1. Copyright © Realia 2012. All rights reserved. www.team-realia.com

2. Copyright © Realia 2012. All rights reserved. Would you really ever aspire to buy a car called Sharon? Presentation outline If you were an international brand, what brand would you be? The importance of brand Some things we know to be true Key marketing considerations International branding considerations International marketing considerations How it can go wrong Case study: Polygon Why Realia?

3. Copyright © Realia 2012. All rights reserved. www.team-realia.com Introductions If you were an international brand, what brand would you be? And why?

4. Copyright © Realia 2012. All rights reserved. www.team-realia.com The importance of brand Desirable So that people aspire to be associated with it Simple Single-minded and understandable Personality A brand that lives and breathes Impact To differentiate itself from the competition Commitment To ensure the customer experience is consistent, positive and memorable

5. Copyright © Realia 2012. All rights reserved. www.team-realia.com

9. Some things we know to be true According to an Oracle study in March 2011, internet usage in Europe has grown by 275% since 2000 Europe now accounts for a quarter of internet users worldwide Online retail sales grew 31% across France, Germany, Italy, the Netherlands and UK in 2007 alone Younger consumers prefer global brands more than older consumers do 18-24 – 58% 25-44 – 55% 45+ - 48% Cheskin | MSI-ITM | CMCD 2005

10. Copyright © Realia 2012. All rights reserved. www.team-realia.com Some things we know to be true People want global brands in technology, electronics and credit cards But food and retail remains local Cheskin | MSI-ITM | CMCD 2005

11. Copyright © Realia 2012. All rights reserved. www.team-realia.com Some things we know to be true The European Passion Study 2010 revealed... Apple evokes the most passion amongst Europeans! But local brands also do very well... Douwe Egberts (coffee) generates the most passion in the Netherlands Bauli (cakes) in Italy In the German speaking area Milka (chocolate) is favourite Arla (dairy products) in Scandinavia In the UK, true British brands such as Cadbury's, Marmite and Sainsbury's are positioned high in the local top 10 Local traditions are greatly appreciated - each country is generally proud of their local habits

12. Copyright © Realia 2012. All rights reserved. www.team-realia.com What we absolutely know to be true A successful international marketing strategy is more than just language translation and currency conversion

13. Copyright © Realia 2012. All rights reserved. www.team-realia.com Key marketing considerations What are the core competencies of the business? Do you have something to sell? And to who? What are your marketing objectives? Are they awareness or response driven? The real size of the opportunity The nature and mindset of the target audience What is the single minded proposition? Why should people believe you? The nature of the competitive environment How much can you spend and how will you measure success?

14. Copyright © Realia 2012. All rights reserved. www.team-realia.com International branding considerations Does the brand or product/service name have any negative connotations or inappropriate cultural associations? This check should cover local slang terms/language Is there any difficulty with pronunciation? Are there any negative cultural associations that may affect the use of the name? Does the name have relevance to the category in which it will operate? Or is it inappropriate for cultural/other social/linguistic reasons?

15. Copyright © Realia 2012. All rights reserved. www.team-realia.com International branding considerations Does the name make your target market think about something in particular? If so, what? Does this name sound like something else to them? If so, what? Are there any other brand names that are/or sound close to your name, or which could cause confusion with your name? Is it easy to remember? Is it easy to type/write?

16. Copyright © Realia 2012. All rights reserved. www.team-realia.com International marketing considerations LE PEST C What is the real size of the opportunity? What is the nature and mindset of the target audience? You need a robust and repeatable understanding of local drivers and shopping behaviours on the ground What is the nature of the competitive environment? How much can you spend and how will you measure success? Can you really be local? How do you overcome nationalist preferences/loyalties?

17. Copyright © Realia 2012. All rights reserved. www.team-realia.com International marketing considerations Dont assume knowledge, understanding or culture There are many commonalities across Europe, but there are also important differences, particularly cultural The English copy style can be incredibly colloquial and does not necessarily translate easily or accurately Be sure to use copy that is single minded, simple to understand and immediately obvious The Dutch are particularly direct! Be sure to also understand use of photography and graphic style A photo of a German street name or a car with a UK licence plate will not go down well in France

18. Copyright © Realia 2012. All rights reserved. www.team-realia.com How it can go wrong In Italy, a campaign for Schweppes Tonic Water translated the name into Schweppes Toilet Water After Ford introduced the Pinto in Brazil they learned that Pinto is Brazilian slang for tiny male genitals When Parker Pen advertised in Mexico, its ad was supposed to say It won't leak in your pocket and embarrass you Instead it said It won't leak in your pocket and make you pregnant Coors translated its slogan Turn It Loose into Spanish, where it was read as Suffer From Diarrhoea.

19. Copyright © Realia 2012. All rights reserved. www.team-realia.com Case study: Polygon Copyright © Realia 2012. All rights reserved. www.team-realia.com

20. Case study: Polygon Copyright © Realia 2012. All rights reserved. www.team-realia.com

21. Copyright © Realia 2012. All rights reserved. Why Realia? Marketing with all of the biff, bam, zap and zowie but none of the kerplop

22. Copyright © Realia 2012. All rights reserved. www.team-realia.com Why Realia? We provide a full range of quality, complementary, marketing services to clients within a more affordable proposition We are dedicated to the delivery of value to our clients. We put our clients success first, ensuring our own success We apply our knowledge, experience and creative expertise to take on the challenges that clients or our competitors may fear to embrace We are prepared to take on complex challenges, often working from a blank piece of paper, to find the right solution for our clients – nothing phases us.

23. Copyright © Realia 2012. All rights reserved. www.team-realia.com How we work

24. Copyright © Realia 2012. All rights reserved. www.team-realia.com Our clients

25. Copyright © Realia 2012. All rights reserved. www.team-realia.com For further information please contact… Paul Williamson 0044(0)7947 641135 paul.williamson@realia-marketing.com www.team-realia.com