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CHAPTER 6- Brand & product decision in global marketing (STRATEGIES…
CHAPTER 6-
Brand & product decision in global marketing
LOCAL, INTERNATIONAL &GLOBAL BRANDS
International- offered in several markets in a particular region
Global- have same or similar image and positioning throughout the world
Local- brands that achieve success in a single national market
NEEDS-BASED APPROACH TO PRODUCT PLANNING
STRATEGIES ALTERNATIVES IN GLOBAL MARKETING
Product-communication extension (dual extension)
Company pursuing this strategy sell the same product with virtually no adaption
Using same advertising and promotional appeals used domestically in two or more country market
Product extension-communication adaptation
Product or brand extended to multiple country makes with some modification of the communication strategy
Low cost implementation, because product itself unchanged, expenditure for R&D avoided
Product- communication adaption (dual adaption)
both the product and one or more promotional elements are adapted for a particular country or region
Product adaption-communication extension
adapt the product to local use or preference
New product in global marketing
continuous innovation
Dynamically continuous innovation
Discontinuous innovation
Identifying new-product ideas
