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PRODUCT POLICY

PRODUCT POLICY. Product Strategies. Standardized product (existing or new) Customized product (adapted). Classic Problem Ex: Snuggle Fabric Softener. Sold in 10 Euro Countries under 7 Names Different Bottle, Formula, Strategies Known within Lever as Snuggle or Teddy Bear

aimee-trevino
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PRODUCT POLICY

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  1. PRODUCT POLICY

  2. Product Strategies Standardized product (existing or new) Customized product (adapted)

  3. Classic ProblemEx: Snuggle Fabric Softener Sold in 10 Euro Countries under 7 Names Different Bottle, Formula, Strategies Known within Lever as Snuggle or Teddy Bear Only thing common is that all brands have teddy bear on the label and names invoke snuggling

  4. Conditions favoring Standardization • benefits sought may be similar • specially, given the convergence in consumer preferences

  5. Benefits of Standardization • Create Scale Economies • Reduce cost/Improve Quality in manufacturing, R&D, marketing, distribution, etc. • Shorten Time to Market • Create Global Image/Brands • Create Barriers to Entry

  6. Balance between Standardization and Customization Global Model Lead Country Model Modular Approach Core-product Approach

  7. Introduction Strategy Waterfall (Phased rollout) Sprinkler (Simultaneous rollout)

  8. Problems with Standardization Language Culture Positioning

  9. Coca Cola in Japan Ke-Kou-Ke-La “Bite the wax tadpole” or “female horse stuffed with wax” Ko-Kou-Ko-Le “happiness in mouth” or “may the mouth rejoice”

  10. Patent & Trademark Protection Counterfeit Knock-Off Gray Market

  11. Gray Markets Importing and selling a trademark product made in another country and brought to the U.S. without the consent of the U.S. trademark holder.

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