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INTERNATIONAL MARKETING MANAGEMENT
SESSION 10:
PRODUCT POSITIONING, ADAPTATION AND DEVELOPMENT
IN INTERNATIONAL MARKETS
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INTERNATIONAL POSITIONING OPTIONS
MarketExtension
(Johnson & Johnson)Adaptation
(Peugeot)
SegmentExtension(BodyShop)
Reposition(Corona)
Adaptation(Playboy)
Different
Same
Same Different
POSITIONINGPOSITIONING
ADVERTISING(Theme, Copy, Media)
ADVERTISING(Theme, Copy, Media)
Broad-Based
FocusedSegment
DOMESTICMARKETSCOPE
DOMESTICMARKETSCOPE
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PEUGEOT 106
FRANCE GERMANY
SIZE OFSMALL CAR
MARKET59% 40% 18%
POSITIONING Family CarUrban Car
Wide Space
Small
Ecological
TARGETMARKET
Middle Income
Households
20-30 yr.
Olds
The Wife’s
Car
PORTUGAL
HOW MARKET DIFFERENCES IMPACT POSITIONING
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PRODUCT STRATEGY: BARRIERS TO STANDARDIZATION
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Product Standards and Regulation
Measurement and Calibration Systems
Usage and Climatic Conditions
Language and Literacy
Design and Taste Differences
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THE CHALLENGES OF CROSS-BORDER CONTACT
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MARKET DEVELOPMENT ALTERNATIVES
Modify Product
Product Line Extension
Develop New Products
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NEW PRODUCT DESIGN
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Backward Invention
Plan National Adaptations(Modular Production)
Design for Regional/Global Markets
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SUMMARY
Global/Regional Positioning Most Likely When Target Focused Segment
Often Need To Adapt Products To Local Standards And Taste
Develop Local Line Extensions To Tap Local Tastes
New Product Development:
– At Bottom Of Line
– Global/Regional Product LaunchesMore Common
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