …
2 year warranty