Marketing Paradoxes
Meeting 11
Marketing Elements
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Product - what are you selling
Place - where are you selling it
Price - how much will you charge
Promotion - how will you use advertising,
PR, sales and sponsorships
• People - to whom are you selling
Product
• Combination of features, benefits and end
benefits
• Utilitarian or service orientation
• Hi or low involvement decisions
• Name and brand elements
Place
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Mass, selective, exclusive distribution
Wholesale clubs, outlet malls
Direct marketing - Internet, catalog
Direct sales - person to person
Pyramid marketing
Price
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Competitive
Discount
Low-price matching
Premium
Flexible (auctions)
Promotion
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Media advertising
Place-based advertising
Product placement
Public relations, media exposure
Sponsorships
Sales promotions (retail and consumer)
Event promotion (trade shows)
Direct sales (employee training)
People
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Relationship building
Consumer behavior
Account planning
Incentive rewards for employees
Qualitative research
Paradoxes
• Values reflect where people grew up; no
global values
• Markets must think global (products) , act
local (people)
• Technology void
• Media control
• Brand culture reflects country of origin
• Research is culture-bound
Global Branding Strategies
By Brand Type
• Single product brand (Club Med)
• Line brands (Bud light, dark)
• Umbrella / corporate brands (GM, Nestle)
Branding Strategies
1. Cultivate established local brands national to international brand
2. Global platform, local adaptations (Coke)
3. Create new brands (Nintendo Gameboy)
4. Purchase local brands (Kraft)
5. Develop line extensions (Pepsi Max)
6. Multi-local: mono to endorsement or
concentration on core brands
Standardization
Same products at same prices via same distribution
channels and promotions
Influencing factors
• Product category (hi-tech, hi-touch)
• Positioning - same life cycle in different markets
• International media (few)
• Advertising concept and execution
Localization
Considerations of language, tradition, habit,
perception, nationalism, media, technology
Advertising adapted to culture and lifestyle
Utilization of local talent and production
Reflects social values, feelings, emotions
Connects product with role in consumer’s life