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How should the company manage & organize its international activities?
Marketing Management : A South Asian Perspective 14th Edition (English) 14th Edition
Export department
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International division - Geographical organizations - World product groups - International subsidiariesGlobal Organizations
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Global Marketing
Advantages Economies of scale Lower marketing costs Power and scope Consistency in brand
image Ability to leverage Uniformity of marketing
practices
Disadvantages
Differences in consumer needs, wants, usage patterns
Differences in consumer response to marketing mix
Differences in brand development process
Differences in environment
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Red Bull Has 70% of Worldwide Energy Drink Market
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What Marketing Aspects Might Be Adapted for International Marketing?
Product features
Labeling
Colors
Materials
Sales promotion
Advertising media
Brand name
Packaging
Advertising execution
Prices
Advertising themes
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Cultural Dimensions
Individualism
vs.
Collectivism
Weak vs. Strong
Uncertainty
Avoidance
High vs. Low
Power Distance
Masculine
vs.
Feminine
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Commandments of Global Branding
Understand similarities and differences in the global branding landscape
Do not take shortcuts in brand building Establish a marketing infrastructure Embrace integrated marketing
communications Establish brand partnerships
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Commandments of Global Branding (cont.)
Balance standardization and customization Balance global and local control Establish operable guidelines Implement a global brand-equity
measurement system Leverage brand elements
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International Product and Communication Strategies
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Levels of Product Adaptation
Production of regional product versions
Production of country versions
Production of city versions
Production of retailer versions
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Haagen Dazs developed a Dulce de Leche ice-cream for Its Argentina market
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Communications
Communications adaptation
Dual adaptation
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Price Choices
• Set a uniform price everywhere
• Set a market-based price in each country
• Set a cost-based price in each country