INTERNATIONAL MARKETING MANAGEMENT SESSION 10 PRODUCT POSITIONING ADAPTATION

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INTERNATIONAL MARKETING MANAGEMENT SESSION 10: PRODUCT POSITIONING, ADAPTATION AND DEVELOPMENT IN INTERNATIONAL MARKETS 1

INTERNATIONAL MARKETING MANAGEMENT SESSION 10: PRODUCT POSITIONING, ADAPTATION AND DEVELOPMENT IN INTERNATIONAL MARKETS 1

INTERNATIONAL POSITIONING OPTIONS ADVERTISING (Theme, Copy, Media) Different Same Broad-Based DOMESTIC MARKET SCOPE Focused

INTERNATIONAL POSITIONING OPTIONS ADVERTISING (Theme, Copy, Media) Different Same Broad-Based DOMESTIC MARKET SCOPE Focused Segment Market Extension Adaptation (Johnson & Johnson) (Peugeot) Segment Extension (Body. Shop) Reposition (Corona) Adaptation (Playboy) Different Same POSITIONING 2

HOW MARKET DIFFERENCES IMPACT POSITIONING PEUGEOT 106 PORTUGAL FRANCE GERMANY SIZE OF SMALL CAR

HOW MARKET DIFFERENCES IMPACT POSITIONING PEUGEOT 106 PORTUGAL FRANCE GERMANY SIZE OF SMALL CAR MARKET 59% 40% 18% POSITIONING Family Car Urban Car Small Wide Space Ecological TARGET MARKET Middle Income 20 -30 yr. The Wife’s Households Olds Car 3

PRODUCT STRATEGY: BARRIERS TO STANDARDIZATION l Product Standards and Regulation l Measurement and Calibration

PRODUCT STRATEGY: BARRIERS TO STANDARDIZATION l Product Standards and Regulation l Measurement and Calibration Systems l Usage and Climatic Conditions l Language and Literacy l Design and Taste Differences 4

THE CHALLENGES OF CROSS-BORDER CONTACT 5

THE CHALLENGES OF CROSS-BORDER CONTACT 5

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MARKET DEVELOPMENT ALTERNATIVES l Modify Product l Product Line Extension l Develop New Products

MARKET DEVELOPMENT ALTERNATIVES l Modify Product l Product Line Extension l Develop New Products 7

NEW PRODUCT DESIGN l Backward Invention l Plan National Adaptations (Modular Production) l Design

NEW PRODUCT DESIGN l Backward Invention l Plan National Adaptations (Modular Production) l Design for Regional/Global Markets 8

SUMMARY 1. Global/Regional Positioning Most Likely When Target Focused Segment 2. Often Need To

SUMMARY 1. Global/Regional Positioning Most Likely When Target Focused Segment 2. Often Need To Adapt Products To Local Standards And Taste 3. Develop Local Line Extensions To Tap Local Tastes 4. New Product Development: 1. At Bottom Of Line 2. Global/Regional Product Launches More Common 9