International International MarketingMarketing

Questions about brandsQuestions about brandsDecember 2010

Mean

Question 1 : Degree of transferability

Not Not transferable transferable

at allat all11 22 33 44 55 66 77

Fully Fully transferabletransferableworldwideworldwide

FuchsschwanzFuchsschwanz 3939 1.281.28

Dr OetkerDr Oetker 6060 2.002.00

DaewooDaewoo 103103 3.423.42

Daewoo / NexiaDaewoo / Nexia 113113 3.753.75

BaygonBaygon 127127 4.234.23

BoschBosch 139139 4.624.62

BayerBayer 149149 4.954.95

PentiumPentium 155155 5.155.15

DolmioDolmio 165165 5.505.50

Pizza RusticaPizza Rustica 170170 5.675.67

MarsMars 180180 6.006.00

IntelIntel 186186 6.186.18

Question 2: Dr Oetker and Question 2: Dr Oetker and AncelAncel A French name is a synonym for food qualityA French name is a synonym for food quality

French are proud of their cuisine, they would French are proud of their cuisine, they would not accept German food products which are not accept German food products which are seen as “inferior” (fat food: sausage)seen as “inferior” (fat food: sausage)

French people like to keep their ways of French people like to keep their ways of saying things and their own expressionssaying things and their own expressions

French people may prove resistant to changeFrench people may prove resistant to change Consumer loyalty to the brand (i.e. being used Consumer loyalty to the brand (i.e. being used

to the brand name): people would have to to the brand name): people would have to adaptadapt

French people may be nationalist/patriotic: French people may be nationalist/patriotic: they may like to buy products (that look) they may like to buy products (that look) “made in France”“made in France”

Question 2: Dr Oetker and Question 2: Dr Oetker and FranceFrance Pronunciation and phonology problems (‘tk’)Pronunciation and phonology problems (‘tk’)

Dr Oetker sounds German + valuation of Dr title in Dr Oetker sounds German + valuation of Dr title in Germany => such credibility may not transfer to Germany => such credibility may not transfer to FranceFrance

Dr Oetker connotes the medical/pharmaceutical Dr Oetker connotes the medical/pharmaceutical domain (Is it food?) => more appropriate for drugs domain (Is it food?) => more appropriate for drugs than for foodthan for food

Dr Oetker sells pizza: association pizza and Germany Dr Oetker sells pizza: association pizza and Germany not necessarily adequate (product ethnicity issue)not necessarily adequate (product ethnicity issue)

Feeling of security to buy known brandsFeeling of security to buy known brands People don’t like multinational brands taking over People don’t like multinational brands taking over

local companieslocal companies Less packaging and marketing costs (however Less packaging and marketing costs (however

insignificant)insignificant) Historical problems between French and German Historical problems between French and German

(WW1, WW2…) => not a real problem. Times have (WW1, WW2…) => not a real problem. Times have changed. changed.

Q3 : Country and product image Q3 : Country and product image

Example of Germany (your elaborations, not mine…):Example of Germany (your elaborations, not mine…): People: rigid, well educated, specialists, aggressive, People: rigid, well educated, specialists, aggressive,

organized, structured, strong, cold, direct in communication organized, structured, strong, cold, direct in communication History: highly industrialized, good infrastructures, History: highly industrialized, good infrastructures,

aggressive, expansive, xenophobeaggressive, expansive, xenophobe Political and social situation: conservative, pragmatic Political and social situation: conservative, pragmatic

education systemeducation system Image of products: high-quality, reliable (Image of products: high-quality, reliable (idiotensicheridiotensicher), ),

strong, powerful, large, advanced technologies (+/-), long-strong, powerful, large, advanced technologies (+/-), long-lasting productslasting products

Cars: BMW, Mercedes, VWCars: BMW, Mercedes, VW Technology: SiemensTechnology: Siemens Chemicals: BayerChemicals: Bayer Beer: many small, artesanal factories of high-qualityBeer: many small, artesanal factories of high-quality

Q3 : Country and product image Q3 : Country and product image

Example of Switzerland (your elaborations, not Example of Switzerland (your elaborations, not mine…): mine…): People: punctual, precise, reliable, meticulous workers, People: punctual, precise, reliable, meticulous workers,

organized, slow, supposedly literal in communicationorganized, slow, supposedly literal in communication History: neutral country (however a great nations of History: neutral country (however a great nations of

warriors-mercenaries), unique country, tradition-orientedwarriors-mercenaries), unique country, tradition-oriented Political and social situation: respect of law and authority, Political and social situation: respect of law and authority,

rich country, high-education level, political stabilityrich country, high-education level, political stability Image of products: precision, quality, luxury, after sales Image of products: precision, quality, luxury, after sales

reliability, exclusivityreliability, exclusivity Product ethnicity: watches, chocolates, tunnels, etc. Product ethnicity: watches, chocolates, tunnels, etc.

Q3 : Product ethnicityQ3 : Product ethnicity

Country of origins:Country of origins: Switzerland for watches, chocolate, fondue.Switzerland for watches, chocolate, fondue. Italia for pasta, pizza, fashion.Italia for pasta, pizza, fashion. Norway for salmon.Norway for salmon. USA for jeans, fast food.USA for jeans, fast food. Japan for electronic/technological products, Japan for electronic/technological products,

sushi.sushi. Germany for cars.Germany for cars. Netherlands for tulips.Netherlands for tulips. France for Haute Couture, cosmetics, wine.France for Haute Couture, cosmetics, wine.

0.00

0.29

0.370.39 0.40

0.46

0.54 0.540.57

0.62 0.63 0.64 0.65

0.710.75 0.75

0.77 0.780.81

0.84

0.00

0.10

0.20

0.30

0.40

0.50

0.60

0.70

0.80

0.90

Q3 : Product ethnicityQ3 : Product ethnicity

Question 4 : Degree of transferabilityMean

Not Not transferable transferable

at allat all11 22 33 44 55 66 77

Fully Fully transferabletransferableworldwideworldwide

SchimmelpenninckSchimmelpenninck 1.251.25

Ishikawajima Harima Heavy IndustriesIshikawajima Harima Heavy Industries 1.731.73

Douwe-EgbertsDouwe-Egberts 1.791.79

TeysseireTeysseire 2.042.04

Roi des MontagnesRoi des Montagnes 2.432.43

MüllerMüller 3.703.70

Procter & GambleProcter & Gamble 3.933.93

Hewlett-PackardHewlett-Packard 4.114.11

KuoniKuoni 4.454.45

Club MéditerrannéeClub Méditerrannée 4.474.47

BarillaBarilla 5.705.70