To what extent

must the company

adapt its products

and marketing

program to each

foreign country ?

By Mausumi Mohanta

International companies decide

how much to adapt their

marketing strategy to local

conditions as follows

1) Standardized marketing program

worldwide

2) An adapted marketing program with

a marketing to each target group.

Pros & Cons

of Global Marketing

Pros • Economies of scale

• Lower marketing costs

• Power and scope

• Consistency in brand image

• Ability to leverage

• Uniformity of marketing practices

Cons • Differences in

consumer needs, wants, usage patterns

• Differences in consumer response to marketing mix

• Differences in brand development process

• Differences in environment

Because of all the cultural

differences, most products require

at least some adaptation.

Adaptable Marketing Concepts

for Global Marketing

• Product features

• Labeling

• Colors

• Materials

• Sales promotion

• Advertising media

• Brand name

• Packaging

• Advertising execution

• Prices

• Advertising themes

10 Commandments

of Global Marketing

1. Understand similarities and differences in

the global branding landscape

2. Do not take shortcuts in brand building

3. Establish a marketing infrastructure

4. Embrace integrated marketing

communications

5. Establish brand partnerships

10 Commandments

of Global Marketing

6. Balance standardization and customization

7. Balance global and local control

8. Establish operable guidelines

9. Implement a global brand-equity

measurement system

10.Leverage brand elements

There are five communication and

product adaptation strategies

Straight extension

Introduces the product in the foreign market

without any change

Product adaptation

Alters the product to meet local conditions

or preferences

Flexible manufacturing

Makes product adaptation easier to do so

on several levels

Levels of Product Adaptation

•Production of regional product versions

•Production of country versions

•Production of city versions

•Production of retailer versions