International Marketing - Global Product Strategies

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

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

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?

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”

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

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

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 …

2 year warranty

International Marketing - Global Product Strategies

Education

Transcript of International Marketing - Global Product Strategies