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