An Alternative View Of International Product And Promotion Strategy

1. An Alternative View Of International Product And Promotion Strategy Dual extension, leaving both the product and the promotion/communication message unaltered - standardised approach. Few can satisfy this e.g. Coca Cola The second strategy is product extension-communications adaptation e.g. Bicycle� Product adaptation-communication extension occurs when use conditions differ but needs remain the same across various international markets e.g. Voltage Systems and toothpaste

2. An Alternative View Of International Product And Promotion Strategy Dual adaptations involves both the product and promotional message requiring change owing to changes in need as well as use conditions in various countries e.g. Playtex Product Invention is the final strategy available to companies, wishing to expand their operations globally e.g. World Washer in India

3. Walkers Crisps Adaptation In The Irish Market Initial launch involved Roy Keane dressing up as a leprechaun, caused much controversy. To counter the adverse previous advertisement campaign, Walkers employed GAA players Darragh O Se, Ciaran Whelan and top GAA referee Pat McEnaney for a new advert

4. 5. - Costs of adaptation �The global competitor will seek constantly to standardise his offering everywhere. He will digress from this standardization only after exhausting all possibilities to retain it and he will push for reinstatement of standardization whenever digression and divergence have occurred� (Levitt, 1983 as cited in van Mesdag, 2000 p.75) economies of scale in production and marketing from standardisation cost of not adapting to local environmental conditions

6. Oh so original! 5.1. -Product costs Straight product extension Product adaptation Product invention 5.2. - Promotion costs - additional expenditure such as new advertisement development - different costs / availability - change the message Vs

7. Adapted promotion!

8. 5.3. - Price costs Uniform pricing may cost the company sales prices on advertisements Service companies � menu costs as prices continue to rise shops, restaurants etc have to keep changing their prices the cost of doing this is called menu costs if do not increase prices with inflation the business must bear the cost 5.4. - Distribution costs

9. 6. - Conclusion adaptation of the marketing mix include, culture, climate, costs and consumer tastes The relevance of each of these issues to adapting the product itself, its promotion, distribution and price are addressed. The importance of adaptation is central to success to meet foreign needs and market conditions �glocal� strategy, which is �think globally but act locally.� (Armstrong & Kotler, 2003 p.578)

10. 7. - Research Methodology & limitations Secondary literature Cost of primary research / tome constraints