Global Marketing Product And Branding Strategy
The International Marketing
Dilemma
Standardization
VS
.
Customization
Spiderman Becomes an Indian
Product Idea
P&G – Connect & Develop Strategy
• Develop brands tailored for similar consumer cohorts living in different countries, rather than producing strategies on a nation-by-nation basis
– Consumers in Mumbai have more common with consumers in
Shanghai, Tokyo, New York than with consumers in rural India
• Expertise from one part of the globe to another
– Taboos over feminine hygiene in rural India were similar to those in parts of Africa
• Transfer of private-public partnership outreach program that had been pioneered with African governments to India
– Benefits of “Always” to female adolescents with the help of local governments • Connect & Develop strategy – collaboration of in-house experts with external scientists, engineers, consumers, and other companies to develop new products and services Sanex Conquering Europe –
Product and Branding
Sanex –Standardize or Localize
• Sanex was successful in Spain
• The product failed in UK
• Launching Sanex (dermo-protective liquid soap product) throughout Europe
• Pan-European strategy or “localized” strategy Spain-Sanex- Marketing Mix
• Product
– White in color ( non-cosmetic color)
•
•
•
•
Transparent association with pharmaceutical products
Signal hygienic
Slightly perfumed ( less than cosmetic)
Product foam < < < cosmetic soaps
• Brand – Sanex – “health” connotations without “medicinal” implications • Communication
• Strong support – Share of voice
• Attention getting advertisements
• Used a young advertising agency- eager to make a mark
• Price
– Higher priced to communicate quality
• USP – “Healthy Skin”
• Distribution
– -not just Pharmacies, - expand through grocery stores, department stores & other outlets
Spain – successful – Why?
• “Fishing expedition” for new product ideas semistructured focus groups under the direction of Martin
• Identification of “gap” between cosmetics-type
Dilemma
Standardization
VS
.
Customization
Spiderman Becomes an Indian
Product Idea
P&G – Connect & Develop Strategy
• Develop brands tailored for similar consumer cohorts living in different countries, rather than producing strategies on a nation-by-nation basis
– Consumers in Mumbai have more common with consumers in
Shanghai, Tokyo, New York than with consumers in rural India
• Expertise from one part of the globe to another
– Taboos over feminine hygiene in rural India were similar to those in parts of Africa
• Transfer of private-public partnership outreach program that had been pioneered with African governments to India
– Benefits of “Always” to female adolescents with the help of local governments • Connect & Develop strategy – collaboration of in-house experts with external scientists, engineers, consumers, and other companies to develop new products and services Sanex Conquering Europe –
Product and Branding
Sanex –Standardize or Localize
• Sanex was successful in Spain
• The product failed in UK
• Launching Sanex (dermo-protective liquid soap product) throughout Europe
• Pan-European strategy or “localized” strategy Spain-Sanex- Marketing Mix
• Product
– White in color ( non-cosmetic color)
•
•
•
•
Transparent association with pharmaceutical products
Signal hygienic
Slightly perfumed ( less than cosmetic)
Product foam < < < cosmetic soaps
• Brand – Sanex – “health” connotations without “medicinal” implications • Communication
• Strong support – Share of voice
• Attention getting advertisements
• Used a young advertising agency- eager to make a mark
• Price
– Higher priced to communicate quality
• USP – “Healthy Skin”
• Distribution
– -not just Pharmacies, - expand through grocery stores, department stores & other outlets
Spain – successful – Why?
• “Fishing expedition” for new product ideas semistructured focus groups under the direction of Martin
• Identification of “gap” between cosmetics-type