Creating Products for Consumers

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Chapter 12
Creating Products for Consumers in Global Markets
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Creating Products for Consumers in Global Markets

• I. Brand Strategies
• II. Country of Origin Effects
• III. Methods of Naming Brands
• IV. The Product Components Model

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Brand Strategies
Global Brands
National Brands
Global/National Brand Mix
Private Brands
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Methods of Naming Brands

• 1) Translation
• 2) Transliteration
• 3) Transparency
• 4) Trans-culture

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Product Component Model
SUPPORT SERVICESCOMPONENT
PACKAGING COMPONENT
? Repair and maintenance
? Deliveries
CORE COMPONENT
? Trademark
? Price
? Product platform ? Design features ? Functional
features ? Legal
? Warranty
? Installation
? Quality
? Brand name
? Package
? Instructions
? Spare parts
? Legal
? Styling
? Other related services
? Legal
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Product Variables

• The Core Product
• a product or services that is essentially the
  same as that of competitors
• The Tangible Product
• a product or service that is differentiated
  composition, origin, or tangible features from
  competing products
• The Augmented Product
• a product or service which is serviced after the
  sale and carries a warrantee from the producer,
  producing a continuing relationship with the
  seller.

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Would They Sell in the United States?

• Alu-Fanny French Foil wrap
• Crapsy Fruit French cereal
• Kum Onit German pencil sharpeners
• Plopp Scandinavian chocolate
• Pschitt French lemonade

• Atum Bom Portuguese tuna
• Kack Danish sweets
• Mukk Italian yogurt
• Pocari Sweat Japanese sport drink
• Poo Argentine curry powder

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Creating Products for Consumers in Global Markets

• V. International Services
• 1) Growth of the Service Sector
• i) Deregulation / Privitization
• ii) Technological Advancements

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Unique Characteristics of Services

• Inseparable in that its creation cannot be
  separated from its consumption.
• Heterogeneous in that it is individually produced
  and is thus virtually unique.
• Perishable in that once created it cannot be
  stored but must be consumed simultaneously whit
  its creation.

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Irwin/McGraw-Hill
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Top Consumer Services Exports

• Tourism 5. Telecommunications
• Transportation 6. Entertainment
• Financial Services 7. Information
• Education 8. Health Care

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Creating Products for Consumers in Global Markets

• 2) Difficulties in Marketing Services
  Internationally
• i) Protectionism
• ii) Controls on Transborder Data Flow
• iii) Protection of Intellectual Property
• iv) Cultural Requirements for Adaptation
• 3) U.S. Strengths in Marketing Services
• i) High Service Expectations
• ii) Experience with Tough Regulations

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I search the room but yourenot there. Your
perfume lingers everywhere.

• A global appeal???