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TAPPING INTO
GLOBAL MARKETS
ByPrateek RoutNIT Rourkela
To what extent
must the company adapt its products
and marketing program to each foreign
country?
PRODUCT STANDARDIZATION
PRODUCT ADAPTATION
STRAIGHT LINE EXTENSION• less R&D expenses.• less manufacturing costs.• low advertising and promotional cost.
“NOT FOR ALL
PRODUCTS”
PRODUCT ADAPTATION
PRODUCT ADAPTATION
PRODUCT INVENTION
BACKWARD
FORWARD
“Reintroduce the well adapted”
“Something new”
BRAND ELEMENT ADAPTATION
GLOBAL ADAPTATIONCommunications are legally and culturally acceptable.
NOT ACCEPTED
EVERYWHERE
GLOBAL ADAPTATION
Communication strategies should be appropriate.
NOT ACCEPTED IN INDIA
GLOBAL ADAPTATIONChange of personal selling tactics.
Won’t work in
ASIA
GLOBAL PRICING STRATEGIES
GRAY MARKETS & COUNTERFEIT PRODUCTS
GLOBAL DISTRIBUTION STRATEGIES
