ch10ProductandBrandDecisions全球营销知识第十章

ch10ProductandBrandDecisions(全球营销知识第十章）BasicProductConceptsAproductisagood,service,orideaTangibleAttributesIntangibleAttributesProductclassificationConsumergoodsIndustrialgoods©2005PrenticeHall12/11/202212/11/202212/11/202212/11/202212/11/20221/9/20232ProductTypesBuyerorientationAmountofeffortexpendedonpurchaseConveniencePreferenceShoppingSpecialty©2005PrenticeHall12/11/202212/11/202212/11/202212/11/202212/11/20221/9/20233BrandsBundleofimagesandexperiencesinthecustomer’smindApromisemadebyaparticularcompanyaboutaparticularproductAqualitycertificationDifferentiationbetweencompetingproductsThesumofimpressionsaboutabrandistheBrandImage©2005PrenticeHall12/11/202212/11/202212/11/202212/11/202212/11/20221/9/20234Brands©2005PrenticeHall12/11/202212/11/202212/11/202212/11/202212/11/20221/9/20235BrandsTheaddedvaluethataccruestoaproductasaresultofinvestmentsinthemarketingofthebrandAnassetthatrepresentsthevaluecreatedbytherelationshipbetweenthebrandandcustomerovertime©2005PrenticeHall12/11/202212/11/202212/11/202212/11/202212/11/20221/9/20236Brands“Wehavetoshifttohighvalue-addedproducts,andtodothatweneedtoimproveourbrand.”-NoboruFujimoto,PresidentSharpElectronicsCorporation©2005PrenticeHall12/11/202212/11/202212/11/202212/11/202212/11/20221/9/20237LocalProductsandBrandsBrandsthathaveachievedsuccessinasinglenationalmarketRepresentthelifebloodofdomesticcompaniesEntrenchedlocalproducts/brandscanbeasignificantcompetitivehurdletoglobalcompanies©2005PrenticeHall12/11/202212/11/202212/11/202212/11/202212/11/20221/9/20238InternationalProductsandBrandsOfferedinseveralmarketsinaparticularregion‘Euro-brands’©2005PrenticeHall12/11/202212/11/202212/11/202212/11/202212/11/20221/9/20239GlobalProductsandBrandsGlobalproductsmeetthewantsandneedsofaglobalmarketandisofferedinallworldregionsGlobalbrandshavethesamenameandsimilarimageandpositioningthroughouttheworld©2005PrenticeHall12/11/202212/11/202212/11/202212/11/202212/11/20221/9/202310GlobalProductsandBrandsAmultinationalhasoperationsindifferentcountries.Aglobalcompanyviewstheworldasasinglecountry.WeknowArgentinaandFrancearedifferent,butwetreatthemthesame.Wesellthemthesameproducts,weusethesameproductionmethods,wehavethesamecorporatepolicies.Weevenusethesameadvertising—inadifferentlanguage,ofcourse.-AlfredZeienFormerGilletteCEO©2005PrenticeHall12/11/202212/11/202212/11/202212/11/202212/11/20221/9/202311BrandingStrategiesCombinationortieredbranding:allowsmarketerstoleverageacompany’sreputationwhiledevelopingadistinctiveidentityforalineofproductsSonyWalkmanCo-brandingfeaturestwoormorecompanyorproductbrandsNutraSweetandCoca-ColaIntelInside©2005PrenticeHall12/11/202212/11/202212/11/202212/11/202212/11/20221/9/202312BrandingStrategiesBrandactsasanumbrellafornewproductsExle:TheVirginGroupVirginEntertainment:VirginMega-storesandMGMCinemasVirginTrading:VirginColaandVirginVodkaVirginRadioVirginMediaGroup:VirginPublishing,VirginTelevision,VirginNetVirginHotelsVirginTravelGroup:VirginAtlanticAirways,VirginHolidays©2005PrenticeHall12/11/202212/11/202212/11/202212/11/202212/11/20221/9/202313GlobalBrandDevelopmentQuestionstoaskwhenmanagementseekstobuildaglobalbrand:Willanticipatedscaleeconomiesmaterialize?Howdifficultwillitbetodevelopaglobalbrandteam?Canasinglebrandbeimposedonallmarketssuccessfully?©2005PrenticeHall12/11/202212/11/202212/11/202212/11/202212/11/20221/9/202314GlobalBrandDevelopmentGlobalBrandLeadershipUsingorganizationalstructures,processes,andculturestoallocatebrand-buildingresourcesglobally,tocreateglobalsynergies,andtodevelopaglobalbrandstrategythatcoordinatesandleveragescountrybrandstrategies©2005PrenticeHall12/11/202212/11/202212/11/202212/11/202212/11/20221/9/202315GlobalBrandDevelopmentCreateacompellingvaluepropositionThinkaboutallelementsofbrandidentityandselectnames,marks,andsymbolsthathavethepotentialforglobalizationResearchthealternativesofextendinganationalbrandversusadoptinganewbrandidentitygloballyDevelopacompany-widecommunicationsystem©2005PrenticeHall12/11/202212/11/202212