Standardisation&Adaptation

Orkun EtiÖzgür Gemici

Standardisation&Adaptation

Developing standardized products marketed worldwide with a standardized marketing mix

Essence of mass marketing

Adjusting the marketing mix elements to each target market

Essence of segmentation

Think globally, act locally

ProductPrice

PromotionPlace

ProductPrice

PromotionDistribution

Standardisation&Adaptation

Reasons PullingTowardsAdaptation1. Marketdevelopment2. Economicdifferences3. Culture4. Differences incustomer perception5. Competition6. Differences inphysical conditions7. Laws8. Level of customersimilarity9. Politicalenvironment10.Marketinginfrastructure

S T A N D A R D I S A T I O N

Reasons PullingTowardsStandardisation1. Economies ofscale in production,research anddevelopment andpromotion2. Global uniformityand image3. Consistency withthe mobile consumer4. Easier planningand control5. Stock costsreduction6. Synergetic andtransferableexperience

A D A P T A T I O N

Cross-Cultural Advertising Gaffes

Kentucky Fried Chicken - Chinese market "finger lickin' good" came out as "eat your fingers off“

Coca-Cola – Chinese Market Ke-kou-ke-la > female horse stuffed with wax. "ko-kou-ko-le“ "happiness in the mouth".

Pepsi – Chinese Market "Pepsi Brings you Back to Life" "Pepsi Brings Your Ancestors Back from the Grave".

Italy, "Schweppes Tonic Water” "Schweppes Toilet Water". General Motors - Chevy Nova in South America > in Spanish, "nova"

means "it won't go“ Scandinavian vacuum manufacturer Electrolux in an American campaign:

"Nothing sucks like an Electrolux"

Adaptation /Coca-Cola/Name

Adaptation / Coca-Cola / Cans

Different adapted cans of Coca-Cola

Adaptation / Coca-Cola Zero Campaign

Coca Cola Zero Launch in Japan vs USA

Adaptation / Coca-Cola Zero Campaign

Coca Cola Zero Launch in Turkey

Adaptation / Coca-Cola / Products

Designed bottles for Milan Fashion Week

Adaptation / Coca-Cola/Products

Designed bottles for Milan Fashion Week

Adaptation / Coca-Cola /Japan

Cocal Cola Japan website / crowded / highlight ads and promotion campaigns

Adaptation / Coca-Cola / UK

Coca Cola UK website / colorful / highlight social responsibility projects

Adaptation / Coca-Cola / Taiwan

Coca Cola Taiwan website / plain / highlight products and company’s message

Adaptation/Absolut/Print Ads

Adaptation /Mc Donald’s/Message

Same message and positioning strategy.

Adaptation /Mc Donald’s/Place

Mc Donald’s adapts its restaurants to environment

Adaptation /Mc Donald’s/Products

Mc Donald’s adaptation in products and ad campaigns.

Adaptation / HSBC

HSBC always highlight the importance of acting locally.

“Thinking Globally, Acting Locally”

Adaptation / HSBC / Print Ads

Adaptation / HSBC / Print Ads

Adaptation/HeartBrand

40 different brand names in different countries with same positioning strategy.

Standardization / HP

HP’s Global Gwen Stefani Campaign

Standardization / HP

HP’s “the computer is personal again” campaign was used in many countries.

Standardization / Mercedes / Standard Website

Mercedes France web site

Standardization /Mercedes/ Standard Website

Mercedes Greece web site

Standardization/Nike/Message

Same message in all countries.

Standardization/Apple/Ads

Same postioning/ messages.

Same commercials/ Ex: iPhone’s first launch

Thank You!