Standardization vs Localization
Standard vs. local(refer to book pg no.407)
1. Attitudes towards advertising in general are important to assess as they have been shown to influence attitudes toward advertisements, brands and purchase intent.
Businesses need to have a presence everywhere and yet limited resources only allow for some markets to receive funding for customized material (Rogowski 2004). Thus, from a financial perspective, some degree of standardization is always desirable.
Over the past decade, marketers have recognized that it really is not about an either or strategy regarding standardization and localization. It is more about degree and decisions will vary by product category, consumer preferences, the market environment and so on. In 2003, McDonald’s launched the “I’m Lovin’ It” campaign. It was the company’s first global marketing campaign made in 12 languages and airing in more than 110 countries (MacArthur 2003). The intent of the campaign was to create a consistent global brand image, while also allowing for local cultures to be represented. Achieving the local flare was undertaken by creating new packaging with pictures of people from around the world as well as providing for local and regional promotional efforts.
The issue, in other words, is whether a company should follow strategy of geo-centrism or polycentrism. The question is whether all the markets should be regarded as a single homogeneous market that can be successfully tapped with a globally standardization marketing or whether there should be specifically designed strategy for each of the distinctive market.
2. Multinational standardization would mean the offering of identical product line at identical prices through identical distribution systems, supported by identical promotional programs, in several different countries. At the other extreme, completely localized marketing strategies would contain no common elements whatsoever. Obviously neither of these extremes is feasible or desirable and in practical
1. Attitudes towards advertising in general are important to assess as they have been shown to influence attitudes toward advertisements, brands and purchase intent.
Businesses need to have a presence everywhere and yet limited resources only allow for some markets to receive funding for customized material (Rogowski 2004). Thus, from a financial perspective, some degree of standardization is always desirable.
Over the past decade, marketers have recognized that it really is not about an either or strategy regarding standardization and localization. It is more about degree and decisions will vary by product category, consumer preferences, the market environment and so on. In 2003, McDonald’s launched the “I’m Lovin’ It” campaign. It was the company’s first global marketing campaign made in 12 languages and airing in more than 110 countries (MacArthur 2003). The intent of the campaign was to create a consistent global brand image, while also allowing for local cultures to be represented. Achieving the local flare was undertaken by creating new packaging with pictures of people from around the world as well as providing for local and regional promotional efforts.
The issue, in other words, is whether a company should follow strategy of geo-centrism or polycentrism. The question is whether all the markets should be regarded as a single homogeneous market that can be successfully tapped with a globally standardization marketing or whether there should be specifically designed strategy for each of the distinctive market.
2. Multinational standardization would mean the offering of identical product line at identical prices through identical distribution systems, supported by identical promotional programs, in several different countries. At the other extreme, completely localized marketing strategies would contain no common elements whatsoever. Obviously neither of these extremes is feasible or desirable and in practical