strategic brand mgt wk14a chp14-2

strategic brand mgt wk14a chp14-2 - Strategic Brand M...

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12/08/2000 Strategic Brand Management Koert van Ittersum
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12/08/2000 Overview v Rationale for Going Abroad v Advantages of Global Marketing Programs v Disadvantages of Global Marketing Programs v Standardization versus Globalization v Global Brand Strategy v Building Global Customer-Based Brand Equity
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12/08/2000 Rationale for Going Abroad v Global brands: o Coca-Cola o Shell o Bayer o Rolex o Marlboro
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12/08/2000 Rationale for Going Abroad v Perception of slow growth and increased competition v Belief in enhanced overseas growth and profit opportunities v Desire to reduce costs from economies of scale v Need to diversify risk v Recognition of global mobility of customers
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12/08/2000 Rationale for Going Abroad v Ideally, the marketing program for a global brand would consist of one product formulation, one package design, one advertising program, one pricing schedule, one distribution plan, and so on that would be the most effective and efficient possible option for each and every country in which the brand was sold
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12/08/2000 Advantages of Global Marketing Programs v Economies of scale in production and distribution v Lower marketing costs v Power and scope v Consistency in brand image v Ability to leverage good ideas quickly and efficiently v Uniformity of marketing practices
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12/08/2000 Disadvantages of Global Marketing Programs v Differences in consumers needs, wants, and usage patterns for products (lowest common denominator) v Differences in consumer response to marketing mix elements v Differences in brand and product development and the competitive environment v Differences in marketing institutions v Differences in administrative procedures v Differences in the legal environment
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12/08/2000 Disadvantages of Global Marketing Programs v Differences in the legal environment At the J. Walter Thompson ad agency, executives point to a 30- second cereal commercial produced for British TV to show how much regulations in Europe alone can sap an ad. References to iron and vitamins would have to be deleted in the Netherlands ; a child wearing a Kellogg’s T-shirt would be edited out in France where children are forbidden to endorsing products on TV. And in Germany, the line, “Kellogg makes its corn flakes the best they’ve ever been” would been axed because of rules against making competitive claims. After the required changes, the commercial would be about five seconds long
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12/08/2000 Standardization versus Customization A thousand suggestive ways attest to the ubiquity of the desire for the most advanced things that the world makes and sells-goods of the best quality and reliability at the lowest price. The world’s needs and desires have been irrevocably homogenized. This makes the multinational corporation obsolete and the global corporation
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This note was uploaded on 01/25/2011 for the course MGT 4304 taught by Professor Vanittersum during the Spring '08 term at Georgia Institute of Technology.

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strategic brand mgt wk14a chp14-2 - Strategic Brand M...

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