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GLOBAL POLICY AND
GLOBAL POLICY AND
PRICING DECISIONS II:
PRICING DECISIONS II:
MARKETING PRODUCTS
MARKETING PRODUCTS
AND SERVICES
AND SERVICES
Chapter Twelve
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Global Product Policy Decisions
Global Product Policy Decisions
II:
II:
Marketing Products and Services
Marketing Products and Services
Overview
Overview
1. Global Branding Strategies
1. Global Branding Strategies
2. Managing Multinational Product
2. Managing Multinational Product
Lines
Lines
3. Product Piracy
3. Product Piracy
4. Country of Origin Stereotypes
4. Country of Origin Stereotypes
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1. Global Branding Strategies
1. Global Branding Strategies
Global Brands
Global Brands
– Exhibit 12-1 Top 25 Brands in the Exhibit 12-1 Top 25 Brands in the United States, Japan and Worldwide United States, Japan and Worldwide
– inter-country gapsinter-country gaps
History, Competitive climate, Marketing History, Competitive climate, Marketing support, Cultural receptivity to brands,
support, Cultural receptivity to brands,
Product category penetration
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1. Global Branding Strategies
1. Global Branding Strategies
(cont)
(cont)
Local Branding
Local Branding
Global or Local Brands?
Global or Local Brands?
– Exhibit 12-2 Sara Lee’s Hierarchy of Exhibit 12-2 Sara Lee’s Hierarchy of
Brands
Brands
– Exhibit 12-3 Nestle Branding TreeExhibit 12-3 Nestle Branding Tree
– Exhibit 12-4 Brands of Six Multinational Exhibit 12-4 Brands of Six Multinational Companies in 67 Countries
Companies in 67 Countries
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1. Global Branding Strategies
1. Global Branding Strategies
(cont)
(cont)
Private Label Branding (“Store
Private Label Branding (“Store
Brands”)
Brands”)
– Exhibit 12-5 Market Share (% Value) Exhibit 12-5 Market Share (% Value)
of Private Labels in Japan : 1990 and of Private Labels in Japan : 1990 and
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1. Global Branding Strategies
1. Global Branding Strategies
(cont)
(cont)
Factors explaining success of private Factors explaining success of private
labels
labels
– Improved quality of private-label productsImproved quality of private-label products
– Development of premium private-label brandsDevelopment of premium private-label brands – Shift in balance of power between retailers Shift in balance of power between retailers
and manufacturers and manufacturers
– Expansion into new product categoriesExpansion into new product categories – Internationalization of retail chainsInternationalization of retail chains
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1. Global Branding Strategies
1. Global Branding Strategies
(cont)
(cont)
Umbrella (Corporate) Branding
Umbrella (Corporate) Branding
Protecting Brand Names
Protecting Brand Names
– Exhibit 12-6 Pizza Domino in Israel: Exhibit 12-6 Pizza Domino in Israel:
Twin Brother of Domino’s Pizza Twin Brother of Domino’s Pizza
– Exhibit 12-7 Differing Views on IP Exhibit 12-7 Differing Views on IP Protection
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2. Managing Multinational
2. Managing Multinational
Product Lines
Product Lines
– Exhibit 12-8 International Product Mix Exhibit 12-8 International Product Mix
of CPC International
of CPC International
Customer Preferences
Customer Preferences
– Exhibit 12-9 Top Selling Campbell’s Exhibit 12-9 Top Selling Campbell’s
Soups Around the World
Soups Around the World
Competitive Climate
Competitive Climate
Organizational Structure
Organizational Structure
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3. Product Piracy
3. Product Piracy
– Exhibit 12-10 Piracy Around the WorldExhibit 12-10 Piracy Around the World
Strategic Actions Against Product
Strategic Actions Against Product
Piracy
Piracy
– Lobbying ActivitiesLobbying Activities
– Legal ActionLegal Action
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4. Country of Origin (COO)
4. Country of Origin (COO)
Stereotypes
Stereotypes
Country of Origin (COO) Influences
Country of Origin (COO) Influences
on Consumers
on Consumers
– Exhibit 12-11 Product-Country Exhibit 12-11 Product-Country
Matches and Mismatches: Examples Matches and Mismatches: Examples
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4. Country of Origin (COO)
4. Country of Origin (COO)
Stereotypes (cont)
Stereotypes (cont)
Strategies to Cope with COO
Strategies to Cope with COO
Stereotypes
Stereotypes
– Product PolicyProduct Policy – PricingPricing
– DistributionDistribution
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5. Global Marketing of Services
5. Global Marketing of Services
Challenges in Marketing Services
Challenges in Marketing Services
Internationally
Internationally
– Exhibit 12-12 Barriers to International Exhibit 12-12 Barriers to International
Marketing of Services Marketing of Services
– Immediate face-to-face Contacts with Immediate face-to-face Contacts with Service Transactions
Service Transactions
– Difficulties Measuring Customer Difficulties Measuring Customer Satisfaction Overseas
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5. Global Marketing of Services
5. Global Marketing of Services
(cont)
(cont)
Opportunities in the Global Service
Opportunities in the Global Service
Industries
Industries
– Deregulation of Service IndustriesDeregulation of Service Industries – Increasing Demand for Premium Increasing Demand for Premium
Services Services
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5. Global Marketing of Services
5. Global Marketing of Services
(cont)
(cont)
Global Service Marketing StrategiesGlobal Service Marketing Strategies
– Capitalize on Cultural Forces in the Host MarketCapitalize on Cultural Forces in the Host Market
– Standardize and CustomizeStandardize and Customize
– Central Role of Information Technologies (IT)Central Role of Information Technologies (IT)
– Add Value by DifferentiationAdd Value by Differentiation
– Exhibit 12-13 Japanese Practices to Achieve Exhibit 12-13 Japanese Practices to Achieve
Customer Satisfaction
Customer Satisfaction
– Establish Global Service NetworksEstablish Global Service Networks
