1. John Wiley & Sons, Inc c 19981 GLOBAL POLICY AND PRICING DECISIONS II: MARKETING PRODUCTS AND SERVICES Chapter Twelve

2. John Wiley & Sons, Inc c 19982 Global Product Policy Decisions II: Marketing Products and Services n Overview n 1. Global Branding Strategies n 2. Managing Multinational Product Lines n 3. Product Piracy n 4. Country of Origin Stereotypes n 5. Global Marketing of Services

3. John Wiley & Sons, Inc c 19983 Overview

4. 4 1. Global Branding Strategies n Global Brands –Exhibit 12-1 Top 25 Brands in the United States, Japan and Worldwide –inter-country gaps n History, Competitive climate, Marketing support, Cultural receptivity to brands, Product category penetration

5. John Wiley & Sons, Inc c 19985 1. Global Branding Strategies (cont) n Local Branding n Global or Local Brands? –Exhibit 12-2 Sara Lee’s Hierarchy of Brands –Exhibit 12-3 Nestle Branding Tree –Exhibit 12-4 Brands of Six Multinational Companies in 67 Countries n Brand name Changeover Strategies

6. John Wiley & Sons, Inc c 19986 1. Global Branding Strategies (cont) n Private Label Branding (“Store Brands”) –Exhibit 12-5 Market Share (% Value) of Private Labels in Japan : 1990 and 1994

7. John Wiley & Sons, Inc c 19987 1. Global Branding Strategies (cont) n Factors explaining success of private labels –Improved quality of private-label products –Development of premium private-label brands –Shift in balance of power between retailers and manufacturers –Expansion into new product categories –Internationalization of retail chains –Economic downturns

8. John Wiley & Sons, Inc c 19988 1. Global Branding Strategies (cont) n Umbrella (Corporate) Branding n Protecting Brand Names –Exhibit 12-6 Pizza Domino in Israel: Twin Brother of Domino’s Pizza –Exhibit 12-7 Differing Views on IP Protection

9. John Wiley & Sons, Inc c 19989 2. Managing Multinational Product Lines –Exhibit 12-8 International Product Mix of CPC International n Customer Preferences –Exhibit 12-9 Top Selling Campbell’s Soups Around the World n Competitive Climate n Organizational Structure n History

10. John Wiley & Sons, Inc c 199810 3. Product Piracy –Exhibit 12-10 Piracy Around the World n Strategic Actions Against Product Piracy –Lobbying Activities –Legal Action –Product Policy Options –Communication Options

11. John Wiley & Sons, Inc c 199811 4. Country of Origin (COO) Stereotypes n Country of Origin (COO) Influences on Consumers –Exhibit 12-11 Product-Country Matches and Mismatches: Examples and Strategic Implications

12. John Wiley & Sons, Inc c 199812 4. Country of Origin (COO) Stereotypes (cont) n Strategies to Cope with COO Stereotypes –Product Policy –Pricing –Distribution –Communication

13. John Wiley & Sons, Inc c 199813 5. Global Marketing of Services n Challenges in Marketing Services Internationally –Exhibit 12-12 Barriers to International Marketing of Services –Immediate face-to-face Contacts with Service Transactions –Difficulties Measuring Customer Satisfaction Overseas

14. John Wiley & Sons, Inc c 199814 5. Global Marketing of Services (cont) n Opportunities in the Global Service Industries –Deregulation of Service Industries –Increasing Demand for Premium Services –Increase Value Consciousness

15. John Wiley & Sons, Inc c 199815 5. Global Marketing of Services (cont) n Global Service Marketing Strategies –Capitalize on Cultural Forces in the Host Market –Standardize and Customize –Central Role of Information Technologies (IT) –Add Value by Differentiation –Exhibit 12-13 Japanese Practices to Achieve Customer Satisfaction –Establish Global Service Networks –Exhibit 12-14 Market Leadership Coca-Cola