copyright © realia 2012. all rights reserved

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?


Introductions

If you were an international brand, what brand would you be?

And why?


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


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



• People want global brands in technology, electronics and credit cards• But food and retail remains local

Compu

ters

Credi

t car

ds

Consu

mer

ele

ctro

nics

Cars

Airlin

es

Athle

tic w

ear

Bever

ages

Kitche

n ap

plia

nces

Hotel

s

Fast

food

Retai

lFo

od0

10

20

30

40

50

60

70

80

Cheskin | MSI-ITM | CMCD 2005



• 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


What we absolutely know to be true

A successful international marketing strategy is more than just language translation and currency

conversion


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?


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?


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?


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?


International marketing considerations

• Don’t 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


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’.


Case study: Polygon



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.


How we work


Our clients


For further information please contact…

Paul Williamson 0044(0)7947 641135

[email protected] www.team-

realia.com

copyright © realia 2012. all rights reserved

Documents

copyright realia

memorable slide

currency conversion

local brands

brand names

true people

local habits

local traditions