Presentation on theme: "Muhammad Waqas Global Product Strategies Lecture 20."— Presentation transcript:
Muhammad Waqas Global Product Strategies Lecture 20
Muhammad Waqas Recap Product design in a global environment Branding Decisions
Muhammad Waqas Trademarks and Brand Protection Trademarks Counterfeits and Piracy
Muhammad Waqas Packaging and Labeling Adaptations Size, shape, materials – Product packaging norms – Existing standards – Economic development – Environmental concerns Color and text – Promotional strategy – Cultural meaning and implications – Government regulations – Language issues
Muhammad Waqas Marketing Services Globally Business Services Services for Consumers and Individual Households Culture and the Service Experience – Customer Expectations – The Waiting Experience – Service Personnel
Muhammad Waqas Product Warranties Standardization versus Adaptation – Domestic warranty valid worldwide? – Tailoring warranties to countries/markets? Issues to consider – Actual product use – Local competition – Spillover effects to other markets
Muhammad Waqas Global Product Service Why do companies provide after-sales service for their products? – Warranty credibility – Differentiate from competition – Decrease economic loss due to product malfunction or downtime
Muhammad Waqas Managing a Global Product Line Exploiting Product Life Cycle
Muhammad Waqas Summary Global warranty and service policies
Muhammad Waqas References Gillespie, K., Jeannet, J.P. and Hennessey, H.D. (2004), Global Marketing: An Interactive Approach, Houghton Mifflin, Boston, NY.
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