To what extent must the company adapt its products and marketing program to each foreign country?

Straight ExtensionIntroduce the product in the foreign market without any change

Product AdaptationAlter the product to meet local (regional , city , retailer) preferences

Specialized Menu Items McDonald’s IndiaSpecialized menu Items KFC China – “ Dragon Twister”

Brand Element AdaptationPhonetic and semantic translations may change with languages and cultures

If you know what I mean ....

Global AdaptationCompanies have to ensure their communications are legally and culturally acceptable

Alcohol is banned in in many Muslim Countries

Comparative ads are illegal in India

Think Global , Act Local

“The company should review marketing elements and determine which adds more revenue than cost if adapted “

Thank you

Created by Tanushree Shukla ,MNNIT-Allahabad during an internship by Prof. Sameer Mathur, IIM Lucknow.www.IIMInternship.com

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