Global Marketing: Significance of Adoption Vs Standardisation

This presentation discusses the concept of global marketing and its advantages. It explores the significance of adoption vs standardisation in international marketing strategies. The presentation also highlights the effectiveness of adaptation as a customer-orientation strategy and the benefits of standardisation in building a global brand image. It concludes with a discussion on the importance of choosing the right marketing strategy and the role of product-related attributes in influencing consumer behavior.

Global Marketing

INTRODUCTION
Selling a product internationally is known as global marketing. But it is
more than selling a product globally. It is the process of planning, creating,
placing and promoting the product in the international market. Global
marketing is the export of goods and services into another country. The
advantages of global marketing are; lower marketing cost, helps to establish
relationship outside of the political area, consistency in brand image and so
on.

CONT..
 Exploratory research deals with
identifying the quality of the problem
and the related variables.
 Descriptive research, focus on the
statement of the variables in the problem
area. Consumer studies, market analysis,
product usage, sales, media research and
pricing analysis are its example.
 Casual research, specify the nature of
the functional relationship between two
or more changes in the problem model.

1.1 Significance of Adoption Vs Standardisation
■ Global marketing is the process of creating, planning, placing and
boosting the product in the international market.
■ Global marketing is the export of goods and services into another
country.
■ The advantages of global marketing are; lower marketing cost, helps to
establish relationship outside of the political area, consistency in brand
image and so on.

CONT..
■ Exploratory research deals with identifying the quality of the problem
and the related variables.
■ Descriptive research, focus on the statement of the variables in the
problem area. Consumer studies, market analysis, product usage, sales,
media research and pricing analysis are its example.
■ Casual research, specify the nature of the functional relationship between
two or more changes in the problem model.

CONT..
■ Adaptation is the change in the
structural, functional and
behavioral attributes of an
organization for survival and to
cope up with the existing
environmental conditions.
■ It allows individual to adapt to
different environmental
situations for survival.

Standardization as a cost saving strategy
■ It involves applying universal pricing, same promotional strategies and
the same range of products.
■ The mentioned strategy focuses on competitive advantages of the brand
and aids in developing significance brand image of the company
throughout the globe.

CONT..
■ Global image of the brand can be strengthen through standardisation to integrate
marketing communication strategy.
■ Nike has immensely benefited from standardization strategy. Such as it has build profit
maximization.
■ Factors such as brand image, product category, target market, business environment
and structural elements affect the degree of standardization in international marketing.
■ Large number of multinational business of different industry applied standardization
approach such as, Nike, Adidas, Apple, Johnson & Johnson, etc.

Effectiveness of Adaptation as customer-orientation
strategy
■ This strategy aims to change different features of the products and
services in different market with a motive fulfill the needs of consumers.
■ Adaptation has various advantages, one of the advantage is that they meet
the need of local market in significance manner and hence certainly aids
in boosting the overall customer satisfaction level.
■ Local customers appreciate design of the product, its functional benefits
and competences as it is in accordance to their needs.

CONT..
■ Company can also apply certain
element of marketing mix in
adaptation strategy. For instance,
Nokia, a worldwide
communication and information
company, concentrate on product
adaptation to a greater extent.

Standardization vs Adaptation in International
Marketing
■ At present to choose the right marketing strategy is one of the big
question for companies in different foreign market.
■ The companies have choice between a standardized and adoption of
international marketing strategies.
■ For the first company used to make choice of one marketing strategy and
with the few modifications in it in different countries.

CONT..
■ In order to follow the standardization marketing strategy companies, need
to assume that their customers in different countries have the same test and
desires.
■ Hence it can be said that there are many positive aspects which can support
this strategy.
■ As per the economies of scales, money can be easily saved basically in
preparation of advertisement.

CONT…
■ Examples are such as Apple which is of high standard and it is been
perceived by the fact that its products iPhone, iPad etc can easily satisfy
customers’ needs in all over the world.
■ The extent of standardization is one among the significance factor for
attaining the success in the new market.
■ Moreover, it offers benefits of monetary value, but it fails to understand
the variation which are related with each market.
■ On the other hand, adaptation strategy can be applied in order to
understand differences related with each individual market.

CONT..
■ There are lots of positive aspects which support standardisation strategy.
■ Marketer can save a lot of money through economies of scale, specially
by advertisement. Which will help the consumers to be less confuse
when they travel at different place as they are able to witness same set of
promotion at every place.
■ Through this, companies can gain knowledge about different culture and
can compile the same to make a standard strategy which can be adopted
at global level.

CONT…
■ When a standardized strategy forecasts a
failure, an adaptation of the global
marketing strategy is useful. In that case,
product related properties affecting
consumer behavior.
■ Even if the products features and functions
are same in various economies, perception
of these qualities may vary from one to
another.
■ The necessity to implement this strategy
within the host countries is to attain high
success.

CONT…
■ An adaptation of the international marketing strategy is one of the
effective useful at the time when standardized strategy lead to forecast a
failure.
■ It is the case in which product related attributes can easily influence
customers to make purchase of products and services.
■ Even if all the features of products are similar in different countries. This
strategy can be adopted in host countries for making sure that they can
compete successfully in different markets globally

CONCLUSION
The report concluded that, global marketing is selling a product
internationally. The advantages of global marketing are; lower marketing
cost, helps to establish relationship outside of the political area,
consistency in brand image and so on. Further it concluded that FMCG
are products that are sold quickly by the marketer and at relatively low
cost. Non durable goods such as package foods, beverages, toiletries and
many other consumables.

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CONT…
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