Podcast
Questions and Answers
What was the primary reason Hyundai introduced a 10-year, 100,000-mile warranty in the late 1990s?
What was the primary reason Hyundai introduced a 10-year, 100,000-mile warranty in the late 1990s?
What strategy did Coca-Cola use to accommodate consumers in India?
What strategy did Coca-Cola use to accommodate consumers in India?
How did Procter & Gamble adapt their product in Brazil based on consumer behavior?
How did Procter & Gamble adapt their product in Brazil based on consumer behavior?
What was the main challenge Unilever faced when marketing Minerva in Brazil?
What was the main challenge Unilever faced when marketing Minerva in Brazil?
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What feature of the Gillette Guard made it appealing to Indian consumers?
What feature of the Gillette Guard made it appealing to Indian consumers?
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What unique marketing approach did Hyundai take to penetrate the American automotive market?
What unique marketing approach did Hyundai take to penetrate the American automotive market?
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Which product did Unilever create in Brazil to better suit local washing practices?
Which product did Unilever create in Brazil to better suit local washing practices?
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What demographic did Gillette target with the Gillette Guard razor?
What demographic did Gillette target with the Gillette Guard razor?
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What is one reason Coca-Cola adjusts its sweetness level in the UK compared to the US?
What is one reason Coca-Cola adjusts its sweetness level in the UK compared to the US?
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How do Hollywood movies adapt for different markets?
How do Hollywood movies adapt for different markets?
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Why might soft drink manufacturers need to adapt their packaging for Brazil?
Why might soft drink manufacturers need to adapt their packaging for Brazil?
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Which industry typically requires more major product adaptations due to varying regulations from country to country?
Which industry typically requires more major product adaptations due to varying regulations from country to country?
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What aspect of product adaptation can significantly influence consumer preferences related to aesthetics?
What aspect of product adaptation can significantly influence consumer preferences related to aesthetics?
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What must be considered when adapting food product labels in Asia for imported goods?
What must be considered when adapting food product labels in Asia for imported goods?
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What type of warranty policy might Hyundai adapt for its vehicles in South Korea?
What type of warranty policy might Hyundai adapt for its vehicles in South Korea?
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Why do product adaptations often prove crucial to success in new markets?
Why do product adaptations often prove crucial to success in new markets?
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What is a common adaptation made by Coca-Cola in the UK compared to the US?
What is a common adaptation made by Coca-Cola in the UK compared to the US?
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Product adaptations are generally unnecessary to succeed in new markets.
Product adaptations are generally unnecessary to succeed in new markets.
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Name one country where Coca-Cola uses sugar instead of corn syrup for their product.
Name one country where Coca-Cola uses sugar instead of corn syrup for their product.
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In Brazil, soft drink manufacturers faced challenges with standard two-liter bottles because most refrigerators cannot accommodate __________.
In Brazil, soft drink manufacturers faced challenges with standard two-liter bottles because most refrigerators cannot accommodate __________.
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Which of the following is a reason for major product changes in the car industry?
Which of the following is a reason for major product changes in the car industry?
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Match the following items with their local adaptations:
Match the following items with their local adaptations:
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Aesthetics in product design are uniform across all cultures.
Aesthetics in product design are uniform across all cultures.
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What color represents death in some cultures but weddings in others?
What color represents death in some cultures but weddings in others?
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What was Hyundai's warranty program duration introduced in the late 1990s?
What was Hyundai's warranty program duration introduced in the late 1990s?
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The Coca-Cola Company created a 300 ml bottle for the Indian market.
The Coca-Cola Company created a 300 ml bottle for the Indian market.
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What was the name of the new product repackaged by Procter & Gamble for Brazilian consumers?
What was the name of the new product repackaged by Procter & Gamble for Brazilian consumers?
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Unilever created the detergent brand _____ to better serve the laundry needs of Brazilian consumers.
Unilever created the detergent brand _____ to better serve the laundry needs of Brazilian consumers.
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What was Gillette's adaptation for the Indian market?
What was Gillette's adaptation for the Indian market?
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Match the following companies with their respective market adaptations:
Match the following companies with their respective market adaptations:
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Hyundai's aggressive warranty led to a decline in its sales in the American market.
Hyundai's aggressive warranty led to a decline in its sales in the American market.
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What research method did Gillette use to develop their product for Indian men?
What research method did Gillette use to develop their product for Indian men?
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Study Notes
Product Adaptation Strategies
- Firms adapt products to local market needs and customs, ranging from minor to major changes.
- Coca-Cola adjusts sweetness levels (e.g., less sweet in the UK than the US) due to consumer preferences and drinking habits (without ice).
- Hollywood films are largely standardized but adapted through subtitles and dubbing.
- Product ingredients are adjusted to meet regulatory requirements (e.g., sugar vs. corn syrup in Coca-Cola, differing EU and US regulations).
- Product size adjustments are necessary when local consumer needs differ (e.g., Coca-Cola's smaller 2 liter bottles in Brazil).
- Industries like automobiles and telecommunications require significant adaptations to meet varied regulations regarding emissions, safety standards, and infrastructure.
- Packaging and labeling are affected by regulations (e.g., stick-on labels in local languages in Asia, varying information required on food labels).
- Product adaptations are critical for success in new markets.
Examples of Product Adaptation
- Coca-Cola: Adapted to the Indian market with a 200ml bottle size to match consumer purchasing power and habits. Other adaptation strategies in India include smaller sachets of shampoos, tea, loose rice and cigarettes.
- NyQuil (P&G, Brazil): ZzzQuil was created by repackaging and renaming NyQuil (no R&D) to address Brazilian customer need for a sleep aid instead of a cold remedy.
- Laundry Detergents (Unilever, Brazil): "Ala" was designed to address the needs of Brazilian Northeast consumers who preferred using bars of soap for cleaning and bleach for whitening, meeting both cleaning and whitening needs. The original detergent "Minerva" was deemed too costly.
- Gillette Razors (India): Gillette Guard, a disposable razor, was created after extensive research, featuring a low weight and plastic design to meet shaving needs and preferences. This product allowed Gillette to capture 50% of the Indian shaving market. Eliminating double-edged razors addressed frequent cuts and rust issues.
- Hyundai (USA): Offered a 10-year, 100,000-mile warranty program, a more aggressive strategy than competitors, to address American consumer skepticism about Korean cars as compared to Japanese cars. This initiative resulted in sales increase and Hyundai's establishment as a major player in the US market.
Critical Factors in Product Adaptation
- Cultural considerations: Aesthetics, such as color connotations (e.g., white meaning death in some cultures vs. weddings in others, purple signifying royalty in the West vs. mourning in Thailand), are important.
- Product add-ons: Warranties, for instance, can be customized (e.g., Hyundai's extensive warranty in the USA).
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Description
This quiz explores how firms adapt their products to meet local market needs and regulations. Examples include Coca-Cola's adjustments in sweetness and packaging size for different countries. Understanding these strategies can highlight the importance of cultural and regulatory considerations in global business.
