Coke and Sketchers Adapting Into International Markets
Many Americans are familiar with the product names Coke and Skechers, with both brands most likely at some time or another making their way into an American home. Over years we have been indulged with commercials, magazine articles, billboards, television commercials and radio spots, which promoted those two companies products. Over the past decade the growth of Globalization has provided these companies room to expand and disburse their products worldwide. However, before Coke and Skechers move products forward into new countries, vast amounts of dollars are placed in researching the consumer’s wants and needs, plus what they believe creates value in a product. These factors greatly influence how a company markets product to new, international consumers.
Coke is the first of the two companies which this report will cover, going over information which relays how Coke has adapted their products when marketing globally. Upon reviewing the comparison of Coke’s 4 P’s both domestically, as compared to internationally, there is a slight variance amongst the 4 P factors.
When looking at the “Product”, Coca-Cola uses two formulas, one made with sugarcane, the other with corn syrup (found in America), for all different markets. Coke also adapts the flavor of Coke to mimic more popular ethnic flavors within specific countries. (http://en.wikipedia.org/wiki/Global_marketing , 2010). Such as the “Mezzo Mix” found in Germany, which tastes a lot like Pepsi, with a hint of bitterness. Or the South African “Bibo Pine Nut”, a non-carbonated soda which is very sweet, similar to the pina colada snow cone syrup. Another strange combination is the “Smart Apple” located in China, which tastes similar to a green apple candy or a caramel apple sucker. (http://nowthatsnifty.com, 2010).
The “Price” of Coke, will slightly vary from each countries market, by adding in other varying factors such as R & D, costs of delivery, ingredients, tariffs, and more.
The
Coke is the first of the two companies which this report will cover, going over information which relays how Coke has adapted their products when marketing globally. Upon reviewing the comparison of Coke’s 4 P’s both domestically, as compared to internationally, there is a slight variance amongst the 4 P factors.
When looking at the “Product”, Coca-Cola uses two formulas, one made with sugarcane, the other with corn syrup (found in America), for all different markets. Coke also adapts the flavor of Coke to mimic more popular ethnic flavors within specific countries. (http://en.wikipedia.org/wiki/Global_marketing , 2010). Such as the “Mezzo Mix” found in Germany, which tastes a lot like Pepsi, with a hint of bitterness. Or the South African “Bibo Pine Nut”, a non-carbonated soda which is very sweet, similar to the pina colada snow cone syrup. Another strange combination is the “Smart Apple” located in China, which tastes similar to a green apple candy or a caramel apple sucker. (http://nowthatsnifty.com, 2010).
The “Price” of Coke, will slightly vary from each countries market, by adding in other varying factors such as R & D, costs of delivery, ingredients, tariffs, and more.
The
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