Product and Market Development

Adriel Rusli / 2017-0151-0004

Global Branding Strategies

● Global brands are brands that are recognized throughout much of the world
● The development costs for products launched under the global brand name can be
spread over large volumes.
● A global brand is branding products with a single brand worldwide
Global Branding Strategies

● Local Branding:

- Some firms go by the basis of local branding to

mitigate with the cultural barriers, language
differences, etc. Example: Thums Up
Management of Multinational Product Lines
Factors that impact the management of multinational
product lines:

● Customer preferences

- It varies from country to country, and the preferences are

still very localized. Example: McDonalds

● Price spectrum

- Premium and budget products. Example: Nestle

 ● Competitive climate

- Differences in the competitive environment often explain why

a company offers some certain product lines in some countries
but not in others. Example: Campbell soup

● Organizational structure

- The structure of the organisation itself can affect the

multinational management of the product line
Product Piracy
● Product piracy:

is very widespread today and the form it takes is very diverse. This ranges from crude
imitations through to professional counterfeits where even experts can hardly
distinguish the imitation from the original. Product piracy affects 67 percent of German
machine and equipment builders. These are the figures released by the VDMA, the
association of German machine and equipment builders, in a study on product and brand
piracy in 2012.
Product Piracy
Options against product piracy:

● Lobby
● Take legal action
● Product protection options like holograms
● Change the distribution strategy
● Cut prices
● Launch educational campaigns against piracy
Country-of-Origin Effects
● For many products, the “made in” label matters a great deal to consumers.
Example: Kao and Shiseido
Country-of-Origin Effects
Strategies to cope with COO stereotypes:

● Product policy

- Select a brand name that disguises the

country-of-origin. Example: Giordano

● Pricing

- Selling the product at low price will attract

value-conscious customers.
Country-of-Origin Effects

● Distribution

- Companies could influence consumer

attitudes by using highly respected
distribution channels. Example: Herborist
Country-of-Origin Effects

● Communication

- Communication can be used to alter

consumer’s attitudes toward the product.
Example: Thaibev
Global Marketing of Services
Opportunities for Global Services:

● Deregulation of Service Industries

- Example: PLN

● Increasing Demand for Premium Services

- Example: HBO
Global Marketing of Services

● Increased Value Consciousness

- Example: Disney
Global Marketing of Services
Global Service Marketing Strategies:

● Capitalize on Cultural Forces in the Host Market

- Service companies often customize the product to the

local market. Example: KFC

● Standardize and Customize

- Companies should be able to standardize and customize

their brands. Example: Wendy’s
Global Marketing of Services
● Central Role of Information Technology

- Information technology forms a key pillar of global

service strategies. Example: Go-jek

● Add Value by Differentiation

- Service firms can appeal to their customers by offering

benefits that the competitors did not provide. Example:
Netflix
Global Marketing of Services

● Establish Global Service Networks

- Global company should make a global service

networks so they can survive in this modern
world. Example: Star Alliance
Thankyou for listening!