international marketing management session 10: product positioning, adaptation and development in...
TRANSCRIPT
INTERNATIONAL MARKETING MANAGEMENT
SESSION 10:
PRODUCT POSITIONING, ADAPTATION AND DEVELOPMENT
IN INTERNATIONAL MARKETS
1
INTERNATIONAL POSITIONING OPTIONS
MarketExtension
(Johnson & Johnson)Adaptation
(Peugeot)
SegmentExtension(BodyShop)
Reposition(Corona)
Adaptation(Playboy)
Different
Same
Same Different
POSITIONINGPOSITIONING
ADVERTISING(Theme, Copy, Media)
ADVERTISING(Theme, Copy, Media)
Broad-Based
FocusedSegment
DOMESTICMARKETSCOPE
DOMESTICMARKETSCOPE
2
PEUGEOT 106
FRANCE GERMANY
SIZE OFSMALL CAR
MARKET59% 40% 18%
POSITIONING Family CarUrban Car
Wide Space
Small
Ecological
TARGETMARKET
Middle Income
Households
20-30 yr.
Olds
The Wife’s
Car
PORTUGAL
HOW MARKET DIFFERENCES IMPACT POSITIONING
3
PRODUCT STRATEGY: BARRIERS TO STANDARDIZATION
4
Product Standards and Regulation
Measurement and Calibration Systems
Usage and Climatic Conditions
Language and Literacy
Design and Taste Differences
THE CHALLENGES OF CROSS-BORDER CONTACT
5
6
MARKET DEVELOPMENT ALTERNATIVES
Modify Product
Product Line Extension
Develop New Products
7
NEW PRODUCT DESIGN
8
Backward Invention
Plan National Adaptations(Modular Production)
Design for Regional/Global Markets
SUMMARY
Global/Regional Positioning Most Likely When Target Focused Segment
Often Need To Adapt Products To Local Standards And Taste
Develop Local Line Extensions To Tap Local Tastes
New Product Development:
– At Bottom Of Line
– Global/Regional Product LaunchesMore Common
9