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    International Product Policy-Slides

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    RAVINDRA Pr. SHUKLA
    The document discusses international product policy and branding decisions. It addresses the debate around standardizing versus adapting products for international markets. Some key factors that influence these decisions are differences in consumer behavior, purchasing power, regulations between countries. Industries like consumer goods may favor more adaptation, while others like industrial products could standardize more. The document also examines new product development and branding options at different levels from new to the company to new internationally.

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    International Product Policy-Slides

    Uploaded by

    RAVINDRA Pr. SHUKLA
    866 views12 pages
    The document discusses international product policy and branding decisions. It addresses the debate around standardizing versus adapting products for international markets. Some key factors that influence these decisions are differences in consumer behavior, purchasing power, regulations between countries. Industries like consumer goods may favor more adaptation, while others like industrial products could standardize more. The document also examines new product development and branding options at different levels from new to the company to new internationally.

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    International Product Policy-slides

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    The document discusses international product policy and branding decisions. It addresses the debate around standardizing versus adapting products for international markets. Some key factors that influence these decisions are differences in consumer behavior, purchasing power, regulations between countries. Industries like consumer goods may favor more adaptation, while others like industrial products could standardize more. The document also examines new product development and branding options at different levels from new to the company to new internationally.

    Copyright:

    Attribution Non-Commercial (BY-NC)
    Download as PPT, PDF, TXT or read online from Scribd
    Download as ppt, pdf, or txt
    866 views12 pages

    International Product Policy-Slides

    Uploaded by

    RAVINDRA Pr. SHUKLA
    The document discusses international product policy and branding decisions. It addresses the debate around standardizing versus adapting products for international markets. Some key factors that influence these decisions are differences in consumer behavior, purchasing power, regulations between countries. Industries like consumer goods may favor more adaptation, while others like industrial products could standardize more. The document also examines new product development and branding options at different levels from new to the company to new internationally.

    Copyright:

    Attribution Non-Commercial (BY-NC)
    Download as PPT, PDF, TXT or read online from Scribd
    Download as ppt, pdf, or txt
    of 12

    International product policy

    Standardization versus adaptation in Central European and other countries Branding and regional opportunities New product development or examples of good practice from CE countries

    Elena Horska

    Designing the marketing programme


    Once the firm has decided how it will enter the international market, the next issue is how to desigh the international/global marketing mix. There are different forces in the international environment that may favour either increasing globalization or increasing adaptation of the firm. Supporters of adaptation state that there are substantial differences between countries and even between regions in the same countries.

    Designing the marketing programme


    It is relevant to discuss degree of standardization or so called standardization potential profile

    Main decisions in product policy


    What kind of product? Product life cycle New product development and innovations As a product we can consider anything what can be offered to our customer.

    Which products for international markets?


    The same as for home market Adapted products Standardized products New products Define the reasons
    for each option!

    Factors of adaptation
    Consumer goods for daily use Local competition

    Factors of adaptation
    Different conditions of use Intercultural differencies in consumer behaviour and purchasing behaviour Differences in purchasing power Different conditions in supplying with production inputs Different legislation

    Factors of standardization
    Economics of scale High costs of adaptation process Industrial and high tech products Entering the similar markets Export Global competition Strong image of the country/producer/brand

    Branding decisions

    Source: Source: adapted from Onkvisit and Shaw, 1993, p. 534.

    14-10

    Different degrees of product newness


    High
    Increasing risk New to home country New to regional market New to company New to International markets

    Newness to International Market

    Reposition Existing products

    Low

    Cost reductions

    Line extensions/ improvements

    Low

    Newness to Company

    High
    14-11

    Benefits of strong brand in local/regional market


    New product in brand portfolio Repositioning the traditional product Seasonal product for larger market Brand partnership

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