International & Global Marketing

Cross Cultural Research Activity Research two world cultures. Explain where they are in the world, something unique about the culture and identify some ‘do’s and taboo’s’ – what should you do or NOT do as a traveller (or if travelling on business) and why? We stopped here today. Tomorrow we will start from next slide.

Two Cultures, Two Barbies The Barbie Doll didn't do very well in Japan, until Mattel gave the manufacturing license to Takara, a Japanese toy and doll specialist. Takara did some marketing research and found that most Japanese disliked Barbie. Her breasts were far too big, her legs were exaggeratedly long. So Takara made the appropriate modifications to Barbie's anatomy, converted her blue eyes to brown as well, and found instant success in the market.

In India it was a totally different story. India loves this little doll just as she is, golden blonde, blue eyed and leggy, if a bit plastic. This Barbie is a precise copy of her American incarnation, right down to the design of her miniskirt, her lounger and end table set, her diary, and antique telephone. BUT…There is no place for a Ken doll in the market. The concept of a boyfriend may be too advanced in India where premarital relationships are frowned on and many wedding couples don't meet until their wedding day. What sells in America does not necessarily sell in Japan

VIDEO Meetings and cultural importance &NR=1 &NR=1 Traveling Gift giving ure=related Personal space

Product/Promotion Strategy Straight Extension Product Adaptation Communication Adaptation Dual Adaptation Same PRODUCT Different PROMOTION

 When companies enter foreign market, sometimes they change only the product  Product Adaptation  Sometimes they change only the promotion  Communication Adaptation  Sometimes they change both promotion and product  Dual Adaptation Product / Promotion Strategy

 Luxury products like BMW, Coach  High-tech products like Ipad  Mass appeal products like Mcdonald  Favorable country image products such as the Roots, Molson and Schneider Products Suitable for Standardized Advertising

 Basic approach Specific communication strategy Specific Audience  Local adjustments Words and the lyrics are translated Basic adjustments made to the copy Visual adjustments made to the copy Coca-Cola: “Pattern Advertising”

Tailoring Global Campaigns Coca-Cola A thousand children singing the praises of Coca- Cola 21 localized versions with a youngster from the local market

Tailoring Global Campaigns Coca-Cola A thousand children singing the praises of Coca- Cola 21 localized versions with a youngster from the local market

Working in a group, you will be assigned a country and given a country profile. American Eagle Outfitters wants to open stores in the country you have been assigned. Read through the profile and outline what AE should do for each of the 4 P’s of marketing in that country. You may change the style of products, advertising message etc. to suit the country’s culture. Task

hmbIg Body Language