GMMCH12.ppt 73KB Jun 05 2011 09:30:25 PM

GLOBAL POLICY AND
PRICING DECISIONS II:
MARKETING PRODUCTS
AND SERVICES
Chapter Twelve
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Global Product Policy Decisions
II:
Marketing Products and Services
Overview
 1. Global Branding Strategies
 2. Managing Multinational Product
Lines
 3. Product Piracy
 4. Country of Origin Stereotypes
 5. Global Marketing of Services


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Overview

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1. Global Branding Strategies


Global Brands
– Exhibit 12-1 Top 25 Brands in the
United States, Japan and Worldwide
– inter-country gaps


History, Competitive climate, Marketing

support, Cultural receptivity to brands,
Product category penetration

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1. Global Branding Strategies
(cont)
Local Branding
 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


Brand name Changeover Strategies
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1. Global Branding Strategies
(cont)


Private Label Branding (“Store
Brands”)
– Exhibit 12-5 Market Share (% Value)
of Private Labels in Japan : 1990 and
1994

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1. Global Branding Strategies

(cont)


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

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1. Global Branding Strategies
(cont)
Umbrella (Corporate) Branding

 Protecting Brand Names


– Exhibit 12-6 Pizza Domino in Israel:
Twin Brother of Domino’s Pizza
– Exhibit 12-7 Differing Views on IP
Protection

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2. Managing Multinational
Product Lines
– Exhibit 12-8 International Product Mix
of CPC International


Customer Preferences
– Exhibit 12-9 Top Selling Campbell’s

Soups Around the World

Competitive Climate
 Organizational Structure
 History


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3. Product Piracy
– Exhibit 12-10 Piracy Around the World


Strategic Actions Against Product
Piracy
–
–
–

–

Lobbying Activities
Legal Action
Product Policy Options
Communication Options
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4. Country of Origin (COO)
Stereotypes


Country of Origin (COO) Influences
on Consumers
– Exhibit 12-11 Product-Country
Matches and Mismatches: Examples
and Strategic Implications

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4. Country of Origin (COO)
Stereotypes (cont)


Strategies to Cope with COO
Stereotypes
–
–
–
–

Product Policy
Pricing
Distribution
Communication

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5. Global Marketing of Services


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
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5. Global Marketing of Services

(cont)


Opportunities in the Global Service
Industries
– Deregulation of Service Industries
– Increasing Demand for Premium
Services
– Increase Value Consciousness

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5. Global Marketing of Services
(cont)


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

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