17-08-2013, 04:40 PM
Global Branding
Regional Market Segments
Regionalization is an important recent trend that, perhaps on the surface, seems to run counter to globalization.
Reasons for regional marketing
Need for more focused targeting
The shift from national advertising to sales promotions
Drawbacks
Production headaches
Marketing efficiency may suffer and costs may rise
Disadvantages of
Global Marketing Programs
Differences in consumer needs, wants, and usage patterns for products
Differences in brand and product development and the competitive environment
Differences in the legal environment
Differences in marketing institutions
Differences in administrative procedures
What is a global brand?
A global brand is one that is available in most countries in the world and shares the same strategic principles, positioning, marketing in every market throughout the world, although the marketing mix can vary.
It has substantial market share in all countries and comparable brand loyalty.
It carries the same brand name or logo.
Case of Mc Donalds
Available in most countries in the world
McDonalds
30,000 distribution points
119 countries
Arches & service are universal, products are localized
Local associations-
India-typical family restraunt
US- fast food
France- Birthday parties
China- place to bring a date (tables)
Mcdonalds- kiwi burger-new zealand, maharaja mac-india, prosperity burger- malaysia, teriyaki burger-japan, croque mcdo-france (ham & cheese),
Global Brand
Carry one brand name and/or logo.
May carry brand but contain entirely different products
Sometimes product will be the same but brand will differ
Brand recognition
Unilever
Ice cream, detergent
Global Product Development
Product Adaptation- modifying product to reflect characteristics of a market
Premise-- consumers are not the same
Advantages: improved fit between product and consumer, expanded penetration
Global Local Dilemma
Standardization vs. differentiation
Is the youth market homogenized?
Are business professionals culture free?
Possible standardations
International media
Culture of the company
Quality & luxury
New products
Coca-Cola
Only true global brand
Advertises locally with a global strategy
Product- varies on sweetness and additive product offered
Price- ranges on what countries can and will pay
Placement- bottling plants all around the world, available everywhere
Promotion- sponsorships, free products, philanthropy