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Chapter 10
Global Marketing
Product
Services
Tangible
Brand
Brand
Sterzing’s
Complex bundle of images and experiences
Image
Ideas
Intangible
Potato Chips
Clodhoppors
Cookie’s
Barbeque Sauce
What Message does it give
Brand
Equity
strongest global brands have tremendous equity
Word
Mark
mark logo – brand symbol
Non-word
Sold
in regional
markets
Cars
Food
Not
available globally
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Global
Global
product
Meets wants and
needs of global
market place
Offered in ALL world
regions, regardless
of economic
development
Brand
Three
primary
characteristics used by
consumers
Quality signal
Global myth
Social responsibility
Use same name,
imaging, and
position throughout
the world
Product
Local
Local
Local
product/
local
brand
1. Create compelling value proposition
2. Make sure brand identity elements “work”
Global
Global
product/
local
brand
in other markets
3. Leverage company wide knowledge by
providing networks for communication
Brand
Global
Local
Product/
Global
brand
4. Consistent planning across all markets
5. Manage branding issues – business
Global
product/
global
brand
leadership
6. Execute strategy that support brand image
Leverage strengths
SelfActualiz
ation
Status
SelfEsteem
Admira
tion
Social
Affiliation
Safety
Safety
Physiological
Physiological
Traditional Version
Impact of Country-of-Origin Dimensions on Product Quality and Design
Quality Perceptions
Paul Chaoa, *
a University of Northern Iowa, Cedar Falls, Iowa USA
Asian Equivalent
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Labeling
“Beauty
Language
Visual-
requirements
Nutritional Requirements
Country of Origin
Health warnings
in the eye of the beholder”
Color
Shape
Labels
Packaging
Which is appropriate for your industry or product
type????
Product
Same
Extension
Adaptation
Strategy 2:
production extension
Different
Communication
Adaptation
Same
Strategy 1: Dual Extension
Strategy 2:
Same
Little
product with virtually no
adaptation
Use same promotional appeals as in
home market
Message must be easily understood
Most often in B2B product lines
Strategy 1:
Dual extension
Different
Strategy 4:
Dual adaption
Strategy 3:
Product adaptation
Communication
Extension
R&D, manufacturing setup expense
is on adapting the communication of
product to specific market
Focus
Distribution
Advertising
Sponsorship
Point-of-sale
Use
of same product for multiple or
different purposes than intended
Arm & Hammer baking soda
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Strategy 3:
Strategy 4: Dual Adaptation
Same
Adapting
communication strategy
through out markets
Maintenance of brand equity and
image
Product adapted for local needs
product to local conditions
Size
Taste
Features
Size
of packages
Communication
is based on cultural
values or views
Don’t Fall prey NIH
Third Strategic Option
Strategy 5:
Not
all opportunities fit the adaption
– extension strategic options
Ground up development may be
needed to reach developing regions
for farmers in India for checking
grain prices
Micro-credit financing
Product
Kiosks
Market
Costs
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Identifying
New
ideas
Discontinuous inventions
Dynamically continuous innovations
Continuous innovations
Line extensions
product development
Single platform
International
Testing
new product department
new products
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