Creating Products for Consumers Chapter 12 Creating Products for Consumers in Global Markets

Creating Products for Consumers in Global Markets I. Brand Strategies II. Country of Origin Effects III. Methods of Naming Brands IV. The Product Components Model

Brand Strategies Global Brands National Brands Global/National Brand Mix Private Brands

Methods of Naming Brands 1) Translation 2) Transliteration 3) Transparency 4) Trans-culture

SUPPORT SERVICES COMPONENT  Repair and maintenance Product Component Model SUPPORT SERVICES COMPONENT PACKAGING COMPONENT  Repair and maintenance  Deliveries CORE COMPONENT  Trademark  Price  Product platform  Design features  Functional features  Legal  Installation  Warranty  Quality  Brand name  Package  Instructions  Spare parts  Legal  Styling  Other related services  Legal

Product Variables The Core Product The Tangible Product a product or services that is essentially the same as that of competitors The Tangible Product a product or service that is differentiated composition, origin, or tangible features from competing products The Augmented Product a product or service which is serviced after the sale and carries a warrantee from the producer, producing a continuing relationship with the seller.

Would They Sell in the United States? Alu-Fanny: French Foil wrap Crapsy Fruit: French cereal Kum Onit: German pencil sharpeners Plopp: Scandinavian chocolate Pschitt: French lemonade Atum Bom: Portuguese tuna Kack: Danish sweets Mukk: Italian yogurt Pocari Sweat: Japanese sport drink Poo: Argentine curry powder

Creating Products for Consumers in Global Markets V. International Services 1) Growth of the Service Sector i) Deregulation / Privitization ii) Technological Advancements

Unique Characteristics of Services Inseparable in that its creation cannot be separated from its consumption. Heterogeneous in that it is individually produced and is thus virtually unique. Perishable in that once created it cannot be stored but must be consumed simultaneously whit its creation. 12-8 Irwin/McGraw-Hill

Top Consumer Services Exports Tourism 5. Telecommunications Transportation 6. Entertainment Financial Services 7. Information Education 8. Health Care 12-9 Irwin/McGraw-Hill

Creating Products for Consumers in Global Markets 2) Difficulties in Marketing Services Internationally i) Protectionism ii) Controls on Transborder Data Flow iii) Protection of Intellectual Property iv) Cultural Requirements for Adaptation 3) U.S. Strengths in Marketing Services i) High Service Expectations ii) Experience with Tough Regulations

“I search the room but you’re not there “I search the room but you’re not there. Your perfume lingers everywhere.” A global appeal???