Tribute to

Father of creativity Innovative Marketer

Steve Jobs
1955-2011

Standardization Vs. Adaptation

Presented By:

Roshani Ghaiwat Ruchi Lonare Sadhana Singh Sangram Taware Saurabh Shukla

BT-1044 BT-1045 BT-1047 BT-1048 BT-1049

Presentation outline
Introduction Brief of topic

Case study
Conclusion Our take

Introduction of New Product Into Foreign Market or at the Global Level

STRATEGIC OPTIONS
ADAPTATION STRATEGY Makes changes to fit new market requirements

STANDARDIZATON
Same product, all markets

Standardization & Adaptation

Standardization
The condition in which a standards has been successfully established.

Adaptation
The action or process of adapting or being adapted.

Standardization v/s Adaptation

Factors encouraging product standardization Factors encouraging adaptation

Communication
If product standardized along with Communication then? If product is standardized & Communication is adaptive then? If product is adaptive along with Communication then?

If product is adaptive & Communication is standardized then?

LEVI STRAUSS & CO.

History Of Levis
18th century:Jeans cloth made by mixture of things. Use of dye.

19th century:1853:-Leob Strauss, New York. 1872:- Davis offered Strauss a deal. 1873:- First riveted cloth was sold. 1886:- Leather Label on Jeans. 1891:- Companys Patent for riveted clothing goes public.

History conti.
20th century
1930:- Jeans wore by Hollywood actors. 1950:- Jean pants. 1980:- Jeans finally became high fashion clothing. 1990:- sale of jeans stopped because

1990s and later

Competition raised. 2002:- Levis with Walmart, Signature Jeans. 2007:-Levis again said to be Profitable.

LEVIS PRESENCE

San Francisco

Brussels

Singapore

Problem faced..

High price of jeans. Struggling to compete with trend.

Solution..
Designed clothes to appeal teenagers- Signature Entered into discount jeans market -Walmart

LEVIS

STANDARDISATION

ADAPTATION

Socio culture

Legal
Important factors

Environmental

Technological

Demographic

Economic

Competitive

Socio Culture

Language Religion Ethnics Values

Reduced the degree of cultural barrier. Maintained the product suitability in

local market.
Color preference in product/promotion.

Customer Perception

Difference in taste leads to adaptation.

Legal Factors
Promotional activities bound by legislation. Adaptation for local markets. Choice of distribution channel.

Environmental Factors
Climatic conditions Total demand.

Technological

Local market with developed technologies.

In less developed countries e.g.: Africa Use of magazine, TV adds, Newspaper are used as Promotion tool. In developed countries e.g.: US Electronic Data change System(EDS) usage.

Demographic Factors
Physical size & average height of inhabitants. e.g.: East Asian countries Unidentical human body structure Adaptation to local size & fit.

Competitive Factors
Rivals in local market. Promotional campaign of rivals. e.g.: Lee Cooper & Wrangler Adapted distribution due to rival pressure on retailers.

Economic Factors

Level of disposable income in local market. e.g.: standard levis jeans price In UK - $46 In US - $20
Adaptation in promotional campaign.

Adaptation in distribution channel.

Expensive
Russia Spain

Casual
USA

Prestige

Inexpensive

Conclusion

AdaptStandation Strategy adapted by Levis. Appropriate balance between maximizing the gains of standardization & competitive advantage & maximizing the market share through adequate adaptation to local markets conditions.

Our take

For brand building standardization should be maintained with the competency. E.g.: For Levis - Durability

To convey the right message to audience adaptation can be done.

Its well said in a Hindi Proverb:

Jaisa desh Waisa bHes

THANK YOU

Questions???