International & Global International & Global MarketingMarketing

Cross Cultural Research Cross Cultural Research ActivityActivity

•Research two world cultures. •Explain where they are in the world, something unique about the culture and identify some ‘do’s and taboo’s’ – •what should you do or NOT do as a traveller (or if travelling on business) and why?•We stopped here today. Tomorrow we will start from next slide.

Two Cultures, Two Barbies

The Barbie Doll didn't do very well in Japan, until Mattel gave the manufacturing license to Takara, a Japanese toy and doll specialist. Takara did some marketing research and found that most Japanese disliked Barbie. Her breasts were far too big, her legs were exaggeratedly long.So Takara made the appropriate modifications to Barbie's anatomy, converted her blue eyes to brown as well, and found instant success in the market.

In India it was a totally different story.In India it was a totally different story. India loves this little doll just as she is, golden

blonde, blue eyed and leggy, if a bit plastic. This Barbie is a precise copy of her American This Barbie is a precise copy of her American

incarnation, right down to the design of her incarnation, right down to the design of her miniskirt, her lounger and end table set, her miniskirt, her lounger and end table set, her diary, and antique telephone.diary, and antique telephone.

BUT…There is no place for a Ken doll in the market. The concept of a boyfriend may be too advanced in The concept of a boyfriend may be too advanced in

India where premarital relationships are frowned India where premarital relationships are frowned on and many wedding couples don't meet until their on and many wedding couples don't meet until their wedding day.wedding day.

What sells in America does not What sells in America does not necessarily sell in Japannecessarily sell in Japan

VIDEOVIDEOMeetings and cultural importance http://www.youtube.com/watch?v=JK_NinOmFWw&NR=1

Traveling http://www.youtube.com/watch?v=v1vvLQd53Ps

Gift givinghttp://www.youtube.com/watch?

v=8jrbu0lCWjk&feature=relatedPersonal spacehttp://www.youtube.com/watch?

v=sLLTQgQHClI

Product/Promotion StrategyProduct/Promotion Strategy

Straight Extension

Product Adaptation

Communication Adaptation

Dual Adaptation

Same

Same

PRODUCT

Different

Different

PROMOTION

When companies enter foreign market, sometimes they change only the product Product Adaptation

Sometimes they change only the promotion Communication Adaptation

Sometimes they change both promotion and product Dual Adaptation

Product / Promotion Strategy Product / Promotion Strategy

Luxury products like BMW, Coach High-tech products like Ipad Mass appeal products like

Mcdonald Favorable country image products

such as the Roots, Molson and Schneider

Products Suitable for Products Suitable for Standardized AdvertisingStandardized Advertising

Basic approach• Specific communication strategy• Specific Audience

Local adjustments•Words and the lyrics are translated• Basic adjustments made to the

copy• Visual adjustments made to the

copy

Coca-Cola: “Pattern Coca-Cola: “Pattern Advertising”Advertising”

Tailoring Global Tailoring Global CampaignsCampaignsCoca-Cola

A thousand children singing the praises of Coca-Cola

21 localized versions witha youngster from the local

market

Tailoring Global Tailoring Global CampaignsCampaignsCoca-Cola

A thousand children singing the praises of Coca-Cola

21 localized versions witha youngster from the local

market

Working in a group, you will be assigned a country and given a country profile.

American Eagle Outfitters wants to open stores in the country you have been assigned.

Read through the profile and outline what AE should do for each of the 4 P’s of marketing in that country.

You may change the style of products, advertising message etc. to suit the country’s culture.

TaskTask

http://www.youtube.com/watch?v=pxoB6MhmbIg

Body LanguageBody Language