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    International Product Strategies

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    Yash Mittal
    1. The document discusses global product strategies and considerations for global marketers including product preferences, costs, laws and regulations, compatibility, and labeling instructions. 2. It outlines three strategic alternatives for global product planning: product extension, product adaptation, and product invention. Product extension involves little change, adaptation modifies products for new markets, and invention creates new products. 3. McDonald's success in France is discussed as an example of adapting a product by offering high quality, locally sourced foods and a comfortable cafe atmosphere tailored to French tastes rather than a traditional fast food model.

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    © All Rights Reserved
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    International Product Strategies

    Uploaded by

    Yash Mittal
    48 views15 pages
    1. The document discusses global product strategies and considerations for global marketers including product preferences, costs, laws and regulations, compatibility, and labeling instructions. 2. It outlines three strategic alternatives for global product planning: product extension, product adaptation, and product invention. Product extension involves little change, adaptation modifies products for new markets, and invention creates new products. 3. McDonald's success in France is discussed as an example of adapting a product by offering high quality, locally sourced foods and a comfortable cafe atmosphere tailored to French tastes rather than a traditional fast food model.

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    1. The document discusses global product strategies and considerations for global marketers including product preferences, costs, laws and regulations, compatibility, and labeling instructions. 2. It outlines three strategic alternatives for global product planning: product extension, product adaptation, and product invention. Product extension involves little change, adaptation modifies products for new markets, and invention creates new products. 3. McDonald's success in France is discussed as an example of adapting a product by offering high quality, locally sourced foods and a comfortable cafe atmosphere tailored to French tastes rather than a traditional fast food model.

    Copyright:

    © All Rights Reserved
    Download as PPTX, PDF, TXT or read online from Scribd
    Download as pptx, pdf, or txt
    48 views15 pages

    International Product Strategies

    Uploaded by

    Yash Mittal
    1. The document discusses global product strategies and considerations for global marketers including product preferences, costs, laws and regulations, compatibility, and labeling instructions. 2. It outlines three strategic alternatives for global product planning: product extension, product adaptation, and product invention. Product extension involves little change, adaptation modifies products for new markets, and invention creates new products. 3. McDonald's success in France is discussed as an example of adapting a product by offering high quality, locally sourced foods and a comfortable cafe atmosphere tailored to French tastes rather than a traditional fast food model.

    Copyright:

    © All Rights Reserved
    Download as PPTX, PDF, TXT or read online from Scribd
    Download as pptx, pdf, or txt
    of 15

    Module 3

    Global Product Strategies


    PRODUCT DESIGN CONSIDERATIONS
    Five Factors That Global Marketers Need to Consider

    • Preferences
    • Cost
    • Laws & Regulations
    • Compatibility
    • Labeling & Instructions
    Global Product Planning Strategic Alternatives

    1 2 3
    Product
    Extension
    Product
    Adaptation
    Product
    Invention
    STRAIGHT EXTENSION
    • Marketing a product without any “Significant”

    1
    changes in the product profile or campaign
    themes.
    • Customer perception remains same about the
    product in all countries in which the product is
    being offered.
    • Can only be successful when firms have
    developed a product that can meet similar
    needs across all frontiers and sections and,
    • Customer habits, buying patterns , purchasing
    capacities remain same in all countries.
    The Campaign For Real Beauty

    • Most of the advertisements you see


    on your Facebook page are
    “negative”.
    • The campaign encouraged women to
    say goodbye to ads about muffin tops
    and belly bulges, and hello to
    “positive” beauty messaging.

    • The application gives you the power


    to displace feel-bad ads with
    messages that help women feel
    beautiful instead.
    • The campaign shows just how
    effective creative ideas can be in the
    digital/social arena.
    • 71 million banners with negative messages
    displaced and 5.5 million unique women
    reached. Dove’s initial goal was reaching 5
    million users.
    • Over 50% of the women who visited Dove Ad
    Makeover created a message, and 82% of the
    ads seen were created by friends of the
    viewer.
    • Facebook mentions increased by 71%.
    • Project Impressions were 253 million!
    • Poll was conducted where 71% of the women
    said that they felt more beautiful.
    2.1.Product Adaptation

    2
    • Products are modified to suit alternate usage
    patterns, weather conditions, additional need
    fulfillment.
    • Clothing may serve the same purpose of fashion
    everywhere, yet the designer will have to design
    clothes to fit different body types of different
    countries.
    • Indian car manufacturers will have to redesign
    their engine emissions and steering systems to
    suit the needs of left hand drive in foreign
    countries .
    McDonald’s…

    10
    • McDonald's and its association with the land of fine wine
    and cheese was the last place to find thriving fast food
    market.

    • With a strong national identity, anti globalization


    movements McDonald's with its subsidiary survived the
    social and political activism.

    • Realized you "can't convince the French to eat with their


    hands"
    • French customer is - The King !
    U.S is the no. 1 market, Guess who's no.2 ?

    • McCafes are spacious, tastefully decorated restaurants that


    encourage to take their time while eating. And the cosy McCafes
    with plush chairs and sofas have become an extension to many
    restaurants.
    • They offer all kinds of ‘’Frenchified ’’ dishes.
    • Food is locally sourced and off very high quality.
    • Offering pastries from the Holder Group renoned pastry house of
    France.
    How To Choose a Strategy

    • Most Companies seek a product strategy that


    optimizes company profits over the long run
    • Cultural impact
    • Certain business seek more adaptation
    especially food
    • Stage of internationalisation
    3 PRODUCT DEVELOPMENT
    • Fiat , the automobile giant is now designing its
    “NEW” Fiat Mio an urban targeted compact
    car in Brazil local markets based on the local
    competitive marketing design and
    development capabilities.
    • Colgate- Palmolive Co, upon realizing that
    Indian villagers were cleaning their teeth with
    charcoal , brick dust and similarly abrasive
    substances replacing the “toothpaste” with
    “tooth powder”.

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