Global Marketing Adaptation

Adaptation

• Mandatory Adaptation: Adapting products to local requirements to legally and physically operate in respective countries (e.g., left-hand driving in the UK, 220V appliances in Europe).
• Non-Mandatory Adaptation: Adapting products to better meet local market needs or developing new brands for individual markets (e.g., McDonald's selling vegetarian burgers in India).

Global Marketing Programmes

• Product Policy Decisions: Deciding on new products for specific markets, adding/removing/modifying products, brand names, packaging, and servicing.
• Marketing Programme Standardization: Standardizing marketing processes and programmes across countries.

Standardization

• Refers to the standardization of decision-making processes for cross-country marketing planning.
• Involves rationalizing general marketing processes, such as launching new products and marketing controlling activities.

Standardization of Marketing Programmes

• Refers to the unification of individual marketing mix elements (4Ps/7Ps) for different national markets.
• Includes standardizing product characteristics, pricing, promotional strategies, and distribution channels.

Product Classification

• Consumer Goods: Products for personal or household use.
• Industrial Goods: Products for business or commercial use.

Product Levels

• Three levels of a product:
  • Core Product: Functional features, performance, and perceived value.
  • Actual Product: Brand, quality, design, packaging, price, and country of origin.
  • Support Services: Delivery, installation, guarantees, after-sales service, and spare parts.

Product Name Characteristics

• Should suggest product features and benefits.
• Easy to pronounce, recognize, and remember.
• Distinctive and capable of registration and legal protection.
• Translates easily and accurately into other major languages.

Product/Brand Name Changes

• Fade-in/Fade-out Strategy: Gradually introducing a global brand name alongside an existing local brand name.
• Transparent Forewarning: Alerting consumers about a brand name change through communication programs, in-store displays, and product packaging.
• Summary Axing: Immediately replacing an old brand name with a new global name.

Protecting Product/Brand Names

• Vulnerable to piracy, including brand name, logo, design, and package.
• Paris Convention for the Protection of Intellectual Property aims to protect brand franchises.
• Differences in opinion between industrialized and developing countries on intellectual property.

Country of Origin Effect

• Perceptions about countries extend to products and brands known to originate in those countries.
• Examples: Germany (good quality/reliable), France (premium/stylish), Italy (good design/cool), and Japan (good technology/innovative).

Country-of-Origin Influences on Consumers

• "Made in" label matters to consumers, especially for domestic products over imports.
• COO influences consumer attraction, particularly for the elderly, less educated, and politically conservative.
• Cultural orientation and consumer expertise also play a role in COO effects.
• COO effects vary depending on product category.