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Product classification
Consumer goods Industrial goods
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Product Service :
Service capability to accredit the firm with foreign suppliers high investment in facilities, staffing, training, and distribution network
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Straight Extension
The firm adopts the same policy used in its home market.
Product Adaptation
The company caters to the needs and wants of its foreign customers.
Product Innovation
The firm designs a product from scratch for foreign customers.
Source: W.J. Keegan, Multinational Product Planning: Strategic Alternatives, Journal of Marketing, 33, 1969, pp.58-62
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Product
Different
Different
Same
International Product Strategy Strategy 1 Product and Communication Extension Strategy 1 Product Extension Communication Adaptation Strategy 1 Product Adaptation Communication Extension Strategy 1 Product and Communication Adaptation Strategy 1 Product Invention
These Three Basic Strategies Can Be Further Broken Down Into 5 Options
Product Example Gillette Razor Wrigley Chewing Gum McDonalds Consumer Need Satisfied Product Strategy Communication Strategy Extension Disposable, easy to use product USA: Substitute for Smoking Europe: Dental benefits Fast-Food Extension
Extension
Adaptation
Slim Fast
Adaptation: Adding local products to range Adaptation: Consumer preferences for different flavors Invention
Extension: Using global campaign Adaptation: Celebrity in Germany, Teacher in UK Develop new communication
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Buckler Beer
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Competitors in France :
Unilever Colgate Henkel Smithkline B. P&G 33% 22,5% 19% 12% 0%
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Distribution:
Role of pharmacy in Italy and Spain Role of drugstore in UK
Communication:
Medical in Italy and Spain (recommended by dentist) Non-medical in UK
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managing marketing
Attributes Brand (Global vs. Local) Packaging Quality Services (after-sale services, support) Positioning
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managing marketing
Strong customer recognition/reassurance Economies of scale and scope Leverages power with retailers Consolidates efforts across countries Potential for extension Not locally responsive Demotivating for country managers Difficult to manage Need to maintain consistency across countries and product-lines
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Product Types
Buyer orientation
Amount of effort expended on purchase Convenience Preference Shopping Specialty
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Brands
Bundle of images and experiences in the customers mind A promise made by a particular company about a particular product A quality certification Differentiation between competing products The sum of impressions about a brand is the Brand Image
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Brands
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Brands
The added value that accrues to a product as a result of investments in the marketing of the brand An asset that represents the value created by the relationship between the brand and customer over time
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Brands
We have to shift to high value-added products, and to do that we need to improve our brand.
- Noboru Fujimoto, President Sharp Electronics Corporation
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Alu-Fanny: French Foil wrap Crapsy Fruit: French cereal Kum Onit: German pencil sharpeners Plopp: Scandinavian chocolate Pschitt: French lemonade
Atum Bom: Portuguese tuna Kack: Danish sweets Mukk: Italian yogurt Pocari Sweat: Japanese sport drink Poo: Argentine curry powder
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1 Translations Intent - Stepping Stone - Car Wash - Highly Rated Symbols - Owl Translation - Stumbling Block - Car Enema - Over Rated - Bad Luck in India
1 Other Countries make mistakes too - Zit (Chocolate from Germany) - Koff (Beer)
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Family Brands
Family Brand Volkswagen
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Private labels per product category (% of sales in qunqtities in hypermarkets and supermarkets) Source: Secodip International, 1998
Private labels per product category (% of sales in qunqtities in hypermarkets and supermarkets) Source: Secodip International, 1998
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Branding Strategies
Combination or tiered branding: allows marketers to leverage a companys reputation while developing a distinctive identity for a line of products
Sony Walkman
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Branding Strategies
Brand acts as an umbrella for new products
Example: The Virgin Group
Virgin Entertainment: Virgin Mega-stores and MGM Cinemas Virgin Trading: Virgin Cola and Virgin Vodka Virgin Radio Virgin Media Group: Virgin Publishing, Virgin Television, Virgin Net Virgin Hotels Virgin Travel Group: Virgin Atlantic Airways, Virgin Holidays
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Packaging
Consumer Packaged Goods when the packaging is designed to protect or contain the product during shipping Eco-Packaging because package designers must address environmental issues Offers communication cues that provide consumers with a basis for making a purchase decision
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Promotion
Merchandising ( income level, shopping habits) Minimum breakage / theft Ease of handling Multilingual Labels to Convey an International Image (Zara, Hollywood Chewing Gum)
Legal Constraints
Recycling of Packaging (Duales System, Eco-Emballage) Regulations on consumer info. (Origin, weight, ingredients)
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POM brand Pomegranate juice used a distinctively shaped bottle to gain attention on the grocery shelf
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Labeling
Provides consumers with various types of information Regulations differ by country regarding various products
Health warnings on tobacco products American Automobile Labeling Act clarifies the country of origin, and final assembly point European Union requires labels on all food products that include ingredients from genetically modified crops
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Labeling
As Americans become increasingly concerned about cholesterol, the FDA (Food and Drug Administration) has responded by requiring food manufacturers to list trans fat (i.e., trans fatty acids) on the Nutrition Facts portion of product labels, effective 1/1/06.
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Aesthetics
Global marketers must understand the importance of visual aesthetics Aesthetic Styles (degree of complexity found on a label) differ around the world
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Product Warranties
Express Warranty is a written guarantee that assures the buyer is getting what they paid for or provides a remedy in case of a product failure Warranties can be used as a competitive tool
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Test could simply be observing the product being used within the market
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Looking Ahead
Chapter 11 Pricing decisions
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