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Project Instructions

When marketing products in foreign countries, companies must make product and promotion decisions. Some create completely new products for specific countries (customization), while others use the same products and promotions for every country (globalization). Between these two extremes are companies that keep their products' brand names but vary their products and/or promotions enough to meet local tastes. In this project, you are going to come up with examples of each of the 4 strategies. Follow the steps below to complete this project.

Day One - Day Two
As you recall from The Global Marketplace lesson, the 4 strategies for Global Marketing are:

Customization

Globalization

Product Adaptation

Promotion Adaptation

Use the Internet to research various products of your choice. You will need to give one real example of a product/company that has used each of these strategies. You will be choosing 4 different products - one for each strategy. Take notes on the information you find.

Day Three - Day Four
Using a presentation program such as PowerPoint, Prezi, Animoto, Powtoons, etc. - include the following for each strategy:

The name of the strategy and an explanation of what it means
The product you have chosen for that strategy and an explanation of how the strategy is used for that specific product
A picture of the product
Please do not use a word processing program to showcase your findings. You will be graded on the content in your presentation as well as the visual appeal. Remember that this is marketing! Visual appeal matters almost as much as the content! So please be sure to use correct grammar and spelling as well as keep your presentation professional and easy to read and navigate. Be

1 answer

Sure! Below are four examples of global marketing strategies, showcasing one product for each of the four strategies—Customization, Globalization, Product Adaptation, and Promotion Adaptation. After identifying each example, I will explain how the strategy is employed and suggest what visuals could be effectively used in your presentation.

Day One - Day Two: Research and Notes

1. Customization

  • Example Company/Product: Coca-Cola (Mango Flavor)
    • Explanation: Coca-Cola often creates new flavors tailored to local tastes. For example, in some Asian markets, they introduced unique flavors such as Mango Coke. This strategy involves creating a product specifically designed for a specific market.
    • Visuals: Image of the Mango Coke bottle, possibly alongside a map highlighting countries where it’s sold.

2. Globalization

  • Example Company/Product: Apple iPhone
    • Explanation: Apple markets its iPhone in a consistent manner across all countries, offering the same product specifications, branding, and promotional messaging regardless of geographic location. This strategy paints Apple as a global brand that resonates universally.
    • Visuals: Image of the latest iPhone model, showing the sleek design, with global statistics or images of global advertising campaigns.

3. Product Adaptation

  • Example Company/Product: McDonald's (McAloo Tikki)
    • Explanation: McDonald's adapts its menu in different countries to cater to local tastes. In India, for instance, they introduced the McAloo Tikki, a vegetarian burger made from potatoes and peas, to align with local dietary preferences.
    • Visuals: Image of the McAloo Tikki, with content comparing it to a standard burger like the Big Mac that is commonly used in Western markets.

4. Promotion Adaptation

  • Example Company/Product: Uniqlo
    • Explanation: Uniqlo adapts its promotional strategies based on cultural factors. For example, in Japan, their advertising often reflects local fashion trends and seasonal changes, while in Western countries, they might focus more on casual, everyday wear, using different imagery and messaging in their advertisements.
    • Visuals: Screenshots of different Uniqlo advertisements from various countries, showcasing the differences in visuals, colors, and models used to appeal to diverse audiences.

Day Three - Day Four: Presentation Structure

Title Slide

  • Title: Global Marketing Strategies
  • Subtitle: Exploring Customization, Globalization, Product Adaptation, and Promotion Adaptation

Slide 1: Customization

  • Title: Customization
  • Explanation: The process of creating products specifically for a local market.
  • Example Product: Coca-Cola Mango Flavor
  • Visuals: Image of Mango Coke (with badge for specific market).

Slide 2: Globalization

  • Title: Globalization
  • Explanation: The strategy of using the same product and marketing approach worldwide.
  • Example Product: Apple iPhone
  • Visuals: Image of the iPhone, perhaps with global unit sales data or a marketing campaign.

Slide 3: Product Adaptation

  • Title: Product Adaptation
  • Explanation: Modifying a product to fit local taste preferences.
  • Example Product: McDonald's McAloo Tikki
  • Visuals: Image comparing McAloo Tikki with a Big Mac, highlighting differences.

Slide 4: Promotion Adaptation

  • Title: Promotion Adaptation
  • Explanation: Modifying promotional strategies to fit local cultures.
  • Example Product: Uniqlo
  • Visuals: Side-by-side images of Uniqlo ads from different countries to illustrate variation.

Closing Slide

  • Title: Conclusion
  • Summary: Reiterate the importance of understanding local markets in global marketing.

By focusing on visually appealing designs and concise, impactful content, your presentation will effectively communicate the differences in global marketing strategies. Good luck!