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Standardisation&Adaptation
Orkun EtiÖzgür Gemici
Standardisation&Adaptation
Developing standardized products marketed worldwide with a standardized marketing mix
Essence of mass marketing
Adjusting the marketing mix elements to each target market
Essence of segmentation
Think globally, act locally
ProductPrice
PromotionPlace
ProductPrice
PromotionDistribution
Standardisation&Adaptation
Reasons PullingTowardsAdaptation1. Marketdevelopment2. Economicdifferences3. Culture4. Differences incustomer perception5. Competition6. Differences inphysical conditions7. Laws8. Level of customersimilarity9. Politicalenvironment10.Marketinginfrastructure
S T A N D A R D I S A T I O N
Reasons PullingTowardsStandardisation1. Economies ofscale in production,research anddevelopment andpromotion2. Global uniformityand image3. Consistency withthe mobile consumer4. Easier planningand control5. Stock costsreduction6. Synergetic andtransferableexperience
A D A P T A T I O N
Cross-Cultural Advertising Gaffes
Kentucky Fried Chicken - Chinese market "finger lickin' good" came out as "eat your fingers off“
Coca-Cola – Chinese Market Ke-kou-ke-la > female horse stuffed with wax. "ko-kou-ko-le“ "happiness in the mouth".
Pepsi – Chinese Market "Pepsi Brings you Back to Life" "Pepsi Brings Your Ancestors Back from the Grave".
Italy, "Schweppes Tonic Water” "Schweppes Toilet Water". General Motors - Chevy Nova in South America > in Spanish, "nova"
means "it won't go“ Scandinavian vacuum manufacturer Electrolux in an American campaign:
"Nothing sucks like an Electrolux"
Adaptation /Coca-Cola/Name
Adaptation / Coca-Cola / Cans
Different adapted cans of Coca-Cola
Adaptation / Coca-Cola Zero Campaign
Coca Cola Zero Launch in Japan vs USA
Adaptation / Coca-Cola Zero Campaign
Coca Cola Zero Launch in Turkey
Adaptation / Coca-Cola / Products
Designed bottles for Milan Fashion Week
Adaptation / Coca-Cola/Products
Designed bottles for Milan Fashion Week
Adaptation / Coca-Cola /Japan
Cocal Cola Japan website / crowded / highlight ads and promotion campaigns
Adaptation / Coca-Cola / UK
Coca Cola UK website / colorful / highlight social responsibility projects
Adaptation / Coca-Cola / Taiwan
Coca Cola Taiwan website / plain / highlight products and company’s message
Adaptation/Absolut/Print Ads
Adaptation /Mc Donald’s/Message
Same message and positioning strategy.
Adaptation /Mc Donald’s/Place
Mc Donald’s adapts its restaurants to environment
Adaptation /Mc Donald’s/Products
Mc Donald’s adaptation in products and ad campaigns.
Adaptation / HSBC
HSBC always highlight the importance of acting locally.
“Thinking Globally, Acting Locally”
Adaptation / HSBC / Print Ads
Adaptation / HSBC / Print Ads
Adaptation/HeartBrand
40 different brand names in different countries with same positioning strategy.
Standardization / HP
HP’s Global Gwen Stefani Campaign
Standardization / HP
HP’s “the computer is personal again” campaign was used in many countries.
Standardization / Mercedes / Standard Website
Mercedes France web site
Standardization /Mercedes/ Standard Website
Mercedes Greece web site
Standardization/Nike/Message
Same message in all countries.
Standardization/Apple/Ads
Same postioning/ messages.
Same commercials/ Ex: iPhone’s first launch
Thank You!