Adapting Products and Communications: A Study of International Market Strategies

QUESTION

Attached are two articles about companies who have adopted innovative global marketing strategies.

In 4-5 paragraphs, discuss in detail:

a) How did each of the companies make use of the International Product/Communication Mix matrix? (See my audio recording on Blackboard)

b) Did the companies go far enough in adapting their products and/or communications to their new international target markets? If not, what would you have done differently?

c) Choose a product that is “typical” of your home country. How would you use the matrix to prepare the product for launch in China? (Remember: One of the possible strategies is no adaptation at all!)

d) How has “Sesame Street” been adapted to global markets? Watch the following videos and discuss. You may need to cut and paste the links into your browser window (i.e., they may not be clickable).

US: http://www.youtube.com/watch?v=x-AUCEE5AsY

Mexico: http://www.youtube.com/watch?v=-hZ4bQFMTas&feature=relmfu

Brazil: http://www.youtube.com/watch?v=XZXicL_Pga0

France: http://www.youtube.com/watch?v=hAljV4nwAgc&feature=relmfu

South Africa: http://www.youtube.com/watch?v=4VeCTtPazOU&feature=relmfu

Egypt: http://www.youtube.com/watch?v=xvdEKZ7_K20&feature=relmfu

For your enjoyment, here are some videos which complement the “Exporting Broadway” case:

“Fiddler on the Roof” in Japan:

http://www.youtube.com/watch?v=XRmGtALYW5Y&list=RDuSOXZrLadS0&index=3

ANSWER

How did each of the companies make use of the International Product/Communication Mix matrix?

Cleaning products manufacturers, Unilever and P&G, realized that their new products in Italy were not performing well. The companies conducted market research to identify the needs of the Italian market and realized that the labor-saving convenience of cleaning products, which was marketable in all the other market regions in the world was not marketable in Italy (Ball, 2006). The companies had to modify their products to meet the needs of the market; products that could make cleaning more effective. The companies used the product/communication marketing mix (Czinkota & Ronkainen, 2013) to come up with the developed products by conducting research on the customers (through polling consumers) to identify their ideal cleaning product. After the products were modified, they started performing well in the market. In the marketing of musicals, the company identified the types of musicals that sell in each market region. Some musicals performed better abroad than in their origin countries due to the market differences.

Did the companies go far enough in adapting their products and/or communications to their new international target markets? If not, what would you have done differently?

The cleaning products companies were able to effectively modify their products to suit the requirements of the Italian market (Bertoli et al., 2017). After Unilever’s Cif cleaning spray performed poorly in the market, the company identified the cleaning requirements of the Italian customers and modified the product. First, the cleaner was reformulated to clean better, and varieties were introduced, such as the variety for bathroom limescale removal (Ball, 2006). The size of the bottles was also increased to accommodate the numerous cleaning times of the customers. P&G also modified its Swiffer by introducing the Swiffer with beeswax. A Swiffer duster was also introduced to suit the needs of the market and performed very well in the market. In the case of musicals, the company ensures that musicals are presented in the local languages of the markets that they are sold. This makes the people identify with the musicals.

Choose a product that is “typical” of your home country. How would you use the matrix to prepare the product for launch in China?

Some products do not require any adaptation to a certain country or market since they already match the needs of that market. For example, the red bull energy drink, which is a favorite of many young people in Antigua, would perform well in China since it would appeal to the large population of millennials who want to ‘look cool’ and appear outgoing. There is no adaptation needed for such a product in China.

How has “Sesame Street” been adapted to global markets? Watch the following videos and discuss.

“Sesame Street” has been adapted to various global markets by the modification of the language to the local languages of the different market regions. The song used in “Sesame Street” is sung in the respective languages spoken in each market (Fisch & Truglio, 2014). The images are also customized to show the way of life or activities that are common in each market region or country. Even the mode of dressing of the characters portrays the mode of dressing in the market region.

References

Ball, D. E. B. O. R. A. H. (2006). Women in Italy like to clean, but shun the quick and easy. Wall Street Journal, April, 25, A1.

Bertoli, G., Busacca, B., & Macciani, A. (2017). Brand between Global Standardization and Local Resonance: Cif in Brazil. Micro & Macro Marketing, 26(1), 135-158.

Czinkota, M. R., & Ronkainen, I. A. (2013). International marketing. Cengage Learning.

Fisch, S. M., & Truglio, R. T. (Eds.). (2014). G is for growing: Thirty years of research on children and Sesame Street. Routledge.