Module 3

Global Product Strategies

PRODUCT DESIGN CONSIDERATIONS
Five Factors That Global Marketers Need to Consider

• Preferences
• Cost
• Laws & Regulations
• Compatibility
• Labeling & Instructions
Global Product Planning Strategic Alternatives

1 2 3
Product
Extension
Product
Adaptation
Product
Invention
 STRAIGHT EXTENSION
• Marketing a product without any “Significant”

1
changes in the product profile or campaign
themes.
• Customer perception remains same about the
product in all countries in which the product is
being offered.
• Can only be successful when firms have
developed a product that can meet similar
needs across all frontiers and sections and,
• Customer habits, buying patterns , purchasing
capacities remain same in all countries.
The Campaign For Real Beauty

• Most of the advertisements you see

on your Facebook page are
“negative”.
• The campaign encouraged women to
say goodbye to ads about muffin tops
and belly bulges, and hello to
“positive” beauty messaging.

• The application gives you the power

to displace feel-bad ads with
messages that help women feel
beautiful instead.
• The campaign shows just how
effective creative ideas can be in the
digital/social arena.
• 71 million banners with negative messages
displaced and 5.5 million unique women
reached. Dove’s initial goal was reaching 5
million users.
• Over 50% of the women who visited Dove Ad
Makeover created a message, and 82% of the
ads seen were created by friends of the
viewer.
• Facebook mentions increased by 71%.
• Project Impressions were 253 million!
• Poll was conducted where 71% of the women
said that they felt more beautiful.
 2.1.Product Adaptation

2
• Products are modified to suit alternate usage
patterns, weather conditions, additional need
fulfillment.
• Clothing may serve the same purpose of fashion
everywhere, yet the designer will have to design
clothes to fit different body types of different
countries.
• Indian car manufacturers will have to redesign
their engine emissions and steering systems to
suit the needs of left hand drive in foreign
countries .
McDonald’s…

10
• McDonald's and its association with the land of fine wine
and cheese was the last place to find thriving fast food
market.

• With a strong national identity, anti globalization

movements McDonald's with its subsidiary survived the
social and political activism.

• Realized you "can't convince the French to eat with their

hands"
• French customer is - The King !
U.S is the no. 1 market, Guess who's no.2 ?

• McCafes are spacious, tastefully decorated restaurants that

encourage to take their time while eating. And the cosy McCafes
with plush chairs and sofas have become an extension to many
restaurants.
• They offer all kinds of ‘’Frenchified ’’ dishes.
• Food is locally sourced and off very high quality.
• Offering pastries from the Holder Group renoned pastry house of
France.
How To Choose a Strategy

• Most Companies seek a product strategy that

optimizes company profits over the long run
• Cultural impact
• Certain business seek more adaptation
especially food
• Stage of internationalisation
3 PRODUCT DEVELOPMENT
• Fiat , the automobile giant is now designing its
“NEW” Fiat Mio an urban targeted compact
car in Brazil local markets based on the local
competitive marketing design and
development capabilities.
• Colgate- Palmolive Co, upon realizing that
Indian villagers were cleaning their teeth with
charcoal , brick dust and similarly abrasive
substances replacing the “toothpaste” with
“tooth powder”.