Brand Strategies Global Brands National Brands

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Presentation transcript:

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

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

Products and Culture  Cultural Influences  Innovative Products and Adaptation  Diffusion of Innovations  Degree of Newness  Characteristics of Innovations

Degree of Newness Congruent Innovations Continuous Innovation Dynamically Continuous Innovation Discontinuous Innovation

Characteristics of Innovations  Relative Advantage  Compatibility  Complexity  Trialability  Observability

Product Components Core Component Packaging Component Support Services Component

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

Factors Influencing Product Adaptation vs. Standardization Stage in Product Life Cycle Legal/Standards Constraints Product Innovativeness Cultural Differences

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