/11/202212/11/202212/11/20221/9/202316GlobalBrandDevelopmentDevelopaconsistentplanningprocessAssignspecificresponsibilityformanagingbrandingissuesExecutebrand-buildingstrategiesHarmonize,unravelconfusion,andeliminatecomplexity©2005PrenticeHall12/11/202212/11/202212/11/202212/11/202212/11/20221/9/202317LocalversusGlobalProductsandBrands:ANeeds-BasedApproachPhysiologicalSafetySocialExternal/InternalEsteemSelf-actualization©2005PrenticeHall12/11/202212/11/202212/11/202212/11/202212/11/20221/9/202318CountryofOriginasBrandElementPerceptionsaboutandattitudestowardparticularcountriesoftenextendtoproductsandbrandsknowntooriginateinthosecountriesJapanGermanyFranceItaly©2005PrenticeHall12/11/202212/11/202212/11/202212/11/202212/11/20221/9/202319PackagingConsumerPackagedGoodswhenthepackagingisdesignedtoprotectorcontaintheproductduringshippingEco-PackagingbecausepackagedesignersmustaddressenvironmentalissuesOfferscommunicationcuesthatprovideconsumerswithabasisformakingapurchasedecision©2005PrenticeHall12/11/202212/11/202212/11/202212/11/202212/11/20221/9/202320LabelingProvidesconsumerswithvarioustypesofinformationRegulationsdifferbycountryregardingvariousproductsHealthwarningsontobaccoproductsAmericanAutomobileLabelingActclarifiesthecountryoforigin,andfinalassemblypointEuropeanUnionrequireslabelsonallfoodproductsthatincludeingredientsfromgeneticallymodifiedcrops©2005PrenticeHall12/11/202212/11/202212/11/202212/11/202212/11/20221/9/202321AestheticsGlobalmarketersmustunderstandtheimportanceofvisualaestheticsAestheticStyles(degreeofcomplexityfoundonalabel)differaroundtheworld©2005PrenticeHall12/11/202212/11/202212/11/202212/11/202212/11/20221/9/202322ProductWarrantiesExpressWarrantyisawrittenguaranteethatassuresthebuyerisgettingwhattheypaidfororprovidesaremedyincaseofaproductfailureWarrantiescanbeusedasacompetitivetool©2005PrenticeHall12/11/202212/11/202212/11/202212/11/202212/11/20221/9/202323Extend,Adapt,Create:StrategicAlternativesinGlobalMarketingExtension–offeringproductvirtuallyunchangedinmarketsoutsideofhomecountryAdaptation–changingelementsofdesign,function,andpackagingaccordingtoneedsofdifferentcountrymarketsCreation–developingnewproductsfortheworldmarket©2005PrenticeHall12/11/202212/11/202212/11/202212/11/202212/11/20221/9/202324©2005PrenticeHall12/11/202212/11/202212/11/202212/11/202212/11/20221/9/202325GlobalProductPlanning:StrategicAlternativesProductSame DifferentCommunicationDifferentSameStrategy1:DualExtensionStrategy2:ProductExtensionCommunicationAdaptationStrategy4:DualAdaptationStrategy3:ProductAdaptationCommunicationExtension©2005PrenticeHall12/11/202212/11/202212/11/202212/11/202212/11/20221/9/202326HowtoChooseaStrategy?TwoerrorsthatmanagementmakesinchoosingastrategyNIH(Notinventedhere)syndromemeansmanagersignoretheadvancementsofsubsidiariesoverseasManagersimposepoliciesuponsubsidiariesbecausetheyassumewhatisrightforcustomersinonemarketisrightineverymarket©2005PrenticeHall12/11/202212/11/202212/11/202212/11/202212/11/20221/9/202327HowtoChooseaStrategy?CaveDweller–newproductslaunchedinternationallytodisposeofexcessproductionNaïveNationalist–companyrecognizesgrowthopportunitiesoutsideofhomemarketGloballysensitive–companyviewsworldascompetitivemarketplace©2005PrenticeHall12/11/202212/11/202212/11/202212/11/202212/11/20221/9/202328HowtoChooseaStrategy?Theproductitself,definedintermsofthefunctionorneeditservesThemarket,definedintermsoftheconditionsunderwhichtheproductisused,preferencesofpotentialcustomers,andabilitytobuytheproductAdaptationandmanufacturingcoststhecompanywillincur©2005PrenticeHall12/11/202212/11/202212/11/202212/11/202212/11/20221/9/202329NewProductsinGlobalMarketingPursueopportunitiesincompetitivearenasofglobalmarketplaceFocusononeoronlyafewbusinessesActiveinvolvementfromseniormanagementAbilitytorecruitandretainbestemployeesUnderstandtheimportanceofspeedinbringingproducttomarket©2005PrenticeHall12/11/202212/11/202212/11/202212/11/202212/11/20221/9/202330IdentifyingNewProductIdeasWhatisanewProduct?NewtothosewhouseitorbuyitNewtotheor