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International & Global Marketing

International & Global Marketing. Cross Cultural Research Activity. Research two world cultures. Explain where they are in the world, something unique about the culture and identify some ‘do’s and taboo’s’ – what should you do or NOT do as a traveller (or if travelling on business) and why?

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International & Global Marketing

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  1. International & Global Marketing

  2. Cross Cultural Research Activity • Research two world cultures. • Explain where they are in the world, something unique about the culture and identify some ‘do’s and taboo’s’ – • what should you do or NOT do as a traveller (or if travelling on business) and why? • We stopped here today. Tomorrow we will start from next slide.

  3. TWO BARBIES

  4. Two Cultures, Two Barbies The Barbie Doll didn't do very well in Japan, until Mattel gave the manufacturing license to Takara, a Japanese toy and doll specialist. Takara did some marketing research and found that most Japanese disliked Barbie. Her breasts were far too big, her legs were exaggeratedly long. So Takara made the appropriate modifications to Barbie's anatomy, converted her blue eyes to brown as well, and found instant success in the market.

  5. What sells in America does not necessarily sell in Japan In India it was a totally different story. India loves this little doll just as she is, golden blonde, blue eyed and leggy, if a bit plastic. This Barbie is a precise copy of her American incarnation, right down to the design of her miniskirt, her lounger and end table set, her diary, and antique telephone. BUT…There is no place for a Ken doll in the market. The concept of a boyfriend may be too advanced in India where premarital relationships are frowned on and many wedding couples don't meet until their wedding day.

  6. VIDEO Meetings and cultural importance http://www.youtube.com/watch?v=JK_NinOmFWw&NR=1 Traveling http://www.youtube.com/watch?v=v1vvLQd53Ps Gift giving http://www.youtube.com/watch?v=8jrbu0lCWjk&feature=related Personal space http://www.youtube.com/watch?v=sLLTQgQHClI

  7. Product/Promotion Strategy PRODUCT Same Different Same PROMOTION Different

  8. Product / Promotion Strategy • When companies enter foreign market, sometimes they change only the product  Product Adaptation • Sometimes they change only the promotion  Communication Adaptation • Sometimes they change both promotion and product  Dual Adaptation

  9. Products Suitable for Standardized Advertising • Luxury products like BMW, Coach • High-tech products like Ipad • Mass appeal products like Mcdonald • Favorable country image products such as the Roots, Molson and Schneider

  10. Coca-Cola: “Pattern Advertising” • Basic approach • Specific communication strategy • Specific Audience • Local adjustments • Words and the lyrics are translated • Basic adjustments made to the copy • Visual adjustments made to the copy

  11. Tailoring Global Campaigns Coca-Cola A thousand children singing the praises of Coca-Cola 21 localized versions with a youngster from the local market

  12. Tailoring Global Campaigns Coca-Cola A thousand children singing the praises of Coca-Cola 21 localized versions with a youngster from the local market

  13. Task Working in a group, you will be assigned a country and given a country profile. American Eagle Outfitters wants to open stores in the country you have been assigned. Read through the profile and outline what AE should do for each of the 4 P’s of marketing in that country. You may change the style of products, advertising message etc. to suit the country’s culture.

  14. Body Language http://www.youtube.com/watch?v=pxoB6MhmbIg

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