Transcript May 22 International Marketing BMI3C

International & Global
Marketing
Cross Cultural Research Activity
•Research two world cultures.
•Explain where they are in the world,
something unique about the culture and
identify some ‘do’s and taboo’s’ –
•what should you do or NOT do as a traveller
(or if travelling on business) and why?
•We stopped here today. Tomorrow we will
start from next slide.
Two Cultures, Two Barbies
The Barbie Doll didn't do very well in Japan, until
Mattel gave the manufacturing license to Takara, a
Japanese toy and doll specialist.
Takara did some marketing research and found that
most Japanese disliked Barbie.
Her breasts were far too big, her legs were
exaggeratedly long.
So Takara made the appropriate modifications to
Barbie's anatomy, converted her blue eyes to brown
as well, and found instant success in the market.
What sells in America does not
necessarily sell in Japan
In India it was a totally different story.
India loves this little doll just as she is, golden
blonde, blue eyed and leggy, if a bit plastic.
This Barbie is a precise copy of her American
incarnation, right down to the design of her
miniskirt, her lounger and end table set, her
diary, and antique telephone.
BUT…There is no place for a Ken doll in the market.
The concept of a boyfriend may be too advanced in
India where premarital relationships are frowned on
and many wedding couples don't meet until their
wedding day.
VIDEO
Meetings and cultural importance
http://www.youtube.com/watch?v=JK_NinOmFWw
&NR=1
Traveling
http://www.youtube.com/watch?v=v1vvLQd53Ps
Gift giving
http://www.youtube.com/watch?v=8jrbu0lCWjk&feat
ure=related
Personal space
http://www.youtube.com/watch?v=sLLTQgQHClI
Product/Promotion Strategy
PRODUCT
Same
Different
Straight
Extension
Product
Adaptation
Same
PROMOTION
Communication
Different Adaptation
Dual
Adaptation
Product / Promotion Strategy
When companies enter foreign market,
sometimes they change only the product 
Product Adaptation
 Sometimes they change only the promotion
 Communication Adaptation
 Sometimes they change both promotion and
product  Dual Adaptation

Products Suitable for Standardized
Advertising
Luxury products like BMW, Coach
 High-tech products like Ipad
 Mass appeal products like Mcdonald
 Favorable country image products such
as the Roots, Molson and Schneider

Coca-Cola: “Pattern Advertising”

Basic approach
• Specific communication strategy
• Specific Audience

Local adjustments
• Words and the lyrics are translated
• Basic adjustments made to the copy
• Visual adjustments made to the copy
Tailoring Global Campaigns
Coca-Cola
A thousand children singing the praises of CocaCola
21 localized versions with
a youngster from the local market
Tailoring Global Campaigns
Coca-Cola
A thousand children singing the praises of CocaCola
21 localized versions with
a youngster from the local market
Task
Working in a group, you will be assigned a
country and given a country profile.
American Eagle Outfitters wants to open
stores in the country you have been
assigned.
Read through the profile and outline what AE
should do for each of the 4 P’s of marketing
in that country.
You may change the style of products,
advertising message etc. to suit the country’s
culture.
Body Language
http://www.youtube.com/watch?v=pxoB6M
hmbIg